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Advertising vs Marketing vs PRMessages Mass Media Outlets: Specific tools: Branded Materials: Radio Special events Brochure TV Press conferences Website Billboard News releases Flyers In

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Digital Marketing

Fundamentals

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I am a great Lover.

2 Telemarketing

I am a great lover.

Trust me, he is a great lover

I am a great lover

I am a great lover

I am a great lover

4 Advertising

I understand you are a great lover.

Love What you Do and follow your Passion

CRM

3

Marketing Strategy

4

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

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 Free or low cost Paid

Expensive Range of costs

Audience

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 digital marketing is the same

Using the power of the internet!.

What is Online Marketing ?

“Marketing the products using Internet (Web + WAP)”

Emails

Games

Websites

SMS SEM

Social Media

Banners

Blogs Video

Digital Channels

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Why Digital Marketing?

Cost Effectiveness

Digital ads are typically more

cost-effective than standard traditional

marketing campaigns.

1

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Personalization

Digital marketing allows brands to

specify exactly the target demographic

for each individual ad in a campaign

(Facebook and Google ads are

particularly excellent in this regard).

2

Easily Measured and Adjusted

If the campaign is not performing well, most digital ads can be updated much more easily than traditional ads, and are scalable.

3

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Mobile-accessible

More and more people are using

smartphones and tablets in their day

to day lives - digital marketing invites

brands to tap into consumers'

behavior and reach them seamlessly

through mobile devices.

4

Viral Value

Brands that post content to

social media sites like

Facebook, YouTube, and

Pinterest are able to plug

into consumers who are able

(and willing) to share that

content with their networks

5

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Real Time

You don’t have to wait

weeks for a boost to your

business like you would have

to waiting for a fax or form

to be returned.

6

Online Advertising

Online Advertising

• Online advertising is a marketing

strategy that involves the use of

the Internet as a medium to obtain

website traffic and target and

deliver marketing messages to the

right customers Online advertising

is geared toward defining markets

through unique and useful

applications

• Since the early 1990s there has

been an exponential increase in

the growth of online advertising,

which has evolved into a standard

for small and large organizations

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Revenue Models

• CPM (Cost Per Mille), also called "Cost Per Thousand (CPT), is where

advertisers pay for exposure of their message to a specific audience "Per

mille" means per thousand impressions, or loads of an advertisement

• CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and

Unders) is where advertisers pay for the delivery of a Targeted Visitor to

the advertisers website

• CPC (Cost Per Click) is also known as Pay per click (PPC) Advertisers pay

each time a user clicks on their listing and is redirected to their website

They do not actually pay for the listing, but only when the listing is clicked

on

Types of Online Advertising Campaigns

Branding Direct Response

Intention For the user to gain awareness for your

brand

For the user to take specific action

Landing page Content within site; already built Specific landing page that

allows user to take action within 2 clicks

Call to Action Learn More / Check us out Buy Now / Contact us

KPIs CTR, Engagement, Plays CPL, CPA

Messaging Usually includes $ amount or

number discount

Where Single site, Sponsorships, Road blocks Ad Networks

Media Agency

Creative Agency Customer

Ads types and different sizes

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Measurement & Analytics

Measurement & Analytics

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Social Media Marketing

SM monitoring

Social Ads

SM

Management

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CONTENT MARKETING

• EVERY SUCCESSFUL

BRAND WILL HAVE

A CONTENT

STRATEGY

• The longer a brand

waits to develop its

and Twitter account

does not constitute

a content strategy

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The 3’s Of Successful Content Marketing _ Content Must Be Searchable

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The 3’s Of Successful Content Marketing _

Content Must Be Snackable

The 3’s Of Successful Content Marketing _

Content Must Be Sharable

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The Smartphone Line by Samsung

Email Marketing

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Top Email Marketing Tools

Pros

The simplicity and ease of use of

iContact's email campaign creation is

unbeatable.

Cons

You have to use the Salesforce application

in order to view statistics regarding

conversion rates.

The Verdict : 9.83/10

With a broad list of features and reports

to help you increase the effectiveness of

your email marketing campaigns, iContact

is the best email marketing service on our

Pros

Pinpointe manages your subscriber list, making the process more hands-free for you.

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Mobile Marketing

• +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 do 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

Mobile in Numbers: Egypt

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Mobile Marketing

Social Media Mobile Ads

Mobile Display Ads Search Ads App Display Ads

Reach +11 Million mobile internet user in Egypt through various methods

1 Social Media Ads: Targeting

Mobile Marketing

• 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

• 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

2 Mobile Display Ads: Rich Media

Mobile Marketing

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3 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.

Mobile Marketing

4 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.

Mobile Marketing

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About the Author

Abdelrahman SleemCEO – 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