The term digital is increasingly over-used, yet also increasingly misunderstood. In an effort to give a better understanding of basic terms, this introduction is an overview of the digital marketing landscape. It provides guidance to build a digital marketing roadmap, defines the digital marketing channels, provides key metrics and tips to become a successful digital marketer.

1. GET STARTED IN DIGITAL MARKETING

2. HELLO!

3. AGENDA
¤ Key Concepts In Digital Marketing
¤ Build A Digital Marketing Roadmap
¤ Strategic Approach
¤ Owned, Earned, Paid Channels
¤ Digital Marketing Tool Box
¤ Become A Successful Digital Marketer

4. WHAT IS DIGITAL MARKETING?
a product,
a service,
or a brand
Digital is a WAY of
delivering marketing
through internet
technologies.
Marketing is the
PROMOTION of

5. WHAT ARE THE BENEFITS OF DIGITAL MARKETING?
Creative
Measurable
Interactive
Data-driven
At scale
Real-time

6. WHAT DOES IT MEAN TO BE AN ONLINE BRAND?
¤ Be visible
¤ Manage your reputation
¤ Have a communication strategy
¤ Develop your community

7. WHY IS DIGITAL MARKETING IMPORTANT?
Digital capabilities increasingly determine which
companies create or lose value
Source: Forbes World’s most influential brands, 2016

8. DIGITAL MARKETING IN NUMBERS
Source: WeAreSocial, Australia 216

9. THE DIGITAL MARKETING LANDSCAPE IS COMPLEX
Source: Gartner

10. AND IN CONSTANT EVOLUTION
Total
market as
one
segment
Mass
marketing
with
product
varieties
Total
market in
different
segments
Serve one
segment
on local
basis
Serve
individual
customer
needs
Serve the
person
customer
seeds
MASS MARKETING MICRO MARKETINGPRODUCT MARKETING CUSTOMISED
MARKETING
TARGET MARKETING PERSONALISED
MARKETING

11. SO, WHAT DOES SUCCESS LOOK LIKE?
CUSTOMER
ACQUISITION
CUSTOMER
ADVOCACY
Attract
Engage
ConvertRetain
Nurture
USER

12. BUILDING A DIGITAL MARKETING ROADMAP

13. DIGITAL MARKETING PLANNING
Leverage owned, earned and paid media for a comprehensive
marketing strategy
OWNED
MEDIA
PAID
MEDIA
EARNED
MEDIA
Advertising
Sharing
Web properties

14. DIGITAL MARKETING METRICS
Define clear measure of success across your digital channels
PAY PER CLICK
DISPLAY ADS
RETARGETING
PAID INFLUCENCERS
PAID CONTENT
PROMOTION
SOCIAL MEDIA APPS
WEBSITE
MOBILE SITE
BLOG SITE
SOCIAL MEDIA CHANNELS
MENTION
SHARE
REPOST
REVIEW
OWNED
MEDIA
PAID
MEDIA
EARNED
MEDIA
Advertising
Sharing
Web properties

15. USER JOURNEYS
Right person, Right time, Right message

16. DIGITAL MARKETING CHANNELS
¤ Search Engine
Marketing
¤ Display Advertising
¤ E-CRM
¤ Content Marketing
¤ Social Media

17. SEARCH ENGINE OPTIMISATION
Improving traffic to a site by increasing the site’s visibility in SERP

18. SEARCH ENGINE OPTIMISATION
ON-SITE
OPTIMISATION
Structure
Content
Tagging
= QUALITY
Blog and articles
Keyword search
Link building
= RELEVANCE
OFF-SITE
OPTIMISATION

19. SEARCH ENGINE OPTIMISATION
BOUNCE
RATE
AVERAGE VISIT
DURATION
NUMBERS OF
VISITED PAGE
SOCIAL
SIGNALS
% 01:30 4,578
DIRECT
TRAFFIC

20. SEARCH ENGINE ADVERTISING / PAID SEARCH
¤ Target the right keyword
¤ Check the competition
¤ Evaluate the conversion

21. CPCCOST PER CLICK
PPCPAY PER CLICK
SEARCH ENGINE ADVERTISING / PAID SEARCH

22. DISPLAY ADVERTISING
TRADITIONAL
PUBLICITY VS
ATTENTION FOR A SHORT
TIME
INTERRUPTS
TENDS TO BE EXPENSIVE
CUSTOMISED ADS
MORE ACCURATE
CHEAPER
DISPLAY
MARKETING

23. CTRCLICK-THROUGH RATE =
CLICKS
VIEWS
DISPLAY ADVERTISING

24. E-CRM
¤ Better know your customer
¤ Customise the communication
¤ Create loyalty
¤ Push the potential

25. CONTENT MARKETING
Content marketing is a
marketing technique of
creating and distributing
valuable, relevant and
consistent content to attract
and acquire a clearly defined
audience – with the objective
of driving profitable customer
action.
The Content Marketing Institute
Source: smartinsights

26. ATTENTION FOR A SHORT
TIME
INTERRUPTS
TENDS TO BE EXPENSIVE
CONTENT MARKETING
TRADITIONAL
PUBLICITY VS CONTENT
MARKETING
GIVE VALUABLE INFORMATIONS
CREATE LOYALTY
CREATE VIRAL CONTENT
CREATE RECIPROCITY

27. SOCIAL MEDIA CHANNELS
¤ Encompasses Paid, Owned &
Earned
¤ Paid: Ads, sponsored posts,
etc.
¤ Owned: Your account/page/
channel
¤ Earned: UGC (shares, write-
ups, etc.)

28. INFLUENCERS AND DARK SOCIAL

29. 1 GOOGLE KEYWORD PLANNER check the keyword search volume
2 WEBMASTER TOOLS check the structure of your website
3 GOOGLE ADWORDS plan ads campaigns on google
4 GOOGLE ANALYTICS check your traffic
5 GOOGLE ADSENSE plan ads display on websites
6 MAILCHIMP e-mail marketing
7 PIXLR design tool
8 PIKTOCHART create infographics
9 WORDPRESS blog platform
10 KLOUT influence tool
11 GOOGLE ALERTS watch reputation
12 HOOTSUITE manage social networks
DIGITAL MARGETING TOOL BOX

30. BECOME A SUCCESSFUL DIGITAL MARKETER

31. TIPS TO BE SUCCESSFUL
¤ Track where your potential customers are
¤ Define what content will fit the best to them
¤ Determine what communication channel to use
¤ Plan accordingly
¤ Measure your results and optimise

32. T-SHAPE CONSULTING
Marlene Vicaire
Principal Consultant
marlene@tshape.me
+61 466 467 854
@Tshape_me
www.tshape.me