Chapter 1 4y614c

Introduction to Digital Marketing

At the end of this session you will be able to: -

Understand the features of a successful digital campaign

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Understand the 3i principles of digital marketing strategy

FEATURES OF A SUCCESSFUL DIGITAL CAMPAIGN

Acknowledge the power of Internet -

Understand customers better Altered relationship between customer and organization Sharing experiences between customers

Successful Digital Campaign

Combine online listening tools with market research into a single cohesive strategy, using one to validate and the other

Market Research vs Market Reality -

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Internet helps learn from market reality by looking at what people really want Use of online listening tools

Market Research Polls, questionnaire, history, focus groups, research

Market Reality Search: keyword research tools Social: listening tools Digital: analytical tools

THE 3I PRINCIPLES The 3i Principles are key to a successful marketing strategy.

1.

Initiate

• Customer is starting and finishing point of all digital activities • Let the customer decide • Listen more. Facilitate 2-way conversation.

2.

Iterate

• Publish, track respond, tweak and repeat • Change your campaign based on customer interaction

3.

Integrate

• Integrate efforts across digital channels • Integrate traditional and digital marketing efforts • Integrate your reporting sources

PRINCIPLE 1: INITIATE •

The answer to any question regarding budget, resources, strategy, channels etc . Can be found if we listen to customers.

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The customer is starting and end point of all digital activities.

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Too many organizations jump into managing digital channels, sharing nonspecific content about themselves, their companies, products etc.

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Digital channels should be regarded as an interaction channel to facilitate a two-way interaction.

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By taking time to find out what customers are doing online, the digital activities can become more effective.

PRINCIPLE 2: ITERATE •

Within minutes of publishing an ad, we can see what the click-through rates, response rates and conversion rates are.

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Digital content can be changed multiple times.

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Principle 2 emphasizes the importance of tweaking a digital marketing campaign in response to interaction/

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The digital marketing channel is most effective when you apply an iterative process and the more iterations of the campaign you apply, the more effective it becomes.

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The first published idea is usually not the best – the customers are better at describing what they want than is the r.

PRINCIPLE 3: INTEGRATE Integrate Your Efforts -

Integration across digital channels is ing information gleaned through one channel to improve the effectiveness of another digital channel.

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It can be as simple as sharing information learned through one channel (e.g. SEO insights) with email marketing team.

Integrate Your Digital and Traditional Marketing Efforts -

This involves using information gathered through digital channels into your traditional marketing strategy.

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For example, a radio ad should use keywords used in SEO.

Integrate Your Reporting Sources -

Companies who engage in digital marketing obtain a huge amount of data about customers.

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It is important to gather the data in a way that allows good business decisions.

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Tools such as Google Analytics can help organize and query the data as required.