Idea Transcript
Introduction to digital marketing …with emphasis on social media DAVID FERNANDO | TERRA FERMA MEDIA LTD
www.terrafermamedia.com
Marketing communications agency: • website design & build •social media marketing • newsletters • content creation • copywriting • design and print • video production
An Introduction to digital marketing • What is digital marketing? • The digital landscape and effect on the marketing mix • Overview & definitions: • • • • •
Search Marketing & Search Engine Optimisation Social Media Marketing Online Advertising & PPC Email Marketing Mobile Marketing
• Wrap up
What is digital marketing?
Digital Marketing? “Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.”
MEDIA & MARKETING What happened over the past 20 years?
More and more people were ignoring one-way mass communication
Old web vs new web
Information sharing
Opinion sharing
Web 2.0 characteristics
User-centred messaging
Collaboration Democracy MOBILE
You might control your brand identity and your brand message... ...but you do not control your brand
CONVERSATION
TYPES OF DIGITAL MARKETING?
The 7 C’s of digital marketing 1. 2. 3. 4. 5. 6. 7.
Content Conversation Convenience Customisation Collaboration Context Convergence
The 7 C’s of digital marketing 1. 2. 3. 4. 5. 6. 7.
Content = Your story and how you tell it Conversation = create a buzz, answer questions, fuel discussion Convenience = make it easy for people to access your message Customisation = tailor your message to groups or individuals Collaboration = invite customer feedback, ideas and innovation Context = place your message in content familiar to customers Convergence = using multi-media platforms for your message
SEM
SOCIAL MEDIA DIGITAL MARKETING
WEB DESIGN
CONTENT MARKETING
SEO
EMAILS
The Digital Landscape
Established digital landscape • Online advertising • Website • SEO and PPC • Database and email • Social media channels
New arrivals • Mobile (including responsive design for websites) • Content marketing • Video, webinars and virtual events • Apps • Digital analytics
Influencer marketing • Brands collaborate with prominent individuals within the digital sphere to help spread their message • Well-constructed influencer marketing message will mention the brand in an organic way • Influencers tell stories of their personal experience and show the audience how a brand fits in with their lifestyle • Danger of brands losing control of their message?
Digital for B2C • The goal of your digital marketing efforts is to attract people to your website to become customers without ever needing to speak to a salesperson • More likely to focus on building an accelerated buyer’s journey, from the moment someone lands on your website, to the moment that they make a purchase • This will often mean your product features stronger calls-to-action (CTAs). • Channels like Instagram and Pinterest can often be more valuable than businessfocused platforms like LinkedIn.
Digital for B2B • Digital marketing efforts likely to be centred around online lead generation • End goal is for potential customer to speak to a salesperson • Marketing strategy aims to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels. • Beyond your website, choose to focus your efforts on business-focused channels like LinkedIn where your customers are spending time online
Definitions & overviews
What is Search Engine Marketing?
Search Engine Marketing • Search engine marketing can be divided into two categories: 1. Organic – natural listings in a search engine’s results 2. Paid – advertising in a search engine’s results
SEO • Search engine optimization (SEO) is the process of affecting the visibility of a website in a search engine's organic (un-paid) search results. • The higher ranked on the first results page the more visitors it is likely to receive from the search engine's users. • SEO may target different kinds of search, including images, local businesses, videos, news and blogs.
How can your website improve SEO? • Consistent content structure • Publish relevant content • Update your content regularly • Metadata (title & keyword) • Have a link-worthy site • Speed • Mobile friendliness
Free apps/plugins to help you achieve this
What is PPC?
PPC • PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked • A way of buying visits to your site, rather than attempting to earn those visits organically. • Search engine advertising is one of the most popular forms of PPC.
PPC • Every time an ad is clicked, sending a visitor to your website, you pay the search engine a small fee. • When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. • The more competitive your market, the more expensive each click will be
Where do my ads appear? • On Google Search – i.e. at the top of Google results • On other search sites – i.e. other sites using the Google search algorithm • On websites that your customers visit – known as the Google Display Network
Why do I see the ads I do? • The adverts you are shown online are normally tailored in several ways: • Your search query • Your location • Your demographic (for example, age, gender, etc) • Your web browsing habits • The content of your emails! • Your immediately previous web history (re-marketing)
What is Social Media?
Social Media Social media use web-based technologies, desktop computers and mobile technologies (e.g., smartphones and tablet computers) to create highly interactive platforms through which individuals, communities and organizations can share, co-create, discuss, and modify user-generated content or premade content posted online.
1.9 billion
1 billion
540 million
700 million
467 million
317 million
5 THINGS TO LOOK OUT FOR
The Fake News effect • Social media is particularly prone to fake news
• 75% of people trust the media outlet that carries fake news less as a result • 47% agree traditional news sources are more trustworthy and believable than social media • 71% agree that social media platforms have a responsibility to verify the authenticity of a news story
2. Facebook: not free forever • Facebook updates typically only reach 1% - 6% of your page ‘Likes’ • Unless you pay for it! • Why? More content than ever to deal with • Result? Will businesses seek Facebook alternatives?
3. Twitter growth as customer complaints/service channel to continue • Twitter growth slowing overall – but use for feedback increasing • More personal and immediate than 0800 numbers • Allows common FAQs to be shared • Need to watch out for sensitive issues
4. Numbers are meaningless • Facebook Likes and Twitter followers are useless without ENGAGEMENT • Reach and exposure are better measures – but what about SALES? • Better tracking tools are now available • Google Analytics also increasingly important
5. The social wallet is coming • Google Wallet already exists in US • Facebook, Twitter and Snapchat soon to follow • Allows users to transfer cash to each other via the social network • Allows users to BUY THINGS directly through social media
Social media content mix
SHARED CONTENT
PROMOTIONAL CONTENT
ORIGINAL CONTENT
Social media is NOT: • ...a replacement for traditional media & marketing • …free advertising • ...a broadcast medium • ...a direct sales channel • ...able to produce immediate results • ...rocket science
In most cases, social media should complement - not replace your existing marketing strategy and initiatives
What is Email Marketing?
Email marketing • An email sent straight to your email inbox, with the aim to sell or promote a product or service • One of the more traditional forms of online marketing, known to be more effective than some other methods • Ideal – targeted and relevant • Often reality – bulk mailed spam • Growing popularity - nearly 11x more B2B organizations used email marketing in 2016 than in 2013 (Sirius)
Email statistics • 92% of online adults use email, with 61% using it on an average day (Pew Research)
• 83% of B2B marketers use email newsletters for content marketing (Content Mktg Institute)
• Employees spend 13 of their working hours each week in their email inbox (McKinsey) • 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week (ChoozOn) • 90% of email gets delivered to the intended recipient’s inbox, but only 2% of your Facebook fans see your posts (Forrester) • 72% people prefer to receive promotional content through email, compared to 17% who prefer social media (Marketing Sherpa)
Effective emails? • Open rates range between 17% - 22% on average (detailed benchmark list here) (MailChimp) • You are 6x more likely to get a click-through from an email campaign than you are from a tweet (eMarketer) • Email is 40 times more effective at acquiring new customers than Facebook or Twitter (McKinsey) • 53% of emails are opened on mobile devices (Campaign Monitor) • Sending four emails in a month instead of one significantly increases the number of consumers opening more than one email (Campaign Monitor) • Personalised email messages improve click-through rates by an average of 14% and conversions by 10% (Experian)
Email marketing tips & tricks • Your list needs to be fresh, maintained and accurate • Your subject line is vitally important • Choose your address carefully - 68% of Americans say they base their decision to open an email on the ‘From’ name (Campaign Monitor) • Establish a clear call to action • Watch your language • Add a personal touch
What is mobile marketing?
Mobile marketing Mobile marketing is promotional activity designed for delivery to cell phones, smart phones and other handheld devices,
usually as a component of a multi-channel campaign.
Monetate 2016
Share of online searches on mobile device by Food & Beverage 72% industry Health
68%
Sports
68%
News & Media
64%
Lifestyle
62%
Automotive
62%
Retail
56%
Travel (not maps)
52%
Real Estate
48%
Entertainment
42%
Banking
39%
• Mobile search depends on product sector and the category of device • Low involvement purchase decisions appear higher • Higher involvement purchase decisions such as banking and real estate are lower Source: Hitwise, May 2016
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