I N T R O D U C T I O N T O D I G I T A L M A R K E T I N G

B Y

J A S O N C R U Z

@ J S N C R U Z

Digital Marketing

Overview

Changing the Game

Evolution of Marketing

Role of Technology

Technology and Consumer Behavior

Digital Marketing

The New Marketing Mix

The Key Players

@jsncruz

Changing the Game

@jsncruz

Evolution of Marketing

Marketing in the last century.

@jsncruz

Evolution of Marketing

Digital in the Philippines.

@jsncruz

Role of Technology

Technology is at the heart of digital.

Image: media.treehugger.com/assets/images/2011/10/regenersis-phone-pile.jpg

Technological innovations – from the printing press to

broadband Internet connection – serve as triggers to new

marketing ideas and principles, and catalysts to innovative

solutions to problems.

@jsncruz

Technology and Consumer Behavior

The old journey is linear.

Trigger Exploration Choice Comparison Action Review

Source: brandalert.co.uk/problems-and-solutions/

Create a need/want for a product/service. Generate awareness.

Create a desire to learn more. Provide knowledge.

Show product proposition or value. Influence decision.

Show advantage of brand or product. Influence decision.

Generate a purchase or engagement.. Trigger interaction.

Create brand love or affinity. Generate advocates.

@jsncruz

Technology and Consumer Behavior

Digital can enter at any point.

Trigger Exploration Choice Comparison Action Review

Digital content. Social media marketing. Digital public relations.

Email marketing and CRM.

@jsncruz

Digital Marketing

@jsncruz

The Traditional Digital Brief

Purpose Typical Structure

1. Provide focus to the agency, creative team, and/or client;

2. Hold both client and agency accountable to an agreed-upon strategy; and

3. Evaluates ideas against this document to see if it “meets the brief”.

1. Finding out the target audience; 2. Finding the single-minded

message which needs to be communicated; and

3. Knowing the limitations, requirements, and parameters for an idea to be successful.

Source: teehanlax.com/blog/the-digital-brief/

@jsncruz

Problem #1 Knowing a target audience does

not help in designing the consumer experience on digital.

Problem #2 Broad definitions (which try to be

all-inclusive) result in meaningless marketing actions.

@jsncruz

The New Digital Brief

Active Consumers over Passive Ones

Consumer Personas over Target Audiences

Outcomes over Deliverables

Success that can be Measured

Consumers want to do something. They will

respond to content that engages them, not just

broadcast pieces of information to them.

The new digital brief should ask questions

which try to understand consumer behavior and

motivation.

The idea of “the consumer” cannot be

captured by vague, demographic-based

descriptions.

The new digital brief should ask questions which try to define a

persona which can best represent the audience we

want to speak to.

Consumers will not be engaged with a

deliverable, but rather an outcome/benefit that

directly influences/affects them.

The new digital brief should ask questions which try to define an

experience we want our consumer to have.

We can only create better digital marketing

campaigns by understanding the

successes and failures of a previous one.

The new digital brief should ask questions

which try to understand what should be measured,

why, and how.

Source: teehanlax.com/blog/the-digital-brief/

@jsncruz

Digital Marketing Framework

Platform Planning Platform Creation Platform Publication Analysis & Optimization

Consumers want to do something. They will

respond to content that engages them, not just

broadcast pieces of information to them.

The new digital brief should ask questions

which try to understand consumer behavior and

motivation.

The idea of “the consumer” cannot be

captured by vague, demographic-based

descriptions.

The new digital brief should ask questions which try to define a

persona which can best represent the audience we

want to speak to.

Consumers will not be engaged with a

deliverable, but rather an outcome/benefit that

directly influences/affects them.

The new digital brief should ask questions which try to define an

experience we want our consumer to have.

We can only create better digital marketing

campaigns by understanding the

successes and failures of a previous one.

The new digital brief should ask questions

which try to understand what should be measured,

why, and how.

@jsncruz

Platform Planning

1. Identification of Brand Purpose

2. Setting Goals

3. Profiling the Audience

4. Psychographic Segmentation

5. Keyword Research

6. Technographic Segmentation

@jsncruz

Platform Planning Identification of Brand Purpose

“It’s [brand purpose] a description of the company’s character. To some extent, it’s a mission; it’s how the company creates and delivers value. Also, it’s the feeling the company conveys to its stakeholders.”

- Bill Marsh, Jr.

Source: billmarshjr.com/a-brand-is-a-promise-3-great-examples-of-strong-brands-that-make-strong-promises/

@jsncruz

Platform Planning Identification of Brand Purpose

What is NOT Brand Purpose Sell more soda.

Provide the best soft-drink experience. Own the soda space online.

What IS Brand Purpose “To inspire moments of optimism and

uplift.”

@jsncruz

Platform Planning Setting Goals

Three Principles

1. Digital’s role in the marketing plan may or may not directly affect actual sales.

2. Digital can trigger the final decision-making action.

3. The best goals are as specific as possible.

Examples

1. “Increase in-store visits by 20%.”

2. “Generate 15% more online inquiries.”

3. “Boost event attendance by 20%.”

@jsncruz

Platform Planning Profiling the Audience

Demographics Purchasing Behavior

Buying Patterns Response Rate to Previous Marketing

Activities

Helps guide content, communication message,

and strategy.

Source: gigaom2.files.wordpress.com/2014/01/screenshot-2014-01-21-08-02-22.png/

Sample demographics chart on active users for top social platforms, divided

by age.

Charts and tables are great ways of displaying audience profile data.

@jsncruz

Platform Planning Psychographic Segmentation

Activity, Interests, Opinions (AIO)

Consumer Values

Attitudes General Behavior

Components of Psychographic Segmentation

Helps guide the marketing campaign’s message. It also

helps determine “why consumers do what they do,

when they do.”

Identifying two other variables – consumer purchase data and share of wallet – will help guide a brand tailor-fit a marketing campaign’s

message to the consumer who is most likely to engage with it or commit (be influenced) to a purchase.

@jsncruz

Platform Planning Keyword Research

Helps guide the marketing campaign’s search engine marketing efforts, digital media strategy, and even

the specific terms to be used for digital content (such as

websites or social media assets).

Sample word cloud on the search term “basketball”. Note the related words which appear on the cloud; this shows actual terms used in relation with the keyword

chosen.

Source: glenncrocker.com/wp-content/uploads/2010/09/missing-words.png/

@jsncruz

Platform Planning Technographic Segmentation

“…referred to as 'technographic'... which focuses on the motivations, usage

patterns, attitudes about technology... as well as measures of a person's fundamental values and lifestyle

perspective."”

- Journal of Advertising Research (Volume 28, No.2, April/May 1988:pg 38

@jsncruz

Platform Planning Technographic Segmentation

Digital Channels Proportion of Digital Channels’ Usage

Visited Websites Digital Devices Owned Digital Devices Used

Digital Trends (ex. Web Videos)

Helps create a more robust channel-planning and

content strategies, respectively.

Favored Information Sources Favored Digital Influencers

Favored Blogs or Opinion Sites

Attitude towards Competition Attitude towards Competition’s Content

Helps decrease risk of being ignored once digital campaign goes live.

Helps understand what they think/feel about your

brand.

Helps identify competitor’s strong and/or weak points

on digital.

@jsncruz

Platform Creation The Value Proposition

“An analysis or statement of the combination of goods and services offered by a

company to its customers in exchange for payment.”

- businessdictionary.com/definition/value-proposition.html

Simply put:

“Why should I buy your product?” “Why should I use your services?”

@jsncruz

Platform Creation The Value Proposition

Unique Product Price Point Convenience Problem Ownership

Differentiating one’s product or service from

the competition, or providing an entirely new

value to the consumer.

Enabling one’s product or service to either be the most affordable for the consumer, or the most

value-for-money.

Providing a product or service which reduces consumer-side “pain”,

with minimal modifications to current

practices.

Identifying a problem and creating or providing an effective solution to it.

Luxury cars Money transfer Fast-food delivery Online banking

Four fundamental value propositions.

@jsncruz

Platform Creation The Big Idea

“The Big Idea is an umbrella idea that delivers the single-minded proposition.”

- Pat Law, goodstuph (2009)

@jsncruz

Platform Creation The Big Idea

Incubation Period Collaboration

Rushing a Big Idea usually leads to a sub-standard

one being produced. Allowing ideas to form

over some time allows for fresh insights to come.

Giving time to play around

with an idea will let it develop.

Getting new or fresh eyes involved in a project is a

technique called “conceptual blending”.

Conceptual blending

works because distantly-related individuals (to a

project or idea) can make connections that those

immersed in said project may not be able to do so.

Source: copyblogger.com/big-idea-marketing/

Coming up with a Big Idea.

@jsncruz

Platform Creation The Customer Journey

Describes the customer experience at

touch-points

Planned from start to finish

Every step is guided, from start to finish

Touch-points involve the customer’s senses

and emotions

The Ideal Customer Journey

The customer journey is not necessarily a linear, A-to-B journey. It can be a story with depth, perspective, and experiences.

@jsncruz

Platform Creation The Customer Journey

Awareness Research Purchase Out-of-the-box

Actions or Activities

• Membership expires. • Saw a sponsored post on

Facebook. • Saw an Instagram image

through a hashtag.

• Searched for reviews on Google.

• Read fitness blogs and articles online.

• Compared prices on brochures.

• Emailed inquiries to competitor’s website.

• Created a comparison table.

• Can start using facilities immediately.

• Gets complimentary trial membership for a friend.

Motivations

• Self-image. • Self-confidence. • Health and fitness.

• Wants location to be near either home or office.

• Wants “the best possible gym”.

• Free first month membership.

• Zero-interest installment rates.

• Unlimited membership freezing during holidays and vacations.

• Referral perks (i.e. free one month per referral).

Questions

• Do the programs suit my lifestyle and fitness levels?

• What is the difference between this gym and others?

• What do other people think about this gym?

• What do fitness bloggers say about their programs?

• Does the gym accept payment in installments?

• Are there hidden fees? • Do they accept my credit

card provider?

• Is there customer support for account problems?

• Is it easy to upgrade or downgrade membership terms?

Barriers

• Status quo (stay with the old gym).

• No budget to move to a new gym.

• Unfamiliar with the programs or trainers.

• Little to no reviews available online.

• Little to no social media presence.

• Competitors have better reviews online.

• Too expensive compared with others.

• Inflexible payment terms.

• No money-back guarantees.

• Gym equipment are below par.

• Trainers and programs are ineffective.

• Competitors have better programs or trainers.

Sample customer journey (gym).

@jsncruz

Platform Creation The Creation Process

Research on Customer’s Digital

Profiles

Specific Media Data to Confirm Channel

Insights

Reviewing digital habits will help in identifying

digital habits of the consumer.

This will give more helpful

assumptions and estimates on where to be

present, and how, on digital.

Reviewing data on assumptions will help in

creating the strongest possible strategies.

This also ensures that a

digital campaign is grounded on facts and

numbers.

Source: was-sg.wascdn.net/wp-content/uploads/2014/01/Slide0093.png

Sample data which reflect digital habits of consumers.

@jsncruz

Platform Creation The Content Calendar

Example Campaigns Jan Feb Mar Apr

Email Campaigns

Announcement of a free webinar.

Registration deadline reminder.

Social Media Posts

Facebook Content Call to visit website

Twitter Content Call to join a promo

Digital PR Posts

Seeded Blog Post

Online Article

Web Videos YouTube

Instagram

Digital content calendar.

@jsncruz

Platform Creation The Content Calendar

Day Date Facebook Twitter Instagram Theme

Monday June 9

Kick-off the week with a quick kettlebell class at the BGC branch today!

Need a 15-minute workout? Check out our weekday schedules here: [link]

15 minutes is all you need to get fit on a Monday!

Campaign 1

#kettlebell #fitness #kettlebell #fitness #gym #health #workout #kb #strength #conditioning #training #athlete

Tuesday June 10

Copy Copy Copy Campaign 2

Image Image/Hashtags Image/Hashtags

Wednesday June 11

Copy Copy Copy Campaign 1

Image Image/Hashtags Image/Hashtags

Social content calendar.

@jsncruz

Platform Publication Create the Message

Visuals Message

• Prepare several studies; allow for testing with different groups to gather reactions.

• Identify local- or community language, relevant with the online audience of the brand.

First-time tips.

@jsncruz

Platform Publication P.O.E.M.

Paid Owned Earned

Print, television, radio, magazines,

movies/cinema, banners, direct mail, SEM, paid media, in-store media.

Communicates with

strangers (to the brand).

Brochures, retail stores, company website, e-

commerce website, mobile application, social media

assets.

Communicates with customers.

Word-of-mouth, social media mentions (through social networking sites),

online articles, blogs, user-generated content.

Communicates to

advocates and fans.

Paid, Owned, and Earned Media.

Source: theviewfromhere.ca/

@jsncruz

Platform Publication P.O.E.M.

Paid Media (digital).

Source: searchengineland.com/guide/what-is-sem/

Search Marketing Display Marketing

Search marketing is the process of gaining traffic and visibility from search engines through both paid

and unpaid efforts.

It comprises of two elements: Search Engine Optimization (SEO) and

Search Engine Marketing (SEM).

Display marketing is the serving of visual

marketing materials and advertisement (banners)

on websites.

Standard format display marketing is often

measured in CPM (cost per mille).

Sample search marketing results.

Sample display marketing results.

@jsncruz

Platform Publication P.O.E.M.

Owned Media (digital).

Source: en.wikipedia.org/wiki/Mobile_marketing/

Website Mobile

A business’ website typically holds all of a

product or service’s online content. It may also serve

as the company’s e-commerce platform.

A well-developed website is often the result of both

engaging content and well-managed SEO.

Mobile marketing is “…any marketing activity

conducted through a ubiquitous network to which consumers are constantly connected

using a personal mobile device.”

- Andreas Kaplan (2012)

Sample website with e-commerce component.

Sample mobile marketing execution, a mobile application.

@jsncruz

Platform Publication P.O.E.M.

Earned Media (digital).

Social Mentions Digital PR

Social mentions are provoked and unprovoked

conversations on social space that concern a

business or its interests.

Social mentions are gathered through social

listening.

Digital PR are articles and publications, seeded or

otherwise, which are publicly consumable, discoverable through search, and concern a

business or its interests.

Ex. Blogs, news articles.

Sample social mentions on Twitter.

Sample digital PR article, a blog.

@jsncruz

Analysis and Optimization Achieving Digital Targets

Generate Awareness Generate Leads Create Buzz

Website Goal Strengthen online and

offline advertising.

KPI X% increase in traffic

Sample Target 10,000 new monthly visits

Website Goal Capture consumer

information (emails, etc.)

KPI Y% converted responses

Sample Target 100 new monthly

subscribers

Website Goal Engage online community

through online/offline events

KPI

Z% increase in engagement (loyalty)

Sample Target

50% repeat website visitors

Three major objectives on digital.

@jsncruz

Analysis and Optimization Sample Email Marketing Sales Funnel

SENT

800,000 emails

DELIVERED

760,000

OPENED

228,000

CLICKED

45,600

CONVERTED

9,120

REPEAT

Initial investment.

95% delivery success.

30% open rate.

20% click rate.

20% converted rate.

Assuming P100 per converted lead; net

income is P912,000.

@jsncruz

The New Marketing Mix

@jsncruz

The New Marketing Mix The 4Ps

Purpose People Personal Perception

Show the character and story of the business.

Show the consumer WHY you do what you do.

Show how the product or service will change the life of the consumer, and tell

that story.

Show how the consumer would feel in the presence of your product, service,

or company.

Show how you can influence how consumers feel and think about your

product, service, or brand.

Personal computing Social gaming Airline Coffee mixes

Four new marketing principles.

Source: thestoryoftelling.com/the-new-marketing-mix-4-different-ps/

@jsncruz

The Key Players

@jsncruz

Key Digital Platforms Creating a Strong Digital Presence

Website Social Media Mobile Web Videos

The website is still a business’ most flexible and

most long-term digital asset and should ideally form the backbone of all

digital executions.

Sample Key Metrics Visitors, bounce rate,

average time on site, web pages per visitor

The business’ social media assets are the primary

engagement hubs of any digital campaign, and

should leverage on listening to social

conversations to gain insights on content and

trending topics.

Sample Key Metrics Community growth,

overall engagement rate, engagement rate per post,

impressions generated

A mobile application is an extension of a brand’s website (in a way, as it

serves digital content) as well as provide potential

(usually more convenient) solutions to consumer

problems.

Sample Key Metrics Downloads, daily usage,

positive reviews

Web videos are rich, easy-to-share content which have longevity (unlike

television advertisements) and may be used

repeatedly, as well as directly gain engagement

(through social interaction).

Sample Key Metrics Views, comments, shares,

digital PR- and social mentions

Four major platforms.

@jsncruz

Thank you!

I N T R O D U C T I O N T O D I G I T A L M A R K E T I N G

B Y

J A S O N C R U Z

@ J S N C R U Z

J A S O N C R U Z 2 3 8 8 @ G M A I L . C O M