digital maketing intro

8/10/2019 digital maketing intro

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Digital Marketing



Jeff [email protected]



Why we love marketing



25 years International Managementexperience

• International Marketing Manager (FDI) – UK – Hong Kong – California – Tokyo



25 years International Managementexperience

• Senior Partner Asia Pacific – Critical Strategic Solutions (UK)

• Asia Pacific Senior Consultant – Strategy International USA

• Clients – Sony, Samsung, Siam Furniture



AcademicGraduate/undergrad Masters/postgrad professional

Business studies Marketing MarketingChartered Institute ofMarketing (UK)

Law Finance FinanceChartered Institute ofManagement Accountants(UK)

Economics Law



Professor Masters Level AdjunctUniversity Location MBA/Msc Subjects

Ruanne France Economics

Lefke Turkey/Cyprus International ManagementInternational HRMFinanceInternational Marketing

Mountbatten Inst London Digital MarketingGlobal Marketing Strategy

St Mary’s London Global Marketing

American Int College USA Digital MarketingNaresuan Bangkok Digital Marketing



Otto Rohwedder

• 1910



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



Diffusion



Pay for an ad

InterruptSomepeople

Buy the product

Get more money

We had the TV/Newspaper Engine



Pay for an ad

InterruptSomepeople

Buy the product

Get more money




Now

• TV 57 channels and there’s nothing on – Download, PVR,Tivo

• News – Internet, CNN BBC News

•

Print – On every topic

•

How do you reach me



Brave new world?

TRADITIONALISTS

UNDECIDED

MARKETING 3.0



Digital marketing Market to people who are listening

• Paid For Free Be remarkable



What is SEO?• SEO is the active practice of optimizing a web site by

improving internal and external aspects in order to increasethe traffic the site receives from search engines.

• Most popular search engines (Global):1. Google: 84.8%2. Yahoo: 6.2%3. Bing: 3.2%

4. Baidu: 3.2%5. Ask: 0.75%6. Other engines: 1.85%



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 viasearch--people who want what you have visiting your site.

• Whether your site provides content, services, products orinformation, search engines are a primary method ofnavigation for almost all Internet users.



What happens when you search



Search

Result

Google adwordsGoogle Index

Google search in action



WWW

The web

How do you get in the index

Google Index

spider

Bot



They uses Link and document analysis

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



To get indexed

• Avoid – Speed bumps – Walls

• If your not indexed you will not be found



Possible speed bumps• URLs with 2+ dynamic parameters; i.e.

http://www.url.com/page.php?id=4&CK=34rr&User=%Tom% (spiders may be reluctant tocrawl 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 followeach one)

• Pages buried more than 3 clicks/links from the home page of a website (unless there aremany 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 toretain these elements as a browser user can)

• Pages that are split into "frames " can hinder crawling and cause confusion about which pagesto rank in the results.

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



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)

http://www.ilovejackdaniels.com/development/robots-txt-file/

http://www.ilovejackdaniels.com/development/robots-txt-file/



• So now you are in the index

•

Now what?



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 Ato 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 pagereceives; it also analyzes the page that casts the vote. Votescast by pages that are themselves "important" weigh moreheavily and help to make other pages "important."



Listen to Google



So!

• Take care with – Key words – Title Tag – Description tag

• Links – Blogs can help – Check your competitors – Trade Bodies

Juicy linkfinder.com



Google Analytics

• http://www.google.com/analytics/ • Broad tool: many uses• Free tool to measure visits, pages viewed,

pages viewed/visits, bounce rates and averagetime on site, traffic source, referring sites andmore.

•

Google Analytics Training Video:• http://www.youtube.com/profile?v=_qfG2d9e

tvk&user=googleanalytics&hl=en

http://www.google.com/analytics/

http://www.google.com/analytics/



What is Google analytics



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?



NOT JUST GOOGLE

ClicktracksPaid for packages - Hubspot



Analytics tutorial



Wordstream.com

• Helps manage keywords for SEO and PPC(Pay per Click on Google Adwords)

• GO TO WORDSTEAM FOR DEMO VIDEOfor how to use Wordstream for SEO;

• http://www.wordstream.com/seo-how-to



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 toinclude as many terms and phrases as possible. It can also give you a good idea of what's likely to be thebiggest traffic drivers and produce the highest conversion rates.

• Applying Data from KW Research Tools - Several tools online (including Wordtracker & Overture - bothdescribed below) offer information about the number of times users perform specific searches. Usingthese 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 arevaluable and compares traffic, relevancy and the likelihood of conversions for each. This will allow you tomake the best informed decisions about which terms to target. SEOmoz's KW Difficulty Tool can also aid inchoosing terms that will be achievable for the site.

• Performance Testing and Analytics - After keyword selection and implementation of targeting, analyticsprograms (like Indextools and ClickTracks) that measure web traffic, activity and conversions can be usedto further refine keyword selection.

http://www.wordtracker.com/

http://inventory.overture.com/d/searchinventory/suggestion/

http://www.seomoz.org/tratool/kwtool.php

http://www.indextools.com/

http://www.clicktracks.com/

http://www.clicktracks.com/

http://www.indextools.com/

http://www.seomoz.org/tratool/kwtool.php

http://inventory.overture.com/d/searchinventory/suggestion/

http://www.wordtracker.com/



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 andpromote your offering

• Link-Friendly Formatting - Even the best content may be unlikely to be linked to ifit displays ads, particularly those that break up the page content or pop-up when avisitor comes to the site. Use discretion in presenting your material and rememberthat links are one of the most valuable commodities a site/page can get and they'lllast 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, andhire or consult with someone experienced in



Tech tools etc

• Add a robots.txt: IN ROOT DIRECTORYIt allows youto specify exactly what pages major search enginescan crawl.

–

<meta name = ‘robots’ content = ‘INDEX,FOLLOW’>

• Google.com/addurl

• Google.com/Wemaster – Add a site map



Your product

• toggleglof



IN BOUND MARKETING

Digital media 2



What is In-Bound Marketing?

• Strategic use of Google, blogs and social media sites to draw in, court andwin 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 customer’s wants/needs. • Outbound Marketing: Marketing Communications focus (push approach)



In-Bound Marketing?

• "If you have more money than brains, youshould focus on outbound marketing . If youhave more brains than money, you shouldfocus on inbound marketing by reading thisbook.”

• —Guy Kawasaki, cofounder of Alltop, and

author of Reality Check; also famous SiliconValley tech. marketing “guru”



1) Brian Halligan +Dharmesh Shah MIT2) Halligan Joined VC Co

3) Shah started small software Co4) Founded Hubspot 2006

– $5m VC, + $12m VC

5) Located themselves near MIT

Hubspot – the story begins the inbound marketeers



1) Evangelic Marketing of their concept

– brand - Inbound marketing

2) Web 2.0 – SEO -Social media- blog –PPC

Hubspot



They launched

48

TWO VIRAL VIDEOS



How they launched

49



Outbound marketing Theory

Segment

Strategy

Pool of Customers with known needs

Satisfy those needs

Product/service ----- price ----- promotion

Appropriate for segmentAppropriate for segment



The real world

51

Product/ range/ service

Research market

Segment

Promotion strategy Promotion strategy Promotion strategySegment a segment b segment c

Based on how benefit satisfies need

Features into

Benefits

So what?



Inbound marketing

52

Pool of Customers with unknown varying needs

Create interest/giveaways/ppc/seo

Qualify out % qualify in %

Segment

Product +price Product + price Product + price



January 8, 2015

Lets look at comparative costs

53



TV Advertising costs

• Production $1k to $350K• Place $100 to $240m• Sensible cheap budget

– Production $50k – Place $100k

• Normal Budget – Production $200k – Place $800k

54



Newspaper

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

55



Radio

• 60 second $25

56



Social media

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

57



IN FLIGHT

• Ad production $15k• BA USA flights $60K

• In flight programme $75k pa

59



• PR• Sponsorship

60



The Growing Role of Public Relations in Global Marketing

• Public Relations expenditures are growingat an average of 20% per year

• In India they are reported to be growing by200% annually

• Reasons for the growth – Increased governmental relations

between countries – Technology – Societal issues like the environment



Hub spot

• $250 pcm to $375 pcm• $4,500 per annum

62



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 acommunity of followers

63



January 8, 2015

So what do hubspot sell/provide?Content designExposure optimizationLead tracking and Intelligence



1) Content management system – Easily update content – Templates (search engine friendly)

• Web sites - blogs - landing pages

2) Keyword grader – Seo optimization

3) Other SEO graders – eg Link grader- facebook grader -twitter grader

The service contd

65



1) Analytics – Which programmes work – Where customers are located – How they engaged with them

2) Classify – Prospects – Leads – Opportunities

Service cont

66



PAY PER CLICK

Digital media 3



Pay per click



Google Adwords



Longtail



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 fewproducts selling many multiples.



SOCIAL MEDIA MARKETING

Digital Marketing 4



Social media



Social Networking Trends

• Social Networking Sites Account for More then20% 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)

Social Media Mgmt Systems –



Social Media Mgmt. Systems – Examples

• www. seesmic.com: Allows you to managemultiple social networking sites in one placeacross:

- Web- Mobile (iPhone, Android and Blackberry

• BuddyMedia.com• Postling.com• Spredfast.com



• How it works: Three simple features In the most basic sense, thesemanagement 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 what’s happening (from views to comments)

and may offer some form of analytics and conversion metrics .



Video is King• APRIL, 2009STATISTICS• 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)

http://youtube.com/

http://youtube.com/



You tube



Linkedin.com

• Social networking site focused on professionalconnections; often used by recruiters.

• 60 million users world-wide (20% smallbusinesses)

• Guy Kawasaki’s 10 ways for small businesses touse Linked In (April, 2010); see:

• http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/



The Rise of Facebook• January, 2004: Mark Zuckerberg (Harvard undergrad.) startsthefacebook 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 (NYTimes, April, 2010• Facebook under heavy criticism for not protecting privacy of users

(selling information to advertisers?)



Facebook – can you really market?



Facebook

d



David Meerman Scott

• ‘We have to unlearn what we have learned’ – Yoda

• Offline marketing techniques don’t work foronline marketing.

( )



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

H l



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

E Pl



Event Planner

• Corporate seminar• Corporate reception• Private party• Wedding

– Links also



• All about content from your buyers point ofview

• SEGMENTATION

H A i



How to get Attention

• Buy attention – • Beg for attention – • Bug people for attention – • Earn it!



T i Hi



Twitter: History• Established in 2006.• 140 character limit messages; patterned after

SMS.• Most Twitter users are older then teens or

college students…who prefer SMS on cellphones.

• April, 2010: Announced will begin advertisingvia Tweets.

• Raised over $57 million in VC funding.

Rentokil on Twitter



• The pest control agency has been following people on Twitterfairly indiscriminately, essentially engaging in follow spam.

• Understandably, this caused a lot (a LOT) of people to ask whythey were being followed by Rentokil - I mean, the company

serves a much-needed market but it is hardly a brand mostpeople want to be associated with. It sounds a bit, well,infested.

• So Rentokil created a blog post , ‘Why is @Rentokil following

me? ’ in which it tried to explain its motivation.

T itt

http://www.rentokil.com/blog/why-is-rentokil-following-me/






Twitter• Yes, it admitted, it’s trying to boost its social media marketing.

‘Phase one of our twitter campaign was to find pest controlrelated people to follow . Tick, complete.’

• Phase two, it claimed, is to find ‘experts’ and interesting

people outside of pest control and follow them – although itdoesn’t explain why.

• To make matters worse, the blogger then wrote: “We havehad a few nice messages, but also a few rude ones – which

personally I think is a little bit unnecessary.”

T itt th t kill l t



Twitter – the rentakill lecture

• Could the post get worse? Oh it could:“The beauty of Twitter is that you get to meetall kinds of people online, and not all of them

with something in common with you. Andthat’s 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 calledmingling? Try it, you might like it!”

T itt



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 togain attention , get views of your profile (and possibly clicks on URLstherein), 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 abit clumsy.”

T itt Ti

http://econsultancy.com/admin/blog_posts/5600-how-not-to-use-twitter-by-rentokil/http:/www.rentokil.com/blog/learning-the-hard-way/

http://econsultancy.com/admin/blog_posts/5600-how-not-to-use-twitter-by-rentokil/http:/www.rentokil.com/blog/learning-the-hard-way/



Twitter Tips

• Think of conversations relevant to yourproduct 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

T itter tips



Twitter tips

• Follow them - look and learn• Join in with value• Use your existing network to add

– Followers – followees

Twitter: Useful for?



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 beingtweeted about your company, products and/orservices.

Using the web



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

Be Realistic



Be Realistic

• New site 0.5% will come to action• Average is 2%• Pre Internet

– Direct mail 1% – Telephone prospecting 10%

Be cost effective



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

Its not volume stupid



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%

Effectiveness chart



Effectiveness chart

% Quality of response (not volume)

But before you get carried away



But before you get carried away

• The Beatles didn’t need I tunes • Rubicks and trivial pursuits didn’t need

facebook

Buy my dvd’s and sell them on that’s



what I am trying to do

but



but

But New York 2011



But – New York 2011



• That’s how you sell a Country

Or you could always write a blog




Pay for an ad

Interrupt

Somepeople

Buy the product

Get more money





• Paid For Free Be remarkable



remarkable



Otaku

Product advocate



Ipad (iPad) on Twitter

I'm the coolest gadget in the worldUnofficial account twitter.com / iPad - Cached

http://twitter.com/iPad

http://rds.yahoo.com/_ylt=A0oGdLSIdC5MkfYA0wVXNyoA/SIG=18mdoe263/EXP=1278199304/**http%3a/74.6.146.127/search/cache%3fei=UTF-8%26p=ipad%2bimage%26type=bWljX2RlZmF1bHQqdmVyXzIuNS42Kmluc18yMDEwMDUqY3R4X2M%253D%26fr=flo2%26u=twitter.com/iPad%26w=ipad%2bimage%2bimages%2bimaging%26d=XBHroLZfVBkl%26icp=1%26.intl=us%26sig=p8tpKwHBpxengPx7ZJMZgA--

http://rds.yahoo.com/_ylt=A0oGdLSIdC5MkfYA0wVXNyoA/SIG=18mdoe263/EXP=1278199304/**http%3a/74.6.146.127/search/cache%3fei=UTF-8%26p=ipad%2bimage%26type=bWljX2RlZmF1bHQqdmVyXzIuNS42Kmluc18yMDEwMDUqY3R4X2M%253D%26fr=flo2%26u=twitter.com/iPad%26w=ipad%2bimage%2bimages%2bimaging%26d=XBHroLZfVBkl%26icp=1%26.intl=us%26sig=p8tpKwHBpxengPx7ZJMZgA--

http://twitter.com/iPad

http://upload.wikimedia.org/wikipedia/commons/0/0f/Diffusionofideas.PNG



Mass marketing campaign

Average products to average people

Market share

Consumer profile









Otaku marketing campaign

Remarkable products to Listening people

Market share

Consumer profile








Stages of purchase



Stages of purchase

• Stage 1 – Initial consideration

• Stage 2 – Evaluation

• Stage 3 – Moment of purchase

Stage 1 initial consideration



Stage 1 initial consideration

• Mature market



Stage 2 evaluation



Stage 2 evaluation

• Mature market

Stage 2 evaluation



Stage 2 evaluation

• Developing market



Stage 3 purchase



g p

• Developing market

Word of mouth Marketing



g

• Experiential – Most common 50%-80%

• Consequential – Pass on campaign message

• Intentional – Product Celeb endorsement

Word of mouth Marketing



g

• Most effective at launch /enhance stage

Effectiveness



• Content – We market emotionally – People talk about the functions

• Identify – Someone who has product expertise

• Environment – Trusted network



And



• 6 million hits• Sales

– +9%• Brand perception

– +20%



• Remarkable

how



• Remarkable