Digital Marketing PDF

Achieving marketing objectives through applying digital media data and technology...

Achieving marketing objectives through applying digital media data and technology audience devives is about platform Digital media data technology paid search display ads paid media advertising affiliate marketing DIGITAL MARKETING Digital signage Publisher editorial influencer outreach Earned media partner network word of mouth social network websites Blogs Owned Media Digital properties Mobile apps Social presence permission marketing Key communication content marketing customers engagement interaction and integration between features of digital marketing strategy internet channels and traditional channels application of digital marketing offer range of opportunities identifying, anticipating and satisfying requirement profitabily sell - grow sales serve - Add value benefits speak - get closer to customer save - save costs sizzle - extend the brand online Strategy DIGITAL MARKETING STRATEGY Key considerations Structure System McKinsey 7S staff style skills superordinate goals technology budget challenge content creation branding process traffic and leads unique visitor and fans build awareness on other sites and in offline REACH KPIS : audience shares media and drive to web presence revenue of goal value per visit bounce rate Act Engage audience KPIS page per visit lead conversion OBJECTIVES Conversion rate Achience conversion for marketing goals CONVERT Kpis sales such as fans, leads or sale revenue and margin % active hurdle rates DIGITAL MARKETING ENGAGE build customer and fans relationship KPIS Fan engagement Repeat conversion SEO 1. Search Engine Marketing paid search pay per click PPC paid for inclusion fees Publisher outreach Community participation 2. ONLINE PR Media alerting Brand protection affiliate marketing sponsorship 3. ONLINE PARTNERSHIP co branding link buiding direct email exhibition Offline communication merchandising packaging DIGITAL MEDIA word of mouth Types Audience participation Managing social presence Social media marketing Viral campaign Customer feedback House list emails cold rented list Opt in email co branded ads in third party site specific media buys ad network Display advertising contra deals sponsorship behavioral targeting advertising personal setting offline communication Sales promotion PR Sponsorship Intelligence Individualization Integration BENEFITS Industry restructuring possibility to increase the reach international market Independence of location provides accountability in digital campaign provides straightforward testing at a lower cost with option to trial alternatives Main Topic 4