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let’s go digitalbandung digital meetup
apr 17, 2015
ridho putradi s’gara founder & ceo of InboundID founder & ceo of PartnerIklan.com @idowebid [email protected]
it’s aboutthe digital market planning you first digital campaign digital channels introduction q/a
bring that question out!!
#bdggodigital
traditional 3-step mental model
Zero Moments of Truth
interesting factsindonesia’s internet users
40M+active facebook users. jakarta is also the most active city in twitter
51M+indonesia active internet users in 2014
9%+average internet user growth YoY
interesting factsconsumer barometers
researched online30%
purchased online7%
become aware of product / offer online6%
In what ways was the Internet involved in people's recent purchases?
https://www.consumerbarometer.com/en/
interesting factsconsumer barometers
social networks14%
online research: on retailer websites6%
online research: on brand website7%
What online sources did people use to make a purchase decision?
online video sites4%
https://www.consumerbarometer.com/en/
interesting factsconsumer barometers
researched online30%
purchased online7%
become aware of product / offer online6%
In what ways was the Internet involved in people's recent purchases?
https://www.consumerbarometer.com/en/
the behaviours
the customer journey to online purchase
awareness consideration intents ready to buy
assets website
facebook pagetwitter account
channels searchdisplay
social
audiences business
consumeror both
digital stakeholders
let’s go digital
planningseeding & launchingamplifying
digital planningset your goals
goals
kpis
user indicators
grow business revenue by 30% in 24 months
- sales number - revenue per sales
- unique visitors - page views - keywords ranking - etc
digital planningknow your market & competition
Google Trends
http://www.google.com/trends/
digital planningknow your market & competition
https://adwords.google.com/ko/KeywordPlanner/
who are they? how are they accessing your digital asset?
what are they looking for?
when are the best time to reach them?
and more
your audiences
seeding your digital campaignyour digital assets
Your digital asset is critical to the success of your business!
load time awesome headlines call to action relevant links mobile ready!
you have to make sure
complete details photos regular updates reply
let’s go digital#bdggodigital
search marketing
extended reach of search
the keyword changed along the way
smartphone smartphone android
smartphone android samsung
beli smartphone android samsung
search marketingsearch engine optimization (SEO)
simplified seo key success
Crawl ability Relevancy Online
Authority
Analytics
seo is notaboutbeing #1only!
be trustworthydrive high quality trafficsbetter conversionmore revenue
search marketingadvertising
key elements
campaign adgroup ads keywordsekstrak manggis khasiat ekstrak manggis jual ekstrak manggis asli
berkhasiat mengatasi berbagai penyakit. pesan sekarang, gratis ongkir!
www.ekstrakmanggis.com
ekstrak manggis khasiat ekstrak manggis
• Headline no longer than 25 characters including spaces • 2 Description lines—no longer than 35 characters each including
spaces • - Display URL – no longer than 35 characters • - URL: Where do you want the person who clicks to go. (No longer
than 1,024 characters)
your ad
it’s an auctions
advertiser a = 3000 x 5 advertiser b = 4000 x 3 advertiser c = 2000 x 8
231
historical performance/click through rate (ctr) - account - campaign - ad group - keyword - display URL
relevance - landing page (more on this later) - keyword to ad / ad group - ad group to landing page
quality score
display advertising
Advertiser = The business that placed this ad (e.g. aqua)
Publisher = kompas.com
Inventory = how many impressions of the ad are available through a specific publisher
1. impressions, in units of 1000 (cpm) impression = each view or showing of the ad e.g. IDR 17000 CPM = 1000 impressions for every IDR 17000
2. clicks or click-throughs, with a cost per click (cpc) e.g. IDR 5000 CPC = each click on the ad costs IDR 5000
3. leads, with a cost per lead (CPL), sometimes cost per (user) acquisition (CPA)
risk shifts from advertiser to publisher as we go from CPM -> CPC -> CPL / CPA “as an advertiser, your lowest risk is buying leads - IF you are confident of the quality of the lead that you will get”.
the way the ads are sold
audience targeting
keywords location language
devicesdemographic
interest topic
placement
where to buy display ads
self services ad network / exchange
direct placement
and many more
social media marketing
“Social Media is about sociology and psychology more than technology.” –
Brian Solis
• Create connections and build relationships • Establish you and your team as thought leaders and innovators • Manage your brand and reputation online • Grow smarter and faster than your competitors
social media for business
Listening - using social media as “real time” research and gaining insights from listening to customers Talking - using conversations with customers to promote products or services Energizing - building brand stewardship; and identifying enthusiastic customers and using them to persuade others Supporting - making it possible for customers to help each other Embracing - turning customers into a resource for innovation
way of use social media
does your business need to be everywhere on social media?
monitoring your digital campaignamplifying your campaign for more success
your website performance overview
even in realtime!
your audiences
most importantly, your revenue!
#things_to_remember• every single activity you’ve done on digital are measurable,
start measuring! • don’t set and forget, enhance. • consumer centric, it’s not about you again, it’s your customers • get more resources!
#frequently_asked_question• i don’t have the resources, can everything done by
myself? • i don’t have the budget, how much my cost will be? • but i don’t know how to start
#more_question_perhaps?
thank you#bdggodigital
