Unit-4

Digital Marketing & E- Commerce

 UNDERSTANDING DIGITAL MARKETING STRATEGIES

Definitions

➢A digital marketing strategy is a set of planned actions performed online to reach specific business goals. In simple
terms, this means performing consistent actions at the right time via the most suitable online channels to increase
revenue and improve relationships with organization's audience.

➢A digital marketing strategy is a plan that outlines how organization's business will achieve its marketing goals via
online channels like search and social media. Most strategy plans will summarize which online channels and digital
marketing tactics organization will use, plus how much organization will invest in these channels and tactics.
A digital marketing strategy is needed to provide consistent direction for an organization's online marketing
activities so that they integrate with its other marketing activities and support its overall business objectives:

➢ Define digital marketing objectives that support marketing objectives;

➢ Provide a future direction to digital marketing activities;

➢ Analysis of the organization's external environment, internal resources and capabilities to inform strategy;

➢ Selection of strategic options to achieve digital marketing objectives and create sustainable differential
competitive advantage;

➢ Strategy formulation to address typical marketing strategy options such as target markets, positioning and
specification of the marketing mix;

➢ Identify which strategies NOT to pursue and which marketing tactics are not suitable to implement;

➢ Specify how resources will be deployed and how the organization will be structured to achieve the strategy.
Generally, making a strategy helps organization move more consciously and thus more confidently no matter what
organization do. When it comes to digital marketing, building a strategy can help organization in the following
ways:

➢It motivates organization to learn more

➢It provides real data
➢It structures organization's actions
➢It helps to increase ROI
➢It helps organization reconsider organization's relationships with the audience
 KEY COMPONENTS OF A DIGITAL MARKETING STRATEGY
➢Defining the brand

➢Developing customer personas

➢Defining S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, Time-bound goals.) marketing objectives and
KPIs: E.g., Achieve a 20% increase in leads generated from contact form within the next 6 months.

➢Identifying target markets: Use market research tools such as Google Keyword Planner, Google Trends, and Facebook Audience
Insights to conduct market research and identify potential target markets.

➢Performing competitive analysis: Use web and social analytics tools such as similarweb, Semrush, and SocialBakers to analyze
organization's competitors and conduct a SWOT analysis.

➢Managing and allocating resources appropriately to achieve objectives: Resources include manpower (in-house team or
outsource, external marketing agencies) and budget.

➢Reviewing and optimising campaign performance: Use digital marketing analytics tools such as Google Analytics to track,
measure, and report organization's digital marketing campaigns’ performance.
SOSTAC MODEL FOR DIGITAL MARKETING
STRATEGIES:
SOSTAC is a marketing model developed by PR Smith in the 1990s and later formalized in his 1998 book
Marketing Communications, the subsequent series of SOSTAC Guides to the Perfect Plan and the Perfect Digital
Marketing strategies.
INTRODUCTION TO DIGITAL MARKETING
STRATEGIES
- Encompasses all online marketing efforts
- Utilizes digital channels such as search engines, social media, email, and websites
- Aims to connect with current and prospective customers
- Involves content marketing, SEO, PPC, social media marketing, and email marketing
- Focuses on data-driven decision-making
- Enhances brand visibility and awareness
- Drives online traffic and engagement
- Converts leads into customers
- Measures and analyzes performance metrics
- Continuously optimizes and adapts to changing market trends and consumer behavior
FEATURES OF DIGITAL MARKETING STRATEGY
- Targeted audience: Allows precise targeting based on demographics, interests, and behavior.
- Data-driven: Relies on data analysis and metrics to guide decisions and measure success.
- Cost-effective: Often more affordable than traditional marketing, offering better ROI.
- Interactivity: Engages consumers through interactive content and social media.
- Personalization: Enables customized marketing messages and experiences for individuals.
- Measurable results: Provides clear metrics and KPIs to track performance and effectiveness.
- Flexibility: Easily adjustable and adaptable to changing trends and consumer behavior.
- Omni-channel presence: Integrates various digital channels for a cohesive marketing approach.
- Global reach: Extends brand presence to a worldwide audience.
- Content-driven: Focuses on creating valuable and relevant content to attract and retain customers.
CRAFTING DIGITAL MARKETING STRATEGY
1. Context
•Understand market trends and consumer behavior
•Analyze competitive landscape
•Identify target audience and their needs
•Assess current digital presence and performance
•Evaluate industry benchmarks and best practices
2. Value Exchange
•Define unique selling propositions (USPs)
•Determine what value the business provides to customers
•Develop a content strategy that offers valuable information, solutions, and
entertainment
•Ensure value exchange is clear and compelling across all digital channels
•Foster customer engagement and loyalty through personalized experiences
3. Formulating Marketing Goals
•Set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals
•Align digital marketing goals with overall business objectives
•Focus on key performance indicators (KPIs) like website traffic, conversion rates, and
engagement metrics
•Prioritize goals based on potential impact and feasibility
•Develop a timeline and action plan for achieving each goal
4. Evaluation
•Implement tools for tracking and measuring digital marketing efforts (e.g., Google
Analytics, social media insights)
•Monitor campaign performance against KPIs
•Conduct regular performance reviews and audits
•Collect feedback from customers and stakeholders
•Adjust strategies based on insights and data analysis
5. Ongoing Optimisation
•Continuously test and refine marketing tactics (e.g., A/B testing, multivariate testing)
•Update content and strategies to stay relevant and effective
•Use data and feedback to make informed adjustments
•Stay current with digital marketing trends and technology advancements
•Foster a culture of continuous improvement and innovation within the marketing team
TO KNOW IF DIGITAL MARKETING IS RIGHT FOR
BUSINESS
1. GEOGRAPHICAL EXPANSION
2. COST EFFECTIVE
3. MESAURABLE ANALYTICS
4. HIGHER REVENUE
5. SUPER TARGETED AUDIENCE
DIGITAL MARKETING STRATEGIES
•Search Engine Optimization (SEO)
•Improves website visibility in search engine results
•Increases organic traffic
•Enhances user experience
•Content Marketing
•Creates and distributes valuable, relevant content
•Builds brand authority and trust
•Attracts and retains a clearly defined audience
•Social Media Marketing
•Engages with audiences on social media platforms
•Builds brand awareness and loyalty
•Drives website traffic and conversions
•Pay-Per-Click Advertising (PPC)
•Uses paid ads to drive traffic to websites
•Targets specific keywords and demographics
•Provides immediate results
•Email Marketing
•Sends personalized, targeted messages to a segmented audience
•Nurtures leads and builds customer relationships
•Drives conversions and sales
•Influencer Marketing
•Partners with influencers to promote products or services
•Leverages influencers' reach and credibility
•Increases brand exposure and trust
•Online Public Relations
•Manages online reputation and brand image
•Engages with online communities and media
•Enhances brand credibility
•Video Marketing
•Creates engaging video content for various platforms
•Increases engagement and shares
•Communicates messages effectively
•Mobile Marketing
•Targets users on mobile devices
•Uses SMS, apps, and mobile-friendly websites
•Reaches customers on-the-go
 USING MARKETING ANALYTIC TOOLS TO SEGMENT,
TARGET AND POSITION
Segmentation
A market consists of all such people who have the willingness to buy and the capacity to buy a product or
service. The market for a product or service is generally heterogeneous rather than the homogeneous mass of
customers.
The process of dividing the total heterogeneous market for a product or service into sub-markets or segments,
each of them being homogeneous in all significant aspects, is known as market segmentation.
When a market for a product is divided into subsets of consumers after studying their distinct features and
selecting one or more segments as a target market with a distinct marketing strategy it is called market
segmentation.
According to William J. Stanton, market segmentation is, “the process of taking the total heterogeneous market
for a product or service and dividing it into several markets or segments, each of which tends to be
homogeneous in all significant aspects.”
According to Philip Kotler, ‘market segmentation is a process of identifying groups of buyers with different
desires or requirements’.
DIFFERENT METHODS FOR
SEGMENTATION ON SOCIAL MEDIA:

• Efficiency and significance of

marketing activities change according Geographic
to the market segmentation. The
traditional marketing segmentation
methods have to be adapted to the
online domain as the market structure
changes. In addition Benefit
segmentation is of significance in the
virtual domain. Interest/ Consumer Demographic
Psychographic Segmentation

Behavioral
Geographic Segmentation:
Internet penetration and internet usage rate of the consumers in a specific geographic location will become the
basis of geographic segmentation.
In addition the internet usage trends, purchasing patterns and preferences of consumers and response to change
in technology across a geographical location in a specific product category will be significant.

Demographic Segmentation:
This refers to market segmentation based on demographic variables such as age, gender, Education,
relationship , work.
Demographic factors are the most common criteria for dividing the market into the groups of consumers, which
are as follows:
Most of the demand and need shows a significant change in the effect of demographic change.
These variables are much easier to measure than other variables.
Demographic data of online consumers is easily available from their online profile.
Behavioural Segmentation:
Consumer behavioural segmentation is based on usage time, usage situation, usage, and loyalty, helps to divide the
consumer population into different groups.
Associated factors are occasion, expected benefits, user characteristics, etc.

Interest/Psychographic segmentation:
In psychographic segmentation, customers would be divided into different groups based on their lifestyle,
personality, interest, and consumer personality traits.
Entertainment,
Family & Relationship
Fitness and Wellness
Foods and Drink
Hobbies and Activities
Shopping and Fashion
 CONSUMER TARGETING:
A company cannot concentrate on all the segments of the market. The
company can satisfy only limited segments. The segments the company wants
to serve are called the target market, and the process of selecting the target
market is referred as market targeting.
“The selection of potential customers to whom a business wishes to sell
products or services is known as targeting.”

Predictive Deterministic
On digital platform Targeting can be of two types: Targeting Targeting

❑Online Targeting
❑Behavioural Targeting
Online targeting: Non-deterministic
Targeting
As per Suresh Vittal’s research on applying customer value to online targeting
strategy, Forrester, 2009, consumer targeting in the online world can be
classified into three types.
Deterministic Targeting:
It is also known as rule based targeting.
It is the most commonly used approach and takes the form of ‘If visitors performs the following actions, then
offer x, y and z.’ Or even simpler ‘if visitor belongs to segment A, then offer product x’

Non-deterministic Targeting:
It is also known as self learning.
This is when a decision system applies advanced analytics to train a model and apply it to making decisions
based on visitor behaviour.

Predictive Targeting:
This take the second approach further and applies business rules, constraints, pre-existing segmentation, and
analytical techniques such as decision tree and neural network to drive the targeting process.
This approach also requires the most complete profile of the customers.
Behavioural Targeting:

Behavioural targeting tracks the behaviour of customers. This includes the searches they make and the sites they
visit. It can also include the products they look at the most and what services they use frequently. An AI programme
can catalogue all of this information and use it to guess what the customer wants. This results in targeted ads.
When a customer moves from one site to another, ads show that customer the products they were previously looking
at. This form of targeting assumes that the more time you spend looking at something, the more likely you're to buy
it.

Example:
During a visit to an organization’s online store, a consumer may have viewed items from a particular brand and
behavioural targeting tool may then use the information to show those consumers corresponding banner
advertisements depicting information on the same brand he had viewed earlier.
POSITIONING IN THE ONLINE WORLD:

“Positioning is the act of designing the company’s offering and image to occupy a distinctive (unique) place in
the target market’s mind.”
Dr. Philip Kotler
It is important for a brand to demonstrate its differentiation with regards to competing brands in the online
space. However organizations need to clearly remember that consumer do not go online to buy what is
different. They go online to buy what they remember, Brand need to be attractive enough to generate recall.

Differentiation Content Sharing

• Establish a point of • Create thought • Identification of

differentiation provoking content online domains
• Identification of on the website where prospective
unique attributes • Effective keyword consumer
management population is
present and share
content ads there.
 DIGITAL MARKETING ROI
Digital marketing ROI is the measure of the profit or loss that a company generate on its digital marketing
campaigns, based on the amount of money it has invested.

In other words, this measurement tells a company whether it is getting its money’s worth from the marketing
campaigns. If a company has a positive return on investment, it means that its campaigns are bringing in more
money.

If a company do not measure the success of its campaigns over time, then a company won’t know it’s
performance.

Knowing the ROI of different aspects of its campaigns helps a company better understand where a company
should be allocating its marketing budget for best results.
 KPI TO CONSIDER THE ROI OF DIGITAL MARKETING STRATEGIES

1.General Performance -Traffic, leads, Reach

2.Channel Based -Website, blog, social networks, search engines

3.Source based performance -Direct traffic, Organic search, referrals, email, PPC

4.Campaign based performance -Lead generation, click through, conversions, conversion rates

5.Setting realistic and measurable goals

HOW TO MEASURE DIGITAL
MARKETING ROI?
1. Conversion Rate
Conversion rate is one of the most popular metrics used to track return on investment over time. If the goal of its
marketing campaigns is to convert, then conversion metrics will tell a company how well a company are
accomplishing this goal.

2. Cost Per Lead

If the goal of its digital marketing campaign is to collect new leads for its sales team to close, then a company
need to measure how much a company are paying for each new lead. This will help a company determine what
its return on investment is for that particular campaign.
3. Lead Close Rate
A company can also use this information as a benchmark for new digital marketing campaigns. If a company
find that new campaigns are closing leads at a lower than average rate, it may be time to make some
adjustments.

4. Cost Per Acquisition

Cost per acquisition tells a company how much it costs on average to acquire a new customer. To calculate cost
per acquisition, divide its total marketing costs by the number of sales generated.
5. Average Order Value
Average order value (AOV) is another important metric that can help a company better understand its digital
marketing ROI. This metric tracks the average dollar amount that’s spent when a customer places an order. To
calculate AOV, a company will divide the total revenue by the number of orders.

6 Conversion Rates by Channel

7 Conversion Rates by Device
8 YoY comparisons
9. Return on ad spend (ROAS)
This metric tells a company the revenue (instead of profit) earned for its ad spend but doesn’t factor in other costs
such as the cost of goods sold.

Return-on-ad-spend is useful to a degree, but a company need to fully understand its profit margin to know what
ROAS percentage a company are profitable at.

How to calculate ROAS in digital marketing

If we think of digital marketing ROI as
ROI = (Net Profit/Total Cost)*100,
then Return-on-ad-spend is
ROAS = (Revenue/Total Ad Spend)*100.
For example, say a company spend $100 on ads and get $300 in revenue as a result, but its product also costs $100 to
make.
its ROAS would be 300% [(300/100)*100] but its ROI would only be 50% [(100/200)*100].
 Google Analytics

• Free service offered by Google

• Most widely used website statistics service
• Provides statistics and reports about visitors and transactions on a website.
• At a glance dashboard view as well as detailed reports.
Google Analytics

Measurement, Improve Online

Google Collection & Presence
Analytics Analysis
 How Google Analytics work?

Tracking a Website

• To track a website, you first have to create a Google Analytics account. Then you need to add a
small piece of Javascript tracking code to each page on your site.

• Every time a user visits a web page, the tracking code will collect anonymous information about how
that user interacted with the page.

• The tracking code could show how many users visited a page or how many users bought an item by
tracking whether they made it to the purchase confirmation page.
 Javascript Tracking Code

• The tracking code will also collect information from the

browser like:

• Language: the browser is set to.

• Type of Browser: like chrome, explorer, etc.
• Device
• Operating System
• Traffic Source: what brought users to the site in the first place
This might be a search engine, an advertisement they clicked
on, or an email marketing campaign.
 Javascript Tracking Code
• Establish a User ID and password at google.com/analytics
• To find the tracking ID and code snippet:
✔ Sign in to your Analytics account.
✔ Click Admin.
✔ Select an account from the menu in the ACCOUNT column.
✔ Select a property from the menu in the PROPERTY column.
✔ Under PROPERTY, click Tracking Info > Tracking Code.

• Once you have successfully installed the Analytics tracking code, it can take up to 24 hours for data
such as traffic-referral information, user characteristics, and browsing information to appear in your
reports.
Javascript Tracking Code
 Google Analytics Layout

Left-hand navigation
• To navigate between reports, you’ll use the navigation on the left. Clicking on each of these sections
will expose the reports that belong to each section.
Real-Time Reports
• Real-Time reports let you look at live user behavior on your website including information like where
your users are coming from and if they’re converting.

Audience Reports
• Audience reports show you characteristics about your users like age and gender, where they’re from,
their interests, how engaged they were, whether they’re new or returning users, and what
technology they’re using.
Acquisition Reports
• Acquisition reports show you which channels (such as advertising or marketing
campaigns) brought users to your site. This could include different marketing channels
such as:
• "Organic” (or unpaid search)
• “CPC” (“cost per click” or paid search)
• “Referral” (traffic that comes from another website)
• “Social” (from a social network)
• or “Other,” (a group of low volume traffic sources)
Behavior Reports
• Behavior reports show how people engaged on your site including which pages they viewed, and
their landing and exit pages. With additional implementation, you can even track what your users
searched for on your site and whether they interacted with specific elements.

Conversion Reports
• Conversion reports allow you to track website goals based on your business objectives.

Admin
• The Admin section contains all of your Google Analytics settings such as user permissions,
tracking code, view settings, and filters.
 Understanding Overview Reports
Metrics
• There are a number of helpful metrics beneath the line graph:
• “Sessions” are the total number of sessions for the given date range.
• “Users” are the total number of users that visited for the given date range,
• “Page views” are the total number of times pages that included your Analytics tracking code were
displayed to users. This includes repeated viewings of a single page by the same user.
• “Pages per session” is the average number of pages viewed during each session. This also includes
repeated viewings of a single page.
• “Average session duration” is the average length of a session based on users that visited your site in
the selected date range.
• “Bounce rate” is the percentage of users who left after viewing a single page on your site and taking
no additional action.
• “Percent of new sessions” is the percentage of sessions in your date range who are new users to
your site.
 ONLINE PR AND REPUTATION MANAGEMENT

➢Online Reputation Management, or ORM, is a multi-faceted concept that is aimed at creating a positive public
perception of a brand, business, or person. Reputation management includes monitoring reputation, addressing any
content or customer feedback that could damage the brand, and using strategies to prevent and solve problems that
could damage an entity's reputation.

➢Both public relations (PR) and online reputation management have the same goal: portraying the company in the
best possible light. The main difference between the two is how they achieve that goal.

PR firms work externally, such as through advertising and coordinated media promotional efforts. organization's
mostly a proactive effort to strengthen brands instead of minimizing attacks on companies (though PR firms do
sometimes handle damage control).

Online reputation management, on the other hand, is most often reactive. It involves looking for and responding
to potentially damaging content from other people or companies. Most of the work that goes into ORM is
handled internally by brands rather than by an external firm.
➢In a nutshell, ORM is all about monitoring and managing your brand’s reputation across the web, about ensuring that your
business is properly represented and that potential customers are left with a great impression on who you are and what you
do.
➢Multiple channels fall within Online Reputation Management, let’s think about them in terms of the PESO model.
 ONLINE REPUTATION MANAGEMENT STRATEGIES
➢Answer Promptly and With Empathy
Sometimes the best ORM happens before a negative comment or review is posted. When customers ask questions,
whether by messaging you directly or posting on social media, you should respond right away.
If you don’t respond to customer questions quickly, it can cause a private message to turn into a negative public
statement.
➢Address Negativity Up Front.
It can be tempting to discount negative comments and reviews from customers. After all, why would you want to draw
attention to them by responding? But the truth is that you’re doing your company a disservice by ignoring unhappy
customers. Of the 82% of consumers who read online reviews, 97% also read the business’s responses. Addressing negative
reviews is a way to show customers that even if they have an issue with your company, you will be there to take care of it.
➢Own Up To Your Mistakes.
If your company faces scrutiny for a real or perceived scandal, it always helps to apologize.
Showing remorse diffuses tense customer situations and strengthens relationships with consumers. It also shows
shoppers that your company is honest and transparent.
Craft your apology with a genuine intention to own up to and resolve the issue. Directly address the main concerns raised
by consumers and the media and describe what you are going to do to resolve the situation.
➢ Stay on Top of Your Search Results
Most marketers think of SEO as a way to keep their brand visible. But organization's also an essential tool
for minimizing visibility of negative press and content associated with your brand.

For example, when you Google Taskade, the top results are all directly related to the company, including their business
page, main page, social media, and positive reviews.
➢Automate Online Reputation Management
Instead of manually combing through websites and social media on your own, save time by using software that automates ORM
tasks.
One of the simplest monitoring tools is Google Alerts. Simply enter your brand name in the tool and receive notifications of media
and news stories that talk about your company. That way, you will know right away when your company is being talked about, and
you can quickly respond if necessary.
The tool Brand24 goes one step further. Instead of just crawling news stories, it also monitors social media for mentions of your
brand. It can even perform a “sentiment analysis,” looking at key emotion words in reviews to let you know how people feel about
your brand.
 SOCIAL MEDIA ANALYTICS

“Social media analytics (SMA) refers to the approach of collecting data from social media sites and blogs and evaluating
that data to make business decisions. This process goes beyond the usual monitoring or a basic analysis of retweets or ‘likes’
to develop an in-depth idea of the social consumer.”

Social media analytics may involve:

➢A single social network. This approach can be useful when you’re looking into the results of a specific social media
campaign.

➢All the social media networks your business is active on. This approach is useful for long term goal-setting and
assessing the business impact of your social media presence.
 SOCIAL MEDIA ANALYTICS TOOLS
➢Hootsuite Analytics

✓Paid tool

✓Hootsuite Analytics offers a complete picture of all your social media efforts in one place. This simplifies your social
media analytics work. It saves time and makes it easy to compare aggregate results across networks.

✓You’ll see key metrics for each of your social posts, including:
Clicks
Comments
Reach
Shares
Video views
Video reach

✓You’ll also see metrics for each of your profiles, including follower growth over time. You can select the metrics that
matter most to you so you can see all the relevant results at a glance.

✓You can use the customizable templates to track, analyze, and monitor your performance on each social network. And
with just one click, you can export these reports to Excel, PowerPoint, PDF, or CSV.
➢Google Analytics

✓Free tool
✓While organization's not a social media reporting tool per se, you can use it to set up reports that will help you:
✓See which social media platforms give you the most traffic
✓See what content works best with on which social networks
✓Make sure that you’re attracting the right audience on social media with demographic data
✓See how many leads and other conversions your business gets from social media (sales inquiries, trials, email
signups, etc.)
✓Calculate the ROI of your social media campaigns
➢ Brandwatch

✓Paid tool
✓Brandwatch is a powerful tool with five easy-to-use social media analytics report templates:

▪Summary: A high-level view of social conversations about your brand, competitors, or keywords.

▪Trends: A report on the conversations and accounts influencing a specific topic or hashtag, including mentions per hour or
minute.

▪Reputation: A checkup on sentiment trends you might need to monitor or address.

▪Influencers: A report to help you identify influencer marketing opportunities relevant to your brand and analyze their
activity.

▪Competitor comparison: Benchmarking social media data for conversation volume, sentiment, and share of voice.
➢Facebook Analytics
✓Free tool

✓Facebook actually offers three built-in social media analytics tools. Since they all cover aspects of Facebook Page analytics.

✓The stand-alone Facebook Analytics tool is no longer available as of 1 July 2021.

✓Here are the key data points one can collect from each of the three in-platform Facebook analytics tools.

oFacebook Page Insights: Page and post engagement, post and story reach, recommendations, responsiveness, video views,
follower growth, orders and earnings, when your audience is online, and competitor benchmarking.

oFacebook Audience Insights: For both your existing audience and the overall Facebook audience, track demographic factors like
age, gender, job title, and relationship status; interests and hobbies; life events; and which other Facebook Pages they like.

oFacebook Ad Center: Ad spend, people reached, post engagement, and link clicks.

oMeta Business Suite

➢Twitter Analytics
✓Free tool
✓Twitter analytics is divided into three main sections. There’s the “Account home” overview, the Tweet activity
dashboard, and the campaign dashboard. Here’s what one can track in each section:

oAccount home: This screen offers monthly highlights. You’ll find your account’s top tweet, top follower and top
mention. organization's a good place to get a snapshot of your best performing content and identify
potential influencers or brand ambassadors.

oTweet activity dashboard: Track the engagements and impressions on your tweets over a selected period. You
can click on any Tweet to get more data, including video views, link clicks, retweets, replies, and more. Click Top
Tweets to get a list of your best performing Tweets with all of their metrics.

oCampaign dashboard: Track your Twitter ads. Metrics include impressions, reach, engagement rate, and cost
per action. If you set up conversion tracking, you can also get details about how your Twitter ads drive
conversions on your website.
 APP MARKETING
Marketing a mobile app effectively involves defining a target audience, learning how to reach them, how to communicate with them, and analyzing
their in-app behavior to make continuous improvements as users move through the acquisition funnel. Ultimately, the goal of a mobile app marketing
strategy should be to acquire users that will not only drive repeat engagement but will also become loyal advocates for the product.

Three stages of a mobile app marketing strategy

1. The Awareness, Or Pre-Launch Stage

oDetermine A Release Date
oConduct Market Research To Understand Your Customers
oCreate User Personas
oConduct A Competitive Analysis
oCreate A Website, Or Landing Page
oOutreach Initiatives
oPromote On Social
oCreate A Content Marketing Strategy
2.The Acquisition Stage
oPaid Strategy
oApp Store Optimization (ASO)
oPitch To Apple’s Editorial Team To Be Featured In The App Store

3.The Retention Stage

oEstablish Two-Way Communication
oPush Notifications

Steps For Continued Success

oConsider A Burst Campaign
oOffer A Referral Bonus
 GAMIFICATION
➢In terms of digital marketing, gamification can be defined as a set of all dynamic and entertaining solutions and elements you integrate into your website, app or email campaigns
to make user’s experience with your service more diverting and engaging.

➢Carrying a sense of competition, gamification triggers excitement and gambling, encouraging people to get eager for achievements and rewards. And surely, people would use
more often the website or app they have previously enjoyed interacting with.

➢Gamification marketing involves incorporating gaming elements into a non-gaming context to improve engagement levels and encourage users to take specific actions.

➢It makes the user experience more enjoyable and results in better satisfaction. The visitor who got fun browsing your website is more likely to recommend it to friends.

➢Gamification increases

✓average website session time;

✓average time spent reading an email;

✓CTR

✓Audience engagement;

✓Social sharing.
 Main Principles of Gamification
1. Achievable task

Quiz, wheel spinning, puzzle, matching – whatever the task you offer to solve, it shouldn’t be too complicated so that anyone can
solve it.

2. Clear rules

The rules and conditions should be simple and understandable for everyone. If the challenge is complicated and takes too much time,
people would quit without completing it.

3. Engaging design

Whatever element of gamification you use, it should have a distinguishable design and differ from the same solutions by competitors.
For example, when using a website quiz, support the questions with corresponding images or GIFs: people perceive short pieces of
text better when they’re intermixed with some dynamic elements.

4. Fun process

Nobody likes boring games. Of course, people would spend their time expecting some incentive at the end, but the gaming routine
should be fun as well.

5. Reward

Don’t unlock the exact prize, it would kill the excitement. However, people should know there is something for them at the end.
Gamification Examples
✓Wheel of Fortune
✓Quiz
✓Badges
✓Custom DIY
✓I Spy
✓Spot the Differences
✓Crossword
✓Maze
✓puzzle