Digital Marketing Strategy and Performance Analytics
Maslow’s Hierarchy of Needs
- 1. Physiological needs: Food, water, sleep, and shelter (the base of the pyramid).
- 2. Safety needs: Security, health, job stability, and protection.
- 3. Love and belonging: Friendship, family, relationships, and acceptance.
- 4. Esteem needs: Respect, recognition, confidence, and self-esteem.
- 5. Self-actualization: Personal growth, achieving goals, and becoming the best version of yourself.
The Marketing Mix (7Ps)
- Product: The item or service being sold.
- Price: The value assigned to the product.
- Place: Distribution channels and locations.
- Promotion: Communication strategies to reach customers.
- People: All individuals involved in delivering the service (e.g., technical support, sales staff).
- Process: Steps to deliver the service, including operations, service flow, purchase, and after-sales (the customer journey).
- Physical Evidence: Visible proof of the service, such as store design, website, social media, and reviews.
Types of Websites
- Transactional e-commerce: An online store where customers search, add to cart, pay, and buy directly (e.g., Amazon).
- Service-oriented: Provides service information and generates leads through forms or quotations (e.g., law firm websites you can contact).
- Brand-building: Creates engagement, brand awareness, and emotional connection (e.g., Coca-Cola).
- Portal/Media site: Provides information and earns money through ads or banners (e.g., Yahoo).
- Social media website: Facilitates interaction, community, and content sharing (e.g., Instagram).
Web Marketing: The 3Ws
Web Design
Focuses on how a site is created and structured, affecting user experience (e.g., a clear menu). The main steps include defining the purpose, mapping the website, choosing design elements, customizing pages, launching, and evaluating. A website map defines the structure and hierarchy; users should find information in a maximum of 3 clicks (e.g., Home → Products → Shoes).
Design Elements: Typography (e.g., big titles), colors (e.g., blue for trust), logo (e.g., Netflix), layout (e.g., title first), and white space (for a clean website).
Web Promotion
Actions taken to bring traffic to a website and increase engagement or conversions (e.g., Google Ads). Tools include SEO, content marketing, email marketing, social media, PPC, and collaborations.
Web Performance
Measures how well the website works, including speed (loading fast), usability (ease of use), and responsiveness (compatibility with mobile, tablet, and computer).
Understanding SEO, SEA, and SEM
SEO (Search Engine Optimization): Unpaid, slow, and long-term. How Google works:
- 1. Crawling: Google finds pages using bots (if not found, it won’t appear).
- 2. Indexing: Google stores and understands the page (what it is about).
- 3. Ranking: Google orders results by relevance (better content and experience = better position).
SEA (Search Engine Advertising): Paid advertising in search engines. It is fast but depends on the budget.
SEM (Search Engine Marketing): The combination of SEA and SEO.
Email Marketing Funnel and Strategy
The Funnel
- Awareness: Introduce the brand and collect emails (e.g., pop-up with a free guide).
- Consideration: Show value and benefits (e.g., testimonials).
- Conversion: Encourage purchase with CTAs, discounts, or simple emails (e.g., abandoned cart).
- Loyalty: Maintain the relationship and ask for reviews (e.g., useful newsletter).
- Advocacy: Encourage customers to recommend you (e.g., referral program).
Types of Emails
- Transactional: Informative emails triggered by user actions (e.g., order confirmation).
- Promotional: Emails designed to generate sales (e.g., discounts).
- Relational: Emails to build connection and loyalty (e.g., welcome emails or newsletters).
SEA Campaign Setup
- Account: Create a Google Ads account.
- Budget: Decide spending (e.g., €10/day).
- Target: Choose the audience (e.g., women aged 25–40 in Barcelona).
- Keywords: Choose search terms (e.g., “book hotel London”).
- Copy: Write ad text with a CTA (e.g., “Book now”).
- Setup: Configure location, language, and schedule.
- Evaluation: Check results and improve (CTR, CPC, conversions).
Digital Marketing Metrics and Formulas
Website and SEO Metrics
- Bounce Rate: % of users who enter and leave without interacting.
Formula: (Users who abandoned / Total visitors) × 100. - CTR (Click-Through Rate): % of users who click after seeing the ad.
Formula: (Clicks / Impressions) × 100. - Conversion Rate: % of users who complete a goal (e.g., form, purchase).
Formula: (Conversions / Total visitors) × 100. - Organic Conversion Rate: % of conversions from organic traffic.
Formula: (Organic conversions / Organic visitors) × 100.
SEA and Ads Metrics
- Impressions: Number of times the ad appears.
- Clicks: Number of users who click.
- CPC (Cost Per Click): Amount paid for each click.
Formula: Ad spend / Number of clicks. - Cost per Conversion: Cost to acquire one conversion.
Formula: Ad spend / Conversions. - ROAS (Return on Ad Spend): Revenue generated from ads.
Formula: Revenue / Ad spend. - Note: Many clicks but few sales may indicate a poor landing page.
Email Marketing Metrics
- Delivery Rate: % of emails successfully delivered.
Formula: (Delivered emails / Sent emails) × 100. - Open Rate: % of delivered emails that were opened.
Formula: (Opened emails / Delivered emails) × 100. - Email CTR: % of delivered emails that received a click.
Formula: (Clicks / Delivered emails) × 100. - CTOR (Click-to-Open Rate): % of opened emails that received a click.
Formula: (Clicks / Opened emails) × 100. - Bounce Rate: % of emails that failed to deliver.
Formula: (Bounced emails / Sent emails) × 100. - Unsubscribe Rate: % of users who opt-out.
Formula: (Unsubscribes / Delivered emails) × 100. - Conversion Rate: % of emails generating a final action.
Formula: (Conversions / Delivered emails) × 100. - Revenue per Email: Money generated per email sent.
Formula: Total revenue / Emails sent.