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Digital Marketing - Coggle Diagram

- - - - Sociability
        
        Tangibility
        
        Excitability
        
        Anonymity
    - - Affordability
        
        Visibility
        
        Conversability
        
        Trackability
  - - - Access
        
        Inclusion
        
        Types
        
        Visibility
        
        Conversability
      - Benefits
        
        Trust
        
        Economie of scope
        
        A lot
        
        Different
        
        Things :thinking_face:
        
        Customers :heavy_plus_sign:
        
        Ads :heavy_minus_sign:
      - Tips
        
        Keep
        
        Fresh :ice_cream:
        
        Authenticity
        
        Empathy
        
        Cult
        
        Personality
        
        Fame :male-singer:
        
        Splendid
        
        Isolation :desert_island:
    - - Instructions
        
        Affordability
        
        Trackability
      - For
        
        Seller
        
        Buyer
      - Addition
        
        By
        
        Substraction
      - Tips
        
        Patient
        
        Change
        
        Hard
        
        Make
        
        Deal
        
        Discount
        
        Freemium
        
        Provide
        
        Options
        
        Share :gift:
        
        Stories :pen:
    - - Information Product :gift:
  - - - Candy bars :sweet_potato:
        
        Vinyl :minidisc:
    - - Modes
        
        Coexistence
        
        Opposition :male-firefighter::skin-tone-2:
      - Tangibility
        
        Sociability :silhouettes:
      - Quality
        
        Shape
        
        Size :evergreen_tree:
        
        Weight :weight_lifter:
      - Tips
        
        Touchy
        
        Feely
        
        Partner
        
        Cross Selling
        
        Lever
        
        Ritual
        
        Birthday :cake:
        
        Sociability
        
        Seek out
        
        Collectors
        
        Tangibility
        
        Sociability
    - - Examples
        
        Polling booth
        
        Votes
        
        Paper Calendar :calendar:
        
        Dangers :fire:
        
        Digital
      - Types
        
        Tangibility
        
        Anonymity :ghost:
      - Tips
        
        Low Tech :computer:
        
        Anonymity
        
        Craftmanship
        
        Celebrate :tada:
        
        Digital
        
        Strengths
        
        In
        
        Weaknesss
        
        Visibility
        
        Trackability
  - - - Webrooming
        
        Showrooming
    - - Tangibility
        
        Visibility
        
        Sociability
        
        Affordability
      - Global :world_map:
        
        Digital
        
        Local :post_office:
        
        Analog
      - Requirements
        
        Crowd :silhouettes:
        
        Digital = Enabler :hammer:
        
        Analog = Enabled :heavy_plus_sign:
      - Tips
        
        1 Champion :checkered_flag:
        
        Platform :knife_fork_plate:
        
        Barriers :arrow_lower_right:
        
        Razor & Blades model
    - - Tangibility
        
        Trackability
        
        FreeWrite
      - Requirements
        
        Singular Focus :camera:
        
        Haptic Engagement
        
        Dual Competition
      - Tips
        
        Embrace / Distance :racing_car: :kiss:
        
        Lever Familiar :family:
        
        Make Smart
        
        Problem :question:
  - - - Analog
        
        Changed
        
        With
        
        Digital
        
        PotatoParcel :potato:
        
        Coursera :school:
        
        Uber :car:
      - Requirements
        
        Outsider
        
        Perspective
        
        Low
        
        Entry :heavy_dollar_sign:
        
        Easily
        
        Copied :floppy_disk:
      - Tips
        
        Form
        
        Function
        
        Content
        
        Outsourcing
        
        Refresh :icecream:
        
        Analog
        
        Prepare
        
        Challengers :male-firefighter:
    - - Content
        
        Low Tech
        
        Flip Phones :phone:
        
        Features
        
        Not offered :gift:
        
        Move away
        
        From
        
        Digital
      - Requirements
        
        Niche Appeal :dog:
        
        Heart
        
        Beast
    - - Turn off
        
        Internet :spider_web:
      - Digital
        
        Marketing
      - Target
        
        Millenials
      - Employ
        
        Fear
        
        Uncertainty
        
        Doubt
- - - - Roles
        
        Data Strategy
        
        Techie
        
        Data Designer
      - Art :heavy_plus_sign: Science
    - - Start
        
        1994
    - - Stimulus
      - 1st Moment of Truth
        
        In Store
        
        Purchase
      - 2nd Moment of Truth
        
        Experience
      - Zero Moment of Truth
        
        Pre-Shop
        
        Google
  - - - Skippables
        
        30 sec
      - Bumpers
        
        6 sec
        
        Skip :forbidden:
      - Social Feeds
    - - SERP
        
        Search
        
        Engine
        
        Response
        
        Page
      - Query
        
        Shopping Ads
        
        Paid Text
        
        Organic
    - - DSP
        
        Demand Side Platform
      - Exchanges
        
        Auctions
      - Ad Network
        
        RTB
    - - Pinterest
        
        Discovery
      - Twitter
        
        Microblogging
      - Instagram
        
        Picture & Videos
        
        Share
      - Facebook
        
        Mobile
      - Linkedin
        
        Business :man_in_business_suit_levitating:
      - Snapchat
        
        Videos
        
        Sent
        
        Disappeared
        
        70% :female_sign:
        
        12-24 years
      - Target :goal_net:
        
        Engagement
        
        Traffic :blue_car:
    - - Consideration
        
        Recall
        
        Recognize
        
        Brands :question:
      - Evaluation
        
        ZMOT
        
        Consumer
        
        Needs :question:
      - Purchase
        
        1MOT
      - Advocacy
        
        Loyalty
        
        Advocate brand :question:
      - Post-Purchase
        
        2MOT
      - Trigger
  - - - Source or Truth
        
        Reliability
        
        Good for use
      - Cookies
        
        Identifier
        
        Web Browser
        
        Expiration date :alarm_clock:
      - Tags
        
        js code
        
        Run
        
        Web Browser
      - Signon
    - - Viewability
        
        Unique Peole :silhouettes:
        
        Cross Device :mobile_phone_off:
        
        Fraud Monitoring
        
        Brand lift
        
        Verification
      - NPS
    - - Offline Vs online
        
        Difficult
      - Geolocation
        
        Apps
        
        Shops
        
        Privacy
      - Goals
        
        Reach & Frequency
        
        Clicks
        
        Views
        
        Engagement
        
        View through rate
        
        Click through rate
        
        Conversion
        
        Cost per point
        
        Cost per click
    - - Circle
        
        Attribute Value
        
        Target Audience
        
        Automate Bidding
    - - MTA
        
        Multi Touch Attribution
      - Impression
        
        :vs:
        
        Intent
      - Model
        
        Single Media
        
        Facebook
        
        Google
        
        Market
        
        Neural
  - - - Capability
        
        Analysis gadgets
        
        Point Solution
        
        Multivariate & A/B testing
        
        AdWords
        
        Maxymiser
        
        Optimizely
        
        1 more item...
        
        Attribution Modeling
        
        Adometry
        
        C3Metrics
        
        Convertro
        
        1 more item...
        
        Site Optim
        
        Bing Webmaster
        
        Google Webmaster
        
        Piwik
        
        1 more item...
        
        Media Optim
        
        BrightTag
        
        Ensighten
        
        Site Tagger
        
        1 more item...
        
        Enterprise Platform
        
        Google Analytics
        
        WebTrends
        
        Adobe
        
        comScore
        
        1 more item...
      - Capability
        
        :vs:
        
        Ease of use
      - 10/90 rule
        
        Employee Investment :heavy_dollar_sign:
    - - Policies
        
        GDPR
        
        California
        
        Apple (ITP)
      - Consumer needs
        
        Security
        
        Control
        
        Experience :smiley:
      - Provider needs
        
        Fraud Elimination
        
        Brand suitable
        
        Elimination
    - - Nascent
        
        Emerging
        
        Connected
        
        Multi-Moment
        
        BCG Framework
- - - - Radical
      - Incremental
    - - Cross Functional
        
        Stage-Gate
    - - Management
        
        Equity
    - - Reward
        
        Social
        
        Financial
      - Types
        
        Tinkering
        
        Collaborating
        
        Submitting
        
        Co-designing
      - Rule of 1%
        
        Not the bad guy
    - - Attributes
        
        Digital
        
        External individuals
        
        Temporary access
      - 2-sided platform
        
        Recruitment
        
        Customer
        
        Provider
        
        Brand Importance :arrow_lower_right:
      - Types
        
        Platform Intermediation
        
        Consociality
        
        Forums
        
        Matchmaker (Uber)
        
        Hub (LendingClub)
        
        Enabler
  - - - Inventory
        
        Sales Force
        
        Logistics
        
        Distribution
        
        Stores
    - - Website
        
        Virtual stores
        
        Vending machines
      - Purchase Vs Information
        
        Omnichannel
        
        Virtual Reality
      - Market to shoppers
        
        Digitize in-store
        
        Touch power
        
        Pop-up stores
  - - - 5% users
        
        Paying
        
        Free
        
        Value
        
        15-25% Paid-Customer
      - Zero price effect
      - Values
        
        Quality
        
        Enjoyment
        
        Social value
        
        Economic value
      - Goals
        
        New features
        
        Sticky
        
        Restrictive
    - - Limited duration :timer_clock:
        
        Selection
        
        Customer set
      - Marginal cost :heavy_dollar_sign:
    - - Break-even
        
        Elasticity
        
        Reference
    - - Cost :heavy_plus_sign:
      - Competitors
      - Value
  - - - User Generated Content
        
        Product Review
      - Social Recognition
        
        Fresh Content
        
        Low Cost
      - Format
        
        Mobile :iphone:
        
        Short
        
        Emotive
        
        PC :desktop_computer:
        
        Long
        
        Details
      - Responsive
        
        Pareto Users
    - - Peripheral
        
        Emotion
        
        :vs:
        
        Central
        
        Cognitive
    - - Negative :heavy_minus_sign:
        
        Alter ego :ghost:
        
        Brandwatch
- - - - Success
        
        Visual Form
        
        Structure
        
        Appearance
        
        Harmony
        
        Story
        
        Relevant
        
        Meaningful
        
        New
        
        Information
        
        Accuracy
        
        Honesty
        
        Consistency
        
        Goal
        
        Efficient
        
        Useable
        
        Fitting
    - - Objectives
        
        Stimulate demand
        
        Build awareness
        
        Improve
        
        Consideration
        
        Sales XP
        
        Reposition the brand
        
        Grow loyalty
      - Questions
        
        What :question:
        
        How :question:
        
        Why :question:
    - - Techniques
        
        Facilitated downloads
        
        API
        
        Webscraping
    - - Story :book:
      - Categories
        
        Descriptive
        
        Mean
        
        Inferential
        
        Extrapolation :globe_with_meridians:
        
        Sampling
        
        Exploratory
        
        Visual :eye:
        
        Causal
        
        Correlation
        
        Predictive
      - Patterns
        
        Change
        
        Clustering
        
        Relativity
        
        Ranking
        
        Correlation
    - - Simplicity
        
        Pyramid :small_red_triangle:
  - - - Data
        
        Objective
        
        Visual
        
        Story
    - - Contract :yin_yang:
        
        Size :white_large_square:
        
        Color :red_circle:
        
        shape :small_red_triangle_down:
        
        Annotations :pen:
        
        Contrived
      - Meaning
        
        Title/Headline
        
        Sub-title
        
        Annotation
        
        Concise
      - Refined execution
        
        Visual Polish
    - - Sins
        
        Too much data
        
        Too long
        
        Pretty
      - Rules
        
        Benchmark
        
        Segment
        
        Isolate
        
        Critical
        
        Metrics
        
        <10
        
        Include
        
        Insights
        
        Single
        
        Page
        
        Churn
        
        Stay
        
        Relevant
  - - - Collect
        
        Analyze
        
        Report
  - - - Micro Decision
        
        Machine Learning
        
        Better Understanding
    - - Fake News
      - Traffic Bots
        
        Social Network
      - Zombie Sites
        
        Ad Fraud
    - - Data Privacy
        
        Location tracking
- - - - 5W
        
        Who :question:
        
        What :question:
        
        Wich channels :question:
        
        To Whom :question:
        
        Which effect :question:
      - Challenges
        
        Right target
        
        Compelling message
        
        Message delivery
      - Differences
        
        Customers
        
        :vs:
        
        Audience
    - - Mass Media
        
        TO
        
        Mass Personalization
      - From
        
        Linear Funnel
        
        TO
        
        Multiple touches
        
        Micro-moments
        
        Anticipation
        
        Presence
        
        Seamless
    - - Classical
        
        Awareness
        
        Interest/Intent
        
        Desire
        
        Action/Purchase
        
        Brand Loyalty
        
        Advocacy
    - - Information :newspaper:
        
        :heavy_plus_sign:
        
        Channel
      - Paid
        
        Owned
        
        Earned
    - - Media
        
        Advertiser
        
        Customer attention
      - AdTech
        
        DSP
        
        Demand Side Platform
        
        Trade Desk
        
        Advertisers
        
        SSP
        
        Supply
        
        Publishers
        
        Digital Content Producer
  - - - Branding
        
        Identity
        
        Credibility
        
        Visibility
        
        Cognitive Association
        
        Emotion
        
        Quality
        
        Value
        
        Social Media
        
        Viral
      - Dissemination
        
        Mass Media
        
        :arrow_lower_right:
        
        Mobile
        
        :arrow_upper_right:
        
        Programmatic
        
        Display
      - Persuasion
        
        Sender Credibility
        
        Attractiveness
        
        Message Content
        
        Strength
        
        Appeal
        
        Audience
        
        Capacity
        
        Motivation
        
        Willingness
        
        Yale Atttitude
        
        Change Model
        
        Source Credibility
        
        Many-to-many :silhouettes:
        
        Individuals
        
        Influence
        
        Attention
        
        Erosion
    - - Reciprocity
        
        Commitment
        
        Social Proof
        
        Authority
        
        Liking
        
        Scarcity
    - - Features
        
        Interactive
        
        Feedback
        
        Multimodiality
        
        Intelligent
        
        Connect :link:
        
        People :silhouettes:
        
        Mobile :iphone:
      - Goals
        
        Search
        
        Share
        
        Socialize
    - - Engagement
        
        Relation
      - Cost effective
        
        Awareness
        
        Loyalty
      - Published
        
        Paid
        
        Owned (Organic)
        
        Earned (Sponsored)
    - - Timing :alarm_clock:
        
        Unique personality
      - Principles
        
        Audience
        
        Knowledge
        
        Complement
        
        Marketing
        
        Materials
        
        Data
        
        Insights
        
        Personalization
        
        Empathic
        
        Conscientious
        
        Guenine
        
        Test
        
        Learn
  - - - User & Gratification
        
        Theory
        
        Information
        
        Learning
        
        Entertainment
        
        Escaping
        
        Stress
        
        Fulfilling
        
        Fantasies
        
        Enhancing
        
        Social
        
        Interactions
      - Media System
        
        Dependency
        
        Theory
        
        Rely
        
        On
        
        Media
        
        1 more item...
      - Targeting
        
        Behavorial
        
        Search Based
        
        Lookalike
    - - Viewable :eye:
        
        Opportunities
        
        100ms
      - Trading
        
        Ad Server :computer:
        
        Ad Exchange
        
        Auction
        
        RTB
        
        Second Price Auction
        
        Ad Network
        
        Grouped
      - DMP
        
        Data
        
        Management
        
        Platform
        
        Target
        
        Users
      - CPM
        
        Prints
        
        Viewability
      - Buying
        
        Direct Media
        
        Manual Direct
        
        Programmatic Direct
        
        Search
        
        SEM
        
        Marketing
        
        Websites
        
        Promotion
        
        Platforms
        
        Google Ads
        
        Yahoo Bing
        
        Paid Search
        
        Key Words
    - - Connect
        
        User Generated
        
        Instant feedback
        
        Recorded / Tracked
      - Social Capital
        
        Bonding
        
        Bridging
        
        Linking
      - Community
        
        Mobilization
      - Short-lived
        
        Attention
    - - Model
        
        Linear
        
        First Touch
        
        Last Touch
        
        Multi-Touch
        
        Weighted Multi Touch
  - - - Affordance
        
        Omnipresence
        
        Personal
        
        Proximity
        
        Access
        
        2-way communication :phone:
        
        Conversations
        
        Chatbot
        
        Personal
        
        Location tracking :earth_americas:
        
        Ad Delivery
        
        Search
        
        Customer engagement
    - - Search
        
        Actions
      - Video :cinema:
        
        Interaction :forbidden:
      - Push
      - Apps
    - - Recommendations
    - - Visible
        
        Competition
        
        Creative
        
        Brief
        
        Awareness
      - QR Code
        
        IoT
        
        AR
        
        VR
- - - - Johari Window
        
        Known
        
        To self
        
        To others
        
        Open
        
        Blind
        
        Hidden
        
        Unknown
    - - Budget
        
        People
        
        Technology
        
        Data
    - - Consumer
        
        Research
        
        Informal
        
        :vs:
        
        Formal
        
        Sources
        
        Primary
        
        Secondary
        
        Data
        
        Qualitative
        
        Quantitative
        
        Focus Group
        
        Survey
    - - Funnel
        
        2-Ways :check:
        
        Linear :forbidden:
    - - Type
        
        Delivery
        
        Placement
        
        Device
        
        Consistency :warning:
      - Website
        
        UX
        
        Findability
        
        Accessibility
        
        Desirability
        
        Usability
        
        1 more item...
        
        Mobile 1st
        
        Simple
        
        Loading time
        
        Exploration
        
        Give feedbacks
        
        1 more item...
    - - Variety
        
        Volume
        
        Velocity
        
        Veracity
      - Data
        
        Strutured
        
        Human Generated
        
        Machine Generated
  - - - Classical
        
        Top banner
        
        Banner blindness
        
        Rich Media
        
        Animated
        
        Interactive
        
        Overlay
        
        Youtube
        
        Popup
        
        Interruption
      - Advertising
        
        Search
        
        Lookalike
        
        Video
        
        Pre-roll
        
        In-line
        
        Over The Top (OTT)
        
        SmartTV
      - Metrics
        
        CPM
        
        Print
        
        CPA
        
        Acquisition
        
        CPC
        
        Click
        
        0.3%
        
        CTR
        
        Click / Print
        
        Conversion
        
        2%
    - - SEO
        
        Strategy
        
        Indexation
        
        Keywords
        
        Content
        
        Title
        
        Meta Description
        
        Blog
        
        Inbound links
        
        Guest blogging
        
        Press Release
        
        Google Search Console
      - SERP
        
        30% CTR Rank 1
        
        10% CTR Rank 2
        
        5% CTR Rank 3
    - - Audience
        
        Publisher mindset
        
        Problem solving
        
        USP
        
        Formats
        
        Channels
        
        1 more item...
      - Sustainability :warning:
        
        Trust
    - - Organize
        
        Track
      - Marketing Automation
        
        Performance
    - - Attention
        
        Relevant
        
        Interesting
      - Types
        
        Content
        
        Virall :explode:
        
        Ads
  - - - Social connections
        
        UGC
        
        Personalized
        
        Many-To-Many
        
        Content
        
        Relationship
      - Influencer :+1:
        
        Tools :hammer_and_wrench:
        
        Collabor8
        
        Klout
        
        Hootsuite
        
        Followerwonk
        
        1 more item...
        
        Reach
        
        Credibility
        
        Authenticity
        
        Activity
        
        Engagement
        
        Alignment
        
        Audience
        
        10k-100k :check:
        
        Engagement
        
        Reach
      - Buzz
        
        Word of Mouth :open_mouth:
    - - Reputation
        
        Differences
        
        Direct Connection
        
        Inter user connection
        
        Information access
        
        Active audience
        
        1 more item...
      - Social Listening
    - - Intimate
        
        Erosion risk :fire:
      - Campaign
        
        Cold
        
        Uninvited
        
        Tips
        
        Gentle
        
        Warm
        
        Co-Branded
        
        3rd Party Newsletter
        
        1st Part Content Subscription :+1:
      - Types
        
        Conversion
        
        E-Newsletter
        
        House List
  - - - Inappropriate content
        
        Social Media
        
        Online Reputation Management (ORM)
    - - Overlay
        
        Deceive
        
        Bots :robot_face:
      - Direct buying
        
        Fraud Source
    - - Ad blockers
        
        GDPR
    - - Traffic
        
        Conversion
        
        Revenue
        
        Direct
        
        Referral
        
        Search
    - - Engagement
        
        Reach
        
        Lead
        
        Conversion
      - Improve