Content Manager TM 01 Digital Marketing Tools eng · Training Contents 1. Digital Marketing Tools 1.1 Definitions 1.2 Overview 2. Communication Channels 2.1 Digital Marketing 2.2

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Content ManagerTM 01 : Digital Marketing Tools:

Trends and Usage

e-COMMA | Content Manager | TM 01: Digital Marketing Tools 1

Training Contents1. Digital Marketing Tools1.1 Definitions1.2 Overview

2. Communication Channels2.1 Digital Marketing 2.2 Social Media Marketing and Viral Campaigns

3. Evaluation

Content Manager | TM 01: Digital marketing Tools: Trends and Usage


Sources and further readingKarjaluoto Heikki and Leppäniemi Matti, Factors influencing consumers’ willingness to accept mobile advertising: a conceptual model, Int. J Mobile Communications, Vol 3, No. 3, 2005, p. 198.

Rob Peters, “The Social Media Marketing Handbook - Everything you need to know about Social Media Marketing”,Emereo Publishing, Oct 24, 2012

Damian Ryan, “Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation”, Kogan Page Publishers 2016

“The Community Management Handbook”M. Weintraub, L. Litwinka, “The Complete Social Media Community Manager’s Guide”https://contently.com/strategist/2016/08/02/the-top-10-free-content-analytics-tools/ https://www.inc.com/guides/12/2010/11-best-web-analytics-tools.htmlhttp://content.infotrustllc.com/6-free-analytics-tools-to-help-you-understand-your-competitor-s-web-traffic/

e-COMMA | Content Manager | TM 01: Digital Marketing Tools


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Sources and further readinghttp://www.businessdictionary.com/definition/digital-marketing.html

http://www.businessdictionary.com/definition/marketing-tools.html

https://www.google.pl/search?sa=G&hl=pl&q=types+of+social+media+marketing

https://www.thebalance.com/email-marketing-2948346

https://www.thebalance.com/what-is-opt-in-2917377

https://www.tisindia.com/digital-marketing-case-study-tis-tmi.pdf

https://t3n.de/news/wp-content/uploads/2017/03/social-media-image-sizes-2017.jpg.jpg

https://www.business2community.com/social-media/2017-social-media-image-sizes-cheatsheet-infographic-01805828#aWk2vVA8lAZhWhfP.97

https://www.forbes.com/sites/theyec/2012/10/13/5-steps-to-evaluate-your-companys-digital-marketing-strategy/#179cf86a4259



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1 Digital Marketing Tools


• Digital marketing encompasses anyform of marketing you do online – fromwriting in a blog to posting onFacebook, it’s all digital marketing.• The Different Types of Digital Marketing

Tools:http://popcontent.co.uk/different-types-of-digital-marketing/

1.Digital Marketing Tools1.1. Definitions


Digital/Online/Website MarketingThe promotion of products or brands via one or more forms of electronic media. Forexample, advertising mediums that might be used as part of the digital marketingstrategy of a business could include promotional efforts made via the Internet, socialmedia, mobile phones and electronic billboards, as well as via digital and televisionand radio channels.

Read more: http://www.businessdictionary.com/definition/digital-marketing.html



Online ReputationRefers to the digital appearance of a person or a business. How do others perceiveyou online?Online Reputation Management (ORM) contains a set of strategies to influenceyour online reputation in a positive way.

See Module 3 The Construction and De-Construction of Online Reputation.



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Marketing ToolsThe techniques and materials used by those who are involved in the promotionof goods and services. Most business that need to sell their goods or services tothe public will make extensive use of various marketing tools, such as marketresearch and advertising to help further their success.

Read more: http://www.businessdictionary.com/definition/marketing-tools.html



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Public Relations• PR isn’t only a type of digital marketing, but it’s growing to be an ever moreimportant component of any good digital marketing strategy.• The main goal of PR is usually to achieve exposure for website and business. It

could be anything from featuring in a news article online to featuring in a podcastor at an event. The great thing about PR is not only the exposure it can bring, butthe reputation that can come with it if you do it well. Reputation can beincredibly important to a lot of marketing strategies, especially online.

1.Digital Marketing Tools1.2. Overview: Public Relations


Search Engine Optimisation (SEO)• Search engine optimisation is a type of digital marketing whose main goal

is to gain traffic to a website through search engines. Tactics havechanged over the years, as have the way search engine’s work, butfundamentally SEO companies will be aiming to get their clients website to‘rank well’ for search terms that will provide their businesses valuablecustomers.


1.Digital Marketing Tools1.2. Overview: SEO

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Search Engine Advertising (SEA) / Search Engine Marketing (SEM):• SEA relates to paid advertisements in search engines. These ads are connected to

specific frequently searched keywords that are to be in the website meta dataand that relate to the respective target market.• Your website will appear not as a search result but rather as a “sponsored link“

placed closely to the top search results.• Common settlement model: Pay-per-click (PPC): advertisor is charged a fixed

amount per click.

1.Digital Marketing Tools1.2. Overview: SEA/SEM

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Display/Banner advertising: paid online advertisements on third party

websites

• Designed as static advertisements or audiovisual files, following the

IAB standards (Interactive Advertising Bureau, see standards and

guidelines on: https://www.iab.com/).

• Used to direct traffic to a certain website.

• Common settlement model: Pay-per-click (PPC): advertisor is charged

a fixed amount per click.

1.Digital Marketing Tools

1.2. Overview: Display/Banner Advertising

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Social Media Marketing• Social media marketing can do multiple things for business, depending on tactics

and investment, but the main goals tend to be to increase awareness of your business, attract new customers and increase the loyalty of your current customer base.• It can involve anything from chatting to people on Twitter to posting videos on

Facebook and more. It also ties into a few other digital marketing strategies well too.


1.Digital Marketing Tools1.2. Overview: Social Media Marketing

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1.Digital Marketing Tools1.2. Overview: Social Media Marketing

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E-mail marketing: campaigns/special offers published by newsletters

• Promotion of business messages (latest product news, special offers,

business events). These e-mails increase the online visibility.

• Transactional e-mails address recent customers and relate to

customer actions. The purpose is to bind customers and create

customer loyalty.

1.Digital Marketing Tools

1.2. Overview: E-mail Marketing

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Affiliate Marketing:Businesses engage affiliates to promotethe products and services. Affiliatesusually host independent websites likeblogs or video channels. Affiliatesusually are paid for promoting thegoods on their respective channel.

1.Digital Marketing Tools1.2. Overview: Affiliate Marketing

Source: https://www.affiliatemarketertraining.com/how-affiliate-marketing-works/

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https://www.affiliatemarketertraining.com/how-affiliate-marketing-works/

Affiliate Marketing• Affiliate marketing involves working with bloggers and influential people in your industryto attract more customers. It’s a clever way of getting more people to help promote yourbusiness, without direct, upfront costs. Instead of paying salespeople to bring you leads,you can offer influencers a cut of any profits on sales that you make through them.• Often affiliates will review your products or services and have a link you can track which

leads by to your website. Then, if any sale is made through that link, you’ll know that leadcame from them and can pay them accordingly.• If you’d like to work on affiliate marketing, you’ll need to be very careful with how youtrack your sales and ensure all your terms and conditions are properly laid out to avoidbeing taken advantage of and to ensure you know what to pay any affiliates.


1.Digital Marketing Tools1.2. Overview: Affiliate Marketing

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Influencer Marketing• Influencer marketing is similar to affiliate marketing, except instead of cutting

your profits later, you pay an influencer directly to review/use/wear your productor service. You can do it on a much smaller scale though and ask an influencer inyour industry how much it might be for them to use your service and mention iton their website.


1.Digital Marketing Tools1.2. Overview: Influencer Marketing

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1.Digital Marketing Tools1.2. Overview: Viral Marketing

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Viral Campaigns:• Viral campaigns spread information about the business to a group of persons beyond

the target market, e.g. by videos. • Social media are favourite channels as they allow to spread the information widely. • Reaching beyond target group can be achived by changing the context of the offered

goods and preparing interesting material of high usability. • Games and videos are favourite possibilities.• As not necessarily relevant information on products is promoted, viral campaigns

mainly aim at increasing the visibility of the business brand.


http://www.conseilsmarketing.com

http://www.conseilsmarketing.com/

Content Marketing• Content marketing is a combination of SEO, Social Media Marketing & PR; it

most often involves attracting traffic to your website using a blog.• The main principles of content marketing are to produce content that first and

foremost serves your audience (i.e. your target market) and works to attracttarget customers to your website and business. It’s incredibly powerful and isinsanely good at attracting new customers – but it is also a long-term approach,so don’t expect to see results immediately.


1.Digital Marketing Tools1.2. Overview: Content Marketing

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Online community management platforms and tools

• https://www.eventbrite.com• https://www.meetup.com • https://www.typeform.com • https://www.surveymonkey.com/ • https://slack.com/ • https://www.zoho.eu/connect/See “The 9 Best Free Social Media Management Tools in 2018”.https://www.wordstream.com/blog/ws/2018/01/17/best-free-social-media-management-tools

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2 Communication Channels


Digital marketers turn to technology to reach target consumers. Theycan use different tools and different communication channels. Thesecommunication channels are provided by different applications. Theycan be structured as follows:

1. “Classic” digital marketing.2. Social media marketing and viral campaigns.


2. Communication Channels

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Digital marketing covers a wide range of marketing tools and tactics. It covers theorganisation’s website, display/banner advertisements, SEO and SEA, and e-mailmarketing. For all of these digital marketing tactics there exists a set of tools youcan use (please note that the services are listed as examples, please do furtherresearch for your own purposes).Web hosting services (selection):bluehost.com1and1.comgodaddy.comNamecheap.com


2. Communication Channels2.1. Digital Marketing

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Display/ Banner Advertising Services (selection): bannerflow.comcybermark.combuysellads.com

SEO/SEA Services (selection): 180fusion.comscreamingfrog.com



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Email MarketingEmail Marketing refers to newsletters and personalised communication with customers byemail.It is cheap and reaches interested users effectively, it offers analytics capability, it focusseson target audience.It must be with the consent of the receiver. The users need to “opt-in” to get included toEmail-lists.Avoid spamming by providing high quality content and a decent mailing frequency.

https://www.thebalance.com/email-marketing-2948346https://www.thebalance.com/what-is-opt-in-2917377


https://smallbiztrends.com

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Get personalized e-mails to see an average of a 19% increase in sales



The retargeting - convert auser after entering the site.The process is quite easy;the user comes to your site,a cookie is set to theirbrowsers.Afterward, you can trackhim to show him ads on thewebsite he’s visiting.



2. Communication Channels2.2. Social Media Marketing and Viral Campaigns

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Social Media MarketingSocial Media Marketing refers to marketing actions on various social media channels, like Facebook, Google+, LinkedIn, Instagram, Twitter, Youtube etc.

Consider the appropriate content formats for the respective channel:https://www.business2community.com/social-media/2017-social-media-image-sizes-cheatsheet-infographic-01805828#aWk2vVA8lAZhWhfP.97


https://www.business2community.com/social-media/2017-social-media-image-sizes-cheatsheet-infographic-01805828




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Viral CampaignsViral campaigns are a part of social media marketing. Social mediacampaigns can get “viral” if they reach a mass of users. This mass goesbeyond your original target market but makes the organisation knownto a mass of potential customers.Another form of distribution by social media is the collaboration with“brand ambassadors”.Social media are the vehicle for these viral campaigns; the most famouschannels are listed on the next slide.

Social Media Channel CharacteristicsFacebook Social media platform, private and business users, all file formats

LinkedIn Social media platform for businesses and professionals, less “fun-posts“ thanFacebook, reputable content, all file formats

Twitter Users subscribe to your channel, exclusive or public audience, visual media(texts, images, videos), texts up to 280 characters (limited length)

Youtube Video platform, create your own channel or post videos independently, consider keywords, video only, high quality recommended

Instagram Audiovisual platform, connected to Facebook, images and videos only



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Brand Ambassadors are users and customers who promote your products and services independently as influencers or affiliates:• Bloggers present your product and review it as experts.• Customers rate your product in authentic reviews.• Customers introduce their daily/common usage of your product, in

video blogs, text blogs, expert forums etc.• Popular bloggers promote your products and services as affiliates, i.e.

by earning a provision for each click/transfer.

2. Communication Channels2.2. Social Media Marketing: Brand Ambassadors

e-COMMA | Community Manager | TM 01: Digital Marketing Tools


2. Communication Channels2.2. Social Media Marketing: Consumer-generated Media

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The Internet has given consumers a voice, a publishing platform and aforum where their collective voices can be heard, shared andresearched, creating a more powerful and educated audience than everbefore.

Consumer-Generated Media (CGM) (Online Consumer Word-of-Mouthor Online Consumer Buzz) - encompasses the millions of consumer-generated comments, opinions and personal experiences posted inpublicly available online sources on a wide range of issues, topics,products and brands.

Consumer-Generated Media (CGM)1.Blogs2.Message boards and forums3.Social media4.Discussions and forums on large email portals5.Online opinion/review sites and services/feedback/complaint sites

Case study:https://www.tisindia.com/digital-marketing-case-study-tis-tmi.pdf


2. Communication Channels2.2. Social Media Marketing: Consumer-generated Media

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3 Evaluation



5 Steps to evaluate your organisation’s digital marketing performance

Step 1: Evaluate your digital marketing goals.The first step in any good digital marketing strategy evaluation is a thorough examination of the specific goals you’ve set for yourself in the past.• Digital marketing goals include items such as:• the number of social shares your blog posts receive,• the size of your fan base on social networking websites,• mentions of your brand name on social media sites,• the number of positive reviews left about your company on sites like Google Reviews and Yelp,• inbound website visitors from social networks,• total number of conversions resulting from social traffic.

3. Evaluation

Step 2: Reexamine your target customer profiles.It is important to remember that any good digital marketing plan is founded on a series of well-constructed customer profiles that outline the specific types of people you’d like to reach through your campaigns.Step 3: Take a look at your digital presence.Step 4: Evaluate your messaging strategies.Step 5: Check your digital marketing ROI.

Source: https://www.forbes.com/sites/theyec/2012/10/13/5-steps-to-evaluate-your-companys-digital-marketing-strategy/#179cf86a4259


3. Evaluation

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https://www.smartinsights.com/digital-marketing-strategy/10-marketing-trends/


3. Evaluation

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3. Evaluation

Source https://insights.newscred.com/measurement-framework-content-marketing-roi/

Böcker 2015, S. 167.

3. EvaluationTool (examples) Description

Google analyticshttps://www.google.com/intl/en_uk/analytics/#?modal_active=none

Website analytics, traffic flow, user information, reports and dashboardsmost common tool

Adobe Analytics www.adobe.com/data-analytics-cloud/analytics.html?promoid=GVTYY6CK&mv=other

Website analytics, traffic flow, user information, reports and dashboards, segmentation, alternative to google analytics

Sum Allhttps://sumall.com/

Social media analysisUses also integrated social media analytics tools like Facebook Insights, Twitter Analytics, Youtube Analytics etc.

Clickywww.clicky.com

Common web analytics, offers reports and heatmaps

Kissmetricswww.kissmetrics.com

Common web analytics and email campaign automation

SimilarWebhttps://www.similarweb.com/

Website analytics including important Key Performance Indicators (KPI)

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The given table displays a selection of useful tools, for alternatives see also:

https://contently.com/strategist/2016/08/02/the-top-10-free-content-analytics-tools/

https://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html

http://content.infotrustllc.com/6-free-analytics-tools-to-help-you-understand-your-competitor-s-web-traffic/

3. Evaluation

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Documents

Content Manager TM 01 Digital Marketing Tools eng · Training Contents 1. Digital Marketing Tools 1.1 Definitions 1.2 Overview 2. Communication Channels 2.1 Digital Marketing 2.2