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Digital Marketing and Digital Transformation, Digital Marketing Framework,…
Digital Marketing and Digital Transformation
Reaching and targeting the right audience
Sponsored Advt.
Data-driven marketing
Rich data of consumers, their attitudes, behaviour, consumption pattern, age, etc.
Targeted Communication to every user
Result-oriented / high ROI
optimise marketing campaigns in real time
Add money where you are getting better results
Better ROI
measure/monitor results in real time
Can pinpoint the consumer who downloaded your application or purchased a product via clicking
more interactive content
Case studies
Apple itunes, #Shareacoke, GSK Aquafresh, Tesco
digital application downloads creates more brand awareness
Digital Marketing channels
organic channels
SEO
SERP (top in search) Search Engine Result Page
Social Media
Email Marketing
Paid Channels
SEM
google display ads
display ads
on social media
social media ads
Social media marketing (SMM)
Pay per click
Pay per impression
Advanced Methods
Re-marketing and emails
social media ads
emails
display ads
Content Marketing
SEO, Social Media, Email Marketing
converting physical stores into virtual stores
Campaigns and applications are two ways to create digital transformation
Factors influencing digital transformation
/ 1. Consumer's wants and needs / 2. Intermediary collaborators / 3. Competition / 4. Channel and its power of influence
Social Listening
Digital Media Metrics
traffic metrics
Performance metrics
Conversion metrics
Traffic metrics
revenue metrics
Customer lifetime value (CLV)
Annual profit generated by customer x Average no of years - initial cost of customer acquisition
Average lifetime of an customer in years = 1 / customer churn rate
Customer churn rate = 100% – Customer retention rate (100 divided by how many % customers leave in a year
Customer acquisition cost (CAC)
Direct attribution
Email Marketing
Online Videos
Online ads
Banner Ads
Search Ads
Indirect attribution
marketing tactics/mainly offline
Total marketing cost for a particular time / No. of customers acquired during that period
Break even
Digital Marketing Framework
digital content
blog, website, page promotions, digital ads
any content through which you reach your online consumer
it can be shared with different online channels
paid
earned
owned
digital device
digital platform
digital analytics
tools
info in real time
mobile marketing
desktop marketing
Purchase funnel / Converting users to buyers
Awareness
organic
SEO
Social Media
Paid Marketing
Display Ads
Social Media
Search Ads
Metrics: No. of Impressions
Metrics: No. of unique impressions
Metrics: Impression Share
Metrics: Cost per Mille (in 1000s)
Reach
Consideration
Organic
SEO
Social Media
Email
Cold leads to warm leads
avoid sending it to strangers
Paid Marketing
Dispaly Ads
Search Ads
Webinar / ebooks / facebook ads / LinkedIn / YouTube / Instagram
Metrics: No of website visits
Metrics: Bounce Rate?? how to check??
Metrics: Click through rate (in 1000s)
Metrics: Engagement rate
Metrics: Cost per click
Acquisition stage
Purchase
Social Media
Builds Trust
Paid Marketing
Remarketing
Email
Makes them aware of more features
Metrics: Conversion rate
Metrics: Cost per action
Conversion stage
delight
Metrics: Referrals
Metrics: Social Mentions
Metrics: Reviews
regular notifications, updates and email
Retention and loyalty
do's and dont's of channel / when and why /
What is organic channel?
Banner Ads and Display Ads are the same thing