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Strategic Digital Marketing

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Sutrisno Yao
Sutrisno Yao

The document discusses various aspects of digital marketing in Indonesia. It notes that the average budget for digital marketing among Indonesian corporations is 5-10% of total marketing budgets, lower than the 30% in the US due to infrastructure issues. It describes the different types of digital media as owned (websites, videos), earned (user generated content), and bought (display ads). The document provides an overview of key trends in digital marketing including social media, video, mobile and personalized experiences. It emphasizes the importance of interaction and participation for digital strategies.

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By SutrisnoYao S.Kom, M.TI (@SusuTarik)
 In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media.
 In average budget for digital marketing in Indonesia’s corporates is 5-10% from the whole marketing budget.  Traditional marketing is still very much important in Indonesia.  In US, digital marketing budget approx. 30%.  Digital marketing budget in Indonesia is a bit slow due to the internet infrastructure distribution still not very good.
The fundamental nature of digital channel is INTERACTION…
 Bought : digital display (banner), etc  Owned : website, branded video  Earned : word of mouth brand earns through user generated content Earned Media is the highest in participation level…
 Traditional media digitizing  Digital devices become media  New channel connections  Social networking & virtual communities  Video richness  Consumer created content  Search… search.. And search (SEO)
 Conversation / self – expression : social networks, blogs, wikis, video/photo sharing  On demand : mobile web, mobile applications, mobile video, itunes, etc  Personal : email subscription, personal pages, apps, search.. Etc Conclusion : consumers have embraced real time conversation, consumers have on demand expectations and consumers want personal experiences  Interact / Participate
 P : people  pick your target customer audience segments assess your audience DIGITAL behaviour  O : objectives  decide what you want to accomplish?  S : strategy  how will you leverage your brand proposition into content and interactive experience? Plan for how relationships with customer will change!  T : technology  decide which digital channels/tools/platforms to use..
 Creators. These are people who publish on the web (blog, website, video, podcasts).  Critics. These are people who post reviews online, comment on blogs, or contribute in other ways to existing content.  Collectors. These are people who read lots of information and may vote or tag pages or photos.  Joiners. These are people who have a profile on different social networking sites and visit them with some regularity.  Spectators. These are people who read online information, list to podcasts, and watch videos but do not participate.  Inactives. As suspected, these are the people who aren’t engaged in any of these social technologies.
Strategic Digital Marketing
 Email Marketing is the oldest way but the most effective way! (cth: livisoc, groupon, etc)  There are 160 Billion emails passing through everyday on Internet  >20% of our working time spent to read emails  In average workers receive 20-40 emails everyday  Open rate of email marketing is not too big, that’s why email subject matters!
 Content is King!!  Story is the most important.. E.g.: love story in advertising  Great ideas to create relevant and fun content :  Follow industry news  Monitor social conversations  Recruit a team of content creator  Take your video camera everywhere  Conduct original research  Look beyond your industry and audience  Keep a list of hot topics
 A great story is true  Great stories make promise  Great stories happen fact  Great stories often appeal to our sense and don’t appeal to logic  Great stories are rarely aimed at everyone  Great stories don’t contradict themselves  Great stories agree with our world-view
 Tools option :  Lower participation : ▪ Broadcast ▪ Print ads ▪ Radio  Medium participation ▪ Banners ▪ Email ▪ Apps ▪ Website  Higher participation ▪ Community ▪ Social network ▪ Blog ▪ Twitter
 Social Media influence people  91% say consumer review are #1 aid to buying decisions  3 times more likely to trust peer opinions over advertising for purchasing decisions  Business functions of Social Media  Information & brand awareness  Public relations  Customer services  Customer loyalty  Sales  In hours if complaints sent through social media have not yet been responded , clients most likely will change their mind and choose our competitors! But if we do give quick response, they will spend 20-40% more time with us.  Create social media policy!
 Pick right social media channels for you  Facebook  Twitter  Google+ : Good for SEO  Linkedin : Good for B2B  Youtube : Good for viral and interactive distribution  Pinterest
Monitor positive and negative sentiments through social medias (API).
ThankYou for Participating….

More Related Content

Strategic Digital Marketing

  • 1. By SutrisnoYao S.Kom, M.TI (@SusuTarik)
  • 2.  In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media.
  • 3.  In average budget for digital marketing in Indonesia’s corporates is 5-10% from the whole marketing budget.  Traditional marketing is still very much important in Indonesia.  In US, digital marketing budget approx. 30%.  Digital marketing budget in Indonesia is a bit slow due to the internet infrastructure distribution still not very good.
  • 4. The fundamental nature of digital channel is INTERACTION…
  • 5.  Bought : digital display (banner), etc  Owned : website, branded video  Earned : word of mouth brand earns through user generated content Earned Media is the highest in participation level…
  • 6.  Traditional media digitizing  Digital devices become media  New channel connections  Social networking & virtual communities  Video richness  Consumer created content  Search… search.. And search (SEO)
  • 7.  Conversation / self – expression : social networks, blogs, wikis, video/photo sharing  On demand : mobile web, mobile applications, mobile video, itunes, etc  Personal : email subscription, personal pages, apps, search.. Etc Conclusion : consumers have embraced real time conversation, consumers have on demand expectations and consumers want personal experiences  Interact / Participate
  • 8.  P : people  pick your target customer audience segments assess your audience DIGITAL behaviour  O : objectives  decide what you want to accomplish?  S : strategy  how will you leverage your brand proposition into content and interactive experience? Plan for how relationships with customer will change!  T : technology  decide which digital channels/tools/platforms to use..
  • 9.  Creators. These are people who publish on the web (blog, website, video, podcasts).  Critics. These are people who post reviews online, comment on blogs, or contribute in other ways to existing content.  Collectors. These are people who read lots of information and may vote or tag pages or photos.  Joiners. These are people who have a profile on different social networking sites and visit them with some regularity.  Spectators. These are people who read online information, list to podcasts, and watch videos but do not participate.  Inactives. As suspected, these are the people who aren’t engaged in any of these social technologies.
  • 11.  Email Marketing is the oldest way but the most effective way! (cth: livisoc, groupon, etc)  There are 160 Billion emails passing through everyday on Internet  >20% of our working time spent to read emails  In average workers receive 20-40 emails everyday  Open rate of email marketing is not too big, that’s why email subject matters!
  • 12.  Content is King!!  Story is the most important.. E.g.: love story in advertising  Great ideas to create relevant and fun content :  Follow industry news  Monitor social conversations  Recruit a team of content creator  Take your video camera everywhere  Conduct original research  Look beyond your industry and audience  Keep a list of hot topics
  • 13.  A great story is true  Great stories make promise  Great stories happen fact  Great stories often appeal to our sense and don’t appeal to logic  Great stories are rarely aimed at everyone  Great stories don’t contradict themselves  Great stories agree with our world-view
  • 14.  Tools option :  Lower participation : ▪ Broadcast ▪ Print ads ▪ Radio  Medium participation ▪ Banners ▪ Email ▪ Apps ▪ Website  Higher participation ▪ Community ▪ Social network ▪ Blog ▪ Twitter
  • 15.  Social Media influence people  91% say consumer review are #1 aid to buying decisions  3 times more likely to trust peer opinions over advertising for purchasing decisions  Business functions of Social Media  Information & brand awareness  Public relations  Customer services  Customer loyalty  Sales  In hours if complaints sent through social media have not yet been responded , clients most likely will change their mind and choose our competitors! But if we do give quick response, they will spend 20-40% more time with us.  Create social media policy!
  • 16.  Pick right social media channels for you  Facebook  Twitter  Google+ : Good for SEO  Linkedin : Good for B2B  Youtube : Good for viral and interactive distribution  Pinterest
  • 17. Monitor positive and negative sentiments through social medias (API).