DIGITAL STRATEGY 2024-2025 PDF

DIGITAL MARKETING 1. DIGITAL STRATEGY 2024-2025 DIGITAL MARKETING 1.Digital Strategy 1. The digital transformation of the economy. 2. Introduction to Digital Marketing. 3. Definition. 4. (R)evolution and history of Digital Marketing. 5. Qualitative and quantitative context of th...

DIGITAL MARKETING 1. DIGITAL STRATEGY 2024-2025 DIGITAL MARKETING 1.Digital Strategy 1. The digital transformation of the economy. 2. Introduction to Digital Marketing. 3. Definition. 4. (R)evolution and history of Digital Marketing. 5. Qualitative and quantitative context of the digital market. 6. Traditional Marketing vs Digital Marketing. 7. Main Characteristics of Digital Marketing. 1. Segmentation. 2. Flexibility. 3. Measurement. 4. The 4F’s of Digital Marketing. 8. Objectives of Digital Marketing. 9. Techniques of Digital Marketing. 2 DIGITAL MARKETING 1.1. THE DIGITAL TRANSFORMATIO N OF THE ECONOMY THE DIGITAL TRANSFORMATION OF THE ECONOMY Brand value and Market Capitalization https://www.youtube.com/watch?v=uc-xbp30SeI&ab_channel=Dataforyou 4 THE DIGITAL TRANSFORMATION OF THE ECONOMY The development of the Digital ecosystem Netflix What’s next? Internet LinkedIn Internet 3.0 Active web (www) Internet 2.0 M2M Internet 1.0 Web3 Faceboo k WhatsA pp 5 THE DIGITAL TRANSFORMATION OF THE ECONOMY A revolution with multiple impacts 6 THE DIGITAL TRANSFORMATION OF THE ECONOMY Paradigms of change -- What is the digital economy? 21st Century - Historical moment of change that has changed: The way we learn (knowledge construction) 1 THE SOCIETY 2 THE The production system and the market ECONOMY paradigms Lower transaction costs Pricing transparency Complete digitization of the value chain Less coordination costs Value Chain Business Model Transformation Transition from an economy based on the ownership and sales of products to one based on the distribution of valuable services. 7 THE DIGITAL TRANSFORMATION OF THE ECONOMY Markets and sectors in permanent transformation 8 THE DIGITAL TRANSFORMATION OF THE ECONOMY From Industrialization to Datification In the digital activity, everything generates data ◆ Credit cards ◆ Mobile ◆ phones ◆ Physical activity wristbands and ◆ Smartwatches Social Media ◆ Internet Services P roviders (ISP) ◆ Loyalty Cards Programs ◆ Connected Vehicle ◆ Web Browsers Smart House’s equipment. 9  Exercise 1. Think of 5 activities in your daily life that generate data. 2. Think of 5 activities in your daily life that use data generated by other people. 1 THE DIGITAL TRANSFORMATION OF THE ECONOMY The price of datification https://static-cdn.clario.co/blog-upload/images/cd4d84a02d.webp 1 THE DIGITAL TRANSFORMATION OF THE ECONOMY CONCLUSIO N The new digital economy has generated new ecosystems of value driven by consumers rather than producers Design Manufacturing Selling Distribution New paradigm of commercialization of goods and services 1 DIGITAL MARKETING 1.2. INTRODUCTION TO DIGITAL MARKETING INTRODUCTION TO DIGITAL MARKETING What is Digital Marketing? Digital marketing has now become a fundamental discipline, essential for all companies that need to be present in the online environment. Due to the indisputable emergence of the digital economy, visibility on the internet has become essential today, since any company or organization that does not have it and that is not visible to Internet users is as if it did not exist. ¿Synonyms? Digital Marketing Online Marketing Internet Marketing Digital Ads Internet Advertising Digital Advertising 1 INTRODUCTION TO DIGITAL MARKETING Evolutionary stages of the web space Web 1.0 Web Web 2.0 3.0 1995 / 2005 Engineers and 2005 / 2015 / - Corporations 2015 Services People Static W eb Frequent content updates Synergies between physical and virtual Rigid Navigation (HTML + GIF). Non-specialized software Intelligent searchings Specialized professionals. CMS Development Linked and cognitive data User reader Usability as a basic requirement Multimedia enriched contents Co m m ercial websites Users as consumers and generators Associative user One-way communications Two-way communications Efficiency and complexity of use Informative websites Collaborative communities P redisposition to ubiquitous web Pus Non-collaborative sites Shar Interactive social web Semantic web Liv h e e 1 INTRODUCTION TO DIGITAL MARKETING Evolutionary stages of the web space II 1 INTRODUCTION TO DIGITAL MARKETING A paradigm shift Web Social Fu n d a m en ta l c h a n g e i n th e w ay w e 2.0 Media com m unicate with other with individuals,that offer us products and companies services, and with any type of organization. + The Cluetrain Manifesto «Today's markets are conversations» New communication model Global Bidirectiona Interactive Immediate Decentralize l d User Synchronous Datified centric Intensive 1 INTRODUCTION TO DIGITAL MARKETING Markets as conversations 1 DIGITAL MARKETING 1.3. DIGITAL MARKETING DEFINITION A DIGITAL MARKETING DEFINITION The vision of the specialists «…the process of planning and executing the conception, communication, pricing, promotion, and distribution of ideas, products, and services in the digital environment to create exchanges that meet the goals of individuals and organizations» «(Digital) Marketing is a social and administrative process through which groups and individuals obtain what they need and want through generating, offering and exchanging (in the online Phillip Kotler environment) valuable products with their peers» 2 A DIGITAL MARKETING DEFINITION Our approximation The strategic process of creating, pricing, promoting and distributing goods and services 1 to a target audience through the internet using digital tools. The form of traditional marketing taken to the online medium through the network's own 2 tools and resources in order to achieve some goal or conversion. The application of digital technology to create online channels that contribute 3 to marketing activities whose objectives are the acquisition and retention of customers. 4 An interactive system within the set of Marketing actions of the company, which uses telematic communication systems to achieve the main objective that marks any marketing activity: to achieve a measurable response to a product and a commercial transaction. 2  Exercise 1. Think of 3 types of companies for which it is easy to do digital marketing. 2. Think of 3 types of companies for which it is difficult to do digital marketing. 3. Which one would you prefer to work for? 2 DIGITAL MARKETING 1.4. (R)EVOLUTION AND HISTORY OF DIGITAL MARKETING (R)EVOLUTION AND HISTORY OF DIGITAL MARKETING A bit of history Online marketing emerged in the 1990s, after the birth of the internet and the development of the World Wide Web (known as WWW). Specifically, it began in 1993, the year in which the first clickable advertisement was sold by GLOBAL NETWORK NAVIGATOR to the company Heller Ehrman White & McAuliffe. 199 It is in 1994 when the first banner in history appears, created by the 3 also American company AT&T 2 (R)EVOLUTION AND HISTORY OF DIGITAL MARKETING Online marketing begins to gain momentum with the rise of search engines. The first to be developed was Wandex and was closely followed by the well-known Yahoo! These, along with others that appeared later, made the Internet an increasingly valuable m edium for users and easier to use. It was then that the online medium began to be seen as a new communication channel in which companies develop their marketing actions. 2 (R)EVOLUTION AND HISTORY OF DIGITAL MARKETING Three fundamental milestones of Online Marketing The first is the year 2000 with the launch of the Google AdWords platform, 1 which revolutionizes digital advertising through pay-per-click (PPC) ads. The second occurred in 2004 with the birth of Facebook. More exactly, in 2006 when it created its self-managed advertising platform in which to 2 develop marketing strategies. The era of advertising on social networks or social media is born here. The third takes place in 2009 when Google launches a new type of content 3 advertising with video ads on YouTube and other partner websites. And with advertising saturation comes guerrilla marketing... 2 (R)EVOLUTION AND HISTORY OF DIGITAL MARKETING Burger King 2 (R)EVOLUTION AND HISTORY OF DIGITAL MARKETING Netflix 2 QUALITATIVE AND QUANTITATIVE CONTEXT OF THE DIGITAL MARKET Ads spending in Europe and worldwide 2  Exercise 1. Think and sketch out a guerrilla marketing campaign (low budget, high impact) for the following businesses: 1. A dental clinic in Indautxu (Bilbao) 2. The new season of “Master Chef”. 3. The launch of Windows 11 3 DIGITAL MARKETING 1.5. QUALITATIVE AND QUANTITATIVE CONTEXT OF THE DIGITAL MARKET. QUALITATIVE AND QUANTITATIVE CONTEXT OF THE DIGITAL MARKET Context Quantitative studies rely on numerical or measurable data. In contrast, qualitative studies rely on personal accounts or documents that illustrate in detail how people think or respond within society. To address quantitatively and qualitatively the context of the global, European and Spanish digital market, we are going to use 4 different studies. 3 QUALITATIVE AND QUANTITATIVE CONTEXT OF THE DIGITAL MARKET The use of Internet https://ourworldindata.org/internet 3  Exercise 1. Check out the Our World In Data report and answer the following questions: 1. Is the share of the Internet-using population higher in Spain or in the EU as a whole? Which year did the trend change? 2. Where are there more broadband subscriptions per 100 people, in the EU or in Ghana? And mobile phone subscriptions? In your opinion, why is there such a difference between the two technologies? 3. Is there a higher percentage of young people engaged in social media in Spain or in the OECD? Do you think this figure will increase or decrease over the next few years? 3 QUALITATIVE AND QUANTITATIVE CONTEXT OF THE DIGITAL MARKET Internet European Usage 3 QUALITATIVE AND QUANTITATIVE CONTEXT OF THE DIGITAL MARKET Spanish Internet Usage https://internet.ai mc.es/ 3  Exercise 1. Check out the AIMC report and answer the following questions: 1. What was the majority age segment of Internet use in Spain in 2010? What is it today? Why do you think this figure has changed? 2. What is the most common device used by Spaniards to access the Internet today? Which device do you think will experience the greatest growth in the coming years? 3. Looking at the data of services used on the Internet, do you think it is correct to say that "Whatsapp killed e-mail"? Which service has suffered the most recently: online gaming, social networking or video viewing? Why do you think this has happened? 4. How many social media sites are among the most visited in Spain in the last 30 days? 3 QUALITATIVE AND QUANTITATIVE CONTEXT OF THE DIGITAL MARKET Spanish Social Media Usage #IABSpainRRSS 3  Exercise 1. Check out the IAB report on Social Media and answer the following questions: 1. What is the most popular social media in Spain spontaneously? And in a suggested way? How do you explain this difference? 2. Which social media is growing in use? Can you explain why? 3. Do Spaniards prefer to follow news media or influencers on social networks? Why do you think this is the case? 4. What is the device for accessing social media that is growing the most? During which time slot does it show the most growth? What do you think will happen with this type of device over the next few years? 5. Does interest-based advertising have more supporters or detractors? Which opinion is growing the most? What do you think will happen with interest-targeted advertising in the future? 3 QUALITATIVE AND QUANTITATIVE CONTEXT OF THE DIGITAL MARKET Spanish Social Media Usage #IABInversión 4  Exercise 1. Check out the IAB report on digital media advertising spend and answer the following questions: 1. In which type of advertising have you invested more: search, display or social media? Which of these experienced the most growth from 2019 to 2021? Why do you think this is? 2. Did TV ad spend grow or decline from 2020 to 2021? And did the proportion of this spend as a proportion of total spend grow or fall? What do you think will happen to TV advertising? 3. Within display advertising, is there more non-video or video? Which is growing more? What do you think will happen in the future to video advertising? 4 DIGITAL MARKETING 1.6. TRADITIONAL MARKETING VS DIGITAL MARKETING MARKETING TRADICIONAL VS MARKETING DIGITAL As we have already explained, technological evolution has transformed the world of communication and information management. Companies have had to adapt to the new situation and learn to satisfy the new needs that have arisen and continue to arise in consumers, derived from their new ways of consumption and life. This adaptation has meant a change in the ways in which companies have traditionally developed their marketing actions. Traditional marketing is known for making use of traditional communication tools in the offline medium, such as television, radio, direct selling and printed publications in the written press. Digital marketing, however, is known for using the internet and the information technologies as a medium to establish this communication with consumers. The conclusion that we obtain is that a set of new technologies and media, digital and online, have appeared and they modify in deep the way in which companies have traditionally done marketing. This does not mean that some actions are better than others, or that both should be exclusive. 4 MARKETING TRADICIONAL VS MARKETING DIGITAL Traditional Marketing ≠ Digital Marketing A new m edium appears and it m odifies the way in which companies have used channels to communicate and engage (in marketing terms) with their consumers. Traditional Digital One to one / Bidirectionally / Direct and Communication One-to-many / One-way / Limited Feedback proactive interaction Segmentation Very limited and imprecise segmentation High degree of segmentation / Personalization Distribution channels Traditional media (tv, press, radio, etc.) Digital online medium (Desktop, Mobile and POS) Information Limited (commercial) and monopolized by the broadcaster Intensive interactive digital information ecosystem Buying time Medium-long Short and Inmediate Costs Minimal major investment / uncertain ROI Better defined investments / precise ROI Measurement Imprecise and retrospective Comprehensive, detailed and in "real time" 4 QUALITATIVE AND QUANTITATIVE CONTEXT OF THE DIGITAL MARKET Traditional or digital? 4 QUALITATIVE AND QUANTITATIVE CONTEXT OF THE DIGITAL MARKET Marketing in a Digital World People often talk about digital marketing as though it is a silo – different from the rest of marketing. They think in terms of channels when building a marketing plan (…) The challenge is that we aren’t doing traditional marketing and digital marketing. We are marketing in a world that is digital. People spend more time on their phone than watching television. We look at our phone within 15 minutes of waking up. We use devices to solve almost any problem, do research and find information. The world we live in is digital and you are simply marketing in it. (…) Rather than thinking about marketing in channels and silos we should think about marketing as trying to solve problems and determine the most effective way to solve those problems. https://bootcampdigital.com/blog/it-isnt-digital-marketing-its-marketing-in-a-digital-w orld/ (…) When you build your marketing strategy, don’t think in terms of digital marketing versus traditional marketing. Think about the problem you are trying to solve and the touch points that you can use to solve it. Consider where your audience spends their time and meet them there. 4  Exercise 1. Think about the traditional marketing campaign that most impacted, impressed, or touched you. How could it be "translated" into digital marketing? 2. And the other way around? How could a good digital campaign be "translated" into traditional marketing? 3. Do you think it is always beneficial to think simultaneously about off- and online channels? Could you give an example of the opposite? 4 DIGITAL MARKETING 1.7. MAIN CHARACTERISTICS OF DIGITAL MARKETING MAIN CHARACTERISTICS OF DIGITAL MARKETING 1 Segmentation It is the process by which the consumer market is divided into portions according to certain characteristics and in such a way that this division is useful to the company. Segmentation makes it possible to maximize marketing efforts in the chosen segment and makes it easier to understand it. CATEGORIZATION + GROUPING = PERSONALIZATION Bonta y Farber (1999) TRACEABILITY!! REQUIREMENT Types of online S segmentation Quantificatio Geographical segmentation n Homogeneity Language segmentation Accessibility Segmentation by time slot Sustainability Keyword targeting Search Interest Targeting Thematic segmentation Demographic segmentation Psychometric segmentation 4 MAIN CHARACTERISTICS OF DIGITAL MARKETING 1 Segmentation W hen defining and undertaking the appropriate marketing strategy, it is essential that the professional answers the question: What is the interesting target audience for my business? Segmentation requires that consumers who are grouped under a set meet a series of requirements: Quantification: It is mandatory that we can count and measure the exactly members of the group or users/consumers generated. Homogeneity: The communication and marketing plans that are created must be suitable for the entire segment, but taking into account the particularities of each segment. Accessibility: Ability to impact all members of the segment with ads (using any ad format). Sustainability: The segment must be large enough to be profitable for its size or business interest. 5 MAIN CHARACTERISTICS OF DIGITAL MARKETING 1 Segmentation GEOGRAPHICAL SEGMENTATION We address the public close to our product or service. Digital marketing also allows us to offer the potential client contact information, images and comments or recommendations about our company. LANGUAGE SEGMENTATION We may choose to advertise to consumer groups that speak one or more languages, depending on your browser settings and the language in which they search on the internet. SEGMENTATION BY TIME SLOT We target internet users at certain times of the day or certain days of the week. THEMATIC SEGMENTATION Unlike interest targeting, in this case we are not concerned with "who", but rather "where". That is, we show our ads on portals or pages of a specific topic, potentially to all users who are visiting them. 5 MAIN CHARACTERISTICS OF DIGITAL MARKETING 1 Segmentation KEYWORD SEGMENTATION We choose to advertise to the public that performs certain internet searches, which are related to our products / services; or advertise on those websites that contain certain words or phrases that interest us. SEARCH INTEREST SEGMENTATION We advertise to users who have specific interests that may be related to our product, service, or brand. For example, if we own a gym, we can advertise to users who the internet has cataloged as interested in sports, healthy living, diets, etc., on all those websites they visit. The advertising platforms know this information based on the browsing history and behavior of the users, as well as the indicated "likes" and similar information. Through this type of segmentation, we are interested in “who” and not “where”, that is, we “attack” users directly, regardless of the portals where they are browsing, for example. 5 MAIN CHARACTERISTICS OF DIGITAL MARKETING 1 Segmentation DEMOGRAPHIC SEGMENTATION Demographic segmentation divides the market into smaller categories based on demographic factors, such as age, gender, and income. PSYCHOMETRIC SEGMENTATION Psychographic segmentation breaks down your customer groups into segments that influence buying behaviors, such as: beliefs, values, lifestyle, social status, opinions and activities. it draws out the motivations behind behavior, rather than tracking the behavior itself. EMOTIONAL SEGMENTATION This type of advanced segmentation is often used as a type of psychometric segmentation, especially in Neuromarketing. It consists of identifying emotional states in the consumer and off ering products accordingly. 5 MAIN CHARACTERISTICS OF DIGITAL MARKETING Disclaimer I MARKET SEGMENTATION ≠ PRODUCT SEGMENTATION - New releases - In-house production + Art house cinema + Old (and good) cinema + Languages (catalan, basque, galician...) 5 MAIN CHARACTERISTICS OF DIGITAL MARKETING Disclaimer II ETHICS MATTER https://www.youtube.com/watch?v=84gTofMPz1k&ab_channel=BBC News 5  Exercise 1. What 3 criteria do you think a clothing brand could use to target you in one of their ads? What about a political party? Do you think it is the same? 2. Which of the segmentation requirements (Quantification, Homogeneity, Accessibility and Sustainability) do you think is more important? And less? Please provide your reasons. 3. Do you think there is any product or service for which it is not worth segmenting the market when advertising? 5 MAIN CHARACTERISTICS OF DIGITAL MARKETING 2 Flexibility Online marketing campaigns are flexible, this means that they allow us continuous adaptations and modifications according to the demands of the moment. If we are in the middle of a campaign and we are not obtaining the expected results, we can modify our strategy. Therefore, flexibility equates to the ability to make changes to the strategy in the middle of a campaign. A great advantage offered by activity in the digital ecosystem is that with online Versatility marketing we can evaluate results in real time (or almost), and make decisions about them. Changes in channels and Changes in segmentation Textual, graphic and techniques (search (expand, reduce or creative changes (A / B network, display, etc.) modify) test). 5 MAIN CHARACTERISTICS OF DIGITAL MARKETING A/B testing... Experimental design 5 MAIN CHARACTERISTICS OF DIGITAL MARKETING 3 Measurement The biggest advantage that marketing and communication offer in digital environments is the ability to accurately and continuously measure the results of digital activity. «When you can measure what you are speaking about, and express it in numbers, you know something about it, when you cannot express it in Lord numbers, your knowledge is of a meager and unsatisfactory kind; it Kelvin may be the beginning of knowledge, but you have scarely, in your thoughts advanced to the stage of science» What to What to How to measure measure? measure? with? 5 MAIN CHARACTERISTICS OF DIGITAL MARKETING 3 Measurement What to measure? We must measure a series of metrics called KPIs (key performance indicators) that include variables, factors and units of measurement that we consider strategic for our company. Although we will study them later, we introduce below some generic questions that we must measure: Data and onsite actions (within our website), occurred on our website that allow us to answer the questions: Is my website good? What do users do on it? How many clients has my website managed to capture? What are the most profitable online marketing strategies or channels for me? Offsitedata and actions (everything that happens outside of our website): what others do. Both the competition and those associated companies or those that have a commercial relationship with us, what scope or visibility does my website have? What websites do I appear on? What position does my competition have in the main search engines? Actions that occur offline. These actions are much more difficult to measure. This is the case, for example, of visitors to our website who decide to make a call to inquire or contract our product or service. To measure this type of actions that start online but end offline there are some solutions. For instance, we can insert on the web a different number than our usual telephone number and thus we will be able to measure the calls that are produced thanks to the web. 6 MAIN CHARACTERISTICS OF DIGITAL MARKETING 3 Measurement What to measure with? There are very easy-to-use tools available to everyone (even some of them are free), which can help us to know if we are acting correctly. We can analyze both onsite and offsite data and information with them. Some of them are: 6 MAIN CHARACTERISTICS OF DIGITAL MARKETING The four F’s of Digital Marketing Traditional P RODUCT P RICE P LACE P ROMOTION ≠ Digital Marketing Marketing Paul Fleming (1999) It is "the state of mind an internet user enters when immersing himself on Multi-directional 1 FLOW the web, and which offers him an experience of interactivity and added Information value" Need for the website to be attractive and functional. The webs must be 2 FUNCTIONALITY usable, with a clear, useful navigability and without problems for the users. Ease and Usability 100% At this point, dialogue and two-way communication between the consumer and 3 FEEDBACK measurable the brand comes into play. The relationship between the two begins to build. responses and interactions 4 FIDELITY Way through which we maintain permanent contact with the Communication consumer, generate a very close relationship and ensure that they do not and Impact leave our brand. 6  Exercise 1. A/B campaigns allow you to combine research and marketing. Think of three questions you could try to answer with an A/B campaign. 2. Think of 3 actions that are important to measure onsite. How do you think they could be measured? 3. Think of 3 actions that are important to measure offsite. How do you think they could be measured? 4. Think of 3 actions that are important to measure offline. How do you think they could be measured? 5. Which of the 4 F's of Digital Marketing do you think is the most important? 6 DIGITAL MARKETING 1.8. OBJECTIVES OF DIGITAL MARKETING OBJECTIVES OF DIGITAL MARKETING In every company or project, be it online or offline, we need to configure a road sheet or strategy aimed at achieving a specific end or objective. An ordered and planned set of actions that leads us to achieve the desired OBJECTIV results. This objective must be concrete, clear, measurable and E achievable in a given time. The final objective of any online marketing campaign will always be related to getting some kind of interaction from our potential client (person, company or organization): Buying a product Acquisition of a service Visit to a specific page within a website Subscription to a Blog Download a docum ent Becom e a fan of a social profile 6 OBJECTIVES OF DIGITAL MARKETING TWO KIND OF OBJECTIVES They refer to measurable, quantifiable objectives and referred to a period of time, such as: 1 QUANTITATIVE increasing online sales by a percentage, obtaining an exact number of new customers, etc. They cannot be directly measured in numbers. Here the objectives related to the brand or 2 QUALITATIV branding would fit. It is intended to increase brand recognition, and improve the image of E the brand or company in the online environment. 6 OBJECTIVES OF DIGITAL MARKETING S.M.A.R.T. OBJECTIVES I want to sell more I have 1k followers and I want 1M I want to increase my number of customers by 500% during the month of September. I want to increase my sales by 25% during the 2nd quarter of the year. 6  Exercise 1. Think of a digital marketing campaign oriented to make a brand top of mind in its sector and three S.M.A.R.T. objectives to achieve it. 2. Think of a digital marketing campaign oriented to improve a product's Christmas sales and three S.M.A.R.T. objectives to achieve it. 7 DIGITAL MARKETING 1.9. TECHNIQUES OF DIGITAL MARKETING TECHNIQUES OF DIGITAL MARKETING The success of an online marketing and communication strategy lies in the possibility of meeting the objectives that we have set for ourselves in our marketing and digital communication plan. To do this, as professionals we must make use of numerous techniques, tools and means that we can use individually or in combination. A Search Engine Marketing (SEM) B Search Engine Optimization (SEO) C Social Media Optimization (SMO) D Content Marketing E Display and Video Ads F Affiliate Marketing G Email Marketing H Mobile Marketing 7 TECHNIQUES OF DIGITAL MARKETING A Search Engine Marketing (SEM) ‣ SEM (Search Engine Marketing) = It is defined as the purchase and management of search engine advertising. ‣ It is about choosing the words or phrases that are most relevant to our business and that users use in their search queries. ‣ Through a bidding system for the words we have selected, the positions of the ads that will appear in the sponsored search engine results are established. ‣ This is a very good technique if our natural positioning in the search engine (non-sponsored results) is bad or non-existent and we want to appear in the first positions quickly, which will allow us to achieve sales or commercial opportunities in the short term (while we have the campaign active). Benefits Drawbakcs ๏ Almost immediate ๏ Mistrust of users (eluded results clicks) 7 TECHNIQUES OF DIGITAL MARKETING B Search Engine Optimization (SEO) ‣ SEO (Search Engine Optimization) = Improve the positioning of the website in search engine results ‣ It consists in optimizing our website (both at a technical and content level) to improve the indexing performed by search engines of all pages and, ultimately, that some of our pages come out in the first places naturally for a query search. ‣ Basically, it is telling search engines to look at our website because it will be relevant to the people who search. Benefits Drawbacks ๏ The first three results ๏ The results are beginning to be observed in account for 95% of clicks. the medium-long term. 7 TECHNIQUES OF DIGITAL MARKETING SE O SE M 7 TECHNIQUES OF DIGITAL MARKETING C Social Media Optimization (SMO) ‣ SMO (Social Media Optimization) = It is defined as the optimization of profiles on Social Media. ‣ Here are twoMedia Social main areas of activity Marketing (SMM) related to marketing and digital communication: Social Media Customer Care (SMCC) ‣ In essence, the term Social Media Optimization refers to the strategy and set of actions carried out in social media and online communities (blogs, forums, etc.) with a communicative purpose, be it commercial or merely informational in nature. Benefits Drawbacks ๏ Expansive and accelerated ๏ Ephemeral results if you don't diffusion persevere 7 TECHNIQUES OF DIGITAL MARKETING 7 TECHNIQUES OF DIGITAL MARKETING D Content Marketing ‣ Content Marketing = Content generation actions capable of attracting the interest of users ‣ It consists of creating content related to our brand or organization but in a way that arouses the interest of users so they find it useful in some manner. Its success lies in the fact that the generated content is capable of providing real added value to the user without the user perceiving a direct interest (commercial, promotional or advertising purpose). ‣ In its proper planning, different types of content can be used. Among the most common and prominent are: Blog articles, Infographics, Microsites, Whitepapers, Cheat Sheets, Slide Decks, eBooks, graphic animations, etc. Benefits Drawbacks ๏ Investment in resources and ROI not ๏ Strengthening the brand guaranteed image 7 TECHNIQUES OF DIGITAL MARKETING BLOG INFOGRAPH EBOO POST Y K CHEAT W HITEPAPER SHEETS 7 TECHNIQUES OF DIGITAL MARKETING E Publicidad en Display / Video ‣ It includes the ads that are shown on any internet website that is different from search engines (web pages, forums, blogs, etc.). ‣ It can be articulated on the following formats: Banners (static image) Pop up and pop under ads (pop-up windows) Layers (similar to the previous ones but appear overlapping and not as a new window). Interstitials (they are presented in full screen and are shown for a few seconds while the page that we have opened is loading). Rich Media ads (they are banners that present dynamic elements and even video). Benefits Drawbacks ๏ Impact ๏ Low Conversion quality Rates 8 TECHNIQUES OF DIGITAL MARKETING 8 TECHNIQUES OF DIGITAL MARKETING F Affiliate Marketing ‣ It is a partnership between an advertiser (owner of the brand, product or service) and an affiliate (administrator of a website who is responsible for advertising this brand, product or service in exchange for a commission for it). ‣ The most common is to use intermediary platforms that manage affiliate advertising spaces, online marketing campaigns and forms of remuneration. ‣ It is a form of online advertising little used in Spain because it involves the advertiser making a greater investment than with other techniques. In the traditional affiliation through intermediary networks, large companies are mainly sought to ensure affiliates an income by objectives, since small advertisers or little-known companies pose a risk in case of not getting contacts or sales. Benefits Drawbacks ๏ Effectiveness and final ๏ High costs and B2B conversion business 8 TECHNIQUES OF DIGITAL MARKETING 8 TECHNIQUES OF DIGITAL MARKETING G Email Marketing ‣ It is about carrying out coordinated actions to send massive or segmented emails to a database. ‣ This database can contain the emails of our customers and then, through this type of actions, the so-called one-to-one marketing can be carried out with personalized emails offering each customer cross-selling products or those that interest them the most. ‣ It can also be a new database to which we send mass shipments in order to expand our market share. Benefits Drawbacks ๏ Traceability and ๏ SPAM and low-qualified m easurement databases 8 TECHNIQUES OF DIGITAL MARKETING H Mobile Marketing ‣ It is the set of marketing techniques and actions aimed at promoting products and services using mobile devices (smartphones and tablets) as a communication channel. ‣ This is advertising that appears on advertising media that have been optimized for those devices, such as applications, mobile websites, etc. ‣ Using this technique can lead to many clicks (and consequently a high cost), but they are not intentional, since the screen of these devices is so small that many times users click on the ads unintentionally. Benefits Drawbacks ๏ Large ๏ Budget visibility gaps 8  Exercise 1. What two Digital Marketing techniques would you recommend to a new podcast about urban music with very little marketing budget (300 € per month)? 2. What two Digital Marketing techniques would you recommend to a dentist in Indautxu with a little more marketing budget (1000 € per month)? 3. What two Digital Marketing techniques would you recommend to a new Mexican food chain with a much bigger marketing budget (5000 € per month)? 8