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Top-Notch Digital Marketing Strategies for Successful Entrepreneurs

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Top-Notch E-Marketing Strategies for Successful Entrepreneurs, contains the most important tools for Information Gathering

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Top-Notch Digital Marketing Strategies for Successful Entrepreneurs

  1. 1. By: Eng. Mohamed Hanafy ITI Alex. Deputy Manager 4th ITI Digital Marketing Day
  2. 2. YO
  3. 3.  What is marketing? Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability.  What is digital marketing? The application of marketing principles and techniques to achieve marketing goals via e-communication technology.
  4. 4. SOSTAC™ – a generic framework for e-marketing planning
  5. 5. •Broadcast: one way communication, push • Message driven: brand focused, features, benefits. • Didactic: tells, explains, elaborates, instructs •Constrained: fit with programming & print schedules and geographic boundaries. • Calendar & Budget bound: limits and start and end points • Power: retained by the media owner, and the advertiser Traditional Marketing Traditional marketing channels are characterised as:
  6. 6. Digital Marketing an approach based on openness, transparency and engagement with the consumer • Interactive: many-to-many communication! • Consumer driven: in terms of their interests and preferences. • Listening: follows the consumers needs • Un-constrained: liberated from schedules & boundaries. • Open ended: iterative (launch, review, adjust, re-launch) • Power: control & influence is with the consumer • Content Driven: in tune with consumer interests
  7. 7. DMI 3i Principles are the foundation tenets of the DMI Methodology • Initiate: start with the customer and work towards your digital strategy • Iterate: continually learning from engagement with customers and applying this on an ongoing basis • Integrate: integrate digital channels coherently and in terms of traditional marketing activities
  8. 8. Product or Service Market reality is a better indicator of customer needs than market research MARKET RESEARCH Polls, questionnaires, history, focus groups, research. Search: keyword research tools Social: listening tools Digital: analytical tools MARKET REALITY Source: Digital Marketing Institute Customer
  9. 9. “If I had asked people what they wanted, they would have said faster horses” Henry Ford
  10. 10. Product or Service Market reality is a better indicator of customer needs than market research MARKET RESEARCH Polls, questionnaires, history, focus groups, research. Search: keyword research tools Social: listening tools Digital: analytical tools MARKET REALITY Source: Digital Marketing Institute Customer
  11. 11. WHY Understand why your target audience uses digital channels: •Product Research •Product Comparison •Product Purchase •Product Support •Feedback •Community WHAT Understand what kinds of digital channels they use: •Search •Social Media •Mobile •Email •Digital Display FRICTIONLESS TECHNOLOGY HOW Understand how your target audience like to be communicated with. What tone works in what channel?
  12. 12. High Value Low Value Easy to Reach Hard to Reach
  13. 13. What do you want to achieve with digital marketing ? • Business : lead generation, sales, cost reduction, profit • Audience: satisfaction, referral, feedback, repeat business • Product: product research, design, enhancements • Brand: communicating brand personality, reputation management • Marketing: branding, awareness, engagement, response, conversion
  14. 14. Referral Email SMM PPC SEO Customers Landing page Leads Opportunities What’s your revenue per Customer Conversion rate ( CR ) Customer revenue ( R ) How many visitors buy something? visitor value= R*CR (For each traffic source) Cost per visitor (For each traffic source) visitors
  15. 15. *Source: IPSOS MRBI Nov 2013 Reach* 59% 26% 23% 24% 16% 8% 35% Targeting Engagement SEO optimised Relevant discovery Traffic source B2B Gender split
  16. 16. I have limited budget, but lots of time SEO Social media Build house e- mail list Relationship Building Affiliates (Free Setup) Directories & Forums I have limited time, but a huge budget Display/ Banners PPC 3rd party e-mail Affiliates (Setup Fee) Innovative-content Innovative-tactics Viral marketing
  17. 17. There are a range of tools which help track mentions of your business, as well as the style and tone of engagement and communication Search Tools: •Google Analytics •Google AdWords Keyword Planner •Google Display Planner •Bing Ad Planner •Google Alerts Social Tools: •socialmention.com •adictomatic.com •howsociable.com •twitalyzer.com •Klout.com •local discussion forums
  18. 18. Google Consumer Barometer
  19. 19. Google AdWords – Keyword Planner
  20. 20. Google Analytics
  21. 21. Google Analytics Organic search Traffic
  22. 22. Google Analytics Organic search Traffic
  23. 23. Buzzsumo
  24. 24. Buzzsumo
  25. 25. Fanpage karma
  26. 26. Google Adwords
  27. 27. Google Adwords
  28. 28. Google Trends
  29. 29. Google Trends
  30. 30. Google Display Planner
  31. 31. Keyword Tool Dominator
  32. 32. By: Eng. Mohamed Hanafy ITI Alex. Deputy Manager

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