Marketing transformation in the digital world

A snapshot of the new marketing system

First Words● A new paradigm for the way in which

consumers connect with brands and with each other

● Exchange of currency, exchange of value● New Businesses approach - New business

models, Sales, Marketing● Users are the new Media creators● Marketing plus Technology = Digital

Marketing● Everybody is part of Audiences

Understanding Digital Marketing

● New Products and Services● Brand Communication - Customer

Experience, Moderation, Contact centers● Researches ● Advertising - Native Digital, Part of 360

Communication ● Consumer Demand - Stories, Value providing, ● Design● Distribution● Communities● SoLoMo

Digital Marketing Strategy● Who you are - Mission Statement● What you are offering ● Why and How ● Target Audience - Digital Persona● Set SMART Objectives● Tactics - Models and Channels● KPIs● Targets

Digital Persona● Who - Background, Demographics, Identifiers● What - Goals, Challenges, What we do● Why - Real Quotes, Common Objections● How - Marketing Messaging, Elevators Pitch

Digital Objectives

Tactics● Web Channels Development and Design● SEO● Search Advertising● Online Advertising● Affiliate Marketing● Video Marketing● Social Media● Email marketing● Mobile

KPIs● Traffic - Sessions, Impressions● Conversions - Bounce rates, Engagement● Cost Per Click● Cost per acquisition● Cost per sale● Time on website● Frequency ● Reach - Users, Followers

Targets● Increase Fan base● Increase Time spent on website● Increase sales per lead● Reach 60% from Target audience

Websites development ● Channel Purpose - Inform, Show, Educate,

Gather, Convert, Engage, Sell● Corporate, landing page, media, hub● UX - Assets, Journey● Frontend UI- Responsive design, Motion

Elements, ● Backend - CMS - Free, Paid● Mobile vs. Application ● Native vs. Compilated

Content Marketing Strategy● Engaging Content● Think Like a Publisher● Connect via different Online

Platform● Online Platform specific

Content ● Resource Planning● Always On Content Planning

Content Matrix● B2C - Entertain -> Inspire● B2B - Educate -> Convince

Understanding SEO● White Hat SEO● Black Hat SEO● SEO knowledge: www.Moz.com● SEO Tools: www.SEMRush.com;

https://majestic.com

Performance Advertising● Target Audience● Audience Interests● Keywords● Copy● Cost Per Click● Cost per Action/ Engagement● Retargeting● Landing Page● UTM Tagging

Online Advertising Models● Cost per click - AdWords, Bing Advertising● Cost per Engagement/ Action - Social

Networks● Cost per Miles - Ad Networks● Branding/ Sponsoring - Premium

Publishers and Content● Gamification/ User Engagement - Brand

Activation, Loyalty Programs● Native Advertising

Digital PR and ORM● Brand Publicity Online● Digital Breadcrumbs● Google It● Promoted Content● Content Distribution Networks● Forums and Social Media Reactions● Google Trends● Listening Platforms● Klout, Social Mentioning, SocialBakers

Affiliate Marketing

Video Marketing● Video Generation● Viral Videos● The New TV Platform● VOD vs. Streaming● Free vs. Paid Videos

Social Media Channels● General - Facebook, Twitter, Google Plus● Professional - LinkedIn● Location based● Social Recommendation - Quora, Reddit,

Delicious, StumbeUpon, Pocket, ● Video - Youtube, Vimeo● Photo - Pinterest, Instagram● Music - Spotify, Apple Music, 8tracks

Email Marketing● SPAM● Segmentation● Planning and Setup● HTML and test● Results● Automation● Mailchimp

Mobile Marketing● SMS● MMS● Wifi or Bluetooth● IM● QR Codes● Automated Voice Messages● Augment Reality● iBeacons

Advocacy Marketing● Social Media Influencers● Brand Advocacy● Thought Leaders

Data Analytics● Big Data● Measure Trends● Focus on Patterns● Investigate Anomalies

Tracking● Cookie-based tracking● Server-based tracking - very useful for

tracking mobile visitors● Universal Analytics ● Building-block terms – Hit, Page, Pageviews,

Visits, UV● Visit Characteristic – Entry Page, Landing

Page, Exit Page, Visit Duration, Referrer, CTR, Pageviews per visit,

● Google Analytics

Conversion Optimization

1. Gather data2. Analyse data3. Fix anything that’s broken4. Design tests5. Run A/B tests6. Report and repeat

Trends● IoT● Bots● Customer Experience ● Digital Nomading● Enterprise embrace Crowdsourcing ● SAAS Business Systems● Automation● Apple, Google, Facebook and

Amazon based business● Personalization

Resources● Free templates for Startup Business: https://xtensio.com/ ● Think with Google: https://www.thinkwithgoogle.com/ ● Digital Marketing knowledge: http://certification.hubspot.com/inbound-

certification ● Essential tools for Digital Marketing: https://www.searchenginejournal.com/101-

tools-grow-business-2016/147052● Youtube Creator Academy: https://creatoracademy.withgoogle.

com/creatoracademy/page/education ● Customer Loyalty Programs Fundamentals: https://selfstartr.com/customer-

loyalty-programs/

Thank you!Milen Yankulov

https://bg.linkedin.com/in/milenyankulov