CLASS 11 – DIGITAL MARKETING

NEW CONSUMER BAHAVIOUR

Due to the internet the traditional approach has changed  NEW APPROACH (new step in the consumer journey)

• ZMOT consists in online research before going into

a store.

• A brand should be present at all phases of the

consumer journey. 4 micro-moments:
I-Want-to-Know Moments (ex.consumer exploring
and researching)
I-Want-to-Go Moments (ex. Local marketing)
I-Want-to-Do Moments (ex. Before or after purchase)
I-Want-to-Buy Moments (ex. Online buying process)

 This new process requires a different type of marketing: a multi-channel digital strategy

ONLINE CUSTOMER EXPERIENCE

• the power shifted from the hands of businesses to the hands of customers
• customer experience is the impact of all of the interactions a brand has with a customer over
time across all its touchpoints, on and offline.
• IXD – Interaction Design, is the practice of designing interactive digital products, and
services. It focuses on designing the flow whereby a user could locate information easily while
enabling the achieving of his information goal in each interaction. BUT interaction design only
focuses on one service or product and not on the comprehensive User Experience. It doesn’t
consider the whole User Journey.
• User experience is a person’s perceptions and responses that result from the use or anticipated
use of a system or service. It includes the users’ emotions, beliefs, preferences, perceptions,
physical and psychological responses, behaviors and accomplishments that occur before, during
and after use. BUT, even if we are talking about feelings and emotions, that doesn’t mean that
you can’t manage rationally the process to design a superior customer experience
• DISCOVER  THINK  DESIGN  BUILD  MEASURE

DIGITAL MARKETING
• Digital marketing consists of a process that keeps customers in a relationship with the
company through online activities. Digital Marketing = Marketing on the web

PRINCIPLES OF DIGITAL MARKETING

1) CREATE BETTER CONTENT (Inbound Marketing): Simple, original, concrete, credible
and emotional.
2) OPTIMIZE THE CONTENT FOR SEARCH ENGINE
3) BRAND VOICE
4) MULTIMEDIA
5) CUSTOMIZATION
6) CREATE A STRATEGY FOR CONVERSIONTS
*(ADV: Many channels available; Integration; Customization; Listening; Measurement & feedback; Relation)

DIGITAL STRATEGY AND THE PLANNING PROCESS

1) Analysis: Study and observe before starting any digital activity
2) Strategy: Establish guidelines to pinpoint clear goals through well-defined activities and
measurable KPI.
3) Operating plan: Tools, calendar, resources and details
4) Execution: With energy, flexibility and efficacy
5) Measurement: What results have we achieved? Are we going in the right direction?

• the definition of an effective strategy is based on the analysis of data and on the definition of
measurable and achievable performance indicators

THE CUSTOMER JOURNEY is the route we take, consciously or not, when we act as a consumer.
(We move from an initial contact with a particular company, through a specific channel (offline or online), until,
through one or more contact points provided by the company itself or through stimuli provided by other consumers, we
decide to buy or not.)  This allows companies to better understand consumers and the needs of their target market,
anticipating and optimizing their digital marketing investment.

• Buyer Persona is a term used in marketing to identify and understand different customer profiles, referring to their
personal characteristics, as well as their socio-demographics. (buyer persona is much more precise and specific than a
general customer overview)  (improved budget efficiency; pesonalized communication)

• Calculating Digital Communication ROI:

Set SMART goals; (specific, measurable, achievable, relevant, time related)
Identify KPIs (= metrics that tell us how effective we are at achieving our business goals);
Define each touchpoint’s role (?);
Develop tactics;
Measure and adjust
DIGITAL MARKETING CHANNELS

----------------------------------------------------------------------------------------------------------------------------- --------
ONLINE ADVERTISING
SEARCH MARKETING
is the process of gaining traffic and visibility from search engines (Google, Bing, Yahoo!) through paid (SEM) and
unpaid (SEO) activities.

 SEO: consist of the optimization of websites in order to be more easily found by users who do research on the search
engine. Usually SEO activities increase the number of specific users on a website. o The main activities are: URL
optimization, robot and sitemap optimization, code error optimization, link optimization, images and content
improvement, speed of website and quality score.
 SEM: includes all the techniques used to highlight a company website in order to reach traffic goals and conversions
through advertising, called paid search campaigns, using platforms like AdWords (Google) that sell results from the
SERP (Search Engine Result Page). This kind of activity is paid for by the company/brand through a competitive
bidding mechanism.
EMAIL MARKETING
is a marketing channel that consists of sending commercial or non-commercial messages to groups of people
via email.
ADVANTAGES: Low price; Measurable; It builds a one to one relationship (with a personalized
message);instant; matches with CRM platform, eCommerce and social networks; High level of ROI

MOBILE MARKETING
All the strategies we use to communicate better with our target or potential target market through interactive
communication using mobile devices: smartphones, tablets, netbooks etc..

AFFILIATE MARKETING
A way for a company to sell its products by signing up individuals or companies ("affiliates") who market the
company's products for a commission. It is a very effective way for a company to promote its products through
“guaranteed” sites that advertise the product of the company. The sites hosting promotions earn only if they can make a
sale. Therefore, the company has virtually no overhead costs for the campaign.

DISPLAY ADVERTISING
is a form of advertising that conveys a commercial message visually using text, logos, animation, videos, photographs,
or other graphics. It uses a paid for space in a content that is interesting for the user in a page that he/she is visiting.
(Types: Banner ad; Text AD; Text + Image; Native; Rich media; Email; Video; Mobile.

SOCIAL MEDIA MARKETING

Social media are changing the way people learn, read and share information and content. On them
there is a fusion of sociology and technology, transforming monologue (one to many) into dialogue
(many to many) and they create a democratization that transforms people from users of content to
publishers. They have become very popular because they allow people to use the web to establish
personal or business relationships.
The importance of social media for companies  brand recognition; brand awareness; create a
relationship with customers; improve web visibility; listen and help users; improve sales
conversations.

CONTENT MARKETING & INBOUND MARKETING

Content marketing: involves the creation and sharing of media and editorial content in order to gain
customers and monetize a website (or generate leads [potential sales contact]). This information can
be displayed in a variety of ways, including news, video, e-books, infographics, tutorials, articles,
photos etc. Content marketing creates interest in a particular product or service and entertains the
audience, drawing attention from the end user. It can be used through Social Media, Newsletters,
Blogs, Video, Illustrations and infographics. In content marketing we use the technique of
storytelling.
• Content Marketing is helpful for inbound marketing at:
- Becoming an authoritative leader in a small segment of the market (e.g. Chiara Ferragni)
- Increasing traffic on the website (SEO benefits)
- Acquiring leads (email databases) and use them in marketing strategy
- Differentiation from competitors
- Influencing purchasing decisions
- Creating a loyal community

Inbound marketing: a technique for drawing customers to products and services via content
marketing, social media marketing and search engine optimization. It is a marketing strategy based
on being visible to potential clients (outside-in) as opposed to the traditional mode, also known as
outbound marketing (inside-out) which is centred on a message directed only to the customer
(Advertising; Interruptive ads; Cold calls; Direct mail; Pop-up).
With Inbound you switch from Interruption in Permission Marketing: the audience must be won
over by providing interesting and useful content for your target audience, without interruption.
(inbound marketing: contents, web sites, viral content, blogs, social media, SEO)

To better understand the difference between different marketing channels, we use the metaphor of
the watermelon seller:
• Stable watermelon kiosk during a season=Sponsor/Banner
• Watermelon seller equipped with many Ape Cars=Banner Display Advertising
• Watermelon kiosk in a market in the city centre=SEOplacement • If the watermelon seller had the
idea to create a space with a football table = Inbound Marketing.
AIDAT & ANALYTICS

E-COMMERCE
It is a form of trade in which the purchase/sale is made through a website.
Online commerce can be divided into two categories: B2C & B2B
ADVANTAGES: reduction of fixed and variable costs; access to a global market; collection of data
on the consumer (big data)
DISADVANTAGES: shipping costs; lack of customer confidence; lack of physical contact with the
product

3Cs: the new digital consumer is: cross-border; cross-channel; cross-device

BOT & DIGITAL TRENDS
Instant messaging services (WhatsApp, Messenger, WeChat, Viber) have exceeded social networks
(Facebook, Instagram, Twitter); With BOT, messaging services are transformed into services
delivery platforms
 ChatBOTs are instruments based on artificial intelligence using messaging services that are
independently able to interact with real people and to respond to their demands.
They can be used to provide different shopping experiences (e.g. exploring the catalogue), for
technical support and customer care.

DIGITAL MARKETING TRENDS: