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Digital Marketing (Introduction
The process of building and maintaining…
Digital Marketing
Introduction
The process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both parties
Objectives
- Reaching the right audience
- To engage with your audience
- To motivate your audience to take action
- Efficient spending on your campaign
- Return on investment (ROI)
Goal
Generating sales and capturing leads from customers that are searching on the Internet for answers
Key Components
- Website design (user experience)
- Search engine optimization (SEO)
- Pay per click (PPC)
- Social media marketing (SMM)
- Email marketing
- Display advertising (banner ads)
- Affiliate marketing
- Content marketing
- Online reputation management (ORM)
Advantages
- Puts the consumer in control
- Provides convenience
- Increases satisfaction
- Drives brand loyalty
- Reduces the selling cycle
Social Media Marketing (SMM)
The process of gaining website traffic or
attention through social media sites
PROS
- Better targeting
- High return on investment (ROI)
- Does not require specialization or vast
technical skills
- Increased visibility
- Targeted traffic
- Content promotion
CONS
- Wrong strategy can hurt your
reputation
- More time consuming than SEO and
PPC
- Interaction is needed at each location
point
- No short term ROI
- No clear definition of social media ROI
- Risk of negative comments
POST Method
- People
- Objectives
- Strategy
- Technology
Trends
- Video campaigns -You tube
- Wikis -Wikipedia
- Social bookmarks - Pinterest, Delicious
- Forums - Elakiri.com, Autolanka.com
- Social networking - Facebook, LinkedLn
Search Engine Optimization (SEO)
Getting a good position in the search results when people search for words that relate to your website.
Strategy
- Keyword research (what keywords are you going to target?)
- Build an attractive website
- Make SEO friendly URL’s (“anton-is-cool” instead of “anton.php?id=xyz”)
- Unique and relevant titles on every page
- Optimize content to include keywords (use selected keywords once every 100 words)
PROS
- Your website will be found
- Improve your competitive edge
- Expand your customer base and
target audience
- Cost effective
- Long term standings
- Free traffic
CONS
- Often, websites are never “indexed” by
the search engines
- After sites are indexed, often they are not
indexed for specific keyword(s)
- Website owners have no idea which
search terms would really be best to drive
traffic
Paid Search Marketing - Pay per Click (PPC)
A type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad
PROS
- Provides a path for search engine
optimization
- Can yield highly profitable results
- Great testing platform and can be
highly targeted
CONS
- Missing bulk of the traffic (focusing
only on selected keywords)
- No guarantees
- Heavy competition
Strategy
- Keyword research (what keywords are you going to target?)
- Choose which demographic you are going to target
- Make an offer they can’t refuse in your PPC ad
- Be dynamic and utilize long tail keywords
Marketing Automation
A software platform that helps to automate marketing and sales engagement to generate more leads, close more deals, and better measure marketing success
Features
Advanced mail marketing
Creating beautiful emails using pre-formatted templates or simple, visual editor
-
Lead nurturing
Set- up personalized, automated engagement tracks that free up time to focus on hot leads while preventing early-stage leads from slipping through the cracks
Prospect activity tracking
Understand each customer's interest, plus use alerts to know who to follow up with in real time
-
Benefits
- Generate more leads
- Qualify and prioritize your leads
- Nurture those leads to a sales-ready state
- Manage all of your email marketing campaigns
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Conversion Rate of Optimization (CRO)
Ratio of total site visitors to the number of visitors that take the action that your website is intended to make them take
Online Lead Generation
A prospective customer or client who has a need in the near future for your product or services, and has a budget allocated for this
Internet of Things (IoT)
A system of interrelated computing devices
including tiny sensors, wearable and embedded computing devices which are connected into the Internet allowing controlled and sensing data over the network.
E.G Amazon's new AWS IoT Button, Fitbits, Smart watches
Interactive Television Marketing
Two way cable TV which enables the viewer to give feedback through a setup box. The viewer can place orders for commercials.
Web Cookies
A small piece of data sent from a website and stored in the user's web browser while the user is browsing
Google Analytics
A freemium web analytics service offered by Google that tracks and reports website traffic. It's the most widely used web analytics service on the Internet