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Digital MarketingFundamentals

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I am a great Lover.

1. Marketing

Hello

2. Telemarketing

I am a great lover.

Trust me, he is a great lover

3. Public Relations

I am a great loverI am a great loverI am a great lover

4. Advertising

I understand you are a great lover.

5. Branding

Love What you Do and follow your Passion

CRM

3

Marketing Strategy

4

Market Research

2

Marketing Mix

1

Marketing Landscape – Train

Advertising vs. Marketing

• Advertising:

• The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

VS

• Marketing:

• The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

• Advertising is a single component of the marketing process.

Advertising vs Marketing vs PRAdvertising PR Marketing

Messages

Mass Media Outlets: Specific tools: Branded Materials:

Radio Special events Brochure

TV Press conferences Website

Billboard News releases Flyers

Internet Feature stories Banners

Print Speeches Catalog

Social media Promo Products

Newsletter

CostPaid

Free or low costPaid

Expensive Range of costs

AudienceExternal primarily goods and services based Specialized external audiences General external audiences

'Customers'' 'Publics'' 'Target Market''

Support Supports PR Creats and manages marketing and ad messages Supports Advertising

FunctionTo sell good and services by promoting

brandsTo manage relationships between audience and brand by

building and maintaining environments

To increase demand and interest by building and maintaining

markets.

Control By the organization By both the organization and media outlets By the orgnization

Scope Specialized communication function Broad: deals with policy,performance,research,strategyTargeted to special

demographics based on supply and demand

Communication One-Way Two-Way One-Way

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So to summarize.. What is Marketing ?

Marketing is the act of connectingcustomers to your

products Or Services

And digital marketing is the same Using the power of the internet!.

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What is Online Marketing ?

“Marketing the products using Internet (Web + WAP)”

Emails

Games

Websites

SMS

SEM

Viral ElementsMobile Phones

Social Media

Banners

Blogs

Video

Digital Channels

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Why Digital Marketing?

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Cost EffectivenessDigital ads are typically more cost-effective than standard traditionalmarketing campaigns.

1

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PersonalizationDigital marketing allows brands tospecify exactly the target demographicfor each individual ad in a campaign(Facebook and Google ads areparticularly excellent in this regard).

2

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Easily Measuredand AdjustedIf the campaign is not performingwell, most digital ads can be updatedmuch more easily than traditionalads, and are scalable.

3

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Mobile-accessible

More and more people are usingsmartphones and tablets in their dayto day lives - digital marketing invitesbrands to tap into consumers'behavior and reach them seamlesslythrough mobile devices.

4

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Viral Value

Brands that post content tosocial media sites likeFacebook, YouTube, andPinterest are able to pluginto consumers who are able(and willing) to share thatcontent with their networks

5

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Real Time

You don’t have to waitweeks for a boost to yourbusiness like you would haveto waiting for a fax or formto be returned.

6

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Online Advertising

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Online Advertising

• Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. Online advertising is geared toward defining markets through unique and useful applications.

• Since the early 1990s there has been an exponential increase in the growth of online advertising, which has evolved into a standard for small and large organizations.

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Revenue Models

• CPM (Cost Per Mille), also called "Cost Per Thousand (CPT), is where advertisers pay for exposure of their message to a specific audience. "Per mille" means per thousand impressions, or loads of an advertisement.

• CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.

• CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on.

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Types of Online Advertising Campaigns

Branding Direct Response

Intention For the user to gain awareness for your brand

For the user to take specificaction

Landing page Content within site; already built Specific landing page that allows user to take action within 2 clicks

Call to Action Learn More / Check us out .. Buy Now / Contact us

KPIs CTR, Engagement, Plays CPL, CPA

Messaging Usually includes $ amount or number discount

Where Single site, Sponsorships, Road blocks Ad Networks

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Online Advertising Landscape

Landscape

Publisher

Tech Provider

Media Agency

Creative Agency

Customer

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Ads types and different sizes

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Measurement & Analytics

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Measurement & Analytics

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Social Media Marketing

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SM monitoring

Social Ads

SM Management

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CONTENT MARKETING

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Content Marketing

It’s a holistic data-driven approach to marketing that attracts individuals to your brand and convert them into lasting customers

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• EVERY SUCCESSFUL BRAND WILL HAVE A CONTENT STRATEGY

• The longer a brand waits to develop its content strategy, the more likely the competition will jump ahead

• A Facebook page and Twitter account does not constitute a content strategy

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The 3’s Of Successful Content Marketing _ Content Must Be Searchable

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The 3’s Of Successful Content Marketing _ Content Must Be Snackable

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The 3’s Of Successful Content Marketing _ Content Must Be Sharable

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The Smartphone Line by Samsung

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Email Marketing

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Email Marketing Tools Comparison

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Top Email Marketing Tools

ProsThe simplicity and ease of use of iContact's email campaign creation is unbeatable.

ConsYou have to use the Salesforce application in order to view statistics regarding conversion rates.

The Verdict : 9.83/10With a broad list of features and reports to help you increase the effectiveness of your email marketing campaigns, iContactis the best email marketing service on our lineup.

ProsThe customization features, like video and images, in the email creation are an asset to each campaign.

ConsThis service doesn't offer conversion tracking and relies on Google Analytics for those statistics.

The Verdict : 9.75/10Benchmark Email offers the tools you need to create marketing campaigns and assess how your customers are receiving them.

ProsPinpointe manages your subscriber list, making the process more hands-free for you.

ConsThe cheapest monthly plan is set for only 2,500 stored contacts.

The Verdict : 9.43/10With its advanced tools for determining what your subscribers are interested in, Pinpointe is among the best email marketing services available.

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Mobile Marketing

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• +92 million Mobile subscriber

• +11 million Mobile internet users

• 19% of the mobile phones are smartphones

• 88% use their smartphone when they are watching TV

• 82% of smartphone users do a search for a product or service using phone

• 64% of smartphone users doing daily search from their phones

• 30% of smartphone users notice about ads in search engine ,while 24% users

notice about app ads

• 41% use their smartphone to make a comparison between prices

• 66% of smartphone users access daily to social media platforms

Mobile in Numbers: Egypt

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Mobile Marketing

Social Media Mobile Ads

Mobile Display Ads Search Ads App Display Ads

Reach +11 Million mobile internet user in Egypt through various methods

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1. Social Media Ads: Targeting

Mobile Marketing

• Custom audiences -- TV fans, telecomswitchers, business travelers, etc.

• Location-Based Advertising

• Geographic targeting -- Country, DMA, etc.

• Demographic targeting

• Time of day targeting

• Advertiser retargeting through pixels orclicker Tracking

• Carrier/handset targeting

• Age of device/profile

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Your image ads will appear on the top mobile websites in Egypt.

2. Mobile Display Ads

Mobile Marketing

Mobile site Impressions

youm7.com 100,000 - 500,000

masreat.com 100,000 - 500,000

filgoal.com 100,000 - 500,000

gate.ahram.org.eg 10,000 - 100,000

alwafd.org 10,000 - 100,000

akhbarak.net 10,000 - 100,000

light-dark.net 10,000 - 100,000

elfagr.org 10,000 - 100,000

zamalekfans.com 10,000 - 100,000

dostor.org 10,000 - 100,000

almesryoon.com 10,000 - 100,000

filfan.com 10,000 - 100,000

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• Used for Brand Awareness, Generating Leads and launching new products• Can be used as a mini mobile portal• Almost 70% of customers are interested in Rich Media Ads

2. Mobile Display Ads: Rich Media

Mobile Marketing

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3. Search Ads

Appear on the first page on Google search engine resultPages (SERP) When any one searches for your brand or any of their services on their Mobile Devices.

Mobile Marketing

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4. Mobile app display ads

On a market research study, 71% of mobile users in Egypt use their phones for entertainment purposes, use apps and play games. Thus we will be targeting this segment through ads in the most used mobile games in Egypt including the highly popular angry birds.

Mobile Marketing

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About the Author

Abdelrahman Sleem

CEO – Integrated Marketing Foundation

Abdelrahman SleemCEO & Founder - IMFND Integrated Marketing Foundation

Have More than 10 years work experience in Strategic Management & MarketingComplete MBA Module of Marketing on February 2012 . Being Strategic & Marketing consultant for more than 20 companies in thee MENA . Train more than 5000 + persons in Marketing & Project Management and Business Skills Field .Organize more than 16 international events in the MENA region in Marketing with international & regional speakers .

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