Chapter 8: Digital Marketing

WEBs

E-Commerce: selling goods and services online consists of click-only services where the company sells exclusively online i.e. Takealot

Mobile marketing: Used as social devices and shopping which use QR codes, using action codes i.e. watermarks, 2-D action codes, used to interact with customers by accessing a website or watching a Video

Digital Strategies: Since Society is migrating towards desktops and PCs, marketers have adapted this into their strategies

Web Ads: effective if positioned correctly, with a target market that it will resonate with indies, better with younger, and internet savvy, budgets have increased, due to the metrics that measure the engagement, is a multi-screen(include all relevant devices) approach

SEOs, the process of increasing the popularity of the companies website, in a search, best for local business

Web 1.0:

  • Static content provided by the creator(Webmaster),
  • used primarily by institutions and businesses,
  • commercially and technically based

Web 2.0:

  • content is socially based and the audience generated

Web 3.0:

  • Content is driven by online metrics(FYPs),
  • integration of content and communication, Twitter, Facebook,
  • instant real-time communications

Web 4.0:

  • Customer engagement,
  • cloud operating systems
  • Web participation is a necessity

Characteristics of Successful E-Commerce Sites:

Search-optimized design

  • should be accessible regardless of the location
  • E-Commerce optimizes search location
  • Search Engine Results Page, important, web crawlers search at pages and content

Mobile-optimized design,

  • Adaptive design(Cater for user accessibility),
  • higher interactions and conversion
  • Advantages: higher conversion of 3.4%. The adaptive design required in order to remain higher in search rank

Consistent customer experience:

  • Little to no tolerance for poor web performance,
  • dissatisfaction leads to loss of sales,
  • load in time

Channel integration:

  • Online and offline catalogs integrated,
  • access from any digital platform

Brand engagement:

  • Blogs, social media, and review systems allow the consumer to interact with the brand
  • Customer favor personalization and customization of the pages, content, and information.
  • link to Web 4.0

Customer-centric design,

  • Easily to locate merch,
  • indexed using customer terms(easier to id)
  • Limit down to what the customer is looking for (Drill-down search function)
  • Unique product description
  • Avoid thin and duplicate copies

Cyberbait: attraction that draws people to a web-site, important for click only business

Value-added incentives: lead to a change in purchasing habits customized shopping, unique product information, mobile apps

Financial incentives: Persuade biz or indie to make the first purchase, done by: Reduced prices and coupons

Convenience incentives: Encourage repeat purchases, and change purchasing habits in the long term

Interactive marketing, development of marketing programs that create 2-way communication (Targeting individuals & engaging consumers) and enhance engagement with the brand. Internet assists this as it can track consumers and personalize messages.

Location-based advertising: utilizes GPS on mobile devices to send target messages to individuals based on their location, from a high spread to a low spread:

  • Targeting DMAs
  • GEO-fencing (targets indies with a short retail location like a pulse)
  • Audience- data, adds info on consumers to Geolocation information
  • Geo aware( use real-time to target indies close to outlet, important to have zip code)

Remarketing: involve sending ads to electronics based on their frequent websites, visit shows interest resulting in higher conversion, ideal for indies that abandon shopping carts

Behavioral targeting: uses web data to id and create targeted ad messages, based on pages visited as well as keywords or content read, based on browsing behavior i.e. Amazon, uber eats and Mr. D with the suggestions

Content and native marketing
image

  • Content marketing focused on content and solutions that are authentic to customers, provide sharable content, enhance search, and must be updated, company can sponsor brands, but can have a negative view as money hungry and pushing sales
  • Native marketing is the use of 3rd party website, goal to generate sales, brand awareness, solutions through purchasing the brand.

Widgets Banner ads, mini apps in banners, access to external content, personalized content, outside of the website

offline ads:
brand rep and brand loyalty require, integration of online and offline ads,
Brand spiraling, using tradition to promote and attract

Banner Ads: the first form of online advertising, basic, current ones are more sophisticated.

Impact of online Ads, increase in funding, consumers are more immune, ads target indies through targeting matrix, ADs no being seen

  • below the fold, i.e. consumers need to scroll down
  • ad blocking software,
  • and fraud

The 3 search methods,

  • paid search insertions( advertisers, pay to have a website at the top of their results),
  • natural or organic emergence(best method, results in the top of the search as it is nature)
  • Paid search ads(Appear on the page)

Organic is 9x results, the first page, paid search best way is unaided awareness higher

Internation Implications

  • Shipping issues, not capitalizing on the global market,
  • communication is the fact not everyone speaks English
  • Tech issues, this refers to the broadband and video playing