Lukasz zelezny riba3

RIBA / Architecture.com

DIGITALMARKETING

Lukasz Zelezny

Lukasz Zelezny1|

RIBA/ Architecture.com

DIGITAL MARKETINGDigital Marketing Mixture

LUKASZ ZELEZNY2|

DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display


DIGITAL MARKETINGDigital Marketing Mixture

LUKASZ ZELEZNY3|

DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display

COMPANY NAME

More affordable than traditional marketing

Because of number of consumers

Easier to track results

WHY IS IMPORTANT?

DIGITAL MARKETINGOverall

PRESENTER NAME4|

DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display

COMPANY NAME

Cost

Audience

Immediacy

Tracking

WHY IS DIFFERENT TO OTHER FORMS OF MARKETING?

DIGITAL MARKETINGOverall

PRESENTER NAME5|

DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display


DIGITAL ARCHITECTUREDigital Marketing Mixture

LUKASZ ZELEZNY6|

DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display


SEARCH ENGINE OPTIMIZATION (SEO)Organic Search

LUKASZ ZELEZNY7|

DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.

SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.



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DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display



LUKASZ ZELEZNY9|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketin

g

Email

Display


LUKASZ ZELEZNYRIBA/ Architecture.com10|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketin

g

Email

Display

On Page SEO: Refers to website implementation strategies to optimize position of a website in search results of particular words or phases

Off Page SEO: Refers to optimization strategies outside of your website’s design such as link building with authoritative sites with relevant content



LUKASZ ZELEZNY11|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketin

g

Email

Display


SEARCH ENGINE OPTIMIZATION (SEO)Tools

LUKASZ ZELEZNY12|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketin

g

Email

Display


SEARCH ENGINE OPTIMIZATION (SEO)Tools

LUKASZ ZELEZNY13|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketin

g

Email

Display

Pros Cons

SEO - Traffic is cheaper- ROI is higher- Positions are sustainable- Broader reach than PPC

- Takes long time to build- Less targeted than PPC- Google algorithm change often- To receive traffic website needs to be at 1st page of results


PAY PER CLICK (PPC)Overall

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DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display


PAY PER CLICK (PPC)Overall

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DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display

Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”[1]


PAY PER CLICK (PPC)Organic Search

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DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display



LUKASZ ZELEZNY17|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display



LUKASZ ZELEZNY18|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display

Pros Cons

Pay Per Click - Fast to setup- Data received

almost real time- Easy to learn- Full control of

targeting and display

- Can be switched on/off immediately

- Google rewards relevance

- May cost a lot and spend money quickly

- Lots to learn to master

- No demographic targeting


SEO & PAY PER CLICK (PPC)Organic Search & Paid Search

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DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display


SEO & PAY PER CLICK (PPC)Organic Search

LUKASZ ZELEZNY20|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display


SEO & PAY PER CLICK (PPC)Organic Search

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DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display



LUKASZ ZELEZNY22|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display



LUKASZ ZELEZNY23|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display



LUKASZ ZELEZNY24|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display



LUKASZ ZELEZNY25|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display



LUKASZ ZELEZNY26|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display



LUKASZ ZELEZNY27|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display

Return on Ad Spend (ROAS) / Return of Investment (ROI)

Most advertisers talk about ROI and ROAS. ROAS is simply PPC revenue minus PPC cost, divided by PPC cost. It’s can be represented as a percentage.

For example:- You paid £5,000 for PPC click costs

- Monthly revenue from PPC is £20,000- Monthly profit from PPC is £15,000

ROAS = (£20,000 revenue / £5,000 PPC cost) = 400%ROI = (£20,000 revenue – £5,000 PPC cost) / £5000 = 300%


SOCIAL MEDIADigital Marketing Mixture

LUKASZ ZELEZNY28|

DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display



LUKASZ ZELEZNY29|

DIGITAL MARKE

TING

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display

Social media is the interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.



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DIGITAL MARKE

TING

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display



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DIGITAL MARKE

TING

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display



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DIGITAL MARKE

TING

SEO

PPC

Social Media

Affiliate Marketi

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Email

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WORLD POPULATION:1. China2. India3. Facebook4. Tencent5. Whatsapp6. United State7. Google+8. Indonesia9. Linkedin10.Twitter



LUKASZ ZELEZNY33|

DIGITAL MARKE

TING

SEO

PPC

Social Media

Affiliate Marketi

ng

Email

Display

Pros Cons

YouTube - Visual presentation- Search friendly- Large community- Access from almost all of devices

- Difficult to communicate beyond video

Twitter - Short form (140 characters)- Access from almost all of devices- Can send users to website- Direct communication

- Must be continually present

- Must build own audience- Risk of public complains

from potential / existing customers

Facebook - Large audience- User engagement- Content rich

- No need to visit company website

- Must be continually present

Linkedin - Doesn’t require constant presence

- Useful for sales leads

- Considered for job hunters


AFFILIATE MARKETINGDigital Marketing Mixture

LUKASZ ZELEZNY34|

DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display



LUKASZ ZELEZNY35|

DIGITAL MARKETIN

G

SEO

PPC

Social Media

Affiliate Marketing

Email

Display

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. The industry has four core players: the merchant (also known as 'retailer' or 'brand'), the network (that contains offers for the affiliate to choose from and also takes care of the payments), the publisher (also known as 'the affiliate'), and the customer.

The market has grown in complexity, resulting in the emergence of a secondary tier of players, including affiliate management agencies, super-affiliates and specialized third party vendors.



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DIGITAL MARKETIN

G

SEO

PPC

Social Media

Affiliate Marketing

Email

Display

The Customer

The Publisher

The Merchant

TheNetwork £



LUKASZ ZELEZNY37|

DIGITAL MARKETIN

G

SEO

PPC

Social Media

Affiliate Marketing

Email

Display

Pros Cons

Affiliate Marketing - No product cost- Low start up cost- No order to process- Part-time or fulltime- No customer service

- Less profit- Content- High competition- Pay per sale- Middlemen


EMAILDigital Marketing Mixture

LUKASZ ZELEZNY38|

DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display



LUKASZ ZELEZNY39|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketin

g

Email

Display

Electronic marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.



LUKASZ ZELEZNY40|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketin

g

Email

Display

Collect emails of your potential customers



LUKASZ ZELEZNY41|

DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketin

g

Email

Display

Collect emails of your potential customers



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DIGITAL MARKETI

NG

SEO

PPC

Social Media

Affiliate Marketin

g

Email

Display

Sent

Delivered

Opened

Clicked

Converted

Tracking


DISPLAYDigital Marketing Mixture

LUKASZ ZELEZNY43|

DIGITAL MARKETING

SEO

PPC

Social Media

Affiliate Marketing

Email

Display



LUKASZ ZELEZNY44|

Display advertising also appears on the Internet, as a form of online advertising. Display advertising appears on web pages in many forms, including web banners. Banner ad standards continue to evolve.

DIGITAL MARKETIN

G

SEO

PPC

Social Media

Affiliate Marketing

Email

Display



LUKASZ ZELEZNY45|

DIGITAL MARKETIN

G

SEO

PPC

Social Media

Affiliate Marketing

Email

Display



LUKASZ ZELEZNY46|

DIGITAL MARKETIN

G

SEO

PPC

Social Media

Affiliate Marketing

Email

Display



LUKASZ ZELEZNY47|

DIGITAL MARKETIN

G

SEO

PPC

Social Media

Affiliate Marketing

Email

Display

Pros Cons

DISPLAY - Easy to setup- Immediate switch

on/off

- Intrusive- Low CTR

RIBA / Architecture.com

YOURWEBSITE

Lukasz Zelezny

Lukasz Zelezny48|


YOUR WEBSITEDigital Marketing Mixture

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WEBSITE


YOUR WEBSITEDigital Marketing Mixture

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WEBSITE


CMSDigital Marketing Mixture

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WEBSITE


WEBSITE

CMS

LAYOUT & UX

CONTENT

TRACKING

CMSDigital Marketing Mixture

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Pros Cons

CMS - SEO friendly- Edit content by

yourself whenever you want

- Security- Premade, built-in

functions- Ready to install Plug-

ins / components / extensions

- Tons of ready to use layouts

- Need to be frequently updated because of security issue


LAYOUT & UXDigital Marketing Mixture

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WEBSITE

CMS

LAYOUT & UX

CONTENT

TRACKING


WEBSITE

CMS

LAYOUT & UX

CONTENT

TRACKING


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WEBSITE

CMS

LAYOUT & UX

CONTENT

TRACKING


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Pros Cons

LAYOUT & UX - Affordable- Responsive- Easy to install- Optimized

- Few websites may run under the same layout


WEBSITE

CMS

LAYOUT & UX

CONTENT

TRACKING


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WEBSITE

CMS

LAYOUT & UX

CONTENT

TRACKING


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Nav bar

ContactForm

Phone number


CONTENTDigital Marketing Mixture

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WEBSITE

CMS

LAYOUT & UX

CONTENT

TRACKING


CONTENTDigital Marketing Mixture

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WEBSITE

CMS

LAYOUT & UX

CONTENT

TRACKING


TRACKINGDigital Marketing Mixture

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WEBSITE


TRACKINGDigital Marketing Mixture

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WEBSITE


THANK YOU!

LUKASZ ZELEZNY62|

Lukasz zelezny riba3

Technology

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