Digital Marketing

What is digital marketing?

  • Promotion of products/brands using electronic devices or the internet
  • Uses multiple communication channels & technologies that allow an org to analyze campaigns, content & strategy to understand what is working & what isn't
    • Optimize content
    • Personalize offers
    • Engage consumers

Internet marketing

  • Affiliate marketing: Earns commission for marketing product (not sponsored)
  • Email Marketing
  • Social Media Marketing
  • Blogging
  • Paid Marketing
  • Search Engine Optimization

SEO & SEM

  • Search Engine Optimization (SEO)
    • Actions take to improve & refine webpages to make them rank higher in internet organic search results (not paid)
  • Search Engine Marketing (SEM)
    • Increases the visibility of a website/webpage in search results pages through paid advertising
    • Paid search/Pay per click (PPC)
  • Social Media Marketing
  • Digital display advertising: Online graphic advertising through banner, text, images, video & audio
    • Promote ad on 3rd party website
      • Promote brand, Generate brand awareness, Increase sales

Benefits of SEO

  • Search traffic is free
  • Organic traffic is typically consistent once you're ranking high
  • Opportunity to reach massive audience

Example:

  • DoorDash's success (traffic & revenue) is driven by its high ranking in lucrative queries with high transaction intent like "food near me" & "cuisine near me"

How Google search works

  • Crawling: process of finding new or updated pages to add to google
  • Indexed: Visited by GoogleBot, analyzed for content & meaning, and stored in Google Index
  • Service search results: Goggle returns info that is relevant to user's query (identify searcher's intent)

Fundamental factors that influence the position of a webpage

  • Relevance of content: Does it corresponds accurately with a specific search & does it answer the user's query
  • Quality of Content: Google identifies signals that can determine which content demonstrates expertise, authoritativeness & trustworthiness (citations)
  • Usability of webpages: Mobile friendly, more accessible
  • Keyword Spamming: Jamming keywords or links that are not relevant

How to choose keywords that worth targeting

  • Search demand: Volume of searches made for a keyword
  • Traffic potential: total search traffic you could get (maximum traffic) if keyword rank top of Google
  • Assess business potential (sales)
  • Match searcher intent

Auction

  • Second-price auction: Highest bidder wins but pays only price equal to second-highest bidder (Plus one cent)
    • truth telling
  • First-price auction: Highest bidder wins & pay his bid
  • Efficient to extract more revenue from higher value words
    • Allow price discrimination without auctioneer (Google) to determine willingness to pay
  • Pay the value of words to the next highest bidder
  • Scalable across words & time

Targetability

  • Keyword targeting: Contain any target keyword you define
  • Demographic targeting: Target an audience based on basic demographic profile
  • Placement targeting: Choose which website(s) your display ads appear on
  • Topic targeting: Target a group of websites that fit within certain topics
  • Interest targeting: Display ads based on what users are entering into the search engine