Diploma in Digital Marketing - Part I · Diploma in Digital Marketing - Part I. ... Digital...

Lesson 1

The Foundations of Digital MarketingDesigning for conversion

Presented by:

Richard Hegarty

Diploma in Digital Marketing - Part I

Lesson 1

About us

Course Agenda

Member Area & Community

Course Engagement

Designing for Conversions

Internet

Marketing Online

Monetising Social Media

Summary

Course Interaction

Q & A

About Us

• 4+ Years / 2012

• Largest LIVE Educator on the Planet

• 400,000+ new students per month

• Offices All Over the World

• 350+ full time employees (Shawsters)

• 10+ languages

• EGBET

Course Agenda

Week 1: The Foundation of Digital Marketing

Lesson 1 : Digital Marketing Foundation – Designing for Conversation

Lesson 2 : Social Marketing and Online Reputation Management

Lesson 3 : On Demand Lesson Search Engine Optimisation (Pre-recorded)

Week 2: e- Commerce and other Elements of Online Business

Lesson 4 : E –Commerce – Converting 101

Lesson 5 : Pay-Per-Click Advertising (PPC)

Lesson 6: On Demand Search Engine Optimisation (SEO) (Pre- recorded)

Week 3: Data to Drive Business Forward

Lesson 7 : More for Less – Online Affiliate Marketing Made Easy

Lesson 8 : Converting More for Less – Email Marketing Important

Week 4: Sales & Strategy Development

Lesson 9: Data Driven Marketing and Sales for Maximum Return Important

Lesson 10: Your Strategy – Building a Platform for Success Important

Webinar Interaction

• Any questions?

Our support team are here to help

• Chat box

Comment and ask us questions

• Bonus Q&A at the end of every lesson

• How do I access recordings?

• www.shawacademy.com – login top right

Social Media

https://www.facebook.com/shawacademy https://twitter.com/shawacademy

Congratulations

A Journey of a Thousand Miles Begins with a Single Step

- Lao Tzu

You have all taken your first step

We are with you every step of the way

Let’s Begin

Designing for conversions

Conversion

Designing for conversions - Definition

When a user completes an action online that you have defined as adding to your business

Designing for conversions - Question

To stimulate the brain we will continuously ask questions

How do you achieve a conversion?

Designing for conversions

What is Marketing?

Why Do we Do It?

Market Research.

Traditional Marketing.

The Accountability Problem.

Designing for conversions

Designing for Conversions – What?

www.reforms.net

Good looks don’t equal good design.

What does this sites owner do?

What is its purpose?

Designing for conversion - Conclusion

Clear about what we want

Make it easy for the customer

Have a brilliant experience for the user

What is the purpose

Internet

Internet

Internet - Question

How can we use the internet to have accountability ?

Internet

Along came the internet The Internet and the World Wide Web. Problem Solved – Digital Marketing

Internet, now its serious…

• Facebook: 1 billion users 1million+ advertisers.

• 3 million+ advertisers on Google ~ $67bn in 2015.

• Amazon $89bn for 2015, eBay $18bn .

• In UK today more spent on Digital Advertising than TV.

• Web will account for or influence 59% of U.S. retail sales by 2018 Forester 2014

• Not Digital Marketing. It’s Marketing in a Digital World.

Internet

Internet

Today – Always on the Internet

• Multiple Devices.

• Mobile is the centre of the multi device Internet.

• 50%+ Internet connections made through Mobile.

• That means….• Always On• Personal & Social• Truly Measurable• Internet at Point of Sale – Direct & Indirect• Responsive Design

Internet

Internet- Conclusion

Social media

Web site analytics

Optimising through mobile

Email marketing

Using the internet to achieve accountability

Mobile Marketing

Mobile Marketing

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

Mobile Marketing – Definition

Mobile Marketing - Question

Why is mobile important when considering digital marketing?

Mobile Phones Social Network Users

Mobile Marketing

Desktop and Mobile Growth

Mobile Marketing

Mobile Marketing - Conclusion

Mobile is dominating online space

It must be fast - people want results NOW

You will lose customer – Who will NOT come back

Social media and mobile user

Marketing online

Marketing online

Marketing online - Definition

Online marketing, which is also called internet marketing or online advertising, is any tool, strategy or method of getting the company name out to the public. The advertisements can take many different forms and some strategies focus on subtle messages rather than clear-cut advertisements

Marketing online - Question

How would market your self online ?

Marketing Online

Marketing Your Online Assets

Get Off Your Horse! It’s not About Your Brand.

Add Value.

Be Unique – Don’t Try and Be Something You are Not.

Manage Your Content.

Be a Disrupter.

Choose a Channel you Can Compete In and Focus.

Give it Away – Win Trust.

Marketing Online

Customer is King

United Airlines Broke My Guitar

Comcast Technician Asleep on Couch

Fedex Employee Throwing Items in a Truck

http://www.youtube.com/watch?v=5YGc4zOqozo&feature=youtu.be&t=1m1s

https://www.youtube.com/watch?v=viw2TVBygBg

http://youtu.be/Aq_jkUVgrc0?t=20s

Digital Marketing Communications Mix

SEOEmail

Marketing

PPC

Display

Advertising

Analytics

Affiliate

Marketing

Design &

DevelopmentE-commerce

Reputation

Content

Marketing

Social Media

Mobile

Messaging

Marketing online

Marketing online - Conclusion

Be Unique – Original content

Add value – Think on the customer

Become an authority online

Use the marketing mix

Monetising Social Media

Monetising Social Media

Monetizing Social Content: The act of optimizing ones social media channels or the content contained or posted there in for the purpose of increasing the conversion rate of traffic driven to the website from a social marketing channel, or as a result of activity within it.

Monetising Social Media – Definition

Monetising Social Media - Question

How would you monetise Social Media ?

Monetising Social Media - Question

This is about understanding your own businesses needs, not all Social media users are buyers.

The most common error made in social media strategy from a business perspective.

Its up to you to build the desire to complete a conversion.

Targeting Social Content: Ensuring you are sharing the correct type of content and on the right topics to inspire conversions from your users.

Monetising Social Media - Question

Focus on Conversion: When a user completes an action online that you have defined as adding to your business.

Purchase: You want them to buy something.

Video View: Do you have a channel on YouTube you are trying to build.

Page View: You want users to read a blog piece.

Question will be up on Friday on twitter @ShawacademyRH

Monetising Social Media - Question

Dress looks great on the model

Tropical Setting

She looks happy and like she is having fun

Bright Sunny surroundings

Pose of the model with hands in pockets

Monetising Social Media - Conclusion

Become an authority

Don’t just focus on sales

Add value to the user

Focus on the journey to a conversion

Summary

Designing for conversions

Internet

Marketing online

Monetising social media

Congratulations you have just laid the foundations

Tús Maith Leath na hOibreo Now we can start building on the work you have started

o Attend all of the lessons live to ask Questions in real time

and benefit the most

o We’re here to help, so contact us anytime!

Next Lesson

• The next session is “Social Media and Online reputation management”

• ORM platforms

• The golden rule

• ORM tools

• Dangers of doing nothing

• Real case studies

• Attend all of the lessons LIVE and your knowledge will grow

• Shaw Academy Lifetime Membership Prize during Lesson 8

• Recordings are available within 24 hours

Go to www.shawacademy.com and then the Top Right Corner – Members Area

Our new YouTube channel

https://youtube.com/theshawacademy

Check out my video

Q&A

• We begin looking at the different social media platforms

• You will learn about ORM platforms , The golden rule, ORM tools,

• Dangers of doing nothing, and Real case studies

• Covering these topics will allow us to move into more application focused areas

• You will gain real experience and useful Knowledge

• We reveal the answer to today’s question

Next Lesson is

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Social Media and Online Reputation Management

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