The Fundamentals of Digital Marketing - PUP Taguig Presentation

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The Concept of Digital Marketing
In the INTERNET and SOCIAL MEDIA age, customers
can come from practically EVERYWHERE.
Digital Marketing is a set of marketing tactics used
to influence potentials customers who lurk in the
online world. It leverages the power of different
digital channels such as Google search, social
networks, email, and websites to generate
favorable actions from the current and
prospective customers.

The History of Digital Marketing
• The term “Digital Marketing” was first used in the 1990s,
along with the coming of the internet and the
developments of the Web 1.0 Platform.
• During the Web 1.0 Age, there was no such thing as
interaction, as the only activity was reading of content.
• In 1990, Archie, the world’s first Search Engine, was born.
• Banner Ads first appeared in 1993.
How It All Started

• Yahoo! was launched in 1994. This provoked extensive
changes in the digital marketing space, with companies
optimizing their websites to pull in higher search engine
rankings.
• 1998: Birth of Google, MSN, and Yahoo! Web Search. Smaller
search engines were wiped out, and the Internet Bubble
started to burst.
• The first mobile marketing campaign (Universal Music) was
launched in 2001
• 2004: Gmail was launched, Google goes public, and Facebook
goes live.

• Amazon’s e-commerce sales surpassed the $10
Billion mark in 2006.
• 2011: Web-use overtakes figures for TV viewership
among youth
• 2014: Mobile exceeds PC internet usage.
• 2015: The Rise of Predictive Analytics, Content
Marketing, and Wearable Technologies

Where is Digital Marketing Now?
- 82% Have a Clearly Defined Digital Marketing Strategy
- 1,876 Marketing Technology Vendors
- 60% of Marketers planning to increase their investments in
technology this year.
- Of $540 Billion allocated by companies and brands for
advertising and marketing initiatives, 69% will be used for content
management, performance optimization, and website development.
- Search is shifting beyond Search Engines. At the forefront of
expanded search are social networks that have integrated search
algorithms and capabilities into their features (Guided Searches in
Pinterest, and Facebook’s own search engine)

Current Stats of Digital Marketing
• World Population: 7 Billion
• Number of People Using the Internet:
- In Developed (1st World) Countries: 753 Million in 2008, 1.02 Billion in 2016
- In Developing (3rd World) Countries: 808 Million in 2008, 2.46 Billion in 2016
*From 23.1% in 2008, 47.1% or 3.4 Billion of today’s world’s population have
access to the Internet
Source: ITU World Telecommunication/ICT Indicators Database

• Number Social Media Users: 2.37 Billion
Leading Social Media Networks Worldwide:
- Facebook: 1.87 Billion Users
- WhatsApp: 1 Billion Users
- Facebook Messenger: 1 Billion Users
- QQ: 877 Million Users
- WeChat: 846 Million Users
Source: Statista: Global social networks ranked by number of users 2017
• Number of Mobile Users: 4.77 Billion

Digital Marketing in the Philippines
• Total Population: 103. 15 Million
• Active Internet Users: 47.13 Million
• Active Social Media Users: 48 Million
• Active Mobile Social Users: 41 Million
• Time Spent on Social Media Each Day: 3.7 Hours
• Top Facebook Users: 20-29-Year-Olds aka Millenials
Source: WeAreSocial: Social Media and Digital Stats in The Philippines
2016

With the advent of advances in digital,
online and social media, along with the
evolving customer’s experiences, Digital
Marketing has gone from being an isolated
discipline and instead becomes a staple in
today’s business world.
Digital Marketing is Today’s Marketing.

How Does Digital Marketing Works?

Step 1: Market Research – Done to better understand your target
audience and create a tailored marketing strategy.
How to do Digital Marketing
• Identify Your Unique Selling Points
• Identify Your Key Products and Service
• Identify Your Target Market

Step 2: Strategy – Provides clear roadmap on marketing and allows
you to reach your targeted audience more effectively
• Goal Setting
• Approach: Direct or Indirect Marketing?
• Channels and Tactics to be used
• Creation of Offers and Promotional Messages
• Detail-by-Detail Steps Execution

Step 3: Implementation
• Traditional advertising has lost its dominance and touch
• Internet advertising already surpassed AD spending on
cable and TV
• 72% of consumers want to CONNECT WITH BRANDS
using integrated digital marketing strategies

1. The actual marketing Steps and Guidelines
2. Stick to the Marketing Plan and Strategy
3. Work Consistently
3 Ingredients for a Successful Digital Marketing Implementation

Step 4: Optimization
• While many have succeeded in their Digital
Marketing campaigns, many have also failed
miserably.
• The reason for failure is NOT that the
campaigns lack creativity, quality materials, and
qualified personnel...
• It’s because they failed to establish Marketing
Analysis and Optimization

Importance of Marketing Optimization
• Identify what’s working and what’s not
• Check which marketing channels produce the most
traffic and conversions
• Check your visitor’s DEMOGRAPHICS and BEHAVIOR
• Uncover NEW OPPORTUNITIES

1. Web analytics utilization
2. Data analysis
3. Optimized activities and
re-planning based on actual data
Most Important Aspects of Analysis and Optimization

Why Digital Marketing?
1. It provides SMBs the chance to compete and attract their share of targeted
traffic. Small-scale ventures now have the resources to perform sales and marketing
processes that were previously available only to large corporations.
2. It’s More COST-EFFECTIVE than Traditional Marketing methods. 40% of SMBs
getting significant savings by using digital marketing methods of promotion for their
products and services. Digital marketers get better Cost-Per-Lead (CPL) compared to
other marketing channels
In the digital arena where business and commerce are heading to,
Digital Marketing tools and techniques provide business owners the
best chances for competition, survival and even business growth.
Source: Gartner’s Digital Marketing Spend Report, HubSpot

3. It Generates HIGHER Conversion Rates.
The conversion rate is the measure of success for businesses using digital marketing to
promote their products and services online. For SMBs, using Digital Marketing can
increase their conversion rate by over 24%.
4. It Helps Generate BETTER Revenues.
Companies using digital marketing strategies have 2.8X better revenue growth
expectancy and 3.3X better chances of expanding their workforce and business.

5. It Facilitates INTERACTION with Targeted Audiences. One of the reasons why
digital marketing is taking over traditional marketing channels is the ability of
Internet marketing tools to interact with targeted audiences in real time.
Benefits of 2-Way Marketing:
- Precise Market Targeting
- Increased Customer Satisfaction and Experience
- Increased Customer Retention
- More Revenue through Personalized Offers
- Increase Cross-sell and Upsell rates
- Marketing Efficiency and Quick Time to Value

6. It Caters to Mobile Consumer.
More people are now using their mobile devices to access the information
superhighway than desktops and laptops. From mobile apps to mobile-
friendly websites, digital marketing helps businesses to tap this increasing
sector of the market.
7. It Provides Better ROI.
The key to success in digital marketing is to generate a steady flow of
targeted traffic that converts to Sales and Leads. When done well, digital
marketing can improve ROI by up to 300%.

8. Digital Marketing Earns People’s Trust.
Michael Brenner, CEO of Marketing Insider Group, once said that “Marketing
is a Conversation”. True enough, Brands that provides the right content at
the right time creates deeper connections with their target customers.
Deeper connection leads to trust. And when given the choice, people will
only patronize brands that they truly know, like and trust!

SEARCH ENGINE OPTIMIZATION (SEO)

Digital Marketing Tactics and Strategies
SEO is vital for Digital Marketing because:
93% of ONLINE EXPERIENCES begin by using a search engine
50% of mobile visitors who conducted local search visited a
store within the day.
And 34% conducted on computer did the same.
SEO is the process of making your website
and business WORTHY for ranking at the
top of SEARCH ENGINE RESULTS PAGES

The Philippines remain a GOOD TARGET for
Search Marketing this year and the next
84% of Filipino Internet users engaged in
some form of online search activity each day
63% of Filipinos conduct their search queries
through their mobile gadgets each day

Filipino search usage is
broken down according to:
69% - at home
21% - on the move
17% - inside a store
14% - while on a public transport

SEO is good for BUSINESSES who:
Have LONG TERM GOALS of appearing on the
1st page of SEARCH ENGINE RESULTS while
getting FREE TARGETED TRAFFIC and exposure

SOCIAL MEDIA MARKETING (Paid and Organic)

SMM is the process of utilizing the TOP
SOCIAL SITES to create brand awareness,
drive conversation and connect to the most
targeted audience as possible
- Social media users have risen by 176 million last 2015
- Up to 96% of Small Business Owners use Social
Media Marketing

The Philippine online community
is still crazy over SOCIAL MEDIA
Filipinos spend an average of 3.7 hours each
day engrossed in their favorite social network
94% of internet users in the Philippines have
active Facebook Accounts
In comparison, only 54% of American
netizens use Facebook

Filipinos are RELYING more on social media for
COMMUNICATING with friends and loved ones
Facebook Messenger is used by as much as
94% of Filipino Internet users
Filipinos are the MOST ENGAGED SOCIAL
MEDIA USERS in the Asia-Pacific region

Social Media Marketing in the FLESH
Right ad paid social media
ads on Facebooks.

Social Media Marketing in the FLESH
Timeline paid social media
ad on Facebook

SOCIAL MEDIA MARKETING is good for
BUSINESSES who want to:
• Increase BRAND AWARENESS
• Reach MORE PEOPLE
• Drive LEADS
• GENERATE contests and promos

PPC Marketing is the process of using TOP
PPC NETWORKS such as Google Adwords
to reach potential customers who:
- Already have a NEED for
products and services
- Are ACTIVELY SEARCHING
for these needs online

85% of Filipino Internet users search and watch ONLINE
VIDEOS about the brands, products and services they are
interested in before they buy
Most won’t mind an ONLINE AD
83% believe that Ads that provide RELEVANT
IFORMATION can actually make their lives easier

Since the use of Ad Blocker plugins has become rampant
since last year, Companies are now slowly shifting their
online advertising method to NATIVE ADVERTISING
Popular international media websites are
already using this form of advertising in
their sites
It is used by local counterparts including
GMANetwork.com and ABS-CBNNews.com
among others

PAY-PER-CLICK MARKETING is good for
• Get TARGETED TRAFFIC quickly
• Generate LEADS and
• Increase SALES and profits

Facebook Marketing is the process of using
and maximizing Facebook’s ADVERTISING
PLATFORM to boost brand awareness and
reach more customers online
- You can reach out to almost any kind
of GENERAL CONSUMER
- You just need to learn in what groups and pages your
targeted customer stay frequently go to at Facebook

FACEBOOK MARKETING is good for
• Specifically USE FACEBOOK TO REACH
OUT to a SPECIFIC MARKET and
• Get TRAFFIC QUICKLY

What Now?
- Study and learn more about digital marketing.
- Apply what you learned in your future business.
- Apply for a job in the digital marketing industry
Careers in Digital Marketing Industry and their
Median Salary (Philippines):
• Digital Marketing Manager- P689,416
• Analytics Specialist- P456,000
• CRM and Email Marketing Manager- P210,000
• Copywriter- P236,469

Careers in Digital Marketing Industry and their
Median Salary (Philippines):
• Content Marketing Specialist- P360,000
• SEO Specialist- P264,000
• Social Media Marketing Expert- P228,000
• Conversion Rate Optimizer- P246,000
Source: PayScale

The Fundamentals of Digital Marketing - PUP Taguig Presentation

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