Digital Marketing Class 1 Notes

**CLASS 1: BASIC INFO AND KPI's** Group project : 40% - simbound simulation 70%, group work 30% Participation: 10% Exam: 50% : case study, mcq's, open questions Textbook on NEOMAlibrary : Digital marketing **Objectives** - Explain the different types of platforms and their relevance - Eva...

**CLASS 1: BASIC INFO AND KPI's** Group project : 40% - simbound simulation 70%, group work 30% Participation: 10% Exam: 50% : case study, mcq's, open questions Textbook on NEOMAlibrary : Digital marketing **Objectives** - Explain the different types of platforms and their relevance - Evaluate advantages and challenges of digital media - Identify differences between customer communications for digital and traditional marketing **Buyer persona:** profile of target consumer, socio-demographic, values, lifestyle **Customer lifecycle and marketing touchpoints :** RACE Framework: Reach, Act, Convert, Engage Paid, earned, owned and experience media : these are all interconnected, they require integration Digital Marketing : digital data, online company presence, i.e. owned media, digital communication, marketing objectives, SEM -- search engine marketing **"Achieving marketing objectives through the usage of digital media, data and technology"** Multichannel (omnichannel marketing) : combination of traditional and digital marketing strategies, seamless customer experience **"Communicating and distributing the product to a customer by a combination of digital and traditional marketing throughout different stages of the customer journey"** **Content marketing:** engaging audiences and achieving business outcomes through the management of different types of content, e.g. blog/articles, Instagram posts, videos etc. E.g. Benefit Cosmetics campaign **Digital Marketing Strategy** Digital technology Having a specific goal Market segmentation, targeting and positioning Offering value to the customer How to integrate digital and traditional marketing **"Defining the way in which digital technologies are used to support marketing and business objectives** **Developing and carrying on customer segmentation, targeting and positioning** **Specifying how to deliver value** **Specifying how online presence integrates with offline presence"** **Benefits of developing a digital marketing strategy: 5 S** **Sell:** grow sales. **Serve:** Add value. Give benefits to customer **Speak:** Get closer to customers. Create a two-way dialogue **Save:** Save costs. **Sizzle:** Extend the brand online. Providing new offers and experiences **Business Model** **5 ways companies can use digital tools** Transactional e-commerce Relationship building Brand-building Publisher or media site Social network or community **RACE Framework:** **Reach :** Build awareness on sites and offline **Act:** Engage audience online and offline **Convert:** Achieve conversion to marketing goals such as fans, leads of sales online and offline **Engage:** Build customer and fan relationships to build retention goals  **Categories of digital communication tools/media channels** 1. Search engine marketing 2. Online PR 3. Online partnerships 4. Display advertising 5. Opt in email 6. Social media marketing **Benefits of digital marketing : 6 I's** 1. **Interactivity:** customer initiates contact 2. **Intelligence:** collecting data and marketing research at low costs 3. **Individualisation:** tailoring of communications 4. **Integration:** supporting multichannel marketing 5. **Industry restructuring:** how the company is represented on intermediary sites 6. **Independence of location:** global reach **Inbound and Outbound Marketing** **Inbound: pull approach** **Outbound: push approach** **Key Performance Indicators: KPI's** **Lead Generation** A lead is a contact with a prospective customer who's shown interest in the brand You must drive leads before you drive sales Metrics you can use to see if your lead generation effort works: 1. **Traffic**: number of website visitors per month, measured using google analytics, you can improve by investing in ads, website content, optimising existing content 2. **Traffic to lead**: How much traffic converts to leads: number of website visitors/number of leads\*100. Measure using an excel sheet. Improve with targeted/variation of keywords. 3. **Cost per lead**: How much marketing budget you spend on every lead you generate. Cost per lead (CPL) = Total marketing spend / number of leads. Measure in excel. Improve my optimising costs. Focus on what works. **Brand Recall** How many people remember and correctly identify your brand after hearing about it. Brand recall = Number of survey respondents who correctly identified your brand / Number of survey respondents \* 100 How to measure brand recall? Brands usually measure brand awareness through surveys. How to improve brand recall? Build an authentic brand to connect with your audience. Learn what is important for your customers and create a narrative that reflects their values. Use video marketing and paid brand awareness campaigns to reach your audience with this message. Monitor the effectiveness of different brand recall activities by sending regular brand recall surveys. **Social Mentions:** Positive social mentions and increased traffic **WEBSITE PERFORMANCE INDICATORS:** 1. **Page Conversion Rate** Call to action on a website : lead people to sign up for a free trial, purchase or book. Page conversion rate helps measure this. Page conversion rate: people who have completed a goal/no. of website users Use google analytics to measure and improve by improving page copy and make it more actionable. Set up A/B tests and experiment with colours and texts. 2. **Time on Site** 3. **Website Speed** **CLASS 2: DIGITAL COMMUNICATION TOOLS** **Digital communication tools in online campaigns:** **SEM Search engine marketing : SEO and PPC :** Used to gain visibility on a search engine to encourage website visiting. - **SEO Search engine Optimisation** - **PPC Pay per click** - **Display ads** **SEO:** Organic, not paid. Structured approach to increase the position of a company or its products in search engine results listings. Through keywords and phrases. +-----------------------------------+-----------------------------------+ | **Advantages** | **Disadvantages** | +===================================+===================================+ | - Traffic driver | - Lack of predictability of ROI | | | -- return on investment | | - Highly targeted | | | | - Takes time to see results | | - Potentially low-cost visitors | | | | - Complexity and dynamic nature | | - Dynamic : changeable | | | | - Ongoing investment | | | | | | - Poor for developing awareness | | | compared to other channels | +-----------------------------------+-----------------------------------+ **On-site/On-page SEO :** what you do to your website e.g. title tags, h1 tags, description, keyword density, keyword placement **Off-site/Off-page SEO :** activities done off website e.g. newspapers, influencers, link building **How to do on-site SEO?** 1. **Maximise relevance:** how well the search results page matches searcher's intent. Keywords customer would use. Word and location matters. E.g. best coffee in Reims. URL design: keyword, length, ease to read Title tag significant for keywords Main content: be aware of too many keywords here (3-5% density) -- Google removes spam Alt text: appears if page doesn't load -- good for keywords. Anchor texts : hyperlinks 2. **Choosing target search phrases:** Identify the keywords your customers will use in their search -- decide the key phrases. Look at competitors, use market knowledge, key phrase analysis tools 3. **Creating high quality webpages:** Speed, links, Information, behaviour of customers on page analysis, grammar, limited ad space etc. SUMMARY: - Create narratives and storytelling - Relevance for brand - Partner with influencers **Pay-per-click:** Labelled as 'sponsored links' on listings. Highly profitable for search engine companies. Most customers don't like it but around a third or quarter will click the sponsored ads. +-----------------------------------+-----------------------------------+ | **Advantages** | **Disadvantages** | +===================================+===================================+ | - New website traffic | - Competitive and expensive | | | | | - Precise targeting | - Inappropriate e.g. low budget | | | small product range | | - Precise measurement of any | | | keywords effectiveness (ROI) | - Requires specialist knowledge | | cost per click model | | | | - Time-consuming | | | | | | - Irrelevant -- lacks consumer | | | trust | +-----------------------------------+-----------------------------------+ A screenshot of a computer Description automatically generated **NEGATIVE MATCH** You can exclude certain keywords to prevent your ads showing up for unrelated searches. **Other selection factors:** Language, geography, device type, timing i.e. lunchtime, stock market time **Writing unique COPI (Description under link)** Unique value proposition Call to action **Display Advertising** Use of graphical (banners) or rich media ad units on a web page Aims: delivering brand awareness, familiarity and purchase intent. +-----------------------------------+-----------------------------------+ | **Advantages** | **Disadvantages** | +===================================+===================================+ | - Drive awareness | - Relatively low-click through | | | rates | | - Direct response | | | | - Relatively high costs or low | | - Retargeting | efficiency | | | | | - Behavioural targeting | - Brand reputation | | accessibility | | +-----------------------------------+-----------------------------------+ **Class 4: Digital Communication tools: Email Marketing** **Email Marketing:** Proactive messages sent from a company to prospects or customers to encourage purchase or promote branding goals. 4 billion daily email users. Smartphone users prefer brand communications via email. 50% people buy from email marketing at least once a month. 21% of email marketing communications are opened in the first hour. +-----------------------------------+-----------------------------------+ | **Advantages** | **Disadvantages** | +===================================+===================================+ | - Relatively low cost | - Deliverability | | | | | - Encourages immediate action | - Renderability | | | | | - Ease of personalisation | - Email response delay | +-----------------------------------+-----------------------------------+ **Steps to Create Email Marketing:** **Create:** Strategy, create list, decide frequency, etc **Create:** content, decide what will be in the email **Analyse:** performance results **Adopt:** Best practices to ensure cost effectiveness and that emails don't get wrongly detected as spam. **Email List Capture:** **Permission marketing:** Customer has to agree to being sent communications via consent, opt in, double opt in or opt out requests. **Double opt in:** Consumer agrees to receive publications, receives an email to click and confirm the subscription. **Cold list :** email lists can also be rented from third parties. **Email marketing incentives:** eBook, free pdf, coupon, discount **Automation: MailChimp** **Email Timing:** **WHEN?** When customer response likelihood is highest **HOW OFTEN?** As often as they can keep delivering value. **RELATIVE TIMING:** Compared to other marketing communications. **Email Marketing Segmentation:** Past purchases, past email response, timing preference, demographic, location, behaviour, device, B2B vs B2C **Triggered emails:** - Remind a customer about an abandoned cart: Offer coupon - In-store purchases: Receipt - Post-purchase: Review **Effective Email Marketing:** **Subject:** Straightforward, descriptive Primary message Do not sell! **Ad copy:** Appropriate format i.e., images or text Test and link Supports primary message **Unsubscribe** Easy to find Collects more data Less personalised is working more these days, e.g. the name fad is wearing off. **How to Measure Success:** 1. **Open rate** 2. **Click through rate** 3. **Conversion rate** 4. **Average order value** 5. **List churn** **DELIVERABILITY:** To avoid being detected as spam: sometimes happens due to certain keywords or the IP address having a poor reputation. - Create high quality, engaging content - Up to date contact list - No purchasing contacts from third parties - No mass emails - Avoid spam words - Get consent before sending - Remove email addresses with typos - Double opt-in system **Customer Relationship Management** **Marketing -- Sales -- Customer support** **Marketing:** Generate leads Nurture leads = Do we email everyone (80/20) Some leads are not ready **Sales:** Qualify leads Convert leads = Only if it shows customers are interested **Customer Support:** Train customers Upsell **Class 7: Digital Marketing from an Industrial Perspective** Traditional Players Best practices of indie brands DtoC brands **New Digital Usages, New Stakes** Multi-screen Mobile first Strong demand for innovation, success of VR, AR, also on authenticity **New Challenges/Opportunities** Start-ups dominating tech, social media or date = more nimble New stars for luxury groups **New Stakes for BtoC Brands: Self-Disrupt** **Driven by:** Younger consumers' preference for novelty Advancement in social media and digital tech Millenials and Gen z conventions through branding/communication CHALLENGER BRANDS DISRUPTING A SECTOR CHARACTERISED BY: Rapid Growth + social media fluency + e-commerce focused distribution **New Stakes for Heritage Brands: Self-Disrupt** Legacy brands gain cooler image through creative director Embracing digital channels as a primary, at time exclusive, route to market **Digital Influences Marketing:** Consumer: knowledge and understanding Offer: Digital enhancement Consumer Experience on and offline Communication to consumer or client **What is a post-modern consumer?** **4 Value Types:** Traditional: Follow the rules Modern: Driven by growth and progress Postmodern: A shift away from material concerns toward connection Integral: Leading edge of values **The Post-Modern Consumer** Product attributes (price, quality) are considered as granted (value for money) Consumption patterns are changing and evolving: rational response to a need = trying to offset daily reenchant Shopping to buy= Indulging, feeling valued Subjectivity and hedonism take over the objectivity and hedonism = **explosion of subjectivity** **Characteristics:** Strong autonomy Hyper informed Not loyal to one brand Search for meaning, connection Self-identification Seeking a particular perception through products and services They pay for **Symbolic Meaning** **2021 Consumer Trends** 1. Craving convenience e.g. tiny car = Brands have to rapidly adapt 2. Phygital Reality = Consumers embrace digital devices to maintain daily routine =Businesses integrate tech to minimise human interactions, elevate online experience, address barriers to adoption: educate consumers with resistance e.g. someone being your digital online shopper 3. Playing with time = Able and forced to be more creative with time, set work-life boundaries and reprioritise home life to achieve greater flexibility =Businesses must develop a 24h service in response to consumers' time flexibility Reimagine physical outlets May need to relocate to remain visible to consumers' decrease in commute e.g. IKEA e.g. ordering food online for pick-up 4. Facing a restless and rebellious consumer = Consumers experience anger and distrust towards the government, push for equity, autonomy, rights Strong sensations -- revenge shopping behaviours e.g. after covid 'me first' mindset =Businesses should work with consumers to ensure information accuracy and relevancy on social media, have strong brand donation actions, e.g. boycotts 5. Shaken and Stirred = Consumers prioritise mental wellbeing Shift from quick-fix products and services to the ones that can support their well-being and resiliency into the future =Businesses develop and offer products or services that support mental well-being, e.g. Deliveroo and NHS partnership 6. Thoughtful Thrifters = Consumers more cautious and frugal, more savings and budgeting =Businesses pivot towards value for money propositions and offer more affordable and sustainable options e.g. buy now, pay later options **How tech can contribute in offering better response to new consumer needs** 1. **Product Discovery:** hybrid and multi-channel experience. AI assistants, digital stores new retail becoming frictionless and giving consumers control of experience, co-creation, creating interesting content and social media content. 2. **Educating Consumers:** Through gamification, hedonic test and learn! Website as the place where consumers' journey begins= interaction with sellers, advisors, other customers, advice, feedback. AI and machine learning to maximise data gathering and adaptations. 3. **Omnichannel Customer experience** **Innovation Process : Co-Creation** App with augmented reality: Ikea Place After purchase: circular economy: meeting the concern for sustainability Way to engage the community, demonstrate quality, boost loyalty, brand experience continues. **Marketing Driven Approach** **Omnichannel Customer Approach** Seamless experience across all channels and touchpoints. **Key touch points:** Rising Acquisition Leverage Acceleration with Lockdown Search, Social, E-commerce, Live Streaming, Ratings and reviews, Brick and mortar Integrated experience all touchpoints is important for a brand to provide. **Data Usage for Retail and Marketing : GEMO** **Content Marketing: Objective: Reinforcing the Brand** Strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience. Story telling, brand values, customer value creation, co-creation e.g. burberry kisses **Content** **Entertain** **Educate** **Enchant** **Enroll** **Enlist** **=====** **Marketing Funnel** **Brand awareness** **Leads generation** **Client service** **Retention** **Upsell**  **10 Keys of Good Storytelling** 1. A great story is true 2. A great story conveys a promises: bold, unique 3. Trustworthy -- has to be credible and legitimate 4. Subtle -- evoke not demonstrate, consumer likes to be able to end the story themselves 5. Fascinating and impactful : Wow effect in order to immobilise and get commitment 6. Plays on emotion, appeals to senses 7. Rarely aims at everyone, must be targeted 8. Never contradicts itself 9. Fits the audience's worldview -- consolidates their beliefs 10. Stylish -- Sustains brand's desirability **Editorial Policy** **Why?** To achieve cohesion between all brand's content. To build a strong image comprehensible by the consumer. Larger credibility, for an identity and a trademark, better SEO, 23% of French people follow brand news on social media. **How to build it?** - What are the objectives? - Who is the target? - What are the themes, content and communication angle? - What is the form, tone, values, visual style? - When will it be published? **Adaption to media:** Blog, Facebook, etc. **Repositioning on trendy values:** Transparency, Collaboration, Inclusion, Diversity **Influence and Persuasion for Successful Advertising :** **AIDA MODEL** What Is AIDA **Community Management : 4 P's** **Planification:** set the diffusion calendar for your content **Production:** create aspirational content with efficient SEO **Promotion:** promote your content via platforms **Performance:** analyse your KPI's, use social listening tools **Social Data Tools and Trends** Social date allows to anticipate trends and evolutions, allows to identify socio-demographics. Social listening to cross data and aggregation with marketing research. **Building a Strong Brand Community** Important to facilitate shared customer experiences. New conception of customer loyalty becoming increasingly important. **Class 9: Digital Communications Tools: Social Media** **Brand:** Characteristics of a product/service, identifiable by the consumer **Branding:** Creating and evolving successful brands. Techniques designed to create **cultural relevance.** **Social Media Marketing:** Monitoring and facilitating customer interaction and participation throughout the web to encourage positive engagement with a company and its brands. - 77% brands use social media to meet customers - 90% users follow at least one brand on social media - 50% millennials trust influencers' product recommendations **Viral/Buzz Marketing** Electronic word of mouth. Email/social media **Social Media Marketing** +-----------------------------------+-----------------------------------+ | **Advantages** | **Disadvantages** | +===================================+===================================+ | - Reach a large audience | - High-risk marketing technique | | cost-effectively | | | | - Difficult to create the right | | - Consumers trust peer product | content | | recommendations | | | | - Seeding to influencers is a | | - Influencers can help spread | time consuming specialist | | awareness widely | activity | | | | | - Retargeting through defining | - Negative sentiments can | | a new custom audience | spread rapidly. | | | | | - Finding new audiences through | | | interest based targeting. | | +-----------------------------------+-----------------------------------+ **CANCEL CULTURE:** When a user is called out, publicly shamed online. Form of social rejection in retaliation generally to a view or opinion they shared online that they didn't intend to go viral.