What is Digital Marketing?
It can take many forms, including online video, display ads, search engine marketing, paid social ads, and social media posts.
Total internet media consumption almost doubled 2010-2014
Minimal decline in the same period for traditional media
– Online shopping
Access to more businesses and products from around the world.
Ability to research products quickly and online reviews.
– Streaming music and/or entertainment
On-demand movies, series, etc.
Instant access to digital subscriptions like magazines, news outlets, etc.
– Sharing economies
Consumers can share resources like accommodation and transportation, reducing ownership.
– FOMO
Limited time offers, social influencers.
How has marketing changed for you?
Does traditional marketing have advantages?
Information that is presented on a website, social media platform, or other digital marketing channels.
Content should be relevant, engaging, and valuable to the target audience.
Content is the____?
Delivering content in the right format, at the right time, and on the right channel.
Context vs. content.
Content is the material you deliver to your customers: blog posts, articles, offers, newsletters, emails, campaigns, and advertisements.
Context refers to the timing and circumstances surrounding your delivery of this content.
Building relationships with customers and fostering a sense of community around your brand
How brands build community:
Key term: Social Media Listening
Tailoring the content and message to the interests of the target audience.
How can brands use customization:
How the content is presented to the audience. This includes the tone of voice, messaging, and visuals.
Communication must-dos:
Delivering the same service, quality of content, and brand values regardless of the channel being used.
Why is cohesion/consistency important:
The ultimate goal of any business is to convert the target audience into customers or clients.
How do businesses get conversions?
Social media platforms have transformed how individuals connect, share, and discover new content.
Businesses can leverage these platforms for more personalized interactions with their target audience.
Through compelling content, businesses can increase brand recognition, foster consumer loyalty, and drive website traffic.
Different social media networks have unique user demographics and characteristics.
Interaction with followers(Social Media Listening) fosters a sense of community and strengthens brand-consumer relationships.
Content marketing involves creating and distributing content.
The primary goal is to attract and retain a specific demographic.
Businesses can establish themselves as industry thought leaders on a specific topic or niche.
Effective content marketing understands the target audience’s challenges. It offers solutions and addresses their needs.
Content can take various forms, including blog posts, articles, videos, and infographics.
Diverse formats will help to cater to audience preferences.
Content should be optimized for search engines like Google to increase online visibility and organic traffic(SEO)
A set of processes aimed at improving a website’s visibility in search engines, which in turn helps to improve organic traffic to a website and increase rankings.
Effective SEO involves optimizing a website’s structure, content, and technical elements.
Key components include keyword research, on & off-page optimization, link building, and providing an excellent user experience (UX). SEO activities that help to improve Search Engine Results Pages (SERP) rankings (not a complete list)
Email marketing remains one of the most direct and efficient ways to engage with customers.
Why: this is the only audience businesses have full access to because they permitted the company to contact them (expressed or implied permission)
Well-written and personalized emails can nurture leads, promote products or services, and boost conversion rates.
Email marketing is effective because lists can be segmented into groups for greater message focus.
Successful email marketing strategies focus on delivering valuable content (this is why content creation/marketing is critical)
For every $1 spent on email marketing, there is $40 ROI.
Is email marketing effective today?
Pay-per-click (PPC) advertising allows businesses to pay only for the clicks on their ads when they appear on search engine results pages (SERPs) and other websites.
Where you will see PPC ads: Google and other search engines, native ads, social media, YouTube, etc.
PPC platforms like Google Ads and social media advertising offer robust targeting options, allowing businesses to reach specific demographics, interests, and geographic areas.
Effective PPC campaigns rely on several key elements:
Affiliate marketing is a performance-based marketing strategy where companies partner with affiliates to promote their products or services.
Affiliates earn a commission for each sale or lead they generate, incentivizing them to promote effectively.
Affiliates use their online platforms, such as websites, blogs, or social media profiles, to advertise products.
Influencer marketing involves partnering with individuals with a significant online following and authority in specific fields.
Businesses collaborate with influencers to access their engaged audiences and leverage their influence to promote products and services.
Types of influencer marketing:
Activity Time! In groups, choose a business and look at its online presence using as many digital channels as possible. You have 10 minutes; each group will present their findings.
Key Performance Indicators (KPIs) are measurable values that help businesses assess performance and progress toward specific objectives.
KPIs serve as important metrics to evaluate and track success or areas that need improvement.
KPI examples:
Where do you get those KPIs?
Increase online sales marketing objective.
In this SMART goal:
Increase brand awareness marketing objective.
In this SMART goal, we have made the objective more specific, measurable, achievable, relevant, and time-bound:
Using one of these examples, practise creating a SMART goal
Does omnichannel include traditional marketing?
