Digital Marketing Midterm Exam 2024 PDF

Digital marketing INDRĖ RAZBADAUSKAITĖ VENSKĖ VU verslo mokykla [email protected] 2024.10.22 Midterm exam 10.29 - ONLINE (moodle) - 20% Time limit Digital strategy Digital strategy steps Goals Target...

Digital marketing INDRĖ RAZBADAUSKAITĖ VENSKĖ VU verslo mokykla [email protected] 2024.10.22 Midterm exam 10.29 - ONLINE (moodle) - 20% Time limit Digital strategy Digital strategy steps Goals Target Channel Message Data Igoris Voičenica, rinkodaros strategija, Google ads 2021 Smart goals Setting goals Align with business objectives Use the SMART framework Understand KPIs Categorize goals based on marketing funnel stages Prioritize goals based on impact Define target audience Segment goals by digital marketing channel Set benchmarks and conduct competitive analysis Break down goals into tactics Monitor progress and adjust regularly Segment goals by digital marketing channel Website: ○ Goal: “Increase website traffic by 25% in the next 3 months.” Social Media: ○ Goal: “Grow Instagram followers by 15% and boost engagement by 10% within the next quarter.” Email Marketing: ○ Goal: “Increase email open rates to 30% and click-through rates to 5% within 3 months.” Search Engine Optimization (SEO): ○ Goal: “Rank in the top 5 positions for 5 target keywords in the next 6 months.” Pay-Per-Click Advertising (PPC): ○ Goal: “Achieve a return on ad spend (ROAS) of 4:1 in Google Ads campaigns over the next quarter.” Target market example Igoris Voičenica, rinkodaros strategija, Google ads 2021 How to collect psychographic data? Important 1. What consumer problem are you solving? 2. What does your ideal client/customer look like? Describe your target market. Consumer avatar. 3. Who is not your client/customer? 4. What does your digital customer journey look like? What steps do they go through? Where are the critical points where you lose clients/customers? „Garbage“ theory – Everyone is not YOUR CUSTOMER (Seth Godin) Content Funnel GOALS Top Funnel / Reach METRICS Increase brand awareness Channels: Meta data / Blog posts / Web pages Impressions, clicks, CTR Attract new customers (new/optimization) / Facebook, Google ads / GMB posts / Pageviews, sessions Encourage content Category/product descriptions / Outreach articles / Time on site, bounce rate consumption Infographics KWs performance Middle Funnel / Prospecting Sign-ups, open rate Channels: Newsletters / Case studies / Blog Build trust and educate Pageviews, sessions posts / Guides / Additional content for rich Show value to the customers Time on site, Bounce rate snippets (zero position, people also ask) / Grow email list TOP Categories/Content Main LPs optimization/creation KWs performance Bottom Funnel / Remarketing Encourage customers to Channels: Lead generation Email open rate make the decision Landing pages / Conversion rate Increase conversions Email marketing Bounce rate Customers / Retention Remind about the brand Channels: Provide useful information Newsletters / Blog Email open rate and build loyalty posts / Exclusive Conversion rate Make additional sales content Top Of The Funnel (Awareness) Goals Increase brand awareness Attract new customers Encourage content consumption Meta data / Blog posts / Web pages (new/optimization) / Objects Facebook, Google ads / GMB posts / Category+product descriptions / Outreach articles / Infographics Impressions, clicks, CTR Pageviews, sessions Time on site, bounce rate Metrics KWs performance, event tracking, referral traffic Top Of The Funnel (Awareness) Increase brand awareness Attract new customers Goals Encourage content consumption Meta data / Blog posts / Web pages (new/optimization) / Facebook, Google ads / GMB posts / Category+product descriptions / Objects Outreach articles / Infographics Impressions, clicks, CTR Pageviews, sessions Time on site, bounce rate KWs performance, event tracking, Metrics referral traffic Most popular top of funnel marketing tactics: Digital PR Search engine optimization (SEO) Paid social media and influencer marketing Middle Of The Funnel (Acquisition) Build trust and educate Goals Show value to the customers Grow email list Newsletters / Case studies / Blog posts / Guides / Additional content for rich snippets (zero position, Objects people also ask) / Main LPs Sign-ups, open rate, completion rate, Pageviews, sessions, Time on site, Bounce rate, TOP Categories/Content, KWs Metrics performance Middle Of The Funnel (Acquisition) Goals Build trust and educate Show value to the customers Grow email list Newsletters / Case studies / Blog posts / Guides / Additional content for rich snippets (zero position, Objects people also ask) / Main LPs Sign-ups, open rate, completion rate, Pageviews, sessions, Time on site, Bounce rate, TOP Metrics Categories/Content, KWs performance Most popular middle of funnel marketing tactics: Targeted email marketing campaigns Classes or workshops Interactive content Demos and free trials Bottom Of The Funnel (Conversion) Encourage customers to make the decision Goals Increase conversions Lead generation landing pages / Email marketing Objects Email open rate Conversion rate Bounce rate Metrics Most popular bottom of funnel marketing tactics: Limited time offers and discounts Live demos Onboarding and customer success resources Retention 1. Cost efficiency 2. Increased lifetime value (CLV) 3. Brand advocacy https://growwithward.com/aaarrr-pirate-funnel/ Differences Use AIDA: when you want to focus on ad campaigns or direct sales strategies, especially in traditional media or straightforward customer journeys. Use TOFU-MOFU-BOFU: when designing a content marketing funnel to attract, nurture, and convert leads, often in inbound or digital marketing. Use AAARRR: when focusing on growth hacking or full-funnel optimization, especially for startups, SaaS businesses, or companies that need to focus on retention and revenue scaling. Google Trends https://trends.google.com/trending?geo=LT&hl=en-GB More: https://blog.google/products/search/google-trends-trending-now-update/#:~:text=Bul let%20points,specific%20regions%20in%2040%20countries. A/B testing A/B testing Seminar Google TRENDS Using Google Trends, analyze the changes in popularity of a specific product, service, or topic and provide insights on how this data can help develop a digital marketing strategy. Task Instructions: Choose 2-3 keywords or topics related to your selected product, service, or industry (e.g., "vegan food," "sustainable fashion," "AI tools in marketing"). Using Google Trends, analyze the trends for the chosen keywords/topics: 1. Popularity Trends: Are the chosen keywords gaining, declining, or maintaining stable interest over a certain period? Provide data from the past 12 months or a selected time frame. 2. Seasonality: Have you noticed any seasonality or specific periods when these topics become more popular? Explain why this might be the case. 3. Geographical Analysis: In which countries or regions are these topics most popular? What does this mean for marketing campaigns? Based on the data, answer the following questions: How can the trends you observed help you better understand consumer needs and behavior? How can you use this data to shape a digital marketing strategy (e.g., SEO, content marketing strategy, or social media campaigns)? Should you adjust your keywords and campaign timing according to trend fluctuations? If so, how? ○ TOFU-MOFU-BOFU analysis Instructions: 1. Choose a Brand: select an existing brand or company you are familiar with (e.g., Nike, Apple, or a local business). 2. Conduct a TOFU-MOFU-BOFU Analysis: for each stage of the funnel, provide a brief analysis and answer the questions below. Stage 1: TOFU (Top of the Funnel) Goal: Create brand awareness. Analysis: Identify marketing activities that can attract potential customers. Consider tactics such as social media posts, blog articles, or online ads. Questions: 1. What types of content capture the attention of the target audience for this brand? Stage 2: MOFU (Middle of the Funnel) Goal: Nurture leads and build relationships. Analysis: Determine content or activities that provide value and engage prospects, such as webinars, e-books, or email campaigns. Questions: 1. What specific pain points or interests of the audience this brand address to encourage engagement? 2. How does this brand capture leads and maintain communication with prospects during this stage? Stage 3: BOFU (Bottom of the Funnel) Goal: Convert prospects into customers. Analysis: Identify tactics that can drive conversions, such as free trials, product demos, or exclusive offers. Questions: 1. What incentives or assurances does this brand provide to encourage prospects to make a purchase?