DIGITAL MARKETING

FOR
BEGINNERS
YAYAN HERDIANSYAH
 LET’S TALK ABOUT
DIGITAL LANDSCAPE
 DID YOU KNOW...?

4.54 B
Internet users in 2022
3.8B
Social Media users in 2022

6H 43MAverage daily time spent

using the internet

Source: WeAreSocial
…globally
 HOW ABOUT INDONESIA?

13th
Fastest growing internet
3rd
Largest internet growth in
the world (2022)
users in the world

7H 59M 1st
Average daily time spent Highest % of mobile e-
using the internet commerce adoption
(2022) (2022)

Source: WeAreSocial
Drastic Change in Our Media Consumptions

BEFORE AFTER
 E-commerce activities.. globally

80%
Searched product for a 90%
Visited an online retailer
product or service to buy store on the web

74% 52%
a mobile device

Purchased a product online Made an online purchase via

Source: WeAreSocial, people age 16 to 64 who report performing each activity in the past month
 E-commerce activities.. in Indonesia

93%
Searched product for a
product or service to buy
90%
Visited an online retailer
store on the web

88% 80%
Purchased a product online
Made an online purchase via
a mobile device

Source: Global Web Index (Q3, 2019), people age 16 to 64 who report performing each activity in the past month
 What is Digital Marketing?

“The component of marketing that utilizes

internet and online-based digital technologies
to promote products and services.”

Source: Wikipedia
ONLINE CONSUMER JOURNEY

awareness
First contact with the brand

CONSIDERATION
Learn more about the
products/services

CONVERSION
“Deal now!”

LOYALTY
Drive repeat purchase
WHY DIGITAL MARKETING?
Benefits of using digital marketing

Hyper-targeted Measurable Two-way Cost-effective

interaction

We can track, store We get direct and Digital marketing is

We can ensure that
and analyze digital actionable feedback more affordable,
we’re targeting the
marketing data to from the audience especially for small
right audience or
help brands improve we communicate businesses –we can
potential customers.
and reach business spend as little or as
with
objectives. much as we need.
SEARCH
TYPES OF DIGITAL
MARKETING PAID ADS/PPC

SOCIAL MEDIA

EMAIL

CONTENT
 Identify your Digital
Marketing Channels

Owned Paid Earned

Channels that your Thechannels whichyou The online coverage of

business has created. payfor –to market your your business –generated
products/ services. by other people.
You are responsible for
the contents that exist in You spend money to Word-of-mouth that you
the channels. advertise on certain digital cannot control
media channels.
----------------------------------
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-- Examples: -- Examples: -- Examples:
- Website -Digital ads -Online review and
-Social media channel -Boosted socialmedia ratings
-Email newsletter posts -Media coverage on
- Blog online publishers
-E-books -Social mediaposts from
-White papers others
 Social Media Marketing

What is it?
A marketing practice of promoting brands, contents, products/services on social media channels

Objectives:
Increase brand awareness
Drive engagement (like, click, comment,
share) Drive traffic to website

How does it work?

• Relies on quality of content and
copywriting
• Builds and maintain relationship with
the target audience

Key metrics:
Impressions
Reach
Clicks
Engagement Rate
 Content Marketing
What is it?
A marketing practice of creating and promoting content assets for the purpose of generating brand
awareness, website traffic, leads, and customers.

Objectives:
Increase brand awareness
Drive traffic to website
Generating leads

How does it work?

Blog posts
Ebooks& whitepapers
Infographics
Social media contents
Key metrics:
Impressions
Reach
Clicks
Engagement Rate
 Email Marketing
What is it?
A marketing practice of using email to promote content, discounts and events, and direct people toward
the business’ website.

Objectives:
Drive traffic to website
Drive in-site conversion/product purchase

How does it work?

Blog subscription newsletters
Follow-up emails and notifications
Promotions
Loyalty programs

Key metrics:
Open rate
Click-through rate (CTR)
Conversion rate
Unsubscribe rate
 PPC Marketing
& Programmatic Ads
What is it?
A method of driving traffic to website by paying a publisher every time the ad is clicked.

Objectives:
Build brand awareness
Drive traffic to website
Drive in-site conversion/product purchase

How does it work?

Paid social media ads
(Facebook, Instagram, Twitter, LinkedIn, etc)

Display/video/audio ads on online publishers

Key metrics:
Reach & Impression
Cost-per-click (CPC)
Clickthrough-rate (CTR)
Cost-per-mille (CPM)
Cost-per-view
 Other types of digital marketing

Influencer Affiliate
ONLINE PR
Marketing marketing
So… How do I apply these
digital marketing tactics?
 The Role of Digital Marketing
in Consumer Journey

● Blog + Social awareness

01 media
● Search Ads Description

CONSIDERATION Video Ads

Description
02 (Youtube)

CONVERSION
● Display Ads
03 ● Automation Description

LOYALTY ● Social media,

04 ● Email marketing
Description
 3 Steps
to create a Digital Marketing Campaign Strategy

The What The Who The How

Choose Target Choose Channels

Set an Objective
Segments and KPI

Awareness? • Demography Where do you

Consideration? want to promote
Conversion? • Location your brand/
Loyalty? product/ service?
•Media Consumption
What do you want
• Their wants, needs, to achieve with
and problems we this campaign?
want to solve
 Example: Create a digital Marketing Strategy
Digital Marketing
Minimum Deposit Channels

Social media (organic):

Instagram, Twitter,
Target Segments Tiktok

Paid ads:
Instagram Ads
Youtube Ads
Type of campaign:
Product min deposit
Influencer marketing
Objective: Trader vlogger/ blogger
Awareness
Male and Female, 21-30 years old
College student/ First-jobbers
Urban cities in Indonesia
Interested in starting trader newbie
Digital savvy and active on social media
 How can you become the best digital
marketer?

1. Stay curious and be resourceful

2. Stay updated with the latest digital

marketing trends
3. Test and Learn --Don’t be afraid to try!