Digital Marketing: An Introduction

Instructor: Anfernee Chansamooth

Tweet it up: @academyxi @anferneec

Why Me?

Warning: I’m not your typical instructor

3 Keys To Making This Session Worth Your Time

FOCUS ENGAGE LEARN

What is digital marketing?

“The integrated marketing services used to attract, engage and convert customers

online.” - Lee Odden, CEO Toprank Marketing

Marketing: the action or business of promoting and selling products or services, including

market research and advertising.(wikipedia)

A brief history of digital marketing● 1941

○ World’s first TV ad (this is it -> http://mashable.com/2013/08/01/first-tv-commercial-bulova-video/#nIVEqctYpGqz)

● 1980’s○ Desktop PCs introduced into homes

● February 4, 2004○ Facebook launched

● October 2000○ Google adwords launched with 350 customers

● 2016○ Stay tuned (at the end of this presentation)!

True or false:

Digital marketing is much more than just a website and social media.

True

Source: http://www.wheelhouseadvisors.net/360-degree-digital-marketing-a-guide-infographic/

The core principles of digital marketing

1. Be Found● Where are people searching?● How are they searching?● Do you come up when the results are being

displayed?

1. Be Found

2. Be Clear● Who’s the audience?● What’s the offer? ● What’s your message? ● What do you want them to do next?

3. Be Memorable● Relevant● Engaging● Targeted (one message for one audience)● Helpful (what is the problem you’re solving?)

4. Be Integrated● Multiple channels● Consistent brand● Consistent message● Have a strategy

https://www.youtube.com/watch?time_continue=1&v=cHKjXm6SbIU

5. Be Measurable● What are your business objectives?● What is your ROI?● What’s working, and what’s not?

Test, Test, Test!

True or false:

Having an inactive blog is better than having no blog at all.

False

The components of digital marketing

Customer Comms (Reputation Management)

of consumers say online reviews influence their perceptions about companies 83%

80% report that negative online comments changed their purchasing decision (source: eMarketer.com)

Email Marketing● People associate negative connotation with email marketing = spam/junk mail. Look at it with fresh eyes.● Why is email marketing important?

○ Connecting with and building relationships with consumers/people - 1 on 1, more personal than social○ People use email more than Facebook, search or any form of communication. Still the #1 way of

communicating online.○ After getting our leads/customers, what you do next will determine success or failure.

● Where are emails read?○ 49.53/16.81/16.81 - smartphone/tablet/desktop

“The process of delivering relevant, engaging and timely marketing messages about your products and services to a

specific group of recipients through email.”

The components of digital marketing

Email Marketing● People associate negative connotation with email marketing = spam/junk mail. Look at it with fresh eyes.● Definition:

○ “The process of delivering relevant, engaging and timely marketing messages about your products and services to a specific group of recipients through email.” (not spam)

● Why is email marketing important?○ Connecting with and building relationships with consumers/people - 1 on 1, more personal than social○ People use email more than Facebook, search or any form of communication. Still the #1 way of

communicating online.○ After getting our leads/customers, what you do next will determine success or failure.

● Where are emails read?○ 49.53/16.81/16.81 - smartphone/tablet/desktop

Inbound Lead Nurturing

https://www.youtube.com/watch?v=jottDMuLesU

Content● Blog posts● Articles● White papers● Reports● Videos● Social media posts● E-newsletter

Win or Fail?

The picture shows a 2005 crash that killed a six-year-old boy in Chicago after a Boeing 737 slid off the end of the runway in heavy snow and hit the car he was travelling in.

Website

True or false:

Google just changed the way Search Engine Results Page displays?

True

Search Engine Optimisation (SEO)Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.

(wikipedia)

True or false:

Yahoo analytics is the second most widely used analytics provider in the world.

False

What are the digital marketing trends for 2016?

https://www.youtube.com/watch?v=l_Ei7CxXwuo

Recap● What is Digital Marketing?● 6 Key principles of digital marketing● 8 Core elements of digital marketing

○ SEO○ PPC○ Customer Comms (Reputation Management)○ Email marketing○ Inbound lead nurturing○ Social○ Content○ Website

● Digital marketing trends

What’s next? Join us for a full day boot camp!

Email jane@academyxi.com for info

Thank You!

Learn more about Digital Marketing & Entrepreneurship at:

www.anferneec.com@anferneec

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