Introduction to

Digital Marketing

Brendan Maguire

Digital Planning and Management

Course Outline

Introduction to Digital Marketing & Strategy Introduction to technologies, frameworks and objectives

Creating a digital marketing strategy -

SOSTAC model

RACE Framework: Reach Getting found online

RACE Framework: ACT/Interact Encouraging interacting

RACE Framework: Convert Getting people to buy or convert

RACE Framework: Engage Building relationships online

Glossary of Terms - Part 1

Impression

An instance of your website appearing in a search result or as part of the display network

CTR Click Through Ratio.

The ratio of clicks to the total number of impressions

CPC or PPC Cost/Pay Per Click

A typical charging model. Advertiser only pays if user clicks on advertisement etc.

CPM Cost per Thousand Impressions

An alternative charging method often used in display campaigns. Advertiser is charged for every 1,000 appearances of the advertisement.

CPA Cost per Acquisition

Usually used as a charging method in Affiliate marketing. Hertz and RyanAir etc.

Understanding Web Pages

Before we continue we must firstly understand the make

up of a web page in order to later understand how

Google works

A website is made up of a number of web pages

A webpage is merely a text document full of instructions written

in a language called HTML

HTML is made up of HTML tags such as

Page Title

Body Content

Headings (Ranging from H1 to H6)

Links

Images

Text

Structure of a Web Page

HTML

HEAD Title, Meta, Style, Script etc

BODY H1-6, P, A, UL, OL, IMG etc

Understanding Web Pages

Understanding how web pages and websites work is

definitely an asset when it comes to areas such as Search

Engine Optimisation or SEO

In your lab session this evening, you will each create a

very basic web page using a simple text editor called

Notepad.

We will explore more on this area in Week 2 when we

begin to examine SEO more closely

Digital Marketing Strategy

The relationship between a digital marketing strategy and

a traditional marketing strategy is a question that splits

some opinions.

Most people agree, that digital marketing is part of your

overall marketing strategy but is broad enough to require

a detailed plan and strategy in itself.

We will examine creating a digital marketing strategy

under the RACE or PRACE model as advocated by Dr

Dave Chaffey and Smartinsights.com

Before we look at the digital options, let us first look at

traditional marketing methods

Marketing v Digital Marketing

the marketing mix which if used correctly will improve

your chances of success

Marketing Mix

1. Product

2. Price

3. Place

4. Promotion

5. People

6. Physical Evidence

7. Process

Promotion

Promotion

1. Some of the main tools of promotion, (often referred

to as Marketing Communications) are listed below

1. Advertising

TV, Newspapers, Radio, Outdoor etc.

2. Sales Promotions

Special Offers, Discounts, Coupons etc

3. Public Relations

Corporate Social Responsibility, Sponsorship, MPR

4. Personal Selling

Direct Selling

Promotion

Promotion

Nothing has changed except the means in which to engage in these activities

1. Advertising :

1. Search, Display, Video, Social Media Advertising and more

2. Sales Promotions

1. Facebook Competitions, Email Marketing and more

3. Public Relations

1. Social Media Marketing, Online Press Releases etc.

4. Personal Selling

1. Affiliate Marketing, Email Marketing and more

Place

The distribution methods have changed radically for certain products i.e. music, video and games.

The Internet as a Marketing

Medium

Characteristics of the Internet

Interactivity

Intelligence

Individualisation

Integration

Independence of Location

Interactivity

Deighton (1996) identifies the following characteristics

inherent in a digital medium, which are true for much

online marketing activity:

The customer initiates contact;

The customer is seeking information or an experience (pull) e.g.

Google Advertising or SEO- qualified leads;

It is a high-intensity medium the marketer will have 100% of

A company can gather and store the response of the individual;

Intelligence

The Internet can be used as a relatively low-cost

method of collecting marketing research, particularly

about customer perceptions of products and services.

A wealth of marketing research information is also

available from the website itself as secondary research

While powerful web forms are capable of both receiving

and analysing data in milliseconds.

Web Analytic tools such as Google Analytics, Facebook

Insights etc provide important information on how users

interact with the website etc.

Individualisation

Individualisation can be based on the intelligence collected about site visitors and then stored in a database and subsequently used to target and personalise communications to customers to achieve relevance in all media.

The process for tailoring is also referred to as personalisation

Amazon is the most widely known example where the customer is greeted by name on the website and receives recommendations on site and in their e-mails based on previous purchases.

This sense and respond communicationsis another key feature of Internet marketing.

Integration

The Internet provides further scope for integrated

marketing communications.

Digital/Internet Marketing is not a stand alone activity

and should be used in conjunction with other tools both

traditional and digital with a view of reinforcing the same

message.

Tools such as Google AdWords can also integrate into

Google Analytics, to provide even more detail regarding

the activity of paid visitors to our website and how

Independence of Location

The Internet provides the online marketer with a potential

global audience and the ability to target

Specific regions

I can target advertisements to only appear in a certain country, county,

city or even within a mile radius of a town

Specific devices

I can target smartphone users with one advert and desktop users with

another in order to deliver more tailored messages to those groups

Specific segments

Facebook tools can target people by age, gender, marital status, interests

etc.

personal data on its users for years.

SOSTAC- Planning Framework

Situation where are we now?

Objectives where do we want to be?

Strategy how do we get there?

Tactics how exactly do we get there?

Action what is our plan?

Control did we get there?

Situation Analysis SOSTAC

The first step in the planning process is to ask the

following questions?

Where is the company right now?

Who is our market and target consumer?

What is our product?

A SWOT Analysis will provide us with answers to

these questions but also provide us with an

overview of the strengths and weaknesses of the

company