Outlook in Strategic Digital Marketing and how to start making digital marketing strategies!

1. By SutrisnoYao S.Kom, M.TI (@SusuTarik)

2.  In simplistic terms, digital marketing is the
promotion of products or brands via one or more
forms of electronic media.

3.  In average budget for digital marketing in
Indonesia’s corporates is 5-10% from the
whole marketing budget.
 Traditional marketing is still very much
important in Indonesia.
 In US, digital marketing budget approx. 30%.
 Digital marketing budget in Indonesia is a bit
slow due to the internet infrastructure
distribution still not very good.

4. The fundamental nature of digital channel
is INTERACTION…

5.  Bought : digital display (banner), etc
 Owned : website, branded video
 Earned : word of mouth brand earns through
user generated content
Earned Media is the highest in participation
level…

6.  Traditional media digitizing
 Digital devices become media
 New channel connections
 Social networking & virtual communities
 Video richness
 Consumer created content
 Search… search.. And search (SEO)

7.  Conversation / self – expression : social
networks, blogs, wikis, video/photo sharing
 On demand : mobile web, mobile applications,
mobile video, itunes, etc
 Personal : email subscription, personal pages,
apps, search.. Etc
Conclusion : consumers have embraced real time
conversation, consumers have on demand
expectations and consumers want personal
experiences  Interact / Participate

8.  P : people  pick your target customer audience
segments assess your audience DIGITAL
behaviour
 O : objectives  decide what you want to
accomplish?
 S : strategy  how will you leverage your brand
proposition into content and interactive
experience? Plan for how relationships with
customer will change!
 T : technology  decide which digital
channels/tools/platforms to use..

9.  Creators. These are people who publish on the web (blog, website, video,
podcasts).
 Critics. These are people who post reviews online, comment on blogs, or
contribute in other ways to existing content.
 Collectors. These are people who read lots of information and may vote or tag
pages or photos.
 Joiners. These are people who have a profile on different social networking sites
and visit them with some regularity.
 Spectators. These are people who read online information, list to podcasts, and
watch videos but do not participate.
 Inactives. As suspected, these are the people who aren’t engaged in any of these
social technologies.

11.  Email Marketing is the oldest way but the
most effective way! (cth: livisoc, groupon, etc)
 There are 160 Billion emails passing through
everyday on Internet
 >20% of our working time spent to read emails
 In average workers receive 20-40 emails everyday
 Open rate of email marketing is not too big, that’s
why email subject matters!

12.  Content is King!!
 Story is the most important.. E.g.: love story in
advertising
 Great ideas to create relevant and fun content :
 Follow industry news
 Monitor social conversations
 Recruit a team of content creator
 Take your video camera everywhere
 Conduct original research
 Look beyond your industry and audience
 Keep a list of hot topics

13.  A great story is true
 Great stories make promise
 Great stories happen fact
 Great stories often appeal to our sense and
don’t appeal to logic
 Great stories are rarely aimed at everyone
 Great stories don’t contradict themselves
 Great stories agree with our world-view

14.  Tools option :
 Lower participation :
▪ Broadcast
▪ Print ads
▪ Radio
 Medium participation
▪ Banners
▪ Email
▪ Apps
▪ Website
 Higher participation
▪ Community
▪ Social network
▪ Blog
▪ Twitter

15.  Social Media influence people
 91% say consumer review are #1 aid to buying decisions
 3 times more likely to trust peer opinions over advertising for
purchasing decisions
 Business functions of Social Media
 Information & brand awareness
 Public relations
 Customer services
 Customer loyalty
 Sales
 In hours if complaints sent through social media have not yet been
responded , clients most likely will change their mind and choose
our competitors! But if we do give quick response, they will spend
20-40% more time with us.
 Create social media policy!

16.  Pick right social media channels for you
 Facebook
 Twitter
 Google+ : Good for SEO
 Linkedin : Good for B2B
 Youtube : Good for viral and interactive
distribution
 Pinterest

17. Monitor positive and negative
sentiments through social medias
(API).

18. ThankYou for Participating….