Digital Marketing Unit Notes
Learning Outcomes
1 critically reflect on the role new technologies play in marketing, organisations and society
2 critically reflect on the theories underpinning the use of new technologies in marketing
3 exercise judgement to recommend solutions for emerging marketing issues around the integration of new technologies
4 utilise marketing technologies to communicate to a range of stakeholders
5 demonstrate competencies to work effectively in diverse teams
6 demonstrate the ability to give oral presentations in a clear and coherent manner
7 demonstrate the ability to produce clear and concise written communication.
Assessments
Week 1 – Digital values
Digital Culture
-
Globally, Users are growing across majority of platforms with the exclusion of
Facebook
Increased users is more exposure and more platforms for brands to exploit and users
There is an emerging culture which is extremely powerful
Digital Values
Digital Mindset
How organisations respond to changes in society
Four Personas Within organisations
• Digital Natives have an intuitive understanding of digital, but need to learn how to
think strategically
• Digital Immigrants recognize the value of digital, but need to learn the strategies,
tactics and tools for its successful implementation
• Digital Aliens think strategically, but need to experience the value of digital
• Digital Integrators have an expert command of digital and its strategic
implementation
DIO Organisation
The Digitally Integrated Organization [DIO] combines digital technology and integrated
marketing with core human values to generate abundance for its stakeholders, employees,
customers, and community.
Digital Transformation
- Firms with mindset to transform
- Innovation in digital world is required to survive
- Digital transformation requires a culture change
Week 2 – New marketing normal
-
Decline in one-way, push advertisements. The core values of the digital culture Marketing is getting back to its origins in the local market places (i.e. open dialogue
and exchange between two equal parties). Less TV primetime ads (one way, not
much can be done)
- With the aid of digital technology, Marketing is getting back to its origins in the local
market places, where the producer and consumer engage in two-way conversations.
- Content has to be engaging and relatable for a positive ROI
New marketing norm;
- Market segmentation: from target consumers to consumer networks
- Branding: from the strategic brand to the social brand
- Product: from product features to customer experience
- Sales process: from sales funnel to customer journey or digital involvement cycle
Digital Involvement Cycle
-
Engage with and inspire influencers in affinity-based segments or cultural crowds
who share common interests and values
-
Establish trust and build brand loyalty. – not achieved without giving something up
Serve customer needs by problem solving and improving design and function.
Welcome feedback allowing brands to make continual adjustments.
- Leverage relationships to retain current customers and attract new ones
Managing the new marketing normal
PESO
Data that is a big deal for marketing
Customer: The big data category most familiar to marketing may include behavioural,
attitudinal, and transactional metrics from such sources as marketing campaigns, points of
sale, websites, customer surveys, social media, online communities and loyalty programs.
Operational: typically includes objective metrics that measure the quality of marketing
processes relating to marketing operations, resource allocation, asset management,
budgetary controls, etc.
Financial: Typically housed in an organization’s financial systems, this big data category may
include sales, revenue, profits and other objective data types that measure the financial
health of the organization.
What can we do that gets customers involved?
New marketing norm;
- Focuses on consumer engagement instead of consumer management.
- Respects and engages the consumer. It’s about anticipating, listening, and quickly
responding to customer needs; everything that the company does revolves around
consumer needs and demands.
- Prioritises the customer service function.
Define and Establish
Intergrated digital marketing
- a holistic strategy that merges multiple digital channels, platforms, and media to
help organizations achieve their goals by providing value for and building sustainable
relationships with their target audience
Characteristics of IDM
- Integrates the organisation’s core values into all marketing decisions
- Integrates the CX across all stages of the DIC
- Integrates a consistent brand message across all channels
- Integrates organisational silos: shared vision and goals among different functional
areas
- Integrates various digital channels, platforms and media to optimise and augment
each other
- Integrates data captured across multiple customer touch-points
Organisational values are those things your organisation finds most important and
meaningful. These “core values” (principles) are needed to build an authentic and
transparent brand.
Buyer Persona vs Target audience
- Unlike the target audience, which will merely summarize your ideal customer, the
buyer persona digs deeper to uncover important information about your target
customer. This information helps you develop a deeper understanding of customers
to easily meet their needs and increase customer retention.
- Who they are, where they are, how can we communicate to them (channels that
they use)
- Personalisation and tailored to their wants, needs, hobbies and interests
Value Proposition
A value proposition is a positioning statement that succinctly explains:
- what your offering is
- what problem you solve
- for whom you solve it
- how you solve it uniquely well
Connect and Convert
• Brand hashtags:
• Specific to your organisation
• May contain your brand name or campaign name (e.g. #YesWeCan,
#LikeAGirl)
• Good for brand awareness and loyal fan engagement
• Community hashtags
• Widely used but don’t directly relate to your organisation (e.g. #PerthisOK
#Instafood)
• A way of showing to which ‘local’ community you belong (so you can
reach the audience who have the same/similar identity/values)
• Geotagging/location-tagging & stickers in stories:
• When sharing a post, you can tag the location in it, which gives you the
option to check-in at the location.
• Posts with a tagged location result in higher engagement
Week 2 activity
Create your brand name and brand message
Define your target audience/ buyer persona?
Your consumer networks What is your value proposition?
Choose your digital channels, platforms and media
Content: Think about the content of your first 7 posts/videos on social media
What about influencers? Partnerships?
Think about possible contests/ giveaways
Create a viral hashtag activism movement for your t-shirts Other ideas
Week 3 – Content Marketing
What is Content marketing
- Content marketing is an approach that focuses on creating and distributing valuable,
relevant, and consistent content to attract and retain a clearly defined audience
- And, ultimately, to drive profitable customer action
Increasing Brand health and awareness
HUBSpot Content marketing report
- 82% of businesses using content marketing
- Storytelling to consumers about why you do ur product or service, less of what and
how
Strategy
- What goal do we want to achieve? (stage(s) of the DIC/customer journey)
- Who is our intended audience? (persona(s))
-
What message do we want to convey to them? (campaign value proposition) e.g.
John Deere providing honesty and openness through their campaigns to gain trust
What type(s) of content will best convey this message? (topic, format, messenger,
trigger, amplification)
Do one thing well: focus on becoming known for something in particular (e.g. a
content series with a distinctive story format)
Consistency: have a clear theme (e.g. campaign name, hashtag)
Quality over quantity
Start by giving, not selling: Put yourself in your persona’s shoes and try to help
them achieve their goals (e.g. to learn, impress, connect etc.)
Text
Expedia – 7 ways to evoke a vacation state of mind
Ripcurl – the search
QANTAS – How to pack a suitcase: the only guide you’ll ever need
Colgate – Information on Gum disease
Commbank, how to manage your business tax liability
Multi Media
- INFO graphics
- Video 95% captivating than text
- Don’t show product, shjow why and engaging content, beliefs
Common types of Videos
- Educational/how-to videos
- Demo/explainer videos
- Tutorial videos
- Viral videos
- Brand videos
- Event videos
- Expert interviews
- Case study / customer testimonial videos
- Live video
Strategy
Week 4 – Industry Guest
Week 5 – SEO on site
SEO is the practice of attempting to have the search engine recognise your website as the
best solution, therefore getting more visitors
•
•
Crawling
• The first step is finding out what pages exist on the web. There isn't a central
registry of all web pages, so Google must constantly search for new pages
and add them to its list of known pages.
Indexing
• After a page is discovered, Google tries to understand what the page is
about. This process is called indexing.
•
SEO
-
-
-
-
-
Ranking
• When a user types a query, Google tries to find the most relevant answer
from its index based on many factors.
Search Engine Optimisation (SEO) is the practice of continuously optimizing a
website for higher rankings in the organic search results, with a focus on popular
search engines like Google.
SEO should involve other disciplines within digital marketing, including:
o Content marketing
o Public relations
o Branding
o Conversion rate optimization
o Coding and web development
o Content design
o User experience (UX)
68% of online experiences begin with a search engine. (BrightEdge)
0.78% of Google searchers click on results from the 2nd page. (Backlinko)
53.3% of all website traffic comes from organic search. (BrightEdge)
92.96% of global traffic comes from Google search, Google Images, and Google
Maps. (Sparktoro)
SEO drives 1000%+ more traffic than organic social media. (BrightEdge)
69.7% of search queries contain four words or more. (Ahrefs)
Google is responsible for over 92% of global web traffic.
90.63% of online content get zero traffic from Google, with only 0.21% getting over
1000 visits per month.
46.40% of browser-based Google searches resulted in an organic link click.
99.2% of website pages have less than 100 backlinks.
Google
processes over
7 billion
searches per
day (or 2.5
trillion
searches per
year.)
SEO is cheaper
in the long run
You can target
different funnel
stages with
SEO
Search traffic is
more stable
Organic listings
build brand
authority
Ranking
- Google holds 92.24% of
the search engine market
share.
- Google has over 200 SEO
ranking factors, such as:
o Backlinks
o Freshness
o Topical authority
o Search intent
o Content depth
o Page speed
o HTTPS
o Mobilefriendliness
o User experience
•
Relevance
• On-site
• What you can control
• Includes formatting, file names, use of keywords i.e. relevance
• Popularity
• Off-site
• What you can influence
• Creation & dissemination of content to build quality links to your site
• Local
• Combination of the above, but with a set of other signals that focus on your
local area
On Site SEO
Keywords
• Keyword
• Ideas and topics that define what your content is about
• What people type into Google
• What keyword do you want to rank on?
• Relevant to your business/services
• Regularly searched by your target audience
• Within the scope of your site’s competitive power
• Relevance
• You want to focus on key words that will actually translate to business
• Traffic
• Make sure people actually use the search!
• Competition
• Usually more specific = less competition.
• E.g. organic running shoes vs shoes
• Long-tail key words can be good for specific and focused pages
• Current Ranking
• Top 10. Check your rankings. Have a plan. Look for opportunities
Direct Ranking Factors
• URLs matter
• make-sure-to-use-hyphens
• If you want to rank on key word “best smartphone” then your URL should
contain e.g. ….com/best-smartphone (read by Google as “Best smartphone
”
• ….com/best_smartphone is read by Google as“bestsmartphone ”
• Title Tags & Descriptions
• e.g. Hubspot | Inbound Marketing & Sales Software
• Snippets
• These show up on the SERP
• Header Tags (H1, H2, H3)
• Words inside a header tag get more relevance. Target key word phrase for a
page should be H1
• Topic of Main Content
• Make sure your focal keyword is present on the page several times (esp. in
the first 100 words)
• Avoid keyword stuffing (e.g. once or twice per 100 words
• Ensure that you use topic-appropriate keyword variations (3 to 5 that you
hope to rank on)
• Add a few credible outbound links
•
Image Alt Text & File Name
• Google can only “see” images by their file name
• Internal Linking and Anchor Test
• Need strong internal linking throughout your site.
• “Flattens” the depth of your site for crawling & indexing
• Better navigation experience for users
• Adds context to your page
• When Internal Linking … the text linked gets counted. “Click here” is not
as good as “Best smartphone”
• Location on the page (in content is better)
Indirect Ranking
• Rankings are not just based on relevance
• They are also based on user behavior…if people do not interact with the site then it
does not solve their problem
• These are usually considered indirect ranking factors:
• Click-through rate
• Bounce rate
• Short load times
• Slow page speed
• Pop-ups
• Unnecessary plug-ins
• Poor usability
• Title tags and meta descriptions that aren’t properly optimized
• Blank pages and technical errors
•
•
•
Low-quality content
Pages that aren’t mobile-friendly
Improperly implemented Google Analytics setup
Week 6 - SEO off site
Week 7 – Project Work
Week 8 – Industry Guest
Week 9 – Social Media monitoring
Week 10 – Google analytics
Week 11 – Unit Summary
Week 12 – Consultation