INTRODUCTION TO DIGITAL MARKETING

CONTENT• WHY DIGITAL • WHAT WE CAN DO • EVERYTHING IS MEASURABLE • FUTURE OF DIGITAL

WHY DIGITAL ?

Digital space is where your audience are

250 million people

4th largest population

73 million online population

source: eMarketer: Indonesia online, march 2013

59.6

72.7

83.6

93.4

2012 2013 2014 2015

Internet users in millionsIndonesia online population is growing rapidly

source: eMarketer: Indonesia online, march 2013

Indonesia media consumption

43% Television

30,4% Internet

17,4% Radio

8,7% Newspaper

source: nielsen: Indonesia media consumption, 2013

48.4% 51,6%

source: APJII: Profil Internet Indonesia, 2013

Demographics by age

Source: APJII, Profil Internet Indonesia, December 2012

60-65

55-59

50-54

45-49

40-44

35-39

30-34

25-29

20-24

15-19

12-15

2.5%3.1%

6.0%9.1%

10.1%10.9%

11.8%14.2%

11.6%10.9%

9.9%

DIGITAL IMMIGRANTThis older generation knew internet when they were an adult. They often feel the need to always learn to adapt with the new technologies.

DIGITAL NATIVEThis younger generation born and living in the internet era. They tend to make trends in cyberspace.

YEARS OLD

2011 2012 2013 2014

SOCIAL NETWORK USERS

34.4

52.1

67.1

79.2

80%

87.5%

92.3%

94.8%

in millions

SOCIAL NETWORK USERS

% OF INTERNET USERSSource: eMarketer, August 2012

REASONS TO GO ONLINE

Source: APJII, Profil Internet Indonesia, December 2012

SOCIAL MEDIABROWSING

NEWS

DL/UL VIDEO

EMAIL

CHATTINGONLINE GAME

VIDEO CALL

BLOGVOIP

FILE SHARINGBUY/SELL

87.8%

68.9%

68.3%

62.1%

57.9%

22.4%

18.5%

5.9%

5.3%

3.6%

2.6%

0.1%

Source: comScore Media Matrix, Visitors Age 15+ Home/Work Location, August 2012

FACEBOOK.COM

GOOGLE.CO.ID

5,365

MOST VISITED WEBSITES

BLOGGER.COM

GOOGLE.COM

YOUTUBE.COM

YAHOO.CO.ID

YAHOO.COM

WORDPRESS.COM

4SHARED.COM

TWITTER.COM

WIKIPEDIA.ORG

KASKUS

MEDIAFIRE.COM

TOKOBAGUS.COM

GAMES.CO.ID

DETIK.COM

5,255

4,084

3,628

3,200

2,966

2,633

2,590

2,384

2,003

1,588

1,515

1,026

993

967

875

in thousandsUNIQUE VISITORS

social media is their part of life

Source: Social Bakers, 2013

90,000,000

86,000,000

64,000,000

USA

INDIA

BRAZIL

INDONESIA

1234

INDONESIA IS THE FOURTH BIGGEST FACEBOOK COUNTRY

MONTHLY ACTIVE USERS

180,000,000

Source: GlobalWebIndex, April 2013

INDONESIA

SAUDI ARABIA

SINGAPORE

1234

INDONESIA IS THE COUNTRY WITH THE BIGGEST GROWTH OF TWITTER ACCOUNTS

ACCOUNT GROWTH

44.2%

UNITED STATES

41.7%

34.7%

34.5%

IT HAS CLOSE TO 30 MILLION TWITTER ACCOUNTS

YOUTUBE

1 BILLION

6 BILLION18 MINUTES

900,00022%

UNIQUE USERS PER MONTH

VIEWS PER MONTH

TIME ON SITE PER SESSION

HOURS OF VIDEO VIEWED PER DAY

OF VIEWS COME FROM MOBILE

Source: YouTube, 2013

4 MILLION

The largest Path users in the world

USERS

Source: CEO of Path, Dave Morin - interview with TEMPO magazine

150 Million active user

16 Billion Photos shared

Source: instagram.com/press

18 - 29 y.o Mostly user

more engaging than Facebook

1.000 comment 8.500 like per sec

15 times

Mobile Growth

DEVICE USED

SMARTPHONE

DESKTOP PC

NOTEBOOK

Source: APJII, Profil Internet Indonesia, December 2012

TABLET

65.7%

52%45%

1.9%

2012 2013 2014 2015

148.9

in millions

160.5169.7

179

23.838.5

57.771.6

Source: eMarketer, April 2012

MOBILE PHONE USERS

SMARTPHONE USERS

IN 2015, SMARTPHONE USERS IN INDONESIA WILL REACH 71.6 MILLION PEOPLE

MOBILE PHONE USER

53%

35%

9%4%

ANDROID

BLACKBERRY

WINDOWS

IOS

ALTHOUGH ANDROID HAS QUICKLY BECOME MAJORITY, UNTIL NOW, BLACKBERRY REMAINS A SIGNIFICANT PLAYER.

Source: IDC Indonesia via Jakarta Post, January 2013

OPERATING SYSTEM

SOCIAL MEDIA

ENTERTAIN -MENT

GENERAL INFO

E-MAIL

GAMES

SHOPPING

LOCAL SEARCH

Source: InMobi, Mobile Media Consumption-Indonesia

24%20%

16%14%12%

8%6%

GROWTH IN INDONESIAN MOBILE USAGE IN THE COMING YEARS IS LIKELY TO COME FROM SOCIAL MEDIA & ENTERTAINMENT

MOBILE PHONE USAGE

What we can do with digital ?• Build an Assets • Do a campaign • Maintain Loyalty

Build an Assets• Website • Social Media • Mobile Apps

Build an Assets• communicate with your audience 24 hours • interactive - not one way communication • Learn about your audience • Build your own community

WEBSITES

Website

Corporate Website

Website

Branded Content Website

SOCIAL MEDIA

Social Media

a social utility that connects people with friends and

others who work, study and live around them

Connect with your friends — and other fascinating

people. Get in-the-moment updates on the things that

interest you

user-generated videos sharing websites. Includes network and professional

content that allows billions of people to discover, watch

and share originally-created videos.

Mobile Apps

Mobile ApplicationA mobile app is a computer program designed to run on smartphones, tablet computers and other mobile devices.

Top 5 app categories

Games Entertainment

Education utilities

Photo/Video

Games Social

Productivity Weather Shopping

source: Gizmondo 2014

DIGITAL CAMPAIGN

the use of electronic communication technologies such as social media, websites, mobile apps and etc for various

marketing objective to enable interactive communication and deliver brand message to an audience

Customer Relationship Management

to build asset and do a campaign we need placement

Ad Types

Social AdsSearch Engine

MarketingDisplay Banner

Social Ads

advertising

Objective-Based Campaign

Define your audience

advertising

advertising

advertising

Search Engine Marketing

Display Banner

TIME BASED PUBLISHER

• Time Based Publisher : one of publisher (mostly news) that selling advertising space to advertiser in some period example : Detik.com, Kompas.com, Kapanlagi.com, etc.

• Unique Selling Proposition : high traffic (awareness). • Type of ads : display ads (standar, rich media dan video baner)

AD NETWORK (WEB & MOBILE) CPM / CPC BASE

• Ad Network Publisher : network of some publisher that grouping into one channel, example: News, Ent, Sport, Mobile.

• Unique Selling Proposition : We paid if audience click or see our Ad • Type of Ad : display ads (standar, rich media dan video baner). • Measurement : Click, Impression, CTR, CPM, CPE

Evolution of Display Advertising

Re-Marketing

Programmatic Buying

Audience on Demand

Everything is measurable

Marketers are spending billions of dollars annually to better understand and segment consumers and measure the effectiveness of their media and marketing choices.

The good news. digital brings with it new levels of measurement. We can track the effectiveness of our campaigns

Different media,

different metrics

Social Media

Exposure Visit, Views, F o l l o w e r , F a n s , Subscribers, M e n t i o n , R e a c h , Impression

Influence Share of voice, S e n t i m e n t , E v a n g e l i s t , Referring URL

Engagement C l i ck , Comment , L ike, Share, RT, Reply, DM, Wall Post,

Action D o w n l o a d , Attendees, Lead Generation Form, Visit Store

Website

Exposure Unique Visitor, Visit

Influence P a g e R a n k , Bounce Rate

Engagement Re tu rn V i s i t , Page Views, Interaction, Time on Site, Participants, Active User

Action m e m b e r s h i p , subscriber, online sales

Mobile Apps

Exposure N u m b e r o f Download

Influence Rank, Review

Engagement Monthly, Daily Active User, Session Length,

Retention Buy Special Feature

Future of DigitalOffline-to-online engagement

RFIDRadio-Frequency IDentification

Real TimeAdvertising

experimental machine

Neuro Science

Augmented Reality

Feel enlightened ?

Let’s Discuss