Lesson 1: Principles of Digital Marketing
Language & Memes
"The heart of creating resonating content". You should go beyond the simple language barriers that you need to overcome to enter new markets and look at how people actually talk, and the words, expressions, and memes they use to express feelings & Ideas.
Email & automation marketing
* Used for conversation and loyalty. *reach out to customers at the right time to lead them to a conversion destination, such as a landing page
Social Media
*Facebook *Twitter *Instagram *Tumblr *Pinterest *Linkedin
Behavioral Data can Include:
*Online activities such as social media use *Website visits *Product and content use *Where they click *What the usual consumer path is on your site *Other relevant buying habits including brand preferences and product usage
Benefits of owned media
*cost efficiency *flexibility *longevity *power of developing a go-to platform for your audience
Traditional marketing includes
*direct marketing *oudoor *print *tv & radio broadcasts *word of mouth
Benefits of earned media include
*it creates credibility *is organic *tends to live on longer than paid or owned media
Common email objectives:
*raising interest *converting sales and retaining customers by providing additional value to the brand and product.
Audience research platforms include:
*social media *Marketing Research companies *Survey Providers *Behavior analytics Platforms
Things you should ask yourself when considering owned media are:
*what am I going to talk about? *what do I want people to see? *What type of message do I want to get across to my audience?
Achievable Objectives?
-challenging but reachable within the current available skills, budget, and time -cultural influences are considered
Different Stages
1. Awareness & Interest 2. Consideration & Conversation 3. Retention
Components of Digital Marketing
1. Content 2. Display & video advertising 3. Social media marketing 4. paid search 5. search engine optimization 6. Email marketiing 7. Automation 8. Analytics
Benefits of 360 Marketing Campaign
1. Covers entire buying cycle 2. Uses every point of contact 3. Optimizes for scale and relevance 4. implements both traditional & digital marketing
Three data types
1. Demographic 2. Psychographic 3. Behavioral All 3 will give you different insights on your audience
Porter's Competitive Forces
1. Industry Rivalry 2. Threat of Substitutes 3. Bargaining power of buyers 4. Bargaining power of suppliers 5. Barriers to entry
3i principles
1. Initiate 2. Iterate 3. Integrate
Two most important principles in Digital Marketing
1. Outbound 2. Inbound
5 main categories where we can compare traditional and digital media:
1. Reach 2. Frequency 3. Engagement 4. Relationship 5. Method
Platforms involved in competitive research
1. Social Media 2. competitor assets 3. search 4. content analysis
Types of digital marketing available today:
1. email and automation marketing 2. paid search (PPC) 3. Organic Search (SEO) 4. Website Optimization 5. Display Advertising Content Marketing 6. Social media Marketing
Digital marketing is comprised with three difference media channels
1. owned 2. Paid 3. Earned
Common tools for cultural research
1. social media conversations 2. research 3. dedicated platforms
Tools to track industry trends
1. social media monitoring 2. Market research reports 3. Search analysis 4.Academic research
3 insights that you want to look for
1. strategy 2. target market 3. message
Tips to making your objectives specific:
1. think simple, sensible, and significant 2. write down a summary of your goal and reshape it to be a specific and clear as possible 3. the goal should describe an action that involves the customer 4. a unique objective is clearer and more realistic than having too many that will dilute your impact and focus
survey
A study, generally in the form of an interview or questionnaire, that provides researchers with information about their product or a specific trend you are interested in
Threat of substitutes
Availability of substitute products will limit your ability to raise prices.
Three main consumer touch points
Awareness - being aware of your company Consideration - researching how your company fits in their life Conversion - making a purchase decision, or taking action
Five - Stage funnel for precise consumer targeting
Awareness: To communicate a benefit, and tell them about a brand, product, event, or offer Interest: To increase emotional engagement Consideration: To bring your company to the forefront of the choice Conversion: To convert intent into action Retention: To make the consumer feels special and increase the chances of recommendations
Paid Search (Inbound)
Because consumers turn to their search engine to find answers, being top of search engine results pages (SERPs) is a competitive advantage.
Outbound Marketing
Begins with the brand advertiser pushing out a message to a specified target audience with the objective being to drive awareness of a product or service
Plan next marketing effort
By predicting needs, you can increase customers' loyalty by providing them with a solution to future issue that they may face.
Content (Inbound)
Content that attracts interested consumers & encourages them to find out, learn, and research about your products and brand
Audience Research
Designed to establish the size, composition, and characteristics of a group of individuals who are, or could be, potential customer.
Geographic influence
Each country, city & neighborhood has its own ways of communicating it own historical influences, and its own perception of the world.
Geographic Influences
Each country, city, and neighborhood has its own ways of communicating, its own historical influences, and its own perception of the world
Good inbound marketing provides
Efficient and effective routes for your audience to come to your brand.
Iterate
Emphasizes the importance of tweaking a digital marketing campaign in response to user interaction.
Goal of Audience Research
Find consumer insights that can help you deliver on your campaign or business objectives Influence the buyer's journey
Search Engine Optimization (Inbound)
Good SEO means your content will be considered more relevant by search engine and will hopefully list your website closer to the top of the page in the organic, non-paid search results.
Referral:
Happen spontaneously. Involves promoting products or services to new customers through word of mouth
Demographics
Hard facts about audience Facts like: Male or female Age range Profession Married, single, divorced where they live whether they go to college
Historic & Current news
History, news, & events influence the direction taken by a cultural movement, and create a richer cultural experience
Relationship
How is the message received and perceived by the audience? The relationship between the media and the audience is defined by the nature of the message, and how targeted, familiar, and relevant it is to the audience
Frequency
How often the audience sees your media
Behavioral Data
How people use your products, or even how they navigate on your website, and how they use the different media that you want to use as your marketing channels
Owned Media promotes your brand...
In a very personal way by exhibiting your company's values and highlighting what the product or company does.
Which marketing principal is most important to digital marketing?
Inbound Marketing because it allows you to attract customers who consider your content or service relevant to them.
Industry Trends
Industry trend research involves monitoring changes and advancements that are taking place in and around an industry category in order to stay ahead of the competition
Industry Rivalry
Intense competition leads to reduced profit potential for companies in the same industry.
Cultural Research
Investigating the ways in which culture creates and transforms individual experiences, everyday life, social relations, and power
Direct Marketing
Involves promoting and selling directly to the end buyer from the manufacturer with no other media owner involved. For instance letters or flyers, coupons, brochures, and general any other print material delivered to a consumer's mailbox or hand.
Inbound Marketing
Involves trying to pull your audience towards your content, brand, or service. It is about attracting those people who are already interested in your product or service so that they seek you out and engage.
The strength of inbound marketing is "user intent". What is user intent?
It is the audience who have internal drive to take action to find your product.
Organic Search
Key tactic in digital marketing because it leads to discovery, awareness, interest, and conversion without paid effort
Content Marketing
Key to inbound marketing! Through content, consumers discover your brand values, experience, and world, and can identify with the brand but also learn more about the product and how it solves their problems
Psychographics
More detailed and more complex. They uncover anything that your audience might be interested in: their beliefs, life goals, or opinions
Marketing Functions summarized as:
Planning Awareness Conversion Retention Analysis and Optimization
Bargaining power of buyers
Powerful buyers have a significant impact on prices.
Bargaining power of suppliers
Powerful suppliers can demand premium prices and limit your profit.
Social Media Marketing
Primary channels for creating awareness and interest through content and social engagement
Time-bound objective
Set limits to the amount of time spent on particular objective
Outdoor
Similar to print but on a larger scale. These are billboards, bus stops, bus sides, building wraps, and installations
Individual Media
Social media, email, and aps. Even tho the medium is shared, content is customized for the individual.
Benefits of Cultural research
Some marketers may have a niche audience that share a similar culture and thus will focus on their code and value, while others promote products that can be sold across multiple cultures and get involved in cross-cultural marketing efforts.
Smart Objectives are:
Specific, Measurable, Achievable, Relevant, Time-bound
Initiate
States that the customer is starting and finishing point for all digital activities. "Let the customer decide"
Integrate
Taking your efforts across digital channels to drive and outcome that is great than the individual channels on their own.
Benefits of Audience Research
The ability to identify obstacles By being aware of obstacles you can develop appropriate, personalized content that is more relevant to your audience
Engagement
The level of which an audience can interact with the content. How invested is the audience when the message is received?
Buyer's Journey
The process buyers go through to become aware of, evaluate, and purchase a new product or service
Audience Listening
The process of monitoring what people are saying on digital media channels about your brand, your products, competitors
Earned Media
The ultimate goal for brands and digital marketers. It is where you have created a good piece of content, shared it through various platforms - including paid promotion - and now people are engaging with it and actively sharing it with their friends because they view it as important, relevant, interesting, or even funny
Digital Marketing
The use of new media or digital technology to achieve marketing and business goals.
The action of "user intent" is based on
Their own needs, and how and when they want to proceed with a sale or conversion
Barriers to entry
These act as a deterrent against new competitors.
Method
This can be made by pulling consumers through content or pushing content to them. Each channel will have a certain level of scope, depending on how the content is found and used, and how it influences the buyer's journey
Identify market opportunities
This information on consumer and competition behavior helps performance based on the audience communication style and medium, identifying market opportunities with new needs or values that become important to consume
This is advertising that uses physically printed media to reach consumers and prospects, such as newspapers, brochures and magazine ads
Communication style and medium
This is highly beneficial for companies by providing behavioral changes across many areas in the industry. It can inform a company that users are no longer reacting to tweets but are now engaging more with videos, that they are no longer using this platform but another, or that they are looking for new ways of solving a similar problem, for example.
Reach
Total number of different people exposed to the media. This helps define whether a media is more geared toward mass or individual reach. Reach covers whether the message is consumed by a number of people at the same time or only by one individual
Message
Understanding the competition's message will enable you to differentiate yourself from the competition. Brands with similar messages get less credit and visibility and cause confusion in consumers' minds. Your brand needs a differentiation element that will make it stand out at all stages of the buyer's journey.
Strategy
Understanding what media and content strategy your competition has adopted can help reduce friction and prevent overlapping throughout the process of competitive research
Target Market
Understanding your competitors' target audience more in-depth can provide insights on your own target audience and how it should differ, based on how your product solves the problem for them. It also can help you understand the challenge, depending on the similarity of your target audience.
Mass Media
When people are looking at cinema or tv, or listening to the radio, the experience of the message through these media is a group experience
Psychographics can include:
activities, interests, opinions, attitudes, values, lifestyle, and loyalty. It's about their lifestyle, their personality.
Active media are
any form of media where the consumer can physically engage with the content, such as facebook, twitter, and google.
Traditional Media
because of its importance, cost, and reach, can complement digital strategy by bringing legitimacy to products and brands that become part of the familiar scope
Outbound paid media is useful for
building awareness and generating familiarity, as it provides the basis for audience reach, ad repetition, and defined audience targeting.
With inbound marketing customers find you through...?
channels such as blogs, search engines, email subscriptions, word of mouth, and online reviews/recommendations.
Paid Media
comprises any form of media designed to promote your brand or content on the internet for a fee ex. social media advertising, paid search, display adverts, or paid influencers
Automation (Inbound)
digital marketers can set up campaigns to automatically engage prospects and customers at key times using email marketing and social media channels. You can set up a workflow which is a number of rules for sending emails or delivering social content to different people on your prospect or customer list to keep them engaged with your brand as they come to a purchase decision.
Inbound paid media like paid search and types of remarking are great ways to
drive sales and conversions. However, with the advent of ad blockers, for example, there are challenges to the efficacy of paid media, particularly with today's ad saturation and the ability to skip or report ads.
Analytics (Inbound)
enables you to connect each campaign, visits, and conversions, and tie it all together to understand the consumer journey through your marketing channels and sales funnel. Different campaign analytics tools are incorporated in the various social media platforms, search engines and email service provider
Social Media Marketing (outbound)
enables you to create a real connection with consumers, keep them informed, and make it easy for them to reach your website, ask for information, and provide feedback. Social media allows you to showcase your brand's personality and connections with other companies, influencers, and causes, making your company more relatable.
Display & video advertising (outbound)
engaging banner and audio-visual formats displayed to audiences who fit a certain profile on channels across the web
Traditional Media or old media
established or traditional means of mass communication, especially compared with digital methods.
As an inbound marketer you're attempting to...
find ways to create the conditions where people are drawn to your brand via your content, with the objective of turning them into a customer
Earned Media
free publicity generated by consumers, PR, influencers, and people who speak about and share content related to your brand or product. People promote your brand because they like you
Analysis & Optimization
gather data and find insights to change the existing planning and inform future Digital marketing strategy plans. This last function is important for presenting the success of the strategy to the broader business organization. It is the role of the analyst to understand marketing results in terms of their impact on wider business objectives.
The socio-economic date In demographics includes
gender, age, income level, occupation, marital status, location, number of children, education, religion, family size, ethnicity, nationality, social class, industry, number of computers, and generation.
3i principles are designed to:
get you to think about a digital marketing strategy or campaign from start to finish.
Measurable objectives?
have an obtainable goal that can be measured using numbers - for example, increase website visits by 10%.
Having a specific objective means?
having a well-defined and clear goal, stating exactly what you aim to achieve. Anyone who reads it can understand it.
Paid Search
help you get high value traffic and clicks from an interested audience
Awareness
increase the number of people who know your business and it offering. This function aims to create relevancy of a product/brand/company to potential customers
Social Media
infinite source of insights, conversations, hashtags, mentions, reviews, comment, and so on
Cultural Research involves
investigating the ways in which culture creates and transforms individual experiences, everyday life, social relations, and power
website optimization
is essential to create an environment where visitors can engage with your brand content and easily take valuable action on your site such as buying a product or contacting your team with minimal fuss
Broadcast
known as air advertising. The primary revenue generator for commercial television and radio stations Ex: film, tv, product placement, program sponsorship, cinema, and radio
Research can help
make informed decisions about what channels you should use and prioritize
360 Marketing
marketing plan that is both online and offline, across all digital channels, on social media, and anywhere that your customer spends time.
Paid Media
media or advertising that you have paid for to drive banner and video visibility, or clicks and traffic, to your product, website, or serive
Digital marketing leads to
more active media engagement because of the nature of the formats and channels it involves
Retention
nurture existing customers to increase their loyalty. This function is about nurturing by providing extra content, experience, promotions, and so on. By providing added value to your product brand and experience, you are likely to encourage customers to come back on their own terms because they like your brand or offering.
When planning on overall media strategy, depending on the goals, marketers will create more engaging ad formats on media that appeal to a more
passive audience
Search
powerful insight into how people find a product and what they are looking for. By analyzing searches, you can know what the consumer problem is and how it is solved
Competitive Research
provides insight into what competition is doing in terms of marketing, what their message and positioning is, how well they are received, what part of the market they are targeting, and the success they are achieving online
Outbound marketing is done by something known as "Drive Product Recall": And Achieved through:
rapidly spreading word of the campaign product or service to the target audience using, for example, visual display banner and video formats multiple times to ensure people remember the product audience reach and repetition
Influential figures & movements
revolve around icons who are famous specifically within the group. Each country, subculture, or fashion trend is created and grows around a number of individuals who have actively been involved in the development of the cultural movement, either historically or currently
Planning
set time-bound actions that will lead to achieving your marketing objective. For this function, marketing needs to work closely with the product and business team to understand and align with their goals. It also provides an insight into the best direction to develop and adds value to the decision-making process by bringing the consumer and community perspective into the discussion.
Earned media comprises
shares, reviews, mentions, and reposts; anything that allows your content to appear on people's social media timelines.
Display Advertising
targeting capabilities of online display, companies can target audience interest, age, gender, community, keywords, and more.
Website Optimization
the art of creating - and continuously improving - websites to optimize the visitor experience, resulting in high visitor satisfaction, better user experience, and high repeat visit and conversion rates. Having a useful and functional website is key, because if your website is not optimized, it will result in the customer having a bad experience or finding it difficult to purchase from you.
Email Marketing (Inbound)
the channel that allows you to reach out to subscribed consumers who want to hear from you.
Relevant Objectives?
the marketing objectives should tie in nicely with the business objectives.
Owned media
the media that you create and manage
Marketing Research
the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Conversion
turn an individual within an audience from a prospect to a lead or customer. This function is more tactical and requires less creative differentiation.
Behavior Analytics
uses data about people's behaviors to understand intent and predict future actions
Marketing Functions
various roles of a marketing team in helping a business promote their brand and products by differentiating them from competitors' products.
Competitor Assets
visiting your competitors website, downloading their white papers or quarterly reports, listening to their webcasts or podcasts, and participating in their own events is a great way to understand their business, How they position themselves, and how they deliver the message
Content Analysis
you can use tools to monitor other forms of content that your competition is distributing. This can help you understand their media strategy. You can follow their newsletter with Owletter, use Kompyte to track their website changes, and so on.