Digital Marketing
disadvantages of email marketing
- Deliverability - Render-ability - Open rates can be misleading - Email response decay
5 D's of Digital Marketing
- Digital devices (phones, tablets, computers, etc.) - Digital platforms (Facebook, Instagram, Google, etc.) - Digital media (advertising, social networks, email, search engines) - Digital data (audience profiles and their interactions with businesses) - Digital technology (technology to create interactive experiences on websites, apps, emails, etc.)
Main types of strategic marketing initiatives
- New customer proposition - Customer acquisition - Customer conversion and customer experience initiatives - Customer development and growth strategic initiatives - Social media, and content marketing - Enhanced marketing capabilities through site infrastructure improvements - Resourcing and governance strategies
Why examine the macro-environment?
- The most important task is to carry out a thorough assessment of the forces that are shaping the online marketing environment and identify which forces have implications for marketing planning and strategic initiatives. - Be aware of social changes - Monitor and respond effectively in order to create differentiation
five different classes of online feedback tools
- Website feedback tools - Site-user intent-satisfaction surveys - Crowdsourcing product-opinion software - Simple page or concept feedback tools - General online survey tools
responsibilities for customer experience and site management
- Who owns the process? - Who owns the content? - Who owns the format? - Who owns the technology?
advantages of email marketing
-Extremely cost effective due to a low cost per contact. -Highly targeted -Customizable on a mass scale. -Completely measurable.
In order to make the best use of digital channels, there are three priorities for retail businesses:
1. Eliminate silos and create seamless experiences 2. Increase opportunities to digitally interact 3. Analyze and measure consumer behavior
Planning or Managing a Campaign
1. Goal setting & tracking 2. Campaign insight 3. Segmentation on & Targeting 4. Offer & message development 5. Budgeting & selecting media mix 6. Integration into overall plan
Two rules for naming online brands:
1. Law of the Common Name 2. Law of the Proper Name
elements of site design
1. Site design and structure - the overall structure of the site. 2. Page design - the layout of individual pages. 3. Content design - how the text and graphic content on each page is designed. Coherence: simplicity of design, easy to read, use of categories Complexity: different categories of text. Legibility: use of 'mini home page' on every subsequent page, same menu on every page, site map.
Benefits of CIAM
1. Streamline new customer acquisition and registration processes through social log-in 2. Manage user consent to meet compliance with global privacy requirements 3. Provide user-centric capabilities for preference management 4. Integrate with other systems and report on performance
Five questions about integration you must ask when creating a campaign:
1. consistent branding and messaging 2. varying the offer, messaging, and creative through the campaign 3. frequency and interval of communications 4. sequencing of communication 5. optimizing timing
functionality of digital presence
1. transactional e-commerce 2. services oriented relationship building for lead building 3. brand building 4. publisher or media site 5. social network or community
Ansoff Matrix
A Matrix looking at growth potential of a firms products. It classifies strategies into market penetration, new product development, market development and diversification and measures the degree of risk associated with each strategy.
CIAM (customer identity and access management)
A category of application for managing user access and consent to online information and services typically known as social log-in or sign-on
paid-search marketing
A company pays to be featured at a prominent place in the results pages (pay-per click, cost-per-click, contextual ads, sponsored listings)
differential advantage
A desirable attribute of a product offering that is not currently matched by competitor offerings
Customer experience management (CXM)
A holistic approach to managing customer experience and customer engagement across digital and non-digital touchpoints including web, mobile and social digital platforms, in store and by call centers
competitor benchmarking
A method of researching competitors and industry leaders for strategies, practices and services that help in establishing comparison and benchmark for performance.
Integrated Marketing
A planned approach to achieve communications goals by delivering consistent, coherent messaging, creative and branding to audiences across different channels and media placements. Creative treatments and interactivity should be designed to take advantage of specific channels such as social networks, email or website to make them more effective
prototype
A preliminary version of part, or a framework of all, of a website, which can be reviewed by its target audience or the marketing team
perfomance management system
A process used to evaluate and improve the efficiency and effectiveness of an organization and its processes
Econometric modeling
A quantitative technique to evaluate the past influence or predict the future influence on a dependent variable of independent variables, which may include product, price, promotions and the level and mix of media investments
Online business model
A summary of how a company will generate a profit identifying its core product or service value proposition, target customers in different markets, position in the competitive online marketplace or value chain and its projections for revenue and costs
Demand Analysis
A type of research used to estimate how much customer demand there is for a particular product and understand the factors driving that demand.
Digital Marketing
Achieving marketing objectives through applying digital media, data and technology
Advantages of Paid Marketing
Advertiser doesn't pay for ad to be displayed, PPC advertising is highly. targeted, Good accountability, Predictable, Technically simpler than SEO, Remarketing, Prospecting with customer match, Speed, Branding
co-branding
An arrangement between two or more companies that agree to jointly display content and perform joint promotion using brand logos, email marketing or banner advertisements. The aim is that the brands are strengthened if they are complementary. Co-branding is often a reciprocal arrangement, which can occur without payment as part of a wider agreement between partners
Client discovery process
An initiative to learn what a client or brand needs from a campaign, their strategic initiatives that it must align with, their goals and their marketing outcomes
Digital Revenue Models
CPM, CPC, Sponsorship, Cost Per Acquisition, Transaction Fee Revenue, Digital rights management, Subscriber
Social CRM
CRM that includes social networking elements and gives the customer much more power and control in the customer/vendor relationship
Technological Forces
Changes in technology that influence marketing opportunities, create new product development opportunities, introduce new ways to access target markets through channel integration, and create new forms of access ...
situation analysis
Collection and review of information about an organization's external environment and internal resources and processes in order to refine its strategy
Digital Media
Communications are facilitated through content and interactive services delivered by different digital technology platforms including the Internet, web, mobile phone, TV and digital signage.
Disadvantages of Paid Marketing
Competitive and expensive, Inappropriate, Requires specialist knowledge, Time-consuming, Irrelevant
multichannel marketing
Customer communications and product distribution supported by a combination of digital and traditional channels at different points in the buying cycle or 'path to purchase
Customer engagement and distribution strategy
Customer engagement strategy Social media strategy Social media optimization Distribution channels Clicks and mortar Clicks only
Digital Analytics
Data Techniques used to assess and improve the contribution of digital marketing to a business, including reviewing traffic volume, referrals, clickstreams, online reach data, customer satisfaction surveys, leads and sales
Social Forces
Demographic profile and cultural factors World population Changes in population Demographic trends The social exclusion → part of society is excluded from the facilities available to the remainder
Media Fragmentation
Describes a trend to increasing choice and consumption of a range of media in terms of different channels such as web and mobile and also within channels, for example more TV channels, radio stations, magazines, more websites. Media fragmentation implies increased difficulty in reaching target audiences.
Legal Laws
Disability and Discriminatory on Law Intellectual Property Brand and Trademark Protections
Main types of phenomena that companies need to develop strategies for are:
Disintermediation Reintermediation Counter mediation
display advertising
Display ads are paid ad placements using graphical or rich media ad units within a web page to achieve goals of delivering brand awareness, familiarity, favorability and purchase intent. Many ads encourage interaction through prompting the viewer to interact or rollover to play videos, complete an online form or to view more details by clicking through to a site
Personas are
Fictional profiles that represent a particular target audience - thumbnail summary of the characteristics, needs, motivations and environment of typical website users a tool & "thumbnail" description of a type of person
strategy formulation
Formulation involves the identification of alternative strategies, a review of the merits of each of these options, and then select the strategy that has the best fit with a company's trading environment, its internal resources, and capabilities. Companies should be realistic about what their strategies can achieve and must base digital strategies on sound logic and thorough analysis
organic social media marketing
Involves using social networks and customer communities to develop relationships, share positive opinions through social media amplification and manage negative social media comments
For the marketer or PR professional managing PR, the main differences are:
Less easy to control, More options to create their own stories, Need for faster response, Opportunity for proactive real-time campaigns, Easier to monitor
Social Media Strategy
Listen and manage reputation, transform the brand through social media, acquire new customers, increase sales to existing customers, deliver customer service
Continuous or 'always-on' digital communications activities
Long-term use of e-marketing communications intended to generate site visitors for customer acquisition (such as search engine, affiliate marketing and online sponsorship) and retention (for example, e-newsletter marketing).
Economic forces
Market growth and employment Economic growth Interest and exchange rates Globalization
Key external influences
Market structure and demand Competitor strategies Opportunities and threats
Online Marketing
Marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs.
Digital Marketing metrics
Measures that indicate the effectiveness of digital marketing activities integrated across different channels and platforms in meeting customer, business and marketing objectives
Social Media Marketing
Monitoring and facilitating customer-to-customer interaction and participation throughout the web to encourage positive engagement with a company and its brands. Interactions may occur on a company site, social networks and other third-party sites.
Digital media channel
Online communications technique such as search engine marketing affiliate marketing and display advertising used to engage web users on third-party sites: encourage them to visit an organisation's site or purchase through traditional channels such as by phone or in-store
viral marketing
Online viral marketing, or buzz marketing, is a form of electronic word-of-mouth marketing. Brands and promotions are discussed and awareness of them transmitted in two main forms, either as pass-along email or discussion in a social network
Macro-environmental Forces
Political forces Economic forces Social forces Technological forces Legal forces
Legal Forces
Privacy and data protection Notifications Anti-spam legislation Contact & profile information Platform usage information Behavioral information
Digital Transformation
Process of reimagining a company's business model and operations to become a digital enterprise
search engine marketing (SEM)
Promoting an organization through search engines to meet its objectives by delivering relevant con tent in the search listings for searchers and encouraging them to click through to a destination site
RFM analysis
RFM (recency, frequency, monetary) analysis is a marketing technique used to determine quantitatively which customers are the best ones by examining how recently a customer has purchased (recency), how often they purchase (frequency), and how much the customer spends (monetary).
Advantages of online advertising:
Reach to drive awareness • Direct response • Retargeting • Advertising now available for smaller advertisers • Indirect response • Media-multiplier or halo effect • Achieving brand interactions • Targeting • Cost • Dynamic updates to ad campaigns • Accountability
Disadvantages of online advertising:
Relatively low click-through rates • Relatively high costs or low efficiency • Brand reputation
six main digital media channels
SEM, Online public relations, online partnerships, interactive display advertising, opt-in email marketing, social media marketing
Two types of SEM
SEO (Search Engine Optimization) and PPC (Paid Per Click)
Navigational (or brand) search
Searchers use a search engine such as Google to find information deeper within a company site by appending a qualifier such as a product name to the brand or site name. Organizations need to check that relevant pages are available in the search results pages for these situations
Aspects of strategy development:
Situation review Goal and objective setting Strategy formulation
Media Channels
Specific medium used in reaching intended audience, such as newspapers, radio stations, television stations, etc.
SMART goals
Specific, Measurable, Attainable, Realistic, Timely
Two different types of marketing research:
Tagging: Tracking of origin of customers and their spending patterns Digital attribution: Refers to assigning value to a set of individual actions in a multichannel digital environment
web merchandising
The aims of web merchandising are to maximise the sales potential of an online store for each visitor. This means connecting the right offer to the right visitor, and remembering that the online store is part of broader experience including online and offline advertising, in- store visits, customer service and delivery
Brand equity
The assets (or liabilities) linked to a brand's name and symbol that add to (or subtract from) a service
Four key differences between online PR and traditional PR are fundamentals of online that remain true today:
The audience is connected to organizations, members of the audience are connected to each other, audience has access to other information, Audiences pull information
Digital asset
The graphical and interactive material that supports a campaign displayed on third-party sites and on microsites. Includes display ads, email templates, video, audio and other interactive media such as Flash animations.
Public Relations (PR)
The management function that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance.
Natural or organic listings
The pages listing results from a search engine query which are displayed in a sequence according to relevance of match between the keyword phrase typed into a search engine and a web page according to a ranking algorithm used by the search engine
Branding
The process by which companies distinguish their product offerings from the competition by the sum of the characteristics of the product or service as perceived by the custome
Conversion Rate Optimization (CRO)
The process of improving your site conversion using design techniques, key optimization principles, and testing. It involves creating an experience for your website visitors that will convert them into customers. CRO is most often applied to web page or landing page optimization, but it can also be applied to social media, CTAs, and other parts of your marketing.
customer journey/lifecycle
The sequence of online and offline touchpoints a customer or buyer persona takes during a buying process or broader customer experience.
internet-based market research
The use of online questionnaires and focus groups to assess customer perceptions of a website or broader makerting issues
artificial intelligence
Type of software that can process information on its own without human intervention.
Persuasion marketing
Using design elements such as layout, copy and typography together with promotional messages to encourage site users to follow particular paths and specific actions rather than giving them complete choice in their navigation
conversion marketing
Using marketing communications to maximize conversion of potential customers to actual customers
personalization
Web-based personalization involves delivering customized content for the individual, through web pages, email or mobile push notifications
Planning Framework
Where are we now? Where do we want to be? How do we get there? How exactly do we get there? The details of tactics, who does what and when? How do we monitor performance?
digital customer experience
a brands total digital experience includes a brands presence on different platforms including desktop website, , mobile site, and apps, ads on gaming platforms and digital in-store. Quality based on rational and emotional factors.
Performance Marketing
a broader term including other online paid media such as display advertising and biddable media including pay-per-click and programmatic advertising.
online sponsorship
a commitment to advertise on a third-party website for an extended period
social commerce
a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services
demographic variables
age, gender, race, ethnicity, income, education, occupation, family size, family life cycle, religion, social class
competitor analysis
an organized approach for evaluating the strengths and weaknesses of current or potential competitors' marketing strategies
offline advertising
appears in conventional media to drive traffic to a website
Competitive Forces
bargaining power of buyers, bargaining power of suppliers, competitive rivalry, substitutes, threat of new entrants
Click ecosystem
behavior or flow of online visitors between search engines and other intermediaries to an organization and its competitor
affiliate marketing
commission-based arrangement where referring sites receive a commission on sales or leads by merchants.
Customer touchpoint
communications channels with which companies interact directly with prospects and customers Builds trust and loyalty Personalization Allows us to learn more about our customers
challenges of digital communication
complexity, responding to competitors, responding to changes in technology and marketing platforms, cost, attention
Digital Marketing Strategy
customer segmentation - targeting - positioning - online value proposition
customer life cycle
customer selection, customer acquisition, activation, customer retention, customer extension
permission marketing
customers agree to be involved in an organizations marketing activities, usually as result of an incentive.
Channel marketing strategy
defines how a company should set specific objectives for digital channels and how they integrate with traditional channels, including web, mobile, and social media, and vary its proposition and communications for this channel
Internet of Things
describes a system in which everyday objects are connected to the internet and in turn are able to communicate information throughout an interconnected system
one-to-one marketing
developing a unique mix of goods and services for each individual customer
word of mouth marketing
giving people a reason to talk about your products and services and making it easier for that conversation to take place.It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications
Digital disruptors
innovations in digital media, data and marketing technology which enable a change to a new basis for competition in a market or across markets
Benefits of Digital Marketing
interactivity, intelligence, individualization, integration, industry restructuring, independence of location
resource analysis
involves assessing the capabilities of the organization to deliver its digital services. Resource analysis should include: Financial resources Technology infrastructure resources Data and insight resources Human resources Strengths and weaknesses
Demand and Gap Analysis
involves understanding the potential and the actual volume of visitors to an online presence and the extent to which prospects convert to tactical and strategic outcomes, e.g. lead generation and sales
disadvantages of SEO
lack of predictability, time for results to be implemented, complexity and dynamic nature, ongoing investment, poor for developing awareness in comparison with other media channels
Customer-engagement marketing
making the brand a meaningful part of consumers' conversations and lives by fostering direct and continuous customer involvement in shaping brand conversations, experiences, and community
content marketing
marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it's time to buy what you sell
Web accessibility
means that people with disabilities, including visual, auditory, physical, speech, cognitive, and neurological disabilities, can use the web
disadvantages of online PR
not controlled discipline negative comments
types of marketing
permission marketing, interruption marketing, content marketing
psychographic & behavioral variables
personality attributes, motives, lifestyles, attitudes, risk aversion, innovativeness, beliefs, knowledge, perceptions
Performance Measurement system
process by which metrics are defined, collected, disseminated and actioned
Extended marketing mix
product, price, place, promotion, people, process, physical evidence
advantages of online PR
reach cost credibility seo brand enhancement brand protection
"Big data" for marketing
refers to applications to gain value from the increasing Volume, Velocity and Variety of data integrated from different sources. Enhance insight to deliver more relevant communications Data Volume Date Velocity Data Variety
positioning
refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors. This is determined by the chosen market segmentation, the actual target market, and the differential advantage offered by the product or service
Contextual Marketing
relevant communications are delivered consistent with the context of the recipient which can depend on their location, time or place.
Customer Engagement
repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand
Improving SEO
search engine submission, index inclusion, key phrase analysis, on-page optimization, external linking, SEO for mobile devices
email marketing
sending highly targeted, highly personalized, relationship-building marketing messages via email
Advantages of SEO
significant traffic driver, highly targeted, potentially low-cost visitors, Dynamic: the search engine
General Factors designers consider
site style, personality, & visual design
Content Management System (CMS)
software tool for creating, editing and updating documents accessed by intranet, extranet or Internet.
Localization
tailoring of website info for individual countries
Marketing Environment
the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers
Propensity modeling
the approach of evaluating customer characteristics and behavior and then making recommendations for future products.
e-commerce
the buying and selling of goods over the internet
inbound marketing
the customer is proactive in actively seeking out a solution and interactions with brands are attracted through content, search and social media marketing.
price transparency
the ease with which consumers can find out the variety of prices in a market
Customer Analysis
the examination and evaluation of consumer needs, desires, and wants
lifetime value of a customer
the potential profit a single customer's purchase of a firm's products generates over the customer's lifetime
Environmental scanning
the process of continuously monitoring and analyzing events in organization environments, that have implications for planning
social selling
using online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance
Offline promotion
using traditional media such as TV, radio and print to direct visitors to an online presence
