Digital Marketing

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Digital marketing is consistently changing marketing platforms come and go, features change, new metrics are introduced, and good performance isn’t a given. It’s critical to get the “basics” right- a honest product/service that’s competitively priced, a robust website built with the target customer in mind, outstanding customer service and more.

What is digital marketing?

  • The promotions of products and services using electronic means.
  • For every traditional marketing channels, there are multiple digital equivalents.
  • The terms “channel” and “Platform”, refers to the tools and areas where digital marketing is used.
  • There are 100 and 100 of different channels including some very niche ones which means that really only suits on a small percentage of industry or person.

Key points in digital marketing history

  1. The 1st clickable banner AD went live in 1993 and that is what we now called display of programmatic Ads to showing banner on different website.
  2. In 1994, Yahoo was founded. It launched in 1995 and fifth social media site GeoCities was launched in 1994. Yahoo! (First social media site, GeoCities).
  3. Also in the mid 90’s cookie technology appeared and you understand that affect beta in the next few lesson but that essential what is used to track a behavior online.
  4. In 1997 search engine optimization “officially” began. It had been around for few years before which didn’t have a name yet and actually before 1995 we did have search engine but the way that result used to be shown as alphabetically.
  5. In 1999 salesforce launched as a subscription model. Now salesforce is a software as a service business in that it basically a create dashboard and combined all your data from your marketing effects and enabled to used analysis and make changes based on that and launching that kind of service as a subscription model in 1999 completely changed the game for that industry and enabled many more people to used services like that at a much cheaper rate.
  6. In your 2000 Google launched AdWords it’s now called Google Ads and that completely changed the game for at the time release a search engine marketing appearing on the search result page.
  7. In 2001, universal launched first mobile marketing campaign so really not that long ago.
  8. In 2005, Google launched google analytics & YouTube. So analytics was actually launched 5 years after AdWords and then YouTube which is now the world 2nd largest search engine.
  9. In 2006, Split-testing in marketing began which was also you know marketer significant moment and that essentially splitting all traffic so let say you targeting people with a sales campaign you target half of them with one learning page and another half with another and see which one perform best that is essentially split-testing.
  10. In 2001, Google started using search history for ADS as an enabling advertises to target people more effectively so you know the ads that we’re see more relevant and more targeted but that was only from 2010.
  11. In 2011, “Panda” that’s the name through an updates that’s Google ranking algorithm has this is to do with SEO and I have put this here a significant change in how you can rank when it is come to SEO essentially it put content. Content is king that’s kind of way that come form.
  12. In 2014, SIBYL it was a parallel machine learning platform this was launched and used by Google and why it is so amazing is because it is parallel machine learning meaning that instead of sequentially machine learning which is taking one job and completing it then moving to next one etc. with parallel it takes one job and breaks it up into multiple pots and does those different pots simultaneously (at the same time) so it is enables things to be done much quicker so you can think about dater you know hold different data Google is receiving and beating to these machine learning tool.
  13. In 2017, Shoppable Instagram introduced.

Digital Marketing platforms

It is essentially a “spaces” where digital marketing take place.

Important to remember you don’t have to use it just because it’s there, I think many businesses has made this mistake, and it’s totally understandable it was happened everyone jumps on the ban dragon because it’s popularly in you only to find that it does not have the correct target market to anything like that on it so, that’s why always require a lot of research please do you remember this.

  • Social media : Social media comprises of website and applications that enable people to create and share content and/or to communicate with others.

Top platforms of social media:-

  1. YouTube
  2. Instagram
  3. Snapchat
  4. LinkedIn
  5. Pinterest
  6. Twitter
  7. Facebook
  8. Reddit
  • Pay Per Click : Which is also known as PPC, a model of internet marketing where advertises pay a fee each time an ad is clicked.

1. Google ads :There are multiple campaigns type within the platform.

i ) Search : Advertising for the search engine results page

ii ) Display : Putting banners on different website.

iii) Shopping : Which is for e-commerce or retail that is essentially different kind of ad that appeared on the search result as well as imaged base.

2. Microsoft Advertising : Which until recently was called Bing advertising and if you choose to advertise throw this platform then you would be advertising Bing search engine as well as the Yahoo and AOL. Google does not have any right to advertise on these platforms so it’s bit of interesting one and very good one to consider when you looking at search advertising.

3. Amazon : Amazon PPC is an advertising model. When customers click on their ads (Pay per click), advertisers pay Amazon a commission. There are 3 types of Amazon advertising available: product promotion, brand promotion, and display advertising. Old product display advertisement: PDA.

4. AdRoll : There are many third party platform which assist with performance or targeting with there product there are called or known as software as a service. AdWords is an example and it breaches the gap between what some platform don’t allow for various reasons e.g. as a finance company you can’t retarget or remarket to side visitors on search engine but a company like AdRoll can do that for you. However, Google actually made an announcement as they do to say that they are moving support for third party tracking in the next few years which is going to mean that company like this AdRoll like software as service.

  • Digital billboards : Now to be honest, these are really only for brands that have a big budget. There are various type of ad format accepted. For example : there is static so not moving, animated or rich media which is combination of various types of media including static, animated video etc.
  • Over-the-top media services : Which is essentially a streaming media service offered directly to viewers over the internet and then what fills video on demand. So, this happened through digital media player like Roku there are also applications you can use and desktops so, let consider an example Netflix in this case though Netflix does not sell ads so it could not be use as a marketing platform. Video ads are sold on ad supported channels and some media players like Roku allow publish to promote there channel on the device home screen.

Organic marketing

Getting your customers to come to you naturally over time, rather than ‘artificially’ via paid links.

Types of organic marketing
  • Search Engine Optimisation (SEO) : Increasing the amount of visitors to a websites by obtaining a high-ranking placement in the Search Engine Result Page (SERP). So, essentially appearing underneath the top ads in the search engine result page.
  • Google my business : Let me just show you what it is look like here,

They so called listing on the right side of the search result it’s called the knowledge panel and it’s powered by something called the knowledge graph. It’s a project by Google and essentially it’s just in set of taking search items at face value Google troll out the context of those search terms to provide better results for the context of those search terms provide better results for the person searching. Let say someone searching for a historical figures data of book chances are more information on this figure so Google trolls information various sources on the internet to provide contextual information about that character this is also way the Google my business profile fits in as it the business. It won’t necessary have a knowledge graph result but rather the information that was added to a business throw the Google my business feature so we can see here on the left that we have adidas and a waterfront example this is what the Google my business listing look like.

The knowledge panel was introduced in 2012 and it’s really as I said Google ways of connecting information.

So, you can see on the right here I result for Zara which is a retail parallels company these formal information about the business here then they used to be what we even thought was possible there is reviews including popular times you can add a review directly here and you can ask questions and in some cases you can even submit your contact details at which point you become a lead for business.

  • Direct traffic : Direct traffic which is people visit your website typing the URL directly into there browser marketer don’t have a direct influencer on increasing the number of people direct direct come from different sources.
  • Customer reviews : Customer review assist you organically increase long-tail keyword, or particular search terms which have low competition however high search intent. These keyword normally include terms that customers look for however manufacturers might not suppose to consist of of their keywords. It makes sense for prospects to listen to what your current community is saying, posting, and sharing. Because of this, even Google now sees customer feedback as a valuable way of measuring a website’s ranking. For SEO because it helps you optimize what people are really looking for, not what you think they’re looking for.

Common digital marketing terms & acronyms

1. Impression : Now you receive an impression when an advert or any digital media is shown on a person’s (aka “user”) screen so, it’s just appearing on the screen it does even have been 100% on the screen it just somewhere on the screen.

2. Reach : It refers to the number of people who may have seen your ad/content. So, now we are moving focus from the ad putting it on the person who seen the ad. Reach and impressions are often confused. You can reach 100 people yet have 200 impression what that mean is that 1 on average atleast every person of those 100 people’s saw your ad twice so you receive 200 impressions but you only reached or you reach 100 people.

3. Frequency : Which is referring to the number of times someone may have seen the same ad so if we take it back to the previous example with reach an impression so the frequency there of the 100 people was 2 because they each saw the ad 2 times generally if it gets above 4 than you risking or running the risk of ad for it which is when someone completely does not even see your ad anymore just because they seen it so much they just blind to it now.

4. Device : Which is what you are using when performing an action. For example :- mobile, desktop, tablet.

5. Conversion : A conversion happens when a person reach the desired goal. For example :- a purchase, submitting a form or subscribing to a newsletter whatever is it that you what to achieve you tracking for those conversion.

6. Remarketing : This is showing ads to people who has previously visited/ interacted with your website or social media. The assumption is that more interested in what you have to offer because they already visited you.

7. Metrics : This is a measurable values used to show the effectiveness of marketing efforts.

8. Segmentation : This is grouping audiences together based on different criteria with the aim to target them with more relevant information/ads e.g. :- You want to target woman with more faminum ads and man with more muscularity ad.

9. Life-time value (LTV) : This is the projected income that the customer will receive during his lifetime.