digitalmarketingfundamentals imfnd 150602144616 lva1 app6891 tủ tài liệu bách khoa

Digital Marketing Fundamentals IMFND IMFND 2015© I am a great Lover Marketing Hello I am a great lover Telemarketing Trust me, he is a great lover Public Relations I am a great lover I am a great lover I am a great lover Advertising I understand you are a great lover Branding Love What you Do and follow your Passion Marketing Landscape – Train CRM Marketing Mix Marketing Strategy Market Research Advertising vs Marketing • Advertising: • The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers VS • Marketing: • The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products • Advertising is a single component of the marketing process Advertising vs Marketing vs PR Messages Advertising PR Marketing Mass Media Outlets: Specific tools: Branded Materials: Radio Special events Brochure TV Press conferences Website Billboard News releases Flyers Internet Feature stories Banners Print Speeches Catalog Social media Promo Products Newsletter Cost Paid Expensive Free or low cost Paid Range of costs External primarily goods and services based Specialized external audiences General external audiences 'Customers'' 'Publics'' 'Target Market'' Support Supports PR Creats and manages marketing and ad messages Supports Advertising Function To sell good and services by promoting brands To manage relationships between audience and brand by building and maintaining environments To increase demand and interest by building and maintaining markets Control By the organization By both the organization and media outlets By the orgnization Scope Specialized communication function Broad: deals with policy,performance,research,strategy Targeted to special demographics based on supply and demand Communication One-Way Two-Way One-Way Audience Mobile in Numbers: Egypt • • • • • • • +92 million Mobile subscriber +11 million Mobile internet users 19% of the mobile phones are smartphones 88% use their smartphone when they are watching TV 82% of smartphone users a search for a product or service using phone 64% of smartphone users doing daily search from their phones 30% of smartphone users notice about ads in search engine ,while 24% users notice about app ads • • 41% use their smartphone to make a comparison between prices 66% of smartphone users access daily to social media platforms IMFND 2015© IMFND 2015© IMFND 2015© Mobile Marketing Reach +11 Million mobile internet user in Egypt through various methods Social Media Mobile Ads Mobile Display Ads Search Ads App Display Ads IMFND 2015© Mobile Marketing Social Media Ads: Targeting • Custom audiences TV fans, telecom switchers, business travelers, etc • Location-Based Advertising • Geographic targeting Country, DMA, etc • Demographic targeting • Time of day targeting • Advertiser retargeting through pixels or clicker Tracking • Carrier/handset targeting • Age of device/profile IMFND 2015© Mobile Marketing Mobile Display Ads Your image ads will appear on the top mobile websites in Egypt Mobile site Impressions youm7.com 100,000 - 500,000 masreat.com 100,000 - 500,000 filgoal.com 100,000 - 500,000 gate.ahram.org.eg 10,000 - 100,000 alwafd.org 10,000 - 100,000 akhbarak.net 10,000 - 100,000 light-dark.net 10,000 - 100,000 elfagr.org 10,000 - 100,000 zamalekfans.com 10,000 - 100,000 dostor.org 10,000 - 100,000 almesryoon.com 10,000 - 100,000 filfan.com 10,000 - 100,000 IMFND572015© Mobile Marketing Mobile Display Ads: Rich Media • • • Used for Brand Awareness, Generating Leads and launching new products Can be used as a mini mobile portal Almost 70% of customers are interested in Rich Media Ads IMFND 2015© Mobile Marketing Search Ads Appear on the first page on Google search engine result Pages (SERP) When any one searches for your brand or any of their services on their Mobile Devices IMFND592015© Mobile Marketing Mobile app display ads On a market research study, 71% of mobile users in Egypt use their phones for entertainment purposes, use apps and play games Thus we will be targeting this segment through ads in the most used mobile games in Egypt including the highly popular angry birds IMFND602015© About the Author Abdelrahman Sleem CEO – Integrated Marketing Foundation Abdelrahman Sleem CEO & Founder - IMFND Integrated Marketing Foundation Have More than 10 years work experience in Strategic Management & Marketing Complete MBA Module of Marketing on February 2012 Being Strategic & Marketing consultant for more than 20 companies in thee MENA Train more than 5000 + persons in Marketing & Project Management and Business Skills Field Organize more than 16 international events in the MENA region in Marketing with international & regional speakers IMFND 2015© IMFND 2015© IMFND 2015© IMFND 2015© IMFND 2015© IMFND 2015©