This document provides an introduction to online marketing. It begins by outlining key statistics about internet usage in Ghana. It then discusses the new digital consumer and company, highlighting characteristics like being connected, mobile, and socially networked. The document defines online marketing and lists several common digital marketing channels: search engine optimization/marketing, digital display advertising, social media marketing, mobile marketing, email marketing, content marketing/blogging, and web analytics. For each channel, one or two key points are provided. The document concludes by outlining a 10 step process for achieving great results in digital marketing, including understanding the market and audience, selecting channels, developing quality content, communication, engagement, promotions, budgeting, and measuring results.

1. INTRODUCTION TO
ONLINE MARKETING
Maximus Ametorgoh
Digital Lead, PopOut
@MaxiAmetorgoh

2. Activity 1:
Trace your 5 fingers on the
paper. Give 5 key reasons
why you came for this
training. Write one reason
in each finger.

4. Digital
World

5. 79.5% 92.6%

6. 55.4% 87.5%

7. • 27.9million people
• 6 Telcos (excluding ISPs)
• 5 4G Operators
• 39,234,216 mobile voice subscriptions
• 19,697,062 mobile data subscriptions
• 4.5million Ghanaians on Facebook
Ghana Internet Stats

8. 300hrs
Videos uploaded
on YouTube
every minute

10. News:Papers/Stations

11. News:Portals
•
•
•

12. Interaction:
What is your
understanding of
online marketing?

13. THE NEW TARGET CONSUMER
1. Connected
2. Virtual
3. Mobile
4. Choices
5. Recommendations
6. Influencers
7. Community-minded

15. In the digital
world, real time
is the right time.

16. THE DIGITAL COMPANY
1. Connected
2. Virtually Present
3. Mobile
4. World Wide
5. Always Available
6. Targeted Audience
7. Socially Networked

17. Definition:
Online Marketing is the art and science
of selling products and/or services over
digital networks, such as the internet
and cellular phone networks.
www.thebalance.com
OM is also termed Internet Marketing or Digital Marketing.

18. Activity 2:
Name any company you
know who sell products
or services in Ghana
online.

19. Digital Marketing
Channels/Types

20. 1. SEO/SEM
Ranking of web pages in search results by Search
Engines based on the relevance of the content
within them to the user.
Giving visibility and functionality to your website
or web presence.

21. SEARCH ENGINES ARE LIKE VIRTUAL LIBRARIANS

22. SEARCH ENGINES

23. 60%
of search done on
mobile devices

24. Which business must I do?

25. Knowledge Graph
A Knowledge Graph is what contributes to
the information you see on the right hand
side of Google.

28. ACTIVITY: KEYWORDS
Suggested keywords for BANKU are:
- Banku and tilapia
- Banku with okro soup
- Banku dade
“MaxFoods serves you banku and tilapia other
restaurants cannot match in terms of taste, nuitrition
and size. We also serve banku with okro stew while you
enjoy Shatta Wale’s refrain “Banku dade” in his Taking
Over track.

29. 2. Digital Display Advertising
is a form of advertising that conveys a commercial
message visually using text, logos, animations, videos,
photographs, or other graphics.
These are ‘electronic billboards or banners’. Locations
are called Display or Audience Networks.

33. 3. Social Media
Marketing

34. “any or a set of new media applications
which facilitates social interactions
based on shared identities, common
interests, collective actions and social
networks for diverse expected results.”
Maximus Ametorgoh
What is Social Media?

35. http://www.itproportal.com/
“the best personalized
newspaper in the world.”
Mark Zuckerberg,
CEO, Facebook

38. 4. Mobile
Marketing
Reaching the end user of
a product or service with
a marketing message via
the mobile device using
mobile technologies.

39. MOBILE MARKETING
1. Mobile Messaging
2. SMS Marketing
3. USSD (*1957#)
4. Mobile App
5. Mobile Site
6. Games
7. Augmented Reality
8. QR Codes

40. QR Codes Types
- Website
- Emails
- VCards
- Facebook
- SMS
- Messages
- Videos
- Images
- PDFs
- Apps

41. 5. E-Mail Marketing
Using email to send message(s) to the end
user of a product or service to buy the
product, subscribe to the service or take a
particular action.
Reaching the end user of a product or
service with a marketing message.

42. • 247billions
emails sent daily
• 3.2billion
accounts

43. 91%
of online
consumers use
emails at least
once a day
ExactTarget

44. 90%
consumers prefer to
receive updates from
an email newsletter,
while only 10% chose
Facebook
ExactTarget

45. EMAIL CLIENTS

46. 6. Content
Marketing/ Blogging

47. CONTENT MARKETING
“Content marketing is the process of creating
high-quality, valuable content to attract, inform,
and engage an audience, while also promoting
your brand.”
www.marketo.com

48. • Content Development
• Copywriting
• Link Building
• Influencer Marketing
• Context positioning
• Blogging
• Traffic Building

49. Oxford Dictionary
Word of the year 2015
‘Face with Tears of Joy’
Emoji – E (Picture) + moji (letter, character)

51. AmeyawDebrah.com

52. Mark Angel Comedy

53. Kasiime Anne

54. 7. Web Analytics

55. Web Analytics
It is the data representation or visualization of
activities of online audience relative a part or the
whole of any online assets or platforms.
Data is represented in charts, graphs and other visual
elements.

56. Website
Search
Engine
Marketing
Digital
Display
Advertising
E-Mail
Marketing
Social
Media
Mobile
Content
Analytics
Online Assets and Address

57. Activity 3:
Name 10 products and
services you can market
online in Koforidua and
Ghana.

58. 10 Steps To Great
Results on Digital
Marketing

59. 1. Understand Digital Marketing
• Know the Concept
• Channels for Marketing
• Know the Features
• What are the Benefits/Uses
• Set your Objectives

60. Digital Marketing Objectives
1. Customer Engagement
2. Acquisition of new customers
3. Marketing of products
4. Top-of-mind awareness
5. Lead Generation
6. Education and empowerment
7. Brand positioning
8. Support services
9. Digital Media Leader in industry
10.Thought Leader in your industry

61. 2. Define your Market Segment
• What defines your Industry?
• What are the Products and Services?
• Who are the Core Target Audience?
• Who are your Competitors?
• What are the Channels for Marketing?

62. 3. Know your audience
• Who are they?
• Where are they located?
• What are their interests?
• What is their income level?
• Do/Can they use technology?
• Do they socialize a lot?

63. 4. Select the right Channels
• Where are your audience?
• Can you share text, pictures, audio,
videos, links on the platforms?
• How is content broadcasted to users?
• How much will you spend?
• Can you get your investment back?
• Which online accounts do you have?

64. 5. Develop Quality Content
• Know your main message(s)
• Talk to people directly
• Be easily understood
• Make your fans interact with you
• Produce quality content
• Instruct your fans/followers to take
action, ie, buy, register, call, etc

65. 6. Communicate your Contents
• Develop your Schedule
• Examine your Content again
• Publish your Content
• Monitor how fans/follower

66. 7. Engage your Audience
• Respond to Comments
• Expect Feedbacks
• Answer Inquiries
• Merge Offline and Online

67. 8. Run Promotions and Campaigns
• Offer Big Benefits
• Give Discounts
• Have Deals for Special/
Selected Audiences
• Giveaways should be
frequent
• Create Social Awareness

68. 9. Have a Budget
Know how much these will cost:
• Developing your Strategy
• Developing your Content
• Boosting posts on Platforms
• Running Promotions and Campaign
• Generating Reports
• Paying your Personnel
• Buying Resources/Tools (Internet,
materials, etc)

69. 10. Measure your Results
• Traffic to your website
• Increase in number of Fans/Followers
• Increase in Engagement
• Growth in Sales and Profit
• High participation in Campaigns
• Achievement of set Objectives
• Your Return On Investment

70. Activity 4:
You have an online
business idea. Follow the
10 steps and show how
you will execute it from
scratch.

71. Q & A

72. THANK YOU
All images used in this presentation are not owned by the content developer. All ideas, activity,
models and other contents is rightfully owned by the content developer and presenter.
@MaxiAmetorgoh
/maximusametorgoh
/maximusametorgoh
/in/maximusametorgoh