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Advanced Marketing Lab An introduction to online marketing and digital analytics Serena Pasqualetto [email protected] LESSON #1
Advanced Marketing Lab
An introduction to online marketing and digital analytics
Serena Pasqualetto
LESSON #1
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: [email protected]
About Serena Pasqualetto
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.
Purposes of this lab
LISTEN
ANALYZE
DRAW INSIGHTS
What will you work on?
WEB LISTENING
KEYWORD RESEARCH
TREND ANALYSIS
AUDIENCE DISCOVERY
COMPETITOR ANALYSIS
Why are we talking digital?
LESSON #1
It’s everywhere.
It’s mobile.
It’s growing...
..from this:
http://info.cern.ch/hypertext/WWW/TheProject.html
First website ever (1992)
..to this:
Introducing Amazon Go
https://youtu.be/NrmMk1Myrxc
Examples of online businesses
Types of online presence
1. Transactional e-commerce site Products or services made available for online purchase.
Types of online presence
2. Services-oriented relationship building or lead-generation web site • Provides information to stimulate purchase and build
relationships. • Encourages offline sales • Generates enquiries or leads from potential customers.
www.accenture.com www.pwc.com
Types of online presence
3. Brand-building site • Provides an experience to support the brand.
www.guinness.com www.coca-cola.com
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
www.google.com www.yahoo.com
Types of online presence
5. Social network or community site.
• Enables social interactions • Generates revenue mainly via advertising
www.facebook.com www.linkedin.com
Types of online businesses
Types of online businesses
Credits: ScriptGiri.com
Where does it all start from?
It all starts with PEOPLE, i.e. TRAFFIC.
https://www.squattypotty.com/
How do you get there?
https://www.squattypotty.com/
Sources of traffic
Word-of-mouth
Social Media
Search engines
Brand Content/Storytelling
https://www.squattypotty.com/
Sources of traffic
Word-of-mouth
Social Media
Search engines
Brand Content/Storytelling
Example of Storytelling
https://www.youtube.com/embed/YbYWhdLO43Q?rel=0
Social Media Presence
#SquattyPotty
@squattypotty
Social Media Presence
https://www.facebook.com/squattypotty/
Analysing traffic
An example of traffic pie
Organic Traffic: a definition
Traffic driven by people searching for your product on search engines like Google.
CLICK
Organic Traffic: Search Engines
source: http://www.seobuzzinternetmarketing.com/
Referral sites
Traffic driven by other websites (“referrals”) to our own website. Examples of this are articles linking to our website and guest posts.
http://www.valeriephillips.com/
Direct Traffic
Traffic generated by people directly typing the website URL on the browser’s tab.
Social media
Traffic driven by content posted on social network sites (Facebook, Twitter, LinkedIn, Pinterest etc).
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
Paid Search & Display
How does Online Marketing help?
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.
What is Online Marketing?
https://www.techopedia.com/definition/26363/online-marketing
Online marketing means:
What is Online Marketing?
• attracting more users
• attracting the right users
Online marketing means:
What is Online Marketing?
• attracting the right users
= more qualified target = fewer costs = higher returns
Source:a ppdirect.com
Some Online Marketing Tools
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
Search Ads
- Search ads respond to a specific query - Users are actively search for something when they click on the ad - More prominent than organic results - Easily customizable messages
CLICK
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
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
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
DEM
DEM = Direct E-mail Marketing Newsletters sent out on a regular basis to a user database or specific database segments
MAIN GOALS SALES
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
YouTube Ads
Youtube campaigns aiming to increase the amount of views of a website
MAIN GOALS BRAND AWARENESS
References
https://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview Emarketing Excellence: Planning and Optimizing your Digital Marketing, 4e, Dave Chaffey and PR Smith, Routledge 2013
Additional resources
Quick guides to the main digital marketing tools https://www.quicksprout.com/the-beginners-guide-to-online-marketing/ https://cdn.wrike.com/ebook/The-Beginners-Guide-to-Online-Marketing.pdf Google’s Digital Garage Program Get certified by Google with this online marketing fundamentals course.
