Digital Marketing
- Advantages
- Cost-effective
- Reach more people
- Faster results
- Build relationships with customers
- Challenges
- Omni-channel content, need to ensure consistent content experience
- Need to keep up with technology
- Digital space is crowded
Customer Interactions A successful digital marketing effort guides
all of a company’s customer interactions.
Pain Points Instead of asking "How do we sell more products", ask "How
do we help customers address their pain points or achieve their goals?”
- Concepts
- Customer Journey = The path a customer takes from learning about a product to getting their questions answered to making a purchase.
- Touchpoint
- Customer Journey Map = A visualization of the touchpoints a typical customer encounters along their purchase journey
- Marketing Funnel (or Sales/Conversion Funnel)
- Lead = A potential customer who has interacted with a brand and shared personal information.
- Brand = how a business is perceived by the public
Strategy
- Media mix = the combination of digital channels you use to reach your goals, and how you divide your budget among them
- Research your audience - understanding customer personas
- Set goals - align business goals and marketing goals S.M.A.R.T. Goals
- Review existing media for gaps
- Plan content
- Measure and analyze results
Example Marketing Goal: Increase our lead generation by 40% in the next year by running upper-funnel ads that highlight our new features and increasing our mid-funnel budget by 20%.
Channels
- Media: payed, owned, earned
- Search Engine Marketing
- Display Advertising
- Social Media Marketing
- Email Marketing
- Performance Marketing