Digital Marketing for Startups - Lecture at Ozyegin University

S T A R T

Master in Entrepreneurship Digital Marketing Lecture

Ata GÜR 20.12.2014

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What is Digital / Online Marketing?

What is Digital / Online Marketing?

digital |ˈdijitl| adjective

1 (of signals or data) expressed as series of the digits 0 and 1, typically represented by values of a physical quantity such as voltage or magnetic polarization. Often contrasted with analog.

online |ˈänlīn, ˈôn-|Computing

adjective

controlled by or connected to another computer or to a network.

• connected to the Internet or World Wide

marketing |ˈmärkitiNG| noun

the action or business of promoting and selling products or services, including market research and advertising.

Traditional Digital

TV Radio

Newspaper

Outdoor

Magazines

Brochure Telephone

Postal Service Face to

Face

I / 0

Digital

Type

Measurability

Segmentation & Differentiation

Speed of Results & Decisions

Possibility to Change

Required Scale

Average Cost

Time Consumption

Tangibility

Coverage

Traditional

Push

Limited

Limited

Slow

Limited

High

High

Creation

Yes

Large

Mostly Pull

High

High

High

High

No

Low

Maintenance

No

Small

Why should I do digital marketing as a startup?

John Wanamaker 35th United States Postmaster General, Merchant (1838 – 1922)

"Half the money I spend on advertising is wasted; the trouble is I don't know which half."

Digital Marketing Helps You…

…but still you should decide depending on your startup

How much are companies spending for each channel?

Moments of Truth (before 2011)

1st During Shopping

This moment happens after the customer has bought and started using your brand or product. The resulting experience (hopefully) supports your pre-purchase promises, helping to build a relationship with your audience

2nd After Using

3rd Long Time Usage

This happens post-product use. It’s when your customer becomes a true fan and gives back to your brand with new content: word of mouth, ratings and reviews. At this point, the customer has become a walking endorsement for your business

This represents the a-ha moment when confronted with the product and related alternatives in real life. The increase in showrooming behavior would confirm that this still happens. This is considered to be the decision point to buy a specific brand or product

Moments of Truth (after 2011)

0th Before Shopping

1st During Shopping

This moment happens after the customer has bought and started using your brand or product. The resulting experience (hopefully) supports your pre-purchase promises, helping to build a relationship with your audience

2nd After Using

3rd Long Time Usage

This happens post-product use. It’s when your customer becomes a true fan and gives back to your brand with new content: word of mouth, ratings and reviews. At this point, the customer has become a walking endorsement for your business

This represents the a-ha moment when confronted with the product and related alternatives in real life. The increase in showrooming behavior would confirm that this still happens. This is considered to be the decision point to buy a specific brand or product

This is when prospects recognize a need and goes online to gather information regarding a potential purchase. Understand that the word purchase is used loosely

WHAT ARE THE TYPES OF DIGITAL MARKETING

?

SEO SEM

Content Marketing

E-mail Marketing

SMM

Social Bookmarking

Document Sharing Online

Reputation Management Digital PR

Type-in Traffic

Direct Traffic

ASO

Display Marketing

Social Media

Advertising

Remarketing

Retargeting Affiliate

Video Mobile Marketing

Inbound

•  Communication is two way •  Customer come to you via Search

Engines, Social Media and referrals •  Marketers do provide value to

customer •  Marketers seeks to entertain and/or

educate

•  FREE!

•  Communication is one way •  Customers are sought out via

advertising •  Marketers provide little value to

customer •  Marketers prefer paying instead of

seeking entertaining and/or educating the customer

•  PAID

Outbound / PPC

https://www.youtube.com/watch?v=Q3yCB7AvvAk

Outbound / PPC Inbound

•  SEO •  Content Marketing •  SMM •  E-mail Marketing •  Social Bookmarking •  Document Sharing •  Online Reputation Management •  Digital PR •  Referrer Links •  Type-in Traffic •  ASO and some growth hacking practices

•  SEM •  Social Media Advertising •  Display •  Remarketing / Retargeting •  Affiliate •  Video Advertising •  Mobile Advertising

DIGITAL INBOUND MARKETING

SEM (Search Engine Marketing)


Reach people at the precise moment they’re searching for what you offer •  Your ad is displayed to people who are already searching for the kinds of

products and services you offer. •  Those people are more likely to take action.

Control your budget •  With cost-per-click (CPC) bidding, you’re charged only when someone clicks

your ad, not when your ad appears. •  You decide how much or little you want to spend monthly •  There’s no minimum spending commitment. •  Target geographically

See exactly what's working in your ad, and build on it •  View a report of how your ad is doing -- see how many new customers

connect to your business from your ad, where they’re coming from, and more.

•  Quick Response •  Start/Stop Instantly

Social Media Advertising

Social Media Advertising

Different Targeting Methods •  Demgraphic targeting •  Interest targeting •  Device targeting

Control your budget •  CPC / CPM, you’re charged only when someone clicks your ad or when your

ad appears depending on your choice •  You decide how much or little you want to spend monthly •  There’s no minimum spending commitment. •  Target geographically




Display Advertising

Display Advertising Different Targeting Methods •  Website targeting •  Category targeting •  Demgraphic targeting •  Interest targeting •  Device targeting

Control your budget •  CPC / CPM, you’re charged only when someone clicks your ad or when your

ad appears depending on your choice •  You decide how much or little you want to spend monthly •  There’s no minimum spending commitment. •  Target geographically




When to use which one?

Social Media & Display Advertising

Search Enging Marketing

•  Sales Focused

•  Target Keywords •  Defined products & services

•  Branding & Awareness Focused

•  Target People

•  Introducing new concepts

Remarketing / Retargeting


Rule of Seven In marketing, it is said that a customer has to see an ad seven times to remember it. Marketers like to talk about “The Rule of Seven”: the idea that people need to see your marketing message seven times before they take action.


What are the benefits? Continue the conversation: with a well-defined marketing plan, communication with your potential or current customers doesn't end when they leave your site. Create custom banners to speak to these visitors differently than your general messaging. Provide additional product information: deliver custom content to visitors who visited specific pages on your site. Providing additional information about products or services to these visitors will increase conversion rates. Set yourself apart from your competitors: reaffirm your competitive advantage over your competitors in retargeting banners. It increases brand awareness and keeps you in front of the visitor until they're ready to convert. Close the sale with a promotion: offer an exclusive promotion to visitors who bounced from your site. Because this won't be available to the general public, you can offer deeper discounts to these visitors. Promote similar products and services: perhaps the product or service your visitor looked at wasn't right for them. With retargeting, you can feature similar products or services they may not have found while on your site, but could have been looking for. Much much more: Every day new technologies are created which make retargeting more sophisticated and beneficial to your business.

Affiliate Marketing

Affiliate Marketing

Benefits •  Website targeting •  Bringing extra sales

Control your budget •  CPA (Cost per Acquisiton), you’re charged only when someone makes a

purchase on your website

Optimize •  View a report of which websites are more relevant and have your potential

customers, increase your spending on them and stop your spending on the websites bringing trash traffic.

Video Advertising

Video Advertising Different Targeting Methods •  Demographic targeting •  Interest targeting •  Device targeting •  Geographic Targeting

Control your budget •  CPV (Cost per view), Only pay when people watch With video ads you pay only when someone chooses to watch your ad, so you don't waste money advertising to people who aren't interested in your business. •  You decide how much or little you want to spend monthly •  There’s no minimum spending commitment.

See exactly what's working in your ad, and build on it •  View a report of how your video ad is doing •  Quick Response •  Start/Stop Instantly

Mobile Advertising

Mobile Advertising Different Targeting Methods •  App targeting •  Interest targeting •  Device targeting •  Geographic Targeting

Control your budget •  CPC / CPM •  You decide how much or little you want to spend monthly •  There’s no minimum spending commitment.

See exactly what's working in your ad, and build on it •  View a report of how your ad is doing •  Quick Response •  Start/Stop Instantly

SEO Social Media

E-Mail Marketing

Content Marketing

Social Bookmarking

Blogging

Type-in Traffic

ASO Referrer

Links

Guest Blogging

Digital PR Online

Reputation Management

Infographic

Q&A Sites

Comments White Papers Wikis

Post Sharing

Photo Sharing

Video Sharing

Local Portals Forums

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

SEO

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.

Blogging

Blogging Context •  Who should read it? •  What am I sharing is different or new? •  Why should someone anyone care about it? •  Is it user friendly?

Anatomy •  Short and Interesting Title with max 70 characters •  Value-Oriented Title ie. ‘5 keys to attract investors to your startup’ •  Body with sections, lists and bullet points work and plain text do not •  Appealing first paragraph •  400-600 words body text

SEO Related Points of Success •  In the same domain •  Post periodically, at least once per week •  Wordpress is quite SEO friendly

Guest Blogging

Producing content to be published on other blogs Get links for SEO, referral traffic and awareness Each blog has their own requirements and you should fulfill these

Infographic

Infographics are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly. •  Attractive •  Sharable •  Publishable Pictochart.com Infogr.am Visual.ly Vizualize.me

Wiki

Wikipedia, WikiTravel, WikiHow, WikiBooks, etc. http://en.wikipedia.org/wiki/List_of_wikis

White Papers / ebooks

A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. Academic, Credible, References

Whereas an ebook is a published e-document which doesn’t require academical reference or problem-solution method Easier, Shorter, Engaging

Comment Marketing

It helps you.. •  Awareness •  Trust •  Liability •  Links •  Profile

Add value in the comment Influence other readers & commentors Don’t just thank to get a link

Local Portals

It helps you.. •  Reach local community •  Get local links •  Target a niche that’s not

targeted by most

Forums

Forums have a lot of users, yes, still.. And it’s free

Q&A Sites

You can find your potential customers and even get an investment out of q&a websites

Social Lives at the Top of the Funnel

Social is Discovery Prior to Interest

Effect of Social Signals on Search Engines

Post Sharing Photo Sharing Video Sharing

Social Bookmarking

delicious.com

A social bookmarking service is a centralized online service which enables users to add, annotate, edit, and share bookmarks of web documents.

Facilitate Users to Share and Follow

Addthis.com

E-MAIL MARKETING

Remind Your Users

Email Marketing is Still Profitable/Powerful

Measuring Performance on Digital Channels

The Funnel

Measuring Performance on Digital Channels

Google URL Builder https://support.google.com/analytics/answer/1033867?hl=en

Conversion Value and Metrics

Impressions Clicks CTR = Click Through Rate = Clicks / Impressions Cost Average CPC = Cost / Click Conversion Conversion Rate = Conversions / Clicks Conversion Value = Revenue / Conversion Cost / Conversion Profit / Conversion ROI LTV = Life Time Value = Prediction of the net profit attributed to the entire future relationship with a customer

RoI on Digital Campaigns

Return on investment (ROI) is the benefit to the investor resulting from an investment of some resource. A high ROI means the investment gains compare favorably to investment cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. In purely economic terms, it is one way of considering profits in relation to capital invested.

ROI(%) = (Net profit / Investment) × 100

http://www.youtube.com/watch?v=UE2LFFdkhVQ

Conversion Optimization & Experiments

•  Compare how different web pages or app screens perform using a random sample of your users

•  Define what percentage of your users are included in the experiment

•  Choose which objective you’d like to test

•  Get updates by email about how your experiment is doing

Online & Offline Marketing Integration

http://www.youtube.com/watch?v=fGaVFRzTTP4

Assignment

Digital Marketing Strategy for your startup: 25% After learning the types of inbound and outbound digital marketing channels, you should be able to decide which of them would work the most for your startup. I want you to make a digital marketing strategy in which you will write the digital marketing channels you will use in the following format: •  which channels you will use •  why you will use that channel •  how you will use that channel

•  if an paid/outbound channel, please define your targeting and example ad •  if an inbound channel, please give some examples of your content and name the

websites (if applicable) •  how much time and money you will spend on each one Please research, think, plan and then write, because this is a beneficial work for your startup and you will be using this all the time. The format can be ppt or doc, depending on your preference. The deadline is December 29, 11:59 PM Please do send to Ata GÜR through email.

Google Analytics Workshop

Thank you for listening!

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[email protected]

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Digital Marketing for Startups - Lecture at Ozyegin University

Marketing

Transcript of Digital Marketing for Startups - Lecture at Ozyegin University