1. Introduction to Digital Marketing.pdf

“Introduction to Digital Marketing” Shanaka Rathnayake - MBA (UWE Bristol) [email protected] What is Digital Marketing? “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”...

“Introduction to Digital Marketing” Shanaka Rathnayake - MBA (UWE Bristol) [email protected] What is Digital Marketing? “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” …Using digital technologies, mainly the INTERNET! Btw… There isn’t anything called “Digital Marketing” anymore  Marketing in a Digital World Digital technologies & the transformation How Things have changed… Local Overview Sri Lanka – Digital Landscape 8.2Mn Users 300K Users 1.6Mn Users 1.2Mn Users 10Mn Users 4Mn Users 6.5Mn Users 9Mn Users 32Mn Mobile connections 10Mn Smartphones  Sri Lanka – Digital Landscape | Demographics 65+ 55 - 64 45 - 54 35 - 44 25 - 34 18 - 24 0 5 10 15 20 25 30 35 40 45 Women Men Source - Facebook Demographics. Statistically, Facebook contains more than 70% of all active internet users in Sri Lanka.  Device usage in SL Source - statcounter.com Apr 2021 – Apr 2022  Top social media channels in SL Source - statcounter.com Apr 2021 – Apr 2022  Top mobile vendors in SL Source - statcounter.com Apr 2021 – Apr 2022  Top search engines in SL Source - statcounter.com Apr 2021 – Apr 2022 YouTube in Sri Lanka 20.15 MBPS Average speed of mobile connection Understanding the local consumer Source – connected SL 2017 Source – connected SL 2017 Digital Marketing Strategy Segmentation Targeting Positioning Digital is the “enabler” Marketing Strategy Still Remains the same… RACE Digital Marketing Framework Source – Dr. Dave Chaffey | Smart Insights The Social Media Strategy Source - breaklineagency.com Social Media Simplified The Internet – a connected world Key: White = Backbone Blue = North America Red = Asia Pacific Yellow = Africa Green = Europe Inbound & Outbound Marketing  Click to see Source - biostratamarketing.com Paid, Owned & Earned Mobile Marketing Integrated Channel Marketing Content is the Key… Repurposing for Digital Agile Marketing Date - 03rd October 2021 Date – 18th May 2023 Gaming https://www.facebook.com/KottukottuSL/videos/15145191377 4859 The RISKS Big Data “Data is the New Oil”  “DATA is only good as how good it was refined & for what purpose it was used” ROI – Digital KPIs KPIs Remember to define your KPIs based on the digital marketing goals at each stage in the customer journey. Awareness Consideration Action Clicks PAID Reach Video view through rates Email subscriptions Impressions FB Page likes E-Brochure downloads Video views YT subscribers Online reservations Twitter followers OWNED Website visits Lead forms filled. FB engagement (reactions, comments Bookmarks Page ranking on Alexa & similar web & likes) Organic search (SEO) Online inquiries (website, FB Website performance – bounce rate, messages, twitter replies) time on site & page views EARNED Website unique visitors Back links User generated content uploads Online mentions FB shares Website content downloads e.g. Hashtags Retweets maps, wallpapers, etc. Summary Free Tools YouTube stats New Digital Trends Metaverse NFTs (Non-fungible token)