TOPIC 1 - FUNDAMENTAL OF DIGITAL ADVERTISING & MARKETING

1.1 Introduction to digital advertising

• CPM - Cost per thousand impressions

• CRM - Customer Relationship Management

• ROI - Return on Investment

• CTR - Click Through Rate

• Viewability : Digital advertising viewability


Marketing is NOT advertising:

  • Digital Marketing → set of strategies that are carried out to promote a brand, products or services on the Internet. Broader strategy involving the whole marketing mix.

  • *Digital Advertising → all forms of disclosing a brand and its products or services through digital devices or channels:

  • A good campaign must be well targeted to impact the right person. 

  • The message must be appropriate to the needs of the target audience, creating useful and quality content. 

  • It must be in the right medium and attract the attention of the audience. 

  • Results must be measured and corrected in real time.


Marketing Mix: 

• Product → features and product interaction 

• Place → location and distribution

• Promotion → marketing channels and strategy

• Price → price strategy and profit margin



1.2 Evolution of Advertising and Media




Characteristics of digital advertising:

  • Hypersegmentation → segment your targeted audiences into very very specific groups (sometimes as granular as one person)

  • Bidirectional (two-way) 

  • Real-time measuring

  • Less costly  (Super Bowl vs Google Ads)

  • Immediacy (faster)

  • Flexibility and diversity

  • Optimisation

  • Updating


Pros of digital advertising

Cons of digital advertising

  • Constantly updated - changes can be made

  • Accurate measurement

  • Reduced cost

  • Flexibility

  • Innovation in formats

  • Coverage

  • Reach

  • Adapting power

  • Dependency on the Internet

  • Lack of confidence

  • Secure payments

  • Lack of interaction with the product





1.3 Omni-channel

Omni-channel - integration of channels and touchpoints (different places in which the user gets in contact with the brand: e-commerce, location, ad, social media, emails by them), around the user. The channels must be related between them through a strategy focused on user experience.

Multi channel ≠ omni-channel

Multi-channel → visible in multiple channels that operate independently

Omni-channel → brand is connected and coherent between channels




1.4 The importance of content planning 

Identify relevant content:

WE MUST KNOW OUR AUDIENCE TO CREATE CONTENT THAT WILL RESONATE WITH THEM

  • Social listening → investigate our audience and polls on social media to understand their interests and behaviours (Google Analytics).

  • Analyse trends →  monitor current trends (Google Trends).

  • Create buyer personas



Importance of planning:

CONTENT CALENDAR (Trello): consistency, gain relevance, utilise key moments


Multi-platform content management:

(Hootsuite)

  • Create platform-specific content, adapting tone and format. 

  • Personalise the message according to channel and audience.

  • The advertising we can do on Tiktok will not be the same as on Linkedin.



Measurement of effective content:

(Google Analytics)

  • Measuring allows you to detect what works and what doesn’t and adjust strategies to optimise results, improve engagement and content ROI.












Digital Advertising Explained

CPM - Cost per thousand impressions: This is how much it costs to show your ad to a thousand people online.

CRM - Customer Relationship Management: Keeping track of your customers and making sure they are happy.

ROI - Return on Investment: Figuring out if the money you spent on advertising made you more money.

CTR - Click Through Rate: How many people clicked on your ad compared to how many saw it.

Viewability: Making sure people can see your ad when it's online.

Marketing vs. Advertising: Marketing is a big plan to promote a brand, while advertising is showing the brand online.

Digital Marketing: Using strategies to promote things online.

Digital Advertising: Showing a brand online through digital devices.

Marketing Mix: Product, Place, Promotion, Price - important things to think about when advertising.

Evolution of Advertising: Digital ads are super targeted, quick, and flexible.

Omni-channel: Making sure all the ways people see your brand are connected and make sense.

Content Planning: Knowing your audience, creating content they like, and measuring what works using tools like Google Analytics.

Digital advertising is like putting up a billboard online, but you can change it quickly and see if people like it!