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Digital Marketing Foundations Karen Elliora Utama | 2106721061 | MPKT 4…
Digital Marketing Foundations
Karen Elliora Utama | 2106721061 | MPKT 4
The framework
The Digital Marketing Framework
Marketing Funnel
Awareness
Essentials
Interest
Desire
Action
Buyer Journey
Create a Buyer Journey Map
Customer Journey Map
Building Block of
Digital Marketing
Which are
Owned media
Earned media
Paid media
The Beggining
Digital Marketing FIrst Steps
Value Proposition
A short, distinct statement that outlines exactly why a customer should buy your product or service.
Target Market
Customer segmentation
Demographics
Psychographics
Behavior
Needs
Persona
A fictitious person that you describe that represents your target group really well
Establishing Goals
Specific
Measureable
Attainable
Relevant
Time-bound
Developing your Key Performance
Indicators (KPIs)
To measure the performance of a particular activity
Drafting a one-page
marketing plan
Using Lean Canvas
Marketing Strategy
Identifying who you're selling to
Looking at your competition
Layer marketing channels alongside customer journey
Understand what it is you're selling
Digital Marketing Key Concepts
Persuasive
Data Driven
Analyzing Data
Review metrics
Explore areas new and foreign
Attempt to correlate unrelated information
Be comprehensive
How Online Analytics Work
Cookies
Tracking Pixel
Capturing Key Insight
Owned media
Number of visitors
Where they're coming from
Most visited pages
How long they've stayed
Paid media
Which ads are working
What targeting makes sense
How much you're spending to acquire a customer
Earned media
Social media fan base
Mentions and interactions on Twitter
Video views on YouTube
Connecting with Your Customer
Identify your market's Possible Need-Gaps
Define how you'll close them
Put plan into action
Align your messaging to the needs gap you closed
Hub & Spokes
Digital Marketing Hub dan Spokes
Deciding on a Marketing Channel
considering
Go where your customer is
Make sure our message lands with the right
audience on a platform
The Power of Messaging
Are
Strategic messaging
Tell a good, convincing story
Appeal to emotion
Be consistent
Be clear
Be obvious
Create Lean Messaging
Avoid complex jargon
with
Short
Concise
To the point
How to Prioritize in Marketing
Impact
Confident
considering the
Ease
Understanding Our Online Presence
Using website
Digital Marketing with Our Website
Investing in Copywriting
with
Get rid of long intros and descriptions
Make it clear, concise, and punctual
Use clever headings
Break up your text with bullets
Building Landing Pages that Convert
Steps
Specific Landing Page
Use attention grabbing images and headers
Lead with the most important information
Reinforce your message
Define the goal
What information from the user do you need to accomplish that goal?
Outline what the user needs to do
What information does the user need to be convinced? What is of shared value?
Optimizing Our Website
Well
Requirement
Thought out
Highly functional
Consistent
Simple
Using SEO
Digital Marketing with SEO
Essential SEO Techniques
Make our site accessible to crawlers
Are
Use text on our site
Structured data
Look at how your URLs are named
Use unique title tags
Each page has a unique meta description
Take advantage of heading tags
Backlinks
What is SEO?
Is
Search engine optimization is all
about impacting how visible your website
is in a search engine's organic results.
Evaluating Local SEO
Types of local searches
Contextual
Inferred
Intent
Set up Google My Businness
Citation
Consider
Name
Address
Phone number
Use structured data
Steps
Generating backlinks
Using paid channels
Digital Marketing with Paid Channels
Identifying the Value of a Customer
Customer Lifetime
Value (CLV)
Purpose
To retain customers
To increase average transaction value
To identify budgets for advertising
Deciding When to Pay to Advertise
Using
Sustainable margin
Customer Lifetime Value (CLV) -
Customer Acquisition COst (CAC)
Creating Our First Paid Campaign
Create a group of ads
Highlight what makes you unique
Use the description of your ads
Use sales terms
Steps
Experiment
Paid Advertising
Pay per action
Type of payment
Pay per engagement
Pay per view
Display advertising
Video advertising
Type of media used
Social media marketing
Pay per impression
Budgeting for paid marketing
Using
Max CPA x Estimated Conversion Rate
Using Social Media
Digital Marketing with Social Media
Getting Started with Social Media
Focus on entertaining or educating, rather than promoting
Get to know your audience
Follow relevant conversations
Deciding on a Platform
Publishing
Sharting
Messaging
Discussing
Collaboration
Networking
Building and Leveraging Followers
Start small and close to home
Include social media links to your owned media
Post valuable content
Use hashtag in your posts
Use
mentions
in your posts
Use an influencer
The Value of Social Media Marketing
Access real-time conversations
Establish credibility
Are
Develop a community
Hear from customers
Using Email
Digital Marketing with Email
Developing an Email
Marketing Plan
Make a list of your key goals
Make note of customer segment
Remarketing to abandoned customers
Refer to the marketing funnel model
Build your content to support
Shoud be
Compelling
Engaging
Call of action
Mobile test
Dealing with Email Fatigue
SImple growth technique
Measuring the Success of Email
Open rate
Click-through rate
Through
Conversion rate
Bounce rate
Tools to Launch Successful Campaign
Mailchimp
Constant Contact
Zoho Campaigns
Sendinblue
The Power of Email Marketing
Email should be
Strong call to action
Arrive at the right moment
Carefully crafted
can have a list of customers who
Purchases in last 30 days
High value
Unpurchased cart items
Using Video
Digital Marketing with Video
Getting Started with Video Marketing
Videos should be short
Use a high quality camera
Talk directly to your audience
Keep it natural, slightly informal, personal
The Impact of Video Marketing
Products
Buying decisions
Brand stories
Industry
Education/ inspiration
Location
Analytics Skills
Deciding What to Track
Critical Business Areas
Acquisition
Activation
Retention
Referral
Revenue
Qualitative Metrics
Quantitative Metrics
Generating Reports
Take action
Ask the why
Steps
Look at the chart
Don't need to
summarize
Campaign Tagging
utm_source
utm_medium
Types
utm_campaign
The Others
Channels
Additional Marketing Channels
Automation
Customer places the order
Ship the order
Tracking data then shows arrival
Send an email when order arrives
Waiting periode of three days
Send an email requesting review
Influencer Marketing
Advantages
Is affordable
Cuts through the noise
Provide social proof
Should have
Trend to Watch
Chatbots
Eliminate the need for cluttered conversations
Answers to common questions
Speciality
Artificial Intelligence
Using algorithm
Characteristic
Tracking data
Smarter prediction
Interactivity
Two way
Pull Marketing
Push Marketing
Direct consumers to a real human who can then carry the conversation forward
The buyer may be moving up and down the funnel exiting and reentering
Find the most common paths a buyer will take
Show your
Understanding key
concepts