Barriers, and Consideration for your digital marketing strategy

The following barriers, and considerations you need to consider for your digital marketing strategies:

Technology:

  • You can buy technology and it does not have to be built (outsourcing)
  • Every program that you roll out needs a rollback plan

Skills:

  • People can be brought into the company via recruitment to do tasks that require certain skills that the recruited employees will possess.
  • Instead of recruiting new people to do jobs try to upskill current employees by training as these people understand aspects of the business such as organizational culture.

Budget and Resources

  • Restrictions on expenditure such as salary caps can cause growth to become somewhat stagnant.
  • The external environment may give rise to poor economic conditions which hamper the improvement of the Digital Marketing section of a business as this requires lots of funding.
  • Trying to impose a new method of work into the organization can be very time-consuming and causes stress on employees, leading to poor productivity (time=money).

Business Priorities:

  • A new competitor enters the market
  • New rules and regulations put into place
  • An Economic crisis
  • New top management employed with a different style
  • All of these factors can mean that the business has to move focus and thus resources to the new priority which then takes away from the expansion of the Digital Marketing strategy

POEM model for your Digital Marketing Strategy

The POEM Model represents three types of advertising and marketing that can be carried out through social media and online content. It stands for (Paid, Owned, Earned, Media).

Paid media can be carried out through google ads, content networks, retargeting networks, and display networks.

Owned media can be carried out alone through websites, Mobile apps, Blogs, Social Media, and Email.

Finally Earned Media is free and is gained through the performance of the product or service leaving a well-founded lasting review on the consumer such as Influencers, social sharing, journalists, and Bloggers.

Three effects that make up a digital ecosystem

A digital ecosystem system is a gathering of interconnected data innovation assets that can work as a unit. Digital ecosystems are comprised of providers, clients, exchanging accomplices, applications, outsider information specialist co-ops, and every separate innovation.

There are three effects that make up a digital ecosystem

Brand and proposition effect

The organization’s brand and propositions should always be reflected in everything they do. The organization’s brand is affected by its individual performance, positive and negative PR systems, customer service performance, and finally pricing.

The halo effect

The halo effect is a term used to describe the uplift you see across your channels as a result of above-the-line advertising. For example, a broad media campaign should increase the brand search on Google with SEO and PPC (pay per click).

The billboard effect

Is usually used by organizations like hotels listed on the likes of online travel agencies booking.com or expedia.com. The billboard effect is a phenomenon that happens when inns see extra direct appointments on their own site in the wake of posting on an online travel service (OTA). This is on the grounds that potential clients initially find the posting on an OTA, and afterward visit the property’s own site to straightforwardly book their outing.

Different technology solutions, and analytic tools available for your Digital Marketing

DMP-(Data Management Platform), Social Media Listening Vendors, Social Media Content, Email Marketing Platform, Data Visualization Tools, and Chatbot Solutions are the essential technology solutions available for your digital marketing.

Data Management Platform – DMP:   contains methods for the organization to organize data so that plans and techniques can be created. Oracle Data Management Platform is an example of a DMP.

Social Media Listening Vendors: becoming increasingly relevant in the business world as machine learning is implemented. The Talkwalker, for example, has excellent data coverage, strong image recognition, a specific virality map, and a trending ranking.

Social Media Content:  In recent years, marketing through social media platforms such as Facebook, Twitter, and Instagram has developed rapidly. In recent years, it has become an important marketing tool.

Email Marketing Platform:  Has the opportunity to send out notifications about new items, among other things. Newsletters are a clear example of this. A newsletter is appealing to consumers and provides valuable information that a buyer should know before buying, such as appealing names, a connection to the product featured in the newsletter, a recommendation for an external link to imagine the product online, contact information, and social media.

Chatbot Solutions:  Take a look at Facebook’s chatbot solution, for example. It is thought that using a chat box solution would increase revenue, lower costs, and automate support on Facebook. There are three forms of subscriptions available, ranging from free to Pro to premium, each with improved benefits as you go up in price. Customers will engage in live chat with the chat boxes. It optimizes conversions, boosts efficiency, and increases customer satisfaction, and while doing so it personalizes your brand.

Data Visualization software:  Contains charts and other information through technology such as Google Charts, Tableau, and Domo. These technology tools are simple to use and provide a range of visualization types. Small businesses should use resources like Domo and Tableau since they are easily available.

Marketing and Retailing will be impacted across three key areas due to new and contemporary advancements in technology

Marketing and retailing will be impacted across three key areas due to new and contemporary advancements in technology. The future of marketing and retailing will transform dramatically as a result. These three areas of change or ‘pillars of change’ include:

  1. Marketing and competitor intelligence
  2. Customer assistance
  3. In-store social interactions

1. Marketing and competitor intelligence

Marketing and competitor intelligence aims to have a good understanding of consumers and their consuming behaviors, better than their competitors, in order to gain a competitive advantage. In digital marketing, companies gain a competitive edge by having a vast insight into competitors’ digital marketing and social media strategies, etc.

Consumer-generated content helps in marketing strategy decisions. Consumer ratings, reviews, videos, and images can be used to get a clearer picture of the competitor’s situation and what decisions to make. Additionally, social network data provides a wealth of data collected from social media revealing how consumers respond to a company’s brand, product, or service, i.e. liking, sharing, or commenting on social media platforms. It shows consumers’ interest in the company’s brand/product/service and informs the company of the progress of their competitor. The likes of Google Cloud and Microsoft Azure (external service providers) offer big data analytic services to gain consumer insights.

Consumer-generated content was done traditionally by conducting surveys with small sample size. Results from that small sample were intended to be an accurate representation of the general public. Nowadays, more accurate representations are extracted from consumers through Facebook, Instagram, Twitter, etc. this way getting mass consumer-generated data.

 ‘Twitter monitoring’ helps marketers in understanding their consumers e.g. over 18,000 tweets can be collected (coronavirus-related) and analyzed using text-mining software to generate a map that showed what people were tweeting/talking about and certain feelings that were expressed (i.e. sadness and fear) towards a situation/event (coronavirus pandemic). It is more common for people to openly express feelings through social media platforms.

Image and video analysis is another development in AI which scans images and videos uploaded by consumers or competitors on social media. This helps companies in choosing appropriate marketing strategies and understanding the competitor better. Image recognition software is a type of machine vision that can identify objects, people, places, actions, and writing/text from image scanning. Tools like eye-tracking capture facial expressions, eye movement, electrodermal activity, etc from videos in order to retrieve more data based on consumer behavior (e.g. iMotions software to carry out human behavior research).

2. Customer Assistance

Automation, self-servicing, AR and VR, robotic technologies, and rational technologies (i.e. AI) are new technologies with the ability to improve efficiency, adequately fulfill customer satisfaction and easily assist and interact with consumers. These technologies give companies competitive edges over their competitors as every company is trying to be the most efficient.

Virtual agents or virtual assistants (e.g. chat-bots) are being integrated into more organizations as it provides consumers with real-life interactive experiences by mimicking human conversations and languages. Some luxury retailers have started using chatbots – Ted Baker’s ‘Seemore’ and Victoria Beckham’s Messenger Experience’ – via Facebook providing help or inspiration to customers. Also, Maynooth University’s Dr Rajibul Hasan uses a Smart bot to easily interact and assist with students who have queries.

Similarly, voice-assisted AI like Siri and Alexa makes customer interaction as realistic to human interactions as possible (e.g. shop online from Amazon using Alexa, check the weather with Siri, Siri reading out messages or emails while you are driving, etc). Augmented reality (AR)  and virtual reality (VR) are other technologies that are becoming more prevalent in marketing and offer value to customers. AR lets consumers experience the real world which has been digitally rendered or augmented (e.g. AR-enabled on iPhone camera, wearables and smart glasses, AR headsets). Contrastingly, VR provides the consumer with a completely immersive and simulated 3-D experience that shuts out the physical real world (e.g. virtual 360-degree tours of college campuses from faraway, architects or design professionals’ 3-D drawings of buildings/houses prior to any changes, Coca Cola’s ‘sleigh ride’ VR experience, Marriot ‘Teleporter’ VR experience, and Michelle Obama ‘the Verge VR video’).

3. In-store social interaction

Social media sites (e.g. Facebook or Pinterest) are interfering with in-store shopping experiences by offering more information on products and how to use products etc (e.g. Elverys providing click and collect option post-lockdown ). Studies found that young people actively use social networks instore which support and empower the shopping experience, guide the purchasing decision, and also shift relationships from consumer-to-employee toward consumer-to-consumer. As a result, retailers embed social media in-store as much as possible to enhance consumers’ shopping experience. Therefore creating a good store and retailer reputation and having a  loyal customer base, often through positive word-of-mouth or having a strong social media presence.

Development of ICT and Evaluation of Digital Marketing

The development of ICT communication technology began during the 1990s with the arrival of Web 1.0 which was an era of very little interaction. The beginning of banner ads, the basic search engine, the founding of Google, and the launching of email interaction on mobile devices were all included in this first web phase.

Next came Web 2.0, introduced around 2000, which was a more interactive and the beginning of the creation of online social spaces. Apps such as Instagram, Facebook, and YouTube were all created during this time.

The arrival of Web 3.0 around 2010 represents users being able to interact with machines. New smart technological devices were introduced such as Amazon Alexa, Google Home, and Siri all serving the role of a voice assistant. To adapt to the expansion of technology during these eras, there are constant changes in marketing strategy. The physical development of technology and digital product is now one of the prime forms of digital marketing. The way digital marketing is approached is also changing due to the increased penetration of the internet.

Three reasons for the use of digital marketing

There are three reasons for the use of digital marketing.

  1. The Internet can be used to identify what customers need and want true market research.
  2. The Internet provides a platform where customers can buy goods with the help of information that they can access. Anticipating this demand is key in resource allocation to e-marketing.
  3. When participating in e-marketing customer satisfaction can be achieved by having an easy-to-use site that performs adequately, a high standard of customer service, and acceptable dispatch of products.

What is Digital Marketing? How digital marketing is related to different technologies? What are the key elements of Digital Transformation?

Digital marketing is best described as “the application of the internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives”. The application of digital marketing is vital in order to be able to identify, anticipate and satisfy customer requirements. Not only is the internet essential in terms of market research and understanding consumers’ wants and needs, but it also provides consumers themselves with the necessary information in order to aid them in the decision-making process.

The internet plays an important role in the everyday life of millions of people. Since the turn of the century, the internet has become a daily necessity for billions of people worldwide. In 2018, internet access penetration was 54.4%, with the highest penetration in North America (95%) and Europe (85.2%). The development of 4G mobile coverage has allowed individuals to access the internet on the go, with three-quarters of the world having access to such technology. However, with the never-ending evolution of technology, the world is moving towards 5G. The introduction of 5g will enable internet users to download videos to mobile devices within seconds. Over 4 billion people can easily access the latest technologies as a result of easy internet access around the globe. Some of these evolutionary technologies include chatbots, automation, voice-led devices, as well as augmented and virtual reality.

In order for companies to ensure a steady stream of business improvements and keep up with the ever-evolving market they must incur some form of digital transformation. They must invest in such technologies in order to improve their efficiency. For a company or organization to digitally transform they must ensure the following: everyone in the organization must be involved, it is an ongoing process, meaning it will never end. It must be organization-wide and also be understood by everyone in the organization, It is necessary for the transformation to be cultural and not forced. Digital transformation includes the following key elements:

Big Data

Big data consists of a compilation of data and information from and about everything internal and external to the organization. The purpose of compiling such data is to enable companies to monitor customers and their communications along with allowing businesses to measure and manage the customer experience.

Reverse marketing

Reverse marketing is where consumers trust the opinions of other consumers as opposed to trusting to marketing messages pushed by organizations and brands, resulting in the customer essentially becoming the marketer. Conversations between customers on platforms such as Facebook, as well as customers posting reviews on platforms such as TripAdvisor are simple examples of reverse marketing

Mobile Applications

In recent times the mobile phone has become the preferred device in terms of internet usage, largely due to its convenience as opposed to a PC

The Internet of Things (IoT)

The Internet of Things can be best described as a network of physical objects and computers that are interconnected with the purpose of completing tasks without the need for human interaction.  Sensors, software, and other technologies are usually incorporated into such devices in order for this to be possible. Many of these devices are wearable and can be used to monitor health, along with athletic performance, Fitbit is an example of such.

The Automation of Business Processes.

The oldest element of digital transformation refers to the use of technology to automate processes. Examples of this may be a factory assembly line or computers doing administration work.

Digital Marketing Jargons – Focus on Ads

In my previous posts on Digital Marketing Jargons, I was talking about Website related Jargons and Search Engine related Jargons. In this post, I’m going to focus on Advertisements. Hope this will be very helpful for the beginners of Digital Marketing.

Analytics or Web Analytics Tools : The analysis of data generated by people’s activity on websites or mobile apps, for the purpose of discovering ways to improve websites and marketing campaigns. For instance, you can use web analytics tools to come up with ideas to redesign your website. For this Website – www.upnotion.com , we use Google Analytics in order to know from where people are reading our blog and how they are coming to our site.

App (Application) : A program designed to run on smartphones, tablets and other mobile devices. For instance, for planning my vacation, I used a travel app to make my hotel reservation. All of us are using a dozen of App on our Smartphones.

Natural Listings or Organic Listings : Results from a search engine that are not paid adverts. The higher my website ranks in a search engine’s natural listings, the more website traffic I’ll get. We will talk more about it in our SEO section.

Paid Listings : Advertisements that appear on search engines results pages. You may think about paying to have your website appear in the paid listings. It can bring more customers to your website.

Banner Ad : A form of advert found on web pages and mobile applications, usually in image format. For instance, you may use banner ads to bring new customers to your website.

Click­through Rate (CTR) : The number of times people click on an item of interest, like an advert, in comparison to the number of times users are exposed to that item. For example, my click­through rate on ads about homemade muffins is 3%.

Conversion or Goal : The action you want visitors to perform. Examples include e­commerce purchases, form submissions, phone calls, and video views. For instance, your main goal is for people to book a consultation on my website, but signing up for my email newsletter would also be a conversion.

Conversion Optimization : The process of increasing the percentage of visitors who complete your goals.

Conversion Rate : The ratio of conversions to visits, often used to measure digital performance. I’m not sure why, but my conversion rate on external painting is very low for male visitors.

Cost per Click (CPC) : The amount of money required to produce a single click on a digital advertisement.

Pay­Per­Click (PPC) : An advertising system in which advertisers pay for users to click on their advertisements. For example, if you are running an ad on Google Search Engine, and the PPC is 1 euro. That means each time, when someone is going to click on your ad, you will pay 1 euro to Google.

Impressions : The number of times an advert is displayed. My new marketing campaign for homemade muffins has received thousands of impressions, but I’m not sure if I’ve booked any sales yet.

Cost-Per-Mille (CPM) : A pricing model where the publisher charges a flat rate for 1,000 displays or impressions of an advertisement to the audience.

Cost-Per-Acquisition or Cost-Per-Action (CPA) : A pricing model where the payment only takes place when the user performs the action such as installation, click, or converting to the lead. It’s very common is Affiliation  Marketing.

Digital Marketing Jargons – Focus on Website

In my previous post on “Digital Marketing Jargons“, I focused on Search Engine. Here, I’m going to focus on Website related terms that we need to understand.

Website : A set of related web pages located under a single domain name, typically produced by a single person or organization.

Content ­ The digital material available to users, via text, video, audio, images, etc. Fresh content is highly important for SEO.

E­commerce : The sale of products and services online.

Home Page : The introductory or “main” page of a website.

Landing Page : The first page on a website that a person usually sees—not necessarily the home page of that website. The landing page is highly important for brands as it can reduce the bounce rate and improve the Ad Quality Score.

Blog : A regularly updated website written by an individual, typically in a conversational style, and focused on a specific subject.

HTML ­: Hypertext Markup Language. A language used by web developers to create websites.

Link ­: A text or image that provides a link from one web page or website to another.

URL or Uniform Resource Locator : The unique address of a page or piece of digital content on the Internet. Please note that it’s not your domain name, but URL = Domain name + name of the page.

Unique Visitor : A single visitor to a website during a specific period of time. No matter how many times Uncle Bob visits my website, he’s still just one unique visitor.

Session or Visit : A group of interactions that take place on your website within a given time frame. For example a single session can contain multiple page views and e­commerce transactions. My website got 5,000 visits last month, but what I really care about is whether those visits resulted in sales.