Digital Marketing and Analytics – Lectures and Notes
What are the top trends?
Content Marketing
o Influencer marketing
o Easier to produce content
Data driven marketing: shift from support to driven
o Google for location, search
o Social Media for interests
o Website activity
Omni-channel marketing: map the whole customer journey
Augmented Reality: machine learning, learning chat bots
Factors driving Digital Marketing:
Average amount of time spent on internet
Accessibility of internet
Mobile penetration
Digital Transformation in companies
Evolution of Web
Interconnectedness between human and devices will increase
From semantic (websites as machines) to symbiotic (web like operating system, always on)
Benefits of Digital Marketing:
1. Targeted Advertising
Degree of individualisation: traditional media (same message), new media (unique message)
2. Intrusiveness/control
Giving consumers more power in the marker consumer relationship, low intrusiveness
YouTube ads (skip after 5 seconds, ad block, it’s for them to decide)
So less negative towards ads perhaps?
3. Product Information
Product information on the digital domain more comparison/reviews
4. Performance Measurement
Real-time (results, monitoring)
5. Cost & ROI
Generally cost of digital marketing lower
More control on costs
Organic vs Paid options
6. Communication becomes Engagement
,+ Sold Media: Google AdSense, affiliates, e-commerce retailer sells ad space on its website
+ Hijacked Media: your company is taken hostage by those who oppose it, consumers rallying
opposition to a company on Facebook. And distributing own negative versions of ads.
(Example: animal rights organisation creates ads about welfare of chickens used in food of
McDonalds)
More in article Edelman & Salsberg on page 6
, Types of Data
1. Online (on-site) Data: available on the web (by Web Scraping)
2. Clickstream/Behavioural Data (Google Analytics), cookies
Touch-point data, session data
3. Online CRM: Complementary Data (Purchases, demographics)
Digital Marketing Metrics
Marketing metrics: tool which helps companies quantify, compare and interpret their performance
from marketing activities. (Conversion rate, CTR, ROI, Response Rate, Opt-in signups)
Impression Rate & In-view Rate
o Impression: displayed, does not mean that customer has seen the content
o In-view rate: % of people see the content, mostly below 50% of the impressions.
People do not scroll down the page or slips their attention or viewer is bot.
Bounce Rate: % of visitors that navigate away after only viewing one page
CTR: Number of clicks that your ad receives / number of times shown
Conversion rate: conversions / ad clicks same period
Fundamental concept of a conversion funnel:
Impressions > clicks > engagement > conversions (engagement = not bounced)
Different types (Lecturer wrote this down during, not in the slides)
Organic search (SEO)
Paid ads (SEA)
Display ads (side banners)
Facebook ads / organic (free)
Referrals / Affiliate
DTW (Direct to website)
What are the top trends?
Content Marketing
o Influencer marketing
o Easier to produce content
Data driven marketing: shift from support to driven
o Google for location, search
o Social Media for interests
o Website activity
Omni-channel marketing: map the whole customer journey
Augmented Reality: machine learning, learning chat bots
Factors driving Digital Marketing:
Average amount of time spent on internet
Accessibility of internet
Mobile penetration
Digital Transformation in companies
Evolution of Web
Interconnectedness between human and devices will increase
From semantic (websites as machines) to symbiotic (web like operating system, always on)
Benefits of Digital Marketing:
1. Targeted Advertising
Degree of individualisation: traditional media (same message), new media (unique message)
2. Intrusiveness/control
Giving consumers more power in the marker consumer relationship, low intrusiveness
YouTube ads (skip after 5 seconds, ad block, it’s for them to decide)
So less negative towards ads perhaps?
3. Product Information
Product information on the digital domain more comparison/reviews
4. Performance Measurement
Real-time (results, monitoring)
5. Cost & ROI
Generally cost of digital marketing lower
More control on costs
Organic vs Paid options
6. Communication becomes Engagement
,+ Sold Media: Google AdSense, affiliates, e-commerce retailer sells ad space on its website
+ Hijacked Media: your company is taken hostage by those who oppose it, consumers rallying
opposition to a company on Facebook. And distributing own negative versions of ads.
(Example: animal rights organisation creates ads about welfare of chickens used in food of
McDonalds)
More in article Edelman & Salsberg on page 6
, Types of Data
1. Online (on-site) Data: available on the web (by Web Scraping)
2. Clickstream/Behavioural Data (Google Analytics), cookies
Touch-point data, session data
3. Online CRM: Complementary Data (Purchases, demographics)
Digital Marketing Metrics
Marketing metrics: tool which helps companies quantify, compare and interpret their performance
from marketing activities. (Conversion rate, CTR, ROI, Response Rate, Opt-in signups)
Impression Rate & In-view Rate
o Impression: displayed, does not mean that customer has seen the content
o In-view rate: % of people see the content, mostly below 50% of the impressions.
People do not scroll down the page or slips their attention or viewer is bot.
Bounce Rate: % of visitors that navigate away after only viewing one page
CTR: Number of clicks that your ad receives / number of times shown
Conversion rate: conversions / ad clicks same period
Fundamental concept of a conversion funnel:
Impressions > clicks > engagement > conversions (engagement = not bounced)
Different types (Lecturer wrote this down during, not in the slides)
Organic search (SEO)
Paid ads (SEA)
Display ads (side banners)
Facebook ads / organic (free)
Referrals / Affiliate
DTW (Direct to website)
