ANGELES UNIVERSITY FOUNDATION

Angeles City

COLLEGE OF BUSINESS AND ACCOUNTANCY

Digital Marketing (DIGIMARK) Hand Outs

MEDIA TYPES IN DIGITAL MARKETING

In digital marketing, the terms "paid media," "earned media," "shared media," and "owned media" are used to categorize
different types of online marketing channels and assets. Each category serves a unique purpose and has its own
characteristics. Here's a breakdown of each:

Paid Media:

Definition: Paid media refers to digital marketing efforts that involve paying a fee to a third-party platform or publisher to
display your content or advertisements. It includes any form of online advertising that you pay for.

Earned Media:

Definition: Earned media is publicity or exposure that you gain organically through word-of-mouth, social sharing, media
coverage, reviews, mentions, or other forms of unpaid promotion. It is essentially the result of your brand's reputation and
the quality of your content.

Shared Media:

Definition: Shared media refers to the content that your audience shares with their network through social media and other
online channels. It is closely related to earned media but is more focused on the sharing aspect.

Owned Media:

Definition: Owned media consists of digital assets and properties that your brand or organization owns and controls.
These are channels and content you have full control over.

IDENTIFYING PAID, EARNED, SHARED, AND OWNED MEDIA

Digital marketing is a broad term that encompasses all marketing efforts that use an electronic device or the internet. It
involves various online channels, platforms, and technologies to connect with customers where they spend much of their
time: online. Digital marketing can include a wide range of strategies and tactics, some of which include:

1. Search Engine Optimization (SEO): The process of optimizing your website to rank higher in search engine
results pages, making it easier for people to find your content when they search for relevant keywords.
2. Content Marketing: Creating and sharing valuable and relevant content (such as blog posts, articles, videos, and
infographics) to attract and engage a target audience. The goal is to build trust, authority, and brand loyalty.
3. Social Media Marketing: Leveraging social media platforms like Facebook, Twitter, Instagram, and LinkedIn to
promote products or services, engage with the audience, and build brand awareness.
4. Email Marketing: Sending targeted emails to a list of subscribers or potential customers to promote products,
share updates, and nurture leads.
5. Pay-Per-Click (PPC) Advertising: Running paid advertising campaigns on platforms like Google Ads and Bing
Ads, where advertisers pay a fee each time their ad is clicked. This is often used for search engine advertising
and display advertising.
6. Affiliate Marketing: Partnering with other businesses or individuals (affiliates) to promote your products or services
in exchange for a commission on sales generated through their marketing efforts.
7. Influencer Marketing: Collaborating with influencers or individuals with a significant online following to promote
products or services to their audience.
8. Online Public Relations (PR): Managing and optimizing your online reputation through various tactics, including
press releases, online reviews, and social media management.
9. Content Syndication: Distributing your content on various platforms, websites, and social media channels to reach
a broader audience.
10. Video Marketing: Creating and sharing videos to engage and inform your audience. Platforms like YouTube are
often used for video marketing.
11. Mobile Marketing: Targeting and engaging users on mobile devices through mobile apps, SMS marketing, or
responsive websites.
12. Analytics and Data Analysis: Collecting and analyzing data from various digital marketing efforts to measure
performance, make informed decisions, and optimize strategies.
Digital marketing offers several advantages, such as precise targeting, real-time tracking, cost-effectiveness, and the
ability to reach a global audience. As technology continues to evolve, digital marketing strategies and tools also evolve to
keep up with changing consumer behaviors and preferences. Successful digital marketing requires a deep understanding
of your target audience, a strategic approach, and the ability to adapt to a constantly changing digital landscape.

Utilizing paid media is an essential component of many marketing and advertising strategies. Paid media refers to any
form of advertising or marketing for which you pay to promote your content, products, or services. It can be an effective
way to reach a wider audience, increase brand visibility, and drive specific actions, such as website visits, conversions, or
lead generation. Here are some key aspects to consider when utilizing paid media:

Understand Your Goals: Before diving into paid media, define your marketing objectives. Are you aiming to increase
brand awareness, drive website traffic, generate leads, boost sales, or achieve some other goal? Understanding your
goals will help you choose the right paid media channels and strategies.

1. Choose the Right Platforms: There are various paid media channels available, including social media advertising
(e.g., Facebook Ads, Instagram Ads), search engine advertising (e.g., Google Ads), display advertising (banner
ads), email marketing (sponsored emails), and more. Select the platforms that align with your target audience and
goals.
2. Audience Targeting: Paid media allows for precise audience targeting. Use demographic, geographic, behavioral,
and interest-based criteria to reach the most relevant audience for your campaign. The more accurately you
target, the more cost-effective your campaigns can be.
3. Budget Allocation: Determine your advertising budget based on your goals, available resources, and the
competitiveness of your industry. Be prepared to adjust your budget as you monitor the performance of your
campaigns.
4. Ad Creatives: Create compelling and visually appealing ad creatives that resonate with your target audience. Use
high-quality images, persuasive copy, and clear calls to action (CTAs) to encourage user engagement.
5. A/B Testing: Continuously test different ad variations to identify what works best. Experiment with ad copy,
visuals, headlines, and CTAs to optimize your campaigns for better results.
6. Tracking and Analytics: Implement tracking tools (e.g., Google Analytics, Facebook Pixel) to monitor the
performance of your paid media campaigns. Measure key performance indicators (KPIs) such as click-through
rates (CTR), conversion rates, return on ad spend (ROAS), and more. Use these insights to refine your strategies.
7. Ad Scheduling: Depending on your target audience's behavior, consider scheduling your ads to display at optimal
times and days for higher engagement.
8. Ad Quality Score: For platforms like Google Ads, pay attention to your ad quality score. A higher quality score can
lead to lower costs and better ad placement.
9. Ad Compliance: Ensure that your ads comply with the advertising policies and guidelines of the platforms you use
to avoid potential issues or account suspensions.
10. Remarketing: Implement remarketing campaigns to re-engage users who have previously interacted with your
brand but didn't convert.
11. Monitoring and Optimization: Regularly review your campaign performance and make adjustments as needed.
Optimization is an ongoing process to improve ROI and achieve your goals.

Paid media can be a valuable part of your overall marketing mix when used strategically. However, it's essential to
continuously refine your approach based on data-driven insights to maximize your ROI and achieve your marketing
objectives.

CHAPTER 3

DISCOVERING YOUR BUSINESS MODEL AND BRAND

Separating Your Business Model from Your Brand

This section starts by defining two important concepts: business model and brand. After looking at the meaning of each of
these concepts, you'll find it easier to effectively address each one.

Your business model: Your business model describes how you make money. This concept is inward facing, meaning
that you look inside your company to see what drives your revenue. You consider operations, suppliers, and all the things
that go into delivering a sound product.

Your brand: Your brand is what your company means to your customers. Regardless of how you make your money your
brand is defined by the connections it makes in the minds of your customers. You take into account things like customer
data, retention, and buying habits to determine what your brand stands for you can declare what your brand means to
your customers, but you can't make them believe it. They tell you on social media, this message is amplified a hundred-
fold.

A digital marketing plan that works well will have a considerable impact on the development of your business. At every
step it will guide you and tell you what you should be doing in that moment and also bear in mind that thanks to this
process you will be able to achieve fixed objectives.

In other words, in the digital world nowadays we have to coexist with brands so developing a good digital marketing plan
is essential. Among other things, it allows you to:

Connect with clients.

Convey your messages to achieve the best results.

However, if you thought that all of your digital work would be solved by creating a website then you are wrong. This is the
absolute bare minimum of what is needed when thinking about your digital marketing plan. You will also have to plan in
detail social network strategies, responsive designs for each channel, email marketing actions and the generation of
landing pages that are specific to your digital ad campaigns.

In the event that you aren’t exploiting your digital marketing plan to the fullest, you will lose the following attributes and
advantages:

You won’t achieve good positioning and you won’t be seen as competition.

A digital marketing plan will make it much easier to get to know your target and, above all, find them through multiple
channels wherever they are. Otherwise, you will only have a general overview of each audience and this won´t allow you
to develop good campaigns.

You will waste time and resources. A digital marketing plan is clear, concise and direct. It is the best way to organize your
strategies.

As a result of not having well defined objectives and their development, you won’t be able to measure the results of each
action.

How do you create the perfect digital marketing plan?

Email marketing is one of the most important areas for any business, and if you deal in e-commerce or have an important
online presence, putting these different strategies into practice will give you an incredible boost.

1. Define your business, your niche, your brand and what you offer

Even though this step is obvious, it’s important to remember how important it is when building a digital marketing
plan. You can’t define the direction you want to go without first reviewing what you have done. If you don’t know where
you are, you won’t be able to start from the right place.

Thus, you should take note of the following:

Your business model. Where are you right now? There are a number of business models that you could be B2C, B2B or
B2B2C. From the beginning you must have a clear business model for your company and know where to aim your focus.
You could be creating digital products, doing e-commerce; maybe you want to do affiliated marketing, working with
apps…

Determine what your niche market is. Although this is the next step of a digital marketing plan, from the first moment it is
important to define exactly who you want to target so you can start focusing on your strategy.

You can forget the brand. You can’t move forward if you don’t clearly identify the characteristics of your own brand.

Your pitch. What differentiates you from the competition? Taking in to account the needs of your target and your
techniques on how to resolve them, what do you have that others don’t?

All of these aspects come before the creation of a digital marketing plan and without a clear idea of what your business
model is it will be impossible to start the right way. In order to make sure, you can take advantage of tools like Business
Model Canvas, shown in the image above.

2. Study your market and your competition

One of the most common errors made when developing a good digital marketing plan is focusing on your market and
leaving the other side to the competition. Keep in mind that competitors are always part of the market. They influence and
determine on many occasions the success or failure of your strategies so you can´t forget them.

While it’s true that, the better you know your market, the more you will understand your target, where as the better you
know the competition the more tools you will have at your disposal to highlight and impact your target audience.

Therefore it is recommended that you make an exhaustive study on the behavior of your potential clients as well as
everything that relates to your business model and then do an analysis of your digital competence by following these
steps:

Look at your competitors.

Make a ranking using the infographic tools that we have shown you previously.

Review their activity on social networks.

Investigate in order to understand what they offer.

Keep an eye on their prices.

Analyze what their strategies for attracting new clients are and how they build loyalty.
With all of this information on the table you will be able to get the best out of your strengths and weaknesses. If you
understand who you should be targeting, why you are targeting them, through which media you are going to target them
and which strategies you are going to use your campaigns stand a much better chance of success.

3. Have clear objectives

You should have a detailed plan of what you want to do, understand who it is directed at and know how you are going to
achieve it. Therefore you should pay attention to strategies that are better suited to your goals.

Finally, if you have arrived at this third step of your digital marketing plan its because you have a clear business model,
your niche market, you will have a digital competence analysis, and probably some other ideas of what you want to do
floating around your head as well.

Consider short and long term goals. Of course, make sure that the goals are realistic and achievable. Keep in mind that all
of this organization is building a road map to success and regardless of whether you want to sell more or rely on your
customers all of your objectives must be Smart i.e.:

Specific

Measurable

Attainable

Realistic

Within time limits

4. You have all of the information, create a unique sales proposition.

Review all of the information that has been collected. What do you think your brand doesn’t have? What goals do you
want to achieve? How can you take advantage of your strengths to stand out from the competition and meet those needs?

It may be more difficult to find out what makes you different from the competition rather than defining what the competition
has that you don`t. But then again, nobody said it was going to be easy. Pay particular attention to this point, if you
manage to put together a unique value proposition, half the battle is already won.

5. Strategies and traffic sources

One of the cornerstones of your digital marketing plan will be to decide what traffic sources you are going to use. As you
already know, there are various support tools out there to help build complete strategies that compliment your work and
duplicate results.

This step is decisive and you must take it without leaving any loose ends. Keep in mind that you can use different models
depending on the channels you want to use and the approach you wish to take with your strategy:

Single-channel

Multi-Channel

Cross-Channel

Omni-Channel.

Actually, everything will help you. But, it is highly recommended that you keep an eye on all of the websites the user visits,
as it is essential that you be on them. Therefore, betting on cross-channel marketing would be the best option for visibility
throughout all of the channels, hence the importance of having digital marketing platforms that allow you to work on all of
those channels from one place.

6. Don’t forget content marketing

The audience creates the brands, and the content is what generates the audience. Therefore it is a factor that must be in
constant growth, evolution and development.

Furthermore, in the digital world the main asset shared through all of the communication channels is information. So much
so that the majority of brands with an online presence are giving more and more importance to content marketing.

On the Internet the main asset that is shared is information. Everyday more and more people and businesses are
choosing content marketing strategy as an important part of developing their business. This will not only allow you to
position yourself but also build loyalty and help you to go viral.

7. Defining tactics

Tactics are concrete actions that are going to be made when launching the strategy and achieving the objectives. For
example, If one of the goals is to increase online sales by 20% in 2017 and by doing that, you want to improve the
experience of the user on your website, a good tactic would be to run A/B Tests on you landing pages to determine which
elements help you to convert the most.

That’s why it is vital to know what options you count on:

Combining SEO with social networks strategies.

Use email marketing to recover abandoned shopping carts.

ON-OFF relations.

SEM, marketing on search engines.

Geo-localized content

8. Actions and Timing

This is the moment to give form to your ideas and think about developing the actions to achieve your objectives. To do
that, it is fundamental to fix a schedule in order to know when to do this and organize yourself better.

This is one of the keys that will define the success or failure of a marketing plan and yet a lot of brands don´t pay enough
attention to it. The same action could quickly go viral at a specific time of the year and be dismissed out of hand before or
after a few months.

That’s why it is important to keep in mind the right dates to launch each tactic of your digital marketing plan.

9. Measure, Measure, Measure

Obviously no digital marketing plan is complete without measuring the results. In fact, you could say that this isn’t the
strategy`s last step but the first.

It will be the element that tells you what results you are obtaining, what has improved and what you can change if its not
working. You only have to decide which KPI’s will measure your objectives and start working on them.

REFERENCESS:

Chaffey, Dave. (2020). Digital Marketing ePub Book. Pearson E-Book / Mind Mover

Chaffey, Dave & Smith PR. (2018). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing.
Routledge

Dahl, Stephen. (2018). Social Marketing: Theories & Applications. SAGE Publishing

Diamong, Stephanie. (2019). Digital Marketing: All-in-One. John & Wiley Sons, Inc.

Deiss, Ryan and Henneberry, Russ. (2017). Digital Marketing for Dummies. John & Wiley Sons, Inc.

Social Media Marketing. 2020. 3G E-Learning Smart Library

Social Media and Ourselves. 2020. 3G E-Learning Smart Library

e-Commerce. 2020. 3G E-Learning Smart Library

Prepared By:

Mr. Romeo Y. De Guzman, Jr., MBA

Faculty

Date: September 2, 2023