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DJH Digital Marketing Plan

Why - What - To Whom - What Effect


Wann kommen Sie / Wann sollen SIe kommen?
Was sagen Sie ueber uns?
Wie buchen Sie?

Key Marketing Message

  1. Who are you
  2. Who do you want to reach?
  3. For what purpose are you communicating
  4. What do you want to say

What do they like?
Creating the right message
right channel

new model: Advertising = matchmaking

Also: Branding

Also: who will write and create?


We can accuratuly identify where the demand is through data

Reach consumer directly on almost all digital media platforms


Search Engines Marketing - SEM

A form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising and Search Engine Optimization (SEO)

SEO = Unpaid SEM**

1. Online page rank system: works by assessing the amount of quality inbound links to a webpage
ranking system sees an external link as an endorsement

They must be good and respectable links. Increase and maintain link popularity by improving the quantity and quality of inbound linksLinks - how to get them:

1a. Sending press releases via press release service - Business Wire and PR Newswire

1b. Guest blogging
reach out to publications that your prospects are already reading.
Try to find an appropriate blog. You can go to google and type i guest bogs and your industry. Once you identify the blogs, you can start reaching out to those editors and offer to write regular posts.

Another way: Linkedn - everyone should have their links in profile

2. must have right keywords in text.
SEO can be achieved by making sure that your website pages, titles, tags, content, and overall structure are optimized for target keywords. Develop a well-researched list of key terms and phrases

Google keyword research tools (check)

  1. Build content around the keywords.

4.. Technical: Create a Search Engine-friendly website structure technical barriers that prevent the search engine spider from accessing, indexing, and displaying your webpages on SERP. Make your web assets search engine friendly (also called: on-site SEO). Optimize content and codes of your webpages to target those key phrases

Paid Placement
Advertising - native advertsing
Sponsored content
Social Media

Unpaid Placement
Social Media
Earned Media (press / bloggers)
Owned Media - corporate website

Major SEM platforms

Google AdWords (Google analytics)
Yahoo! Bing Network

Digital Advertising

Online Display Advertising

Website display ads

CPM - cost per thousand (average clickthrough: 0.35 - 2%)
CPC - cost per click
CPA - cost per action
CPI - cost per interaction

Online Advertising Strategies:

Strategy based on web traffic and user insight

Market driven
Strategy based on market and consumer insights

Content Marketing


Search Engine Marketing - SEM

Demand initiated

Increasing visibility in search engine results pages (SERPs)


-paid advertising
-Search engine optimization (SEO)

Social Media

1. User generated content
Allow users to post and share pictures, videos, thoughts, feelings, and informatin

2. Online Social Network
Connect people to create onine social networks and virtual communities

Never treat social media as the same as other media channels.

Treat it as parallel universe to our physical world with its own set of rules, norms, cultures.

Social media is not about using social media for marketing but about managing a variety of activities on social media.

Communication on social media is both social and personal

Content Marketing

Creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience - and, ultimately, to drive profitable customer action

Why good for DJH?
Srategy based on market and consumer insights
Often used in mult-frong and highly coordinated intergrated marketing campaigns

A good choice when the results of traditional advertising campaigns are unclear or hard to measure

When the campaign goal is to raise awareness / engagement / knowledge

Used with limited advertising budget

Four types of content marketing strategies


Content Marketing Channels

Paid Placement
Advertising - Native Advertising
Sponsorship - Sponsored Content
Social Media - Social Media Marketing

Unpaid Placement
Social Media - World of Mouth
Earned Media - Coverage by Press / Bloggers
Owned Media - Corporate Website

Key Steps of Content Marketing

Research and Strategy

Business objectives, market condition, audience and consumer insights

Decide on theme and topic of content

Planning and Preparations

SEO, keywork / key phrase research, budget, technical issuess

Content Creation

Images, videos, articles, infograhics, e-books

Social Sharing is Crudial to Success of content marketing

Online Video Marketing

Important that they get shared.

-just post them on youtube
-Engage social media influencers
-rely on SEO

Video production. Ask these questions:

Core message and central concept:

What will resonate with your target audience

Where to post it? Youtube? ror just on your own site?

When posting, SEO is key for videos also, so manage the metadata around videos:

-machine-readable video title
-tag with keywords and ocmments


Influence Marketing

Social media has leveled the playing field, giving anyone an opportunity to have a voice.

Influencer Marketing delivers 11 times higher ROI than traditional forms of digital marketing.

Good: Microinfluencer with 1000 - 10,000 followwers.

Misperception: No, they don’t need millions of followers. Many micro influencers who have fewer follower also have tapped into highly credible niche audience.

Payment: Incentives or montetary rewards

App: Collaborate - allows brand owners and social media influencers to connect and instantly begin collaborating.

Pitfalls: Make sure brand image matches that of influencer and message being sent. Align marketing needs to the influencer’s niche and target audience

Planning influencer marketing:

Before engaging with influencers:

-establish goals tied to objectives for media marketing strategies

-establish specific key performance indicators for each goal

-Who are you trying to influenc and what are the socail media channels.

-identify and find influencers that this market witll trust.

-you must monitor and listen to the communication from the influencer

-influencers should post on their own media channels.

Companies to connect you with Influencers:



can’t measure
various websites for all hostels (measuring even harder)

Digital Media

What are they? Digital platforms connecting people via computer neworks

Defining features: