Presentation for La Sabana University about Digital Marketing in www Digital Marketing - B&A - Esteban Osorio

1. ¿DIGITALISTHEFUTURE
OFMARKETING?
mêÉëÉåí~íáçå=
Universidad de La Sabana

2. _ÉÑçêÉ=ïÉ=ëí~êí==
CHOOSEABRANDANDTWEET

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bëíÉÄ~å=lëçêáç=
MARKETINGMANAGERATZINOBE
JOURNALISTSPECIALIZEDINMARKETING
BLOGGER
GEEK

4. cáêëí==
ABOUTDIGITALMARKETING

5. http://www.youtube.com/watch?v=ldwyBblX4PM

6. fipç=
DIGITAL MARKETING IS:
¿THEFUTURE?
¿THEPRESENT?
¿THEPAST?

7. få=íÜÉ=é~ëí==
MARKETINGSEARCHFORCUSTOMERS

8. kçï=
CUSTOMERSFALLINTOMARKETING

9. iÉíë=ëÉÉ=
WHATDIGITALMARKETINGIS

11. WWW.LINERU.COM
SEO
DEVELO
PMENT
PPC
SEM
SOCIAL
MEDIA
ANALYT
ICS
CONTENT
kçï=äÉíë=ÑçÅìë=
MARKETINGECOSYSTEM

12. _ÉÑçêÉ=
ITWASALLABOUTLINKBUILDING

13. pbl=
http://www.youtube.com/watch?v=ct0QLOr4vho

14. kçï=
ITSALLABOUTCONTENT

15. http://www.youtube.com/watch?v=NW1h_yh5_v0

16. _ÉÑçêÉ=
ITWASALLABOUTTHEWEB

18. kçï=
ITSALLABOUTUSABILITYANDDATA

19. http://www.youarewhatyoulike.com/
aÉîÉäçéãÉåí=
USABILITY
DATA

20. _ÉÑçêÉ=
ITWASALLABOUTGETTINGTRAFFIC

21. kçï=
ITWASALLABOUTLEADSANDCONVERTIONS

22. pÉç=C=pÉã=

23. RÉã~êâÉíáåÖ=
http://www.youtube.com/watch?v=45uymOc2fTA

24. qÜÉ=ÑìíìêÉ=áå=`çäçãÄá~=
PPA – PAYPERACTION
&OTHERCPCALTERNATIVES

26. _ÉÑçêÉ=
SOCIALMEDIAWASALLABOUTNUMBERS

27. kçï=
HOWTOSALEAND
GROWLOYALTY
THROUGHCONTENT

29. _ÉÑçêÉ=
ITWASALLABOUTVISITS

30. kçï=
ITSALLABOUTCONVERSION

31. http://www.youtube.com/watch?v=3_oPMWG_qII

33. kçï=
THERESULTS

34. pÉÖãÉåíÉÇ=Äó=
PR–ONLINEADVERTISING–SOCIAL
MEDIA&DIGITALCUSTOMERSERVICE

35. 1
PR
Sending Press Statements
Relationship With Journalists and
influencers
Presentations in specialized
events
PUBLICRELATIONSFORBUILDINGCONFIDENCEAROUND
PRODUCTS

36. Over $ 380,000,000 in publications
Reach:
Over 7,000,000 of colombians
Recognition in specific sectors
RESULTS

37. ONLINE ADS
2
THEECONOMICANDEFFECTIVEWAYTOGETTOOURKEY
AUDIENCES
AdWords - Bing Ads
Facebook promoted - ads - promos
Remarketing - Display - Bidvertiser

38. More de150.296 visits since its launch
Reach: all regions of the country
Progressive increase site visits
Return visitors of 28.8%
RESULTS

39. 3
SM Y HERRAMIENTAS DIGITALES
OURCOMMUNITIESINSOCIALMEDIAINCREASETRAFFICTOOURPAGEAND
GENERATECUSTOMERLOYALTY
Facebook - Twitter - Google + - Linkedin
Video tutoriales en Youtube - Chat - Mailing
Blog - allied publishers

40. RESULTS

42. RÉëìäíë=
SOFARWITHTHESTRATEGY

43. LINERU HAS GIVEN AWESOME PERFORMANCE SINCE LAUNCH
TOTALLOANSLAUNCH TOTALSPENT
LOANS
REPEAT
CUSTOMERS
3.362 $818,839,200 51% $186,200Marzo13-2012
NUMBER OF VISITS REFLECT A HIGH
CONVERSION RATE
VISITS
APPLICATIONS
150,296 (100%)
INTERACTIONS
96,459 (64.18%)
15 996
(10.6%)
LINERU HAS ACHIEVED GOOD TRAFFIC WITHOUT
SIGNIFICANT COST
$0
$200
$400
$600
$800
$1.000
$1.200
$1.400
$1.600
$1.800
0
5.000
10.000
15.000
20.000
25.000
30.000
35.000
40.000
feb-­‐13
mar-­‐13
abr-­‐13
may-­‐13
jun-­‐13
jul-­‐13
Visits
Cost
EARNINGSPER
CUSTOMER

44. `çëí=
TOATTRACTACUSTOMERWITHOUR
STRATEGY

45. $530
BYCLIENT

46. qáãÉ=
INSALESCYCLEOFOURPRODUCT

47. 31DAYS

48. _ìÇÖÉí=
DEDICATEDTOTHEMEDIAANDMARKETING
STRATEGY

49. $289.819 $288.145
$410.070 $437.221
$675.000
$1.124.857
$2.560.000
Enero Febrero Marzo Abril Mayo Junio Julio
COMMUNICATIONANDMARKETINGCOSTS2013

50. ¿SO, DIGITAL IS THE FUTURE
OF MARKETING?
NO
IS THE PRESENT

51. qÜ~åâ=óçì=
FORYOURATTENTION
REMEMBERTOFOLLOWUS:
/LineruColombia @LineruCo