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.

1. Digital Marketing: An Introduction
Instructor: Anfernee Chansamooth
Tweet it up: @academyxi @anferneec

2. Why Me?

3. Warning:
I’m not your typical instructor

5. 3 Keys To Making This Session Worth Your Time
FOCUS ENGAGE LEARN

6. What is digital marketing?

7. “The integrated marketing services used to
attract, engage and convert customers
online.”
- Lee Odden, CEO Toprank Marketing

8. Marketing:
the action or business of promoting and
selling products or services, including
market research and advertising.
(wikipedia)

9. 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)!

10. True or false:
Digital marketing is much more than just a website and social
media.
True

11. Source: http://www.wheelhouseadvisors.net/360-degree-digital-marketing-a-guide-infographic/

12. The core principles of digital marketing

13. 1. Be Found
● Where are people searching?
● How are they searching?
● Do you come up when the results are being
displayed?

14. 1. Be Found

16. 2. Be Clear
● Who’s the audience?
● What’s the offer?
● What’s your message?
● What do you want them to do next?

19. 3. Be Memorable
● Relevant
● Engaging
● Targeted (one message for one audience)
● Helpful (what is the problem you’re solving?)

21. 4. Be Integrated
● Multiple channels
● Consistent brand
● Consistent message
● Have a strategy

22. https://www.youtube.com/watch?time_continue=1&v=cHKjXm6SbIU

24. 5. Be Measurable
● What are your business objectives?
● What is your ROI?
● What’s working, and what’s not?

25. Test, Test, Test!

26. True or false:
Having an inactive blog is better than having no blog at all.
False

27. The components of digital marketing

28. 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)

29. 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

30. “The process of delivering relevant, engaging and timely
marketing messages about your products and services to a
specific group of recipients through email.”

31. The components of digital marketing

32. 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

33. Inbound Lead Nurturing

34. https://www.youtube.com/watch?v=jottDMuLesU

35. Content
● Blog posts
● Articles
● White papers
● Reports
● Videos
● Social media posts
● E-newsletter

36. 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.

37. Website

38. True or false:
Google just changed the way Search Engine Results Page displays?
True

39. 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)

40. True or false:
Yahoo analytics is the second most widely used analytics provider in
the world.
False

41. What are the digital marketing trends for
2016?

42. https://www.youtube.com/watch?v=l_Ei7CxXwuo

43. 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

44. What’s next?
Join us for a full day boot camp!
Email jane@academyxi.com for info

45. Thank You!
Learn more about Digital Marketing
& Entrepreneurship at:
www.anferneec.com
@anferneec
fb.com/anfconsulting