reviews by the blogger, promotion via entries on third party blogs and cross-syndication of data across multiple blogs. It is through the well-written and informative blogs that the visitors are ready to gain extensive knowledge about your business and therefore the products and services that it's to supply. With blogging, you're ready to form a crucial medium to convert visitors into customers. An effective digital marketing strategy always revolves around a business’s website. The upper number of individuals you're ready to attract towards your website, the more people you change. A well-executed blog can create relevant content for your visitors also as existing customers. Social Media Platforms like Facebook, Twitter, LinkedIn, Instagram and Pinterest can help boost your blog views. Creating a link to any of your social media platforms will make sure that your social media followers will scroll through your blogs which might indirectly help to extend the conversion rate. This may also give your social media followers a reason to click through to your website. Simple Steps for Blog Marketing Starting a blog and using it to promote your business can be set up within minutes. It's the ongoing management and marketing that will take time. Make a Blog Marketing Plan: What are you going to share on your blog? News, tips, resources, etc.? How often will you update your blog? (Daily, weekly, etc.) Create Your Blog: Decide on your blogging platform, and set it up, including customization that fits your business. Be sure to use the same logo on your blog as on your website (if you have a separate website) to retain consistency. If you use a free blog platform (not recommended for business blogging), have a domain name pointing to the blog to make it easier for consumers to get to your site. Fill Your Blog with Several Posts ASAP: Readers don't like to visit a blog with only one or two posts. Add ten or more posts quickly to start out, and then switch to your regular post schedule. Market you’re Blog: It's very easy to integrate social media into your blogs so that your blog posts go out to your followers. Include your blog on your marketing materials as well. Reply to Comments: Remember, blogs are social, so people will ask questions, provide feedback, or share their opinion. Delete spam posts. Use Your Blog to Encourage Email Signups: Signups are another great way to keep people who are interested in your business coming back to your blog, which again, gives them more opportunity to spend money with you. Blog Advertising 151 CU IDOL SELF LEARNING MATERIAL (SLM)
Ads on blogs can be in the form of banners, text links, streaming video, audio clips, flash animation and even plain text. Most blog-based advertising involves payment in some way or the other to the blog owner. Owners of popular blogs will typically capitalize on their readership numbers via a combination of ad formats and Google AdSense ads. Recommendations & Reviews A nod from a trusted blogger can result in considerably higher sales for the recipient. Trusted figures in industry, popular product reviewers and critics often maintain blogs where they provide information about their experiences with some products and services. Readers tend to trust these reviewers and critics more as they are often unbiased. Businesses, however, do pay popular bloggers to review or mention their products. Examples of popular technology blogs that provide a lot of product reviews include Engadget and Tech Crunch. Viral Marketing The greatest power of blog marketing comes from the viral effect of some blog posts. News travels very fast via blogs. Readers pick up interesting stories and blog about them on other, third-party blogs. Their readers in turn spread the word to others. All this is done at very little cost to the advertiser, and often has a snowball effect that can be started off with just a few strategically placed blog entries and comments on others’ blogs. While blog marketing presents a fantastic opportunity for marketing agencies and businesses, it can be a dangerous medium, as originators often have very little control over the message that gets spread. If users perceive the blog marketing effort to be objectionable, they can easily turn the tables and create a PR nightmare for the advertisers. Viral marketing case study: KLM 'Surprise' sparks 1m tweets At the end of 2010, KLM decided to give something a little extra special to its passengers waiting to board its flights – some personalised random acts of kindness. Using information from Foursquare and Twitter, KLM identified passengers currently checked in and waiting to board KLM flights. A quick search of each person’s social media profile garnered info about their personal interests/reasons for flying. Staff then purchased appropriate gifts which they gave to passengers prior to boarding their flight. More than 40 people were presented with gifts and, being social media users, the campaign received 1m+ impressions on Twitter alone. While the stunt certainly seems time exhaustive, it was enough to generate 1m positive Tweets, while this follow up YouTube ad leaves lasting positive brand impression. Pros of Blog Marketing The very nature of blogging makes them ideal for marketing since they provide new content to draw people back and offer a way for consumers and businesses to interact. Here are a few other benefits: 1. Inexpensive to Start and Run: For the cost of a domain name and web hosting, you can have a customized blog marketing setup. 152 CU IDOL SELF LEARNING MATERIAL (SLM)
2. Easy to Use: Most blogging platforms are simple to use. If you can copy, paste, type, drag and drop, and upload, you can have a professional-looking blog. 3. Builds Website Traffic: Offering tips, updates, and other new content gives people a reason to come and return to your business website, which gives them the opportunity to buy. 4. Improves Search Engine Ranking: Google, in particular, likes to find and rank new content. For that reason, many entrepreneurs use blogging specifically for search engine optimization (SEO). 5. Allows You to Gain Trust and Credibility: People like to know who they're doing business with. With a blog, you can prove you're an expert and provide helpful tips and other valuable information—all of which help consumers feel good about spending money on your product or service. 6. Engages Your Market: While most businesses now use Twitter and other social platforms more than blogs for engagement, blogs can allow you to have a conversation with your market. This gives you the opportunity to build trust and rapport, as well as get feedback and provide customer service. 7. Creates More Opportunities for Revenue: You can accept advertising, promote affiliate products and get sponsors, adding additional sources of revenue to your business. The Cons of Blog Marketing Like just everything else in life, there can be a downside to blogging. 1. Can Be Time-Consuming: Creating new content and updating your blog can take a significant amount of time. Hiring freelance writers and a virtual assistant can help. 2. Needs a Constant Stream of Ideas: Along with time, thinking of new content ideas is one of the biggest challenges bloggers face. 3. It Can Take Time to See Results: It can take time to begin building an audience for your blog—you won't necessarily see traffic right away. 4. It Needs to Be Marketed Too: You're using the blog to market your business, but for it to work, people need to know about it, which means you have to find your target market and entice them to your blog. Travel Blogging: Pros and Cons Travel Blogging Pros Online Diary: Blogging about your experiences preserves your memories and feelings so you can enjoy them all at a later date. Depending on the situation, this can either be good or bad. Technology has made it easier to relive the adrenaline rush of your first skydive as well as the mind-blowing hangover you felt after a night spent with good friends and bad goon. Your online diary does not play favorites. 153 CU IDOL SELF LEARNING MATERIAL (SLM)
Conversation Starter: Not that the standard questions (“Where are you from? Where have you been? Where are you going?”) Don’t work, but having a blog gives you a different angle to strike up conversations with strangers (and maybe even a legit reason to snap photos of that hot guy/girl you meet). Blogging Community: If you wish, you can become an active member in the blogging community by reading, commenting and linking to other travel blogs. I haven’t really done much of this, mostly due to lack of time (see Cons for details), but it seems there’s a large community out there to help with travel advice, show you around a city, suggest places to see and things to do and possibly even offer you a couch upon which to crash. You might even be able to score some sponsors and advertisers to help with the money situation and prolong your adventure. Fame: Some people get into this whole blogging thing to become famous. Some people actually do become famous. Most of us don’t, but I suppose you can become famous within your own circle of influence (i.e. your friends, family and colleagues). And who doesn’t want to brag about the awesome things you’ve seen and done to that jealous co-worker who sat down the hall from you? Travel Blogging Cons Time Management: Creating content takes up a lot of your free time and may start feeling like a full-time job. When you’re constantly on the move, doing new activities and meeting people from around the world, it is difficult to stop the fun to sit down and write. If you’re doing a photo/video blog or are just a stickler for good images, editing can eat up a heap of time if you want to perfectly capture that amazing sunset, unique wildlife or hostel party. Expensive/Slow/No Internet Connections: Depending on where in the world you decide to travel, internet connections are extremely expensive, slow or unavailable at all. Despite living during a time of extensive technological achievements, there is a large part of the world that live a simpler, and some may argue happier, lifestyle. If you’re visiting less developed countries, the internet may not be widely available forcing you to work out of internet cafés, which affects both your time and money. Even in developed countries, such as Australia, some places are crazy expensive because the population is small or you’re just out in the middle of nowhere. The most expensive place I’ve come across so far is Coober Pedy, where an internet café was offering 15 minutes for AU$8! Blogging Hermit: For the most part, writing is a solitary pursuit and this can make you a bit anti-social, which is the opposite of the Conversation Starter. When you’re focused on writing and photo/video editing, you can often miss out on group outings or pub crawls because of your strict adherence to your blogging schedule. You may be too focused on writing to enjoy the life you’re living. Real Time vs Blog Time: Despite your best efforts to stay up to date with a steady stream of posts, you’ll never really be writing in real time. You posts will always be a few steps behind 154 CU IDOL SELF LEARNING MATERIAL (SLM)
real life. How else are you supposed to experience anything if you’re tied down to blogging about it as it happens? So technically, your family and friends will never really know where you are in the world or what you’re currently doing there when they read your blog. If they want minute-by-minute details of your escapades, they’ll have to stay tuned to other social media applications, like Facebook, Twitter or Instagram, which is just another thing for you to update. It’s always great to document your holiday, but I would shy away from a blog if you think it’ll have a negative effect on your travel experience. 9.4.2 RECENT STATISTICS (2020) Marketers who prioritize business blogging efforts are 13x more likely to see positive ROI -HubSpot People will tend to read blogs with titles between 6-13 words. These blogs get the most consistent amount of traffic and hits -HubSpot 60% of consumers feel engaged/positive with a brand or business after reading custom content on their blog -Content Plus 47% of B2B buyers read 3-5 blog posts or content pieces prior to talking with a salesperson -DemandGenReport 82% of marketers who blog consistently see positive ROI from inbound links and increased rankings in search engines -State of Inbound 1 in 10 blog posts are “compounding”, meaning that organic search steadily increases their traffic over time and improve lead generation -HubSpot compounding blog post generates as much traffic as 6 regular posts combined -HubSpot When it comes to executing a successful digital marketing strategy, blogging is still a very powerful key component. Building trust with your customer is crucial and important in growing your business. Quality content on your website displays how well-versed you are with your products and services as well as the market it is in. It is imperative to understand and appreciate the need for consistent and interestingcontent. This is vital for growth, gain and success. 9.4.3 IMPORTANCE OF BLOGGING Blogs form a crucial medium to convert the visitors into your customers. The four reasons mentioned below effectively highlight the importance of blogging in digital marketing: 1. Generating traffic: A productive digital marketing strategy always revolves around a company’s website. The more the amount of individuals you're ready to attract towards your website, the higher the conversion rate. With the assistance of a blog, you'll create relevant content for your visitors also as existing customers. If you have already got an account on social media platforms like 155 CU IDOL SELF LEARNING MATERIAL (SLM)
Facebook, Twitter, LinkedIn etc. then you'll post links of your blog articles on these platforms with relevant visuals. This may make sure that your social media followers will scroll through your blogs which might indirectly help increase the conversion rate also. 2. Improve SEO and SERP: An updated website are some things which the Google, also as your audience will find worth watching. Addition of latest content to your website also can assist you to enhance your rankings on the Google program Results Page (SERP). Plus this also helps you to use specific keywords about your business or service which helps to spice up your search keywords. Although it's very difficult to regularly update your static contenti.e., your service or product pages, you'll add some interesting new articles from your team members by getting them to share their experiences at events otherwise you can even write on the newest trends within the industry. 3. Bolster brand position: Detailed blogs are a superb way of strengthening the image of your brand within the market. Posting new and informative content on your website not only shows your knowledge about the merchandise but also will help to display your skills and services to potential customers. If you're a retailer then you'll write on your products in order that customers will visit your website and can cause you to their knowledge source before buying anything. Just in case you're in B2B, then you'll post well-researched content about the services that you simply offer. 4. Improves customer engagement: Your prospective client would want to find out about your product intimately from your website and posting that required content is that the best thanks to strengthen the reference to them. Blog posting helps you to directly engage with user queries and questions which otherwise are left unattended on the web site. These questions assist you to understand whether your customers are becoming the knowledge that they have from your blogs and also helps to know if your keywords are performing well. Building trust together with your customer is a crucial pillar in growing your business. Quality content on your website displays how well-versed you're together with your products and services also because the market. It’s vital to know the necessity for a daily, interesting content vital to your website’s success and assigning the required resources to urge it done effectively. Importance of Travel Blogging As the internet has grown and developed people have been writing online about their travels. Here are a few reasons why this type of online activity has seen a real boom in recent years: It pays! – For many of the people who write travel blogs, it is also their career. Affiliate marketing and Google AdWords can bring in money via the blog itself while external 156 CU IDOL SELF LEARNING MATERIAL (SLM)
sponsorship can also make serious money for the blogger. Although this is not the case for all travel blogs, the possibility of being paid to travel the world is certainly why so many have moved to this sector. Escapism – the reason travel blogs have become such a hit with the public is the escapism they offer. When you visit a travel blog, you are instantly transported from your normal life to whichever exotic destination you are reading about. That gives you a positive feeling and cheers you up which is why so many people love reading them. Fresh content – another reason that travel blogging has risen rapidly recently is that the best examples give a unique take on travelling the globe with fresh, funny content. Many make innovative online videos via an online animator to create popular content. With video being expected to make up over 80% of internet traffic by 2021, this is a smart move for any kind of blogger. Education – all humans have a natural urge to learn about other countries and cultures. Travel blogging fills that need by telling you about different cultures and what goes on in other countries. This is especially helpful if you are reading about a country that you will never visit personally but still want to know something about. Encourages travel – of course, you may actually be lucky and loaded enough to travel to different countries across the world. Travel blogging plays a vital role here as it can actually encourage travel where you might have been nervous and reticent before. By showing what other places are really like, travel blogs can help make you feel comfortable enough to go there. The other great bonus with encouraging more travel is that you will have a better understanding of different cultures when you return. Documents of historical events – one other key reason that travel blogging has exploded recently is the channel it offers to record historical events. As blogging is free and easy, it allows anyone to make sure important events or happenings are recorded for posterity. That kind of direct, open access is important as we head into the future to make sure nothing is missed and that important events are not swept under the carpet. 9.5 CLASSIFIELDS You must have seen classified advertisements in newspapers. When such ads are posted on online media like news portals, e-magazines, blogs etc., they're mentioned as classified SEO ads. They’re not only cheaper than other sorts of advertising, but they're often free to be used, and may be an excellent thanks to increase the visibility of your blog or your brands. Whether you've got a little business or a startup, or if you're a private owning a blog, you'll enjoy classified SEO ads, and not only use them to extend your visibility but also recover revenue. The most common use of advertisements is in optimizing the traffic on the web site or blog. But the utilization of advertisements must be done smartly so on get the simplest benefit out of it.Website traffic isn't a static target and is more like flowing water. Promotional activities 157 CU IDOL SELF LEARNING MATERIAL (SLM)
must be smartly done in order that they will end in improved sales and better profits. You’ll target better website traffic if you enter for paid advertisements, but that's difficult if your funds have dried up. Free classifieds are then the simplest answer. When you use free advertisements, you've got twofold benefits. You are doing not got to pay anything, and you'll start getting the results of your ads soon. Different Aspects of a Classified Ad Any classified ad usually has three distinct parts. Headline of the ad This is the most important part because this is the part which draws the visitor’s attention and gets him to read the actual copy of the ad. Actual body of the advertisement This is where the details of the product, service, or specific offer are provided. Call to action With a button like ‘Click Here to Buy’ or ‘Sign Up today’. It could also include pertinent contact details or a simple button like ‘Contact Us’. Every classified ad would have its own unique features, but this is the standard structure that almost every ad has. 9.5.1 The Use of Classified Ads in SEO Most digital marketers use advertisements to usher in prospects who can become likely results in future revenue. These ads often end in a greater number of clicks and may also end in the viewer navigating back to your website. If your ad has been posted with backlinks to your website, then the results are often seen soon after the ad is posted. This is the rationale SEO specialists just like the use of advertisements such a lot. These ads are an easy thanks to reach bent prospects and convert them into customers. The content within these ads must be written smartly in order that the messaging is clearly conveyed to potential customers. The content must be written with one eye also on program is in order that you'll get higher ranks on search engine results pages. This is the simplest use of advertisements in SEO. Whether you're employing a free ad or a paid one, the classified advertisement can help your webpage or blog get indexed on search engines, which successively helps your SEO efforts. 9.5.2 Benefits of Classified SEO Ads Let us take a look at some of the specific benefits you can get if you use classified SEO ads. 158 CU IDOL SELF LEARNING MATERIAL (SLM)
Ease of Use: Most users of internet browsing on their mobile phones instead of their desktops or laptops. This makes classified SEO ads very easy to use. These ads also show up easily on searches, which makes it easy and convenient for the marketer as well. Economical: You can pay for classified ads if you wish to. But there are a number of free classified ad options available. This makes such ads a very economical way to promote your brands, products, and services. Fast: A big benefit of classified SEO ads is that they can be created and deployed in very little time. When you compare that to the process for posting offline ads in traditional media, the end to end cycle is much longer. Location neutral: The biggest difference of classified SEO ads with conventional ads is that these ads are not limited by geography. A company in Japan which inserts a classified SEO Ad would have its ad seen by internet users in Europe as well. That makes it possible for a company to expand its sales footprint to several countries at the same time. Better traction: Finally, the biggest benefit of classified SEO ads is that they help in improving the engagement on your website or blog. A visitor might come to your website attracted by your ad, but while there, he or she might navigate to other parts of the website as well. While we discussed classified ads and what their benefits are, there are some things which need to be kept while using them. Let us look at three important aspects. 9.5.3Things to Keep In Mind While good content in classified ads helps to get traffic to the website, the opposite also holds true. If the content is not up to the mark, it can drive people away from the website before they have had a chance to browse all the sections of the website. Too much of a good thing is often bad. You need to ensure that you also optimize the frequency of classified ads, otherwise, it becomes akin to spamming. People will then start avoiding the website. Like any content, not just the quality but also the accuracy is important. The classified ad must not only have informative content, but the information it contains should not have false data or wrong details. List Of some famous Classified Ads Sites www.olx.in www.allindiaads.com www.boostime.in www.quikr.com www.freelocalclassifieda www.expressclassifie www.classifieds.sulekha ds.in ds.in .com www.asianclassified.com www.locanto.in www.indialist.com www.freeads.in www.citybazaar.in www.indiabook.com www.indiaclassifieds.co www.indianadz.com m 159 CU IDOL SELF LEARNING MATERIAL (SLM)
www.hindustanlink.com www.viewmyclassified.c www.citytimes.in www.epageindia.com www.bhartiads.com om www.localadsindia.co www.tips4india.in www.justforindian.com m www.goforads.com www.justeclick.com www.classifieds.shopma www.classicsads.com nia.in 9.5.4 Classified Ad Posting Online classified advertising is that the process of advertising a product or service by writing a stimulating description about it. The outline can comprise of the name, telephone number, address, website URL, price, email address and an image of the merchandise or service being promoted. It’s called classified advertising because all the advertisements that pertain to a specific category are classified under one heading. Forinstance, cars that are available on hire or purchasable would be classified under automobiles. The process of classified advertisement posting involves the subsequent steps: Identifying classified ad posting directories In order to profit from classified advertisement posting, it's important to make sure that the directories have an honest page rank. You’ll also use Alexa to understand the location rank and also identify the sites that link thereto. This may help in building your classified advertising directory list. Post the ads in those directories that have a high potential of consumers. The more the purchasers, the higher is that the visibility. Do not forget the web marketing rule of 5 which says to post your classified advertisement to a minimum of 5 sites. Guideline for classified ad posting Each directory has its own guidelines for accepting and rejecting classified ad postings. Before you submit your classified ads to a directory, it is good to read the guidelines mentioned there. Creating your classified advertisement This is the foremost important step of all. Identify the merchandise or service that you simply want to sell first. Then keeping that in mind write a brief ad of less than 500 characters that describes the product/service and also emphasizes the advantages of it. You’ll use Microsoft Word as an honest tool to edit your ad and also correct the spelling mistakes and grammar. Tracking and testing Once you've got submitted your classified advertisement to a directory, it's important to understand which ad is converting the foremost and also from which directory. This may assist you to concentrate your efforts where required and obtain the utmost results. Do not forget Pareto's Law. 80% of the business comes from 20% of the purchasers. Concentrate 160 CU IDOL SELF LEARNING MATERIAL (SLM)
your efforts on those 20 classified advertisement directories that convert, and you'll achieve this by continuously tracking them. By this you'll come to understand the conversion rate. Classified ad syndication Identify sites where you'll place one classified ad and from there it gets posted to multiple sites. This includes API also as RSS. This may help in getting your advertisement published in many places in order that the visibility increases. Promoting your classified advertisement Tip 1: Once you have published your ad, the next step would be to Social Bookmark it in cities like Delicious, Propeller, Digg, etc. Tip 2: Subscribe to a RSS Feed Classified advertising can be useful for certain types of marketing, but it also has some limitations. Pros Very effective for products and services that are local. Brick and mortar businesses or businesses that need to operate locally often use classified ads to promote their products, services, or job openings to a particular location. In many cases, readers of a particular set of classified ads tend to fall into a certain demographic. Niche magazine’s classifieds, for instance, would clearly be ideal for anyone targeting that specific industry. Cons Though often cheap, classifieds are also often limited in scope and reach. Classifieds have lost much of their market share to newer ad formats or been replaced by sites such as craigslist. And while those types of classified sites can be useful for promoting certain types of products, they also have regulations and user-operated spam filters. There are rules against promoting, for instance, affiliate products or postings intended to drive traffic to a site. 9.6 SUMMARY Classified SEO ads are one of the simplest ways of promoting your business and your brands. They can be done for free as well. They are a convenient way to stand out among all your competitors. The most common use of advertisements is in optimizing the traffic on the web site or blog. But the utilization of advertisements must be done smartly so on get the simplest benefit out of it.Website traffic isn't a static target and is more like flowing water. Blogs form a crucial medium to convert the visitors into your customers. 161 CU IDOL SELF LEARNING MATERIAL (SLM)
The main difference is that program Optimization (SEO) is concentrated on optimizing an internet site so as to urge traffic from organic search results. On the opposite hand, the goal of program Marketing (SEM) is to urge traffic and visibility from both organic and paid search. 9.7 KEYWORDS UXUser Experience RedditSocial news website and forum where content is socially curated and promoted by site members through voting DCXDigital Customer Experience SpamsMessages we do not request, and we do not want or with an unknown sender, usually sent though mass mailing. NewslettersA bulletin issued periodically to the members of a society or other organization 9.8 LEARNING ACTIVITY 1. Checkout various online travel blog and try to create your own blog through WordPress and keep sharing the blogs in social medias ___________________________________________________________________________ __________________________________________________________________ 2. Take a list of some of the famous classified’s sites and analyze them_ ___________________________________________________________________________ ___________________________________________________________________ 9.8 UNIT END QUESTIONS 162 A. Descriptive Questions Short Questions 1. Explain SEO and its techniques in detail 2. Define SEM and explain how it works with example 3. Write an overview of SEM 4. Explain the role of Keywords, its tools and types 5. What is classified ad posting? Long Questions CU IDOL SELF LEARNING MATERIAL (SLM)
1. Differentiate between SEO & SEM 2. Define Blogging and explain the steps involved in Blog Marketing 3. Discuss the Pro's and Cons of Blog Marketing 4. Give the importance of Blogging 5. Explain in detail the classified advertisement, with its uses and benefits B. Multiple choice questions 1. __________ is the search engine with the highest market share in most countries in the world. a. Google b. Facebook c. Instagram d. YouTube 2. Keywords are the terms or phases that users use to search something on ________. a. Internet b. E-Mail c. Social-Medias d. Brochures. 3. The percentage obtained is known as keyword density, and it must be over 2 % and below ______. a. 5% b. 10% c. 8% d. 6% 4. Quality ___________ links could also be improved by registering a website on general or theme-based directories a. External b. Hyper c. Both d. Internal 5. An ad usually has a title of less than _____characters linked to the destination site a. 20 b. 25 c. 18 d. 23 163 CU IDOL SELF LEARNING MATERIAL (SLM)
Answers 1-a, 2-a, 3-a, 4-d, 5-b 9.9 REFERENCES https://mailchimp.com/resources/how-to-do-keyword-research/ https://neilpatel.com/blog/search-vs-social/ Understanding Digital Marketing—Basics and Actions https://www.optimizely.com/optimization-glossary/search-engine-marketing/ https://www.thebalancesmb.com/blog-marketing-1794404 https://www.gsearchinc.com/all-you-need-to-know-about-classified-seo-ads/ http://www.seotrafficspider.com/classified-adposting.php https://www.codefuel.com/blog/classified-advertising-vs-paid-advertising-for- marketing/ \"The State of Search Engine Marketing 2006\". Search Engine Land. February 8, 2007. Retrieved 2007-06-07. \"Does SEM = SEO + CPC Still Add Up?\" searchengineland.com. 2010-03-04. Retrieved 2010-03-05. \"IAB: Search Was 50% of US Digital Ad Spend In 2014, Desktop Still Bigger Than Mobile\". Searchengineland.com. 22 April 2015. Retrieved 15 March 2018. Elliott, Stuart (March 14, 2006). \"More Agencies Investing in Marketing with a Click\". New York Times. Retrieved 2007-06-07. \"Top 5 Desktop Tables and Console Search Engine Market Share\". Statcounter.com. October 2016. Retrieved November 23, 2016. Rialp, Alex; Rialp, Josep (2006), International Marketing Research: Opportunities and Challenges in the 21st Century, Advances in International Marketing, 17, Bingley: Emerald (MCB UP ), pp. 1–13, doi:10.1016/s1474-7979(06)17019-2, ISBN 0-7623- 1369-2 \"Engine sells results, draws fire\". News.cnet.com. June 21, 1996. Retrieved 2007-06- 09. \"GoTo Sells Positions\". Searchenginewatch.com. March 3, 1998. Archived from the original on October 11, 2007. Retrieved 2007-06-09. \"GoTo gambles with new name\". News.cnet.com. September 10, 2001. Retrieved 2007-06-09. Jansen, B. J. (May 2007). \"The Comparative Effectiveness of Sponsored and Nonsponsored Links for Web E-commerce Queries\" (PDF). ACM Transactions on the Web. Archived from the original (PDF) on 2008-12-30. Retrieved 2007-06-09. 164 CU IDOL SELF LEARNING MATERIAL (SLM)
\"Microsoft-Yahoo Deal Gets Green Light\". Informationweek.com. February 18, 2010. Retrieved 2010-07-15. \"Does SEM = SEO + CPC Still Add Up?\"Search engine land.com. March 4, 2010. Retrieved 2013-10-06. \"Mobile-Friendly Test - Google Search Console\". Www.google.com. Retrieved 15 March 2018. Boughton, S. B. (2005). Search engine marketing. Perspectives in business, 20(4), 195-202. Sen, R. (2005). Optimal search engine marketing strategy. International Journal of Electronic Commerce, 10(1), 9-25. Skiera, B., Eckert, J., & Hinz, O. (2010). An analysis of the importance of the long tail in search engine marketing. Electronic Commerce Research and Applications, 9(6), 488-494. Zawodny, Jeremy (2004-03-01). \"Defending Paid Inclusions\". Ulbrich, Chris (2004-07-06). \"Paid Inclusion Losing Charm?\" Wired News. \"FAQ #18: How do I register my site/URL with Ask so that it will be indexed?\" Ask.com. Archived from the original on 2012-07-07. Retrieved 2008-12-19. Julian Connors (2016-10-06). \"PPC + SEO = match made in marketing heaven\". Retrieved 2017-04-26. Susan Ward (2011). \"Social Media Marketing\". About.com. Retrieved 2011-04-22. \"False Oracles: Consumer Reaction to Learning the Truth About How Search Engines Work (Abstract)\". Consumerwebwatch.org. June 30, 2003. Retrieved 2007-06-09. \"Searching for Disclosure: How Search Engines Alert Consumers to the Presence of Advertising in Search Results\". Consumerwebwatch.org. November 8, 2004. Retrieved 2007-06-09. \"Still in Search of Disclosure: Re-evaluating How Search Engines Explain the Presence of Advertising in Search Results\". Consumerwebwatch.org. June 9, 2005. Retrieved 2007-06-09. \"Re: Complaint Requesting Investigation of Various Internet Search Engine Companies for Paid Placement or (Pay per click)\". Ftc.gov. June 22, 2002. Archived from the original on July 23, 2013. Retrieved 2007-06-09. \"Update to U.S. ad text trademark policy\". Adwords.blogspot.com. May 14, 2009. Retrieved 2010-07-15. Rosso, Mark; Jansen, Bernard (Jim) (August 2010), \"Brand Names as Keywords in Sponsored Search Advertising\", Communications of the Association for Information Systems, 27 (1): 81–98, doi:10.17705/1CAIS.02706 David O. Klein & Joshua R. Wueller, Trademark Enforcement and Internet Search Advertising: A Regulatory Risk for Brand Owners, IP Litigator, Nov. /Dec. 2016. 165 CU IDOL SELF LEARNING MATERIAL (SLM)
Google Inc (2007). \"Google Adwords Case Study\" (PDF). AccuraCast. Archived from the original (PDF) on 11 June 2017. Retrieved 2011-03-30. Jump up to: a b c Zheng Xiang; Bing Pan; Rob Law & Daniel R. Fesenmaier (June 7, 2010). \"Assessing the Visibility of Destination Marketing Organizations in Google: A Case Study of Convention and Visitor Bureau Websites in the United States\" (PDF). Journal of Travel and Tourism Marketing. Retrieved 2011-04-22. Bing Pan, Zheng Xiang, Rob Law and Daniel R. Fesenmaier (June 7, 2010). \"The Dynamics of Search Engine Marketing for Tourist Destinations\". Journal of Travel Research. 50 (4): 365–377. Doi: 10.1177/0047287510369558. S2CID 14193592. https://www.connectionmodel.com/blog/why-blogging-is-an-important-part-of- digital-marketing https://www.accuracast.com/articles/social-marketing/what-is-blog-marketing/ https://www.vezadigital.com/post/why-blogging-is-a-powerful-key-component-to- any-digital-marketing-strategy https://www.bmconsulting.in/blog/why-blogging-is-an-important-part-of-digital- marketing/ 166 CU IDOL SELF LEARNING MATERIAL (SLM)
UNIT – 10: DIGITAL MARKETING PLAN STRUCTURE 10.0 Learning Objective 10.1 Introduction 10.2 Understanding the market 10.3 Digital Marketing Strategy 10.4 Digital Marketing Plan 10.4.1 Situational Analysis 10.4.2 Goal Setting 10.4.3 Planning a strategy 10.4.4 Action and control 10.4.5 Online Marketing Mix Decision 10.5 Digital Marketing Analysis 10.6 Brand awareness 10.7 Sharing economy 10.8 Summary 10.9 Keywords 10.10 Learning activity 10.11 Unit end questions 10.12 References 10.0 LEARNING OBJECTIVES After studying this unit, the student will be able to To understand the digital market and learning to build a digital marketing plan To know the steps of digital marketing analysis Understand Digital Marketing Strategy Explain Digital Marketing Plan 10.1 INTRODUCTION A digital marketing plan may be a strategic document that takes the present situation of a specific organization to line some midterm goals and to work out the strategy and means to accomplish them. This document also describes the responsibilities, the time-frame and control tools for monitoring. The aims of a digital marketing plan include discussing organizations and their environment. Likewise, it must be a roadmap of the way to manage the organization’s marketing strategy, in order that resources are properly allocated. The plan also helps control and evaluate output and tackle any potential deviation from the 167 CU IDOL SELF LEARNING MATERIAL (SLM)
organization’s expected outcomes. During this line, a marketing plan becomes a versatile document that has got to be adapted to things of the corporate which must feed into the results obtained by each of the actions developed, especially within the digital arena. 10.2 UNDERSTANDING THE MARKET One way marketers can reach bent consumers and understand their thought process is thru what's called an empathy map. An empathy map may be a four-step process. The primary step is thru asking questions that the buyer would be thinking in their demographic. The second step is to explain the emotions that the buyer could also be having. The third step is to believe what the buyer would say in their situation. The ultimate step is to imagine what the buyer will attempt to do supported the opposite three steps. This map is so marketing teams can put themselves in their target demographics shoes. Web Analytics also are a really important thanks to understand consumers. They show the habits that folks have online for every website. One particular sort of these analytics is predictive analytics which helps marketers find out what route consumers are on. This uses the knowledge gathered from other analytics then creates different predictions of what people will do in order that companies can strategize on what to try to next, consistent with the people's trends. ● Consumer behavior- the habits or attitudes of a consumer that influences the buying process of a product or service. Consumer behavior impacts virtually every stage of the buying process specifically in relation to digital environments and devices. ● Predictive analytics- a form of data mining that involves utilizing existing data to predict potential future trends or behaviors. Can assist companies in predicting future behavior of customers. ● Buyer persona- employing research of consumer behavior regarding habits like brand awareness and buying behavior to profile prospective customers. Establishing a buyer persona helps a company better understand their audience and their specific wants/needs. ● Marketing Strategy- strategic planning employed by a brand to determine potential positioning within a market as well as the prospective target audience; involves two key elements: segmentation and positioning. By developing a marketing strategy, a company is able to better anticipate and plan for each step in the marketing and buying process. 10.3 DIGITAL MARKETING STRATEGY Planning Digital marketing planning may be a term utilized in marketing management. It describes the primary stage of forming a digital marketing strategy for the broader digital marketing system. The difference between digital and traditional marketing planning is that it uses 168 CU IDOL SELF LEARNING MATERIAL (SLM)
digitally based communication tools and technology like Social, Web, Mobile, Scannable Surface. Nevertheless, both are aligned with the vision, the mission of the corporate and therefore the overarching business strategy. Stages of planning Using Dr Dave Chaffey's approach, the digital marketing planning (DMP) has three main stages: Opportunity, Strategy, and Action. He suggests that any business looking to implement a successful digital marketing strategy must structure their plan by looking at opportunity, strategy and action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring. 1) Opportunity To create an effective DMP, a business first needs to review the marketplace and set 'SMART' (Specific, Measurable, Actionable, Relevant, and Time-Bound) objectives. They can set SMART objectives by reviewing the current benchmarks and key performance indicators (KPIs) of the company and competitors. It is pertinent that the analytics used for the KPIs be customized to the type, objectives, mission, and vision of the company. Companies can scan for marketing and sales opportunities by reviewing their own outreach as well as influencer outreach. This means they have competitive advantage because they are able to analyze their co-marketers influence and brand associations. To seize the opportunity, the firm should summarize its current customers' personas and purchase journey from this they are able to deduce their digital marketing capability. This means they need to form a clear picture of where they are currently and how many resources they can allocate for their digital marketing strategy i.e. labor, time, etc. By summarizing the purchase journey, they can also recognize gaps and growth for future marketing opportunities that will either meet objectives or propose new objectives and increase profit. 2) Strategy To create a planned digital strategy, the company must review their digital proposition (what you are offering to consumers) and communicate it using digital customer targeting techniques. So, they must define online value proposition (OVP), this means the company must express clearly what they are offering customers online e.g. brand positioning. The company should also (re)select target market segments and personas and define digital targeting approaches. After doing this effectively, it is important to review the marketing mix for online options. The marketing mix comprises the 4Ps – Product, Price, Promotion, and 169 CU IDOL SELF LEARNING MATERIAL (SLM)
Place. Some academics have added three additional elements to the traditional 4Ps of marketing Process, Place, and Physical appearance making it 7Ps of marketing. 3) Action The third and final stage requires the firm to set a budget and management systems; these must be measurable touch points, such as the audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned, and earned media of the company. The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media. After confirming the digital marketing plan, a scheduled format of digital communications (e.g. Gantt chart) should be encoded throughout the internal operations of the company. This ensures that all platforms used fall in line and complement each other for the succeeding stages of digital marketing strategy. 10.4 DIGITAL MARKETING PLAN The development of a web marketing plan is analogous to a standard one in its structure, but it also includes some variations at an operational level. In fact, this suggests not only that some specific strategies and tools are to be developed, but also that the volubility of the digital media and its capacity for immediate measurement force organizations to develop a technique which will be revised within the short term, also because the iterative process between action and control. An online marketing plan may be a document in line with the company’s strategic plan that sets goals of an activity within the digital environment, also because the what, how, when, who and why (6 Ws) of Web presence. There are different options regarding the structure of a marketing plan. We advocate for a four-phase structure as this is often simple and clear to plan for any action’s strategy. 170 CU IDOL SELF LEARNING MATERIAL (SLM)
10.4.1 Situational Analysis One of the foremost relevant parts of any strategic document is that the definition of the baseline situation of the organization and its environment. This analysis allows for the event of an action plan that's reality based and shall therefore minimize the risks within the development of a technique. The start line of any situational analysis is to define the mission, vision and values of the organization. This definition helps guide any marketing action. The mission defines the chore of the company, its essence. This definition usually includes the work or activity of the organization, reference to its audience, business models and the singularity or differential factor of the organization’s mission responds to questions such as who am I?Where do I come from? what do I do?, whom do I address?, what is my field of operations? And what is my competitive edge? The vision must describe the future goals of the organization in a short and concise way. These goals must be realistic and achievable in order to motivate all stakeholders in their achievement. The organization’s vision answers questions such as where am I going to? what do I long to be? And where do I want to be? The values are the principles that guide the business culture and that the organization— must—fulfil in all its activities. Once we've defined these three essential aspects from a communicational and strategic perspective, subsequent step is that the development of an internal–external analysis of the organization. An internal analysis has relevancy to work out weaknesses and strengths, and it must address aspects associated with production, commerce, organizational and financial issues, also because the attitude of management. For an external analysis, the goal is to work out the threats and opportunities, thus considering the precise environment (products, clients, competitors and suppliers), also 171 CU IDOL SELF LEARNING MATERIAL (SLM)
because the general environment, namely the ecological, technological, economic, legal, political or socio-cultural constrains. Both analyses cause a SWOT matrix. A digital marketing plan, aside from being a study of the organization and its environment, must analyze its online presence and position. This study shall help determine a concrete digital strategy and shall help compare its results with the initial situation. During this sense, the subsequent must be developed: Monitoring of the organization’s keywords, competition and sector (some useful tools are mentioned, Google Alerts, Hoot suite). Web positioning assessment of the organization and its platforms (e.g. Google search or Alexa ranking). Social network evaluation. Presence, activity, influence, etc. (here tools, such ask lout, Peer Index and Kreed, become relevant). Competition benchmarking and main influencers in the sector present on digital media. Specific SWOT. In order to finish the situational analysis, audiences must be defined, with special attention to the target group, without neglecting the remaining stakeholders. This description must also specialize in the presence and activities of those audiences within the digital world: active presence in platforms and services, access devices, usage times, contents of interest, main activities, etc. The explanation of audiences must be very detailed in trying to regulate the proposal both to the important needs of these users and to their aspirations and frustrations. This phase helps determine the organization and its situation within the environment during which it operates and, more particularly, within the digital world. From this information, the potential and gaps of the organization are often identified to style a future strategy. 10.4.2 Goal Setting Setting goals is one of the key phases in any marketing plan. Goal setting offers an idea of where the organization is going, and it enables adjustments to the marketing strategy. Goal setting must follow SMART criteria Specific: simple and easy to understand. Measurable: they can be measured through any kind of quantitative or qualitative unit. Assignable: they can be assigned and implemented by a member of the company. Realistic: with accessible resources, goals can be achieved in a realistic framework. Time-related: they must have a time frame to achieve them. In the specific field of online marketing, such goals must even be flexible to adapt to the changes within the company and Web evolution and reached through a consensus. 172 CU IDOL SELF LEARNING MATERIAL (SLM)
Many of the actions of digital marketing are horizontal—for example actions on social media—and involve different departments within the company; therefore, consensus is vital. In an online marketing plan, the most usual types of goals are as follows: Scope goals. Activity goals. Conversion goals. Loyalty goals. Once these goals are set, they need to be implemented through key performance indicators. These indicators enable measurement and monitoring. 10.4.3 Planning a Strategy In order to accomplish the planned goals, a selected strategy must be defined. A technique is that the implemented scheme to realize such goals. This strategy materializes in activities that are the ways planned to realize such goals. A web marketing strategy is predicated on the model of a marketing funnel suggested by Strong as a development of the AIDA model (Awareness, Interest, Desire, and Action). The transformation of selling in recent decades and thus the particularities of the digital world have allowed for a revision of this marketing model in order that it captures the conversion strategy, also because the loyalty strategy, key within the online world. There are several proposals, aside from Awareness, Consideration, Preference and Action (an update of the AIDA model phases within the current context), two new states must be incorporated: loyalty and advocacy. Like Strong’s model, each phase means a better level of commitment, and therefore, loyalty and advocacy are at rock bottom of the model. However, within the online world, loyalty and support for the brand can cause change consumers into prescribers, thus increasing the scope of the organization’s action, which could lead on to an expansion of its consumer base. Within the phase of determining a technique, means and actions must even be defined. The interpretation of conventional marketing to the online, also because the multiplication of two .0 platforms and services, has stressed the complexity of the new media reality. 173 CU IDOL SELF LEARNING MATERIAL (SLM)
While the classification of paid, earned and owned media has been a continuing in marketing, within the past differences within the three categories were clearly defined. Most marketing initiatives focused on paid media, while owned and earned media were wont to reinforce and amplify advertising messages. Loss in efficacy in advertising and therefore the appearance of the social Web has led to rethinking this model by blurring the lines between different media types. Their convergence is taking root in digital channels, rapidly moving from one sort of media to a different. Companies must know and mix the three sorts of media so as to make sure greater effectiveness within the building process of their own audiences. In the context during which users are more critical with the organizations and during which peer assessment is given more credit than brands, earned media become key against paid or owned media. Many funds are often allocated to advertisement, but one cannot force consumers to assess their experience or recommend a product or service especially. Any comment a few particular brand on Internet can have a measurable impact in terms of scope; therefore, the goal of organizations is to possess a big relationship with their users in order that they convert into consumers and, on a better level of commitment, prescribers. Despite the rise in relevance of earned media, the three types must be used in a coordinated fashion to maximize the efficiency of a digital marketing strategy. Owned media corporate channels such as websites, social network profiles and mobile apps. These channels are unique, and organizations have total control over their content within the limits of each platform. Owned media offer avenues for most content distributed by the organization, and thus, they become the backbone of the digital strategy of a brand. However, due to the fact that they are biased communication, they do not always have the push or scope needed. Earned media Content about the brand developed by external users, for free. Earned media is essentially online word of mouth: mentions, shares, reposts, reviews, recommendations, product reviews on specialized Webs or assessments on online shops 174 CU IDOL SELF LEARNING MATERIAL (SLM)
or specific social platforms (e.g. Ciao! or TripAdvisor). Peer recommendation is essential in the current context, as it is perceived as genuine and unbiased, as brands lack control over them. One of the most effective tactics to get public support for brands is to combine a good organic positioning in browsers (SEO) with a good content strategy. Paid media these are spaces or content that the brand had to pay for. They tend to be used to foster or increase the scope of the messages and initiatives of the brand in owned or earned media, as well as to improve their output. Apart from advertisement display and advertisement in social media, earned media includes retargeting, Pay Per Click, promoted tweets, paid reviews in specialized blogs or recommendations by influencers on social media (they should be identified as such). Good management of paid media fosters content for earned media, as well as increasing traffic in owned media. Such an increase in the Web can lead to sales of a product or services. Each of those media offers their own advantages and scenarios; therefore, using them complementary can cause accomplishing the set goals. All of them contribute to the event of a digital marketing strategy, although each brand must analyze what media is more appropriate for them and on which the return on investment (understood in its widest sense) is higher. Despite the very fact that actions in digital marketing have changed to adapt to new platforms and users, a number of the foremost relevant in terms of use and results are e-commerce, Web search marketing, and e-mail marketing and social media marketing. Their features and methods are developed within the following sections. 10.4.4 Action and Control In the process of fixing a technique, an outsized number of actions are defined, and therefore the possible theme areas for the event of content or keywords are listed (e.g. within the Social Media Plan). Likewise, the event of every strategy requires time getting to program implementation. 175 CU IDOL SELF LEARNING MATERIAL (SLM)
In this sense, an important a part of any digital marketing strategy is that the scheduling of tasks and timing for every of them. within the case of selling strategies supported a limited number of tools—or example a branding campaign where a Facebook profile and newsletter are exclusively used—the content of every of the actions (publication, sending the newsletter) are often briefly mentioned within the scheduled. Likewise, for online marketing strategies linked to traditional marketing, offline actions need to be included within the schedule whenever they're interdependent on online tasks. Scheduling means assigning tasks within the digital marketing strategy, with clear indication of who is liable for each action. Therefore, all departments within the organization should have a replica of the marketing plan, especially those departments and professionals involved in its proper development. Within the action phase, the value of various actions planned must even be considered. During this estimate, both technical and operational costs associated with the implementation And monitoring of the web strategy are to be clearly included, especially those associated with websites or online shops. Within the case of other 2.0 tools, despite the very fact that the majority of them are free for the event of selling strategies, the value of the professional developing and Monitoring the strategy must be included or, otherwise, training of staff and buy of specific management tools for the strategy, its monitoring and output assessment. Constant feedback and quantitative data of interactions leave constant control of the planned strategy’s evolution. However, dates must be set to assess the various actions and tools intimately, watching the precise features of every of them. This can be a quarterly evaluation for SEO, monthly for the company Web or weekly for a few strategies on social media. These actions are often reviewed and corrected counting on the output of every individual action; however, the worth of the event of the entire strategy must be periodically assessed. Generally speaking, 4–6-month intervals are recommended for such assessments, always taking under consideration the entire duration of The digital strategy and therefore the sort of techniques used. The conclusions to review the strategic document shall be drawn from this process. This document has got to be updated to maximize the efficiency of the subsequent implementation phase. At the top of every phase, the method shall be repeated. 10.4.5 Online Marketing Mix We will go through the 7 P’s online marketing that completely models and expects every aspect of a marketing mix to be online and to apply digital technologies to create a marketing mix for modern business. 176 CU IDOL SELF LEARNING MATERIAL (SLM)
A benefit of an online marketing mix in your business model is that understanding every element of your marketing process enables us to create better, highly functioning, and profitable businesses online. To create and execute a proper digital marketing strategy, understanding how different elements of an online marketing mix connects to your business is essential. How to use this information, you might ask? Every business model has different requirements, while others can benefit directly from complete online methods; others require a more mixed strategy to succeed. In this article, we hope to give insight on how to build a business model only through online methods. With a little modification, you can utilize and implement it into your business model as well, even if it’s not a 100% online business. First, we’ll go through what the traditional marketing mix is. Then we will go through each of the P’s individually through the lens of online marketing to benefit an online business model. What Is A Marketing Mix? The marketing mix traditionally consists of four marketing decisions to drive business goals into a specific target market. These four marketing decisions are: Product, Price, Place, and Promotion (Also called the four P’s) 177 CU IDOL SELF LEARNING MATERIAL (SLM)
Since the inception of the marketing mix (coined by McCarthy in the 1960 book called Basic Marketing: A Managerial Approach), the marketing mix has grown to include more core marketing decisions to make it a better tool for business. The extended marketing mix, also called the 7Ps (Booms and Bitner, 1981), includes the original four with people, process, and physical evidence. The 8 P’s means adding performance as a core decision too. The extended marketing mix is more suitable for services marketing, therefore, for online services as well. In the 1990s a set of more customer-driven marketing decision, shorten as the C’s were added to enhance the overall marketing mix: consumer, cost, convenience, communication (by Lauterborn), or commodity, cost, channel, communication (by Shimizu) Using the marketing mix as a framework for business and marketing decisions creates appropriate strategies that are: Effective Develops business’s strengths while minimizing weaknesses Improves competitiveness in the marketplace Flexibility and innovation of a business Improve team collaboration The 7 P’s of opportunities that online marketing presents. Product In an online marketing mix, the product has to be 100% online, meaning the product has no physical features. For example, selling traditional products on an online store won’t be good enough. We have to look at the online product as something scalable in nature, which processes all revolve around being online such as: The creation and management of the product The pricing of the product Distribution of the product If every step is online, you have achieved a genuinely scalable online product. When creating an online product in an online marketing mix, we need to think about all the aspects that surround the product itself. Let’s think about the subject through questions that potentially helps us deliver a better online product. What is the online brand of the created product? 178 CU IDOL SELF LEARNING MATERIAL (SLM)
Does the online product have a product line or a set of products in a range? What are the extra services around the product? How would the end cycle of the online product look? Is it upgradeable, or is it update-based, for example? What are the guarantees of the said online product? How to design your online delivery? How to design an online product? What features to include? The quality of the online product? Answering all the questions above, you’re closer to producing a high-quality online product to modify your business model. Online product Ideas When looking at what types of online product ideas, we could include in the product section of our marketing mix. There are a couple of choices we can explore. A prominent place to start is producing software with online distribution. Then there are product ideas that revolve around content: such as building downloadable (eBook, online courses) or creating high-quality content that functions as the product itself like a set of articles and blogs. Digitalization of services also enables them to some extent being an entirely online experience for your customers, for example, online consulting services. At the same time, while distribution is online, it still would require the physical presence of the personnel as of now, making scale harder to achieve. One way of innovating new online products and business models is by redefining existing physical products into a digital space. For instance, music and video streaming changed from a physical experience into a completely digital product. When transforming into new online products, the combination of the decisions in the online marketing mix helps you develop for better outcomes. A critical defining factor of your online products would be its place of distribution or a pricing strategy. Price Price in an online marketing mix refers to the cost of a product your customer will pay. In the price, we need to include secondary factors, for example, what is the customer’s perceived value of an online product and consider how much time it takes for a customer to acquire a product. 179 CU IDOL SELF LEARNING MATERIAL (SLM)
Including customers, time spent on acquiring your products in the pricing strategy helps you develop more accurate pricing for your products. We associate online products with being instant in the acquisition, but in most cases, there are multiple steps involved for the customer. For example: Pre-registration and registration Onboarding Checkout and purchase process length Download times A long acquisition time increases the cost for the customers, which leads to a loss of sales. Pricing online products the right way is the method of increasing revenues with scale. Inefficient pricing strategies will, in the end, become the end of the product. As with more scale, the smaller issues scale too. An excellent pricing strategy includes the use of discounts, payment terms, and has opportunities for allowances. Pricing Strategies of Online Marketing If we look at the price with three typical pricing strategies like: The SaaS (Software as a Service, model, where a subscription gives access to an online product) Single purchase model (One price for one product for a one-time purchase) The free model (The product itself is free, and the monetization is through other means) both have their pros and cons to consider in your pricing strategy. A subscription model for an online product is beneficial if the product itself is not static, meaning it has updates, levels of complexity of using it, or its upgradeability. A one-time purchase is beneficial for finished products. When using a one-time purchase pricing strategy, you will have to include that even a finished product requires levels of customer support and onboarding. A free model is beneficial when the product offers a precise problem-solving capability as free products that don’t have real purposes won’t work. The most common way of monetizing free products is through advertising. Place Place in the online marketing mix means the place where and how you provide your customers access to your products. In online marketing, there are many options for you to sell on a wide range of platforms and methods. 180 CU IDOL SELF LEARNING MATERIAL (SLM)
The best place for your customer comes down to what is the best place to reach and is convenient for your target audience. If we look strictly at online products, what solutions for selling you have? Many such as: Social media platforms (Either by selling directly (Facebook Shop) or by referring traffic to another owned channel) Dedicated online store (Shopify, WooCommerce), landing pages with purchase features. Online marketplaces (Amazon, eBay, Etsy, other niche marketplaces) The goal of a place in the online marketing mix is to consider the convenience factors for your customers. Enabling the most convenient places for your customers to access your online products is crucial for the overall experience. Your target audience should guide your decisions on your places, and the product’s online distribution comes down to what is the best distribution model within your chosen place. When deciding place opportunities in your online marketing mix, the need for figuring out how much market coverage you’re able to reach within that place. For example, marketplaces (like Amazon or eBay) have more initial coverage due to organic views, although lacking control otherwise. An online store can potentially have broader coverage if there’s a budget available for reaching your audience. All in all, an owned channel (website, online store) will come necessary for every online business, and the need to expand for other platforms increases the more global your reach and how targeted audiences are. Promotion Promotion in the online marketing mix is the use of online marketing communication tools to reach your target audiences. Promotion includes the use of online advertising, public relations, direct communication, and sales promotions to reach and influence an audience. Online marketing offers many effective strategies to choose from to include in your marketing mix. Every business and its online products require different approaches when reaching their customers. Some methods revolve around directly advertising on a variety of platforms, while other strategies revolve around building authority with the content or gaining a following on social media. You can’t invest in every channel out there, just because it exists, the need to understand your audience first is crucial for producing and executing an effective marketing strategy online. Are you restricted by budget, time, locations, technology, or something else, every business can find and utilize effective methods of online marketing to boost their results. 181 CU IDOL SELF LEARNING MATERIAL (SLM)
Your initial marketing strategy will have to include your restrictions to avoid plans that you can’t implement properly. For example, investing in website content to boost your search engine positions takes time, when your business requires revenue today, the strategy won’t help you keep on the lights. An excellent online marketing strategy includes your business goals with practical methods of gaining them. Innovation in your marketing decisions is essential for keeping growth achievable. If we look again at the example of search engine positions, while not increasing your business today, it will in the future, by combining it into your online advertising flow is beneficial in the long run. Methods of Online Marketing Promotion for Consideration: Search Engine Marketing (Google, Bing) Search Engine Optimization (SEO) Content Marketing Online PR Social Media Advertising YouTube Pinterest LinkedIn Facebook Email Marketing Partnerships Learn more marketing channels The benefits of online marketing are the ability to track the results used strategies in real-time with the use of web analytics. Web analytics in online marketing allows for constant optimization of strategy. Online marketing develops fast, and new ideas on how to improve your tactics arise often, and improved methods of collecting data helps you find new opportunities all the time. In promotion, it’s essential to have clear strategies on how your brand and its messaging display across platforms. A wide range of platforms can lead to ununified experiences for the customers, and that leads to worsened brand awareness. Controlling your brand and its communication in online marketing promotion is essential. People 182 CU IDOL SELF LEARNING MATERIAL (SLM)
People as a marketing decision in the online marketing mix is crucial. Great products and businesses require people that are involved in the online distribution and personnel who are in direct contact with customers. To accurately answer the question of people in your marketing mix is to measure and evaluate the interactions between a business and its customers and the interactions between personnel and customers. In the end, it’s the people involved in the company that represents the values of a brand. How we do, customer service is vital in an online setting when interactions are not physical. Designing better customer support systems where you’re customers and your employees can interact with each other seamlessly and scalably, enables us to produce a more consistent experience for both. There are many options and combinations of online support you can introduce into your business workflow. For example, at the most basic, you can integrate social media as a channel for customer support or utilize online reviews (like Google My Business) as well. Depending on the place in your marketing mix, you need to get the most appropriate way of support that functions effectively in that place. For example, an online store or online consulting firm can use chat software to connect support personnel with customers directly on the website. How we plan our responses and our strategy of keeping our customers happy at all times is a critical marketing decision that, when unanswered will seriously harm any business when they reach a critical mass. Process The process as a marketing decision in the online marketing mix defines the needed procedures and its optimization of delivering online products and the core experiences of it. What task are necessary for a product to provide its core experience for its users. Process optimization relies on collected data and measuring the data with key performance indicators (KPIs) in mind. To have an optimized process, a constant need for tracking the success of your operations in your marketing mix is essential. The better the process we have in place, the more ready we are at scale, and documenting every step we take, increases our chances of understanding the health of a business through the online marketing perspective. Tracking processes and the performance of the overall system enables us to find critical errors at best before they happen or, at the very least, finding them very early before any significant failures have occurred. Contextualizing online marketing processes in everything we do in our strategies helps we understand the core principles that make our approach viable at any given time. 183 CU IDOL SELF LEARNING MATERIAL (SLM)
Physical Evidence (Online Evidence) In the extended marketing mix, physical evidence refers to the different elements of service experience, such as facilities, interior designs, livery, and post-purchase artifacts (souvenirs). In an online setting, these pieces of evidence will not have a physical element to them. However, the digitalization of this physical evidence is still possible, and an important marketing decision to have. Online brand awareness across multiple channels is an excellent example of online evidence. How well these channels expand service experiences, for instance, through the number of followers, likes, and other social engagement metrics. A website’s design is essential online evidence as, in most cases, it’s the most important channel for an online business. The elements of your website’s design crucially impact the non-human service experiences your customers will face when interacting with your online business. A controlled and complete multi-channel online experience enables us to enhance our online evidence in a way that improves our marketing decisions significantly. 10.5DIGITAL MARKETING ANALYTICS Measuring the effectiveness of digital marketing is one among the best challenges facing organizations today. Successfully evaluating the impact of selling campaigns requires the utilization of comprehensive digital marketing analytics. When most marketers hear the term \"digital analytics,\" however, they have a tendency to consider the web-based metrics typically related to familiar analytics like Google Analytics which analyzes traffic, bounce rate, and unique visitors. But this is often just the tip of the marketing insights iceberg. While web analytics can provide you with a wealth of insight into the performance of your website, marketers need richer data to know the impact of their marketing campaigns on conversion rates and therefore the buyer's journey. Digital marketing analytics, meanwhile, offers a way more comprehensive view of what is working (and what isn't) when it involves your marketing strategy. Regardless of how you fit into your company’s marketing mix, learning the way to understand and leverage digital marketing analytics is incredibly important. Analytics data not only tells you if your marketing is functioning, but it also tells you exactly how and where you'll improve. This sort of insight can benefit everyone. That’s why we built this guide. We would like you to master marketing analytics so your business can grow better. Below, we’ll mention what marketing metrics to watch, the way to 184 CU IDOL SELF LEARNING MATERIAL (SLM)
read and apply them to your marketing decisions, and the way to leverage them to grow your business and bottom line. Digital marketing analytics are the interpretation of customer behavior into actionable business data. Digital analytics tools can help companies understand what consumers they’re online, why doing it, and the way this behavior are often converted into digital marketing campaigns. Before we dive into the way to use digital analytics for your business, let’s mention what marketing metrics you’ll be measuring and analyzing. Digital Marketing Metrics to Know Digital marketing metrics are statistical measures that marketers use to work out the success of varied marketing efforts as they relate to their overall campaign goals and industry standards. Let’s get vanity metrics out of the way first. These are surface-level numbers that always tease you into thinking your efforts are working. They’re often big numbers tied to nebulous concepts such social media “impact” and they’re more fluff than fact. While they'll make your marketing team feel good, they provide little within the way of business value. Source To get a clear picture of your campaign’s impact, you need to look at a wider variety of actionable metrics. Visitor A Visitor (or User) is someone who visits your site. Visitors are tracked by a cookie placed in their browser by a tracking code installed on your site. Page View A Page View is when a page on your site is loaded by a browser. A page view is measured every time your tracking code is loaded. Session A Session is a series of activities taken by a visitor on your website, including page views, CTAs, and events. Sessions expire after 30 minutes of visitor inactivity. Traffic Traffic (or Visits) is the total number of site or page visits in a given time period. Traffic by Channel Traffic by channel is the total number of site or page visits per referral channel, (e.g., social media, email, landing pages, etc.…). Traffic by Device 185 CU IDOL SELF LEARNING MATERIAL (SLM)
Traffic by device is the total number of site or page visits per device type, (e.g., smartphone, tablet, desktop, etc.…). Ratio of New Traffic to Returning Traffic The ratio of new traffic to returning traffic is the percentage of net new site or page visitors you receive as compared to the total amount of returning traffic. Time on Page The time on page is the average time each visitor spends on your site or page. Interactions per Visit Interactions per visit are what actions your visitors took when on your site or page. Bounce Rate The bounce rate is the percentage of people who visited your site or page but didn’t take any action or look at any other pages as compared to the total number of page or site visitors. Call-to-Action (CTA) Click-Through Rate The CTA click-through rate is the percentage of total clicks on a CTA as compared to the total number of page or site visits. Submissions Submissions is the percentage of total people who filled out and submitted your web form. Conversion Rate The conversion rate is the total number of actions taken (e.g., a download or sign-up) on your lead magnet as compared to the total number of visits. Free Trial Conversion Rate The free trial conversion rate is the percentage of free trial users who converted to customers. Pop-Up Conversions Pop-up conversions is the percentage of total pop-up form completions that converted to customers. Ratio of Generated Leads to Marketing-Qualified Leads (MQL) The ratio of generated leads to MQL is the total number of “good fit” leads collected from your lead magnet as compared to the total number of leads generated. Leads to Close Ratio The leads to close ratio is the percentage of leads converted to customers as compared to the total number of leads. Open Rate 186 CU IDOL SELF LEARNING MATERIAL (SLM)
The open rate is the percentage of opened emails as a proportion of the total number of emails sent. Opens by Device Opens by device is the total number of email opens per device type, (e.g., smartphone, tablet, and desktop). Click-Through Rate The click-through rate is the percentage of total clicks on an email link, or CTA, as a proportion of the total number of email opens. Bounce Rate The bounce rate is the percentage of undeliverable emails as a proportion of the total number of emails sent. Unsubscribe Rate The unsubscribe rate is the percentage of people who unsubscribe from your email list over a given period of time. Engagement Rate The engagement rate is the total number of engagements (e.g., comments, clicks, and likes) as a proportion of the total number of page or post views. Follows and Subscribes Follows and subscribes are the total number of people who’ve shown interest in your content and want to receive updates when new posts or pages are published. Shares Shares is the total number of times a post or page has been shared on social media, a website, or a blog. Audience Growth Rate This refers to the growth of your social audience over time, typically expressed as a percentage. To find it, measure the number of new social followers over a set period (such as two weeks or a month), then divide by your total number of followers and multiply by 100. Post Reach The further your social posts reach, the better for your brand. Digital marketing analytics platforms can show you how many of your social followers have seen your last post. Divide by total followers and multiply by 100 again to get your post reach percentage. Potential Post Reach 187 CU IDOL SELF LEARNING MATERIAL (SLM)
It’s also worth evaluating how far your posts could reach. To find this metric, multiply the total number of times your brand is mentioned by the number of followers of the person or brand that mentioned you. The result is your “theoretical reach”, or the maximum number of people it’s possible to reach with your current network. Potential reach is typically two to five percent of this total. Share of Social Voice How do your social mentions compare to those of your competitors? Start by searching for mentions of your brand — both the direct @your brand variety and indirect your brand shoutouts — then measure the mentions of your direct competitors for the same time period to see how you stack up. Approval Rate While it’s nice to be mentioned, it’s better to be liked. That’s the goal of approval rate measurement — determining how many positive interactions followers have had with your posts. These might include likes, shares, reshares, or even sales conversions, and they can ensure your marketing campaign is on the right track. Shopping Cart Abandonment Rate The shopping cart abandonment rate is the total number of online shoppers who put items in their shopping cart but don’t complete a purchase as a proportion of the number of people who complete a purchase. Sales Conversion Rate More conversions mean more revenue, which means it’s critical to measure your overall sales conversion rate: Out of all customers that visit your site, how many are clicking through to make a purchase? It’s also worth measuring “mini-conversions” such as moving from home or category pages to specific product pages, which indicates a positive customer inertia toward sales conversion. Email Marketing Opt-in Along with purchasing opportunities, e-commerce sites often contain email marketing opt-ins that provide consumers information about new products or sales events. Measuring your total opt-ins and opt-ins by source (mobile, desktop, or platform) can help quantify marketing efforts. Customer Acquisition Cost Customers don’t always come cheap. To find your total acquisition cost, divide total marketing budget by total number of customers. The higher the number, the more you’re spending and the narrower your profit margins will be. 188 CU IDOL SELF LEARNING MATERIAL (SLM)
Average Order Value It’s also worth calculating your average order value. Find it by dividing total sales value by number of carts — the higher the number, the better. Then, look for ways to increase average order value, such as offering add-on items, bundle discounts, or even free shipping. Revenue by Source Where is your revenue coming from? This metric helps identify where your marketing budget is best spent and where it isn’t working as intended. For example, if traffic analysis shows substantive sales conversion tied to Facebook followers but almost nothing from Instagram, it’s worth reevaluating your marketing campaign approach. Web Analytics Vs Digital Marketing Analytics The difference between general web analytics and digital marketing analytics is in their focus. While web analytics provides information about website performance and optimization, digital marketing analytics offer contextual insight around user behavior in, on, and around your site. Quite simply, web analytics just isn't enough. The info that web analytics provides alone doesn't cut it for marketers who got to understand how their work makes an impression throughout the whole marketing and sales flywheel. This perspective provides the foundational data you would like to structure your flywheel — delighting your existing customers enough to draw in and have interaction new ones. Web analytics measure things a webmaster or technical SEO specialist care about, like page load speed, page views per visit, and time on site. Digital marketing analytics, on the opposite hand, measures business metrics like traffic, leads, and sales, and permit you to watch which online events determine whether leads will become customers. Digital marketing analytics include data not only from your website, but also from sources like email, social media, and organic search. Digital Marketing Analytics Connection with Every Business Activity With digital marketing analytics, marketers can understand the effectiveness of their entire marketing strategy, not just the effectiveness of their website. Using digital marketing analytics allows marketers to spot how each of their marketing initiatives (e.g., social media vs. blogging vs. email marketing) pile up against each other , determine truth ROI of their activities, and understand how well they're achieving their business goals. As a results of the knowledge, they will gather from full-stack digital marketing analytics, marketers also can diagnose deficiencies in specific channels in their marketing mix, and make adjustments to strategies and tactics to enhance their overall marketing activity. 189 CU IDOL SELF LEARNING MATERIAL (SLM)
You can spend hours slicing and dicing data in web analytics tools, comparing new vs. repeat visitor’s month over month. But when it comes right down to it, you'll come up in need of a very comprehensive view of your marketing performance. There's no doubt that marketers are aware there is a deficiency in how they're ready to measure the effectiveness of what they do; here's how full-stack digital marketing analytics makes up for that deficiency. Marketers deploy digital marketing analysis to know how their current digital channels are performing. This process also unearths new opportunities to succeed in and have interaction their target audiences. A digital marketing analysis is that the initiative to developing a robust digital marketing analytics strategy. This process are often wont to structure a business goal into outcomes supported three broad categories: The relationship between different marketing channels People-centric data on the buyer's journey Revenue attributed to specific marketing efforts Let's highlight these main differentiators. 1. The Relationship between Marketing Channels Digital marketing analytics provides a solid check out the direct relationships between your marketing channels. It's great to be ready to see how each of your individual channels (e.g., social media, blogging, email marketing, and SEO) is performing, but truth power of analytics comes into play once you can easily tie the effect of multiple channels' performances together. For instance, for instance you sent an email to a segment of your database. Digital marketing analytics not only tells you ways many of us clicked through from your email to your website but also what percentage of these people actually converted into leads for your business once they got there. Furthermore, you'll compare the impact of that individual email send with other marketing initiatives. Did that email generate more leads than the blog post you published yesterday? Or was the content you shared via Twitter more effective? 2. People-Centric Data on the Buyer's Journey As we mentioned earlier, a key differentiator between web analytics and digital marketing analytics is that the latter uses the person — not the page view — because the focus. Digital marketing analytics enables you to trace how your individual prospects and leads are interacting together with your various marketing initiatives and channels over time. How did a private lead first come to seek out your website? From Google? Facebook? Direct traffic? Is 190 CU IDOL SELF LEARNING MATERIAL (SLM)
that lead a lively a part of your email subscriber base, clicking and converting on marketing offers presented via email? Do they read your blog, and have they downloaded any content offers that would indicate an interest in your products/services? Full-stack digital marketing analytics can tell you all of this and more, providing you with extremely valuable lead intelligence which will help inform the direction of your future campaigns. Looking at all of this information in aggregate can assist you understand trends among your prospects and leads and which marketing activities are valuable at different stages within the buyer's journey. Perhaps you discover that a lot of customers' last point of conversion was on a particular ebook or white book. Having this data makes it possible to implement an efficient lead management process, enabling you to attain and prioritize your leads and identify which activities contribute to a marketing-qualified lead (MQL) for your business. 3. Revenue Attributed to Specific Marketing Efforts One of the foremost useful functions of selling analytics is its ability to attribute specific marketing activities to sales revenue. Sure, your blog could also be effective in generating leads, but are those leads actually turning into customers and making your business money? Closed-loop marketing analytics can tell you. The only requirement here is that your digital marketing analytics system is attached to your customer relationship management (CRM) platform. Having this closed-loop data can assist you determine whether your individual marketing initiatives are literally contributing to your business' bottom line. Through it, you'll determine which channels are most crucial for driving sales. Perhaps you discover that your blog is your best channel for generating customers, or conversely, you discover that social media is basically only as powerful as an engagement mechanism, not a source of sales. By measuring the connection between marketing channels, tracking people-centric data, and analyzing what revenue is linked to which efforts, you’ll be equipped to line goals that support your bottom line. Effective use of Digital Marketing Analytics Most marketers know they need to be looking at more than just traffic and website performance to get the insights we've talked about so far. But why do so many of us still struggle to measure the impact and prove the ROI of our online marketing activities? Probably one of two reasons: We don't have solid goals in place for our campaigns, or 191 CU IDOL SELF LEARNING MATERIAL (SLM)
We don't have the means to measure our success. Quite often, you'll find it's a combination of the two. S.M.A.R.T. Goals One way to mitigate this is to have an actionable business goal combining your marketing team’s priorities. Typically, this can be achieved using the S.M.A.R.T. format. In this strategy, each goal you create must be: Smart Measurable Attainable Relevant Timely A good business goal will inherently organize your team’s tasks towards producing specific outcomes or metrics to measure their progress. For marketing teams, this can be broadly summarized into three major categories: Web traffic and diversity of sources Conversions generated from traffic to produce leads and (eventually) customers Identifying net new revenue as a direct result of certain marketing efforts, laying a roadmap for further growth and cost-effective marketing investments The fact is, in order to gain the insights needed to understand their marketing performance and make sound decisions, most marketers balance a number of different digital analytics platforms. For example, they gather data about their email marketing through the analytics provided by their email service provider, information about their social media performance through their social media monitoring tool, blog analytics from their blogging platform … and the list goes on. But this fragmented approach to reporting makes it really difficult to connect the dots and make informed decisions about the future of your digital strategy. The ideal solution is to implement an all-in-one marketing and reporting platform that offers end-to-end visibility on your marketing activities, allowing you to measure everything in one place. 10.6 BRAND AWARENESS Digital marketing strategies may include the use of one or more online channels and techniques (Omni channel) to increase brand awareness among consumers. Building brand awareness may involve such methods/tools as: 192 CU IDOL SELF LEARNING MATERIAL (SLM)
Search engine optimization (SEO) Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry-related search queries. The importance of SEO to increasing brand awareness is said to correlate with the growing influence of search results and search features like featured snippets, knowledge panels, and local SEO on customer behavior. Search engine marketing (SEM) SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites. Search ads have been shown to have a positive impact on brand recognition, awareness and conversions. 33% of searchers who click on paid ads do so because they directly respond to their particular search query. Social media marketing 70% of marketers list increasing brand awareness as their number one goal for marketing on social media platforms. Facebook, Instagram, Twitter, and YouTube are listed as the top platforms currently used by social media marketing teams. Content marketing 56% of marketers believe personalized content – brand-centered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement. According to Mentionlytics, an active and consistent content strategy that incorporates elements of interactive content creation, social posting, and guest blogging can improve brand awareness and loyalty by 88%. 10.7 SHARING ECONOMY The \"sharing economy\" refers to an economic pattern that aims to get a resource that's not fully utilized. Nowadays, the sharing economy has had an unimagined effect on many traditional elements including labor, industry, and distribution system. This effect isn't negligible that some industries are obviously under threat. The sharing economy is influencing the normal marketing channels by changing the character of some specific concept including ownership, assets, and recruitment. Digital marketing channels and traditional marketing channels are similar in function that the worth of the merchandise or service is passed from the first producer to the top user by a sort of supply chain. Digital Marketing channels, however, contains internet systems that make, promote, and deliver products or services from producer to consumer through digital networks. Increasing changes to marketing channels has been a big contributor to the expansion and growth of the sharing economy. Such changes to marketing channels has 193 CU IDOL SELF LEARNING MATERIAL (SLM)
prompted unprecedented and historic growth. Additionally, to the present typical approach, the built-in control, efficiency and low cost of digital marketing channels is an important features within the application of sharing economy. Digital marketing channels within the sharing economy are typically divided into three domains including, e-mail, social media, and search engine marketing or SEM. E-mail- a form of direct marketing characterized as being informative, promotional, and often a means of customer relationship management. Organization can update the activity or promotion information to the user by subscribing the newsletter mail that happened in consuming. Success is reliant upon a company’s ability to access contact information from its past, present, and future clientele. Social Media- Social media has the capability to reach a larger audience in a shorter time frame than traditional marketing channels. This makes social media a powerful tool for consumer engagement and the dissemination of information. Search Engine Marketing or SEM- Requires more specialized knowledge of the technology embedded in online platforms. This marketing strategy requires long-term commitment and dedication to the ongoing improvement of a company’s digital presence. 10.8 SUMMARY The development of a web marketing plan is analogous to a standard one in its structure. A digital marketing plan, aside from being a study of the organization and its environment, must analyze its online presence and position. Online world, loyalty and support for the brand can cause change consumers into prescribers, thus increasing the scope of the organization’s action, which could lead on to an expansion of its consumer base. Other emerging digital marketing channels, particularly branded mobile apps, have excelled within the sharing economy. Branded mobile apps are created specifically to initiate engagement between customers and therefore the company. This engagement is usually facilitated through entertainment, information, or market transaction. 10.9 KEYWORDS • DCX: Digital Customer Experience • Digital technology:Electronic tools, systems, devices and resources that generate, store or process data • Visual Communication: Use of visual elements to convey ideas and information 194 CU IDOL SELF LEARNING MATERIAL (SLM)
• Reddit:Social news website and forum where content is socially curated and promoted by site members through voting 10.10 LEARNING ACTIVITY 1. Discuss on Digital Marketing Strategies ___________________________________________________________________________ ___________________________________________________________________ 2. What is digital marketing Analytics ___________________________________________________________________________ ___________________________________________________________________ 10.11 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Define Brand Awareness 2. Define Web Analytics 3. Define Digital Marketing Analytics 4. What is Digital Marketing Plan? 5. Explain Digital Marketing Strategy? Long Questions 1. What is Digital Marketing Analytics? 2. List and Define any 5 metrics of Digital Marketing 3. Discuss the Digital Marketing Analytics Connection with Every Business Activity 4. Discuss on Brand Awareness? 5. Explain the effective use of Digital Marketing Analytics B. Multiple Choice Questions 1. _____________plan becomes a flexible document that must be adapted to the situation of the company a. Social Channel b. Media Pages c. Magazine Reports d. Marketing Strategies 2. An online marketing plan is a document in line with the company’s strategic plan that sets goals of an activity in the ___________environment 195 CU IDOL SELF LEARNING MATERIAL (SLM)
a. Social b. Digital c. Online d. Media 3. The starting point of any situational analysis is to define the mission, vision and _________ of the organization a. Values b. Goals c. Strategies d. Positions 4. Setting _________ is one of the key phases in any marketing plan. a. Mission b. Vision c. Values d. Goals 5. They _____________ are spaces or content that the brand had to pay for a. Paid Media b. Social Media c. Print Media d. Digital Media Answers 1-a, 2-b, 3-a, 4-d, 5-d 10.12REFERENCES Dodson, I (2016). The art of digital marketing: the definitive guide to creating strategic, targeted and measurable online campaigns. Hoboken, New Jersey: Wiley. ISBN 9781119265702. ^ ryan, D (2014). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page. ISBN 9780749471026. ^ To: a b Chaffey, Dave; Ellis-Chadwick, Fiona (2012). Digital Marketing: Strategy, Implementation and Practice. Harlow: Pearson Education. ISBN 978-0273746225. 196 CU IDOL SELF LEARNING MATERIAL (SLM)
^ Fill, C. (2006). Marketing communications. 1st ed. Harlow: FT Prentice Hall, pp.372- 373. ^ Parmenter, D. (2007). Key performance indicators. 1st ed. Hoboken, N.J.: John Wiley & Sons. ^ Marr, B. (2012). Key performance indicators. 1st ed. Harlow, England; New York: Pearson Financial Times Pub. ^ French, A.; Smith, G. (2013). \"Measuring brand association strength: a consumer based brand equity approach\". European Journal of Marketing. 47 (8): 1356–1367. Doi: 10.1108/03090561311324363. ^ McCarthy, E.J. (1964), Basic Marketing, Richard D. Irwin, Homewood, IL. ^ Mercer, D. (1999). Marketing. 1st ed. Oxford [u.a.]: Blackwell. ^ Booms, B.H. and Bitner, M.J., 1981. Marketing strategies and organization structures for service firms. Marketing of services, 25(3), pp.47-52 https://disruptiveadvertising.com/marketing/digital-marketing/ https://blog.hubspot.com/marketing/social-media-marketing https://www.simplilearn.com/the-scope-of-digital-marketing-article https://www.portent.com/blog/marketing-strategy/stack-infrastructure.htm https://blog.hubspot.com/marketing/what-is-digital-marketing https://neilpatel.com/what-is-digital-marketing/ https://www.investopedia.com/terms/d/digital-marketing.asp https://www.digitalmarketer.com/digital-marketing/ https://www.digital247.in/ http://nielit.gov.in/aurangabad/content/digital-marketing 197 CU IDOL SELF LEARNING MATERIAL (SLM)
UNIT –11:SPACE MANAGEMENT STRUCTURE 11.0 Learning Objective 11.1 Introduction 11.2 Space Management 11.3 Mercantile Establishment Layout 11.4 Data drives design 11.5 Multi- channel mindset 11.6 Layout strategies- impact on customer experience 11.7 Summary 11.8 Keywords 11.9 Learning activity 11.10 Unit end questions 11.11 References 11.0 OBJECTIVES After studying this chapter, the students will be able to To learn about the space management tools and techniques To know about the importance of layout design strategies and its impact on customer experience To explain the mercantile establishment Layout To understand the multi-channel Mindset 11.1 INTRODUCTION Digital Space Management is all about categorizing, cataloging, centralizing, contextualizing and indexing every single high value object during a space, so it are often explored, discovered, organized and orchestrated in new ways. We’re living during a shrinking world that's expanding in complexity. Today, we put higher demands on people’s time, on efficiency, on safety and on businesses having the ability to reply to more demanding, evolving situations. To meet those needs, Verizon is bringing to plug a Digital Space Management platform that makes digital, connected, real-time representations of spaces, infused with enormous amounts of knowledge and intelligence. 198 CU IDOL SELF LEARNING MATERIAL (SLM)
Digital Space Management is that the next evolution in mapping technology, which creates a centralized hub to assist map, represent, track, and manage all objects, assets and activities within a physical space, all maintained so far in near-real-time. The platform leverages IoT sensor fusion, AI, 5G connectivity, edge and cloud computing, location technology and Digital Twin technology. Digital Space Management can enable the invention, management and orchestration of spaces. It can help digitize and connect the planet in new ways, helping to enable smarter decisions and building a far better future. How does one think Digital Space Management might change the world? Right now, we will explore the planet through very simplistic 2D maps, or with our own eyes and ears. Digital Space Management is all about categorizing, cataloging, centralizing, contextualizing, and indexing every single high value object during a space, so it is often explored, discovered, organized and orchestrated in new ways. Believe the way the web revolutionized the way we obtain and process information, almost instantaneously and with ease. Beforehand, we had to obtain the encyclopedia to seek out new information! Digital Space Management has the potential to revolutionize spaces during a similar way. This might be a game changer, because now, people don’t need to physically be during a space to visually see it, to know and orchestrate it. Digital Space Management are often leveraged by humans and machines to assist better navigate spaces, avoid unsafe situations, increase efficiency of workers, automate businesses and permit machines and humans to figure side by side. It is often applied to all or any spaces, big and little, indoor and outdoor including roadways and full cities. It’s the potential to vary the planet as we all know it. There are certainly bad actors out there that search for ways to weaponize technology, and you’d be remiss to ignore that. Creation of the web, which was built to democratize access to data and knowledge, but are often exploited by those with ill intent. With every new technology, you've got to believe the implications, especially during this new digital age. As we build Digital Space Management, and other nascent technologies, we've to take care and do our greatest to safeguard against potential threats and counter them. Verizon takes safety, security and privacy very seriously, and that we have sophisticated measures in situ to assist create and maintain a high level of reliability for our customers. We are building this technology on top of our secure network, which suggests better business, and ultimately better results. Think about the powerful web of data which will be created when there's information sharing between spaces, and that they become fully connected. You create a whole ecosystem of data sharing. 199 CU IDOL SELF LEARNING MATERIAL (SLM)
As an easy example, imagine if a retailer had a deep understanding of what products in their stores are selling, when and why. If that data is shared back in real time with the manufacturers, the retailer can use that data to form production changes and allocate resources more efficiently. Alternatively, if there are manufacturing or shipping delays, and retailers have this data, they will make adjustments to their sales, inventory displays and more, to make sure customers have a far better in-store experience. Right now, we’re very selective with where we would like to deploy. We expect the challenges and therefore the opportunities facing the manufacturing and logistics industry make it a ripe target to profit from Digital Space Management. If we start with these more complex problems, we'll be ready to replicate and expand thereon naturally across other spaces which will be less complex but could also enjoy this technology (think corporate offices, retail and college campuses). We’re trying to unravel the proper challenges now, with the proper technology, and we’re going where our customers pull us. Digital Space Orchestration elevates information from a static representation of an area to a 3D digital twin that accurately represents the physical space, including everything in and around it changes within it. The digital twin concept isn't new, however. NASA uses digital twins to duplicate systems in space for the aim of simulating and assessing conditions on board a spacecraft. Digital Space Orchestration evolves the digital twin model to permit global enterprises to develop more insight into their factories and systems, by supplying a central space management system, with robust connectivity to support it. While software and machines can sometimes answer the question of “where,” they can't achieve higher levels of spatial context without the tools needed to derive and act on the foremost meaningful insights from that data. These machines also are often unable to speak with each other, exchange information and make a shared frame of reference. So, imagine when software, sensors, and machines do have the power to function with an integrated, next generation spatial awareness; once they are ready to contextualize their surroundings and understand the way to interact with and navigate the planet in fine detail; once they are truly connected, and ready to share understanding seamlessly, and in near-real time: Manufactured products might be moved and tracked across the whole supply chain (from sourcing, manufacturing, distribution, storage and delivery… across planes, trucks, forklifts and more), from origin to warehouse to consumer, while also keeping workplaces and employees protected. Smart buildings could use this new intelligence to optimize flow, keep occupants safe, increase the energy efficiency of HVAC systems, optimize people density and implement 3D fencing. Large public gatherings like concerts, rallies and festivals would enjoy in-depth insight into high-value assets, near real-time traffic flow, and improved safety and security responses. 200 CU IDOL SELF LEARNING MATERIAL (SLM)
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