Digital Marketing Strategies and SEO Techniques
Chapter 1: Inbound Marketing & Digital Channels
Inbound Marketing & Permission-Based Engagement:
- Opt-in: Customers voluntarily sign up for content.
- Opt-out: Customers withdraw from digital marketing campaigns.
Digital Marketing Channels & Techniques
- Owned Media (Website, Blog, Social Media, Email).
- Paid Media (Display Ads, Paid Search, Influencer Collaborations).
- Earned Media (SEO, Social Media Shares, Reviews).
Digital Advertising Types
- Display Advertising: Banner ads, retargeting.
- Paid Search
Brand Definitions, Identity, Archetypes, and Strategies
Definitions of a Brand
- Brand is a ‘name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.
- Brand – a collection of perceptions in the mind of the consumer. (P. Feldwick)
- Brand – a form of socially constructed reality that has attained an objective reality, which is why it can have a cash value that is dependent on the totality of perceptions held about it.
Digital Marketing: Customer Journey and User Experience
Aspects of Digital Marketing
Digital Marketing is the process by which companies create value for customers and society, resulting in strong customer relationships that capture value from the customers in return through digital means. With more channels, more competitors, and more powerful clients than ever, digital marketing presents unique challenges and opportunities.
The main differences are that consumers have evolved, and the 4 P’s of marketing (Product, Price, Place, and Promotion) have become
Data Analytics: Traditional Data, Geospatial Insights, and Cloud Computing
Understanding Data Analytics
Traditional Data
Traditional data refers to commonly used structured internal data (such as transactional) and external data (such as information from credit bureaus) that are used in the decision-making process. It may include data that are generated from interaction with clients such as surveys, registration forms, salary, and demographic information. Traditional data sources refer to internal data sources such as core account management system transactions, client surveys,
Read MoreOrganic Shampoo: Natural Hair Care & Dating App Insights
Organic Revitalizing Shampoo with Natural Oils
The product is an organic revitalizing shampoo, enriched with natural oils, designed to nourish and strengthen hair from roots to ends. It is free of harsh chemicals and is environmentally friendly, making it ideal for people with damaged or dry hair, as it provides natural shine and softness.
Target Audience
The target audience is men and women aged 25 to 45 who are interested in eco-friendly beauty products and conscious personal care. This segment values
Read MoreMarketing Funnel Optimization & Customer Journey Strategy
Funnel Data Analysis
Objective: Analyze performance data from the last six months and identify critical areas for improvement.
Activities:
- Evaluate metrics for awareness, consideration, conversion, and retention stages.
- Identify challenges, such as:
- Awareness: High bounce rate (60%), low social media engagement (Instagram 1.2%, Facebook 0.8%, TikTok 3%).
- Consideration: Email CTR at 3.5% with insufficient segmentation.
- Conversion: 70% cart abandonment rate and a low 2.1% conversion rate.
- Retention: Churn