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Introduction to digital marketing
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Digital Marketing: An Introduction

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Did you know that according to the Sensis 2015 social media report, the average Australian owns three internet enabled devices (laptops, smartphones and tablets) and 79% of Australians access the internet daily?

In such a digitally connected world it has become even more important for businesses to understand and leverage digital marketing in order to connect and engage with their customers, supporters and global audience. Skilled digital marketers have become a valuable asset to any business or organisation.

This Introduction to Digital Marketing presentation will provide an overview of the skill areas that are important to becoming successful digital marketers.

You will learn:
1. The core principles of digital marketing.
2. The most popular channels for engaging with an online audience.
3. Examples of good and bad digital marketing practises.

This is intended for complete beginners, and will give you your first step towards learning more about the digital marketing world.

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Digital Marketing: An Introduction

  1. 1. Digital Marketing: An Introduction Instructor: Anfernee Chansamooth Tweet it up: @academyxi @anferneec
  2. 2. Why Me?
  3. 3. Warning: I’m not your typical instructor
  4. 4. 3 Keys To Making This Session Worth Your Time FOCUS ENGAGE LEARN
  5. 5. What is digital marketing?
  6. 6. “The integrated marketing services used to attract, engage and convert customers online.” - Lee Odden, CEO Toprank Marketing
  7. 7. Marketing: the action or business of promoting and selling products or services, including market research and advertising. (wikipedia)
  8. 8. A brief history of digital marketing ● 1941 ○ World’s first TV ad (this is it -> http://mashable.com/2013/08/01/first-tv-commercial- bulova-video/#nIVEqctYpGqz) ● 1980’s ○ Desktop PCs introduced into homes ● February 4, 2004 ○ Facebook launched ● October 2000 ○ Google adwords launched with 350 customers ● 2016 ○ Stay tuned (at the end of this presentation)!
  9. 9. True or false: Digital marketing is much more than just a website and social media. True
  10. 10. Source: http://www.wheelhouseadvisors.net/360-degree-digital-marketing-a-guide-infographic/
  11. 11. The core principles of digital marketing
  12. 12. 1. Be Found ● Where are people searching? ● How are they searching? ● Do you come up when the results are being displayed?
  13. 13. 1. Be Found
  14. 14. 2. Be Clear ● Who’s the audience? ● What’s the offer? ● What’s your message? ● What do you want them to do next?
  15. 15. 3. Be Memorable ● Relevant ● Engaging ● Targeted (one message for one audience) ● Helpful (what is the problem you’re solving?)
  16. 16. 4. Be Integrated ● Multiple channels ● Consistent brand ● Consistent message ● Have a strategy
  17. 17. https://www.youtube.com/watch?time_continue=1&v=cHKjXm6SbIU
  18. 18. 5. Be Measurable ● What are your business objectives? ● What is your ROI? ● What’s working, and what’s not?
  19. 19. Test, Test, Test!
  20. 20. True or false: Having an inactive blog is better than having no blog at all. False
  21. 21. The components of digital marketing
  22. 22. Customer Comms (Reputation Management) of consumers say online reviews influence their perceptions about companies83% 80% report that negative online comments changed their purchasing decision (source: eMarketer.com)
  23. 23. Email Marketing ● People associate negative connotation with email marketing = spam/junk mail. Look at it with fresh eyes. ● Why is email marketing important? ○ Connecting with and building relationships with consumers/people - 1 on 1, more personal than social ○ People use email more than Facebook, search or any form of communication. Still the #1 way of communicating online. ○ After getting our leads/customers, what you do next will determine success or failure. ● Where are emails read? ○ 49.53/16.81/16.81 - smartphone/tablet/desktop
  24. 24. “The process of delivering relevant, engaging and timely marketing messages about your products and services to a specific group of recipients through email.”
  25. 25. The components of digital marketing
  26. 26. Email Marketing ● People associate negative connotation with email marketing = spam/junk mail. Look at it with fresh eyes. ● Definition: ○ “The process of delivering relevant, engaging and timely marketing messages about your products and services to a specific group of recipients through email.” (not spam) ● Why is email marketing important? ○ Connecting with and building relationships with consumers/people - 1 on 1, more personal than social ○ People use email more than Facebook, search or any form of communication. Still the #1 way of communicating online. ○ After getting our leads/customers, what you do next will determine success or failure. ● Where are emails read? ○ 49.53/16.81/16.81 - smartphone/tablet/desktop
  27. 27. Inbound Lead Nurturing
  28. 28. https://www.youtube.com/watch?v=jottDMuLesU
  29. 29. Content ● Blog posts ● Articles ● White papers ● Reports ● Videos ● Social media posts ● E-newsletter
  30. 30. Win or Fail? The picture shows a 2005 crash that killed a six-year-old boy in Chicago after a Boeing 737 slid off the end of the runway in heavy snow and hit the car he was travelling in.
  31. 31. Website
  32. 32. True or false: Google just changed the way Search Engine Results Page displays? True
  33. 33. Search Engine Optimisation (SEO) Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results. (wikipedia)
  34. 34. True or false: Yahoo analytics is the second most widely used analytics provider in the world. False
  35. 35. What are the digital marketing trends for 2016?
  36. 36. https://www.youtube.com/watch?v=l_Ei7CxXwuo
  37. 37. Recap ● What is Digital Marketing? ● 6 Key principles of digital marketing ● 8 Core elements of digital marketing ○ SEO ○ PPC ○ Customer Comms (Reputation Management) ○ Email marketing ○ Inbound lead nurturing ○ Social ○ Content ○ Website ● Digital marketing trends
  38. 38. What’s next? Join us for a full day boot camp! Email jane@academyxi.com for info
  39. 39. Thank You! Learn more about Digital Marketing & Entrepreneurship at: www.anferneec.com @anferneec fb.com/anfconsulting
  • JohannaBeeharry

    Apr. 6, 2017
  • DeniseKing13

    Apr. 16, 2016
  • HelenTran5

    Mar. 11, 2016

Did you know that according to the Sensis 2015 social media report, the average Australian owns three internet enabled devices (laptops, smartphones and tablets) and 79% of Australians access the internet daily? In such a digitally connected world it has become even more important for businesses to understand and leverage digital marketing in order to connect and engage with their customers, supporters and global audience. Skilled digital marketers have become a valuable asset to any business or organisation. This Introduction to Digital Marketing presentation will provide an overview of the skill areas that are important to becoming successful digital marketers. You will learn: 1. The core principles of digital marketing. 2. The most popular channels for engaging with an online audience. 3. Examples of good and bad digital marketing practises. This is intended for complete beginners, and will give you your first step towards learning more about the digital marketing world.

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