Digital Marketing

101
Arum Cahyanurani Setyabrata,
Adira Deandra Chairie,
Anggun Rachma Ainiyah
 BRANDING
01 INTRO TO DIGITAL MARKETING
• Definition of Digital Marketing
• Digital vs Traditional Marketing
• Indonesia on Digital
• Types of Digital Marketing
• Digital Marketing Trifecta
TABLE OF •
•
Push and Pull Marketing
Marketing Funnel

CONTENTS BRANDING
02 MARKET RESEARCH

• Definition of Market Research

• Benefits of Market Research
• Types of Research
• Methods of Market Research
• Tools of Market Research
• Common Mistake on Market Research

1
INTRO TO DIGITAL
MARKETING
Definition, Types, Trifecta,
Funnel
01
2
 DIGITAL
MARKETING
Unlike ways of promoting
products/services that we used to
experience through televisions, papers,
Digital Marketing have taken a leap of
internet, mobile devices, social media,
search engines, and other channels
usage for promotion purposes and
reach audiences.

3
DIGITAL vs TRADITIONAL

DIGITAL TRADITIONAL

CONSUMER
Global Limited Area
POTENTIAL REACH

TARGETING Specific Less Specific

PRICE Lower Cost Expensive

RETURN ON
High Low
INVESTMENT
4
INDONESIA ON DIGITAL

73,7% 61,8%
Internet Social Media
Users Users

125,6%
Have Mobile
Connections

5
 INDONESIA ON DIGITAL

8h 52m 3h14m
Each day using the Internet Each day using Social Media

2h50m 1h38m
Each day watching Each day reading
Broadcast and Streaming Online Press Media

6
 TYPES OF DIGITAL MARKETING
SOCIAL MEDIA SOCIAL MEDIA
BRANDING
BRANDING BRANDING
ORGANICS BRANDING
ADS

an effort to create an utilization of built-in paid advertisement

image of a brand. e.g: tools in social media. using social media
logo design, packaging e.g: IG contents platform. e.g: IG ads

EMAIL VIDEO
BRANDING
WEB DESIGN BRANDING
MARKETING
BRANDING
PRODUCTION
distribution of
commercial messages methods to interact
visualization of graphic through emails. with audience through
design on web page e.g: promo, product picture and audio
offerings deliverables

7
 TYPES OF DIGITAL MARKETING
SEARCH ENGINE SEARCH ENGINE
BRANDING
OPTIMIZATION BRANDING
MARKETING

a process to optimized paid process to

web search to achieve optimized web search
traffics e.g: Google ads.

CONTENT APP
BRANDING
MARKETING
BRANDING
DEVELOPMENT
assets created to be a process by which a
publicized through mobile app is
certain platform. developed for mobile
e.g: blog posts devices.

8
 DIGITAL MARKETING TRIFECTA
Exposure & Engagement, All three components utilized
Awareness & Paid Reach together to create effective
marketing strategy

BRANDING
OWNED
BRANDING
PAID
MEDIA MEDIA
Brand Digital Asset Bought Ad Channel
c Blog,
Website, c
PPC, Retargeting, Paid
Social Media Influencers

Brand Value and Viral Reach

Goodwill / Credibility &
BRANDING
PUSH
Competitive Edge MARKETING
Shares by Costumer
c Share,
Mention,
Review, Repost
9
PUSH AND PULL MARKETING

PUSH
BRANDING
MARKETING
Pushing one brand in
front of audiences
c
with paid advertising
or promotions. PULL
e.g: Pay Per Click
BRANDING
MARKETING
Implementing a
strategy that naturally
draws consumer’s
interest to one brand
e.g: SEO

10
PUSH AND PULL MARKETING
PUSH PULL

STRATEGY Outbound Inbound

BUYING JOURNEY Brand Driven Consumer Driven

TARGET Mass Audience Individual

CHANNEL Mass Media Search Engine

CONTAINT Budget Algorithms

Advertising, Direct Marketing,

DISCIPLINES Public Relation
Content Marketing, SEO

TACTICS Advertising, Billboard Blogging, Landing Pages

11
 MARKETING FUNNEL
Stages of
The Right Offerings for Each Funnel Stage Contents to be Shared
Buyers’ Journey
TOFU
(Top of The Funnel)
BRANDING
AWARENESS
Blog Posts – Social Media Posts – BRANDING
EDUCATIONAL
Infographic – Video

MOFU PROBLEM
BRANDING
EVALUATION (Middle of The Funnel) BRANDING
SOLUTION
eBooks – FAQ page – Catalogs
– Webinars

BOFU BRAND
BRANDING
BRANDING
PURCHASE
(Bottom of The Funnel) CREDIBILITY
Service pages – Testimonials
– Free Consultation
12
 MARKET
RESEARCH
Definition, Benefit, Types,
Tools, Common Mistake
02
13
 MARKET
RESEARCH
Market Research is an analytical
activity in order to gather
information about consumers'
needs and preferences of a
business/products/service wanted
to be provided or sold.

14
BENEFITS OF MARKET RESEARCH

BRANDING
01 BRANDING
02 03 04
Set target
Find out how Stay updated with Determine
accurately based
people see our the channel that on consumer’s most suitable type
product most people use of ecommerce
personal interest

15
 TYPES OF RESEARCH
PRIMARY SECONDARY
DATA DATA

New information Existing information

collected directly collected by others

Specific to necessity Free, low cost, and

and control the KEY BENEFIT quick
quality
Not specific, and high
High cost, Timely
KEY possibility of
ADVANTAGES obtaining old data

FGD, Questionnaries, Google Trend, Answer

Interview EXAMPLES The Public

16
 MARKET RESEARCH METHODS
BRANDING
FGD (FOCUS GROUP DISCUSSION) BRANDING
INTERVIEW

Carefully bring selected group of people One-on-one conversations with people

who fit to targeted market targeted market

BRANDING
QUESTIONNARIES BRANDING
TOOLS

Giving range of questions to Google Trend, Answerthepublic,

participants Facebook Audience Insight, Google
Ads Keyword

17
 MARKET RESEARCH TOOLS
https://trends.google.com/
Google Trends

tool to explore and

analyze the top search
queries from time to
time in Google Search
across various
countries and
languages.

18
 MARKET RESEARCH TOOLS
Answer The https://answerthepublic.com
Public

web based platform

as a guidance for
content creator to
create infographics or
other social media
publications necessity

19
 MARKET RESEARCH TOOLS
Google Ads https://ads.google.com/
Keyword

tools to bid on the

suitable and relevant
keywords to our
products with average
monthly searches as
its parameter.

20
 MARKET RESEARCH TOOLS
Facebook https://business.facebook.com
Audience Insight

built in tool in
Facebook to analyze
total population of
goods sold by age,
behavior, etc.

21
 COMMON MISTAKES
IN MARKET RESEARCH

01
BRANDING 02
BRANDING 03 04
Addressed research Created assumptions
Targeted wrong Established too
to close friends by waiving market
respondents general questions
which resulted bias test to interviewee
research
22
 THANKS!
Do you have any Questions?

Reach me through:
arumcahyanrn@gmail.com