Digital Marketing Strategy - 9th July.docx

**[Digital Marketing Strategy]** **What is Marketing?** Marketing is identifying and analyzing customers\' needs and wants and satisfying them profitably. **What is Digital Marketing?** Digital Marketing is the component of marketing that uses the Internet and online tools to carry out marketing...

**[Digital Marketing Strategy]** **What is Marketing?** Marketing is identifying and analyzing customers\' needs and wants and satisfying them profitably. **What is Digital Marketing?** Digital Marketing is the component of marketing that uses the Internet and online tools to carry out marketing **[Fundamentals of Marketing and How Digital Marketing Fits In.]** The Marketing Mix is a fundamental concept of marketing. Traditionally, we are aware of the mix containing 4Ps of marketing but now it consists of 7Ps. **[Promotion]** The promotion has 3 parts **Above The Line (ATL) --** Assuming that anyone can see the billboards or commercials. This is a good method for a product that targets a very vague customer base. However, this may not be the best or justifiable approach if the brand is specific and sells to a niche market. Methods of ATL are Television, Radio, and Paper. **Below The Line (BTL)** - It targets a specific group of customers such as a sales promotion where a sales assistant offers a free product sample. Examples; Sales promotions, discounts, coupons. **Through The Line (TTL) -** Through the Line Marketing combines both approaches to target specific individuals and impact a greater number of people on a broader scale while giving measurable data on its impact, though costly and usually used by financially secure companies. **[The 4Cs For Social Media Marketing]** - Content - Campaigns - Consistency - Continuous Improvement **[The Digital Marketing Mix]**  **[Components of digital marketing]** - SEO- to help a website rank higher - Google trollers- google understands and indexes every page and goes to the base. What The bot indexed will be recalled when searched. SEO must be done after web development for the trollers to index ***[Ranking decided through factors]*** **1. Domain authority**- older domain than new Domain ending with gov, or official website, will rank higher- domain has more authority **2. Traffic**- time spent on the website and many clicks will be shown first. High traffic through social media. If a person comes to a website without staying (called bounce rate) google then thinks it's not legitimated to be on top **3. Site speed**- if it takes time to load/ has dummy pages **4. Black hat SEO**- keywords stuffing in the past, to deceive trollers, they put keywords in white for white bg, for trollers to rank it higher. Now it's not possible. If this was done in the past, ranking will be lowered. 5\. Bidding of keywords, google ads- paid per click (temporarily get it on top) **Content Marketing** -- creating and distributing valuable content to attract target audience **Social Media Marketing**- using social media platforms to promote the brand, understand audiences' behavior, then cater to it. **Video marketing-** affordable and easy **Influencer marketing**- convincing and paid **Mobile marketing**- in-app notifications **[What is Digital Strategy development?]** Crucial process that helps businesses leverage power of digital technologies to achieve their goals and stay competitive. Outcomes: - Drive business growth - Enhance brand visibility- once its seen, becomes a conversion - Maximize market share- sales volume in comparison to competitors in the industry **[Race growth system- strategic planning]** - Reach -- awareness and visits - Act -- interaction and leads- leads are when they sign up using a phone no or email, then it is added to CRM and verified through calls or emails - Convert -- sales and profit - Engage- loyalty and advocacy (meta- set up a campaign- goes live- from then reach will increase, but if reach doesn't increase there is an error) digital marketing is measurable. Even google ads, correct actions can be taken **[Digital Strategy Development: How Do You Get Started?]** 1. **Set clear objectives** by using the SMART objectives method. 2. Understand **Your Target Audience** by running market research on customer demographics, behaviors, preferences, and pain points. We should also use cross-funnel personas. 3. **Conduct a competitive analysis** by analyzing their strengths, weaknesses, and strategies. Make sure to explore their websites and online marketing tactics. This can be done through a SWOT analysis. Can use **Positioning Maps** to compare with competitors. (Perceptual Maps)  Can use "Similar Webs" to compare some brands. Daraz and Abans are different because Abans only sells home appliances whereas Daraz sells multi-facet goods. **[Why a company may be performing better than another business in the same industry?]** 1. They probably have a high marketing budget. Can find out about PLCs through their published financial statements. 2. The campaigns have been well-optimized if the spending is less than the other business 3. The UI (User interface) is optimized for customer engagement to increase regarding the site duration. Or maybe they have a lot of products to browse through. 4. The User Experience. How well the website is optimized for the mobile version? 5. Depends on the nature of the website. For informational sites, less time spent could mean a good thing whereas its not the same for an e-commerce site. 6. Page per sitting (how many pages you browse through in a duration.) -- Some sites could have cross-linked where there's a link to another website within a website. 7. Bounce Rates -- If a user comes onto a website, doesn't take any action, and quits the website. It can be interpreted as bad. The bounce Rate can be high because of User Interface is not friendly, and the wrong marketing campaign has been used where something has been overpromised. However, for information sites, users come in, read the information, and quit which can be interpreted as good. **[Extra Effort such as screenshots of graphs -- more marks]** 8. Direct search -- Where we directly type the website URL. 9. Referrals -- A website is recommended through another website. 10. Organic search is a search engine\'s method of finding and ranking website content naturally, without the influence of paid advertising. 4. **Develop A Customer Journey Map** **[Customer Journey Map]** A customer journey map is a visual storyline of every engagement a customer has with a service, brand, or product. The customer journey mapping process puts the organization directly in the consumer\'s mind to better understand the customer\'s processes, needs, and perceptions. Create the customer journey map by implementing RACE. **Why Customer Journey Map?** 1. Helps to identify where the budget should be invested in. For instance, if you think the customer is unaware of the product, more budget should be allocated to awareness campaigns. **Key Performance Indicators (KPI)** - a quantifiable measure of performance over time for a specific objective. KPIs provide targets for teams to shoot for, milestones to gauge progress, and insights that help people across the organization make better decisions. **[Digital Strategy Development -- How to get started?]** - Choose the right digital channels - Monitor and measure key metrics and KPIs. - Adapt and evolve -- stay updated with the latest trends technologies and best practices in the digital realm. Embrace innovation and be willing to experiment with new ideas to stay ahead of the competition. **[Assignments 2]** Internal -- Swot, (Opportunities and threats is external) External - PESTEL **Only focus on the digital platforms** **Use a similar web website on the group** **See the image of the structure of the assignment in gallery.** **Negative and positive online comments** **[Assignments 3]** **Refer the image in the gallery** **Give recommendations for example for negative and positive online comments** **The personas are your recommendations and not the existing ones. -- profile picture, names related to nationality** **Include the 7Ps -- more marks** **SEO, social media and email are just examples but can include others such as blogs etc.** **Commute times such as the best times to post on social media -- weekdays.** **Monday don't send email newsletters. Tuesday and Thursday is good** **Use the SOSTAC model** **Include the AIDA model** **Channel MIX** **[PR'S SMITH SOSTAC PLANNING SYSTEM]**  Situational Analysis -- Understanding the current internal and external factors that may affect the marketing strategy. Conduct SWOT analysis. Objective -- Setting SMART objectives. (Watch a video about the topic). Include KPIs for each objective. Conversion rate -- the number of clicks on a website vs the people who actually buy from the website. Reach -- the amount of people you want to reach with your advertisement Impression - the amount of people who have actually been reached through the advertisement. Connectivity between converstion rate and the click through rate. Sales convertion monitor. **[Fundamentals of Social Media Marketing]** [Audience Understanding] Fundamental -- Knowing your target audience is crucial. Understand their demographics, interests, behaviors, and preferences. Why: Tailoring content and strategies to resonate with your specific audience increases engagement and conversion rates. [Platform Selection] Fundamental -- Not all social media platforms are suitable for every business. Choose platforms based on your audience demographics and the nature of your business. Why: Focusing efforts on the platforms your audience frequents ensures more effective use of resources. [Consistent Branding] Fundamentals: Maintain consistent branding across all social media channels. This includes profile images, cover photos, and messaging. Why: Consistency builds brand recognition and trust among your audience. [Content Strategy] Fundamental - Develop a content strategy that aligns with the brand and resonate with the audience. Mix content types such as images, video and texts. Why: Quality content increases engagement, attracts followers, and encourages sharing. Engagement and Interaction Fundamentals: Actively engage with your audience. Respond to comments, messages, and mentions promptly. Why: Interaction builds a sense of community, fosters trust, and increases the likelihood of customer loyalty. [Visual Appeal] Fundamentals: Visuals are powerful on social media. Invest in high-quality images and graphics. Why: Hashtags and keywords enhance the content reach by making it searchable. (Less keywords are good) [Analytics and Measures] Fundamental: Regularly track social media analytics to evaluate the performance of the campaigns. Why: Analytics provide insights into what works and needs improvement. [Paid Advertising] Stay informed about social media trends and adapt to algorithm changes or user behavior. Adapting to trends keeps your content relevant and ensures that you leverage new features and opportunities. [Adaptability and Trends] Stay informed about social media trends and adapt to algorithm changes or user behavior. Adapting to trends keeps your content relevant and ensures that you leverage new features and opportunities. [Community Building] Foster a sense of community among the followers. Encourage user-generated content and create a space for discussions. Building a community strengthens brand loyalty and can turn customers into brand advertisements. **[Assignment Requirements]** **[MCQ]** - 22^nd^ August -- 9 am to 9.30 am with 15 questions. The classroom will be informed in due time. **[Marketing Audit]** - Allocate the number of words according to the percentage given to each subsection. - **Internal Analysis** -- Strengths and Weaknesses - **External Analysis**- Weakness and Opportunities. Write more than just bullet points and do the appropriate research. - Give a little bit of explanation for each of the SWOT analysis - **Competitor Analysis** - Take competitors that are relevant to the chosen business. - Conduct research more on the online presence but can use the advantages of offline presence to discuss the answers. Discuss whether the brand has its personal apps for example. A competitor's strength is your brand's threat. Analyze things from a practical consumer perspective. Use a table to present the competitor's social media. How many fanbases do they have? Analyze their engagement rates - check the competitor's 5-6 latest posts and check their likes, comments, and shares. Check from Facebook whether certain brands are running ad campaigns and check how frequently they do them in a period compared to the competitors. Are they campaigning for the same product or for a variety of products? **How to check ad campaigns in FB** -- Go to an FB account about section -\> Transparency -\> Go to Ad Library - Audience network/ Retargeting Ads in FB - Analyze their websites, explain the traffic, bounce rates, no. of pages per visit, and time spent on the site vs the amount of traffic coming. Put those also in a table and have a conclusion. There are some cases when the higher bounce rates are good like when you leave a website to fill out a form and then quit. A 40-50% bounce rate is okay. More than 70% bounce rate is bad. Check the bug rates and the number of times needed to login. **[Assignment 3]** Meta targeting -- MORE MARKS **[Search Engine Marketing]** **[Components of Search Engine Marketing]** - Traffic - Keywords - Visibility - Website - Targeting - ROI (Return on Investments) - PPC (Pay Per Click) - Conversions - Rankings - Ads **[Search Engine Optimization]** Search Engine Optimization is the process of improving the quality and quantity of website traffic to a website or a web page from a search engine. SEO targets unpaid traffic rather than direct traffic or paid traffic. **[Search Engine Advertising]** Also known as paid search it is a form of online advertising where businesses pay to display their ads on Google, Yahoo, and other major search engines to reach a wider audience than they would be able to through organic search. Google identifies your website through the use of the crawling index. Google Crawlers check the websites' meta titles. Google Display Networks (GDN) Onsite Optimization and Offsite Optimization **[Small SEO tools website -- to find the keyword position]** If ranking his higher, better the traffic If click through rate is high, the campaign is working **[Conversion tracking]** Measure the effectiveness of ad campaigns in terms of desired actions. (e.g: purchases, sign-ups) Importance: Tracking conversions provides insights into campaign performance and return on investment **[Local SEO]** Optimize for local search by claiming and updating Google My Business listings (Maps, call numbers etc in Google) **[Digital Marketing Revision for MCQS]** Digital Strategy Development 1. Set Objectives 2. Understand Your Target Audience 3. Conduct a Competitive Analysis 4. Develop Customer Journey Map (AIDA Model -- Awareness, Interest, Desire, Action) 5. Choose the Right Digital Channels (Digital Marketing Mix -- Earned, Paid, Owned) See the examples for each component. The main component they do is the storytelling element. - Objectives and Channels (SEO and Google Adwords, Create Content etc) 6. Monitor and Measure Key Metrics 7. Adapt and Evolve **[Strategic Marketing Planning Process and Tools]** - SOSTAC - STP STP (Segmenting, Marketing, and Positioning) Market Segmentation -\> Targeting the market with the right message -\> Product Positioning -\> Decide on the Optimal Marketing Mix **[Value proposition]** - What problem to solve - How to solve - Why should customers choose you - Market Segmentation - Market Targeting - Product Positioning How to segment the market (see examples for each) - Demographic - Geographic - Psychographic - Behavioral