the fundamentals of digital marketing - pup taguig presentation

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The Concept of Digital Marketing

In the INTERNET and SOCIAL MEDIA age, customers can come from practically EVERYWHERE.

Digital Marketing is a set of marketing tactics used to influence potentials customers who lurk in the online world. It leverages the power of different digital channels such as Google search, social networks, email, and websites to generate favorable actions from the current and prospective customers.

The History of Digital Marketing

• The term “Digital Marketing” was first used in the 1990s, along with the coming of the internet and the developments of the Web 1.0 Platform.

• During the Web 1.0 Age, there was no such thing as interaction, as the only activity was reading of content.

• In 1990, Archie, the world’s first Search Engine, was born.

• Banner Ads first appeared in 1993.

How It All Started

The History of Digital Marketing

• Yahoo! was launched in 1994. This provoked extensive changes in the digital marketing space, with companies optimizing their websites to pull in higher search engine rankings.

• 1998: Birth of Google, MSN, and Yahoo! Web Search. Smaller search engines were wiped out, and the Internet Bubble started to burst.

• The first mobile marketing campaign (Universal Music) was launched in 2001

• 2004: Gmail was launched, Google goes public, and Facebook goes live.

The History of Digital Marketing

• Amazon’s e-commerce sales surpassed the $10 Billion mark in 2006.

• 2011: Web-use overtakes figures for TV viewership among youth

• 2014: Mobile exceeds PC internet usage.

• 2015: The Rise of Predictive Analytics, Content Marketing, and Wearable Technologies

Where is Digital Marketing Now?

- 82% Have a Clearly Defined Digital Marketing Strategy

- 1,876 Marketing Technology Vendors

- 60% of Marketers planning to increase their investments in technology this year.

- Of $540 Billion allocated by companies and brands for advertising and marketing initiatives, 69% will be used for content management, performance optimization, and website development.

- Search is shifting beyond Search Engines. At the forefront of expanded search are social networks that have integrated search algorithms and capabilities into their features (Guided Searches in Pinterest, and Facebook’s own search engine)

Current Stats of Digital Marketing

• World Population: 7 Billion

• Number of People Using the Internet:

- In Developed (1st World) Countries: 753 Million in 2008, 1.02 Billion in 2016

- In Developing (3rd World) Countries: 808 Million in 2008, 2.46 Billion in 2016

*From 23.1% in 2008, 47.1% or 3.4 Billion of today’s world’s population have access to the Internet

Source: ITU World Telecommunication/ICT Indicators Database

• Number Social Media Users: 2.37 Billion

Leading Social Media Networks Worldwide:- Facebook: 1.87 Billion Users- WhatsApp: 1 Billion Users- Facebook Messenger: 1 Billion Users- QQ: 877 Million Users- WeChat: 846 Million Users

Source: Statista: Global social networks ranked by number of users 2017

• Number of Mobile Users: 4.77 Billion

Digital Marketing in the Philippines

• Total Population: 103. 15 Million

• Active Internet Users: 47.13 Million

• Active Social Media Users: 48 Million

• Active Mobile Social Users: 41 Million

• Time Spent on Social Media Each Day: 3.7 Hours

• Top Facebook Users: 20-29-Year-Olds aka Millenials

Source: WeAreSocial: Social Media and Digital Stats in The Philippines 2016

With the advent of advances in digital, online and social media, along with the evolving customer’s experiences, Digital Marketing has gone from being an isolated discipline and instead becomes a staple in today’s business world.

Digital Marketing is Today’s Marketing.

How Does Digital Marketing Works?

Step 1: Market Research – Done to better understand your target audience and create a tailored marketing strategy.

How to do Digital Marketing

• Identify Your Unique Selling Points• Identify Your Key Products and Service• Identify Your Target Market

Step 2: Strategy – Provides clear roadmap on marketing and allows you to reach your targeted audience more effectively

• Goal Setting• Approach: Direct or Indirect Marketing?• Channels and Tactics to be used• Creation of Offers and Promotional Messages• Detail-by-Detail Steps Execution

Step 3: Implementation

• Traditional advertising has lost its dominance and touch• Internet advertising already surpassed AD spending on

cable and TV • 72% of consumers want to CONNECT WITH BRANDS

using integrated digital marketing strategies

1. The actual marketing Steps and Guidelines 2. Stick to the Marketing Plan and Strategy3. Work Consistently

3 Ingredients for a Successful Digital Marketing Implementation

Step 4: Optimization

• While many have succeeded in their Digital Marketing campaigns, many have also failed miserably. • The reason for failure is NOT that the campaigns lack creativity, quality materials, and qualified personnel...• It’s because they failed to establish Marketing Analysis and Optimization

Importance of Marketing Optimization

• Identify what’s working and what’s not

• Check which marketing channels produce the most traffic and conversions

• Check your visitor’s DEMOGRAPHICS and BEHAVIOR

• Uncover NEW OPPORTUNITIES

1. Web analytics utilization2. Data analysis3. Optimized activities and

re-planning based on actual data

Most Important Aspects of Analysis and Optimization

How Does Digital Marketing Works?

Why Digital Marketing?

1. It provides SMBs the chance to compete and attract their share of targeted traffic. Small-scale ventures now have the resources to perform sales and marketing processes that were previously available only to large corporations.

2. It’s More COST-EFFECTIVE than Traditional Marketing methods. 40% of SMBs getting significant savings by using digital marketing methods of promotion for their products and services. Digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels

In the digital arena where business and commerce are heading to, Digital Marketing tools and techniques provide business owners the best chances for competition, survival and even business growth.

Source: Gartner’s Digital Marketing Spend Report, HubSpot

Why Digital Marketing?

3. It Generates HIGHER Conversion Rates.

The conversion rate is the measure of success for businesses using digital marketing to promote their products and services online. For SMBs, using Digital Marketing can increase their conversion rate by over 24%.

4. It Helps Generate BETTER Revenues.

Companies using digital marketing strategies have 2.8X better revenue growth expectancy and 3.3X better chances of expanding their workforce and business.

Why Digital Marketing?

5. It Facilitates INTERACTION with Targeted Audiences. One of the reasons why digital marketing is taking over traditional marketing channels is the ability of Internet marketing tools to interact with targeted audiences in real time.

Benefits of 2-Way Marketing:

- Precise Market Targeting- Increased Customer Satisfaction and Experience- Increased Customer Retention- More Revenue through Personalized Offers- Increase Cross-sell and Upsell rates- Marketing Efficiency and Quick Time to Value

Why Digital Marketing?

6. It Caters to Mobile Consumer.

More people are now using their mobile devices to access the information superhighway than desktops and laptops. From mobile apps to mobile-friendly websites, digital marketing helps businesses to tap this increasing sector of the market.

7. It Provides Better ROI.

The key to success in digital marketing is to generate a steady flow of targeted traffic that converts to Sales and Leads. When done well, digital marketing can improve ROI by up to 300%.

Why Digital Marketing?

8. Digital Marketing Earns People’s Trust.

Michael Brenner, CEO of Marketing Insider Group, once said that “Marketing is a Conversation”. True enough, Brands that provides the right content at the right time creates deeper connections with their target customers. Deeper connection leads to trust. And when given the choice, people will only patronize brands that they truly know, like and trust!

SEARCH ENGINE OPTIMIZATION (SEO)

Digital Marketing Tactics and Strategies

SEO is vital for Digital Marketing because:

93% of ONLINE EXPERIENCES begin by using a search engine

50% of mobile visitors who conducted local search visited a store within the day.

And 34% conducted on computer did the same.

SEO is the process of making your website and business WORTHY for ranking at the top of SEARCH ENGINE RESULTS PAGES

THE SEO FRAMEWORK

SEO in the FLESH

The Philippines remain a GOOD TARGET for Search Marketing this year and the next

84% of Filipino Internet users engaged in some form of online search activity each day

63% of Filipinos conduct their search queries through their mobile gadgets each day

Filipino search usage is broken down according to:

69% - at home

21% - on the move

17% - inside a store

14% - while on a public transport

SEO is good for BUSINESSES who:

Have LONG TERM GOALS of appearing on the 1st page of SEARCH ENGINE RESULTS while getting FREE TARGETED TRAFFIC and exposure

SOCIAL MEDIA MARKETING (Paid and Organic)

SMM is the process of utilizing the TOP SOCIAL SITES to create brand awareness, drive conversation and connect to the most targeted audience as possible

- Social media users have risen by 176 million last 2015

- Up to 96% of Small Business Owners use Social Media Marketing

The Philippine online community is still crazy over SOCIAL MEDIA

Filipinos spend an average of 3.7 hours each day engrossed in their favorite social network

94% of internet users in the Philippines have active Facebook Accounts

In comparison, only 54% of American netizens use Facebook

Filipinos are RELYING more on social media for COMMUNICATING with friends and loved ones

Facebook Messenger is used by as much as 94% of Filipino Internet users

Filipinos are the MOST ENGAGED SOCIAL MEDIA USERS in the Asia-Pacific region

Social Media Marketing in the FLESH

Right ad paid social media ads on Facebooks.

Social Media Marketing in the FLESH

Timeline paid social media ad on Facebook

SOCIAL MEDIA MARKETING is good for BUSINESSES who want to:

• Increase BRAND AWARENESS

• Reach MORE PEOPLE

• Drive LEADS

• GENERATE contests and promos

PAY-PER-CLICK MARKETING (PPC)

PPC Marketing is the process of using TOP PPC NETWORKS such as Google Adwordsto reach potential customers who:

- Already have a NEED for products and services

- Are ACTIVELY SEARCHINGfor these needs online

85% of Filipino Internet users search and watch ONLINE VIDEOS about the brands, products and services they are interested in before they buy

Most won’t mind an ONLINE AD

83% believe that Ads that provide RELEVANT IFORMATION can actually make their lives easier

Google PPC Ads in the FLESH

Since the use of Ad Blocker plugins has become rampant since last year, Companies are now slowly shifting their online advertising method to NATIVE ADVERTISING

Popular international media websites are already using this form of advertising in their sites

It is used by local counterparts including GMANetwork.com and ABS-CBNNews.com among others

Native PPC Ads in the FLESH

PAY-PER-CLICK MARKETING is good for BUSINESSES who want to:

• Get TARGETED TRAFFIC quickly

• Generate LEADS and

• Increase SALES and profits

FACEBOOK MARKETING

Facebook Marketing is the process of using and maximizing Facebook’s ADVERTISING PLATFORM to boost brand awareness and reach more customers online

- You can reach out to almost any kind of GENERAL CONSUMER

- You just need to learn in what groups and pages your targeted customer stay frequently go to at Facebook

FACEBOOK MARKETING is good for BUSINESSES who want to:

• Specifically USE FACEBOOK TO REACH OUT to a SPECIFIC MARKET and

• Get TRAFFIC QUICKLY

What Now?

- Study and learn more about digital marketing.

- Apply what you learned in your future business.

- Apply for a job in the digital marketing industry

Careers in Digital Marketing Industry and their Median Salary (Philippines):

• Digital Marketing Manager- P689,416• Analytics Specialist- P456,000• CRM and Email Marketing Manager- P210,000• Copywriter- P236,469

Careers in Digital Marketing Industry and their Median Salary (Philippines):

• Content Marketing Specialist- P360,000

• SEO Specialist- P264,000

• Social Media Marketing Expert- P228,000

• Conversion Rate Optimizer- P246,000

Source: PayScale

Hashtag to use for selfies and social media posts #puptaguigdigital