Post on 09-Feb-2017
MULTI-CHANNEL
DIGITAL MARKETING Success Recipe
Hashtag: #ceudigitalmarketing
My Background:• Raised in Negros Occidental• Raised by my grandmother while mother is working as a helper for my
Tito in Cavite• Came from a broken family (First child of my Father but illegitimate)• Nakikisama all of my lives until recently• Went to Cavite and live there since 2005 (11+ years now)• Dropped out of college to pursue business endeavors• Has no backer, investor or personal mentor• Network Marketing is my first business
In short, I am just an ordinary person like YOU!
This Was Me in 2005
This Was Me in 2007 in the MLM Days
This Was Me in 2009 – Day-off
This Was Me in 2009 – Taking Picture of Someone Else’ Car
My Current Status• CEO of Digital Marketing Philippines (CJG Digital Marketing) and
started from the ground up.• Employed 15 full-time people with above minimum salary.
performance bonuses and commissions.• Has active partners in USA, Australia, and Canada.• Active clients all-over the world.• Married with 1 Child.• Ministry Head of Young Adults in our local Church.
If I can do it, you CAN do it too!
My Family
My Team in Vikings last July 2016
Youth and Young Adults Leadership Summit last May 2016
December 2016 Christmas Party
December 2016 Christmas Party
INTRODUCTION
High Paying Jobs in the PH for Fresh Graduates
ONE-TOUCH Marketing or Advertising is NOT ENOUGH to get
ATTENTION
CONSUMERS are exposed to MULTITUDES of INFORMATION
BRANDS and BUSINESSES need MULTIPLE TOUCH POINT to connect with CUSTOMERS
They need to implement an INTEGRATED MULTI-CHANNEL
DIGITAL MARKETING STRATEGY
Multiple studies confirm the importance of MULTI-CHANNEL DIGITAL MARKETING including:
80% of Consumers need an average of SIX TOUCH POINTS before they make a PURCHASING DECISION
Studies from Pointclearrecommends TWELVE TOUCH POINTS per customer for better results
Startups and SMEs have LIMITED CAPITALIZATION
Many are reluctant to spend for MARKETING
MULTI-CHANNEL DIGITAL MARKETING provides a very COST-
EFFECTIVE alternative that DELIVERS RESULTS
MULTI-CHANNEL DIGITAL MARKETING:
is Effective in GENERATING BUSINESS LEADS
Provides CONSIDERABLE SAVINGS
Generates 2.8 times better REVENUE GROWTH
Allows 3.3 times better OPPORTUNITIES for EXPANSION
DIGITAL MARKETING
MULTI-CHANNEL THE CONCEPT OF
In the INTERNET and SOCIAL MEDIA age, customers can come from practically EVERYWHERE
Modern Consumers have more CONTROL OVER THEIR CHOICES of products and services
They want INFORMATION and CONFIRMATION first before they buy
Businesses, brands, and marketers need MULTI-CHANNEL DIGITAL MARKETING to reach out to these types of customers
MULTI-CHANNEL DIGITAL MARKETING is a strategy that combines various kinds of direct and indirect marketing channels to generate favorable actions or responses from targeted audiences
It may look like a complex web of distinct channels all working towards a similar end, and that is connecting with potential customers
More Potential Customers means Better results for your business
Digital Marketing Basic
Terminologies
TOUCH POINT• Any encounter where customers and businesses
engage to exchange information, provide services, or handle transactions.
CONVERSION• When a visitor takes the desired action while
visiting your site. This can be a purchase, membership signup, download, or registration for newsletters.
TRAFFIC• The number of total visits your site got regardless
of the sources.
ROI (RETURN ON INVESTMENT)• A performance measure used to evaluate the
efficiency of an investment or to compare the efficiency of a number of different investments. It measures the amount of return on an investment relative to the investment's cost.
UNIQUE SELLING POINT (USP)• Also called the Unique Selling Proposition, it is a
factor that differentiates a product from its competitors.
TRAFFIC CHANNELS• Sources of the traffic of the visitors in a website.
PAID TRAFFIC• When a company bids on keywords and makes
advertisements around those keywords to be displayed on search engines. It also encompasses any form of paid advertisement that directly points to your website.
ORGANIC TRAFFIC• Traffic generated to your website by a Search
Engine; also known as "free traffic".
WEB ANALYTICS• Tool that measures different information of visitors
of your site ranging from demographic, location, device, etc.
Digital Marketing Campaign
4 STRATEGIC STEPS
How to Start a Multi-Channel
Our 4 Strategic Steps
MARKET RESEARCH
Consumers today have greater freedom with their purchasing options
80% of these consumers perform RESEARCH using digital channels
The KEY to Digital Marketing Success is to CONNECT and ENGAGE with these types of
consumers
WHY IS MARKET RESEARCH IMPORTANT?
Better Understanding of your clients
Clearly defines your Target Market
Creates a tailored Marketing Strategy
Carefully Plans your marketing activities ahead
Creates an Optimized Digital Marketing Strategy based on your allocated budget
v
HOW TO DO MARKET RESEARCH?
2. Identify the KEY Products And Services
1. Identify your UNIQUE SELLING POINT (USP)
3. Identify yourTARGET MARKET
4. Identify the Goals And Objectives of the campaign
a. Lead Generation
b. Increased social media followers
c. Boost brand awareness
d. Generate Sales
5. Identify Key Competitors and check their activities online
HOW TO DO MARKET RESEARCH?
MARKETING STRATEGY
137% of brands are ramping up on their Multi-channel Digital Marketing Strategies
They can INTEGRATE display, mobile, social and video marketing into their digital marketing mix
Provides you with a CLEAR ROADMAP on marketing
Provides you with a CLEAR APPROACH towards achieving business goals and objectives
Enables you to reach TARGETED AUDIENCES effectively
Ensures you spend your ADVERTISING BUDGET wisely
Increases RESULTS, CONVERSIONS and ultimately your PROFITS
WHY IS MARKETING STRATEGY IMPORTANT?
Goal Setting
Approach: Direct or Indirect Marketing
Channels and Tactics
Offers and Promotions
Execute Steps and Strategies
HOW TO CREATE A MARKETING STRATEGY?
TOP DIGITAL MARKETING CHANNELS AND STRATEGIES
Social Media Marketing
Search Engine Optimization
Pay-per-click (PPC)
Marketing
Facebook Marketing
SEARCH ENGINE OPTIMIZATION(SEO)
SEO is the process of making your website and business WORTHY for ranking at the top of SEARCH ENGINE RESULTS PAGES
SEO is vital for Digital Marketing because:
93% of ONLINE EXPERIENCES begin by using a search engine
50% of mobile visitors who conducted local search visited a store within the day. And 34% conducted on computer did the same.
The SEO Framework
SEO in the Flesh
The Philippines remain a GOOD TARGET for Search Marketing this year and the next
84% of Filipino Internet users engaged in some form of online search activity each day
63% of Filipinos conduct their search queries through their mobile gadgets each day
Filipino search usage is broken down according to:
69% - at home
21% - on the move
17% - inside a store
14% - while on a public transport
SEARCH ENGINE OPTIMIZATION is good for BUSINESSES who:
have LONG TERM GOALS of appearing on the 1st page of SEARCH ENGINE RESULTS
while getting FREE TARGETED TRAFFICand exposure
SOCIAL MEDIA MARKETING(Paid and Organic)
a
SMM is the process of utilizing the TOP SOCIAL SITESto create brand awareness, drive conversation and connect to the most targeted audience as possible
Social media users have risen by 176 million last 2015
Up to 96% of Small Business Owners use Social Media Marketing.
The Philippine online community is still crazy over SOCIAL MEDIA
Filipinos spend an average of 3.7 hours each day engrossed in their favorite social network
94% of internet users in the Philippines have active Facebook Accounts
In comparison, only 54% of American netizens use Facebook
Filipinos are RELYING more on social media for COMMUNICATING with friends and loved ones
Facebook Messenger is used by as much as 94% of Filipino Internet users
Filipinos are the MOST ENGAGED SOCIAL MEDIA USERS in the Asia-Pacific region
Social Media Marketing in the Flesh
Right ad paid social media ads on Facebook.
Social Media Marketing in the Flesh
Timeline paid social media ad on Facebook.
SOCIAL MEDIA MARKETING is good for BUSINESSES who want to:
Increase BRAND AWARENESS
REACH more people
Drive LEADS
Generate contests and promos
PAY-PER-CLICK (PPC)
MARKETING
PPC Marketing is the process of using top PPC networks such as Google Adwords to reach potential customers who:
Already have a NEED for products and services
Are ACTIVELY SEARCHING for these needs online
85% of Filipino Internet users search and watch ONLINE VIDEOS about the brands, products and services they are interested in before they buy
Most won’t mind an ONLINE AD
83% believe that ADs that provide RELEVANT INFORMATION can actually make their lives easier
Google PPC Ads in the Flesh
Since the use of Ad Blocker plugins has become rampant since last year, Companies are now slowly shifting their online advertising method to NATIVE ADVERTISING
Popular international media websites are already using this form of advertising in their sites
It is used by local counterparts including GMANetwork.com and ABS-CBNNews.com among others
Native PPC Ads in the Flesh
PAY-PER-CLICK MARKETING is good for BUSINESSES who want to:
Get TARGETED TRAFFIC quickly
Generate LEADS and
Increase SALES and profits
FACEBOOK MARKETING
Facebook Marketing is the process of using and maximizing Facebook’s ADVERTISING PLATFORM to boost brand awareness and reach more customers online
You can reach out to almost any kind of GENERAL CONSUMER
You just need to learn in what groups and pages your targeted customer stay frequently go to at Facebook
FACEBOOK MARKETING is good for Businesses who want to:
specifically USE FACEBOOK TO REACH OUT to a SPECIFIC MARKET and
Get TRAFFIC QUICKLY
MARKETING IMPLEMENTATION
Traditional advertising has lost its dominance and touch
Internet advertising already surpassed AD spending on cable and TV
72% of consumers want to CONNECT WITH BRANDS using integrated digital marketing strategies
Three Most Important Aspects of Marketing Implementation
1. The actual marketing STEPS AND GUIDELINE
2. Stick to the MARKETING PLAN andSTRATEGY
3. Work CONSISTENTLY
MARKETING OPTIMIZATION
While many have succeeded in their Digital Marketing campaigns, many have also failed miserably
The reason for failure is NOT that the campaigns lack creativity, quality materials and qualified personnel
It’s because they failed to establish Marketing Analysis and Optimization
WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
54% of unsuccessful marketers FAILED TO INVEST and prioritized marketing analysis and optimization
MARKETING OPTIMIZATION
MARKETING OPTIMIZATION
WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
BENEFITS of marketing analysis, tests and optimization:
1. Identify what’s working and what’s not
2. Check which marketing channels produce the most traffic and conversions
3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR
4. Uncover NEW OPPORTUNITIES
5. Check which keywords have the most traffic (and use them later for paid ads)
MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION
1. Web analytics utilization
2. Data analysis
3. Optimized activities and re-planning based on actual data
MARKETING OPTIMIZATION
TOP 3RD PARTY ANALYTICS
Google Analytics
Clicky
Statcounter
HubSpot
Adobe Marketing Cloud
GoSquared
Moz Analytics
Webtrends
MARKETING OPTIMIZATION
TOP HOSTED ANALYTICS
Piwik Open Web Analytics
Visitors
Pageviews
Traffic Referrals
Traffic Sources
Average Session Duration
Percentage of New Sessions
TOP WEB ANALYTICS METRICS
Demographics
Mobile and Desktop Users
MARKETING OPTIMIZATION
Analytics Snapshot in the Flesh
Analytics Snapshot in the Flesh
List of all traffic channels or sources of visitors that went to our DMP website.
Organic search tops all of them, which means our organic exposure is definitely high!
Final Recap
Success Principles for Aspiring Students
1. Have a S.M.A.R.T Goal2. Prepare to work hard like a successful person3. Prepare to PAY the PRICE for success4. Be consistent5. Don’t stop learning (read more books)6. Persevere7. Have FAITH
Like my Page on Facebook to get the download link of this presentation later today.
https://www.facebook.com/jomerbgregorio
Don’t forget to use #CEUDigitalMarketing for your social posts and selfies