Multi-channel Digital Marketing Success Recipe

MULTI-CHANNEL

DIGITAL MARKETING Success Recipe

Hashtag: #ceudigitalmarketing

My Background:• Raised in Negros Occidental• Raised by my grandmother while mother is working as a helper for my

Tito in Cavite• Came from a broken family (First child of my Father but illegitimate)• Nakikisama all of my lives until recently• Went to Cavite and live there since 2005 (11+ years now)• Dropped out of college to pursue business endeavors• Has no backer, investor or personal mentor• Network Marketing is my first business

In short, I am just an ordinary person like YOU!

This Was Me in 2005

This Was Me in 2007 in the MLM Days

This Was Me in 2009 – Day-off

This Was Me in 2009 – Taking Picture of Someone Else’ Car

My Current Status• CEO of Digital Marketing Philippines (CJG Digital Marketing) and

started from the ground up.• Employed 15 full-time people with above minimum salary.

performance bonuses and commissions.• Has active partners in USA, Australia, and Canada.• Active clients all-over the world.• Married with 1 Child.• Ministry Head of Young Adults in our local Church.

If I can do it, you CAN do it too!

My Family

My Team in Vikings last July 2016

Youth and Young Adults Leadership Summit last May 2016

December 2016 Christmas Party

December 2016 Christmas Party

INTRODUCTION

High Paying Jobs in the PH for Fresh Graduates

ONE-TOUCH Marketing or Advertising is NOT ENOUGH to get

ATTENTION

CONSUMERS are exposed to MULTITUDES of INFORMATION

BRANDS and BUSINESSES need MULTIPLE TOUCH POINT to connect with CUSTOMERS

They need to implement an INTEGRATED MULTI-CHANNEL

DIGITAL MARKETING STRATEGY

Multiple studies confirm the importance of MULTI-CHANNEL DIGITAL MARKETING including:

80% of Consumers need an average of SIX TOUCH POINTS before they make a PURCHASING DECISION

Studies from Pointclearrecommends TWELVE TOUCH POINTS per customer for better results

Startups and SMEs have LIMITED CAPITALIZATION

Many are reluctant to spend for MARKETING

MULTI-CHANNEL DIGITAL MARKETING provides a very COST-

EFFECTIVE alternative that DELIVERS RESULTS

MULTI-CHANNEL DIGITAL MARKETING:

is Effective in GENERATING BUSINESS LEADS

Provides CONSIDERABLE SAVINGS

Generates 2.8 times better REVENUE GROWTH

Allows 3.3 times better OPPORTUNITIES for EXPANSION

DIGITAL MARKETING

MULTI-CHANNEL THE CONCEPT OF

In the INTERNET and SOCIAL MEDIA age, customers can come from practically EVERYWHERE

Modern Consumers have more CONTROL OVER THEIR CHOICES of products and services

They want INFORMATION and CONFIRMATION first before they buy

Businesses, brands, and marketers need MULTI-CHANNEL DIGITAL MARKETING to reach out to these types of customers

MULTI-CHANNEL DIGITAL MARKETING is a strategy that combines various kinds of direct and indirect marketing channels to generate favorable actions or responses from targeted audiences

It may look like a complex web of distinct channels all working towards a similar end, and that is connecting with potential customers

More Potential Customers means Better results for your business

Digital Marketing Basic

Terminologies

TOUCH POINT• Any encounter where customers and businesses

engage to exchange information, provide services, or handle transactions.

CONVERSION• When a visitor takes the desired action while

visiting your site. This can be a purchase, membership signup, download, or registration for newsletters.

TRAFFIC• The number of total visits your site got regardless

of the sources.

ROI (RETURN ON INVESTMENT)• A performance measure used to evaluate the

efficiency of an investment or to compare the efficiency of a number of different investments. It measures the amount of return on an investment relative to the investment's cost.

UNIQUE SELLING POINT (USP)• Also called the Unique Selling Proposition, it is a

factor that differentiates a product from its competitors.

TRAFFIC CHANNELS• Sources of the traffic of the visitors in a website.

PAID TRAFFIC• When a company bids on keywords and makes

advertisements around those keywords to be displayed on search engines. It also encompasses any form of paid advertisement that directly points to your website.

ORGANIC TRAFFIC• Traffic generated to your website by a Search

Engine; also known as "free traffic".

WEB ANALYTICS• Tool that measures different information of visitors

of your site ranging from demographic, location, device, etc.

Digital Marketing Campaign

4 STRATEGIC STEPS

How to Start a Multi-Channel

Our 4 Strategic Steps

MARKET RESEARCH

Consumers today have greater freedom with their purchasing options

80% of these consumers perform RESEARCH using digital channels

The KEY to Digital Marketing Success is to CONNECT and ENGAGE with these types of

consumers

WHY IS MARKET RESEARCH IMPORTANT?

Better Understanding of your clients

Clearly defines your Target Market

Creates a tailored Marketing Strategy

Carefully Plans your marketing activities ahead

Creates an Optimized Digital Marketing Strategy based on your allocated budget

v

HOW TO DO MARKET RESEARCH?

2. Identify the KEY Products And Services

1. Identify your UNIQUE SELLING POINT (USP)

3. Identify yourTARGET MARKET

4. Identify the Goals And Objectives of the campaign

a. Lead Generation

b. Increased social media followers

c. Boost brand awareness

d. Generate Sales

5. Identify Key Competitors and check their activities online

HOW TO DO MARKET RESEARCH?

MARKETING STRATEGY

137% of brands are ramping up on their Multi-channel Digital Marketing Strategies

They can INTEGRATE display, mobile, social and video marketing into their digital marketing mix

Provides you with a CLEAR ROADMAP on marketing

Provides you with a CLEAR APPROACH towards achieving business goals and objectives

Enables you to reach TARGETED AUDIENCES effectively

Ensures you spend your ADVERTISING BUDGET wisely

Increases RESULTS, CONVERSIONS and ultimately your PROFITS

WHY IS MARKETING STRATEGY IMPORTANT?

Goal Setting

Approach: Direct or Indirect Marketing

Channels and Tactics

Offers and Promotions

Execute Steps and Strategies

HOW TO CREATE A MARKETING STRATEGY?

TOP DIGITAL MARKETING CHANNELS AND STRATEGIES

Social Media Marketing

Search Engine Optimization

Pay-per-click (PPC)

Marketing

Facebook Marketing

SEARCH ENGINE OPTIMIZATION(SEO)

SEO is the process of making your website and business WORTHY for ranking at the top of SEARCH ENGINE RESULTS PAGES

SEO is vital for Digital Marketing because:

93% of ONLINE EXPERIENCES begin by using a search engine

50% of mobile visitors who conducted local search visited a store within the day. And 34% conducted on computer did the same.

The SEO Framework

SEO in the Flesh

The Philippines remain a GOOD TARGET for Search Marketing this year and the next

84% of Filipino Internet users engaged in some form of online search activity each day

63% of Filipinos conduct their search queries through their mobile gadgets each day

Filipino search usage is broken down according to:

69% - at home

21% - on the move

17% - inside a store

14% - while on a public transport

SEARCH ENGINE OPTIMIZATION is good for BUSINESSES who:

have LONG TERM GOALS of appearing on the 1st page of SEARCH ENGINE RESULTS

while getting FREE TARGETED TRAFFICand exposure

SOCIAL MEDIA MARKETING(Paid and Organic)

a

SMM is the process of utilizing the TOP SOCIAL SITESto create brand awareness, drive conversation and connect to the most targeted audience as possible

Social media users have risen by 176 million last 2015

Up to 96% of Small Business Owners use Social Media Marketing.

The Philippine online community is still crazy over SOCIAL MEDIA

Filipinos spend an average of 3.7 hours each day engrossed in their favorite social network

94% of internet users in the Philippines have active Facebook Accounts

In comparison, only 54% of American netizens use Facebook

Filipinos are RELYING more on social media for COMMUNICATING with friends and loved ones

Facebook Messenger is used by as much as 94% of Filipino Internet users

Filipinos are the MOST ENGAGED SOCIAL MEDIA USERS in the Asia-Pacific region

Social Media Marketing in the Flesh

Right ad paid social media ads on Facebook.

Social Media Marketing in the Flesh

Timeline paid social media ad on Facebook.

SOCIAL MEDIA MARKETING is good for BUSINESSES who want to:

Increase BRAND AWARENESS

REACH more people

Drive LEADS

Generate contests and promos

PAY-PER-CLICK (PPC)

MARKETING

PPC Marketing is the process of using top PPC networks such as Google Adwords to reach potential customers who:

Already have a NEED for products and services

Are ACTIVELY SEARCHING for these needs online

85% of Filipino Internet users search and watch ONLINE VIDEOS about the brands, products and services they are interested in before they buy

Most won’t mind an ONLINE AD

83% believe that ADs that provide RELEVANT INFORMATION can actually make their lives easier

Google PPC Ads in the Flesh

Since the use of Ad Blocker plugins has become rampant since last year, Companies are now slowly shifting their online advertising method to NATIVE ADVERTISING

Popular international media websites are already using this form of advertising in their sites

It is used by local counterparts including GMANetwork.com and ABS-CBNNews.com among others

Native PPC Ads in the Flesh

PAY-PER-CLICK MARKETING is good for BUSINESSES who want to:

Get TARGETED TRAFFIC quickly

Generate LEADS and

Increase SALES and profits

FACEBOOK MARKETING

Facebook Marketing is the process of using and maximizing Facebook’s ADVERTISING PLATFORM to boost brand awareness and reach more customers online

You can reach out to almost any kind of GENERAL CONSUMER

You just need to learn in what groups and pages your targeted customer stay frequently go to at Facebook

FACEBOOK MARKETING is good for Businesses who want to:

specifically USE FACEBOOK TO REACH OUT to a SPECIFIC MARKET and

Get TRAFFIC QUICKLY

MARKETING IMPLEMENTATION

Traditional advertising has lost its dominance and touch

Internet advertising already surpassed AD spending on cable and TV

72% of consumers want to CONNECT WITH BRANDS using integrated digital marketing strategies

Three Most Important Aspects of Marketing Implementation

1. The actual marketing STEPS AND GUIDELINE

2. Stick to the MARKETING PLAN andSTRATEGY

3. Work CONSISTENTLY

MARKETING OPTIMIZATION

While many have succeeded in their Digital Marketing campaigns, many have also failed miserably

The reason for failure is NOT that the campaigns lack creativity, quality materials and qualified personnel

It’s because they failed to establish Marketing Analysis and Optimization

WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?

54% of unsuccessful marketers FAILED TO INVEST and prioritized marketing analysis and optimization



WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?

BENEFITS of marketing analysis, tests and optimization:

1. Identify what’s working and what’s not

2. Check which marketing channels produce the most traffic and conversions

3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR

4. Uncover NEW OPPORTUNITIES

5. Check which keywords have the most traffic (and use them later for paid ads)

MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION

1. Web analytics utilization

2. Data analysis

3. Optimized activities and re-planning based on actual data


TOP 3RD PARTY ANALYTICS

Google Analytics

Clicky

Statcounter

HubSpot

Adobe Marketing Cloud

GoSquared

Moz Analytics

Webtrends


TOP HOSTED ANALYTICS

Piwik Open Web Analytics

Visitors

Pageviews

Traffic Referrals

Traffic Sources

Average Session Duration

Percentage of New Sessions

TOP WEB ANALYTICS METRICS

Demographics

Mobile and Desktop Users


Analytics Snapshot in the Flesh

Analytics Snapshot in the Flesh

List of all traffic channels or sources of visitors that went to our DMP website.

Organic search tops all of them, which means our organic exposure is definitely high!

Final Recap

Success Principles for Aspiring Students

1. Have a S.M.A.R.T Goal2. Prepare to work hard like a successful person3. Prepare to PAY the PRICE for success4. Be consistent5. Don’t stop learning (read more books)6. Persevere7. Have FAITH

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