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Introduction to digital marketing

a lot of business owners and marketers in Indonesia haven't not know comprehensively about digital marketing. whereas all the activities of marketing, promotion and branding can be done with a more interactive through digital channels. So this is the introduction that i've made for them. please enjoy.

Introduction to digital marketing

  1. 1. INTRODUCTION TO DIGITAL MARKETING
  2. 2. CONTENT • WHY DIGITAL • WHAT WE CAN DO • EVERYTHING IS MEASURABLE • FUTURE OF DIGITAL
  3. 3. WHY DIGITAL ?
  4. 4. Digital space is where your audience are
  5. 5. 250 million people 4th largest population 73 million online population source: eMarketer: Indonesia online, march 2013
  6. 6. Internet users in millions Indonesia online population is growing rapidly 59.6 72.7 83.6 93.4 2012 2013 2014 2015 source: eMarketer: Indonesia online, march 2013
  7. 7. Indonesia media consumption 43% Television 30,4% Internet 17,4% Radio 8,7% Newspaper source: nielsen: Indonesia media consumption, 2013
  8. 8. 48.4% 51,6% source: APJII: Profil Internet Indonesia, 2013
  9. 9. Demographics by age 60-65 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 12-15 2.5% 3.1% 6.0% Source: APJII, Profil Internet Indonesia, December 2012 9.1% 10.1% 10.9% 11.8% 14.2% 11.6% 10.9% 9.9% DIGITAL IMMIGRANT This older generation knew internet when they were an adult. They often feel the need to always learn to adapt with the new technologies. DIGITAL NATIVE This younger generation born and living in the internet era. They tend to make trends in cyberspace. YEARS OLD
  10. 10. SOCIAL NETWORK USERS 34.4 52.1 67.1 79.2 80% 87.5% 92.3% 94.8% 2011 2012 2013 2014 in millions SOCIAL NETWORK USERS % OF INTERNET USERS Source: eMarketer, August 2012
  11. 11. REASONS TO GO ONLINE Source: APJII, Profil Internet Indonesia, December 2012 SOCIAL MEDIA BROWSING NEWS DL/UL VIDEO EMAIL CHATTING ONLINE GAME VIDEO CALL BLOG VOIP FILE SHARING BUY/SELL 87.8% 68.9% 68.3% 62.1% 57.9% 22.4% 18.5% 5.9% 5.3% 3.6% 2.6% 0.1%
  12. 12. FACEBOOK.COM GOOGLE.CO.ID Source: comScore Media Matrix, Visitors Age 15+ Home/Work Location, August 2012 5,365 MOST VISITED WEBSITES BLOGGER.COM GOOGLE.COM YOUTUBE.COM YAHOO.CO.ID YAHOO.COM WORDPRESS.COM 4SHARED.COM TWITTER.COM WIKIPEDIA.ORG KASKUS MEDIAFIRE.COM TOKOBAGUS.COM GAMES.CO.ID DETIK.COM 5,255 4,084 3,628 3,200 2,966 2,633 2,590 2,384 2,003 1,588 1,515 1,026 993 967 875 UNIQUE VISITORS in thousands
  13. 13. social media is their part of life
  14. 14. Source: Social Bakers, 2013 180,000,000 90,000,000 86,000,000 64,000,000 USA INDIA BRAZIL INDONESIA 1234 MONTHLY ACTIVE USERS INDONESIA IS THE FOURTH BIGGEST FACEBOOK COUNTRY
  15. 15. Source: GlobalWebIndex, April 2013 INDONESIA SAUDI ARABIA SINGAPORE 1234 INDONESIA IS THE COUNTRY WITH THE BIGGEST GROWTH OF TWITTER ACCOUNTS ACCOUNT GROWTH 44.2% UNITED STATES 41.7% 34.7% 34.5% IT HAS CLOSE TO 30 MILLION TWITTER ACCOUNTS
  16. 16. YOUTUBE 1 BILLION 6 BILLION 18 MINUTES 900,000 22% UNIQUE USERS PER MONTH VIEWS PER MONTH TIME ON SITE PER SESSION HOURS OF VIDEO VIEWED PER DAY OF VIEWS COME FROM MOBILE Source: YouTube, 2013
  17. 17. 4 MILLION USERS The largest Path users in the world Source: CEO of Path, Dave Morin - interview with TEMPO magazine
  18. 18. 150 Million active user 16 Billion Photos shared Source: instagram.com/press 18 - 29 y.o Mostly user more engaging than Facebook 1.000 comment 8.500 like per sec 15 times
  19. 19. Mobile Growth
  20. 20. DEVICE USED SMARTPHONE DESKTOP PC NOTEBOOK TABLET Source: APJII, Profil Internet Indonesia, December 2012 65.7% 52% 45% 1.9%
  21. 21. 148.9 2012 2013 2014 2015 MOBILE PHONE USERS SMARTPHONE USERS in millions 160.5 169.7 179 23.8 38.5 57.7 71.6 IN 2015, SMARTPHONE USERS IN INDONESIA WILL REACH 71.6 MILLION PEOPLE Source: eMarketer, April 2012 MOBILE PHONE USER
  22. 22. OPERATING SYSTEM 53% 35% 9% 4% ANDROID BLACKBERRY WINDOWS IOS ALTHOUGH ANDROID HAS QUICKLY BECOME MAJORITY, UNTIL NOW, BLACKBERRY REMAINS A SIGNIFICANT PLAYER. Source: IDC Indonesia via Jakarta Post, January 2013
  23. 23. SOCIAL MEDIA ENTERTAIN -MENT GENERAL INFO E-MAIL GAMES SHOPPING LOCAL SEARCH Source: InMobi, Mobile Media Consumption-Indonesia 24% 20% 16% 14% 12% 8% 6% GROWTH IN INDONESIAN MOBILE USAGE IN THE COMING YEARS IS LIKELY TO COME FROM SOCIAL MEDIA & ENTERTAINMENT MOBILE PHONE USAGE
  24. 24. What we can do with digital ? • Build an Assets • Do a campaign • Maintain Loyalty
  25. 25. Build an Assets • Website • Social Media • Mobile Apps
  26. 26. Build an Assets • communicate with your audience 24 hours • interactive - not one way communication • Learn about your audience • Build your own community
  27. 27. WEBSITES
  28. 28. Website Corporate Website
  29. 29. Website Branded Content Website
  30. 30. SOCIAL MEDIA
  31. 31. Social Media a social utility that connects people with friends and others who work, study and live around them Connect with your friends — and other fascinating people. Get in-the-moment updates on the things that interest you user-generated videos sharing websites. Includes network and professional content that allows billions of people to discover, watch and share originally-created videos.
  32. 32. Mobile Apps
  33. 33. Mobile Application A mobile app is a computer program designed to run on smartphones, tablet computers and other mobile devices.
  34. 34. Top 5 app categories Games Entertainment Education utilities Photo/Video Games Social Productivity Weather Shopping source: Gizmondo 2014
  35. 35. DIGITAL CAMPAIGN
  36. 36. the use of electronic communication technologies such as social media, websites, mobile apps and etc for various marketing objective to enable interactive communication and deliver brand message to an audience
  37. 37. Customer Relationship Management
  38. 38. to build asset and do a campaign we need placement
  39. 39. Ad Types Social Ads Search Engine Marketing Display Banner
  40. 40. Social Ads advertising
  41. 41. Objective-Based Campaign
  42. 42. Define your audience
  43. 43. advertising
  44. 44. advertising
  45. 45. advertising
  46. 46. Search Engine Marketing
  47. 47. Display Banner
  48. 48. TIME BASED PUBLISHER • Time Based Publisher : one of publisher (mostly news) that selling advertising space to advertiser in some period example : Detik.com, Kompas.com, Kapanlagi.com, etc. • Unique Selling Proposition : high traffic (awareness). • Type of ads : display ads (standar, rich media dan video baner)
  49. 49. AD NETWORK (WEB & MOBILE) CPM / CPC BASE • Ad Network Publisher : network of some publisher that grouping into one channel, example: News, Ent, Sport, Mobile. • Unique Selling Proposition : We paid if audience click or see our Ad • Type of Ad : display ads (standar, rich media dan video baner). • Measurement : Click, Impression, CTR, CPM, CPE
  50. 50. Evolution of Display Advertising
  51. 51. Re-Marketing
  52. 52. Programmatic Buying
  53. 53. Audience on Demand
  54. 54. Everything is measurable
  55. 55. Marketers are spending billions of dollars annually to better understand and segment consumers and measure the effectiveness of their media and marketing choices.
  56. 56. The good news. digital brings with it new levels of measurement. We can track the effectiveness of our campaigns
  57. 57. Different media, different metrics
  58. 58. Social Media Exposure Visit, Views, F o l l o w e r , F a n s , Subscribers, M e n t i o n , R e a c h , Impression Influence Share of voice, S e n t i m e n t , E v a n g e l i s t , Referring URL Engagement Click, Comment, Like, Share, RT, Reply, DM, Wall Post, Action D o w n l o a d , Attendees, Lead Generation Form, Visit Store
  59. 59. Website Exposure Unique Visitor, Visit Influence P a g e R a n k , Bounce Rate Engagement Return Vi s i t , Page Views, Interaction, Time on Site, Participants, Active User Action m e m b e r s h i p , subscriber, online sales
  60. 60. Mobile Apps Exposure N u m b e r o f Download Influence Rank, Review Engagement Monthly, Daily Active User, Session Length, Retention Buy Special Feature
  61. 61. Future of Digital Offline-to-online engagement
  62. 62. RFID Radio-Frequency IDentification
  63. 63. Real Time Advertising
  64. 64. experimental machine
  65. 65. Neuro Science
  66. 66. Augmented Reality
  67. 67. Feel enlightened ?
  68. 68. Let’s Discuss

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