Maximizing Digital Marketing for Entrepreneur

Maximizing Digital Marketing for Entrepreneur
Jakarta, August 2013
prepared by Vidiyama Sonekh
@vidiyama
Wednesday, August 21, 13

Agenda
Indonesia Digital Landscape
Understanding Your Customers & The New Marketing
Website Usability & Analytics
Acquisition

...
Nowadays market is no longer owned by television and/or magazines, websites and social
media also become an main channel to spread information for everyone.
Current Digital Landscape

The growth of Indonesia internet user is 33% by 2014. it will be 33% of total
population.
Indonesia Internet Population

Indonesia Internet Behavior
Google, Facebook, are the most popular accessed site by February 2013.
on the other side, 82% people is using internet for social network and 57% of them are
seeking for general information.

Understanding Your Customers
&
The New Marketing

The New Customer Behavior
The Funnel Metaphor
The customer behavior has changed along with growth of the internet users. apparently, user is having a
lot of references before they decide to purchase a product.

There are 4 steps for customers before they decide to purchase a product. instead of brand
recognition, brand trusted and online user experiences become their priority nowadays.
The Purchasing Process

What Does It Mean To Consumers
These are 3 types of media category based on level of awareness. at ﬁrst, we utilize paid media
to spread the brand attention, engage at owned media to create earned media from customers.

What they want to do...
What we want them to do...
The Issue
in fact, we can not force the (potential) customers to do what we want to do,
therefore when we built a platform we need to do an usability testing and
behavior analysis for each type of customer levels.

By Usability Guru, Jakob
Nielsen
5 Key Elements of Website Usability
Recognition
first step of
website usability is
how user see your
platform? how
intuitive the design
of the site?
Efficiency
how many step taken
to find an information
in your site?
Memorability
can user easily
remember the flow to
browse the site?
Errors
what kind of errors are
users making , why
are they making
them? how long it
takes to correct their
errors?
satisfaction
are your customers
enjoy using your
website?

What Designers Build
This is an example of online booking reservation designated for those who need to easily ﬁnd a hotel
with affordable price.

What Users See
in the top level of platform, users directed to focus on the hotel type and date conﬁrmation

In the end, it all depends on your business objectives. The user experience does NOT belong to your
CEO, your head of marketing, or the web designer .
The views of your users are the only things that count when it comes to website usability. Watch and
measure user behavior to make logical, objective conclusions about your site
you can see these following methods :
A/B testing your page
Multivariate tests
Usability tests
Customer online surveys
Customer persona analysis
Summary
How do we measure and optimize the site?

Sample of Good UX
when your goal is to gain member as many as you can,your homepage should be clear and
concise and directing users to “sign up”.

Sample of Good UX

Questions
What is your goal in digital? What is your most important business objective?
Do you think your users have problems to accomplish the objective?
How can you ﬁx the problems? What will you test?
Summary
Knowing your customer behavior is the most essential step to achieve your business goals. Do
research them and optimize quickly.

Web analytics is the practice of collecting, measuring, analyzing, and reporting on Internet data for the purpose of
understanding how a website is used by its audience and how to optimize its usage (deﬁnition by the Web Analytics
Association)
Analytics
Key Points in web analytics:
What are they doing in our website?
How do they get into our website?
Are they engaged to the website’s content?
Are they ﬁlling our website’s objective

How To Collect The Data

Analytics Tools
google analytics is a real-time platform to measures your trafﬁc and user behavior simultaneously.

• It’s a tool not an answer – use it to come up with a hypothetical answer
• Need a clear strategy for measurement
• Just because you can measure it doesn’t mean you should measure it
• Remember what we can’t measure
• Custom setup
Google Analytics
Google analytics is not a platform to answer your business goals. google analytics is a tool
to help you understand your visitor ﬂow and behavior on the site. every metrics comes up
with a hypothesis to take any optimization step in further.

Web analyticsWhats happening on my site?
Why is it happening? User experience research
Measurement Strategy
these are the following step before we did an optimization is knowing what
happens on the site and ﬁnd out why .

Acquisition

Acquisition
Email Marketing SEO/SEM PPC
You can get the customer acquisition using Email marketing, SEO and
PPC
The Channels

Acquisition
Email Marketing
• Improves direct mail response rates by 40%
• Improves telemarketing conversion by 78%
• Re-enforces advertising messages by 35%
Email marketing is the ﬁrst channel to acquire new customers. however the strategy of using email
marketing is should be clear and targeted. we can use the different message towards customer types
in digital under the CRM platform.
Email Marketing

Acquisition
Email Marketing
1. Creative
2. Relevance
3. Incentive
4. Targeting & Timing
5. Integration
6. Copy
7. Attributes
8. Landing page
Here is 8 key elements to get higher member acquisition through email marketing :
Email Marketing
be
C.R.I.T.I.C.A.L.
Email marketing is recommended for speciﬁc target audience especially those who goes
mobile, students or professional.

Acquisition
SEO/SEM
• Higher Visibility
• It can help you achieve your business goals
• Competitor activity means that you have to
• It’s free targeted trafﬁc
• Because it/s very easy to gauge its success
SEO
By using both of SEM and SEO integration we could gain higher brand visibility and trafﬁc
acquisition up to 70%

10
20
60
Top listing in
sponsored alone
Top listing in natural
alone
Top listing in
sponsored & natural
Beneﬁt on SEO & SEM Integration
Users are more likely to click through to your site if you use both paid and organic.
by using long tail keyword we can actually gain 70% of trafﬁc.
top listing in both paid and organic will
receive more clicks
(per 1000 impressions)
Acquisition
SEO & SEM

Acquisition
PPC
• Paid Search - drives traffic to a website through paid links
• It is a highly effective form of acquiring traffic online
• …if managed correctly
Why PPC?
• Control – Campaign can be turned on or off
at will or automatically
• Page specific – Ads can lead searchers to
specific pages for particular products or
services
• Flexibility – Target keyword changes are easy
to implement
• Insurance – You are protected against
ranking algorithm changes on organic
Search Engine
• Analytics – High degree of detail can be
measured
Since google become the first option of internet users while searching, ppc
could be used by brands to get a higher acquisition number.
PPC

Acquisition
PPC
not only google we can also use another ppc platform in order to tap another audience.
there are twitter promoted tweet for engagement, facebook ads or youtube ads to gain
views and subscriber.
Alternatives Platform

Acquisition
Organic and paid search should be well-maintained. at the end, the higher proportion of
organic the better.
Summary

@vidiyama - 2013
Thank You

Maximizing Digital Marketing for Entrepreneur

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