Introduction to Digital Marketing Part2
Introduction to Digital Marketing Part2
digital marketing?
The Digital Marketing mix ‘7D’
• Meet needs: Provide a product or service that meets the needs of the user
• Be simple: Make the product or service easy to use and understand
• Be accessible: Make the product or service accessible to people of all abilities
• Be credible: Make the product or service trustworthy
• Be enjoyable: Make the product or service enjoyable to use
Scenario: User Experience
Scenario: A student tries to sign up for a university course online, but the registration form is
confusing and requires them to enter the same information multiple times.
Scenario: A user opens a food delivery app and immediately sees personalized recommendations
based on their past orders and dietary preferences.
• Answer: Good UX. The app is anticipating the user’s needs and providing a relevant
experience.
Importance of User
Experience
Customer Satisfaction and Loyalty
Competitive Advantage
Question
• What is the biggest concern for online users when using online?
Digital marketing regulation - GDPR
• GDPR is a legal framework for keeping everyone's personal data safe by requiring companies to
have safe processes for handling and storing personal information
• Organisations can only contact consumers if they have explicitly given consent
• The law allows users to request their personal data be deleted, edited, or transferred.
• Organizations must provide transparent information about how they handle users’ personal data
Target
Audience
Target Audience
• A target audience is a specific group of people that a product, service, or marketing message
is designed to reach.
• It’s about identifying who is most likely to be interested in what you’re offering.
• Demographics
• Psychographics
• Behavior
Quiz
Which of the following is an example of a demographic characteristic?
a) Hobbies
b) Values
c) Age
d) Lifestyle
a) Income
b) Location
c) Interests
d) Gender
Trends &
Perspectives
Trends and perspectives
• European prefer website whereas
African use apps
Choose a search word you find interesting. Go to Google trends (you´ll find it easily by search) or
inLinks.com - Take 5-10 minutes for getting acquainted with the platform.
• Fill in your word (Note: It must have enough volume to exist in G.T.)
• Find trends on the search word and the larger topic
• their development across time
Which might be the reasons for this development and variations over time? Possible indications?
Marketing
Strategies
Inbound - Outbound
Characteristics:
• Interruptive: Often disrupts the audience's activities (e.g., TV commercials, cold calls).
• One-way communication: The message flows from the company to the consumer.
• Broad targeting: Aims to reach a large audience, which may include many uninterested
individuals.
• Often higher upfront costs
Examples?
Inbound - Outbound
Pull Marketing – Inbound Marketing
Characteristics:
• Permission-based: Relies on customers actively seeking information.
• Two-way communication: Encourages interaction and engagement.
• Targeted approach: Focuses on reaching specific buyer personas.
• Emphasis on long-term results.
Examples?
Quiz Time
PESO
Model
PESO model
Note:
• Paid media is often directed to big masses to create awareness (any form of advertising a business pays for - sponsored posts on social media (e.g. an ad that keeps popping up on
your Facebook feed about a product or a service, website display ads (think of all the banners you will see on various websites, paid search ads (depends on the bidding strategy,
but most are PPC "paid-per-click"; if you type "best fertilizers for potatoes" and click on the first ad link that pops in your Google search, that's it)
• Owned media reaches people who already have had a contact with the business (website, blog, social media channels, email lists etc.)
• ‘Earned media’ is essentially based on fans who deliberately talk for a business and its products (reviews, social media shares etc.)
• Shared media refers to any content that your customers or followers share on social media (user-generated content, shares, comments, reposts)
Owned media, example
Paid media, example
Earned media, example
Shared media, example
In-Class Activity
Choose a famous brand you want to inspect.
Analyze their media. Which of this media are owned? Paid? Earned or shared? Make an infographic
(visualize with images/links found in internet.
Sources