Engage
Social Media Channels
are media designed to be shared
Is about collaborating, creating content
sharing and connecting.
-Instantly updateable
-All media can be mixed
-Online/Offline
Social Networks
Built around social profiles
People who share real-world connections, interests and activities (using a software)
Examples:
-Fb
-Linkedin
are use as a marketing tool to rely on advertising
Content Creation
Using social channels to create and share content
These services also encourage distribution of their content
Image sharing:
Instagram/ Pinterest
Video sharing:
-Youtube
-Vimeo
-Instagram Video
Bloggin:
helps to foster a community around a brand
Microblogging: allows a user to publish short text updates (Twitter)
Podcast
is a digital radio programme downloadable from the internet
Bookmarking
You store de URL so you can locate it again easily
A personal library of websites you can store on your computer
(Shares) can dramatically increase traffic to a website, and expose the site to many new views
Location
A subset of SN that are based on location
Examples:
-Foursquare
-Fb Places
These services allow users to "check in" at locations they visit with equipments such mobile phones
Social Media Strategy
To solve business challenges:
-Communication and otreach
-Community management
-Customer service
-Reputation management
-Advertising and awareness
-Sales
-SEO
-Research and insight
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
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
Designing an email
Sender information
To, from and reply
Subject line
The most important part, it will help to identify the email and open it.
Preheader
is a line or two of text displayed above your email header
Header
Colourful banner or image (Contains the logo)
Personalised greeting
Body
the content of the emails goes
Footer
Helps to build consistency, and is the customary place to keep the contact details of the company
Unscribe link
link for managing subsciption preferences.
Creating content
Valuable content is informative
Should address the problems and needs of readers
Newsletters:
-Humor
-Research
-Information
-Promotion
-Exclusive content
Mobile Mkt
set of practices that enables organisations to communicate and engage with their audience through any mobile device
Mobile messaging channels
SMS
MMS: contain graphics, audio, video
USSD: Allows to response action between the customer and service center.
Instant messaging: WhatsApp
Location and mobile
Geo-location:provide customer with what they need
Mobile Commerce
Purchasing decision is often rooted in the online and mobile space
-Mobile Wallets
-Mobile coupons
-Mobile currency
Mobile channels:
Mobile web
Mobile app
Mobile text
Search Advertising
The elements of a search ad
The three main components are:
-Keyword-optimised ad text
-The link to your owned property (website, social media platform,
content)
-Ad extensions
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
-Location Extensions-
-Imagen Extensions
-Call Extensions
-Social Extensions.
-Seller Ratings, Offert Extensions and Sitelinks
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.
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.
Targeting options
Keywords and match types
-Broad match
-Broad match modifier
-Phrase match
-Exact match
-Negative match
Language and location targeting
Behavioural and demographic targeting
Conversion and clickthrough rates
-Conversation-took. Action on the website
-Click. Click on the advert
-Impresión. Saw" the advert
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
Tools of the trade
Keyword volume tools
Keyword suggetions tools
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
Online
Advertising
Online advertising objectives
-Building brand awareness
-Creating demand
-Satisfying demand
-Driving direct response and sales
The key differentiator
Types of display adverts
-Banner adverts
-Interstitial banners
-Popups and pop-unders
-Floating adverts
-Map adverts
-Wallpaper adverts
Payment models for display advertising
-CPM
-CPC
-CPA
-What payment model can you expect?
-CPE
-Flat rate or sponsorships
Getting your ads online
Premium booked media
Advertising networks
Advertising exchanges
Social media advertising
-Facebook
-twitter
-YouTube
-Linkedln
Mobile Advertising
Targeting and optimising
Frequency capping
Sequencing
Exclusivity
Roadblocks
Geo-targeting
Network or browser type
Connection type
Day and time
Social serving
Behavioural targeting
Contextual advertising
This allows an advertiser to own 100% of the advertising inventory on a page.
This ensures that adverts from direct competitors are not shown on the same page.
This ensures that a user sees adverts in a particular order.
This limits the number of times a specific user sees the same advert in a set time period.
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.
CRM
Is a customer-focused approach to business based on fostering long-term, meaningful relationships
This relationship is often the reason they return.
Effective CRM enables businesses to collaborate with customers to inform overall business strategies.
Knowing who your customer is and what they want makes a CRM strategy successful
Consumer Touchpoints
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
Divided into 3 phases
Pre-purchase
Gain costumers, shape brand perceptions, educate about the services
Purchase
Deliver value, instil confidence, reinforce decision
Post-Purchase
Post-sale interactions, where the brand wants to remain as top of mind, invite, increase loyalty.
The starting point for all CRM
Gain customer loyalty
Data
First step: Match a prospect's profile with the offer
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.
Traditional CRM system data
Capture data for sales, support and mkt purposes
Demographic, psycographic, purchase orders, reviews data
Data mining
Analyse data to discover unknown patterns
Analytics data
Captured through specialised analytics software
package
To measure digital
marketing campaigns.
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.
CLV is a metric centraol to any CRM initiative
Customer Lifetime Value: the profitability of a customer over their entire relationship with a business
Loyalty Programs
Designed to develop and mantain customer relationships
By rewarding them for every interaction
The cost of acquiring a new customer is higher that maintaining an existing
Benefits
Social CRM
Embrace the social costumer
Social media allow customers share their brand experience, it is a potential mouth-of-mouth audience
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
Collaborative tools:
Process that combines customer data across all facets of a company
Social tools:
Functions from standardising the collectio of data from social media to automatically posting links
Operational tools:
The front end of a business and its customer service
Sales and marketing automation tools:
Manage sales cycles and collect customer sales data
Analytical tools:
Record, save and investigate customer data
Affiliate
Marketing
Process
Visitor
Click on affiliate Ad
Purchasest at marchat
Action and reward
Cost per Action (CPA)
A fixed commission for a particular action.
Cost per Lead (CPL)
A fixed commission for a lead (that is, a potential sale).
Revenue share (also CPS or Cost per Sale)
An agreed-on percentage of the
purchase amount.
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).
Affiliate networks
-Commission Junction – www.cj.com
-LinkShare – www.linkshare.com
-Affiliate Window – www.affiliatewindow.com
-TradeDoubler – www.tradedoubler.com
Tools of the trade
Some notable affiliate marketing forums
-Webmasterworld: www.webmasterworld.com/advertising
-Affiliates4U forum: www.affiliates4u.com
SEO
(Search Engine Optimisation)
Is about optimising a website to achieve the highest possible ranking on the search egine results pages.
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
To make sure they list the best results, the look for signals of:
Popularity, authority, relevance, trust, importance
Optimisation on searching for certain key phrases
Black hat SEO:
Try to game the search engines
Two main strategies
On-page optimisation
Achived by making changes to de HTML code, content and structure
Off-page optimisation
Focused on building links to the website, activities like social media and digital PR
Is an effective way of generating new business to a site.
Fairly technical practice, can be broken into 5 main areas
Search engine friendly website structure
Must remove technical barriers.
The most important pages must be accessible directly
Must be quick and easy
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
1. Brainstorm
2. Gather data
3. Use keyword research tools
* Google AdWords Keyword Planner
* Wordtracker Keyword Questions
Content optimised to target those key phrases
Must provide infromation to visitors, engage with them and persuade them.
Link popularity
Allow a user to go from one web page to another
Help send signals of trust
Help to validate relevance
User insights
User data is the most effective way of judging the true relevance and value of a website
Benefits
Better user experience, while ensuring
that search engines index and rank the website well.
Challenges
Not only focuse on digital marketing efforts
Video Marketing
Video offers an extremely rich, engaging and simulating experience for viewers.
People watch and share
They use them for entretainment, information and valuable content.
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
Is ideal for experiental marketing ans show off a brand's personality
Low cost production
Covers two approaches
Video Content
Made to entretain, share updates and delight
Video Ads
Adverts filmed and formatted for online use
Video production
1.Identify audience, their wants and needs
2. Planning and concept
Core concept dictated by what will resonate with the target audience
3. Produce the video
4. Choose and uploading plaform
5. Optimise
Easy discovery on the web
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
6. Promoting
Owned, earned or paid media channels
Earned
*Optimise
*Social Sharing
Paid
*In-Search
*In-Display
*In-Stream
Owned
Descriptive page title, video title, text
Use social media sharings
Encourage visitors to review videos
7. Engaging the community
Responding in a timely manner to any comment or question, take feedback on the conent
8. Reporting
Track and analyse data about activities, using measurment tools just like YouTube Analytics, to view detailed stadistics.