ESCI International Marketing

Main advantages of Digital Marketing

- Flexibility - Affordable costs - Specific Segmentation - Measurement

Objectives of Digital Marketing

- Launch a new product - Get new clients - Optimize the conversion funnel - Make clients more loyal - Increase sales - Internationalization - Increment market share

Exam example of sensory and neuromarketing (dunkin donuts flavor radio):

- Machine that releases a coffee aroma - When a dunkin donuts ad plays on the radio, a coffee aroma is released - Reesults: visitors increased 16%, sales increased 29% - Results: people are starting to think of dunkin donuts when they think of coffee

Uses of NeuroMarketing

- Packaging o Ex: consumers associate matte packaging with healthier products and shiny packaging with unhealthy products - Color is key o Neuromarketing divides colors into subgroups as a guide of how they may be used effectively (Yellow=optimism, orange=friendly) - Satisfaction evaluation o EX: if a costumer is expierencing - Ad efficiency o EX: The ad campaign that elicited the highest amount of brain activity let to significantly higher calls to the hotline - Heat-maps o Discover where people look - Anchoring o First piece of information your customer receives is highly important - Hidden responses - Memorable headlines o When a familiar phrase is slightly altered, our hippocampus is activated, and our attention is piqued

Challenges of Int. Mkt

- competition in the foreign mkt -varied consumer behavior -gov controls and legal restraints

Benefits of Int. mkt

- competition within the national mkt is becoming too intense - sales and profits are declining in national mkts -increase the product lifecycle for products with a lifecycle coming to an end -overseas markets contain similar market segmentation

Social Media trends:

- growth of ephemeral content o targets Gen Z because - micro influencers boom o Less than 100k followers o Attractive because inexpensive, niche content - AI o Chat bots! - user-generated content o Consumer who creates the publicity - Instagram removes likes o Removed likes so that way companies have to pay for ads in order to have access to data (likes)

Disadvantages of Outbound Marketing

- intrusive, aggressive, unidirectional

Keys to Email Marketing Campaign

1. Find an eye-catching title 2. Less is more 3. Put the logo at the beginning 4. Call to action 5. Social Media buttons 6. Data in the footer 7. Unsubscribe button

Digital Marketing Trends

1. Growth of ephemeral content (growth of content that does not last) a. Example: Snapchat > Instagram Stories > Tik Tok 2. Voice Search SEO 3. Organic reach is dead (compared to paid) 4. E-commerce Boom 5. Mobile is the priority

Product lifecycle

1. Introduction 2. Growth 3. Maturity 4. Decline

First discipline of Digital Marketing

1. Search Engine Optimization: optimize the search engines in order to put a company at the top of the searching list o Practice of increasing the quantity and quality of traffic to your website through organic search engine results o SEO on page- a list of things we can do to make our website appear first § Well-developed website, indexability o SEO off page- Backlinks (if other companies mention your website)

The Social Media Plan

1. Social Media Audit- identify competitors on media and understand what they do 2. Target Identification a. Buyer Persona: creating your ideal customer 3. Set Objectives 4. Setting KPI's 5. Choosing channels a. Where our target audience is 6. "Content is the king" a. Value content: focus on user, not the brand i. Offers detailed help on how to solve a problem b. Educational content: warns about problems, talks openly about product/service features i. Educates the target audience how the product service can help solve their problem c. Creative content: speaks directly to the emotions of the audience i. In most cases use humors d. Promotional content: sole purpose is to encourage a transaction i. It is aimed towards users who already know of the product 7. Scheduling content 8. Measuring

Organization of Social Media Department

1. Social Media Manager a. Community Manager b. Content Manager c. Social Media Strategist

Key Steps to Content Marketing:

1. Understand your Audience a. Buyer Persona > creating our ideal customer 2. Keyword Research a. "What are users searching for when they are in need of a product?" b. Integrate keywords into blogs and content published 3. Identify effective content a. What sort of content will my audience respond to? b. What are users looking for? c. What format does your audience prefer? 4. Develop your brand's voice a. Most successful brands develop a personality that users can identify with b. Decide what kind of voice your brand should have: friendly, funny and formal 5. Stay Consistent a. Consumers trust brands they can recognize

Augmented Reality

Application of virtual elements to the real world - Ar is in the real world, and you apply elements of the virtual world

Virtual reality

Dive into the virtual world with a headset

Fourth discipline of Digital Marketing

Email Marketing: the use of mass email to promote a business' products or services a. Maintain contact with clients, send news or updates, keep the brand at their top of mind, collect opinions and to generate engagement

Example of international mkt strat

Globalization - Product adaptation, differentiation (going local in terms of product, ex. mcD's food)

Tik Tok ads

In-feed ads: while user scrolls through FYP (9-15 seconds) Topview ads: video first format ads are 60 seconds long and appear immedtaiely after the user opens the tiktok app Branded hastah challenge ads: Branded Effected: brands are able to create shareable stickers, filters and special effects to promote themselves- goal is to create user-generated content and engagement

Internet of Things

Interconnection of devices and objects through the internet, where all of them can be visible and interact with each other

Blockchain

Main thing that indicates the 4th industrial revolution. most known usage of blockchain today is Bitcoin

What makes marketing interesting in the international arena?

Marketers must implement the elements of marketing (4 p's) whilst keeping in mind the uncontrollable elements of the marketplace (completion, politics, laws, consumer behavior, tech) in a way that marketing objectives are achieved.

Trend Takeover

Paid social media marketing displayed alongside whats trending topic during 24-hours

Promoted Ads

Paid social media marketing ordinary tweets purchased by advertisers who want to reach a wider group of users or spark engagement from their exisiting followers

Industrial Revolution (4th):

Range of new technologies that are fusing the physical, digital, and biological worlds, impacting all disciplines, economies and industries and even challenging ideas about what it means to be human

Twitter Campaigns

Reach campaign: Video views Campaign: increase views Pre-roll views campaign: video that goes before a video starts App installs campaign: install an ad Website clicks campaign: goal is to generate website traffic Engagement campaign: retweet or like Follower's campaign App re-engagements campaign

Second discipline of Digital Marketing

Search engine marketing: Promotion of a website in search engines by using paid ads through platforms such as Google Ads a. Its an intrusive practice b. Consumer use advertising blockers c. It only works whilst you pay d. Many companies compete for the same keywords

Youtube Ads

Skippable in-streams ads: before, during or after video that u can skip Non- Skippable in-streams ads: same but you cant skip (15 secs) Bumper ads: 6 second ads, non skippable that happen before a video Discovery ads: similar to google search ads, appears amondst search results Non-video ads: (banners)

Third discipline of Digital Marketing

Social Media Marketing: a. Brands are "intruders of social media"

Is Outbound or Inbound marketing better?

The optimal solution is to use both in parallel to achieve the same goal (attract costumers) - Outbound is short-term - inbound is long-term

3 tiers of non customers

The universe of noncustomers typically offers blue ocean opportunities. 1. First tier is closest to the current market, Soon to Be a. Buyers who minimally purchase an industry's offering out of necessity but are mentally noncustomers of the industry 2. Second tier, Refusing a. People who refuse to use an industry's offering. They are buyers who have seen the current offering as an option to fulfill their needs but have decided against participating 3. Third tier, Unexplored a. Noncustomers who have never considered the markets offering as an option

Red Ocean Strategy

When a company competes in an existing market and its main purpose is to fight and beat the competition

Social Media Marketing

a set of digital strategies and tools that generate an interactive dialogue

Outbound marketing

a set of marketing actions which objective is to attract consumers with direct and unidirectional methods

Content Marketing

a strategic approach focused on creating and distributing valuable, consistent, and relevant content to attract and retain a clearly defined audience

Examples of Outbound marketing

cold-calling, flyers

Real time Bidding

companies bid to place their ads on websites with super high traffic and allocates these advertisers and ads depending on how much they are willing to pay

Blue Ocean Strategy

creating a completely new market space. Created by launching new offerings, with the aim to make the competition irrelevant

International Marketing

extension of a companys local strat.

3D printing

manufacture of products through a 3D mold that is designed on a computer

EGG

measures electrical activity in the brain which is associated with increased or reduced focused and/or excitement a. More used than FMRI because it can be conducted easily and from anywhere

FMRI

neuromarking tool that measures brain activity by detecting changes in blood flow in response to stimuli a. Yields very accurate data but its challenging for the following reasons i. Requires test subjects to lie completely still in a large MRI chamber

Neuromarketing

neuropsychology to market research, to study consumer's sensorimotor, cognitive, and affective response to marketing stimuli

Challenges of social media marketing:

o Evaluate the effectiveness of actions o Lack of time o Understand and interpret data o Stay up to date with trends o Think that everyone is a social media expert

Objectives of social media marketing:

o Improve brand image o Manage online reputation o Customer support o Capture leads o Increase sales

Advantages of Outbound Marketing

one-way, more spamming, wider audience, direct, short-term focused and sense of urgency

Follower Ads:

paid social media marketing type of campaign we use to gain more followers. Suggests twitter accounts that people don't followe

eye tracking

process of measuring either the point of gaze or the motion of an eye relative to the head

artifical intelligence

science of making machines intelligent. Aims to replicate in part, completely or even superiority, human intelligence. - offers personalized content to each user in a completely automatic way (example netfliex, chatbots, voice search (siri), Sales forecasting)

Sensory Marketing

the process of winning a customer's trust and attention by appealing to one of their five senses a. When two or more senses are combined, they amplify each other b. Vision- get emotional (happy, sad, afraid and angry) c. Smell- pleasant smells can improve mood by 40% d. Sound - varying tempos and volumes can affect consumers' perceptions e. Touch - using heavy, high-quality car stock for your mail advertisments f. Taste - ex; ikea

Programmatic and Addressable TV

the purchase of programmatic. Advertising applied to connected TV represents an evolution compared to the traditional model dominated by prime time, focused on the reservation of specific spaces and time slots - As a consequence, advertisers benefit from addressable TV, which allows messages to be tailored to different audience profiles

Display Advertising

type of online advertising in which the banner or graphic ad appears on a web page, usually at the top or side

Educational Content

warns about problems, talks openly about product/service features i. Educates the target audience how the product service can help solve their problem