1_UNDERSTANDING DIGITAL MARKETING

1_UNDERSTANDING DIGITAL MARKETING

1. BIRTH & GROWTH OF THE WEB

   • First web page in 1991
     • 1995 The web expanded radically

2. A HUGE & GROWING MARKET

   • With the internet expansion, an opportunity or a new way of advertising was born. Online ADS

3. WEB CONSUMER 2.0

   • Consumers & users are in control of what they want to see
     • On-demand. Any time, any place, anywhere
       • It is a world of almost instant gratification and the more consumers get of it, the more they want it
     • Rise of the "prosumer"
       • Shifting the balance of power from producer to consumer
     • Micropublishing of personal content is blossoming
       • Consulting the opinion of their online peers before making purchasing decisions
     • Niche aggregation is growing
       • The homogeneous mass consumer population is fragmenting into smaller niche groups, with individual requirements
     • Relevance filtering is increasing
       • Use personalization features to block out irrelevant content and to exclude unsolicited commercial messages
     • Technology is levelling the information playing field
       • Conduct their own unbiased research, comparing and contrasting products and services before they buy, shifting the balance of power in favour of the consumer
     • Interconectivity: Consumers connect with each other more readily
       • Peer-to-peer interaction is reinforcing social networks, and building new virtual communities.

4. ADVERTISING THROUGH THE AGES

   • ANCIENT TIMES
     • The human voice & word of mouth
     • Images on stones
     • Posters, signs & flyers were employed in ancient cities to publicize events
   • 15TH - 17TH CENTURY
     • Development of printing
       • More cost effective to reach a wider audience
     • Adverts in newspapers all around the globe
       • First form of mass media advertising
   • 18TH - 19TH CENTURY
     • Massive direct mail
       • Direct response industry
     • First advertising agency
   • 20TH CENTURY
     • New mediums to advertise like radio & TV
       • Digital marketing was born

5. THE TECHNOLOGY BEHIND DIGITAL MARKETING

   • Technology has the ability to open up completely new markets, and to radically shake up existing ones
   • Technology is only interesting from a marketing perspective when it connects people with other people more effectively

6. YOU'VE GOT MAIL

   • ARPANET Project
     • Internet
   • E-mail

7. @ FIRST THINK

   • WHY YOU NEED A DIGITAL MARKETING STRATEGY
   • YOUR BUSINESS & DIGITAL MARKETING
   • DIGITAL MARKETING - YES/NO
     • YES: If your customers use digital technology to research and/or purchase
     • YES: Whether you sell a product or a service as long as you have established that there is a viable online audience for it
   • DEFINING YOUR DIGITAL MARKETING STRATEGY
   • LAYING STRONG DIGITAL FOUNDATIONS
     • Know your business
     • Know the competition
     • Know your customers
     • Know what you are doing
     • Know what you want to achieve
   • UNDERSTANDING THE DIGITAL CONSUMER
     • KEY TRAITS OF THE ONLINE CONSUMER
       • They're vocal
       • They're fickle
       • Digital consumers are increasingly comfortable with the medium
       • They're in control
       • They want it all, and they want it now
   • MIND YOUR P'S

8. BUILD YOUR CHANNEL

   • MAIN STEPS OF BUILDING YOUR WEBSITE
     • Planning
     • Design
     • Development
     • Testing
     • Responsive web design
     • Deployment
   • BUILDING AN EFFECTIVE WEBSITE
     • Alignment of your business goals and the needs of your target market
   • BEFORE YOU START
     • Know why you are building a website
     • Know who your website if for
     • Build usability & accessibility into your website design
     • Words make your website tick
     • Know your competition
   • CHOOSING YOUR DOMAIN NAME
     • Catchy and relevant
     • Use a country-specific top level domain
     • You can buy multiple domain names
   • HOSTING - YOUR WEBSITE'S HOME ON THE INTERNET
   • HOW TO CHOOSE A WEB DESIGNER / DEVELOPER
     • Look at their own website
     • Examine their portfolio
   • ARRANGING YOUR INFORMATION
     • Start with your key words
     • Define your content structure
     • Your homepage
   • WRITING EFFECTIVE WEB CONTENT
     • Make it scannable
     • Make it original
     • Use the inverted pyramid
       • Most important points first
     • Be constant
     • Engage with your reader
     • Grab attention