DIGITAL MARKETING

MUHAMMAD AMMAR HASSAN

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

SESSION ONE
INTRODUCTION AND BASICS

Building the Intelect

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

INTRODUCTION AND COURSE OVERVIEW

My Introduction Your Introduction Course Introduction

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

YOUR INTRODUCTION
Name Program Previous Academic Background Employment & Details Interests and Hobbies

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

MY INTRODUCTION
Over 6 years of professional Experience Associated with Dawn News TV In the Marketing Department Associated with StatusPro (PR & Brand Activation) Associated with ARY Digital (Business Development & Sales) Associated with Evernew Concepts (Media Planning) Presently working as Account Head in Adcom ZenithOptimedia Pakistan (Media Investment Management)

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

MY EXPERTISE
Strategic Media development Market/ Industry Analysis Media Mix Strategies Engagement Mapping Touch point analysis Pathways Analysis Training & development Yearly budgeting Negotiation Strategies Creative media buying & placement Content solutions Implementation planning Monthly/Quarterly media & performance reviews& reporting Digital Marketing Viewership, trends, and industry analysis Monitoring services- TV, Radio, Print, Digital Public Relations (Media relations)

Cinema, OOH, Digital & Brand Activation Expertise

Barters and trading

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

Over The Years Handled Clients like

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

Course Introduction
Understanding the background of the industry Understanding advertising and communication - Content Understanding media and mediums Channel Planning What will we learn in the course? Digital Marketing Overview Article Discussions Digital Campaign of the Day Project : Analysis of Two Websites

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

Understanding the background of Industry

Marketing Management Cycle
Client Consumer - Distribution Creative Agency Media Agency PR & Brand Activation Agency Digital Agency

MARKETING BUDGETS

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

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Clients MNCs SMEs Seithiya Groups Pharma Categories of Business

Consumer Male Female Youth Adults Geographical Segmentation SECs

Distribution Logistics Retailers Wholesalers Modern trade Distributors role Shelf Space

Creative Agency Strategy Design System Creative Client Servicing

Creative Agency Strategy Design System Creative Client Servicing

Media Agency Media Planning Channels (TV, Radio, Print, Digital) Media Buying Media Mix Content Production Media Billing

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

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PR & Brand Activation Event Management Brand Experience Engagement Mapping Top of The Mind

Digital Agency
Website Search Social Media Mobile SEO Video Online Content Digital Reporting

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

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Overview of Media Spends

45,000 40,000 3,680 35,000 30,000 MILLION 25,000 20,000 15,000 10,000 5,000 0 Internet Magazines Outdoor Cinema Newspapers Radio TV 2009 199 1,620 3,116 1,396 7,101 1,110 18,604 2010 249 1,563 3,163 1,443 6,959 1,193 22,583 2011 299 1,541 3,201 1,496 6,889 1,266 22,922 2012 est 353 1,519 3,233 1,548 6,820 1,338 23,197 2013 Forecast 500 1,655 3,680 1,602 7,000 1,458 25,488 18,604 22,583 22,922 23,197 3,116 6,959 7,101 1,110 1,193 3,163 3,201 6,889 1,266 3,233

7,000
6,820 1,338 1,458

25,488

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

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2014 Estimated Growth In Media

10.00% 8.00% Internet, 7.69% Radio, 5.50%

6.00%
4.00%

Cinema, 2.20% 2.00% Newspapers, 0.30% 0.00% -2.00% Magazines, -1.50% Television, 0.60% Outdoor, 0.35%

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Visiting Faculty PAF KIET : Muhammad Ammar Hassan

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Digital Marketing Definition

Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, email, apps (classic and mobile) and social networks. Many organizations cross traditional and digital marketing channels

2/1/2014

Visiting Faculty PAF KIET : Muhammad Ammar Hassan

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Types Of Digital Marketing

Two different forms of digital marketing exists In pull digital marketing, the consumer actively seeks the marketing content, often via web searches or opening an email, text message or web feed Websites, blogs and streaming media (audio and video) are examples of pull digital marketing. In each of these, users have to navigate to the website to view the content. Only current web browser technology is required to maintain static content. Search engine optimization is one tactic used to increase activity. In 2003, Martin et al. found that consumers prefer special sales and new product information, whereas "interesting" content was not useful. In push digital marketing the marketer sends a message without the consent of the recipients, such as display advertising on websites and news blogs. Email, text messaging and web feeds can also be classed as push digital marketing when the recipient has not given permission to receive the marketing message. To summarize, Pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without the consent of the recipients.
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DEEP DIVE INTO DIGITAL STATS

PAKISTAN

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Visiting Faculty PAF KIET : Muhammad Ammar Hassan

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CASE STUDY

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Visiting Faculty PAF KIET : Muhammad Ammar Hassan

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CASE STUDY VIDEO

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Visiting Faculty PAF KIET : Muhammad Ammar Hassan

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