DIGITAL MARKETING 101

Most of the biggest brands and businesses use

traditional advertising.

Old way is too expensive and inefficient.

What’s on the rise?

Smartphones and tablets ownership rates are rising an

extraordinary rateclimbing from a median of 21% in 2013 to 37% in

2015.

The mobile Internet penetration

rate is growing at a rate of 1.5x or 30 million users

every year

People seek mobility and convenience

J. Poushter, pewglobal, 2016Rappler Philippines, 2016

WE DO NOT JUST GO ONLINE“WE LIVE ONLINE”

Due to these insights, marketers and businessesextended its power to market through online.

What is DIGITAL MARKETING?

In simplistic terms, digital marketing is the promotion of products or brands via

one or more forms of electronic media.

Total spending on Digital Marketing is predicted to grow 12.9% in 2016. The Internet

will become the largest medium for advertising in 2016 (ahead

of TV).

webbiquity, 2016

As the world of advertising and marketing continuously and quickly evolves, the extreme demand to connect to the consumers also increases. Everyone seeks for ease and convenience for their different necessities. The emergence and rise of smartphone usage in the country is proof of this wherein people never leave their homes without it. This signals the inevitable trend shift of effective and efficient advertising.

Digital Marketing, unlike traditional advertising opportunities, offers cost efficient and specifically targeted options to reach the desired demographic of every advertiser. Where traditional media’s effectivity can only be guessed and estimate, digital marketing campaigns are quantifiable and comes with analytics to prove the effect and outcome of the campaign.

In this on-demand world, advertisers must reach audiences’ in every touch point that is relevant to their different lives and businesses. realizes this and aims to guide our clients to understand, be effective, and get ahead with our broad array of digital marketing services.

providesDIGITAL MARKETING

services

EMAIL MARKETINGPROGRAMMATIC MARKETING

INFLUENCER MARKETING

WIFI HOTSPOTS

SOCIAL MEDIA MARKETING

One of the advantages of digital marketing is the precision of targeting the audiences based on their locations, age group, gender, and interests. That is why advertisers also consider directly marketing a commercial message to a group of people using email.

What is

Businesses can count on email marketing as an effective way for retailers to RETAIN and ACQUIRE their customers. In Europe and America, more than 80% - according to a study – depend on customer acquisition and another 80% rely on customer retention.

?

sources: emarketer, 2016

LIST OF EMAILS• legitimate and existing• included in the target• highly interested in the market

RIGHT TOOLS• well designed emails• no complex coding• will allow to preview the final product

DELIVERABILITY• compatibility (mobile friendly)• readable formats• “spam” analysis

SEGMENTATION OF AUDIENCE

GeographicLocation

SEGMENTATION OF AUDIENCE

Demographic

SEGMENTATION OF AUDIENCE

Purchasing power

SEGMENTATION OF AUDIENCE

Time of Day

SEGMENTATION OF AUDIENCE

TRACKING, ANALYZATION, ADJUSTMENT• how many people opened the email• how many people click your links• how many emails returned undeliverable

• Personalization of email grabs effectiveness rather than using general email blasts. That knowledge of personalizing email offers could create different email marketing messages to different types of customers.

• Welcoming new potential customers is an asset and also a widely acceptable opportunity for engagement rate.

• Mobility is a must. We are in a world of digital progression and development. An extreme percentage of consumers seek for mobility since usage of smartphones is a current standard for relevant lives and businesses.

WHAT CAN DO:

Programmatic Marketing offers contextual targeting and smart profiling.

Programmatic marketing is considered as the future of digital advertising as well as the whole world of advertising. Because of its automation and high precision in targeting audience, it is a desirable option for advertisers and businesses to penetrate more in this platform. With high relevance and quality of ad, it can gain convenience with low expenditures but great return on investment.

What is ?

EVOLUTION OF PROGRAMMATIC ADVERTISING

• Back then, there was an advertiser or agency who would buy ad space on a website.

• Website owners are known as the publisher.

• The buying and selling of ad space was initially direct.• These ad spaces were called inventory.

• Advertiser or agency will buy impressions in thousands.

• They create ads and fill the space.• Internet boomed and there became thousands of web pages.• Millions of inventory were unsold.

• Ad networks were made to solve the unsold inventory problem• Ad networks act as the sales representative• It buys unsold inventories from the publisher

• Ad network aggregates audiences to sell package inventories to the advertiser or agency

• Easier to target the audience

• There are a lot of ad network yet barriers are relatively low

• There are a lot of ad network yet barriers are relatively low

• Hundreds of competing businesses are trading inventories using different ways• It made hard for everyone as they have to deal with different companies with different prices• Advertisers could be buying different audience more than once

• The rise of ad exchange

• Ad exchange created an opportunity for buyers and sellers to trade audiences rather than inventories in thousands

• Sellers would make their audiences available in the platform

• Buyers then pick their audiences and bid on them.• Winner on the bid could now have their ads for their right audience and right time

• Impressions could now be bought in two ways• The Ad network that aggregate package stop• The Ad exchange to buy audiences

ARTWORK• quality of material• relevance to the target• relevance to the business

DELIVERABILITY• compatibility (mobile friendly)• readable formats• less intrusions for targets

SEGMENTATION OF AUDIENCE

Hyperlocal(Lat/Long)

SEGMENTATION OF AUDIENCE

Demographic

SEGMENTATION OF AUDIENCE

Purchasing powerHobbies/Interests

DeviceNetworkOperating System

SEGMENTATION OF AUDIENCE

Time of Day

SEGMENTATION OF AUDIENCE

TRACKING, ANALYZATION, ADJUSTMENT• impressions• engagement• how many people click your links• number of conversions

• Select their specific target audience for their ads, enabling them to only spend on exposure that is beneficial to their offering.

• Segment their campaign by demographic, content channel, geographical location (hyperlocal), time of day, operating system, carrier, and even the device used.

WHAT CAN DO:

Through blogging, posting and commenting by highly influential people, these influencers can be used to market and build image for brands, events or businesses.

Influencer Marketing form of marketing that has emerged from a variety of practices and studies, in which focus is placed on specific key individuals rather than the target market as a whole.

What is ?

VIDEO EDITING PROCESS

Capturing video ideas

VIDEO EDITING PROCESS

Sending raw filesTo MyChannels Editing

team

VIDEO EDITING PROCESS

Edited version

VIDEO EDITING PROCESS

Collaboration ofthe final

video

VIDEO EDITING PROCESS

Final Video Uploaded

ADVERTISER BOOKING PROCESS

Final videos go intocatalogue viewableby advertisers

ADVERTISER BOOKING PROCESS

Final videos go intocatalogue viewableby advertisers

ADVERTISER BOOKING PROCESS

Ads will be uploaded to theAd server

ADVERTISER BOOKING PROCESS

Videos pushedlive on to the site

ADVERTISER BOOKING PROCESS

Push videosto different social

media sites

• RS Concepts has built its own digital channel

(My Channels) where the country’s top celebrities and post videos that are only exclusive to the channel.• Blast and promote these videos to their social media

channels for their fan base to watch.

• Influencers create interesting content by having a share on the derived advertising revenue.

WHAT CAN DO:

Internet connection has become a necessity in today’s metropolitan jungle. For the vast majority without data plans (or conserving theirs), locations offering free WiFi hotspots attract the general public to connect. And once they avail of the service, consumers can be directed to product offerings and advertisements. WiFi Hotspot Marketing offers advertisers to project campaigns in the log-in page, interstitial page (waiting page), and on the landing page.

What is marketing?

CONNECTION OF USER TO WIFI HOTSPOT• User will use smartphones, tablets or laptops for Wifi

Hotspot connections

TERMS AND CONDITIONS• User will agree upon terms and conditions before

connecting to free wifi hotspots

INTERSITIALS AND BANNER ADS• After accepting terms and conditions, user will have

to see interstitials ads for 8 to 15 seconds before their device is connected to the WiFi.

LANDING PAGE• Landing page will eventually appear after the

interstitials and banner ads

• Guaranteed impressions since consumers are sure to see them prior to accessing and availing of the free WiFI connection.

• RS Concepts is partnering with the country’s biggest malls to manage the advertising component of their free WiFi connections for their mall goers.

• Proximity to point of purchase - which leads to potential purchase - entices the consumers to ultimate result to a purchase.

WHAT CAN DO:

SOCIAL MEDIA MARKETING

EMERGENCE OF SOCIAL MEDIA

WHAT IS “ADWORDS”?Google’s ONLINE ADVERTISING PLATFORM

Helps drive interested people who are searching for specific information, service or product.

GOOGLE SEARCH NETWORKREACH THE PEOPLE WHO ARE LOOKING FOR YOU

ADVERTISE NEXT TO OR ABOVE RELEVANT GOOGLE SEARCH RESULTS

PAID ADS VS ORGANIC ADS

PAID ORGANIC

Relevant To User Query

Timeframe For The Results

Instant Results! :)

Will Take Several Months

GOOGLE DISPLAY NETWORKREACH CUSTOMERS ACROSS THE WEB

PLACE ADS ON A VARIETY OF NEWS SITES, BLOGS, AND OTHER NICHE SITES ACROSS THE INTERNET TO REACH MORE POTENTIAL CONSUMERS.

Objectives: Awareness

Objectives: Visits

Objectives: Conversions

FORMSWEBBANNER

KEYWORDSWORDS or PHRASES describing your product or service that you choose to help DETERMINE WHEN and WHERE your ad can appear

QUALITY SCOREHaving a high Quality Score means that Google thinks that your ad and landing page

are relevant and useful to someone who are looking at your ads.

TrueView is a YouTube video ad format that gives the viewer options, the most common of which is the ability to skip the advertisement after five seconds. 

Like Ads Post Ads Video Ads

Businesses can share their stories with a highly engaged audience in a creative, high-quality environment and drive action with their ads.Instagram ads are now available globally for all businesses — big and small.

THE KEY IS IN OUR ABILITY TO ZERO ON THE SPECIFIC TARGETAUDIENCE WITH OUR

HYPER LOCAL TARGETING

• Age group• Interest• Activities

LOCATION BASED TARGETING

Time Bound

Cost Efficient

Precision Targeting

Effective Results

R eachelevanceOI

“You are not just our clients.

WE are Business Partners.”