This document summarizes Hassan Imtiazi's presentation on digital marketing management. Some of the key points covered include:
- An overview of the current digital landscape and how the COVID-19 pandemic accelerated digital transformation for many businesses.
- Frameworks for developing a digital strategy and marketing mix, including RACE and SOSTAC models. Tactical approaches for digital channels like search marketing, display ads, video, and social media were discussed.
- Case studies highlighting best practices for search engine optimization and using social media. Key metrics for evaluating digital marketing campaigns like open rates, click-through rates, and return on ad spend were also reviewed.
- The importance of data, analytics, and
The document discusses digital marketing strategies and trends. It begins with an introduction to the presenter, Hassan Imtiazi, and his background in digital marketing. The bulk of the document then covers:
- Current digital marketing trends in the UK and how the landscape has changed, including the rise of e-commerce, smartphones, social media, and the importance of data.
- The impact of COVID-19 in accelerating digital transformation and moving transactions online.
- Frameworks for digital strategy and marketing models, including RACE and SOSTAC.
- Elements of a digital media mix, including search marketing, display advertising, and case studies.
Digital marketing utilizes various digital channels like websites, mobile apps, and social media to promote products and brands, allowing for multidirectional communication compared to traditional unidirectional marketing, and its effectiveness can be easily measured. The document outlines what digital marketing is, compares it to traditional marketing, discusses why people use the internet and the digital marketing framework involving discovery, analysis, building campaigns, implementing, measuring, and managing results.
Content Marketing For Building And Construction ProductsLeigh Simpson
Discussing why content and inbound marketing is ideal for selling building products, how to create and promote your content, what tech stacks to use to make your life easier and how to measure your ROI. More info from www.insynth.co.uk
Digital marketing in India continues to grow at an exorbitant rate due to factors including an expanding digital population, falling data and device prices, and an eager, expanding economy. This presentation explores these topics and opportunities for businesses to leverage them via digital marketing.
O3M, www.o3mdm.com is a Chennai based digital marketing agency and Google AdWords Premier Partner.
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoFred Isbell
Digital transformation and innovations including cloud, social media, and Big Data/analytics have redefined services marketing -- no one debates that. The modern services marketer must both combine art and science to meet changing needs of the services marketplace, including digital technologies, thought leadership and storytelling, and analytics for key insights. We addressed the skills of a successful modern services marketer, technology as a key enabler to transformation and innovation, and address key best practices in this session given at the TSIA Technology Services World (TSW) 2017 event in San Diego CA.
The document discusses the benefits of digital marketing. It states that digital marketing continues to show strong growth due to its excellent ROI and measurability. Digital marketing allows for precise targeting and measurable results. As marketing budgets shrink, digital advertising is increasingly preferred over traditional channels. The document promotes a workshop on digital marketing that will provide skills and techniques to help marketers succeed in the digital space.
This document discusses why digital strategy is important. It notes that marketing has changed more in the past 2 years than the past 50 due to increased digital connectivity. A digital strategy is a plan to accomplish objectives using digital tools like websites, mobile apps, social media etc. The document provides statistics showing people increasingly use digital channels and highlights reasons for brands to use digital marketing like reaching customers online and precisely measuring results. It also presents a case study example and gives ideas for digital tactics brands can implement.
Persona Marketing and Lead Nurturing- Simon Morris, AdobeLinkedIn
This document discusses persona marketing and lead nurturing. It describes building personas to better understand target customers and their needs. The document provides examples of personas like Digital Marketer, Digital Analyst, and Social Marketer. It emphasizes the importance of knowing customers and their challenges in order to effectively market to different personas. Building personas involves defining who they are, their goals, pain points and preferred methods of interaction to align marketing strategies.
The document discusses digital marketing strategies and trends. It begins with an introduction to the presenter, Hassan Imtiazi, and his background in digital marketing. The bulk of the document then covers:
- Current digital marketing trends in the UK and how the landscape has changed, including the rise of e-commerce, smartphones, social media, and the importance of data.
- The impact of COVID-19 in accelerating digital transformation and moving transactions online.
- Frameworks for digital strategy and marketing models, including RACE and SOSTAC.
- Elements of a digital media mix, including search marketing, display advertising, and case studies.
Digital marketing utilizes various digital channels like websites, mobile apps, and social media to promote products and brands, allowing for multidirectional communication compared to traditional unidirectional marketing, and its effectiveness can be easily measured. The document outlines what digital marketing is, compares it to traditional marketing, discusses why people use the internet and the digital marketing framework involving discovery, analysis, building campaigns, implementing, measuring, and managing results.
Content Marketing For Building And Construction ProductsLeigh Simpson
Discussing why content and inbound marketing is ideal for selling building products, how to create and promote your content, what tech stacks to use to make your life easier and how to measure your ROI. More info from www.insynth.co.uk
Digital marketing in India continues to grow at an exorbitant rate due to factors including an expanding digital population, falling data and device prices, and an eager, expanding economy. This presentation explores these topics and opportunities for businesses to leverage them via digital marketing.
O3M, www.o3mdm.com is a Chennai based digital marketing agency and Google AdWords Premier Partner.
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoFred Isbell
Digital transformation and innovations including cloud, social media, and Big Data/analytics have redefined services marketing -- no one debates that. The modern services marketer must both combine art and science to meet changing needs of the services marketplace, including digital technologies, thought leadership and storytelling, and analytics for key insights. We addressed the skills of a successful modern services marketer, technology as a key enabler to transformation and innovation, and address key best practices in this session given at the TSIA Technology Services World (TSW) 2017 event in San Diego CA.
The document discusses the benefits of digital marketing. It states that digital marketing continues to show strong growth due to its excellent ROI and measurability. Digital marketing allows for precise targeting and measurable results. As marketing budgets shrink, digital advertising is increasingly preferred over traditional channels. The document promotes a workshop on digital marketing that will provide skills and techniques to help marketers succeed in the digital space.
This document discusses why digital strategy is important. It notes that marketing has changed more in the past 2 years than the past 50 due to increased digital connectivity. A digital strategy is a plan to accomplish objectives using digital tools like websites, mobile apps, social media etc. The document provides statistics showing people increasingly use digital channels and highlights reasons for brands to use digital marketing like reaching customers online and precisely measuring results. It also presents a case study example and gives ideas for digital tactics brands can implement.
Persona Marketing and Lead Nurturing- Simon Morris, AdobeLinkedIn
This document discusses persona marketing and lead nurturing. It describes building personas to better understand target customers and their needs. The document provides examples of personas like Digital Marketer, Digital Analyst, and Social Marketer. It emphasizes the importance of knowing customers and their challenges in order to effectively market to different personas. Building personas involves defining who they are, their goals, pain points and preferred methods of interaction to align marketing strategies.
E- Business Portal to Increase the reach and Usagesdusane1
Electronic Business or e-business is a term which can be used for any kind of business or commercial transaction that includes sharing information across the internet. Commerce constitutes the exchange of products and services between businesses, groups and individuals and can be seen as one of the essential activities of any business. Electronic commerce focuses on the use of ICT to enable the external activities and relationships of the business with individuals, groups and other businesses or e business refers to business with help of internet i.e. doing business with the help of internet network. The term "e-business" was coined by IBM's marketing and Internet team in 1996.
A sample B2B marketing campaign for IBM on Digital Communication Solutions. Thie deck lists their products, key performance indicators, suggestions for target audience and strategies they can incorporate into their marketing plan. It also includes an analysis of their social media presence. There is information on tools like microsites, podcasts, webinars, cause videos along with a suggestive campaign calendar.
Beginners guide digital transformation zaitoon digital agencyZaitoonagency
Digital Transformation has resulted in fundamental changes in how a business operates and the value they deliver to their customers.
Download the ebook to get the insights of technology trends for Digital Transformation.
Project on digital marketing.
Introduction
History
Need of digital marketing
Types
Technique
Advantages of digital marketing
Disadvantage of digital marketing
Advantages of digital marketing over traditional marketing
Career opportunities
Business uses digital marketing with current data
This presentation also covers current data .
This document is a 58-page seminar report submitted by Falak Naaz, a student at Guru Nanak Dev University, for her subject OLMCM-205S. The report discusses digital marketing and includes sections on the introduction and history of digital marketing, its need and objectives, the 7Cs and 5Ps of digital marketing, types and techniques of digital marketing such as SEO, and the benefits, advantages, and disadvantages of digital marketing over traditional marketing. The report also discusses how businesses use digital marketing and career opportunities in the field.
Digital Transformation and the Marketing ProfessionalMatthew W. Bowers
Defining and understanding digital transformation and the marketing role. How can marketing drive transformation? what are the tasks, strategies and things that can help.
This document discusses the importance of digital business and defines key terms. It explains that a digital business incorporates digital technology to create revenue and results through innovative strategies, products, processes and experiences. It also discusses how technology and business have evolved, with technology now creating new opportunities that change businesses. It outlines several key technology trends and how they present opportunities for new players but also threats. The document discusses the changing roles of various corporate leaders in a digital business environment and some of the challenges they face. It provides a value tree for a digital business that shows how investments in new digital capabilities can drive growth and efficiency through various value levers.
BOOSTING CHANDIGARH BUSINESSES THROUGH DIGITAL MARKETING.pptxLovina Kapoor
Chandigarh, often known as “The City Beautiful,” is well-known not just for its scenic beauty and urban development, but also for its vibrant commercial sector. The demand for competent digital marketing services in Chandigarh has increased in an era where the digital sphere is critical to corporate success.
Since the early 90s Internet has created new different possibilities of doing business all over the world. This has generated a new kind of entrepreneurs, focused on generate value by identifying and exploiting these emerging market opportunities: the digital entrepreneurs. Digital entrepreneurs are becoming more and more important for the economic growth of a country.
The term digital entrepreneurship encompasses the different opportunities generated by Internet, mobile technologies, and new media: retail companies benefit from the diffusion of e-commerce as well as “ebay or amazon small entrepreneurs”, who are able to sell products without bearing fixed costs; mobile technologies bring benefits to small businesses by opening up new market opportunities; last but not least companies and individuals develop new business models exploiting the opportunities provided by web 2.0, through the use of social media and blogs.
Nowadays, as more companies start doing digital business, competition is increasing and new digital business strategies are developed to achieve higher market shares and sustainable profits. Companies can beat the competition using an appropriate digital marketing strategy, which lead to increase sales and achieve business success. The concept of digital marketing is becoming more and more important even for traditional entrepreneurs, who have to be able to develop new skills to compete in a digital economy.
This document provides an overview of a digital marketing fundamentals course presented by Abdel Rahman Sleem, CEO of IMFND. The course agenda covers introduction to digital marketing, strategy and planning, implementation including online advertising, social media marketing, search engine optimization, email marketing and more. It also discusses types of online advertising such as affiliate marketing, contextual advertising and behavioral targeting. Measurement and analytics are covered at the end.
Technology360 is a digital marketing agency located in Vijayawada, India. They offer various digital marketing services including web design, search engine optimization, social media marketing, email marketing, and reporting. Their team of young professionals aims to provide affordable and result-oriented digital solutions. They follow a process that involves understanding client needs, analyzing projects, providing weekly/monthly reports, and delivering the final project. Some of their current clients include Pragati Resorts, Gift Desk, Dit School, and The Learn IT.
How to get Digital Marketing Certificate in Kolkata?arpta
The document provides information about a Certificate in Digital Marketing program. It defines digital marketing and explains why it is important given customers' growing engagement with digital platforms. The 12-week certificate program covers key areas of digital marketing through real-life case studies and applications. It is intended for graduates, students, and anyone interested in careers in fields like search engine optimization, social media marketing, and web analytics. The course is offered through a partnership between education providers NIIT and the Digital Marketing Institute of Ireland.
This presentation was made on 18 Nov 2014 at Deree ACG in Athens, Greece for the Communications Society.
It focuses on the job market for young professionals in the digital marketing industry in Greece.
Digital Transformation and ERP - Digital transformation today means that firms are tasked not only with becoming more efficient, but also enhancing the overall consumer experience. Doing so is a question of survival.
This document provides information about Sandeep Raut, an expert in digital transformation with over 31 years of experience in IT strategy and consulting. It lists his accomplishments and recognition as a top digital transformation influencer. The document then discusses why digital transformation is important for companies due to factors like decreasing average lifespan of companies and disruption from new digital technologies. It asks common questions that business leaders have about implementing digital transformation and provides an overview of key digital technologies.
An effective MarTech stack can help you execute, evaluate and expand marketing efforts across the entire customer lifecycle. Listen in to this webinar to how to optimize your MarTech stack.
According to a PEW research study from 2018:
- 3.45 million Muslims in the US donated an estimated $4.3 billion to charitable causes in 2020, with $2.4 billion going towards faith-based giving. On average, Muslims gave more to faith-based causes than the general population. A considerable amount also went to overseas and domestic relief.
The Google Display Network (GDN) allows advertisers to display banners and text ads on millions of websites. It works by having publishers in the Google AdSense program display ads from advertisers who use Google Ads. Advertisers benefit from GDN by gaining brand awareness, targeting niche audiences, and reaching users across many sites. Advertisers have various creative options for their display ads, including banners, videos, and native ads. Remarketing through GDN allows advertisers to retarget customers who previously visited their website.
E- Business Portal to Increase the reach and Usagesdusane1
Electronic Business or e-business is a term which can be used for any kind of business or commercial transaction that includes sharing information across the internet. Commerce constitutes the exchange of products and services between businesses, groups and individuals and can be seen as one of the essential activities of any business. Electronic commerce focuses on the use of ICT to enable the external activities and relationships of the business with individuals, groups and other businesses or e business refers to business with help of internet i.e. doing business with the help of internet network. The term "e-business" was coined by IBM's marketing and Internet team in 1996.
A sample B2B marketing campaign for IBM on Digital Communication Solutions. Thie deck lists their products, key performance indicators, suggestions for target audience and strategies they can incorporate into their marketing plan. It also includes an analysis of their social media presence. There is information on tools like microsites, podcasts, webinars, cause videos along with a suggestive campaign calendar.
Beginners guide digital transformation zaitoon digital agencyZaitoonagency
Digital Transformation has resulted in fundamental changes in how a business operates and the value they deliver to their customers.
Download the ebook to get the insights of technology trends for Digital Transformation.
Project on digital marketing.
Introduction
History
Need of digital marketing
Types
Technique
Advantages of digital marketing
Disadvantage of digital marketing
Advantages of digital marketing over traditional marketing
Career opportunities
Business uses digital marketing with current data
This presentation also covers current data .
This document is a 58-page seminar report submitted by Falak Naaz, a student at Guru Nanak Dev University, for her subject OLMCM-205S. The report discusses digital marketing and includes sections on the introduction and history of digital marketing, its need and objectives, the 7Cs and 5Ps of digital marketing, types and techniques of digital marketing such as SEO, and the benefits, advantages, and disadvantages of digital marketing over traditional marketing. The report also discusses how businesses use digital marketing and career opportunities in the field.
Digital Transformation and the Marketing ProfessionalMatthew W. Bowers
Defining and understanding digital transformation and the marketing role. How can marketing drive transformation? what are the tasks, strategies and things that can help.
This document discusses the importance of digital business and defines key terms. It explains that a digital business incorporates digital technology to create revenue and results through innovative strategies, products, processes and experiences. It also discusses how technology and business have evolved, with technology now creating new opportunities that change businesses. It outlines several key technology trends and how they present opportunities for new players but also threats. The document discusses the changing roles of various corporate leaders in a digital business environment and some of the challenges they face. It provides a value tree for a digital business that shows how investments in new digital capabilities can drive growth and efficiency through various value levers.
BOOSTING CHANDIGARH BUSINESSES THROUGH DIGITAL MARKETING.pptxLovina Kapoor
Chandigarh, often known as “The City Beautiful,” is well-known not just for its scenic beauty and urban development, but also for its vibrant commercial sector. The demand for competent digital marketing services in Chandigarh has increased in an era where the digital sphere is critical to corporate success.
Since the early 90s Internet has created new different possibilities of doing business all over the world. This has generated a new kind of entrepreneurs, focused on generate value by identifying and exploiting these emerging market opportunities: the digital entrepreneurs. Digital entrepreneurs are becoming more and more important for the economic growth of a country.
The term digital entrepreneurship encompasses the different opportunities generated by Internet, mobile technologies, and new media: retail companies benefit from the diffusion of e-commerce as well as “ebay or amazon small entrepreneurs”, who are able to sell products without bearing fixed costs; mobile technologies bring benefits to small businesses by opening up new market opportunities; last but not least companies and individuals develop new business models exploiting the opportunities provided by web 2.0, through the use of social media and blogs.
Nowadays, as more companies start doing digital business, competition is increasing and new digital business strategies are developed to achieve higher market shares and sustainable profits. Companies can beat the competition using an appropriate digital marketing strategy, which lead to increase sales and achieve business success. The concept of digital marketing is becoming more and more important even for traditional entrepreneurs, who have to be able to develop new skills to compete in a digital economy.
This document provides an overview of a digital marketing fundamentals course presented by Abdel Rahman Sleem, CEO of IMFND. The course agenda covers introduction to digital marketing, strategy and planning, implementation including online advertising, social media marketing, search engine optimization, email marketing and more. It also discusses types of online advertising such as affiliate marketing, contextual advertising and behavioral targeting. Measurement and analytics are covered at the end.
Technology360 is a digital marketing agency located in Vijayawada, India. They offer various digital marketing services including web design, search engine optimization, social media marketing, email marketing, and reporting. Their team of young professionals aims to provide affordable and result-oriented digital solutions. They follow a process that involves understanding client needs, analyzing projects, providing weekly/monthly reports, and delivering the final project. Some of their current clients include Pragati Resorts, Gift Desk, Dit School, and The Learn IT.
How to get Digital Marketing Certificate in Kolkata?arpta
The document provides information about a Certificate in Digital Marketing program. It defines digital marketing and explains why it is important given customers' growing engagement with digital platforms. The 12-week certificate program covers key areas of digital marketing through real-life case studies and applications. It is intended for graduates, students, and anyone interested in careers in fields like search engine optimization, social media marketing, and web analytics. The course is offered through a partnership between education providers NIIT and the Digital Marketing Institute of Ireland.
This presentation was made on 18 Nov 2014 at Deree ACG in Athens, Greece for the Communications Society.
It focuses on the job market for young professionals in the digital marketing industry in Greece.
Digital Transformation and ERP - Digital transformation today means that firms are tasked not only with becoming more efficient, but also enhancing the overall consumer experience. Doing so is a question of survival.
This document provides information about Sandeep Raut, an expert in digital transformation with over 31 years of experience in IT strategy and consulting. It lists his accomplishments and recognition as a top digital transformation influencer. The document then discusses why digital transformation is important for companies due to factors like decreasing average lifespan of companies and disruption from new digital technologies. It asks common questions that business leaders have about implementing digital transformation and provides an overview of key digital technologies.
An effective MarTech stack can help you execute, evaluate and expand marketing efforts across the entire customer lifecycle. Listen in to this webinar to how to optimize your MarTech stack.
According to a PEW research study from 2018:
- 3.45 million Muslims in the US donated an estimated $4.3 billion to charitable causes in 2020, with $2.4 billion going towards faith-based giving. On average, Muslims gave more to faith-based causes than the general population. A considerable amount also went to overseas and domestic relief.
The Google Display Network (GDN) allows advertisers to display banners and text ads on millions of websites. It works by having publishers in the Google AdSense program display ads from advertisers who use Google Ads. Advertisers benefit from GDN by gaining brand awareness, targeting niche audiences, and reaching users across many sites. Advertisers have various creative options for their display ads, including banners, videos, and native ads. Remarketing through GDN allows advertisers to retarget customers who previously visited their website.
This document discusses digital marketing models including the purchase funnel model and the AIDA model. The purchase funnel model illustrates the customer journey toward purchasing a good or service, from initial awareness to purchase. The AIDA model outlines the cognitive and affective stages customers progress through - from Attention, to Interest, to Desire, to Action. The document also briefly mentions the SOSTAC model and provides background on the author Hassan Imtiazi and his experience in digital marketing.
The document discusses YouTube advertising. It explains that YouTube advertising is done through GoogleAds and allows brands to advertise video content that plays before or during other videos. It outlines the different ad formats available on YouTube including skippable and non-skippable in-stream ads, bumper ads, and masthead ads. It also covers the different buying models and methods for targeting ads like keywords, placements, topics, and re-marketing.
The coronavirus (COVID-19) presents many challenges for private, mid-market & small businesses, across the globe Focus has had to immediately shift from activities around improvement and digitalization, to the urgent steps needed to ensure business continuity and resilience.
Islamic Relief is a humanitarian organization established in 1984 that is present in over 40 countries. It uses search advertising and other digital tools like YouTube and display ads to efficiently connect with donors and raise funds, especially during emergencies. Data from Google Analytics and AdWords helps Islamic Relief understand donors and optimize campaigns, leading to a 300% increase in brand searches. Close collaboration between Islamic Relief and Google provides real-time insights that improve outcomes.
The document summarizes 2011 UK Census data about the Muslim population in Britain. It finds that the Muslim population has grown significantly over the last 50 years, reaching over 2.7 million in 2011 or around 5% of the total UK population. It is predicted that Muslims will make up over 20% of the UK population by 2020. The Muslim population skews young, with nearly half under age 25. London has the largest percentages of Asian and Muslim ethnic groups compared to other UK regions.
Online media has gained tremendous popularity in the Middle East in recent years, similar to developed economies. According to a Forbes Middle East ranking of the top 25 online news publishers from August 2011 to August 2012, the most popular online newspapers in the Middle East were Al-Ahram from Egypt and Al-Youm Al-Sabe'a from Egypt, based on website visits and social media exposure. The ranking shows the top online media publishers per country in the Middle East.
Quality Score is an important metric in Google Adwords that influences ad position, pricing and eligibility, with a higher score achieving better positions and lower costs; it is designed to match relevant ads to user needs for a positive experience and advertising success; advertisers can improve their Quality Score by ensuring keyword and ad relevance, high click-through rates, optimized landing pages, and sufficient keyword impressions and clicks over time.
This document discusses the structure and planning of a pay-per-click (PPC) campaign. It recommends organizing campaigns into ad groups of no more than 50 keywords each. It also provides guidance on keyword research, matching strategies, creative development, and budgeting/bidding strategies. The goal is to maximize reach and visibility while maintaining quality scores and staying within budget.
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A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
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it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
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2. • Digital Marketing veteran helped grow many
charities & brands in the last 16 years- $70
million online revenue.
• Currently working with Nestle UK&I. The
largest FMCG company in the UK.
• Interviewed by Google UK for exceptional
digital campaigns.
Intro….
Marketing Management in
Digital Age- Hassan Imtiazi
3. • Author of book – “Google Ads in plain English”
• Available on Amazon Globally
Marketing Management in
Digital Age- Hassan Imtiazi
5. • Digital & E-com scenario 2023 & beyond
• Impact of COVID- 19 on businesses
• Digital Strategy – Key Enablers
• Digital Models – RACE
• Short Break – 10 mins
----------------------------------------
• Digital Media Mix -Boost your traffic- Tactical Approaches
• Search, video, display & social
• Case studies
• KSF -Key success factors
• Top KPI’s
• Quiz – 5 mins
• Q&A- 10 mins
What we will cover today
Marketing Management in
Digital Age- Hassan Imtiazi
6. Digital & E-com scenario
• 2023 & beyond
Marketing Management in
Digital Age- Hassan Imtiazi
7. UK is one of the most
advanced E-com
Economy
• The UK digital sector employs about 1.5 million people and
added around £150bn to the UK economy in 2019.
• 96% of households in Great Britain have internet access in
2020.
• In 2020, 84% of UK adults own a smartphone.
• On average, Brits spend 2 hrs & 34 mins online on their
smartphones every day.
• An average user checks their device 110 times per day.
• 57 million active social media users.
Marketing Management in
Digital Age- Hassan Imtiazi
9. Data is new oil
Tesco marketing mastermind Clive Humby
• GDPR 2018
• iOS 14 update
• Cookie less world
Marketing Management in
Digital Age- Hassan Imtiazi
10. Role of digital marketing in today’s business
Marketing Management in
Digital Age- Hassan Imtiazi
• Business models have changed- Kodak
• Digital is not an option anymore, it’s a must for every business big or small
• Gives more data & insights i.e. opportunities for business
• COVID-19 has huge impact they way we live & work now
• Multichannel to Omni-channel approach
• Digital 24x7x365 – no boundaries
• More personalized approach – Change as per customer requirements
• Better targeting –data driven marketing – Google/FB/Insta/Tiktok marketing
• Save cost & can increase efficiencies - Shopify
• New technologies coming every day – Fiver/Upwork
11. Case Study
• Business Model: 2009, CA
• Uber is a software-based program whose
business strategy is to attract individuals who
are willing to travel around with minimum costs
• This software has created a link between both
the driver and the customer where the
customer feels easy to travel.
• It is a smartphone application that provides
services on the demand of customers.
• The process for using an UBER is very simple as
downloading an application and registering
and then you are free to use the application.
Marketing Management in
Digital Age- Hassan Imtiazi
12. Case Study
Costumer need – Pain points Solution to customers
• Search and call the cab
company
• Book a cab
• Not sure about fare-
• Need cash
• Not sure about driver
• Not sure about how much time
it will take for driver to reach
• At nights – security
• Where to pick up
• Download app- one click
• Book online
• Get estimated fare
• Choice of cars
• Driver details and stars
• Google map- location to pick up
• Live updates via Google maps
• Surge- Incentives to drivers
• Ease, convivence & savings
Marketing Management in
Digital Age- Hassan Imtiazi
13. Concept of E-com- D2C- Marketplaces & Q-Com
Marketing Management in
Digital Age- Hassan Imtiazi
Direct-to- consumer (DTC) is when a brand or manufacturer sells its own products
to its end customers. The DTC retail model involves selling products without the
help of third-party retailers or wholesalers.
Q-commerce, also referred to as quick commerce, is a type of e-commerce where
emphasis is on quick deliveries, typically in less than an hour.
An online marketplace is a type of e-commerce website where product or
service information is provided by multiple third parties.
15. Impact of COVID- 19
on businesses
Marketing Management in
Digital Age- Hassan Imtiazi
16. Cash vs Cashless
• Pandemic has accelerated the
digital transformation process.
• 10 years – v/s 1 year
• Org’s has to adapt by force & not
ready for change.
• Huge missed opportunity who can
make changes.
Marketing Management in
Digital Age- Hassan Imtiazi
18. Four key enablers to deliver digital customer propositions
Way of working
Build a customer-first culture and
increase your business’s agility
and speed of learning
Organization
Put the right structures and
capabilities in place to make
business, technology, and data
work together seamlessly
Customer /
Consumer/Donor
Realize growth by delivering a
superior customer experience
(better, faster, cheaper)
Technology
Create value for your customers
and business through an
adaptable and scalable
technology landscape
Data
Unlock the power of data by
making learning and decision-
making more objective, granular,
and scalable
Marketing Management in
Digital Age- Hassan Imtiazi
19. Connected consumer journey | What are current org or WoW enablers and pain points?
Way
of
working
Organization
Governance&
funding
Management&
(cross-functional)
operationalrhythm
Metrics& KPIs
(steering)
• ...
• ...
• Difficult to gather data – 1P which then gives us more insight about their digital
behavior & allow us to personalized email journeys.
Structures/set-upin
wider organization
• Right skill set leadership .
• Additional skills required for on going campaigns development
• Data harmonization is issue?
Roles& capacity
(inhouse vs.
agencies)
Capabilities
• Challenge with donor/ user journey.
• Project xyz will answer this issue
Talent
management/
capabilitybuilding
• Looking for external agency solution to save cost.
What are pain pointsto achieve your goals? (if any)
What is the currentsituation?
• ...
• Brand , digital and external agency work together.
• No of SFMC emails sent.
• Open rate, CTR and donations – gift .
• FTE-Digital team is responsible –
• Reporting to Head of Digital Marketing.
• ...
.
Sales force marketing cloud – marketing automation.
• In future we will PPC specialist and data analyst.
• .Two inhouse digital staff.
• Digital fundraising manager and digital executive to support team.
• Web development agency support dev work – SEO- Social.
• Head of FR & Digital Manger makes decisions.
Budget required for digital initiatives.
Marketing Management in
Digital Age- Hassan Imtiazi
20. Data
Technology
Data-driven marketing | What are current technology or data enablers and pain points?
Development
methodology/
cycles
Business-tech
alignment,
prioritization, and
budgeting
Tools& systems
(incl.external
touchpointsand
internal funct.)
Value areas/ use
cases
Availability,quality
and accessibility of
data
Datavisualization
(dashboards&
tooling)
• Develop best practice guides for SEO & Search.
• ...
• ...Can be improved viaTabula- MS BI.
• ...
• ...
• ...
• ...
What are pain pointsto achieve your goals? (if any)
What is the current situation?
• Monthly BPI score - SEO
• KPI’s like traffic, sessions and bounce rate.
• One off vs regular donations on site.
• Limited data.
• Current data linked with different tools- needs to harmonized.
• UseGoogle Analytics to visualize data.
• Digital Manager take lead along with other stakeholders at country level
• Data Scientist required.
• ...
• CRM to send emails- BlackbaudCRM.
• employedSFMC to test email campaigns.
• Traffic to site to generate registrations and order sample.
• .
Marketing Management in
Digital Age- Hassan Imtiazi
21. • Digital Marketing – framework
• RACE & SOSTAC
Marketing Management in
Digital Age- Hassan Imtiazi
26. Digital Media Mix
Tactical Approach
• Demand Generation - Traffic Building
Marketing Management in
Digital Age- Hassan Imtiazi
27. Digital Customers
Marketing Management in
Digital Age- Hassan Imtiazi
A Digital Customer Can Be:
•Social media users
•Web customers
•Mobile customers
•CRM customers
•Email customers
•App customers
A digital-only customer is exactly what it sounds like – a customer that a company engages with
on any sort of non-physical level.
30. Search –
PPC + SEO
• Difference between PPC & SEO
• 1PD audience is most priority
• Value- usage and GDPR PoV
• Search drive traffic – push vs pull
• Biggest driver to qualified traffic
• 70% of spend on digital channels
• Important for SoV
• Can track & every £ we spend
Marketing Management in
Digital Age- Hassan Imtiazi
31. Search
PPC + SEO
Challenges
• Low budgets < £20k p.a.
• No search strategy –SoS
• No holistic view
• Internal capabilities
• Owned media not ready (UX/UI)
Marketing Management in
Digital Age- Hassan Imtiazi
32. Google not so clever as we think
• Google doesn’t know about your business
• Seasonality – Margins- ROI
Marketing Management in
Digital Age- Hassan Imtiazi
33. Search – boost your rev – acquisition strategies
• ROAS
• CPA
1x ROAS - 2x ROAS - 3x ROAS
Marketing Management in
Digital Age- Hassan Imtiazi
34. Display – Why it is important in media mix
In total, the Google Display
Network serves 2+ trillion ad
impressions each month to 2.5 billion
internet users across 2+ million
websites.
Marketing Management in
Digital Age- Hassan Imtiazi
36. An Extra 3 Million
Organic Clicks a
Month for the
NHS Website
• One of the most popular health websites in the world.
• Every year, the site receives over 500 million sessions.
• A mammoth 90% of those sessions start on a search engine like Google.
Challenge
• How to create content that works for users who are on the site, but also for users who are
searching for that content in search engines.
Marketing Management in
Digital Age- Hassan Imtiazi
37. The rise of the “zero click search”
• Increasingly, Google is serving information up directly in the SERP via “knowledge graph
results”, removing the need for a user to click through to a website.
• In order to achieve this, the NHS team worked independently on “Content Modularization” –
writing “snippet able” content and establishing the relationships between entities using new
schema.org markup they are developing alongside Google.
• Now, when you search for over 250 health conditions on Google from within the UK, you’ll see
NHS health information directly on the results pages as part of a new Health Knowledge
Graph result. This is what happens when you search for “epilepsy”:
•
Marketing Management in
Digital Age- Hassan Imtiazi
39. Video – Amplify campaigns
over 2 billion
Second largest
search engine
1 billion hours of
YouTube video content
Nearly 30 mins
per visit Largest age group
using YouTube is
between ages 15-35
Ad Formats
Marketing Management in
Digital Age- Hassan Imtiazi
40. Social Media Marketing
• Social media marketing is all about
connecting with your audience or
customers and helping them
understand your brand better. It is
incredibly beneficial to your
business growth.
Marketing Management in
Digital Age- Hassan Imtiazi
41. Facebook case study: Nescafe shows social power of a coffee with global experiment
Marketing Management in
Digital Age- Hassan Imtiazi
47. Marketing Management in
Digital Age- Hassan Imtiazi
KSF - Key success factors for digital campaigns
•Create a Realistic Framework. ...
•Identify Appropriate KPIs at the Outset. ...
•Know How to Build an Effective Funnel. ...
•Understand What Makes for Effective Content. ...
•Plan Strategically but Flexibly. ...
•Create a Library of Evergreen Content. ...
•Visualize a Clear Direction.
Strategy – RACE, TG, right channels, pain points, budgets
Traffic , awareness or conversions (leads or rev)
Budget allocation – Attribution modelling
Right comms- right messages, right formats
Be agile – make changes – keep optimizing
Assets which can be re-useable
Data, dashboard, analytics & insights
48. Marketing Management in
Digital Age- Hassan Imtiazi
Key Campaign KPI’s
Email
• Open rate
• CTR
• Engagement
• Leads
PPC
• CPC
• CTR
• Rev
• ROAS
Website
• Traffic
• Bounce rate
• Rev
• Avg order value
Socials
• Engagement
• Traffic
• Video views
• Conversions
Paid>Owned>Earned Media
Disruptive technology is an innovation that significantly changes the way that consumers, industries, or businesses operate. It create new business models.
In 2006, Clive Humby, a British mathematician who designed Tesco’s Clubcard loyalty card, coined the phrase “Data is the new oil,” and we have seen Tesco club card is one of the most successful loyalty program in retail. So the org’s who embraced data and made progress 10 to 15 years have created a competitive edge. Data can be of different types and in the last few years especially with the implementation of GDPR and importance of users privacy and consent first party data becomes the most priority. First party data is the one which org’s collected on their website and owns it within CRM. Whereas secondly party data is the one which is owned by another entity but shared e.g. Facebook targeting – like topics category- so using Facebook 1st P data for our campaigns but for us its 2nd P data. Third party is simply buying from open sources. With iOS 14 update and cookies less world it will be more difficult and expensive for marketers to run campaigns. Facebook example:
Changing the way consumer shop and can be big threat to FMCG;s.
1. RACE is practical and action-oriented: It focuses on tactics you can implement in your digital marketing communications channels and on your website.
2. RACE is customer-centred: It follows the established customer lifecycle of relationship building or marketing funnel from creating awareness; generating leads from new prospects; converting prospects to sale (online or offline) and encouraging loyalty, repeat sales and advocacy.
]3. RACE integrates all modern marketing activities: RACE covers all the many paid, owned and earned inbound marketing activities available from digital marketing. It covers always-on digital marketing activities across the customer lifecycle which are sometimes neglected in favor of the still-important campaign-based activities for launching new products and promotions. Plus, it also integrates traditional offline marketing activities.
4. RACE is multi-channel: Many businesses still rely on offline touchpoints to acquire and retain customers, you will see these are built into RACE, particularly as part of the 'Convert' stage where offline interaction is often needed to make a sale.
5. RACE is commercial, based on a data-driven performance improvement process: It encourages a data-driven marketing approach that defines KPIs that digital marketers should include at each stage for setting targets, reviewing results using analytics and summary dashboards and continuous optimization. For Business Members, we offer an interactive monthly reporting dashboard based on the RACE Framework using the Google Analytics API to rapidly create monthly reports using Google Data Studio.
Google has enormous data but it does not know inside out of your business. Your profitably objectives, your stock situation and margins. Hence it is Campaigns managers need to pro-active when building campaigns and spending budgets as based on Google data they can then take choices e.g. traffic vs conversions. Its like F1 racing – its not machine or car – it the one who is driving the car.
Not all clicks brings same level of conversion value hence it is very important to understand the concept and run campaigns which brings not just conversions but also positive returns on ad spend. Not all costumers are same- some give £3 p.m. some give £75. By having ROAS campaigns what we essentiality asking Google ads system to bring donors based on your org priorities (open funds) etc. Whereas in CPA strategy Google will just focus on how much we are willing to pay for each conversion not the value.
In 2006, Google bought YouTube for $1.65 billion. Over 500 hours of video content are uploaded to YouTube every minute giving perfect opportunity to brands and charities to reach out customers and supporters. Only one challenge : attention span- tactics –longer format – then 30 sec and then 15 plus 6 sec combination top of mind during the life cycle of any campaigns. YT brings positive ROI as well. How many of you watched live TV since 2020?
Skippable in-stream ads
Non-skippable in-stream ads
In-feed video ads
Bumper ads
Outstream ads
Masthead ads
coffee products, including Nescafé, Starbucks, Nespresso, and Milo plant-based beverages, achieved sales of CHF 24bn ($25.7bn) in 2021, representing 27.5% of the company’s total sales.
It’s huge category with intense competition
Nestle challenged a Facebook user with 1,200 Facebook friends to meet as many of them as possible over a two-month period- surprising them with two cups of coffee and film their reactions and conversations. This case study looks at how the coffee brand got 8 million views with a unique social experiment that put the brand at the heart of the story.
The challenge
Nescafé wanted to rejuvenate its audience and communication by demonstrating the social power of coffee in a fun way. So they decided to make a real life experiment: the 'Really Friends?' project. We all have hundreds of friends on Facebook. But how many of them do we really know?
The solution
To find out, the brand worked with agency Publicis to carry out out a simple test: having a coffee with each of them, as we would with our real friends. So they asked Arnaud, a 37-year-old average guy with 1,200 Facebook friends, to meet as many of them as possible over a two-month period. He had to surprise them with two cups of coffee and film their reactions and conversations.