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DIGITAL STRATEGY Session 3 The Customer: the Buyer Persona first, The Curstomer Journey + Intermediate Test 1 INTERMEDIATE TEST 1 DIGITAL STRATEGY The Buyer Persona Once we have an idea of whom we want to target, we will: 1.Look at the market and define the segments through Segmentation 1 Con...

DIGITAL STRATEGY Session 3 The Customer: the Buyer Persona first, The Curstomer Journey + Intermediate Test 1 INTERMEDIATE TEST 1 DIGITAL STRATEGY The Buyer Persona Once we have an idea of whom we want to target, we will: 1.Look at the market and define the segments through Segmentation 1 Consumer Segmentation 2 Business Segmentation 3 International Segmentation 2.Select the most appropriate segment to define our Buyer Persona Buyer Persona GOOD SEGMENTATION -> BUYER PERSONA 1 2 SEGMENTATION BUYER PERSONA Buyer personas are semi-fictional representations of your ideal customers based on data and research. They help you focus your time on qualified prospects, guide product development to suit the needs of your target customers, and align all work across your organization HOW TO DRAFT A BUYER PERSONA WHERE TO START? 1 Look through your contacts database to uncover trends about how certain leads or customers find and consume your content. 2 Use form fields that capture important persona information when creating forms to use on your website. For example, if all of your personas vary based on company size, ask each lead for information about company size on your forms. 3 Consider your sales team's feedback on the leads they're interacting with most. What generalizations can they make about the different types of customers you serve best? 4 Interview customers and prospects to discover what they like about your product or service. 5 Primary & secondary data and research in the company COMMON MISTAKES WHEN PROFI LI NG A BUYER PERSONA 1.BUYER PERSONA NOT RELATED TO THE BRAND WHEN READING IT IT COULD BE A BUYER PERSONA OF ANY BRAND 2. OBJECTIONS FROM BP ARE OFTEN MISSING 3. COMMUNICATION TOUCH POINTS ARE NOT PROPERLY DEFINED - LABELLED IN A VERY GENERIC MANNER: INSTAGRAM - NO -> INSTAGRAM/ FOLLOWS KIM KARDASHIAN - YES WHY IS THIS BUYER PERSONA INCOMPLETE? MAKAN - LEBANESES RESTAURANT IS THIS BUYER PERSONA INCOMPLETE? SKIMMS FOR MIDDLE AGED WOMEN IS THIS BUYER PERSONA INCOMPLETE? SKIMMS FOR MIDDLE AGED WOMEN TEMPLATE BUYER PERSONA FOR YOUR GROUP PROJECT DESCRIPTION Name, Country, Income, Gender, Key Characteristics (health conscious, urban, techy etc....) WHAT TYPE PRODUCTS DOES THE BP USE TODAY (COMPETITORS)? 1. Product and Brand 2. Product and Brand 3. Product and Brand "(short phrase that describes the Buyer Persona in relation to the product/service)" WHAT CHALLENGES DOES THE BP HAVE ? (INSIGHTS) 1. Challenge 1 2. Challenge 2 3. Challenge 3 WHAT ARE THE BP'S GENERAL INTEREST IN LIFE? (RELATIONSHIP WITH THE BRAND) 1. Interest 1 2. Interest 2 3. Interest 3 TYPE OF PERSON/ CHARACTER AND PHILOSOPHY OF LIFE? 1. X 2. Y 3. Z WHERE TO FIND THEM OR HOW DO THEY COMMUNICATE? ONLINE & OFFLINE Universities Bars/ Restaurants: ex.: private, public, where? Social Media: ex.: Instagram + follows handle of Messi Etc.... Include visuals of the above media consumption or places. WITHOUT A GOOD BUYER PERSONA YOUR ADS CAN GO VERY WRONG.... Instagram Ads: very “generic segmentation” and unless you have all the money in the world or your campaign is going to be very costly! DIGITAL STRATEGY The Customer Journey APPROACHES: INBOUND OUTBOUND CUSTOMER JOURNEY APPROACHES OUTBOUND INBOUND CUSTOMER MKT. MKT JOURNEY Often used to create Awareness, but is a one way communication channel where no feedback from the consumer is received (push marketing). The way to turn strangers in to customers and customers into promoters of your business Techniques involve: Traditional Mkt (TV, radio, press….), Emailing,, Display Advertising (banners, video ads), & Social Media ads (pull marketing) as it is the customers who communicates with the brand. Commonly used in B2B Techniques involve: Content Marketing, Email Mkt., Social Media A representation of the pathway that your customers or prospects follow when considering making a purchase right through to repeat purchasing, taking into account: emotions, needs, channels and reources in each phase.. Techniques involved: ALL (see next slides) Why do you need a Customer Journey? 1. Anticipate "Need" State and Emotion 2. Allows You to Prepare Content Knowing in advance the different needs and emotions that By knowing what needs, expectations, and emotions the your Buyer Persona may have along the buying decision process will allow you to make the correct decisions in Buyer Persona has in each stage, you will be prepared to deliver the content that is pertinent in each stage. your market offering at each stage. 3. Anticipate Resources for Channels & Media Knowing what content to deliver, you will then be able to prepare the formats in which your content should be delivered and the channels and media you are to employ to deliver that content. 4. Allocate Internal & External Resources A Customer Journey that is well-prepared will allow you to understand the budget of each action, the human resources you will need to carry it out, and the calendar and planning you will need so that actions do not overlap and can be measured. Anticipate "Need" State and Emotion: +++ Conversions A Buyer Persona will go through many EMOTIONS & ISSUES throughout the buying funnel: The CJ: Allows you to Prepare Content, Formats & Channel Owned Media Platforms that you have ownership of and more control over 1. Search Engine Ads 2. Social Media Ads 3. Website display ads 4. Influencer ads 5. App Store Ads 6. Mobile Ads 7. Email Ads 8. Sponsorships Paid Media Platforms that offer advertising and that you spend a media budget on 1. Website/blog/community 2. App 3. Social Media Handle 4. SEO/ ASO/ SMO 5. Email Database + Newsletter 6. Events/ Press Release/ PR Earned Media The noise your brand can do, What "others" say about your brand 1. Testimonials of customers 2. Blog posts of your brand 3. Ratings 4. Referrals on review sites 5. Word of Mouth (WOM) 6. Others sharing your content (Repost, retweet,, making it viral.... The Media: Owned Media, Paid Media and Earned Media Owned Paid Earned/ Shared Owned Media: promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events Paid Media: promotional channels paid for by the marketer, including traditional media (such as TV, radio, print, or outdoor) and online and digital media (paid search ads, web and social media display ads, mobile ads, or email marketing) Earned Media: PR media channels, such as television, newspapers, blogs, online video sites, and other media not directly paid for or controlled by the marketer but that include the content because of viewer, reader, or user interest. Shared Media: media shared by consumers with other consumers, such as social media, blogs, mobile media, and viral channels as well as traditional word of mouth Examples of Social Media Strategy: Nike Owned Media Nike's Instagram handle - one of the most followed handles on Instagram Paid Media Nike's paid partnership with Cristiano Ronaldo Earned Media Fashion editorial informing of new Nike Store in Dubai CUSTOMER JOURNEY There is no standard customer journey in the industry: it depends on your buyer persona, the content you can provide, and the budget you have Some companies adopt the 3-Step Customer Journey Some companies adopt the 5-Step Customer Journey CUSTOMER JOURNEY There is no standard customer journey in the industry: it depends on your buyer persona, the content you can provide, and the budget you have Some companies adopt the 7-Step Customer Journey 1 - AWARENESS 2 - "ZMOT" 3 - EVALUATION 4 - "1st MOT" 5 - "2nd MOT" 6 - LOYALTY 7 - ADVOCACY Understanding the 7-step Customer Journey will help you to understand the shorter versions of Customer Journey... THE 7-STEP CUSTOMER JOURNEY 1 - AWARENESS 2 - "ZMOT" 3 - EVALUATION 4 - "1st MOT" 5 - "2nd MOT" 6 - LOYALTY 7 - ADVOCACY The buyer persona has been impacted by a stimulus or has a need to be met and your brand needs to capture their attention. The buyer persona will search for that need and see options (brands) in search engines (Google, Bing, Yahoo, Amazon, Instagram...) The buyer persona will search for reviews on a specific brand, so brands should have good reviews and ratings available from customers. The customer is waiting for the product/service to arrive, and the brand communicates with the buyer in a personalized way. If the customer is happy, The customer they will want to "shows off" the brand, repurchase. The brand so the brand may ask should use techniques the customer to become to induce a second a brand "ambassador." purchase or push for recommendations for new customers. Channels: - Advertising: Display, Social Media (SoMe), Email Ads, Mobile Ads, Gaming ads, Targeting ads) - Viral Marketing - Influencers -PR/Events/ Sponsorship Channels: - SEA: Search Engine Advertising and -SEO: Search Engine Optimization -SMO (Social Media Optimization) -ASO (App Search Optimization) Channels: Recommendations of third Parties on: - Social media (SoMe) - Influencers - Blogs - Review Sites - App Stores (ratings) The buyer persona has landed on the brand's website, app, web app, or Metaverse space to find the product/service they are interested in buying or downloading. Brands should prepare good "home" and product pages for conversions to happen. Channels: - Web - App -Metaverse + NFT's - Community/Blog - Owned Media: SoMe handle Channels: - Mobile Mkt (notifications, messages, NFC, Beacons, Geofencing, QR codes) - Email Mkt./Newsletter (via CRM) Channels: - Mobile Mkt - Email Mkt./Newsletter - Loyalty platforms/programs Channels: - SoMe - Email Mkt./ Newsletter - Review Sites BUSINESS TO CONSUMER (B2C) CONTENT 1. Consumer has many options/solutions available - messages based on differentiation is key to breakthrough the media clutter 2. Consumers make more emotional decisions - content needs to be emotional 3. Consumers have many sources of recommendations: a brand must work very hard in the consideration/evaluation stage for referrals/ratings 4. Consumers want to see fast results: Conversion rate optimization techniques in the 1st and 2nd MOT are crucial 4. Consumers like to inform others or brag to others: a brand will acquire referrals from customers to attract new customers BUSINESS TO CONSUMER (B2C) CUSTOMER JOURNEY EXAMPLE BUSINESS TO CONSUMER (B2C) CUSTOMER JOURNEY EXAMPLE: THE THIRD MOT BUSINESS TO BUSINESS (B2B) CUSTOMER JOURNEY EXAMPLE BUSINESS TO BUSINESS (B2B) CONTENT 1. Businesses have fewer options/solutions available - messages on problem solving or being the first in the market are key and ads are carried out through very specific media 2. Businesses make more rational decisions - content needs to be technical and show experience and industry-thought 3. Businesses have fewer sources of recommendations: a brand needs to be top of mind through partnerships with industry leaders, industry events, and showcase case studies 4. Businesses might also want to see fast results: A brand must offer free trials, ROI calculators 4. Businesses do not like to inform others or brag to others: the brand needs to put extra effort in acquiring testimonials and building use cases to attract new customers BUSINESS TO BUSINESS (B2B) CUSTOMER JOURNEY EXAMPLE Awareness White papers, industry reports, Infographics Company Reports, Website/ Blog posts Consideration Testimonials (past customers) Webinars, Videos, Events Case Studies, Success Stories ROI Calculators Demos Conversions Testimonials (new customers) Reviews 1.REVIEW THIS PRESENTATION What Now? 2. READ ARTICLE: ARTICLE : HOW TO CREATE DETAILED BUYER PERSONAS FOR YOUR BUSINESS (HUBSPOT) 3. GROUP PROJECT FINNISH DOING IN GROUPS -TASK 1 & 2 YOU WILL FIND THE ASSIGNMENT UPLOADED SINCE DAY 1 IN YOUR BLACKBOARD WITH ALL THE TASKS YOU HAVE TO DELIVER PLEASE NOTE THAT YOU WILL HAVE A COURSE ON STORYTELLING & THE CUSTOMER JOURNEY MORE IN DEPTH NEXT TERM. DIGITAL STRATEGY Session 4 & 5 CUSTOMER EXPERIENCE: ACQUISITION TECHNIQUES & MEDIA STRATEGY THE FUNNEL TO ACCOMODATE THE CUSTOMER EXPERIENCE ACQUISITION (TOFU) CONSIDERATION (MOFU) CONVERSION (BOFU) LOYALTY & ADVOCACY ATTRACT VISITORS GIVE EVIDENCE FOR THE BRAND PUSH THE PRODUCT TOWARDS CONVERSION GET THE CUSTOMER TO REPEAT THE CUSTOMER JOURNEY Acquisition, Conversion and Retention Techniques ACQUISITION 1 - AWARENESS 2 - "ZMOT" PAID MEDIA CONVERSION 3 - EVALUATION 4 - "1st MOT" RETENTION 5 - "2nd MOT" OWNED MEDIA 6 - LOYALTY 7 - ADVOCACY EARNED MEDIA The Media: Owned Media, Paid Media and Earned Media Owned Owned Media: promotional channels owned and controlled by the company and that the brand will impact the audiences it holds, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, events or press releases. Paid Paid Media: any form of advertising the marketer makes in a media, to impact the audiences the brand does not hold. The medias involved are: traditional media (such as TV, radio, print, or outdoor) and online and digital media (paid search ads, web and social media display ads, mobile ads, or email marketing) Earned/ Shared Earned Media: any coverage or promotion that your brand receives without paying for it or creating it but rather done by third parties. The benefit of earned media is that it can be more trusted and authentic than paid media, as it comes from a third-party source. Coverage can come in media channels, such as television, newspapers, blogs, online video sites, and other media not directly paid for or controlled by the marketer but that include the content because of viewer, reader, or user interest. Shared Media: any content that your customers or followers share on social media, such post/comments on as social media, blogs, User Generated Content (UGC), reposts or retweets and viral channels as well as traditional word of mouth The Media on the Digital Landscape Owned Media Platforms that you have ownership of and more control over 1. Search Engine Ads 2. Social Media Ads 3. Website display ads 4. Influencer ads 5. App Store Ads 6. Mobile Ads 7. Email Ads 8. Sponsorships Paid Media Platforms that offer advertising and that you spend a media budget on 1. Website/blog/community 2. App 3. Social Media Handle 4. SEO/ ASO/ SMO 5. Email Database + Newsletter 6. Events/ Press Release/ PR Earned Media The noise your brand can do, What "others" say about your brand 1. Testimonials of customers 2. Blog posts of your brand 3. Ratings 4. Referrals on review sites 5. Word of Mouth (WOM) 6. Reposts/ Retweets (Repost, retweet,, making it viral.... Examples of Social Media Strategy: Nike Owned Media Nike's Instagram handle - one of the most followed handles on Instagram Paid Media Nike's paid partnership with Cristiano Ronaldo Earned Media Using Nike’s hashtag on SoMe & Fashion editorial informing of new Nike Store in Dubai THE ROLE OF MEDIA STRATEGY IN ACQUISITION ACQUISITION - CUSTOMER Acquisition needs to address: 1. “How will our Customers Find us?” 2. From there, Content needs to be addressed: Not aware of a problem - share stories, secrets whilst BP is just browsing Problem Aware - Share solutions, benefits Curious - share important facts, testimonials, ACQUISITION - TYPE OF CONTENT FOR BRANDS Make ware - “did you know?” Show solutions - “5 Reasons why you should stop doing...”. New Product Launch/ Event/ Influencer/ etc... Demos/ Videos Stories Secrets PAID OWNED EARNED ACQUISITION - NORMALLY CARRIED OUT PAID MEDIA Advertising Influencer Mkt. Event/ Sponsorship Press Release Viral Mkt. (paid) ACQUISITION -> BUT ALSO ON OWN MEDIA Web/ App Social Media Handle Viral Marketing (non paid) ACQUISITION -> AND ALSO ON EARNED MEDIA Testimonials of past customers Referrals from actual customers to new “friends & family” User Generated Content (UCG) Media Coverage TECHNIQUES TO EXPLORE FOR YOUR DIGITAL STRATEGY An integrated campaign with focused messaging spread across multiple points of customer contact. Lead generation is the process of attracting prospects to your business and increasing their interest through nurturing, all with the end goal of converting them into a customer. Some ways to generate leads are through job applications, blog posts, coupons, invitation to live events, and online content The use of tactics that bring in customers in a quick way with a focus on low costs. Ex.: Promoting your product or service via current customers. Offering perks for sharing a landing page. or handle Get listed on software directories for lead generation Improving the visibility of your brand on Search Engines, in an organic way Search Engine Optimization (SEO) or in a Paid way:Search Engine Advertising (SEA). This technique can be carried out in other search engines: Social Media: Social Media Optimization (SMO) Apps Stores: App Search Optimization (ASO) Using third party media partners & individuals so as to expand the reach of a brand. Using Social Media Networks to grow the visibility of your brand. Ex.: Display, Targeting, Email Ads, Games Ads, Video Ads, Affiliate Ads, Social Media Ads, Search Engine Ads Ex.: Social Media advertising, Influencer Ads on Social Media, Events on Social Media Reaching and engaging with a specific audience on their smart phone, tablets, or any other related devices. Ex.: Mobile Search, Mobile Advertising, App Marketing, Mobile Commerce, Mobile Commerce LET’S SEE SOME EXAMPLES... MARKETING 360 In acquisition - Holistic marketing that spreads across multiple platforms, catering to a singular central idea with the use of Advertising. In other words, when a brand employs a marketing strategy that covers television, internet platforms, billboards, and other traditional media. TV Ads. - Advertising Bilboards - Advertising Big Idea - Share a Coke Street Marketing - Advertising Social Media - Advertising Influencer Mkt. - Advertising INBOUND/ LEAD GENERATION The brand is targeting visitors that have showned an interest: It involves capturing the contact information of individuals who may be interested in what a business has to offer and turning them into qualified leads - potential customers HOW TO? AI and machine learning (ML): AI and ML will play a big role in automating many of the manual tasks associated with lead generation, such as lead scoring and lead nurturing. This will allow businesses to process more leads in less time and with greater accuracy. Personalization: Personalized marketing and communication will become increasingly important as customers demand more relevant and tailored experiences. Lead generation efforts that are tailored to the specific needs and interests of the target audience will be more effective. Interactive Content: Interactive content such as quizzes, polls, and surveys will become more prevalent as businesses look for new ways to engage and capture the attention of potential customers. INBOUND/ LEAD GENERATION The brand is targeting visitors that have showned an interest: It involves capturing the contact information of individuals who may be interested in what a business has to offer and turning them into qualified leads - potential customers HOW TO? Video Marketing: Video marketing will continue to grow in popularity as a way to capture attention, educate potential customers, and build trust. Video is an engaging and effective way to communicate your brand's message and will play a big role in lead generation and customer acquisition. Omnichannel Marketing: Omnichannel marketing will become more important as customers use multiple channels and devices to interact with businesses. To effectively reach and engage customers, businesses will need to have a consistent and cohesive message across all channels. Customer Experience (CX): The customer experience will become even more important as businesses look to differentiate themselves from the competition. Lead generation and customer acquisition efforts that prioritize the customer experience and provide a seamless and positive journey will be more successful. GROWTH HACKING Rapid growth, using strategies and tactics that leverage (and even exploit) technology, platforms, and behavior to reach an end goal. The technique does not worry about reaching as many people as possible but instead, focusses on reaching the right people. Use Buyer personas to get a clear idea of who your customers are. HOW TO? Referral programs Using A/B Testing Gammified User Experience Smooth On-boarding Free Trials Offer incentives for trial Social Media Community Building Finding the “right partner” / Source SEARCH ENGINE MARKETING The promotion of websites or other platforms by increasing their visibility in search engine results pages (SERP's). This can be achieved by PAYING the Search Engines: Search Engine Advertising (SEA) Or it can be achieved in an ORGANIC way: Search Engine Optimization (SEO) SEA Advertisers (brands) bid on keywords that users might enter on search engines when looking for certain products or services and gives the advertiser the opportunity for their ads to appear alongside results for those search queries. These ads are often referred as PPC (pay per click) or SEM campaigns A campaign is formed by: Keywords, Ad Text + extensions and your landing Page Keywords: You need to identify keywords that are relevant to your business and that customers are likely to use when searching. SEARCH ENGINE MARKETING SEA WHERE DO ADS APPEAR? (Google) - Search Networks (SERP's): mainly in the form of text, they will appear in Google, Google Maps Google Shopping, Google groups, like AOL. - Display Networks: set of third-party websites that have agreed to show Google ads They can be displayed in the form of : - Text: these display a headline, two lines of text, and a URL; often appear in website sidebars - Banner: these include images and rich media, so animations and custom layouts can be used - Gmail: appears in Gmail inbox - App: targets specific mobile app categories - Pre-roll and interstitial ads: appear on YouTube videos before the videos begins and during ad breaks SEARCH ENGINE MARKETING SEA AD GROUP KEYWORDS Allow for each campaign to be categorized Relevant terms for your Buyer Persona or business AD TEXT A text which briefly describes your business proposition in response to those keywords entered I.e.: you are a shoe i.e.:"flat summer ecommerce and you sandals" may want to create a group which is called "winter shoes" and another called "summer shoes" i.e.: "Bohoshoes.com offers the widest variety of flat summer sandals for this LANDING PAGE The site and page you want to direct the searcher in your website. i.e.: You do not want to take them to the home, page but to the summer. Enjoy a 30% summer flat sandals discount on your first order" page SEARCH ENGINE MARKETING SEA Keywords You need to identify keywords that are relevant to your business and that customers are likely to use when searching. Including a "match types" facilitates search engines to show your ad according to your needs and the searcher's text. Negative Keywords: irrelevant terms that are highly unlikely to result in conversions, i.e.: plant treatment (if you do not sell them) Example with keyword: lawn mowing service SEARCH ENGINE MARKETING SEA Keywords 1. Think like a customer 2. Organize by theme 3. Longtail: Be Specific, generic may be expensive and have large competition 4. 5 to 20 keywords per group 5. Always include negative Keywords: 2-3 6. Keywords of 2 to 3 words work better 7. Use Keyword Planner to understand the volumen behind a Keyword Keyword Planner (GOOGLE ADS) SEARCH ENGINE MARKETING SEA SEARCH ENGINE MARKETING SEA ADS: TIPS ON HOW TO WRITE AN AD SEARCH ENGINE MARKETING SEA ADS A brand must display the message that responds the search query with a short form of text ad. TOOLS: - Google Ads (you have to have an account with Google Ads first) or use the simulator in this chart-> Click here for a free tool to prepare your ad SEARCH ENGINE MARKETING SEA Extensions - Site links: max. 6 - Locations extensions - Affiliate extensions (large brands who sell products nationwide) - Structured Snippet: three additional header lines of text to highlight key aspects of your business - Message Extension: button on mobile devices that prompts your potential customers to contact you via text message - App Extensions: mobile app download button next to your Search Ad - Call extensions- Price Extensions - Promotion Extensions- Consumer Ratings Extensions - Previous visit Extensions - Sellers Rating Extensions- Social Extensions SEARCH ENGINE MARKETING SEA AD RANK“RANKING” + ACTUAL CPC EXAMPLE SEARCH ENGINE MARKETING SEA Quality Score: Quality and Relevance of your Keywords and PPC ads. - Clickthrough rate (CTR): number of times a click is done with respect to your impressions - Keyword Relevance: level of quality or affinity of the Keyword with respect to the creativity and la nding page - Landing page quality and relevance: loading time of landing page, internal or external links, content quality, bounce rate, stay time, etc… - Relevance of your ad text/format: level of quality or affinity of the Keyword with respect to the ad - Historical AdWords account performance: positive or negative results of main domain. SEM ANALYTICS: CPC: QUALITY SCORE CTR (%) Cost-per-click (CPC) bidding means that you pay for each click on your ads. Higher quality score can lead to lower prices, better impressions share and better ad positions The number of clicks advertisers receive on their ads divided by the number of impressions IMPRESSION SHARE COST PER (%) ACQUISITION (CPA) The number of impressions you've received divided by the estimated number of impressions you were eligible to receive.It indicates how your campaign is going. The higher the better.. The Advertiser pays according to a certain action before conversion. This specified action can be a purchase, a registration etc... (often referred to as Cost of Conversion) AVERAGE POSITION Average position is an indication of where your ads usually fall when they’re triggered. Your ad needs to place eighth or higher to get on the firstpage of ad results. SEM Exercise - Which keyword performs better in terms of awareness? And in terms of conversions? - What would you do to improve the less perfoming keyword? SUMMARY SEA TECHNIQUES IN THE ZMOT STAGE ZMOT: SEM -> Search Engine Marketing: SEA (Search Engine Advertising) + SEO (Search Engine Optimization) SEA (Paid Search Engine Advertising): Step 1: Advertisers create campaigns with the search engine, e.g. Google ads, and bid on keywords that users can enter into search engines when searching for certain products or services Step 2: Advertisers must create the ads in text or visual format linked to the keywords and in this way the search engine gives the advertiser the opportunity for their ads to appear along with the results of those search queries. Step 3. Advertisers link such ads to a landing page URL for the user to visit the page. If the user clicks on the ad, the advertiser pays the search engine for each click. These ads are often known as PPC (pay per click) campaigns. Messages/Content: Product's benefits, features, discount or free trial countdown, with review and ratings site extensions. When the brand is not "famous", search ads can help build brand awareness. When the brand is already known, advertisers are still interested in this option to publicize their offers and launches or latest news. Channels: Search Engines (Google, Amazon, Instagram...) Tools: Google Ads, Google Analytics, SEM platforms, Apps Stores People: SEA Expert / Ads Expert SEA SEO SEARCH ENGINE MARKETING SEO The promotion of websites or other platforms by increasing their visibility in search engine results pages (SERP's). This can be achieved by PAYING the Search Engines: Search Engine Advertising (SEA) Or it can be achieved in an ORGANIC way: Search Engine Optimization (SEO) SEO ON PAGE: TECHNICAL ON PAGE: CONTENT ONPAGE: ON SITE OPTIMIZATION - Indexed? - Content Quality -Long Tail keywords - Crawlable links - Content Freshness - Descriptive URLS - Mobile - Content Keywords - Meta Descriptions - Speed - Vertical Search: - UX On-Page Factors - Structure/ images, news, - Call to Actions Off Page Factors Hierarchy videos... -SERP features The focus of SEO efforts should be the process of making sure search engines recognize your content as the leading information on the web for a particular search query. This process involves acting on your: -Direct Answers OFF PAGE: OFF SITE OPTIMIZATION - Authority Domain - Link Building -Social Media SUMMARY SEO TECHNIQUES IN THE ZMOT STAGE ZMOT SEM -> Search Engine Marketing: SEA (Search Engine Advertising) + SEO (Search Engine Optimization) SEO (Organic Advertising - non paid ads in Search Engines): This technique increases your brand's visibility in search engines organically and for free, however, brands need to work on certain factors in their ecosystem:SEO factors The SEO of a website requires time and the appearance in search engines in a natural way will require a long time where the content demonstrates that it generates "quality" visits and number of visits. Channels: Search Engines (Google, Amazon, Apps Stores (ASO), Instagram (SMO) Tools: SEM Rush, Screeming Fog People: SEO Expert ONLINE ADVERTISING A brand will want to make as much "noise" as possible to the largest audience - the media plays an important role in the awareness stage through the means of Advertising. For B2B: communication with partners, associations and events help in the awareness stage SEARCH SOCIAL MEDIA DISPLAY & ENGINE ADS NATIVE ADS MARKETING VIDEO ADS APP ADS GAMMING ADS RETARGETING AFFILIATE ADS ADS . INFLUENCER VIRAL ADS MARKETING (SOMETIMES OWNED, SOMETIMES PAID) EMAIL ADS ONLINE ADVERTISING HOW DOES ONLINE ADVERTISING WORK? PIXEL: COOKIE: Will help remember important A pixel is placed on your website: information: items added in the invisible to the user, they enable companies to track website visits shopping cart in an online store, user's browsing behaviour , digital ad impressions, email (including clicking particular opens, sales conversions and other types of activity on the web buttons), logging in, or recording which pages were visited in the past, ECOSYSTEM OF ADVERTISING TAKES PLACE ONLINE ADVERTISING TYPES OF COOKIES: - Session cookies: allows you to keep items in your basket when shopping online. These cookies expire when the browser is closed. - Permanent cookies: these remain in operation, even when you have closed the browser. They remember your login details and password so you don’t have to type them in every time you use the site. They need to be deleted after a period of six months - First-party cookies: are stored by the domain (website) you are visiting directly. They allow website owners to collect analytics data, remember language settings, and perform other useful functions that help provide a good user experience - Third-party cookies: these are installed by third parties with the aim of collecting certain information to carry out various research into behaviour, demographics etc. and are used for retargeting. These will disapear soon with new regulations taking place. THE CUSTOMER JOURNEY TECHNIQUES IN THE AWARENESS STAGE Online Ads Examples: Awareness - Focus: Looking to get the message to as many people as possible of your target audience - Messages / Content: Did you know? How-to's, any content related to solving a problem - Main techniques: Advertising, PR, Events, Viral Mkt. Influencer Mkt. - Channels (Offline and Online): TV Radio/Podcast Ads Editorial Ads Press Release Sponsorships Advertising: Social Media Ads, Display Ads (websites, blogs, editorials...), Email Ads, Mobile Ads Viral Mkt & Afiiliates Influencer channels Blog/ Community Social Media Ads Instagram Stories Banner Ad on Website Dissplay Ads ONLINE ADVERTISING DISPLAY ADS - Refers to advertising that incorporates text, logos, pictures or images positioned on a website or search engine. - Charged by month or impressions (CPM cost per mille impressions) - These ads are used to increase brand awareness and re-engage with users who have previously visited a website. ONLINE ADVERTISING DISPLAY ADS BUT; SATURATION OF ADS CAUSES BANNER BLINDNESS. Other forms of Display methods: - Site placement Advertising: Advertiser choose the site they want to advertise so this is not left to Ad Networks - Native Advertising: Advertising your product or service on a website with similar content, for example: promoting wedding dresses on a honeymoon destination website - Retargeting Advertising: Advertising changes based on the user’s activity on any given website. Ads appear when a user has already been to your website. Charged by CPC (Cost per click) THE CUSTOMER JOURNEY TECHNIQUES IN THE AWARENESS STAGE Awareness - Focus: Looking to get the message to as many people as possible of your target audience - Messages / Content: Did you know? How-to's, any content Online Ads Examples: Retargeting Ads Affiliate Ads related to solving a problem - Main techniques: Advertising, PR, Events, Viral Mkt. Influencer Mkt. - Channels (Offline and Online): TV Radio/Podcast Ads Editorial Ads Press Release Sponsorships Advertising: Social Media Ads, Display Ads (websites, blogs, editorials...), Email Ads, Mobile Ads Viral Mkt & Afiiliates Influencer channels Blog/ Community Channels: Websites:: Editorials, blogs, ecomerce sites, etc.. & SoMe AI Tools: Jasper (Copies) / Dall-e (Visuals) People: Display Ads Expert / Media & PR Expert Affiliate marketing is the process of earning a commission by promoting other people’s (or company’s) products on your website or SoMe handle. Reviews are critical THE CUSTOMER JOURNEY TECHNIQUES IN THE EVALUATION STAGE Affiliate Mkt. Affiliate marketing is the process of earning a commission by promoting other people's (or companies') products on your own website. You find a product you like, promote it to others, and get a cut of the profit for every sale you make. The seller, the brand, or the retailer This is the party that creates the THE VENDOR product. This party is sometimes also known as the editor. Affiliates can also range from THE AFFILIATE individual individuals to entire companies. An affiliate promotes one or more affiliate products and tries to attract and convince potential customers of the value of the merchant's product so that they actually end up buying it. The client or consumer makes the affiliate system work. No sales, no THE CLIENT BLOGUERS JOURNALIST commissions to dole out, no revenue to share. The network works as an intermediary between the affiliate and the AFFILIATE PROGRAM merchant, that is, for example, Amazon Associates THE CUSTOMER JOURNEY TECHNIQUES IN THE AWARENESS STAGE Online Ads Examples: Awareness Email Ads - Focus: Looking to get the message to as many people as possible of your target audience - Messages / Content: Did you know? How-to's, any content related to solving a problem - Main techniques: Advertising, PR, Events, Viral Mkt. Influencer Mkt. - Channels (Offline and Online): TV Radio/Podcast Ads Editorial Ads Press Release Sponsorships Advertising: Social Media Ads, Display Ads (websites, blogs, editorials...), Email Ads, Mobile Ads Viral Mkt & Afiiliates Influencer channels Blog/ Community Gaming Ads THE CUSTOMER JOURNEY TECHNIQUES IN THE AWARENESS STAGE B2B Awareness Advertising banners of Nuvei in Tech Crunch - editorial Focus Brand: Looking to get the message to as many people as possible of your target Audience Topics/ Messages / Content: Did you know? How to's, any content related to solving a problem Main techniques: Advertising, PR, Events, Viral Mkt. Influencer Mkt. Channels: Press Release & Media Relationships Sponsorships Advertising: Social Media Ads, Display Ads (websites, blogs, editorials...), Email Ads, Mobile Ads Viral Mkt Influencer channels Blogs/ Communities Channels: Websites:: Editorials, blogs, ecomerce sites, etc.. & SoMe AI Tools: Jasper (Copies) / Dall-e (Visuals) People: Display Ads Expert / Media & PR Expert Collaborate with Editorials for Paid Partnerships THE CUSTOMER JOURNEY TECHNIQUES IN THE AWARENESS STAGE Awareness - Focus: Looking to get the message to as many people as possible of your target audience - Messages / Content: Did you know? How-to's, any content related to solving a problem - Main techniques: Advertising, PR, Events, Viral Mkt. Influencer Mkt. - Channels (Offline and Online): TV Radio/Podcast Ads Editorial Ads Press Release Sponsorships Advertising: Social Media Ads, Display Ads (websites, blogs, editorials...), Email Ads, Mobile Ads Viral Mkt & Afiiliates Influencer channels Blog/ Community Online Ads Examples: Influencer Ad on Instagram Stories Influencer Ad on ItkTok via Challenge THE CUSTOMER JOURNEY TECHNIQUES IN THE AWARENESS STAGE Awareness - Focus: Looking to get the message to as many people as possible of your target audience - Messages / Content: Did you know? How-to's, any content related to solving a problem - Main techniques: Advertising, PR, Events, Viral Mkt. Influencer Mkt. - Channels (Offline and Online): TV Radio/Podcast Ads Editorial Ads Press Release Sponsorships Advertising: Social Media Ads, Display Ads (websites, blogs, editorials...), Email Ads, Mobile Ads Viral Mkt & Afiiliates Influencer channels Blog/ Community Online Examples: Influencer Ad on Instagram Feed THE CUSTOMER JOURNEY TECHNIQUES IN THE AWARENESS STAGE Awareness - Focus Brand: Looking to get the message to as many people as possible of your target Audience - Topics/ Messages / Content: Did you know? How to's, any content related to solving a problem - Main techniques: Advertising, PR, Events, Sponsorships, Viral Mkt. Influencer Mkt., Press Release & Media Relationships - Channels: Advertising Platforms: Social Media Ads, Display Ads (websites, blogs, editorials...), Email Ads, Mobile Ads Influencer channels or handles Third Parties Website (sponsored content) AI Tools: Jasper (Copies) / Dall-e (Visuals) People: Display Ads Expert / Media & PR Expert PR & Influencer Examples: Press & Influencers Viral Mkt._ 10 mio views on Tik Tok ONLINE ADVERTISING METRICS CLICK IMPRESSIONS THROUGH CPC CPM RATE How many people see, hear, or read an ad The amount of Cost per click. people who have Advertising clicked on an ad as payment method a percentage of the for the times people who have people clicked on seen the ad (online) the ad Cost per Mille Impressions: The amount an advertiser pays per one thousand visitors who see their advertisements THE CUSTOMER JOURNEY TECHNIQUES IN THE EVALUATION STAGE Influencer Mkt. Influencer marketing is a strategy companies use to promote their products and services by partnering with popular social media users or influencers. Influencers often have a large engaged audience that brands can leverage to build credibility and even drive sales. CELEBRITY (MACRO) SOCIAL CELEBS FAMOUS: ACTOR, SPORTS PERSON , TV PRESENTER... SOCIAL MEDIA NATIVES Types of Collaborations - Convey brand storytelling - Offer your followers discount codes or giveaways - Be the ambassadors of a hashtag - Generate a "take-over" of the brand's profile on social networks - Show your product as a real consumer Remember: 1) You can use Influencer in the Awareness Stage and in the Evaluation stage (see next slide) 2) The larger the audience is of an influencer, the wider is your reach but the conversions tend to be lower. Micro-influencers and expertos give a smaller reach, with a much better conversion rate due to a higher credibility. AUDIENCE: ++ COST: $$$ AUDIENCE: +++ COST: $$$$ BLOGERS, EXPERTS & JOURNALISTS MICRO INFLUENCER ADVOCATES INCENTIVE EXPERTS IN A SPECIFIC AREA CELEBS & INFLUENCERS DOES NOT NECESSARILY LIVES OFF SOCIAL MEDIA AUDIENCE: ++ (BUT VERY ENGAGING) COST: $$ AUDIENCE: ++ (BUT VERY ENGAGING) COST: $ CELEBS & INFLUENCERS YOUR CUSTOMERS (USER GENERATED CONTENT - UGC) AUDIENCE: + COST: 0 INFLUENCER MARKETING METRICS & OTHER CONSIDERATIONS # OF FOLLOWERS TARGET AUDIENCE B RFAI TN D IO WM I TEHNTTH EN S BRAND? QUALITY OF FOLLOWERS (ENGAGEMENT RATE) DOES THE INFLUENCER ENGAGE WITH AUDIENCE: COMMENTS, LIKES REACH & IMPRESSIONS (SEE SOCIAL MEDIA) PERSONALITY, STYLE, NICHE OF INFLUENCER- FITS THE BRAND? Evaluation THE CUSTOMER JOURNEY TECHNIQUES IN THE EVALUATION STAGE Focus: As potential customers continue through the marketing funnel, they begin to look for more specific information when considering whether to buy into your product or service. Influencer Mkt. Testimoniales (Patagonia) This includes researching why you are better than your competitors. Messages/ Content: Good reviews from past customers, good ratings on review sites Main Techniques: Influencer Mkt., Testimonials & Reviews, Affiliate Mkt. Building media relationships If we have a data base: Member-Get-Member program Channels: Social media (SoMe) Influencers Blogs Review Sites App Stores Email Mkt / Newsletters Affiliate Mkt. Tools: SEO Tools, CMS People: SEO expert, Content Producer, CRM/ Email Expert, Influencer/Afilliate Expert Ratings: SOCIAL MEDIA Social Media (SoMe) Social networks have become a very important channel of use for brands during ALL phases of the Customer Journey. To define a strategy in Social Networks, a brand must define the social media strategy in terms of: - Own Media: Owned media is the home to your content and it is where you exercise complete control over your owned properties, you have the freedom to tweak your content strategy and manage the publishing schedule according to the resource availability. - Paid Media: Paid media refers to efforts that involve a paid placement, such as pay-per-click advertising, branded content and display ads. Paid media is an essential component of revenue growth and brand awareness for online businesses - Earned Media: is the equivalent of online word of mouth and is the vehicle that drives traffic, engagement and sentiment around a brand. It is what you receive thanks to the "noise" generated by your brand through own and paid media Tools: Social Media Platforms, Social Media Management Tool (Ex. Hootsuite) People: Social Media Expert, Social Media Optimization expert, Influencer & Media - PR Expert OWN MEDIA - Open an account, create your profile, create your biography... - Define Storytelling - content marketing. -Visual Marketing - Written Marketing & Hashtag Mkt. - Community Building techniques - Product Catalog - ecommerce PAID MEDIA - Paid Ads Campaigns - Influencer Marketing EARNED MEDIA - Influencers & Blogers - User Generated Content - Reviews/ Comments/ Mentions/ Shares THE CUSTOMER JOURNEY TECHNIQUES IN THE EVALUATION STAGE SOCIAL MEDIA (SoMe) Use of personalized Gifs or filers for Brands OWNED MEDIA: Always include the following to increase your reach: - Killer headline NIKE's use of hashtag marketing - Tagging people & companies - Hashtags of your industry or brand - Copy: Short & sweet - full disclosure of content should be included in a link with CTA. - Messages: 1. Making off 2. Reposted photos 3. Tutorials 4. Influencer with your product 5. Motivational posts: phrases.... 6. UGC (User Generated Content) 7. "The Day of....." 8. Launches 9. Promotions 10. Events 11. Contests 12. "Takeovers": with celebrity or user Use of liquid graphics to stand out in visual marketing THE CUSTOMER JOURNEY TECHNIQUES IN THE EVALUATION STAGE SOCIAL MEDIA (SoMe) PAID MEDIA: 1.ADVERTISING: Social Medias allows you to advertise with different formats depending on where your Buyer Persona is in the Customer Journey: - Messages: TOFU (top of the funnel): awareness (provoke a need) MOFU (middle of the funnel): consideration (make them consider your brand by highlighting differentiation vs others) BOFU (bottom of the funnel): conversions (make them try, buy, download, event attendance, etc..) Social Media ads (paid media) allows you to segment your Audience in terms of location, age, gender, interests, behaviors, look-a-likes...... 2. INFLUENCERS: Although some collaborations with Influencers can be for free, most of them are now paid. This form of paid media, if it comes from a credible source, can generate an important number of leads to a company Paid Media Campaigns THE CUSTOMER JOURNEY TECHNIQUES IN THE EVALUATION STAGE SOCIAL MEDIA (SoMe) EARNED MEDIA: - By creating a good relationship with an Influencer this in turn can often "gift" you with "free advertising" -> earned media. - UCG: one of the best forms of "advertising" which gives credibility to a brand, as it is the consumer who is talking about a product - Reviews: helps company's work on online reputation and awareness and at the same time, provides valuable feedback as a bad review can help make improvements of product/service. Earned Media creates Word of Mouth with mentions, comments, buzz in the online sphere. Earned Media Campaigns Evaluation THE CUSTOMER JOURNEY TECHNIQUES IN THE EVALUATION STAGE B2B Focus: As potential customers continue through the marketing funnel, they begin to look for more specific information when considering whether to buy into your product or service. This includes researching why you are better than your competitors. Messages/ Content: Good reviews from past customers, good ratings on review sites Main Techniques: Influencer Mkt., Testimonials & Reviews, Affiliate Mkt. Building media relationships If we have a data base: Member-Get-Member program Channels: Social media (SoMe) Influencers Blogs Review Sites App Stores Email Mkt / Newsletters Affiliate Mkt. Tools: SEO Tools, CMS People: SEO expert, Content Producer . Testimonials from Customers in your website Evaluation THE CUSTOMER JOURNEY TECHNIQUES IN THE EVALUATION STAGE B2B Focus: As potential customers continue through the marketing funnel, they begin to look for more specific information when considering whether to buy into your product or service. This includes researching why you are better than your competitors. Messages/ Content: Good reviews from past customers, good ratings on review sites Main Techniques: Influencer Mkt., Testimonials & Reviews, Affiliate Mkt. Building media relationships If we have a data base: Member-Get-Member program Channels: Social media (SoMe) Influencers Blogs Review Sites App Stores Email Mkt / Newsletters Affiliate Mkt. Tools: SEO Tools, CMS (Content Management Tool) People: SEO expert, Content Producer Create content around Case Studies for posts, stories, video... . Use your Social Media handles to host events, webinars to attract your audience to your business SOCIAL MEDIA METRICS 01 MENTION (BUZZ) A mention is the act of tagging another user’s name in a social media message. Helps monitor conversations and brand "reach" 02 ( O N L I N E ) SHARE OF VOICE A measure of the market your brand owns compared to your competitors. It acts as a gauge for your brand visibility and how much you dominate the conversation in your industry. # of mentions of your brand divided by # of mentions of competitors 03 04 REACH Reach determines the size of audience that any given message could reach. Reach on social media is the number of unique people who see your content IMPRESSIONS The number of times your content is displayed, no matter if it was clicked on or not 05 06 INTERACTIONS Retweets, likes, shares, comments, video views... ENGAGMENT RATE # of Interactions divided by # of Followers. It measures the quality of your content to bring in followers ie.: On Instagram, an average rate over 3% is good, but you must audit your industry and compare accordingly MOBILE MARKETING 1) MOBILE SEARCH Users are much more likely to be conducting local searches for information specific to the area they're connecting from. Other mobile searches are generally seeking quick results, such as sports scores, rather than extensive content 2) MOBILE ADVERTISING It can take place as text ads via SMS, or banner advertisements that appear embedded in mobile web site, in downloaded apps or in mobile games 3) APP MARKETING Choosing amongst a Native, Hybrid and Web App and ensuring which type of APP you want to deliver and how to monetize them. MOBILE MARKETING App Ads (In-App Ad): App developers get paid to serve advertisements within their mobile app. They can come in many forms: banners, native ads, interstitial ads, video ads and rewarded video ads. MOBILE MARKETING 4) MOBILE COMMERCE Deliver value through your ecommerce platform (seen in Social Media and we will see in the E-commerce session) 5) MOBILE WALLET Digital equivalent of a physical wallet: a place to store digital versions of loyalty cards, coupons, tickets, boarding passes, credit cards and more MOBILE MARKETING Adidas The use of AR filters to allow users to try online the sneakers and push them to conversion. Keep your Customers Loyal Zara is now launching a campaign together with Caritas through it's mobile App asking customers to donate their clothes - sustainability initiative Social Commerce Kim Kardashian June 2021: she launched a new make up collection exclusively for Instagram users MOBILE MARKETING 6) PROXIMITY BASED MKT. Any use of location technologies that allows to directly communicate with customers through their mobile devices: NFC, Geofencing and Beacons 7) QR CODE MARKETING Grab audiences’ attention and target them with optimized advertising with a QR code, short for Quick Response 8) SMS, MMS MARKETING & PUSH NOTIFICATIONS Ways to communicate with your customer real time, through mobile, watch, pad, car devices etc... MOBILE MARKETING Proximity Based Mkt. Any use of location technologies that allows to directly communicate with customers through their mobile devices: NFC, Geofencing and Beacons. NFC: NFC (Near Field Communication): an NFC chip operates as one part of a wireless link. Once it's activated by another chip, small amounts of data between the two devices can be transferred when held a few centimeters from each other. Nike NBA 2018: To unlock the gifts like courtside seats, autographed jerseys and early access to products, all one has to do is download the NikeConnect app and tap the NFC tag on the jersey to get started. MOBILE MARKETING Proximity Based Mkt. Any use of location technologies that allows to directly communicate with customers through their mobile devices: NFC, Geofencing and Beacons. GEOFENCING: a business can use customer location as a data point to send customized offers that are more relevant to the customer. Uses GPS technology. MOBILE MARKETING Proximity Based Mkt. Any use of location technologies that allows to directly communicate with customers through their mobile devices: NFC, Geofencing and Beacons. BEACONS: Similar to Geofencing but run by Bluetooth and reaches upto 150 yards. Largely used in retail and delivers useful information to the customer MOBILE MARKETING Notifications that are synched through my Calendar Notifications for a Loyalty program MOBILE MARKETING Enhance Shopping Experiences With Wearables omnichannel strategy MOBILE MARKETING SUMMARY Mobile Marketing There are different techniques and technologies that brands use when capturing the user's attention in their offline or online ecosystem through mobile devices. ACQUISITION: - Mobile SEM Campaigns - Advertising in Apps - App Marketing and In-App purchases: Free: the user does not pay for downloading or content. Ex: Whatsapp, Instagram... These free Apps can offer Ads as “part of the deal” Fremium: the user does not pay to download but pays to access a limited series of content Ex: AI tools. Whe the App offers you to pay to not see ads: “Spotify” Paid: The user pays only once for downloading and for the content once or with periodic payments - subscription model. Ex: Netflix Paymium: The user pays to download the app and for the content to access better incentives. Ex: the world of games RETENTION - Mobile Wallet: In these wallets, brands place advertisements, promotions, offers and loyalty cards include coupons, tickets, boarding passes, thus creating a better experience for the customer. - Proximity Based Mobile: Any use of location technologies that allows direct communication with customers through their mobile devices: NFC Near Field Communication (wifi connection of two devices together), Geofencing/ Geolocation (GPS connection) Allows to collect information about customers and direct them when they enter, leave or stay in specific areas called Geofences ( they become a virtual fence - an area that surrounds a certain area and can be as large as a city, or as small as a building). Beacons: activated Bluetooth and a range of 50 meters, they are sensors or small devices that are placed in strategic areas of an establishment for which signals can be sent in real time to mobile devices but can only work if mobile devices have opted-in.. QR Code: Quick Response Bar Code, also called "Bidi", is a technology that allows customers to store digital information that a brand wants to send. A QR code consists of black squares arranged in a square grid on a white background, which can be read by a device and contains information about the item it is connected to - SMS and Notifications - see next slide THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1ST MOT) Mobile Marketing QR code at Nike's store Zara App offering geolocation services or trial at store's dressing room Notifications: adding value by two companies APP MARKETING METRICS 01 03 Downloads: The number of users who have taken the first step in engaging with your app by installing it on their devices Daily Active Users (DAU) and Monthly Active Users (MAU) Rate (CTR) DAU measures the number of unique users who interact with your app on a daily basis, providing a real-time snapshot of daily activity. On the other hand, MAU represents the count of unique users who engage with your app within a calendar month 02 04 05 Retention Rate (Stickiness): The percentage of users who continue to engage with your app over a specified period, such as days, weeks, or months, after their initial download Churn Rate The percentage of users who discontinue using your app within a defined period, such as a month or a year Average Revenue Per User (ARPU) A measure of the average revenue generated by each user of your app 1.REVIEW THIS PRESENTATION Next Class 2. GROUP PROJECT SELECT WHICH ACQUISITION TECHNIQUE IS MORE PERTINENT FOR YOUR BRAND YOU WILL FIND THE ASSIGNMENT UPLOADED SINCE DAY 1 IN YOUR BLACKBOARD WITH ALL THE TASKS YOU HAVE TO DELIVER MARKETING Session 6 CUSTOMER EXPERIENCE: CONSIDERATION TECHNIQUES THE FUNNEL TO ACCOMODATE THE CUSTOMER EXPERIENCE ACQUISITION (TOFU) CONSIDERATION (MOFU) CONVERSION (BOFU) LOYALTY & ADVOCACY ATTRACT VISITORS GIVE EVIDENCE FOR THE BRAND PUSH THE PRODUCT TOWARDS CONVERSION GET THE CUSTOMER TO REPEAT THE CUSTOMER JOURNEY Acquisition, Conversion and Retention Techniques ACQUISITION 1 - AWARENESS 2 - "ZMOT" PAID MEDIA CONVERSION 3 - EVALUATION 4 - "1st MOT" RETENTION 5 - "2nd MOT" OWNED MEDIA 6 - LOYALTY 7 - ADVOCACY EARNED MEDIA CUSTOMER EXPERIENCE: IN CONSIDERATION CONSIDERATION - CUSTOMER In the Consideration stage: the prospect is not yet ready to buy, but they are deciding on the potential solution for them The potential buyer will have clearly defined and given a name to their problem, and they are committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity Typically carried out in the 1st MOT, but Evaluation and Loyalty also helps. CONSIDERATION - TYPE OF CONTENT FOR BRANDS PAID OWNED CONSIDERATION - NORMALLY CARRIED OUT ON OWNED MEDIA Website Email SoMe: Live videos Chatbots CONSIDERATION -> BUT ALSO ON EARNED MEDIA UGC on Social Media Handles Testimonials of past customers on Web or App Stores Comparisons vs other brands Referrals from actual customers to new “friends & family” Case Studies or Testimonials Media Coverage Free Samples Influencer Marketing Free Trials - 15 days free Discount Free Demo EARNED CONSIDERATION -> BUT ALSO ON PAID MEDIA Influencer Marketing Paid ads THE MEDIA: 7-STEP CUSTOMER JOURNEY 1 - AWARENESS 2 - "ZMOT" 3 - EVALUATION Paid Media: The Brand will talk about the MARKET, the BUYER PERSONA through cultural truths, tensions/problems the BP has that has not been resolved, innovations, latest updates, how to make the Buyer Persona's life easier.... 4 - "1st MOT" 5 - "2nd MOT" 6 - LOYALTY Owned Media: The Brand talks tends to talk about THE BRAND showcasing their product/service, providing product details, brand truths, prices vs others, free trials/demo, etc... 7 - ADVOCACY Earned Media: The brand will show how OTHERS experience the brand - User Generated Content, and it will be shared THE IMPORANTANCE OF CONTENT & PERSONALIZATION IN CONSIDERATION The main problem with Content: identifying the right Content The Content Process 1.DEFINE THE BIG IDEA OF YOUR COMMUNICATION CAMPAIGN, ITS STORYTELLING, AND THE VISUALS YOU WILL USE FOR THE BRAND 6. CURATE OTHER PEOPLE’S CONTENT TO GIVE CREDIBILITY TO YOUR CONTENT 2. BRAINSTORM IDEAS/ MESSAGES FROM THE BIG IDEA THAT CAN BE IMPLEMENTED ALONG THE CUSTOMER JOURNEY 3. RUN INTERNAL CONTENT AUDITS* AS WELL AS EXTERNAL/ COMPETITORS CONTENT AUDITS OF THE MARKET AND COMPETITION 7 . PREPARE YOUR MEDIA STRATEGY: WHAT CONTENT WILL GO ON OWNED, PAI D AND EARNED MEDI A 8. PUBLISH AND EVALUATE REACTIONS TO YOUR CONTENT, ACTING/ANSWERIN G QUESTIONS WHEN NEEDED 4.CHOOSE THE RIGHT TOPICS, FORMATS, AND CHANNELS FOR YOUR CONTENT 9. ANALISE YOUR CONTENT RESULTS THROUGH THE SET METRICS RELATED TO YOUR GOALS 5. START WRITING THE PIECE OF CONTENT – WHETHER IT IS AN ARTICLE, AN AD, A VIDEO, A PODCAST, ETC. 10. MAKE DECISIONS ON THE RESULTS OF YOUR CONTENT: REPUBLISH IN OTHER CHANNELS, ELIMINATE POOR PERFORMED CONTENT, ETC CONTENT MARKETING PROCESS 1.Storytelling BIG IDEA - COCA COLA E X A M P L E : " S H A R E A C O KE " The “Big Idea” of the theme you will be using to engage and create conversations with your Buyer Persona: - the "what" : your story through the Product reflecting Big Idea brand positioning - the "how": your story through emotions, or - the "why" : your story through the why you are doing what you are doing Social Media reflecting Big Idea Street Mkt.reflecting Big Idea Out of Home reflecting Big Idea Influencer Mkt. reflecting Big Idea THE BIG IDEA - COCA COLA 1. START WITH A CLEAR BRIEF/ CHALLENGE 3. FIND THE BRAND 2. UNCOVER A COMPELLING INSIGHT CONNECTION - What are you looking to achieve? what do A real truth, tension or problem to solve you ultimately want to achieve by the end of for the consumer the campaign so there is total clarity and focus. Conducting primary and secondary research For Coca Cola, they wanted to do more than on your target audience prior to coming up just simply focus on the tangible benefits of with the creative concept (big idea) for your the product. Instead, they wanted to make a marketing campaigns is a definite must. statement by creating buzz and engagement Research showed that there was a growing and generate sales that were declining. trend amongst milenials of global of selfexpression personalization and sharing. Link the insight wit the brand - are there any connections? Coke connected the consumer insight: "