Digital Marketing - Week 1

Digital Technology has changed how consumers

• search for information

• interact with each other

• buy products and services

Digital Technology has made it possible for companies to…

• better understand their customers’ decision journeys

• better understand subsequent word of mouth discussion about products

• communicate with, engage, and influence consumers effectively (alongside traditional marketing)

One take away from the birth of the internet:

there was a massive boom in 1995 and onwards with the inception of amazon, yahoo, and ebay

describe a change in global traditional media consumption

consumption of online formats is increasing while traditional/physical formats are dying out (like print, tv, and radio)

define one-to-one

on-demand, personal marketing message; ads are tailored to your tastes

define one-to-many

broad marketing messages that apply to a wide range of people

which company played the most influential role in accelerating digitization?

facebook/amazon

evolution of internet access

• browsers

• portals

• search engines

• social medias

  • BPSS

what are portals?

a website that provides a single access point to information

what is the difference between portals and search engines?

portals allow you to access multiple sites from one source (think yahoo) and search engines are systems that finds web pages that match a web search

how does social media help digital marketing?

individuals become vessels to gather data

what is digital marketing?

any marketing that happens on a digital platform, encompasse all marketing strategies as long as they are digital

steps of the marketing funnel

awareness —> interest —> consideration —> intent —> evaluation —> purchase: AICIEP

outbound marketing

marketing where a business directly reaches out to potential customers to promote their products/service (search, video and display ads, cold calling, tv/radio ads, SMS marketing, print ads)

• traditional form of marketing

inbound marketing

a digital marketing method that helps you attract customers to your business (blog posts, social media engagement, seo)

purchase journeys

they are not linear and each circle equals an interaction with a brand

6 tips to buy keywords

• your products and their variations

• relevant generic keywords (explain)

• keywords in different languages

• misspellings and typos

• negative keywords (explain)

• branded keywords

why do you present multiple keywords and how do you determine the order

increased visibility; sort key words by perceived importance

how does google determine the ad ranks?

cost per click bid amount

the quality score of the ad

extensions

how do you calculate quality score of an ad?

1. expected click-through rate

2. ad relevance

3. landing page experience

programmatic advertising

the use of automated technology for media buying (the process of buying advertising space), as opposed to traditional (manual) methods of digital advertising

real time bidding

the buying and selling of online ad impressions through real-time auctions that occur in the time that it takes a webpage to load

explain the relationship between publishers, ad exchanger, and advertisers

• publishers have ad spaces to sell on their website which determine ad formats and sizes allowed

• ad exchangers facilitate real-time bidding

• advertisers: try to target a specific audience with advertising, they can be individual advertisers or agencies

what are the four main types of display ads

• contextual ads

• highly visible ads

• retargeting ads

• morphing display ads

four ways to optimize creative?

• visual language

• narrative structure

• tuning for audience

• creative systems

four rules for effective youtube ads

• Attention

• Branding

• Connection

• Direction

contextual ads + benefit

places ads on websites or other digital platforms based on the content of the page. —- you are automatically marketing to the target audience

highly visible ads + problem

grabs consumers attention - problem with it: Might be too “loud” and too “attention grabbing” for some companies, think luxury companies (they alr have A LOT of brand awareness, so if they have huge annoying ads they take away from their set brand image)

retargeting ads + problem

online privacy issues, customers might feel like they’re being stalked or they might feel like they just see the ad too much

morphing display ads + based on what?

customized +