Digital Marketing & Analytics – Notes
Lecture 1: DMA Overview + SEO
Digital Marketing overview & trends
Factors driving digital marketing:
- Average amount of time spent on internet continuously increasing
- Accessibility of Internet
- Mobile penetration
- Digital Transformation in companies
From semantic system to a symbiotic system (web 4.0), which means the interaction
between humans and machines in symbiosis à a two-way interaction, more
interconnected.
Main trends:
- Digital transformation
- Marketing automation
- App marketing à because people are spending so many time on the app, this is
where to advertize
- User generated content
- Data driven story telling
Touchpoints in digital platforms
,à You need this categorisation (Paid-Owned-Earned) to determine the KPIs
Paid-Owned-Earned à type of audience:
- Paid = Prospects
- Owned = Customers
- Earned (self-created, user-generated, collaboration) = Fans à company
customers become the channel
Paid-Owned-Earned à marketing objective & communication
Metrics & KPIs
,Response rate = micro conversion rate
Important graph! Metrics in a funnel:
Impression/impressions rate = a term that refers to the point in which an ad is
displayed once on a web page (or in other words the customer is exposed to an online
content (ad) on a website that (s)he is viewing) à does NOT necessarily mean that the
customer has actually seen the content though!
Viewability Rate
Bounce rate = the percentage of visitors to a particular website who navigate away
from the site after viewing only one page. Needs to be low!
à important metric to understand: web page effectiveness/success and engagement
Click-through-rate (CTR) = the number of clicks that your ad receives divided by the
number of times your ad is shown (Clicks : impressions = CTR). Organic CTR is for your
organic listings. Industry average is 5%
Conversion Rate = calculated by taking the number of conversions and dividing that by
the number of total ads (clicks) during the same time period.
, Importance of Search Engines
Factors contributing to Google Search (most important search engine, others are almost
irrelevant):
1. Volume of searches
2. Growth in search volume
3. Search Accessibility
4. Time spent on Google (average person conducts 3-4 searches every single day)
5. Importance of Search in Shopping behaviour
6. Role of search in website traffic (search engine = organic search)
Shopping behaviour
Search behaviour: online website traffic
Lecture 1: DMA Overview + SEO
Digital Marketing overview & trends
Factors driving digital marketing:
- Average amount of time spent on internet continuously increasing
- Accessibility of Internet
- Mobile penetration
- Digital Transformation in companies
From semantic system to a symbiotic system (web 4.0), which means the interaction
between humans and machines in symbiosis à a two-way interaction, more
interconnected.
Main trends:
- Digital transformation
- Marketing automation
- App marketing à because people are spending so many time on the app, this is
where to advertize
- User generated content
- Data driven story telling
Touchpoints in digital platforms
,à You need this categorisation (Paid-Owned-Earned) to determine the KPIs
Paid-Owned-Earned à type of audience:
- Paid = Prospects
- Owned = Customers
- Earned (self-created, user-generated, collaboration) = Fans à company
customers become the channel
Paid-Owned-Earned à marketing objective & communication
Metrics & KPIs
,Response rate = micro conversion rate
Important graph! Metrics in a funnel:
Impression/impressions rate = a term that refers to the point in which an ad is
displayed once on a web page (or in other words the customer is exposed to an online
content (ad) on a website that (s)he is viewing) à does NOT necessarily mean that the
customer has actually seen the content though!
Viewability Rate
Bounce rate = the percentage of visitors to a particular website who navigate away
from the site after viewing only one page. Needs to be low!
à important metric to understand: web page effectiveness/success and engagement
Click-through-rate (CTR) = the number of clicks that your ad receives divided by the
number of times your ad is shown (Clicks : impressions = CTR). Organic CTR is for your
organic listings. Industry average is 5%
Conversion Rate = calculated by taking the number of conversions and dividing that by
the number of total ads (clicks) during the same time period.
, Importance of Search Engines
Factors contributing to Google Search (most important search engine, others are almost
irrelevant):
1. Volume of searches
2. Growth in search volume
3. Search Accessibility
4. Time spent on Google (average person conducts 3-4 searches every single day)
5. Importance of Search in Shopping behaviour
6. Role of search in website traffic (search engine = organic search)
Shopping behaviour
Search behaviour: online website traffic
