Marketing: The 7 As, SEM & SEO

The 7 As of Marketing

• ALLURE: Attract customers.
• ADD: Provide value to customers.
• ABIDE: Follow the law and regulations.
• ADVANCE: Keep customers moving through the sales funnel.
• ADAPT: Adjust to environmental changes.
• ASSOCIATE: Create meaningful connections with customers.
• ANALYZE: Monitor and measure marketing efforts.

Search Engine Marketing (SEM) and SEO Objectives

• Drive traffic to websites.
• Create qualified leads (potential customers who go through the sales funnel).
• Convert leads into purchases, aiding conversion rate optimization.
• Gain customer insights to better understand customer behavior.
• Build and enhance brand image.
• Increase digital trust in the brand.

SEM Strategies and Tactics

• Employ a search engine selection strategy.
• Use account, campaign, and group strategies.
• Shopping campaigns contain details about the organization and products.
• Audience campaigns are designed to build awareness.
• Display campaigns aim to reach wider audiences.
• App campaigns focus on promoting mobile applications.
• Bids are the max amount a search marketer will spend on a keyword.
• Ad quality is the expected click-through rate (CTR), relevance, user experience of the landing page.
• Ad rank is the dynamic ad position.
• Manual bidding gives the marketer confidence about the budget.
• Automate bidding involves the search company setting the bid, without a clear budget.

Online Marketing Analytics Metrics

• Cost per click: The advertiser pays when a user clicks on their ad.
• Cost per impression: The advertiser pays for views or impressions of their ad.
• Cost per action/acquisition: The advertiser pays for conversions.
• Cost per view: The advertiser pays for video views and interactions.

Email Marketing Strategies and Tactics

• Important to decide between in-house efforts and using external services.
• Consider click-through and open rates to gauge engagement.
• Audience segmentation and targeting is a key element.
• Re-engagement and retention strategies are often used.
• Avoid practices that lead to users "unsubscribing."
• Testing different approaches is crucial.
• Important issues of email lists include deliverability, soft bounces (temporary delivery failures), hard bounces (permanent failures), and avoiding being marked as spam.
• Content should be sticky, mobile-friendly, effective, informative, sensitive, and inclusive.
• Analytics include open rate, click-through rate, conversion rate, and unsubscribe rate.

Social Media and Community Marketing

• Social media uses media channels to create communities, reach consumers, and market products.
• Community is a space where people gather, learn, and connect.

Overall Marketing Plans

• Section 1: Objectives and value proposition.
• Section 2: Use of objectives.
• Section 3: Strategic and tactics.
• Section 4: Privacy, legal, and ethical considerations.
• Section 5: Analytics and evaluations.

Influencer Marketing

• Influencer marketing involves individuals, platforms, organizations, and virtual personas.

Content Considerations for Marketing

• Content type: Content mix (what would be shared).
• Focus on scheduling relevant content.
• Use appropriate language, tone, and style.
• Incorporate storytelling aspects.
• Evergreen content is continually relevant.
• Use current and trendy content.
• Syndicate and republish content.

Mobile Marketing Strategies

• Naming should be easy to remember and relevant to the app, without being overdone.
• Aesthetic design is attractive.
• Interface is accessible.
• Interaction design considers space and elements.
• Information architecture ensures functions are easy to find.

Mobile Marketing Analytics

• Monitor uninstall and install rates.
• Track active users and app stickiness.
• Measure conversion rates.

Digital Brand Trust and Reputation Management

• Identity: What the brand stands for.
• Visibility: Frequency of brand presence.
• Credibility: Trust, reputation, and symbols associated with the brand.
• Focus on establishing the brand.
• Building brand awareness.
• Maintaining brand image.
• Achieving digital durability.
• Keeping digital interest alive.
• Increasing retention.
• Capitalizing differentiation.

Strategies and Tactics for Brand Reputation

• Define the value proposition: what the brand stands for.
• Utilize brand positioning to appeal to emotions and enhance the image.
• Maximize digital connectedness between consumers and brands.
• Promote climate circularity to reduce waste.

Brand Analytics

• Brand sentiments: How consumers feel about the brand.
• Brand mentions: Consumer references to the brand.
• Net promoter score: Analytic impressions.

Trends and Future of Marketing

• Internet senses: Appeal to senses.
• Voice search: Optimization.
• Vertical search: Focus on a particular industry or segment.
• AI: Artificial intelligence.
• Digital marketing as a service (DMaaS): Database provided as a service.
• Internet of things: All smart environment.
• Blockchain:secure transactions, high cost.
• NFT non-fungible tokens: Online art.
• Digital campfire: Gather and interact.
• Agile project management: See results of small steps within a project.
• Digital realities: Enhance experience, virtual experiences.
• 3D and 4D experiences.
• AI: conversational and digital twins
• Digital consumer-machine collaboration: Consumer machine interactions.
• Automating: Some portion of the activities.
• Privacy: Address challenges.