Digital Marketing Strategies

A Presentation By Denny Santoso

Denny Santoso Profile

14 years experience in fitness industry12345

Large offline and online commerce network

Owner of PT. Jaya Sportindo - sole distributor of Ultimate Nutrition Indonesia

Owner of Duniafitnes.com - one of the biggest health and fitness portal in Indonesia

Founder of Startupbisnis.com, Beautiplan.com and BRTC Indonesia

Body in Shape

Enjoy Entrepreneur Life

OUR WORKS

Digital Marketing Strategy

Internet is growing fast

*Source: internetworldstats.com

(in Million)

0

20

40

60

80

2008 2009 2010 2011 2012 2013

80

6355

42

3025

Indonesia Internet User Growth

Source: Internet World Stat

Internet is packed with people

How to start?

Start with your customer and work backward

On the web, people vote with their fingers

Research, Polls, Questionaire, Focus Groups, Sales,

Marketing Interviews, Trials

My Product

My Product

Google Keyword Research Tool, Google Trends, Google

Media Planner

Your website is not your web presence

Voice (Your Website)

Footprint (ads, Blogs,

Forums, Other activities)

Shadow (what everyone else says about

you)

4Q1.Who are you trying to reach?

2.What are you trying to say?

3.What do you want them to do?

4.How will you know it has worked?

Social Search

Mobile

ConvergenceConvergence of social, search and mobile is dominating the current web landscape, and is driving the realtime people and brand behaviour

The Age of The Social Enterprise“To any CEO who is sceptical today about social enterprise, you have to be totally connected with everyone who touches your brand. If you don’t do that, I don’t know what your business model is in five years time.”!

Burberry CEO, Angela Ahrendts

Google warns 6 in 10 will leave your mobile unfriendly site.

36% of respondents said they felt like they’ve wasted their time by visiting those sites, and 52% of users said that bad mobile experience make them less likely to engage with a company.!

Channel Evolution

Traditional Marketing Tradigital Marketing Real-time marketing

Brand as ‘outsider’

Brand as ‘insider’

Broadcast!Print!Radio!Outdoor

Banners!Microsites!

Email!Search

Networks!Communities!

Blog!Microblogs

Deliver solution that involve consumers and add value to their

everyday lives.

Start with your business objectives. Outline your marketing strategy then plan your digital strategy.

1. REACHBuild awareness on other sites and in offline medias

and drive to web presences

KPI - Unique Visitors, fans, share, revenue or goal per visits

2. ACTEncourage audience to interact with brand on

website or other online presence

KPI - Bounce rate, page per visits, conversion

3. CONVERTAchieve conversion to

marketing goals such as fans, leads or sales online

and offlineKPI - conversion, leads and sales,

revenue and margin

4. ENGAGE

Build customer and fan relationships through time to achieve retention goals

KPI - % active hurdle rates, fan engagement, repeat conversion

The Race Digital Strategy Framework

Owned media

Your media choice reflects your content strategy, which reflects your objectives

Channel a brand controlsPaid MediaBrand pays to leverage a

channel

Earned mediaMedia earned for a brand in a

social environment

Website, Blog, Mobile apps, Social Presence

Paid Search, Display ads, Affiliate Marketing, Digital signage

Word of mouth, Social Networks, Influencer

outreach

Channel Activity1. Website - Dashboard

2. Facebook - Multiway social interaction

3. Mobile apps - Inform and build anticipation on location

4. Youtube - Deliver engaging content

5. Twitter - Inform and trigger desire to participate

6. Digital advertising - Awareness and trigger to participate

7. Mobile SMS - Trigger individual by location

8. Email - Exclusive offers and news updates

What is strategy?Strategy is science or art of directing a way of action to achieve of the main goal efficiently.

A BA

ctio

ns

Actions

Actions

ActionsA

ctio

ns

Action

s

Actions

ActionsActions

A B

Actions

Actions

Actions

Actions Actions

Actions

Actions

Actions

Actions

With Strategy and Coherent Action

A B

Design

Website

Banners

Content Mobile

PPC, SEO

Social Media

Usability

Interface

With Strategy and Coherent Action

More about Internet Marketing Strategies

Understanding Scalability

Think your niche market

Know Your Competitors

Use and customize competitor strategy

Increase your credibility

REACH

Traffic & Web Presences

Good product withoutaudience = fail

PAID TRAFFIC

Google Adwords, Facebook Ads, Banner Ads, Affiliate

Marketing

FREE TRAFFIC

Google Organic, SEO, Web Linking, Social Media,

Great Content

YOUR WEBSITE

Traffic Sources

Two kind of traffic

or

Google organic

SEO

Website Linking

YouTube

Twitter & Facebook

*Source: internetworldstats.com

(in Million)

0

22.5

45

67.5

90

Tumblr.com Yahoo! Profile LinkedIN Twitter Facebook

80.2

26.4

10.55.94.9

Top 5 Social Network in Indonesia

Source: Comscore

Google Adwords

Facebook Ads

Banner Ads

ACT

Consumer Interaction

CONVERT

Knowing yourConversion

Conversion define the success of your campaign

ENGAGE

Email Marketing

CUSTOMER RELATIONSHIP

Forum

Mobile Engagement

Develop your whole business

A Presentation by:@DennySantoso

Thank You