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8/13/2019 Session One - Digital Marketing
1/19
DIGITAL MARKETINGMUHAMMAD AMMAR HASSAN
2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
8/13/2019 Session One - Digital Marketing
2/19
SESSION ONEINTRODUCTION AND BASICS
Building the Intelect
2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
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INTRODUCTION AND COURSE OVERVIEW
My Introduction Your Introduction Course Introduction
2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
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YOUR INTRODUCTION
Name Program Previous Academic Background Employment & Details Interests and Hobbies
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MY INTRODUCTION
Over 6 years of professional Experience Associated with Dawn News TV In the Marketing Department Associated with StatusPro (PR & Brand Activation) Associated with ARY Digital (Business Development & Sales) Associated with Evernew Concepts (Media Planning) Presently working as Account Head in Adcom ZenithOptimedia
Pakistan (Media Investment Management)
2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
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MY EXPERTISE
2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
Strategic Media development
Market/ Industry Analysis
Media Mix Strategies
Engagement Mapping
Touch point analysis
Pathways Analysis
Training & developmentYearly budgeting
Negotiation Strategies
Cinema, OOH, Digital & Brand ActivationExpertise
Creative media buying & placement
Content solutions
Implementation planning
Monthly/Quarterly media & performancereviews& reporting
Digital Marketing
Viewership, trends, and industry analysis
Monitoring services- TV, Radio, Print, Dig
Public Relations (Media relations)
Barters and trading
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Over The Years Handled Clients like
2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
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2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
http://www.google.com.pk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=sWXx6-i_UVD4YM&tbnid=1RZYTDoVbuXYqM:&ved=0CAUQjRw&url=http://www.huntlogo.com/kenwood-logo/&ei=OVnVUY2rKoTaOrHzgZgF&bvm=bv.48705608,d.bGE&psig=AFQjCNGPEh5ubTAZ-y5vbCrs0PDZMg7itA&ust=1373022896444565http://www.google.com.pk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=fB7nCtv5_le_uM&tbnid=xBhGPXww1JErhM:&ved=0CAUQjRw&url=http://www.prompt-service.ro/producator/gree/&ei=ZlfVUYvhMInVPIrVgHg&bvm=bv.48705608,d.bGE&psig=AFQjCNGXGG5cTjcNVkGfT_YxYFm9-YDTsQ&ust=13730224292947008/13/2019 Session One - Digital Marketing
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Course Introduction
Understanding the background of the industry Understanding advertising and communication - Content Understanding media and mediums Channel Planning What will we learn in the course? Digital Marketing Overview Article Discussions Digital Campaign of the Day Project : Analysis of Two Websites
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Understanding the background of Industry
Marketing Management Cycle
Client Consumer - Distribution Creative Agency Media AgencyBrand Activation Agency Digital Agency
2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
MARKETING BUDGETS
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2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
ClientsMNCsSMEs
Seithiya GroupsPharma
Categories of Business
ConsumerMale
FemaleYouth
AdultsGeographical Segmentation
SECs
Retailers Wholesal
Creative Agency
StrategyDesign System
CreativeClient Servicing
Creative Agency
StrategyDesign SystemCreative
Client Servicing
Channels (TV, R
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2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
PR & Brand ActivationEvent Management
Brand ExperienceEngagement Mapping
Top of The Mind
Digital Agency
WebsiteSearch
Social MediaMobile
SEOVideo
Online ContentDigital Reporting
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Overview of Media Spends
2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
2009 2010 2011 2012 estInternet 199 249 299 353
Magazines 1,620 1,563 1,541 1,519
Outdoor 3,116 3,163 3,201 3,233
Cinema 1,396 1,443 1,496 1,548
Newspapers 7,101 6,959 6,889 6,820
Radio 1,110 1,193 1,266 1,338
TV 18,604 22,583 22,922 23,197
18,60422,583 22,922 23,197
1,110
1,193 1,266 1,3387,101
6,959 6,889 6,8203,116
3,163 3,201 3,233
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
M I L L I O N
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2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
Newspapers, 0.30%
Magazines, -1.50%
Television, 0.60%
Radio, 5.50%
Cinema, 2.20%
Outdoor, 0.35%
Inte
-2.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
2014 Estimated Growth In Media
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Digital Marketing Definition
Digital marketing is marketing that makes use of electronic device(computers) such as personal computers, smartphones,cellphones, tablets and game consoles to engage with stakeholders.
Digital marketing applies technologies or platforms such as websites,mail, apps (classic and mobile) and social networks. Many organizati
cross traditional and digital marketing channels
2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
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Types Of Digital MarketingTwo different forms of digital marketing exists In pull digital marketing, the consumer actively seeks the marketing content, often via web
searches or opening an email, text message or web feed Websites, blogs and streaming media(audio and video) are examples of pull digital marketing. In each of these, users have to navigato the website to view the content. Only current web browser technology is required to maintaistatic content. Search engine optimization is one tactic used to increase activity. In 2003, Martiet al. found that consumers prefer special sales and new product information, whereas"interesting" content was not useful.
In push digital marketing the marketer sends a message without the consent of the recipients,
such as display advertising on websites and news blogs. Email, text messaging and web feeds also be classed as push digital marketing when the recipient has not given permission to receivthe marketing message.
To summarize, Pull digital marketing is characterized by consumers actively seeking marketincontent while Push digital marketing occurs when marketers send messages without the consent
the recipients.
2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan
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DEEP DIVE INTO DIGITALSTATS
PAKISTAN
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CASE STUDY
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CASE STUDY VIDEO
2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan