Customer Acquisition and Interaction Quiz

Level 4 Award in Planning Integrated Campaigns

• Session 1 covered by Dr. Nahid Fawi, Associate Professor at the University of Khartoum and Freelance Marketing consultant
• The session covered a wide range of topics related to digital marketing.

Unit 1

• Understand how organizations interact with customers
• Assess the scope of marketing communications campaigns
• Assess innovation in digital marketing techniques

10 Types of Digital Marketing Channels

• Email Marketing
• Content Marketing
• Social Media Marketing
• Pay Per Click
• Search Engine Optimization
• Influencer Marketing
• Viral Marketing
• Mobile Marketing
• Radio & TV Ads
• Electronic Billboards

Importance of Digital Marketing for Business

• Creates brand reputation and credibility
• Cost effective than traditional marketing
• Easy to target customers globally
• Allows targeting mobile users
• Helps in engaging with target audience
• Allows monitoring, analysis, and optimization of campaigns for better results

5 Reasons Why Digital Marketing is Important

• Easy access to customers
• Any firm can easily use it
• Competitors are performing
• Opportunity to compete with larger organizations
• Ability to target audience directly

Customer Interaction

• Customer interaction refers to any communication between a company and a customer.
• Every interaction is a chance to connect, delight customers, and increase retention and advocacy.

Importance of Customer Interactions for Customers

• Customer interaction is crucial for building successful relationships.
• Customers have specific expectations when interacting, including dependability, assurance, empathy, and responsiveness.
• Reliability, assurance, and empathy is important for customer loyalty.
• Responsiveness in customer interactions helps reduce churn and build happy customers

How Good Customer Interactions Improve Business

• Prevent negative word-of-mouth by addressing customer concerns and preventing bad press.
• Boost customer loyalty by providing cost-effective ways to retain customers and offering a personalized experience.
• Increase referrals by fostering positive customer interactions and encouraging loyalty

Understanding Customer Needs

• Customer interactions help understand customer needs, pain points, and encouraging contextual customer engagement.

Win Back Customers

• Customer feedback should be analyzed to understand reasons behind disconnection.
• Empathetic customer communication can help regain trust.

Improve Operations

• Customer interactions can help analyze trends, evolving customer needs, and improve support operations.

Elevate Employee Motivation

• Positive customer interactions improve employee motivation.

Integrated Communications in Marketing (IMC)

• IMC is a strategy that merges disparate marketing functions into a unified approach. It combines various channels (digital, PR, direct mail, social media) with a consistent message
• IMC turns disparate marketing departments into a unified, interconnected approach. It combines various marketing channels, like digital, PR, direct mail, and social media, to deliver a consistent message.

Marketing Campaigns

• Marketing campaigns are structured efforts to promote specific business goals. This can involve aspects like product awareness or gathering customer feedback.
• They typically use various communications channels like email, print, television and radio advertising, pay-per-click and social media.

Types of Marketing Campaigns (Examples)

• Product marketing
• Brand development
• Email marketing
• Content marketing
• User generated content
• Public relations/awareness
• Direct mail
• Affiliate marketing
• Social media
• Acquisition marketing
• Paid marketing/advertising

Revenue Generation Models

• Revenue model outlines how a business makes money. Components include pricing and sales channels
• 3 steps of a revenue model: Creating customer value; Branding and marketing; Selling
• Revenue models define how companies generate income from products/services.

Media Revenue Models

• Discusses various models for different media platforms. This includes diverse revenue models for various media platforms.

Lead Generation

• Lead generation is targeting potential customers likely to become customers
• Tactics include gated content, advertisements, landing pages, events and social media.
• 4 steps of lead generation process: Attract; Convert; Close; Re-engage.
• Lead generation strategies include: Blog; Keywords; Social Publishing; Forms; Calls-to-Action; Landing Pages; CRM; Emails; Workflows; Surveys; Smart Content Social Monitoring

Benefits of Lead Generation

• Target the right audience
• Create a full pipeline of leads
• Build brand loyalty
• Personalize Messaging

Warm vs Cold Leads

• Warm leads are more engaged and likely to open emails and interact with content
• Cold leads rarely open emails and haven't interacted with content previously.

E-commerce

• Companies and individuals buy and sell goods over the internet

6 Types of E-commerce

• Business to Business (B2B)
• Business to Consumer (B2C)
• Consumer to Consumer (C2C)
• Consumer to Business (C2B)
• Business to Administration (B2A)
• Consumer to Administration (C2A)

Brick and Mortar

• Brick and Mortar refers to physical stores in contrast to e-commerce models.

Affiliate Marketing

• Affiliate marketing is an advertising model where third-party partners get compensated for promoting products/services and generating business. Key needs include an audience, authority, and trust.

Brand Awareness

• Brand awareness is the familiarity consumers have with a particular product or service.
• Nearly half of American consumers prefer trustworthy brands to less expensive ones.

Branding Benefits

• Customer recognition
• Customer loyalty
• Credibility
• Confidence
• Consistency
• Brand equity
• Attract talent
• Shared values

5 Ways to Increase Brand Awareness

• Develop a strong content strategy
• Leverage influencer marketing
• Personalize the customer experience
• Host engaging events
• Embrace user generated content

Using Online and Offline Tools to Increase Exposure

• Social media
• Content marketing
• Email marketing
• Collaborations and partnerships
• Influencer partnerships
• Search engine optimization (SEO)
• Offline events and sponsorships

Customer Lifecycle

• Steps in the customer lifecycle include Reach; Acquition; Conversion; Retention; Loyalty

Customer Acquisition

• Customer acquisition involves attracting new customers, converting prospects to paying customers, and encompasses marketing and sales strategies.

Why Customer Acquisition is Important

• Increasing revenue
• Expanding market reach
• Outperforming competitors
• Offset customer churn

Customer Acquisition Funnel

• Discovery
• Interest
• Research
• Intent
• Purchase
• Loyalty

Customer Retention

• Keeping current customers
• Reducing customer churn

Customer Retention Rate

• Measures the percentage of existing customers a company retains over a period of time.

Formulas to Measure Customer Retention

• Customer retention rate
• Customer churn rate
• Customer lifetime value
• Repeat purchase rate
• Purchase frequency rate

Customer Acquisition vs. Retention

• Acquisition focuses on adding new customers, while retention focuses on keeping existing customers.

Three Stages of Customer Retention

• Onboarding - initial customer experience
• Adoption - increasing value to customers
• Renewal - retaining long-term customers

Website and App Development

• Website and app development refers to building and designing websites and mobile applications.
• Web development creates websites, while app development creates mobile applications.

Website Marketing

• Website marketing promotes websites.
• The goal of website marketing is typically visibility in search engine results.

Mobile App Benefits

• Create apps with zero coding
• Versatility for business needs
• Unlocking hidden audiences
• New revenue streams
• Experience of apps before creation
• Better customer conversion
• Automate processes and scale
• Selling from app
• Improve services using app feedback
• Unique app features
• Gold standard for user experience

Websites and Apps Role in Modern Marketing

• Increased visibility and reach by providing digital presence accessible 24/7
• Global audience reach for businesses
• Target specific audiences through SEO and ASO
• Enhanced user experience with well-designed websites and apps
• Speed and convenience through simpler content access.
• Creating more appealing interfaces and user experience

Brand Credibility and Trust

• Professional website/app design that positively reflects a brand
• Customer reviews/testimonials to boost trustworthiness

E-commerce and Lead Generation

• Websites/apps are central to customer acquisition and sales funnels.
• Integrated e-commerce can lead to ease of shopping and increase potential sales.
• Generating leads using forms, subscriptions, and promos to capture user information for follow-ups

Customer Engagement and Interaction

• Apps/websites act as direct channels that improve customer engagement
• Features like blogs, videos, product demos for better user experience.
• Live chat support for instant customer interactions
• Push notifications for engaging customers

Data Collection and Analytics

• Websites/apps give insights into customer behavior through data analysis.
• Users' demographics, behavior, session duration, and conversion rates
• A/B testing for understanding what works best with promotions
• Personalization based on user preferences to enhance experience

Political Factors

• Government policies on digitalization
• Cybersecurity laws
• Tech industry support
• Global trade agreements

Economic Factors

• Digital economy growth
• Cost of technology
• Access to capital for tech startups
• Impact of automation
• Role of digital economy in improving overall economic growth, factors affecting the price and availability of technology, investment opportunities for tech startups, and the impact of automation on various industries.

Social Factors

• Digital consumer behavior
• Tech-savvy generations
• Digital divide
• Work-from-home culture
• Impact of social trends and behaviours on digital marketing strategies

Technological Factors

• Emerging technologies
• Digital infrastructure
• Automation and AI
• Software development
• Trends in technological advancements and their impact on digital marketing, including investments in digital infrastructure, automation, and advancements in software and related technologies.

Legal Factors

• Data privacy regulations
• Intellectual property
• E-commerce laws
• Cybercrime legislation
• Laws and regulations affecting data collection, privacy, intellectual property, e-commerce, and cybercrime have implications on digital marketing strategies and related business operations.

Environmental Factors

• Digital sustainability
• E-waste management
• Digital solutions for climate change
• Carbon footprint of data
• Environmental impact of digital technologies and solutions to mitigate associated risks

Data Protection Concerns

• Data privacy
• Data security
• Measures an organization takes to avoid unauthorized third-party access
• Importance of safeguarding data privacy and security

e-privacy Directive

• EU law addressing privacy issues related to electronic communications.
• It complements GDPR and focuses on protecting users' privacy and confidentiality

Key Aspects of ePrivacy Directive

• Cookies and tracking technologies
• Confidentiality of communications - protects data privacy in communications
• Unsolicited marketing communications - businesses can't send marketing materials without customers' consent
• Location data - obtaining consent before using location data
• Spam prevention - restrictions on sending unsolicited marketing communications (spam emails and texts), requires prior user consent for unsolicited marketing communications.
• Specific rules for handling personal information and the use of cookies.

Upcoming Changes

• Potential replacement of e-Privacy Directive, harmonizing privacy rules across the EU.
• ePrivacy Regulation to provide more stringent digital safeguards.
• Expected changes to the e-Privacy Directive or its replacement to improve compliance and user privacy.

Innovation in Digital Marketing Techniques

• Digital innovation applies and adopts digital technologies for business operations improvements and customer experience enhancements.
• E.g. Creative ideas, new technologies to enhance customer interactions, increase sales and generate leads.
• Various strategies & technologies used in modern digital marketing to enhance customer experience.

Digital Marketing Innovations (Example Strategies)

• Chatbots
• Voice search
• Artificial intelligence
• User experience
• PPC advertising
• Personalization
• Search intent
• Content marketing
• Influencer marketing

Key Focus Areas for Digital Innovation Strategy

• Customer, Partner or Supplier Engagement
• Internal System Processing, Reporting and Access
• Product and Service Innovation
• Importance and specific focus areas for digital marketing to achieve strategic goals.

Paid, Owned and Earned Media Channels

• Paid media: Pay-per-click, paid social media, programmatic display, online advertorials, affiliate marketing.
• Owned media: Organic search, SEO, organic social, guest blogging, cobranding, in-house email/push
• Earned media: Backlinks , earned mentions, sponsorship, influencer outreach, co-marketing, partner emails
• Categorization of digital marketing channels illustrating their relative importance to paid, owned, and earned media campaigns.

Digital Marketing Roadmap

• Know target audience
• Conduct digital audit
• Choose the right channels
• Set clear objectives
• Develop content strategy
• Optimize SEO
• Develop social media plan
• Implement paid advertising
• Steps in building a successful digital marketing roadmap that encompasses crucial planning elements.

Traditional vs. Digital Marketing (Cost Comparison)

• Digital marketing is often more cost effective when targeting a wider audience compared to traditional methods.
• Traditional media has higher costs for reaching a similar audience than Digital.