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Digital Marketing

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Title: Digital Marketing


1
Digital Marketing
2
Jeff Simcox_at_yahoo.co.uk
3
Why we love marketing
4
25 years International Management experience
  • International Marketing Manager (FDI)
  • UK
  • Hong Kong
  • California
  • Tokyo

5
25 years International Management experience
  • Senior Partner Asia Pacific
  • Critical Strategic Solutions (UK)
  • Asia Pacific Senior Consultant
  • Strategy International USA
  • Clients
  • Sony, Samsung, Siam Furniture

6
Academic
7
Professor Masters Level Adjunct
8
Otto Rohwedder
  • 1910

9
Spreading Ideas is how you win
  • Spreading Ideas is how you win

10
Diffusion
11
We had the TV/Newspaper Engine
Pay for an ad
Interrupt Some people
Get more money
BROKEN
Buy the product
12
We had the TV/Newspaper Engine
Pay for an ad
Interrupt Some people
Get more money
BROKEN
Buy the product
13
Now
  • TV 57 channels and theres nothing on
  • Download, PVR,Tivo
  • News
  • Internet, CNN BBC News
  • Print
  • On every topic
  • How do you reach me

14
today
15
Brave new world?
UNDECIDED
MARKETING 3.0
TRADITIONALISTS
16
Digital marketing Market to people
who are listening
  • Paid For Free
    Be remarkable

17
SEO
  • Search engine optimization

18
What is SEO?
  • SEO is the active practice of optimizing a web
    site by improving internal and external aspects
    in order to increase the traffic the site
    receives from search engines.
  • Most popular search engines (Global)
  • Google 84.8
  • Yahoo 6.2
  • Bing 3.2
  • Baidu 3.2
  • Ask 0.75
  • Other engines 1.85

19
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 via search--people
    who want what you have visiting your site.
  • Whether your site provides content, services,
    products or information, search engines are a
    primary method of navigation for almost all
    Internet users.

20
What happens when you search
21
Google search in action
Search
Google adwords
Google Index
Result
22
How do you get in the index
WWW
The web
spider
  • Google Index

Bot
23
They uses Link and document analysis
  • In document analysis, search engines look at
    whether the search terms are found in important
    areas of the document - the title, the meta data,
    the heading tags and the body of text content.
    They also attempt to automatically measure the
    quality of 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 who is affiliated with whom
    (through historical link data, the site's
    registration records and other sources), who is
    worthy of being trusted (links from .edu and .gov
    pages are generally more valuable for this
    reason) and contextual data about the site the
    page is hosted on (who links to that site, what
    they say about the site, etc.).

24
To get indexed
  • Avoid
  • Speed bumps
  • Walls
  • If your not indexed you will not be found

25
Possible speed bumps
  • URLs with 2 dynamic parameters i.e.
    http//www.url.com/page.php?id4CK34rrUserTom
    (spiders may be reluctant to crawl 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 follow each
    one)
  • Pages buried more than 3 clicks/links from the
    home page of a website (unless there are many
    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 to
    retain these elements as a browser user can)
  • Pages that are split into "frames" can hinder
    crawling and cause confusion about which pages to
    rank in the results.

Uniform resource locator --www.x.co.th
26
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)

27
  • So now you are in the index
  • Now what?

28
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 A to
    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 page receives it also analyzes
    the page that casts the vote. Votes cast by pages
    that are themselves "important" weigh more
    heavily and help to make other pages "important."

29
Listen to Google
30
So!
  • Take care with
  • Key words
  • Title Tag
  • Description tag
  • Links
  • Blogs can help
  • Check your competitors
  • Trade Bodies

Juicy linkfinder.com
31
Google Analytics
  • http//www.google.com/analytics/
  • Broad tool many uses
  • Free tool to measure visits, pages viewed, pages
    viewed/visits, bounce rates and average time on
    site, traffic source, referring sites and more.
  • Google Analytics Training Video
  • http//www.youtube.com/profile?v_qfG2d9etvkuser
    googleanalyticshlen

32
What is Google analytics
33
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?

34
Not just Google
  • Clicktracks
  • Paid for packages - Hubspot

35
Analytics tutorial
36
Wordstream.com
  • Helps manage keywords for SEO and PPC (Pay per
    Click on Google Adwords)
  • GO TO WORDSTEAM FOR DEMO VIDEO for how to use
    Wordstream for SEO
  • http//www.wordstream.com/seo-how-to

37
(No Transcript)
38
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 to include as many terms and phrases as
    possible. It can also give you a good idea of
    what's likely to be the biggest traffic drivers
    and produce the highest conversion rates.
  • Applying Data from KW Research Tools - Several
    tools online (including Wordtracker Overture -
    both described below) offer information about the
    number of times users perform specific searches.
    Using these 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 are valuable and compares traffic,
    relevancy and the likelihood of conversions for
    each. This will allow you to make the best
    informed decisions about which terms to target.
    SEOmoz's KW Difficulty Tool can also aid in
    choosing terms that will be achievable for the
    site.
  • Performance Testing and Analytics - After keyword
    selection and implementation of targeting,
    analytics programs (like Indextools and
    ClickTracks) that measure web traffic, activity
    and conversions can be used to further refine
    keyword selection.

39
Meta Tags
  • Meta tags once held the distinction of being the
    primary realm of SEO specialists. Today, the use
    of meta tags, particularly the meta keywords tag,
    has diminished to an extent that search engines
    no longer use them in their ranking of pages.
    However, the meta description tag can still be of
    some import, as several search engines use this
    tag to display the snippet of text below the
    clickable title link in the results pages.
  • In the image above, an illustration of a Google
    SERP (Search Engine Results Page) shows the use
    of the meta description and title tags. It is on
    this page that searchers generally make their
    decision as to which result to click, and thus,
    while the meta description tag may have little to
    no impact on where a page ranks, it can
    significantly impact the of visitors the page
    receives from search engine traffic. Note that
    meta tags are NOT always used on the SERPs, but
    can be seen (at the discretion of the search
    engine) if the description is accurate,
    well-written and relevant to the searcher's
    query.

40
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
    and promote your offering
  • Link-Friendly Formatting - Even the best content
    may be unlikely to be linked to if it displays
    ads, particularly those that break up the page
    content or pop-up when a visitor comes to the
    site. Use discretion in presenting your material
    and remember that links are one of the most
    valuable commodities a site/page can get and
    they'll last 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, and hire or consult with
    someone experienced in

41
Tech tools etc
  • Add a robots.txt IN ROOT DIRECTORY It allows you
    to specify exactly what pages major search
    engines can crawl.
  • ltmeta name robots content INDEX,FOLLOWgt
  • Google.com/addurl
  • Google.com/Wemaster
  • Add a site map

42
Your product
  • toggleglof

43
In bound marketing
  • Digital media 2

44
What is In-Bound Marketing?
  • Strategic use of Google, blogs and social media
    sites to draw in, court and win 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 customers wants/needs.
  • Outbound Marketing Marketing Communications
    focus (push approach)

45
In-Bound Marketing?
  • "If you have more money than brains, you should
    focus on outbound marketing. If you have more
    brains than money, you should focus on inbound
    marketing by reading this book.
  • Guy Kawasaki, cofounder of Alltop, and author of
    Reality Check also famous Silicon Valley tech.
    marketing guru

46
Hubspot the story begins the inbound marketeers
  • Brian Halligan Dharmesh Shah MIT
  • Halligan Joined VC Co
  • Shah started small software Co
  • Founded Hubspot 2006
  • 5m VC, 12m VC
  • Located themselves near MIT

47
Hubspot
  • Evangelic Marketing of their concept
  • brand - Inbound marketing
  • Web 2.0
  • SEO -Social media- blog PPC

48
They launched
TWO VIRAL VIDEOS
49
How they launched
50
Outbound marketing Theory
Segment
Appropriate for segment
Appropriate for segment
Strategy
Product/service ----- price ----- promotion
Pool of Customers with known needs
Satisfy those needs
51
The real world
Product/ range/ service
Research market
Features into Benefits So what?
Segment
Promotion strategy Promotion strategy
Promotion strategy Segment a
segment b
segment c
Based on how benefit satisfies need
52
Inbound marketing
Create interest/giveaways/ppc/seo
Pool of Customers with unknown varying needs
Qualify out qualify in
Segment
Product price Product price
Product price
53
Lets look at comparative costs
54
TV Advertising costs
  • Production 1k to 350K
  • Place 100 to 240m
  • Sensible cheap budget
  • Production 50k
  • Place 100k
  • Normal Budget
  • Production 200k
  • Place 800k

55
Newspaper
  • Full page Wall st Jnl 200k
  • Full page local paper 1k
  • Small ad 50
  • Budget 100 - 200k

56
Radio
  • 60 second 25

57
Social media
  • Set up micro site for on line community
  • Widgets to distribute content
  • 50k
  • Monthly pay per click 50K
  • Budget 650k pa

58
Web Site
  • 50k per month
  • 600k pa

59
IN FLIGHT
  • Ad production 15k
  • BA USA flights 60K
  • In flight programme 75k pa

60
  • PR
  • Sponsorship

61
The Growing Role of Public Relations in Global
Marketing
  • Public Relations expenditures are growing at an
    average of 20 per year
  • In India they are reported to be growing by 200
    annually
  • Reasons for the growth
  • Increased governmental relations between
    countries
  • Technology
  • Societal issues like the environment

62
Hub spot
  • 250 pcm to 375 pcm
  • 4,500 per annum

63
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 a community of
    followers

64
So what do hubspot sell/provide?
  • Content design
  • Exposure optimization
  • Lead tracking and Intelligence

65
The service contd
  • Content management system
  • Easily update content
  • Templates (search engine friendly)
  • Web sites - blogs - landing pages
  • Keyword grader
  • Seo optimization
  • Other SEO graders
  • eg Link grader- facebook grader -twitter grader

66
Service cont
  • Analytics
  • Which programmes work
  • Where customers are located
  • How they engaged with them
  • Classify
  • Prospects
  • Leads
  • Opportunities

67
Pay per click
  • Digital media 3

68
Pay per click
69
Google Adwords
70
Longtail
71
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 few products selling
    many multiples.

72
Social media marketing
  • Digital Marketing 4

73
Social media
74
Social Networking Trends
  • Social Networking Sites Account for More then 20
    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)

75
Social Media Mgmt. Systems Examples
  • www. seesmic.com Allows you to manage multiple
    social networking sites in one place
    across- Web- Mobile (iPhone, Android and
    Blackberry
  • BuddyMedia.com
  • Postling.com
  • Spredfast.com

76
  • How it works Three simple features In the most
    basic sense, these management 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
    whats happening (from views to comments) and may
    offer some form of analytics and conversion
    metrics.

77
Video is King
  • APRIL, 2009 STATISTICS
  • 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)

78
You tube
79
Linkedin.com
  • Social networking site focused on professional
    connections often used by recruiters.
  • 60 million users world-wide (20 small
    businesses)
  • Guy Kawasakis 10 ways for small businesses to
    use Linked In (April, 2010) see
  • http//blog.linkedin.com/2010/04/12/linkedin-small
    -business-tips/

80
The Rise of Facebook
  • January, 2004 Mark Zuckerberg (Harvard
    undergrad.) starts thefacebook 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 (NY Times, April, 2010
  • Facebook under heavy criticism for not protecting
    privacy of users (selling information to
    advertisers?)

81
Facebook can you really market?
82
Facebook
83
David Meerman Scott
  • We have to unlearn what we have learned
  • Yoda
  • Offline marketing techniques dont work for
    online marketing.

84
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

85
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

86
Event Planner
  • Corporate seminar
  • Corporate reception
  • Private party
  • Wedding
  • Links also

87
  • All about content from your buyers point of view
  • SEGMENTATION

88
How to get Attention
  • Buy attention
  • Beg for attention
  • Bug people for attention
  • Earn it!

89
Earn it
  • Creating content that people want
  • Blog
  • Video
  • Twitter

90
Twitter History
  • Established in 2006.
  • 140 character limit messages patterned after
    SMS.
  • Most Twitter users are older then teens or
    college studentswho prefer SMS on cell phones.
  • April, 2010 Announced will begin advertising via
    Tweets.
  • Raised over 57 million in VC funding.

91
Rentokil on Twitter
  • The pest control agency has been following people
    on Twitter fairly indiscriminately, essentially
    engaging in follow spam.
  • Understandably, this caused a lot (a LOT) of
    people to ask why they were being followed by
    Rentokil - I mean, the company serves a
    much-needed market but it is hardly a brand most
    people want to be associated with. It sounds a
    bit, well, infested.
  • So Rentokil created a blog post, Why is
    _at_Rentokil following me? in which it tried to
    explain its motivation.

92
Twitter
  • Yes, it admitted, its trying to boost its social
    media marketing. Phase one of our twitter
    campaign was to find pest control related people
    to follow. Tick, complete.
  • Phase two, it claimed, is to find experts and
    interesting people outside of pest control and
    follow them although it doesnt explain why.
  • To make matters worse, the blogger then wrote
    We have had a few nice messages, but also a few
    rude ones which personally I think is a little
    bit unnecessary.

93
Twitter the rentakill lecture
  • Could the post get worse? Oh it couldThe
    beauty of Twitter is that you get to meet all
    kinds of people online, and not all of them with
    something in common with you. And thats 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 called mingling? Try it, you
    might like it!

94
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 to gain attention, get views of your
    profile (and possibly clicks on URLs therein), 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 a bit clumsy.

95
Twitter Tips
  • Think of conversations relevant to your product
    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

96
Twitter tips
  • Follow them - look and learn
  • Join in with value
  • Use your existing network to add
  • Followers
  • followees

97
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 being
    tweeted about your company, products and/or
    services.

98
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

99
Be Realistic
  • New site 0.5 will come to action
  • Average is 2
  • Pre Internet
  • Direct mail 1
  • Telephone prospecting 10

100
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

101
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

102
Effectiveness chart
Quality of response (not volume)
103
But before you get carried away
  • The Beatles didnt need I tunes
  • Rubicks and trivial pursuits didnt need facebook

104
Buy my dvds and sell them on thats what I am
trying to do
105
but
106
But New York 2011
107
(No Transcript)
108
  • Thats how you sell a Country

Or you could always write a blog
109
We had the TV/Newspaper Engine
Pay for an ad
Interrupt Some people
Get more money
BROKEN
Buy the product
110
Digital marketing Market to
people who are listening
  • Paid For Free
    Be remarkable

111
remarkable
112
OtakuProduct advocate
113
(No Transcript)
114
(No Transcript)
115
Ipad (iPad) on Twitter I'm the coolest gadget in
the world Unofficial account twitter.com/iPad -
Cached
116
Average products to average people
Market share
Mass marketing campaign
Consumer profile
117
Remarkable products to Listening people
Market share
Otaku marketing campaign
Consumer profile
118
Mckinsey
  • Word of mouth marketing study 2010
  • Mobile telephone purchase

119
Stages of purchase
  • Stage 1
  • Initial consideration
  • Stage 2
  • Evaluation
  • Stage 3
  • Moment of purchase

120
Stage 1 initial consideration
  • Mature market

121
Stage 1 initial consideration
  • Developing market

122
Stage 2 evaluation
  • Mature market

123
Stage 2 evaluation
  • Developing market

124
Stage 3 purchase
  • Mature market

125
Stage 3 purchase
  • Developing market

126
Word of mouth Marketing
  • Experiential
  • Most common 50-80
  • Consequential
  • Pass on campaign message
  • Intentional
  • Product Celeb endorsement

127
Word of mouth Marketing
  • Most effective at launch /enhance stage

128
Effectiveness
  • Content
  • We market emotionally
  • People talk about the functions
  • Identify
  • Someone who has product expertise
  • Environment
  • Trusted network

129
(No Transcript)
130
And
  • 6 million hits
  • Sales
  • 9
  • Brand perception
  • 20

131
  • Remarkable

132
how
133
  • Remarkable
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