Strategic Digital Marketing
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Transcript of Strategic Digital Marketing
What is Digital Marketing In simplistic terms, digital marketing is
the promotion of products or brands via one or more forms of electronic media.
Digital Marketing in Indonesia In average budget for digital marketing in
Indonesia’s corporates is 5-10% from the whole marketing budget.
Traditional marketing is still very much important in Indonesia.
In US, digital marketing budget approx. 30%.
Digital marketing budget in Indonesia is a bit slow due to the internet infrastructure distribution still not very good.
3 Types of Media
Bought : digital display (banner), etc
Owned : website, branded videoEarned : word of mouth brand earns
through user generated content
Earned Media is the highest in participation level…
Digital Revolution
Traditional media digitizing Digital devices become media New channel connections Social networking & virtual
communities Video richness Consumer created content Search… search.. And search (SEO)
Characteristics of Digital Behaviour Conversation / self – expression : social
networks, blogs, wikis, video/photo sharing On demand : mobile web, mobile
applications, mobile video, itunes, etc Personal : email subscription, personal
pages, apps, search.. EtcConclusion : consumers have embraced real
time conversation, consumers have on demand expectations and consumers want personal experiences Interact / Participate
Digital Marketing Planning P : people pick your target customer
audience segments assess your audience DIGITAL behaviour
O : objectives decide what you want to accomplish?
S : strategy how will you leverage your brand proposition into content and interactive experience? Plan for how relationships with customer will change!
T : technology decide which digital channels/tools/platforms to use..
6 Types of People Creators. These are people who publish on the web (blog, website,
video, podcasts). Critics. These are people who post reviews online, comment on
blogs, or contribute in other ways to existing content. Collectors. These are people who read lots of information and may
vote or tag pages or photos. Joiners. These are people who have a profile on different social
networking sites and visit them with some regularity. Spectators. These are people who read online information, list to
podcasts, and watch videos but do not participate. Inactives. As suspected, these are the people who aren’t engaged
in any of these social technologies.
How to Digital Marketing
Email Marketing is the oldest way but the most effective way! (cth: livisoc, groupon, etc) There are 160 Billion emails passing
through everyday on Internet >20% of our working time spent to read
emails In average workers receive 20-40 emails
everyday Open rate of email marketing is not too
big, that’s why email subject matters!
How to Digital Marketing (part 2) Content is King!!
Story is the most important.. E.g.: love story in advertising
Great ideas to create relevant and fun content : Follow industry news Monitor social conversations Recruit a team of content creator Take your video camera everywhere Conduct original research Look beyond your industry and audience Keep a list of hot topics
Characteristic of Stories
A great story is true Great stories make promise Great stories happen fact Great stories often appeal to our sense
and don’t appeal to logic Great stories are rarely aimed at
everyone Great stories don’t contradict
themselves Great stories agree with our world-view
How to (part 3) Tools option :
Lower participation :▪ Broadcast▪ Print ads▪ Radio
Medium participation▪ Banners▪ Email▪ Apps▪ Website
Higher participation▪ Community▪ Social network▪ Blog▪ Twitter
How to (part 4) Social Media influence people
91% say consumer review are #1 aid to buying decisions 3 times more likely to trust peer opinions over advertising for
purchasing decisions Business functions of Social Media
Information & brand awareness Public relations Customer services Customer loyalty Sales
In hours if complaints sent through social media have not yet been responded , clients most likely will change their mind and choose our competitors! But if we do give quick response, they will spend 20-40% more time with us.
Create social media policy!
How to (part 5)
Pick right social media channels for you Facebook Twitter Google+ : Good for SEO Linkedin : Good for B2B Youtube : Good for viral and interactive
distribution Pinterest
Social Media Analytics and Monitoring
Monitor positive and negative sentiments through social medias (API).