Digital Marketing PDF

Digital Marketing Session1/2- Introduction On a casual day we are bombarded by marketing projects: products. We are exposed consciously and unconsciously to between 6K and 10K of advertisements per day. #attentioneconomy: we are always exposed to information. Managers are paid to catch our attenti...

Digital Marketing Session1/2- Introduction On a casual day we are bombarded by marketing projects: products. We are exposed consciously and unconsciously to between 6K and 10K of advertisements per day. #attentioneconomy: we are always exposed to information. Managers are paid to catch our attention by marketing. 2-3 sec: Today this number decrease to attract attention (everything moves very fast today: Tiktok for example). Different types of advertisings: 1. Anti-advertising: “Don’t buy this jacket” Reverse psychology by capturing attention by contrast Chocking: “Don’t do that”;... = How to attract attention? 2. With no logo Gen Z doesn’t like so much advertising. Example: Doritos --> We can notice the brand without any logo or any mention of Doritos. 3. Outdoor advertising In the street: how many people see your brand? + Collecting feedback on the net of the haters (website) 4. Mastercard example Very unique/original what Mastercard do: sensory. Marketing: marketers try to incorporate as much sense as possible into their advertising. Different services like a “menu”, 2 types of parfums:  5. Animal's influencers Cats for example. EVOLUTION OF DIGITAL MARKETING: Today its AI everywhere. DM Data Evolution → Privacy: securing the Data (2020s) → “The social dilemma” (movie) + “The Great Hack” All the digitalized marketing that uses Internet. Advantages: Faster, versatile; customised results;... SEO (Search Engine Optimization)- organic traffic: with precise words + more worthy/credible in the eyes of the public + provide long term results/long lasting results. PPC (Pay-Per-Click): − Targeting options --> geographic information − Good for new product − The amount of click conversation − Very competitive − Could be expensive in ad budget Affiliate Marketing: influencers marketing provides more credibility but it requires to trust the influencers. Content Marketing: Content Marketing focuses on the production of content (regularly) in order to promote the company’s expertise on a specific theme. In Content Marketing, the target and the objectives of the content are not the brand, but rather to respond to the needs of an audience and offer them a solution.  Digital Marketing Mix For maximum impact: Paid media incorporates any marketing that you can’t execute for free. This can include traditional advertising – think print, radio and TV ads, or billboards. Online, it includes ads on social media, ads on search engine results pages, and display ads on websites. Owned media refers to marketing content you own – content you can publish for free. Earned media isn’t a term you hear too often, but it’s important: it involves any content where other people are talking about you. This includes influencers, PR, reviews of your product or business, or simply fans and advocates who share your content on their own or through social sharing tools. = CREDIBILITY (also PAID) Session3- 5S of Digital Marketing SELL: online sell (e-commerce; targeting advertising) SERVE: providing excellent services to the customers (chatbot; email to assist customer every time) SPEAK: engaging speak of customers (FEEDBACK) SIZZLE: creating excitement and interest (storytelling) SAVE: Increasing the number of sales generates more revenue. But if you fail to utilize your resources properly, you may increase your expenses. The aim of saving is to minimize the expenses that occur in your business. It is crucial to saving money, effort and time while running your business by reducing the costs. This is another way of increasing the net profit of your business. If you can keep your expense to the minimum, you will be able to maintain a good amount of net profit from your business = analyse DATA using analytics. = BUILD RELATIONSHIP WITH CUSTOMERS ONLINE Digital vs. traditional marketing Trad. Media = expensive Social media = lower o D.M: Most of the marketing budget goes to Digital Marketing o T.M: targeting board  Social influence, which is any process from which a person’s attitudes, opinions, beliefs, or behaviour are altered or controlled by a form of social communication. Social proof is the concept that if larger numbers of people endorse something then other people are more likely to believe that it is correct, influencing their attitudes and actions. Chapter 1 – Strategy and Context Marketing strategy: “The purpose of a marketing strategy is to determinate what the business or brand challenge, or objective that has been revealed.” –.R. Stokes, 2023 Marketing Strategy must be customer focused. There’s all about customers. Little/no interaction with your audience: very costly; difficulties to receive feedback Understanding the context When we talk about strategy, different factors will affect the companies, business, tales: Factors that affect the business: The environment: political, technology, social culture trends PESTLE analysis: Political Economic Social Technological Legal Environmental Very useful in public sector especially, but in all projects, you have to do this to provide convenience/analysis you need to analyse. The business: capacities; analyse our market, brand identity SWOT analysis - 4P’s/7 P’s - BMC (Business Model Canva) Additional questions understanding the brand: What does it stand for? What does it mean? What associations, ideas, emotions and benefits do people associate with it? What makes it unique? What associations/ideas/emotions/benefits do people associate with it. What’s make us unique. Winning Zone: clear point of difference that meets the needs make its even bigger. Losing Zone: your competitor meets the consumer needs better than you do, you’ll be crushed. → Offering High Quality Risky: competitive battle ground use emotion innovative, superior execution. Who cares capture interest; sometimes competitors battle on something the customers don’t care. The customers: implants size NO ASSUMPTIONS = MARKET RESEARCH ONLY Identify customer types:  *Demographics & Firmographic = B2B :” Purchase stage” =have attention of the customers - Discount seekers: Discount influence where people shops - Amazon: “Frequently bought together” --> strategic commitment (loyalty) + use buyer's emotions, they like what they see - Reviews Summary: customer’s reviews --> describe experience - Quick, simple react great opportunity to get honest for customers: - Score points to discount  What are the touchpoints? The competition: barriers to market entry Objectives ♦ What are you trying to achieve? ♦ How will you know if you are successful? Terms and definitions Positioning - Customers’ perception of the product and brand offering relative to those of competitors. Target marketing strategy – evaluation and selection of appropriate customer segments and the development of appropriate offers. Online value proposition (OVP) - a statement of the benefits of online services that reinforces the core proposition and differentiates from an organization’s offline offering and those of competitors. Session4- Neuromarketing HEAT MAP We are fighting for attention of customers. CALL TO ACTION HEAT MAP: DATA visualisation with colours that represents intensity/values = allowing users to quickly grasp the most important/relevant DATA points. --> example of the banner = Attention is splitting dividing/divided into parts NEUROMARKETING How the brain reacts to marketing, advertising campaigns. Neuromarketing is a fusion of neuroscience and marketing that offers... KEY ASPECTS: - Unconscious decision- marketing  - Emotional engagement - Attention and Memory - Complementing Market Research - Continuous Advancement Tools that measure brain activity (emotions); sense; facial expressions; skin conductivity. Eye-tracking: it measures the positions of the eyes. Where the person look at; How many time; etc. Galvanic Skin Response: measure skin conductance. Stress level. Electro-dental activity; physiological measure. → Used to product design: whish element resonates the most? Electroencephalography: records activity in the brain. NEUROMARKETING IN PRACTICE Empathy Social Behaviour Session5- Re-marketing. Cross sell VS Up sell Re-marketing is one of the digital marketing tactics that companies are adding to their strategy to target their audience. It's a strategy to re engage, to reminds, to the audience that shows interest but do not take the action. Re-marketing often used Cookies or Pixels to find their users. = Encourage ppl to rethink, motivate them. FB ad; INSTAGRAM ad 2 differents ways: 1. Abandon cart --> Reminder with FB ad for example and then add to cart 2. Add to cart CROSS-SELL VS. UP SELL Cross sell Up sell Business recommends additional Something with higher quality, larger products: complement quantity, etc. = encourage customers to buy more → Same items products → “Better quality” Ex. Laptop Lead magnet: A lead magnet is a tool that allows you to encourage customers to provide you with their personal information, whether it's their e-mail address, home address or telephone number. Digital campaigns - https://www.semrush.com/blog/marketing-campaign/ Action plan 1. SWOT (TOWS) 2. Perceptual mapping 3. POE Paid Media (displays ads, PPC, etc.) --> new audiences Owned Media (Blog, website) --> platforms, tools used that the company controls Earned Media (Influencers, online critics/opinion) --> build credibility  4. SMART Specific Measurable Achievable Relevant Time-bound Aled’tudiant 5. Segmentation 6. UVP (Unique Value Proposition):  7. “Creative idea” As part of a digital marketing action plan, a creative idea is an innovative or unique idea that aims to capture the attention of the target audience and differentiate it from competitors. It takes the form of advertising campaigns or content that are out of the ordinary, often exploiting current trends, unexpected collaborations or creative concepts to engage and generate interest. In the image, the ‘creative idea’ is illustrated by the collaboration between Ben & Jerry ‘s and the Netflix series Space Force. Here's what it involves: an original partnership, an engaging approach, a call to action and storytelling. 8. Visual implementation Visual Implementation in a Digital Marketing Campaign involves the strategic use of various visual components to grab attention, convey the core message, and emotionally connect with the target audience. 9. Social media plan “Rétroplanning des posts” 10. Budget When planning the budget, it’s essential to account for all types of expenses to ensure the campaign's success and efficiency. Here are the primary cost categories: Advertising costs o Paid advertising: investments in PPC (pay-per-click) campaigns, Google Ads, and social media ads (on platforms like Facebook, Instagram, LinkedIn). These costs involve paying for ad impressions or clicks. o Content promotion: If the campaign includes content marketing (e.g., blogs, articles), allocate a budget for promoting this content through social media or other channels to reach the target audience. Creative costs o Visual creation: This includes costs for graphic design, banners, posters, and video content creation. You need to budget for designers, videographers, or photographers involved in the campaign. o Content development: This involves costs for copywriting, creating infographics, and producing video scripts or ads. If influencers are used, their fees should also be considered. Technology costs o Tools and platforms: You might need to invest in tools for campaign management, SEO analysis, or social media management (e.g., Hootsuite, Buffer) o Website and Platform Management: If the campaign requires website updates, e-commerce platform maintenance, or new features, these should also be included in the budget. Personnel costs o Internal team: Salaries or fees for the marketing team, freelancers, or agencies managing the campaign. This could include specialists in areas like SEO, social media, content, or analytics. 11. Monitoring 4 ESSENTIAL MARKETING MODELS Session 6- Marketing in enterprise