3. Objectives of the
Session
This session aims to
provide a foundation
for understanding
and implementing
digital marketing for
effectively and
efficiently achieving
business objectives.
4. Outline
• What is Digital Marketing
• Which Digital Marketing approach is right for your brand
• Placing Media Online
• Measuring the impact of your campaign?
7. Digital Marketing is the distribution and
consumption of marketing communication
materials via Digital Channels & Devices.
Social Media is only one of many Digital Marketing Channels
8. As technology advances, more and more channels and devices are
opening up. However for now, these are the most popular!
9. Digital Marketing Devices
• Mobile Devices e.g Tablets & Mobile Phones
• Laptop & Desktops
• Smart TVs
• LED Screens
10. Digital Marketing Channels
• Websites e.g Youtube
• Mobile Apps e.g Candy Crush
• Social Media e.g Instagram
• Emails & Bulk SMS
16. The 4 other P’s of Marketing
Promotion
Product
PeoplePlace
Price
17. Question 1 - Product
Do you manage a service or a product?
18. Question 2 - People
Who is your Target Audience?
19. Question 3 - Place
Can your product be purchased and
delivered online?
20. Question 4 - Price
Is it economical to sell and deliver it online?
21. In answering these questions, it becomes clear if
you should run a social media campaign, banner
campaign, content marketing campaign…e.t.c
22. For example…
A new online fashion store targeting women can start
by profiling and reaching their TA via social media and
driving website visits via display and search advertising.
Their customers visit the store and pay for goods
purchased online to have it delivered
25. Marketing Communication Channels: Traditional/Digital
TV Advert
Radio Jingle
Press/Print
Materials
Experiential
Marketing
Billboards
Channels
TV/NTA News
Youtube, Facebook,
Vimeo
Traditional
Billboards
Web Banner
Adverts,
LED Billboards
Radio Stations
Internet Radio,
Music Streaming
Websites; Cloud9
Newspaper Adverts
Social Media Posters
Road Shows, Market
activation
Blogs, engagement
apps e.g Cheki app,
Branded Mini Games
27. 1. COUNTED
The major advert of Digital over Traditional is that it can be ( MEASURED.) This
means that returns on investment can be accessed
28. 2. CORRECTED
Digital Media can be easily Corrected; This means that human errors can easily be
caught before they damage the brand
29. 3. CONVERSATIONS
It allows for customer feedback at every step of the way, allowing communication
material to be tested easily before exposing to the general public.
30. 4. CHEAPER
When compared compared across many metrics, Digital Marketing approaches end
up being Cheaper with higher Returns On Investment (ROI) than Traditional
Marketing.
32. What can be measured
• Reach – How many people saw the advert
• Engagement (e.g Clicks )– How many people click the banner or
watched the video
• Impressions – How many times did my advert show
• Shares – How many people told someone about my adverts
• Conversations – How many people are talking about my advert
33. There are many tools to be used for
measuring impact in Digital Media e.g
• Google Analytics
• Similar web
• Tweetreach
• Facebook Insights
34. Thank You
Now find out a little more about Digital X Interactive in the last 3 slides