S&M Analysis.

Digital Marketing
Dr.Yoga Iswara, BBA.,BBM.,MM.,CHA
Expert lecturer
DIGITAL
MARKETIN
G
 Marketing & Sales Funnel
Awareness

Marketing Interest

Consideration Marketing

Intent/Desire
Sales
Evaluation
Sales
Purchase
WHO ? #targetmarket
Are you targeting the
right audience?

Are you using the right

digital vehicle for your
targeted audience?
 Target Audience
For the given content
Target Market marketing vehicles:
For the given Reach Social Media Users,
product/services Magazine Readers,
Radio Listeners, TV
Watchers, Mobile
Users

Number of persons in a defined market

exposed to a message in a given medium
reach conversions
• Digital marketing is the marketing of products
or services using digital technologies, mainly
on the Internet, but also including mobile
phones, display advertising, and any other
digital medium.

• As digital platforms are increasingly

incorporated into marketing plans and
everyday life, and as people use digital devices
instead of visiting physical shops, digital
marketing campaigns are becoming more
prevalent and efficient.
 The World
Goes Digital

The number of internet users in the world today is 4.087 billion, up 7 percent year-on-year
The number of social media users in the world today is 3.297 billion, up 13 percent year-on-year
The number of mobile phone users in the world today is 5.061 billion, up 2 percent year-on-year
https://kepios.com/data/
https://kepios.com/data/
 https://kepios.com/data/
https://kepios.com/data/
Digital Marketing Overview
What does digital marketing consist of?
• Website design (user experience)
• Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• Display banner ads
• Email Marketing
• Affiliate Marketing
• Content Marketing
• Social Media Optimization (SMO)
• Social Media Marketing (SMM)
• Mobile Apps
• Online Reputation Management (ORM)
Website

• Responsive
• Homepage
• Landing page
• Google Analytics to
review
• GDPR compliance
SEO (Search Engine Optimization)

• The process of optimizing your website

to get organic, or un-paid, traffic from
the search engine results page (SERP).
• In other words, SEO involves making
certain changes to your website design
and content that make your site more
attractive to a search engine algorithm
so that the search engine will display
your website as a top result on the
search engine results page (ranking).
SEM (Search Engine Marketing)
• SEM can simply be defined as using paid
search engine traffic to gain visibility.
• Paid results tend to appear on the top
right-hand side of the ‘organic’ search results.
The largest platforms for using SEM are
Google, AdWords, Yahoo!, Microsoft
adCenter and Search Marketing.
• PPC, or pay per click, is one of the major
techniques of SEM to drive in traffic. When a
PPC campaign is launched you don’t have to
wait for days to see the results, because they
happen almost immediately.
 Display Banner Ads

• Display banner ads (static/animated)

• Pop-up ads
• Pop-under ads
 Email Marketing
• Email marketing is the targeting of consumers
through electronic mail (email). Often associated
with data mining, email marketing can be used to
impact consumers in a variety of ways. In general,
email marketing is a more evolved, digital form of
traditional direct mail marketing.
• Email marketing is also known as direct email
marketing.
 Affiliate Marketing
Affiliate marketing is an online sales
tactic that lets a product owner increase sales
by allowing others targeting the same
audience – “affiliates” – to earn a commission
by recommending the product to others. At
the same time, it makes it possible for
affiliates to earn money on product sales
without creating products of their own.
 The right content attracts the right audience

“Content marketing is a strategic

marketing approach focused on creating
and distributing valuable, relevant, and
consistent content to attract and retain a
clearly defined audience — and, ultimately,
to drive profitable customer action.”

#nomorejustproductorservices
#experience #lifestylecontent
SMO (Social Media Optimization)

• SMO increases the visibility of your social

media profiles, your social networking activity
and your published content so that it is found
by people searching for information and
resources that relate to your content.
• It helps drive traffic to your website or blog,
makes it easier for others to share with their
circle of influence, builds community around
your brand and helps search engines index
your social media profiles, social activity and
blog posts more easily.”
SMM (Social Media Marketing)

SMM involves paid

advertising through social
media networks. If you are
familiar with Facebook ads,
then you are seeing SMM in
action. It is the process of
using paid advertising to
broaden your customer
reach and increase your
brand exposure.
Different Generations Different Social Media YES? NO?

Which one is you?

 ‘Organic reach on Facebook is dead’

Facebook is changing its news feed to prioritize what

friends and family share, which will reduce the amount
of content that users see from brands and publishers.
If you haven’t already shifted your Facebook strategy
insights entirely to paid, then they may have to soon.
Reach: the number of unique people who saw your
content
So everything else (engagement- likes, comments, clicks,
negative feedback) really depends on how many people
saw the content in the first place
 Organic reach: The total number of unique people who were
shown your post through unpaid distribution.

Viral Reach: The number of unique people who saw your post
or page mentioned from a story published by a friend. These
stories can include liking, commenting or sharing on your
page, answering a question or responding to an event.

insights Paid Reach: The number of unique people who saw your paid
content as a result of ads.

Reach measures your brand’s effective audience. It is a more

accurate measure of your Facebook audience than fans,
since not all of your fans see your posts, and many users who
do see your posts are not fans of your page.
 #travel #beach #nature #bali #baliismylife
#food #sunset #awesome #traveldiary

@elsas_wholesomelife
Reach: 364,000
Engagement rate: 5,99%
Country: Australia
Whether they’re helping us plan our trips using miles or sharing
gorgeous images of exotic destinations, these are the ten people
we follow for a great escape #testimony #traveltrend
https://www.forbes.com/top-influencers/2017/travehttps://www.forbes.com/top-influencers
/2017/travel/#7f0d74076d04l/#7f0d74076d04
Mobile
Apps
 Online Reputation Management
• Hotel reputation management is the practice
of monitoring and influencing how your
property is perceived throughout the web.
The concept emerged within public relations,
but shifted its focus towards newly emerging
review sites, social media platforms and
search engines. Hardly any other industry is as
vulnerable or affected by the impact of
reputation management as the hospitality
industry.
• According to TripAdvisor:
✔ 93% of the people use online reviews when
determining which hotel they want to stay
✔ 53% of the people surveyed would not Reputation = Revenue
book a hotel that didn’t have online reviews
 • Using videos on landing pages will increase conversions by 86%.
(Wordstream, 2018)
Here's some food • 90% of searchers haven’t made their mind up about a brand before
for thought starting their search. (Status Labs, 2018)
• 19% of people use Siri at least daily. (HubSpot, 2015)
• 37% of the population uses Siri, 23% use Microsoft’s Cortana, and
19% use Amazon’s Alexa at least monthly. (HubSpot, 2015)
• 20% of search queries on Google's Mobile App and on Android
devices are voice searches. (Search Engine Land, 2016)
• The number of voice queries increased 3,400% between 2008 and
2017. (HubSpot, 2017)
• Google claims its voice recognition accuracy is now at 92%.
(Campaign, 2017)
• More than 46% of Americans will check their smartphone before
getting out of bed. (Tech Times, 2017)
• Over 51% of smartphone users have discovered a new company or
product while conducting a search on their smartphone. (Google,
2018)
• Google is responsible for 94% of total organic traffic. (Web Presence Solutions, 2017)
• 50% of search queries are four words or longer. (Wordstream, 2016)
• 61% of marketers say improving SEO and growing their organic presence is their top
inbound marketing priority. (HubSpot, 2018)
• 70-80% of search engine users are only focusing on the organic results. (MarTech, 2018)
• Video content is 50 times more likely to drive organic search results than plain text.
(Omnicore, 2018)
• Organic SEO is about 5.66 times better than paid search ads. (New Media Campaigns,
2018.

Conclusions:
Voice search is taking over the search industry and Organic search results are still
considered as one of the most reliable sources of search. The videos have now become
one of the most essential content to drive more engagement and increase conversion
through traction.