1. Digital
Marketing
Strategies
A Presentation By Denny Santoso

2. Denny Santoso Profile
1
14 years experience in fitness industry
2
Large offline and online commerce network
3
Owner of PT. Jaya Sportindo - sole distributor of
Ultimate Nutrition Indonesia
4
Owner of Duniafitnes.com - one of the biggest
health and fitness portal in Indonesia
5
Founder of Startupbisnis.com, Beautiplan.com
and BRTC Indonesia

7. Body in Shape

8. Enjoy Entrepreneur Life

9. OUR WORKS

19. Digital Marketing Strategy

20. Internet is growing fast

21. Indonesia Internet User Growth
(in Million)
80
80
63
60
55
40
42
30
20
25
0
2008
2009
*Source: internetworldstats.com
2010
2011
2012
2013
Source: Internet World Stat

22. Internet is packed with people

23. How to start?

24. Start with your customer
and work backward

25. On the web, people vote with
their fingers

26. My Product
Research, Polls, Questionaire,
Focus Groups, Sales,
Marketing Interviews, Trials

27. My Product
Google Keyword Research
Tool, Google Trends, Google
Media Planner

28. Your website is not your
web presence
Voice
(Your Website)
Footprint
(ads, Blogs,
Forums, Other
activities)
Shadow
(what everyone
else says about
you)

29. 4Q
1.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?

30. Convergence
Convergence of social, search and mobile is dominating the current web
landscape, and is driving the realtime people and brand behaviour
Social
Search
Mobile

31. 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

32. 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.!

33. Channel Evolution
Traditional Marketing Tradigital Marketing
Broadcast!
Print!
Radio!
Outdoor
Brand as
‘outsider’
Banners!
Microsites!
Email!
Search
Real-time marketing
Networks!
Communities!
Blog!
Microblogs
Brand as
‘insider’

34. Deliver solution that involve
consumers and add value to their
everyday lives.

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

36. 1. REACH
Build awareness on other
sites and in offline medias
and drive to web
presences
KPI - Unique Visitors, fans, share,
revenue or goal per visits
4. ENGAGE
2. ACT
Build customer and fan
relationships through time
to achieve retention goals
Encourage audience to
interact with brand on
website or other online
presence
The Race Digital
Strategy Framework
KPI - % active hurdle rates, fan
engagement, repeat conversion
KPI - Bounce rate, page per visits,
conversion
3. CONVERT
Achieve conversion to
marketing goals such as
fans, leads or sales online
and offline
KPI - conversion, leads and sales,
revenue and margin

37. Your media choice reflects your content strategy, which
reflects your objectives
Owned media
Paid Media
Channel a brand controls
Brand pays to leverage a
channel
Website, Blog,
Mobile apps, Social
Presence
Paid Search, Display ads,
Affiliate Marketing, Digital
signage
Earned media
Media earned for a brand in a
social environment
Word of mouth, Social
Networks, Influencer
outreach

38. Channel Activity
1. 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

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

40. Act
ion
s
ns
Actio
Actions
Ac
tio
ns
ns
io
ct
A
Actions
Actions
ns
io
ct
A
A
Ac
tio
ns
B

41. With Strategy and Coherent Action
Actions
Actions
A
Actions
Actions
Actions
Actions
Actions
Actions
Actions
B

42. With Strategy and Coherent Action
Design
Website
A
Banners
Content
Social Media
Usability
PPC, SEO
Mobile
Interface
B

43. More about
Internet
Marketing
Strategies

44. Understanding Scalability

45. Think your niche market

46. Know Your Competitors

47. Use and customize
competitor strategy

48. Increase your credibility

49. REACH

50. Traffic & Web Presences

51. Good product without
audience = fail

52. Traffic Sources
FREE TRAFFIC
PAID TRAFFIC
Google Organic, SEO, Web
Linking, Social Media,
Great Content
Google Adwords, Facebook
Ads, Banner Ads, Affiliate
Marketing
YOUR WEBSITE

53. Two kind of traffic
or

54. Google organic
SEO
Website Linking

55. YouTube
Twitter & Facebook

56. Top 5 Social Network in Indonesia
(in Million)
90
80.2
67.5
45
26.4
22.5
5.9
Tumblr.com
0
4.9
Yahoo! Profile
*Source: internetworldstats.com
10.5
LinkedIN
Twitter
Facebook
Source: Comscore

57. Google Adwords
Facebook Ads
Banner Ads

58. ACT

59. Consumer Interaction

64. CONVERT

67. Knowing your
Conversion

68. Conversion define the
success of your campaign

69. ENGAGE

70. Email
Marketing

71. CUSTOMER
RELATIONSHIP

73. Forum

74. Mobile
Engagement

75. Develop your whole business

76. Thank You
A Presentation by:
@DennySantoso