First in the Dynamic Digi series of digital marketing topics and issues. Primarily for Caribbean practitioners.

1. What is digital marketing?
Why do we need it?
What help is it?
What does it comprise?
DYNAMIC DIGI SERIES

2. • Presentations
• Webinars
• Books
• Infographics
• And many others
• On digital marketing topics for Trinbago and
the Caribbean generally.

3. • Grow our digital space
• Ensure the will, knowledge and scope exists
• Along with the infrastructure.

4. Who is dynamic digi?
• A digital marketer, running several private and voluntary
projects.
• Looking to build collective skills and patterns in the country
and regions.
• Skills are present, but more needs to be done to ensure
greater growth.
• Looking for holistic dialogue and conversation.
• Being the change…...per Gandhi.

6. So what is digital marketing?
Dynamic Digi’s definition:
- Marketing products via digital channels.
Simple, eh? Well yes.

7. This is why it’s simple:
Traditional marketing has several base principles:
- Marketing concept (making products to suit mutual consumer and
organisational needs)
- Processes like:
- Marketing research
- Segmentation, Targeting and Positioning (STP)
- Services marketing
- Marketing Mix (7Ps)
- Marketing strategy

8. This hasn’t changed…
Traditional vs. Digital
 Traditional was/is harder to define effectiveness
 Digital has defined metrics from website hits, followers/likes, e-mail subscribers, specific ROI, etc.
 Traditional was/is largely push
 Digital is more balanced, with more scope for pull
 Traditional has less consumer engagement
 Digital has more consumer engagement
 Traditional is more costly
 Digital costs less, and lessens playing field for SMEs

9. The need for segmentation/positioning hasn’t changed
Products still need branding
Still requirement for marketing research
Still need to analyse environment (political, social, legal)
Consumers are still human….appeal to them. Make it
worth their while to buy….(good content)

10. ONLY THE TOOLS HAVE CHANGED..
BASIC THEORY HAS NOT ALTERED…
DIGITAL IS TRADITIONAL, BUT MOVED INTO A
NEW PARADIGM

11. WHY DIGITAL?
- Less people watching TV, listening to radio, reading newspapers…
- More people online
- Better ROI/reach on digital than traditional
- Social changes…consumers are better educated, more keen to
advocate their rights, require better connection from firms, more
tech-savvy, and demand more comprehensive information.

12. The arms of digital:
- Social media
- Websites
- E-mail
- Search Engine Optimisation (SEO)
- Pay per Click (PPC)
- Mobile
- Content management

13. Social media – Tools for two-way
communication, community building, sharing of
information, queries, concerns and feedback.
It enables good connection and engagement
with consumers. Engagement is important, since
traditional marketing doesn’t allow for this in
the same manner.

14. • engage verb (INTEREST)
- to interest someone in something
and keep them thinking about it.
• Cambridge online dictionary -
http://dictionary.cambridge.org/dictionary/bri
tish/engage_1

15. Engagement is central to
social media and digital.
To engage is to keep people interested, excited, and
eager to connect and buy your products.
About building a community of people.
About sustaining that community.

16. Social media is for rapid communications/two-
way dialogue. From the horse’s mouth, as it
were…
Little more reliable or credible than consumers..

17. Benefits?
- Rapid feedback
- Compliments/complaints
- PR
- Customer service
- Better market intelligence
- ‘from the horse’s mouth’….genuine and heartfelt
responses/views from consumers

18. Websites
Arguably the foundation of all digital. One stop shop to get
comprehensive info.
- Good design
- Good feel
- Call to action
- And translate the utility of the product
- Be the hub of activity online

19. All firms, large or small, need a website.
Customers need/want a comprehensive “face”
to organisations.
Portal for strong content, more so than any
other medium (,i.e. social media, e-mail, etc.)

20. E-mail marketing…
Via lists, with similar purposes to social media with similar functions to social
media.
It’s not spam, or otherwise unsolicited messages. It can create engagement, and
make consumers feel “part” of an organisation’s efforts.
- Newsletters
- Promotional offers
- Technical information
- General points of interest
Not commonly used in T&T, relative to social media or the Web.

21. Opt-in – option to ensure consensual inclusion
in list
No badgering, and turning off customers

22. Search engine optimisation (SEO)
Search engine optimisation (SEO) is not much used in Trinbago.
However, it is bigger in other countries, and is about optimising one’s
website position in Google and other search engines.
Most people don’t search many pages for information. Google uses algorithms
(computer programs and maths models) to search the Web for pages on our
searches.
Manipulating algorithms and keywords to ensure high place in search rankings.

23. Importance of SEO:
• Better exposure
• More hits (the point of any website..)
• Better Web/digital ROI
• Perhaps better for firms in Trinbago with global
or hemispheric markets (,i.e. the Americas).

24. Pay per Click (PPC)
Pay per click (PPC) is the use of advertising to gain extra revenue, on
websites and other media.
It’s when a firm pays another party to host its adverts, and gets paid
per clicks/hits.
This can lead to more costs, but then this is greatly offset through
higher sales.
Through Google Adwords, optimisation can help secure more hits and
more potential sales. Focuses on good use of keywords.

25. PPC ensures:
- Good content development to keep people
engaged
- Better relationship marketing
- Strong Web, social content

26. PPC leads to greater exposure, though perhaps
for global/hemispheric markets also.
Potential for growth in Trinbago/Caribbean.

27. Mobile apps
Mobile apps are things we use often, and are growing in number
in Trinbago. They are perhaps should be not, condensed forms of
a website. Additional content can be used, if not to encourage
people to download, use, or buy it.
A mobile app is not absolutely required, but is very useful if one
lives in a society with high smartphone use (like Trinbago).
However, if your customers don’t use smartphones, it doesn’t
make sense.

28. • Content development is the itemisation and dissemination of
content to consumers.
• Content is any text, video, audio (like podcasts), etc. that
highlights the product, firm, or anything related to them.
• People need information to make buying decisions, or about the
product generally.
• Sound content facilitates engagement
• Content also includes blogging, and a good blog can relay stories, topical
points, and recent events. It furthers engagement.

30. Metrics
Numerous tools out there, to gain real-time results and figures.
ROI is important.
Measure conversions.
Reach (how many persons see/talk about brand)
Social listening (how many people on Twitter and other media mention
your brand).

31. Who is dynamic digi?
• A digital marketer, running several private and voluntary projects.
• Looking to build collective skills and patterns in the country and
region.
• Skills are present, but more needs to be done to ensure greater
growth.
• Looking for holistic dialogue and conversation.
• Being the change, think positive, and increase scope for holistic
results!
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on:
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35. - Enjoy
- Share
- Be good to yourselves
- Keep being digital
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Digi - 2015 facebook.com/dynamicdigi