1.
DRIVERS OF CHANGE IN DIGITAL MARKETING
INTERNET DRIVERS
 Search 
- HTTP (Hyper Text Transfer Protocol Secure) after SSL (Source Socket
Layer)
- Knowledge Graph  likely to ask next  like human
- The Building Blocks of Anticipatory Recommendations: 1.
Instantaneous delivery (get desired content faster no need type
completely); 2. Contextual Understanding (apple fruit/brand); 3.
Unlimited Access (calculate user location  for future actions)
 Website BENEFIT: “Conversion Marketing”  calls to action (banner,
button, etc)
How Evaluate Effectiveness of Website: Business Purpose, Website
Design (User’s Behavior  tablet, hp, image size, resolution, easily to
read, information, visual appeal), Website Reliability (valid links),
Website Updates, and User Friendliness
1. Usability: 1) User Experience (UX) easy, familiar, find what he
wants, remember for next visit; 2) User Interface  how visitors
navigate around web; 3) The app of sales funnel in web design to boost
usability  awareness, consideration, preference, purchase, retention.
2. Elements Presenting Info on Web: architecture, presentation,
credibility, test
3. Content Development: Content (informative), Copy (persuasive
nature), Voice (consistent personality), Tone, development of textual
content (read easily), development of image & other features. CMS
(Content Management System): support content publishing & editing 
WYSIWYG. Benefits: improve web performance & ol presence, customer
retention, effective cost. Function: content day-to-day management,
creation. What types: update website, blog, online retail.
4. B2B Website: Issues: appropriate calls to act, medium of com, person
in-charged of initial contact
 E-Commerce: TYPES: 1. Multi Channel  sell off & online (Click &
Collect, Reserve & Collect); 2. Pure Pay  trading online as key obj ; 3.
Off Retailer  offline but has web. VISIT TYPES: Direct purchase, Search
& Deliberation, Knowledge Building, Hedonic Browsing. FULFILLMENT:
Stock control, shipping cost, outbound logistics, Reserved logistics,
comparison shopping engine, 3rd part sites, checkout process,
navigation, product pages, call to act, whish list, “search”, contact, price,
printer friendly, product comparison. TRENDS: virtual site,
recommendation, testi, reviews.
SOCIAL DRIVERS
 Social Engagement: involvement, intimacy, interaction, influence, two
way conversation w/ cust.  brand loyalty (frequency & quality of
interaction)
 Social Advocacy: create & consume social content  advocate their
position & view through social media  obj: create peer influence
 Crowdsourcing  involves collaboration & raising money online for new
product development & possible business solution
3.OUTBOUND MARKETING: Shotgun approach, TV commercials,
telemarketing calls, spam, expensive & not effective
4. INBOUND MARKETING: holistic, organic, data driven to visitor jd
cust, use social approach, earn person’s attention through social media &
engaging content (e-books, podcasts, webinars)  interesting,
informative, connection brand & cust.
 Attract Qualified Customer. Obj: create content apt to be visitors 
buyers & cust. Strategies: Blogging, Content Strategy (good info), Social
Media (human face)
 Convert More Leads. Obj: convert visitors into promising leads.
Encourage learning more. Strategies: Give Forms (get info), Meeting
(speak to them and turn them to be leads), Messages (chat with site
visitors), CRM
 Closing Sales: focus close sales to people who ready to buy. Leads 
customers. Strategies: Lead nurturing (find what interested & provide
info related to that), Email (make trust)
 Delighting Your Customers: Delight people to be promoter. Strategies:
Conservation (monitor Q, comments, request), Smart Content (content
for long term relationship)
5. CONTENT MARKETING: FORMAT: Textual (articles, case), Non
(podcasts, video), Both (social media, blog, infographics)  Reflects
company’s goals while addressing audience’s needs. OBJ: web traffic,
direct sales, customer retention & acquisition, brand awareness, loyalty,
lead generation. ELEMENTS: Brand (Image), Massaging (what/how
deliver), Positioning, Values (Core). Tools:
 Influencers  have power on potential custs (business blogging). Obj:
interact & share ideas w/ audience, SEO (blog page create unique web
URL)
 Premium Content  dive into topic relevant to audience. (E-book,
slideshare  provide FREE info that people interest). Obj: Keep the buzz
going
 Multimedia Content  video, audio cast. Obj: engage people in
different, novel, entertaining ways to delight customer, social sharing,
traffic.
 Newsjacking  quickly ride & react major trending story
 Smart Content  Obj: Personalized exp of customer viewing content.
CMS  application to manage content (add, edit, delete, content
publish on website)
 Branded Content  Obj: stop pressure feeling, give room to explore
product, create trust, attention, recognition. FORMAT: Information
(product info), Advice (article), Video, User generated content (review).
6. SOCIAL MEDIA MARKETING. Obj: Increase traffic & attention,
share, relationship, engaging in communities and networks, brand
development, income generation, service/support
Based Customized Message Broadcast Massage
Profile Relationship -Social media mktg Self Media –mktg on sosmed (Broadcast
(no promotion) promotion)
Content Service (Marketing on Social Media) Creative Outlet (ads on social media) share prod
 Measure & Monitor: Quantitative (fans, followers, friends, like), Social
media metrics (content sentiment, response, user’s property contract
w/content, seen)
 Social Media. Obj: discount, giveaways, update, learn, feedback.
Facebook (storytelling & highlight issues), Twitter (update & link), Yutup
(engagement), Linkedin (prof network), Instagram (personality),
Pinterest (repin product)
 Microblogging: blog + instant message. Obj: time effective, frequent
post, direct communication. Ex: Twitter, Instagram
 Blogging. Obj: info & entertainment, connect to social media, add photo,
share
 Social Sharing. Obj: support breaking news & contest. 2 Forms: Text
(WA, twitter), image (Ig, Snapchat, Pinterest, Youtube)
 Photo Sharing, Video Sharing, Tools for Social Media Management
(hootsuite)
 Reviews & Ratings  as research data, to attract
7. ONLINE ADVERTISING. Obj: Direct acts (react, income, promo),
Branding
 Payment Method: 1. CPM (Cost Per-Thousand Impression), 2.PPC/CPC
(Pay/Cost Per Click), Pay per call, Pay per action
 Programmatic Advertising. Software for purchase & delivery digital
marketing content. 1. Google AdSense & 2. Google AdWords VS….
Native Advertising: promote prod. in a native/natural environment, no
ad-blocking, not delivered programmatically
 Formats: 1. Text ads: Stand alone text only (w/ headline, body,
advertiser’s name), Within textual content; 2. Image based ads
 Paid Search Advertising: need to pay keywords of ads to appear on them); 2) Textual Content (Problem: Get attention; Subject line:
SERP. Obj: help cust aware of the brand & determine text searchers see, encourage people to open; Content: not spam & relevant)
pengaruh ke positioning. Positioning: bid amount, quality score  Develop Landing Page
(keywords match), relevancy, give extension on ads (phone number,  Test Content (browser, image, anti-spam issue) & Technology (A/B
address, rating) basic & professional Test)
 Landing Pages  appear after click ad. Obj: move cust to selling  Send  Day & Time, Sent in Batches  Measure & Results
environment. How to Improve: relevant, transparent, easy navigation,  Email Newsletter. Obj: for product info & promotion.
fast, mobile friendly 11. LEAD NURTURING: create relationship with potential customers
 Paid Social Media  Depend on bid amount, quality, relevance, est. act.  Tools: 1) CTA (Call to Actions)  2) Landing Page  3) Premium Content
Rates Offer (Free One) enter email address convert visitor to leads (by
8. SEARCH ENGINE OPTIMIZATION: Page ranking, creating fresh & sending 4) Email Campaign).
relevant content to address cust’s needs & wants  Lead Conversion  converting lead to long life customers & brand
 On-Site Optimization. 2 aspects: Web Page Content  common advocates.
keywords, short textual content, keywords on the first  Social Customer Relationship Management Software  listen and
sentence/paragraph; Source Code  page’ subject. tract prospects’ and customers’ interest. 5 Core Functions: Customer
 Keywords. Obj: Guide searchers (get info, navigation, transaction). data management, Interaction Tracking, Engaging Relationship,
Types: term & query. Optimization: Mega Tags, Title Tags, Alt Workflow Automation, Reporting
Attribute for Image, relevant keywords, make keywords from the 12. MEASUREMENTS AND EVALUATION
relevant content, back up with research, place in the headers, use in  3 Tactics:
hyperlink, part of website design aspect (URL).
9 Benchmarks Tools
 Web Page Optimization. Obj: traffic, worthy of inbound links, build Unique Visitor total visitors. --> whether attract
trust Traffic new visitor or not
 Off-Site Optimization. 2 aspects: Repeat Visitor number visitor come back
o Website History  how long it existed & updated; Direct Traffic
come to web by typing name/URL
directly
o Inbound links  pay for links, part take in reciprocal linking. Website who brand advocates, monitor
Inbound Links Free: Google
 How can brand build inbound links: reciprocal links, list product Performance referal traffic
Management how many page being indexed & analytics
with shopping comparison, submit to related key industry, social  marketing Organic Traffic
found by new prospects
network, online community, and news, contrary, resource, and effectiveness of Paid:
visitor leaving web after view 1
your web Bounce Rate Crazy Eggs,
humor hooks page
Kissmetrics
Landing Page visitors who desired conversion
 Enterprise SEO. Obj: look at search data and trends and be able to give Conversion acts
actionable advice to all parts of an organization Keyword
keyword track
Performance
 3rd Party SE Ranking. 2 types: pay fee to 3rd directory to list their how many visitors come from
Organic Search
company details & links. Ex: yellow pages; Social Media Platform organic search & complete
Conversion Rates
conversion act
 Local SEO. Obj: help customers on your area to locate your brand via
search engine. Ways: localized keywords, google place/local (register), Metrcis Tools

Bing/Yahoo local, AdWords Express KPI (visits,

prospects,
 Social Check-In  broadcast where they are check in  share loc to Social
Channel
customers) from Alerts
monitor
Reports keywords
followers Perform social channel
ance we use 1. Monitoring
 Geofancing  virtual perimeter established any physical space that send Manage Customer whether people Service: Track sentiment
ment Social Mention
notif. Obj: send notif to customer to give promo, coupon, and discount. Respons Rates talk about us keywords, analysis
 what phrases, conversion
 Other aspects to rank the website: page quality, repeated use of social sentiment streams &
data is cost savings of
keywords, quality & quantity of links, the linking sites standing in search Customer Multifunctional searches,
relevan Service Saving CS efforts on Dashboard publicatio
engine rating, domain name, relevance the linking and linked website, & social media
n of posts,
analyze
frequency of inbound links what the
analytics
growth you test monitor brand' social presence
 ***SEO Strategies update sites constantly, promote through social data Audience
for different 2. Social Insights (favourites, tweet impression,
means Growth Rate
media, caption each photograph, name of particular location (church, campaign comment)
Average
reception venue) Engagement
likes, shares, 3. Social Media
paid software --> bs semua
Retweets Management
9. MOBILE OPTIMIZATION Rate

 Mobile Application. Obj: Simplify the user experience Type of Key Performance Indicators (KPI) Tools
 Mobile Website  smaller display, designed for cust needs  use Counting
volume (like, follower, mention)
Marketing
Metrics Automation.
experience Foundation Functions:
engagement (visit, share)
 Responsive Web Design (RWD)  process creating web that optimize Metrics - Demand
Integrated awareness (mention), interest, Generation
for mobile of varying size Performance Outcome involvement, commitment (conversion), - Web Otimization
 Mobile Advertising: 1. Banner Ads (small strip), 2. Interstitial Ads (full Management Metrics loyalty, advocacy, champion (supportive - Lead Generation
content, referal) - Sales Process
screen), 3. Expandable (banner  interstitial), 4. In-stream ads (mid roll - Ongoing
ads). Revenue, market share, profit, Campaign analysis
Business
awareness, retention, employee -Marketing
 Mobile Premium Content  subscription fee (TV shows, ebook, movie, Value Matrics
productivity, sustainability Budgeting &
music) Forecasting

10. EMAIL MARKETING.

 Obj: increase sales, registration to newsletter, encourage membership.
Process:
 Mailing List  potential cust. 2 Ways: Internal & External
 Develop Content. 1) Technical Aspect (Problem: Different cust
different service provider and system; Strategy: provide best suits