Intro to digital marketing
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The document provides an overview of digital marketing trends and the digital marketing process. It discusses emerging technologies like virtual and augmented reality, smart speakers, live video, and artificial intelligence. It also outlines the key steps in digital marketing including market research, marketing strategy, implementation, sales, and after-sales. Various digital marketing channels are examined along with best practices such as audience targeting, content creation, and analytics. Metrics for measuring digital marketing performance like CPC, CPM, CTR, and CR are defined.
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Intro to digital marketing
- 43. Virtual Reality
- 45. Smart Speakers And Audio
- 46. Life Video
- 48. Chatbot
- 50. Market research Marketing research Marketing strategy Marketing implementation sales After sales
- 51. Market research Marketing research Marketing strategy Marketing implementation sales After sales •Customer •Suppliers •Competitors •intermediaries Micro Env •social •legal •Political •Technological •Economic •environment Macro Env • Big Data analytics: ✓ Structured – unstructured data ✓ Facebook (emotional contagion) ✓ Streaming-patch • Quantitative data : ✓ Social media
- 54. Facebook Audience Insight Google Keyword Planner
- 56. Market research Marketing research Marketing strategy Marketing implementation sales After sales •Customer •Suppliers •Competitors •intermediaries Micro Env •social •legal •Political •Technological •Economic •environment Macro Env • Big Data analytics: ✓ Structured – unstructured data ✓ Facebook (emotional contagion) ✓ Streaming-patch • Quantitative data : ✓ Social media
- 57. Market research Marketing research Marketing strategy Marketing implementation sales After sales Research approaches ( off line) Observation Focus group Survey Experimentation Interviews Mystery shopper Research approaches ( On line) Observation Focus group Survey Experimentation Interviews Mystery shopper • Big Data analytics: ✓ Structured – unstructured data ✓ Facebook (emotional contagion) ✓ Streaming-patch • Quantitative data : ✓ Social media
- 58. Market research Marketing research Marketing strategy Marketing implementation sales After sales Data Sources Internal External Secondary Data Primary Data
- 60. Market research Marketing research Marketing strategy Marketing implementation sales After sales Marketing strategy Mission formulate SWOT Objectives STP: Segmentation Targeting Poisoning SOSTAC Situation analysis objectives strategy tactics actions control
- 63. Market research Marketing research Marketing strategy Marketing implementation sales After sales Promotional mix Advertising Public relation Sales promotion Direct marketing: -Telesales - Direct mail - Kiosk marketing - Direct response Ads Promotional mix (digital) Social media marketing SEO E-mail marketing Mobile marketing Advertising Video marketing Affiliate marketing Content marketing
- 65. The advertiser is the one who pays the money to get his advertising shown.
- 66. • The publisher is the one who gets money for showing the Ads on his site
- 67. • The Audience is a particular group of consumers within the predetermined target market
- 74. 1) Facebook 97% of B2C marketers use Facebook as it provides them with a plethora of organic and paid opportunities for B2C social media marketing. 2) Twitter 65% of marketers leverage twitter for B2C social media marketing. Known for tweeting short messages, it is an ideal platform for engaging consumers with a series of tweets, retweets, and hashtags. 3) Instagram While 60% of B2C marketers use Instagram, 11% of marketers reported it to be the most important B2C social media marketing platform for their business. 4) YouTube YouTube is the biggest online video platform worldwide with around 1.5 billion users worldwide. It has become a popular video marketing channel with 46% of marketers using it to promote their B2C brands.
- 75. 5) LinkedIn While LinkedIn is a more appropriate marketing channel for B2B businesses, 44% of marketers are also using it for B2C social media marketing. 6) Pinterest Although it receives mixed opinions as a B2C social media marketing channel, posting quality content on Pinterest can help you improve your SERP rankings. It is an ideal platform for promoting brands related to fashion, art, beauty, cooking, diy, design, home decor, or travel. Pinterest works wonders for brands with a predominantly female target audience. 7) Snapchat Snapchat is a relatively new social media platform with only 8% of B2C marketers using it for brand promotions.
- 82. Geographic segmentation https://www.marketing91.com/geographic-segmentation-segmenting-geography/
- 86. Semi- fictional representations of your ideal customer based on real data and some educated speculation about customer demographic, behaviors, patterns, motivations and goals . What IsYour Buyer Persona?
- 87. Why Using Personas Is Important?
- 88. Personas help answer the following questions: What type of content is most likely to generate a response from a particular type of customer? How does your ideal customer prefer to engage in the sales process? What problems do customers need to solve, and how does your business help them?
- 97. THE SALES FUNNEL AND THE MARKETING JOURENY
- 112. • Digital marketing provides you with the means to communicate directly with your audience while getting them to convert. • The channel allows you start with a very small budget and scale up as you go. With digital marketing, you can run and manage campaigns quickly and track their results in real time. • Whatever be your business type, you can analyze whether a platform will work for your business or not. • Moreover, you can get measurable and live results for each of your campaigns. Besides that, you can choose from different platforms to suit your business and audience requirements.
- 114. 1.) AudienceTargeting 2.) Use Clean, Fresh and Accurate Data 3.) Omnichannel Marketing 4.) Content is King! 5.) Measure Performance:Analytics 6.) OrganizeYour Website 7.) Prioritize Customer Feedback and Reviews 8.) SharpenYour Facebook Marketing 9.) IncreaseYourVideo Marketing Budget 10.) Don't Forget About Data Privacy
- 115. How do you measure your results?
- 121. FACEBOOK ADVERTISING AVERAGE COST-PER-MILLE (CPM) IN SELECTED COUNTRIES WORLDWIDE AS OF MARCH 2018 (IN U.S. DOLLARS)
- 134. Spent = 100$ CPC = 2 $ CPM = 20 $ CPA = 10$ CTR = ? CR = ?
- 135. Spent = 100$ CPC = 2 $ CPM = 20 $ CPA = 10$ CTR = ? CR = ? CPC = Spent / clicks 2= 100/ clicks Clicks= 50 CPM = (spent/ impression)*1000 20= (100/ impression)*1000 Impression = 5000 CPA = spent / total actions 10 = 100/ total actions Total actions = 10 CTR = (clicks / impression)*100 CTR = (50/5000)*100 = 1 % CR = (total actions / total clicks) *100 CR = (10/50)*100 = 20%
- 136. Spent = 100$ CPM = 20$ CPA = 10$ CTR = 1 % Total clicks = ? CR = ?
- 137. Spent = 100$ CPM = 20$ CPA = 10$ CTR = 1 % Total clicks = ? CR = ? CPM = (spent/ impression)*1000 20= (100/ impressions)*1000 Impressions = 1000*100/20 = 5000 CTR = (clicks / impression)*100 1=(clicks/ 5000)*100 Total Clicks = 5000/100 = 50 CPA = spent / total actions 10 = 100/ total actions total actions = 100/10 = 10 CR = (total actions / total clicks) *100 CR = (10/50)*100 = 20 %