advance digital marketing strategies
Post on 12-Apr-2017
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DIGITAL MARKETING
WHAT IS DIGITAL MARKETING?
Digital marketing is an umbrella term for the
targeted, measurable, and interactive marketing of
products or services. Reach and convert leads into
customers and retain them.
It mainly use the Internet as a core promotional
medium, in addition to mobile and traditional TV
and radio.
19%43%
56%
26%
81%
58%
36%
38%88%
51%
33%
69%
NORTHAMERICA
WESTEUROPE
EAST EUROPE
CENTRALAMERICA MIDDLE
EAST SOUTH ASIA
SOUTH EASTASIA
OCEANA
EASTASIA
CENRAL ASIA
AFRICASOUTH AMERICA
GLOBAL AVERAGE: 42%
INTERNET USERS PENETRATION WORLD WIDE
Sources: InternetLiveStats Q1 2015, InternetWorldStats Q1 2015, Wikipedia for Population data.
The Evolution of Internet
Internet ofCONTENT Internet of
THINGS
IoT
Pre-Internet
H2H
Internet of PEOPLE
SocialWeb
Internet of Content
WWW
Internet ofSERVICES
£
$Web2.0
GLOBAL DIGITALSNAPSHOT
Sources: Wikipedia, InternetLiveStats, InternetWorldStats, Facebook, GSMA Intel.
TOTAL POPULATION
7.210BILLION
URBANISATION: 53%
ACTIVEINTERNET USERS
3.010BILLION
PENETRATION: 42%
ACTIVESOCIAL MEDIA
ACCOUNTS
2.078BILLION
PENETRATION: 29%
UNIQUEMOBILE USERS
3.649BILLIONPENETRATION: 51%
ACTIVE MOBILE SOCIAL ACCOUNTS
1.685BILLION
PENETRATION: 23%
Setting up your goals& Strategy
For example, if your goal is to increase sales by 15%, estimate how much you are willing to pay for that result and how that will affect your budgeting and marketing options in the future.
Your SEO needs will vary depending on where you are with SEO today, the size of your site, your competition, and your goals.
Competitors
More at http://www-304.ibm.com/partnerworld/gsd/showsrchp.do?cd=BPAS&name=Business%20Analytics#v%3D%2B1%26q%3D%26filter%3DGSD.CountryRegion%3AUS
Being an IBM Premium Partner will have to ensure that its current website design and content aligns strongly with its business objectives
As IBM Says:
12
3
Your SEO needs will vary depending on:
• Where you are with SEO today • Your competition • Size of your site• Your goals
Lead GenerationSEO & CRO
http://terbia.net/
CustomerAnalyticsExperience
JourneyDesign
TWO INTERNET STRATEGY BASICS
Get Visitors to Exhibit Desired Behavior
(Visit Retail Store; purchase online; AccessCustomer Service/Support)
Get Targets to Visit your Website
1 2
Know your customer inside out
How old is your customer?Where does your customer live?What is the population of your customer base?What is their education level?What is their income level?What are your customers’ pain points?
•Shopping Cart – e.g. Shopify, Volusion•Payment Processor – e.g. Stripe, Paypal•Fulfillment Center – e.g. Amazon, Shipwire•Social Media Planning – e.g. Buffer, Hootsuite•Accounting – e.g. Quicken, Xero•Newsletter – e.g. Mailchimp•Customer Loyalty Programs
Pay-per-click This typically involves using Google Shopping campaigns and managing a product data feed.
Affiliate sale networks Allowing other blogs and websites to sell your product for a cut of the revenue.
Social media Which is your strategy for social media and where will you dedicate your attention?
Search Engine Optimization – Create and promote awesome content so people find your product organically through search.
Conversion Rate Optimization - CROHow will you persuade people to buy your product once they get to your site?
Blogger networks – Could be organic or paid through affiliate sale programs.Develop a list of the key bloggers in your product category. this might be an influencer that blogs about the best cloud Solutions & technologies.
OBJECTIVESSocial Media Marketing
• Raise Awareness of Your Brand• Gain insight into a community of interest• Website Traffic• Website Visitor Loyalty• Conversion Rates
AUDITING
Existing Content Repurpose Existing Content as
News Releases Rewrite in conversational tone and post on blog
Video of CEO annual meeting speech • Post video on Youtube• Convert audio to MP3 for downloadable podcast• Transcribe speech and post on blog
Customer Case Studies • Create PowerPoint and post on SlideShare• Record PowerPoint with voiceover as video and post on
Youtube• Post video (YouTube embed code) on blog
PowerPoint Presentations • Record with Voiceover as video and post on Youtube• Convert audio to MP3 for downloadable podcast• Rewrite in conversational tone and post on blog
Self-published Articles • Rewrite in conversational tone and post as a blog series• Record audio to MP3 for downloadable podcast
REPURPOSING&
o Each piece of content should be created with a goal in mind o The goal should drive the design and topico Incorporate user-generated contento Develop original contento Educate new prospects - don’t sell themo Do not choose formats by defaulto Write to your ideal customer
MOREONCONTENT
TRACKING
Tier 1. Creator-level metrics
o Traffic: Page views, unique visitors, bounce rate, time spent.
o Source: Referring sites, visitor demographics, inbound search keywords.
o Sharing: Re-Tweets, shares
Tier 2. Manager-level metrics
o Lead volume generated.
o Lead quality.
o Cost-per-lead.
o Conversion rate (for email opt-in, downloads, etc.).
o Market share, awareness, qualitative feedback
Tier 3. Director-level Metrics
o Revenue.
o Costs.
o ROI.
o Customer lifetime value.
o Related areas.
GOALS
KEY SUCCESSo Make it easy for customers to do business with you
o Focus on the end customer for your products and services
o Redesign your customer-facing business processes from the end customer’s point of view
o Wire your company for profit: Design a comprehensive, evolving electronic business architecture
o Foster customer loyalty, the key to profitability in electronic commerce
FACTORS
KEYo Don’t completely redesign a business to become an e-business.
o Don’t suspend good project management rules in the name of e-business.
o Don’t assume technology can do all the heavy lifting in e-business implementation.
o Don’t focus solely on current customers for e-business.
o Stay alert for new competition.
DANGERS
DiscoveryBrand
Development TestingContent Creation Maint.
& Improv.Navigation Beta Launch Launch
How we do it:Low RiskAgile Web Development
Why Every Business Needs ADigital Marketing Strategy?
Formulating your digital marketing strategy is the first step towards understanding how your business can benefit from new marketing techniques, how it can impact on the relationship between your business and your customers, and help you to reach new customers online.
Digital Marketing
&“What return does digital marketing
give me for the cost?”
How Much Does Digital Marketing Cost?
ROI
Monthly Retainers
Types of SEO Contracts &Market Averages
Fixed Price Contracts
Hourly Consultation
Employee Costs • ($50-120k+/yr.)
• Link profile audits ($2500-$7500) • SEO/Website Audits ($1000-$3000)• Link building ($250-$2000 per link) • Per page opt. & implementation ($100-$250)• Copywriting ($0.75-$1.00/word)
• ($100-$300/hr.)
• (Sub $500/mo)• ($1000-$5000/mo)• ($5000-$10,000+/mo):• ($10,000-$20,000+/mo)
Source: http://www.digitalcurrent.com/seo-engine-optimization/how-much-does-seo-cost/
ROIOne big benefit of Internet-based marketing (vs. traditional forms)
is that actual audience behaviour tends to be easier to track and measure.
Email : $40.56.Social networking’s : $12.71Search’s: $22.24 Internet display advertising: $19.72Mobile: $10.51
For every $1 spent on digital marketing efforts:
http://www.dma.org.uk/research
Social Media
Social media is slightly more effective for B2C (6.44/10) compared to B2B (5.88/10) marketers.
Social media is also more effective when managed in-house (6.23)
compared to outsourced (5.88)
http://www.dma.org.uk/uploads/ckeditor/Social_Data_Integration_2016.pdf
for B2B Marketers
http://www.dma.org.uk/uploads/ckeditor/Social_Data_Integration_2016.pdf
Social Media ForBusiness
Questions?
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