introduction to digital marketing
DESCRIPTION
a lot of business owners and marketers in Indonesia haven't not know comprehensively about digital marketing. whereas all the activities of marketing, promotion and branding can be done with a more interactive through digital channels. So this is the introduction that i've made for them. please enjoy.TRANSCRIPT
INTRODUCTION TO DIGITAL MARKETING
CONTENT• WHY DIGITAL • WHAT WE CAN DO • EVERYTHING IS MEASURABLE • FUTURE OF DIGITAL
WHY DIGITAL ?
Digital space is where your audience are
250 million people
4th largest population
73 million online population
source: eMarketer: Indonesia online, march 2013
59.6
72.7
83.6
93.4
2012 2013 2014 2015
Internet users in millionsIndonesia online population is growing rapidly
source: eMarketer: Indonesia online, march 2013
Indonesia media consumption
43% Television
30,4% Internet
17,4% Radio
8,7% Newspaper
source: nielsen: Indonesia media consumption, 2013
48.4% 51,6%
source: APJII: Profil Internet Indonesia, 2013
Demographics by age
Source: APJII, Profil Internet Indonesia, December 2012
60-65
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
12-15
2.5%3.1%
6.0%9.1%
10.1%10.9%
11.8%14.2%
11.6%10.9%
9.9%
DIGITAL IMMIGRANTThis older generation knew internet when they were an adult. They often feel the need to always learn to adapt with the new technologies.
DIGITAL NATIVEThis younger generation born and living in the internet era. They tend to make trends in cyberspace.
YEARS OLD
2011 2012 2013 2014
SOCIAL NETWORK USERS
34.4
52.1
67.1
79.2
80%
87.5%
92.3%
94.8%
in millions
SOCIAL NETWORK USERS
% OF INTERNET USERSSource: eMarketer, August 2012
REASONS TO GO ONLINE
Source: APJII, Profil Internet Indonesia, December 2012
SOCIAL MEDIABROWSING
NEWS
DL/UL VIDEO
CHATTINGONLINE GAME
VIDEO CALL
BLOGVOIP
FILE SHARINGBUY/SELL
87.8%
68.9%
68.3%
62.1%
57.9%
22.4%
18.5%
5.9%
5.3%
3.6%
2.6%
0.1%
Source: comScore Media Matrix, Visitors Age 15+ Home/Work Location, August 2012
FACEBOOK.COM
GOOGLE.CO.ID
5,365
MOST VISITED WEBSITES
BLOGGER.COM
GOOGLE.COM
YOUTUBE.COM
YAHOO.CO.ID
YAHOO.COM
WORDPRESS.COM
4SHARED.COM
TWITTER.COM
WIKIPEDIA.ORG
KASKUS
MEDIAFIRE.COM
TOKOBAGUS.COM
GAMES.CO.ID
DETIK.COM
5,255
4,084
3,628
3,200
2,966
2,633
2,590
2,384
2,003
1,588
1,515
1,026
993
967
875
in thousandsUNIQUE VISITORS
social media is their part of life
Source: Social Bakers, 2013
90,000,000
86,000,000
64,000,000
USA
INDIA
BRAZIL
INDONESIA
1234
INDONESIA IS THE FOURTH BIGGEST FACEBOOK COUNTRY
MONTHLY ACTIVE USERS
180,000,000
Source: GlobalWebIndex, April 2013
INDONESIA
SAUDI ARABIA
SINGAPORE
1234
INDONESIA IS THE COUNTRY WITH THE BIGGEST GROWTH OF TWITTER ACCOUNTS
ACCOUNT GROWTH
44.2%
UNITED STATES
41.7%
34.7%
34.5%
IT HAS CLOSE TO 30 MILLION TWITTER ACCOUNTS
YOUTUBE
1 BILLION
6 BILLION18 MINUTES
900,00022%
UNIQUE USERS PER MONTH
VIEWS PER MONTH
TIME ON SITE PER SESSION
HOURS OF VIDEO VIEWED PER DAY
OF VIEWS COME FROM MOBILE
Source: YouTube, 2013
4 MILLION
The largest Path users in the world
USERS
Source: CEO of Path, Dave Morin - interview with TEMPO magazine
150 Million active user
16 Billion Photos shared
Source: instagram.com/press
18 - 29 y.o Mostly user
more engaging than Facebook
1.000 comment 8.500 like per sec
15 times
Mobile Growth
DEVICE USED
SMARTPHONE
DESKTOP PC
NOTEBOOK
Source: APJII, Profil Internet Indonesia, December 2012
TABLET
65.7%
52%45%
1.9%
2012 2013 2014 2015
148.9
in millions
160.5169.7
179
23.838.5
57.771.6
Source: eMarketer, April 2012
MOBILE PHONE USERS
SMARTPHONE USERS
IN 2015, SMARTPHONE USERS IN INDONESIA WILL REACH 71.6 MILLION PEOPLE
MOBILE PHONE USER
53%
35%
9%4%
ANDROID
BLACKBERRY
WINDOWS
IOS
ALTHOUGH ANDROID HAS QUICKLY BECOME MAJORITY, UNTIL NOW, BLACKBERRY REMAINS A SIGNIFICANT PLAYER.
Source: IDC Indonesia via Jakarta Post, January 2013
OPERATING SYSTEM
SOCIAL MEDIA
ENTERTAIN -MENT
GENERAL INFO
GAMES
SHOPPING
LOCAL SEARCH
Source: InMobi, Mobile Media Consumption-Indonesia
24%20%
16%14%12%
8%6%
GROWTH IN INDONESIAN MOBILE USAGE IN THE COMING YEARS IS LIKELY TO COME FROM SOCIAL MEDIA & ENTERTAINMENT
MOBILE PHONE USAGE
What we can do with digital ?• Build an Assets • Do a campaign • Maintain Loyalty
Build an Assets• Website • Social Media • Mobile Apps
Build an Assets• communicate with your audience 24 hours • interactive - not one way communication • Learn about your audience • Build your own community
WEBSITES
Website
Corporate Website
Website
Branded Content Website
SOCIAL MEDIA
Social Media
a social utility that connects people with friends and
others who work, study and live around them
Connect with your friends — and other fascinating
people. Get in-the-moment updates on the things that
interest you
user-generated videos sharing websites. Includes network and professional
content that allows billions of people to discover, watch
and share originally-created videos.
Mobile Apps
Mobile ApplicationA mobile app is a computer program designed to run on smartphones, tablet computers and other mobile devices.
Top 5 app categories
Games Entertainment
Education utilities
Photo/Video
Games Social
Productivity Weather Shopping
source: Gizmondo 2014
DIGITAL CAMPAIGN
the use of electronic communication technologies such as social media, websites, mobile apps and etc for various
marketing objective to enable interactive communication and deliver brand message to an audience
Customer Relationship Management
to build asset and do a campaign we need placement
Ad Types
Social AdsSearch Engine
MarketingDisplay Banner
Social Ads
advertising
Objective-Based Campaign
Define your audience
advertising
advertising
advertising
Search Engine Marketing
Display Banner
TIME BASED PUBLISHER
• Time Based Publisher : one of publisher (mostly news) that selling advertising space to advertiser in some period example : Detik.com, Kompas.com, Kapanlagi.com, etc.
• Unique Selling Proposition : high traffic (awareness). • Type of ads : display ads (standar, rich media dan video baner)
AD NETWORK (WEB & MOBILE) CPM / CPC BASE
• Ad Network Publisher : network of some publisher that grouping into one channel, example: News, Ent, Sport, Mobile.
• Unique Selling Proposition : We paid if audience click or see our Ad • Type of Ad : display ads (standar, rich media dan video baner). • Measurement : Click, Impression, CTR, CPM, CPE
Evolution of Display Advertising
Re-Marketing
Programmatic Buying
Audience on Demand
Everything is measurable
Marketers are spending billions of dollars annually to better understand and segment consumers and measure the effectiveness of their media and marketing choices.
The good news. digital brings with it new levels of measurement. We can track the effectiveness of our campaigns
Different media,
different metrics
Social Media
Exposure Visit, Views, F o l l o w e r , F a n s , Subscribers, M e n t i o n , R e a c h , Impression
Influence Share of voice, S e n t i m e n t , E v a n g e l i s t , Referring URL
Engagement C l i ck , Comment , L ike, Share, RT, Reply, DM, Wall Post,
Action D o w n l o a d , Attendees, Lead Generation Form, Visit Store
Website
Exposure Unique Visitor, Visit
Influence P a g e R a n k , Bounce Rate
Engagement Re tu rn V i s i t , Page Views, Interaction, Time on Site, Participants, Active User
Action m e m b e r s h i p , subscriber, online sales
Mobile Apps
Exposure N u m b e r o f Download
Influence Rank, Review
Engagement Monthly, Daily Active User, Session Length,
Retention Buy Special Feature
Future of DigitalOffline-to-online engagement
RFIDRadio-Frequency IDentification
Real TimeAdvertising
experimental machine
Neuro Science
Augmented Reality
Feel enlightened ?
Let’s Discuss