Intro Digital Marketing by Lamiaa Ahmed Sayed
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Intro Digital Marketing by Lamiaa Ahmed Sayed
- 1. Intro In Digital Marketing By: Lamiaa Ahmed Sayed Digital Marketing Manager – EgyApp Company
- 2. Marketing It is the management process responsible for identifying, anticipating and satisfying customer requirements profitability..
- 3. Digital Marketing The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media.
- 4. Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet. It includes mobile phones (both SMS and MMS)
- 7. Traditional Marketing Traditional marketing refers to the conventional methods of marketing used ever since the concept of advertisements or marketing came into existence. This primarily includes the following modes for brand promotion: • Newspaper • Flyers • Radio • Television • Billboard advertising along roads and highways • Magazine ads
- 8. Digital Marketing Digital marketing is the new age marketing method of the global realm. With internet finding its application and benefit in every aspect of life, marketing too has managed to not only create awareness or promote brands through it, but also give them a global platform to reach a wider customer base. It includes the following: • Business networking sites such as LinkedIn • Social media sites such as Facebook, Instagram and Twitter • Email marketing • Paid ads • Blogs • viral content marketing
- 9. Digital & Traditional Marketing Digital Marketing • Two-way conversation • Open system • Transparent • About you ( interests – preferences ) • Community decision-making • Unstructured communication • Informal language • Paid, Owned, Earned • Deep Analytics Traditional Marketing • One-way conversation • Closed system • Opaque • About ME ( brand focused – benefits) • Economic decision-making • Controlled communication • Formal language • Paid • Poor analytics
- 10. Market research Marketing research Marketing strategy Marketing implementation sales After sales
- 11. Market research Marketing research Marketing strategy Marketing implementation sales After sales • Customer • Suppliers • Competitors • intermediariesMicro Env • social • legal • Political • Technological • Economic • environment Macro Env • www.trademap.com • www.numbeo.com • CIA Factbook • Big Data analytics: o Streaming-patch o Structured – unstrucred o Facebook (emotional contagion)
- 12. Market research Marketing research Marketing strategy Marketing implementation sales After sales • Customer • Suppliers • Competitors • intermediariesMicro Env • social • legal • Political • Technological • Economic • environment Macro Env • www.trademap.com • www.numbeo.com • CIA Factbook • Big Data analytics: o Streaming-patch o Structured – unstructured data o Facebook (emotional contagion)
- 13. Market research Marketing research Marketing strategy Marketing implementation sales After sales Research approaches ( off line) Observation Focus group Survey Experimentation Interviews Mystery shopper Research approaches ( On line) Observation Focus group Survey Experimentation Interviews Mystery shopper • Big Data analytics: o Streaming-patch o Structured – unstructured o Facebook (emotional contagion) • Quantitative data : o Social media
- 22. Market research Marketing research Marketing strategy Marketing implementation sales After sales Marketing strategy Mission formulate SWOT Objectives STP: Segmentation Targeting Poisoning SOSTAC Situation analysis objectives strategy tactics actions control
- 24. Market research Marketing research Marketing strategy Marketing implementation sales After sales Promotional mix Advertising Public relation Sales promotion Direct marketing: - Telesales - Direct mail - Kiosk marketing - Direct response Ads Promotional mix (digital) Social media marketing SEO E-mail marketing Mobile marketing Advertising Video marketing Affiliate marketing Content marketing
- 51. • The advertiser is the one who pays the money to get his advertising shown.
- 52. • The publisher is the one who gets money for showing the ads on his site
- 60. Who is My Target Audience? Target Audience Basic level Age Location Interests profession Advanced level Actual consumer The payer The influencer. https://www.linkedin.com/pulse/how-choose-best-digital-marketing-channel-your-business-chopra/
- 63. • Digital marketing provides you with the means to communicate directly with your audience while getting them to convert. • The channel allows you start with a very small budget and scale up as you go. With digital marketing, you can run and manage campaigns quickly and track their results in real time. • Whatever be your business type, you can analyze whether a platform will work for your business or not. • Moreover, you can get measurable and live results for each of your campaigns. Besides that, you can choose from different platforms to suit your business and audience requirements.
- 67. 1) Facebook: 97% of B2C marketers use Facebook as it provides them with a plethora of organic and paid opportunities for B2C social media marketing. 2) Twitter: 65% of marketers leverage Twitter for B2C social media marketing. Known for tweeting short messages, it is an ideal platform for engaging consumers with a series of tweets, retweets, and hashtags. 3) Instagram: While 60% of B2C marketers use Instagram, 11% of marketers reported it to be the most important B2C social media marketing platform for their business. 4) Youtube: YouTube is the biggest online video platform worldwide with around 1.5 billion users worldwide. It has become a popular video marketing channel with 46% of marketers using it to promote their B2C brands.
- 68. 5) LinkedIn: While LinkedIn is a more appropriate marketing channel for B2B businesses, 44% of marketers are also using it for B2C social media marketing. 6) Pinterest Although it receives mixed opinions as a B2C social media marketing channel, posting quality content on Pinterest can help you improve your SERP rankings. It is an ideal platform for promoting brands related to fashion, art, beauty, cooking, DIY, design, home decor, or travel. Pinterest works wonders for brands with a predominantly female target audience. 7) Snapchat: Snapchat is a relatively new social media platform with only 8% of B2C marketers using it for brand promotions. https://shanebarker.com/blog/best-channels-b2c-social-media-marketing/
- 69. How does the marketer determine the target segment?
- 74. Geographic segmentation https://www.marketing91.com/geographic-segmentation-segmenting-geography/
- 75. Buyer Persona
- 77. How do you determine the digital marketing objective?
- 93. • Semi- fictional representations of your ideal customer based on real data and some educated speculation about customer demographic, behaviors, patterns, motivations and goals .
- 105. How do you measure your results?
- 117. • Spent = 100$ • CPC = 2 $ • CPM = 20 $ • CPA = 10$ • CTR = ? • CR = ?
- 118. • Spent = 100$ • CPC = 2 $ • CPM = 20 $ • CPA = 10$ • CTR = ? • CR = ? • CPC = Spent / clicks 2= 100/ clicks • Clicks= 50 • CPM = (spent/ impression)*1000 20= (100/ impression)*1000 • Impression = 5000 • CPA = spent / total actions 10 = 100/ total actions • Total actions = 10 • CTR = (clicks / impression)*100 CTR = (50/5000)*100 = 1 % • CR = (total actions / total clicks) *100 CR = (10/50)*100 = 20%
- 119. • Spent = 100$ • CPM = 20$ • CPA = 10$ • CTR = 1 % • Total clicks = ? • CR = ?
- 120. • Spent = 100$ • CPM = 20$ • CPA = 10$ • CTR = 1 % • Total clicks = ? • CR = ? • CPM = (spent/ impression)*1000 20= (100/ impressions)*1000 Impressions = 1000*100/20 = 5000 • CTR = (clicks / impression)*100 1=(clicks/ 5000)*100 Total Clicks = 5000/100 = 50 • CPA = spent / total actions 10 = 100/ total actions total actions = 100/10 = 10 • CR = (total actions / total clicks) *100 CR = (10/50)*100 = 20 %
- 121. What is the branding?
- 122. Brand identity It is the collection of all brand elements that the company creates to portray the right image of itself to the consumer.
- 123. Branding It involves the marketing practice of actively shaping a distinctive brand.
- 125. Introduction in the strategic digital marketing plan