Digital Marketing Notes - Summary and Concepts

MARKETING NOTES --------------- What is digital marketing: use of digital or social channels to promote a brand or reach customers. (marketing)The activity, institutions, and processes for creating, communicating, delivering offers that have value for stake holders. It is a value exchange Brand:...

MARKETING NOTES --------------- What is digital marketing: use of digital or social channels to promote a brand or reach customers. (marketing)The activity, institutions, and processes for creating, communicating, delivering offers that have value for stake holders. It is a value exchange Brand: name, term, design, symbol or other aspect that identifies and distinguishes organization product/service. ### Time line View of marketing: it's a form of partnership and interaction among two biologically distinct beings. ### (macro environment effect on digital marketing) Political: foreign trade Economic: fluctuations in supply and demand Social: social trends can compel digital marketers to be creative Technical: emerging technologies allow marketers to provide exceptional experiences to consumers Environmental: digital waste (e-waste) Legal: laws and regulations -- privacy and cybersecurity. ### (micro environment effect on digital marketing) Organization: well defined strategic plan backed by top management Suppliers: inputs, goods, services that the organization needs Intermediaries: assist in the marketing of products/services for organizations Competitors: challenge -- sustain a competitive advantage Publics: everyone that has a stake or influence the ability of an organization to attain goals and purposes Customers: managing relationships with them is crucial TYPES OF DIGITAL MARKETING -------------------------- EMAIL MARKETING, sending carefully crafted emails to pertinent audiences (promotions, new products, newsletters...) messages intended to keep regular connection with customers. WEBSITE MARKETING, done through one or more websites. Have a good web presence (desktop, mobile device, other devices) SEO MARKETING -- SEARCH ENGINE OPTIMIZATION, improving website to optimize use by search engines and rank highly on the results SEARCH ENGINE MARKETING -SEM, bidding keywords or keyphrases, terms consumers would use to search SOCIAL MEDIA MARKETING, advertising, promotional, sharing, branding and connecting with consumers. COMMUNITY MARKETING, may be through social media but also through other platforms such as blogs, webcasts, and forums. (making connections, promoting engagement, and building a community with consumers) MOBILE MARKETING, through mobile devices, apps... (operating a mobile app, mobile app advertising or in-app advertising) SMART-ENVIRONMENT MARKETING, IA and ML, 5G, XR... CHAPTER 1 **DIGITAL MARKETING VALUE**, for: Consumers: source of information, learn about a brand, products and services. Organizations: promote brand, market products, reach consumers more effectively. Society: broader consumer choice and variety, economic benefits, facilitate social interaction. ### Conduct digital marketing: STP digital segmentation, target market, digital positioning digital marketing and digital sales: convenience of learning and purchasing online creates value digital consumer behaviour and customer relationship and experience management: build long term relationship is the goal integrated marketing communications and digital marketing: important for IMC strategy is content marketing, creation of relevant content that creates value BRAND IMAGE AND DIGITAL MARKETING --------------------------------- Perception a consumer has about a brand include the features and ideas they associate to the brand. - Digital trust: confidence a consumer has in an organization or its brand - Digital reputation: what consumers perceive and communicate about a brand in an online context - Influencers: people, platforms, organizations that make recommendations relied upon by online consumers ### MARKETING 4P's Product Promotion Price Placement ### MARKETING 7A's Add: value for (consumer/customer, organization, society) Allure: attract consumers, fascinate, entice, provide information. Advance: keep consumers moving down the process, provide help, anticipate actions Adapt: to environment, change based on consumer behavior, appropriate and quick Associate: meaningful connections, intentional engagement, loyalty and positive association Abide: by consumer preference, follow law, ethical consideration, security and respect Analyze: monitor, measure, metrics, consumer insight, analytics tool DIGITAL MARKETONG OBJECTIVES ----------------------------  **DIGITAL MARKETING ANALYTICS AND OBJECTIVES** KPIs marketing related: Return on investment ROI: the amount made through the sale product/service divided by the associated cost of the digital marketing Cost per acquisition CPA: the amount it cost organization to acquire a new customer or achieve one sale Cost per lead CPL: the cost to organization for each new potential customer or contact This info is then used for [digital marketing intelligence] to make digital marketing decisions. Information: data that is analyzed in a way that it is helpful, such as strategic marketing decision making DIGITAL MARKETING AND ETHICAL FRAMEWORK Common law, built in precedent - Legislation: written laws passed by federal or local lawmakers - Case law: higher courts - Regulatory: rules of administrative or regulatory bodies  Canada's version is covered in our competition act - Deceptive activity: mislead consumers - Unfair activity: causes substantial injury that is not overcome by the benefits and cannot reasonably be avoided - Substantiated which means supported by evidence. - [[BLG-Marketing-Your-Business-in-Canada-Understanding-the-Laws-and-Risks-Involved.pdf]](file://localhost/C:/Users/jbmac/Downloads/BLG-Marketing-Your-Business-in-Canada-Understanding-the-Laws-and-Risks-Involved.pdf) Rules: CAN-SPAM 2003 Requires: Email headers (from/to) correct and valid Subject lines must not mislead Valid postal address must be provided Opt-out options and information must be provided Telephone consumer protection act (tcpa), restriction using automatic telephone dialing system, protect consumers from robo-calls/texts Digital influencer marketing and the law: DISCLOSURE telling the consumers of any "material relationship" between influencer and brand with (pins, tags, and other forms of endorsement) A brand pays, complementary products/services to the influencer The influencer is employed by the brand The influencer has personal or family connections to the brand (they must be careful to clearly state that they are not providing professional advice to avoid liability) Under "consumer review fairness act" organizations cannot: 1. Prevent consumers from reviewing a product 2. Penalize or charge a fee to someone who provides a negative review 3. Contract with others to prevents honest reviews 4. Require someone to give up their rights (intellectual property) related to their reviews INTELLECTUAL PROPERTY IN DIGITAL MARKETING TRADEMARKS, word, name, design, expression that distinguishes producs/services Registered: ® Unregistered: ™ The Lanham act applies to trademarks used in commerce, not all digital use will be commercial in nature, if a mark is used to market then it is "commerce" Trademark dilution revision act 2006 prohibits dilution of trademarks, use of unauthorized trademarks or similar marks. Uniform dispute resolution policy UDRP allows trademark owners to claim ownership without a court in this circumstances: The domain name is identical or confusingly similar to their trademark The person/organization has no rights or legitimate interests to the domain The domain name was registered and is being used in bad faith COPYRIGHT Intellectual property in a tangible form (paper/electronically) cover authorship works. -- there are certain rights associated with copyright come automatically without the © There is a fair use of the copyright (for reporting and critics) considered on a case by case basis, how do you determine this: - The purpose and character - The nature of the work being used - Amount and substantiality of the portion taken - The effect of the use upon the potential market Some work may be in the public domain -- works that are not protected by copyright law and may be use without permission. Protection lasts for a certain length of time. Non profit CREATIVE COMMONS helps access copyrighted content by providing licenses : - CC BY (create commons by) credit has to be given to the creator of the content - CC BY-NC-ND credit given derrivatives or adaptation of the work sharehorn - CC BY-SA requires that any adaptation of the work be shareable under the same terms as the og AMERICANS WITH DISABILITIES ACT ADA, prohibits discrimination based on a disability- online marketing tools should be checked for accessibility, to avoid potential lawsuits Digital marketers need to be conversant with the laws and regulations in the countries in which they conduct digital marketing- consult a lawyer in each relevant jurisdiction to avoid making blanket assumptions CANADA- competition act -- includes rules about misleading advertising, online pricing... ETHICS Consumers may consider: - Aggressive digital marketing tactics unethical - Constant or extensive tracking invasive -illegal - Constantly retargeted unethical Chapter 2 Digital marketing strategy 1. Clearly defining digital marketing strategies 2. Creating a strategic digital marketing plan Flows from the overall corporate strategy, determine: - Target market - Marketing mix - Plan to build a sustainable competitive advantage to meet marketing goals This in digital marketing is the same but adding digital to it Digital marketing tactics = more-specific digital marketing activities meant to assist in achieving the higher -- level overall strategy. ### Strategic digital marketing plan: [Stage 1: organizational and marketing overview] Documents the overall organizational mission and vision. Understand where the organization wished to head to determine appropriately aligned digital marketing strategy and objectives that flow from the overall marketing efforts. [Stage 2: situational analysis and digital marketing objectives, strategies, and tactics.] Understand the internal and external environments in which the digital marketing is supposed to take place. 1. Identify specific and measurable digital marketing objectives that will be used to guide the rest of the plan. 2. From the objectives, a digital value proposition should be crafted. 3. Digital STP (segmentation, targeting and positioning) is identified 4. Identify key digital marketing strategies and tactics [Stage 3: digital marketing analytics and implementation plan] Identify analytics, resources and implementation plan. The budget and nonfinancial resources that will be allocated to digital marketing should be determined and documented, along with how will the strategic digital plan be implemented. Digital marketing 4p's DIGITAL MARKETING STRATEGIES AND TACTICS Promotion is also about building a relationship, manage customer relationship experience. Digital marketing: create and maintain relationships and promoting key communications. Also build digital assets like data, websites, and accounts.  Competitor analysis: what the others in the same digital market are doing and what their position is in such market. It should answer: Who are the major competitors? What key strategies do they adopt? How might the organization counteract, or respond to with these? STRATEGIC DIGITAL MARKETING PLAN SECTIONS ----------------------------------------- ### Section 2 Organization's key marketing strategies and its objectives. Marketing strategies = helps to place digital marketing within the broader marketing setting. Marketing objectives = measurable goals that organization's marketing activity is intended to produce. ### Section 3 ### Digital marketing situational analysis, internal and external environments in which the digital marketing is being pursued. Also called digital SWOT ### Section 4 Digital marketing objectives, objectives are tied to overall marketing goals and objectives should be tied to specific value for the consumer/customer. Digital STP, segmentation analysis, identification of the target market and plan for positioning the brand Digital value proposition, unique convincing proposal about why a consumer with an organization's target market should purchase.  ### Section 5 Includes the following strategies and tactics Website, SEO, SEM Email marketing Social media and community marketing Mobile marketing Digital brand trust and reputation-management ### Section 6 Privacy, security considerations: should state any relevant privacy and security consideration and how legal, and ethical considerations: comply with legal requirements relating to digital marketing, the plan should also state relevant legal and ethical considerations. ### Section 7 Digital marketing analytics, evaluation, and measurement - Open rate = % of recipients who open marketing communications - (search advertisement) - Click-through-rate CTR = % of clicks on a search ad against the number of times the ad was shown - (website marketing) -- bounce rate = % of website visitors who leave after visiting a single page - Social media engagement = measurement of items such as comments, likes and shares on an organization's social media - Mobile-app ratings = numerical measures of users' feelings about the mobile apps they have downloaded. Section 8 Digital marketing implementation control plan and budget - What the organization will do and by when - Identify a contingency plan - Expected budget and key resources (consider human capital) - Cost of campaigns and other activities Following section 8 is endmatter - Outside references used to create the plan, following a required or established referencing format. - Add an appendix to include specific campaign samples such as marketing ad copy, social media copy, email marketing samples, other material that is too long to include in the plan itself. (is optional unless you are instructed otherwise) Chapter 3 a DIGITAL CONSUMER BEHAVIOR AND INFLUENCES ---------------------------------------- [Digital consumer]: uses electronic means to obtain products and services (uses or consumes) [Digital customer]: who purchases through electronic means a produc/service or offering **Digital consumer behavior**, all the procedures adopted by consumers in an online context - Digital convenience: consumers' ability to search for view, compare information on products and services online, to complete purchases at any time through any device. - Digital monitoring: using various technical mechanisms to track and review consumer activity online. Influences for digital consumers: - Digital culture: knowledge, beliefs, and practices - Digital group influences: norms or beliefs accepted held by an online group. - Technology: relied on by digital consumers to engage with brands, make purchases, and provide recommendations - Digital influencers: human or technological personas who affect buying decision by virtue of their fame - Shared stories: stories told by other consumers, which can have an affirmative impact in digital marketing. Digital marketing value creation Jonah Berger STEPPS encourage customers to "talk and share" 1. Social currency: consumers share because they want to look good in social settings 2. Triggers: consumers are more likely to talk about something at the top of their minds 3. Ease for emotion: consumers are likely to share things they feel strongly about 4. Public: consumers are more likely to do something if others are doing the same 5. Practical value: consumers are more likely to share information that others may use 6. Stories: consumers may want to share when they see others' shared stories AIDA MODEL Awareness, interest, desire, action Digital conversion funnel 1. Awareness: consumer becomes aware through a digital channel 2. Interest: consumer may visit the website, click on an ad, or conduct additional review 3. Desire: consumer wishes to take next steps, has the ability to do so, and seeks more information 4. Action: consumer pays, signs up, downloads, or takes desire Marketing chapter 3b and 4 Digital consumer behavior, test on Wednesday next week - AIDA model, this in the digital meaning. - Create awareness, increase desire, incentive to take action. Its all about how we do this digitally. - What do we as customers go? 1. Need recognition, 2. information search (platforms and devices), 3. evaluating alternatives (reading online reviews, chatbot, customer services), 4. purchase, post purchase evaluation (personal decision, business is going to talk to you and ask, they will try to make it a positive experience) - Si la compania lo puede pone ren tu mente, es porque ya lo habias pensado - Bring to attention something that people need - How do our steps and consumers steps connect Awareness -- need recognition Cual es el onjetivo de la empresa? Cada una tiene objetivos y fundamentos diferentes - La mission and vision should integrate with the AIDA model DIGITAL BUYER PERSONA What are the elements (diapos) What are their interests and cositas Not all have the same interest, they need different personas for different offers The persona would allows them to find what people like that would value and the channels they can communicate with them. BRING YOUR OWN PERSONA (BYOP) There is a pattern predictable behaviors, instead consumers bring their own different levels of digital comfort to the buying process. Digital capability Digital customer relationship management Managing long term relationship, collecting information, customer lifetime value. Customer experience: how much has this customer connected to them in the digital platform (digital customer experience) Digital marketing value creation Useful, usable, desirable, findable, accessible, credible, valuable. DIGITAL CUSTOMER EXPERIENCE User experience, ux: how digital maketing feels for consumers, how engaging and usable it is Design principles: - Aesthetic usability effect: pleasant and usable - Hicks law: time of choice increases with complextity 2 - Pareto principle - Zeigarnik effect Interaction design (I x D): things that increase interactions. Dimensions - Words - Visual - Representations - Physical objects - Time - Behavior Information architecture (IA): context, content, users Es la manera en la que la informacion es navegada Voice: brand personality Tone: describes emotive expression "color marketing study" Geometric and organic shapes. Global digital marketing: los colores tienen significados diferentes en lugares diferentes WEBSITE - Evolution and value: - Websites goal is optimize value, by providing information, with the user experience charateristics. - Strategy, tactics this is within the website creation u 3 Ux design principle Hay mas diapos, pero me estoy quedando dormida Content currency es tenerlo fresquito todo el tiempo 2025 02 10 (final, chapter 4) WEBSITE MARKETING ANALYTICS -conversion -customer satisfaction -retention -brand performance Home and reports snapshot ========================= The home page is a summary of key information like \#people, \#conversions. The reports snapshot provides key charts and graphics representing important data for the website Acquisition overview review reports =================================== How credit for website responses is assigned to the touch points through which consumers make their way to conversion. - Last interact attribution model: gives credit to the last touch point - First interaction attribution model: gives credit to the first touch point - Last-non-direct-click attribution model: gives credit to the last touchpoint but no credit for directly typing the website address into a browser 4 - Linear-attribution model: gives credit to each touchpoint in the consumer's process - Time-decay attribution model: greater credit is given to those channels that are "closest in time" to the conversion - Position-based attribution model: gives credit based on the position of the interaction CHAPTER 5 ========= **EVOLUTION AND VALUE OF SEARCH ENGINE OPTIMIZATION** **Search engine optimization SEO,** helps websites rank higher on 1. Paid advertising: part of an organization's engine marketing SEM 2. Natural/organic results: unpaid search results, influenced by SEO, clicks do not directly cost the website operator SEO often conducted through search marketers, appearing high in search engine results over the long term without a direct expense payable to the search engine. Benefits of proper SEO: - Consumer exposure to brands - Increased visits to digital assets - Increased conversions and revenue TYPES OF SEARCH [Text search], entering words, phrases, keywords into a search engine bar. Results can be influenced by a number of factors, including device location, and interests 5 Natural results might display services, articles, social media pages, and other web pages. Voice search, consumer speaks the search through a microphone on their device. Value through different types of SEO ==================================== On-site SEO: done on the website, using appropriate keywords, dedicating pages to specific keywords/topics, having a good structure and layout Off-site SEO: done off the website, blog posts, influencer links, positive reviews Technical SEO: done through technical means to the website backend WEBSITE MARKETING OBJECTIVES  Key SEO objectives: - Drive traffic to an organization - Create leads and qualified leads - Convert consumers from leads to purchases - Build the brand image - Enhance reputation Build/increase brand image, reputation, awareness, and trust ============================================================ Customers who see organic results on the first page of a SERP may attach reputability to those organizations, enhancing the image. 6 Keyword research, determining keywords and keyphrases to target in the website Tools: keyword planner *DOMAIN NAMES* Not lengthy, reflect the content of the website, easy to remember Sitemap file: links to key webpages on the site. Sitemap page: web page linking to important web pages on an organization websites, meant for use by consumers PRIVACY AND SECURITY CONSIDERATIONS Search engines will look for websites that employ some level of security. Hypertext transfer protocol secure (HTTPS) more secure HTTP less secure QUALITY LINKS, REFERENCES AND MENTIONS Backlinks, from referral domains to an organization's website 7 Consider: - Popularity of website linking - Trustworthy linking site - Authority of linking site as measured by search engines and ranking authorities 1. Keyword stuffing 2. Scraped content (taking fron sources owned by others) 3. Duplicate content 4. Automatically generated content 5. Link buying (link spamming) 6. Cloaking (providing different content to search engine bots than to consumers) HAT COLORS Legal and ethical issues - Black hat SEO: trying to trick search engines or find ways around their accepted practices using link spamming or keyword stuffing - White hat SEO: practices considered appropriate, techniques that are recommended - Gray hat SEO: using techniques that are not outright illegal but are technically debatable Local search engine optimization LSO, may favor local searches- all organization should have a business profile on search engine. PPA people also ask, gathers and displays questions consumers often use in their searches 8 Content is king: - Unique - Engaging - Creative - Specific Search marketers should be well aware of international and local practices. CONTENT PLANNING When and what content will be developed for the website May include Technical considerations Popular SEO analytics tool 9  PAGE LOAD SPEED ANALYTICS Pagespeed insights, advanced software to tests page load speed - First contentful paint FCP: the time it takes for the user to see anything happen on screen - First input delay FID: how usable a page is BACKLINK ANALYTICS Domain rating, measures the strength of a backlink profile compared to those other websites 20 multiple coice Short answer Essay 8 10