DIGITAL MARKETING

Mohammad Al Hallaq

Nov 28,2016

Agenda• Digital marketing overview &

definition

• Channels of digital marketing

• Digital marketing objectives

• Campaign, set & ads

• Starting a campaign

• A/B testing

• Best practices

• Measurement & optimization

• Tools

Objectives

• Understanding what is Digital Marketing

• Understanding the different channels of digital marketing

• Understanding the different types of objectives

• Setting a business plan based on a specific objective

• Define your audience

• Define your message

• Define your budget

• Running a successful campaign

• Ability to measure & analyzing data

Agenda• Digital marketing

overview & definition

• Channels of digital marketing

• Digital marketing objectives

• Account Structure

• Starting a campaign

• A/B testing

• Best practices

• Measurement & optimization

• Tools

DIGITAL MARKETING

OVERVIEW & DEFINITION

4 P’s VS. 4 C’s / Sales VS. Marketing

• Customer Wants and Needs / Product

• Cost (price, time, efforts) / Price

• Convenience / Place

• Communication / Promotion

(The 4 P’s focus on a seller-oriented marketing strategy)

(the 4 C’s offer a more consumer-based perspective on the marketing strategy)

http://catmedia.com/forget-the-4-ps-what-are-the-4-cs-of-marketing/

http://www.diffen.com/difference/Marketing_vs_Sales

What is Digital Marketing?

Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers. (HupSpot)

Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. (Wikipedia)

Digital marketing is the promotion of products or brands via one or more forms of electronic media and differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyse marketing campaigns and understand what is working and what isn’t – typically in real time. (SAS)

Why Digital Marketing?

Why Digital Marketing?

Agenda• Digital marketing overview &

definition

• Channels of digital marketing

• Digital marketing objectives

• Account Structure

• Starting a campaign

• A/B testing

• Best practices

• Measurement & optimization

• Tools

CHANNELS OF DIGITAL MARKETING

Which channels?

• Email Marketing• Pay-Per-Click Advertising

(PPC)• Search Engine

Optimization (SEO)• Display Advertising• Social Media Marketing

(SMM)• Content Marketing• Affiliate Marketing• Online Public Relations

When business perform lead generation and other marketing strategies, they collect contact information

like phone numbers and email addresses from potential customers, including permissions to send

them updates and other information through email. Email marketing is one of the most effective digital

marketing channels that can give businesses great ROI

Paid advertising channels like Pay-Per-Click advertising deliver highly targeted traffic of potential customers

within a very short period of time. This method however is driven by home much you are willing to

invest in bidding and placing ad placements, as well as how much you are willing to pay for acquiring one

customer.

Almost all people using the Internet are familiar and are making use of search engines to look for anything there is they want to know or are

searching for. In fact, up to 93% of online experiences happening to these people usually

begin by using a search engine.

Many people visit blogs, forums, and other websites that are interesting or useful to them. Digital

marketers can reach out to these potential customers by placing relevant display ads on these third party sites. These include banners, boxes, interactive ads, video ads, interstitial ads, overlays and other similar

ads that are linked to a landing page or website.

Social media is definitely one of the most phenomenal thing to happen in the digital arena that business owners and digital

marketers can leverage on to create brand awareness for their products and services. Through Social Media Marketing (SMM),

digital marketers can reach out to highly targeted potential customers through direct and person-to-person engagement.

Facebook – 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.Twitter – If you’re trying to develop a new business and would want to reach out to early adopters, then Twitter may be for you, particularly in generating fast brand awareness.LinkedIn – Reaching out to professionals, business owners and other Business-to-Business (B2B) leads and targeted customers, then LinkedIn would be the perfect social network for you.Google+ – This is another good social network for reaching out to early adopters of new businesses as well as reaching out to the B2B and general social media user. Business owners should however learn how to make a good presence at Google+ as this may be a great factor that will influence how SEO will behave in the near future.Pinterest – This social network is great if you’re focusing on visuals for promoting your brands and products. Majority of users are also women so if these are your market, then SMM on Pinterest will be good for your business.

Content is at the heart of every digital marketing campaign and is the one major element that will remain constant despite the many changes that occur in the marketplace. With good, high-quality and very relevant content, your website and other Internet marketing real estate will generate considerable inbound traffic from highly targeted audiences – all of which can be potential customers. Content includes text, graphics, videos, and other related materials people are looking for and are very interested in.

If you need to reach a wider and more global audience, you need not hire someone from other locations. All you need to work with are affiliate marketers who can do the job for you for certain percentages in commissions when they sell your products – a perfect example of the pay-per-performance online business model.

Online PR can be considered a part of Content Marketing in general for the main principle is to create promotional content that will be used for generating branding and creating traffic through exposure in online PR networks. Some of these channels are free to join while some require some joining/subscription fees before you could publish press releases.

Agenda• Digital marketing overview &

definition

• Channels of digital marketing

• Digital marketing objectives

• Account Structure

• Starting a campaign

• A/B testing

• Best practices

• Measurement & optimization

• Tools

DIGITAL MARKETING OBJECTIVES

Smart Objectives

What is digital marketing objectives?

• Brand Awareness

• Sales Generation

• Lead Generation

• Educate Potential Customers

• Generate Traffic

Agenda• Digital marketing overview &

definition

• Channels of digital marketing

• Digital marketing objectives

• Account Structure

• Starting a campaign

• A/B testing

• Best practices

• Measurement & optimization

• Tools

ACCOUNT STRUCTURE

Google

Google

Agenda• Digital marketing overview &

definition

• Channels of digital marketing

• Digital marketing objectives

• Account Structure

• Starting a campaign

• A/B testing

• Best practices

• Measurement & optimization

• Tools

STARTING A CAMPAIGN

Start New Campaign

A/B Testing

A/B testing (sometimes called split testing) is

comparing two versions of the same advert to see

which one performs better. You compare two advert by

showing the two variants (let's call them A and B) to similar

visitors at the same time. The one that gives a better

results, wins! https://vwo.com/ab-testing/

• Include a call to action

• Use high quality photos

• Combat ad fatigue ( 1 t0 2 weeks)

• Important content first

• Identify your audience

• Promote an Event

• Boost important posts

• Use Facebook Offershttps://www.facebook.com/business/a/ads-best-practice

Agenda• Digital marketing overview &

definition

• Channels of digital marketing

• Digital marketing objectives

• Account Structure

• Starting a campaign

• A/B testing

• Best practices

• Measurement & optimization

• Tools

OPTIMIZATION

Tools

- https://analytics.google.com/- https://www.google.com/webmasters/https://buffer.com/- https://adwords.google.com/ko/KeywordPlanner/- http://keywordtool.io/- https://mailchimp.com/- https://www.google.com/alerts- https://www.google.com/trends/#

QUESTIONS?

Mohammad Al Hallaq