Digital Marketing

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					Digital Marketing
Why we love marketing
 25 years International Management
• International Marketing Manager (FDI)
  – UK
  – Hong Kong
  – California
  – Tokyo
  25 years International Management
• Senior Partner Asia Pacific
  – Critical Strategic Solutions (UK)
• Asia Pacific Senior Consultant
  – Strategy International USA

• Clients
  – Sony, Samsung, Siam Furniture
Graduate/undergrad   Masters/postgrad   professional
Business studies     Marketing          Marketing
                                        Chartered Institute of
                                        Marketing (UK)
Law                  Finance            Finance
                                        Chartered Institute of
                                        Management Accountants
Economics            Law
    Professor Masters Level Adjunct
University             Location        MBA/Msc Subjects
Ruanne                 France          Economics
Lefke                  Turkey/Cyprus   International Management
                                       International HRM
                                       International Marketing
Mountbatten Inst       London          Digital Marketing
                                       Global Marketing Strategy
St Mary’s              London          Global Marketing
American Int College   USA             Digital Marketing
Naresuan               Bangkok         Digital Marketing
         Otto Rohwedder
• 1910
    Spreading Ideas is how you win
    Spreading Ideas is how you win
   We had the TV/Newspaper Engine
                      Pay for an ad

Get more money

                      Buy the product
   We had the TV/Newspaper Engine
                      Pay for an ad

Get more money

                      Buy the product
• TV 57 channels and there’s nothing on
  – Download, PVR,Tivo

• News
  – Internet, CNN BBC News
• Print
  – On every topic

• How do you reach me
                     Brave new world?


                              MARKETING 3.0

   Digital marketing   Market to people who are listening

• Paid For     Free                    Be remarkable

Search engine optimization
                    What is SEO?
• SEO is the active practice of optimizing a web site by
  improving internal and external aspects in order to increase
  the traffic the site receives from search engines.
• Most popular search engines (Global):
       1. Google: 84.8%
       2. Yahoo: 6.2%
       3. Bing: 3.2%
       4. Baidu: 3.2%
       5. Ask: 0.75%
       6. Other engines: 1.85%
Why Does My Company Need SEO?
• The majority of web traffic is driven by the major commercial
  search engines.
• If your site cannot be found by search engines you miss out on
  the incredible opportunities available to websites provided via
  search--people who want what you have visiting your site.
• Whether your site provides content, services, products or
  information, search engines are a primary method of
  navigation for almost all Internet users.
What happens when you search
Google search in action

Google Index             Google adwords

    How do you get in the index


Google Index
                            The web
They uses Link and document analysis
•   In document analysis, search engines look at whether the search terms are found
    in important areas of the document - the title, the meta data, the heading tags and
    the body of text content. They also attempt to automatically measure the quality
    of the document (wilkpedia)

•   In link analysis, search engines measure not only who is linking to a site or page,
    but what they are saying about that page/site. They also have a good grasp on who
    is affiliated with whom (through historical link data, the site's registration records
    and other sources), who is worthy of being trusted (links from .edu and .gov pages
    are generally more valuable for this reason) and contextual data about the site the
    page is hosted on (who links to that site, what they say about the site, etc.).
              To get indexed
• Avoid
  – Speed bumps
  – Walls
• If your not indexed you will not be found
                  Possible speed bumps
•   URLs with 2+ dynamic parameters; i.e. (spiders may be reluctant to
    crawl complex URLs like this because they often result in errors with non-human visitors)
•   Pages with more than 100 unique links to other pages on the site (spiders may not follow
    each one)
•   Pages buried more than 3 clicks/links from the home page of a website (unless there are
    many other external links pointing to the site, spiders will often ignore deep pages)
•   Pages requiring a "Session ID" or Cookie to enable navigation (spiders may not be able to
    retain these elements as a browser user can)
•   Pages that are split into "frames" can hinder crawling and cause confusion about which pages
    to rank in the results.

          Uniform resource locator
•   Pages accessible only via a select form and submit button
•   Pages requiring a drop down menu (HTML attribute) to access them
•   Documents accessible only via a search box
•   Documents blocked purposefully (via a robots meta tag or robots.txt file - see
    more on these here)
•   Pages requiring a login
•   Pages that re-direct before showing content (search engines call this cloaking or
    bait-and-switch and may actually ban sites that use this tactic)
• So now you are in the index

• Now what?
               Your pages ranking
• PageRank relies on the uniquely democratic nature of the web
  by using its vast link structure as an indicator of an individual
  page's value. In essence, Google interprets a link from page A
  to page B as a vote, by page A, for page B. But, Google looks
  at more than the sheer volume of votes, or links a page
  receives; it also analyzes the page that casts the vote. Votes
  cast by pages that are themselves "important" weigh more
  heavily and help to make other pages "important."
Listen to Google
• Take care with
  – Key words
  – Title Tag
  – Description tag
• Links
  – Blogs can help
  – Check your competitors
  – Trade Bodies
              Google Analytics

• Broad tool: many uses
• Free tool to measure visits, pages viewed,
  pages viewed/visits, bounce rates and average
  time on site, traffic source, referring sites and
• Google Analytics Training Video:
What is Google analytics
 How to use analytics – to get insight
• Web response is easily measurable
  – Unique visitor numbers
  – Track changes effectiveness
  – Referencing web sites
     • Seo - ppc
  – Where do visitors go when they arrive
     • Bail out at home page?
Paid for packages - Hubspot
Analytics tutorial

• Helps manage keywords for SEO and PPC
  (Pay per Click on Google Adwords)
  for how to use Wordstream for SEO;
           Getting your keywords right
•   Brainstorming - Thinking of what your customers/potential visitors would be likely to type in to search
    engines in an attempt to find the information/services your site offers (including alternate spellings,
    wordings, synonyms, etc).
•   Surveying Customers - Surveying past or potential customers is a great way to expand your keyword list to
    include as many terms and phrases as possible. It can also give you a good idea of what's likely to be the
    biggest traffic drivers and produce the highest conversion rates.
•   Applying Data from KW Research Tools - Several tools online (including Wordtracker & Overture - both
    described below) offer information about the number of times users perform specific searches. Using
    these tools can offer concrete data about trends in kw selection.
•   Term Selection - The next step is to create a matrix or chart that analyzes the terms you believe are
    valuable and compares traffic, relevancy and the likelihood of conversions for each. This will allow you to
    make the best informed decisions about which terms to target. SEOmoz's KW Difficulty Tool can also aid in
    choosing terms that will be achievable for the site.
•   Performance Testing and Analytics - After keyword selection and implementation of targeting, analytics
    programs (like Indextools and ClickTracks) that measure web traffic, activity and conversions can be used
    to further refine keyword selection.
    Meta Tags

•   Meta tags once held the distinction of being the primary realm of SEO specialists. Today, the   use
    of meta tags, particularly the meta keywords tag, has diminished to an
    extent that search engines no longer use them in their ranking of pages.
    However, the meta description tag can still be of some import, as several
    search engines use this tag to display the snippet of text below the clickable
    title link in the results pages.
•   In the image above, an illustration of a Google SERP (Search Engine Results
    Page) shows the use of the meta description and title tags. It is on this page
    that searchers generally make their decision as to which result to click, and
    thus, while the meta description tag may have little to no impact on where
    a page ranks, it can significantly impact the # of visitors the page receives
    from search engine traffic. Note that meta tags are NOT always used on the
    SERPs, but can be seen (at the discretion of the search engine) if the
    description is accurate, well-written and relevant to the searcher's query.
                   Winning sites have -
•   Unique Content - Something that has never before been offered on the web in
    terms of depth, quality or presentation (i.e. a unique value proposition)
•   Access to an Adoptive Community - Connections or alliances with
    people/websites in an existing online community that is ready to accept, visit and
    promote your offering
•   Link-Friendly Formatting - Even the best content may be unlikely to be linked to if
    it displays ads, particularly those that break up the page content or pop-up when a
    visitor comes to the site. Use discretion in presenting your material and remember
    that links are one of the most valuable commodities a site/page can get and they'll
    last far longer than a pop-up ad's revenue.
•   Better Links than Competitors
•   Market Awareness - If your site is targeting highly competitive terms you should
    make available, an online marketing budget, including funds for link buying, and
    hire or consult with someone experienced in
                   Tech tools etc
• Add a robots.txt: IN ROOT DIRECTORY It allows you
  to specify exactly what pages major search engines
  can crawl.
   – <meta name = ‘robots’ content = ‘INDEX,FOLLOW’>


   – Add a site map
          Your product

• toggleglof
Digital media 2

         What is In-Bound Marketing?

•   Strategic use of Google, blogs and social media sites to draw in, court and
    win customers/clients (a pull vs. push approach)
•   “Earning your way in” with customers
•   Focus on “getting found by customers”
•   Focus involves designing products and services based on sound
    information and market research about customer’s wants/needs.
•   Outbound Marketing: Marketing Communications focus (push approach)
         In-Bound Marketing?
• "If you have more money than brains, you
  should focus on outbound marketing. If you
  have more brains than money, you should
  focus on inbound marketing by reading this
• —Guy Kawasaki, cofounder of Alltop, and
  author of Reality Check; also famous Silicon
  Valley tech. marketing “guru”
 Hubspot – the story begins          the inbound marketeers

1)   Brian Halligan +Dharmesh Shah MIT
2)   Halligan Joined VC Co
3)   Shah started small software Co
4)   Founded Hubspot 2006
     – $5m VC, + $12m VC
5) Located themselves near MIT

1) Evangelic Marketing of their concept
  – brand - Inbound marketing
2) Web 2.0
  – SEO -Social media- blog –PPC
    They launched


How they launched

        Outbound marketing Theory
                                               Appropriate for segment
Appropriate for segment

           Product/service ----- price ----- promotion

         Pool of Customers with known needs

                    Satisfy those needs
                          The real world
                          Product/ range/ service

                              Research market

                                                                  Features into
                                                                  So what?

     Promotion strategy      Promotion strategy        Promotion strategy
     Segment a              segment b                 segment c

                    Based on how benefit satisfies need
                   Inbound marketing
                  Create interest/giveaways/ppc/seo

               Pool of Customers with unknown varying needs

                        Qualify out % qualify in %


     Product +price       Product + price            Product + price
Lets look at comparative costs

June 20, 2012

             TV Advertising costs
• Production $1k to $350K
• Place $100 to $240m
• Sensible cheap budget
     – Production   $50k
     – Place        $100k
• Normal Budget
     – Production   $200k
     – Place        $800k

•    Full page Wall st Jnl $200k
•    Full page local paper $1k
•    Small ad        $50
•    Budget $100 - $200k

• 60 second $25

                  Social media
•    Set up micro site for on line community
•    Widgets to distribute content
•    $50k
•    Monthly pay per click $50K
•    Budget $650k pa

                   Web Site
• $50k per month
• $600k pa

                   IN FLIGHT
• Ad production       $15k
• BA USA flights      $60K

• In flight programme $75k pa

• PR
• Sponsorship

      The Growing Role of Public Relations in Global Marketing

• Public Relations expenditures are growing
  at an average of 20% per year
• In India they are reported to be growing by
  200% annually

                               • Reasons for the growth
                                   – Increased governmental relations
                                   between countries
                                   – Technology
                                   – Societal issues like the environment
               Hub spot
• $250 pcm to $375 pcm
• $4,500 per annum

            To work you must have
• The ability to write compelling content
• The ability to distribute the content
     – Easily found SEO / PPC

• The ability to attract and engage a
  community of followers

So what do hubspot sell/provide?
Content design
Exposure optimization
Lead tracking and Intelligence

June 20, 2012
             The service contd
1) Content management system
  – Easily update content
  – Templates (search engine friendly)
     • Web sites - blogs - landing pages
2) Keyword grader
  – Seo optimization
3) Other SEO graders
  – eg Link grader- facebook grader -twitter grader

                Service cont
1) Analytics
  – Which programmes work
  – Where customers are located
  – How they engaged with them
2) Classify
  – Prospects
  – Leads
  – Opportunities

Digital media 3

Pay per click
Google Adwords
• Invented by Chris Anderson Wired Magazine
  – On line retailers have unlimited shelf space and
    can offer more choice and can link product
    recommendations from one purchase to another

• Chart it on a graph showing many products
  selling a few multiples out total a few
  products selling many multiples.
Digital Marketing 4

Social media
      Social Networking Trends
• Social Networking Sites Account for More then
  20% of all US online display advertising
  (mostly on and
• Most popular corporate social brand:
• Most popular social brand overall: Lady Gaga
  (5 times more popular then Starbucks)
     Social Media Mgmt. Systems –
• www. Allows you to manage
  multiple social networking sites in one place
  - Web
  - Mobile (iPhone, Android and Blackberry
• How it works: Three simple features In the most basic sense, these
  management tools do the following:
• 1) connect with social media channels like Facebook, Twitter, LinkedIn.
• 2) Allow the manager to quickly publish from one location to each of those
  channels, some provide ability to customize to each channel
• 3) Aggregate and Manage social data. The system allows the manager to
  see an aggregated view of what’s happening (from views to comments)
   and may offer some form of analytics and conversion metrics.
                  Video is King
• 83.5 percent of the total U.S. Internet audience viewed
  online video.
• 135.7 million viewers watched 13.0 billion videos on (96.0 videos per viewer).
• The average Hulu viewer watched 24.7 videos, totaling
  2.5 hours of video per viewer.
• The duration of the average online video was 4.4
• The top video ad networks in terms of their actual
  reach delivered: Joost Video Network (by Adconion)
You tube

• Social networking site focused on professional
  connections; often used by recruiters.
• 60 million users world-wide (20% small
• Guy Kawasaki’s 10 ways for small businesses to
  use Linked In (April, 2010); see:
             The Rise of Facebook
• January, 2004: Mark Zuckerberg (Harvard undergrad.) starts
  thefacebook for Harvard students.
• Summer, 2004, Facebook incorporates in Palo Alto, CA.
• Facebook buys the domain for $200,000.
• Facebook Members: 400 million active users (average user has 130
• Facebook valuation: $ 18-25 billion (rumored to be taking on
  Google directly with competing ad products)
• 100 million active users currently access Facebook through their
  mobile devices (June, 2010,
• Countries with the most Facebook users: US, UK and Indonesia (NY
  Times, April, 2010
• Facebook under heavy criticism for not protecting privacy of users
  (selling information to advertisers?)
Facebook – can you really market?
           David Meerman Scott
• ‘We have to unlearn what we have learned’
  – Yoda

• Offline marketing techniques don’t work for
  online marketing.
  Buyer Personas (Segmentation)
• Too many web sites are product driven
  – Hotel
• They should be customer driven
• They should allow your segments to easily find
  their key buyer information needs
• Welcome are you visiting as
  – An independent business traveller
  – A corporate Travel Manager
  – An Event planner
  – On a family holiday
  – On a single holiday
                   Event Planner
•   Corporate seminar
•   Corporate reception
•   Private party
•   Wedding
    – Links also
• All about content from your buyers point of

           How to get Attention
•   Buy attention –
•   Beg for attention –
•   Bug people for attention –
•   Earn it!
                   Earn it
• Creating content that people want
  – Blog
  – Video
  – Twitter
             Twitter: History
• Established in 2006.
• 140 character limit messages; patterned after
• Most Twitter users are older then teens or
  college students…who prefer SMS on cell
• April, 2010: Announced will begin advertising
  via Tweets.
• Raised over $57 million in VC funding.
                Rentokil on Twitter

• The pest control agency has been following people on Twitter
  fairly indiscriminately, essentially engaging in follow spam.
• Understandably, this caused a lot (a LOT) of people to ask why
  they were being followed by Rentokil - I mean, the company
  serves a much-needed market but it is hardly a brand most
  people want to be associated with. It sounds a bit, well,
• So Rentokil created a blog post, ‘Why is @Rentokil following
  me?’ in which it tried to explain its motivation.
• Yes, it admitted, it’s trying to boost its social media marketing.
  ‘Phase one of our twitter campaign was to find pest control
  related people to follow. Tick, complete.’
• Phase two, it claimed, is to find ‘experts’ and interesting
  people outside of pest control and follow them – although it
  doesn’t explain why.
• To make matters worse, the blogger then wrote: “We have
  had a few nice messages, but also a few rude ones – which
  personally I think is a little bit unnecessary.”
    Twitter – the rentakill lecture
• Could the post get worse? Oh it could:
  “The beauty of Twitter is that you get to meet
  all kinds of people online, and not all of them
  with something in common with you. And
  that’s why you need to start talking to people,
  a bit like when you go to a party and know no-
  one but the host. Remember that thing called
  mingling? Try it, you might like it!”
• Twitter defines follow spam as “the act of following mass numbers of
  people, not because you're actually interested in their tweets, but simply to
  gain attention, get views of your profile (and possibly clicks on URLs
  therein), or (ideally) to get followed back”.
• Users hate it, Twitter frowns upon it and it gives online marketers a bad
• To be fair, though, Rentokil has now apologised and I admire its cander. A
  later post admitted: “In retrospect, it feels as though we may have been a
  bit clumsy.”
                 Twitter Tips
• Think of conversations relevant to your
  product or business
• Search
• Who is talking about relevant things
  – Trends
  – Who is leading
  – Who is giving best advice
• Decide who to follow
                Twitter tips
• Follow them - look and learn
• Join in with value
• Use your existing network to add
  – Followers
  – followees
           Twitter: Useful for?
• Direct Marketing: company announcements and
  promotions tied to URL.
• Indirect: Let employees tweet about their work;
  hopefully in a positive way.
• Internal: use internally to share ideas or
  communicate about products.
• Inbound Market Intelligence &Signalling: Use
  Twitter search features to read what is being
  tweeted about your company, products and/or
               Using the web
• Getting people to your site is not free
  – Pay per click
  – Time/cost using seo/press release/ blog/ social
• You need a landing page (web site could have
  a number of audiences)
  – Keep your end in mind
  – Offer something
  – Keep forms short
                Be Realistic
• New site 0.5% will come to action
• Average is 2%
• Pre Internet
  – Direct mail 1%
  – Telephone prospecting 10%
               Be cost effective
•   1,000 hits
•   0.5% interest = 50 prospects
•   30% conversion rate = 15 customers
•   15 customers x average spend $50
•   Total revenue generated = $750
•   Profit contained within $150
•   Cost per hit has to be below 15 cents – or loss
         Its not volume - stupid
• All the sites promote volume of views
• The only thing that should change how much
  you are prepared to pay is quality - ie quality
  that moves the real interested response
  – 0.5% becomes 2%
  – 10% who place orders become 20%
  – Conversion rate becomes 40%
                Effectiveness chart

% Quality of response (not volume)
  But before you get carried away
• The Beatles didn’t need I tunes
• Rubicks and trivial pursuits didn’t need
Buy my dvd’s and sell them on that’s
      what I am trying to do
But – New York 2011
• That’s how you sell a Country

           Or you could always write a blog
   We had the TV/Newspaper Engine
                      Pay for an ad

Get more money

                      Buy the product
  Digital marketing   Market to people who are listening

• Paid For     Free                  Be remarkable

Product advocate
Ipad (iPad) on Twitter
I'm the coolest gadget in the world
 Unofficial account - Cached
Average products to average people

                                           Market share

       Mass marketing campaign

                                 Consumer profile
    Remarkable products to Listening people

                                                Market share

Otaku marketing campaign
                                      Consumer profile
• Word of mouth marketing study 2010
• Mobile telephone purchase
            Stages of purchase
• Stage 1
  – Initial consideration

• Stage 2
  – Evaluation

• Stage 3
  – Moment of purchase
    Stage 1 initial consideration
• Mature market
    Stage 1 initial consideration
• Developing market
          Stage 2 evaluation
• Mature market
          Stage 2 evaluation
• Developing market
           Stage 3 purchase
• Mature market
           Stage 3 purchase
• Developing market
      Word of mouth Marketing
• Experiential
  – Most common 50%-80%

• Consequential
  – Pass on campaign message

• Intentional
  – Product Celeb endorsement
      Word of mouth Marketing
• Most effective at launch /enhance stage
• Content
  – We market emotionally
  – People talk about the functions
• Identify
  – Someone who has product expertise
• Environment
  – Trusted network
• 6 million hits
• Sales
  – +9%
• Brand perception
  – +20%

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