Presentation Marketing Strategies July 30.pdf

Marketing Strategies I N T ERN AT I ONA L BUSI N ESS SCH OOL SA N T I AGO ROBLEDO SA LA Z A R UN I V ERSI DA D CATÓLI CA LUI S A MI G Ó

Who am I?

Santiago Robledo Salazar

Global Statistics…2018

Main goals (Objectives) • Develop knowledge and skills that allow you to integrate your digital marketing plans and complete knowledge of the digital marketing ecosystem • Provide evidence for hiring digital service providers • Clearly define who is the target audience for your product or service, by using instruments such as empathy maps and surveys • Identify and describe the buyer's journey in such a way that he can fill the requirements for each stage, connecting with the needs of the possible clients at the precise moments

Secondary goals (Objectives) • Visualize and understand the digital marketing ecosystem, know a full range of digital marketing specialties and build broad bases that allow you to be a key component in any company looking for someone with knowledge in digital marketing

• Understand the new paradigm of the digital environment. • Apply marketing strategies aimed at converting online businesses. • Understand and develop the conversion flow

• Know the main KPIs, metrics and analytics applied to digital marketing.

Essential concepts • Visualize and understand the digital marketing ecosystem, know a full range of digital marketing specialties and build broad bases that allow you to be a key component in any company looking for someone with knowledge in digital marketing

• Understand the new paradigm of the digital environment. • Apply marketing strategies aimed at converting online businesses. • Understand and develop the conversion flow

• Know the main KPIs, metrics and analytics applied to digital marketing.

Learning Units • Unit I: Marketing Fundamentals • Unit II: Content Strategy • Unit III: Social Media Marketing (Organic) • Unit IV: Social Media Advertising • Unit V: Search Engine Optimization - SEO

• Unit VI: Search Engine Marketing with Adwords (SEM) • Unit VII: Display Advertising

• Unit VIII: Email Marketing • Unit IX: Measure and Optimize with Google Analytics

To do, for this week • Join: http://bit.ly/digitalmarketingamigo

• Read the presentation • Read the workbook on content marketing

To do, for next week • Find a business or company to work with and design their digital marketing strategy for the semester (groups of 3 max) • Read about buyer personas from Hubspot

Marketing Fundamentals • Our main goal is to help you be able to hire digital services and know what are the important things to think about and evaluate when doing so.

Agency or in house?

Learning the concepts is easy…

https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/

SEO PPC Affiliation Online Ad PR Online SMM

• • • • • •

Optimize CTR Ecommerce Sales Leads SEO On Page Optimize LP Web Analytics

Engage

• • • • • •

ACT & Convert

Reach

Race from Smart Insights

• • • • • •

Content Strategy Emailing Contact Strategy Client Service Mobile Marketing Social CRM

Types of media

Types of Content • Entertain

• Branded (or personal) • Showing knowledgge • Useful

• Promotion

Internet History

https://www.tes.com/lessons/U2BXrfcbvDDNmg/copy-of-the-history-of-the-internet

Social Media History

http://www.booksaresocial.com/timeline-social-media-2017/

Web 1.0 – 2.0 • Web 1.0 Consumers personal sites - 1990 • Web 2.0 Prosumers – Producers and consumers – 2004 • User centered • Collective intelligence • Platforms focused on communities • Friendly UX • Simpler programing models – CMS • Interactivity

http://gabrielasalazarargoti102000.blogspot.com.co/2014/10/ web-10-y-web-20-diferencias-y-semejanzas.html

Web 3.0

http://www.steve-wheeler.co.uk/2016/08/our-digital-future-3-semantic-web.html

IoT

IoT

Microsoft’s View

What’s happening right now?

http://www.internetlivestats.com

Term Glossary • Internet: Communication network that uses the TCP/IP protocol • Web: Internet service based on html • Browser: Chrome, Firefox, Safari, Opera

• FTP transfer: Used between servers • E-mail: you still use it?

• Site or web page: URL (Uniform Resource locator) • Domain: Name that identifies a web site • Landing Page • CMS Content Management System: Joomla, Droopal, Wordpress

Term Glossary • Web Traffic: Who comes to my site

• Analytics: Users, sessions and pageviews

Always Persevere