Digital Marketing Landscape

The 7Ds for marketing

Digital goals, digital audiences, digital devices, digital platforms, digital media, digital data, digital technology

Digital goals

Brand goals and strategy, SMART comms objectives, always-on and campaign integration, digital transformation and distribution, business and revenue models

Digital audiences

Business-to-consumer, business-to-business, consumer-to-consumer; target markets, segments and personas

Digital devices

Smartphone, tablet, desktop, smart speaker and in-home, digital tv and out-of-home signage

Digital platforms

Facebook, Amazon, Microsoft, Google, Apple, other sector-specific intermediaries

Digital media

Paid, owned, earned, websites and apps; search, social and email markting, content marketing and PR

Digital data

Customer profiles, costumer behaviours, customer value, communication preferences, big data

Digital techonology

Software-as-a-service, Martech including marketing clouds, marketing automation, artificial intelligence, augmented and virtual reality

RACE (Digital marketing framework)

Reach, Act, Convert, Engage

Reach (RACE)

Grow your audience by using paid, owned and digital media (impressions and visitors)

Act (RACE)

Interact to encourage potential customers (get leads)

Convert (RACE)

Get sales online and offline (sales and customer satisfaction)

Engage (RACE)

Repeat sales and customer satisfaction

5 S goals for digital marketing

Sell, Speak, Serve, Save, Sizzle

Sell (5S)

Grow sales. Direct online sales, driving offline sales using digital channels, expanding product range, pricing strategies, broader market reach, et

Speak (5S)

Get closer to customer. Building two-way communication through digital means, such as forums, live chat, surveys, social listening to better understand and engage with customers

Serve (5S)

Add value. Enhancing the customer experience by providing value for instance through better support, extra online benefits, gathering customer feedback to inform product development etc.

Save (5S)

Save cost. Reducing operational costs through digital solutions using email instead of print, encouraging web self-service, automating transactions, and cutting overhead

Sizzle (5S)

Extend the brand online. Creating memorable brand experiences through creative offerings, digital communities, branding that delights and sticks with the audience

Three key online media types

Paid media, Owned media, Earned media

Paid media

Media exposure bought by the company. Useful for reach, targeting specific audiences, scaling fast. Costs incurred per impression, click, or other performance metric

Owned media

Channels and content that a brand controls. Low ongoing direct cost once set up, full control over message, useful for longterm relationship building.

Earned media

Media exposure gained through third parties voluntarily (without direct payment). It’s “earned” because someone else mentions or praises the brand. Can build credibility, trust, reach via advocates

SEO (Search Engine Optimization)

Basic elements of the site and essential content that meets the user's needs. Know you audience, create great content for your audience, provide a great website experience for your audience, increase website traffic, improve search ranking, attract relevant users, build credibility and authority.

One-page SEO

Content and HTML optimization webpage’s. Keywords, Title tags, Meta descriptions, Headers (H1, H2, H3), Image alt text, Internal links, Content quality

Off-page SEO

Focuses on external signals such as: Backlinks, Social shares, Brand mentions, Domain authority

Technical SEO

Site speed, mobile optimization, structure. Page loading speed, Mobile responsiveness, HTTPS security, Structured data, Sitemap and robots.txt, URL structure

Keywords

Words or phrases people type into search engines.

Google Ads

Google's paid advertising platform that allows businesses to display ads on: Search results, YouTube, Websites (Display Network)

Email marketing

A digital marketing strategy. Organizations send targeted messages to audiences via email to achieve goals such as; customer engagement, sales, brand awareness, loyalty

A/B testing

Testing allows marketers to validate assumptions with real data. A/B testing helps optimize: subject lines, layouts, CTAs, sending times

Performance metrics

Open rate, click-through rate, conversion rate, unsubscribe rate, bounce rate

The Role of Analytics in Digital Marketing

SEO, paid advertising, email marketing, social media, websites, e-commerce

Design clever KPI’s

Awareness, engagement, conversion, retention

Awareness (KPI)

Impressions, reach, website sessions, social media mention

Engegament

Click-through rate (CTR), time on page, video views, email open rate

Conversion

Sign-ups, add-to-cart, sales, form submissions

Retention

Repeat purchase rate & Customer lifetime value (CLV)