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DIGITAL MARKETING & ANALYTICS TOOLS Advanced Marketing 2018/19 Seminar 06.11.18 Serena Pasqualetto

DIGITAL MARKETING & ANALYTICS TOOLSadvancedmarketingunipd.files.wordpress.com/2018/11/pasqualettounipdseminar...“Digital marketing includes managing different forms of online company

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Page 1: DIGITAL MARKETING & ANALYTICS TOOLSadvancedmarketingunipd.files.wordpress.com/2018/11/pasqualettounipdseminar...“Digital marketing includes managing different forms of online company

DIGITAL MARKETING & ANALYTICS TOOLS

Advanced Marketing 2018/19 Seminar06.11.18

Serena Pasqualetto

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CONTENTS

• DIGITAL MARKETING: AN OVERVIEW • TYPES OF DIGITAL MEDIA• DIGITAL MARKETING TOOLS• DIGITAL ANALYTICS TOOLS

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DIGITAL MARKETING: AN OVERVIEW

Digital Marketing Tools - UniPD Seminar

1.

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A definition of Digital Marketing:

“Achieving marketing objectives through applying digital technologies and media”

Dave Chaffey (Smart Insights)

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“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)

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SECTION BREAKSuccessful people do what unsuccessful

people are not willing to do.

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WORLD LEADER ONLINE BUSINESSES

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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

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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

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DIGITAL MEDIA MAY BE USED TO TARGET YOUR CUSTOMERS AND PROSPECTS AT DIFFERENT

STAGES OF THE MARKETING FUNNEL AND USER’S CUSTOMER JOURNEY.

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ESSENTIAL DIGITAL MARKETINGTOOLS IN 2018

https://www.smartinsights.com/guides/essential-digital-marketing-tools

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DIGITAL MARKETING TOOLS: SEM

Digital Marketing Tools - UniPD Seminar

2.

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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

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AN EVER-GROWINGTREND

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65% of people admit they don’t know if they are clicking on an ad.

(Source: Smart Insights, 2017)

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160+ b monthly Google searches

(Source: Google)

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$2 Revenue received by businesses for every $1 invested in SEM

(Source: Google)

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95.3% of clicks go to the top 4 Google results

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66% of buyer-intent keywords are paid clicks

(Source: Clever Clicks, 2018)

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DEEP DIVE:GOOGLE ADS

Ads.google.com

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DEEP DIVE:GOOGLE ADS - GLOSSARY

AD

BID

IMPRESSIONSCLICK

KEYWORD

QUERY

AVG. POSITION

CPC

CTR

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EVERY TIME SOMEONE TYPES A QUERY ON GOOGLE, AN AD MAY APPEAR BECAUSE AN ADVERTISER PLACED A BID ON A KEYWORD

REPRESENTING THAT QUERY.

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EVERY TIME AN AD APPEARS, IT GENERATES AN IMPRESSION.

CTR (CLICK-THROUGH RATE) = CLICKS / IMPRESSIONS

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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.

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HOW MUCH DOES A CLICK COST?

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DEEP DIVE:FACEBOOK ADS

facebook.com/adsmanager/

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SET YOUR GOAL

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CHOOSE YOUR CREATIVES

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DEFINE YOUR TARGETING

• Age• Gender• Education• Location• Relationship status• Interests• Income• Job

• Custom Audiences (Retargeting)

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AD EXAMPLES

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DIGITAL ANALYTICS TOOLS

Digital Marketing Tools - UniPD Seminar

3.

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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)

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DIGITAL ANALYTICS

WEB ANALYTICS

SOCIAL MEDIA ANALYTICS

SOCIAL LISTENING

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DEEP DIVE:SOCIAL MEDIA ANALYTICSWITH KEYHOLE

keyhole.co

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DEEP DIVE:SOCIAL LISTENINGWITH MENTION.COM

mention.com

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Q&A

Digital Marketing Tools - UniPD Seminar

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THANKS!ANY QUESTIONS?You can find me [email protected]