Introduction to digital marketing
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INTRODUCTION TO DIGITAL MARKETING
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CONTENT• WHY DIGITAL • WHAT WE CAN DO • EVERYTHING IS MEASURABLE • FUTURE OF DIGITAL
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WHY DIGITAL ?
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Digital space is where your audience are
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250 million people
4th largest population
73 million online population
source: eMarketer: Indonesia online, march 2013
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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
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Indonesia media consumption
43% Television
30,4% Internet
17,4% Radio
8,7% Newspaper
source: nielsen: Indonesia media consumption, 2013
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48.4% 51,6%
source: APJII: Profil Internet Indonesia, 2013
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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
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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
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REASONS TO GO ONLINE
Source: APJII, Profil Internet Indonesia, December 2012
SOCIAL MEDIABROWSING
NEWS
DL/UL VIDEO
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%
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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
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social media is their part of life
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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
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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
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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
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4 MILLION
The largest Path users in the world
USERS
Source: CEO of Path, Dave Morin - interview with TEMPO magazine
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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
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Mobile Growth
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DEVICE USED
SMARTPHONE
DESKTOP PC
NOTEBOOK
Source: APJII, Profil Internet Indonesia, December 2012
TABLET
65.7%
52%45%
1.9%
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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
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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
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SOCIAL MEDIA
ENTERTAIN -MENT
GENERAL INFO
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
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What we can do with digital ?• Build an Assets • Do a campaign • Maintain Loyalty
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Build an Assets• Website • Social Media • Mobile Apps
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Build an Assets• communicate with your audience 24 hours • interactive - not one way communication • Learn about your audience • Build your own community
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WEBSITES
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Website
Corporate Website
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Website
Branded Content Website
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SOCIAL MEDIA
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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.
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Mobile Apps
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Mobile ApplicationA mobile app is a computer program designed to run on smartphones, tablet computers and other mobile devices.
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Top 5 app categories
Games Entertainment
Education utilities
Photo/Video
Games Social
Productivity Weather Shopping
source: Gizmondo 2014
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DIGITAL CAMPAIGN
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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
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Customer Relationship Management
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to build asset and do a campaign we need placement
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Ad Types
Social AdsSearch Engine
MarketingDisplay Banner
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Social Ads
advertising
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Objective-Based Campaign
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Define your audience
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advertising
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advertising
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advertising
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Search Engine Marketing
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Display Banner
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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)
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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
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Evolution of Display Advertising
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Re-Marketing
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Programmatic Buying
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Audience on Demand
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Everything is measurable
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Marketers are spending billions of dollars annually to better understand and segment consumers and measure the effectiveness of their media and marketing choices.
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The good news. digital brings with it new levels of measurement. We can track the effectiveness of our campaigns
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Different media,
different metrics
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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
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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
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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
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Future of DigitalOffline-to-online engagement
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RFIDRadio-Frequency IDentification
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Real TimeAdvertising
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experimental machine
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Neuro Science
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Augmented Reality
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Feel enlightened ?
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Let’s Discuss