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Week 5: Digital Marketing Channels Overview - Coggle Diagram
Week 5: Digital Marketing Channels Overview
How Digital Marketing Channels Drive Business Objectives
Choosing the right mix
Choose the right metrics to measure campaign’s effectiveness
Business Leaders expect Digital Marketing to Impact the Bottomline.
Overview of Digital Marketing Channels
Social Media Marketing
Mobile Marketing
4 Critical Success Key Factors
Relevance
Location
Permission
Convenience
Mobile Marketing Trends
Mobile connects offline and online world
Mobile connect customers data
Smart phone is your life hub
Apps is back
Mobile Messenging is the new medium
Movie video rules
Search
Organic - Search Engine Optimization (SEO)
How Search Engines Work
Crawling the web and building an index of webpages
Providing search users with a list of ranked websites (determined by relevancy through algorithms)
SEO - Why It’s Important
Over 99% of all searchers click on one of the links in the first SERP.
Organic search drives over ten times more website traffic than organic social media.
Almost a third of consumers search for local businesses on a daily basis.
The first result on a Google SERP has a 28.5% click-through rate. By the time you get to the 10th result, the CTR has fallen to 2.5%.
53% of website traffic comes from organic search.
Google processes approximately 70,000 search queries every second.
SEO - Google Best Practice Guidelines
Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate.
Use keywords to create descriptive, human-friendly URLs. Provide one version of a URL to reach a document, using 301 redirects or the rel="canonical" attribute to address duplicate content.
Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.
Make pages primarily for users, not for search engines. Don't deceive your users or present different content to search engines than you display to users.
Paid – Search Engine Marketing (SEM)
Highly targeted ads means a better chance of conversion
Always on testing and tweaking available
Generate traffic while you’re waiting for your SEO to kick in
Display Advertising
Website
Driving Conversions
Building it Effectively
Build-in strong keywords
Commit to good usability
Create for a defined audience
Know your competition
Have a clear website objective
Have valuable content
Email Marketing
Email Marketing - Why It’s Important
Lets you track customers and their interactions over time
Affordable and you own your list..
Gives you direct access to motivated (have expressed interest in your offering), profiled customers via an intimate digital medium
Effective - Email has a high rate of conversion
Email Marketing - Getting the Basics Right
Getting permission and being whitelisted
Design your email and messages
Identify your audience and source of registrations
Set expectations and follow-up
Measure Performance
Decide when to execute the sales pitch