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DIGITAL MARKETING & ANALYTICS TOOLS
Advanced Marketing 2018/19 Seminar06.11.18
Serena Pasqualetto
CONTENTS
• DIGITAL MARKETING: AN OVERVIEW • TYPES OF DIGITAL MEDIA• DIGITAL MARKETING TOOLS• DIGITAL ANALYTICS TOOLS
DIGITAL MARKETING: AN OVERVIEW
Digital Marketing Tools - UniPD Seminar
1.
A definition of Digital Marketing:
“Achieving marketing objectives through applying digital technologies and media”
Dave Chaffey (Smart Insights)
“Digital marketing includes managing different forms of online company presence and presences such as:
• company websites
• mobile apps
• social media company pages. in conjunction with online communications techniques including the likes of search engine marketing, social media marketing, online advertising, e-mail marketing and partnership arrangements with other websites.”
WHAT DIGITAL MARKETING IS
Dave Chaffey (Smart Insights)
SECTION BREAKSuccessful people do what unsuccessful
people are not willing to do.
WORLD LEADER ONLINE BUSINESSES
TYPES OF DIGITAL MEDIA
OWNED MEDIA
PAID MEDIA
EARNED MEDIA
Brand-related medialeveraged throughpaid marketing
Brand-related medialeveraged through
channels your brand controls
Brand-related mediafrom outside your brand’s
owned channels; word of mouth
TYPES OF DIGITAL MEDIA
• Search Advertising (Google Ads, Bing Ads, etc)
• Social Advertising (Facebook Ads)
• Display Advertising (GDN, Criteo)
PAID MEDIA
• Corporate Website / Blog
• Facebook Company Page
• Twitter Company Channel
• Newsletter
OWNED MEDIA
• Organic Traffic (as a result of SEO)
• Press Coverage
• Online Conversations (Forums, Facebook Groups)
EARNED MEDIA
DIGITAL MEDIA MAY BE USED TO TARGET YOUR CUSTOMERS AND PROSPECTS AT DIFFERENT
STAGES OF THE MARKETING FUNNEL AND USER’S CUSTOMER JOURNEY.
ESSENTIAL DIGITAL MARKETINGTOOLS IN 2018
https://www.smartinsights.com/guides/essential-digital-marketing-tools
DIGITAL MARKETING TOOLS: SEM
Digital Marketing Tools - UniPD Seminar
2.
SEARCH ENGINE MARKETING (SEM) = A form of online advertising whereby a website promotes itself on search engine result pages.
SEARCH ENGINE MARKETING (SEM): A DIGITAL ADVERTISING TOOL
AN EVER-GROWINGTREND
65% of people admit they don’t know if they are clicking on an ad.
(Source: Smart Insights, 2017)
160+ b monthly Google searches
(Source: Google)
$2 Revenue received by businesses for every $1 invested in SEM
(Source: Google)
95.3% of clicks go to the top 4 Google results
66% of buyer-intent keywords are paid clicks
(Source: Clever Clicks, 2018)
DEEP DIVE:GOOGLE ADS
Ads.google.com
DEEP DIVE:GOOGLE ADS - GLOSSARY
AD
BID
IMPRESSIONSCLICK
KEYWORD
QUERY
AVG. POSITION
CPC
CTR
EVERY TIME SOMEONE TYPES A QUERY ON GOOGLE, AN AD MAY APPEAR BECAUSE AN ADVERTISER PLACED A BID ON A KEYWORD
REPRESENTING THAT QUERY.
EVERY TIME AN AD APPEARS, IT GENERATES AN IMPRESSION.
CTR (CLICK-THROUGH RATE) = CLICKS / IMPRESSIONS
THE COST PAID BY AN ADVERTISER FOR EACH CLICK, ON AVERAGE, IS CALLED CPC (COST-
PER-CLICK).
AN AD’S AVERAGE POSITION MAY DEPEND ON CPC.
HOW MUCH DOES A CLICK COST?
DEEP DIVE:FACEBOOK ADS
facebook.com/adsmanager/
SET YOUR GOAL
CHOOSE YOUR CREATIVES
DEFINE YOUR TARGETING
• Age• Gender• Education• Location• Relationship status• Interests• Income• Job
• Custom Audiences (Retargeting)
AD EXAMPLES
DIGITAL ANALYTICS TOOLS
Digital Marketing Tools - UniPD Seminar
3.
A definition of Digital Analytics:
“Digital analytics is the analysis of qualitative and quantitative data … to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).”
(Avinash Kaushik)
DIGITAL ANALYTICS
WEB ANALYTICS
SOCIAL MEDIA ANALYTICS
SOCIAL LISTENING
DEEP DIVE:WEB ANALYTICS WITH GOOGLE ANALYTICS
analytics.google.com
Demo Account
Q&A
Digital Marketing Tools - UniPD Seminar
THANKS!ANY QUESTIONS?You can find me atserena.pasqualetto@unipd.it
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