Digital Marketing | Introduction Lecture Notes PDF

Digital Marketing MKT3007  Welcome to Digital Marketing Kimone M Singh Digital Enthusiast With over 16+ years experience in Customer Experience and Service Delive...

Digital Marketing MKT3007  Welcome to Digital Marketing Kimone M Singh Digital Enthusiast With over 16+ years experience in Customer Experience and Service Delivery, 8+ of them in online marketing. I have worked with international, regional and local companies and agencies to develop or advise on both B2B and B2C social media strategies, website development and apps. Also adding depth to her portfolio are over 5+ years of working in event planning and marketing, including Jamaica Jazz and Blues Festival, ReggaeSumfest and Simply Red and with Entertainment companies such as Dream Entertainment and Bacchanal Jamaica. Utech Alumni, holding a Bsc in Information Technology and a Masters in Education Management and has over 7+ years of teaching experience. Digital Marketing UTECH 2  Course Overview 1 Objective 5 Topic This course explores the world of digital media marketing and how it impacts and is integrated along with traditional marketing  Introduction to Digital Marketing channels.  Website Planning 2 Method of Instruction  Inbound Marketing Lectures | Group and Independent Learning  Email & Mobile Activities | Quiz | Final Presentation  Seach Engine Optimization  Social Media Optimization 3 Grading  Search Engine Marketing Individual Assignment 10% | Certification Portfolio 30% | Mid-  Digital Marketing Strategy and Semester Test 20% | Final Project 25% + Oral Presentation 15% Planning 4 Contacting Me We will be maintaining a Whatsapp Group and I can be contacted via : [email protected] 876.470.7537 Digital Marketing UTECH 3 Digital Marketing “Introduction” Digital Marketing | Introduction Advantages of Online Interaction + + Cheaper Accessible anywhere (e.g. than phone calls) (mobile devices) + + Records/receipts + are available Online (email/web/social) Online interaction is accessible anytime is faster Digital Marketing UTECH 5 Digital Marketing | Introduction Digital Marketing - Definition Using digital channels to promote, or market, products and services to consumers and businesses. Digital Marketing Institute Digital Marketing UTECH 6 Digital Marketing | Introduction Digital Marketing UTECH 7 Digital Marketing | Introduction Breakdown Digital Marketing UTECH 8  Digital Marketing | Introduction Consumers reveal who they are Buy on site Budget Register Click on for updates Urgency Ad campaign Specific Requirement Search for “City Break” Location, Interest, Age 9 Digital Marketing UTECH Digital Marketing | Introduction How Consumer Behavior has changed Awareness The consumer decision journey (McKinsey, 2014) Familiarity Consideration Now… Purchase Loyalty 10 Digital Marketing UTECH Digital Marketing | Introduction 11 Digital Marketing UTECH Digital Marketing | Introduction “Start with the customer and work backwards” Market reality is a better indicator of customer needs than market research 12 Digital Marketing UTECH Digital Marketing | Introduction TV and Radio Email And Integrate User Print Mobile Phone Principle Depending on consumption channel, users apply personal preferences and Broadcast Transact Interact Websites and Social Media Networks Personal communications etiquette and expect Discussion forums that where the interaction is devices/systems with a marketers to do likewise are public and open governed by social norms personal etiquette 13 Digital Marketing Digital Marketing | Introduction The three aspects of your digital brand Your digital Voice, Footprint and Shadow Voice Footprint Shadow Digital Marketing Digital Marketing | Introduction Digital Marketing UTECH 15 Digital Marketing | Introduction Digital channels can be grouped under the following headings Search Search Digital Social Email Mobile Content Marketing Marketing Display Media Websites Marketing Marketing Marketing (SEO) (PPC) Advertising Marketing Digital Marketing UTECH 16 Digital Marketing | Introduction SEO - Definition “ Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or unpaid (“organic”) search results. ” ©Digital Marketing Institute 2016 Digital Marketing UTECH 17 Digital Marketing | Introduction Digital Marketing UTECH 18 Digital Marketing | Introduction Know where organic and paid search results display and how positioning affects clicks 30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings) Digital Marketing UTECH 19 Digital Marketing | Introduction Keyword phrases should be included effectively Keyword Keyword Keyword Digital Marketing UTECH 20 Digital Marketing | Introduction PPC- Definition Related to Cost Per Click (CPC) Pay-Per-Click (PPC) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (Google) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked” ©Digital Marketing Institute 2016 Digital Marketing UTECH 21 Digital Marketing | Introduction Digital Marketing UTECH 22 Digital Marketing | Introduction Digital Marketing UTECH 23 Digital Marketing | Introduction Digital Display Advertising Digital Display Advertising is a type of online advertising that typically contains text, logos, photographs or other images, location maps and similar items. Digital Display Advertising offers you the chance to place graphically rich relevant advertising on the sites your customers visit – through publisher networks and individual publishers. Digital Marketing UTECH 24 Digital Marketing | Introduction Ad Formats Digital Marketing UTECH 25 Digital Marketing | Introduction Display Ads Dimension and Position Digital Marketing UTECH 26 Digital Marketing | Introduction Retargeting With retargeting we can control: how many times the user is served the ad, frequency of view, time of day etc. Digital Marketing UTECH 27 Digital Marketing | Introduction Display Ads Affiliate agreement Digital Marketing UTECH 28 Digital Marketing | Introduction Social media is the term commonly given to Internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content. As the name implies, social media involves the building of communities or networks and encouraging participation and engagement. (CIPR, 2011) Social media encourage audience participation, interaction and sharing. Digital Marketing UTECH 29 Digital Marketing | Introduction Social Media Platforms Digital Marketing UTECH 30 Digital Marketing | Introduction Mobile Marketing …… is any advertising activity that promotes products and services via mobile devices, such as tablets and smartphones. Mobile marketing makes use of features of modern mobile technology, including location services, to tailor marketing campaigns based on an individual's location. Digital Marketing UTECH 31 Digital Marketing | Introduction Digital Marketing UTECH 32 Digital Marketing | Introduction Websites A website (also written as web site) is a collection of web pages and related content that is identified by a common domain name and published on at least one web server. Notable examples are wikipedia.org, google.com, and amazon.com. All publicly accessible websites collectively constitute the World Wide Web. Digital Marketing UTECH 33 Digital Marketing | Introduction Digital Marketing UTECH 34 Digital Marketing | Introduction Color Scheme Buttons Images Navigation Trust Symbols Video Forms Phone Numbers Digital Marketing UTECH 35 Digital Marketing | Introduction Content Marketing …… is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to: Attract attention and generate leads Expand their customer base Generate or increase online sales Increase brand awareness or credibility Engage an online community of users Digital Marketing UTECH 36 Digital Marketing | Introduction Content Marketing Consumers trust one another far more than they trust advertisers  80%-90% trust friends  70% trust strangers more than advertisers  66% trust “editorial” content like newspapers  42% of banner ads have consumer trust Digital Marketing UTECH 37 Digital Marketing | Introduction UGC – User Generated Content Any material created and uploaded to the Internet by nonmedia professionals Can include: comments on a blog; customer review on Amazon; video uploaded to YouTube; pin board on Pinterest; a simple user profile, Like, or comment on Facebook Has fundamentally altered how audiences interact on the Internet and how advertisers aim to reach them Digital Marketing UTECH 38 The END