DIGITAL MARKETING & ANALYTICS TOOLS

Transcription

1 DIGITAL MARKETING & ANALYTICS TOOLS Serena Pasqualetto Advanced Marketing 2018/19 Seminar

2 CONTENTS DIGITAL MARKETING: AN OVERVIEW TYPES OF DIGITAL MEDIA DIGITAL MARKETING TOOLS DIGITAL ANALYTICS TOOLS

3 1. DIGITAL MARKETING: AN OVERVIEW Digital Marketing Tools - UniPD Seminar

4 A definition of Digital Marketing: Achieving marketing objectives through applying digital technologies and media Dave Chaffey (Smart Insights)

5 WHAT DIGITAL MARKETING IS Digital marketing includes managing different forms of online company presence and presences such as: company websites mobile apps social media company pages. in conjunction with online communications techniques including the likes of search engine marketing, social media marketing, online advertising, marketing and partnership arrangements with other websites. Dave Chaffey (Smart Insights)

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7 SECTION BREAK Successful people do what unsuccessful people are not willing to do.

8 WORLD LEADER ONLINE BUSINESSES

9 TYPES OF DIGITAL MEDIA PAID MEDIA OWNED MEDIA EARNED MEDIA Brand-related media leveraged through paid marketing Brand-related media leveraged through channels your brand controls Brand-related media from outside your brand s owned channels; word of mouth

10 TYPES OF DIGITAL MEDIA PAID MEDIA Search Advertising (Google Ads, Bing Ads, etc) Social Advertising (Facebook Ads) Display Advertising (GDN, Criteo) OWNED MEDIA Corporate Website / Blog Facebook Company Page Twitter Company Channel Newsletter EARNED MEDIA Organic Traffic (as a result of SEO) Press Coverage Online Conversations (Forums, Facebook Groups)

11 DIGITAL MEDIA MAY BE USED TO TARGET YOUR CUSTOMERS AND PROSPECTS AT DIFFERENT STAGES OF THE MARKETING FUNNEL AND USER S CUSTOMER JOURNEY.

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14 ESSENTIAL DIGITAL MARKETING TOOLS IN

15 2. DIGITAL MARKETING TOOLS: SEM Digital Marketing Tools - UniPD Seminar

16 SEARCH ENGINE MARKETING (SEM): A DIGITAL ADVERTISING TOOL SEARCH ENGINE MARKETING (SEM) = A form of online advertising whereby a website promotes itself on search engine result pages.

17 AN EVER- GROWING TREND

18 65% of people admit they don t know if they are clicking on an ad. (Source: Smart Insights, 2017)

19 160+ b monthly Google searches (Source: Google)

20 $2 Revenue received by businesses for every $1 invested in SEM (Source: Google)

21 95.3% of clicks go to the top 4 Google results

22 66% of buyer-intent keywords are paid clicks (Source: Clever Clicks, 2018)

23 DEEP DIVE: GOOGLE ADS Ads.google.com

24 DEEP DIVE: GOOGLE ADS - GLOSSARY QUERY CTR BID AD CPC CLICK IMPRESSIONS KEYWORD AVG. POSITION

25 EVERY TIME SOMEONE TYPES A QUERY ON GOOGLE, AN AD MAY APPEAR BECAUSE AN ADVERTISER PLACED A BID ON A KEYWORD REPRESENTING THAT QUERY.

26 EVERY TIME AN AD APPEARS, IT GENERATES AN IMPRESSION. CTR (CLICK-THROUGH RATE) = CLICKS / IMPRESSIONS

27 THE COST PAID BY AN ADVERTISER FOR EACH CLICK, ON AVERAGE, IS CALLED CPC (COST- PER-CLICK). AN AD S AVERAGE POSITION MAY DEPEND ON CPC.

28 HOW MUCH DOES A CLICK COST?

29 DEEP DIVE: FACEBOOK ADS facebook.com/ adsmanager/

30 SET YOUR GOAL

31 CHOOSE YOUR CREATIVES

32 DEFINE YOUR TARGETING Age Custom Audiences (Retargeting) Gender Education Location Relationship status Interests Income Job

33 AD EXAMPLES

34 3. DIGITAL ANALYTICS TOOLS Digital Marketing Tools - UniPD Seminar

35 A definition of Digital Analytics: Digital analytics is the analysis of qualitative and quantitative data to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). (Avinash Kaushik)

36 WEB ANALYTICS DIGITAL ANALYTICS SOCIAL MEDIA ANALYTICS SOCIAL LISTENING

37 DEEP DIVE: WEB ANALYTICS WITH GOOGLE ANALYTICS analytics.google.com Demo Account

38 DEEP DIVE: SOCIAL MEDIA ANALYTICS WITH KEYHOLE keyhole.co

39 DEEP DIVE: SOCIAL LISTENING WITH MENTION.COM mention.com

40 Q&A Digital Marketing Tools - UniPD Seminar

41 THANKS! ANY QUESTIONS? You can find me at