Strategic Digital Marketing

By Sutrisno Yao S.Kom, M.TI (@SusuTarik)

What is Digital Marketing In simplistic terms, digital marketing is

the promotion of products or brands via one or more forms of electronic media.

Digital Marketing in Indonesia In average budget for digital marketing in

Indonesia’s corporates is 5-10% from the whole marketing budget.

Traditional marketing is still very much important in Indonesia.

In US, digital marketing budget approx. 30%.

Digital marketing budget in Indonesia is a bit slow due to the internet infrastructure distribution still not very good.

The fundamental nature of digital channel is INTERACTION…

3 Types of Media

Bought : digital display (banner), etc

Owned : website, branded videoEarned : word of mouth brand earns

through user generated content

Earned Media is the highest in participation level…

Digital Revolution

Traditional media digitizing Digital devices become media New channel connections Social networking & virtual

communities Video richness Consumer created content Search… search.. And search (SEO)

Characteristics of Digital Behaviour Conversation / self – expression : social

networks, blogs, wikis, video/photo sharing On demand : mobile web, mobile

applications, mobile video, itunes, etc Personal : email subscription, personal

pages, apps, search.. EtcConclusion : consumers have embraced real

time conversation, consumers have on demand expectations and consumers want personal experiences Interact / Participate

Digital Marketing Planning P : people pick your target customer

audience segments assess your audience DIGITAL behaviour

O : objectives decide what you want to accomplish?

S : strategy how will you leverage your brand proposition into content and interactive experience? Plan for how relationships with customer will change!

T : technology decide which digital channels/tools/platforms to use..

6 Types of People Creators.  These are people who publish on the web (blog, website,

video, podcasts). Critics.  These are people who post reviews online, comment on

blogs, or contribute in other ways to existing content. Collectors.  These are people who read lots of information and may

vote or tag pages or photos. Joiners.  These are people who have a profile on different social

networking sites and visit them with some regularity. Spectators.  These are people who read online information, list to

podcasts, and watch videos but do not participate. Inactives.  As suspected, these are the people who aren’t engaged

in any of these social technologies. 

Digital Marketing in Practical

How to Digital Marketing

Email Marketing is the oldest way but the most effective way! (cth: livisoc, groupon, etc) There are 160 Billion emails passing

through everyday on Internet >20% of our working time spent to read

emails In average workers receive 20-40 emails

everyday Open rate of email marketing is not too

big, that’s why email subject matters!

How to Digital Marketing (part 2) Content is King!!

Story is the most important.. E.g.: love story in advertising

Great ideas to create relevant and fun content : Follow industry news Monitor social conversations Recruit a team of content creator Take your video camera everywhere Conduct original research Look beyond your industry and audience Keep a list of hot topics

Characteristic of Stories

A great story is true Great stories make promise Great stories happen fact Great stories often appeal to our sense

and don’t appeal to logic Great stories are rarely aimed at

everyone Great stories don’t contradict

themselves Great stories agree with our world-view

How to (part 3) Tools option :

Lower participation :▪ Broadcast▪ Print ads▪ Radio

Medium participation▪ Banners▪ Email▪ Apps▪ Website

Higher participation▪ Community▪ Social network▪ Blog▪ Twitter

How to (part 4) Social Media influence people

91% say consumer review are #1 aid to buying decisions 3 times more likely to trust peer opinions over advertising for

purchasing decisions Business functions of Social Media

Information & brand awareness Public relations Customer services Customer loyalty Sales

In hours if complaints sent through social media have not yet been responded , clients most likely will change their mind and choose our competitors! But if we do give quick response, they will spend 20-40% more time with us.

Create social media policy!

How to (part 5)

Pick right social media channels for you Facebook Twitter Google+ : Good for SEO Linkedin : Good for B2B Youtube : Good for viral and interactive

distribution Pinterest

Social Media Analytics and Monitoring

Monitor positive and negative sentiments through social medias (API).

Thank You for Participating….