By:

Eng. Mohamed Hanafy

ITI Alex. Deputy Manager

4th ITI Digital Marketing Day

YO

What is marketing?

Marketing is the management process responsible

for identifying, anticipating and satisfying customer

requirements profitability.

What is digital marketing?

The application of marketing principles and

techniques to achieve marketing goals via

e-communication technology.

SOSTAC™ – a generic framework for e-marketing planning

•Broadcast: one way communication, push

• Message driven: brand focused, features, benefits.

• Didactic: tells, explains, elaborates, instructs

•Constrained: fit with programming & print schedules and

geographic boundaries.

• Calendar & Budget bound: limits and start and end points

• Power: retained by the media owner, and the advertiser

Traditional MarketingTraditional marketing channels are characterised as:

Digital Marketing

an approach based on openness, transparency and engagement

with the consumer

• Interactive: many-to-many communication!

• Consumer driven: in terms of their interests and preferences.

• Listening: follows the consumers needs

• Un-constrained: liberated from schedules & boundaries.

• Open ended: iterative (launch, review, adjust, re-launch)

• Power: control & influence is with the consumer

• Content Driven: in tune with consumer interests

DMI 3i Principles are the foundation tenets of the DMI

Methodology

• Initiate: start with the customer and work towards

your digital strategy

• Iterate: continually learning from engagement with

customers and applying this on an ongoing basis

• Integrate: integrate digital channels coherently and in

terms of traditional marketing activities

Product

or Service

Market reality is a better indicator of customer needs than market research

MARKET RESEARCH

Polls, questionnaires, history, focus

groups, research.

Search: keyword research tools

Social: listening tools

Digital: analytical tools

MARKET REALITY

Source: Digital Marketing Institute

Cu

sto

mer

“If I had asked people what they wanted, they

would have said faster horses”

Henry Ford

Product

or Service

Market reality is a better indicator of customer needs than market research

MARKET RESEARCH

Polls, questionnaires, history, focus

groups, research.

Search: keyword research tools

Social: listening tools

Digital: analytical tools

MARKET REALITY

Source: Digital Marketing Institute

Cu

sto

mer

WHY

Understand why your target audience uses digital channels:

•Product Research

•Product Comparison

•Product Purchase

•Product Support

•Feedback

•Community

WHATUnderstand what kinds of

digital channels they use:

•Search

•Social Media

•Mobile

•Email

•Digital Display

FRICTIONLESS TECHNOLOGY

HOWUnderstand how your

target audience like to

be communicated with.

What tone works in what

channel?

High Value

Low Value

Easy to

Reach

Hard to

Reach

What do you want to achieve with digital marketing ?

• Business : lead generation, sales, cost reduction, profit

• Audience: satisfaction, referral, feedback, repeat business

• Product: product research, design, enhancements

• Brand: communicating brand personality, reputationmanagement

• Marketing: branding, awareness, engagement,

response, conversion

Refe

rral

Em

ail

SMM PPC SEO

Customers

Landing page

Leads

Opportunities

What’s your revenue per Customer

Conversion rate( CR )

Customer revenue( R )

How many visitors buy something?

visitor value= R*CR (For each traffic source)

Cost per visitor(For each traffic source)

visitors

*Source: IPSOS MRBI Nov 2013

Reach* 59% 26% 23% 24% 16% 8% 35%

Targeting

Engagement

SEO optimised

Relevant discovery

Traffic source

B2B

Gender split

I have limited budget,

but lots of time

SEO

Social media

Build house e-

mail list

Relationship

Building

Affiliates

(Free Setup)

Directories &

Forums

I have limited time, but

a huge budget

Display/

Banners

PPC

3rd party e-mail

Affiliates

(Setup Fee)

Innovative-content Innovative-tactics Viral marketing

There are a range of tools which help track mentions of your business, aswell as the style and tone of engagement and communication

Search Tools:•Google Analytics

•Google AdWords KeywordPlanner

•Google Display Planner

•Bing Ad Planner

•Google Alerts

Social Tools:•socialmention.com

•adictomatic.com

•howsociable.com

•twitalyzer.com

•Klout.com

•local discussion forums

Google Consumer Barometer

Google AdWords – Keyword Planner

Google Analytics

Google AnalyticsOrganic search Traffic

Google AnalyticsOrganic search Traffic

Buzzsumo

Buzzsumo

Fanpage karma

Google Adwords

Google Adwords

Google Trends

Google Trends

Google Display Planner

Keyword Tool Dominator

By:

Eng. Mohamed Hanafy

ITI Alex. Deputy Manager