ONLINE MARKETING
WEEK 1
online marketing is becoming ever more important, in particular after COVID when we as human
collective realize that much can be done through the digital space.
Trend 1: Artificial intelligence
- Analysis
o machine learning for text analysis to discover insights from large datasets
o predictive analytics
o image analysis
o choice modelling
o determining consumer preferences based on analysis model
- strategy
o creative analytics
o decision support systems
o predicting outcomes in emerging marketing
o environments forecasting
o pricing decisions
- value proposition
o reinforcing customer journey evaluating brand image
- tactics
o campaign automation
o creative optimization
o product development
o advanced targeting & attribution
o programmatic sampling
o sales promotion
o purchase prediction
o personalization
- customer relations
o CRM
o Churn management
o Automated implementation of chatbots
Trend 2: chat bot
Trend 3: (personalized) mobile marketing
1
,trend 4: omnichannel marketing
= the practice of simultaneously offering shoppers information, products, services, and support
through two or more synchronized distribution channels in a seamless manner–is continuing to grow
at a phenomenal rate. Different distribution channels include the web, call center, and direct sales
force. Omnichannel marketing offers organizations greater opportunities to interact with customers
through different channels and efficiently use all the channels. Omnichannel marketing typically goes
beyond multichannel marketing to include coordination of the distribution channels that offer a
seamless customer experience.
Trend 5: data protection, system availability, auditability
Issues
Issue 1: data integration and availability challenges
Issue 2: attribution challenge
Reason = marketing has become fragmented.
the purchase funnel has many stages and is travelled by customers in a nonsequential manner. A
customer might begin their search process in a Retailer website such as bol.com, form an initial
consideration set, and then at some point in the near future restart their search process on a
website leading up to a new consideration set and eventually make a purchase.
Issue 3: privacy, security, system availability, auditability
Keep in mind = online marketing purpose is the creation of a superior customer journey experience
(pre-purchase stage, purchase stage, post-purchase stage).
Search engines
Factors contributing to google search as a medium for advertising
- Volume of searches
- Accessibility
- Role of search in website traffic
2
, - Growth in search volume
- Time spent on internet
- Importance of search in shopping behavior
o Inspiration, research, purchase, post-purchase
o Online website traffic
Search engine marketing
SEM = SEO + SEA
Search Engine Marketing = Search Engine Optimization (organic) + Search Engine Advertising (paid)
- 90% of clicks is on organic search results, while google ads are at the top
- For online retailers its pertinent to be in the first 5 results to get any relevant traffic to their
websites
How google search works
- Crawling = scanning all the webpages in the network of internet
- Indexing = adding the webpages to a database, similar to creating a dictionary
- Ranking = algorithm determines the order of the page results based on about 200 factors
Main ranking factors used by Google
• PageRank (one of the first algorithms used by Google) works by counting the number and
quality of links to a page to determine a rough estimate of how important the website is.
• Over the years Google has constantly updated its algorithm to provide a seamless user
experience. Some of the factors are:
1. Domain Factors - Age, Keywords, Title Tags, Description Tags
2. Technical Mechanics – Page Speed, Mobile Friendliness
3. Content – Google released an update called Caffeine few years ago, Keywords in the
website
4. Reputation = authority status of the website, visitors, historical performance (clicks,
bounce rates)
5. Trustworthiness = back links / outbound links / internal links / social signaling
6. User profile = geographic location, web history, language
SEO is essentially the science of designing your website to maximize your search engine rankings. all
elements of your website are created with the goal of obtaining high search engine rankings.
SEO goals
- Analyzing the underlying needs of your business
- Converting those needs into well-defined goals
- Assigning key performance indicators (KPIs) to these goals – to assess if you’re on the right
track
Types of SEO goals
3
WEEK 1
online marketing is becoming ever more important, in particular after COVID when we as human
collective realize that much can be done through the digital space.
Trend 1: Artificial intelligence
- Analysis
o machine learning for text analysis to discover insights from large datasets
o predictive analytics
o image analysis
o choice modelling
o determining consumer preferences based on analysis model
- strategy
o creative analytics
o decision support systems
o predicting outcomes in emerging marketing
o environments forecasting
o pricing decisions
- value proposition
o reinforcing customer journey evaluating brand image
- tactics
o campaign automation
o creative optimization
o product development
o advanced targeting & attribution
o programmatic sampling
o sales promotion
o purchase prediction
o personalization
- customer relations
o CRM
o Churn management
o Automated implementation of chatbots
Trend 2: chat bot
Trend 3: (personalized) mobile marketing
1
,trend 4: omnichannel marketing
= the practice of simultaneously offering shoppers information, products, services, and support
through two or more synchronized distribution channels in a seamless manner–is continuing to grow
at a phenomenal rate. Different distribution channels include the web, call center, and direct sales
force. Omnichannel marketing offers organizations greater opportunities to interact with customers
through different channels and efficiently use all the channels. Omnichannel marketing typically goes
beyond multichannel marketing to include coordination of the distribution channels that offer a
seamless customer experience.
Trend 5: data protection, system availability, auditability
Issues
Issue 1: data integration and availability challenges
Issue 2: attribution challenge
Reason = marketing has become fragmented.
the purchase funnel has many stages and is travelled by customers in a nonsequential manner. A
customer might begin their search process in a Retailer website such as bol.com, form an initial
consideration set, and then at some point in the near future restart their search process on a
website leading up to a new consideration set and eventually make a purchase.
Issue 3: privacy, security, system availability, auditability
Keep in mind = online marketing purpose is the creation of a superior customer journey experience
(pre-purchase stage, purchase stage, post-purchase stage).
Search engines
Factors contributing to google search as a medium for advertising
- Volume of searches
- Accessibility
- Role of search in website traffic
2
, - Growth in search volume
- Time spent on internet
- Importance of search in shopping behavior
o Inspiration, research, purchase, post-purchase
o Online website traffic
Search engine marketing
SEM = SEO + SEA
Search Engine Marketing = Search Engine Optimization (organic) + Search Engine Advertising (paid)
- 90% of clicks is on organic search results, while google ads are at the top
- For online retailers its pertinent to be in the first 5 results to get any relevant traffic to their
websites
How google search works
- Crawling = scanning all the webpages in the network of internet
- Indexing = adding the webpages to a database, similar to creating a dictionary
- Ranking = algorithm determines the order of the page results based on about 200 factors
Main ranking factors used by Google
• PageRank (one of the first algorithms used by Google) works by counting the number and
quality of links to a page to determine a rough estimate of how important the website is.
• Over the years Google has constantly updated its algorithm to provide a seamless user
experience. Some of the factors are:
1. Domain Factors - Age, Keywords, Title Tags, Description Tags
2. Technical Mechanics – Page Speed, Mobile Friendliness
3. Content – Google released an update called Caffeine few years ago, Keywords in the
website
4. Reputation = authority status of the website, visitors, historical performance (clicks,
bounce rates)
5. Trustworthiness = back links / outbound links / internal links / social signaling
6. User profile = geographic location, web history, language
SEO is essentially the science of designing your website to maximize your search engine rankings. all
elements of your website are created with the goal of obtaining high search engine rankings.
SEO goals
- Analyzing the underlying needs of your business
- Converting those needs into well-defined goals
- Assigning key performance indicators (KPIs) to these goals – to assess if you’re on the right
track
Types of SEO goals
3
