Marketing Digital - Notas

Tendencias Marketing

• IA generativa

• marketing predictivo

• videos cortos

• RV

• comercio social

• comercio social

• transparencia de influencers

• automatización con IA

• newsletters y podcast

• sostenibilidad

• interacción humana

Personalización y digitalización

modelos de negocios

• B2B — business to business

• B2C — business to consumer

• D2C — direct to consumer

• C2C — celebrities to consumer

marketing tipos — marketing 1.0, 2.0, 3.0, 4.0

1.0 — producto primero y sin emociones/discusiones porque son necesidades

• marketing centrado en producto

• consumidores con necesidades físicas

• valor económico

• comunicación unidireccional

2.0 — consumidor primero y más comunicación

• marketing centrado en consumidor

• satisface y retiene consumidores

• valor en persona

• comunicación bidireccional

3.0 — más conexiones e interacciones — el consumidor no lo necesita

• marketing centrado en valores

• crea un mundo mejor

• valor en medio ambiente

• Comunicación multidireccional

4.0 — emociones del cliente

• marketing centrado en propósito social

• colaboración entra marca y sociedad

• valor en las necesidades emocionales del cliente

• comunicación omnidireccional

5As del marketing

• aportar: contenido de valor para el usuario

• ayudar: al cliente y no pensar solo en las ventas

• anticipar: novedades y cambios de mercado

• automatizar: tareas y procesos

• adaptar: a las preferencias de tu buyer persona

roles of traditional and digital marketing

• 1. enjoyment (aware and appeal)

• 2. experience (appeal and ask)

• 3. engagement (act and advocate)

7 Ps de MD

• people

• product

• price

• placement

• promotion

• purchase

• post-purchase

5 Ds of managaging digital marketplace interactions

• digital devices

• digital platforms

• digital data

• digital tech

• digital media

knowing who your key audience is and where to reach them

outbound (interrupción) vs inbound (atracción) marketing

outbound

• looking out for consumers and hunting them down —- interuption

• more agressive

• buisnness to consumer

• SEM, display ads, video ads, CPC, CR, CTR

• tagret potential customers — cast a large net

• goal is sales, awareness, and leads — short term

• outbound is interupting and seeking people out

inbound

• drawing consumers in and attracting them

• less invasive

• cheaper but more competition

• creation of content, SEO, optimization

• community, realionships, awareness —- long term

• inbound is attraction and drawing people in

digital media channels

• SEM

• online PR

• online partnerships

• SMM

• opt in mail

• display ads

• offline communications should be aligned wiith online

SEO vs SEM

SEO

• plabras claves y marketing de contenidos

• orgánico

SEM

• anuncios y enlances pagados

• compra de plabras clave

brand vs performance marketing

brand marketing

• inound marketing

• build relationships and raise awareness

• long time to come to term but long term effects — top of mind awareness

• difficult to measure

performance marketing

• outbound marketing

• short term objectives like converting traffic to sales

• easy to measure

marco del performance marketing — 4 paseos

1. atracción de tráfico

   1. top of search results

   2. inbound/brand marketing part of raising awareness and appeal

   3. the most important part of MD: you need interest and engagement

2. conversión de tráfico

   1. how is your traffic and what quality does it have — KPIs

      1. tasa de rebote

      2. número de páginas vista

      3. duración

      4. conversion rate shows if your traffic was good

         1. why might it not be good?

      5. quality over quanity

3. retención de cliente

   1. how did you attract clients — what methods were used

      1. SEO, SEM, display ads, content marketing, SMM, email, references, infliencer marketing

   2. how much is enough

      1. unique visitors

   3. what type of traffic — how did they get to your site

      1. tráfico directo

      2. búsqueda orgánico

      3. búsqeda de pago

      4. publicada display —- banners

      5. referencia/backlinks

      6. emails

      7. RRSS

4. retención del tráfico

CPA: costo por adquisición

how much is costs to adquire a consumer per each mode of marketing

• ex: news letters have a low cost and high conversion rate

métricas por las RRSS

• aumentado de seguidores

• likes

• número de posts

• engagment

  • interacciones / volumen de sequidores = engagement —— un porcentaje

• días y horas con la mayoría de actividades

• public vs private metrics

• different types: ej: like vs saved

7 tipos de clientes

• cliente solo en tienda: búsqueda de productos, decisión de compra y adquisición en la tienda física 

• cliente solo web: consumidores que se informan, toman la decisión de compra y realiza la compra online 

• cliente ROPO (research online, purchases offiline … webrooming): que investiga one-lone, pero compra en tiendas física 

• cliente RTB (research, testing, buying): que investiga online, testea en tiendas físicas y compra on-line 

• store to direct: son la compras que se realiza online pero que el consumido previamente ha buscado y se ha informado en la tienda física 

• cliente showroomer: que investiga en las tiendas físicas y después compra lo más económico posible online — price sensitive

• CyC (click and collet o in-store pickup): consumidores que realizan las compra online, pero recogen los productos ya comprados en la red en las tiendas físicas

5 tipos de consumidores

• consumidores adictos a la actualidad y noticias

• consumidores solicitantes

• consumidores entusiastas

• consumidres de confianza: loaylty, partnership

• cosumidores sociales: UGC; earned media

características y hábitos del consumidor digital

características

• multicanalidad

• alta conectividad y uso de móviles

• personalización

• opiniones y recomendaciones

• sensibilidad a la privacidad de datos

hábitos

• compra en línea

• experiencia del cliente

• interacción en RRSS

• comunicación con empresas

trayecto a trazar en el mapa de la experiencia del cliente

• Acciones: qué está haciendo tu cliente

• motivaciones: qué impulsa al cliente a continuar al siguiente punto

• preguntas: cuáles son las dudas del cliente

• punto crítico: qué tipo de obstáculos imiden a tus clientes pasar a la siguiente etapa

you have to understand your cliente and what motivates them and how they act - constant loop

digital consumer journey

• awareness → consideration → purchase → service → expansion 

customer journey 5As

• atención: la conozco (awareness) — first aware of brand

• atracción: me gusta (consideration) — something draws them to the product

• averiguación: esto convencido (consideration) — ressearch

• acción: lo compro (purchase) — actual purchase and first use

• apología: lo recomiendo (service and expansion) — advocacy and loyal

Funnel management

ToFu: reconociemiento — building awareness and attracting an audience

MoFu: evaluación — nurturing leads (relationships)

BoFu: conversión y fidelización — convert leads into paying loyal customers

Funnel Management Filled Out

ToFu: reconocimiento; ZMOT

• inbound and brand marketing

• awaeness and appeal — atención y atracción

• marketing de contenidos

MoFu: evaluación; FMOT

• outbound and performance marketing

• consideración and averiguación —- ask

• what makes you special generates leads

• publicidad digital y SEM

BoFu

• outbound and performance marketing

• conversión; SMOT

  • acción — purchase

• fidelización; UMOT

  • service, expansion, advocate — apología

  • SMM and email marketing

mapping customer journey — how to form a plan to attract customers

• definir objectivos

• información - qué tienes y qué necesitas

• segmenta a tu público onjectivo

• enumera puntos de contacto con el consumidor

• elementos en cada touchpoint

• recursos actuales

• recorrido del cleiente

• implementa los cambios necesarios

traffic sourcing — where did your traffic come from

• direct traffic — loyal

• organic search SEO

• paid search ads SEM

• display adss (banners)

• refferals (backlinks)

• email marketing

• social media marketing SMM

Google moment of truth

ZMOT: zero moment of truth — people have a question and go to google for ansers

• SEO and advertsing

FMOT: first moment of truth —- when users encounters the product online or in the store

• informed evaluation

SMOT: second moment of truth —- buys product and forms opinion

UMOT: ultimate moment of truth — becomes a fan of the product

lead

contacto con un cliente

• superlead = más infomación como número o correo

estrategia target

segementaction → target marketing → positioning → planning

• positioning, advertising, content marketing

• strategy and planning is key

types of visitors

• first time visitor

• return visitor

• newly registered visitor

• registered viistor

• purchased once of X times

• purchase inactive

• purchase active

benefit of digital commerce is that you are able to heyper segment people and see exactly where everyone is in their journey

5Ss de estrategia digital general

Sell (vender)

• primer objectivo y obtener leads y clientes

• increase sales online: some ppl might not be able to access a store, more selection, better prices

Serve (servir)

• customer centric — put them first and attract customer

• blogs, online communication, customer service — informed

Speak (hablar)

• communicate with clients

• get to know their interest by running analytics, tracking social media, focus groups, etc

Save (ahorrar)

• lower prices for the customer and lower operation costs

Sizzle (extender la marca online)

• remain relevant — interactive media and content; inform and entertain clientes

SOSTAC

model to develop a stategy based on the essentials

• situation analysis

• objective

• strategy

• tactics

• actions

• control

• strategy: long term plan based on general objectives that outlines things like target audiene and channels used

• tactics: concrete actions to complete the stategy — what you will do to be successful

Situation analysis (SOSTAC)

Where are we now? — analyze current digital presence

• evaluate tendencies in the digital market like new platforms or trends

• update channels if needed

• current KPIs: overall traffic, CTR, CR, interacciones

• analyze compeition

Anaylzing the situation

• DAFO

  • deibildades: what is broken — weakness

  • amenazas: possible threats or future problems

  • fortalezas: competive advantages

  • oportunidades: what’s new

• auditoría digital —- digital audit: see you´re overall web traffic, digital competency, reputation online — how your digital presence is performing

tools: Google Analytics, Google Trends, SEMrush, SimilarWeb

Objectives (SOSTAC)

Where do we want to go — define goals to determine destination

SMART goals: specific, measurable, attainable, relevant, timebound

• ej: aumentar el tráfico del sitio web en 30% en los próximos 6 meses

types of objectives

• objectiveos de adquisición: atraer nuevos clientes o leads

  • aumentar la visibilidad y atraer tráfico cualificado (tiempo en el sitio y número de páginas vista)

• objetivos de conversion: transformar visitantes en clientes o leads

  • aumentar la tasa de conversión de visitantes a clientes potenciales o ventas – MOFU

  • mejorar la experiencia

  • AB testing: trying out two different versions to determine the best one

• objetivos de retencion: manter a los clientes activos

  • fomentar la recurrencia de compra o uso del servicio

  • existing customers stay enagaged — community around the brand

• objetivos de fidelización: convertir clientes en promotores de la marca - BoFu

  • crear relaciones duraderas and turning them into brand advocates

• objetivos de reactivación: recuperar clientes inactivos o perdidos

  • volver a captar clientes que han dejado de interactuar con la marca

Strategy (SOSTAC)

how do we get there? — develop a high level strategy that aligns with your set objectives

• STP = segementation, targeting and positioning to define your target audience

  • who is your ideal cliente

  • how do they behave digitally

  • what channels do they prefer

    • ej: content marketing and colaborations with influencers to attract consumers

• microsegementing

  • demographics, locations, age, context

  • possible with AI and big data

• channeles

  • SEM, positioning, online PR, SSM

  • PEO media

Tactics (SOSTAC)

How will we arrive here exactly? — define tools and specifics channels to use to implement the strategy

• Canales: SEO, SEM, PPC, email marketing, RRSS, content marketing

Types of tactics

• conversion strategies (get them to buy)

  • conversion rate, funnel strategy (awareness, consideration, purchase), web design, inbound marketing, lead generation

• customer loyalty

  • segmentation, CRM (customer relationship management), personalization, email, inflencer advocacy

• brand awareness

  • social media marketing, content marketing, influencer marketing, inbound marketing

• positioning strategy: SEO, SEM, content marketing

Actions (SOSTAC)

What is our plan to implement and execute this

• detailed plan with repsonsibilities, roles and budget information

Control (SOSTAC)

How we will measure our success?

• measurement and optimization

• establish KPIs and metrics to monitor progress

• key KPIs

  • web traffics: visits, duration, bounce rate

  • conversion: leads generated, CTR, bounce rate

  • engagement: likes, shares, comments

• key metrics: CTR, CR, ROI, interaction rate

targeting

• segmentation of your auidence

• target those specific groups

• position offer that resonates with them

• classify targets based on where they are in their journey

ability to create many target audiences

posicionamiento

proceso para que algo ocupe un lugar significativo y distintivo en la mente del cliente — top of mind

• methods to achieve it

visibilidad

• que tiene una determinada web o marca dentro de un motor de búsqueda

• you want to be higher on SERP (CTR — CR)

aparición en búsqueda: relevancia

está basado en el grado en que tu página está relevante al consumidor — relevant, informative, valuable, originality

• Keywords: words used by the consumer when they are searching

  • SEO important to use to increase visibility and gain relevante traffic

  • the highers the search results, the lower the conversion bc there is more competition so specific is better (longtail keywords = more specific)

• tools: Google ads (tracks keywords and volume of clicks); SEMrush (buyer intent and difficulty of the word to establish yourself at the top)

• Types of search intentions

keywords, type of content (fresh), localized

search engines structure for relevancy

google reviews your page, indexes it and rates it — if your site meets the criteria for the search it will be displayed

• decreases relevancy of SEO and SEM

• can’t just keyword stuff

intentions of searches

• navigational: searches for a specific website

• informational: search for information on a topic

• commercial investigation: researches opciones for a product or service

• transactional: searches for a sepcific product or brand

lets content be tailored for target audience

aparición en búsquedas: autoridad

indicador de confianza, credibilidad, y calidad que el motor de búsqueda atribuye a tu página web.

• factores

  • backlinks — quality over quanity

  • user experience

  • calidad del contentido

• métrica de autoridad — domain and page authority

importance of content

positioning

• dar repuesta a los clientes

• elaborar contenido fiable y original

• quality content is essential — informative and accurate

• social media can spread content

• attracts visitors and backlinks

ChatGPT as search engine

must omptimize algorithms for AI

more focus on voice search

important to keep evolving

main players en publicidad digital

google ads, amazon ads, meta, tik tok

steps to follow en a digital marketing campaña — flushed out

• 1: what is your objective of the campagin

  • Ej

    • maximize opportunities for sales y conversiones

    • increase online sales and/or e in store traffic

    • increase awareness

• 2: type of campaign: search, display, shopping, video, anuncio de aplicaciones

  • generación de demanda, máximo rendimiento

  • venatjas

    • búsqeda; relevant to what the user is looking for —- palabras clave

    • display: more fun; reach is less limited

    • shopping: you can see the price and brand of the product

    • video: interactive

• 3: puja (bididing for clics)

  • CPC, CPM (cost per mil impressions), CPA (onlu pay when someone does something specific)

  • how to determine what ad is shown

    • value of the bid; quality of the ad; meets minimum requirements; context/relevancy

  • the value of the bid isn’t everything

    • max offer X level of quality = offer ranking

• 4: elegir target

  • who are they; what are their interests; what are their search habits

• 5: elect palabras clave

  • types

    • brand words: buy your own words so the competicion can’t

    • generic words: to create awareness

    • negative words: words you don’t want associated with your brand

• 6. crear anuncios

• 7. define budget and launch

• 8. measuring success and optimization of success

  • when are where have your ads been show

  • media spending, impressions, clicks, CTR, CR

  • attribution: identifying which canal or ad helped the most to generate a conversion — when did they decide to buy the product

    • first interaction

    • last click indirect

    • last interaction

    • lineal

    • over time

    • changes

steps to build a digital campagin

• 1: what is your objective of the campagin

• 2: type of campaign: search, display, shopping, video, anuncio de aplicaciones

• 3: puja (bididing for clics)

• 4: elegir target

• 5: elect palabras clave

• 6. crear anuncios

• 7. define budget and launch

• 8. measuring success and optimization of success

key to keep in mind that you have to understand and cater to the overall user experience

Amazon ads example

Define obejectives: increase clients, traffic, loyalty

tipos de campagins: sponsored products, brands, display

advanatges: publicity and e-commerce means very close to the point of sale

• can obtain first hand data about consumers at different points in their consumer journeys

• can track what ppl have in their carts and what they have bought

marketing plan

• plan to make SOSTAC a reality

• plan out publiicty strategies and detail the actions needed to achieve these objectives

  • strategy

  • optimum use of resources

  • measurement and segmenting

  • conversion and consistency

  • adapatability

objectives of a marketing plan

• increase reach across social media (online presence)

• increase visibility and reconocimiento of the brand (awareness)

• improve positioning in SERP (SEO)

• increase number of clientes

• increase sales (more sales or get ppl to buy more)

• Optimize the conversion of leads

• fidelizar clientes

• improve ROI

a marketing plan should include

• objetivos

• segmentación 

• análisis

• oferta

• Estratégicas y acciones

• canales

• métricas

• presupuesta

• roles y responsabilidades del equipo

steps for creating a marketing plan — flushed out

• analyze the situation

  • internal

  • external

  • DAFO

• set objectives

  • general: capture clientes (tofu), activation of clientes (mofu), conversion (bofu), fidelización (bofu)

    • social media is better for raising awareness but targeted ads can help conversions

  • specific goals: more concrete actions that can be taken

  • SMART goals

  • KPIs: indicators of progress based key business goals — have we hit these goals

    • specific piece of data that you can use to measure your success

  • metrics: measure performance for specific goals — how are we achieving the goal

    • any piece of data you can measure

• digital strategy

  • SOSTAC

  • select channels

  • attraction, interaction, conversion, fidelización

• budget

  • anaylze all costs

  • CPC, CPM, cost per post

• techniques/actions

  • how are we going ot make this a reality

    • plan for each objective

  • types of strategies

    • brand awareness

    • conversion

    • positioning

    • loyalty

  • questions: who, what, when, where, why, how, how much

  • actions

    • positioning

    • types of marketing: content, SSM, email, video, afiliation, influencer, inbound, outbound

  • PESO — need a mix of all types

    • attention economy

• general plan of action

  • outline of what are you going to do each month — calendar based

• contol and segmenting

  • KPIs and tools to measure success

steps for creating a marketing plan

1. analyze the situation

2. set objectives

3. digital strategy

4. budget

5. techniques/actions

6. general plan of action

7. Control

content marketing

must capture the publics attention — more important than advertising

must know how and where to reach your audiences: what channels they are on, what type of content they want to see, alignment with values, proper distribution of content

AIDA

• atención

• interés

• deseo

• acción

overall goal is to build relationships with consumers

content is now more important than before

content marketing plan

• audience profile

• positioning and storytelling

• objectives

• plan de accions/content

  • calendar

  • SEO

• analysis

4 Ps of marketing

more traditional but can still work in the digital context with certain changes

• product

• price

• place

• promotion

content marketing plan flushed out

• audience profile

  • every channel has a dfifferent audience

  • audience can change into loyal customers

  • empathy map: thoughts, words, feelings, actions

• positioning and storytelling

  • have to position the bran in a certain way — essential to have a brand identity

    • perception mapping: prestige pricing, exclusive, affordable pricing, mass market

  • good brand story

    • focus on objectives: realistic and authentic

    • focus on client and their feelings: empathy and emotion

    • focus on showing the world: conviction and relevancy

  • essential of positioning

    • audiencia

    • beneficio

    • resultado

• objectives

  • benefits of having a plan = increased visibility, leads, authority, fidelización de clientes, budget (UGC)

    • goals: lead generation, leadership, brand awareness, lead nurturing, engagement, adquisiton

    • 4 themes/goals of content

      • entertain (awareness and emotional)

      • inspire (emotion and purchase)

      • convince (purchase and rational)

      • educatie (rational and awareness)

    • love index: measure experiences that users have with the brand

      • divertido, servicial, auténtico, social, atractivo, pertinente

    • 3 Us de contentido

      • único: do something to surpirse users — new/original

      • usuario: should contrinbute to the value of the brand from the consumer perspective

      • útil: ejemplos and consjeos to look at after content — blogs; webinars

• plan de accions/content

  • calendar: planning out when you will post content

  • Pig technique: you have ot use every piece of your content and making sure it works with all different types of social media

  • stratgey: consumer journey, type of content posted, where its posted

  • SEO optimazación

  • important to have a mix of content

  • distribution through owened channels

• analysis

  • three layers of measurement

    • activity: quality of content

    • process: bringing ppl to the site: every peice of content has an objective

    • business: convert and subscribe; content marketing is a way to achieve goals

  • essential metrics

    • comportamiento del cliente

    • engagement

    • resultados SEO

    • profits

what type of marketing is social media marketing

B2C — business to consumer

the idea that you can directly market and ultimately sell straight to your target audience

cada oveja con su pareja

every social media channel is different and has its own distinct rules and key elements

each channel has a different target audience

you must know how to use each channel and what channel to use in order to reach your target audience

every move on social media must have a clear objective

SMM zonas/objectivos

publishing: editorial, commercial, UGC

entertainment: games, music, videos — interacyive

commerce: CRM/service, retailing/sales, human resources

community: sharing, socializing, conversing — building relationships

different tupes of users

you must know what type of users are a part of your target audience

• look for information/entertainment/help

• advisors

• activists

• active / passive users

• amables / agressivos

• introverts / extroverts

• rational / emotional

social media mix

platform: what platform is your target audience on, how does that platform work, when its it most active, specific tools and audience profiles for each platform; what platform you should be on

essential to select the best platform for your campagin

coherency between the messages and image of the brand

media types

paid

earned

owned

*differences; advantages/disadvantages for both

social commerce and its types

social media platforms for brand building, buying and selling

online commerce that uses RRSS or digital commuication to promote sales

• pre compra: infleunce via content and recommendations

• compra: buy directly online

• post-compra: customer service and fidelización

tools for each social media platform

• Facebook: detail analytics; checkout without leaving, live shopping/shops

• Insta: visual/aesthetic; influencer marketing; understanding of different formats; checkout, stores, collections

• TikTok: trends/interactive; in feed ads, branded hastag challenge, live shopping

• Pintrest: platform for product discovery; product catalogs, more sublte ads

• YouTube: ads with links to buy, live shopping

• WhatsApp: catalogs, stores, buy botton in chat

AI in social commerce

AI can be used to create content, ad targeting, customer service

Can also be used to analyze data — data is a big part of social commerce

(facebook) types of audiences

basic: braod demographics — broad net

custom: building on current relationships and ppl that have already interacted with your brand

lookalike audiences: take your current list and find similar audiences

selected based on demographics, interests, characteristics, behaviors, etc

(facebook) campaign objectives

• prospecting: reaching new postenial customers by building awareness — have to know who you are trying ot reach and what they are looking for

• remarking: redirecting/reengaging people that have already interacted with the brand

• upselling: spending a little more on something like a premium product — encouraging a bigger purchase

• cross-selling: suggesting additional products that are similar or natural go with product currently being bought

objectives for social media marketing

conciena: awareness — brand awareness, maximum impact within budget, growing target audience

consideration: web traffics, lead generation, interactions, visualizations, getting ppl interested in your brand

conversion: download the apps, visit physical store, catalouge sales

funnel facebook ads

 branding → prospecting → retargeting → upselling

• branding: long term, top of the funnel, focus on creating and building a relationship with consumers

  • goal to increase interest/awareness: generic content about the brand/product

  • subtle CTAs like subscribe or share

  • not about pushing a specific product

• prospecing: short term, goal to sell products —- large part of the budgetr

  • to convince ppl to complete the purchase; content is centered around purchasing the product and presenting the product as a social solution, promoting low prices

  • directed towards ppl that have originallu shored interest in that area

  • CTAs are strong to encourage purchase

• retargeting: very short term and around re-promoting the product

  • convert/consider and close the deal; content around sales, discounts, positive reviews, last sports, etc —- raising appeal or urgency

  • strong CTAS around buying the product

• upselling: offering products of better value —- very short term (close to point of purchase)

Facebook and Instagram marketing

• types of announcements

  • image, video, post, collection, facebook marketplace, videos in live stream, stories

• types of audiences

  • basic: broad demographics — broad net

  • saved on interest: can create and ave within the ad manager; target based on intetests and demographics —- very specific

  • custom: building on current relationships and ppl that have already interacted with your brand

  • lookalike audiences: take your current list and find similar audiences

• rule of content

  • 70% contenido original; 20% contenido de interés; 10% contenido autopromocional

YouTube as a marketplace

Keys: a part of google; highly searched platform; key for positioning (SEO —- makes title and description very important, quality/most interactions over newest video = better to build an engaged following); videos are longer

types of videos:

• videos de demostración

• videos de marca

• de eventos

• entrevistas a expertos

• Educativos o prácticos

• animados

• de casos prácticos y testimonios de cliente

• en directo 

• de 360º y realidad virtual

• videos de realidad aumentada (RA)

• mensajes personalizados

types of ads: anuncios in-stream que se puede omitir; in-stream que no se pueden omitir; de video in feed; bumpers; outstream

funnel de youtube: notoriedad (top of mind, awareness, branding) → consideración (thinking of buying the product) → acción (buying the product or subscribing to your channel)

Pintrest as a marketplace

positioning is key —- platform to discover products

key: a part of google; lots of content; written conetn and positioning achieved by buying key words: feminine and millennial auidence primarily; good for visulas: long term game

TikTok as a marketplace

as a business: trend message, associated hastags, sonic identity, visual narrative

operates as a mix between Meta and Google

claves empresas

• the algorithm prioritizes views

• first 2-6 seconds are important to grab the attention of viewers

• first 20 minutes are important to know if the video is going viral

• key goals: coverage, consideration, conversion

• all about trends and virality

types of ads

• topview ads

• top feed ads

• anuncios in feed

• branded mission

• spark ads

• tiktok pulse

• branded hashtag challenge – hashtags that have been bought and converted into a challenge 

  • the most important ads for businesses 

• branded effects tik tok ads

• shopping ads

• promocionar

X/Twitter as a marketplace

authenticity, interactions amd transparency are important to users

immedate and multimedoa content

hastags are importat to build brand awareness

email marketing

bottom of the funnel —- key in retargeting and fiedelización

advanatges of email marketing

• present personalized meddages to subscribers

• send and recieve immediately

• cheap

• measureable results and data

objectives of email marketing

• fidelizar audienences

• vender via new channels

• increase sales through newsletters

• offer promotions

• increase subscribers

• improve overall brand image

• hard sell

• build relationships and subscriber list

• promote events

4 types of emails

• newsletters; periodic (sent out on a schedule) and programmed to be send to list of contacts (leads and superleads) — consistency designed to build connections

• sales opportunities: automatic after the user completes a specific action — trying to get you to buy something by offering a discount or featured deals

• informative: annoucning new content/product — like a press release

• transaccional: automated to provide essential information tied to a specific acion — weleocme, confirmation, promotions

success in email marketing

• segmentation of audience based on databases — quality subscriber list

• planning what value it will have to the auience, segmentation, frequency its sent at, etc

• design: copy and image — important to aviod being flagged as spam or being deleted

• testing the email

• adjusting based on feedback

email marketing segementation

• geolocalization

• demographics

• preferences/interests

• birthday (fidelización)

• history of purchases

• interaction with the website (retargeting and remarketing)

• how did the cliente come to your channel/subscribe to the list

8 steps to have an email marketing campagin

• creation of a registration form

• incentivize the subscription

• include info about the brand and your products

• include a way for the user to consent to recieve more emails

• include a link to unsubscribe

• include an email address

• use authorization tools so the email are the most effective and efficient

• use tools to measure the results

email marketing KPIS

• emails sent and recives

• rate of opening, clics, and bounce rate

• emails blocked, deleted, or unsubscribed

• click through rate

• conversion rate

Affiliate marketing vs influencer marketing

affiliate: regular and established in order to form relationships; you have to sell in order to gain your commission

Influencer: short term agreements; paid for a post or a story but you can’t trace that to a sale specifically

affiliate marketing

based on commission: must sell in order to earn

seller (usually online) rewards a website with commission for each referred customer as a thanks for their promotion — like an online sales team

parts to affialete marketing

promoters → clientes → sellers

• join a networks, find products, promote and track sales, earn commission

affiliates: promoters of the product

brand: creators of the product

networks: in charge of afiliates; match afiliates with brand

consumer: final users of the product

Amazon has a strong program

loyalty programs

loyalty = BOFU; high engagement and online presence

designed to increase feelings of loyalty towards a brand by rewarding buying behavior

implemented after a company has a solid foundation

all about keeping the customers you currently have engaged and loyal

benefits of loyalty programs

• increase the growth of your business

• increase income

• improve online reputation

• increase your sales by providing incentives

• provide more information to loyal consuimers

• offer programs rewarding referrals to increase clientes

types of loyalty programs

• point system

• level system

• with a price for clientes to earn VIP status

• colaboraciones with other programs

• games

• non-monetary based on customer values

influencer marketing

makes advertising more personable, culturally relevant, effective and has a high return rate with a low cost

why use influencer marketing

• content generation

• SEO

• Communication = influence

• social and communicative tendencies

• RRSS are used as search engines

Influencers

active in RRSS with a direct influence on a certain audience; express different opinions on different topics can act as a brand ambassador — can improve a brands overall relationship with its audience

characteristics: credibility on a specific theme, online presences, prescribed to a brand —- alignment with values and product

influencers bring:

• authenticity

• storytelling

• analytics

• insights into their audiences

• production

• value

Functions:

• mediators of cultural and social values

• sources of information, advice and security

• models of behavior

• Diffusions of innovations

types of influencers

• nano influencer: entre 1.000 y 10.000 seguidores; conversión

• mico influencer: entre 10.000 y 100.000 seguidores; engagement

• macro influencer: entre 100.000 y 1.000.000 de seguidores; storytelling

• mega influencer: más de 1.000.000 de seguidores; awareness 

• celebrities

• Influencer de niche

• professional influencer o activistas 

• brand advocate — recommend a brand 

• everyday influencer

better to have a smaller number of highly engaged followers than a large number of less engaged followers

reach (IM)

number of followers

important to select an influencer with an audience that aligns ti the brand and has natural segmentation

engagement (IM)

level of interactions with the audience

relevancy (IM)

connection an influencer has with the brand —- who represents your brand matters

resonance

quality of connection between an influencer and its followers —- personal connection + call to action

enagagement rate (IM)

average of followres that interaction with your content per every 100 followers — expressed in a percentage

percenatyge of followers that actually engage with the content

audience reachability (IM)

probablity that the audience sees the content

people that follow less than 500 accounts are more likely to see your content than people that follow over 1500 accounts

audience overlap (IM)

duplicate audience members that follow the same influencers

• if you want to reach a lot of people, choose influencers with little overlap

• if you want to reach a few people but drive your message home harder, choose influencers with a large amount of overlap