let's go digital | partner iklan jakarta meetup

let’s go digitalmeetup session | partner iklan | oct 28, 2015

http://www.partneriklan.com

founder & ceo of InboundID & Partner Iklanex. digital marketing manager at wego indonesia ex. group head search marketing at gopher ex. digital marketing manager for asia at lasalle college international ex. head of production at bubu

get connected ido@inbound.id +628118301984 @idowebid

ridho putradi s’gara

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today’s agenda

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• the world of digital, are you digitally ready? • the digital stake-holders • search engine marketing • display advertising • social media marketing • digital measurement • faq

bring outthat question!

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the world of digital, are you digitally ready?

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the traditional mental model

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Zero Moment Of Truththe new mental model

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indonesian digital market

255,461,124Total Population

83,600,000Internet Users

69,000,000Facebook Users

51% Urban & 49% Rural

33% Internet Penetration

27% Facebook Penetration

281,963,665Active Mobile Subscription

112% Mobile Subscription Penetration

(6th world rank)

(4th world rank)

(3rd world rank)

Source: Indonesia Central Statistic Bureau; eMarketer; WeAreSocial

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5H 27MAvg Time That Internet Users Spend Using The Internet Each Day Using Desktop/Notebook

14%Mobile Internet Penetration of Total Population

2H 30MAverage Time Mobile Internet Per Day

indonesian digital market

Source: Global Web Index; US Cencus Bureau; WeAreSocial

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indonesian digital market

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indonesian digital market

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what online sources did

people use to make a purchase

decision?

are you searchable? can people find you when they search for product they want to buy?

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search interest on “semut jepang”

you might be loosing opportunities all this time

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indonesian digital market

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when did people start researching

their product purchase?

indonesian digital market

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how many brands did people

consider before product purchase?

your digital marketing campaign starts here!

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digital marketing journey

your target market

read your content, engaged with your ads on search, social & display

landed on your landing pages, improved their experience, buy your product

received your newsletter, engaged with your retargeting ads on search & display, buy more product and share your product to their network

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understanding your target market

who, how, where and when

creating your market persona

name: mudy taylor age: 45 location: Jakarta Selatan monthly income:

key challenge: buying the right guitars at the right prices

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understanding your market sizesgoogle adwords keywords tools

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understanding your market sizesfacebook audiences research

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digital planningwhat is your goals

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preparing your digital assets

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websitea 24/7 always open store-front for your business an essential part of your digital marketing campaign it represent you as business to your audiences

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rule of thumb• use a easy-to-remember domain name • deploy your website on a reliable host provider. think about

up-time and load speed • custom made or secured open-sources cms • regularly publish new content for your audiences • mobile ready

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google my business

google.co.id/business

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your business search result with google my business

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social media profilehttp://www.partneriklan.com

search engine marketing

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why search

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• non intrusive, high intents approach • extended reach, Google is number one visited site in Indonesia,

and in 2013 5 Billion +searches per day. • you can touch base your audiences in each and every steps of

their buying journey.

advertisinggoogle my businessorganic results

search layout

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Search Engine Optimization

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the consumer journey

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bali hotel in bali best rated hotel in bali

book hotel in bali

consumer journey on search

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PopQuizHaveyousearchedforyournameonGoogle?Doestheresultsshowswhoyouare?

search for yourself

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Crawlability Relevancy Online

Authority

seo key elements

analytics

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crawl-ability how Google search engine

interact with your pages

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home

about experiences blog

programming

travel

faq

Important page

your site structure & navigation is important

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• Both for pages or video • http://www.sitemaps.org/ • Submit to Google Webmaster Tools

sitemaps

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relevancy your content - audiences - keywords

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• google want to serve the most relevant results for every search queries • content quality > valuable • glocal

content relevancy

your content must be • valuable, actionable, shareable • content optimization

Not for SEO > for your audiences HTML Tag Sharing button, perhaps!

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online authority • Organic Search Optimization = WOM• More authority > more trust > better ranking• Social Authority• Don’t spam!

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backlinksideal scenario • create valuable and shareable content / services • promote it on network where your audiences is and engage • people read your content, love it, share it on social, link to it

from their own pages

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oh wait, there’s more

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Search Engine Advertising

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key elements

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your ad • headline no longer than 25 characters including

spaces2 description lines—no longer than 35 characters each including

• spaces- display URL – no longer than 35 characters- URL: where do you want the person who clicks to go. (no longer than 1,024 characters)

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it’s an auctionsyour ad rank are determined by quality of your ad and landing page as well as on how much you’re willing to pay per click

display advertising

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display advertising

Advertiser = The business that

placed this ad (e.g. luxola)

Publisher = kompas.com

Inventory = how many impressions of the ad are available through a specific publisher

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1. impressions, in units of 1000 (cpm)impression = each view or showing of the ade.g. IDR 17000 CPM = 1000 impressions for every IDR 17000 2. clicks or click-throughs, with a cost per click (cpc)e.g. IDR 5000 CPC = each click on the ad costs IDR 5000 3. leads, with a cost per lead (CPL), sometimes cost per (user) acquisition (CPA) risk shifts from advertiser to publisher as we go from CPM -> CPC -> CPL / CPA “as an advertiser, your lowest risk is buying leads - IF you are confident of the quality of the lead that you will get”.

display ad business model

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audience targeting

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where to buy display ad

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social media marketing

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“Social Media is about sociology and psychology more than technology.” – Brian Solis

• create connections and build relationships • establish you and your team as thought leaders

and innovators • manage your brand and reputation online • grow smarter and faster than your competitors

social media for business

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do i have to be everywhere on social media?

be where your audiences are!

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3 be of social media

be humanresponses to your fans and followers. less promotion, more communication etc.

be presentdon’t share anything that are not relevant to your audiences

be valuableshare content that are valuable for your fans and followers

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digital measurement

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why search

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your website performance overview

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digital omni channel

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even in realtime!

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your audiences

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most importantly, your revenue!

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#things_to_remember• every single activity you’ve done on digital are measurable,

start measuring! • don’t set and forget, enhance. • consumer centric, it’s not about you again, it’s your customers • get more resources!

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f.a.q

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why search

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#frequently_asked_question• i don’t have the resources, can everything done by

myself? • i don’t have the budget, how much my cost will be? • but i don’t know how to start

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that’s iti’m a huge fan of coffee, a venti long black and we’ll talk more!

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