Customer Engagement with Media and Content PDF

Customer Engagement with Media and Content Understanding Customer Behavior and Interaction with Media Digital Media: Customers interact with digital media through various channels like websites, social media platforms, search engines, and mobile apps. (2.1) Offline Media: Offli...

Customer Engagement with Media and Content Understanding Customer Behavior and Interaction with Media Digital Media: Customers interact with digital media through various channels like websites, social media platforms, search engines, and mobile apps. (2.1) Offline Media: Offline media includes traditional advertising channels like print media, television, radio, and billboards. (2.1) Customer Behavior: Understanding how customers interact with both digital and offline media is crucial for effective marketing campaigns. (2.1) The Importance of Content Throughout the Customer Lifecycle Content Marketing: Content marketing involves creating, curating, distributing, and amplifying valuable, relevant, and engaging content to attract and retain customers. (2.2) Customer Lifecycle: Content plays a vital role at each stage of the customer lifecycle, from awareness and consideration to purchase and loyalty. (2.2) Content as the New Ad: Content marketing is increasingly replacing traditional advertising as a more effective way to reach and engage customers. (Content Marketing for Brand Curiosity) Search Engine Marketing (SEM) Understanding SEO and its Importance SEO (Search Engine Optimization): SEO is the process of optimizing a website to rank higher in search engine results pages (SERPs) and attract more organic traffic. (Components of SEM) Google Dominance: Google holds a dominant market share in search, with approximately 92% of search engine traffic. (Components of SEM) Organic vs. Paid Search: Organic search results are determined by search engine algorithms, while paid advertisements are purchased placements. (Do You Know The Difference Between Paid And Organic Search Engine Results?) SEO Algorithm Algorithm Complexity: Search engine algorithms are complex and constantly evolving, making it challenging to fully understand their workings. (What is a SEO Algorithm?) Factors Influencing Rankings: SEO professionals use reverse engineering, research, and experiments to identify key factors that influence search engine rankings. (What is a SEO Algorithm?)  Dynamic Nature: Websites, documents, and search engine algorithms are constantly changing, requiring ongoing optimization efforts. (What is a SEO Algorithm?) Benefits and Drawbacks of Paid and Organic Ads Feature Paid Ads Organic Ads Click-Through Rates Higher for high purchase intent Higher for general searches (CTR) keywords Time to Results Immediate Months or years Targeting Highly specific Less specific Expensive, especially for Cost Relatively inexpensive competitive keywords Temporary, dependent on ongoing Permanent, as long as content Persistence payment remains relevant Trust and Credibility Lower perceived trust Higher perceived trust The Importance of Search Engine Rankings Website Visibility: A majority of consumers find websites through search engines. (Important?) First Page Dominance: Most users choose websites listed on the first page of search results. (Important?) Traffic Generation: Search engines drive a significant portion of internet traffic. (Important?) Top Ranking Advantage: The top three organic positions receive a majority of user clicks. (Important?) Cost-Effectiveness: SEO can be a cost-effective way to generate leads and sales. (Important?) Marketing Personalization The Importance of Personalization Marketing Noise: Consumers are bombarded with numerous marketing messages daily. (How we receive marketing messages) Personalization Impact: Personalized experiences increase customer engagement, loyalty, and purchase behavior. (How we receive marketing messages) Data Sharing: Consumers are willing to share personal information for a better experience. (How we receive marketing messages) Segmentation and Targeting Buyer Persona: A buyer persona is a semi-fictional representation of your ideal customer, based on research and data. (Identify Your Target Audience: Buyer Persona) Demographics: Age, gender, location, income, and education level. (Identify Your Target Audience: Buyer Persona) Geographics: Location, region, and climate. (Identify Your Target Audience: Buyer Persona) Psychographics: Values, beliefs, interests, and lifestyle. (Identify Your Target Audience: Buyer Persona) Segmentation: Dividing your target audience into smaller groups based on shared characteristics. (Segmentation + Targeting = Personalization) Targeting: Directing your marketing efforts towards specific segments of your audience. (Segmentation + Targeting = Personalization) Personalized Marketing Strategies Email List Segmentation: Sending targeted emails based on customer preferences and behavior. (…and then use that information.) Autoresponders: Automated email sequences triggered by specific actions. (…and then use that information.) Social Media Promotions: Tailoring social media content and ads to specific audience segments. (…and then use that information.) Personalized Offers: Providing customized discounts, promotions, and recommendations. (…and then use that information.) Content Marketing Content Marketing Fundamentals Content Marketing Definition: Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. (What is content marketing) Content as Journalism and Brand Publishing: Content marketing can be seen as a form of journalism and brand publishing, building deeper connections between brands and customers. (What is content marketing) Content Marketing Adoption: A significant portion of B2B and B2C companies have implemented content marketing strategies. (What is content marketing) Content Marketing Budget: Companies allocate a substantial portion of their marketing budgets to content marketing. (What is content marketing) Hashtags as Taglines: Hashtags play a crucial role in content distribution on social media, similar to traditional taglines. (What is content marketing) Content Marketing in the Digital Economy Internet's Role: The internet has fueled the rise of content marketing. (C.Marketing is the future of advertising in the digital economy) Customer Trust: Customers are increasingly skeptical of traditional advertising and rely on online reviews and recommendations. (C.Marketing is the future of advertising in the digital economy) Value Proposition Communication: Marketers need to effectively convey the value propositions of their brands through engaging content. (C.Marketing is the future of advertising in the digital economy) Content vs. Advertising Content Focus: Content aims to provide information that customers want to use to achieve their goals. (Difference between Ads and Content) Advertising Focus: Advertising aims to convey information that brands want to communicate to sell their products and services. (Difference between Ads and Content) Mind Shift: Marketers need to shift their mindset from traditional advertising to content marketing, focusing on providing value to customers. (Difference between Ads and Content) Content Marketing Best Practices Google Study: A Google study revealed that viewers are more likely to watch videos that contain stories, human faces, and animation. (GOOGLE STUDY) Brand Logo Placement: Including a brand logo in the first five seconds of a video ad can increase brand recall but may decrease watch time. (GOOGLE STUDY) Customer-Centric Content: Marketers should prioritize creating content that aligns with customer needs and interests. (Marketers need to realize that their definition of good content might not the same as the customers definition , ultimately the customers definition is the one that counts) Content Marketing Process Goal Setting: Define clear objectives for your content marketing campaign, such as brand building or sales growth. (Step by Step Content Marketing) Audience Mapping: Identify and understand your target audience through detailed personas. (Step by Step Content Marketing) Content Ideation and Planning: Develop relevant content themes, formats, and a content calendar. (Step by Step Content Marketing) Content Creation: Produce high-quality content, either in-house or through agencies. (Step by Step Content Marketing) Content Distribution: Distribute your content through owned, paid, and earned channels. (Step by Step Content Marketing)  Content Amplification: Leverage influencers, social media, and other strategies to increase content reach. (Step by Step Content Marketing) Content Marketing Evaluation: Track and measure the performance of your content marketing campaign. (Step by Step Content Marketing) Content Marketing Improvement: Continuously analyze and improve your content marketing strategy based on performance data. (Step by Step Content Marketing) Content Marketing Objectives Brand Building: Increase brand awareness, association, and loyalty. (Step by Step Content Marketing) Sales Growth: Generate leads, close sales, cross-sell, up-sell, and drive referrals. (Step by Step Content Marketing) Content Marketing Segmentation Subcultures: Focus on topics that interest specific subcultures, leveraging their communities and influencers. (Step by Step Content Marketing) Audience Profiling: Create detailed personas to understand your audience's anxieties, desires, and aspirations. (Step by Step Content Marketing) Content Relevance: Provide content that addresses audience anxieties and helps them achieve their desires. (Step by Step Content Marketing) Content Ideation and Planning Content Themes: Develop relevant and effective themes that resonate with your audience. (Step by Step Content Marketing) Content Formats: Utilize a mix of written and visual formats, such as articles, infographics, videos, and presentations. (Step by Step Content Marketing) Content Storyline Calendar: Create a content calendar that outlines your overall content marketing strategy and individual story arcs. (Step by Step Content Marketing) Content Creation In-House vs. Agencies: Decide whether to create content in-house or outsource it to agencies. (Step by Step Content Marketing) Content Production Schedule: Establish a content production schedule to ensure consistent content creation. (Step by Step Content Marketing) User-Generated Content: Encourage customers to create and share content, such as images and videos. (Step by Step Content Marketing) Content Distribution Content Amplification Influencers: Partner with influencers to reach their followers and amplify your content. (Step by Step Content Marketing) Conversation Creation: Engage with your audience and encourage discussions around your content. (Step by Step Content Marketing) Content Marketing Evaluation Strategic and Tactical Measurement: Track both the strategic and tactical performance of your content marketing campaign. (Step by Step Content Marketing) Content Marketing Improvement Accountability: Content marketing is highly accountable, allowing you to track performance by theme, format, and channel. (Step by Step Content Marketing) Dynamic Nature: Content marketing requires ongoing analysis and improvement due to its dynamic nature. (Step by Step Content Marketing) Persistence and Consistency: Content marketing requires time to have an impact, so persistence and consistency are essential. (Step by Step Content Marketing)