Maximizing Digital Marketing for Entrepreneur

Maximizing Digital Marketing for Entrepreneur

Jakarta, August 2013prepared by Vidiyama Sonekh

@vidiyama

Wednesday, August 21, 13

Agenda

Indonesia Digital Landscape

Understanding Your Customers & The New Marketing

Website Usability & Analytics

Acquisition





...

Nowadays market is no longer owned by television and/or magazines, websites and social media also become an main channel to spread information for everyone.

Current Digital Landscape


The growth of Indonesia internet user is 33% by 2014. it will be 33% of total population.

Indonesia Internet PopulationIndonesia Digital Landscape


Indonesia Digital LandscapeIndonesia Internet Behavior

Google, Facebook, are the most popular accessed site by February 2013. on the other side, 82% people is using internet for social network and 57% of them are

seeking for general information.


Understanding Your Customers&

The New Marketing


Understanding Your Customers & The New Marketing The New Customer Behavior

The Funnel Metaphor

The customer behavior has changed along with growth of the internet users. apparently, user is having a lot of references before they decide to purchase a product.


Understanding Your Customers & The New Marketing

There are 4 steps for customers before they decide to purchase a product. instead of brand recognition, brand trusted and online user experiences become their priority nowadays.

The Purchasing Process


Understanding Your Customers & The New Marketing What Does It Mean To Consumers

These are 3 types of media category based on level of awareness. at first, we utilize paid media to spread the brand attention, engage at owned media to create earned media from customers.




What they want to do...


What we want them to do...

The Issue

in fact, we can not force the (potential) customers to do what we want to do, therefore when we built a platform we need to do an usability testing and

behavior analysis for each type of customer levels.


By Usability Guru, Jakob Nielsen

Website Usability & Analytics5 Key Elements of Website Usability

Recognition

first step of website usability is how user see your

platform? how intuitive the design

of the site?

Efficiency

how many step taken to find an information

in your site?

Memorability

can user easily remember the flow to

browse the site?

Errors

what kind of errors are users making , why

are they making them? how long it

takes to correct their errors?

satisfaction

are your customers enjoy using your

website?


Website Usability & AnalyticsWhat Designers Build

This is an example of online booking reservation designated for those who need to easily find a hotel with affordable price.


Website Usability & AnalyticsWhat Users See

in the top level of platform, users directed to focus on the hotel type and date confirmation



In the end, it all depends on your business objectives. The user experience does NOT belong to your CEO, your head of marketing, or the web designer .

The views of your users are the only things that count when it comes to website usability. Watch and measure user behavior to make logical, objective conclusions about your site

you can see these following methods :

A/B testing your page Multivariate tests

Usability tests Customer online surveys

Customer persona analysis

Summary

How do we measure and optimize the site?


Website Usability & AnalyticsSample of Good UX

when your goal is to gain member as many as you can,your homepage should be clear and concise and directing users to “sign up”.


Website Usability & AnalyticsSample of Good UX


QuestionsWhat is your goal in digital? What is your most important business objective?

Do you think your users have problems to accomplish the objective?How can you fix the problems? What will you test?

Website Usability & AnalyticsSummary

Knowing your customer behavior is the most essential step to achieve your business goals. Do research them and optimize quickly.


Web analytics is the practice of collecting, measuring, analyzing, and reporting on Internet data for the purpose of understanding how a website is used by its audience and how to optimize its usage (definition by the Web Analytics

Association)

Website Usability & AnalyticsAnalytics

Key Points in web analytics:

What are they doing in our website?How do they get into our website?Are they engaged to the website’s content?Are they filling our website’s objective


Website Usability & AnalyticsHow To Collect The Data


Website Usability & AnalyticsAnalytics Tools

google analytics is a real-time platform to measures your traffic and user behavior simultaneously.



• It’s a tool not an answer – use it to come up with a hypothetical answer • Need a clear strategy for measurement • Just because you can measure it doesn’t mean you should measure it • Remember what we can’t measure • Custom setup

Google Analytics

Google analytics is not a platform to answer your business goals. google analytics is a tool to help you understand your visitor flow and behavior on the site. every metrics comes up

with a hypothesis to take any optimization step in further.



Web analyticsWhats happening on my site?

Why is it happening? User experience research

Measurement Strategy

these are the following step before we did an optimization is knowing what happens on the site and find out why .


Acquisition


Acquisition

Email Marketing SEO/SEM PPC

You can get the customer acquisition using Email marketing, SEO and PPC

The Channels


Acquisition

Email Marketing• Improves direct mail response rates by 40% • Improves telemarketing conversion by 78% • Re-enforces advertising messages by 35%

Email marketing is the first channel to acquire new customers. however the strategy of using email marketing is should be clear and targeted. we can use the different message towards customer types

in digital under the CRM platform.

Email Marketing


Acquisition

Email Marketing

1. Creative 2. Relevance 3. Incentive 4. Targeting & Timing 5. Integration 6. Copy 7. Attributes 8. Landing page

Here is 8 key elements to get higher member acquisition through email marketing :

Email Marketing

be C.R.I.T.I.C.A.L.

Email marketing is recommended for specific target audience especially those who goes mobile, students or professional.


Acquisition

SEO/SEM

• Higher Visibility • It can help you achieve your business goals • Competitor activity means that you have to • It’s free targeted traffic • Because it/s very easy to gauge its success

SEO

By using both of SEM and SEO integration we could gain higher brand visibility and traffic acquisition up to 70%


10

20

60

Top listing insponsored alone

Top listing in naturalalone

Top listing insponsored & natural

Benefit on SEO & SEM Integration

Users are more likely to click through to your site if you use both paid and organic.by using long tail keyword we can actually gain 70% of traffic.

top listing in both paid and organic will receive more clicks

(per 1000 impressions)

AcquisitionSEO & SEM


Acquisition

PPC• Paid Search - drives traffic to a website through paid links • It is a highly effective form of acquiring traffic online • …if managed correctly

Why PPC?• Control – Campaign can be turned on or off

at will or automatically • Page specific – Ads can lead searchers to

specific pages for particular products or services

• Flexibility – Target keyword changes are easy to implement

• Insurance – You are protected against ranking algorithm changes on organic Search Engine

• Analytics – High degree of detail can be measured

Since google become the first option of internet users while searching, ppc could be used by brands to get a higher acquisition number.

PPC


Acquisition

PPC

not only google we can also use another ppc platform in order to tap another audience. there are twitter promoted tweet for engagement, facebook ads or youtube ads to gain

views and subscriber.

Alternatives Platform


Acquisition

Organic and paid search should be well-maintained. at the end, the higher proportion of organic the better.

Summary


@vidiyama - 2013

Thank You


Technology

Maximizing Digital Marketing for Entrepreneur