Introduction to digital marketing with emphasis on social media DAVID FERNANDO TERRA FERMA MEDIA LTD
www.terrafermamedia.com Marketing communications agency: website design & build social media marketing newsletters content creation copywriting design and print video production
An Introduction to digital marketing What is digital marketing? The digital landscape and effect on the marketing mix Overview & definitions: Search Marketing & Search Engine Optimisation Social Media Marketing Online Advertising & PPC Email Marketing Mobile Marketing Wrap up
What is digital marketing?
MEDIA & MARKETING What happened over the past 20 years?
More and more people were ignoring one-way communication
Old web vs new web
Web 2.0 characteristics Information sharing Opinion sharing User centred messaging Collaboration Democracy MOBILE
You might control your brand identity and your brand message......but you do not control your brand CONVERSATION
Every purchasing decision is preceded by a conversation......digital marketing simply allows many people to have that conversation easily, publicly and instantly.
Digital Marketing? Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
The 7 C s of digital marketing 1. Content 2. Conversation 3. Convenience 4. Customisation 5. Collaboration 6. Context 7. Convergence
The 7 C s of digital marketing 1. Content = Your story and how you tell it 2. Conversation = create a buzz, answer questions, fuel discussion 3. Convenience = make it easy for people to access your message 4. Customisation = tailor your message to groups or individuals 5. Collaboration = invite customer feedback, ideas and innovation 6. Context = place your message in content familiar to customers 7. Convergence = using multi-media platforms for your message
SEM DIGITAL MARKETING SOCIAL MEDIA WEB DESIGN CONTENT MARKETING SEO EMAILS
Half the world is online. That s 3.7 billion people.
Established digital landscape Online advertising Website SEO and PPC Database and email Social channels
New arrivals Mobile (including responsive design for websites) Content marketing Video, webinars and virtual events Apps Digital analytics Social sentiment and monitoring
Benefits of digital marketing You can target a local audience, but also an international one Your audience can choose how they want to receive your content Interaction with your audience is possible Digital marketing is cost-efficient Data and results are more easily recorded Level playing field Real time results Viral opportunity
The Marketing Mix - the 4 P s PRODUCT: The product must deliver a minimum level of performance PRICE: The value that is put for a product PLACE: The point of sale PROMOTION: The activities that make the product or service become known to the customer
Product Marketers that invest in measuring and tracking the customer journey from brand discovery through to the transaction can harness huge amounts of important insights about customers: likes and dislikes shopping preferences social media usage digital footprint incentives to interact with the brand
Place & Price Nearly half (46%) of consumers discover and research brands via search engines Price comparison engines and ebay offer instant price checking opportunities When selecting the brand to interact with, 39% of consumers will read reviews 37% will take a look on websites to see if their offerings entice them to follow through with a purchase Global WebIndex Research 2016
Promotion Customers spend an average of 23% more when they have established an emotional connection with a brand than customers who have not.
Influencer marketing Brands collaborate with prominent individuals within the digital sphere to help spread their message Well-constructed influencer marketing message will mention the brand in an organic way Influencers tell stories of their personal experience and show the audience how a brand fits in with their lifestyle Danger of brands losing control of their message?
Digital for B2B Digital marketing efforts likely to be centred around online lead generation End goal is for potential customer to speak to a salesperson Marketing strategy aims to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels. Beyond your website, choose to focus your efforts on business-focused channels like LinkedIn where your customers are spending time online
Digital for B2C The goal of your digital marketing efforts is to attract people to your website to become customers without ever needing to speak to a salesperson More likely to focus on building an accelerated buyer s journey, from the moment someone lands on your website, to the moment that they make a purchase This will often mean your product features stronger calls-to-action (CTAs). Channels like Instagram and Pinterest can often be more valuable than businessfocused platforms like LinkedIn.
Search Engine Marketing Search engine marketing can be divided into two categories: 1. Organic natural listings in a search engine s results 2. Paid advertising in a search engine s results
SEO Search engine optimization (SEO) is the process of affecting the visibility of a website in a search engine's organic (un-paid) search results. The higher ranked on the first results page the more visitors it is likely to receive from the search engine's users. SEO may target different kinds of search, including images, local businesses, videos, news and blogs.
How can you improve SEO? Consistent content structure Publish Relevant Content Update Your Content Regularly Metadata (title & keyword) Have a link-worthy site Use alt tags Speed Mobile friendliness
Free apps/plugins to help you achieve this
PPC PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked A way of buying visits to your site, rather than attempting to earn those visits organically. Search engine advertising is one of the most popular forms of PPC.
PPC Every time an ad is clicked, sending a visitor to your website, you pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. The more competitive your market, the more expensive each click will be
Where do my ads appear? On Google Search i.e. at the top of Google results On other search sites i.e. other sites using the Google search algorithm On websites that your customers visit known as the Google Display Network
Why do I see the ads I do? The adverts you are shown online are normally tailored in several ways: Your search query Your location Your demographic (for example, age, gender, etc) Your web browsing habits The content of your emails! Your immediately previous web history (re-marketing)
Social Media Social media use web-based technologies, desktop computers and mobile technologies (e.g., smartphones and tablet computers) to create highly interactive platforms through which individuals, communities and organizations can share, co-create, discuss, and modify user-generated content or premade content posted online.
1.9 billion 1 billion 540 million
700 million 467 million 150 million
5 THINGS TO LOOK OUT FOR
The Fake News effect Social media is particularly prone to fake news 75% of people trust the media outlet that carries fake news less as a result 47% agree traditional news sources are more trustworthy and believable than social media 71% agree that social media platforms have a responsibility to verify the authenticity of a news story
2. Facebook: not free forever Facebook updates typically only reach 1% - 6% of your page Likes Unless you pay for it! Why? More content than ever to deal with Result? Will businesses seek Facebook alternatives?
3. Twitter growth as customer complaints/service channel to continue Twitter growth slowing overall but use for feedback increasing More personal and immediate than 0800 numbers Allows common FAQs to be shared Need to watch out for sensitive issues take them offline asap!
4. Numbers are meaningless Facebook Likes and Twitter followers are useless without ENGAGEMENT Reach and exposure are better measures but what about SALES? Better tracking tools are now available Google Analytics also increasingly important
5. The social wallet is coming Google Wallet already exists in US Facebook, Twitter and Snapchat soon to follow Allows users to transfer cash to each other via the social network Allows users to BUY THINGS directly through social media
Social media content mix SHARED CONTENT PROMOTIONAL CONTENT ORIGINAL CONTENT
Social media is NOT:...a replacement for traditional media & marketing... free advertising...a broadcast medium...a direct sales channel...able to produce immediate results...rocket science
Social media needs to be genuinely SOCIAL......it is all about R E L A T I O N S H I P S
In most cases, social media should complement - not replace - your existing marketing strategy and initiatives
Email marketing An email sent straight to your email inbox, with the aim to sell or promote a product or service One of the more traditional forms of online marketing, known to be more effective than some other methods Ideal targeted and relevant Often reality bulk mailed spam Growing popularity - nearly 11x more B2B organizations used email marketing in 2016 than in 2013 (Sirius)
Email statistics 92% of online adults use email, with 61% using it on an average day (Pew Research) 83% of B2B marketers use email newsletters for content marketing (Content Mktg Institute) Employees spend 13 of their working hours each week in their email inbox (McKinsey) 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week (ChoozOn) 90% of email gets delivered to the intended recipient s inbox, but only 2% of your Facebook fans see your posts (Forrester) 72% people prefer to receive promotional content through email, compared to 17% who prefer social media (Marketing Sherpa)
Effective emails? Open rates range between 17% - 22% on average (detailed benchmark list here) (MailChimp) You are 6x more likely to get a click-through from an email campaign than you are from a tweet (emarketer) Email is 40 times more effective at acquiring new customers than Facebook or Twitter (McKinsey) 53% of emails are opened on mobile devices (Campaign Monitor) Sending four emails in a month instead of one significantly increases the number of consumers opening more than one email (Campaign Monitor) Personalised email messages improve click-through rates by an average of 14% and conversions by 10% (Experian)
Email marketing tips & tricks Your list needs to be fresh, maintained and accurate Your subject line is vitally important Choose your address carefully - 68% of Americans say they base their decision to open an email on the From name (Campaign Monitor) Establish a clear call to action Watch your language Add a personal touch
Mobile marketing Mobile marketing is promotional activity designed for delivery to cell phones, smart phones and other handheld devices, usually as a component of a multi-channel campaign.
Monetate 2016
Share of online searches on mobile device by Food & Beverage 72% Health 68% Sports 68% News & Media 64% Lifestyle 62% Automotive 62% Retail 56% Travel (not maps) 52% Real Estate 48% Entertainment 42% Banking 39% industry Mobile search depends on product sector and the category of device Low involvement purchase decisions appear higher Higher involvement purchase decisions such as banking and real estate are lower Source: Hitwise, May 2016
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