Download - Digital Marketing: An Introduction
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Digital Marketing: An Introduction
Instructor: Anfernee Chansamooth
Tweet it up: @academyxi @anferneec
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Why Me?
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Warning: I’m not your typical instructor
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3 Keys To Making This Session Worth Your Time
FOCUS ENGAGE LEARN
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What is digital marketing?
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“The integrated marketing services used to attract, engage and convert customers
online.” - Lee Odden, CEO Toprank Marketing
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Marketing: the action or business of promoting and selling products or services, including
market research and advertising.(wikipedia)
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A brief history of digital marketing● 1941
○ World’s first TV ad (this is it -> http://mashable.com/2013/08/01/first-tv-commercial-bulova-video/#nIVEqctYpGqz)
● 1980’s○ Desktop PCs introduced into homes
● February 4, 2004○ Facebook launched
● October 2000○ Google adwords launched with 350 customers
● 2016○ Stay tuned (at the end of this presentation)!
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True or false:
Digital marketing is much more than just a website and social media.
True
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Source: http://www.wheelhouseadvisors.net/360-degree-digital-marketing-a-guide-infographic/
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The core principles of digital marketing
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1. Be Found● Where are people searching?● How are they searching?● Do you come up when the results are being
displayed?
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1. Be Found
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2. Be Clear● Who’s the audience?● What’s the offer? ● What’s your message? ● What do you want them to do next?
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3. Be Memorable● Relevant● Engaging● Targeted (one message for one audience)● Helpful (what is the problem you’re solving?)
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4. Be Integrated● Multiple channels● Consistent brand● Consistent message● Have a strategy
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https://www.youtube.com/watch?time_continue=1&v=cHKjXm6SbIU
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5. Be Measurable● What are your business objectives?● What is your ROI?● What’s working, and what’s not?
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Test, Test, Test!
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True or false:
Having an inactive blog is better than having no blog at all.
False
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The components of digital marketing
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Customer Comms (Reputation Management)
of consumers say online reviews influence their perceptions about companies 83%
80% report that negative online comments changed their purchasing decision (source: eMarketer.com)
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Email Marketing● People associate negative connotation with email marketing = spam/junk mail. Look at it with fresh eyes.● Why is email marketing important?
○ Connecting with and building relationships with consumers/people - 1 on 1, more personal than social○ People use email more than Facebook, search or any form of communication. Still the #1 way of
communicating online.○ After getting our leads/customers, what you do next will determine success or failure.
● Where are emails read?○ 49.53/16.81/16.81 - smartphone/tablet/desktop
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“The process of delivering relevant, engaging and timely marketing messages about your products and services to a
specific group of recipients through email.”
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The components of digital marketing
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Email Marketing● People associate negative connotation with email marketing = spam/junk mail. Look at it with fresh eyes.● Definition:
○ “The process of delivering relevant, engaging and timely marketing messages about your products and services to a specific group of recipients through email.” (not spam)
● Why is email marketing important?○ Connecting with and building relationships with consumers/people - 1 on 1, more personal than social○ People use email more than Facebook, search or any form of communication. Still the #1 way of
communicating online.○ After getting our leads/customers, what you do next will determine success or failure.
● Where are emails read?○ 49.53/16.81/16.81 - smartphone/tablet/desktop
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Inbound Lead Nurturing
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Content● Blog posts● Articles● White papers● Reports● Videos● Social media posts● E-newsletter
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Win or Fail?
The picture shows a 2005 crash that killed a six-year-old boy in Chicago after a Boeing 737 slid off the end of the runway in heavy snow and hit the car he was travelling in.
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Website
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True or false:
Google just changed the way Search Engine Results Page displays?
True
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Search Engine Optimisation (SEO)Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.
(wikipedia)
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True or false:
Yahoo analytics is the second most widely used analytics provider in the world.
False
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What are the digital marketing trends for 2016?
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Recap● What is Digital Marketing?● 6 Key principles of digital marketing● 8 Core elements of digital marketing
○ SEO○ PPC○ Customer Comms (Reputation Management)○ Email marketing○ Inbound lead nurturing○ Social○ Content○ Website
● Digital marketing trends
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Thank You!
Learn more about Digital Marketing & Entrepreneurship at:
www.anferneec.com@anferneec
fb.com/anfconsulting