Digital marketing strategy framework Flashcards
DM Strategy Framework
1) Understand the situation/context
2) Decide on objectives
3) Formulate the strategy
4) Choose tactics
5) Organize activities
6) Set-up the control system
When understanding the situation what 3 players we should consider?
- Customers
- Competitors
- Intermediaries
What 3 objectives business may have?
- acquisition objectives (Awareness, Appeal)
- conversion objectives (Ask, Act)
- retention/loyalty objectives (Advocate)
FRC Model
Recency, Frequency, Monetary value (best customers are in the middle)
Value proposition should include:
- For (digital person)
- who (statement of the need)
- our product is
- that (statement of benefit
For the acquisition part we could use…
PPC advertising
(Google Ads)
Display advertising
Advertorials
Ads on social
media sites
For the conversion phase we could use…
PPC advertising
(Google Ads)
Ads on social media sites
Call-to-action optimisation
For the conversion phase we could use…
PPC advertising
(Google Ads)
Ads on social media sites
Call-to-action optimization
What is the conversion
Conversion: the number of times a desired outcome was accomplished (changing something into a different state or form)
or
a conversion is simply getting someone to respond to your call-to-action
Conversion rate
The ratio of conversions over a relevant denominator
conversion rate =
500 customers / 50.000 unique visitors
x 100 = 1 %
Bounce rate
Single page visits divided by entry pages. It represents the percentage of visitors who enter the site and then leave rather than continuing to view other pages within the same site.
Bounce, single page view visit
Visit that consists of one page view
Click-through rate, click rate
The number of click-throughs for a specific link divided by the number of times that link was viewed
Click-through
Number of times a link was clicked by a visitor
Visit duration, session duration
the length of time in a session, calculation is typically the timestamp of the last activity in the session minus the timestamp of the first activity of the session
Visits per unique, sessions per unique, visits per visitor
the number of visits in a reporting period divided by the number of unique visitors for the same reporting period
Page views per visit, impressions per session
The number of page views in a reporting
period divided by number of visits in the same reporting period
Unique visitors
the number of inferred individual people (filtered for spiders and
robots), within a designated reporting timeframe, with activity consisting of one or
more visits to a site; each individual is counted only once in the unique visitor
measure for the reporting period
Visits, sessions
an interaction, by an individual, with a web site consisting of one or
more requests for a page; if an individual has not taken another action (typically
additional page views) on the site within a specified time period, the visit will
terminate by timing out
Page views, impressions
the number of times a page was viewed in a certain period of time
In Google Analytics dimensions are
characteristics of your
users, their sessions and
actions
In Google Analytics metrics are
quantitative
measurements of users,
sessions and actions
