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5.11 & 5.12 Going Digital - Coggle Diagram
5.11 & 5.12
Going Digital
Digital Marketing Analytics
Off-site Analytics
How the customer found us?
What actions took place?
Click-through rate = Number of times on an advert / Number of times the advert is displayed
Keyword rank
Addressing key questions
On-site Analytics
Why the brand website exist
Who do we want to attract
Unique visitors are a type of measurement
Bounce rate = % of visitors who look at one page only
Segmentation
a segment is a sub set of the analytics data
Reflects for instance the segment of highest value customers
Conversion
Micro conversion
Completed activity such as an email newsletter sign up which might leads into a purchase
Macro conversion
Completed purchase transaction
Abandonment rate
Tracks visitors who intend to purchase but then withdraw
Branding and digital tools
Search Engine Optimization (SEO)
Search ranking in terms of keywords
Digital Communications
Tailored messages to target audience
Emails, chat-room, and websites
Online communications could be a way to respond to market external forces (PESTEL)
Mobile Marketing
Mobile Apps
Smartphones
Makes direct marketing easier
Factors that enhanced digital marketing
Technology
Efficiency
Market Information
Website Analysis
Importance of a website
Stimulate Awareness via expert knowledge
Generate Interest via conversation
Create Sales & E-commerce
To be noticed and discovered via search engine
Deliver strong customer satisfaction