Topic 2 Flashcards
Digital marketing objectives at the
bottom of the hierarchy
Todays buying process
well informed active and powerfull customers
unstructured process and micro moments
channel and information explosion
traditional marketing and inbound marketing difference
traditional is too pushy
inbound is calmer and inviting/magnetic
customer journey
awareness
consideration
conversion
loyalty
advocacy
inbound marketing definition
inbound marketing is an online marketing strategy focused on:
attracting ideal customers
relevant and helpful content, addressing their problems and needs
adding value in every stage of customer buying journey
advantages of inbound marketing
potential customers find you instead of the other way around
you attract qualified prospects
you build trust and credibility for your business
3 ingredients for successful inbound marketing
content: to get found by the right prospect customers, you must create content that speaks to them and answers their questions
context: look at the steps in customer journey, every step has a different approach
multichannel: your communication is multichannel in order to interact where and when the consumer chooses. a consumer touchpoint analysis will help you define the relevant touchpoints
thought leadership?
inbound marketing technique
provide the best and deepest answers
sales funnel
suspect
lead
buyer
customer
ambassador
retargeting
through retargeting you bring back the visitor to your web page via personalised actions
retargeting definition
aiming at people who have visited your website, looked at certain products in detail, placed items in the shopping cart or have bought items before.
making it personal
Retargeting: how does it work?
Retargeting works through putting a code (tag) on your website. When someone browses your website, this tag will place a cookie in the user’s browser. A cookie is a small piece of data designed to ‘remember’ information about the user or the user’s browser activity.
types of cookies: first party cookies
directly stored by the website or domain you visit. these cookies allow webste owners to collect analytic data, remember language settings, and perform other useful functions that provide a good user experience
types of cookies: third party cookies
created by domains that are not the website that you are visiting. these are usually used for online advertising purposes and placed on a website through a script or tag. a third party cookie is accessible on any website that loads the third party servers code
Fun fact Targeting with third party cookies
for privacy and security reasons third party cookies are partially banned. full blocking of third party cookies is predicted although not sooner than 2025. first and zero party data will be the future
Key performance indicator KPI:
A measurable value to demonstrate how effectively a company is achieving key objectives. Organisations use KPIs at multiple levels to evaluate their success at reaching targets
Metrics
You can measure if you obtain your KPIs. quantitative measurements of your data
If goals are too vague
strategy is not clear and your strategy is open to criticism from other departments
example of smart formulation of KPI or metric
Digital objective: increase traffic on the organiser product ikea page by 30% by 31/12/24
digital KPI: 30000 unique visitors on the organiser product ikea page by 31/12/24
Metrics: unique visitors
Smart
specific
measurable
achievable
relevant
timebound
estimate KPIs:
Look at benchmarks in your sector or type of advertising
Look at data history in google analytics, facebook business manager etc
4 categories of metrics
reach
relevance/return
impact
budget performance
reach (metrics)
the size of the audience youve reached
ad impression: the number of times the ad is served or shown online
unique visitors: number of people who visit a website
visits: number of visits to a website
page impressions or page views
unique viewers: number of unique viewers who came to watch your videos over a given time period
views: show you the number of times people watched or engaged with your video ad
relevance/return
refers to the demographics, interests, devices used, purchase behaviour and so on, of your reach and how these align with your target audience
the reach numbers do not mean anything if they did not reach the right audiences and did not lead to sales
impact
the number of reactions to your content is the proof of the impact of your message
online advertising
email
social media
bogwebsites
vanity metrics
look impressive but lack substance and context
actionable metrics
used to make data driven decisions about budget and optimisation
google analytics: measuring metrics
google analytics is a web analytics service offered by google that tracks and resorts website traffic.
impact metrics: Clicks
Amount of clicks
Click through rate
the average number of click throughs per hundred ad impressions, expressed as a percentage
micro conversions
non sales related conversions like completing a form, requesting a demo, these lead to your most wanted macro conversion
macro conversions
orders, sales
conversion rate (percentages)
the number of conversions, dividing by the number of total clicks or website visits that logged a conversion during any given time frame, multiplied by 100
conversion rate optimization
the process of increasing the % of the conversion
E commerce conversion rate
refers to the percentage of visitors who make a purchase
engagement rate
total engagement / total followers x 100%
total engagement
the sum of all interactions
bounce rate
the percentage of user sessions that do not take some action to show they are engaged / big issue
CPC
cost per click
CPM
cost per mille
CPA
cost per acquisition
CPD
cost per day
CPL
cost per lead
Customer acquisition CAC
the total cost spent on acquiring a new customer divided by the number of new customer gained.
