Upload
gaurav-sharma
View
225
Download
0
Embed Size (px)
Citation preview
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 1/133
Digital Marketing
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 2/133
Jeff [email protected]
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 3/133
Why we love marketing
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 4/133
25 years International Managementexperience
• International Marketing Manager (FDI) – UK – Hong Kong – California – Tokyo
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 5/133
25 years International Managementexperience
• Senior Partner Asia Pacific – Critical Strategic Solutions (UK)
• Asia Pacific Senior Consultant – Strategy International USA
• Clients – Sony, Samsung, Siam Furniture
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 6/133
AcademicGraduate/undergrad Masters/postgrad professional
Business studies Marketing MarketingChartered Institute ofMarketing (UK)
Law Finance FinanceChartered Institute ofManagement Accountants(UK)
Economics Law
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 7/133
Professor Masters Level AdjunctUniversity Location MBA/Msc Subjects
Ruanne France Economics
Lefke Turkey/Cyprus International ManagementInternational HRMFinanceInternational Marketing
Mountbatten Inst London Digital MarketingGlobal Marketing Strategy
St Mary’s London Global Marketing
American Int College USA Digital MarketingNaresuan Bangkok Digital Marketing
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 8/133
Otto Rohwedder
• 1910
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 9/133
Spreading Ideas is how you win• Spreading Ideas is how you win
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 10/133
Diffusion
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 11/133
Pay for an ad
InterruptSomepeople
Buy the product
Get more money
We had the TV/Newspaper Engine
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 12/133
Pay for an ad
InterruptSomepeople
Buy the product
Get more money
We had the TV/Newspaper Engine
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 13/133
Now
• TV 57 channels and there’s nothing on – Download, PVR,Tivo
• News – Internet, CNN BBC News
•
Print – On every topic
•
How do you reach me
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 15/133
Brave new world?
TRADITIONALISTS
UNDECIDED
MARKETING 3.0
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 16/133
Digital marketing Market to people who are listening
• Paid For Free Be remarkable
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 18/133
What is SEO?• SEO is the active practice of optimizing a web site by
improving internal and external aspects in order to increasethe traffic the site receives from search engines.
• Most popular search engines (Global):1. Google: 84.8%2. Yahoo: 6.2%3. Bing: 3.2%
4. Baidu: 3.2%5. Ask: 0.75%6. Other engines: 1.85%
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 19/133
Why Does My Company Need SEO?• The majority of web traffic is driven by the major commercial
search engines .• If your site cannot be found by search engines you miss out on
the incredible opportunities available to websites provided viasearch--people who want what you have visiting your site.
• Whether your site provides content, services, products orinformation, search engines are a primary method ofnavigation for almost all Internet users.
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 20/133
What happens when you search
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 21/133
Search
Result
Google adwordsGoogle Index
Google search in action
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 22/133
WWW
The web
How do you get in the index
Google Index
spider
Bot
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 23/133
They uses Link and document analysis
• In document analysis , search engines look at whether the search terms are foundin important areas of the document - the title, the meta data, the heading tags andthe body of text content. They also attempt to automatically measure the qualityof the document (wilkpedia)
• In link analysis , search engines measure not only who is linking to a site or page,but what they are saying about that page/site. They also have a good grasp on whois affiliated with whom (through historical link data, the site's registration recordsand other sources), who is worthy of being trusted (links from .edu and .gov pagesare generally more valuable for this reason) and contextual data about the site thepage is hosted on (who links to that site, what they say about the site, etc.).
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 24/133
To get indexed
• Avoid – Speed bumps – Walls
• If your not indexed you will not be found
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 25/133
Possible speed bumps• URLs with 2+ dynamic parameters; i.e.
http://www.url.com/page.php?id=4&CK=34rr&User=%Tom% (spiders may be reluctant tocrawl complex URLs like this because they often result in errors with non-human visitors)
• Pages with more than 100 unique links to other pages on the site (spiders may not followeach one)
• Pages buried more than 3 clicks/links from the home page of a website (unless there aremany other external links pointing to the site, spiders will often ignore deep pages)
• Pages requiring a " Session ID" or Cookie to enable navigation (spiders may not be able toretain these elements as a browser user can)
• Pages that are split into "frames " can hinder crawling and cause confusion about which pagesto rank in the results.
Uniform resource locator --www.x.co.th
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 26/133
Walls• Pages accessible only via a select form and submit button• Pages requiring a drop down menu (HTML attribute) to access them• Documents accessible only via a search box• Documents blocked purposefully (via a robots meta tag or robots.txt file - see
more on these here )• Pages requiring a login• Pages that re-direct before showing content (search engines call this cloaking or
bait-and-switch and may actually ban sites that use this tactic)
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 27/133
• So now you are in the index
•
Now what?
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 28/133
Your pages ranking• PageRank relies on the uniquely democratic nature of the web
by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page Ato page B as a vote, by page A, for page B. But, Google looks
at more than the sheer volume of votes, or links a pagereceives; it also analyzes the page that casts the vote. Votescast by pages that are themselves "important" weigh moreheavily and help to make other pages "important."
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 29/133
Listen to Google
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 30/133
So!
• Take care with – Key words – Title Tag – Description tag
• Links – Blogs can help – Check your competitors – Trade Bodies
Juicy linkfinder.com
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 31/133
Google Analytics
• http://www.google.com/analytics/ • Broad tool: many uses• Free tool to measure visits, pages viewed,
pages viewed/visits, bounce rates and averagetime on site, traffic source, referring sites andmore.
•
Google Analytics Training Video:• http://www.youtube.com/profile?v=_qfG2d9e
tvk&user=googleanalytics&hl=en
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 32/133
What is Google analytics
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 33/133
How to use analytics – to get insight
• Web response is easily measurable – Unique visitor numbers – Track changes effectiveness – Referencing web sites
• Seo - ppc – Where do visitors go when they arrive
• Bail out at home page?
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 34/133
NOT JUST GOOGLE
ClicktracksPaid for packages - Hubspot
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 35/133
Analytics tutorial
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 36/133
Wordstream.com
• Helps manage keywords for SEO and PPC(Pay per Click on Google Adwords)
• GO TO WORDSTEAM FOR DEMO VIDEOfor how to use Wordstream for SEO;
• http://www.wordstream.com/seo-how-to
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 38/133
Getting your keywords right• Brainstorming - Thinking of what your customers/potential visitors would be likely to type in to search
engines in an attempt to find the information/services your site offers (including alternate spellings,wordings, synonyms, etc).
• Surveying Customers - Surveying past or potential customers is a great way to expand your keyword list toinclude as many terms and phrases as possible. It can also give you a good idea of what's likely to be thebiggest traffic drivers and produce the highest conversion rates.
• Applying Data from KW Research Tools - Several tools online (including Wordtracker & Overture - bothdescribed below) offer information about the number of times users perform specific searches. Usingthese tools can offer concrete data about trends in kw selection.
• Term Selection - The next step is to create a matrix or chart that analyzes the terms you believe arevaluable and compares traffic, relevancy and the likelihood of conversions for each. This will allow you tomake the best informed decisions about which terms to target. SEOmoz's KW Difficulty Tool can also aid inchoosing terms that will be achievable for the site.
• Performance Testing and Analytics - After keyword selection and implementation of targeting, analyticsprograms (like Indextools and ClickTracks) that measure web traffic, activity and conversions can be usedto further refine keyword selection.
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 40/133
Winning sites have -• Unique Content - Something that has never before been offered on the web in
terms of depth, quality or presentation (i.e. a unique value proposition)• Access to an Adoptive Community - Connections or alliances with
people/websites in an existing online community that is ready to accept, visit andpromote your offering
• Link-Friendly Formatting - Even the best content may be unlikely to be linked to ifit displays ads, particularly those that break up the page content or pop-up when avisitor comes to the site. Use discretion in presenting your material and rememberthat links are one of the most valuable commodities a site/page can get and they'lllast far longer than a pop-up ad's revenue.
• Better Links than Competitors• Market Awareness - If your site is targeting highly competitive terms you should
make available, an online marketing budget, including funds for link buying, andhire or consult with someone experienced in
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 41/133
Tech tools etc
• Add a robots.txt: IN ROOT DIRECTORYIt allows youto specify exactly what pages major search enginescan crawl.
–
<meta name = ‘robots’ content = ‘INDEX,FOLLOW’>
• Google.com/addurl
• Google.com/Wemaster – Add a site map
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 42/133
Your product
• toggleglof
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 43/133
IN BOUND MARKETING
Digital media 2
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 44/133
What is In-Bound Marketing?
• Strategic use of Google, blogs and social media sites to draw in, court andwin customers/clients (a pull vs. push approach)
• “Earning your way in ” with customers • Focus on “ getting found by customers” • Focus involves designing products and services based on sound
information and market research about customer’s wants/needs. • Outbound Marketing: Marketing Communications focus (push approach)
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 45/133
In-Bound Marketing?
• "If you have more money than brains, youshould focus on outbound marketing . If youhave more brains than money, you shouldfocus on inbound marketing by reading thisbook.”
• —Guy Kawasaki, cofounder of Alltop, and
author of Reality Check; also famous SiliconValley tech. marketing “guru”
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 46/133
1) Brian Halligan +Dharmesh Shah MIT2) Halligan Joined VC Co
3) Shah started small software Co4) Founded Hubspot 2006
– $5m VC, + $12m VC
5) Located themselves near MIT
Hubspot – the story begins the inbound marketeers
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 47/133
1) Evangelic Marketing of their concept
– brand - Inbound marketing
2) Web 2.0 – SEO -Social media- blog –PPC
Hubspot
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 48/133
They launched
48
TWO VIRAL VIDEOS
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 49/133
How they launched
49
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 50/133
Outbound marketing Theory
Segment
Strategy
Pool of Customers with known needs
Satisfy those needs
Product/service ----- price ----- promotion
Appropriate for segmentAppropriate for segment
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 51/133
The real world
51
Product/ range/ service
Research market
Segment
Promotion strategy Promotion strategy Promotion strategySegment a segment b segment c
Based on how benefit satisfies need
Features into
Benefits
So what?
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 52/133
Inbound marketing
52
Pool of Customers with unknown varying needs
Create interest/giveaways/ppc/seo
Qualify out % qualify in %
Segment
Product +price Product + price Product + price
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 53/133
January 8, 2015
Lets look at comparative costs
53
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 54/133
TV Advertising costs
• Production $1k to $350K• Place $100 to $240m• Sensible cheap budget
– Production $50k – Place $100k
• Normal Budget – Production $200k – Place $800k
54
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 55/133
Newspaper
• Full page Wall st Jnl $200k• Full page local paper $1k• Small ad $50• Budget $100 - $200k
55
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 56/133
Radio
• 60 second $25
56
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 57/133
Social media
• Set up micro site for on line community• Widgets to distribute content• $50k• Monthly pay per click $50K• Budget $650k pa
57
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 59/133
IN FLIGHT
• Ad production $15k• BA USA flights $60K
• In flight programme $75k pa
59
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 60/133
• PR• Sponsorship
60
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 61/133
The Growing Role of Public Relations in Global Marketing
• Public Relations expenditures are growingat an average of 20% per year
• In India they are reported to be growing by200% annually
• Reasons for the growth – Increased governmental relations
between countries – Technology – Societal issues like the environment
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 62/133
Hub spot
• $250 pcm to $375 pcm• $4,500 per annum
62
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 63/133
To work you must have
• The ability to write compelling content• The ability to distribute the content
– Easily found SEO / PPC
• The ability to attract and engage acommunity of followers
63
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 64/133
January 8, 2015
So what do hubspot sell/provide?Content designExposure optimizationLead tracking and Intelligence
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 65/133
1) Content management system – Easily update content – Templates (search engine friendly)
• Web sites - blogs - landing pages
2) Keyword grader – Seo optimization
3) Other SEO graders – eg Link grader- facebook grader -twitter grader
The service contd
65
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 66/133
1) Analytics – Which programmes work – Where customers are located – How they engaged with them
2) Classify – Prospects – Leads – Opportunities
Service cont
66
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 67/133
PAY PER CLICK
Digital media 3
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 68/133
Pay per click
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 69/133
Google Adwords
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 70/133
Longtail
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 71/133
Longtail
• Invented by Chris Anderson Wired Magazine – On line retailers have unlimited shelf space and
can offer more choice and can link product
recommendations from one purchase to another
• Chart it on a graph showing many products
selling a few multiples out total a fewproducts selling many multiples.
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 72/133
SOCIAL MEDIA MARKETING
Digital Marketing 4
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 73/133
Social media
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 74/133
Social Networking Trends
• Social Networking Sites Account for More then20% of all US online display advertising(mostly on myspace.com and Facebook.com).
• Most popular corporate social brand:Starbucks.
• Most popular social brand overall: Lady Gaga(5 times more popular then Starbucks)
Social Media Mgmt Systems –
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 75/133
Social Media Mgmt. Systems – Examples
• www. seesmic.com: Allows you to managemultiple social networking sites in one placeacross:
- Web- Mobile (iPhone, Android and Blackberry
• BuddyMedia.com• Postling.com• Spredfast.com
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 76/133
• How it works: Three simple features In the most basic sense, thesemanagement tools do the following:
• 1) connect with social media channels like Facebook, Twitter, LinkedIn.• 2) Allow the manager to quickly publish from one location to each of those
channels, some provide ability to customize to each channel• 3) Aggregate and Manage social data . The system allows the manager to
see an aggregated view of what’s happening (from views to comments)
and may offer some form of analytics and conversion metrics .
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 77/133
Video is King• APRIL, 2009STATISTICS• 83.5 percent of the total U.S. Internet audience viewed
online video.• 135.7 million viewers watched 13.0 billion videos on
YouTube.com (96.0 videos per viewer).• The average Hulu viewer watched 24.7 videos, totaling
2.5 hours of video per viewer.• The duration of the average online video was 4.4
minutes.• The top video ad networks in terms of their actual
reach delivered: Joost Video Network (by Adconion)
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 78/133
You tube
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 79/133
Linkedin.com
• Social networking site focused on professionalconnections; often used by recruiters.
• 60 million users world-wide (20% smallbusinesses)
• Guy Kawasaki’s 10 ways for small businesses touse Linked In (April, 2010); see:
• http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 80/133
The Rise of Facebook• January, 2004: Mark Zuckerberg (Harvard undergrad.) startsthefacebook for Harvard students.• Summer, 2004, Facebook incorporates in Palo Alto, CA.• Facebook buys the domain facebook.com for $200,000.• Facebook Members: 400 million active users (average user has 130
friends)• Facebook valuation: $ 18-25 billion (rumored to be taking on
Google directly with competing ad products)• 100 million active users currently access Facebook through their
mobile devices (June, 2010, Facebook.com )•
Countries with the most Facebook users: US, UK and Indonesia (NYTimes, April, 2010• Facebook under heavy criticism for not protecting privacy of users
(selling information to advertisers?)
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 81/133
Facebook – can you really market?
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 82/133
d
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 83/133
David Meerman Scott
• ‘We have to unlearn what we have learned’ – Yoda
• Offline marketing techniques don’t work foronline marketing.
( )
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 84/133
Buyer Personas (Segmentation)
• Too many web sites are product driven – Hotel
• They should be customer driven• They should allow your segments to easily find
their key buyer information needs
H l
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 85/133
Hotel
• Welcome are you visiting as – An independent business traveller – A corporate Travel Manager – An Event planner – On a family holiday – On a single holiday
E Pl
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 86/133
Event Planner
• Corporate seminar• Corporate reception• Private party• Wedding
– Links also
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 87/133
• All about content from your buyers point ofview
• SEGMENTATION
H A i
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 88/133
How to get Attention
• Buy attention – • Beg for attention – • Bug people for attention – • Earn it!
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 89/133
T i Hi
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 90/133
Twitter: History• Established in 2006.• 140 character limit messages; patterned after
SMS.• Most Twitter users are older then teens or
college students…who prefer SMS on cellphones.
• April, 2010: Announced will begin advertisingvia Tweets.
• Raised over $57 million in VC funding.
Rentokil on Twitter
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 91/133
• The pest control agency has been following people on Twitterfairly indiscriminately, essentially engaging in follow spam.
• Understandably, this caused a lot (a LOT) of people to ask whythey were being followed by Rentokil - I mean, the company
serves a much-needed market but it is hardly a brand mostpeople want to be associated with. It sounds a bit, well,infested.
• So Rentokil created a blog post , ‘Why is @Rentokil following
me? ’ in which it tried to explain its motivation.
T itt
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 92/133
Twitter• Yes, it admitted, it’s trying to boost its social media marketing.
‘Phase one of our twitter campaign was to find pest controlrelated people to follow . Tick, complete.’
• Phase two, it claimed, is to find ‘experts’ and interesting
people outside of pest control and follow them – although itdoesn’t explain why.
• To make matters worse, the blogger then wrote: “We havehad a few nice messages, but also a few rude ones – which
personally I think is a little bit unnecessary.”
T itt th t kill l t
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 93/133
Twitter – the rentakill lecture
• Could the post get worse? Oh it could:“The beauty of Twitter is that you get to meetall kinds of people online, and not all of them
with something in common with you. Andthat’s why you need to start talking to people,a bit like when you go to a party and know no-
one but the host. Remember that thing calledmingling? Try it, you might like it!”
T itt
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 94/133
Twitter• Twitter defines follow spam as “the act of following mass numbers of
people, not because you're actually interested in their tweets, but simply togain attention , get views of your profile (and possibly clicks on URLstherein), or (ideally) to get followed back”.
• Users hate it, Twitter frowns upon it and it gives online marketers a bad
name.• To be fair, though, Rentokil has now apologised and I admire its cander. A
later post admitted: “In retrospect, it feels as though we may have been abit clumsy.”
T itt Ti
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 95/133
Twitter Tips
• Think of conversations relevant to yourproduct or business
• Search search.twitter.com• Who is talking about relevant things
– Trends – Who is leading – Who is giving best advice
• Decide who to follow
T itter tips
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 96/133
Twitter tips
• Follow them - look and learn• Join in with value• Use your existing network to add
– Followers – followees
Twitter: Useful for?
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 97/133
Twitter: Useful for?• Direct Marketing: company announcements and
promotions tied to URL.• Indirect: Let employees tweet about their work;
hopefully in a positive way.• Internal: use internally to share ideas or
communicate about products.• Inbound Market Intelligence &Signalling: Use
Twitter search features to read what is beingtweeted about your company, products and/orservices.
Using the web
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 98/133
Using the web
• Getting people to your site is not free – Pay per click – Time/cost using seo/press release/ blog/ social
media• You need a landing page (web site could have
a number of audiences) – Keep your end in mind – Offer something – Keep forms short
Be Realistic
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 99/133
Be Realistic
• New site 0.5% will come to action• Average is 2%• Pre Internet
– Direct mail 1% – Telephone prospecting 10%
Be cost effective
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 100/133
Be cost effective
• 1,000 hits• 0.5% interest = 50 prospects• 30% conversion rate = 15 customers• 15 customers x average spend $50• Total revenue generated = $750• Profit contained within $150• Cost per hit has to be below 15 cents – or loss
lead
Its not volume stupid
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 101/133
Its not volume - stupid
• All the sites promote volume of views• The only thing that should change how much
you are prepared to pay is quality - ie quality
that moves the real interested response – 0.5% becomes 2% – 10% who place orders become 20% – Conversion rate becomes 40%
Effectiveness chart
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 102/133
Effectiveness chart
% Quality of response (not volume)
But before you get carried away
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 103/133
But before you get carried away
• The Beatles didn’t need I tunes • Rubicks and trivial pursuits didn’t need
Buy my dvd’s and sell them on that’s
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 104/133
what I am trying to do
but
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 105/133
but
But New York 2011
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 106/133
But – New York 2011
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 108/133
• That’s how you sell a Country
Or you could always write a blog
We had the TV/Newspaper Engine
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 109/133
Pay for an ad
Interrupt
Somepeople
Buy the product
Get more money
Digital marketing Market to people who are listening
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 110/133
Digital marketing Market to people who are listening
• Paid For Free Be remarkable
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 111/133
remarkable
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 112/133
Otaku
Product advocate
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 115/133
Ipad (iPad) on Twitter
I'm the coolest gadget in the worldUnofficial account twitter.com / iPad - Cached
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 116/133
Mass marketing campaign
Average products to average people
Market share
Consumer profile
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 117/133
Otaku marketing campaign
Remarkable products to Listening people
Market share
Consumer profile
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 118/133
Stages of purchase
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 119/133
Stages of purchase
• Stage 1 – Initial consideration
• Stage 2 – Evaluation
• Stage 3 – Moment of purchase
Stage 1 initial consideration
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 120/133
Stage 1 initial consideration
• Mature market
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 121/133
Stage 2 evaluation
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 122/133
Stage 2 evaluation
• Mature market
Stage 2 evaluation
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 123/133
Stage 2 evaluation
• Developing market
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 124/133
Stage 3 purchase
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 125/133
g p
• Developing market
Word of mouth Marketing
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 126/133
g
• Experiential – Most common 50%-80%
• Consequential – Pass on campaign message
• Intentional – Product Celeb endorsement
Word of mouth Marketing
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 127/133
g
• Most effective at launch /enhance stage
Effectiveness
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 128/133
• Content – We market emotionally – People talk about the functions
• Identify – Someone who has product expertise
• Environment – Trusted network
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 130/133
• 6 million hits• Sales
– +9%• Brand perception
– +20%
8/10/2019 digital maketing intro
http://slidepdf.com/reader/full/digital-maketing-intro 131/133
• Remarkable
how