DIGITAL MARKETING TECHNIQUES

Week 10

Other Digital
Marketing Channels
Top 10 digital marketing trends
(2023)

1. Influencer marketing will evolve into a common marketing tactic.

2. Video marketers will keep content short.
3. Social media will become a customer service tool.
4. More businesses will leverage SEO to concur search traffic.
5. Mobile optimization will be even more important.
6. More companies will prioritize social responsibility.
7. Aligned marketing and sales teams will win.
8. Experiential marketing could make a comeback.
9. Inbound marketing will remain a best practice for growing brands.
10. Virtual reality (VR) and augmented reality (AR) will experience slow adoption in the
marketing sphere.

(Hubspot, 2022)
Experiential Marketing
 OTHER TOOLS

 SEO (Search Engine Optimisation)

 SEM (Search Engine Marketing) inc Pay Per Click (PPC) advertising
 Email Marketing
 Influencer marketing, Affiliate marketing, Referral marketing, Partnership
marketing
 Video marketing
 Mobile Marketing
 Display advertising
SEO

 SEO, or search engine optimization, is the process of optimizing websites so that they rank
well on search engines through organic (non paid) searches. This is one of the most crucial
marketing strategies for any business.
 Because Google aims to provide a positive user experience for its searchers, it wants to
present the best possible information available. Therefore the focus of SEO efforts should
be the process of making sure search engines recognize your content as the leading
information on the web for a particular search query.
AN EXAMPLE

SEM
SEO
HOW DOES SEO WORK

 Robots crawl websites

 These bots scan the code
 They determine whether the content is useful to searchers
 They add these pages to their index.
 The index is essentially all possible web results that a search engine stores to provide to a potential
searcher
 When someone searches, their algorithm matches the user’s search query to the relevant
information in their index, providing searchers with an accurate answer to their query.
 Google does not release specifics about their algorithm or process – so this is tricky/impossible for
marketers/web developers
ON-PAGE AND OFF-PAGE SEO
ADVANTAGES AND CHALLENGES OF SEO

 Advantages:
 Increased website visibility
 cost effective
 help you generate traffic and conversions over years
 create higher credibility and trustworthiness for your site

 Challenges:
 It is not a quick process
 Results can be unpredictable
 Competitive/aggressive
 Technical expertise needed
HOW TO IMPLEMENT SEO

1. Make an SEO plan

2. Do keyword research
3. Optimize page speed
4. Write your title tags and meta descriptions
5. Implement alt text
6. Create internal links
7. Work on external links
8. Check that your site is mobile friendly
9. Analyze results
DIFFERENT TYPES OF SEO

 White-Hat SEO
 Black-Hat SEO
 Gray-Hat SEO
 Technical SEO
 International SEO
 Local SEO
 E-commerce SEO
 Content SEO
THE DIFFERENCE BETWEEN SEO AND SEM

•SEO - An approach that uses organic methods to

appear in search results.

•SEM - An approach that uses paid methods to

appear in search results.
 SEM – WHAT’S IT ALL ABOUT?

• Setting up and optimizing paid ads, using Search

Ads (text ads), Shopping Ads, Display Ads, Gmail
Ads, YouTube Ads

• When users search for specific terms that the

advertiser is running ads against, they will see a
custom ad, usually at the top of the SERPs. Or, in
some cases, shopping ads. Every time the ad is
clicked, the business pays for this.
BENEFITS OF SEM

 Speed
 Control
 Integration

 Downsides:
 Click-fraud
GOOGLE ADS EXTENSIONS

 Google Ads extensions extend your ads, claiming more impact on search engine results
pages (SERPs) and helping searchers make decisions.

 Benefits:
 They allow you to provide more information
 They increase your visibility on SERPs
• Improved lead quality
• Better ad ranking
• Better use of your PPC budget
Extensions

Location extensions
Product extensions

Site link extensions

Extensions

Seller rating extensions

Call out extensions

Call extensions
Extensions

Price extensions

App extensions
Extensions

Promotion extensions

Lead form
extensions
Extensions

Video extensions

Image extensions
Extensions

Video extensions

Image extensions
Extensions

Affiliate extensions
Extensions

Mobile Desktop
Paid Ad with Extensions

Mobile Desktop
Other e.g.
VIDEO MARKETING
SOME EXAMPLES
VIDEO MARKETING FORMATS
Email Marketing
• An effective way of engaging with an audience
• An organisation can utilise their newsletter, database or one-off
communications (e.g. past purchasers of a particular product) to
email offers, information, photo, videos, competitions, et
• The list should be segmented
• The list should also be tested – A/B or multivariate
• The content should be tailored
• Aim should be to ensure, purchase or deepen a relationship
What is Email Marketing?
• Outbound email marketing
• Where email campaigns are used
as a form of direct marketing to
encourage trial and purchase and
as part of a CRM dialogue
• Inbound email marketing
• Where emails from customers
such as service enquiries are
maintained
3 billion emails are sent every day (a
global average of 41 emails per
person) Direct Marketing Association

53% of consumers state that too

many irrelevant emails are received
Email is the primary channel for
consumers for pre and post purchase
comms.

Yet

73% of marketers say they're not

confident in their email marketing
skills.
 Email maturity model

https://www.clickz.com/wp-content/uploads/2016/10/maturity-model-stages.jpg
Great email marketing skills
• Data
• Strategy
• Campaign and In-life planning
• Creative & Content
• Segmentation, Targeting & Personalisation
• Automation; Trigger Sends & Content
• Reporting, Analytics & Trend Measurement
• Testing & Optimisation
• Technology
The power of email - control

SPECIFIC AUDIENCE RELEVANT MESSAGE RIGHT TIME

Developing your email campaign strategy

OBJECTIV AUDIENCE MESSAGIN CAMPAIG DATA

ES G N FORMAT BRIEF

• SMART • All or • Reflects • One or multiple • Identify who

• Linked to CTA’s segmented audience goals journey sends exactly you’re
• Campaign • Personalisation and purpose • Scheduled or sending to
supports & variation • Links to automated • Detail the data
marketing and defined objectives • How does it link parameters
business • “Show me you • Relevance from to other channels
ambitions know me” tailored content
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Know, Think, Feel and Do

Whenever you create an email, news story, blog, web content or social
media post, ask yourself “what do you want your customers to ‘know’,
‘think’, ‘feel’ and importantly ‘do’ having seen your communication?”

39
Interactive
Email Content
Examples
Hotspots

Provide greater detail without

cluttering design

Highlights product features & benefits

Carousels or Image Galleries

Adds visual interest and

showcases multiple items
within a limited email space.
Accordion and Toggle

These elements offer a way to

organize content within your
email while empowering the
user to choose what they want
to see.
Flip cards

Provide key information in both

a fun and engaging way.
Parallax scroll

Visually interesting and provides

a reason to engage
 Opt-in Email for Customer
Acquisition
• Cold email campaign
• Recipient receives opt-in email from an organisation
that has rented an email list
• Co-branded email
• Customer receives an email from a company they
have an affinity with
• Third party e-newsletter
• A company publicises itself in a third-party e-
newsletter
Opt-in Email Options
• Promotional emails (e.g. Conversion campaigns,
newsletters/in-house list campaign)
• Transactional emails
• Triggered or behavioural email (aka lifestyle email)
Examples – Conversion Emails
Examples – Inhouse Campaign &
Newsletter
Example –
Triggered/Behavioural Email
Email Marketing –
Advantages/Disadvantages
Advantages Disadvantages
• Low fulfilment cost • Deliverability
• Direct response medium • Renderability
encourages immediate action • Email response decay
• Faster campaign deployment • Communication preferences
• Easy personalisation • Resource intensive
• Options for testing
• Integration
Email
Marketing
Success
Factors
Creative
Relevance
Incentive
Targeting or timing
Integration
Conversation
Attributes
Landing page
What is Display Advertising?
“Display ads are paid ad placements using
graphical or rich media ad units within a web
page to achieve goals of delivering brand
awareness, familiarity, favourability and
purchase intent.”

Chaffey and Ellis-Chadwick (2019, p. 432)

Goals of Display Advertising
• Raise brand awareness
• Delivering content
• Enabling transactions
• Shaping attitudes
• Soliciting response
• Encouraging retention
Display Advertising Advantages
& Disadvantages
Advantages Disadvantages
• Reach to drive awareness • Low clickthrough rates
• Direct response • High cost/low efficiency
• Retargeting • Brand reputation
• Available to smaller advertisers • Ad-blockers
• Indirect response
• Media multiplier/halo effect
Purchasing Ad Placements

• Media is purchased on a specific

site or on an ad network
• An ad can be purchased to run on
• Run-of-site (entire site)
• A section of a site
• According to keywords entered on
search engine
• Most common payment method
is CPM, but CPC/CPA preferable
to advertiser.
Programmatic Ad Buying
“Describes the purchase of online display advertising that is aggregated,
booked, flighted, analysed and optimised via demand side software
interfaces and algorithms.”
Types of display adverts
• Traditional display
• Responsive
• Retargeting
• Native
• Social
• Discovery
Types of display adverts
Types of display adverts
Targeting
• Here are some common types of display targeting:
• Contextual Targeting
• Contextual targeting uses behaviour-based keywords, topics or specific
URLs to reach the target user. The ad platform algorithm then analyses
user browsing history and website content to best match your targeting
selection with an ad placement.
• Interest Targeting
• Interest targeting will use predefined or custom audiences known as
“affinity,” “in-market” to reach consumers based on what they are most
commonly searching. Ads are placed based on web content that best
matches the audience selected for targeting.
• Remarketing/Retargeting
• Remarketing serves ads to users that have previously interacted with
your web property within a specified time frame but without completing
a desired action. A large variety of interactions can be used for
retargeting – like users visiting a specific page (or combination of
Affiliate marketing
• Paying third parties, such as bloggers, publishers,
influencers, entrepreneurs, and other website owners, to
promote your products. It’s basically a pay-for-performance
marketing program through which you outsource sales
promotions to a network of affiliates.

• When someone clicks through and completes a purchase, the

affiliate earns a payment from the brand based on an
agreed-upon percentage. No payments are made unless
actual transactions are completed. As such, affiliate
marketing has tremendous upside for brands with only a
limited downside.
Influencer marketing
• ….when a brand builds awareness and trust for a
product among an influencer’s followers (or fans) by
leveraging the influencer’s clout.

• Helps to build trust and valuable brand equity among a

targeted community.
Partnership marketing
• …two businesses working together to create a mutually
beneficial marketing campaign.

• Enables you to quickly double your reach.

• The correct partnership is key
• As is mgmt. of the partnership
Referral marketing
• People listen to their friends, family, and online peers.
• On average, referral marketing generates 3X–5X higher
conversion rates than other channels.
• Referral marketing often comes in the form of online
reviews, comments on product listings, and social media
discussions.
• An effective way to engage in referral marketing is to
ask for referrals –use an incentive, a marketing app or a
referral app for this
Mobile marketing
• connects companies with people on their mobile devices.
• mobile has 58% of the device market share compared to desktop with 39%.
• Mobile advertising spending worldwide reached a whopping $288 billion in 2021.

• Your messaging should be concise and relevant

• Utilize geofencing (Geofencing combines awareness of the user's current location
with awareness of the user's proximity to locations that may be of interest. To
mark a location of interest, you specify its latitude and longitude)
• Use QR codes
• Align your marketing with what they are doing (Are they on their way to work?
Then send them a QR code for a discount on coffee.)
• Use reminders and notifications
Some effective examples
Some
effective
examples
Augmented, Virtual and Mixed Reality
• Virtual Reality, or VR, is a simulated and immersive
experience projected by a device into the user’s sight.
Augmented Reality & Mixed Reality
• Augmented Reality, or AR, adds to our perception of the
world by overlapping computer generated graphics,
images, or a set of interactive data.

• Mixed reality is a hybrid of VR and AR and aims to offer

the best of both worlds. For instance, while it uses a
headset just like VR, seeing through a translucent
viewport or glass, it also projects visuals on top of our
environment.