UP Diliman - Digital Marketing 2021

DIGITAL
MARKETING
For 2021
University of the
Philippines Diliman
01 | 22 | 2021 Jomer B. Gregorio
Presented by

What really is
2 | Digital Marketing for 2021
DIGITAL MARKETING?

What really is Digital Marketing?
• Digital marketing, simply put, is the utilization of
digital channels to help businesses reach or target
customers online in a cost-effective way.
• Digital marketing like traditional marketing can help
any business to grow their brand awareness or
generate sales/inquiries.

DIGITAL MARKETING
IS THE FUTURE!
With the proliferation of digital channels and the
fact that most people spend time online is a
testament that digital marketing is the next big
thing in reaching more potential customers and
help a business grow without spending too much.

Multiple studies confirm the importance of
DIGITAL MARKETING including:

What’s New in the Digital Space?
Mobile-only Index
Google now has an exclusive search engine which only
ranks Mobile friendly site. This was rolled out last 2018
per official Google blog announcement.
“To recap, our crawling, indexing, and ranking systems
have typically used the desktop version of a page's
content, which may cause issues for mobile searchers
when that version is vastly different from the mobile
version. Mobile-first indexing means that we'll use the
mobile version of the page for indexing and ranking, to
better help our – primarily mobile – users find what
they're looking for. ”
Source:
https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-
indexing.html

Google AMP for Mobile
The AMP Project is an open-source initiative aiming to
make the web better for all. The project enables the
creation of websites and ads that are consistently fast,
beautiful and high-performing across devices and
distribution platforms.
Source:
https://developers.google.com/search/docs/guides/about-amp

Digital Bots
A BOT is basically a computer program that is
designed to automate a set of specific tasks. The
real-life application of bots in the digital world
are in Social Media Messaging and Live chats.
Source:
https://chatbotslife.com/messenger-insider-problems-that-
bots-can-definitely-solve-30b9e87ca025

Artificial Intelligence (AI)
Artificial intelligence is the hottest topic in the
marketing community for the past 4 years.
AI refers to a broad set techniques that allow
computers to mimic human intelligence, e.g.,
carry conversations, walk around, make
decisions, create art, etc.
Source:
https://blog.rossintelligence.com/post/bots-vs-chatbots-vs-
robots-vs-ai
This Photo by Unknown Author is licensed under CC BY-NC-ND

Artificial Intelligence Applications:
Search: Rankbrain
Ad: Google and FB
Voice Search: Siri, Amazon Alexa, Microsoft
Cortana and Google Home
Smart TV: Most models
Phones: Smart camera, software's, etc.
Source:
https://blog.adext.com/en/applications-artificial-
intelligence-ai-digital-marketing
This Photo by Unknown Author is licensed under CC BY-NC-ND

What’s in it for me? You may ask!

WANT A HIGH-PAYING JOB?
Start looking at how to become a
good and effective digital marketer!

13| Digital Marketing for 2021
The users of digital channels
(Facebook, Twitter, Google+,
Linkedin, Google, etc.)
2 Faces of Digital Marketing
The marketer or advance user
that targets these users for a
particular business goal.

How it Looks Like in Real Life
The users of digital
channels (Facebook,
Twitter, Google+,
Linkedin, Google, etc.)
The marketer or advance
user that targets these
users for a particular
business goal.
Business owners or
clients who don’t want
to do this on their own.

Yes, you can if you follow what
I’ll be teaching you today!
Can I do that myself?

Our 4 Strategic Steps
1. Research 2. Strategy 3. Implementation 4. Optimization

MARKET
RESEARCH

Why is Market Research important?
• Better Understanding of your clients
• Clearly defines your Target Market
• Creates a tailored Marketing Strategy
• Carefully Plans your marketing activities ahead
• Creates an Optimized Digital Marketing Strategy
based on your allocated budget

1. Identify your UNIQUE SELLING POINT/PROPOSITION (USP)
2. Identify the KEY Products and Services
3. Identify your TARGET MARKET
How to do a
Market Research?

20| Digital Marketing for 2021
4. Identify the Goals and Objectives of the Campaign
a. Lead Generation
b. Increased Social Media Followers
c. Boost Brand Awareness
d. Generate Sales
5. Identify Key Competitors and check their activities online
How to do a
Market Research?

USP – unparalleled service quality, offers mobile tinting,
competitive pricing, recognized as nationwide leader
in tinting cars in the UK.
Key Products/Services – luxury car tinting service.
Target Market – luxury car owners and ordinary car owners
in whole of UK.
Goals and Objectives – Land/rank in first page of Google
UK for multiple keywords.
Key Competitor – URL provided by client, can’t be shown
due to an NDA.
Sample Marketing Research Profile

USP – Uber for C-level and executives.
Key Products/Services – luxury chauffeur.
Target Market – C-level and executives in London UK.
Goals and Objectives – Brand awareness and lead
generation.
Key Competitor – Uber for business, Blacklane, etc.

USP – Compliant Financial and government archiving.
Key Products/Services – Financial and government
text/calls archiving.
Target Market – Financial and government sectors
Goals and Objectives – Google Ranking and lead
generation.
Key Competitor – Can’t show due to NDA.

MARKET STRATEGY

Provides you with a CLEAR ROADMAP on marketing.
Provides you with a CLEAR APPROACH towards achieving
business goals and objectives.
Enables you to reach TARGETED AUDIENCES effectively.
Ensures you spend your ADVERTISING BUDGET wisely.
Increases RESULTS, CONVERSIONS and ultimately your
PROFITS.
Why is Marketing Strategy important?

• Goal Setting
• Approach: Direct or Indirect Marketing
• Channels and Tactics
• Offers and Promotions
• Execute Steps and Strategies
How to create a
Marketing Strategy

Sample Market Strategy Profile
Goals: Achieve multiple first page listings in 4 – 6 months
Approach: Indirect Marketing via SEO.
Channels: SEO, Content Marketing, Link Building and PPC
Promotions: N/A as it’s an SEO campaign. Usually for discounts, exclusive promos, etc.
Execution: Few days, after contract signing.

Sample Market Strategy Profile
Goals: Brand Awareness and Lead Generation
Approach: Direct and Indirect Marketing
Channels: Social and Adwords for direct and SEO for indirect marketing.
Promotions: Discounts and early bird user in a new technology.
Execution: Month to month, to be reviewed every quarter.

TOP DIGITAL
MARKETING
CHANNELS
AND STRATEGY

Search Engine Optimization
Social Media Marketing
Pay-per-click (PPC) Marketing

SEARCH ENGINE OPTIMIZATION

SEO is the process of making your website and business WORTHY for ranking at the top of SEARCH ENGINE RESULTS PAGES.
SEO is vital for Digital Marketing because:
93% of ONLINE EXPERIENCES begin by using a search engine.
50% of mobile visitors who conducted local search visited a
store within a day.
And 34% conducted on computer did the same.

SEO in the Flesh

The SEO framework

Without content, the Internet itself is nothing
or not as useful as we see these days.
A website content is the text, image,
video, and infographic that you usually
find in a website.
The SEO Content
Framework

Interesting
Topics
Catchy
Headlines
Regular
Content
Creation
Genuine and
Helpful
Content
Content Framework

The SEO Content
Framework

But the search engines along with their super genius
scientists have always found a way to make their
algorithm safe with the abuse of mass link builders
and other spam SEO experts/agencies.
Links, or backlinks, is probably the holy
grail of search engine optimization.
Some even said that the exact algorithm of most search
engines especially Google heavily rely on links which
connect everything in the entire world-wide-web.
The SEO Backlink Framework

Outreach
Guest Post
Local
Directories
Video
Submissions
Expert
Interviews
Top Backlink strategies

Expert Interviews (Sample)

Guest Post (Sample)

Starting Numbers:
Top 3: 23 keywords
Top 4-10: 19 keywords
Current Numbers:
Top 3: 174 keywords
Top 4-10: 177 keywords
Improvement:
Top 3: 151 keywords
Top 4-10: 158 keywords!!!
Actual Results of this Strategy

SOCIAL MEDIA MARKETING
PAID AND ORGANIC

SMM is the process of utilizing the TOP SOCIAL SITES
to create brand awareness, drive conversation and
connect to the most targeted audience as possible.
Social media users have risen by 2.51 billion this
year per Statista.com.
Up to 96% of Small Business Owners
use Social Media Marketing.

• Paid Marketing
• Organic
2 Faces of Social Media Marketing

•Facebook
•Twitter
•Instagram
•LinkedIn
•Snapchat
•Pinterest
Top Social media Marketing network

Organic Social Media Strategies that work:
1. Posting company/brand updates
2. Upcoming events
3. Employee pictures
4. Quotes
5. Memes
6. Blog posts/tips
Organic social media marketing is the process of using social media marketing without paying for advertising.
Organic Social Media Marketing

Cons:
1. Least reach (has been declining in the last
3-4 years)
2. Results will not be that big
3. Can’t create meaningful traction
Pros:
1. Does not cost any money
2. Can be done by you or your employee
3. Good strategy to get a hang of it
Organic Social Media Marketing Pros and Cons

Organic
Social Media
Marketing in
the Flesh

1. Sales-related Offer (direct promotion of products and services)
2. Lead Generation
3. Retargeting
4. Website Traffic Generation
5. Blog Posts (for more likes and clicks)
6. Legitimate Boosting of Page Likes
Paid social media marketing is the process of using
social media channels for more reach and results.
Paid Social Media Marketing

Cons:
1. Potentially cost a lot of money
2. You might loss money if you don’t properly
monitor your account
Pros:
1. Reach is potentially endless
2. Results are potentially huge (depending on
how smart you use the network)
3. You can do testing's and see results pretty
quickly
4. Advance targeting features
Paid Social Media Marketing Pros and Cons

Right ad paid social media
ads on Facebook.
Paid Social Media Marketing in the Flesh

Timeline paid social media ad
on Facebook.

Timeline paid social media ad on
Facebook (our internal content
promotion).

PAY-PER-CLICK MARKETING

PPC Marketing is the process of using top PPC
networks such as Google Adwords to reach
potential customers who:
Already have a NEED for products and services
Are ACTIVELY SEARCHING for these needs online

Google PPC Ads in the Flesh

Since the use of Ad Blocker plugins has become
rampant since last year, Companies are now
slowly shifting their online advertising method
to NATIVE ADVERTISING
Popular international media websites are already
using this form of advertising in their sites
It is used by local counterparts including GMANetwork.com
and ABS-CBNNews.com among others

Native PPC Ads in the Flesh

Searchers Search Engines Advertiser
PPC Marketing Process

PPC Marketing Important Aspects

PPC Marketing (Sample)
Ads Messages:
The New Age Service Management. The New TSM
Serving Small, Medium and Enterprise Clients.
Gain up to 20% ROI as you pay monthly.
Landing Page – website
Offer: Get 20% ROI
CTA: Call Now or enquire now!
Conversions: Closed to 1M AUD worth of opportunity
Keywords – field service management, field management software.

Actual PPC Marketing Results (Sample)

MARKETING IMPLEMENTATION

Three Most Important Aspects of Marketing Implementation
1. The actual marketing STEPS AND GUIDELINE
2. Stick to the MARKETING PLAN and STRATEGY
3. Work CONSISTENTLY

MARKETING OPTIMIZATION

While many have succeeded in their Digital
Marketing campaigns, many have also failed
miserably.
The reason for failure is NOT that the campaigns
lack creativity, quality materials and qualified
personnel.

It’s because they failed to
establish
Marketing Analysis and
Optimization.

Marketing Optimization
Most important aspects of Analysis and Optimization
BENEFITS of marketing analysis, tests and optimization:
1. Identify what’s working and what’s not
2. Check which marketing channels produce the most traffic and conversions
3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR
4. Uncover NEW OPPORTUNITIES
5. Check which keywords have the most traffic (and use them later for paid ads)

Why is Marketing Analysis and Optimization important?
1. Web Analytics Utilization
2. Data Analysis
3. Optimized activities and re-planning
based on actual data

Top 3rd party analytics
• Google Analytics
• Clicky
• Statcounter
• HubSpot
• Adobe Marketing Cloud
• GoSquared
• Moz Analytics
• Webtrends

Top hosted analytics
• Piwik
• Open Web Analytics
Top web analytics metrics
• Visitors
• Pageviews
• Traffic Referrals
• Traffic Sources
• Average Session Duration
• Percentage of New Sessions
• Demographics
• Mobile and Desktop Users

Analytics snapshot in the flesh

Analytics snapshot in the flesh
List of all traffic channels or
sources of visitors that went to
our DMP website.
Organic search tops all of them,
which means our organic
exposure is definitely high!

Case Study for Optimization
Scenario: A logistic company in Manila wants to get ranked for keywords relevant to their business such as logistics company Manila,
logistics forward Manila, etc. For months we had done the SEO game plan I explained in the last slide.
Action items: I noticed that in the homepage title there was no “Manila” so we’ve just renamed the title and put “Manila” in it.
Results: Multiple 1st pages in Google.com.ph and top 1 positions for a few keywords.

Case study for
optimization – 1st page

FINAL RECAP - Our 4 Strategic Steps
1. Research 2. Strategy 3. Implementation 4. Optimization

Like my Page on Facebook to get the download link of this
presentation later this week
https://www.facebook.com/jomerbgregorio

UP Diliman - Digital Marketing 2021

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