Digital Marketing Strategies: Data, SEO, Advertising & CSR

Data-Driven Marketing

• Data-driven marketing uses data for informed decisions and effective strategies.
• Direct marketing reaches potential customers directly via email, SMS, mail, or telemarketing.
• Performance marketing is results-driven, paying only for specific actions like clicks or sales.

Customer Journey

• A touchpoint is an interaction between a customer and your brand.

Strategy

• A strategy is long-term choices to differentiate and achieve goals.
• Every internet action must be guided by a pre-decided tactic.
• Measure & Analyze the impact.
• Tactics must achieve the pre-decided strategy.
• Measure & Analyze tactic results for success.
• Strategy must achieve digital marketing goals.
• Marketing goals must achieve business goals.
• Achieving business goals leads to economic profits.

Digital Marketing Strategy

• Must be long-term (6 months to 1 year).
• Must justify every digital channel with specific goals.
• Each goal must help reach a global digital marketing goal.
• Must detail how to measure success with KPIs.
• Must explain how each digital channel will be profitable.
• Must be clearly explained in a written report.

On-Page SEO

• Focuses on maximizing keywords in domain, URL, title, description.
• Involves creating internal links within the website.

Off-Page SEO

• Goal is to get links pointing to your webpages (link building).
• Strategies: Strategic links, own blog & posts, social media content, internal links, directories, forums, press notes, paid & earned blogs/social media, buying links.

Direct Marketing

• Seeks immediate response with a great database and efficient targeting.
• Channels: Traditional (mail, telemarketing, TV, radio), New Media (email, mobile push, social media).

Email Marketing

• Newsletter: People subscribe if they like the brand, content, or promotions.
• Email campaigns: People should subscribe; less frequent than newsletters.

Leads

A lead is an individual or entity showing interest in a company's product or services, representing a sales opportunity.

Lead Scoring

Lead scoring ranks leads based on their likelihood of converting, using demographics, behaviors, and engagement.

Lead Nurturing

Lead nurturing builds relationships with potential customers throughout the buying journey, educating and guiding them to purchase.

Digital Advertising

• Paid Search: SEM, web ads, social media ads, online video ads.
• Basic Targeting: Content keywords, user attributes.
• Personalized Targeting: Specific people, similar audiences.

Google Ads Ranking

• Ad position is recalculated for each auction.
• Ad position fluctuates based on competition.
• Ad Position = Max Bid x Quality Score
• Max Bid: Maximum CPC the advertiser is willing to pay.
• Quality Score: CTR, landing page experience, ad relevance.

Quality Score Components

• Relevant ads and landing pages yield higher quality scores.
• User's Past Experience (UX): CTR historic data and AI prediction.
• Landing Page Experience: Relevance and usefulness estimated by AI.
• Ad Relevance: Query vs. landing page, keyword list, ad text.

Perfect Quality Score

1. Select the perfect target audience.
2. Create a great landing page.
3. Create the keyword list to activate ads.
4. Create the ads.

Meta Ad Relevance Diagnostics

• Metrics to improve ad performance.
• Quality Ranking: Compares ad quality to competitors.
• Engagement Rate Ranking: Compares expected engagement rate.
• Conversion Rate Ranking: Compares expected conversion rate.

One-to-One Targeting

• Personalized approach delivering tailored messages.
• Advantages: Pay only for desired users, exploit external data sources.
• Increases sales ROI, CTR, CR; visits ROI, CTR; ad efficiency (CPC).

Content Marketing

• Strategic creation and distribution of valuable content.
• Aims to satisfy target audience information needs.

Attribution

• Rules to attribute conversion success across marketing events (touchpoints).

Single Touchpoint

• Attributes conversion to the last touchpoint (last click).
• Last Indirect Interaction: Attributes to the last non-direct click.
• First Interaction: Attributes to the first touchpoint.

Multiple Touchpoints

• U-Shaped (Position-Based): 40% to first and last, 20% to others.
• Linear: Even distribution across all touchpoints.
• Time Decay: More value to touchpoints closer to conversion.

Limitations of Data-Driven Attribution

• Must be interpretable for decision-making.
• Unclear what data input is most efficient.
• Often limited to the last 4 touchpoints.

Corporate Social Responsibility (CSR)

Medium-sized companies should incorporate CSR into social media marketing for:

1. Enhanced brand loyalty and trust.
2. Competitive differentiation and market positioning.
3. Improved engagement and reach on social media.
4. Enhanced customer acquisition and retention.
5. Mitigating social media criticism and building goodwill.
6. Profit driver through cause-related marketing.

Avoid greenwashing; ensure CSR initiatives positively impact profitability.