Digital marketing involves various online and digital channels including websites, search engine marketing, email marketing, social media, mobile marketing, and traditional media. Key prerequisites for effective digital marketing include a strong product/service offering, customer service capabilities, a clear brand positioning, customer knowledge, and a website that drives desired actions. Search engine marketing encompasses both organic search and paid search advertising. Organic search results outperform paid search on desktop, but paid search may perform better on mobile. Email marketing can be an effective lead generation and customer relationship management tool if best practices around opt-in lists and permission-based marketing are followed. Mobile marketing requires optimization of local listings, mobile websites, and voice search capabilities. Web analytics and tools like Google

1. Digital Prerequisites
Chapter Seven

2. What are the elements of Digital
Marketing?

3. Digital Marketing
• Web site and blog
• Paid Media (display)
• Search Engine Marketing
– Paid Search
– Search Engine Optimization
• Email Marketing
• Social Media
• Mobile Marketing
• Traditional Media

4. Digital Marketing

5. What are the Prerequisites?
• A strong product/service offering
• A mechanism to address customer concerns
– First line of defense
– Empowered employees
• A meaningful brand that stands for something clear in the minds of
consumers (positioning)
• Knowledge of customers
• A website that drives desired actions

6. Search Marketing
• Organic Search
• Paid Search
– SEM Video
 Previously SEM was an umbrella term for both SEO (search engine
optimization) and paid search
 NOW SEM refers to ONLY paid search
 Other terms to refer to SEM:
 Paid search ads
 Paid search advertising
 PPC (pay-per-click)
 PPC (pay-per-call) – some ads, particularly those served to mobile search users, may be charged by
the
number of clicks that resulted in a direct call from a smartphone
 CPC (cost-per-click)
 CPM (cost-per-thousand impressions)
 Most search ads are sold on a CPC / PPC basis, but some advertising options may also be sold on a
CPM basis

7. Click Through
• Organic beats paid
search in desktop, but
how about mobile?
• What would you expect
from mobile searches?
• Would more people
click on paid or organic
results?

8. Paid Search
Google AdWords
• How AdWords Works Video
• Trends
– More Product Listing ads – even for mobile
– Google Shopping ads all over the place
– Local inventory ads (gives nearest store)
– Natural language search 20 percent of searches in the Google mobile
app in the US are done by voice
– Machine Learning

11. Search Engine Statistics
According to Net Market Share (as of April 2017) the
global marketing share percentage, in terms of the use
of Search Engines heavily favours Google, with over
77%. Last year we saw a 67% market share for
Google, so Google has taken another 10% of the
market from its rivals in just the past 12 months.

12. Search Engine Optimization
• SEO Fred Update Video
– Penguin for spammers
– Panda for low quality content
– Hummingbird for knowledge-based search
– Pigeon to improve local search
– Google Core update to reduce old content
– Mobile friendly update
– Possum ensures that local results vary more depending on the searcher’s location: the closer you are
to a business’s address, the more likely you are to see it among local results.
– The latest of Google’s confirmed updates, Fred targets websites that violate Google’s webmaster
guidelines. Affects blogs with low-quality posts that appear to be created mostly for the purpose of
generating ad revenue.

13. Volumes of Searches

14. Mobile Search
A recent report
from Hitwise
argues that in the
US mobile search
is roughly 58
percent of overall
search query
volume. That’s
based on an
average of 11 key
categories and
associated
queries. The
company
“examined
hundreds of
millions of online
search queries”
across PCs,
smartphones and
tablets between
April 10 and May
7, 2016.

15. Search Engine Optimization

19. SEO Tips 2017
• This Video gives some tips for boosting SEO
success.

20. Paid vs. Organic
• The presence of paid ads reduces click through on
organic ads.
• Only 17% of results pages have no rich info (maps,
product listings or other info).
• 68% of desktop clicks are on results 1-5 and 71% on
the first page of results.
• If the brand comes up in paid search might you be
more likely to click on the organic link?
• Direct and Indirect Ranking Factors Video

21. – Click through rates for branded key words are
higher than non branded
• 30% for the first position, 12% in the third
position
– Click through rate for long tail key terms (4 or
more) are 3-5% higher
– Highest CTR for informational search followed by
specific intent (a combination of commercial,
location and informational words)
Click Through Rates

22. Google Adwords
• Google Key Word Planner
• Google Trends
• Open Site Explorer

23. Google Keyword Planner

25. Open Site Explorer

26. Mobile SEO
• Local listings optimization
• Apple and Google Maps
• Voice search (e.g., Siri)
• Mobile web presence
• Local listings optimization
• Google is still using desktop for indexing.
Expected to move to mobile first in 2018

27. Google Webmaster Tools
Test my Mobile Speed
Mobile Site Compatibility Test
Google Search Console

28. Email Marketing Resurgence
• Strong ROI
• 89% of marketers say they
use email marketing for
lead generation
• It’s a CRM tool,
measurable, testable and
customizable, permission
based
• Opt in

29. Mobile Email

30. Do Don’t
Integrate Email with Brand Strategy Buy Third Party Lists to Avoid Opt-In
Maintain a Strong Targeted List Hide the Subscriber Box to Force Permission
Encourage Unsubscribers to Stay at a
Reduced Commitment
Prevent Unsubscribing
Maintain Contact Send Undesired Emails
Examine Appropriate Analytics Maintain a Strategy that Doesn’t Work
1. Number How many emails were sent?
2. Bounce Rate What percentage of the emails came back
undeliverable by the server?
3. Open Rate What percentage of emails was opened by the
customers?
4. Conversion What percentage of customers purchased based
on the email?
5. Net Revenue How much on average does the marketer earn
per conversion?

31. For example, an email list for a local restaurant, Bellagio Pizza consists of 200k addresses. The restaurant sends 4
versions of an email message to customers who have opted-in to receive menu information and meal deals. On
Tuesdays Bellagio sends a lunch special at 11:00 AM to encourage a visit to the restaurant. The meal deal is for a
$4.99 lunch with a personal pan pizza, small salad and a beverage. It costs Bellagio $1.50 to provide the meal. The
bounce rate is 1%, the open rate is 20% and 5% of those who view an email come to the restaurant and ask for the
meal deal (with code to identify the email). What is the ROI for this email campaign?
Bellagio Pizza

32. WEB SITES AND WEB USE CASES
End of Digital Marketing Presentation

33. Web Use Cases
• Describes an interaction between an external
actor and a system, documenting how the
system will perform.
– Business purpose
– User interface
– Technical requirements
– Task to be optimized
• Depends on the goal directed behavior of
users.

35. Design a use case for a person standing at Gold and Spruce to find a
hip bar to have a beer. The person has an Android smart phone.

36. Mobile First Design
1. Content Inventory — This is a spreadsheet containing all the elements you want to include.
2. Visual Hierarchy — Determine how to display the most important elements prominently.
3. Design with the smallest breakpoints and then scale up — Build the mobile wireframe first,
then use that as the model for larger breakpoints.
4. Enlarge touch targets — Fingers are much wider than pixel-precise mouse cursors, and so need
larger elements on which to tap.
5. Don’t count on hovers — It almost goes without saying, but designers often rely on hover and
mouseover effects in their interactive work. There is no hover control for fingertips yet.
6. Think “app” — Mobile users are accustomed to motion and a modicum of control in their
experience. Elements on the screen with which users can interact without refreshing the page.
7. Avoid large graphics — Landscape photos and complex graphics don’t display well.
8. Test it in a real device — Nothing beats discovering for yourself how usable a website is (or
isn’t). Step away from your desktop/laptop computer and load up your product on a real phone
or tablet. Tap through pages. Is the site easy to navigate? Does it load in a timely fashion? Are the
text and graphics easy to read?

37. Responsive website design is Google’s recommended way to tackle
mobile-friendly sites and, as such, is the approach you should take
unless you have very strong reasons not to.

38. How to Design Sites
• Responsive Design
• Creates a website that
can be viewed on
multiple screen sizes
• The experience for the
user is similar across
devices
• Adaptive Design
• Creates different sites
for different devices
and screen sizes
• Optimizes the
experience for each
device
Responsive vs. Adaptive Design
https://www.youtube.com/watch?v=-2E4OeRRsck

39. Evaluate your Mobile Use case
• What does JetBlue do? Responsive or
Adaptive design? How can you tell?
• Look at a mobile site. Is it adaptive or
responsive?
• What is Jetblue’s use case online vs. app?

42. Web Design
1. Analyze Site Metrics Look at number of users, bounce rate (measure of those who leave the site),
conversion rate and search engine key words.
2. Set Clear Goals Build awareness, generate traffic, drive users to particular pages, obtain email
addresses, revenue generation.
3. Retain Key Revenue Generating Site Elements Determine where the sales are generated and maintain the elements of the
site that contribute to income.
4. Examine Competitive Sites and Benchmarks Review what competitors do well and where you might find an opportunity to
improve on industry strategies.
5. Leverage a Unique Selling Proposition Use your website to build a competitive advantage
6. Present Personas of Customers on your Site Allow prospects to get a sense of whether the site matches their lifestyle and
personality
7. Optimize the Site Use SEO strategies to rank high in searches
8. Include Calls to Action Give clear instructions to consumers on how to navigate toward revenue
generators
9. Plan an Ongoing Content Strategy Consider the content to provide customers and when to deliver.
10. Use Buttons and Tabs to Connect to Social
Media
Add a blog, RSS feed and social media buttons to the site for connecting.