The document provides an overview of digital marketing and various digital marketing strategies. It discusses email marketing, programmatic marketing, influencer marketing, WiFi hotspots marketing, and social media marketing. For each strategy, it describes how to segment audiences, create relevant content, optimize delivery, track performance, and adjust campaigns accordingly. The key advantages highlighted are precision targeting of audiences and cost-efficient delivery of messaging.

1. DIGITAL
MARKETING 101

2. What is DIGITAL MARKETING?
In simplistic terms, digital
marketing is the promotion of
products or brands via one or
more forms of electronic media.
Total spending on Digital Marketing is
predicted to grow 12.9% in 2016. The
Internet will become the largest
medium for advertising in 2016
(ahead of TV).
webbiquity, 2016

3. As the world of advertising and marketing continuously and quickly evolves, the extreme
demand to connect to the consumers also increases. Everyone seeks for ease and
convenience for their different necessities. The emergence and rise of smartphone usage in
the country is proof of this wherein people never leave their homes without it. This signals the inevitable
trend shift of effective and efficient advertising.

4. Digital Marketing, unlike traditional advertising opportunities, offers cost efficient and
specifically targeted options to reach the desired demographic of every advertiser. Where traditional
media’s effectivity can only be guessed and estimate, digital marketing campaigns are quantifiable and
comes with analytics to prove the effect and outcome of the campaign.
In this on-demand world, advertisers must reach audiences’ in every touch point that is relevant
to their different lives and businesses. realizes this and aims to guide our clients to
understand, be effective, and get ahead with our broad array of digital marketing services.

5. provides
DIGITAL MARKETING
services
EMAIL MARKETING
PROGRAMMATIC MARKETING
INFLUENCER MARKETING
WIFI HOTSPOTS MARKETING
SOCIAL MEDIA MARKETING

6. One of the advantages of digital marketing is the precision of
targeting the audiences based on their locations, age
group, gender, and interests. That is why advertisers also
consider directly marketing a commercial message to a
group of people using email.
What is
Businesses can count on email marketing as an effective way for retailers to
RETAIN and ACQUIRE their customers. In Europe and America, more than
80% - according to a study – depend on customer acquisition and
another 80% rely on customer retention.
?
sources: emarketer, 2016

7. LIST OF EMAILS
• legitimate and existing
• included in the target
• highly interested in the market

8. RIGHT TOOLS
• well designed emails
• no complex coding
• will allow to preview the final product

9. DELIVERABILITY
• compatibility (mobile friendly)
• readable formats
• “spam” analysis

10. SEGMENTATION OF AUDIENCE
Geographic
Location

11. SEGMENTATION OF AUDIENCE
Demographic

12. SEGMENTATION OF AUDIENCE
Purchasing power

13. SEGMENTATION OF AUDIENCE
Time of Day

14. SEGMENTATION OF AUDIENCE

15. TRACKING, ANALYZATION, ADJUSTMENT
• how many people opened the email
• how many people click your links
• how many emails returned undeliverable

17. • Personalization of email grabs effectiveness rather
than using general email blasts. That knowledge of
personalizing email offers could create different email
marketing messages to different types of customers.
• Welcoming new potential customers is an asset and also a widely
acceptable opportunity for engagement rate.
• Mobility is a must. We are in a world of digital progression and
development. An extreme percentage of consumers seek for mobility
since usage of smartphones is a current standard for relevant lives
and businesses.
WHAT CAN DO:

18. Programmatic Marketing offers contextual targeting and smart
profiling.
Programmatic marketing is considered as the future of digital advertising as well as
the whole world of advertising. Because of its automation and high precision in
targeting audience, it is a desirable option for advertisers and businesses to
penetrate more in this platform. With high relevance and quality of ad, it can gain
convenience with low expenditures but great return on investment.
What is ?

19. ARTWORK
• quality of material
• relevance to the target
• relevance to the business

20. DELIVERABILITY
• compatibility (mobile friendly)
• readable formats
• less intrusions for targets

21. SEGMENTATION OF AUDIENCE
Hyperlocal
(Lat/Long)

22. SEGMENTATION OF AUDIENCE
Demographic

23. SEGMENTATION OF AUDIENCE
Purchasing power
Hobbies/Interests
Device
Network
Operating System

24. SEGMENTATION OF AUDIENCE
Time of Day

25. SEGMENTATION OF AUDIENCE

26. TRACKING, ANALYZATION, ADJUSTMENT
• impressions
• engagement
• how many people click your links
• number of conversions

27. • Select their specific target audience for their ads,
enabling them to only spend on exposure that is beneficial
to their offering.
• Segment their campaign by demographic, content channel,
geographical location (hyperlocal), time of day, operating system,
carrier, and even the device used.
WHAT CAN DO:

28. Through blogging, posting and commenting by highly influential
people, these influencers can be used to market and build image for
brands, events or businesses.
Influencer Marketing form of marketing that has emerged from a
variety of practices and studies, in which focus is placed on specific
key individuals rather than the target market as a whole.
What is ?

29. • RS Concepts has built its own digital channel
where the country’s top celebrities and post videos
that are only exclusive to the channel.
• Blast and promote these videos to their social media channels for
their fan base to watch.
• Influencers create interesting content by having a share on the
derived advertising revenue.
WHAT CAN DO:

30. Internet connection has become a necessity in today’s metropolitan
jungle. For the vast majority without data plans (or conserving theirs),
locations offering free WiFi hotspots attract the general public to
connect. And once they avail of the service, consumers can be directed
to product offerings and advertisements.
WiFi Hotspot Marketing offers advertisers to project campaigns in
the log-in page, interstitial page (waiting page), and on the landing page.
What is Marketing?

31. CONNECTION OF USER TO WIFI HOTSPOT
• User will use smartphones, tablets or laptops for Wifi
Hotspot connections

32. TERMS AND CONDITIONS
• User will agree upon terms and conditions before
connecting to free wifi hotspots

33. INTERSITIALS AND BANNER ADS
• After accepting terms and conditions, user will have to see
interstitials ads for 8 to 15 seconds before their device is
connected to the WiFi.

34. LANDING PAGE
• Landing page will eventually appear after the intersitials and
banner ads

35. • Guaranteed impressions since consumers are sure
to see them prior to accessing and availing of the free WiFI
connection.
• RS Concepts is partnering with the country’s biggest malls to manage the
advertising component of their free WiFi connections for their mall goers.
• Proximity to point of purchase - which leads to potential purchase -
entices the consumers to ultimate result to a purchase.
WHAT CAN DO:

36. SOCIAL MEDIA MARKETING

37. EMERGENCE OF SOCIAL MEDIA

38. WHAT IS “ADWORDS”?
Google’s ONLINE ADVERTISING PLATFORM
Helps drive interested people who are searching for
specific information, service or product.

39. GOOGLE SEARCH NETWORK
REACH THE PEOPLE WHO ARE LOOKING FOR YOU
ADVERTISE NEXT TO OR ABOVE RELEVANT GOOGLE SEARCH RESULTS

40. PAID ADS VS ORGANIC ADS
PAID ORGANIC
Relevant To
User Query
Timeframe
For The
Results
Instant
Results! :)
Will Take Several
Months

41. GOOGLE DISPLAY NETWORK
REACH CUSTOMERS ACROSS THE WEB
PLACE ADS ON A VARIETY OF NEWS SITES, BLOGS, AND OTHER NICHE SITES ACROSS THE
INTERNET TO REACH MORE POTENTIAL CONSUMERS.

42. Objectives: Visits
Objectives: Conversions
FORMSWEBBANNER
Objectives: Awareness

43. KEYWORDS
WORDS or PHRASES describing your product or service that you
choose to help DETERMINE WHEN and WHERE your ad can
appear
QUALITY SCORE
Having a high Quality Score means that Google thinks that your ad and landing page
are relevant and useful to someone who are looking at your ads.

44. TrueView is a YouTube video ad format that gives the viewer options,
the most common of which is the ability to skip the advertisement
after five seconds.

45. Like Ads Post Ads Video Ads

46. Businesses can share their stories with a highly engaged audience in a
creative, high-quality environment and drive action with their ads.
Instagram ads are now available globally for all businesses — big and
small.

47. THE KEY IS IN OUR ABILITY TO
ZERO ON THE SPECIFIC TARGET
AUDIENCE WITH OUR
HYPER
LOCAL TARGETING
• Age group
• Interest
• Activities

48. LOCATION BASED
TARGETING

49. Time Bound
Cost Efficient
Precision Targeting
Effective Results

50. each
elevance
OI

51. “You are not just our clients.
WE are
Business Partners.”

52. Ana Panganiban
Account Executive, Digital | RS Concepts Inc.
EMAIL : anapanganiban@rsconceptsinc.com
CONTACT NO. : (Globe) 0927-267-4121 / (Smart) 0920-974-8208