1. Digital Marketing Strategy
Technology Advancement generation ( t.a.G )

2. Why Digital Marketing? Paradigm Shifting
OFFLINE, bustling crowds pass by your place of business. Some of the passerby traffic notices you and walks in.
"Location, Location, Location"
ONLINE, people search for information. Millions of people. Each searches alone. "Information, information, information"

3. Why Digital Marketing? Fun Facts
According to qSearch, approximately 85% of the Singapore Internet population conducts at least one search at the top engines each month (compared to 73% of the U.S. on-line population). Singaporeans conducted approximately 575 mln searches last April, while 1.2 bln US searches made in May 2016.
Google - Searching 4,285,199,774 web pages
28% of Google searches are for a "product/service name", 9% are for a "brand name" and 5% are searches for a "company name".
85%* of all Web site traffic and 70%* of all online purchases originate from a search engine. (*Jupiter Research)
Micro Commerce opportunities for new products and services will generate an estimated $60 bln in revenue per year by 2015 according to Gartner. A micro purchase is a purchase valued at less than $5 and conducted electronically, where the settlement can be either prepaid, by subscription, on-the-spot, or invoiced.
For More Facts Visit

4. You Need It ! Increase Visibility  Potential Sales Conversion
Protect Digital Brand  Web Traffic Concentration Right To Your Site

5. Protect Your Digital Brand
You have an online brand — whether you like it or not.
If you don’t control it, customers and competitors will define your digital brand
Digital presence is the primary driver of sales now and into the future — 81 percent of shoppers turn to search, says RetailingToday.
More people will visit your website than your store — how much do you spend on merchandising displays?
Most customers on the phone are on your website!

6. Digital Marketing in a Nut Shell
Definitions
SEO and SEM Strategies
Brand Recognition and Identity

7. Definitions
PR = Page Rank a system for ranking web pages developed by Google
PPC = Pay Per Click online advertising payment model in which payment is based solely on qualifying click-through.
CTR = Click Through Rate advertising term indicating the percentage of viewers who click on a banner advertisement and follow the link
BLOGS = a frequent, chronological publication of personal thoughts and Web links
RSS = Real Simple Syndication

8. Definitions Search engine optimization (SEO) - no cost per click
Search engine marketing (SEM) - cost per click

9. Strategy Please… Secure brand handles (before a competitor)
Apply Search Engine Optimization (SEO)
Invest in Search Engine Marketing (SEM)
Create unique content consistently
website content, social media posts, directory references, accurate citation and reviews

10. 1. Secure Brand Handles
Capture domains — misspellings, close variations
Capture social media handles.
Refer:
Prioritize: Facebook, Google+, Twitter, Instagram, Pinterest
Create single account to open and manage all accounts:

11. 2. Search Engine Optimization (SEO)
Think two groups of keywords — geography and products and services from customer perspective
SEO friendly URLs, example:
Every page (home and subpages) requires unique Title and Description — consider placing content on listing pages!

12. SEO
Business citation is accurate and consistent across search engine references, online directories and social media.
Use tool: • • •
• Facebook Page, LinkedIn, Twitter
• WeddingWire.com, TheKnot.com

13. SEO User generated references: Reviews!
• More reviews the better — build confidence
• Negative review response — respond to all, leave contact information, no matter how old the post.
Google and Yelp

14. SEO SSL certification • Mobile responsive website
• April 21, 2015 Google mobile “armageddon”
• Website not mobile ready or responsive no longer
appear in search results •

15. SEO: Mobile Responsive !

16. What SEO?
What is SEO?
SEO is the act of modifying a website to increase its ranking in organic (vs paid), crawler-based listings of search engines
How do organic search listings work?
A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web
The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index
Based on this data, the SE then indexes the pages and ranks the websites
Major SEs that index pages using spiders: Google, Yahoo, MSN (Bing)

17. SEO: Search Engine The TOP 3: 1. Google 2. Yahoo 3. MSN (Bing)
Represent 88.86% of all search engines.
Web Directory – Yahoo, DMOZ, LookSmart
What SE and Directories do you use?

18. SEO: Strategies Domain name strategies
domain names are traffic magnets > 63 million domain names registered > 4.7 million domain names registered 1st quarter 2014
choose a domain name that will increase your search engine ranking. How?
use keywords, location, advertising terms, product names
choose a keyword that is important for your business
Linking strategies
the text in the links should include keywords
the more inbound links the higher the SE ranking
if the site linking to you is already indexed, spiders will also receive your site
quality of inbound links is critical
how to increase links: a) creative content / copywriting b) good outbound links c) target a list of sites from which you can request inbound links
links for the sake of links can damage your search rankings

19. SEO: Strategies
Link relevancy is critical in getting your site indexed by search engines
A small number of inbound links from high-quality, relevant sites is more valuable than many links from low-traffic, irrelevant sites

20. SEO: Strategies Keywords the most important in optimizing rankings
research what keywords are people searching for using tools e.g. Wordtracker (
keywords are words that appear the most in a page
the spider chooses the appropriate keywords for each page, then sends them back to its SE
your web site will then be indexed based on your keywords
can be key phrases or a single keyword
do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them
write keyword-rich text
balance keyword-rich and readability
always have text in your page: at least 100 words

21. SEO: Strategies Choose your Keywords: Theme Related Popular
Low Competition / Find Your Niche Market

22. SEO: Strategies Title tags Meta description tags
important in optimizing rankings
the first thing that a search engine displays on a search return
must keywords in title to be ranked no. 1
should have the exact keyword you use for the page
every single web page must have its own title tag
you can use up to 65 characters - example (title is littered with keywords)
Meta description tags
displayed below the title in search results
use dynamic, promotional language
use keywords

23. SEO: Strategies Meta keywords tags Alt tags
no longer carry weight with major Ses
a myth that meta keywords alone affect rankings
Alt tags
include keywords in your alt tags
Submit your website to SEs for indexing
submit your site to search engine directories, directory sites and portal sites
indexing takes time (~ 3 months)

24. SEO: What Not Recommended
Flash and shockwave - spiders do not pick up these files
Image only sites - spiders do not pick up images
Image maps - spiders cannot read image maps. Do not use them on your home page or critical pages.
Frames - only one page can be titled (titling is critical in search rankings)
If the spider cannot read the complete page (because of the frames), it will not be indexed properly.
Some spiders may not even read a frames web site
Misspellings, JavaScript or HTML errors (validate your code)

25. SEO: What Not Recommended
PDF files - Although some search engines can index them, the pages must be interpreted into HTML and can lose much of their content.
place PDFs lower down in your site
Drop down menus – spiders cannot read them therefore make sure you have a SiteMap

26. SEO: Summary Make Search Engines work for you! Critical elements Avoid
domain name, links, keywords, title, meta description, alt tags, submitting your website to Ses
keywords galore: include in page copy, title, description, domain name, ALT tags
Avoid
flash, image-only sites, image maps, frames, password protected pages, code errors

27. How SEO elements affect organic listings

28. 3. Search Engine Marketing (SEM)
SEM Ad prominence in Search Engine Result Pages (SERP)

29. What SEM? Search Engine Optimization (SEO) = earned vs SEM = paid
Ads that appear when you conduct search (more than 80percent of shoppers use search prior to purchase).
Pay-per-click (PPC) / Cost-per-click (CPC) / CPM
Advertisers place bids on keywords people type in search
So highest bid usually wins other factors in algorithm: ad quality and relevance, good landing page = Quality Score
Ads will show but not charged until you click — hence, you “pay per click.”

30. Where are the Ads?
Search engines removed color background from ads
Ads only distinguished with small “ad” badge
Look very similar to organic results in formatting
Mobile usage “training” searches to click on top links, according to Mediative
If businesses do not advertise, it’s inexpensive for competitors to use geographic keywords, and your own business name.

31. SEM is a Must !
Businesses do not invest in search marketing, so there is an opportunity — for competitors.
Lack of competition allows national competitors to bid low on geographical keywords such as “best baby wear Singapore”
Research shows shoppers are getting trained to click top links mostly because of increasing mobile usage.

32. National, local competitors exploit businesses non participation in SEM.
Your business name can be used as keyword — inexpensive if you’re not investing.
Practice is LEGAL.
Consumers continue to conduct searches for business, even though they know URL.

33. SEM: In Summary Start advertising!
Use Google Adwords
Budget $20 a day ($600 a month)
Use business name as pay-per-click keyword, add local delivery zips and towns to Locations targeting, use Radius as well
Google confirms you are true business and decreases your PPC while raising competitors PPC

34. SEM By Definitions
What is search engine marketing (SEM)? SEM is the act of marketing a website via search engines by purchasing paid listings
What are paid listings?
These are listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold.

35. Paid listings: Paid inclusions Paid placements
Advertising programs where pages are guaranteed to be included in a search engine's index in exchange for payment
no guaranteed ranking
payment made on a Cost Per Click (CPC) basis
Advertisers pay to be included in the directory on a CPC basis or per-url fee basis with no guarantee of specific placement
Paid placements
Advertising programs where listings are guaranteed to appear in organic listings. The higher the fee, the higher the ranking
eg sponsored links and Google’s Ad words can be purchased from a portal or a search network
search networks are often set up in an auction environment where keywords and phrases are associated with a cost-per-click (CPC) fee.
Google and Overture are the largest networks

36. Paid Placements

37. 4. Content
Google confirms content is the most important factor when all SEO practices are equal
Activate or build a blog within the website (not outside)
Content must be topical (nothing general, think business categories or segments)
Content change doesn’t have to be verbose
Photos are great, video is better (ALT tag all this media, place descriptions in video)

38. Example for baby wear
Write up to 100 words, include baby’s clothes varieties, color, relevant trends, occasion and venue (if applicable).
Extract #hashtags: #cutebabyclothing #newestbabytrends and take 3-4 photos, and/or 30-second video describing clothing design, how you were inspired by new trends.
Post on blog, then post to appropriate social media. Link back to blog post from social.

39. Gather Ratings & Reviews. Require comments
Gather Ratings & Reviews. Require comments! Most powerful since it’s user generated — and Google on accepts reviews with comments.
Capture reviews from customers IMMEDIATELY after purchase (senders online — through pop at Thank You of order confirmation, walk-ins).
Mitigate negative reviews — respond to everything no matter how old. Leave personal contact, shop info.

40. Marketing Strategy Advice
Usability driven information architecture
Effective copywriting, dynamic content through SE friendly web portals, BLOGS, RSS
Affiliate programs
marketing and online newsletters
Interactive customer relationships
Web traffic analysis and web analytics
If budget allows, undertake both SEO and SEM as SEM enables ROI tracking (leads and conversions)
If budget is lower go for SEO
Recommendation - SEO for organic promotion - SEM for campaigns and international markets

41. OVERALL SUMMARY
Secure. Even if you don’t have immediate plans to use Brand handles. Secure accounts on new social you encounter.
SEO. Secure domain and social handles. Focus on keywords, every page unique, verify citation.
SEM. Protect the brand.
Content remains King!