MAN423 / E-Marketing. Instructor: Ayça Turhan. Hacettepe University Department Of Business Administration

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1 MAN423 / E-Marketing Instructor: Ayça Turhan Hacettepe University Department Of Business Administration

2 About Me Bachelor s Degree: Business Hacettepe University (2006) Master s Degree: Hacettepe University (2009)

3 About Me Co-Head Of Noktacom Medya ( ) Business Intelligence Noktacom Medya (2012) Marketing Noktacom Medya ( ) Assistant TUBITAK ( )

4 Largest independent digital media company in Turkey with 20M+ monthly unique visitors

5 Noktacom Medya Izlesene.com, Alkislarlayasiyorum.com, and Sinemalar.com are local favorites Local leader in online video, operates largest movies portal and number of popular content properties

6 Turkish Online Video Landscape Source: Comscore VideoMetrix

7 MAN423 E-Marketing E-marketing (Digital Marketing) strategies Tactics and tools that are vital for reaching digital marketing goals Real-world examples Fluency in digital language

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13 Course Schedule Week 1. Introduction Week 2. Digital Marketing and Key Concepts Week 3. Digital Assets and User Experience Week 4. Digital Analytics Week 5. Content Marketing & Video Marketing Week 6. Search Engine Optimization (SEO) Week 7. Midterm (Exact date to-be-decided)

14 Course Schedule Week 8. Social Media Marketing Week 9. Online Advertising & Search Engine Marketing Week 10. Event Week 11. Mobile Marketing & Marketing Week 12. Gamification & Growth Hacking

15 Course Schedule Week 13. Project Presentations Week 14. Project Presentations

16 Project Topic: Analyzing a company s digital presence, digital marketing strategies and tactics and making some recommendations to the company based on the topics we covered throughout the semester. You are expected to: form groups of 4, prepare a powerpoint presentation and share it with the class in the last two weeks of semester. share the presentation with me via on the day of your presentation.

17 Grading Midterm: 20% Project/Presentation: 30% Final: 40% Participation: 10%

18 Textbook Title: emarketing: The Essential Guide To Digital Marketing Author: Rob Stokes Available for Free Download at: ok-digital/

19 Lecture Slides At the end of every week, slides will be available at: Exams might include information that is available on slides but not available on the textbook. I highly recommend attending class every week and studying slides before exams.

20 Some Suggested Sites Technology In General SEO & Digital Marketing & Analytics t.com.tr/

21 Contact Me Course Page:

22 Digital Marketing and Key Concepts Ayça Turhan Hacettepe University Department Of Business Administration

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24 Internet Users In The World Source:

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26 Source: BCG Technology Advantage (

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28 Data Source:

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33 Source: Digital-Future-in-Focus

34 Internet Usage Stats (Turkey) According to Comscore June, 2015 data, Turkish internet audience is 34.5M people! These people are: Searching for information Getting in contact with other people Buying things online Making comments about products

35 What has changed? The way we access information The way we communicate The way we choose and buy products & services The relationship between the consumer and the marketer

36 Brands have to be a part of the digital world!

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40 Now, companies which are aware of the power of internet are incorporating digital strategy into their marketing strategy.

41 Marketing «Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and It designs and promotes the appropriate products and services.»

42 E-Marketing emarketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. emarketing is the process of marketing a brand using the Internet.»

43 E-Marketing The term «e-marketing» is often used interchangeable with terms such as: Internet marketing Online Marketing Digital Marketing Throughout this course, the term «Digital Marketing» will be used as a synonym to E- Marketing.

44 The Power Of Customer Customers are now more powerful Brands can get constant feedback

45 Digital Marketing The web provides consumers with more choice, more influence and more power. Digital communication tools make it possible to connect and build long-term relationships with customers.

46 The Power Of Digital Marketing Trackable/Measurable Segmentation & Targeting

47 Digital Marketing More than any other type of marketing, digital marketing is measurable. This gives brands the opportunity to build tailored, optimised brand experiences for consumers.

48 The Marketing Mix (4Ps) Product Consumers now have more power on the product Co-creation & Feedback & Reviews Promotion Virality - people may become media channels. Suitable for both large and small advertisers. Place Online Can reach outside of boundaries Price Comparison Value

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51 Promotion Everything is measurable. Optimization is the key!

52 Promotion Dove Real Beauty Sketches 65M+ video views Facebook Share Count: 741K Facebook Like Count: 1.15M

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56 Digital Marketing Strategy It builds on principles of traditional marketing, using the opportunities and challenges of digital medium. Digital Marketing Strategy has to be constantly iterating and evolving Digital marketers have to constantly optimize and improve their efforts because Internet enables continuous feedback and data collection.

57 Digital Marketing Framework Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing (p. 10). FriesenPress

58 Digital Marketing Framework Discovery Strategies, goals, objectives, tactics, metrics, targets Internet Business Analysis Market segmentation, persona development and competitor analysis. Build Resource planning, allocation Digital assets: Website, social media profiles, digital campaigns, etc.

59 Digital Marketing Framework Implement Launching assets which were created in build phase Measure What works best? ROI: Return on investment Manage Results Stop doing whatever is not working Increase doing whatever is working

60 Digital Tactics & Tools SEO Search Advertising Online Advertising Social Media Content Marketing A/B Testing Conversion Optimization Marketing Mobile Marketing Affiliate Marketing Online PR Video Marketing Gamification Growth Hacking...and many more!

61 Contact Me Course Page:

62 Sources emarketing: The Essential Guide To Marketing In a Digital World 5 Ed.» by Rob Stokes and and Minds of Quirk which is available at: Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 2nd Ed. By Damian Ryan and Calvin Jones Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing by WSI

63 Sources BCG Technology Advantage ( Comscore Europe Digital Future In Focus Europe-Digital-Future-in-Focus Comscore Videometrix ( E-Marketer - US Adults Spend 5.5 Hours with Video Content Each Day ( Day/ ) IAB - The Changing TV Experience: Attitudes and Usage Across Multiple Screens - ( Internet Live Stats - ( Kotler Marketing Group - Quirk - What is emarketing and how is it better than traditional marketing? ( Think With Google (thinkwithgoogle.com) Turkish Statistical Institute - Information Technologies Usage Research ( We Are Social - Digital, Social & Mobile in 2015 (