Digital Marketing Exam
audience research
Designed to establish the size, composition and characteristics of a group of individuals who are, or could be, potential customers This research is about the people and individuals who make up your target audience
Aligning the Buyer's Journey with channels: search engine optimization
SEO is most useful for discovery and researching activities on search engines 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
tools to track industry trends:academic research
Scholars study specific behavior by using hard data, theory, and testing, and then can develop insights into what the future of an industry is likely to be
SEO
Search Engine Optimization
Buyer's Journey 5 stage funnel
1. Awareness 2. Interest 3. Consideration 4. Conversion 5. Retention
benefits of conducting industry trend research
1. Keep up with the audience's communication style and medium. an 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 2. Identify market opportunities. 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 consumer They can help you to plan the next marketing strategies based on the predictive analysis of market trends 3. 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 A company needs to adapt to the existing trends of its market while looking for new trends that may present an opportunity
outdoor/print
A form of advertising that uses physically printed media to reach consumers, prospects Examples:newspapers, brochures, magazine ads Outdoor is print on a larger scale like billboards, bus sides, building wraps and installations
behavioural
About how people use your product or even how they navigate on your website and how they use the different media that you want to use as your marketing channels By observing what people do, and how they behave online, using your product or using your competitions products, you can understand the limitations of the user experience and perception to improve your message and overcome obstacles 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 website Other relevant buying habits including brand preference and product usage
Porter's Competitive Forces
According to Porter's Five Forces, customers, suppliers, substitutes, potential entrants, and competitors are crucial to evaluating industry trends and competition. Industry rivalry (degree of competition among existing firms): Intense competition leads to reduced profit potential for companies in the same industry. Threat of substitutes (products or services): Availability of substitute products will limit your ability to raise prices. 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. Barriers to entry (threat of new entrants): These act as a deterrent against new competitors.
cultural research: dedicated platforms
Another way to use digital media to develop your cultural research is to follow the consumer journey through content By finding and visiting niche websites, influencers' accounts, dedicated apps, bloggers, and forums, you can learn about all the previous issues we have already discussed, and see what values are most important to the cultural group This can be even prolonged by consuming other forms of media such as TV shows of movies that resonate with the audience.
audience listening tools
Audience listening is the process of monitoring what people are saying on digital media channels about your brand, your products, competitors Can help you devise a strategy that will influence consumers bases on what you've heard from listening to them
cultural research: research
Audience research firms will develop their own research on specific cultural groups and make it available for marketers.
Aligning the Buyer's Journey with channels: display and video advertising
Based on an outbound strategy, marketers and brands can drive awareness and consideration by using engaging banner and audio-visual formats displayed to audiences who fit a certain profile on channels across the web This can be done by targeting interest groups, programmatically or using retargeting methods to ensure you are targeting the ideal audiences at all times Goals and KPIs for video and display tend to be awareness-driving outcomes rather than direct conversions through the channel
Aligning the Buyer's Journey with channels: content
Based on the inbound methodology, content is king It is your content that attracts interested consumers and encourages them to find out, learn, and research about your product and brand Content marketing is the number one priority in your inbound strategy as it will be at the center of all efforts and campaigns as the added value to build trust with the consumer, and eventually convert them into customers
audience research platforms: behaviour analytics platforms
Behavioral analytics focuses on providing insight into the actions of your audience and customers Behavioral analytics is used in various scenarios to identify opportunities to optimize in order to realize specific business outcomes. You can then see what they do on your website after they search and click on your link. This enables you to see the full journey to help understand what triggered their interest.
Different platforms are involved in the collection of competitive insights: search
By analyzing searches, you can know what the consumer problem is and how it is solved You can use search tools such as SEMrush or SpyFu to understand how your competition ranks for specific keywords
Aligning the Buyer's Journey with channels: automation
By using specialist software, 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 This is called lead or prospect nurturing, and it can have a very positive impact on consumer purchase patterns.
digital channels: display advertising
Companies can target audience interests, age, gender, community, keywords and more Thus the content shown to the audience is relevant which drives more traffic
competitive research
Competitive research provides insight into what the 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 When researching the competition, there are three insights that you want to look for. Strategy Target market Message
paid media
Comprises any form of media designed to promote your brand or content on the internet for a fee. Examples of this includes social media advertising, paid search, display adverts, or paid influencers.
the different stages: consideration and conversion
Consideration and Conversion are stages where the consumer is more focused At these stages, the customers know the available solutions and are now wondering which one to choose by looking for additional information, experience, reviews, and creating a mindmap of the best quality/price/value ratio As consumers will likely search for additional information by asking precise questions about the product, you need to optimize your content for search engines and invest in paid ads on keywords translation to ensure the 'Consideration' stage is well-integrated in your strategy The more your product or brand is associated with a specific topic and keyword, the stronger the association will be shaped in the consumer's mind This can increase content discovery and engagement significantly.
Aligning the Buyer's Journey with channels
Digital marketing has a set of primary components or channels that are used to achieve the marketing goals set for each function These will overlap because multiple components can be used for different functions. Working in collaboration is key to moving your leads through the funnel and converting
earned media
Earned media is 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. Effectively, earned media is about people interacting with your content without you having to put in the effort to drive traffic. Earned media comprises shares, reviews, mentions, and reposts; anything that allows your content to appear on people's social media timelines, for example.
traditional media vs digital media
Even if traditional and digital marketing can work hand in hand, they are profoundly different in their communication style and effect on consumers.
goal of audience research
Find consumer insights that can help you deliver on your campaign or business objectives You should know your audience like you know your best friend
demographics
Hard facts about you audience Examples: Female or male How old they are Profession Married or not Where they live Whether they go to college Information about their social aspect and relative place within society Socio-economic data in demographics include: 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
digital channels: paid search (PPC - paid per click)
Help get insight on interested audiences Using paid search helps to bring you to the top of the list of what audience are actively searching for keywords that relate
benefits of paid media
Helps you to scale up your digital marketing campaign and reach more people than nonpaid formats. In tandem with various reporting tools such as Google Analytics, you will be able to analyze who is seeing your media and how the audience engages or interacts with your campaigns. This means you have control over where, when, and what is seen
inbound marketing
Inbound marketing is the exact opposite; it's almost like reverse marketing. 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. Aims to attract interested consumers to your content, brand, and offer. Use of cookie tracking, blogs, influencers helps brands resonate with a specific audience so they come to you. Inbound marketing is the most important aspect to digital marketing as it allows you to attract customers who consider your content or service relevant to them
digital channels: content marketing
Key to the inbound strategy Well-developed and targeted content increases brand personality and likeability Through content, consumers discover your brand values, experience and world
cultural research: social media conversations
Keywords, Facebook groups, Twitter communities, hashtags, and influencers are a powerful way to understand how a specific community is talking and interacting, and how involved they are with your brand or product
digital channels: organic search (SEO- search engine optimization)
Leads to discovery, awareness, interest and conversion without paid effort SEO makes your content visible to the audience and easily searchable Increases legitimacy and trust without the need to pay for clicks
audience research platforms
Main type of platform that marketers will use: Social media Marketing research companies Survey providers Behavior analytics platforms Help marketers focus their attention on the type of content and messaging they need to develop in order to engage their audience
audience research platforms: marketing research companies
Marketers can tap into secondary research developed by third-party research companies such as PRIZM from Claritas, eMarketer, Euromonitor, Nielsen, and Spark. These can be given as free reports or you might require a business subscription to the platform providing the research data. You can also choose to commission market research specifically designed for your business, bearing in mind this can be time consuming and expensive. Usually, because it is less expensive, marketers will use digital insights as a quick way to get strong data because the data is a public and shared resource, it will less likely bring new insights or decisions. A competitor with access to the same data might have already taken the direction you are considering. The more specific the research is, the better because this can help you to successfully communicate with the audience
cultural research
Marketers in the digital era have an array of tools that can be used to conduct cultural research. These tools are also useful for classic audience research but make it easier to target specific cultures The most common tools for cultural research are: Social media conversations Research Dedicated platforms
passive or active audiences:
Marketers will create more engaging ad formats on media that appeal to a more passive audience Digital and traditional can be active and passive Digital marketing lead to a more active media engagement because of the nature of the formats Example: ad on tv where the audience has no means of responding is a passive medium Active media are any form of m,edia where the consumer can physically engage with the content such as facebook, twitter, etc Consumers can share, comment, like, tweet, pin This gives digital marketing and additional active characteristic
digital channels: email and automation marketing
Marketing emails are used for conversion and loyalty Helps reach out to the customer at the right time, directly leading them to a conversion destination Raising interest, converting and retaining customers by providing additional value to the brand and product
psychographics
More detailed and complex What your audience might be interested in: Beliefs Life goals Opinions Gaining a deep understanding of your audiences aspirations so that when you are talking to them, you are speaking a language that resonates with what they really want Psychographics can include: Interests Opinions Attitudes Values Lifestyle loyalty
tools to track industry trends:market research reports
Most industry trend research studies are conducted by research firms that have the resources to survey, interview, and analyze trend data and then make actionable reports The advantage of these types of firms is the availability and quality of the data, as these are generally large scale and statistically more accurate it can also be expensive and time consuming Euromonitor, eMarketer, Qualtrics, Nielsen, Crimson Hexagon, and PwC
digital channels: website optimization
Optimizing your website is important to create an environment where visitors can engage with your brand content and easily take valuable actions on your site Optimizing speed, navigation, responsiveness, content and conversion
outbound or inbound
Outbound- Push strategy showing ads to as many people as possible hoping it will resonate with some of them Harder to track and more expensive Inbound- aims to attract interested consumers to your content, brand, and offer Use of cookie tracking, blogs, influencers helps brands resonate with a specific audience so they come to you
owned media
Owned media incorporates a company's own content, packaging, point-of-sale, and the people who come into contact with consumers. It's the stuff a brand creates to promote itself. Owned media promotes your brand in a very personal way by exhibiting your company's values and highlighting what the product or company does. Think of owned media as a source for developing your brand personality. For example, when you post on social media, try to avoid posting something dull and boring. Instead, aim to post something that is true to your values and what you represent.
Types of Media
Owned media= is the media that you create and manage. Paid media= is media or advertising that you have paid for to drive banner and video visibility, or clicks and traffic, to your product, website, or service. Earned media= is free publicity generated by consumers, PR, influencers, and people who speak about and share content related to your brand or product. Earned media is generated either in response to content you've shared, or via voluntary mentions; in many cases, these people will be your brand advocates and will actively promote your brand because they like you!
3i principles: initiate
Principle of digital marketing states that the customer is the starting and finishing point of all digital activities. Let the customer decide. Start with what the customer actually wants and work backwards through your strategy towards your objective. Who they are, what they are interested in, etc Uncovered through customer research.
direct marketing
Promoting and selling directly to the end buyer from the manufacturer with no other media owner involved. examples: letters, flyers, coupons, print materials delivered to a consumers mailbox or hand)
referral
Promoting products or services to new customers through referrals, usually word of mouth Often happen spontaneously Examples: fidelity cards with vouchers or discounts for sponsorships
outbound marketing
Push strategy showing ads to as many people as possible hoping it will resonate with some of them. Harder to track and more expensive. Achieved through audience reach and repetition. It is your more traditional way to do marketing. Your hope is that the message captures your audience's attention. This concept applies to digital marketing as much as traditional marketing.
the different stages: retention
Retention uses more personal components, such as email marketing automation and analytics, to provide a consistent customer experience, reaching out, following up a purchase, and using the correct information to create a sense of intimacy between the customer and the brand Using information such a birthday date, membership start date, or favorite topic or product can produce engaging content that triggers an emotional response from the customer
Different platforms are involved in the collection of competitive insights:
Social media Competitor assets Search Content analysis
tools for digital marketing: outbound
Social media marketing: This is a form of outbound digital marketing that most people are very familiar with, as it utilizes social networking platforms to increase brand or product exposure and cultivate relationships with consumers Social media marketing is about creating visibility and interactivity with your audience This is one of the most, if not the most, important channels you use to speak to your audience in an outbound manner When your audience engages, it can change the dynamic to inbound; they can message you back, seek out and actively share your content, repost, like, comment, and ask questions Moving your communications on social media from an outbound media platform, where you push out your posts to an audience, to a two-way outbound/inbound conversational channel is the ultimate goal for digital marketers Display and video advertising: are outbound, awareness-generating digital channels that combine the science and precision of online audience targeting with the emotional engagement of audio/video and creative visual formats It generates engagement, brand affinity, recall, and traffic from a highly targeted audience There are numerous ad formats and techniques to engage your target audience on channels like YouTube, websites across the internet, and social networks
digital channels: social media marketing
Social media platforms are primary channels for creating awareness and interest through content and social engagement Important in the retention stage of the buyers journey as the primary platform for customers to get information and updates from the company
SMART objectives
Specific Measurable Achievable Relevant Time bound
3i principles: integrate
Taking your efforts across digital channels to drive an outcome that is greater than the individual channels on their own. Involves integrating both digital and any traditional marketing efforts in a unified way into your overall marketing campaign strategy. The integration stage is focused on two parts: selling your strategy to get approval from the organization to move forward, and then integrating your finding and strategy across the different channels. Rely on data uncovered during the initiate phase and apply the findings to the broader business goals and challenges by showcasing how your strategy works for the business
The different stages: awareness and interest
The Awareness and Interest stages are driven by discovery when the consumer slowly becomes aware of their problem and the potential solutions This stage is driven by your content's relationship with the main topic A user may not carry out a detailed search, meaning that positioning on a broad topic and sharing content that stands out (video or advertising) will help your product become part of the conversation The ideal situation is for your content to be engaging and interesting, bring added value to the conversation, and provide solutions to the consumer's problem Developing a strong social media presence and engagement is recommended for bringing your product forward organically and on your target timeline
Buyer's Journey 5 stage funnel: consideration
The Consideration stage represents the moment when the consumer knows about your brand and thinks it might be a good fit for their needs or what they are trying to achieve. They may have other brands in mind, but your company is in the mix At this stage, inbound strategies are highly effective because, if correctly used, they ensure that the brand or product more frequently appears in the consumer's search results and social media feeds
Buyer's Journey 5 stage funnel: conversion
The Conversion stage represents the moment when the consumer is ready to buy your product or take action on your site The consumer has done their research and, based on their needs and motivations, has decided on a product as the best solution for their problem At this stage, the consumer has not yet paid for the product or service, and the role of the marketer is to create a point of contact to drive the conversions This is generally achieved with targeting and re-targeting, promotional offers, and creating a sense of urgency
Buyer's Journey 5 stage funnel: interest
The Interest stage represents the moment when the consumer is looking for options that will help solve their problem At this stage, the consumer has a selection of ideas in mind but will need more information and experience to make a decision. This is a quest for knowledge that, in the digital marketing landscape, translates into reading reviews, blog articles, social media, and ad product websites in order to gain as much information as possible
Buyer's Journey 5 stage funnel: retention
The Retention stage is often overlooked, but it is a key stage for ensuring reoccurring revenue and creating a group of active brand advocates Once the consumer has used the product and is satisfied, it is crucial to provide added value and create a real relationship In this stage, you are addressing an already convinced consumer who thinks your product is great for them, but you still need to keep them satisfied and create a desire to come back to your product The more you know about your customers, the more you will be able to provide additional value to them and delight them, not only with your product, but with your brand experience and personality
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 Allows you to understand your customers, and ultimately makes you more effective in delivering your digital marketing strategy by catering to their needs Common practice to create buyer persona Buyer persona - ideal customer in terms of motivations, demographics, and channels used to access the internet. Buyer personas help digital marketers choose the channels and messaging that will resonate with their ideal customer and efficiently deliver on objectives
The Buyer's Journey
The buyer's journey is the process a consumer goes through before purchasing a product or service. This process can look different depending on the industry or product you are associated with, but generally has five main stages from awareness to retention, and it is commonly visualized as a funnel. When you target an audience, you must consider where in the buyer's journey this audience sits. Understanding the context around your audience and the elements needed to move them down the funnel are critical for a successful digital marketing strategy. Their place in the buyer's journey will influence the media you choose to communicate with them The idea is to uncover insights and use them in your digital marketing strategy to move your audience through the stages of the funnel. You should aim to create your own buyer's journey based on research, adding precision to the general model
Aligning the Buyer's Journey with channels: email marketing
The consumer doesn't always proactively come on your website or find you on Google However, email marketing is the channel that allows you to reach out to subscribed consumers who want to hear from you
Buyer's Journey 5 stage funnel: awareness
The stage when the consumer becomes aware of a problem they want to solve in their life and perceives your product ad as a potential solution In this stage, marketers should focus on creating visibility and recognition This is a critical stage for new products, brands, or added benefits to an existing product This stage will focus on getting your product out there, implementing it as part of a broader scope of existing solutions for an issue
Aligning the Buyer's Journey with channels: paid search
This channel is directly tied to conversion and sales Because consumers turn to their search engine to find answers, being top of search engine results pages (SERPs) is a competitive advantage Knowing that consumers online will click on the top links presented and rarely look past the first page, it is essential to be visible when consumers search and are ready to buy
Aligning the Buyer's Journey with channels: analytics
This 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 providers You can also track website visitors using web analytics to understand what happens after a user clicks on your campaign ad and land on your site Both campaign and website analytics are essential for optimization of channels by providing marketers with the data to make informed decisions.
website optimization
This is 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 web optimization is about designing your website so that the customer flows through your content, goes from your blog to your product page, to your e-commerce, and eventually makes a purchase it is very important that the website is optimized to facilitate shopping on different devices
Aligning the Buyer's Journey with channels: social media marketing
Through content distribution and social engagement, social media marketing 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
360 Marketing
Traditional and digital marketing both have unique strengths that can be used throughout the buyer's journey to achieve your broader marketing goals Using the full circle of marketing tactics is called a 360 or integrated marketing strategy, as it aims to engage consumers at all touchpoints throughout their day The mainstream definition of a 360 marketing strategy is that it is a marketing plan that is both online and offline, across all digital channels, on social media, and anywhere that your customer spends time to be truly 360, a campaign would need to include everything that is used by your consumer - mobile, digital, search, and social, as well as any relevant traditional channels like TV, radio, or print
one-to-one or one-to-many
Traditional marketing- the message given is singular The traditional marketers will develop a single message that will deliver the same content to individuals Digital marketing - marketers can create multiple versions of the same message and target users whose profile definitely fits their target audience
broadcast
Tv commercials aired on either television or radio which are typically called spots Also known as on air advertising and its the primary revenue generator for commercial television and radio stations Examples: film, tv, product placement, radio
competitive research: 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 Ideally, your message should be better and resonate with the audience, so it stands out more than the competition
competitive research: strategy
Understanding what media and content strategy your competition has adopted can help reduce friction and prevent overlapping throughout the process of competitive research
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
Different platforms are involved in the collection of competitive insights: social media
Using dedicated monitoring tools to centralize your research can help you keep an eye on what the audience says about your competition (be it positive or negative), where they delighted the customers, and where they lack quality you can see how people compare your business to others
tools to track industry trends: search analytics
you can look at the keywords that are on the rise and bet on their evolution and the insights that they can provide Google Ads and Google Trends, but other tools include the Amazon Keyword Trends tool or Wordtracker.
mass or individual media
When people are looking at tv or listening to the radio the experience of the message through these media is a group experience Medium is consumed in a group situation Groupm experiences where all eyes and ears are receiving the same stimuli Vs social media email or apps The medium is shared but the content is customized for the individual Individual experience
audience research platforms: social media
You can use your social media analytics and platforms to analyze the existing data on your community of followers, and their likes and friends. You can also research social media to look at audiences that follow competitors and understand more about their profile. Social media platforms gather knowledge or insights gained from analyzing social media data. These are useful for removing the manual work by accessing collected and analyzed data directly. Some examples of social intelligence tools are Hootsuite, HubSpot, Social Intel, Nuvi, and Affinio. Most of these are paid services because they provide extra data visualization and analysis. However, they enable you to gather the data from several social media platforms in one place and also monitor conversations.
challenges of earned media
as this type of media is at the mercy or discretion of internet users, particularly in an age where content can 'go viral', it can become difficult to control the direction your earned media moves. In worst-case scenarios, viral content adopts unintended negative meanings. Also, it can be difficult to understand how effective earned media is in driving action or resonating with your audience. We should always consider if it is bringing people to your brand or content for the intended reasons you set out
Buyer's journey: three main consumer touchpoints
awareness: being ware of your company consideration: researching how your company fits into their life conversion: making a purchase decision, or taking action
tools to track industry trends: social media monitoring
by identifying the density of conversation on social media you can find trends and insights where consumers are looking and what they want next it is a reactive approach, as you might find a trend only after it is already well known Tools such as TweetDeck, Google Trends, and Twitter
benefits of owned media
cost efficiency, flexibility, longevity, and power of developing a go-to platform for your audience. Owned media is important for creating trust and legitimacy in the market. It acts as a main platform for communicating all that the company is, sells, and does.
Different platforms are involved in the collection of competitive insights: 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
challenges of paid media
you have to pay for it
benefits of 360 Marketing
covers entire buying cycle: Each media channel, offline or online, is good at achieving specific marketing objectives When channels are used together, they can cover the full spectrum of the consumer's journey to help efficiently move them through the funnel towards purchase, conversion, and retention. Uses every point of contact: An integrated 360 campaign taps into each audience's point of contact with your brand In today's media landscape, your audience is not attached to one particular type of media. They will travel across digital, television, print, and other media Being present across the most impactful and important touchpoints allows your brand to resonate and move with your potential customers as they go through their day Integrated marketing campaigns allow you to adapt to media consumption changes such as seasonality and daily trends optimizes for scale and relevance:Traditional media types are good for scaling as they reach a large number of people in a short amount of time Just be aware of the cost and time it takes to create and produce ads and assets to run on traditional channels Digital media channels are good for relevance and attracting specific consumers, with lower costs for production and shorter lead times to create the assets A 360 campaign can help attract the ideal consumers who are most likely to convert while helping your brand get discovered by potential new customer prospects. implements both traditional and sigital marketing:60 marketing campaigns provide a complete marketing experience to the audience. For the audience, having a full brand experience is a bonus. If they have already experienced the brand online, they might want to experience it offline through the store experience or see the brand in the street or on TV when they don't expect it That, for brands, is a great cyclical process; it creates familiarity with the audience, and aids recall. We should also consider the notion of dual screening. This is where marketers target an audience while they consume traditional mass media like TV while receiving targeted messages online, as is the case with trending Twitter hashtags during live TV or breaking news events. enables you to effectively measure results:Traditional med
data types
demographic psychographics behavioral
challenges of owned media
driving audience engagement from owned media, as it can take some time to build a reputation and trust that guarantees high levels of traffic to your website, blog, or other digital assets.
3i principles: iterate
emphasizes the importance of tweaking a digital marketing campaign in response to user interaction More iterations undertaken, the more effective the campaign becomes as you seek to adjust and scale based on feedback, customer engagement, and data About testing and improving your activity now that you understand more about the audience, the channels they use and how they view your brand online During the iterate stage you apply your learnings from live or historical customer engagements with your campaign to improve performance Iterate part is about A/B testing, putting your brand out there, modifying targeting and messaging adapt and optimize your digital campaign to deliver on your objectives
traditional media (old media)
established or traditional means of mass communication, especially compared with digital methods". Quite simply, media that didn't develop with the digital era are the ones most likely to be considered as traditional and part of a traditional media strategy. Includes direct marketing, outdoor, print, tv, and radio broadcast, and word of mouth referrals
industry trend research
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 trend analysis enables a company to develop a competitive strategy that best defends against the competitive forces or influences them in its favor The key to developing a competitive strategy is to understand the sources of the competitive forces
3i principles
initiate, integrate, iterate
Digital Marketing
is the use of new media or digital technology to achieve marketing and business goals
two most important principles in digital marketing
outbound and inbound marketing
PPC
paid per click
audience research platforms: survey providers
researching within your current audience using online survey platforms is a cheap and convenient way to carry primary audience research. Platforms such as SurveyMonkey, Qualtrics, Zoomerang, or AYTM surveys are a great source of primary data. they can be sent to hundreds or thousands of customers as required. Online interviews are another way to collect qualitative primary research, and direct interaction with relevant customers using tools such as Nebu or Skype.
tools to track industry trends
social media monitoring market research reports search analytics academic research
benefits of earned media
the fact that it creates credibility, is organic, and tends to live on longer than paid or owned media.
traditional media vs digital media: the development of a message to a broader or niche audience
traditional: many digital: one- to - one
traditional media vs digital media: the way media is consumed by and audience
traditional: mass audience digital: individual audience
traditional media vs digital media: the strategy of acquiring audience attention via push or pull content tactica
traditional: outbound digital: inbound
traditional media vs digital media: the level of investment committed to the medium consumed by an audience
traditional: passive audience digital: active audience
Different platforms are involved in the collection of competitive insights: competitor assests
visiting your competition's website, downloading their white papers or quarterly reports, listening to their webcasts or podcasts, and participating in their online events is a great way to understand their business, how they position themselves, and how they deliver their message
