Digital Marketing Notes

E-commerce 改變商業模式
first one: a CD in 1994

E-commerce purchases
 physical products
 digital products
 services: appointment
 software
Digital marketing is the practice of reaching consumers online through
digital channels with the aim of turning them into customers.
Digital channels: websites, emails, search engine, social media flatforms
pros (vs traditional)

1. cost-effective
2. reach more people (vs tradition: radio newspaper)
3. faster results (allow take action increase the purchases)
4. build relationships with customers (e.g. emails)
Jobs match
writing – emails
visual- image assets or website layouts
organization – managing an e-commerce store
number – pricing strategies, analyzing data to spot trends and customer
engagement
What they do on a daily basis

 audience research
 planning
 creating or publishing content
 updating product description
 analyzing data
Why? - reaching and engaging potential customers online, building
trust, demonstrating value, driving sales, or creating a great customer
experience.
Transfer skills: curiosity, an analytical mindset, and storytelling

1. curiosity
People who are curious ask questions, seek out answers, and try new
thing. This industry is being curious about people-what they want, what
they think, what motivates them to take action
industry change quickly
2. analytical mindset
collect information to spot pattern, uncover trends, and solve problems
e.g. solving puzzles,
3. data storytelling
data – diagram
connect with customers and set apart with the competition
4. creativity
get customers’ attention in a creative way
5. open-minded 6. track my passion – e.g. IG
Comparison of core skills in different roles

J
obs in E-commerce
communicate what why when to cross-functional team (internal) defined
target audiences (external)
“I realized if she could do it, so can I. I went home that exact same day,
and I started researching a career in marketing.”
“You can change the direction of your life, but it all starts with one
decision.”
Module 2
1. To help business thrive and grow: make a potential customer into a
regular one
A successful digital marketing effort guides all of the company's customer
interactions. It allows companies to think strategically about how to reach customers
through digital channels before, during, and after a purchase.
2. learn about your “audience”

why? stop waste money and time in campaigns
how? create tailored content, set meaningful goals
improve their video, social and email campaigns
built awareness, trust, and loyalty
3. How does digital marketing work

Digital marketing is more than running ads to drive sales. It's a set of
practices that can affect a company's customer interactions at all levels
and during every stage of the purchase journey. By learning about their
customers, digital marketing teams can reach their target audience in a
crowded online marketplace and nurture customer relationships over
time.
develop sustainable customer loyalty programs

A well-planned digital marketing strategy builds awareness, trust, and
loyalty.
4. pros and cons about digital marketing (over traditional marketing)
Reduces wasteful spending if towards omnichannel marketing,
the cost might add up quickly
Adapts to new technologies difficult to track where sales come
from – rely on analytics tools
Reaches target audiences with too many competitors
more precision
omnichannel marketing 全通路行銷
quality, not quantity of content
4. We have to remember that we're representing and we're trying to reach

a diverse customer pool, so our teams also have to be diverse. (My unique
selling points) to reflect society
Inclusive marketing 包容性行銷 (https://all-in.withgoogle.com/)

seeks to represent a variety of perspectives, particularly those that have
been marginalized in the past
If a company focuses its marketing exclusively on a specific age group,
gender, ethnicity, or other identity traits, they’re likely missing out on
reaching potential customer. By approaching marketing decisions with a
focus on inclusion, a company can positively and authentically market to
the diversity that exists in their audience, and the world.
e.g. Race, Socioeconomic status, Age, Ability, Gender, Sexual
orientation, Religion, Geographic location, Culture, Political perspective,
Military status, Languages spoken
audience’s demographics
5. Whether you’re developing marketing goals, researching your target

audience, planning a marketing campaign, or analyzing data, keep in
mind the principles of inclusive marketing. Maintaining a broader
perspective of your audience will help you establish a deeper connection
with your customers.
Questions to be inclusive marketing:
Am I representing a group in a way that can be harmful to them?
Who am I trying to reach, and are they represented in this piece of work?
Who's missing? Who is not in the room?
3
Those are: military conflict, obscenity, drugs, tobacco, adult content,
arms, crime, death/injury, online piracy, hate speech, terrorism, spam, and
fake news
Some strategies marketers take to maintain brand safety are:
 Buy ad space directly from reputable publishers. This will ensure
your ads aren’t placed where you don’t want them.
Note: doing this may mean you miss out on potential sales since you’re limiting yourself
to certain customers
 Use image recognition. This will identify images that deem content
unsafe for your brand.
 Select keywords to avoid. Publishers will allow you to choose
keywords to avoid, so you can include those when you submit your
content.
 Apply geotargeting. This means making sure you know which
regions your ads are running in, which helps you make sure you are
remaining sensitive and relevant to all your customers.
digital marketing strategy: a plan for achieving specific goals through

online channels to support and advance business objectives
1. research your audience 2. set meaningful goals
(who and what you trying to accomplish)
2. most of your budget goes to the top and middle sections to help you
reach new customers and nurture leads
You first need to research your audience and set goals that support the business
overall. Next, you review your existing media for gaps, select marketing channels and
plan the content you'll use to reach your goals. Finally, you'll create a plan to measure
and analyze results.
Media Mix: the combination of digital channels used to reach your goals
+ how you divide your budget among them
這些 activities goes to your marketing funnel

e.g. high end jewelry retailer who wants to drive a 30% increase in
revenue within three years
知道要有時間(awareness-consideration) 因此對症下藥加強 awareness
Paid, owned, earned media

Search engine optimization (SEO) is a set of practices designed to
increase the quantity and quality of traffic to a website.
Customer personas (profiles of your customers) - a group of similar

people in a desirable audience.
Creating customer personas can help a company figure out how to reach
people at the right time and with the right message, offer, or products
tools: Marketing automation tools like HubSpot, Xtensio, and Up Close
& Persona have persona generators built in (use 現有 surveys, interviews,
data 去問問題分析 – Questions based your business goals)
 help a company figure out how to reach people at the right time and
with the right message, offer, or products
 allow you to focus your time and energy on prospective leads that
may actually turn into customers
 can be created manually or using automated tools
Business goals- desired aims, achievements, or outcomes for a business

big, long-term, and have the potential to affect an entire company
常見的 goals: increasing profits, gaining new customers, improving customer service,
raising productivity, or launching new products or services
Marketing goals- be smaller, more targeted, and related to marketing

activities, to support a business's larger aims
常見的 goals ： raising brand awareness, increasing web traffic, generating
new leads, and driving sales or conversions
How to connect? goals be specific and measurable

e.g. Grow our number of active customers by 25% over the next two
years by adding five frequently-requested features to our software
increase our lead generation by 40% in the next year by running upper-
funnel ads that highlight our new features and increasing our mid-funnel
budget by 20%
lead- someone who is already interested in a company
Well-defined goals are important at all levels of a business. Business

goals are long-term aims that can impact a company at all levels.
Marketing goals are specific to marketing efforts, but should always
contribute to business-wide aims
SMART considerations
To make sure your goals are SMART, consider the following factors:
 Specific: What do you want to accomplish?
 Measurable: What are the success metrics that will determine
whether the objective has been met?
 Attainable: Is this a realistic goal that you think you can meet?
 Relevant: Is this specific marketing goal aligned with your
company’s overall objectives?
 Time-bound: What is a realistic time frame that this goal can be met
within?
Data storytelling has three main components: data, a compelling
narrative, and clear visualizations.
The three-part data story structure:
Context, Complication(the reason the situation requires action),
Resolution
attribution - determine which content and channels are responsible for
generating leads, conversions, or sign-ups. Attribution allows businesses
to use reporting data to find out which of their marketing and sales efforts
are the most successful.
Data-driven attribution uses statistics to determine which touchpoint
leads to conversions. It measures customer engagement with marketing
content across channels to understand what is motivating them to take
action. It assigns credit to each touchpoint based on statistics like which
ads or keywords most often lead to conversions.
CLV - a metric that indicates the total revenue a business can reasonably
expect from a single customer account throughout the business
relationship
: A higher CLV often means a company can justify spending more on
customer acquisition because they expect to earn more from each
customer over time.
performance marketing - It's the process of using concrete information
about customer behaviors to plan and refine marketing and sales
strategies.

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E-commerce 改變商業模式

first one: a CD in 1994

Digital channels: websites, emails, search engine, social media flatforms

pros (vs traditional)

What they do on a daily basis

Transfer skills: curiosity, an analytical mindset, and storytelling

Comparison of core skills in different roles

interactions. It allows companies to think strategically about how to reach customers

through digital channels before, during, and after a purchase.

2. learn about your “audience”

3. How does digital marketing work

develop sustainable customer loyalty programs

4. We have to remember that we're representing and we're trying to reach

Inclusive marketing 包容性行銷 (https://all-in.withgoogle.com/)

5. Whether you’re developing marketing goals, researching your target

digital marketing strategy: a plan for achieving specific goals through

and analyze results.

這些 activities goes to your marketing funnel

Paid, owned, earned media

Customer personas (profiles of your customers) - a group of similar

Business goals- desired aims, achievements, or outcomes for a business

Marketing goals- be smaller, more targeted, and related to marketing

How to connect? goals be specific and measurable

lead- someone who is already interested in a company

Well-defined goals are important at all levels of a business. Business

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