Digital Marketing BasicsPresented at National Institute of Marketing Nigeria

Objectives of the SessionThis session aims to provide a foundation for understanding and implementing digital marketing for effectively and efficiently achieving business objectives.

Outline• What is Digital Marketing• Which Digital Marketing approach is right for your brand• Placing Media Online• Measuring the impact of your campaign?

What is Digital Marketing?

Digital marketing is not Social Media!!

Digital Marketing is the distribution and consumption of marketing communication materials via Digital Channels & Devices.Social Media is only one of many Digital Marketing Channels

As technology advances, more and more channels and devices are opening up. However for now, these are the most popular!

Digital Marketing Devices • Mobile Devices e.g Tablets & Mobile Phones• Laptop & Desktops• Smart TVs• LED Screens

Digital Marketing Channels• Websites e.g Youtube• Mobile Apps e.g Candy Crush• Social Media e.g Instagram• Emails & Bulk SMS

Which Digital Marketing Approach is right for your business?

First you need to decide what your marketing objective really is.Then we can ask…

should I PROMOTE my product online?

Looking for answers? Ask these guys…

The 4 other P’s of MarketingPromotion

Product

PeoplePlace

Price

Question 1 - ProductDo you manage a service or a product?

Question 2 - PeopleWho is your Target Audience?

Question 3 - PlaceCan your product be purchased and delivered online?

Question 4 - PriceIs it economical to sell and deliver it online?

In answering these questions, it becomes clear if you should run a social media campaign, banner campaign, content marketing campaign…e.t.c

For example…A new online fashion store targeting women can start by profiling and reaching their TA via social media and driving website visits via display and search advertising.Their customers visit the store and pay for goods purchased online to have it delivered

Placing Media Online

Buying media online is similar to buying media via traditional channels

Marketing Communication Channels: Traditional/Digital

TV Advert

Radio Jingle

Press/Print MaterialsExperiential Marketing

Billboards

Channels TV/NTA NewsYoutube, Facebook, Vimeo

Traditional BillboardsWeb Banner Adverts,LED Billboards

Radio Stations

Internet Radio, Music Streaming Websites; Cloud9

Newspaper Adverts

Social Media Posters

Road Shows, Market activationBlogs, engagement apps e.g Cheki app, Branded Mini Games

4 Advantages of Digital Media over Traditional Media

1. COUNTEDThe major advert of Digital over Traditional is that it can be ( MEASURED.) This means that returns on investment can be accessed

2. CORRECTEDDigital Media can be easily Corrected; This means that human errors can easily be caught before they damage the brand

3. CONVERSATIONSIt allows for customer feedback at every step of the way, allowing communication material to be tested easily before exposing to the general public.

4. CHEAPERWhen compared compared across many metrics, Digital Marketing approaches end up being Cheaper with higher Returns On Investment (ROI) than Traditional Marketing.

Measuring Your Impact

What can be measured• Reach – How many people saw the advert• Engagement (e.g Clicks )– How many people click the banner or watched the video• Impressions – How many times did my advert show• Shares – How many people told someone about my adverts• Conversations – How many people are talking about my advert

There are many tools to be used for measuring impact in Digital Media e.g• Google Analytics• Similar web• Tweetreach• Facebook Insights

Thank YouNow find out a little more about Digital X Interactive in the last 3 slides

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