Digital Marketing.docx

Talk 2: How to optimize your social media campaign? Social media is an engagement channel (build connections) 1. 2. 3. 4. 5.

Integration People before platforms Think mobile People are more emotionally connected to their phones (purpose and value, tailor the experience, adapt content, cross screening) Converse instead of broadcast

Basic content creation in social media: 1. Consistently quality content (consistent post) 2. Compelling story 3. Will it inspire or force 4. A reason to care 5. Is it relevant to your audience 6. Is there a rich, high quality image 7. Highlighting the product in an engaging way

Focus on psychology of your target market Emotional triggers (what your audience want you to feel) Micromoments- intent driven moments need to know, go to, buy Topical content- newsworthy, ties into a moment in time, relevant 1. Choose general themes 2. Consider potential outcomes 3. Resource adequately

Evergreen Content- long lasting, efficient How content work for you? 1. Awareness 2. Interest 3. Consideration 4. Conversion 5. Advocacy INFLUENCER MARKETINGintegrate all campaigns Spread across platforms Build relationships Data- collect and analyse Social media changed how people make decisions Real time Relationship driven Social intelligence- more than the channel, it is about the consumer Descriptive- understand behavior Predictive- trend watcher to identify what your customers care about Pre emptive- early warning signs for threats and opportunities Listen more, talk less Reach Relevance Resonance

TALK 3: Awareness (Traditional Marketing) Facebook/Google Acquisition (Traditional Marketing) Dinner/Movie Date Initial Content/Get them to subscribe, Qualification Forms Activation- engagement (Digital Marketing) Show your value Retention- revisits (Digital Marketing) Succeeding Dates Email Newsletters & Retargeting (Lazada), Discount and Offers Revenue- (Digital Marketing) Become Together Referral- (Digital Marketing) Brags about you to his/her parents Accounts Based Marketing- eg LinkedIn export/download emails Lead Magnet- valuable information (b2b) B2C Artificial urgency- generate a sale soon (eg purchase after 11:39.00) Social Proof- reviews Convenience- cash outlay Risk ReversalB2B Free- installation, delivery

FACEBOOK AD MANAGER: businessfacebook.com Campaign- advertising objective Ad Set- target (male/female, target parameter) Ad- images, videos CAMPAIGN OBJECTIVE: top three Traffic-visitors on the site If B2B- Lead Generation Conversions- tracking code (word press/shopify e-commerce platform) Wi-Fi mode- resting/buying mood Facebook cheat sheet Measure and report>Pixels Twitter and Pinterest- worst platform for advertising, small channel for marketing purposes LinkedIn- expensive Retargeting- install the pixel (need developer) Check audience>website traffic> Check audience> fb page/ig page> create a custom audience for retargeting without a pixel Birth cert Photocopy valid id Credit background

TALK 4: 4 steps to build your content marketing plan 1. Know your audience How you profile beyond demographics? Demographics are not as important Eg. Kitkat 2.

Plan your content Not product, not brand Give useful relevant information (register now, buy now, promo- starting to be irrelevant) Eg. Trash isles

3.

Come up with an execution strategy Facebook- announcements Twitter- conversational Instagram- visual thematic Youtube- Content creation Email- reminders Eg. Burger king

4.

Measure your results Facebook as media platform Organic reach for facebook is dead Eg. Van gogh’s bedroom Not an overnight success, it takes time and effort Corruption Detector (video) App in Brazil

TALK 5: MOBILE MARKETING Digital Trends: 1. Smart phone driven digital growth 62 million active mobile internet users in PH 2.

3. 4. 5. 6.

Age of the big 5- new oil/asset e.g. The 5 biggest tech firms Amazon Prime Air

The Shift in Digital Ad Spend Offline to online traffic Unbanked to banked Mobile Moments: Know (google), go (grab), do (81% fitness apps), buy (mobile is the priority of google), are you mobile ready? How to know if your mobile friendly? Google.com/test/mobile-friendly You need to start accepting new mode of payments Electronic gift certificate voucher platform Fb messenger is the 3rd most popular social platform in the country (alternative touch point) Enjoy (Netflix, hooq, iflix, iwantv), connect, share Mobile specific search ads Customer journey to know what platforms to use

TALK 6: ONLINE VIDEO MARKETING Online video marketing is under the content marketing 1.

2018 Digital Landscape First moment of truth- influence Zero moment of truth- google “Video Snack” Youtube is overtaking Google as number 1 search engine. Digital video is the new window shopping Digital video is the new store clerk Age of Assistance

2.

Secrets for creating successful video: A. Tell a story, what is my message B. Keept it short and sweet. Give the best 10 sec C. Call to action D. Read and measure

TALK 7: DIGITAL ANALYTICS EFFECT Marketing funnel: acquisition, behavior, conversion