Hello!I am Marlin SugamaSerial entrepreneurProducer at Artoncode Indonesia You can find me at @marlinsugama

Current Issue

Digital Marketing MediasKPI:

Choose Media Site Visits Leads/

Sales

• paid media costs • marketing team members cost

VS$$$

Digital Marketing MediasStep 1. Current use of media for content distribution

Step 2. Review promotion gap against competitor or sector use of content distribution techniques

Step 3. Select and prioritise new methods of content promotion

Content Distribution MatrixWasteful media (Lowest volume, Highest cost):  Your aim here should be to reduce costs through budget reallocation and/or efficiency improvements

Slow and steady media (Lowest volume, Lowest cost): The least important to act on, but you need to make sure you are not distracted by these. Here, the aim is to minimise costs and review potential of techniques for improvement.

High-cost volume driver media (Highest volume, Highest cost): You should aim to reduce costs and make efficiency improvements.

Star performers (Highest volume, Highest cost): The aim here should be to build on your success to bring more resources to bear to scale volume further.

= paid

= owned

= earned

Most Popular Media Channels?

Channels Effectivenesss Increase Investment

Email 51% 59%

SEO 45% 51%

Adwords 34% 46%Organic SocMed 33% 22%

Social Media Comparison

Digital Marketing Trend 2016

1. Mobile considerations will dominate the digital landscape.

1. Mobile considerations will dominate the digital landscape.• 2015 mobile overtook desktop• Un-responsive sites = negative rankings• Better user experience

“OPTIMIZED MOBILE PRESENCE“

4 Hot Mobile Marketing Trends 2016Customer-Centric will become Customer-Obsessive

Search Engine Results Will Display More than Pages

Brands will Blur the Lines Between Apps, E-Commerce and Social

Apps Become Reflections of our Lifestyles

Best Mobile Ads

https://www.youtube.com/watch?v=iAgy1vATA7w

2. Visual media will take over plain text content.

https://adespresso.com/academy/blog/instagram-ads-best-practices/

2. Visual media will take over plain text content.• Instagram (400 mio. users), Snap Chat

• Ads in Instagram: either create a carousal ad that allows you to produce multi-page ads or create 30 second video ads

• Use relevant visual elements as much as possible (on FB and twitter)

• Invest on videos rather than writing blogs

• Create infographic instead of reports

Best Instagram Ads

https://adespresso.com/academy/blog/37-instagram-ads-examples/

3. Marketing automation will become vital.• Use automated processes is neccesary in

nurturing needs• Hubspot (marketing automation platform) -

scheduling emails, automating social media posting, segmenting contacts, managing your content, and tracking the buyer’s journey of leads in your marketing funnel

• Stay lean, attentive and profitable without skimpping quality

• Considering outsourcing to 3rd party Digital Advertising Agency

Marketing Automation

Marketing Automation is: https://www.youtube.com/watch?v=iJHcF87bihEHow does marketing automation works? : https://www.youtube.com/watch?v=dFZSSYsxE1o/

4. More opportunities for location-based marketing will emerge.• capability to target a user in real-time at an

event or as they walk past your store in the mall

• location-based technology is already available in options like iBeacons and RFIDs

Location Based Marketing

Location based marketing: https://www.youtube.com/watch?v=NkKeFm5FhhU

iBeacon

iBeacon: https://www.youtube.com/watch?v=lwnmx-5mBLMStarbuck iBeacon sample:https://www.youtube.com/watch?v=9Kxy4y9pcww

iBeacons• iBeacons are transmitters that use Bluetooth

technology to detect devices nearby• can be setup in different areas, like at point-of-

sale displays and conferences• This location-based marketing offers the unique

opportunity to connect with attendees and send messages (including push notifications) about a special event or targeted deal

• capturing the audience while they are there instead of sending them a delayed message after the event is over.

RFID• A Radio Frequency Identification (RFID), on the other

hand, is a small electronic device that contains a chip and an antenna, providing a unique identifier for that tag. This RFID technology can be applied to wristbands, cards, and apps, offering event attendees new and appealing ways to interact with companies.

• The applications and opportunities for this type of marketing will definitely grow in 2016 and beyond. It’s exciting to imagine the new and innovative ways marketers will engage with an audience in real-time.

• With these digital marketing trends for 2016 in the front of your mind, brainstorm with your marketing team how you might be able to take advantage of these new technologies and strategies. The new year is a perfect time to start something fresh or take care of areas of your digital presence that you’ve been neglecting.

RFID:https://www.youtube.com/watch?v=gEQJxNDSKAE

5. Link to extremely engaged audiences with live video streaming• This tactic will allow consumers to be a

part of a brand experience.

• Meerkat & periscope are two apps that give you the opportunity to live stream videos from your mobile and share it with your Twitter community

• Use it for New Product Releases, Live Q & A, a Celebrity Takeover, promoting company culture or a behind the scene look.

Facebook Live Streaming

Latte Art Facebook Livestreaming: https://www.youtube.com/watch?v=DNyrcifrOF4

6. Identity-Based Pay-Per-Click Marketingchanging the future of advertising

• AdWords Identity-Based Pay-Per-Click (PPC) Marketing

• Target people with specific ads, based on their phone number or email.

• Direct ads or content, that exactly answers a need or want, to a targeted individual person.

• Turn targeted audience (eg. People with big profile) into Viral Marketing Content

Pay per Click (PPC)

PPC explain:https://www.youtube.com/watch?v=dEllAvBX7ts

7. Capitalise on the merge between healthy living and wearable technology• People are searching for health related

information and making decisions related to their own health

• Integrate this need for being healthy with wearable technology or apps

• Give consumers the answers they are looking for

• Data will be generated from these technologies

• HealthKit (Nike and Apple), FitBark

HealthKit

PPC explain:https://www.youtube.com/watch?v=dEllAvBX7ts

8. Target a person based on their interest on Pinterest  with an animated pin

Animated Cinematic pin: tested by Gap, Nestle, LÓreal, Unilever

Pinterest Cinematic Pin

https://www.youtube.com/watch?v=f5h1vNhoDig

9. Let consumers be the marketers of your brand• User Generated Content is the new WOM

(95% success rate)

• Brands should use and share their customers’ experiences as content

• use platforms such as Youtube, Pinterest, Instagram, Meerkat and Periscope as marketing channels.

• Let’s look at Microsoft’s #MakeItHappen campaign

#makeithappen

https://www.youtube.com/watch?v=pmZiemz65ho

10. Create an omni-channel experience• Omnichannel (also spelled omni-channel) is

a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a store.

• to target consumers with the right message at the right time in the right place

• based on a consumer’s browsing history and related behaviours, you must start digitally remarketing to ‘in store’ customers as well.

Omni Channel Marketing

11. Content Remarketing• It is the process of tagging visitors on your

site and retargeting them with content after they leave.

• This gives you the opportunity to talk to people who are already interested in what you have to offer

• Show them something awesome and new while they are watching a YouTube video, reading the news or checking their emails.

• Your piece of content could be the reminder that sends them back to your site and initiates a buy.

Content Remarketing

Content Remarketing

E-commerce Trends to Watch 2016

×http://www.smartinsights.com/tag/2016-digital-marketing-trends/×http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-trends-

watch-2016-infographic/×http://www.smartinsights.com/content-management/content-marketing-planning/

content-marketing-trends-2016-infographic/×http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/

marketing-trends-2016/×http://conversionadvantage.com/digital-marketing-trends-2016/×http://info.tbgdm.com/blog/digital-marketing-trends-for-2016-whats-hot-for-the-new-

year×http://tfmainsights.com/digital-marketing-what-are-the-most-popular-digital-media-chan

nels-for-2015/

×https://en.wikipedia.org/wiki/Google_Analytics

Sources

SEO

SEO toolsWill you be using the full range of Free, Freemium and Paid tools available to review and improve your SEO and content marketing effectiveness?

Categories of SEO tools× Keyword analysis× Rankings× Content Ideas× Link Building× Link Removal× Technical SEO

1. Keyword Analysis Tools

Naturally, keywords guide search engine users to your site, meaning how popular a site is, depends greatly on how well you utilise them.

“Without Keywords there is no such thing as SEO”- Brian Dean

1. Keyword Analysis ToolsFree – UbersuggestA free keyword suggestion tool that uses a variety of different suggest services to create a detailed list of keywords for you.

Freemium – Term ExplorerClaiming to have the biggest data set of any Keyword Research tool, it allows you to expand keyword lists, collate search volumes, and understand your competitiveness data.

Paid – SEMrushSEMrush, although technically a Freemium tool, offers far more insights and data using the paid version of the software. It allowing you to see the keywords your competitors are ranking for, the landing page for each keyword also the value of the keyword (should you be interested in PPC).

2.Ranking Tools

2. Rankings ToolsKnowing where your site currently ranks is also incredibly important. • track which of your online marketing strategies are working

best, • letting you to focus similar efforts across your campaigns, • maximising ROI• seeing your traffic (hopefully) skyrocket through the roof.

2. Rankings ToolsFree tool - Google Search ConsoleGoogle’s very own suite of helpful tools to help users monitor the performance of their website. By using the “Search Traffic” tab then the "Search Analytics” tab, it will bring you up a list of keywords you’re currently ranking for. Following from this, sort by ranking position and target the keywords that are on page 2 of the search results, With a bit of a SEO magic, you should see them creep up onto page 1!

Freemium – SEMrushAs a freemium model SEMrush allows you limited access to the data, however fiddling with the filters will allow you to uncover a little more data. In short, it allows you to track any domain or Keywords from any geographical location, discovering local competitions and lets you target different devices too.

Paid – Authority LabsAuthority Labs is a rather handy tool, thanks to it’s ability to track and graph the keywords for your site. Performing daily check of the keywords you’ve highlighted, then turning the findings into a weekly report.

3. Content Effectiveness Tools

3. Content effectiveness tools.“All SEO Ranking signals revolve around content of some kind” - Bing’s Duane Forrester Coming up with fresh and unique ideas day in day out is incredibly hard, however necessary to keep your site not only relevant and engaging for your audience, but optimized for search engines.

The tools below enable you to find new ideas and optimize your current content.Free – Outdated Content FinderGreenlane Search Marketing created a particularly useful tool if you’re struggling for content Ideas. Put in the search term you want to rank for, or just the general topic of content you want to write about. Put in the date parameters (I tend to look back about 3+ years) and have a read of some old content. See if you can jazz it up a bit and bring it into modern times, then get in touch with the webmaster and see if they’d be interested in posting the newer version.

Freemium – Yoast WordPress PluginThis is an awesome wordpress plugin to ensure the content going on your site is “SEO Friendly”. It works on a bit of a traffic light signal basis, and basically keeps your content in check.

Paid – BuzzsumoBuzzsumo is quite simply a very good tool. It has an incredibly easy to use interface and allows you to quickly identify what content is working well around a particular topic aswell as highlighting the major influencers.

3. Content Effectiveness Tools

4. Link Building Tools

Links are one of the greatest Ranking Factors today. Provided the content is strong enough, one gets some lovely new content for their site, the other gets to raise awareness of their site or become a bit more of an authority on a subject matter.

Free – Outdated Content FinderGreenlane Search Marketing created a particularly useful tool if you’re struggling for content Ideas. Put in the search term you want to rank for, or just the general topic of content you want to write about. Put in the date parameters (I tend to look back about 3+ years) and have a read of some old content. See if you can jazz it up a bit and bring it into modern times, then get in touch with the webmaster and see if they’d be interested in posting the newer version.

Freemium – Yoast WordPress PluginThis is an awesome wordpress plugin to ensure the content going on your site is “SEO Friendly”. It works on a bit of a traffic light signal basis, and basically keeps your content in check.

Paid – BuzzsumoBuzzsumo is quite simply a very good tool. It has an incredibly easy to use interface and allows you to quickly identify what content is working well around a particular topic aswell as highlighting the major influencers.

4. Link Building Tools

5. Link Removal Tools

Link Removal can also be utilised even if you haven’t been hit with a penalty. You may have bought some links in the past, been on the wrong end of a negative SEO attack or even have your content posted across multiple sites and these links can still impact you. Removing these, can do absolutely no harm and will keep you in the good books with google.

Free – Disavow ToolWhen Googles Disavow Tools was finally introduced, it was a long time coming. It basically highlights the sites to Google that you don’t want Linking to your site. Simple as that.If you want to read a little more about this we did a post about the Disavow Tool

Paid – CognitiveSEOCognitive is a monster of a tool, it helps with rankings, competitor research, backlink analysis, content auditing and most predominantly Unnatural Link Detection and Link Removal. It really is a fantastic tool, which has a preview screen so you can check the sites, before deciding whether to add to a disavow file or leave them as a link. CognitiveSEO then creates a disavow file for you, which you can upload immediately to Google. Job done!

5. Link Removal Tools

6. Technical SEO tools

Being able to dig around on the 'back-end' of  your site, getting to know how it functions and any issues with it, is a pivotal step in reaching optimisation 'Nirvana'. The tools below should be help you in your quest to reach this mythical place.

Free - WooRank PluginI'm kind of cheating a little bit with this one, as technically it's a freemium product. However, I've found it offers enough information to be useful as it's free incarnation. It scrapes your site and tell you of any inefficiencies, even offering checklists to complete. A great tool to get an overview of your site and competitors.

Freemium –  Screaming FrogScreaming Frog is superb at scraping a site, much like a search engine would. It runs it's rule over all links and pages of the website offering data on Status Codes, Page Titles, Meta Descriptions, Robots Meta Data and put it all into a filterable spreadsheet.

Paid - DeepCrawlDeepcrawl offers a similar service to Screamingfrog, however is a lot easier to use if you're new to Technical SEO. Instead of the spreadsheet you get from Screamingfrog, you get it in simple visual information in the form of graphs and charts. Another feather in it's cap is it's ability to Identify content, highlighting any missing titles, duplicate pages, the length of the content and much much more. This post could go on for a while due to the inordinate amount of features it has. So here's a little further reading for you.

6. Technical SEO Tools

× Social mediaThe rise of new publishing options on Social Media like Instant articles will bring more visibility for publishers. As Facebook tries to rival search engines to be the gateway for content, other “fringe” Social Networks aren’t far behind. Networks like, Snapchat, Instagram, etc which were once considered Fringe are now part of the mainstream. Content Aggregation, like Twitter’s Curator, will enable users to know about trends instantly and from one place. Paid social will also grow in importance. Social Networks have continuously reduced organic reach and pushed for their paid options to “boost” views. Paid Social is only going to grow this year.

× ContentContent personalization will gain importance as it increasingly becomes the only way to cut through the noise of digital marketing. Creating cool graphical content and focusing more on personalization will be important. The “Me-to-You” approach in Content Marketing is going to be the focus of a lot of brands in 2016. The Introduction of Google’s Knowledge Graph is going to push publishers to write for the users instead of search Engines. Interactive content (like GIFs), will be more visible across Timelines.

A visual guide to content marketing tactics which will become more popular this year

A visual guide to content marketing tactics which will become more popular this year

× TechnologyThe Virtual reality era in content can finally become a reality. If Facebook’s Video 360 is a big success and gains traction then there is a good chance that we’ll see a lot of new technological shifts in content creation. Talking about content creation, algorithms which are going to write content on their own will be more visible. They are actively generating content even now, but it is only limited to compiling articles like weather updates. The future will see less reliance on human effort and more on algorithms. 2016 can show us a glimpse of that future.

× MobileMobile continues to grow rapidly. 2016 will be no different. Content suited for a mobile audience will be more visible than ever. Campaigns targeted at mobile users will gain more traction, apart from the ones focused on App downloads.× 2016 is going to bring a lot of innovation in Content.