Digital Marketing

Prepared by: Md. Abdun Nafee

Digital Producer (Team Nokia)Wunderman Bangladesh

nafee.abdun@wunderman.com

DefinitionDigital marketing is the evolution of marketing in digital medium.

To reach consumers, and to convey the message is the ultimate goal in marketing. Digital marketing is promoting of brands through all the digital advertising media.

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Digital media

1. Short message Service (SMS)

2. Really Simple Syndication (RSS) feeds

3. Podcasts

4. Voice Broadcast

5. Online Videos

6. Emails

7. Banner Ads

8. Websites

9. Blogs

10. Interactive media (e.g. social networking sites)

11. Outdoor Digital Displays

12. Etc …

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So, what are the digital media we are talking about ?

Digital media are :

Types of Digital MarketingThere are two types of Digital marketing.

1. Pull digital marketing

2. Push digital marketing

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Pull digital marketing

The customer seeks information about products and/or services by visiting the

company’s sources of information searching for the specific product or service

information.

The information are typically located in websites, blogs, streaming audio and video

sources.

Customers have found related information on other websites or been directed to

the company’s sources by a referring website to find the information.

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Pros & ConsPros:

No restriction on file size, can be sent as much data you can.

Don’t need to use any advanced technology to send static content.

Cons:

Requires considerable marketing effort for users to find the content.

No personalization to keep the visitors coming back.

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Push digital marketing

Customers are provided information by receiving or viewing

advertisements digitally.

The media used for Push digital marketing are Email, SMS,

RSS, cell phone calls, etc., as subscribers of the latest

product and service information provided by the company.

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Pros & ConsPros:

Faster delivery – content can be delivered, whenever it becomes available..

Consistent targeting – It becomes difficult for the user to block the content by content type.

Better targeting and data – Justified subscription, and more specific marketing data may be collected during registration. Detail tracking of customer choices, and thus more powerful insights can be collected.

Cons:

Requires Can Spam Act 2003 compliance.

Higher cost for smaller audiences.

Requires deliver technology.

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Why digital marketing ?Many years ago the former chairman of Procter & Gamble said –

“I’m positive we waste half the money we spend,”

He told people attending an advertising conference where he spoke many years ago.

The CEO paused before adding with a sigh,

“I just don’t know which half.”

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Why digital marketing ? (cont.)If you want to know which half is that, you have to go for Digital marketing.

Launch a website, you’ll know the number of visits.

Upload a video, you’ll know the number of views.

Post a link, you’ll have the number of clicks.

Create a Facebook Fan Page, you’ll know the number of fans.

Post a status, you’ll know who have liked it.

Create a Twitter account, you’ll know who are following you.

Send an email, you’ll know who have clicked the items.

Upload a podcast, and you’ll know the number of downloads. 10

Bec

ause

Why digital marketing ? (cont.)

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Data InsightsAnalytics

Why digital marketing ? (cont.)

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Data InsightsAnalytics

+ +

=

Why digital marketing ? (cont.)

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Knowledge is power

K

>

Knowman

Why digital marketing ? (cont.)

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o Almost 7 billion people are using internet across the globe.

o Asia is leading among all the regions having a 44% of total internet users.

o Around 107 trillion emails have been sent in 2010 at an average of 294 billion emails per day.

o 25% of total email accounts are corporate.

o At the end of 2010, the total number of websites are 255 million, where in 2010, 21.4 million new websites have been added.

o The number of videos watched per day is 2 billion.

o 4.1 billion SMS are being sent daily.

Source: http://www.internetworldstats.com, http://www.pingdom.com/

Digital marketing scope in Bangladesh

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o The total no. of mobile users is 78.075 millions in Bangladesh.

o Buying smart phones in Bangladesh is increasing rapidly.

o Buying Personal computers (PC), and Laptop are increasing day by day, which means people are getting connected through the digital media more frequently.

o After the Giant Google, Facebook is the second most visited site in Bangladesh. Almost 1.7 million people use Facebook in Bangladesh.

o The other websites viewed most are YouTube, Yahoo, Wikipedia, Twitter etc.

o Prothom-alo, somewhereinblog, bdnews24 are the most popular sites in Bangladesh.

Source: http://www.btrc.gov.bd http://www.pingdom.com/

So, what’s the point ??

Why digital marketing ? (cont.)

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The point is simple !!

• Through digital media, you can reach to more

consumers with less investment.

• So, your ROI will be maximized.

• Additionally, you’ll be able to track the ins and outs

of your campaign. Based on that, you can make

your plans more effective.

4Ps’ of digital marketing 1. Permission:

Brands needs consumers’ permission before creating conversations with consumers, and sharing content with consumer.

2. Participation:

A consumer can engage, and respond directly with product owners and content. This is the key difference between traditional, and digital media.

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4Ps’ of digital marketing (cont)

3. Profile:

Brands can find the consumers online profile. So, they can accumulate, and analyze consumers’ characteristics and needs from their social network activities.

4. Personalization:

Once the brands have the data of their consumers, they offer the consumers the products suited best for them.

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4 Pillars of digital marketing

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Web Presence

Website

Landing Page

Blog

Lead Generation

Competitive Analysis

PPC/CPC

SEO

SMO

Content Marketing

Brand Credibility

Content Management

Social Media Profiles

Customer Reviews

Customer Communication

Email Marketing

Social Media

Digital Campaigns

Insights & Reporting

1 : Web presenceWebsite:Website is a collection of inter linked web pages containing information as texts, images, videos. Web pages can be accessed from anywhere through the URL. Websites are used to contain information about the products, and services.

Landing Page:Landing page is a single web page used for a specific campaign. When someone clicks on an advertisement, then it redirects to a web page, where the consumer gets the information of that specific campaign.

Blog:Blog, a combined term of Web Log is a type of website, where an individual maintain regular entries like diaries. Blogs are interactive, and visitor can leave comments.

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2 : Lead Generation

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Competitive Analysis:The purpose of the Competitive analysis is to determine the strength and weaknesses of your competitor within your market, the strategies that will provide you a distinct advantage over your competitor.

PPC/CPC:Pay Per Click (PPC) a.k.a. Cost Per Click (CPC) is a tool used to drive traffic to websites, where the advertisers pay the hosting service when the ad is clicked. Advertisers bid on desired keyword phrases, and relevant to their target market.

SEO:Search Engine Optimization (SEO) is the procedure of improving the visibility of a website in search engine results without paying any fee.

2 : Lead Generation (cont.)

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SMO:Social Media Optimization (SMO) is one of the online methods of website optimization. It measures the social media activity targeting to bring unique visitors to the site.

Content Marketing:It is a marketing technique of creating, and delivering relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.

3 : Brand Credibility

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Content Management:Content management is the process of collecting, organizing, and publishing of digital contents such as documents, audio/video files, presentations etc.

Social Media Profiles:More and more people are engaging with social media. If marketers don’t build up a strong social media profile, they are going to miss a good number of consumers.

Customer Reviews:This becomes very important, as the customer expresses his/her opinions, experience, and share with relatives, friends, colleagues directly. So, any positive or negative impact spreads very fast.

4 : Customer Communication

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Email Marketing:Email marketing is a form of direct marketing. Marketers use email for communicating with the clients, and send information about the products or service.

Social Media:Social media is the channel for interactive communications. The main aspect of social media is the contents are generated by users.

Digital Campaigns:Digital campaign is a message about a product/service created by combining all the digital channels like email, voice call, SMS, social media engagement etc.

Insights and Reporting:Insights is the most important factor of Digital Marketing. Using insights, reports should be generated. From this reports, one can determine whether the campaign has been successful or not.

Principles of digital marketingTo think digital, marketers need to completely erase what is in their heads. They then need to use the following principles:

1. Most analog marketing hits the wrong people, or the right people at the wrong time. Digital is more efficient and more impactful because it can hit only the right people, and only at the right time.

2. There are many digital media. But the most powerful is digitally enhanced word of mouth. Use it with care though – you can’t use it to buy your way to success.

3. In the analog era, marketing was about getting people to think things so they might do things. Digital media are interactive, so it’s the other way round. Marketing

is now about getting people to do the things.

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Principles of digital marketing4. Think what people do after the click, search marketing will not be that much helpful, if the content is not ready.

5. Keeping people waiting is a sin. Remember it when you are making your brand

website.

6. Don’t wait for the dust to settle. Marketers need to adopt a permanent beta mentality in their marketing planning.

7. Web 2.0 is all about consumers working together. Work out how to collaborate

with them too in the channel of we.

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Principles of digital marketing8. Handle privacy issues carefully. You don’t need tons of information

about a consumer to influence them.

9. Work on predicting the future. Marketing, and media are now moving faster

than you think.

10. Many things were better when they were analog. Just because it’s digital,

doesn’t means it’s better.

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Things can go bad Digital marketing is a new thing, so you may have to educate your consumers

to get used to with it.

Always prepare a back up plan.

Success can come to your doorstep at a slow rate.

Handle the negative issues with care.

Covering your ear is not a viable strategy.

Don’t interrupt the conversation. Get yourself into it.

It’s a continuous process. It can’t be terminated once it’s started. 28