e-marketer tm01 digital marketing tools en presentation · training contents 1. digital marketing...

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e-MarketerTM 01: Digital Marketing Tools:

Trends and Usage

e-COMMA | e-Marketer | TM 01: Digital Marketing Tools

Training Contents1. Digital Marketing Tools1.1 Definitions1.2 Overview2. Communication Channels2.1 Digital Marketing 2.2 Social Marketing3. Evaluation

E-Marketer| TM 01: Digital marketing Tools: Trends and Usage


Sources and further reading:

Karjaluoto Heikki and Leppäniemi Matti, (2005). Factors influencing consumers’ willingness to acceptmobile advertising: a conceptual model, Int. J Mobile Communications, Vol. 3, No. 3, p. 198.

Rob Peters (2012). “The Social Media Marketing Handbook - Everything you need to know aboutSocial Media Marketing”, Emereo Publishing, Oct 24

Damian Ryan (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the DigitalGeneration, Kogan Page Publishers

“The Community Management Handbook”

M. Weintraub, L.Litwinka, “The Complete Social Media Community Manager’s Guide”

https://contently.com/strategist/2016/08/02/the-top-10-free-content-analytics-tools/

https://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html

http://content.infotrustllc.com/6-free-analytics-tools-to-help-you-understand-your-competitor-s-web-traffic/



Sources and further reading:

http://www.businessdictionary.com/definition/digital-marketing.html

http://www.businessdictionary.com/definition/marketing-tools.html

https://www.google.pl/search?sa=G&hl=pl&q=types+of+social+media+marketing

https://www.thebalance.com/email-marketing-2948346

https://www.thebalance.com/what-is-opt-in-2917377

https://www.tisindia.com/digital-marketing-case-study-tis-tmi.pdf

https://t3n.de/news/wp-content/uploads/2017/03/social-media-image-sizes-2017.jpg.jpg

https://www.business2community.com/social-media/2017-social-media-image-sizes-cheatsheet-infographic-01805828#aWk2vVA8lAZhWhfP.97

https://www.forbes.com/sites/theyec/2012/10/13/5-steps-to-evaluate-your-companys-digital-marketing-strategy/#179cf86a4259



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1. Digital Marketing Tools


• digital marketing encompasses any formof marketing you do online – fromwriting in a blog to posting onFacebook, it’s all digital marketing;

• the different types of digital marketingTools (see graphic).

http://popcontent.co.uk/different-types-of-digital-marketing/

1. Digital Marketing Tools1.1. Definitions


Digital/Online/Website MarketingThe promotion of products or brands via one or more forms ofelectronic media. For example, advertising mediums that might be usedas part of the digital marketing strategy of a business could includepromotional efforts made via the Internet, social media, mobile phonesand electronic billboards, as well as via digital television and radio.

Read more: http://www.businessdictionary.com/definition/digital-marketing.html



Online ReputationRefers to the digital appearance of a person or a business. How doothers perceive you online?Online Reputation Management (ORM) contains a set of strategies toinfluence your online reputation in a positive way.



Marketing ToolsThe techniques and materials used by those who are involved in thepromotion of goods and services. Most businesses that need to selltheir goods or services to the public will make extensive use of variousmarketing tools, such as market research and advertising to helpfurther their success.

Read more: http://www.businessdictionary.com/definition/marketing-tools.html



Public Relations• PR isn’t only a type of digital marketing, but it’s growing to be anever more important component of any good digital marketingstrategy;

• the main goal of PR is usually to achieve exposure for website andbusiness. It could be anything from featuring in a news article onlineto featuring in a podcast or at an event. The great thing about PR isnot only the exposure it can bring, but the reputation that can comewith it if you do it well. Reputation can be incredibly important to alot of marketing strategies, especially online.

1. Digital Marketing Tools1.2 Overview: Public Relations


Search Engine Optimisation (SEO)• search engine optimisation is a type of digital marketing whose main

goal is to gain organic traffic to a website through search engines.Tactics have changed over the years, as have the way search engineswork, but fundamentally SEO companies will be aiming to get theirclients website to ‘rank well’ for search terms that will provide theirbusinesses valuable customers.


1. Digital Marketing Tools1.2 Overview: SEO


Search Engine Advertising (SEA) as part of Search Engine Marketing(SEM):• SEA relates to paid advertisements in search engines. These ads are

connected to specific frequently searched keywords that are to be inthe website meta data and that relate to the respective target market;

• your website will appear not as a search result but rather as a‘sponsored link’ placed closely to the top search results;

• common settlement model: Pay-per-click (PPC): advertisor is chargeda fixed amount per click.

1. Digital Marketing Tools1.2 Overview: SEA/SEM

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Marketing Tools

Display/Banner advertising: paid online advertisements on third party

websites

• designed as static advertisements or audiovisual files, following the

iab standards (Interactive Advertising Bureau, see standards and

guidelines on: https://www.iab.com/);

• used to direct traffic to a certain website;

• common settlement model: Pay-per-click (PPC): advertisor is charged

a fixed amount per click.

1. Digital Marketing Tools

1.2 Overview: Display/Banner Advertising

Social Media Marketing• social media marketing can do multiple things for business,

depending on tactics and investment, but the main goals tend to beto increase awareness of your business, attract new customers andincrease the loyalty of your current customer base. It can involveanything from chatting to people on Twitter to posting videos onFacebook and more. It also ties into a few other digital marketingstrategies well too.


1. Digital Marketing Tools1.2 Overview: Social Media Marketing

https://www.google.pl/search?sa=G&hl=pl&q=types+of+social+media+marketing


1. Digital Marketing Tools1.2 Overview: Social Media Marketing


E-mail marketing: campaigns/special offers published by newsletters

• promotion of business messages (latest product news, special offers,business events). These emails increase the online visibility;

• transactional emails address recent customers and relate to customeractions. The purpose is to bind customers and create customerloyalty.

1. Digital Marketing Tools1.2 Overview: Email Marketing


Affiliate MarketingBusinesses engage affiliates to promote the products and services.Affiliates usually host independent websites like blogs or videochannels. Affiliates usually are paid for promoting the goods on theirrespective channel.

1. Digital Marketing Tools1.2 Overview: Affiliate Marketing

Affiliate Marketing• affiliate marketing involves working with bloggers and influential people in yourindustry to attract more customers. It’s a clever way of getting more people to helppromote your business, without direct, upfront costs. Instead of paying salespeople tobring you leads, you can offer influencers a cut of any profits on sales that you makethrough them;

• often affiliates will review your products or services and have a link you can track whichleads by to your website. Then, if any sale is made through that link, you’ll know thatlead came from them and can pay them accordingly;

• if you’d like to work on affiliate marketing, you’ll need to be very careful with how youtrack your sales and ensure all your terms and conditions are properly laid out to avoidbeing taken advantage of and to ensure you know what to pay any affiliates.


1. Digital Marketing Tools1.2 Overview: Affiliate Marketing

Influencer Marketing• influencer marketing is similar to affiliate marketing, except instead of

cutting your profits later, you pay an influencer directly toreview/use/wear your product or service. You can do it on a muchsmaller scale though and ask an influencer in your industry howmuch it might be for them to use your service and mention it ontheir website.


1. Digital Marketing Tools1.2 Overview: Influencer Marketing


Viral Campaigns:Viral campaigns spread information about the business to a group ofpersons beyond the target market, e.g. by videos. Social media arefavourite channels as they allow to spread the information widely.Reaching beyond target group can be reached by changing the contextof the offered goods and prepare interesting material of high usability.Games and videos are favourite possibilities.As not necessarily relevant information on products is promoted, viralcampaigns mainly aim at increasing the visibility of the business brand.

1. Digital Marketing Tools1.2 Overview: Viral Marketing

Content Marketing• content marketing is a combination of SEO, Social Media Marketing &PR; it most often involves attracting traffic to your website using a blog;

• the main principles of content marketing are to produce content thatfirst and foremost serves your audience (i.e. your target market) andworks to attract target customers to your website and business. It’sincredibly powerful and is insanely good at attracting new customers –but it is also a long-term approach, so don’t expect to see resultsimmediately.


1. Digital Marketing Tools1.2 Overview: Content Marketing

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2. Communication Channels


Digital marketers turn to technology to reach target consumers. They can usedifferent tools and different communication channels. These communicationchannels are provided by different applications. They can be structured as follows:

1. “Classic” digital marketing.2. Social marketing and viral campaigns.


2. Communication Channels

Digital Marketing covers a wide range of marketing tools and tactics. It covers theorganization‘s website, display/banner advertisements, SEO and SEA, and emailmarketing. For all of these digital marketing tactics exists a set of tools you can use(please note that the services are listed as examples, please do further research foryour own purposes)

Web hosting services (selection):• bluehost.com

• 1and1.com

• godaddy.com

• Namecheap.com


2. Communication Channels2.1 Digital Marketing

Display/ Banner Advertising Services (selection):bannerflow.comcybermark.combuysellads.com

SEO/SEA Services (selection):180fusion.comscreamingfrog.com




E-Mail MarketingE-Mail Marketing refers to newsletters and personalised communication with customers byemail.It is cheap and reaches interested users effectively, it offers analytics capability, it focusseson target audience.It must be on consent with the receiver. The users need to “opt-in” to get included to e-Mailing lists.Avoid spamming by providing high quality content and a decent mailing frequency.

Further reading:https://www.thebalance.com/email-marketing-2948346https://www.thebalance.com/what-is-opt-in-2917377



2. Communication Channels2.2 Social Marketing and Viral Campaigns

Social Media MarketingSocial Media Marketing refers to Marketing actions on various socialmedia channels, like Facebook, Google+, LinkedIn, Instagram, Twitter,Youtube etc.Consider the appropriate content formats for the respective channel.

Further reading:

https://www.business2community.com/social-media/2017-social-media-image-sizes-cheatsheet-infographic-01805828#aWk2vVA8lAZhWhfP.97

https://t3n.de/news/wp-content/uploads/2017/03/social-media-image-sizes-2017.jpg.jpg



Viral CampaignsViral campaigns are a part of social media marketing. Social mediacampaigns can get “viral” if they reach a mass of users. This mass goesbeyond your original target market but makes the organisation knownto a mass of potential customers.Another form of distribution by social media is the collaboration with“brand ambassadors”

Social media are the vehicle for these viral campaigns; the most famouschannels are listed on the next slide.

Social Media Channel Characteristics

Facebook social media platform, private and business users, all file formats

LinkedIn social media platform for businesses and professionals, less “fun-posts” that facebook, reputable content, all file formats

Twitter users subscribe to your channel, exclusive or public audience, visualmedia (texts, images, videos), texts up to 280 characters (limitedlength)

Youtube video platform, create your own channel or post videosindependently, consider keywords, video only, high qualityrecommended

Instagram audiovisual platform, connected to Facebook, images and videosonly



Brand Ambassadors are users and customers who promote your products andservices independently as influencers or affiliates:

• bloggers present your product and review it as experts;• customers rate your product in authentic reviews;• customers introduce their daily/common usage of your product, in video blogs,text blogs, expert forums etc.;

• popular bloggers promote your products and services as affiliates, i.e. by earninga provision for each click/transfer.

Further reading:

https://lonelybrand.com/blog/category/brand-ambasador-influencer-marketing/


2. Communication Channels2.2 Social Marketing: Brand Ambassadors

The internet, has given consumers a voice, a publishing platform and a forumwhere their collective voices can be heard, shared and researched, creating amore powerful and educated audience than ever before.

Consumer-Generated Media (CGM) (Online Consumer Word-of-Mouth or OnlineConsumer Buzz) encompasses the millions of consumer-generated comments,opinions and personal experiences posted in publicly available online sources on awide range of issues, topics, products and brands.


2. Communication Channels2.2 Social Marketing: Consumer-generated Media

Consumer-Generated Media (CGM)1. Blogs.2. Message boards and forums.3. Social media.4. Discussions and forums on large email portals.5. Online opinion/review sites and services/feedback/complaint sites.

Case study:https://www.tisindia.com/digital-marketing-case-study-tis-tmi.pdf


2. Communication Channels2.2 Social Marketing: Consumer-generated Media

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3. Evaluation


5 Steps to evaluate your organisation’s digital marketing performance

Step 1: Evaluate your digital marketing goalsThe first step in any good digital marketing strategy evaluation is a thorough examination ofthe specific goals you’ve set for yourself in the past.Digital marketing goals include items such as:• the number of social shares your blog posts receive;• the size of your fan base on social networking websites;• mentions of your brand name on social media sites;• the number of positive reviews left about your company on sites like Google Reviews and

Yelp;• inbound website visitors from social networks;• total number of conversions resulting from social traffic.


3. Evaluation

Step 2: Reexamine your target customer profilesIt is important to remember that any good digital marketing plan is founded on a series of well-constructed customer profiles (buying persona) that outline the specific types of people you’d like to reach through your campaignsStep 3: Take a look at your digital presenceStep 4: Evaluate your messaging strategiesStep 5: Check your digital marketing ROI.

Further reading:

https://www.forbes.com/sites/theyec/2012/10/13/5-steps-to-evaluate-your-companys-digital-marketing-strategy/#179cf86a4259


3. Evaluation

https://www.smartinsights.com/digital-marketing-strategy/10-marketing-trends/


3. Evaluation


3. Evaluation

Further reading about industries having the best ROI (return on investment) withdigital marketing:

https://www.digitalvidya.com/blog/industries-generating-roi-with-digital-marketing/http://www.commercebloom.com/4-industries-benefiting-digital-marketing-campaigns/


3. Evaluation

To find out more about the most common mistakes in digital marketing, have a lookat the following presentations/links:

https://www.youtube.com/watch?v=inI7RhgWaGUhttps://www.cio.com/article/3023553/marketing/14-digital-marketing-mistakes-and-how-to-avoid-them.html

Böcker 2015, S. 167.

3. EvaluationEvaluation Tools Overview

Tool (examples) Description

Google analytics https://www.google.com/intl/en_uk/analytics/#?modal_active=none

website analytics, traffic flow, user information, reports and dashboardsmost common tool

Adobe analyticswww.adobe.com/data-analytics-cloud/analytics.html?promoid=GVTYY6CK&mv=other

website analytics, traffic flow, user information, reports and dashboards,segmentation, alternative to google analytics

Sum Allhttps://sumall.com/

social media analysis, uses also the integrated social media analytics tools likeFacebook insights, Twitter analytics, Youtube analytics etc.

Clickywww.clicky.com

common web analytics, offers reports and heatmaps

Kissmetricswww.kissmetrics.com

common web analytics and email campaign automation

SimilarWebhttps://www.similarweb.com/

website analysis including important Key Performance Indicators (KPI)



The given table displays a selection of useful tools, for alternatives see also:

https://contently.com/strategist/2016/08/02/the-top-10-free-content-analytics-tools/

https://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html

http://content.infotrustllc.com/6-free-analytics-tools-to-help-you-understand-your-competitor-s-web-traffic/

3. EvaluationEvaluation Tools Overview

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