The document discusses digital marketing trends and strategies. It begins with an overview of digital marketing and its objectives like increasing sales and growing market share. It then outlines an agenda covering the digital marketing landscape, content marketing, website development, search engine optimization, search engine advertising, social media management, and influencer marketing. Each topic is then defined in one to three sentences. For example, content marketing is defined as a strategic approach focused on creating valuable and consistent content to attract and retain an audience to drive customer action. The document concludes with an overview of how to manage a successful digital marketing campaign.

1. Nouvelles plateformes, nouveaux
formats
@yan_luong VS @yan_luong_

3. Agenda
• 08:15 – 10:00 – Digital Marketing Landscape
• 10:30 – 12:00 – Scrollytelling & Design
• 13:30 – 15:00 – Video Trends
• 15:00 – 16:30 – Live & GIFs
• 17:00 – 18:00 – Ask Me Whatever

4. DIGITAL MARKETING

6. Digital marketing is an umbrella term for
the marketing of products or services
using digital technologies, mainly on the
Internet, but also including mobile phones
and any other digital medium.

9. Digital Marketing Objectives
• Increase sales
• Build brand awareness
• Grow market share
• Launch new products or services
• Find new customers

12. Agenda
• Digital Landscape
• Content Marketing
• Website Development
• Search Engine Optimization
• Search Engine Advertising
• Social Media Management
• Influencer Marketing

13. THE LANDSCAPE

18. CONTENT MARKETING

19. Content marketing is a
strategic marketing approach focused on
creating and distributing valuable, relevant,
and consistent content to attract and retain
a clearly-defined audience — and,
ultimately, to drive (profitable) customer
action.

24. WEBSITE DEVELOPMENT

26. Responsive web design (RWD) is an
approach to web design aimed at crafting sites
to provide an optimal viewing experience—
easy reading and navigation with a minimum of
resizing, panning, and scrolling—across a wide
range of devices (from desktop computer
monitors to mobile phones).

27. SEARCH ENGINES

29. SEARCH ENGINE OPTIMIZATION

30. Search Engine Optimization is the process
of maximizing the number of visitors to a
particular website by ensuring that the site
appears high on the list of results returned
by a search engine.

32. SOCIAL MEDIA MARKETING

33. Social media marketing refers to the
process of gaining traffic or attention
through social media sites.

36. @yan_luong

37. @yan_luong

40. Les médias sociaux constituent une tendance sociologique majeure
Chaque individu est un média potentiel
De nouveaux formats et puissances médiatiques ont émergé
Les organisations sont devenues des créateurs de média
Membres de
l’organisation
Organisation Médias de masse
News
Relations média, évènements, …
Médias
trad
Médias
sociaux
L’impact des médias sociaux sur la
communication

42. INFLUENCER MARKETING

47. ONLINE ADVERTISING

52. DIGITAL MARKETING CAMPAIGN
MANAGEMENT

53. Objectives
KPI’s
Persona
User journey
Call-to-action
Reporting
Local, regional, global
Short-term, mid-term, long-term
Quantity, quality, both
Priority
What
Who
How many
Why
How
Where
When
Multi-channel data sources
(Google, facebook, Twitter, Youtube)
Direct links with objectives
Learning curve, best practice
Campaign team & budget