Advanced Marketing Lab
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1 Advanced Marketing Lab An introduction to online marketing and digital analytics Serena Pasqualetto LESSON #1
2 About Serena Pasqualetto Serena Pasqualetto is an Online Marketing Specialist at FiloBlu, a leading Italian e-commerce agency based in the province of Venice. She has been working with top e-commerce brands especially from the fashion industry. She focuses on Performance Marketing strategies, helping brands reaching their sales and ROAS goals by defining how and where to allocate their web marketing budget. Contacts: serena.pasqualetto@unipd.it
3 Purposes of this lab - Gain an understanding of the main Digital Analytics concepts, including Online Competitor Analysis, Social Benchmarking, Keyword Analysis, and Social Listening - Explore a set of Online Market Research tools - Put theory into (a lot of) practice whilst working on a real start-up case.
4 Purposes of this lab LISTEN ANALYZE DRAW INSIGHTS
5 What will you work on? WEB LISTENING TREND ANALYSIS AUDIENCE DISCOVERY KEYWORD RESEARCH COMPETITOR ANALYSIS
6 Why are we talking digital? LESSON #1
7 It s everywhere.
8
9
10 It s mobile.
11
12 It s growing...
13
14 ..from this:
15 First website ever (1992)
16 ..to this:
17 Introducing Amazon Go
18 Examples of online businesses
19 Types of online presence 1. Transactional e-commerce site Products or services made available for online purchase.
20 Types of online presence 2. Services-oriented relationship building or leadgeneration web site Provides information to stimulate purchase and build relationships. Encourages offline sales Generates enquiries or leads from potential customers.
21 Types of online presence 3. Brand-building site Provides an experience to support the brand.
22 Types of online presence 4. Media Site / Publisher / Portal Provides information and content Examples: search engines, directories, news, blog content, shopping comparison, etc Generates revenue via advertising, commission-based sales (affiliate marketing), selling access to content through subscription or pay-perview. etc
23 Types of online presence 5. Social network or community site. Enables social interactions Generates revenue mainly via advertising
24 Types of online businesses
25 Types of online businesses Credits: ScriptGiri.com
26 Where does it all start from?
27 It all starts with PEOPLE, i.e. TRAFFIC.
28 How do you get there?
29 Sources of traffic Search engines Social Media Word-of-mouth Brand Content/Storytelling
30 Sources of traffic Search engines Social Media Word-of-mouth Brand Content/Storytelling
31 Example of Storytelling
32 Social Media Presence
33 Social Media Presence
34 Analysing traffic
35 An example of traffic pie
36 Organic Traffic: a definition Traffic driven by people searching for your product on search engines like Google. CLICK
37 Organic Traffic: Search Engines source:
38 Referral sites Traffic driven by other websites ( referrals ) to our own website. Examples of this are articles linking to our website and guest posts.
39 Direct Traffic Traffic generated by people directly typing the website URL on the browser s tab.
40 Social media Traffic driven by content posted on social network sites (Facebook, Twitter, LinkedIn, Pinterest etc).
41 Paid Search & Display ONLINE ADVERTISING = paying for traffic coming from other channels (search engines, website networks, social media etc) Online ADV is: - measurable - optimizable in real-time - flexible: you can stop at any given moment
42 Paid Search & Display
43 How does Online Marketing help?
44 What is Online Marketing? Online marketing is a set of powerful tools and methodologies used for promoting products and services through the internet. Online marketing includes a wider range of marketing elements than traditional business marketing due to the extra channels and marketing mechanisms available on the internet.
45 What is Online Marketing? Online marketing means: attracting more users attracting the right users
46 What is Online Marketing? Online marketing means: attracting the right users = more qualified target = fewer costs = higher returns
47 Source:a ppdirect.com
48
49 Some Online Marketing Tools
50 Search Ads - Advertising on Google via Google AdWords - Advertising on Yandex via Yandex - Advertising on Bing via Bing Ads - Advertising on Baidu - Advertising on Naver MAIN GOALS: SALES APP DOWNLOADS BRAND AWARENESS
51 Search Ads - Search ads respond to a specific query - Users are actively search for something when they click on the ad CLICK - More prominent than organic results - Easily customizable messages
52 Remarketing - Remarketing re-engages users who previously visited a website by letting them complete an action (e.g. a purchase) - Highly relevant messages - In some cases, users are shown exactly what they added to cart - Cookie-based technology MAIN GOALS: SALES APP DOWNLOADS APP RE-ENGAGEMENT
53 Display Ads - Display Advertising lets users know about your brand by showing them visual and textual banners as they are browsing other websites. - Different types of targeting: sex/age, interests, topics, keywords, placements MAIN GOALS: BRAND AWARENESS LEAD GENERATION
54 SEO SEO consists of a series of techniques aimed at increasing website s visibility and ranking on search engines MAIN GOALS: SALES BRAND AWARENESS APP DOWNLOADS
55 DEM DEM = Direct Marketing Newsletters sent out on a regular basis to a user database or specific database segments MAIN GOALS SALES
56 Facebook Ads Facebook campaigns driving users to perform a specific action: signing up, buying online, etc MAIN GOALS SALES APP DOWNLOADS BRAND AWARENESS LEAD GENERATION
57 YouTube Ads Youtube campaigns aiming to increase the amount of views of a website MAIN GOALS BRAND AWARENESS
58 References global-overview Emarketing Excellence: Planning and Optimizing your Digital Marketing, 4e, Dave Chaffey and PR Smith, Routledge 2013
59 Additional resources Quick guides to the main digital marketing tools Online-Marketing.pdf Google s Digital Garage Program Get certified by Google with this online marketing fundamentals course.
DIGITAL MARKETING & ANALYTICS TOOLS
DIGITAL MARKETING & ANALYTICS TOOLS Serena Pasqualetto Advanced Marketing 2018/19 Seminar 06.11.18 CONTENTS DIGITAL MARKETING: AN OVERVIEW TYPES OF DIGITAL MEDIA DIGITAL MARKETING TOOLS DIGITAL ANALYTICS
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