Digital Marketing Superhero Short Course
Transcript of Digital Marketing Superhero Short Course
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WELCOME TO LESSON ONE This week is a general introduction into the
world of digital marketing. Enjoy learning new things and discovering a world of new
possibilities.
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“Digital marketing also known as internet marketing and online marketing, uses internet technologies to deliver promotional marketing messages to consumers.”
WHAT IS DIGITAL MARKETING?
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GOOGLE TRENDS COMPARING DIGITAL MARKETING WITH
EMARKETING AND INTERNET MARKETING
GRAPH: Interest over time. Web Search. United Kingdom, 2004 - present.
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Digital Marketing uses the following deliverables to communicate with customers in a digital format: • Social Media Marketing • Online Advertising • Search Engine Optimisation (SEO) • Search Engine Marketing (SEM) • Email Marketing • Website • Mobile Marketing • Viral Marketing
WHAT IS DIGITAL MARKETING?
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• Definition: Social media marketing involves businesses communicating with consumers in a social environment.
• Purpose: To have the intended audience share, connect and engage with the business in a social environment.
• Cost: Relatively inexpensive but requires effort.
SOCIAL MEDIA MARKETING
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SOCIAL MEDIA MARKETING - INFOGRAPHIC
INFOGRAPHIC: What happens online in 60 seconds | Business Insider. 2015.
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• Definition: Advertising your services and products through online channels such as websites and social media.
• Purpose: To generate leads and convert leads to sales through online advertising.
• Cost: Depends on budget, but is generally based on impressions or click throughs.
ONLINE ADVERTISING
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ONLINE ADVERTISING - EXAMPLE
IMAGE: News.com.au Homepage | News.com.au. 2015.
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• Definition: Using on page and off page optimisation techniques to organically build traffic to your website.
• Purpose: Having your website rank higher than competitors so that traffic will be generated to it.
• Cost: Depends on budget and the complexity of the website.
SEARCH ENGINE OPTIMISATION
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SEARCH ENGINE OPTIMISATION - EXAMPLE
INFOGRAPHIC: The Periodic Table Of SEO Success Factors. 2015. The Periodic Table Of SEO Success Factors.
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• Definition: Using specific keywords to generate paid traffic to your website such as Google adwords.
• Purpose: To increase the chance of your website being visited.
• Cost: Depends on budget. Generally based on cost per click (only pay what is clicked on).
SEARCH ENGINE MARKETING
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SEO VS SEM - EXAMPLE
IMAGE: FSC Interactive (2015) You Know About SEO, But What is SEM?
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• Definition: The most important aspect of Digital Marketing. Your website is how you are SEEN online.
• Purpose: To provide an online avenue for enquiries and to generate sales.
• Cost: Depends on budget and the complexity of the website.
WEBSITE
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WEBSITE DESIGN - EXAMPLE
IMAGE: Big Softies Homepage: www.bigsofties.com.au
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• Definition: The ability to access content whilst on the move.
• Purpose: To reach your intended audience whilst on the move.
• Cost: Depends on budget and the complexity of the website.
MOBILE MARKETING
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MOBILE MARKETING - STATISTICS
GRAPH: Smart Insights. 2015. Mobile marketing statistics 2015.
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• Definition: The holy grail of Digital Marketing. Audio/visual content being seen by large numbers of individuals.
• Objective: To gain publicity. • Purpose: To generate publicity to gain leads and
sales. • Cost: Varies.
VIRAL MARKETING
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VIRAL MARKETING - EXAMPLE
VIDEO: Ubisoft. 2014. AMAZING STREET HACK - YouTube.
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• Definition: An email to your contact database. • Purpose: To build loyalty, increase sales and
generate repeat purchases. • Cost: Varies.
EMAIL MARKETING
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• 21% of email recipients, consider opt-in emails as spam.
• 35% of email recipients open an email, based solely on the subject line.
• 84% of people 18-34 use an email preview pane. • 35% of business professionals check email on
mobile devices. • 44% of email recipients have purchased products
they saw first in an email marketing campaign.
EMAIL MARKETING - FACTS
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EMAIL MARKETING CAMPAIGN - EXAMPLE
IMAGE: MailChimp. 2015. Look What You Can Do.
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Offline marketing relates to any aspect that does not involve a digital element:
• Print advertising (major/local press, magazines).
• Radio and TV advertising. • Billboard advertising. • Promotional items (pens, stationary, gifts). • Printed material (such as pull-up banners).
OFFLINE MARKETING
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Online Marketing has the following advantages over offline (traditional marketing):
• It’s measurable. • It’s generally more cost-effective. • It generally allows for better targeting.
However, offline marketing has its benefits too. In particular its ability to generally reach a large number of individuals (i.e. radio/TV). Often the best strategy includes both digital and traditional marketing elements.
OFFLINE VS ONLINE MARKETING
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• Slide 4:
Smart Insights. 2015. Definitions of Emarketing vs Internet vs Digital marketing. [ONLINE] Available at:http://www.smartinsights.com/digital-marketing-strategy/online-marketing-mix/definitions-of-emarketing-vs-internet-vs-digital-marketing/.
• Slide 6
INFOGRAPHIC: What happens online in 60 seconds | Business Insider. 2015. INFOGRAPHIC: What happens online in 60 seconds | Business Insider. [ONLINE] Available at:http://www.businessinsider.com.au/infographic-what-happens-online-in-60-seconds-2015-5.
• Slide 8
News.com.au | News Online from Australia and the World. 2015. News.com.au | News Online from Australia and the World. [ONLINE] Available at: http://www.news.com.au/.
REFERENCES
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• Slide 10
The Periodic Table Of SEO Success Factors. 2015. The Periodic Table Of SEO Success Factors. [ONLINE] Available at: http://searchengineland.com/seotable.
• Slide 12
FSC Interactive. 2015. You Know About SEO, But What is SEM?[ONLINE] Available at: http://www.fscinteractive.com/
• Slide 14
The Actors Process - Go behind the curtain. 2015. The Actors Process - Go behind the curtain. [ONLINE] Available at: http://theactorsprocess.tv/
REFERENCES
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• Slide 16
Smart Insights. 2015. Mobile marketing statistics 2015. [ONLINE] Available at: http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics
• Slide 18
Ubisoft. 2014. AMAZING STREET HACK - YouTube. [ONLINE] Available at: https://www.youtube.com/watch?v=1hpU_Neg1KA.
• Slide 21
MailChimp. 2015. Look What You Can Do. [ONLINE] Available at: http://inspiration.mailchimp.com/#all.
REFERENCES
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Thank you for paying attention!