A detailed Introduction to Digital Marketing - Version 6.0

Professional Diploma in Digital Marketing
Module 1: Introduction to Digital Marketing

Source of Content: Digital Marketing Institute, Ireland
Version 6.0
Lecturer: Temitope Olufiranye

AGENDA
• Introduction:
- Concept of Digital Marketing
- Digital Marketing Institute Method: 3i Principles
• Digital Marketing Channels & Case Studies:

- SEO (Search Engine Optimisation)
- PPC (Pay-Per-Click Advertising)
- Digital Display Advertising
- Email Marketing
- Social Media Marketing
- Mobile Marketing
- Analytics
- Digital Strategy & Planning
WHAT IS DIGITAL MARKETING?
Digital Marketing - Definition
“ Using digital channels to promote,

or market, products and services
to consumers and businesses.
”
Digital Marketing Institute
©Digital Marketing Institute 2016

Channels
Digital channels can be grouped under the following headings
Digital
Search Search Social
Email Display Mobile
Marketing Marketing Media
Marketing Advertisin Marketing
(SEO) (PPC) Marketing
g

Consumers leave a trail
It is access to these activities that gives digital marketing its power
Search for
“Holiday
Resort” Click on Ad
campaign
Register for
updates
Search Purchase
on site
Click
Register
Buy
Source: Digital Marketing Institute © 2015

Consumers reveal who they are
It is access to these activities that gives digital marketing its power
}
Location, Interest, Age
Search for
“Holiday Specific Requirement
Resort” Click on Ad
campaign Urgency
Register for
updates Budget
Search Purchase
on site
Click
Register
Buy

“Start with the customer and work backwards”
Market reality is a better indicator of customer needs than market
research
MARKET RESEARCH
Polls, questionnaires, history,

focus groups, research.
Customer
Product
or Service
Search: keyword research tools

Social: listening tools
Digital: analytical tools
MARKET REALITY
Source: Digital Marketing Institute

08.07.2024 8
The Three Types of Marketing
Interruption
Behavioral
Permission

How Important is Digital Marketing?
Rate on a scale of 1 to 10 the importance of the internet to your to

the success of your business or career.
1-----------------------------------------------------------------------------------------------------------10
Not at all important

Crucial
Digital
Principles
1. Initiate Marketing
2. Integrate
3. Iterate
Methodology
is the principles-
Implementation Framework
based framework for
the application of
1. Customer Goals 1. Visual Scheme
digital marketing to
2. Business Goals 2. Digital Channels
achieve business
3. Application 3. Strategic Choices
goals.
Tools
1. Email
2. Search
3.Social
4. Mobile

DMI's 3i Principles
DMI 3i Principles are the foundation tenets of the DMI Methodology
• Initiate: start with the customer and work towards your digital
strategy
• Iterate: continually learning from engagement with customers

and applying this on an ongoing basis
• Integrate: integrate digital channels coherently and in terms

of traditional marketing activities
Integrate Principle
Depending on consumption channel users apply personal preferences and
etiquette and expect marketers to do likewise.
Print TV Radio Email Mobile Phone User
Broadcast Transact Interact

Websites and Discussion Social Media Networks Personal communications
forums where the interaction is devices/systems with a
where the accepted norm governed by social norms personal etiquette
is public an open.

Quality Scale of Engagement
In digital marketing the dynamic is from quantity to quality.
There is a quality scale in the interactions of an audience with an organisation.
Tell Audience Advocacy
Act Audience Conversion
Engage Audience Engagement
Learn Audience Awareness

Google AdWords Keyword Planner
Company Company Consumer Language Negative
Language Keywords
Virgin “Low fares” “Cheap flights” Late arrival, late

Atlantic Per month: 10 Per month: 29,000 departure &
delayed flights
Access Bank Online Banking Internet Banking Fraud, scam, 419 &
Per month: 1,300 Per month: 3,600 slow
Search volumes based on a 12 months period for Nigeria.

Search performed on the 17th of August, 2015
Google Trends
Search trends and respective ad spend

Practical Exercise – Keyword Research
Perform keyword research using Keyword Planner and

Google Trends for the following:
• Internet banking
• Online banking
Login Details:
• Username – wdcstudenttest2@gmail.com
• Password – LIVE-ADWORDS17
Situation Analysis: Capabilites
Rating your current capabilities from 1 to 5:
Basic Limited Practical Advanced Expert

knowledge Experience Skills Application Practitioner
Website
SEO
PPC
Email
Display
Social Media
Mobile
Analytics
Situation Analysis: Activities
Describe your current activities under each of these headings and rate your
current activities on a scale of 1 to 5
Describe your current activities Pre-Course Post Course

Rating Rating
Website
SEO
PPC
Email
Display
Social Media
Mobile
Analytics
A Class Apart
Marketing has changed fundamentally in the last 50 years
1969 2016

Presentational vs. Interactive
Marketing
How have digital tools changed in the last 50 years?
• Press advertising • Site design (link/search)

• Radio & TV advertising • Analytics (journeys/conversion)
• Outdoor Advertising • SEO (links/keywords mgt)
• Media Planning • SEM (campaign/keywords mgt)
• PR & Promotion • Email (list building/broadcast)
• Brand Building • Web copywriting
• Direct Sales • Social Media
• Product Placement • Online PR
• Corporate Communication • Affiliates
• Cold Calling • Mobile Media
1966 2016

Traditional Digital
Broadcast Interactive
Message Driven Consumer Driven
Didactic Based on Listening
Vs.
Constrained Un-constrained
Calendar and
Budget Bound Open-ended
Power retained by
owner/advertiser Content Driven

Campaign Planning Implications
What are the implications for marketing departments and their campaign
planning?
Structure
Budget
Calendar
Personnel
The three aspects of your digital brand
Your digital Voice, Footprint and Shadow
Voice Footprint Shadow

AGENDA
• Introduction:
- Overview of the Digital Marketing Landscape in Nigeria

- SEO (Search Engine Optimization)
- Email Marketing
- Mobile Marketing
- Analytics
- Strategy & Planning
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the process of affecting the

visibility of a website or a web page in a search engine's "natural"
or un-paid ("organic") search results
SEO Process
SEO is an ongoing
dynamic process in
which you set goals,
complete on-page
optimization, complete
off-page optimization
and analyze

Concepts: Positioning
Know where organic and paid search results display and how positioning affects
clicks
30% of users
click here and
on the right
(Paid listings)
70% of users
click here
(Organic
listings)

Example: Cheap Credit Cards
Keyword phrases should be included effectively
Keyword
Keyword
Keyword

AGENDA
• Introduction:

- Email Marketing
- Mobile Marketing
- Analytics
Pay Per Click (PPC) Advertising
Related to Cost Per Click (CPC)
Pay-Per-Click (PPC) is an internet

advertising model used to direct traffic
to websites, in which advertisers pay
the publisher (Google) when the ad is
clicked. It is defined simply as “the
amount spent to get an advertisement
clicked”
SEM Revenue
Non mobile Search accounted
for $5.2 billion (36% of total)
of Q2 2015 revenues,
compared with $4.5 billion
(38% of total) in Q2 2014.
Inclusive of mobile-related
search revenue, the Search
format totalled $7.1 billion
(50% of total) in Q2 2015
revenue

PPC Process
PPC is an ongoing dynamic
process with goals, setup,
management and analysis.

PPC- Definition
Related to Cost Per Click (CPC)
“ Pay-Per-Click (PPC) is an internet

advertising model used to direct
traffic to websites, in which
”
advertisers pay the publisher
(Google) when the ad is clicked. It is
defined simply as “the amount spent
to get an advertisement clicked”

Leading PPC Channels
In a survey of brand and Agency professionals in the US text ads ranked
first, with 90 percent of respondents stating they were the most important
PPC channel. Social ads are growing steadily in importance.

PPC Social Spend
Facebook leads the way, but Twitter is growing fast.

PPC Success
A high level of optimism from professionals, up from last year.

How will
budgets
change in the
next 12
months?
In 2016 we expect to see a
surge in spend across multiple
platforms, as advertisers
continue to diversify and
expand into new channels.

PPC Costs are rising
• CPC is rising in AdWords in almost all industries
• Reasons for an increased CPC include: an increase in
competition; disregarding best practice; new AdWords
directives; and not applying an iterative approach to
the PPC process
• Optimize your online content/properties and keep up-
to-date on your search engines PPC process to avoid
paying a higher CPC

Keyword Analysis
Keyword research for accountancy courses

Keyword
Landing
Keyword
Page
Relevance
Accountancy course
Keyword

AGENDA
• Introduction:

- Email Marketing
- Mobile Marketing
- Analytics
Digital Display
Advertising
Process
Effective DDA is an iterative
process

Display Advertising
Display advertising is a type of advertising that typically contains
text (i.e. copy), logos, photographs or other images, location maps,
and similar items
• Average Click Through Rates (CTR) for Display ads are <0.1%
• We are served more than 1,700 banner ads per month
• DDA is better for branding rather than metric as opposed
to revenue generation
• 60% of LinkedIn users have clicked on an ad on the site
• The average CTR for a Facebook display ad is 0.04%, which is
about half the average CTR for display ads across the web.
Source: DoubleClick & Wolfgang Digital

Ad Formats
The graphic below shows the most commonly used ad formats

Display
Ads
Dimension
Position
and

Retargeting
With retargeting we
can control: how many
times the user is
served the ad,
frequency of view,
time of day etc.

Display Advertising
Affiliate
AGENDA
• Introduction:

- Email Marketing
- Mobile Marketing
- Analytics
Email Marketing
Process
Effective Email Marketing is
an iterative process
involving Data, Design,
Delivery and Discovery

Email Marketing
For every $1 spent on email marketing strategies, $44.25 is the average
return
Email Marketing Statistics
• 54% of marketers rate email as the most effective
type of digital marketing and the least difficult to
execute
• There are over 4.35 billion email accounts. This will
reach 5.59 billion by 2019
• 95% of online consumers use email. 91% check
their email once a day.
• 78% of UK Brand marketers says that the purpose
of Email Marketing is retention.
• 64% of decision-makers read emails via mobile
devices.
• For every $1 spent, $44.25 is the average return on
email marketing investments.
Email Marketing is permission-based
marketing, do not abuse it.
Reporting:
Campaign
Snapshot
You can monitor the
performance of a specific
campaign through your
ESP.

Email
Marketing
Best Practice
The aim is to improve
on Return on
Investment (ROI) and
increase the number
of new customers
buying online
• Average monthly open rate: 51.1%

• Average monthly CTR: 41.83%
• Average conversion rate direct from email: 10.77%
• Average monthly total customer conversion:18.82%

Email Marketing Tactics
Argos automatically send emails triggered by
abandoned shopping trolleys to increase
conversions
• Drives incremental value
• Argos used browsing data and
email engagement to identify
people likely to buy
• These are behaviourally-based
customer recommendations

Email Marketing Tactics
Craghoppers implemented a campaign triggered by basket abandonment
• Two emails sent to customers: 24

hours and 3 days after
abandonment
• ROI of 711% and successfully re-
engaged 56% of registered users
abandoning a purchase, with 30%
clicking on the emails
• 10% of emails delivered resulted in
a sale

AGENDA
• Introduction:

- Email Marketing
- Mobile Marketing
- Analytics
Social Media
Marketing
Process
Effective Social Media
Marketing is an iterative
process involving Goals,
Channels, Implementation
and Analysis.

How Consumer Behaviour has changed
The consumer decision journey (McKinsey, 2014)
Awareness
Familiarity
Consideration
Now…
Purchase
Loyalty

What works best for social content?
• Images and Video
• Shorthand
• Using an image and commentary when
sharing company links
• Frequency
• Humour and Personality
• Don't be shy
• Comments vs Likes!

Twitter Statistics
Twitter revenue has grown from $45m in 2010 to $502 in just Q2 2015
• 320 million monthly active users

• 500 million Tweets per day
• 80% active users on Mobile
• 1 billion visits monthly to sites with
embedded Tweets

Twitter Bespoke Customization
Shirtpizza

Twitter Best Practice
Twitter can be used effectively for both brand
exposure and online customer care

Instagram
GoPro
Liberty London

Viewing Instagram Uploads

Pinterest

AGENDA
• Introduction:

- Email Marketing
- Mobile Marketing
- Analytics
Mobile Marketing
Process
Effective Mobile Marketing is
an iterative process involving
recognizing opportunity,
optimization, advertising and
analysis.

Key Mobile Statistics
We have reached the tipping point predicted by Mary Meeker in
2008

What Convergence Means
Convergence: device functionality begins to come together in one device
• SMS
• Camera
• Music
• Phone
• Browser
• GPS
• Email
• Office Applications
• Social Media
• Gaming
AGENDA
• Introduction:

- Email Marketing
- Mobile Marketing
- Analytics
Analytics
Process
Effective Mobile Marketing is
an ongoing dynamic process
involving goals, setup,
management, review and
iteration.

Google Analytics
Audience Overview is just the starting point.

Google Analytics
The power of the configurable dashboard
Google Analytics
Google Analytics
Google Analytics
AGENDA
• Introduction:

- Email Marketing
- Mobile Marketing
- Analytics
Strategy and
Planning
Process
Effective Strategy and
Planning is an Iterative
Process including goals,
setup, management and
analysis.

Channel Suitability B2C
Select the channels on the DMI Framework in terms of how effective they will be for engaging with your target audience.
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Action Plan: Search Marketing (SEO)
Digital marketing planning scheme for Search Engine Optimization
• Objectives
• Action Items
• Frequency
• Measurement Tools
• KPIs
• Spend
Laws and Guidelines
User Protection is the top priority
• Always provide an opt-out within permission

marketing messages
• Offer an opt-out at the collection point also
• Tell the subscriber told why the information is
being gathered
• Only message regarding similar products
• Remember that an opt-in should only be valid
for 12 months
• Never sell consumer information to a third
party

Professional Diploma in Digital Marketing
Module 1: Introduction to Digital Marketing
Version 6.0
Location: Lagos, Nigeria
Lecturer: Temitope Olufiranye

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Professional Diploma in Digital Marketing

Module 1: Introduction to Digital Marketing

Lecturer: Temitope Olufiranye

• Digital Marketing Channels & Case Studies:

“ Using digital channels to promote,

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

Source: Digital Marketing Institute © 2015

Source: Digital Marketing Institute © 2015

Polls, questionnaires, history,

Search: keyword research tools

Source: Digital Marketing Institute

©Digital Marketing Institute 2016

Rate on a scale of 1 to 10 the importance of the internet to your to

Not at all important

©Digital Marketing Institute 2016

• Iterate: continually learning from engagement with customers

• Integrate: integrate digital channels coherently and in terms

Print TV Radio Email Mobile Phone User

Broadcast Transact Interact

Source: Digital Marketing Institute © 2015

Tell Audience Advocacy

Act Audience Conversion

Engage Audience Engagement

Learn Audience Awareness

Source: Digital Marketing Institute © 2015

Virgin “Low fares” “Cheap flights” Late arrival, late

Search volumes based on a 12 months period for Nigeria.

Search trends and respective ad spend

Perform keyword research using Keyword Planner and

Basic Limited Practical Advanced Expert

Describe your current activities Pre-Course Post Course

©Digital Marketing Institute 2016

• Press advertising • Site design (link/search)

©Digital Marketing Institute 2016

Message Driven Consumer Driven

Didactic Based on Listening

©Digital Marketing Institute 2016

Voice Footprint Shadow

©Digital Marketing Institute 2016

• Digital Marketing Channels & Case Studies:

Search Engine Optimization (SEO) is the process of affecting the

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

• Digital Marketing Channels & Case Studies:

Pay-Per-Click (PPC) is an internet

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

“ Pay-Per-Click (PPC) is an internet

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

• Digital Marketing Channels & Case Studies:

©Digital Marketing Institute 2016

Source: DoubleClick & Wolfgang Digital

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016