""Digital Marketing Fundamentals

( Digital Marketing
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( ) D: e-Marketing
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Workshop Online Marketing Google
Assiut University - Student Ambassador
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Digital Marketing (#___) ...
Brands Teama Milk, President, ,Mousa Coast
Lactel, Maybelline, Reny, AwfarMarket Industries Real Estate, E-
Commerce, FMCG LinkedIn D:
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( :)0 ""Digital Marketing

( :)1 " "Marketing
( :)2 ""Online Marketing Plan
( :)3 ""Your Website
( :)4 ""Content Marketing
( :)5 ""Social Media Marketing
( :)6 / ""Search Engine Optimization / Marketing
( :)7 ""E-Mail Marketing
( :)8 ""Mobile Marketing
( :)9 ""Web Analytics

http://bit.ly/eMarketingBasicsVids :


...
^_^
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Digital Marketing Manager / Trainer

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Twitter, ,Facebook :
LinkedIn, Instagram, Google+, YouTube, Pinterest .
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:Mobile Marketing

:Web Analytics
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( )1 " "Marketing

Customer \:
Customer : Consumer
Business :

Buyer Persona: " "Buyer Characteristics

! ! Demographics
Psychological ( ...)

 Customer \:
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Business :

Buyer Persona: " "Buyer Characteristics

! ! Demographics
Psychological ( ...)

Buyer Journey: Process

Customer Market
STP :

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)
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:Macro-Environment

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Marketing Plan Online :
o
o
o
o

:Strength
:Weakness
:Opportunities
:Threats

:PEST Macro-Environment :
:Political o
:Economical o
:Social o
:Technological o Mobile Technology

" "Market Research

:

:Surveys
:Discussion Groups Meetings

:Direct Contact

Marketing
Marketing Efforts 3:

:Plan
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... D:
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Online Marketing ""Analytics Web
^_^

Value Customer
Customer Markets ...
Value ""Marketing Mix
Value 4 " "Ps2 :

:Product Value / /
... xD
Branding - Packaging - Positioning - Product Life Cycle - Labeling :

:Price
Offline Marketing
Price Cost D:
:Place Markets
:Promotion
( Offline )
( Online )

https://youtu.be/YNdck4r0iwk :

Marketing
" "Principles of Marketing Philip
Kotler xD ... Case-Studies
... Basic Knowledge e-
Marketing ^_^ ... ^_*

( )4 " "Online Marketing Plan

Digital Marketing
Plan
Tools Campaign Marketing Brand
... $:
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Potential " ^_^
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"Plan Marketing ;)

 Plan
Mechanism Plan
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.1
.2
.3
.4
.5
.6

:Situation Analysis
SWOT, PEST & -Micro
Macro-Environment
:Goals & Objectives
Business Goals Marketing Goals Vision, Missions
( ""Brand Awareness
:Strategies
( Technology " Establishing
)"Campaigns
:Tactics (
Google AdWords )Search Engine
:Actions ...

:Control
Consistency Objectives, Strategies, Tactics

 Plan > Execute > Monitor

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Brand Lactel Assignment
Social Media Strategy
Calendar Editorial ( 3 3 ) Engagement Idea
Go Viral ... !! ):

Brand Identification
o

... Brand Website

...

 Media Social

.

Target Audience
o Audience
Target Audience
: ...

.

Competitors
o ...

Time
o

...


.

Ideation
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...
.

3
):

AwfarMarket
MCIT
...
: https://youtu.be/RSdlTdOVxyc
SOSTAC
Online Marketing Plan
Brand ^_^

( )3 ""Your Website

" "Single-Page Website ! xD ...

Brands 4
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! -_- 6 Lead (
500
Social Baker Engagement ^_^ )
:) ...


;) ...
:

:Credibility


:Usability 5 ...
Design Navigation

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):
3:

:Planning ... "plan, you plan to fail If you fail to" :

! ...
:
:*SiteMap / Site Hierarchy o
:
*( Portfolio - Contact Us - Home - About Us - Services / Products
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Layout Wire-Framing

Tools
Adobe FireWorks D:
(* )UX Designer
:Site Components
Widgets Blog
( )
" "NewsLetters Comment Plugins
Disqus ):
:Selecting Domain Name
" "Domain Name SEO
: -
- ( )www.youm7.com
:Choosing Web Hosting

" ..."Web Hosting
Domain NileWeb, NileYouth :
:Plan for a Browser / Device Compatibility
Mobile Devices
" "Responsive Design
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" /"
... ):
Trends ( Parallex Scrolling Floating) ...
(* ... )UI / Web Designer
:
:HTML o
" "Browser " descriptive
"language " "Markup Language Hyper Text
HTML5
:CSS o ...
CSS
" "Sheets Cascading Style CSS3
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( " ... )"Client
Verification
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:"Platform "CMS o " "From Scratch
CMS " Content
"Management Systems Platforms

Designer Web ):

:Editors o Tools
Adobe Dreamweaver
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" "Dynamic Functionality
"*( ... "Programming ... )Developer Web
:
:PHP o
" "Servers " ..."Server-Side Scripting
""Pre-Processor HyperText
:MySQL o ""databases
:Frameworks o " "libraries
laravel

Mobile

:

:Mobile Website Design

Responsive Design
Technique Bootstarp .Twitter
:Mobile Application " "Application
( ... )Android / iOS
Mobile Developer App App
" "Compatible
Design ... Responsive ""Integration
App Website App +Google
):

 : http://youtu.be/W8gpUuxKMaU
!! xD ...
;) ... Channel
Channels :D ...
Channels
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( )2 Content Marketing

... ;)
Digital Content Marketing
" " ...
Valuable, Consistent ,Relevant :
...
...

 !

! ):
... Online Marketing " "Viral Marketing
.
.

 Jonah Berger

STEPPS :
.1

.2
.3

.4
.5

.6

Social Currency
o .


.
Triggers
o
"" D: .
Emotions
o
.
.
Public
o " "Public

Practical Values
o
! .

Stories
o
.

" "Content Marketable

Audience Buyer Persona ! D:

" "Style Guidelines
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):

" "Content Strategy
Channels
:

Content Marketing Goals

o

Customer Loyalty
Targeted Audience
o xD
Channel Content Strategy
o Channel
Friendly
Formal
:Editorial Calendars
o
Channel ...

...
...

: https://youtu.be/E8yoq6jB6Jo
Content
Channel ... *_^

( )5 ""Social Media Marketing

" : "

...

! D:

( - -
- ...) ...
" "Media Marketing Social
... Social Media Marketing
:

:Blogging ( Blog )Web Log

Diaries
Blogging Blogger - WordPress - Durpal : ...
" "Micro-Blogging Twitter
:Social Networking Connections
Facebook - Google+ - LinkedIn :
:Image / Video / Audio Sharing (
)Instagram ( )Soundcloud ( YouTube) ...
YouTube Search Engine
;)
:Social Shopping
Yelp
:Social News Digg - Reddit :
:Social Bookmarking BookmarksDelicious - :
StumbleUpon
:Social Events Events Online
... Meetup - EventBrite : Eventtus
:Social Wikis
Wikipedia

:
...
... ;)
:
... .LinkedIn - YouTube - Instagram - Blogs - etc - Facbook - Google+ - Twitter
...
( )D:
Twitter" :
" Crowdsourcing box
tweet "?now What's happening" : (
) " : " ... D:


xD ( # )Hashtag
... Twitter Channels

 Channel

Channel

":"Best Practice on Social Media
http://goo.gl/4Uk347
https://youtu.be/STIHwVeY7-w :
Social Media Channels Channel
Accounts Channels
Account ! xD ...:D

( )6 / ""Search Engine Optimization / Marketing

! D: ! ... xD
%90 Activities User
! ... ):
... ! ;)
" "Search Engines
4
:

:User

User Query
" ... )Search Engine Result Pages" (SERPs
.
Keyowrds

:Search Engine

o Google
%65 Bing, Yahoo ...

Algorithm Google PageRank

( )Black Hat SEO Panda
Google o 3 :
:Crawling Crawler / Spider / Bots

:Indexing Crawlers
Google
Indexing
:Reporting Google Index
SERPs
o Guidelines Google
:Competitors
o !
...
...
o Keywords

..

:Your Website 3
Site Architecture - Content - Linking :

 Best Practices SEO

3 SEO Brand
:

:Site Architecture Guidelines Google

Techniques :
:Meta Tags o Code HTML
Description
.
:Title o " "

:URL Rewriting o
Parametrized / URL
:File Naming o Search Engine
" "Car.jpg ""img001.jpg
:Content
"CONTENT IS KING" :
... :
:Relevant o
:Valuable o
:NOT Duplicated o
Google Algorithm

:Linking Relevant
:
:Directories o Yellow Pages,
140Online
:Articles o
Technology Argeeks

Keyword User
Demand Search Curve User ...
( Search Volume Keyword )
Keywords ... User
Keyword Volume
Keywords ( ... )Long-tail Keywords :

:Competition Keyword Phrase

:Relevancy Keyword Phrase User Business

 SEM
SERPs " "Organic
" ... "Paid ... Search Engine Marketing
AdWords Google
Google AdWords
Tools Google :

:Google Search Network Search Engine Partners

Ask ,Amazon, AOL Text Ads
Lead Generation
:Google Display Network Ads Rich-Media
Google AdSense Brand
Awareness

Score Quality :

:Relevancy
):3
:Landing Page
xD

:Click-Through-Rate

https://youtu.be/iJS4cngw8Jw :
SEO/SEM
^_^

( )7 E-Mail Marketing

E-Mail Marketing
" ... "Direct Marketing %75
...
! ;)

:

:Targeted
:Cost-Effective
:Customizable

:Measurable

Tool ( MailChimp )E-Mail Service Provider
:

:Creating Lists


):
:Creating E-Mail Campaigns List

Campaign
List ...
HTML, CSS
Templates Tools

:

:Subject Line " : "

" Startups !" "
" ... -_- FREE
Capital %!!@# ( E-Mail Client )GMail

:Header To ... From
mustafa@et3allem.org
:Personalized Greetings Dear Mr. Ahmed
List MailChimp
:Body
"CTA" Call To Action
! ;)
:Footer Contacts Social Media ...
Unsubscribe Link
):

 E-Mail Marketing
... ^_^

( )8 Mobile Marketing

...
%65
...
! ;)

:

:SMS " "Short Messages Service

SMSMisr, OTS
:MMS " "Multimedia Message Service SMS

:Infrared & Bluetooth


:)USSD (Unstructured Supplementary Services Data
* #777 ...
( )
57357 * #10*57357 10 ): 57357
:QR Codes QR Codes
Pepsi
QR goqr.me
:Augmented Reality
( ) D:
... IKEA
^_^
:Geo-Targeting
City Stars Starbucks
GPS
SMSMisr

Google Tool " "AdMob
Ads App Android iOS Remarketing
... Activties ... ):
Google AdWords ! D:

;)

( )9 Web Analytics

... "If you measure it, you can manage it" :

WhatsApp
... " ... "Data


... !! ^_^
Web Analytics

" : Customers
"


Dimensions
Metrics :

:Basic

:Hit o

:Page o
:Page Views o
:Unique Visitor o 3New - Repeat - :
Return
:Characterization Visit
:Landing Page o Google AdWords

:Visit Duration o
:Click-Through-Rate o

:Page Views / Visit o

:Content Characterization
:Bounce Rate o
:Conversion Metrics
:Event o
:Conversion Rate o Metrics

Data
Analysis Data:

:Segmentation Data Segments

D:
:Context Data ...
Data Benchmark Data

Tools
Google Analytics
...
Reporting Reports
" "Reports Custom
:

:Audience Demographics
:Acquisition

:Behavior

Google Analytics Data

... JavaScript Code
" "Tracking Code ...
^_* !Google
User
Goal User
Conversion :

:Macro-Conversions User
"" "" ...
:Micro-Conversions User
User Category
...

: - - - ...
Google Analytics Tool Google
" "Google Tag Manager

Measurement Plan
): "If you failto plan, you plan to fail" :
Web Analytics
Analytics Academy