4-step digital marketing strategy framework - equinet …...equinet 2 overview we hope after reading...
TRANSCRIPT
AcademyEquinet
AcademyEquinet
DIGITAL MARKETING STRATEGY - A 4-STEP FRAMEWORK
How Should a Modern Marketer Do Digital Marketing Today?A Fundamental 4-Step Framework For Developing and Executing Digital Marketing Campaigns
AcademyEquinet
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Overview
We hope after reading this, you’ll better understand:
This ebook aims to equip you with a fundamental understanding of what digital marketing is, how successful companies are doing it, and what processes are required in place to ensure a successful digital strategy for your business.
The modern consumer journey and the role of digital marketing.
How to apply a 4-step digital marketing framework to your business.
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THE SHIFT FROM TRADITIONAL TOWARDS DIGITAL
How the consumer buying journey has changed over time
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Chapter 1
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Traditional Marketing Vs Digital Marketing
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Newspapers
Flyers
Radio
TV
Traditional advertising methods still work today, but are no longer as effective and cost-efficient today as they were.
• TV has been overwhelmed by online video streaming sites such as Youtube. • Flyers have been replaced by online banner ads e.g. Google Display Network (Ad exchanges). • Radio has been suppressed by podcasting sites such as Spotify. • Flyers and direct mail is mostly ignored today and is much more expensive compared to email marketing. • The sale of newspapers have sharply declined as more and more readers turn to online news sites. • Offline advertising methods are harder to track (in terms of viewership & browsing behaviour) than online marketing channels.
Direct Mail
AdsYoutubeX
XX
XX
Podcasts
Online Banner Ads
Online News Sites
News
John Wanamaker (1838-1922)
Half the money I spend on advertising is wasted; the
trouble is I don't know which half.
{Marketers have
gravitated their
marketing budgets
toward online marketing channels.
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The Traditional Marketing Funnel
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What is the Traditional Marketing Funnel?
In the traditional marketing funnel, a consumer is made aware of a brand’s existence, compares and considers a brand’s competitor products, and makes a decision to purchase a chosen product. The consumer then enters the customer loyalty phase.
If you’ve ever sat in front of a sales presentation and signed up for a product or service after being convinced, you may have experienced the whole funnel in one sitting.
This linear process is inflexible as the consumer buying process today is no longer linear. Today, consumers enter the buying process at different stages, jump stages, and move back and forth between them.
Desire
Interest
Awareness
TRADITIONAL MARKETING FUNNEL
Retention
• The consumer is made aware of a brand’s existence.
• Experiences, compares, and considers competitor brands.
• Makes a decision to purchase a chosen product.Decision
• Enters the customer loyalty phase.
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A Traditional Meeting With An Insurance Agent
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Here’s the scenario of a typical consultation with an insurance agent selling you a policy.
Awareness
The insurance agent starts by asking you whether you’re aware that you should have an insurance plan to protect your finances in the case of an unfortunate incident.
Interest
Should you develop interest, she’ll go on to explain different insurance policies (life insurance, investments, etc) that are available.
Desire
You may then inquire whether the insurance policy you intend to get is the best deal out there, and your insurance agent will highlight the key advantages of their policies compared to other insurance companies.
Decision
Once you’re convinced, she’ll hand you a form to fill in your application.
Desire
Interest
Awareness
Decision
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Today’s Consumer Decision-Making Process
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About Today’s Consumer Decision-Making Process
Consumers today have the means to do their own product research at home online and on-the-go on their mobile phones. The control is shifting from marketers to consumers, as consumers now have to power to block ads, conduct their own research, and opt out loyalty marketing programs.
For example, a movie fanatic, Anne, may be shopping for clothes when she suddenly decides to watch a horror movie. In modern marketing, this is known as a “buying trigger” or a “micro-moment”, as Google calls it.
Anne would then search for “new horror movies” on Google and watch movie trailers, read user reviews on IMDB, and ask friends on Facebook for their opinions, in any random order, before ultimately deciding on a movie. She would now go online to compare cinema ticket prices and eventually purchase her movie tickets from Cathay Cineplexes.
Cathay Cineplexes now has Anne’s contact details and slots Anne into their loyalty program which regularly emails her membership discounts, movie bundles, etc.
The traditional marketing funnel ends up looking like this:
Awareness
Interest
Action
Desire
• Jumps back and forth various stages.
• Skips to different stages of the buying journey.
Retention
• Continuous engagement through email, social media, content marketing.
• The consumer may remain at any stage indefinitely.
The customer decision-making process or customer buying journey today is no longer linear.
Consumer Buying Journey
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Case Study - A Consumer’s Laptop Buying JourneyHere’s an interview of a consumer’s laptop buying journey:
“It all started out with a Trigger moment (Micro moment) when I needed to buy 20 laptops for our newly launched IT training course.
I then asked some friends if they knew of any cheap deals, and went to Challenger and Best Denki to source for them, but could not find anything within my budget.
Later at home, I went on Google to search for cheap and good laptops and landed on Lazada and Qoo10. I also sourced the internet for articles on the pros and cons and hardware specifications on various laptop brands.
Eventually, I narrowed down to a $650 Lenovo laptop after discount. I considered all the options and remained stagnant in the consideration phase for a few days.
While I was having lunch at a Vietnamese restaurant and surfing Facebook, I saw a sponsored ad from Qoo10 on Facebook on how refurbished laptops are better for your wallet and can perform as well as new laptops. I read the article and was convinced I should buy 20 refurbished laptops. At the bottom of the page, there were related product links to refurbished laptops. How convenient! It was then I became a proud owner of 20 refurbished Dell laptops.”
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#Tip of the day
What can a marketer do, knowing how valuable this information can be?
Interview consumers who own both refurbished and brand new laptops to find out the reasons why consumers chose their current buys and what were their buying journey experiences like by:
• Setting up focus group studies • Interviewing existing customers through online and offline channels • Conducting market surveys
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Case Study: A Consumer’s Laptop Buying Journey
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Touch Point 1: Google Search
Touch Point 4: Article on Refurbished LaptopsTouch Point 5: Qoo10 Website
Touch Point 2: Qoo10 Website Touch Point 3: Facebook Sponsored Post
AwarenessInterest Desire
Desire Interest
This is an illustration of the consumer’s laptop buying journey and an e-commerce platform engaging him at multiple digital touch points on the path to purchase.
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The Consumer Buying Journey Today
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The Consumer Buying Journey today is no longer linear. Marketers have to ensure consumer-brand interactions on as many relevant touch points as possible on the path to purchase.
The Consumer Buying Journey
I didn’t know this product actually
existed…
I’ll do a Google Search to find out more about this.
Let me compare these brands to make
a better decision.
I can’t find anything better than this, I
think I’ll purchase!
Marketing Team
Here’s something
cool
Here’s how this will
make your life better
This is why we’re the
best
Click here to buy now!
Awareness Interest Desire Action
Consumer
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The Traditional Marketing Funnel & Today’s Customer Decision-Making Process
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Key Takeaways
• Modern marketing is no longer “push” marketing (as traditional marketing is), as consumers today have access to a boatload of information within a click of a button.
• Effective modern marketing is being engaging and useful (via Content Marketing, Email, Search, Social, Display, Mobile) at relevant touch points during the consumer’s journey.
• Understanding the customer buying behaviour (e.g. which social media networks they hangout on, which websites they visit to check for product reviews, what keywords they search for on Google) through Digital Analytics is essential in order to calibrate all online marketing efforts to each specific customer profile and effective channels.
• The trend is shifting toward a two-way communication - consumers are able to voice out their frustrations on social media, as compared to a one-way communication in the past - customers were being marketed to via radio, television, and banner ads. Marketers and PR executives need a more systematic way of managing negative reviews and customer support. No longer are brands in total control in the marketing funnel today.
• Conduct research (e.g. customer surveys, feedback, interviews, focus group studies, etc.) to identify and understand buying triggers or micro-moments in order to build trigger-specific message and content around relevant touch points in the customer journey.
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WHAT IS DIGITAL MARKETING?
An Overview of Digital Marketing
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Chapter 2
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What Exactly is Digital Marketing?
Digital Marketing is basically…
Marketing via digital and online tools and channels, as opposed to traditional marketing (TV, Billboards, Flyers, Newspapers, and basically any form of print advertising).
Digital Marketing is NOT…
A one-size fits all marketing solution. It is important to look at your business goals and not limit your activities to only one marketing channel.
Tool Tip:
Digital marketing can complement your traditional marketing efforts and vice versa. For example, ABC Flower Store can hand out coupons to their shoppers upon checkout at the cashier. These coupons can then be used on ABCs e-store where customers can create a membership account and receive a discount on bouquets ordered online.
Furthermore, ABC Flower Store can track (via digital analytics) how many customers actually used these coupons, and can use the data collected (email address, mobile no., mailing address) to build a loyalty program via email, mobile, mail postage.
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The 9 Digital Marketing Channels & Disciplines
Digital Marketing Channels & Disciplines
Search Engine Marketing & Search Engine Optimisation
Display AdvertisingSocial Media
Marketing & Online PR
Email Marketing & Marketing
AutomationContent Marketing Mobile Marketing
Web Design & User Experience (UX)
DesignDigital & Web
AnalyticsConversion Rate
Optimisation
There are many schools of thought on how many digital marketing channels and disciplines actually exist.
Here, we’ve consolidated them into nine individual channels and disciplines:
Search Engine Marketing & Search Engine Optimisation Display Advertising Social Media Marketing & Online PR Email Marketing & Marketing Automation Content Marketing Mobile Marketing Web Design & User Experience (UX) Design Digital & Web Analytics Conversion Rate Optimisation
These 9 digital marketing channels and disciplines can be implemented to one or more digital marketing campaigns.
We’ll go through each one in the next few pages!
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What is SEM & SEO?Search Engine Marketing (SEM) is targeting a website to rank either on the paid search results. Search Engine Optimisation is optimising a website a rank prominently on the organic search results.
Why Search?
• Free visibility. Websites ranking on the first page of the search results enjoy great visibility at no cost - Advertisers only pay when their search ads get clicked on, and websites ranking organically (below the paid ads) do not pay anything when users click through them.
• Strong intent. We all have an intent when we decide to do a search on Google. It could be an intent to purchase (I want to buy moment), an intent to visit a place (I want to go moment), or a research intent (I want to know moment). Either way, from a business’s perspective, being useful and relevant at the right time and place increases your chances of procuring customers.
Organic results
Paid Ads
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Case Study - Search Engine MarketingExpressColour
ExpressColour is a boutique local commercial printing company based in Singapore. For over 25 years, ExpressColour had been relying on traditional marketing methods to sustain its business activities.
ExpressColour’s main clientele base were real estate agents. When the property market dipped in 2013, the phone lines became very quiet.
As an FMCG company, Search Engine Marketing was the most relevant and effective marketing channel. Consumers wanted their marketing collateral delivered fast and at low cost and they took to the search engines to discover and compare various commercial printing companies.
After launching a Search Engine Marketing campaign with Google AdWords and optimising the website to rank on the 1st page of Google’s organic search results, ExpressColour saw a 30% increase sales volume.
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Case Study - Search Engine MarketingWhat happened?
Before the property market downturn, ExpressColour’s clientele base was relatively small, but the sales volume of each client was large.
After implementing Search Engine Marketing, a huge influx of small volume orders came from a variety of industries ranging from Retail to F&B. This made up for the initial dropout of larger B2B clients and ExpressColour was able to thrive in this competitive industry.
The figure on the right depicts a monthly average search volume of 1650 searches a month for only 4 commonly used search terms.
A conversion rate of 2% would mean 33 new customers per month on average.
Taken from Google Keyword Planner. The average month search volume totalled 1650
for all four target earch terms.
Challenges faced
It wasn’t all smooth in the initial phases of launching the Search Engine Marketing campaign. Competition was high and ExpressColour’s pricing wasn’t competitive enough.
Bidding on the keywords that included the keywords “cheap” e.g. “cheap flyer printing” proved ineffective.
According to its AdWords reports, ExpressColour was spending an average of $2.00 per click on keywords that included “cheap”, but weren’t fulfilling orders for those keywords. This resulted in a negative ROI for the overall Search Engine Marketing campaign.
Upon removing “cheap” keywords from its AdWords Search Advertising campaign, ExpressColour was able to reduce its Cost Per Acquisition (CPA) by 4.5 times.
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Case Study - Search Engine MarketingBefore Optimisation
Note the cost per conversion at $150.92 before adding search queries e.g. “cheap flyer printing” and “cheapest flyer printing in singapore” as negative keywords.
After Optimisation
Click-through-rate dropped to 5.04% but cost per conversion decreased to $29.19 after ads did not show for “cheap” keywords.
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Examples of Display Advertising through the Google AdWords platform
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What is Display Advertising?Display advertising is the tactic of leveraging the internet and its properties todeliver promotional ads to consumers on various channels. - Marketo
Popular Display Advertising mediums include:
• Google AdWords Display network and Youtube • Facebook advertising (Sponsored Newsfeeds, Instagram, sidebar ads) • LinkedIn ads • Outbrain • Baidu, Yandex, Bing
Why Display Advertising?
Display advertising offers a cost-efficient way (compared to traditional advertising methods) to effectively target and efficiently deliver a brand’s message to consumers and potential prospects.
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Case Study - Display AdvertisingLinda Mandarin
Linda Mandarin is a local language school offering mandarin lessons for corporate and individuals.
Having already established their presence on Search Engines, Linda Mandarin wanted to increase their volume of free trial class signups.
They took to Display Advertising via Facebook Ads to deliver Sponsored Newsfeed Ads to website visitors who browsed their website, but did not sign up for a free trial class.
By installing a Facebook Pixel on their website, Linda Mandarin was able to track their website visitors’ behaviour and create Custom Audiences to retarget ads to their website visitors who had a Facebook account, but hadn’t yet signed up for a free trial class.
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Case Study - Display AdvertisingWhat happened?
In one Facebook Sponsored Ads campaign with Conversions selected as the ad objective, Linda Mandarin acquired 21 contact form enquiries at the cost of $10.38 per lead.
As you can see in the table below, an A/B split testing experiment was conducted. Two ad creatives, one with the call-to-action “Claim” and one with the “call-to-action” “Sign Up” was ran side by side, and the winner appears to be the first ad with the word “Claim”.
As a collective result of all Facebook Ad campaigns ran, Linda Mandarin saw a 20% increase in free trial class signups.
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What is Social Media Marketing?Social media marketing refers to the process of gaining traffic or attention through social media sites. - Search Engine Land
Why Social Media Marketing?
Social media marketing can:
• Build brand loyalty. • Increase brand recall and raise brand awareness. • Add a personal touch to a brand.• Drive more website traffic.• Establish a brand identity.• Increase conversions and sales.• Build positive brand association.
Popular Social Media Platforms include:
• Facebook • Youtube • Instagram • LinkedIn • Twitter • Pinterest
• Google+ • Reddit • Tumblr
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Interview with Walter Lim - Social Media Marketing ExpertWhat is Social Media Marketing in your own words?
Social Media Marketing is the process of using social networks like Facebook, Instagram, LinkedIn, Twitter, YouTube and others to increase brand awareness, improve community engagement, generate leads, to driving customer purchases (or other conversions).
This can be achieved primarily through creating useful and entertaining content which is snackable (ie bite-sized pieces) and shareable, while building and growing your online community.
Walter Lim is the Chief Contest Strategist of Cooler Insights - a boutique content and social media marketing agency. A prolific blogger and business influencer, he loves to help businesses create, nurture and grow winning brands through storytelling, social media, and PR. Connect with Walter on LinkedIn or visit his website.
How do you think Social Media Marketing complements your overall digital strategy? Can you share successful examples and challenges faced?
I like the analogy given by Lee Odden when he compared Search Engine Optimisation (SEO), Social Media, and Content to a Peanut Butter Jelly Sandwich.
Quoting from his blog:
"People use search & social to discover content. Search engines & social platforms like content because it creates the basis for advertising opportunity.My favorite metaphor is Content = Bread, SEO = Peanut Butter, Social = Jelly. PBJ marketing."
Source: Top Rank Blog
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Interview with Walter Lim - Social Media Marketing Expert
As both a content strategist and a social media marketer, I have used all three strategies to gain traffic and generate leads for my business. Readers may be interested to know that 100% of all my business comes from inbound leads, be they from my social networks (especially LinkedIn), content on my website, referrals from friends, and attendees of my training courses.
One of my recent clients was a convenience store which wanted to improve brand awareness and engagement on their Facebook page. At the same time, they wanted to lower their total SMM budget.
Through a mixture of precise audience targeting, creation of compelling content, and delivery of the right promotional mechanics (mostly contests), we managed to substantially improve their performance in the following:
• Five fold growth in fans (from 11.3 K to 54 K) • 218% improvement in reactions/likes • 175% increases in page reach per day • Almost four times (381%) improvements in engaged users per day • More than double (223%) improvements in post clicks per day
More details at www.equinetacademy.com/digital-marketing-case-studies-singapore
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What is Content Marketing?Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. - Content Marketing Institute
Why Content Marketing?
Content marketing:
• Can influence a buyer’s decision. Brands report that consumers are more likely (as high as 144%) to move on to a purchase after viewing a product video. - Source: internetretailer.com. Today’s buyers conduct their own research through up to 66% - 90% of their buying journey before even contacting a vendor. - Source: Forrester
• Can increase brand loyalty and build trusting relationships between brands and consumers. More than eight in 10 CMOs (85%) in a study conducted by TheContentCouncil.org believe that consumers who receive custom content will be more likely to buy from the sponsoring company again.
• Can generate and nurture leads. Consumers are willing to provide their contact information (e.g. a newsletter signup) in order to receive gated content (ebooks, definitive guides, demos and samples).
Some Content Forms Used for Content Marketing:
• Blogposts • Infographics • Slides • Reports • Ebooks • Webinars • Podcasts • Video • Social media posts • White papers • Articles • Case studies
• Software/Tools • Cheat sheets • Templates • Press releases • Product descriptions • Digital magazines • Newsletters • And more
Content is the epicentre of digital marketing. Content creation is necessary for SEO, Social Media, Email Marketing, and Digital Advertising. Content Marketing utilises these digital marketing
channels for distribution.
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Interview with Bryan Choo - Content Marketing Expert
How do you think Content Marketing complements your overall digital strategy? Can you share successful examples and challenges faced?
Our brand is built around content. That's what we do everyday. So clients look to us to engineer their content marketing strategy.
Here are some examples of client work that went viral. We consider anything over 2,000 shares viral cause that usually means it reaches over half a million people.
1. 11 Fitspo Photographs To Bluff Everyone You're An Olympic Athlete (Sony Advert)http://thesmartlocal.com/read/fitspo-photography
2. Paragon Christmas Surprise (Paragon Advert)https://www.facebook.com/TheSmartLocal/videos/1227130447374737/
It's challenging when clients don't understand content marketing and try to dictate the direction.
But thankfully, most of our clients do or they understand after we explain digital marketing to them.
Bryan Choo is the Managing Director at TSL Media group. Their editorial and video content network reaches over 3 million Singaporeans monthly.
What is content marketing in your own words?
Creating value for readers by producing useful content that a brand is attached to. It can be engineered by skilled content creators and drive enormous traffic to brands.
Content now takes different forms. Articles, videos and even 'influencer' postings.
What is your advice for aspiring Content Marketers? E.g. How can one get started and stay ahead on Content Marketing?
Focus on creating value for the reader and the rest will follow. To do that, you need strong ideation ability or your content won't stand out from the clutter on the Internet. Just creating content for the sake of content will never work.
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What is Marketing Automation & Email Marketing?
Why Marketing Automation and Email Marketing?
Marketing Automation and Email Marketing:
• Is cost-efficient and has a high ROI. Email marketing yields an average 3,800% return on investment for businesses and for every $1 spent on email marketing, the average return on investment is $38. - Campaign Monitor.
• Has wider reach than social media. There are 3 times more email accounts than there are Facebook & Twitter accounts combined - Campaign Monitor
• Has high deliverability rates. 90% of email gets delivered to the intended recipient’s inbox (source: Nate Elliott) whereas only 2% of Facebook fans see your posts on their newsfeed (source: Ogilvy).
• Is the preferred medium to receive promotional content. Studies show 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media. (source: marketingsherpa)
• Has high conversion rates. “Out of all the channels I tested as a marketer, email continually outperforms most of them. Not only does it have a high conversion rate, but as you build up your list you can continually monetize it by pitching multiple products” - Neil Patel.
• Will be around forever.
Source: https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/
Popular Email Marketing and Marketing Automation softwares:
• ActiveCampaign • Aweber • Campaign Monitor • CleverReach • Constant Contact • Eloqua • Emma • GetResponse
• iContact • Mad Mimi • Mailchimp • Marketo
Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management. - SearchCRM
Email Marketing basically refers to any form of electronic mail or email sent to a prospect or customer’s email.
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What is Mobile Marketing?Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. - Marketo
Why Mobile Marketing?
Mobile marketing:
• Can reach majority of consumers. 80% of internet users own a smartphone. - Source: Smart Insights. Mobile devices — smartphones in particular — dominate digital media time (60 percent vs. 40 percent for the PC). - Source: Search Engine Land
• Has a personal touch and high engagement rate. The open rate for SMS text promotions/offers is 98%, compared to a 22% open rate for emails. - Source: Mobile Marketing Watch
• Can reach consumers at key moments. Shoppers use their mobile phones to conduct research before making a purchase. According to Marketo, 3 out of 4 shoppers do product research using their mobile devices.
Forms of Mobile Marketing:
• App-based marketing • Bluetooth • In-game mobile marketing • Location-based services • MMS • Proximity-based messaging • Push notifications • QR codes • SMS
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What is Web Design & User Experience (UX)?What is UX Design?
The term “user experience” was coined by Dr. Donald Norman, a cognitive science researcher who was also the first to describe the importance of user-centered design (the notion that design decisions should be based on the needs and wants of users). - Jacob Gube, Smashing Magazine
Why is Web Design and UX Design important?
• Great Web Design shapes positive perceptions of a brand and improves brand recognition. Web Design focuses on the a website’s aesthetics and brand image. For example using consistent typography, colour combination, and overall aesthetics.
• UX Design can improve customer acquisition and customer loyalty. By understanding the customer intent and customer journey, a UX designer can deliver a seamless user experience for customers (e.g. who shop online) so that they are more likely to buy and return. (See case study on how changing a button increased a site’s annual revenue by $300 million)
What is Web Design?
Web design is a process of conceptualizing, planning, and building a collection of electronic files that determine the layout, colors, text styles, structure, graphics, images, and use of interactive features that deliver pages to your site visitors. - network solutions ®
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What is Digital Analytics?Digital Analytics or Web Analytics 2.0 is:
(1) the analysis of qualitative and quantitative data from your website and the competition,(2) to drive a continual improvement of the online experience that your customers, and potential customers have,(3) which translates into your desired outcomes (online and offline). - Avinash Kaushik
Why Digital Analytics?
Digital Analytics:
• Can help businesses make continual improvement to their marketing activities.
• Can enable businesses to make important business decisions based on qualitative and quantitative data (e.g. which online marketing channel to focus their marketing budget on).
• Can help businesses understand their customers better (e.g. how they move through the purchase funnel) and know when and how to deliver the right content to acquire or retain a customer.Popular Web Analytics Softwares:
• Adobe Analytics • Clicktale • Google Analytics • Kissmetrics • PiWik • Quantcast
• SimilarWeb • StatCounter • Webtrends
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What is Conversion Rate Optimisation?Conversion rate optimization (CRO) is the process of increasing the percentage of conversions from a website or mobile app. CRO typically involves generating ideas for elements on your site or app that can be improved and then validating those hypotheses through A/B testing and multivariate testing. - Optimizely
Why Conversion Rate Optimisation?
Conversion Rate Optimisation:
• Can significantly lower customer acquisition costs. By turning more website visitors into customers (i.e. increasing your conversion rate), you can enjoy higher ROI with the same advertising spend.
• Can beat the crap out of your competition. And possibly put them out of business! Imagine 1000 potential customers visit both you and your competitor’s websites every month and 9 in 10 purchase from you. That’s conversion rate optimisation kicking butt.
• Can increase profits and help your business expand faster. Just a conversion rate increase of 10% can result in a 100% increase in your profits.
Some Conversion Rate Optimisation Tools:
• CrazyEgg • Clicktale • Visual Website Optimizer (VWO) • Google Analytics Content Experiments • Kissmetrics • Hotjar • Clicky
• Optimizely • Adobe Analytics • Qualaroo • Survey Monkey
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A 4-STEP DIGITAL MARKETING FRAMEWORK
Define > Implement > Analyse > Optimise
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Chapter 3
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A 4-Step Digital Marketing Framework
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Define Implement Analyse Optimise
The consumer decision-making journey is the center of focus in this framework.
✓ Micro & Macro Conversions (KPIs)✓ Audiences✓ Micro-Moments/Buying Triggers
✓ Search Engine Marketing✓ Social Media Marketing✓ Content Marketing✓ Email Marketing✓ Mobile Marketing✓ Display Advertising
✓ Multi-Channel Funnels (Attribution Modelling)✓ Audiences
✓ Marketing Budget✓ Audience Targeting
Phase 1: DefineTo apply this framework to your business, start off by defining your audience, business goals and buying triggers. This is crucial to ensure you kick off on good ground.
Phase 2: ImplementBased on what you’ve defined in the first phase, you then implement the most appropriate digital marketing strategies through various channels to create awareness, engage, procure, and retain customers.
Phase 3: AnalyseOnce you’ve ran your campaigns, you need to collect and analyse data (e.g. which channels generate more ROI, which audiences are more likely to purchase) in order to further optimise and boost your ROI.
Phase 4: OptimiseThis is the crucial phase, where you make minor to major changes (e.g. from lowering your ad spend on a digital marketing channel to targeting different audience segments) based on your digital analytics data.
Note: This framework does not require you to proceed in order of first to last (i.e. start from Define => Implement => Analyse => Optimise)
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Define
Implement
Analyse
Optimise
✓ Micro & Macro Conversions (KPIs)✓ Audiences✓ Micro-Moments/Buying Triggers
✓ Marketing Budget✓ Audience Targeting
✓ Audience Targeting✓ Multi-Channel Funnels (Attribution Modelling)
Digital Marketing Framework
✓ Search Engine Marketing✓ Social Media
✓ Content Marketing✓ Email Marketing✓ Mobile Marketing
✓ Display Advertising
Consumer Buying Journey
An Alternative View of This Framework
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In the first phase (Define), you’re basically looking out for these 3 things:
• Who’s going to buy from you? (Audience Definitions) • What will make them buy from you and when? (Micro-moments/Buying triggers) • What do you want them to do in order to buy from you? (Macro & Micro
Conversions/KPIs/Goals)
For illustration purposes and to put the following information into context, we’ll be simulating developing a digital marketing strategy for a travel company.
Let’s name this company…
Travellers Beyond
Phase 1: Define
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Phase 1: Define
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• Who’s going to buy from you? (Audience Definitions)
• When might they be looking for your products and services? (Micro-moments/Buying triggers)
• What do you want them to do in order to buy from you? (Macro & Micro Conversions/KPIs/Goals)
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Phase 1: Define
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Audiences
Defining your audiences at the beginning of your digital marketing campaign enables you to reach out to them via the correct digital channels and also create effective marketing collateral (video and written content (ebooks and helpful guides), ad creatives, electronic direct mails (EDMs), e-brochures, etc.) that they can resonate with.
Note: Audience definitions may vary from industry to industry.
Which websites do they frequently visit?
What social media networks are they on?
What are their demographics?
What content topics are they interested in?
Who are their influencers?
You may use the following template to define your audiences.
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Micro-Moments/Buying Triggers
A micro-moment or buying trigger is when a consumer discovers a problem and acts on it.
For example, Home Depot got powerful results when it used location extensions for display ads to reach home and garden enthusiasts on mobile. The brand reached consumers in their intent-rich moments—when they were looking for outdoor garden products—and brought them into nearby stores. - think with Google
Your job as a marketer is to identify these micro-moments and be present when they happen.
Phase 1: Define You may use the following template to define your customers’ micro-moments.
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Macro & Micro Conversions (KPIs)
It is important to define both macro and micro conversions early on in your digital marketing campaigns, in order to target the right audiences and marketing channels. You can view them as KPIs of your marketing activities.
Macro conversions are the big picture goals of a business. For example, growing the membership base of a paid subscription Software As A Services (SAAS) company.
Micro conversions are the milestones that eventually lead to the macro conversion. For example, a 30-day trial signup which may lead to a paid membership upgrade is an example of a micro conversion.
Macro Conversions Micro Conversions
Phase 1: Define You may use the following template to define your Macro and Micro Conversions.
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Phase 2: Implement
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Note: Based on the variables, scenarios, and conditions you have defined, you can then deploy a digital marketing campaign and target the most appropriate digital marketing channels to engage with your target audience on as many relevant touch points as possible.
• Who’s going to buy from you? (Audience Definitions) People looking to travel to the Caribbean Frequent travellers who read travel blogs and articles People who visit websites like TripAdvisor, TripZilla, and TripExpert Fans of your Facebook Page Subscribers of your mailing list
• When might they be looking for your products and services? (Micro-moments/Buying triggers)
When searching on Google for “caribbean travels” When reading travel-related articles When surfing on Facebook When reading emails
• What do you want them to do in order to buy from you? (Macro & Micro Conversions/KPIs/Goals)
Sign up for mailing list to receive promotional offers Enquire through email, contact form, or phone call Complete an online booking form
SEO
Content Marketing
Social Media Marketing
Email Marketing
Digital Advertising
Web Design & UX {Digital Analytics
& Conversion
Rate Optimisation
Conversion Rate Optimisation
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Phase 2: Implement - Search Engine Marketing
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SEO & SEM
Based on the Micro-moments and Buying Triggers definitions, we can launch Travellers Beyond ads on Google Paid Search using Google AdWords and optimise the travellersbeyond.com website to rank on page 1 on Google’s organic search results by implementing Search Engine Optimisation (SEO).
Google AdWords Paid Search (SEM)
Google Organic Search (SEO)
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Phase 2: Implement - Display Advertising
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Facebook Ads
Using Facebook Sponsored Newsfeed ads, we can target visitors who have visited travellersbeyond.com, but did not book a travel package with us.
For help and step-by-step guides on how to launch a Facebook Ad, refer to https://www.facebook.com/business/help/633662000000451 or sign up for our Facebook Advertising Course.
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Phase 2: Implement - Content Marketing
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Guest Blogging
We can guest blog on travel sites with an audience of frequent travellers to build brand and product awareness.
Tip: If you include any links in your article back to travellersbeyond.com, be sure to tag them with UTM parameters to report referral traffic in your analytics platform. For Google Analytics, you can use the Campaign URL Builder.
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Phase 2: Implement - Social Media Marketing
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Launch a Contest
You can launch a contest for your social media fans to take part in. This will not only encourage sharing and brand awareness, it will also increase brand loyalty and brand engagement.
For this, you will require a Facebook Page:
Here are the steps to create a Facebook Page:
1. Go to facebook.com/pages/create. 2. Click to choose a Page category. 3. Select a more specific category from the dropdown menu and fill out the required information. 4. Click Get Started and follow the on-screen instructions.
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Phase 2: Implement - Conversion Rate Optimisation
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A/B Testing
Your landing pages are one of the important touch points of the consumer journey. If you fail to convert your visitors here, your would see very little ROI on all your marketing channels.
Be sure to optimise for conversions when building your landing pages. We can implement Conversion Rate Optimisation by conducting an A/B split testing experiment.
For example, we can test the CTA button with A - “Book Now” against B - “Go On An Adventure Today” to determine which CTA led to more form submissions.
You may use Google Content Experiments as a free solution for A/B testing.
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Phase 3: Analyse
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Segmenting and analysing your audiences can give you insights on their browsing and buying behaviour, and can allow you to focus on targeting higher ROI audiences and improve your user interface (UI) and user experience (UX).
Audiences
What to Analyse?
There are a ton of metrics you can measure and analyse - From audience demographics, acquisition channels, average time spent on landing pages, bounce rates, top conversion paths, to dozens of goals and smart goals in each digital marketing campaign. What you need to analyse depends on the objectives you’ve set and the type of digital marketing campaign you’re running. Below are some two key things to track and analyse for an overall digital marketing strategy.
Multi-channel attribution allows you to credit all digital marketing channels involved in driving conversions. The credit value (attribution amount e.g. 0.1 - 1.0) is dependent on the significance of the channel in influencing the conversions.
Multi-Channel Attribution
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Phase 3: Analyse - Audiences
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In your Google Analytics reports, navigate to Audiences => Overview and you can segment your audiences by demographics, interests, geolocation, device types, and more.
To enable this report:
1. Sign in to your Analytics account. 2. Click Admin. 3. Navigate to the account and property where you want to use Demographic and Interests data. 4. In the PROPERTY column, click Property Settings. 5. Under Advertising Features, set Enable Demographics and Interests Reports to ON. 6. Click Save.
Audience Demographics
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Phase 3: Analyse - Audiences
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We can compare which country had the highest number of goal completions i.e. macro and micro conversions that we have defined in Phase 1.
To access this report in Google Analytics:
1. Navigate to Audiences 2. Click on Overview 3. Under demographics, select
Country 4. Click View Full Report
Countries of Audiences
In the above table, we can see that Singaporeans alone accounted for 12,107 goal completions (conversions).
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Phase 3: Analyse - Audiences
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We can also break down users by device category.
To access this report in Google Analytics:
1. Navigate to Audiences 2. Click on Overview 3. Under demographics, select
Country 4. Click View Full Report 5. Under Secondary Dimension,
select Users => Device Category
Device Categories
Singaporeans using Desktops accounted for majority of the conversions.
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Phase 3: Analyse - Audiences
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We can also analyse which age group had the highest number of goal completions i.e. macro and micro conversions that we have defined in Phase 1.
To access this report in Google Analytics:
1. Navigate to Audiences 2. Click on Overview 3. Under demographics, select
Age
Age Group of Audiences
In the above report, ages 25 - 34 were the largest consumers.
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Phase 3: Analyse - Multi-Channel Attribution
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First-Touch
What is Multi-Channel Attribution?
Put simply, multi-channel attribution is giving relative credit to the channels which played a part in securing a conversion.
For example, in a soccer match, we have the goal keeper, defenders, mid fielders, and strikers.
When the team scores a goal, we can attribute equal credit to each player. We can also attribute different credit values to each player, depending on the importance of their roles.
For example, if the goal keeper kicked off the ball and the team scored, he would get 100% credit if we used a first-touch attribution based model. If we used the linear attribution model, each soccer player who touched the ball would get equal credit.
Last-Touch
Linear
100% Credit100% Credit
Equal credit of 20% attributed to each player who touched the ball.
Position-Based40% credit attributed to the first and last player who touched
the ball. 20% credit attributed to everyone in between.
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Phase 3: Analyse - Multi-Channel Attribution
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Attribution Modelling Example Scenario
A potential traveler, interested to travel to the caribbean islands, Googles “caribbean island travel deals” and lands on your website www.travellersbeyond.com.
One week later, she returns to your website by clicking on a Facebook Sponsored Newsfeed ad.
The following day, she clicks on an email link to an article on your website.
On the same day, a 3 hours later, she returns to your website directly by typing in your URL into her browser’s address bar and makes a booking.
On the next page, we’ll explain the various attribution models.
Touch Point #1 - (SEM)
Touch Point #2 - (Social/Display)
Touch Point #3 - (Email Link to Article) Touch Point #4 - (Direct Traffic)
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Phase 3: Analyse - Multi-Channel Attribution
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The first marketing effort gets 100% of the credit. Allows you to find out which marketing effort drove brand awareness and lead to the conversion . But is biased towards other channels which played a part in the conversion.
First-Touch
The simplest of multi-channel attribution models, Linear attributes equal credit to every channel that played a role in the conversion. This makes it difficult to assign budgets according to the importance of various channels.
Linear
“Direct” data is often reported when a visitor doesn’t have any referral source (e.g. social ads, untagged email links). This attribution model ignores all direct traffic (i.e. if a visitor enters the URL directly in the browser) and attributes 100% credit to the last channel the visitor interacted with.
Last Non-Direct Touch
Attributes 100% credit to the marketing effort that drove the conversion within a window period of say 90 days. Easily discredits other marketing channels that also contributed toward the conversion.
Last-Touch
The Time Decay attribution model attributes the least credit to the first touch point and the most credit to the final touch point. This assumes that the last marketing effort had the most influence in the conversion, but ignores the influence of the first marketing channel.
Time Decay
This attribution model credits 100% credit to the last touch/click of whichever channel you specify (e.g. Facebook, AdWords). For AdWords, if your ad was clicked on for two search terms, the last search term, in this case the second search term would receive 100% of the credit.
Last (Channel) Touch
This model is also known as the U-shape model, where 40% credit is attributed to each the first and last marketing effort, and 20% credit is distributed evenly to the rest of the channels in between. This signifies the importance of the first and last interaction channel in the journey.
Position-Based
This attribution model will require a data scientist to analyse the entire buying process and develop an algorithmic attribution model to match the customer journey to it. It requires the most time and effort to build and maintain, but can provide the most accurate representation of attribution data.
Custom
ConversionFirst Interaction
Last InteractionConsumer Journey
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Phase 3: Analyse - Multi-Channel Attribution
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Position Based Attribution Model
Using the position based attribution model, we can see that organic search channel was the biggest player in terms of influencing conversions.
To access this report in Google Analytics:
1. Navigate to Conversions tab 2. Under Attribution, select Model
Comparison Tool. 3. Choose from default models e.g.
Last Interaction, First Interaction, Position Based, etc.
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Phase 4: Optimise
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Based on our analysis (Phase 3), we can observe that Singaporeans, age 25 - 34 years old, who mainly use desktops, are our largest target audience. They made up for 42.14% of all conversions from all age groups.
With this knowledge on hand, we can craft our marketing collateral (both online and offline) in a particular tone and style that’s targeted to this demographic. If we have data where they often hang out, e.g. which websites, social media platforms, online/offline channels, we can also launch marketing campaigns (both online and offline) to target them on these channels.
Once we have targeted one audience group, we can move on to test different audience groups by launching the same or different digital marketing campaigns to another audience group. After collecting and analysing the data, we can adjust our campaigns to the best performing audience groups.
Audience TargetingWhat to Optimise?
There are a ton of things to optimise in your entire digital marketing campaign.
Let’s leave testing and optimising button clicks, ad creatives, and landing pages to the respective digital marketing disciplines i.e. UX Web Design and Conversion Rate Optimisation.
Let’s focus on these two metrics and optimise your campaigns from a top-level digital marketing point of view:
• Audience Targeting• Marketing Spend on Digital
Marketing Channels Based on multi-channel attribution model data, we can assign/reassign our marketing dollars to the best performing channels.
If our focus is on branding and awareness, we would most likely use the first-touch attribution model (100% credit to the first marketing channel interaction), and pump more dollars into the channel which drove the most conversions.
On the other hand, if we used the position-based attribution model (40% to both first and last touch, 20% split evenly to everything in between), we would assign more marketing dollars to the first and last marketing channel interaction.
Marketing Spend on Digital Marketing Channels
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A 4-Step Digital Marketing Framework
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Define Digital Marketing Implementation Analyse Optimise
Audience Definitions• People looking to travel to the Caribbean • Frequent travellers who read travel blogs
and articles • People who visit websites like TripAdvisor,
TripZilla, and TripExpert • Fans of your Facebook Page • Subscribers of your mailing list
Micro-moments/Buying triggers• When searching on Google for “caribbean
travels” • When reading travel-related articles • When surfing on Facebook • When reading emails
Macro & Micro Conversions/KPIs/Goals• Sign up for mailing list to receive promotional
offers • Enquire through email, contact form, or
phone call • Complete an online booking form
Search Engine MarketingRank on Google’s paid search ads and organic search results for search terms like “caribbean island travel deals”.
Display AdvertisingLaunch Facebook Sponsored Newsfeed ads to target past visitors of travellersbeyond.com
Content MarketingGuest blog on travel sites with an audience of frequent travellers to build brand and product awareness.
Social Media MarketingLaunch a contest for your social media fans to take part in.
Conversion Rate OptimisationTest the CTA button with A - “Book Now” against B - “Go On An Adventure Today” to determine which CTA led to more form submissions.
Audiences• Singaporeans alone accounted for 12,107
goal completions (conversions).• Singaporeans using Desktops accounted
for majority of the conversions. • Ages 25 - 34 were the largest consumers.
Multi-Channel Attribution Using the position based attribution model, we can see that organic search channel was the biggest player in terms of influencing conversions.
Audience TargetingBased on our analysis (Phase 3), we can observe that Singaporeans, age 25 - 34 years old, who mainly use desktops, are our largest target audience. They made up for 42.14% of all conversions from all age groups.
With this knowledge on hand, we can craft our marketing collateral (both online and offline) in a particular tone and style that’s targeted to this demographic.
Once we have targeted one audience group, we can move on to test different audience groups by launching the same or different digital marketing campaigns to another audience group. After collecting and analysing the data, we can adjust our campaigns to the best performing audience groups.
Multi-Channel Attribution Based on multi-channel attribution model data, we will be reassigning more of our marketing dollars to the organic search channel.
Putting It All Together
We can put all the information gathered from your entire digital marketing campaign and present this 4-step digital marketing framework into the following table:
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Thank You For Reading!
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Conclusion:Modern marketing concepts are not much different than traditional marketing, in that they both focus on the buyer’s journey. One of the
key differences between modern vs traditional is in the marketing/advertising mediums which have gone digital (e.g. Search Engines Vs Yellow Pages, Digital Advertising Vs Print Advertising).
The other key difference is that the consumer buying journey is no longer linear. Your job as a modern marketer is to define the relevant touch points in the consumer journey, engage them at as many of the touch points as possible (e.g. Search, Social, Email, Blogs, etc.),
track and analyse audience behaviour (e.g. conversions), and optimise your audience targeting and marketing budget for the most effective digital channels.
We hope this ebook has given you a better understanding on how digital marketing works and how to apply a 4-step process (Define => Implement => Analyse => Optimise) to your existing business.
Happy Digital Marketing!
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DIGITAL MARKETING COURSESLearn Actionable, Industry-Leading Digital Marketing Strategies,
and Stay Ahead of Your Competition
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2-Day Search Engine Optimisation
(SEO) Course
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SEM) Course
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Generation Course
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Browse our full range of Digital Marketing short courses at: www.equinetacademy.com/digital-marketing-courses
and find a suitable course for your business.