digital marketing e-camp 30 mins
Post on 21-Oct-2014
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Digital Marketing Strategies
A Presentation By Denny Santoso
Denny Santoso Profile
14 years experience in fitness industry12345
Large offline and online commerce network
Owner of PT. Jaya Sportindo - sole distributor of Ultimate Nutrition Indonesia
Owner of Duniafitnes.com - one of the biggest health and fitness portal in Indonesia
Founder of Startupbisnis.com, Beautiplan.com and BRTC Indonesia
Body in Shape
Enjoy Entrepreneur Life
OUR WORKS
Digital Marketing Strategy
Internet is growing fast
*Source: internetworldstats.com
(in Million)
0
20
40
60
80
2008 2009 2010 2011 2012 2013
80
6355
42
3025
Indonesia Internet User Growth
Source: Internet World Stat
Internet is packed with people
How to start?
Start with your customer and work backward
On the web, people vote with their fingers
Research, Polls, Questionaire, Focus Groups, Sales,
Marketing Interviews, Trials
My Product
My Product
Google Keyword Research Tool, Google Trends, Google
Media Planner
Your website is not your web presence
Voice (Your Website)
Footprint (ads, Blogs,
Forums, Other activities)
Shadow (what everyone else says about
you)
4Q1.Who are you trying to reach?
2.What are you trying to say?
3.What do you want them to do?
4.How will you know it has worked?
Social Search
Mobile
ConvergenceConvergence of social, search and mobile is dominating the current web landscape, and is driving the realtime people and brand behaviour
The Age of The Social Enterprise“To any CEO who is sceptical today about social enterprise, you have to be totally connected with everyone who touches your brand. If you don’t do that, I don’t know what your business model is in five years time.”!
Burberry CEO, Angela Ahrendts
Google warns 6 in 10 will leave your mobile unfriendly site.
36% of respondents said they felt like they’ve wasted their time by visiting those sites, and 52% of users said that bad mobile experience make them less likely to engage with a company.!
Channel Evolution
Traditional Marketing Tradigital Marketing Real-time marketing
Brand as ‘outsider’
Brand as ‘insider’
Broadcast!Print!Radio!Outdoor
Banners!Microsites!
Email!Search
Networks!Communities!
Blog!Microblogs
Deliver solution that involve consumers and add value to their
everyday lives.
Start with your business objectives. Outline your marketing strategy then plan your digital strategy.
1. REACHBuild awareness on other sites and in offline medias
and drive to web presences
KPI - Unique Visitors, fans, share, revenue or goal per visits
2. ACTEncourage audience to interact with brand on
website or other online presence
KPI - Bounce rate, page per visits, conversion
3. CONVERTAchieve conversion to
marketing goals such as fans, leads or sales online
and offlineKPI - conversion, leads and sales,
revenue and margin
4. ENGAGE
Build customer and fan relationships through time to achieve retention goals
KPI - % active hurdle rates, fan engagement, repeat conversion
The Race Digital Strategy Framework
Owned media
Your media choice reflects your content strategy, which reflects your objectives
Channel a brand controlsPaid MediaBrand pays to leverage a
channel
Earned mediaMedia earned for a brand in a
social environment
Website, Blog, Mobile apps, Social Presence
Paid Search, Display ads, Affiliate Marketing, Digital signage
Word of mouth, Social Networks, Influencer
outreach
Channel Activity1. Website - Dashboard
2. Facebook - Multiway social interaction
3. Mobile apps - Inform and build anticipation on location
4. Youtube - Deliver engaging content
5. Twitter - Inform and trigger desire to participate
6. Digital advertising - Awareness and trigger to participate
7. Mobile SMS - Trigger individual by location
8. Email - Exclusive offers and news updates
What is strategy?Strategy is science or art of directing a way of action to achieve of the main goal efficiently.
A BA
ctio
ns
Actions
Actions
ActionsA
ctio
ns
Action
s
Actions
ActionsActions
A B
Actions
Actions
Actions
Actions Actions
Actions
Actions
Actions
Actions
With Strategy and Coherent Action
A B
Design
Website
Banners
Content Mobile
PPC, SEO
Social Media
Usability
Interface
With Strategy and Coherent Action
More about Internet Marketing Strategies
Understanding Scalability
Think your niche market
Know Your Competitors
Use and customize competitor strategy
Increase your credibility
REACH
Traffic & Web Presences
Good product withoutaudience = fail
PAID TRAFFIC
Google Adwords, Facebook Ads, Banner Ads, Affiliate
Marketing
FREE TRAFFIC
Google Organic, SEO, Web Linking, Social Media,
Great Content
YOUR WEBSITE
Traffic Sources
Two kind of traffic
or
Google organic
SEO
Website Linking
YouTube
Twitter & Facebook
*Source: internetworldstats.com
(in Million)
0
22.5
45
67.5
90
Tumblr.com Yahoo! Profile LinkedIN Twitter Facebook
80.2
26.4
10.55.94.9
Top 5 Social Network in Indonesia
Source: Comscore
Google Adwords
Facebook Ads
Banner Ads
ACT
Consumer Interaction
CONVERT
Knowing yourConversion
Conversion define the success of your campaign
ENGAGE
Email Marketing
CUSTOMER RELATIONSHIP
Forum
Mobile Engagement
Develop your whole business
A Presentation by:@DennySantoso
Thank You