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DIGITAL MARKETING
INTRODUCTION
CONSUMERS are exposed to
MULTITUDES of INFORMATION
ONE-TOUCH Marketing or Advertising is
NOT ENOUGH to get ATTENTION
BRANDS and BUSINESSES need MULTIPLE
TOUCH POINT to connect with CUSTOMERS
They need to implement an INTEGRATED MULTI-
CHANNEL DIGITAL MARKETING STRATEGY
Multiple studies confirm the importance of
MULTI-CHANNEL DIGITAL MARKETING including:
80% of Consumers need an
average of SIX TOUCH
POINTS before they make a
PURCHASING DECISION
Studies from Pointclear
recommends TWELVE TOUCH
POINTS per customer for
better results
Startups and SMEs have
LIMITED CAPITALIZATION
Many are reluctant to
spend for MARKETING
MULTI-CHANNEL DIGITAL
MARKETING provides a
very COST-EFFECTIVE
alternative that
DELIVERS RESULTS
MULTI-CHANNEL DIGITAL MARKETING:
is Effective in GENERATING
BUSINESS LEADS
Provides CONSIDERABLE
SAVINGS
Generates 2.8 times better
REVENUE GROWTH
Allows 3.3 times better
OPPORTUNITIES for EXPANSION
The 2014 Digital Marketer report from
Experian Marketing Services highlight
that up to 80 percent of
marketers from around the
world will run MULTI-CHANNEL
DIGITAL MARKETING
CAMPAIGNS
And SO SHOULD YOU!
DIGITAL MARKETING
MULTI-CHANNEL
THE CONCEPT OF
In the INTERNET and SOCIAL MEDIA age,
customers can come from practically EVERYWHERE
Modern Consumers have more CONTROL OVER
THEIR CHOICES of products and services
They want INFORMATION
and CONFIRMATION first
before they buy
Businesses, brands
and marketers need
MULTI-CHANNEL
DIGITAL MARKETING
to reach out to these
types of customers
MULTI-CHANNEL DIGITAL MARKETING
is a strategy that combines various
kinds of direct and indirect marketing
channels to generate favorable
actions or responses from targeted
audiences
It may look like a complex web of
distinct channels all working
towards a similar end, and that is
connecting with potential
customers
More Potential Customers means
Better results for your business
DIGITAL MARKETING
CURRENT STATS AND
TRENDS REGARDING
The Marketing and Advertising
world is changing:
72% of consumers want to CONNECT WITH
BRANDS using integrated digital marketing
strategies
Internet advertising
already surpassed AD
spending on cable and
television networks
based on the latest
Digital AD revenue
report
Multi-channel marketing growth was spurred by the
evolution of multi-platform access to media
Desktops, laptops and notebooks are slowly being
dominated by web-enabled mobile gadgets and devices
The wide availability of internet-connect mobile devices
is causing a tremendous digital phenomena
In the US, mobile market penetration is at 71.8%
coming from 173 million smartphone owners
across the country
In the Philippines, mobile
penetration is at a whopping
101%, reflecting a 39%
Internet penetration rate from
a population of over 97 million
70% of the Philippines’ Netizen
population are below 29 years
of age
96% of its overall Internet
users are on Social Media
This presents a tremendous
opportunity for MULTI-CHANNEL
DIGITAL CAMPAIGNS
Companies who have initiated such
campaigns are already enjoying:
24% increase in Conversion Rates
25% increase in Click-through Rates
27% increase in Revenues
300% faster and much Improved ROI
These are indications of how important a
Multi-channel or Cross-functional Digital
Marketing Campaign is
Digital Marketing Campaign
4 STRATEGIC STEPS
How to Start a Multi-Channel
MARKET RESEARCH
Consumers today have
greater freedom with their
purchasing options
80% of these consumers
perform RESEARCH using
digital channels
The KEY to Digital Marketing
Success is to CONNECT and
ENGAGE with these types of
consumers
WHY IS MARKET
RESEARCH IMPORTANT?
Better Understanding of your clients
Clearly defines your Target Market
Create a tailored Marketing Strategy
Carefully Plan your marketing ahead
Create an Optimized Digital Marketing
Strategy based on your allocated
budget
HOW TO DO MARKET RESEARCH?
Identify the KEY Products And
Services
Identify your UNIQUE SELLING
POINT (USP)
Identify your TARGET MARKET
Identify the Goals And Objectives of
the campaign
Lead Generation
Increased social media followers
Boost brand awareness
Generate Sales
Identify Key Competitors and check
their activities online
HOW TO DO MARKET RESEARCH?
MARKETING STRATEGY
137% of brands are ramping
up on their Multi-channel
Digital Marketing Strategies
They can INTEGRATE
display, mobile, social
and video marketing
into their digital
marketing mix
Provides you with a CLEAR ROADMAP on
marketing
Provides you with a CLEAR APPROACH
towards achieving business goals and
objectives
Enables you to reach TARGETED
AUDIENCES effectively
Ensures you spend your ADVERTISING
BUDGET wisely
Increases RESULTS, CONVERSIONS and
ultimately your PROFITS
WHY IS MARKETING STRATEGY IMPORTANT?
Goal Setting
Approach: Direct or Indirect
Marketing
Channels and Tactics
Offers and Promotions
Execute Steps and Strategies
HOW TO CREATE A MARKETING
STRATEGY?
TOP DIGITAL
MARKETING
CHANNELS AND
STRATEGIES
SEARCH ENGINE
OPTIMIZATION
(SEO)
SEO is the process of making your
website and business WORTHY for
ranking at the top of SEARCH ENGINE
RESULTS PAGES
SEO is vital for Digital Marketing
because:
93% of ONLINE EXPERIENCES
begin by using a search engine
59% of search engine users find
local businesses that satisfies their
needs
The Philippines remain a GOOD
TARGET for Search Marketing this
year and the next
84% of Filipino Internet users
engaged in some form of online
search activity each day
63% of Filipinos conduct their
search queries through their
mobile gadgets each day
Filipino search usage is
broken down according to:
69% - at home
21% - on the move
17% - inside a store
14% - while on a public
transport
SEARCH ENGINE OPTIMIZATION
is good for BUSINESSES who:
have LONG TERM GOALS of
appearing on the 1st page of
SEARCH ENGINE RESULTS
while getting FREE TARGETED
TRAFFIC and exposure
SOCIAL MEDIA
MARKETING
(Paid and Organic)
SMM is the process of utilizing the TOP
SOCIAL SITES to create brand
awareness, drive conversation and
connect to the most targeted audience
as possible
Social media users are increasing
by up to 25% this 2015
Up to 50% of businesses and digital
marketers are planning to increase
their SMM BUDGETS this year
The Philippine online community is still
crazy over SOCIAL MEDIA
Filipinos spend an
average of 4 hours each
day engrossed in their
favorite social network
94% of all Filipino Internet
users are in Facebook
In comparison, only 54% of
American netizens use Facebook
Filipinos are RELYING more on social
media for COMMUNICATING with
friends and loved ones
Facebook Messenger is used
by as much as 82% of Filipino
Internet users
Filipinos are the MOST ENGAGED
SOCIAL MEDIA USERS in the Asia-
Pacific region
SOCIAL MEDIA MARKETING is good for
BUSINESSES who want to:
Increase BRAND AWARENESS
REACH more people
Drive LEADS
Generate contests and promos
PAY-PER-CLICK
(PPC) MARKETING
PPC Marketing is the process of
using top PPC networks such as
Google Adwords to reach
potential customers who:
Already have a NEED for
products and services
Are ACTIVELY SEARCHING
for these needs online
85% of Filipino Internet users
search and watch ONLINE
VIDEOS about the brands,
products and services they are
interested in before they buy
Most won’t mind an ONLINE AD
83% believe that ADs that
provide RELEVANT
INFORMATION can actually
make their lives easier
2015 would be a good year for
business owners and digital
marketers to capitalize on online
advertising, particularly NATIVE
ADVERTISING
Popular international media
websites are already using this
form of advertising in their sites
It is used by local counterparts
including GMANetwork.com and
ABS-CBNNews.com among others
PAY-PER-CLICK MARKETING is
good for BUSINESSES who
want to:
Get TARGETED TRAFFIC
quickly
Generate LEADS and
Increase SALES and
profits
MARKETING
Facebook Marketing is the process of using and maximizing
Facebook’s ADVERTISING PLATFORM to boost brand
awareness and reach more customers online
You can reach out to almost any kind of GENERAL CONSUMER
You just need to learn in
what groups and pages
your targeted customer
stay frequently go to at
FACEBOOK MARKETING is good
for Businesses who want to:
specifically USE FACEBOOK
TO REACH OUT to a
SPECIFIC MARKET and
Get TRAFFIC QUICKLY
MARKETING
IMPLEMENTATION
Traditional advertising has lost its dominance and touch
Internet advertising already surpassed AD spending
on cable and TV
72% of consumers want to CONNECT WITH BRANDS
using integrated digital marketing strategies
Three Most Important Aspects
of Marketing Implementation
The actual marketing STEPS AND
GUIDELINE
Stick to the MARKETING PLAN
and STRATEGY
Work CONSISTENTLY
MARKETING
OPTIMIZATION
While many have succeeded in their Digital Marketing
campaigns, many have also failed miserably
The reason for failure is NOT that the campaigns lack
creativity, quality materials and qualified personnel
It’s because they failed to establish Marketing
Analysis and Optimization
MARKETING OPTIMIZATION
WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
54% of unsuccessful
marketers FAILED TO
INVEST and prioritized
marketing analysis and
optimization
MARKETING OPTIMIZATION
WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
BENEFITS of marketing analysis, tests and optimization:
Identify what’s working and what’s not
Check which marketing channels produce
the most traffic and conversions
Check your visitor’s DEMOGRAPHICS and
BEHAVIOR
Uncover NEW OPPORTUNITIES
Check which keywords have the most
traffic (and use them later for paid ads)
MARKETING OPTIMIZATION
MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION
Web analytics utilization
Data analysis
Optimized activities and
re-planning based on
actual data
MARKETING OPTIMIZATION
TOP 3RD PARTY ANALYTICS
Google Analytics
Clicky
Statcounter
HubSpot
Adobe Marketing Cloud
GoSquared
Moz Analytics
Webtrends
MARKETING OPTIMIZATION
TOP HOSTED ANALYTICS
Piwik Open Web Analytics
Visitors
Pageviews
Traffic Referrals
Traffic Sources
Average Session Duration
Percentage of New Sessions
TOP WEB ANALYTICS METRICS
Demographics
Mobile and Desktop Users
CONCLUSION
The marketing and
business world is
continuously EVOLVING
To get on TOP OF THE
GAME and compete
effectively it is
important that you
make use of effective
Digital Marketing tools
With new platforms,
new channels and
new opportunities,
brands, organizations
and businesses
COULD NOT AFFORD
to remain IDLE and
focus only on
traditional marketing
channels
They should take action
now and start
PREPARING, PLANNING
and LAUNCHING for a
multi-channel campaign
And bring their
business to this new
age of DIGITAL
MARKETING
Like my Page on Facebook to get the
download of this presentation later today.
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