Engage

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*Increased revenue and profitability *Improved custoomer satisfaction and loyalty *Improved service delivery and operational efficincies *Decreased acquisition costs

Daniela Aguirre Landero María Magdalena Capilla Acametitla Alejandra Monserrat Villegas García

Engage

Video Marketing

Video production

8. Reporting

Track and analyse data about activities, using measurment tools just like YouTube Analytics, to view detailed stadistics.

7. Engaging the community

Responding in a timely manner to any comment or question, take feedback on the conent

6. Promoting

Owned, earned or paid media channels

Owned

Descriptive page title, video title, text Use social media sharings Encourage visitors to review videos

Paid

*In-Search *In-Display *In-Stream

Earned

*Optimise *Social Sharing

5. Optimise

Main components

*Video title *Infromative, long descriptions *Use tags to input several keyword *Encourage comments, subscriptions, ratings embedding and sharing *Optimise the thumbnail *Use annotations *Upload videos regularly

Easy discovery on the web

4. Choose and uploading plaform

3. Produce the video

2. Planning and concept

Core concept dictated by what will resonate with the target audience

1.Identify audience, their wants and needs

Covers two approaches

Video Ads

Adverts filmed and formatted for online use

Video Content

Made to entretain, share updates and delight

Low cost production

Is ideal for experiental marketing ans show off a brand's personality

Video offers an extremely rich, engaging and simulating experience for viewers.

People watch and share

The "holy grail" is having content that go viral, gaining audience and popularity

*Adress a currently trending topic *Make it enticing *Make it remarkable *Make it unique *Make it shareable *Make it short

They use them for entretainment, information and valuable content.

SEO (Search Engine Optimisation)

Challenges

Not only focuse on digital marketing efforts

Better user experience, while ensuring that search engines index and rank the website well.

Fairly technical practice, can be broken into 5 main areas

User insights

User data is the most effective way of judging the true relevance and value of a website

Link popularity

Allow a user to go from one web page to another

Help to validate relevance

Help send signals of trust

Content optimised to target those key phrases

Must provide infromation to visitors, engage with them and persuade them.

Well-researched list of key phrases

Effective when a user enters a query on search engine, and uses the most relevant words to the search

3. Use keyword research tools

* Google AdWords Keyword Planner * Wordtracker Keyword Questions

2. Gather data

1. Brainstorm

Search engine friendly website structure

Must remove technical barriers.

Must be quick and easy

The most important pages must be accessible directly

Is an effective way of generating new business to a site.

Is about optimising a website to achieve the highest possible ranking on the search egine results pages.

Two main strategies

Off-page optimisation

Focused on building links to the website, activities like social media and digital PR

On-page optimisation

Achived by making changes to de HTML code, content and structure

Black hat SEO: Try to game the search engines

White hat SEO: Refers to working within set parameters, to optimise a website for better user experience

Ensure that users can find a website suited to their needs

Optimisation on searching for certain key phrases

To make sure they list the best results, the look for signals of: Popularity, authority, relevance, trust, importance

Affiliate Marketing

Some notable affiliate marketing forums

-Webmasterworld: www.webmasterworld.com/advertising -Affiliates4U forum: www.affiliates4u.com

Affiliate networks

-Commission Junction – www.cj.com -LinkShare – www.linkshare.com -Affiliate Window – www.affiliatewindow.com -TradeDoubler – www.tradedoubler.com

Action and reward

Cost per Click (CPC)

A fixed amount for each clickthrough to the website (although this forms a very small part of the affiliate marketing mix).

Revenue share (also CPS or Cost per Sale)

An agreed-on percentage of the purchase amount.

Cost per Lead (CPL)

A fixed commission for a lead (that is, a potential sale).

Cost per Action (CPA)

A fixed commission for a particular action.

Process

Visitor

Click on affiliate Ad

Purchasest at marchat

CRM

Implementing a CRM strategy

1. Conduct a business needs analysis

2. Understand customer needs

3. Set objectives and measurements of success

4. Determine how you will implement CRM

5. Choose the right tools

Analytical tools: Record, save and investigate customer data

Sales and marketing automation tools: Manage sales cycles and collect customer sales data

Operational tools: The front end of a business and its customer service

Social tools: Functions from standardising the collectio of data from social media to automatically posting links

Collaborative tools: Process that combines customer data across all facets of a company

Social CRM

Embrace the social costumer

Social media allow customers share their brand experience, it is a potential mouth-of-mouth audience

Benefits

Loyalty Programs

Designed to develop and mantain customer relationships

The cost of acquiring a new customer is higher that maintaining an existing

By rewarding them for every interaction

CLV is a metric centraol to any CRM initiative

Customer Lifetime Value: the profitability of a customer over their entire relationship with a business

Is a customer-focused approach to business based on fostering long-term, meaningful relationships

This relationship is often the reason they return.

Knowing who your customer is and what they want makes a CRM strategy successful

Data

Social media monitoring data

From quantitative data about number of fans and interactions, to qualitative data about the sentiment towards your brand in the social space.

Analytics data

Captured through specialised analytics software package

To measure digital marketing campaigns.

Data mining

Analyse data to discover unknown patterns

Traditional CRM system data

Capture data for sales, support and mkt purposes

Demographic, psycographic, purchase orders, reviews data

Must be analysed and acted upon, so it can be turned into INSIGHTS

Analyse lead to an accurate ROI and indicates where the CRM and marketing efforts should be focused.

First step: Match a prospect's profile with the offer

Gain customer loyalty

Consumer Touchpoints

The starting point for all CRM

Divided into 3 phases

Post-Purchase

Post-sale interactions, where the brand wants to remain as top of mind, invite, increase loyalty.

Purchase

Deliver value, instil confidence, reinforce decision

Pre-purchase

Gain costumers, shape brand perceptions, educate about the services

All the points at which brands touch consumers’ lives during their relationship.

People start out as prospects, once it express interest, CRM can help to turn ir into a customer

Effective CRM enables businesses to collaborate with customers to inform overall business strategies.

Online Advertising

Step-by-step guide to online advertising

-Determine the goal of your campaign. -Identify your key performance indicators (KPIs). -Investigate your target audience. -Research potential websites to host your adverts. -Set a budget. -Create your adverts. -Choose or create a landing page.

Targeting and optimising

Frequency capping

This limits the number of times a specific user sees the same advert in a set time period.

Sequencing

This ensures that a user sees adverts in a particular order.

Exclusivity

This ensures that adverts from direct competitors are not shown on the same page.

Roadblocks

This allows an advertiser to own 100% of the advertising inventory on a page.

Geo-targeting

Network or browser type

Connection type

Day and time

Social serving

Behavioural targeting

Contextual advertising

Getting your ads online

Premium booked media

Advertising networks

Advertising exchanges

Social media advertising

Mobile Advertising

-Facebook -twitter -YouTube -Linkedln

Payment models for display advertising

-CPM -CPC -CPA -What payment model can you expect? -CPE -Flat rate or sponsorships

Types of display adverts

-Banner adverts -Interstitial banners -Popups and pop-unders -Floating adverts -Map adverts -Wallpaper adverts

The key differentiator

Online advertising objectives

-Building brand awareness -Creating demand -Satisfying demand -Driving direct response and sales

Search Advertising

Advantages and challenges

-Not to los cost barrier -tracking every cent -targeted advert placeen -click fraudulentos -Keeping an eye on things -Bidding wars and climbing CPCs -You’re giving your customers what they want

Tools of the trade

Keyword suggetions tools

Keyword volume tools

Planning and setting up a search advertising campaign

-Do you homework -Define your goals -Budget, cost per action and targets -Keywork research -Write and advertí -Place your bids -Tracking and measure, analyse, test, optimise

Conversion and clickthrough rates

-Conversation-took. Action on the website -Click. Click on the advert -Impresión. Saw" the advert

Targeting options

Behavioural and demographic targeting

Language and location targeting

Keywords and match types

-Broad match -Broad match modifier -Phrase match -Exact match -Negative match

Ad text

Is the main component of a search ad.

The editorial guidelines from Google AdWords:

-Heading: maximum of 25 characters -Line 1: maximum of 35 characters -Line 2: maximum of 35 characters -Display URL: maximum of 35 characters -No repeated exclamation marks. -No word may be written in capitals only. -No nonsense words may be used.

The elements of a search ad

Basic search adverts all follow a similar format:

-Heading -Two lines of advert copy. -Sometimes shown on one line. -www.DisplayURL.com -Ad extension

Ad Extensions

Display URL

The display URL should be short, clear and meaningful to the viewer. It should indicate what type of page the user will be taken to if they click.

-Location Extensions- -Imagen Extensions -Call Extensions -Social Extensions. -Seller Ratings, Offert Extensions and Sitelinks

The three main components are:

-Keyword-optimised ad text -The link to your owned property (website, social media platform, content) -Ad extensions

Mobile Mkt

set of practices that enables organisations to communicate and engage with their audience through any mobile device

Mobile Commerce

Purchasing decision is often rooted in the online and mobile space

Mobile channels: Mobile web Mobile app Mobile text

-Mobile Wallets -Mobile coupons -Mobile currency

Location and mobile

Geo-location:provide customer with what they need

Mobile messaging channels

SMS MMS: contain graphics, audio, video USSD: Allows to response action between the customer and service center. Instant messaging: WhatsApp

Email Marketing

Is a tool for CRM . Is a form to direct mkt that uses electronic means to deliver commercial messages to an audience

It is helpful because: -Extremely cost effective due to a low cost per contact -Highly targeted -Customisable on a mass scale -Measurable

Email content must be easy to skim with Calls to action

Creating content

Valuable content is informative

Should address the problems and needs of readers

Newsletters:

-Humor -Research -Information -Promotion -Exclusive content

Designing an email

Sender information

Subject line

Preheader

Header

Personalised greeting

Body

Footer

Unscribe link

link for managing subsciption preferences.

Helps to build consistency, and is the customary place to keep the contact details of the company

the content of the emails goes

Colourful banner or image (Contains the logo)

is a line or two of text displayed above your email header

The most important part, it will help to identify the email and open it.

To, from and reply

Social Media Strategy

Create a social media strategy 1. Get buy in 2. Listen and understand the landscape 3. Analyse 4. Set objectives 5. Create an action plan 6. Implement 7. Track, analyse,optimise

To solve business challenges: -Communication and otreach -Community management -Customer service -Reputation management -Advertising and awareness -Sales -SEO -Research and insight

Social Media Channels

Location

A subset of SN that are based on location

These services allow users to "check in" at locations they visit with equipments such mobile phones

Examples: -Foursquare -Fb Places

Bookmarking

(Shares) can dramatically increase traffic to a website, and expose the site to many new views

You store de URL so you can locate it again easily

A personal library of websites you can store on your computer

Content Creation

These services also encourage distribution of their content

Podcast is a digital radio programme downloadable from the internet

Bloggin: helps to foster a community around a brand

Microblogging: allows a user to publish short text updates (Twitter)

Video sharing: -Youtube -Vimeo -Instagram Video

Image sharing: Instagram/ Pinterest

Using social channels to create and share content

Social Networks

are use as a marketing tool to rely on advertising

Built around social profiles

Examples: -Fb -Linkedin

People who share real-world connections, interests and activities (using a software)

are media designed to be shared

Is about collaborating, creating content sharing and connecting.

-Instantly updateable -All media can be mixed -Online/Offline