Top-Notch E-Marketing Strategies for Successful Entrepreneurs, contains the most important tools for Information Gathering

1. By:
Eng. Mohamed Hanafy
ITI Alex. Deputy Manager
4th ITI Digital Marketing Day

4. YO

10.  What is marketing?
Marketing is the management process responsible
for identifying, anticipating and satisfying customer
requirements profitability.
 What is digital marketing?
The application of marketing principles and
techniques to achieve marketing goals via
e-communication technology.

11. SOSTAC™ – a generic framework for e-marketing planning

12. •Broadcast: one way communication, push
• Message driven: brand focused, features, benefits.
• Didactic: tells, explains, elaborates, instructs
•Constrained: fit with programming & print schedules and
geographic boundaries.
• Calendar & Budget bound: limits and start and end points
• Power: retained by the media owner, and the advertiser
Traditional Marketing
Traditional marketing channels are characterised as:

13. Digital Marketing
an approach based on openness, transparency and engagement
with the consumer
• Interactive: many-to-many communication!
• Consumer driven: in terms of their interests and preferences.
• Listening: follows the consumers needs
• Un-constrained: liberated from schedules & boundaries.
• Open ended: iterative (launch, review, adjust, re-launch)
• Power: control & influence is with the consumer
• Content Driven: in tune with consumer interests

15. DMI 3i Principles are the foundation tenets of the DMI
Methodology
• Initiate: start with the customer and work towards
your digital strategy
• Iterate: continually learning from engagement with
customers and applying this on an ongoing basis
• Integrate: integrate digital channels coherently and in
terms of traditional marketing activities

16. Product
or Service
Market reality is a better indicator of customer needs than market research
MARKET RESEARCH
Polls, questionnaires, history, focus
groups, research.
Search: keyword research tools
Social: listening tools
Digital: analytical tools
MARKET REALITY
Source: Digital Marketing Institute
Customer

18. “If I had asked people what they wanted, they
would have said faster horses”
Henry Ford

19. Product
or Service
Market reality is a better indicator of customer needs than market research
MARKET RESEARCH
Polls, questionnaires, history, focus
groups, research.
Search: keyword research tools
Social: listening tools
Digital: analytical tools
MARKET REALITY
Source: Digital Marketing Institute
Customer

21. WHY
Understand why your target audience uses digital channels:
•Product Research
•Product Comparison
•Product Purchase
•Product Support
•Feedback
•Community
WHAT
Understand what kinds of
digital channels they use:
•Search
•Social Media
•Mobile
•Email
•Digital Display
FRICTIONLESS TECHNOLOGY
HOW
Understand how your
target audience like to
be communicated with.
What tone works in what
channel?

22. High Value
Low Value
Easy to
Reach
Hard to
Reach

23. What do you want to achieve with digital marketing ?
• Business : lead generation, sales, cost reduction, profit
• Audience: satisfaction, referral, feedback, repeat business
• Product: product research, design, enhancements
• Brand: communicating brand personality, reputation
management
• Marketing: branding, awareness, engagement,
response, conversion

24. Referral
Email
SMM PPC SEO
Customers
Landing page
Leads
Opportunities
What’s your revenue per
Customer
Conversion rate
( CR )
Customer revenue
( R )
How many visitors buy
something?
visitor value= R*CR
(For each traffic source)
Cost per visitor
(For each traffic source)
visitors

26. *Source: IPSOS MRBI Nov 2013
Reach* 59% 26% 23% 24% 16% 8% 35%
Targeting
Engagement
SEO optimised
Relevant discovery
Traffic source
B2B
Gender split

27. I have limited budget,
but lots of time
SEO
Social media
Build house e-
mail list
Relationship
Building
Affiliates
(Free Setup)
Directories &
Forums
I have limited time, but
a huge budget
Display/
Banners
PPC
3rd party e-mail
Affiliates
(Setup Fee)
Innovative-content Innovative-tactics Viral marketing

28. There are a range of tools which help track mentions of your business, as
well as the style and tone of engagement and communication
Search Tools:
•Google Analytics
•Google AdWords Keyword
Planner
•Google Display Planner
•Bing Ad Planner
•Google Alerts
Social Tools:
•socialmention.com
•adictomatic.com
•howsociable.com
•twitalyzer.com
•Klout.com
•local discussion forums

29. Google Consumer Barometer

31. Google AdWords – Keyword Planner

32. Google Analytics

33. Google Analytics
Organic search Traffic

34. Google Analytics
Organic search Traffic

35. Buzzsumo

36. Buzzsumo

37. Fanpage karma

38. Google Adwords

39. Google Adwords

40. Google Trends

41. Google Trends

42. Google Display Planner

43. Keyword Tool Dominator

44. By:
Eng. Mohamed Hanafy
ITI Alex. Deputy Manager