DIGITAL MARKETING STRATEGY Week 7.pdf

DIGITAL MARKETING STRATEGY DSMM50001 Week 7 - 13th August 2024 Classroom Activity Delivery - A 2 minutes group presentation Context - A hypothetical brand’s Meta targeting Launching TechConnect - Your Ultimate Tech Companion Scenario- You are a group of social media strategists w...

DIGITAL MARKETING STRATEGY DSMM50001 Week 7 - 13th August 2024 Classroom Activity Delivery - A 2 minutes group presentation Context - A hypothetical brand’s Meta targeting Launching TechConnect - Your Ultimate Tech Companion Scenario- You are a group of social media strategists working for TechConnect, a new electronics brand set to launch a range of innovative and cutting-edge tech products, including smart devices, wearables, and home automation solutions. The target audience is tech-savvy individuals aged 20-40 who are early adopters of the latest technology trends. Campaign Objective - The primary objective is to build brand awareness, generate excitement for the launch, and drive pre-orders for TechConnect's flagship products within the first three months of the campaign. The Components of Digital Marketing Search engine marketing Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising as well as organically. Components of Search Engine Marketing Search engine optimization Search engine optimization is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic rather than direct traffic or paid traffic. Search Engine Advertising Search engine ads (also known as paid search) are a form of online advertising where businesses pay to have their ads displayed on Google, Yahoo!, and other major search engines. Search engine ads allow businesses to reach a wider audience than they would be able to through organic search. Fundamentals of Search Engine Marketing Keyword Research: Fundamental: Identify relevant keywords that potential customers might use when searching for products or services. Importance: Choosing the right keywords is crucial for targeting the audience and optimizing ad relevance. Paid Advertising (Pay-Per-Click - PPC): Fundamental: Create paid ads that appear at the top of search engine results based on selected keywords. Importance: PPC ads drive immediate visibility and can be precisely targeted based on demographics, location, and user behavior. Ad Copy and Creatives: Fundamental: Craft compelling ad copy and visuals that encourage clicks and convey the value proposition. Importance: Well-crafted ads improve click-through rates (CTR) and contribute to better ad performance. Organic Result Paid Result https://ads.google.com/ Practical Login UN - [email protected] PW - APIITstudents@123  Practical https://smallseotools.com/keyword-position/ Fundamentals of Search Engine Marketing Landing Page Optimization: Fundamental: Ensure that the landing pages your ads direct to are relevant, user-friendly, and optimized for conversions. Importance: A well-optimized landing page improves the user experience and increases the likelihood of conversions. Quality Score: Fundamental: Google assigns a Quality Score to each keyword based on relevance, ad click-through rate, and landing page quality. Importance: Higher Quality Scores result in lower costs per click (CPC) and better ad positions. Ad Bidding and Budgeting: Fundamental: Set bid amounts for keywords and allocate a daily or monthly budget for the ad campaign. Importance: Strategic bidding ensures ad visibility while staying within budget constraints. Fundamentals of Search Engine Marketing Conversion Tracking: Fundamental: Implement conversion tracking to measure the effectiveness of ad campaigns in terms of desired actions (e.g., purchases, sign-ups). Importance: Tracking conversions provides insights into campaign performance and return on investment (ROI). Search Engine Optimization (SEO): Fundamental: Optimize website content, structure, and meta tags to improve organic search rankings. Importance: A strong SEO foundation complements paid efforts, driving organic traffic and improving overall online visibility. Local SEO: Fundamental: Optimize for local search by claiming and updating Google My Business listings, ensuring accurate business information, and obtaining positive reviews. Importance: Local SEO is crucial for businesses targeting a specific geographic audience.  Practical Google My Business Fundamentals of Search Engine Marketing Monitoring and Analytics: Fundamental: Regularly monitor campaign performance using analytics tools. Importance: Analyzing data helps identify trends, areas for improvement, and opportunities for optimizing the SEM strategy. Ad Extensions: Fundamental: Use ad extensions to provide additional information within the ad (e.g., site links, location information). Importance: Ad extensions enhance ad visibility, provide more information to users, and can improve ad rank. Mobile Optimization: Fundamental: Ensure that ads and landing pages are optimized for mobile devices. Importance: With the increasing use of mobile devices, mobile optimization is critical for reaching a broader audience.  Practical Google Analytics Practical Ad Extensions Digital Marketing Analysis Paralysis If a campaign starts receiving incredible amounts of traffic and new leads and sales, the desire to understand what is going on may lead to analysis paralysis. The problem refers to over-analyzing of data recorded by platforms such as Google Analytics to the point that so much time is wasted that when the analysis is complete, whatever was being evaluated has become already irrelevant. Recap - All the Links / Tools Marketing Audit Competitor Study https://pro.similarweb.com/#/digitalsuite/home this link is to compare competitors websites and find out site visits / time spent on sites etc. https://www.fanpagekarma.com/ Social Media audit Create an account and go to “Analytics” section Keyword Research https://ads.google.com/ Login UN - [email protected] PW - APIITstudents@123 https://smallseotools.com/keyword-position/ Chosen keywords’ position checking Classroom Activity Delivery - A 5 minutes individual presentation Context - The chosen brand’s keyword research Thank you See you next week….