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Digital Marketing101

Basics of Digital Marketing

TermDefinition
Digital Marketing The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit & to do so the marketer leverages digital technologies and media to achieve the marketing objectives.
Five Ps of Marketing Price, Product, Promotion, Place & People
Acquiring Customers The three pillars for acquiring customers are Paid Media, Owned Media, Earned Media
Paid Media/ Indirect Third-party advertising channels where you pay to show your ads to an audience. Example: paid ads on search engines or social media, website banners, sponsored articles
Owned Media/ DIrect Media outlets where you have complete control over the content and features. Example: your own website, social media accounts, mobile apps
Earned Media/ Word of Mouth Other forums where people can talk about you. Example: a blog post, social media, reviews on sites like Amazon and TripAdvisor.
Customer Decision Journey Classic approach of Attract-Engage-Convert-Retain-Advocate
Attract/Awareness Related to all the marketing activities aimed at making the brand more visible
Engage/ Consideration (Activities visitors do as part of their decision process. Example: reading about your product on your or other’s website, using a car configuration tool, etc.)
Convert/Purchase Reserved for the activity that most closely sends a signal of business outcome. Example: an ecommerce transaction, a lead, finding the nearest dealer, contacting HR for a job, etc.
Retain All things that happen once you are a customer. Example: subscribing to a newsletter, using a knowledge base, requesting support, scheduling a car inspection, etc.
Advocate Word of mouth and social media activities conducted by your customers. Example: press reviews, ratings, and similar earned media activities
McKinsey Consumer Decision Journey According to McKinsey, 2009, the classic consumer path may not work anymore. It says the path is not linear any more and is interrupted by triggers or moments.
Google’s Zero Moment Of Truth (ZMOT) Google’s Zero Moment Of Truth (ZMOT) is a concept similar to McKinsey’s consumer decision journey. According to Google’s ZMOT, consumer decision path is: Non-linear Multi-channel Multi-device Interrupted by triggers or moments
Techniques to Tune the Marketing Strategy Creating Personas Creating segments Crafting Scent trails
Creating Personas To represent the attributes, needs, and wants of your audience
Creating segments To address right message at right time, over right medium, and to right audience
Crafting Scent trails To help personas find their way toward a goal
Created by: Jainav Sharma
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