Digital Marketing Notes PDF

Copyright © 2024 Yong Chin, TAN. All rights reserved. 1) which This content mkt digital is protected and may will strategy not beushared, use?...

Copyright © 2024 Yong Chin, TAN. All rights reserved. 1) which This content mkt digital is protected and may will strategy not beushared, use? uploaded, ? or distributed. Why 2) How will you implement the strategy ? Session 1 Introduction to Digital Marketing Digital Marketing | Prof. TAN Yong Chin Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Today’s Agenda Course Introduction Course Overview Assessment Methods Digital Landscape Drivers of Digital Transformation The New Marketing Normal Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. What is Digital Marketing? Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Are These Examples of Digital Marketing? Wellcome launches a mobile app that lets customers order groceries online and pick-up from the store. Wellcome maintains a website containing company information (e.g., locations and opening time), but does not sell products online. Wellcome updates product promotions on Facebook. Wellcome uses self-service checkout counters in their stores. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Digital Marketing Channels Earned Media Channels User-Generated Content Online Reviews Organic WOM Website & Mobile Search Engine Influencer Marketing Optimization Affiliate Marketing > - Content Marketing Search Advertising Email Marketing Owned Media Paid Media Display Advertising Organic Social Media Channels Channels Digital Assets Advertising Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Benefits of Digital Marketing Digital Marketing Traditional Marketing Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Discussion From a marketing manager’s perspective, why is Digital Marketing better than Traditional Marketing? Digital Marketing Traditional Marketing Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Benefits of Digital Marketing Digital Marketing Traditional Marketing Al More precise customer targeting Limited targeting capabilities Can be deployed faster E Takes time to execute Measurable results Hard to measure impact May be cheaper Often more expensive More customer engagement One-way communication~ 17/ Customizable and adaptive Less flexible and versatile Not constrained by location (7) Usually region-specific 17 Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Food for Thought Given the benefits of Digital Marketing, can we ignore Traditional Marketing? Digital Marketing Traditional Marketing Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Why learn Digital Marketing? Good job prospect Good earning potential Wide variety of specialization options Can do free-lancing or start your own business Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Four Drivers of Digital Transformation Access to Ease of Location- Better Information Communication independence Prediction Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Access to Information Driver of Digital Transformation Enabled by Cheaper, faster, better internet connection Availability of digital content repositories M Improvements in search algorithms Consequencesi Reduce search cost and effort Immediate access to information Greater control over information Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Access to Information Impact on Marketing Shift to Pull marketing Shift from push (i.e., brands broadcasting messages to customers) to pull (i.e., customers seeking information) Brands have lesser control, but advertising wastage is reduced Democratization of information Greater transparency, more informed consumers Ease of product and price comparison  Market fragmentation  Preference shift to products in the long tail Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Access to Information Impact on Marketing Demand shifts to long-tail products. Similar for movies, music, hotels Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Location-independence Driver of Digital Transformation Enabled by Affordable smartphones Cheaper, faster cellular network Cloud storage Consequences Access the internet almost anywhere Location is no longer a constrain Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Location-independence Impact on Marketing Micro-moments decision-making Location become even more important Rise of geo-location services (e.g., Uber) Location-based search (by consumers) Location-based targeting (by brands) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Ease of Communication Driver of Digital Transformation Enabled by Cheaper, faster, better internet connection Platforms connecting people and communities Consequences Communication in real-time Video communication Access to large audience Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Ease of Communication Impact on Marketing No longer just one-way communication Consumer-to-brand interactions Consumer-to-consumer interactions Increasing consumer power & advocacy Brands have little control over C2C interactions Ratings / reviews decreases importance of brand as a quality signal (e.g., hotel chains) Increase demand for sharable experiences Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Ease of Communication Impact on Marketing New communication channels Earned media, e.g., online reviews Paid media, e.g., influencer marketing, social commerce  Owned media is no longer enough New promotion mechanisms E.g., Group-buy, referral rewards New business models E.g., Crowdfunding, “sharing economy”, Consumer-to-consumer Disintermediation: brands selling directly to consumers Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Better Prediction Driver of Digital Transformation Enabled by Big Data: Extensive data capture Machine learning: better algorithms to process unstructured data and media (e.g., text, images, voice) Consequences Decrease in cost of prediction More accurate predictions Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Better Prediction Impact on Marketing Predictive analytics Anticipatory recommendations (based on browsing activity, purchase behavior etc.) Dynamic pricing (based on demand, competitor prices, etc.) Programmatic advertising  More efficient marketing spending Voice and image recognition Voice / image search - ease of product discovery Voice assistants (e.g., Siri, Google Assistant) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. The New Marketing Normal Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Targeting From Segments to Individuals Then Grouping customers into segments, targeting one or two segments Targeting based on pre-defined demographics or psychographics Now Micro-targeting at individual level; segment-of-one Data-driven, real-time targeting based on behavioral/contextual variables Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Communications From Outbound to Inbound Then Being seen/heard, when and where as determined by the brand One-to-many interactions; brands as main source of information and content Now Being discovered, when and where as determined by the consumer Many-to-many interactions; other consumers as alternative source of information and content Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Product From Features to Experiences Then Product-centric view Product = product features (e.g., quality, convenience, price) Now Customer-centric view Product = customers’ product usage experience (i.e., all touchpoints a customer has with the brand, from purchase through ownership and servicing) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Branding From Company to Customer-based Then Brands are assets controlled by the company Brand = what you say you are Emphasis on unique selling point vs competitors (e.g., cheaper, better) Now Brands are meaning derived by consumers Brand = what they say you are Emphasis on shared values with customers (e.g., excellence, sustainability) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Customer Value From Loyalty to Advocacy Then Valuable customer = high spending Customer Lifetime Value (CLV) Now Valuable customer = strong social influence Customer Referral Value (CRV) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Next class Digital Consumers Buyer Persona Customer Journey Maps Case Presentation Briefing See you next week! Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Characteristics of Digital Consumers Ad-avoidance Concern with Higher Privacy Expectations Demand for Desire to Experiences Connect Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Higher Expectations Consumers now have… Information to make better decisions Choices from big and small players around the world Platforms to voice any opinions or dissatisfaction  More demanding with higher expectations Marketing Implications Clearly communicate Service Promises: Customer service response times Delivery guarantees Exchange and Return policies Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Concern with Privacy The Personalization-Privacy paradox Customers find it invasive to share personal data But they also want personalized, relevant communications Marketing Implications Be transparent about What data is being collected When/where it is being collected What it will be used for Obtain consent / provide option to opt-in Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Ad Avoidance Prefer to seek information when they need it, rather than being bombarded with advertisements Multiple tools to avoid ads Ad blockers to block display ads Email filters to block spam emails Caller ID to screen telemarketers Marketing Implications Ads may not reach consumers  need to find more ways to communicate with them Need to rely more on SEO and earned media Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Desire to Connect Internet connects, but also disconnects Focus on quantity rather than quality of relationships Lesser face-to-face interactions Digital consumers want to feel more connected with Community of like-minded people Influencers  Rise of Vlogging / live-streaming Marketing Implications Use influencer marketing / social commerce Create online brand communities Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Demand for Experiences Sharable experiences have replaced material possessions as the ultimate social currency Status update is the new status symbol Increased demand for experiences due to Being able to share experiences with others Being exposed to other people’s experiences Marketing Implications Create sharable experiences to attract consumers to offline businesses / events Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Buyer Personas Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Buyer Personas What? A description of a typical or ideal customer segment Fictional, but realistic Detailed, but generalizable Why? Helps you understand your customers better Design effective marketing campaigns What makes a good buyer persona? In-depth and specific Conveys customer’s needs and expectations Based on research, not assumptions or imagination Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Buyer Personas How? In-depth interviews (3 to 5) Quantitative surveys What to include? Demographic information Psychographic data (personality, values, beliefs, interest) Communication channels (e.g., websites, social media) Goals for using the product Frustration and pain points they want to avoid Considerations when choosing a product Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Food for Thought Do you think we need to create another Buyer Persona for the male student? Why or why not? Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Key Takeaway Buyer Persona is a fictional person based on everything we know about our real customers. It gives a face to our “typical customer”. By knowing their motivations and objections, we can design better marketing messages. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Customer Journey Maps Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Customer Journey Map What? Path a typical customer takes to accomplish a goal Records marketing channels they use (i.e., touchpoints) and what they do, think, and feel at every stage of their journey Why? Lets you know which digital marketing channels to use, and how to use them effectively Identify major pain points + opportunities to influence customers in the journey CJM & the Buyer Persona Each buyer persona should have its own CJM Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Customer Journey Map Scenario: What they are trying to achieve Buyer Persona: Who is it for? Key stages in the journey Actions: What they did? Thoughts: What were they thinking? Feelings: How were they feeling? Opportunities to improve their journey Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Customer Journey Map What makes a good CJM? Based on research, not assumptions Detailed and specific How? In-depth interviews Field observations Diary studies What to include? Touchpoints: All online and offline channels/interactions with you and your competitors Customer’s Actions, Thoughts, Feelings at each stage Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Constructing a CJM Step 1: Define objective & scope Objective of CJM & Customer Goal Start and end points of the journey Key stages in the journey Step 2: Identify touchpoints for each stage Some important touchpoints are: Touchpoint that triggered the product need First touchpoint they use to search for information Where they discovered you or your product Touchpoint with the greatest impact on purchase decision CJM should also capture competitors’ touchpoints Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Constructing a CJM Step 3: For each touchpoint, record Goals Why did they use the touchpoint? What are they trying to achieve? Actions What specific actions did they take? Thoughts What were they thinking? What information are they gathering, if any? Emotions How were they feeling? What are the concerns / frustrations, if any? Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Food for Thought What would the key stages of the journey be if your objective is to: Improve students’ university life? Improve employability of graduates? Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Key Takeaway Customers don’t buy because of any one channel. It is a strategic combination of different channels in the right sequence, that makes them buy. Rather than focusing on each channel individually, we need to think about how the channels work together in the Customer Journey. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Food for Thought Why do you think Buyer Personas and Customer Journey Map is even more important in the digital marketing era? Buyer Personas Customer Journey Maps Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Developing a Digital Marketing Strategy Understand Define Create an Monitor the Situation Objectives Action Plan Performance Understand the customers, company, and competitors Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Digital Marketing Audit Website Where do we rank on relevant search terms? Is it updated, easy to navigate, and visually appealing? How many visitors? How many are new? Where are they coming from (i.e., country; traffic source)? How much time do they spend? How many pages do they view? Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Digital Marketing Audit Social Media How frequently are the accounts updated? How many followers do we have? Who are they? How fast is our follower base growing? Are customers engaging with our posts? > - comparison with What is the average likes or comments per follower? competitors Are the comments positive or negative? Which types of content are more popular? How does day and time of posting affect engagement rate? ① audience analysis follower growth profile insight , content insight Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Digital Marketing Audit Online Sentiment Are people talking about us on other platforms (e.g., forums, review sites)? Are these positive or negative? How are they rating or reviewing our products? Past Online Ad Campaigns* What is the click-through rate? What is the conversion rate? What is the cost per acquisition? * Assessment of past online ad campaigns not required for group project Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Understanding Competitors Digital Marketing Audit (in comparison with us) Website Social Media Online sentiment Are they using search or social media ads? Questions to consider What are their strengths and weaknesses? What are they doing differently from us? Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Web Analytics SimilarWeb Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Insights from Facebook Competitors’ Ads Library Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Insights from Facebook Competitors’ Ad Targeting Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Developing a Digital Marketing Strategy Understand Define Create an Monitor the Situation Objectives Action Plan Performance Based on previous step, identify issues or opportunities for your brand Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Define Objectives SMART Goals Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Define Objectives Common Marketing Objectives Increase awareness Increase loyalty Improve perception Increase engagement Increase website traffic Increase referral Increase conversion Better reviews New customers Offline store visits Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Developing a Digital Marketing Strategy Understand Define Create an Monitor the Situation Objectives Action Plan Performance Decide which digital marketing channels to use and how you will use them Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Discussion From a marketing manager’s perspective, what are the benefits and drawbacks of the different groups of media channels? Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Digital Marketing Channels Benefits vs Drawbacks Benefits Drawbacks Full Control, more versatile Not as credible Owned Direct interaction with customers Takes time to scale Media More cost-efficient Hard to reach new customers Longevity Requires effort to maintain Some degree of control Not cost-effective Wider reach, easier to scale Low credibility Paid Can be targeted/personalized May be annoying Media Can be implemented quickly Ad desensitization Measurable and trackable Ads may be blocked Free No direct control Earned Most credible Content can be negative Media Potentially wide reach Hard to measure and impact Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Food for Thought Which type of channels are more effective to: 1. Increase product/brand awareness 2. Convert potential customers 3. Engage loyal customers strangers C customers Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Digital Marketing Strategy What? A plan to help you achieve specific goals through carefully selected digital marketing channels Strategy is not about doing everything; it is deciding what you are going to do, and not going to do Choose only the most suitable digital marketing channels for your objectives Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Channel Selection Things to consider How can it help us achieve our objectives? Can it help us reach customers? Where in the Customer Journey are we going to use the channel? How are we going to use the channel? When are we going to use the channel? How often will we use the channel? Is it aligned with our brand image? Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. HBR Case Study Issue Direct-mail becoming less effective. Hard to scale the campaigns Higher cost-per-acquisition “We analyzed our marketing channels and determined that direct mail was driving a higher cost-per-acquisition” Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. HBR Case Study Strategy Paid social ads Search engine (Retargeting) marketing Content Email marketing marketing (Abandonment) Paid social ads TRIGGER (Lookalike) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. HBR Case Study Results 15% lower marketing spending Lower cost-per-acquisition (CPA) “The average CPA for direct mail was $227, while the CPA for paid social is $111.” 117% higher conversion rates Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Channel Selection Common Mistakes Trying to use every channel Copying what competitors are doing Jumping on the newest trends / platforms Focusing on channels that are performing poorly Channels could be performing poorly because they are not important in the customer journey Need to look at CJM and Buyer Persona to determine if the channel is important Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Managing Resources Money How much financial resources is required? How can we justify these financial investments? Minutes When will each task be completed? How often will recurring tasks be repeated? Manpower What activities will be outsourced? Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Developing a Digital Marketing Strategy Understand Define Create an Monitor the Situation Objectives Action Plan Performance Determine how performance will be measured Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Measuring Performance 1. Prioritize a few key metrics Include both process and outcome metrics 2. Agree on how they will be measured E.g., window period, how the data will be collected 3. Determine frequency of measurement Consider the cost of measuring the metrics, how fast you can implement marketing decisions, and how responsive the metrics are 4. Set a benchmark and target Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Common Metrics Reach (e.g., impressions, unique audience) Engagement (e.g., comments, viewing duration) Sentiment (e.g., ratings, reviews) Funnel progression (e.g., click-through, conversion rate) Website Traffic Bounce rate, visit duration, page views New vs repeat visitors Traffic sources Return on Marketing Investment Ratio of revenues to marketing costs Cost-per-acquisition (CPA) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Next class Website Mobile Web & App See you next week! Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Website Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Website Website is the only digital marketing channel that the company has full control Most digital marketing activities aim to bring customers to the website to perform desired actions Why? Build the brand image Lets new customers discover you Let customers reach you Collect information about customers and their behaviour Identify customers for ad retargeting Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Website Design Process: 1. Understand function of website 2. Plan website navigation structure 3. Design webpage layout & elements 4. Test website usability 5. Launch website & monitor Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Website Function Before designing website, understand Needs and expectations of the audience From Buyer Persona & Customer Journey Map Company’s objective and call-to-action Brand-building Informational Service Fulfillment E-commerce Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Website Usability Usability refers to how easy and intuitive it is to use the website Affected by users’ mental models of how the website is structured, which is based on their past experiences  follow web design conventions to reduce learning curve Website features that affect usability: Website navigation Overall layout of Individual elements structure the webpage on the webpage How different webpages How easy it is to find How easy it is to interact connect to one another content on a page with the elements Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Website Navigation Structure What? How webpages connect to one another Typically visualized as a sitemap Types of website structure Hierarchy (e.g., eCommerce) Flat Hierarchy Deep Hierarchy Linear (e.g., checkout process) Networked (e.g., Wikipedia) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Website Navigation Structure Ease of Navigation Refers to how easy it is for users to find the page they want on the website Improving ease of navigation: Use clear, familiar, and appropriate category and subcategory labels 3 click rule: not more than 3 clicks to go to important pages Include search function if you have many webpages Include sitemap on the website Users coming from search engines may enter from any page - use breadcrumbs to tell users where they are on your site Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Improving Website Navigation Card Sorting Why: Helps us to understand how users organize information Process: Put each topic on a card, and ask participants to group the cards into categories that makes sense to them Open card sorting: Participants can sort any way they want, and label the categories after grouping Close card sorting: Participants sort cards into pre-defined categories Hybrid card sorting: Participants can sort cards into pre-defined categories, or create their own Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Improving Website Navigation Tree Testing Why: Helps us evaluate how easy it is to find content on the website, validate the results of card sorting, or determine which label is better for a category Process: Provide participants with the menu of all the categories and subcategories (i.e., “tree”), and ask them to complete tasks or find the location of information using only the menu. At the start, subcategories should be hidden or collapsed under the main category Record first click, how many errors they make, how long it takes, and overall success rate. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Webpage Layout Affects how easy it is to find content on the page Typically planned using a wireframe For text content, users usually scan in an F-shape pattern Use chunking, headers, and bullet points For other content, how users scan websites depends on (i) what they are trying to accomplish and (ii) their previous experiences with similar websites  Use familiar layouts to reduce learning curve Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Webpage Elements Use visual cues to show which elements are interactive Don’t underline/put a box around words if they cannot be clicked Provide immediate feedback for interactive elements Show progress indicator to keep users informed about what is going on Minimize choice overload Show fewer options or group them Show suggested or default option Icons should be clearly labelled Help users recover from errors Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Usability Testing Why? To assess website usability and identify potential issues users may face How? Ask test users to complete certain tasks on the website Moderated testing: Moderator will guide test users through the tasks Moderator can explain if task is unclear, and probe for deeper insights More expensive and time-consuming, need to arrange in advance Less natural, may have observer effect (i.e., “Hawthorne effect”) Unmoderated testing: Test users complete tasks on their own Cheaper and faster, usually use at later stages of website design Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Usability Testing Get a few representative users, ideally actual or potential customers Ask them to perform tasks on your website, as if they are doing it on their own Observe what they do, and if they have any difficulties completing the tasks Can use screen recording or eye-tracking to record mouse / eye movements Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Usability Testing Aspects to measure: How easy is it for first-time users to perform basic tasks? Learnability How quickly do they get better after repeated use? Once users have learned the design, how quickly (i.e., time and Efficiency number of actions) can they perform regular task? When users return after a period of not using the website, how easily Memorability can they remember how to navigate it? How many errors do users make, and how easily can they recover Errors from the errors? Satisfaction How pleasant is it to use the website? Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Usability Testing Before testing the new design, test the old design to identify good parts to keep, and bad parts that give users trouble. Tests should be done through multiple iterations Generally, 5 or 6 users per test is enough to identify most issues As number of test users increase, additional insight from each new user decrease. Only test with more users if your website has multiple user segments Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Usability Testing Types of Heatmaps Click Map Scroll Map Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Mobile Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Why Mobile? Mobile usage is greater than desktop Google Mobile-first Indexing Google uses mobile site (rather than desktop version) for search ranking Mobile-first indexing is the default for all new websites Mobile-compatible website is no longer a good-to-have, but a must have Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. How is Mobile different? Interface Smaller screen size  Use hamburger menu or tab bar to hide navigation options  One column layout  Shorter paragraphs, more space between paragraphs  Use Dynamic Type Vertical orientation  No horizontal scrolling  Vertical images and videos Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. How is Mobile different? Interface Touchscreen  Buttons should be large enough to click (Ø 1cm)  Space between buttons 10 mm  Thumb-friendly navigation  Use common touch gestures Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. How is Mobile different? Usage Context Mobile data / Wi-Fi  Small file size, use image and videos selectively Divided attention  Information must be concise Micro-moments  Site should load fast  Page-speed important as a ranking factor on Google Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Converting Desktop to Mobile Website Adaptive Design Create multiple layouts of the website for different screen sizes. Site will detect the device screen size and select the best layout to serve. Resizing the browser will not change the layout. More control over how the website is presented, but requires more effort to create and maintain. Loads faster on mobile devices. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Converting Desktop to Mobile Website Responsive Design Create one version of the website, and the layout will automatically adjust to fit the device screen. When the browser is resized, layout will automatically adjust to fit the browser size. Lesser control over how the website appears, but easier to implement. May take longer time to load, especially on mobile devices. More SEO-friendly (preferred by Google). Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Mobile Apps in Marketing Brand-building Commerce Service fulfillment Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Discussion From a marketing manager’s perspective, what are the advantages of Mobile Web vs Mobile App? Mobile Web vs Mobile App Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Mobile Web vs Mobile App Advantages Disadvantages Compatible with all devices Inconvenient for customers to access Easier to convert from desktop website; Unable to send push notifications faster and cheaper May not accommodate smartphone features Company has full control Requires internet connection Update is instantaneous Requires active search from users Requires less commitment from user Personalization requires account creation Discoverable on search engines and log-in Positively influences search rankings User data stored on web servers Shareable Easy access for customers Separate app for different OS Ability to send push notifications Need to be developed from scratch; takes Easier to integrate smartphone features time and is more expensive (e.g., camera) Requires approval from app markets May work offline Requires users to update app Serve as brand reminders Large commitment from user to install Easier to personalize Limited discoverability by new customers User data stored on device – faster loading Not shareable time Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Mobile Web vs Mobile App Advantages Disadvantages Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Do We Need a Mobile App? Why Consumers Install Apps Convenience, save settings without logging in every time Complete regular tasks (e.g., banking apps) Receive notifications (e.g., ecommerce apps) Access information quickly (e.g., MTR or bus app) Sharing their location (e.g., taxi app) If your app doesn’t satisfy one of the above reasons, consumers probably will not download your app. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Designing a Mobile-Friendly Experience Goal: Make it easy for customers to perform tasks they want to complete Steps: 1. Understand the tasks that users are trying to complete 2. Prioritize the most common / important tasks 3. For each task, outline potential steps to complete the task 4. Make each step as simple and intuitive as possible 5. Measure how easily customers can complete the tasks Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Retention Strategies Notifications Gamification Must deliver value Encourage desired behaviors Triggers Key elements Time-based Challenge / goal Event-based Progress / feedback Action-based Rewards (e.g., badges, Location-based status, features, coupon) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. List of Resources Google Tools for Keyword Research Google Search Console (only for websites that you own) Google Keyword Planner (requires creating an account) Google Trends Other Keyword Research Tools Soovle Ahrefs Keyword Generator Keywords Everywhere (Chrome extension) Website Speed Tests & Optimization Google PageSpeed Insights Google SEO Starter Guide Tools for Generating Content Ideas Questions DB Answer the Public Hubspot Blog Ideas Generator Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Search Engine Optimization Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Search Engine Optimization What? Increase website’s position on search results for specific keywords that are relevant to your business Why? Drive high-quality traffic to your website Connect with potential customers right when they are searching for you Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. How Search Engines Work Search engines send bots (also known as crawlers or spiders) to find new and updated website content. This information is indexed and stored in a huge database. When someone searches for a keyword, search engines look at their database and ranks websites based on their relevance to the keyword. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Can Google Find You? To check if your website is in Google’s database, type "site:yourdomain.com" into Google. This will return all the websites that Google’s database has for your domain. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Can Google Find You? Why is your website not showing up? Site is brand new and hasn't been crawled yet. Site's navigation is too complex, making it hard for Google’s bots to collect information. Site contains codes that blocks search engines. Site has been penalized by Google for violating their guidelines. To solve first 2 reasons, submit sitemaps at Google Search Console (https://search.google.com/search-console/about) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. What do Search Engines Want? Search engines are in the advertising business. They want to get people’s attention To be the first choice as a search engine, they must show the best result. “Best” is hard to define, but generally, relevant + credible show results as fast as possible Because of this, they prioritize relevant and credible websites that loads fast Search engine uses a set of rules to rank websites based on these criteria. This is known as the algorithm. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. The Search Algorithm Algorithm considers many factors (more than 200 for Google). Exact factors and weightage are constantly changing so that people cannot manipulate the algorithm. General SEO approach On-site optimization Relevance: develop content to match keywords that potential customers search for Discoverability: improve Meta tags Speed: improve website loading speed Off-site optimization: Inbound links to establish credibility Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Developing Relevant Content Keyword Understand Keyword Content Research Search Intent Selection Creation Identify keywords Determine the Chose a few Create content that potential search intent for keyword groups/ that contain the customers use. each keyword. topics to focus on. selected keywords. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Keyword Research Where to find relevant keywords Customer Journey Map Qualitative methods, e.g., in-depth interviews, diary studies Google tools: search suggestions, Google Trends, Keywords Planner Other paid tools, e.g., Soovle, Keywords Everywhere Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Understanding Search Intent What do Searchers want? Browsing Mode Informational Navigational Intent Intent Know something, or learn Go to a website Learning Acting how to do something Investigational Transactional Intent Intent Find more options Buy something before buying Buying Mode Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Keyword Selection Considerations Relevance: Is the keyword related to our business? Volume: Do many people search for the keyword? Competition: Are many websites targeting the keyword? “Long-tail keywords” Keywords with low search volume, usually very specific Low competition; easier to rank higher More specific intent, higher probability of conversion Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Content Creation Create content to address search intent Use the selected keywords a few times (about 5), but don’t overdo it Use synonyms and related words Create content that doesn’t become outdated easily Include links to reputable and high-quality websites to signal credibility of your content Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Content Creation What NOT to do: Low-quality content Keyword stuffing Keyword hiding Cloaking (i.e., showing search engines different content from users) Use pirated or copy-righted content Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Improving Meta Tags What? Meta Tags: snippets of HTML code that tells search engines important information about your website Some tags (e.g., title, description) will appear in the search engine results page Why? Make it easy for search engines to index your website Convince people to click on your website when it appears in the results Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Improving Meta Tags Title tag Concise description of a page’s content (50 to 60 characters) As much as possible, most important keywords first Use different keywords for different pages Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Improving Meta Tags URL Include keywords, but don’t repeat multiple times Don’t have unreadable text (e.g.“pageid=32&itemid=10”) Spaces will appear as “%20”. Use “-” to separate words Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Improving Meta Tags Meta Description tag Preview of content in webpage; less than 160 characters Does not affect rank, but affects likelihood that people will click on your link  Make it compelling and interesting. Avoid jargons Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Improving Meta Tags Image Don’t hide keywords in image. Search engines can’t “see” images Add relevant keywords as image alt text (less than 125 characters) Affects ranking of image searches Video Include keywords in video title Add description and captions Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Improving Speed Why? Loading speed directly affects search rankings How? Compress images or use selectively Use lazy-loading Speed test: Google PageSpeed Insights (https://developers.google.com/speed/ pagespeed/insights/) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Ensure Page is Mobile-Friendly Why? Mobile-first Indexing: Google now uses mobile site (rather than desktop version) for ranking on Google Search How? Use Responsive Design so that the layout of content on the website adapts to different screen sizes Incorporate Viewport Meta tag to instruct users’ browser to resize the webpage width according to their device screen size. Simply paste the following into the html code for every page: Use HTML5 instead of Adobe Flash. Flash is not compatible with mobile devices Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Inbound Links What? Hyperlinks from other websites to your site Why? Signals quality and relevance of your content Most important factor for search ranking Number of different websites linking to your page, and quality of those websites, is more important than the total number of links Anchor text (i.e., words used in the other website that links to your page) tells search engines what your website is about Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Inbound Links Getting Inbound Links Create useful content that is easy to share Promote on social media or email newsletters Build relationships with people in the field, and link to their content Guest blogging Create newsworthy content (e.g., research) and send in press release to media outlets Listing profile on business directories / online review sites Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Inbound Links What NOT to do Buy links or create fake sites that link to your site Get links from low-quality websites Spam your link in comments on blogs or forums Google will be suspicious if a new website gets a lot of backlinks very quickly, and may blacklist your website Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Black Hat vs White Hat SEO Link buying or comment spamming Hidden text or keyword stuffing Black Hat Cloaking or sneaky redirects Copied or duplicate content SEO Quality content White Hat Good site architecture Speed optimization SEO Inbound links from reputable sources Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Search on Mobile Local Search What determines Ranking? Relevance: Does the business match the search term? Distance: Is it near to the searcher? Prominence: Is it a legitimate business? Optimizing for Local Search Include addresses and contact info on your website Claim your business listings on Google Maps, Yelp, etc Get more reviews on Google Business profile Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Search on Mobile Voice Search How is Voice Search Different? Contain more words; more specific Usually phrased as questions About how to perform an action Optimizing for Voice Search Use long-tail keywords Use conversational language Write in question and answer format Focus on action queries Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Reviewing SEO Performance Track your ranking (vs competitors) on the selected keywords bi-weekly or monthly Rankings are affected by searchers’ location and search history  Use incognito browser for more accurate results Your Company Competitor 1 Competitor 2 Google Yahoo Bing Google Yahoo Bing Google Yahoo Bing Keyword 1 6 26 30 9 7 5 18 33 33 Keyword 2 4 8 7 7 6 4 6 3 3 Keyword 3 28 50 50 50 23 23 8 12 15 Keyword 4 17 17 17 7 10 15 26 50 50 Keyword 5 30 50 42 8 3 8 27 50 50 Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Reviewing SEO Performance There is a lot of misinformation and speculation about what goes into Google’s search ranking algorithm Google has clarified that these metrics do not directly enter the algorithm, mainly because they are too easy to manipulate or do not provide clear signals Click-through-rate Bounce-rate Average session duration Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Reviewing SEO Performance But these factors may be correlated with how relevant your content is, which is what Google’s algorithm measures E.g., if your website is not relevant, it would have high bounce rate and low session duration Thus, even though these metrics do not directly influence rankings, they should still be monitored Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Content Marketing Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Content Marketing What? Creating and distributing relevant and useful content for a targeted audience Why? Earning attention, rather than forcing it Building trust and rapport with audience Generate leads to expand customer base Google Helpful Content Update rewards websites that have high quality and useful information Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Advantages & Disadvantages Establishes trust & brand Time-consuming authority and labour-intensive Build connection with May be hard to customers measure impact Good for SEO: long-tail Impact on sales not keywords & inbound links guaranteed Can be used as a lead magnet to collect information from potential customers Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Content Marketing Strategy Content Content Content Calendar Creation Distribution Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Content Creation Where to find content ideas? Buyer persona, customer journey map Internet research, social listening What kind of content to create? Aligns with customers’ interests Solves their informational needs Solves their pain points or problems Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Content & Customer Journey Not everyone that comes to your website is ready to buy. People usually start by searching for information and solutions to their problems. Create content to address different needs at different stages of the journey. Awareness of Awareness of Awareness of Problem Solutions Products Create content to help Build trust and Create content that help them understand the authority by offering customers make better problem potential solutions purchase decisions Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Choosing a Topic Paw Friends How? Select topics that highlight your skills or expertise, or differentiate your brand from competitors Topic Relevance Broad vs niche: trade-off between traffic and competition Relevance over time Trending: High immediate relevance Seasonal: Relevance follows cyclical pattern Evergreen: Always relevant Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Content Format Interviews Lists Topic summaries Best Practices Tutorials Questions and answers Survey results Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Content Format Content Format will depend on Goal of the content How your audience consumes information Available resources Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Maximizing Value of Content Repurposing content Break into smaller sections (e.g., shorter videos) or combine different contents (e.g., article into white paper) Convert into different formats (e.g., article to infographic) Optimize for search Include SEO and long-tail keywords Include links to other articles or videos on your website Maintain contact with visitors Ask them to subscribe to your newsletter Retarget with social media or display ads Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Using Gen AI to Create Content Researching Creating Revising Content Ideas Content Content Identify trending topics Create outline and first Edit content to improve or relevant keywords draft of the content SEO performance from websites/forums Suggest catchy titles or Modify content for Generate content ideas captions for the content different audiences or based on list of SEO buyer personas Rephrase content to keywords improve readability Convert content into Summarize research different languages or Generate accompanying about a topic, or formats (e.g., text ↔ images for the content analysing competitors’ voice) content strategy Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Using Gen AI to Create Content Writing effective prompts Be specific about what the output should look like Provide the context (e.g., brand background, purpose of the content) Specify the type of content (e.g., email, social media post, website article) State the format (e.g., length, bullet points, Q&A format etc) Set the tone and style (e.g., humorous, friendly, professional) Define the target audience and their characteristics What else to include (e.g., scientific evidence or specific references/sources) Provide enough details, but be concise. Excessively detailed prompts can confuse the AI or lead it to focus on less relevant aspects of the request. If possible, provide a few examples before prompting. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Using Gen AI to Create Content Other prompting techniques Replace some words with synonyms or phrase the question in different ways (i.e., Prompt reframing) Ask AI to help you craft better prompts (e.g., “What information do you need to produce the most relevant article about X?”) Ask AI to evaluate and improve its own responses Tell AI what not to do to steer it away from unwanted content Ask AI to adopt different identities, personas, or perspectives to create content, or give feedback for the content you have created Ask AI to ask you questions one at a time to help you brainstorm ideas or think about a topic Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Using Gen AI to Create Content Best practices Break the task into smaller and simpler components or sections Train AI to write in a style that is consistent with your brand voice Do not rely completely on Gen AI. Content that is too similar to existing websites may be penalized by Google Strike a balance between AI and human input. Consider integrating some human elements (e.g., personal stories, real-life examples, quotes or interviews with experts) to make the content more relatable Verify the accuracy of the information/sources in output produced by AI Disclose use of AI Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Content Distribution Channels Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Content Distribution Make it easy for people to access and share your content Content gating can be used if you are using the content as a lead magnet Only allow access if customers perform a certain action (e.g., create account, provide email address) Demonstrate value of content before requesting action Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Reviewing Performance Common metrics Exposure: views, downloads Engagement: likes, comments, shares, duration SEO results: ranking, organic traffic, backlinks Impact on revenue: number of leads, conversion rate Actions Amplify high-performing content Share on social media or via email Promote via paid ads Revise or remove low-performing content Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Next class Email Marketing Social Media Marketing See you next week! Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Email & Social Media Why? Direct push communication with customers: One-to-one (for email) One-to-many (for social media) Content Type Informational: general updates about the business Promotional: focus on products (e.g., sales events, product features, new products) Value-based: focus on customers and their problems; sharing content that will inform, educate, or inspire them. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Email Marketing Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Email Marketing What? Sending relevant emails to the right people at the right time to increase sales or build relationships Highest Returns on Investment (ROI) among all digital marketing channels Most emails read on mobile devices Email Types Planned: Prepared in advance (e.g., regular newsletters, sale or new product announcements) Automated: Triggered by events or customer-specific actions (e.g., cart abandonment, birthday) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Advantages & Disadvantages Direct communication Indirect costs (e.g., email with consumers software, copywriters) Can be targeted and Takes time to build email list personalized May not be opened/read Fast implementation Might be sent to spam Can be automated folder Hard to stand out from the Can track key metrics clutter in the inbox Technically “free” Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Email List Building Quality over quantity Opportunities to collect email addresses Browsing your website Creating account Purchasing products Participating in a contest Offline events (e.g., trade shows) Accessing premium content or features Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Lead Magnet What? Valuable piece of content or offer that you give for free to customers in exchange for their email address Getting the most from Lead Magnets Should not be too promotional or sound like a sales pitch. It should be something that people want. Send it to their email instead of redirecting them a download link Promote it with social media and paid advertising. Rather than advertising the product you are selling, it may be more effective to advertise the lead magnet. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Getting Consent Let customers opt-in Offer incentives or exclusive benefits Let them know how their email address will be used Allow customization Type of content (e.g., promotions, new products, events notification etc) Frequency of email Let them unsubscribe or change preferences easily Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Planning an Email Campaign Determine Create winning Test different campaign goal subject lines version Determine Create relevant Schedule date audience content and time to send Determine trigger Determine call- Monitor email (for automated to-action performance emails) Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Email Campaign Goals Develop emails for different stages of the Customer Lifecycle Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Planning an Email Campaign Some audience segments include Buyer persona Stage in buyer’s funnel Past interaction with your emails Past browsing behaviour on your website Past purchase behaviour Average order value Also think about who you want to exclude from the email list Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Drip Campaigns Sequence of automated emails delivered at specific time intervals Common drip campaigns Welcome / onboarding End of Drip Special events Cart abandonment Send eBook Reengagement Send video Subsequent emails may depend on recipient’s reactions to previous emails Offer demo Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Let’s help Paw Friends How many issues can you find with this email? Hi there, We are having a Pet Grooming workshop next week. The date and time of the workshop is attached in the e-flyer. Please scan the QR code for enjoy 20% off the registration fee. Best regards, Paw Friends To unsubscribe, please email [email protected] Please allow at least three full business days for us to remove your name Paw Friends from our subscriber list. Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. An Example of a Good Email Personalised Highlight benefit / value at the start Concise details Clear call-to-action Highlight important information Easy unsubscribe option Explain why they receive the email Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Email A/B Testing Why? Understand which subject line, call-to- action, design, content, and timing is most effective How? Send different versions of the email to a small group of people (~50 to 100) Compare open / click rates and send the best version to the rest of the people Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed.  Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Email Delivery Times Delivery time affects likelihood of email being opened Depends on who you are trying to reach (e.g., working adult, student) Try different days / time to see which works best for your audience Copyright © 2024 Yong Chin, TAN. All rights reserved. This content is protected and may not be shared, uploaded, or distributed. Monitoring Performance Common metrics High Bounce rate = many invalid addresses Low Open rate = weak email subject line Low Click-to-open rate (#clicks/#open) = poor email content or call-to-action High Unsubscribe rate