Digital Marketing Fundamentals Training . Training held on 31 May and covered : > Marketing & Digital Marketing definition > Marketing vs Advertising vs PR > Digital Marketing Landscape > Digital Marketing benefits > Types of Digital Marketing > Online advertising > Google Analytic > Social Media Marketing > Content Marketing > Email Marketing > Mobile Marketing

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Digital Marketing
Fundamentals
IMFND

2. I am a great Lover.
1. Marketing

3. Hello
2. Telemarketing
I am a great lover.

4. Trust me, he is a great lover
3. Public Relations

5. I am a great lover
I am a great lover
I am a great lover
4. Advertising

6. I understand you are a great lover.
5. Branding

7. Love What you Do
and follow your
Passion

8. CRM
3
Marketing
Strategy
4
Market
Research
2
Marketing Mix
1
Marketing Landscape – Train

9. 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.

10. Advertising vs Marketing vs PR
Advertising PR Marketing
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 demand
Communication One-Way Two-Way One-Way

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So to summarize..
What is Marketing ?
Marketing is the act of connecting
customers to your
products Or Services
And digital marketing is the same
Using the power of the internet!.

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What is Online Marketing ?
“Marketing the products using Internet (Web + WAP)”
Emails
Games
Websites
SMS
SEM
Viral ElementsMobile Phones
Social Media
Banners
Blogs
Video
Digital
Channels

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Why Digital Marketing?

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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

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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

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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

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Online Advertising

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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.

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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

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Online Advertising Landscape
Landscape
Publisher
Tech
Provider
Media
Agency
Creative
Agency
Customer

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Ads types and different sizes

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Measurement & Analytics

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Measurement & Analytics

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Social Media Marketing

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SM
monitoring
Social
Ads
SM
Management

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CONTENT MARKETING

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Content Marketing
It’s a holistic data-driven approach to marketing
that attracts individuals to your brand and
convert them into lasting customers

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• EVERY SUCCESSFUL
BRAND WILL HAVE
A CONTENT
STRATEGY
• The longer a brand
waits to develop its
content strategy,
the more likely the
competition will
jump ahead
• A Facebook page
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

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

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The Smartphone Line by Samsung

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Email Marketing

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Email Marketing Tools Comparison

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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
lineup.
Pros
The customization features, like video
and images, in the email creation are
an asset to each campaign.
Cons
This service doesn't offer conversion
tracking and relies on Google
Analytics for those statistics.
The Verdict : 9.75/10
Benchmark Email offers the tools you
need to create marketing campaigns
and assess how your customers are
receiving them.
Pros
Pinpointe manages your subscriber
list, making the process more
hands-free for you.
Cons
The cheapest monthly plan is set
for only 2,500 stored contacts.
The Verdict : 9.43/10
With its advanced tools for
determining what your subscribers
are interested in, Pinpointe is
among the best email marketing
services available.

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Mobile Marketing

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• +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

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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

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Your image ads will appear on the top mobile websites in
Egypt.
2. Mobile Display Ads
Mobile Marketing
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

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• 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

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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 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 .

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