Digital Marketing
Instructions
Your objective is to write a semi-structured extended essay following the conventions discussed in out last session: theoretical support, example, and reflection.
Extended means between 800 and 1200 words plus appendices PER ANSWER. Only word files (No PDF or PP). As a rule of thumb, you can use up to 50 % of the space in Theoretical support and 25 % for example and reflection respectively
You are expected to provide references to complete your arguments. You can naturally refer to the textbook and class notes.
You can use graphic support within space limits and following referencing rules.
Submit your answers clearly outlined with titles and in one single file.
Submit your files in the turn-it in drop box found in week six tab in the courses Moodle space.
Deadline: August 30, 01:00 PM, No late submissions allowed.
Use one of the references as Textbook
Q1 Effectiveness in digital marketing goes beyond technical matters. When discussing the topic of strategy and execution (digital marketing campaigns) a concept referred to as the sweet spot was discussed in class and introduced in the PP materials? What are the elements of the so-called formula? Is this idea related to on and off page design? How? In your example provide one general example of the sweet spot concept.
Theoretical Support + Example + Reflection
A simple effective formula
SWEET SPOT = Right audience + Right content (benefits, promises) + Excellent execution
Q2 SEM/SEO: What is the difference between SEM and SEO, explain your concepts in terms of the notion of organic versus paid listings The chapter refers to the definition of one of them as smell nice for Google Which approach is that. How can we interpret the meaning of this sentence? In your reflection and as a general rule, what percentage of Click through rate can be expected on each one?
Theoretical Support + Example + Reflection
WEEK 4
DIGITAL MARKETING CAMPAIGNS
MRKT 623 DIGITAL MARKETING STRATEGY
DR. SALVADOR TREVINO
SPRING 2020
AGENDA
INTRODUCTION
INDIVIDUAL PROPOSAL AND LAB ONE
PRESENTATIONS START NEXT WEEK, OUTLINES DUE MONDAY
DIGITAL MARKETING CAMPAIGNS (CHAPTER 10)
ATL/BTL
HOUSEKEEPING
INTRO
A successful digital marketing campaign is one that uses the most appropriate channels to achieve the maximum impact
Dodson, Ian. The Art of Digital Marketing (p. 331). Wiley. Kindle Edition.
strategy and planning
Formal definition of strategy and planning: The process of integrating digital marketing activities with a plan, buying for it, and executing a successful digital marketing campaign.
Informal definition of strategy and planning: Composing your digital marketing masterpiece.
Dodson, Ian. The Art of Digital Marketing (p. 331). Wiley. Kindle Edition.
Figure 10.1 Four-Step Strategy and Planning Process
Dodson, Ian. The Art of Digital Marketing (p. 332). Wiley. Kindle Edition.
Digital Marketing Plan: Outline
Structure: A digital marketing plan should include the following elements:
Situation analysis
Information gathering
Audience definition
Business objectives
Digital tools
Action plan
Budget
Measurement
Iteration and management
Source: Dodson, Ian. The Art of Digital Marketing (p. 336). Wiley. Kindle Edition.
Exercise: COMPARE THIS OUTLINE TO OUR TERM PROJECT BUSINESS CASE
STRATEGY AND PLANNING:
RESOURCE-BASED APPROACH
There are four main factors to keep in mind at the start of your planning process:
Structure. Digital marketing gives you the power to test the waters, so start small. Use available funds wisely and carry out a small test campaign with an equally small budget: You don’t have to commit to anything unless you can be sure that it works.
Budget. Again, it’s best to start small and perform small tests. When you see that a particular method is working, increase the budget. Only then will you have a good idea of how much a bigger campaign will cost you over time.
Calendar. Your calendar should be totally organic, with no specific end point. This rolling calendar approach can help you track the success of each
Personnel. Unless you are Oz the Great and Powerful (or your budget and time constraints limit your plan to a one-person team), you cannot do everything, so this is the time to choose your team members. For those who must go it alone, select channels that can be managed based on your specific skill set and the amount of time you can dedicate to the campaign.
Dodson, Ian. The Art of Digital Marketing (p. 334). Wiley. Kindle Edition.
In practice Facebook Advertising Campaign
https://www.facebook.com/business/help
How is this related to the book content?
FACEBOOK PIXEL
https://www.youtube.com/watch?v=gQWfNB1EV7Y
STRATEGY AND PLANNING:AUDIENCE
Learn the best tools to use to gather as much background information as you can.
Master the art of creating a customer profile. (STP CONVENTION)
Understand that not all audiences are equal, and know how to hit the sweet spot.
Dodson, Ian. The Art of Digital Marketing (p. 338). Wiley. Kindle Edition.
STRATEGY AND PLANNING:AUDIENCE
In order to craft an effective digital marketing plan, you have to get to know every aspect of your audience members, including but not restricted to:
DEMOGRAPHICS
Age
Gender
Where they live and work
Where they live If they have children
Marital status
PSYCHOGRAPHICS (VALUES, ATTITUDES, LIFESTYLES)
What their hobbies are
What their particular preferences and needs are
Source: adapted from Dodson, Ian. The Art of Digital Marketing (p. 340). Wiley. Kindle Edition.
FINDING THE SWEET SPOT
https://www.destinationtravelnetwork.com/blog/advertiser-insights/post/the-sweet-spot-how-to-standout-online/
A simple effective formula
SWEET SPOT = Right audience + Right content (benefits, promises) + Excellent execution
REVIEW: Target Marketing Strategy
Dividing the total market into different segments on the basis of customer characteristics, selecting one or more segments, and developing products to meet the needs of those specific segments.
LECTURE NOTES:
Market fragmentation and the reduced effectiveness of mass marketing efforts in turn underscores the importance of developing a true target marketing strategy.
The target marketing strategy process consists of three separate yet interrelated steps:
Marketers first divide the market into segments based on needs and other customer characteristics.
The marketer then selects one or more segments to serve.
For each segment chosen, the marketer develops products specifically to meet the needs of the selected group, and customizes all other aspects of the marketing mix in a manner which most effectively and efficiently sells the product to the segment.
12
REVIEW: Segmenting Consumer Markets
Consumer markets can be segmented by demographic, geographic, psychographic, and behavioral criteria.
LECTURE NOTES:
In addition to needs, marketers use one or more segmentation variables to segment consumer markets. Segmentation variables can be defined as dimensions that divide the total market into fairly homogeneous groups, each with different needs and preferences.
Segmentation variables can be broadly classified as demographic, geographic, psychographic, or behavioral in nature, as shown in Figure 7.2.
13
REVIEW: Phases of Targeting
LECTURE NOTES:
Targeting is characterized by three phases in which marketers evaluate the attractiveness of each potential segment, profile each segment, and decide in which of these groups they will invest resources in order to turn them into customers.
14
Figure 7.4 Steps in Positioning
LECTURE NOTES:
The first stage in developing a positioning strategy (or repositioning strategy) is to analyze the positions held by competitors. This is important, because if a competitive brand is already strongly associated with a particular benefit or advantage, it will be difficult to convince consumers to perceive your brand as being superior with respect to the same benefit or advantage, unless you have compelling proof.
In addition to analyze how direct competitors are positioned, it is also important to analyze the positions of indirect competitors. Indirect competitors provide similar benefits but often compete in different product categories. For example, if marketers of a soft drink beverage are considering positioning the product on the basis of its ability to quench thirst, they would analyze not only other soft drinks, but other beverages in general including bottled water, sports drinks, teas, lemonade products, etc.
The second step requires that the marketer define and select a specific competitive advantage to use in the positioning strategy. Competitive advantages are desired because they demonstrate the brands superiority over the competition and give consumers a reason to buy the brand. However, to be effective as a positioning strategy, the particular competitive advantage chosen must be important to consumers, and ideally relate to the primary benefits of the product. A more prestigious image, better quality product, superior warranty, or better customer service are just some of the competitive advantages which may be valued by consumers for many types of products. Competitive advantages based on price (lower price) are generally not sustainable, unless lower prices stem from truly lower costs which are realized due to efficiencies in the production process or cheaper access to raw materials which the competition cannot match.
Once a competitive advantage has been identified and selected as the basis of the positioning strategy, the marketing mix is adapted as necessary. The brands positioning strategy should come through clearly in all marketing communications, and the product itself must provide the benefits promised at a price the consumer is willing to pay. Finally, the product must be made available in locations where consumers shop.
After implementation of the positioning strategy, it is important that marketers conduct or commission market research to ascertain whether or not consumers are actually perceiving the product in the same way that marketers intended. If not, the marketing mix needs to be adapted or the positioning strategy needs to be changed. Over time, even successfully positioned products may need to change their positioning strategy.
15
A PERSONA CUSTOMER PROFILE
5 PS AUDIENCE PROFILE MODEL
5PS ELABORATED
SPECIAL CAMPAINGS: ATL, BTL AND TTL
https://blog.novelus.eu/media-buying-what-are-the-differences-between-atl-btl-ttl
WHAT IS ABOVE, BELOW AND THROUGH THE LINE?
How are ATL and BTL related to TTL
Is TTL the only way we should reach customers?
Case Discussion: Keep Britain Smiling
Any clear target? Families? Shotgun ?
Execution is key to effective campaigning
Any common thread?
$$$$$
Sound Advice
Keep your friends close, but your enemies closer research your competitors thoroughly.
Understand that not all customers are created equal and concentrate on your sweet-spot customers.
Calculate ROI regularly to highlight the areas that are working and the areas that need improvement.
Evaluate your own capabilities and plan accordingly.
Source: Dodson, Ian. The Art of Digital Marketing (p. 355). Wiley. Kindle Edition.
The ultimate content: Apps Google app solutions WEEK FIVE
SEM/SEO
CHAPTER TWO
ZMOT AND READINGS
DR SALVADOR TREVINO
AGENDA
INTRODUCTION
PRESENTATION
INTRO TO SEM/SEO
THE ZMOT PARADIGM
A WORLD BEYOND GOOGLE
WRAP UP HOUSE KEEPING
INTRO
Whoever controls the door to the Internet, controls the Internet. And now search engines have become the default entry point to the Internet.
Dodson, Ian. The Art of Digital Marketing (p. 7). Wiley. Kindle Edition.
Search Engine Optimization
Formal definition of SEO: The process of refining your website using both on-page and off-page practices so that it will be indexed and ranked successfully by search engines. Informal definition of SEO: Smell nice for Google!
Dodson, Ian. The Art of Digital Marketing (p. 7). Wiley. Kindle Edition.
SEM/SEO ????
https://www.reliablesoft.net/what-is-the-difference-between-seo-and-sem/
So it is an integrated strategy
To gain visibility and facilitate access
Top position in listing is the ultimate goal (SERP) for SEO; clicks is the ultimate goal of SEM
As explained by digital garage
Or as expressed in the book
Organic versus Paid Listings
Listings that are displayed on the first page of search engine results yield the highest search traffic the higher the listing, the more clicks it will receive.
Generally, paid listings will garner a 30 percent click-through rate (CTR), with organic listings making up the remaining 70 percent. While these statistics can vary depending on the market, generally this rule of thumb is widely applicable.
It is important to note that as listing positions get lower, click-throughs drastically decrease. Approximately 67 percent of click-throughs on page one of a SERP search engine results page (SERP: search engine results page) positioning!
A low listing will ultimately affect your overall conversion rate, so once again, it’s important to strive for the top three positions.
Dodson, Ian. The Art of Digital Marketing (p. 10). Wiley. Kindle Edition.
Four Stage Optimization Process
FOR STUDY PURPOSES 1 AND 4 ONLY
For exam / study purposes only 1(Goals) and 4 (Analyse) ; get a general understanding of 2 and 3: On and Off Optimization:
On-page optimization. This deals with the granular, technical optimization of the various elements on your website. It involves ensuring search engines can easily read, understand, crawl through, and navigate the pages of your site to index it correctly.
Off-page optimization. This refers to techniques used to influence website position in organic search results that cannot be managed by on-page optimization of your site. It’s a long-term, iterative process focused on gaining website authority, as determined by what other websites say about you. To put it simply, it’s about building a digital footprint and earning online credibility.
Dodson, Ian. The Art of Digital Marketing (p. 8). Wiley. Kindle Edition.
WEBMASTER DESIGN GUIDLINES
https://www.brickmarketing.com/define-google-webmaster-guidelines.htm
What are the three key parts of design guidlines?
https://support.google.com/webmasters/answer/35769?hl=en
What are examples of innapropriate use?
Key elements on any SEO/SEM strategy
From this categorization, you can develop an effective SEO content strategy. In search engine optimization there are three key players:
The searcher. The goal is to have people searching for your product or service. More specifically, you want searchers to look for the keywords you are using. You want to understand a person’s every search behavior in order to target a searcher appropriately.
The website owner. Your goal as the website owner should be to align the optimization of your website with customer search behavior findings. The competitive intention here is to outrank, outperform, and outbid your competitors.
The search engine. Ultimately, your goal is to ensure search engines have indexed your website, so they can understand what your site is about. This is crucial. If a search engine can’t understand your site, it won’t display it.
Dodson, Ian. The Art of Digital Marketing (p. 12). Wiley. Kindle Edition.
Dodson, Ian. The Art of Digital Marketing (p. 12). Wiley. Kindle Edition.
Five Ps Customer Search Insights Model
Person: Information about the searcher
Place: Country, city or geographical location area
Product: Topic or subject searched: interest or pain
Priority: Time frame, urgency factor
Purchase: How and when searchers want to buy
Five Ps Customer Search Insights Model
The SEO process the down-down, down presentation
What do we learn?
Textbook goes to a greater detail
Let us keep the big picture.
Case discussion: One of the many features: Knowledge Graph
https://www.serpwoo.com/blog/experts/knowledge-graph-101/
Final thoughts
If interested
Hire an expert
Learn to identify and configure the many solutions/products available
Understand the dynamic nature of the digital marketing tool
Textbook final advice
Use the DMI’s 5P Customer Search Model to understand customer behavior and ensure your content is relevant.
When it comes to selecting your keywords, the more research the better!
Remember that search engines have a preference for responsive websites, so adapt your site accordingly.
Customize your 404 error page to limit the damage to user experience stand out from the crowd!
Make connections with the right people to optimize your link-building strategy.
Dodson, Ian. The Art of Digital Marketing (p. 42). Wiley. Kindle Edition.
SEM and PPC the same thing?
SEM is a comprehensive strategy, it does include PPC, other SEM stategies here is a list of 10 provided by TM magazine
https://www.targetmarketingmag.com/article/the-top-10-sem-strategies-todays-e-commerce-environment-28464/all/
As you can see PPC (Adwords). The world of paid advertising is much more than adwords. We will see this later in the course. CONTENTS
Cover
Title Page
Copyright
Preface
Chapter 1: An Introduction to Digital Marketing
What Makes This Book Different?
Start with the Customer and Work Backward
What Are the 3i Principles?
Chapter 2: Search Engine Optimization
An Introduction
Search Engine Result Pages: Positioning
Search Behavior
Stage 1: Goals
Stage 2: On-Page Optimization
Stage 3: Off-Page Optimization
Stage 4: Analyze
So, What Have You Learned in This Chapter?
Chapter 3: Pay Per Click
An Introduction
Stage 1: Goals
Stage 2: Setup
Stage 3: Manage
Stage 4: Analyze
So, What Have You Learned in This Chapter?
Chapter 4: Digital Display Advertising
An Introduction
Display Advertising: An Industry Overview
kindle:embed:0001?mime=image/jpg
kindle:embed:0001?mime=image/jpg
Stage 1: Define
Stage 2: Format
Stage 3: Configure
Stage 4: Analyze
So, What Have You Learned in This Chapter?
Chapter 5: Email Marketing
An Introduction
Stage 1: DataEmail Marketing Process
Stage 2: Design and Content
Stage 3: Delivery
Stage 4: Discovery
So, What Have You Learned in This Chapter?
Chapter 6: Social Media Marketing (Part 1)
An Introduction
Stage 1: Goals
Stage 2: Channels
So, What Have You Learned in This Chapter?
Chapter 7: Social Media Marketing (Part 2)
An Introduction
Stage 3: Implementation
Stage 4: Analyze
Laws and Guidelines
So, What Have You Learned in This Chapter?
Chapter 8: Mobile Marketing
An Introduction
Stage 1: Opportunity
Stage 2: Optimize
Stage 3: Advertise
Stage 4: Analyze
So, What Have You Learned in This Chapter?
Chapter 9: Analytics
An Introduction
Stage 1: Goals
Stage 2: Setup
Stage 3: Monitor
Stage 4: Analyze
So, What Have You Learned in This Chapter?
Chapter 10: Strategy and Planning
An Introduction
Stage 1: Approach
Stage 2: Audience
Stage 3: Activities
Stage 4: Analysis
So, What Have You Learned in This Chapter?
Conclusion
Acknowledgments
Glossary
Additional Resources
About the Digital Marketing Institute
About the Author
Index
End User License Agreement
List of Illustrations
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Figure 0.1
The Art of
Digital Marketing
The Definitive Guide to Creating Strategic,
Targeted and Measurable Online Campaigns
Ian Dodson
Cover image: Shutterstock / Maglara
Cover design: The Digital Marketing Institute
Copyright Digital Marketing Institute Ltd. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Names: Dodson, Ian, author.
Title: The art of digital marketing : The Definitive Guide to Creating Strategic, Targeted, and
Measurable Online Campaigns / Ian Dodson.
Description: 1 | Hoboken : Wiley, 2016. | Includes index.
Identifiers: LCCN 2016004206 (print) | LCCN 2016010091 (ebook) | ISBN9781119265702 (hardback)
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PREFACE
The Digital Marketing Institute is the global certification standard in digital
education for learners, educators, and the industry. Ours is the world’s most
widely taught digital marketing certification program, and there are more
graduates certified by us than by any other industry body. Our mission is to
establish a series of global professional standards to which both employers
and professionals can subscribe. That is why we founded the Digital
Standards Authority, an industry-based working group that defines and
validates Digital Marketing Institute courses. The DSA validates our
development of internationally recognized and respected standards that
support digital marketing education by ensuring consistency in our industry-
certified training.
Digital technology has transformed the way we live and work and has
impacted every industry from retail to health care. Now more than ever,
organizations and their employees face the challenge of developing and
maintaining their business operations and customer engagement in a
constantly evolving digital space. In a recent survey, only 37 percent of
American employers said that they thought that recent college graduates are
prepared to stay current on new technologies.1 The increasing digital skills
gap and consequent need for training is unmistakable, and something that we
are dedicated to addressing.
Our goal is to empower professionals with the digital skills and knowledge
needed to take control of their careers and maximize their potential. We
achieve this through our courses, which are designed and developed by
industry experts. This means that all of our course content is informed by
industry best practices, current trends, and innovative insights that help our
students cultivate a competitive edge within an in-demand industry.
The professional diploma in digital marketing, with which this textbook
aligns, is our keystone certification. Composed of 10 modules, it provides an
introduction to the key digital specialties: everything from mobile and social
media marketing to SEO and analytics. We believe in equipping individuals
with essential skills that endure, and knowledge that they can easily
implement, regardless of their roles, size of their companies, or scope of their
industries. We specialize in transferable, flexible learning, which is reflected
in the Digital Marketing Institute’s online study options. Our course content is
available online 24 hours a day, 7 days a week, and students can access it
whether they’re at home on their laptops or on mobile devices on their way to
work.
We want to make learning simple, accessible, and convenient. That’s why we
developed this textbook. It’s an all-inclusive introductory guide that will teach
you everything you need to know to kick start your digital marketing career.
You can read it chronologically or prioritize the chapters that interest you
most; like our courses, this book was created to allow you to study during
your own time and at your own pace, and you can always refer back to it
whenever you need to!
The Art of Digital Marketing has been designed to integrate with the
professional diploma in digital marketing to produce a comprehensive
learning experience. Each chapter relates to a module in the course and the
book provides complete coverage of the course syllabus and contains only the
most essential points of learning that will best prepare you to pass your exam
and gain an internationally recognized and respected digital marketing
certification.
Both the professional diploma in digital marketing and The Art of Digital
Marketing are given their structure from the Digital Marketing Institute’s
iterative process, which focuses on monitoring, analyzing, and enhancing
your digital marketing activities based on their results. That means with the
help of this textbook (and by the end of the course, if you are taking it), you
will be able to design, develop, and execute a fully optimized digital
marketing strategy that incorporates all of the key digital channels.
The professional diploma in digital marketing is at the core of the Digital
Marketing Institute’s certification road map, which is shown in Figure 0.1.
Figure 0.1 The Digital Marketing Institute’s Certification Roadmap
This provides a framework with which our students can map their personal
and professional development. Whether you choose a professional diploma in
digital selling, decide to cap your studies with our masters in digital
marketing, or simply use this text as an introductory guide, we’re there to help
you build and expand your career.
Notes
1. Hart Research Associates, Falling Short: College Learning and Career
Success, accessed December 17, 2015,
https://www.aacu.org/sites/default/files/files/LEAP/2015employerstudentsurvey.pdf
https://www.aacu.org/sites/default/files/files/LEAP/2015employerstudentsurvey.pdf
CHAPTER 1
AN INTRODUCTION TO DIGITAL MARKETING
Have you experimented with digital marketing driven by guilt, pressure, or an
overeager boss? Have you found your efforts disjointedfrustratinghit-or-
miss? Given the sheer volume of information available on digital marketing,
just finding where to start can be challenging. And even when you get started,
how do you proceed in a way that ensures you are not wasting your time,
effort, or budget?
This book provides you with a framework for applying your digital marketing
skills in a structured and iterative fashion. You have now taken the first step
towards digital marketing mastery, and pretty soon you will be able to use
these skills to produce measureable results and ultimately, a return on
investment. What more could you ask for?
What Makes This Book Different?
Not only is this book a fountain of knowledge, jam-packed with all the
information you need to start your digital marketing journey, but our practical
approach to learning will help you to grasp the key concepts and provide you
with the skills required to excel in the digital industry.
Furthermore, this book follows a structured methodology underpinned by
DMI’s 3i principles. These principles are the framework required for effective
digital marketing and they illustrate the need for a totally different approach
to traditional marketing.
This methodology is described throughout the 10 chapters of this book, each
of which covers one specific channel in the digital marketing repertoire. At
the end of each chapter you will be given a specific action plan, and by
working through these plans you can create a comprehensive, structured, and
successful digital marketing strategy.
Start with the Customer and Work Backward
Successful digital campaigns share a range of characteristics, but campaigns
that fail all have one thing in common: They don’t acknowledge the
empowered and informed consumer.
People Power
It is tempting to describe the evolution of the Internet in terms of names such
as Facebook, Lycos, Google, eBay, PayPal, Amazon, Apple, Samsung,
Netflix, and Yahoo
