Digital Marketing
Online marketing that can deliver content immediately to consumers through digital channels, devices, and platforms to build or promote a company's marketing message
Forms of Digital Marketing
Inbound marketing
Search engine optimazation (SEO)
E-mail marketing
Social media marketing
Inbound marketing
A form of digital marketing that utilizes such tools as blogging, webinars, or follow-up emails to entice consumers to a product or service offer without forcing an interaction or a purchase
Search engine optimization (SEO)
The process of driving traffic to a company's website from "free" or "organic" search results using search engines
E-mail marketing
A cost-effective form of digital marketing used to retain, nurture, or attract a new customer base
Social media marketing
The most popular form of digital marketing that utilizes online social networks and applications as a method to communicate mass and personalized messages about brands and products
The elements of excellent web design
Ease in navigation
Quick load time
Mobile friendly
Customer service tools
Online purchase behavior falls into five distinct categories
Product-focused shopping
Browsing
Researching
Bargain hunting
One-time shopping
Product-focused shopping
Digital purchasing behavior that involves replacing an existing product or purchasing a product that has been pre-chosen
Browsing
Digital purchasing behavior wherein the customer is not really looking to make a purchase
Researching
Digital purchasing behavior wherein the consumer is purchasing a product for the first time. Unlike browsing, which has no expected outcome, researching is more deliberate and will likely result in a purchase either online or offline
Bargain hunting
Digital purchasing behavior that involves coupon sites such as wish.com or auction sites such as eBay. Bargain hunting is often combined with browsing and may or may not lead to a purchase
One-time shopping
Digital purchasing behavior that may combine product-focused shopping, browsing, researching, and bargain hunting all at the same time. Consumers are shopping for a gift or using a gift card and will not return to the shop once the purchase is made
Digital Sellers
Digital malls
Digital marketplaces
Auction sites
Buying club sites
Digital mall
A digital retail site where a variety of sellers stock their goods
Digital marketplace
A digital retail sitemade up of small, independent sellers
Auction site
A digital retail site that lists goods from individuals or firms that can be purchased through an auction bidding process or directly through a "purchase now" feature
Buying club site
A digital retail site that allows consumers to buy in bulk
Visible marketing influences
Paid search
Paid stories
Paid display advertising
Sponsorship
Paid search
Online advertising in which a company pays to be a sponsored result of a customer's web search
Paid stories
Ads that appear as content designed to look like stories to the viewer
Paid display advertising
Includes everything from banner ads to YouTube video advertising. These ads generate awareness as well as (hopefully) drive traffic to a website
Sponsorship
Firms that often sponsor YouTube or Instagram celebrities who in turn endorse the firm's products. These so-called online influences are often compensated in multiple ways for their endorsements
Invisible marketing influences
Cookies
Geotracking
Bots
Cookies
Data files stored on websites that can generate a profile or other data about consumers
Geotracking
Use of a consumer's geographic location to determine what goods will come up in a search and at what price
Bots
A software application that runs automated tasks over the Internet
Social media
Electronic, two-way communication that allows users to share information, content, ideas, and messages to create a customizable experience
Social Media and Customer Interaction
Interaction with the Company:
Social media allow consumers to interact with the company without actually having to visit a store or talk to a company representative. Typical ways to interact with a company include via websites, videos, podcasts, and socia
Consumer feedback
Different ways that customers can report their satisfaction or dissatisfaction with a firm's products
Consumer review
A direct assessment of a product (good, service, or idea) that is expressed through social media for others to see and consider
Chatter
Another form of consumer feedback when a consumer shares, forwards, or "retweets" a marketing message. For marketers, the level of chatter represents consumer feedback
Social media influencers
Consumers who have a large following and credibility within a certain market segment
Mobile marketing
A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through and with any mobile device or network
Social media platform
A website-based media channel used to facilitate communication and connection
How Marketers Use Apps
Geotargeting
Loyalty Programs
Mobile Payments
Scheduling
Information
Social media marketing campaign
A coordinated marketing effort to advance marketing goals using one or more media platforms
Steps of Social media marketing campaign
1. Set a Goal
2. Select the Correct Combination of Social Media Platforms
3. Create Marketing Content
4. Monitor the Campaign
Content
The information, images, videos, and any other delivery method of the marketer's social media message
Viral campaigns
Promotional messages spread quickly by social media users forwarded promotional messages throughout their social networks
Native advertising
Content that has the look of a marketer's advertising message that is integrated with the content and look of a website
Dashboard
A central location where all social media activity can be easily monitored
Bounce rate
The percentage of visitors who enter a website and then quickly depart, or bounce, rather than continuing to view other pages within the same site
Click path
A sequence of hyperlink clicks that a website visitor follows on a given site, recorded and reviewed in the order the consumer viewed each page after clicking on the hyperlink
Conversion rate
The percentages of users who take a desired action, such as making a purchase
Sentiment analysis
A measurement that indicates whether people are reacting favorably or unfavorably to products or marketing efforts