Free Digital Marketing Course

AI & BIG DATA DRIVEN
DIGITAL MARKETING
STRATEGY - TOOLS - TACTICS
BY
MOHAMMED A. OMAR
FOUNDER IBM GLOBAL ENTREPRENEUR
FORTUNE LABS GOOGLE CERTIFIED: ADWORDS & ANALYTICS
PARIS - DUBAI - INDIA RESEARCH, ANALYTICS & L&D EXPERT
GUEST SPEAKER & AUTHOR

www. FortuneLabs.io www.Verify.ae

01
02
WHY GO DIGITAL
Digital Channel Mix
Major Digital Channels, Digital Channels for B2C & B2B,
Why You Need to Go Digital
Key Reasons: Cost Effective, Wide Reach, High ROI, ROI Comparison Table
CASE STUDY: Google Adwords ROI
Customer Centricity is the key to Marketing Success
Role of AI & Big Data Analytics in Marketing
CASE STUDIES: VISA & Swiss Re
PROGRAM CONTENTS
INTRODUCTION
What is Digital Marketing?
What is all the buzz about?
Traditional Marketing Challenges
-Customer Insights, Personalization & Contextualization, Measurement, High Cost
FORTUNE LABS
www.FortuneLabs.io
PARIS – DUBAI - INDIA

03
GETTING STARTED
MARKET INTELLIGENCE
- Analyse Competitors: Research their Web Presence, Products, Services,
Prices, Promotions, Digital Channels & Keywords Used, Social Media presence
& Stats
- Study Potential Customers: Creating a Profile: Age group, Gender, Education
& Income Level, Location, Interests, what digital channels they prefer, online
interactions & behavior
- Keywords Research: Google Keyword Planner for Primary & Long tail
keywords
DESIGNING A DIGITAL PLAN & STRATEGY
- Define Mission & SMART Objectives / KPIs
- Choose effective channels for B2C - B2B
- Define Audience Profile & Targeting Criteria
- Set the Digital Marketing Budget
- Checklist of Digital Essentials for Implementation
- Digital Assets, Content, Tools, Team, Customer Journey Map
PROGRAM CONTENTS
FORTUNE LABS
www.FortuneLabs.io

04
DIGITAL MARKETING IMPLEMENTATION
WEBSITE TRAFFIC & LEAD GENERATION
Email Marketing
List building, Mailing Softwares
Search Engine Optimization (SEO)
- On site and off site SEO techniques
Search Engine Marketing (SEM)
- Setting up a Google Adwords Campaign, Developing an effective Ad Copy
Social Media Marketing (SMM)
- Social Media Plan Calendar, Launching Facebook, Instagram, Youtube, Linkedin
Campaigns, Audience Targeting Criteria, Budgeting, Automating Social Media Posts
Ad Re-Targeting
In-house or Outsourced Implementation
-Advantages & Disadvantages
CASE STUDIES – How REAL MADRID Achieved Digital Domination,
Tourism, Hospitality & e-Commerce Success Stories
PROGRAM CONTENTS
FORTUNE LABS
www.FortuneLabs.io

05
DIGITAL MARKETING PERFORMANCE
DIGITAL ANALYTICS TOOLS & METRICS
- Analyse Audience & Digital Channels Engagement
- Analyse Financial Metrics
- Analyse Overall Campaign Performance against Objectives / KPIs
- Optimizing Digital Campaigns
APPENDIX
CUSTOMIZABLE PLANS & REPORTS
- Complete Digital Plan
- Digital Metrics Report
PROGRAM CONTENTS
FORTUNE LABS
www.FortuneLabs.io

INTRODUCTION
Welcome
You are NOT alone on this Digital Journey.
The World is excited with all things Digital.
FORTUNE LABS
www.FortuneLabs.io

INTRODUCTION
What is Digital Marketing
Digital marketing is the promotion of products / services or Brands using digital
technologies, mainly online, but also including mobile phones, display
advertising, and any other digital medium.
Digital marketing involves the use of a number of tools & tactics such as email
marketing & data - driven marketing, Search Engine Optimization(SEO), Search
Engine Marketing (SEM), Content Marketing & Automation, Influencer
Marketing, e-Commerce Marketing, Social Media Marketing & Optimization and
more.
FORTUNE LABS
www.FortuneLabs.io

INTRODUCTION
What is all the Buzz About Digital Marketing
The opportunities offered by the online world for promotion of products -
services or Brands is vast.
The rapid penetration of social media channels powered by AI has made
targeting users a lot easier.
Measuring Marketing Performance is a challenge digital marketing solves.
Integrating Digital Marketing has become a MUST for marketers in their
promotion mix.
FORTUNE LABS
www.FortuneLabs.io

INTRODUCTION
What is all the Buzz About Digital Marketing
FORTUNE LABS
www.FortuneLabs.io

TRADITIONAL MARKETING CHALLENGES
CUSTOMER
&COMPETITOR
INSIGHTS
Based on small
sample,
Difficult to obtain
granular data &
Costly
Difficult
to
Optimize
Difficult to
Measure
Results
with
Accuracy
High
Marketing
Costs
Difficult to
Personalize &
Contextualize
due to limited
data
FORTUNE LABS
www.FortuneLabs.io

INTRODUCTION
 At the heart of Marketing is Understanding Customers. Gaining
deeper customer and competitor insights is difficult and costly.
 Traditional marketers conduct market research with a small sample
and make marketing decisions. The accuracy of which is
questionable.
FORTUNE LABS
www.FortuneLabs.io

INTRODUCTION
 Customers today expect Personalized services when they need it, that
meet their needs, which traditional marketing approaches fail to deliver.
 Traditional Campaigns are difficult to change and optimize once launched
 Its difficult to measure effectiveness of traditional marketing campaigns
FORTUNE LABS
www.FortuneLabs.io

INTRODUCTION
So You Want To Go Digital ???
Before embarking on this Digital Journey Lets Reflect on ONE core
Question
Is going Digital a MUST for your Organisation?
 If Your answer is Yes to TWO or MORE Questions on the next slide then you need to
consider Digital Marketing for your business.
FORTUNE LABS
www.FortuneLabs.io

INTRODUCTION
Is going Digital a MUST for your Organisation?
FORTUNE LABS
www.FortuneLabs.io

INTRODUCTION
If you have answered YES to Two or More questions,
it is ideal that you include Digital Marketing as part of your
Promotional Mix
- To better UNDERSTAND COMPETITORS & CUSTOMER TRENDS;
- To Cost Effectively REACH A WIDER AUDIENCE;
- To Generate Potential Leads through EFFECTIVE TARGETING;
- To Engage Customers; and
- To Achieve Higher ROI
FORTUNE LABS
www.FortuneLabs.io

INTRODUCTION
ACTIVITIES
Do complete activities 1-3.
Activity 1. Research and Identify 10 of the Top Digital Channels in UAE
Access : www.Alexa.com/siteinfo OR
Access : www.similarweb.com/
Activity 2. Research & Identify 3 top web hosting providers & the Products they offer.
Activity 3. Search a Domain Name: www. Expo2020.com & identify the owner’s details.
Access : www.whois.com/whois
FORTUNE LABS
www.FortuneLabs.io

WHY GO DIGITAL
FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
Some Quick Facts
 Broadband Internet & Smart Phones are revolutionizing
the digital space
 Internet Penetration, in the Middle East is on par with the
developed world and in UAE it has reached 83%.
 Globally, digital spend is increasing year-on-year
FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
Some Quick Facts
 The Most Popular Digital Engagement Channels in the UAE,
ME & globally
*** Google is the World’s Preferred Search Tool with 67% of global internet users ** ( - ) Data not available
Stats WhatsApp Facebook Snapchat Instagram Twitter Youtube LinkedIn
UAE Users
(Million.)
7.1 4.1 2.1 1.7 2.6 6.5 2.5
ME (Mil.) - 62 - 14 6.5 32 5.8
Global (Bil.) 1.1 2.0 0.16 0.5 0.35 1.1 0.5
FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
POPULAR DIGITAL CHANNELS
FORTUNE LABS
www.FortuneLabs.io

POPULAR
DIGITAL
CHANNELS
B2C
1
2
3 4
5
6
1
2
3
4
5
6
B2B
FORTUNE LABS
www.FortuneLabs.io

Digital
Marketing
Channels
Tools
Media
FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
Key reasons
 Digital Channels are very effective in reaching a wider local / regional or global
audience depending on your marketing objectives.
 Digital Marketing is Cost Effective as compared to traditional channels
 Lastly Digital Marketing offers high Returns (ROI). Below is a Global Estimate.
CHANNEL Budget Returns
* Varies due to several factors
EMAIL Marketing $ 1000 $ 10,000 & more
Online Ads $ 1000 $ 7,000 & more
FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
Comparative Cost – Benefit Analysis
CHANNEL Monthly Spend Tracking Return (ROI) Residual
Benefits
Print Advertising $ 3,000 Difficult to Track / Use a
Code in the Print Ad
Average: 300% NO
Radio $ 3,000 Difficult to Track Average: 300% NO
PR $ 1,500 Difficult to Track Difficult to
Measure
Limited
DIGITAL
(Email,
Ads,
SEO,
Social Media,
Blog,
Online PR)
$ 2,000 -No. of emails opened, --
No. of Visitors / Page views
-No. of Ad Clicks / CTR /
Conversions / Cost per Click /
Cost per Customer
-No. of youtube Subscribers
-Google Search Page
Ranking on Your Chosen
Keywords, Re-Targeting
Metrics & A/B Testing
Measurable
Global Average
ROI: 700% * and
more
• 700% ROI Measured
after 2-3 months of
digital marketing
• Varies from Industry
to Industry
-Search Ranking
-Youtube
Subscribers
-Email Database
-Social Media
posts / followers /
shares
-Reviews
-Articles / Blogs

Why Go Digital ?
CASE STUDY
GOOGLE ADWORDS RETURN ON AD SPEND (ROAS) FOR A CLIENT
Case Study: EDITORS R US - Content Writing & Editing Services
Campaign Duration: 18 Months; Target Audience: Narrow; Limited
Region: UAE Competition: Less Competition
Total Budget : AED. 25,000 No. of Ad Impressions : 11.2 Million
No. of Ad Clicks : 11,200 Average Cost per Click : AED. 2.20
Leads Generated & Converted : 210 Customers Clicks to Conversion Ratio: Approx. 2%
Revenue Generated : AED. 580,000
ROI: 2300%
FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
CASE STUDY
Case Study: EDITORS R US
Google Adwords Campaigns Actual Stats ( Currency: Indian Rupees as the
Campaign was managed from India ).

Why Go Digital ?
CUSTOMER CENTRICITY
Decision Makers in Traditional industries are
complacent assuming that the Global Digital Wave will
not disrupt their business or industry.
Digital Transformation is going to impact most Industries
simply because it offers a level playing field for startups
which are agile, understand technology better and do
things better and more efficiently than established
industry players.
FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
CUSTOMER CENTRICITY
CUSTOMER CENTRICITY WAS / IS / WILL BE THE KEY TO SUCCESS IN MARKETING
Here are some examples of Businesses / Industries that IGNORED CUSTOMER NEEDS:
Uber did not kill the taxi business. Limited taxi access and fare control did.
Apple did not kill the music industry. Being forced to buy full-length albums did.
Airbnb did not kill the hotel industry. Limited availability and pricing options did.
Amazon did not kill other retailers. Bad customer service and experience did.
Technology by itself is not the real disruptor.
Being NON-Customer Centric is the biggest threat to any business. FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
CUSTOMER CENTRICITY
 3600 Understanding of Customers is the Key to Marketing Success
The more you understand your customers the better you can design your
Marketing Strategy / 4Ps
1. Product / Service - Design based on changing customer needs
2. Price – Set Pricing based on your target audience income
3. Place – Adopt distribution channels preferred by your potential customers
4. Promotion – Choose Promotion Mix Tools based on customer preferences
 However, using traditional marketing approaches, gaining
deeper customer insights is difficult, costly and time consuming.
FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
ARTIFICIAL INTELLIGENCE (AI)
 DIGITAL TOOLS SOLVE THE CUSTOMER INSIGHTS & BEHAVIORAL PREDICTION
PROBLEM BY USING AI
Digital channels use Machine Learning (ML) / Artificial Intelligence (AI)
Algorithms and have access to more data about you than you may remember
and offer Individual Targeting and Contextual Ad Messages that deliver better
marketing performance.
If you log in to any of these digital platforms
Google Products - Facebook - Youtube – Instagram – Twitter - Linkedin – Amazon - Alibaba
using Machine Learning / Artificial Intelligence these applications read data on your devices (Laptops,
Smart Phones, Tablets, Desktops) and they collate additional data from third parties like Visa / Master
Card and your past interactions with the app and create a customer demographic and behavioral
profile with 100s of data points and insights.

32Why Go Digital ?
Examples of AI Use in Marketing:
- Amazon / Alibaba :
Product Recommendations
Dynamic Pricing – 2.5 Million times price changed in a
single day by Amazon (Amazon.com has 398 Million Products
for sale ).
- Google /Youtube / Facebook / Instagram /Twitter:
Search, Advertising &Youtube Recommendations
- Banks / Card Issuers:
Increasing Customer Purchase through targeted promos
FORTUNE LABS
www.FortuneLabs.io

33
Why Go Digital ?
- Online Shopping: AI with Natural Language Processing (NLP)
eg: www.thenorthface.com/xps
- WebsiteVisitor Data Capturing / Engagement:
Ex: Automated Chatbot – “EVA” by Emirates NBD
- Ad Re-Targeting:
Based on your interest, contextual ads will follow you wherever you
go Online. Repeat ad exposure stays on top of the mind & compels
you to take action
FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
 Digital channels use Artificial Intelligence (AI) and offer Individual
Targeting / Contextualized Ads
- Targeted Ads on Google Search:
,
FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
,
FORTUNE LABS
www.FortuneLabs.io

37Why Go Digital ?
BIG DATA ANALYTICS
Some of the Marketing Challenges Analytics can Solve
- Understanding Consumer Behavior
- Segmenting & Target Marketing
- Choosing the Optimal Communication Channels –
Digital / Print / Radio /TV / POS
- Justifying the Marketing Budget
- Measuring Marketing Performance
- Predicting Future Performance

Big Data Analytics enables CMOs to enhance
Marketing Performance by supporting:
- To gain deeper customer insights from large amounts of
personal, behavioral and transactional data
- To Make Personalized Marketing Offers
- To Execute Real Time Campaigns
- To Identify Optimal Communication Channels
- To Make Marketing Decisions based on facts not gut feelings
- To Forecast Future Performance
Why Go Digital ?
BIG DATA ANALYTICS

39
Why Go Digital ?
BIG DATA ANALYTICS
- DEEPER CUSTOMER INSIGHTS
Purchase Habits of Custoers :
- Spending Range / Limits
- Customers who Purchase Only if there are deals offered
- Loyalty to certain Airlines / Hotels / Restaurants / Department Stores etc..
- SEGMENTING /TARGET MARKETING
Case Study: VISA
Business Objective: More Card Usage
Visa with millions of Customers - Identifies 8-10 segments (Premium / Traveler
/ Budget Conscious and so on)…So it can effectively target. (Continued…)

40
Why Go Digital ?
BIG DATA ANALYTICS
CASE STUDY: VISA
SEGMENTING /TARGET MARKETING
TRIGGER MARKETING
We need more Granular understanding of customer behavior to effectively
target
eg: You bought an airline ticket using Visa - and immediately you get a
Promotion encouraging you to use the card Abroad at a better rate / fees.
Trigger Marketing Improves the Relevance of Communication to customers
It is more effective in driving sales from customers enrolled in marketing and
loyalty schemes.

41
Why Go Digital ?
BIG DATA ANALYTICS
SEGMENTING /TARGET MARKETING
Case Study: Swiss Re
Business Objective: Charge Premiums based on Customer Behavior
INSIGHTS:
People with Different Types of Diabetes
People who are diligently managing their health vs people who are Not
Health Insurance Premium charged based on understanding customer
behavior

42
Why Go Digital ?
BIG DATA ANALYTICS
CHOOSINGTHE OPTIMAL COMMUNICATION CHANNELS
DIGITAL / PRINT / RADIO /TV / POS
Analysis of Competitors Spend / Communication Channels Used
Your Own Past Experience
Case Study: Best Buy - a Large Electronics Retailer
Traditional Wisdom: TV advertising is waning
Marketing Analytics: Found that a majority of their customer base preferred TV

43
Why Go Digital ?
BIG DATA ANALYTICS
CHOOSING THE OPTIMAL COMMUNICATION CHANNELS
DIGITAL / PRINT / RADIO /TV / POS
DIGITAL MARKETING
- Wide Range of Digital Channels
- Better Targeting
- Greater Control over Campaigns
- Higher ROI
- Analytical Tools

Why Go Digital ?
BIG DATA ANALYTICS
Below are some main implications of big data, machine learning, and AI marketing:
Detailed Customer Profiles
The highly personalised data available from machine learning and AI can help feed
consumer profiles. Marketers then can use Analytics to further refine their Targeting
Strategies.
A Detailed Customer Profile derived from ML/AI may include (Nationality, gender,
education, occupation, income range, family, friends, interests, travel, dining habits,
what brands I buy and more… )
Behavioral Patterns: Airlines I travel / Restaurants I eat / What time I shop / Where do
I bank / What is the Min. amount I spend each time I buy online and so on.
The More Granular Data we have the Better Targeting & Campaign Effectiveness

Why Go Digital ?
 According to a survey conducted by the World Federation of
Advertisers (WFA), among 50 top global advertisers with a combined
spend of $60 billion, 75% of Chief Marketing Officers (CMOs) think digital
marketing is NOT effective***.
 The same survey also reports that 66% of the CMOs are likely to increase
their digital spend
*** For large firms with direct sales teams the role digital marketing plays can be a support role.
For Startups / SMEs with small sales teams Digital Marketing can offer them an advantage to
reach a wider audience economically and compete with larger firms.
FORTUNE LABS
www.FortuneLabs.io

Why Go Digital ?
 ACTIVITIES
Do complete the following activities.
Activity 1. Use Slide 23 as a reference
 1.1 Identify 2-3 Digital Services Providers / Products that are essential for launching
digital campaigns
 1.2 Create a Digital Resources Costing Table. This will be useful in the next section in
creating a Digital Marketing Plan.
FORTUNE LABS
www.FortuneLabs.io

CROWD SOURCING IDEAS / EXPERTISE
We welcome constructive advice and ideas from anyone with
expertise in any domain of Digital Marketing. Kindly review the Course
and share their ideas and comments.
THANK YOU

Free Digital Marketing Course

More Related Content

Free Digital Marketing Course