Digital Marketing

Test 1: SEO
What Is it?
-Search Engine Optimisation is the process of improving the content of your website to make it easier to be found and more highly ranked on a search engine.

Why is it important?
-Natural or organic search on average receives more than 250% more traffic than paid advertisements on Google.
-Users seldom click past the first page of Google and first page results on average get 85% more clicks

Content Optimisation:
-Content
-Domain Name
-URL’s
-Page Title
-Heading Names
-Images (Alt Descriptions)
-Hyperlinks
-Paragraph Text
-Popularity
-Page Rank -Number of incoming links/back links
-Traffic – Number of visitors

Test 1: Digital Marketing
What is it?
-Using digital technology to market and promote businesses

Why is it important?
-Decline of traditional media (TV and Newspapers particularly), Growth of Social Media, Smart Phones, etc.

What are the 5 I’s?
-Deighton’s Model 1996 – Good framework to compare traditional to digital marketing
-Individuality
-Intelligence
-Interactivity
-Independence of Location
-Integration

Benefits?
-Measure ROI, Tracking, Conversion Optimization, etc etc

Example:
-Use the 5 I’s model.
-Alternative promotional elements from the Marketing Mix

Test 1: Websites and Social Media Model
Test 1: Analytics and AdWords
What is it?
-A google product which tracks and monitors traffic to your website

Why is it important?
-Provides information on who is visiting your website (audience reports), how they found your site (acquisition reports), what type of content they engaged with (behavior reports) and did they convert or buy your products (conversion reports)
-Essential part of DM – the control element of a digital marketing strategy

How does it work?
-JavaScript tracking code added to every page on your website, this data is then collected and analyzed in aggregate

Benefits?
-Measures ROI, Build Marketing Lists, and Identify strong performing keywords.
-Integrates with all digital channels

Key Performance Indicators
-Bounce Rates, Click Through Rates, Conversion Rates, New vs Returning Visitor Ratios

Test 1: Email
What is it?
-Using email software to deliver customized messages, offers, and promotions to potential customers

Why is it important?
-It’s effective
-Voted Digital Marketing method of choice every year by the MII. Can be used to convert relevant traffic to your website into a relationship. Allows organizations to measure.

Important Metrics in Email campaigns?
-Open rates (influenced by Subject Lines), Click To Open Rate (Influence by Email Content, Copy and Calls to Action) and Conversion Rates (Influenced by Landing Page Quality)

Legal Issues
-Can only send to (1) person who have given permission (2) only to customers
-Must also provide a free opt out link and full details of the sender must be available

Example:
-Groupon: they don’t segment

Test 1: Social Media Marketing
Test 2: Websites
Test 2: Organic vs Paid Search
Organic Search:
-Results are free – they are the listings that most closely match the user’s search query.

Paid Search:
-Where advertisers pay to have their website display certain keywords. An example of these are ‘pay-per-click’ ads.

-Ad Rank = Max Bid x Quality Score
Quality Score = CTR, Relevance, Landing Page Quality, and Ad Extensions

Test 2: Video
What is it?
-Using video to promote, market, and advertising your product or brand

Why is it important?
-Growth of Video – we all carry around portable video camera, considered more engaging than text. YouTube, Vimeo, Skype, Facebook, Periscope, Facebook Live etc. Will account for over 80% of all internet traffic by 2022. Increases reach on social media. Cheaper to publish and can create longer videos than broadcast ads.
-Eared Media (More likely to go viral)

How does YouTube Advertising Work?
-InStream Ads (skip after 5 seconds) half-length of video (no max of 30 seconds) free
-InSearch Ads – promoted video on top of search results etc

Benefits
-Excellent for visual/retail services. More engaging. Higher Reach.
-Increases conversions when present on landing pages.
-YouTube advertising cheap…average CPV 0.04c

Examples
-Viral examples, pepsi case study, tippex, burger king, blendtec etc

Test 2: Content Marketing
Test 2: Social Media Marketing
Test 2: Digital Marketing (5 I’s)
What is it?
-Using digital technology to market and promote businesses

Why is it important?
-Decline of traditional media (TV and Newspapers particularly), Growth of Social Media, Smart Phones, etc.

What are the 5 I’s?
-Deighton’s Model 1996 – Good framework to compare traditional to digital marketing
-Individuality
-Intelligence
-Interactivity
-Independence of Location
-Integration

Benefits?
-Measure ROI, Tracking, Conversion Optimization, etc etc

Example:
-Use the 5 I’s model.
-Alternative promotional elements from the Marketing Mix

Example: Discuss the importance of social media marketing for business using any three (3) social media channels to illustrate this value
Example: Compare and contrast the key differences and similarities between traditional marketing and digital marketing. Use examples to support your answer.
Example: Compare organic vs paid search and discuss both onsite and offsite SEO practices in your answer?