Podcast
Questions and Answers
What is the definition of digital marketing?
What is the definition of digital marketing?
Digital marketing is the act of promoting and selling products and services by leveraging online marketing tactics such as social media marketing, search marketing, and email marketing.
Which of the following is NOT a benefit of digital marketing?
Which of the following is NOT a benefit of digital marketing?
Digital marketing includes e-mail, RSS, voice broadcast, fax broadcast, blogging, podcasting, video streams, wireless text messaging, and instant messaging.
Digital marketing includes e-mail, RSS, voice broadcast, fax broadcast, blogging, podcasting, video streams, wireless text messaging, and instant messaging.
True
What are two functions of social media in business?
What are two functions of social media in business?
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What is the basic formula for calculating Pay Per Click (PPC)?
What is the basic formula for calculating Pay Per Click (PPC)?
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What does CRO stand for?
What does CRO stand for?
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What is the purpose of web analytics?
What is the purpose of web analytics?
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What is one of the biggest mistakes people make on Twitter?
What is one of the biggest mistakes people make on Twitter?
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What does "#" represent on Twitter?
What does "#" represent on Twitter?
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What is a Pinterest Pin?
What is a Pinterest Pin?
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Pinterest pins are 100 times more spreadable than a tweet, with the retweet average hitting only 1.4%.
Pinterest pins are 100 times more spreadable than a tweet, with the retweet average hitting only 1.4%.
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What are two of the main reasons why companies use CRO?
What are two of the main reasons why companies use CRO?
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A common user identification technique nowadays is via cookies, which are small packets of data deposited on the user's computer hard disk.
A common user identification technique nowadays is via cookies, which are small packets of data deposited on the user's computer hard disk.
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What is one way to make optimum use of Google Analytics?
What is one way to make optimum use of Google Analytics?
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A comprehensive LinkedIn marketing strategy requires ongoing management, monitoring, analysis, and adjustments.
A comprehensive LinkedIn marketing strategy requires ongoing management, monitoring, analysis, and adjustments.
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What is the purpose of Google AdWords?
What is the purpose of Google AdWords?
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Google AdWords can only show ads for the keywords you pick.
Google AdWords can only show ads for the keywords you pick.
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What is one of the biggest advantages of YouTube for businesses?
What is one of the biggest advantages of YouTube for businesses?
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What are three common video themes that businesses use on YouTube?
What are three common video themes that businesses use on YouTube?
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What is the optimal size for a YouTube thumbnail image?
What is the optimal size for a YouTube thumbnail image?
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Why are hashtags beneficial for Twitter users?
Why are hashtags beneficial for Twitter users?
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How can a business create a dynamic company page on LinkedIn?
How can a business create a dynamic company page on LinkedIn?
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What is one way to be an authority in your industry on LinkedIn?
What is one way to be an authority in your industry on LinkedIn?
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How does a YouTube video get seen by the right people?
How does a YouTube video get seen by the right people?
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Google AdWords is like an auction house where companies pay to have their websites ranked high with top organic search results, based on keywords.
Google AdWords is like an auction house where companies pay to have their websites ranked high with top organic search results, based on keywords.
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What are some of the things Google Analytics can tell you about a website?
What are some of the things Google Analytics can tell you about a website?
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Study Notes
Digital Marketing Overview
- Digital marketing is the act of promoting and selling products and services online using tactics like social media, search, and email marketing. This is how modern businesses reach prospects.
- Digital marketing utilizes various online channels—social media, mobile, and video—for reaching and interacting with target audiences.
- Rule #1 in marketing is to offer the right product at the right time and right place. Customers are online much of the time. This means marketers should reach out through social media, news sites, blogs, and online searches.
- Digital marketing encompasses a wide scope, encompassing many tools and practices like email, RSS feeds, voice broadcasting, blogging, and more.
Tools
- The presentation lists various tools for building digital marketing campaigns such as research, content creation, analysis, SEO, and viral marketing tools. This includes utilizing electronic devices and using the World Wide Web.
- Tools and platforms needed for digital marketing also include analytics software and payment gateways (like paytm, PhonePe).
- Online tools for marketing include social media marketing (Facebook, Twitter), video marketing (YouTube), search engine marketing, and affiliate marketing, which involves earning commissions on other company's products.
- Offline tools can also be important and include traditional methods of advertising like television and radio.
Different Methods of Digital Marketing
- The methods of digital marketing include Search Engine Marketing, Search Engine Optimization, Social Media Marketing, Video Marketing, and Marketing.
Future of Digital Marketing
- Digital marketing is recession-proof.
- It is economical.
- Provides refinement of marketing strategy.
- Helps with brand development.
- Provides real-time results and is simple to measure.
- Is easily accessible and offers quick and easy modifications.
- Can be measured and engages more effectively.
Opportunities
- Understanding customers, effective re-targeting, automation & AI solutions, live streaming, and online earning are opportunities for effective digital marketing.
Challenges
- Key challenges in digital marketing include online reputation management, local SEO/local listings, social media engagement, and satisfying audience needs.
Why Digital Marketing?
- Digital marketing allows real-time campaign monitoring, including viewership, frequency, duration, and response rates.
- Digital marketing lets businesses provide 24/7 customer support.
What Digital Marketing Is Not
- Digital marketing doesn't include traditional methods like radio, TV, billboards, and print because those methods lack instant feedback.
AIDAS Theory
- A theory of selling that includes Attention, Interest, Desire, Action, and Satisfaction steps. It's important to lead prospects through the five stages.
REAN Model
- REAN (Reach, Engage, Activate, Nurture) is a model for building customer relationships. Reach is about generating brand awareness with online and offline activities. Engage is building customer relationships with targeted, multi-channel activities. Activate is involving customers in the desired actions, like clicking on an ad to visit your website. Nurture involves building relationships after the purchase, often done through CRM, emails, etc.
Digital Marketing - SEO
- SEO stands for Search Engine Optimization.
- It's a process of getting organic, editorial, or traffic from natural search results in search engines.
- SEO also includes targeting different types of searches, such as image searches, local searches, video searches, and news searches.
- A sound SEO strategy helps websites be easily found in search engines during critical buying moments.
- Search engine crawlers find pages, and indexed pages don't need submission, as the crawler discovers them from other pages. Crawlers look at many factors when exploring sites.
- Not all pages are indexed. Distance to root directory can be a factor, and website design & user experience often help with search engine optimization.
- Keyword stuffing, buying links, and poor user experience are among the things that search engines don't want.
- Domain names are important to overall branding. Use sub-directories or sub-domains. Maintain consistent domains and keywords in URLs.
- Website content should have title tags and meta descriptions.
Digital Marketing - Social Media
- Social media is essentially word-of-mouth marketing, and interactions among followers.
- SEO and social media are becoming more integrated.
- Social media for business has two functions: participating in the conversations and monitoring what is being said about you.
- Steps in social media strategy include choosing social networks, filling in profiles with appropriate keywords, choosing a voice and tone, a posting strategy, conducting analyses and testing, and automating/engaging with followers.
- Facebook is the most popular social media strategy.
- Optimization for mobile is essential.
- Consider the user experience—make your media as engaging and useful as possible. Use social media posts that are relevant to the audience and offer value.
Digital Marketing - Pinterest
- People use Pinterest to discover items in a simple and visual way.
- Pinterest marketing involves effective use of pins, which include concepts, ideas, recipes, or quotes, allowing for deeper connections because pins usually link back to a website.
- Boards on pinterest allow people to organize pins by theme. To gain followers and recognition, one must follow other pinners who match your interest. Maintain clear and organized boards, and create multiple boards with categories. Use images that are visually compelling and likely to be shared.
Digital Marketing - Twitter
- Twitter is a communication platform with millions of active users.
- Compelling content helps attract and keep followers engaged; it also assists in asserting brand authority and industry leadership.
- Twitter conversations are much like face-to-face interactions. The best use of Twitter is with appropriate keywords, including trending hashtags, posting frequently with a balance between promotional and interactive posts; and asking questions for engagement.
Digital Marketing - LinkedIn
- LinkedIn is a powerful platform for individuals and businesses to make connections, generate leads, and build a brand, particularly suitable for B2B businesses.
- A good LinkedIn marketing strategy requires continual management, analysis, and adjustments.
- Create a dynamic company page by filling out your company profile, product/service information, and inviting employees and customers to follow your page.
- Focus on building your brand authority by showcasing knowledge and expertise through the content on your profile.
- Engage in the community by creating your own LinkedIn groups, or participating in existing ones; This boosts connection and visibility. Use the analytics data to get insights into post performance and refine strategies.
Digital Marketing - YouTube
- YouTube is a long-term platform for brand development, reaching a global audience.
- Content must be relevant to your target audience and the brand.
- Videos should be optimized for on-site and online searches using relevant keywords.
- Commonly employed YouTube video themes include tutorials, customer testimonials, behind-the-scenes tours, tips and tricks, live presentations, product launches, statistics, and FAQs.
Digital Marketing - Google AdWords
- Google AdWords is an advertising platform where companies pay to have their website displayed prominently in organic search results.
- Companies choose keywords to promote their products or services.
- Google counts clicks on ads and displays impressions.
- CTR (click-through-rate)is a key performance indicator of how often people click on your ad given its visibility.
- A bidding process is used to determine ad positioning, based on how much a company is willing to pay per click. Higher bids don't guarantee better ads.
- Quality ads with good bids tend to be more successful.
- Account creation involves campaign type, geographic targets, budget, ad creation, keyword selection, and setting up bids.
Digital Marketing - Google Analytics
- Google Analytics is a website-usage and visitor-behavior tracking tool.
- It provides insights into website usage, visitors, conversions, content, and traffic patterns.
- It also aids in detecting mobile-friendliness needs. Information on who visits your site, where they live, and how they interact with the site's content helps make your site more user-friendly.
- Utilizing the data from analytics enhances conversion rates and helps in understanding how best to enhance future strategies.
- Analytics provides insights into various aspects of website behavior like the traffic and conversion rate, visitors, bounce rate, page views, and time spent on the site.
- Strategies also involve taking time to carefully consider your stakeholders' needs.
Conversion Rate Optimization (CRO)
- CRO is a structured and systematic approach to increasing website conversion rates by understanding user behavior and the particular needs and objectives of the website traffic.
- In particular, this process often involves a/b testing and other strategies to enhance content and ease use of a product or service.
- You want to understand how conversions take place on your site and which steps or actions make the biggest impact. Analyzing this improves the website efficiency, in case something like cart abandonment analysis reveals areas for improvement.
Web Analytics Tools
- Web analytics tools provide a range of data, but companies should focus on the data that matters most for their site. Understanding the site's goals and what the audience is looking for is key.
Techniques to Enabling Customer Behavior Analysis
- These techniques help firms analyze customer behavior, allowing them to improve their marketing strategies. These include segmentation of customers (by age, location, or other factors), personalization of marketing, and integrating with customer relationship management software (CRM).
NVISH's Value Add
- NVISH helps with conversions, lead generation, strategic planning, and insight building, as well as with traffic monitoring and budget planning for future planning, and increasing visibility in marketing campaigns, providing analysis to improve campaigns.
Additional Notes
- The presentation discusses the importance of a "Content Pyramid" in content marketing, which represents a variety of content options that can be utilized to create and deliver useful content through a variety of channels.
- This presentation covers the basics and practical steps in many digital marketing areas.
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