Digital Marketing

Jeff Simcox@yahoo.co.uk

Why we love marketing

25 years International Management

experience
International Marketing Manager (FDI)
UK
Hong Kong
California
Tokyo

25 years International Management

experience
Senior Partner Asia Pacific
Critical Strategic Solutions (UK)

Asia Pacific Senior Consultant

Strategy International USA

Clients
Sony, Samsung, Siam Furniture

Academic
Graduate/undergrad

Masters/postgrad

professional

Business studies

Marketing

Marketing
Chartered Institute of
Marketing (UK)

Law

Finance

Finance
Chartered Institute of
Management Accountants
(UK)

Economics

Law

Professor Masters Level Adjunct

University

Location

MBA/Msc Subjects

Ruanne

France

Economics

Lefke

Turkey/Cyprus

International Management
International HRM
Finance
International Marketing

Mountbatten Inst

London

Digital Marketing
Global Marketing Strategy

St Marys

London

Global Marketing

American Int College

USA

Digital Marketing

Naresuan

Bangkok

Digital Marketing

Otto Rohwedder
1910

Spreading
Ideas
is
how
you
win
Spreading Ideas is how you win

Diffusion

We had the TV/Newspaper Engine

Pay for an ad

Interrupt
Some
people

Get more money

Buy the product

We had the TV/Newspaper Engine

Pay for an ad

Interrupt
Some
people

Get more money

Buy the product

Now
TV 57 channels and theres nothing on
Download, PVR,Tivo

News
Internet, CNN BBC News

Print
On every topic

How do you reach me

Brave new world?

UNDECIDED
MARKETING 3.0
TRADITIONALISTS

Digital marketing

Paid For

Free

Market to people who are listening

Be remarkable

SEO
Search engine optimization

What is SEO?
SEO is the active practice of optimizing a web site by
improving internal and external aspects in order to increase
the traffic the site receives from search engines.
Most popular search engines (Global):
1. Google: 84.8%
2. Yahoo: 6.2%
3. Bing: 3.2%
4. Baidu: 3.2%
5. Ask: 0.75%
6. Other engines: 1.85%

Why Does My Company Need SEO?

The majority of web traffic is driven by the major commercial
search engines.
If your site cannot be found by search engines you miss out on
the incredible opportunities available to websites provided via
search--people who want what you have visiting your site.
Whether your site provides content, services, products or
information, search engines are a primary method of
navigation for almost all Internet users.

What happens when you search

Google search in action

Search

Google adwords

Google Index

Result

How do you get in the index

WWW
spider
Google Index
The web
Bot

They uses Link and document analysis

In document analysis, search engines look at whether the search terms are found
in important areas of the document - the title, the meta data, the heading tags and
the body of text content. They also attempt to automatically measure the quality
of the document (wilkpedia)

In link analysis, search engines measure not only who is linking to a site or page,
but what they are saying about that page/site. They also have a good grasp on who
is affiliated with whom (through historical link data, the site's registration records
and other sources), who is worthy of being trusted (links from .edu and .gov pages
are generally more valuable for this reason) and contextual data about the site the
page is hosted on (who links to that site, what they say about the site, etc.).

To get indexed
Avoid
Speed bumps
Walls

If your not indexed you will not be found

Possible speed bumps

URLs with 2+ dynamic parameters; i.e.

http://www.url.com/page.php?id=4&CK=34rr&User=%Tom% (spiders may be reluctant to
crawl complex URLs like this because they often result in errors with non-human visitors)
Pages with more than 100 unique links to other pages on the site (spiders may not follow
each one)
Pages buried more than 3 clicks/links from the home page of a website (unless there are
many other external links pointing to the site, spiders will often ignore deep pages)
Pages requiring a "Session ID" or Cookie to enable navigation (spiders may not be able to
retain these elements as a browser user can)
Pages that are split into "frames" can hinder crawling and cause confusion about which pages
to rank in the results.

Uniform resource locator --www.x.co.th

Walls

Pages accessible only via a select form and submit button

Pages requiring a drop down menu (HTML attribute) to access them
Documents accessible only via a search box
Documents blocked purposefully (via a robots meta tag or robots.txt file - see
more on these here)
Pages requiring a login
Pages that re-direct before showing content (search engines call this cloaking or
bait-and-switch and may actually ban sites that use this tactic)

 So now you are in the index

Now what?

Your pages ranking

PageRank relies on the uniquely democratic nature of the web
by using its vast link structure as an indicator of an individual
page's value. In essence, Google interprets a link from page A
to page B as a vote, by page A, for page B. But, Google looks
at more than the sheer volume of votes, or links a page
receives; it also analyzes the page that casts the vote. Votes
cast by pages that are themselves "important" weigh more
heavily and help to make other pages "important."

Listen to Google

So!
Take care with
Key words
Title Tag
Description tag
Juicy linkfinder.com

Links
Blogs can help
Check your competitors
Trade Bodies

Google Analytics
http://www.google.com/analytics/
Broad tool: many uses
Free tool to measure visits, pages viewed,
pages viewed/visits, bounce rates and average
time on site, traffic source, referring sites and
more.
Google Analytics Training Video:
http://www.youtube.com/profile?v=_qfG2d9e
tvk&user=googleanalytics&hl=en

What is Google analytics

How to use analytics to get insight

Web response is easily measurable
Unique visitor numbers
Track changes effectiveness
Referencing web sites
Seo - ppc

Where do visitors go when they arrive

Bail out at home page?

Clicktracks
Paid for packages - Hubspot

NOT JUST GOOGLE

Analytics tutorial

Wordstream.com
Helps manage keywords for SEO and PPC
(Pay per Click on Google Adwords)
GO TO WORDSTEAM FOR DEMO VIDEO
for how to use Wordstream for SEO;
http://www.wordstream.com/seo-howto

Getting your keywords right

Brainstorming - Thinking of what your customers/potential visitors would be likely to type in to search
engines in an attempt to find the information/services your site offers (including alternate spellings,
wordings, synonyms, etc).
Surveying Customers - Surveying past or potential customers is a great way to expand your keyword list to
include as many terms and phrases as possible. It can also give you a good idea of what's likely to be the
biggest traffic drivers and produce the highest conversion rates.
Applying Data from KW Research Tools - Several tools online (including Wordtracker & Overture - both
described below) offer information about the number of times users perform specific searches. Using
these tools can offer concrete data about trends in kw selection.
Term Selection - The next step is to create a matrix or chart that analyzes the terms you believe are
valuable and compares traffic, relevancy and the likelihood of conversions for each. This will allow you to
make the best informed decisions about which terms to target. SEOmoz's KW Difficulty Tool can also aid in
choosing terms that will be achievable for the site.
Performance Testing and Analytics - After keyword selection and implementation of targeting, analytics
programs (like Indextools and ClickTracks) that measure web traffic, activity and conversions can be used
to further refine keyword selection.

Meta Tags

Meta tags once held the distinction of being the primary realm of SEO specialists. Today, the

use

of meta tags, particularly the meta keywords tag, has diminished to an

extent that search engines no longer use them in their ranking of pages.
However, the meta description tag can still be of some import, as several
search engines use this tag to display the snippet of text below the clickable
title link in the results pages.
In the image above, an illustration of a Google SERP (Search Engine Results
Page) shows the use of the meta description and title tags. It is on this page
that searchers generally make their decision as to which result to click, and
thus, while the meta description tag may have little to no impact on where
a page ranks, it can significantly impact the # of visitors the page receives
from search engine traffic. Note that meta tags are NOT always used on the
SERPs, but can be seen (at the discretion of the search engine) if the
description is accurate, well-written and relevant to the searcher's query.

Winning sites have

Unique Content - Something that has never before been offered on the web in
terms of depth, quality or presentation (i.e. a unique value proposition)
Access to an Adoptive Community - Connections or alliances with
people/websites in an existing online community that is ready to accept, visit and
promote your offering
Link-Friendly Formatting - Even the best content may be unlikely to be linked to if
it displays ads, particularly those that break up the page content or pop-up when a
visitor comes to the site. Use discretion in presenting your material and remember
that links are one of the most valuable commodities a site/page can get and they'll
last far longer than a pop-up ad's revenue.
Better Links than Competitors
Market Awareness - If your site is targeting highly competitive terms you should
make available, an online marketing budget, including funds for link buying, and
hire or consult with someone experienced in

Tech tools etc

Add a robots.txt: IN ROOT DIRECTORY It allows you
to specify exactly what pages major search engines
can crawl.
<meta name = robots content = INDEX,FOLLOW>

Google.com/addurl
Google.com/Wemaster

Add a site map

Your product

toggleglof

Digital media 2

IN BOUND MARKETING

What is In-Bound Marketing?

Strategic use of Google, blogs and social media sites to draw in, court and
win customers/clients (a pull vs. push approach)
Earning your way in with customers
Focus on getting found by customers
Focus involves designing products and services based on sound
information and market research about customers wants/needs.
Outbound Marketing: Marketing Communications focus (push approach)

In-Bound Marketing?
"If you have more money than brains, you
should focus on outbound marketing. If you
have more brains than money, you should
focus on inbound marketing by reading this
book.
Guy Kawasaki, cofounder of Alltop, and
author of Reality Check; also famous Silicon
Valley tech. marketing guru

Hubspot the story begins

1)
2)
3)
4)

the inbound marketeers

Brian Halligan +Dharmesh Shah MIT

Halligan Joined VC Co
Shah started small software Co
Founded Hubspot 2006
$5m VC, + $12m VC

5) Located themselves near MIT

Hubspot
1) Evangelic Marketing of their concept
brand - Inbound marketing

2) Web 2.0
SEO -Social media- blog PPC

They launched

TWO VIRAL VIDEOS

48

How they launched

49

Outbound marketing Theory

Segment
Appropriate for segment

Appropriate for segment

Strategy
Product/service ----- price ----- promotion

Pool of Customers with known needs

Satisfy those needs

The real world

Product/ range/ service
Research market
Features into
Benefits
Segment

Promotion strategy
Segment a

Promotion strategy
segment b

So what?

Promotion strategy
segment c

Based on how benefit satisfies need

51

Inbound
marketing
Create interest/giveaways/ppc/seo
Pool of Customers with unknown varying needs

Qualify out % qualify in %

Segment

Product +price
52

Product + price

Product + price

Lets look at comparative costs

January 8, 2015

53

TV Advertising costs
Production $1k to $350K
Place $100 to $240m
Sensible cheap budget
Production
Place

$50k
$100k

Normal Budget
Production
Place
54

$200k
$800k

Newspaper

55

Full page Wall st Jnl $200k

Full page local paper $1k
Small ad
$50
Budget $100 - $200k

Radio
60 second $25

56

Social media

57

Set up micro site for on line community

Widgets to distribute content
$50k
Monthly pay per click $50K
Budget $650k pa

Web Site
$50k per month
$600k pa

58

IN FLIGHT
Ad production
BA USA flights

$15k
$60K

In flight programme $75k pa

59

 PR
Sponsorship

60

The Growing Role of Public Relations in Global Marketing

Public Relations expenditures are growing

at an average of 20% per year
In India they are reported to be growing by
200% annually
Reasons for the growth
Increased governmental relations
between countries
Technology
Societal issues like the environment

Hub spot
$250 pcm to $375 pcm
$4,500 per annum

62

To work you must have

The ability to write compelling content
The ability to distribute the content
Easily found SEO / PPC

The ability to attract and engage a

community of followers

63

So what do hubspot sell/provide?

Content design
Exposure optimization
Lead tracking and Intelligence

January 8, 2015

The service contd

1) Content management system
Easily update content
Templates (search engine friendly)
Web sites - blogs - landing pages

2) Keyword grader
Seo optimization

3) Other SEO graders

eg Link grader- facebook grader -twitter grader

65

Service cont
1) Analytics
Which programmes work
Where customers are located
How they engaged with them

2) Classify
Prospects
Leads
Opportunities

66

Digital media 3

PAY PER CLICK

Pay per click

Google Adwords

Longtail

Longtail
Invented by Chris Anderson Wired Magazine
On line retailers have unlimited shelf space and
can offer more choice and can link product
recommendations from one purchase to another

Chart it on a graph showing many products

selling a few multiples out total a few
products selling many multiples.

Digital Marketing 4

SOCIAL MEDIA MARKETING

Social media

Social Networking Trends

Social Networking Sites Account for More then
20% of all US online display advertising
(mostly on myspace.com and Facebook.com).
Most popular corporate social brand:
Starbucks.
Most popular social brand overall: Lady Gaga
(5 times more popular then Starbucks)

Social Media Mgmt. Systems

Examples
www. seesmic.com: Allows you to manage
multiple social networking sites in one place
across:
- Web
- Mobile (iPhone, Android and Blackberry
BuddyMedia.com
Postling.com
Spredfast.com

 How it works: Three simple features In the most basic sense, these
management tools do the following:
1) connect with social media channels like Facebook, Twitter, LinkedIn.
2) Allow the manager to quickly publish from one location to each of those
channels, some provide ability to customize to each channel
3) Aggregate and Manage social data. The system allows the manager to
see an aggregated view of whats happening (from views to comments)
and may offer some form of analytics and conversion metrics.

Video is King
APRIL, 2009 STATISTICS
83.5 percent of the total U.S. Internet audience viewed
online video.
135.7 million viewers watched 13.0 billion videos on
YouTube.com (96.0 videos per viewer).
The average Hulu viewer watched 24.7 videos, totaling
2.5 hours of video per viewer.
The duration of the average online video was 4.4
minutes.
The top video ad networks in terms of their actual
reach delivered: Joost Video Network (by Adconion)

You tube

Linkedin.com
Social networking site focused on professional
connections; often used by recruiters.
60 million users world-wide (20% small
businesses)
Guy Kawasakis 10 ways for small businesses to
use Linked In (April, 2010); see:
http://blog.linkedin.com/2010/04/12/linkedinsmall-business-tips/

The Rise of Facebook

January, 2004: Mark Zuckerberg (Harvard undergrad.) starts
thefacebook for Harvard students.
Summer, 2004, Facebook incorporates in Palo Alto, CA.
Facebook buys the domain facebook.com for $200,000.
Facebook Members: 400 million active users (average user has 130
friends)
Facebook valuation: $ 18-25 billion (rumored to be taking on
Google directly with competing ad products)
100 million active users currently access Facebook through their
mobile devices (June, 2010, Facebook.com)
Countries with the most Facebook users: US, UK and Indonesia (NY
Times, April, 2010
Facebook under heavy criticism for not protecting privacy of users
(selling information to advertisers?)

Facebook can you really market?

Facebook

David Meerman Scott

We have to unlearn what we have learned
Yoda

Offline marketing techniques dont work for

online marketing.

Buyer Personas (Segmentation)

Too many web sites are product driven
Hotel

They should be customer driven

They should allow your segments to easily find
their key buyer information needs

Hotel
Welcome are you visiting as
An independent business traveller
A corporate Travel Manager
An Event planner
On a family holiday
On a single holiday

Event Planner

Corporate seminar
Corporate reception
Private party
Wedding
Links also

 All about content from your buyers point of

view
SEGMENTATION

How to get Attention

Buy attention
Beg for attention
Bug people for attention
Earn it!

Earn it
Creating content that people want
Blog
Video
Twitter

Twitter: History
Established in 2006.
140 character limit messages; patterned after
SMS.
Most Twitter users are older then teens or
college studentswho prefer SMS on cell
phones.
April, 2010: Announced will begin advertising
via Tweets.
Raised over $57 million in VC funding.

Rentokil on Twitter
The pest control agency has been following people on Twitter
fairly indiscriminately, essentially engaging in follow spam.
Understandably, this caused a lot (a LOT) of people to ask why
they were being followed by Rentokil - I mean, the company
serves a much-needed market but it is hardly a brand most
people want to be associated with. It sounds a bit, well,
infested.
So Rentokil created a blog post, Why is @Rentokil following
me? in which it tried to explain its motivation.

Twitter
Yes, it admitted, its trying to boost its social media marketing.
Phase one of our twitter campaign was to find pest control
related people to follow. Tick, complete.
Phase two, it claimed, is to find experts and interesting
people outside of pest control and follow them although it
doesnt explain why.
To make matters worse, the blogger then wrote: We have
had a few nice messages, but also a few rude ones which
personally I think is a little bit unnecessary.

Twitter the rentakill lecture

Could the post get worse? Oh it could:
The beauty of Twitter is that you get to meet
all kinds of people online, and not all of them
with something in common with you. And
thats why you need to start talking to people,
a bit like when you go to a party and know noone but the host. Remember that thing called
mingling? Try it, you might like it!

Twitter
Twitter defines follow spam as the act of following mass numbers of
people, not because you're actually interested in their tweets, but simply to
gain attention, get views of your profile (and possibly clicks on URLs
therein), or (ideally) to get followed back.
Users hate it, Twitter frowns upon it and it gives online marketers a bad
name.
To be fair, though, Rentokil has now apologised and I admire its cander. A
later post admitted: In retrospect, it feels as though we may have been a
bit clumsy.

Twitter Tips
Think of conversations relevant to your
product or business
Search search.twitter.com
Who is talking about relevant things
Trends
Who is leading
Who is giving best advice

Decide who to follow

Twitter tips
Follow them - look and learn
Join in with value
Use your existing network to add
Followers
followees

Twitter: Useful for?

Direct Marketing: company announcements and
promotions tied to URL.
Indirect: Let employees tweet about their work;
hopefully in a positive way.
Internal: use internally to share ideas or
communicate about products.
Inbound Market Intelligence &Signalling: Use
Twitter search features to read what is being
tweeted about your company, products and/or
services.

Using the web

Getting people to your site is not free
Pay per click
Time/cost using seo/press release/ blog/ social
media

You need a landing page (web site could have

a number of audiences)
Keep your end in mind
Offer something
Keep forms short

Be Realistic
New site 0.5% will come to action
Average is 2%
Pre Internet
Direct mail 1%
Telephone prospecting 10%

Be cost effective

1,000 hits
0.5% interest = 50 prospects
30% conversion rate = 15 customers
15 customers x average spend $50
Total revenue generated = $750
Profit contained within $150
Cost per hit has to be below 15 cents or loss
lead

Its not volume - stupid

All the sites promote volume of views
The only thing that should change how much
you are prepared to pay is quality - ie quality
that moves the real interested response
0.5% becomes 2%
10% who place orders become 20%
Conversion rate becomes 40%

Effectiveness chart

% Quality of response (not volume)

But before you get carried away

The Beatles didnt need I tunes
Rubicks and trivial pursuits didnt need
facebook

Buy my dvds and sell them on thats

what I am trying to do

but

But New York 2011

 Thats how you sell a Country

Or you could always write a blog

We had the TV/Newspaper Engine

Pay for an ad

Interrupt
Some
people

Get more money

Buy the product

Digital marketing

Paid For

Free

Market to people who are listening

Be remarkable

remarkable

Otaku
Product advocate

Ipad (iPad) on Twitter

I'm the coolest gadget in the world
Unofficial account
twitter.com/iPad - Cached

Average products to average people

Market share

Mass marketing campaign

Consumer profile

Remarkable products to Listening people

Market share

Otaku marketing campaign

Consumer profile

Mckinsey
Word of mouth marketing study 2010
Mobile telephone purchase

Stages of purchase
Stage 1
Initial consideration

Stage 2
Evaluation

Stage 3
Moment of purchase

Stage 1 initial consideration

Mature market

Stage 1 initial consideration

Developing market

Stage 2 evaluation
Mature market

Stage 2 evaluation
Developing market

Stage 3 purchase
Mature market

Stage 3 purchase
Developing market

Word of mouth Marketing

Experiential
Most common 50%-80%

Consequential
Pass on campaign message

Intentional
Product Celeb endorsement

Word of mouth Marketing

Most effective at launch /enhance stage

Effectiveness
Content
We market emotionally
People talk about the functions

Identify
Someone who has product expertise

Environment
Trusted network

And
6 million hits
Sales
+9%

Brand perception
+20%

Remarkable

how

Remarkable