Introduction to Digital &

Multichannel Marketing

Chris Kariyawasam
BBA (hons), MBA, MCIM, MSLIM, CMP Asia Pacific
Course Outline
◼ The Digital Landscape
o Impact of digital marketing on businesses
o Integration with offline media
o Building customer relationship/engagement

◼ Digital Marketing Strategy/Campaigns

o Digital Marketing Strategy
o Strategic goal-setting for digital strategy
o Analysing the multi-channel marketing environment

◼ Contemporary Digital Marketing Methods, such as

o Content Marketing, Search Marketing, SEO and PPC.
o Social Media
o Mobile Marketing and ‘apps’
o E-mail Marketing
o Disply advertising, affiliate marketing
o Website principle/design using appropriate software packages

◼ Data and database applications

o Big data
o Data mining software packages
o Automation
◼ Regulation, permission and codes of practice
◼ An impression is counted each time your
ad is served on Google's ad networks,
such as on Google.com, YouTube or other
publisher websites and apps. Impressions
help you understand how often your ad is
being seen.
◼ Click-through rate (CTR) measures how often
people click your ad after it's shown to them,
which can help you understand the effectiveness
of your ad.

◼ CTR is calculated by dividing the number of

clicks your ad receives by the number of times
your ad is shown. If you have 5 clicks and 1000
impressions, then your CTR is 0.5%.
Learning Outcome
Introduce students to Digital Marketing and how to influence consumers to
grow brands integrating on-line and off-line media

1. Components of Digital Marketing & KPIs

2. Buyer Personas & Digital Marketing Channels

3. Content Marketing

4. The RACE planning framework and the SOSTAC framework

5. Definitions of important digital marketing terms (slides 37 to 69)

6. Apply the knowledge to Case studies

7. Self-learning youtube video links

◼ Case discussion:
❑ Read Jennings Heating and Lighting (refer my email)
❑ Forever Lawn
What is Digital Marketing?
Digital marketing (also known as data-driven marketing) is an
umbrella term for the marketing of products or services
using digital technologies, mainly on the Internet, but also including
mobile phones, display advertising, and any other digital medium.

◼ The world of digital marketing is undoubtedly complex. It is full of countless

strategies that people use to garner website visits and grow sales.

◼ A digital strategy, sometimes called a digital media strategy, is a plan for

maximizing the business benefits of data assets and technology-focused
initiatives. A successful digital strategy requires a cross-functional team with
executive leadership, marketing and information technology (IT) members.
◼ https://www.internetrix.com.au/blog/the-importance-of-digital-marketing-in-a-global-pandemic/

https://www.youtube.com/watch?v=_PWqIMQux-g
Components of Digital Marketing

https://www.topfloortech.com/blog/digital-marketing-trends-during-a-pandemic-how-to-
respond/#gref
Importance of Digital marketing in a Pandemic
What is Multichannel Marketing

◼ Multichannel marketing refers to the practice of interacting with

customers using a combination of indirect and direct communication
channels – websites, retail stores, mail order catalogs, direct mail,
email, mobile.

◼ Why Is Multi-Channel Marketing Important?

This huge assortment of marketing channels means that your
potential customers could anywhere – and you need to be where
they are.

◼ As the number of potential marketing channels grows even further,

designing multi-channel marketing campaigns will continue to be
key for engaging top-tier customers.
Examples of the Multichannel approach
◼ There are many channels a business can take
advantage of in order to reach potential customers.
These channels are:

 Retail storefronts
 PPC and other online advertising
 Website (including content marketing/blogging)
 Direct mail
 Email marketing
 Mail order catalogs
 Mobile marketing

Multichannel marketing is about marketing across different channels, the

greatest success comes from creating cohesive cross-channel marketing
strategies. This seamless approach to marketing across various channels
guides potential customers towards engagement and moves them down the
funnel.
 Creating the Multichannel Approach to Marketing

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10.
Remember your basics ?
What are we trying to achieve ?

https://econsultancy.com/blog/63032-10-brilliant-digital-marketing-campaigns-from-
mcdonald-s
Examples of Multichannel Marketing

◼ Google Ads PPC ad extensions allow for easy multichannel

marketing. The Click-to-Call Extension adds a phone number to ads,
integrating PPC and mobile activity.

◼ The PPC Offer Extension lets advertisers add a coupon to a PPC

ad, allowing users to print out the coupon to use at a brick and
mortar location, merging physical and online activity.

Benefits of Multi-Channel Marketing

More Attention: Having your foot in so many doors means you’ll get
more customers and brand recognition. Investing in one channel can
increase interest in your business through other channels; for
example, we've found that advertising on YouTube can increase
regular Google searches for your brand name by 420%
Components of Digital Marketing –
another perspective

https://www.youtube.com/watch?v=1qHp2o05dxQ
Digital Marketing Key Performance
Indicators (KPIs)

◼ https://www.klipfolio.com/resources/kpi-examples/digital-marketing

Visit Klipfolio.com to understand Digital Marketing Metrics

How do you Evaluate the Web
Performance of a Company ? Using
KPIs free

www.Similarweb.com

https://www.hubspot.com/products/marketing/get-started

http://www.business-fundas.com/2016/ultimate-guide-on-
online-tools-for-market-research-that-will-work-for-your-
business/
Online tools for market research

Visit Similarweb.com for most brands / web sites and search by web address
Market Intelligence Solutions to analyse performance of any website or app free
The Integration of Digital and Other
Communication Media
Delivering a Consumer Experience
through Digital Marketing

◼ https://www.milkmaid.lk/about-us
◼ https://www.nescafe.com/
◼ https://www.youtube.com/watch?v=ZUG9qYTJ
MsI
◼ www.ikman.lk
◼ www.elakiri.com
Buyer Personas (target consumer profiles)
◼ A persona is a detailed description of your target customer. A fully fleshed out
buyer persona includes everything from demographic information to hobbies, and
from career history to family size – all written as if the persona were a real person.

◼ The advantage of creating these personas is that clearly defining your target
customer (or customers) allows you to better tailor your marketing messages to the
people whom you want to buy your products or services.

◼ You will understand exactly what might matter to your buyer and convey the
message in a manner that a personal friend might use.

◼ Everything you do, create or intend should be linked to solving your persona’s
problem. They are the embodiment of your ‘ideal’ customer.

◼ What you can do with your newly created buyer personas is to start developing
your content, produce targeted advertising and refine all aspects of your
marketing to relate directly to these personas and their pain points.

https://www.youtube.com/watch?v=fSTfs0SFiHo
https://www.youtube.com/watch?v=KX5VDjmFBmk
Buyer Persona - Example
 An example of e-mail
Marketing

https://www.youtube.com/watch?v=NviX41
eKrvU
 Advertising

• Search Engine Optimization is very valuable and also time-taking procedure,

and in this competitive world, gaining quick exposure is quite important for
building strong customer base.

• For instant results, opt for paid advertising on various online channels.
Google offers Google Adwords and Social Media platforms also offer paid advertising
options, that provides right exposure and advertises your business to the
targeted audiences.

• Investing in paid ads is a great way to put your digital marketing

strategy in the right direction and reach your goals in a faster pace.
Digital Marketing Channels
◼ Facebook: Facebook adverts is a strong advertising tool which can be
used to run campaigns with various objectives like Post engagement,
Traffic, Conversions, Video views etc. Instagram ads are also integrated
to this platform.

◼ Google Adwords: A strong marketing channel for better lead conversion

(capturing customers who have a direct intent to buy the particular
service/product). Cost per lead may be much higher compared to
Facebook Adverts but definitely gives a better conversion. Again,
Adwords give various ad types like text ads, display ads, text ads with
extensions etc.

◼ Youtube: This channel is mostly used for brand awareness. Youtube

ads can be triggered from Google Adwords.
Digital Marketing Channels
◼ SEO: There is a strong debate that digital marketers are constantly
getting into to understand if SEO is a channel for leads or for building
trust and authority. SEO does help in generating leads but may not have
direct implication or value added in the lead generation process.

◼ Email Marketing: Building an email list is important for lot of companies.

How to market brands/products/services to this email list is a new subject
whole together. Companies who have experienced more than 7% open
rate have had conversions from their mailing list.

◼ Affiliate Marketing: One of the best and effective ways to get the word
of mouth in the market. This helps in the onboarding referrals. Affiliate
marketing is a type of performance-based marketing in which a business
rewards one or more affiliates for each visitor or customer brought by the
affiliate's own marketing efforts.
What is Content Marketing
◼ Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly defined audience — and, ultimately, to
drive profitable customer action.

◼ Instead of pitching your products or services, you are providing truly

relevant and useful content to your prospects and customers to help
them solve their issues.

◼ Specifically, there are three key reasons and benefits for enterprises
that use content marketing:
 Increased sales
 Cost savings
 Better customers who have more loyalty

https://www.youtube.com/watch?v=tRXT58fDzjg
What is Content Marketing contd .…
◼ Regardless of what type of marketing tactics you use, content
marketing should be part of your process, not something separate.

◼ Quality content is part of all forms of marketing

◼ Content marketing strategy comes before your social

media strategy.

◼ SEO: Search engines reward businesses that publish quality,

consistent content.

◼ PR: Successful PR strategies address issues readers care about,

not their business.

◼ Pay-Per-Click (PPC) to work, you need great content behind it.

◼ Inbound marketing: Content is key to driving inbound traffic and
leads to your website.
Why is Content Marketing Important to
business
◼ The four steps of the buying cycle or process:

1. Awareness Prior to awareness a customer may have a need, but

they are not aware there is a solution.

2. Research Once a customer is aware there is a solution, they will

perform research to educate themselves. For example, a car buyer
will try to find out what different types of cars exist, and which one
will fit their needs.

3. Consideration At this point the customer starts comparing different

products from different vendors to make sure they’re getting a high
quality product at a fair price.

4. Buy Finally, the customer makes their decision and moves forward
with the transaction.
Why is Content Marketing Important to
business Contd …..
◼ Content marketing taps into the first two stages of the buying process
by raising awareness of solutions and educating consumers about a
product they may have never considered before.

◼ Potential clients find our content, find value in it, and by the time they
contact us they’re already convinced they want to work with us.

◼ The trust that usually needs to be built up during an extensive sales

cycle has already been created before we know the potential client
exists.

◼ Content marketing also provides additional benefits in that it supports

other digital marketing channels.

◼ It provides additional content for social media marketing and contributes

to SEO efforts by generating natural inbound links and building up good
content on your website that gets found in search engines.
Content Marketing Example 1

◼ Podcasts. Michael Hyatt, author of the best-selling book Platform:

Get Noticed in a Noisy World, practices what he preaches. His “This
is Your Life” podcast is downloaded 250,000 times each month. As
Hyatt elaborates on his blog post 4 Reasons You Should Consider
Launching Your Own Podcast, “A podcast gives you visibility in a
completely different world—primarily iTunes. I have had scores of
new people say they had never heard of me until they stumbled onto
me in iTunes.” Hyatt gives valuable information and advice in his
podcast--all for free. But that podcast leads to more sales of his
books, signups for his courses, and requests for him as a speaker.
Content Marketing Example 2
◼ Videos. Gary Vaynerchuk is a master of content marketing using
online video, just take a look at his YouTube channel. He got his
start creating videos to promote his family’s wine store and through
those videos and other online marketing he eventually grew it to a
$45M empire. Videos and podcasts are a largely untapped form of
content marketing because people think it’s expensive and hard. But
with the falling cost of professional grade equipment creating high
quality video and audio content is easier than ever. Amateur video
content marketing has been used to sell blenders, launch new
dental products, and market Hong Kong visa consulting services.
What video could you throw together for your company that might
change your fortunes overnight? It might be easier than you think.
Introduction to RACE
RACE Digital Marketing Framework

◼ REACH. Grow your audience online (Create awareness

and web visits). (Build awareness on other sites and off-line media to
create web presence)

◼ ACT. Encourage brand interactions and leads

◼ CONVERT. Increase sales and profits through

optimisation. (Achieve conversion to marketing goals through leads and
sales through web presence)

◼ ENGAGE. Build customer loyalty and advocacy (Build

customer and fan relationships to encourage repeat visits and sales)

https://www.youtube.com/watch?v=nWxzvggrSaw
REACH in detail
◼ Reach involves building awareness of a brand, its products and
services on other websites and in offline media in order to build
traffic by driving visits - web presences like your website, and social
media pages.

◼ It involves maximising reach over time to create multiple interactions

using different paid, owned and earned media touchpoints.
How to Implement RACE?

◼ REACH – Reach target audiences on blogs, social

media, search engines, and publishers. This step is also
known as inbound marketing and includes:

❑ Smart search engine optimization (SEO)

❑ Social media marketing (SMM)

❑ Public relations (PR)

❑ Press releases

❑ Paid ad campaigns (Google Adwords, Facebook, LinkedIn)

ACT in detail
◼ Act is short for Interact. It's a separate stage since encouraging
interactions on websites and in social media to generate leads is a
big challenge for online marketers.

◼ It's about persuading site visitors or prospects take the next step, the
next Action on their journey when they initially reach your site or
social network presence.

◼ For many types of businesses, especially, Business-to-Business,

this means generating leads, but it may mean finding out more
about a company or its products, searching to find a product or
reading a blog post.

◼ You should define these actions as top-level goals of the funnel in

analytics. Google Analytics Goals can include "Viewed product",
"Added to Basket", "Registered as member" or "Signed up for an e-
newsletter.
ACT Contd…
◼ Act is also about encouraging participation. This can be sharing of
content via social media or customer reviews (strictly, part of
Engage).

◼ The specific goals and dashboard need to be defined for each

business.

◼ It's about engaging the audience through relevant, compelling

content and clear navigation pathways so that they don't hit the back
button.

◼ The bounce rates on many sites is greater than 50%, so getting the
audience to act or participate is a major challenge.
How to Implement RACE?

 ACT – Act on strategy via website, interactive tools

with:

❑ Smart forms
❑ CRM optimization
❑ Sales process refinement
❑ Sales funnel optimization
❑ Drip marketing
❑ Email marketing
❑ Live sales calls
❑ Newsletters
CONVERT

◼ CONVERT. This is conversion to sale.

◼ It involves getting your audience to take that vital next step which
turns them into paying customers whether the payment is taken
through online Ecommerce transactions, or offline channels.
How to Implement RACE?

◼ CONVERT - leads into sales with an effective e-

commerce process, price, product, sales pitch, and
promotion.

◼ An effective R.A.C.E. marketing strategy can have a

dramatic effect on conversion rate and includes:

❑ A/B testing
❑ Conversion rate optimization (CRO) practices for all digital media
❑ Lead gathering
❑ Website audits
ENGAGE
◼ ENGAGE This is long-term engagement that is, developing a long-
term relationship with first-time buyers to build customer loyalty for
repeat purchase.

◼ Communicate with existing customers using on your site, social

presence, email and direct interactions to boost customer lifetime
value.

◼ It can be measured by repeat actions such as repeat sale and

sharing content through social media.

◼ We also need to measure percentage of active customers (or email

subscribers) and customer satisfaction and recommendation using
other systems.
How to Implement RACE?

◼ ENGAGE with all parties through content marketing

to build customer loyalty and improve public relations.

◼ The goal of engagement is to capture attention and

interact with users in a captivating way that triggers
emotion.

◼ Build more powerful interactions through the use of:

❑ Blog marketing https://www.youtube.com/watch?v=NN2I1pWXjXI
❑ Video marketing
❑ Newsletters
❑ Story-telling web copy
More about RACE
◼ RACE is a practical framework to help manage and improve results
from your digital marketing.

◼ Ultimately it's about using best practice web analytics techniques to

get more commercial value from investments in digital marketing.

◼ Growing business through digital marketing should be based on a

sound evaluation and optimisation process using digital analytics
(KPIs) showing which marketing activities are effective and which
aren't.

◼ Many of these KPIs be created from Google Analytics although it

needs to be customised for each business to record goal value or
revenue per visit.
More about RACE
◼ Digital channels always work best when they're integrated with
other channels

◼ Remember that where appropriate, digital channels should be

combined with the traditional offline media and channels.

◼ The most important aspects of integration are first using traditional

media to raise awareness of the value of the online presences and
drive visitors to the website(s) at the Reach and Engage stages.

◼ Second, at the Convert and Engage steps customers may prefer to

interact with customer representatives as part of the buying or
customer service process.
The RACE Model - Summary
Where are we now?

Where do we want to be?

How do we get there?

The RACE Model –

Details
Unique Visitors
◼ The official Google Analytics definition of this Web metric is:
“Unique Visitors is the number of unduplicated (counted only once)
visitors to your website over the course of a specified time period.”
The new user definition is: “Users that have had at least one
session within the selected date range.

◼ Unique visitor is a term used in Web analytics to refer to a person

who visits a site at least once within the reporting period.

◼ Each visitor to the site is only counted once during the reporting
period, so if the same IP address accesses the site, the site many
times, it still only counts as one visitor.
Fans
◼ Fan Acquisition. Ongoing Social Media Fan Acquisition is a
fundamental component to social media marketing. More online
connections for your business: Expand the “viral” potential of your
message. Increase lifetime connections to interested audience
members.

◼ Lead. In a sales context, a lead refers to contact with a potential

customer, also known as a “prospect”. Depending on the
organisation, the definition of the term “lead” may vary. ... But what
remains the same across definitions is that a lead will potentially
become a future client.

◼ The Difference between a lead and prospect.

Sales prospects are further along in the sales process than even
the most qualified leads. ... Prospects, on the other hand, are
created after a sales-ready lead is contacted by a rep. In order to be
elevated to the status of prospect, the lead has to engage in dialog
with the rep.
 Fans

◼ Fan acquisition means doing something to get the attention of users

on a social network so they will opt in to your messaging.

◼ Customer acquisition is doing something to convince a person to

purchase something.
Audience Share

◼ Audience share and audience reach are the terms commonly used
by digital marketers to refer to the target audience.

◼ Audience share is the portion of the people who might receive an

advertising message. These people actually belong to the group that
is of interest to the advertiser for a specific message.
Revenue per visit

◼ Revenue per Visitor (RPV) is a measurement of the

amount of money generated each time a customer visits your
website.

◼ It is calculated by dividing the total revenue by the total

number of visitors to your site

◼ Is a method of estimating the value of each additional visitor.

Bounce Rate
◼ Bounce rate is an Internet marketing term used in web traffic
analysis. It represents the percentage of visitors who enter the site
and then leave "bounce" rather than continuing to view other pages
within the same site.

◼ As a rule of thumb, a bounce rate in the range of 26 to 40 percent is

excellent. 41 to55 percent is roughly average. 56 to 70 percent is
higher than average, but may not be cause for alarm depending on
the website. Anything over 70 percent is disappointing for
everything outside of blogs, news, events
How to Reduce the Bounce Rate

◼ Improve Your Content's Readability

◼ Avoid Popups

◼ Create a Compelling Call-to-Action

◼ Improve Your Brand Storytelling

Call-to-Action

◼ Keep Your Blog Fresh With the Right Content

◼ Target Keywords With High-Value Traffic.

Pages viewed per visit

◼ Pages per visit is a Web analytics measure of how many pieces of

content (Webpages) a particular user or group of users views on a
single website. Pages per visit is usually displayed as an average,
which is calculated by dividing the total number of page views by the
total number of visitors.
Referral Traffic

◼ Referral traffic is Google's method of reporting visits that came to

your site from sources outside of its search engine.

◼ When someone clicks on a hyperlink to go to a new page on a

different website, Analytics tracks the click as a referral visit to the
second site.
Writing your digital marketing plan
The SOSTAC® planning model.
Breaking your plan down into six elements:

◼ S Situation Analysis – which means where are we now?

◼ O Objectives which means where do we want to go?

◼ S Strategy which summarises how we are going to get there or achieve the
objectives above.

◼ T Tactics which are the details of strategy.

◼ A Action or implementation – putting the plan to work detailed GANTT

chart.

◼ C Control which means measurement, monitoring, reviewing, updating and

modifying.
https://www.youtube.com/watch?v=VMq-UlnxwMw
The SOSTAC Framework

https://www.smartinsights.com/digital-marketing-strategy/sostac-plan-example/
https://www.researchgate.net/publication/315488492_'Jellies_Jaffas'_Applying_PR_Smi
th's_SOSTAC_Marketing_Model_to_an_Online_Confectionery_Start-Up
A Planning Framework
A comprehensive Digital Marketing Strategy (Vedprakash, 2019)
Definition of Terms
◼ Click-through-rate (CTR)
Click-through Rate identifies the percentage of people who click on
link. Usually placed in an email, an ad, website page… etc. The
higher the CTR percentage, the more people went through. CTR is
extremely important for many parts of the Digital

◼ Cost per Acquisition

Is a pricing model where companies are charged by advertising
platforms only when leads, sales or conversions are generated. The
best part about CPA is you are only charged for the results that you
want.

◼ Cost per Click is a pricing model where companies are charged by

publishers for every click people make on a displayed/test ad which
leads people to your company’s website (hopefully to a landing
page).
Definition of Terms
◼ Cost per Thousand (CPT)
Cost per Thousand is a pricing model where advertising impressions
are purchased and companies are charged according to the number
of times their ad appears per 1,000 impressions. It’s definitely a
favourite form of selling ads by publishers because they get paid
regardless by just displaying ads. CPM model really only makes
sense if you are trying to increase brand awareness.

◼ Impression
This term is used to define the number of times a company’s ad will
appear to its target audience. Impression could also be related to a
website and the number of times the web page appear in total.

◼ Example of how impressions work: 1 visitor could view 5 pages

which would create 5 impressions. 2 visitors could view 5 pages
which would generate 10 impressions.
Definition of Terms
◼ Conversion
When a visitor takes the desired action while visiting your site, it is
called conversion. This can be a purchase, membership signup,
download or registration for newsletter.

◼ A keyword
A keyword is word or phrase that your audience uses to search for
relevant topics on search engines. If you are a flower shop, a
relevant keyword could be “Buy Red Roses” [short keyword] or
“Looking to purchase roses from a flower shop” [long tail keyword]

◼ Organic Traffic
This is traffic that is generated to your website which is generated by
a Search Engine. This could be traffic from Google, Yahoo or Bing.
It’s also known as “Free” traffic. Organic traffic is the best type of
traffic.
Definition of Terms
◼ Paid Traffic
Paid search is when a company bids on keywords and makes
advertisements around those keywords to be displayed on search
engines. These results appear separately, either on the top, bottom
or right side of a search results page. Paid traffic also encompasses
any form of paid advertisement that directly points to your website.

◼ Search Engine Optimization (SEO)

Is a way a company optimizes its webpage allowing the website to
rank higher on a search engine’s results page (SERP). The higher
your ranking, typically more traffic is generated (if the keyword has
traffic) and more targeted traffic.

◼ Search Engine Marketing (SEM)

Is a way companies can get higher placement on search engines by
bidding on search terms.
https://www.youtube.com/watch?v=Y_oqIgpsFF0
Definition of Terms
◼ Search Engine Optimization (SEO) contd …
Many users and customers start their journey on search engines, by
searching for the products and services they need. So, are you
getting found when they are looking for services/products offered by
your business?
◼ https://www.youtube.com/watch?v=tqg3F-8jBec

◼ SEO can help you found on search engines like Google or Bing.
When you optimize your website/blog properly using the targeted
keywords of your business, search engine ranks your website in the
search results; making it easily visible to the users.

◼ SEO is not that easy as it seems, main key to

success is proper optimization.
https://www.youtube.com/watch?v=Apa6_o3Vc7c
Definition of Terms
◼ Search Engine Optimization (SEO) contd …
The foundation of every digital marketing strategy is Search Engine
Optimization (SEO).

◼ It encompasses a variety of techniques used to get your website to

show up on the search results.

◼ Search engine optimization includes:

 Getting high-quality inbound links
 Making sure your website is mobile friendly
 Ensuring there are no technical glitches on your site
 Using keywords throughout your content without keyword
stuffing
 Incorporating keyword-rich title tags, header tags, and meta
descriptions
 Posting grammatically correct, engaging, relevant content
Definition of Terms
◼ Search Engine Results Page (SERP)
Search Engine Results Page is the list of results provided by a
search engine after a search query is made. Essentially, if you are
looking for where your website ranks for “Best Digital Marketing
Agency” a SERP report will let you know that your website is ranked
#4. Meaning that your website is in the Fourth position (1st page).

◼ Viral Marketing
This is a way of marketing where the audience is encouraged by
companies to pass on their content to others for more exposure.
Usually a successful viral marketing campaign has an easy share
functionality. If you had to pay a lot to generate awareness, it
wouldn’t be considered “Viral Marketing” (it would be considered
paid traffic).
Definition of Terms
◼ Social Networking
Social networking is the practice of using web-based platforms (or mobile)
to build online communities where people share common interests or
activities. The most common social networks are: Facebook, Linkedin,
Twitter, Pinterest… just to name a few.

◼ Landing Page
This is the page on a company’s website that is optimized to act as the
entry page to a site. When redirected from external links, this is where the
visitors will be led back.

◼ Google AdWords is Google's paid advertising product. Those are AdWords

ads that a company paid for so that people will notice their business
whenever they're searching Google. And, they only have to pay whenever
someone clicks on the ad. https://www.youtube.com/watch?v=1f_wwl8dogw
https://www.youtube.com/watch?v=TVQ1XBHxMtk
◼ The average cost per click in Google Ads is between $1 and $2 on the
search network. The average CPC on the Display Network is under $1. The
most expensive keywords in Google Ads and Bing Ads cost $50 or more
per click.
Definition of Terms
◼ Google AdWords contd …
Digital Marketing is been changing the phase of marketing in recent years
and Google Adwords is the crucial platform for this huge transformation.
When a customer is looking for a service or product, he would mostly go to
Google and search; in this case Google Adwords helps you get found online
on various channels. It is the most effective paid online marketing service
one can opt for. https://www.youtube.com/watch?v=iax8hJaClOg

◼ Both large brands and small businesses can benefit from Adwords.
Especially small businesses can gain right kind of traffic, advertising their
products or services and ultimately gaining leads with the help of Google
Adwords campaigns.

◼ Get Found - Reaching customers when they are looking for you, is a great
way to increase leads. Within short time, if you want your products or
services to be found by your targeted customers then Adwords is the best
platform to choose.
https://www.youtube.com/watch?v=xH4Tlnes3ew
Definition of Terms Google Adwords contd…
◼ For any business, it is difficult to compete with already established websites
in Google and rank on top of search results; adopting Adwords you can
compete hand-in-hand with top rankers as Ads appear on top of search
results. Not only on Google Search, you can display your ads on YouTube
videos, other websites and Google partner websites. This increases visibility
of your services in short period of time.

◼ Faster than SEO

Creating clickable ad copies, landing pages, setting ad bids and optimizing
ads perfectly will position your ads on top with good quality scores.

◼ Creating good ads with good quality score will not take as much time as
SEO implementation would take. Moreover Adwords will yield faster results
than SEO.

◼ What is AdWords? is Google's advertising system in which advertisers

bid on certain keywords in order for their clickable ads to appear
in Google's search results. Since advertisers have to pay for these clicks,
this is how Google makes money from search.
Definition of Terms Google Adwords contd…
◼ Flexible Marketing Platform
Adwords is extremely flexible marketing platform, as it is suitable for any
kind of business or brand. Adwords campaigns can be customized, so that
you can focus on your targeted audience and audience present on various
sources like Google Search Engines, Other Websites and Youtube.
Moreover you can adjust your spendings, bid for specific keywords only,
limit your bids and set daily budgets. Isn’t that flexible?

◼ Various Traffic Sources

Google is Huge, it can help your business grow in enormous ways. Millions
of searches are made every day and people click on Google Ads to get
what they are looking for, that means your website can get huge traffic from
various sources, when you can pay for it. Adwords yields you with relevant
traffic, higher quality leads and visitors to the website.

◼ Google Adwords is enormous, including Google Search, Youtube,

Websites, Apps and Blogs; so obviously you can expect quality traffic
coming from different sources. How do Adwords work? See the video
Definition of Terms
◼ Blogging (blog)
Having a blog for your business is a must, as it stands out to be additional
asset for promoting your business. Blog would help you attain more trust
from the users and authenticity in the market. Integrate a blog on your
official website and share content that would provide information and
educate your users. https://www.youtube.com/watch?v=NjwUHXoi8lM

◼ Talking about marketing your business digitally, through blog you get to
share more content on social platforms and communicate with your users,
other than just sharing promotional content.

◼ Business that blogs gains more traffic to their website compared to

businesses that don’t.

https://www.miss-thrifty.co.uk/

https://annmichaelsen.com/2019/01/18/learning-and-teaching-with-
technology-in-higher-ecucation/
Definition of Terms
◼ Social Media Marketing
In digital marketing, social media is the non-detachable and unavoidable
part of it. Everyone is more and more active on social media platforms when
compared to any other online entity, so reaching and connecting with your
customers is easy through social media presence. Utilize social media
channels, to get connected to your customers and influencers. Social Media
is powerful as you can directly talk to your customers and know what they
are thinking about your products/services; so that you can grow.

◼ Just like you can’t survive without water, your business won’t make it
without a strong social media strategy. Why? Because it is the number one
way to improve your brand awareness and build relationships with your
followers.

◼ The good news is that you don’t have to be present and active on all of the
social media sites; you just need to choose the ones that fit the best with
your industry.
https://www.youtube.com/watch?v=2ZzfWUsj9_Q
https://www.youtube.com/watch?v=9m45nVsvvEY
Definition of Terms
◼ E-mail Marketing
Email is a great and most effective way to keep in touch with your
customers and talk about your services/products. Through emails you can
showcase your services, Talk about new offers or resolve customers’
issues. In short, you can maintain healthy relationship with your customers
and influence them to do word-of-mouth marketing to new audiences about
your business.

https://www.youtube.com/watch?v=NviX41eKrvU
Definition of Terms
◼ Analytics
The greatest asset of digital marketing is that you can measure your
performance and efficiency through Analytics. There are many analytics
tools that would help you analyze and measure your marketing campaigns
through website, blog, social media channels and paid advertising. The
analytics data is crucial for increasing your performance and also for
generating more leads.

◼ Google Analytics
Is a premium web analytics service offered by Google that tracks and
reports website traffic, currently as a platform inside the Google Marketing
Platform brand. Google launched the service in November 2005 after
acquiring Urchin. https://www.youtube.com/watch?v=gBeMELnxdIg&t=393s

◼ Google Analytics is now the most widely used web analytics service on the
web. Google Analytics also allows gathering usage data
from iOS and Android Apps, known as Google
Analytics for Mobile Apps.
https://www.youtube.com/watch?v=mreOWm3e9lg
Definition of Terms
◼ Google Analytics contd….
Do you have a blog? Do you have a static website? If the answer is yes,
whether they are for personal or business use, then you need Google
Analytics.

◼ Questions that Google Analytics can answer:

 How many people visit my website?
 Where do my visitors live?
 Do I need a mobile-friendly website?
 What websites send traffic to my website?
 What marketing tactics drive the most traffic to my website?
 Which pages on my website are the most popular?
 How many visitors have I converted into leads or customers?
 Where did my converting visitors come from and go on my website?
 How can I improve my website's speed?
 What blog content do my visitors like the most?

◼ https://moz.com/blog/absolute-beginners-guide-to-google-analytics
Definition of Terms
◼ Affiliate Marketing
A marketing arrangement by which an online retailer pays commission to an
external website for traffic or sales generated from its referrals.

◼ Affiliate marketing involves a merchant paying a commission to other

online entities, known as affiliates, for referring new business to the
merchant's website.

◼ Affiliate marketing is performance-based, which means affiliates only get

paid when their promotional efforts actually result in a transaction.
Definition of Terms
◼ Remarketing
Involves targeting customers who have already viewed something on your
site or demonstrated interest in your products. It offers a means of re-
engaging customers who might have been browsing pages on your site, but
did not follow through with a conversion.
https://www.youtube.com/watch?v=sfuWZqMIrZo

◼ A remarketing program will allow you to track certain pages on your

website. This will allow you to identify the customers who spent time on
those pages without converting. For example, many brands will track their
shopping cart pages, so they can target those who abandon their shopping
carts.

◼ Once you have identified the targets, you can then display specialized ads
that promote the products they already viewed. These ads will be highly
personalized and will promote items that people already showed an interest
in, increasing their relevance.
Definition of Terms
◼ Remarketing
Definition of Terms
◼ Remarketing

https://www.youtube.com/watch?v=5prVNuM0Kho

Customers appreciate remarketing ads because the ads offer reminders of

products and brands that the consumer had been interested in before.
These ads therefore spark their interest more than standard ads, providing
an improved user experience.

◼ With the increase in interest that remarketing ads provide, it becomes clear
why this marketing strategy can be effective.

E.g. Kimberly-Clark reports that they see as much as a 50-60% higher

conversion rates for those who receive remarketing ads.

◼ Remarketing offers brands the tools they need to create improved ad

experiences. They can tap into the interests of their customers and display
the content that they have the greatest interest in seeing.
https://neilpatel.com/blog/remarketing-campaigns/
Definition of Terms
◼ Paid Media
Paid media is a good way to promote content in order to drive earned
media, as well as direct traffic to owned media properties. Paying to
promote content can help get the ball rolling and create more exposure.

Social Media sites like Facebook, Twitter and LinkedIn offer advertising that
could potentially help boost your content as well as your website. Another
way to gain more exposure for your content is to pay influencers to tweet or
share your links, impacting the reach and recognition your pieces receive.

◼ Owned Media
Owned media – Owned media is any web property that you can control and
is unique to your brand. One of the most common examples is a website,
although blog sites and social media channels are other examples of owned
media properties too. Channels like social media and blogs are extensions
of your website, and all three are extensions of your brand as a whole. The
more owned media you have, the more chances you have to extend your
brand presence in the digital sphere.
Definition of Terms
◼ Owned Media Contd…

Using retargeting, pay-per-click and display ads is an effective and more

direct way to drive searchers to your owned media sites like your website, to
help increase traffic and/or conversions.
Definition of Terms
◼ Earned Media
If owned media sites are the destination then earned media is the vehicle
that helps people get there.

◼ What good is a website or social media site if no one is seeing or interacting

with it? That’s where earned media comes in.

◼ Earned media is an essentially online word of mouth, usually seen in the

form of ‘viral’ tendencies, mentions, shares, reposts, reviews,
recommendations, or content picked up by 3rd party sites.

◼ One of the most effective driving forces of earned media is usually a

combined result of strong organic rankings on the Search Engines, and
content distributed by the brand. First page rankings and good content are
typically the biggest drivers.

◼ Rankings on the first page of the search engines place your owned media
sites and content links in a position to receive higher engagement and
shares, which is why a good SEO Strategy is crucial.
Definition of Terms
◼ Earned Media contd …

When it comes to brand content, interesting, informative content can come

in all shapes and sizes. Whether it be a blog, infographic, video, press
release, webinar or e-book, the bottom line is that the content has to be
worthwhile in order to receive the valuable earned media; which is why a
great content strategy is also important.

◼ All three elements, owned, earned and paid are important to a digital media
strategy. It’s up to you to evaluate these three themes and decide where to
allocate your resources to make the most sense for your brand.

◼ Owned media sites are an extension of your brand and create additional
avenues for people to interact with your brand. When it comes to owned
media, as long as you can keep up with the maintenance, the more the
merrier.
Definition of Terms
◼ Earned Media contd …

Earned media is the equivalent of online word of mouth and is the vehicle
that drives traffic, engagement and sentiment around a brand. While there
are different ways a brand can garner earned media, good SEO and content
strategies are the most controlled and effective.

◼ Paid media is a great way to promote content in order to generate more

earned media and can also be used to drive traffic directly to your owned
media properties.

◼ While each element has its own role, using all three together will make your
digital media strategy that much more effective.
Definition of Terms

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https://www.youtube.com/watch?v=0RiPrhAbPDc
Definition of Terms
Pay-per-Click Campaigns
◼ Finally, you need something to set your digital marketing strategy on
fire, and that element is a pay-per-click.

◼ Pay-per-click (PPC), also known as cost-per-click (CPC), is an

internet advertising model used to direct traffic to websites, in
which an advertiser pays a publisher (typically a website owner or a
network of websites) when the ad is clicked.
https://www.youtube.com/watch?v=AvLcKBOONgs

◼ A pay-per-click campaign gets you to the top of the search results

instantaneously (remember, organic search takes time), and even
though you are paying for these clicks, it is a great way to get
targeted traffic to your site.

◼ A PPC campaign can also be a valuable tool for keyword research.

https://clutch.co/agencies/ppc
Definition of Terms
◼ Search Engine Marketing (SEM) is a form of Internet Marketing
that involves the promotion of websites by increasing their visibility
on search engine results pages (like Google) primarily by pay-per-
click advertising
Definition of Terms
◼ SEO and SEM
What Is the Main Difference Between SEO and SEM? The main
difference between these two terms is that search engine optimization is
simply a component of search engine marketing. SEM includes components
of paid search, such as PPC and also SMM (social media marketing).

◼ So How Does SEO and SEM Actually Work Together? When done
correctly the two complement one another extremely well. Your SEO efforts
are for gaining organic listings.

◼ SEM helps you create a more effective and targeted advertising campaigns
that helps your website get found for the words you don't rank for
organically.

◼ SEO: earning traffic through unpaid or free listings.

◼ SEM: buying traffic through paid search listings.

https://www.youtube.com/watch?v=6UdbRhqNYhk
https://www.youtube.com/watch?v=4eEjAkGmbqU
Definition of Terms
◼ Website Audit
Website audit is a full analysis of all the factors that
affect website's visibility in search engines.

◼ Website audit is completed solely for marketing purposes. The goal is to

detect weak points in campaigns that affect web performance.

◼ You can think of an SEO Audit as an evaluation of a website that grades

the site for its ability to appear in search engine results pages (SERPs).

◼ Audits are completed by checking each step on your audit list and finding
any issues that need to be repaired or improved to boost your page's search
engine performance.
Definition of Terms
What is A/B Testing?

◼ Businesses want visitors to take an action (conversion) on the website and

the rate at which a website is able to drive this is called its "conversion rate.“

◼ A/B testing is the practice of showing 2 variants of the same webpage to

different segments of website visitors at the same time and comparing
which variation drives more conversions. The one that gives higher
conversions wins!

◼ Use website analytics tools such as Google Analytics, heat-maps, surveys,

and user tests to collect data on visitor behavior and track metrics. Make
observations to identify the problem area in your conversion funnel and find
out what is stopping visitors from converting.

◼ A/B testing lets you systematically work through each part of your website to
improve conversions.
◼ https://www.youtube.com/watch?v=9zAQw6UhQLs
Definition of Terms

◼ Conversion funnel is a phrase used in e-commerce to describe the journey a

consumer takes through an Internet advertising or search system, navigating an
e-commerce website and finally converting to a sale.

◼ The conversion funnel is a tool used by ecommerce professionals to help

optimise the usability of their online assets.
The ecommerce conversion funnel monitors all stages on the path to a
completed transaction.

◼ The digital marketing funnel definition it's a framework to help define,

understand, and follow the different stages buyers pass through during the
customer lifecycle.

https://www.youtube.com/watch?v=UE-E5DFeF3o
Definition of Terms
◼ “Conversion funnel” (also known as “sales funnel”) is a term that helps you to
visualize and understand the flow through which a potential customer lands on your
site and then takes a desired action (i.e. converts). This process if often described as
a funnel because, as a marketer, you are guiding the customer toward your
conversion point.

◼ “Conversion” This phase is when shoppers take your desired action. Although this
desired action could be signing up for your newsletter, we’re focusing on guiding
shoppers to convert into customers.

◼ Page Rank a value assigned to a web page as a measure of its popularity or

importance, used to determine the order in which search engine results are
presented.
◼ "the more pages linking to and from your blog post the more credible it will look to the
search engine bots, pushing your page rank upwards“

◼ PageRank is an algorithm used by Google Search to rank web pages in their search
engine results. PageRank was named after Larry Page, one of the founders of
Google. PageRank is a way of measuring the importance of website pages.
How do I SEO my website?
◼ Content Optimization and Submission

1. Create page titles. Keyword-based titles help establish page theme and
direction for your keywords.

2. Create meta tags

3. Place strategic search phrases on pages

4. Develop new sitemaps for Google and Bing

5. Use different search engines to find sites or web pages similar to yours. Check
that your website or web pages appear in the results from each search
engine. If don't, submit your site using the search engine's submission
instructions. Ask relevant web sites to link to a page of your site.
https://www.youtube.com/watch?v=U5c7rSriAC0

◼ http://www.seowebpageanalyzer.com/
 How to drive traffic
◼ Driving Traffic: In order for there to be people to drive
into your marketing funnel, there first has to be traffic on
your website. There a variety of ways you can drive
traffic to your website.

https://www.youtube.com/watch?v=nTZW3geqylM

https://www.youtube.com/watch?v=7zUGrXasU7U
How to drive traffic to your website
◼ Quality Content: Use content such as blog posts, press releases and
articles on authority websites. Insert links to various places on your website
within this content to build your brand name through exposure and drive
traffic to your website.

◼ Keyword Strategy: Inserting related keywords into content will help your
content and website show up in more search results, this leads to higher
volumes of web traffic.

◼ Website Optimization: Ensuring that your website is optimized and

functioning at it’s best is essential. People don’t want to visit a website that
doesn’t work properly.

◼ Social Media: Use engaging social media posts to attract more traffic to
your site. Using pictures, video, and other relevant media will help your
posts get more engagement.

◼ Pay-per-click advertising
Big data

◼ https://www.youtube.com/watch?v=bAyrObl7TYE

◼ https://www.youtube.com/watch?v=dK4aGzeBPkk

◼ https://www.rd-alliance.org/group/big-data-ig-data-development-
ig/wiki/big-data-definition-importance-examples-tools