Session One - Digital Marketing

8/13/2019 Session One - Digital Marketing

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DIGITAL MARKETINGMUHAMMAD AMMAR HASSAN

2/1/2014 Visiting Faculty PAF KIET : Muhammad Ammar Hassan


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SESSION ONEINTRODUCTION AND BASICS

Building the Intelect



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INTRODUCTION AND COURSE OVERVIEW

My Introduction Your Introduction Course Introduction



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YOUR INTRODUCTION

Name Program Previous Academic Background Employment & Details Interests and Hobbies



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MY INTRODUCTION

Over 6 years of professional Experience Associated with Dawn News TV In the Marketing Department Associated with StatusPro (PR & Brand Activation) Associated with ARY Digital (Business Development & Sales) Associated with Evernew Concepts (Media Planning) Presently working as Account Head in Adcom ZenithOptimedia

Pakistan (Media Investment Management)



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MY EXPERTISE


Strategic Media development

Market/ Industry Analysis

Media Mix Strategies

Engagement Mapping

Touch point analysis

Pathways Analysis

Training & developmentYearly budgeting

Negotiation Strategies

Cinema, OOH, Digital & Brand ActivationExpertise

Creative media buying & placement

Content solutions

Implementation planning

Monthly/Quarterly media & performancereviews& reporting

Digital Marketing

Viewership, trends, and industry analysis

Monitoring services- TV, Radio, Print, Dig

Public Relations (Media relations)

Barters and trading


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Over The Years Handled Clients like



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http://www.google.com.pk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=sWXx6-i_UVD4YM&tbnid=1RZYTDoVbuXYqM:&ved=0CAUQjRw&url=http://www.huntlogo.com/kenwood-logo/&ei=OVnVUY2rKoTaOrHzgZgF&bvm=bv.48705608,d.bGE&psig=AFQjCNGPEh5ubTAZ-y5vbCrs0PDZMg7itA&ust=1373022896444565http://www.google.com.pk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=fB7nCtv5_le_uM&tbnid=xBhGPXww1JErhM:&ved=0CAUQjRw&url=http://www.prompt-service.ro/producator/gree/&ei=ZlfVUYvhMInVPIrVgHg&bvm=bv.48705608,d.bGE&psig=AFQjCNGXGG5cTjcNVkGfT_YxYFm9-YDTsQ&ust=1373022429294700


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Course Introduction

Understanding the background of the industry Understanding advertising and communication - Content Understanding media and mediums Channel Planning What will we learn in the course? Digital Marketing Overview Article Discussions Digital Campaign of the Day Project : Analysis of Two Websites



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Understanding the background of Industry

Marketing Management Cycle

Client Consumer - Distribution Creative Agency Media AgencyBrand Activation Agency Digital Agency


MARKETING BUDGETS


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ClientsMNCsSMEs

Seithiya GroupsPharma

Categories of Business

ConsumerMale

FemaleYouth

AdultsGeographical Segmentation

SECs

Retailers Wholesal

Creative Agency

StrategyDesign System

CreativeClient Servicing

Creative Agency

StrategyDesign SystemCreative

Client Servicing

Channels (TV, R


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PR & Brand ActivationEvent Management

Brand ExperienceEngagement Mapping

Top of The Mind

Digital Agency

WebsiteSearch

Social MediaMobile

SEOVideo

Online ContentDigital Reporting


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Overview of Media Spends


2009 2010 2011 2012 estInternet 199 249 299 353

Magazines 1,620 1,563 1,541 1,519

Outdoor 3,116 3,163 3,201 3,233

Cinema 1,396 1,443 1,496 1,548

Newspapers 7,101 6,959 6,889 6,820

Radio 1,110 1,193 1,266 1,338

TV 18,604 22,583 22,922 23,197

18,60422,583 22,922 23,197

1,110

1,193 1,266 1,3387,101

6,959 6,889 6,8203,116

3,163 3,201 3,233

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

M I L L I O N


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Newspapers, 0.30%

Magazines, -1.50%

Television, 0.60%

Radio, 5.50%

Cinema, 2.20%

Outdoor, 0.35%

Inte

-2.00%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

2014 Estimated Growth In Media


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Digital Marketing Definition

Digital marketing is marketing that makes use of electronic device(computers) such as personal computers, smartphones,cellphones, tablets and game consoles to engage with stakeholders.

Digital marketing applies technologies or platforms such as websites,mail, apps (classic and mobile) and social networks. Many organizati

cross traditional and digital marketing channels



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Types Of Digital MarketingTwo different forms of digital marketing exists In pull digital marketing, the consumer actively seeks the marketing content, often via web

searches or opening an email, text message or web feed Websites, blogs and streaming media(audio and video) are examples of pull digital marketing. In each of these, users have to navigato the website to view the content. Only current web browser technology is required to maintaistatic content. Search engine optimization is one tactic used to increase activity. In 2003, Martiet al. found that consumers prefer special sales and new product information, whereas"interesting" content was not useful.

In push digital marketing the marketer sends a message without the consent of the recipients,

such as display advertising on websites and news blogs. Email, text messaging and web feeds also be classed as push digital marketing when the recipient has not given permission to receivthe marketing message.

To summarize, Pull digital marketing is characterized by consumers actively seeking marketincontent while Push digital marketing occurs when marketers send messages without the consent

the recipients.



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DEEP DIVE INTO DIGITALSTATS

PAKISTAN



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CASE STUDY



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CASE STUDY VIDEO


Session One - Digital Marketing

Documents

Transcript of Session One - Digital Marketing