Digital Marketing: A Comprehensive Guide to Strategy and Execution
Managing profitable customer relationships and the main goal of marketing is to attract new customers by promising superior value and keep and grow current customers by delivering satisfaction. value & superior value.
Strategy is the direction and scope of an organization over the long term, which achieves competitive advantage for the organization through its configuration of resources within a challenging environment to meet the needs of the markets and to fulfil stakeholder expectations, Scope of marketing: Information, Ideas, Events, goods, services, persons, places, organizations, experiences, and properties. Marketing mix: Product, Price, Place, Promotion + People, Process, Physical Evidence. digital marketing includes managing different forms of online company presence, such as company websites and social media company pages in conjunction with online communications techniques. Digital marketing strategy means performing consistent actions at the right time via the most suitable online channels to increase revenue and improve relationships with your audience. Consumer Decision making process: Need recognition, Search for Information, Evaluation of Alternatives, Purchase Decision, Post Purchase Evaluation.
1. Customer segments. The marketplace analysis helps identify and summarize different target segments for an online business in order to understand their online media consumption, behavior and the type of content and experiences they want online. 2. Search intermediaries. The search intermediaries provide specialist audience data to enable a digital marketer to discover the relative importance of particular search engines (and other types of site) in different countries. 3. Intermediaries, influencers and media or publisher sites. Media sites and other intermediaries such as individual influencers, social networks, aggregators and affiliates are often successful in attracting visitors via customer search or direct to their websites Share of search. Examples, •Mainstream news sites such as, BBC, The Times, Guardian •Niche media sites such as business to business sites •Social networks such as, FB, Google+, Twitter, LinkedIn, •Price Comparison sites •Super affiliates such as, Affiliates gain revenue from a merchant they refer traffic to by being paid commission based on a proportion of the sale or a fixed amount. •Niche affiliates and bloggers, these are often individuals but they may be very influential 4. Destination Sites and Platforms These are the sites that the marketer is trying to attract visitors to, including transactional sites by retail, financial service, travel, manufacturers and other companies or non-transactional sites, such as brand or relationship building sites
Penetration pricing The price charged for products and services is set artificially low in order to gain market share. Once this is achieved, the price is increased. E.g. Redmi, Vivo, Xiaomi2. Economy pricing The costs of marketing and promoting a product are kept to a minimum to provide a lower price. Price Skimming Business organization, charge a higher price because it has a substantial competitive advantage. The high price attracts new competitors into the market, and the price inevitably falls due to increased supply4. Psychological pricing This approach is used when the marketer wants the consumer to respond on an emotional basis. psychological pricing the price will be an indication of quality of the product or service. Product line pricing Where there is a range of products or services the pricing reflects the benefits of parts of the range.6. Optional product pricingCompanies will attempt to increase the amount customer’s spend, once they start to buy. E.g. add-ons, extended warranty Captive product pricing Where products have complements, companies will charge a premium price since the consumer has no choice. 8. Promotional pricing Promotional pricing can be identified as a temporary strategy to get the attention of the consumers by giving a special offer. 9. Geographical pricing Variations in price in different parts of the world. The main reasons are Shipping cost, Government taxes and make of the product.
Social media metrics are data points that measure how well your social media strategy is performing — and help you understand how you can improve. Without metrics, you can’t create an informed strategy. You can’t tie your social media efforts to real business goals or prove your success. And you can’t spot downward trends that might require a change in strategy. 1.Engagement Rate Engagement rate measures the number of engagements (reactions, comments and shares) your content gets as a percentage of your audience. 2. Amplification Rate Amplification Rate is the ratio of shares per post to the number of overall followers. 3. Virality RatevVirality rate is similar to amplification rate in that it measures how much your content is shared. However, virality rate calculates shares as a percentage of impressions rather than as a percentage of followers. 4. Reach Reach is simply the number of people who see your content. 5. Impressions Impressions indicate the number of times people saw your content. Impressions can be higher than reach because the same person might look at your content more than once. 6. Video views 7. Click-through rate (CTR) Click-through rate, or CTR, indicates how often people click a link in one of your posts to access additional content. That could be anything from a blog post to your online store. To calculate CTR, divide the total number of clicks for a post by the total number of impressions. Multiply by 100 to get your CTR as a percentage. 8. Conversion rate Conversion rate measures how often your social content starts the process to a conversion event like a subscription, download, or sale. This is one of the most important social media marketing metrics because it shows the value of your social media campaigns (organic and paid) as a means of feeding your funnel. 9. Cost per click 10. Cost per thousand impressions (CPM) Cost per thousand impressions, or CPM, is exactly what it sounds like. It’s the cost you pay for every thousand impressions of your social media ad. E-PR What is Public Relations (PR)The management of the awareness, understanding and reputation of an organization or brand, primarily achieved through influencing exposure in the media. The marketers try to build a favorable image in the market by creating relations with the general public.
Search engine optimization is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic rather than direct traffic or paid traffic. The main processes for natural listing include crawling, where Google searches the web with automated programs called crawlers, looking for pages that are new or updated, and then storing those page addresses in a list for later examination. Google finds pages through various methods, primarily by following links from pages it already knows about. Indexing involves Google visiting the pages learned from crawling, analyzing content, images, and video files to understand what each page is about, storing this information in the Google index—a vast database on multiple computers. Serving search results occurs when a user searches on Google, and the search engine determines high-quality results based on factors like user location, language, device, and previous queries. Google doesn’t accept payment to rank pages higher, and ranking is done algorithmically. Search engine ranking factors include matching between web page copy and key phrases searched, with on-page optimization, involving writing copy and applying markup like the
tag and
heading tag to highlight relevant key phrases within a document. 2. Links into the page (inbound or backlinks) Google counts each link to a page from another page or another site as a vote for this page. Backlinks – Hyperlink which links to a particular web page (or website). Also known as an inbound link. 3. External link building A proactive approach to gain quality links from third-party sites. It can be considered to be an element of online PR since it involves getting your brand visible on third-party sites Advantages of SEO Significant traffic driver Highly targeted Potentially low-cost visitors Dynamic Disadvantages of SEO Lack of predictability Time for results to be implemented Complexity and dynamic nature Best Practices in Planning and Managing SEO Search engine submission Submit URL’s (uniform resource locator) to key search engines such as Google, Yahoo. Usually don’t even need to do anything except post it on the web. To see if your pages are already indexed, search for your site in Google Search with a query like this. Substitute your own site for “example.com”. 2. Be descriptive Use accurate, descriptive titles for pages. It is recommended to put different topics, products, or services on different pages, one topic (or closely related set of items) per page. 3. Be complete Mention everything that you have to offer. Google is smart, but Google can’t guess what the business doesn’t tell them. 4. Be topical Update the content of the account for seasons, trends, or new offerings 5. Keep the site up to date 6. Use Text Don’t put your site content or page titles only in images, video, animations, or other non-text formats that Google doesn’t understand as easily as text 7. Get referrals Have your site mentioned in useful places online. See if you can get into your local online news sites, or in any other appropriate resources. Advantages of using Google Search Console Optimize your content with Search Analytics See which queries bring users to your site. Analyze your site’s impressions, clicks, and position on Google Search. 2. Get your content on Google Submit sitemaps and individual URLs for crawling. Review your index coverage to make sure that Google has the freshest view of your site. 3. Get alerted on issues and fix your site Receive email alerts when Google identifies issues on your site. See which URLs are affected by these issues and tell Google when you’ve fixed them. . Understand how Google Search sees your pages The URL Inspection tool provides detailed crawl, index, and serving information about your pages, directly from the Google index. 5. Optimize and enhance your site Campaign Planning Stages Goal setting and tracking Communication objectives can be fixed for different time scales Annual marketing communication – Measure the aspects such as site visitors, gaining leads etc. across the entire year Campaign specific communication objectives –
Measure campaign specific results to make sure campaign objectives were achieved Goal setting and tracking Terminologies to measure a campaign Lifetime value The value of a customer is not based on the initial purchase but the lifetime value 2. Campaign Insight Which data about customers and competitors behavior is available to inform decision?. Below areas should be researched, The breakdown of audiences Online buying behavior and preferences Customer media consumption Customer search behavior Competitor campaign activities Competitor performance Digital profiles 3. Segmentation and Targeting Campaign targeting strategy defines the target audience or type of people that you need to reach with your campaign communications. It’s about defining, selecting and reaching specific audiences online.4. Offer, message development and creative A clear primary message is needed in the different forms of digital media. Paid search – within the headline of the ad Natural search – within the
tag and meta description tag Email marketing – within the subject line and headline Display ads – within the opening frame 4. Offer, message development and creative AIDA model | for a successful communication 5. Budgeting and selecting digital media mix Framework for selecting media Quality Attention-getting capability Stimulating emotions – ability to place an ad in a media to convey emotional content expecting emotional responses Information content – Ability to convey a large amount of information Credibility – Ability to lend prestige to a product through association Clutter – Ability to stand out Time Short lead time – Degree to which an ad can be created and/or placed within a specific media in a relatively short period of time. 2. Long exposure time – Degree to which the communication recipient is able to examine the advertising message within a specific media for an extended period of time. Flexibility Personalization – ability to customize the message Interactivity – ability to respond to information conveyed Appeal to multiple senses – Degree to which an ad placed within this specific media can communicate via sight, sound, taste, touch and/or smell concurrently Coverage Average media reach Selectivity – ability to target a specific group of people Frequency – how many time 1 advertisement will be seen by 1 individual Cost Development cost – cost of production Media delivery cost 6. Integration into overall media schedule or plan Coherence – Different communications are logically connected Consistency – Multiple messages support and reinforce, and are not contradictory Continuity – Communications are connected and consistent through time Complementary – Synergistic, or the sum of the parts is greater than the whole! 
Process is an element of service that sees the customer experiencing an organization’s offering. It’s best viewed as something that your customer participates in at different points in time. As a business, it’s crucial to make sure you’re easy to do business with, meaning you’re efficient, helpful and timely.
The environment in which the service is delivered, and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service. Physical Evidence Examples Corporate Branding (Signs, Logos, Symbols) Annual accounts Business Report Website Business Cards Paper work (invoices, receipts, delivery notes etc.) Interior of the service environment Packaging Uniforms or the employees Signage
