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Digital Marketing Framework part2

The document outlines the evaluation of digital marketing performance across various channels, including website, email, and social media. It introduces free SEO tools and emphasizes the importance of analyzing customer segments and defining a strong customer value proposition (CVP). Additionally, it presents a marketing strategy canvas model for structured planning and communication of marketing strategies.

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truonghuynhgialinh75
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13 views

Digital Marketing Framework part2

The document outlines the evaluation of digital marketing performance across various channels, including website, email, and social media. It introduces free SEO tools and emphasizes the importance of analyzing customer segments and defining a strong customer value proposition (CVP). Additionally, it presents a marketing strategy canvas model for structured planning and communication of marketing strategies.

Uploaded by

truonghuynhgialinh75
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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EVALUATE DIGITAL MARKETING

performance
EVALUATE DIGITAL MARKETING PERFORMANCE

Analyse the presence at different digital marketing channels

• Website
• Emailing
• Social networking
• Ad
FREE SEO TOOLS

• Google Search Console: Website performance insights.


• Google Analytics: Website traffic and user behavior.
• Google PageSpeed Insights: Website speed analysis.
• Google Keyword Planner: Keyword Ideas.
• Ahrefs Webmaster Tools: Backlink and site audit information.
• SEOquake: On page SEO analysis plugin.
IN-CLASS ACTIVITY

• Activity to be developed in groups of 3 or 4 persons


• Each member of the group on their computer or other
device, enters the address:

https://pagespeed.web.dev

• Each member of the group enters the address of the


brand's website they wish to analyse on their computer or
other device (preferably brands competing with each
other)
• Compare the data obtained
CONSUMERS
SEGMENTS ANALYZE

CURRENT CUSTOMERS INTERMEDIARIES,


AND POTENTIAL INFLUENCERS, AND
CUSTOMERS ONLINE PARTNERS

• Who are the customers? • Influencers


• What is their level of loyalty? • Third-party blogs
• Which channels are used to • Affiliate Marketing
interact with the company? • Comparison sites
• Analyze the customer portfolio • Review sites
(needs, wants, etc.)
• Classify the customers
• Satisfaction surveys

More details in the next ppt


DEFINE ONLINE CUSTOMER VALUE PROPOSITION
CUSTOMER VALUE PROPOSITION (CVP)

• A concise statement that clearly communicates the product or service benefits a company
promises to deliver to its target customers.
• Highlights what makes the product attractive to the ideal customer.
• Explains why a product or service is the best choice for a particular target customer.
• Forms the core of all marketing messages.
CUSTOMER VALUE PROPOSITION (CVP)

• Key parts of a customer value proposition include a headline, short explanation, bullet points and
visual components.
Key Elements and Components of a Strong CVP

Identify the Problem/Need: Pinpoint the specific issue or need faced by your target audience.
Explain the Solution: Describe how your product or service addresses this problem.
Highlight and Communicate Benefits/Differences:

• Emotional Value: The feelings or satisfaction derived from your product Example: Enjoy premium coffee and convenience.
• Economic Value: Financial advantages or cost savings. Example: Save money by avoiding coffee shop visits.
• Symbolic Value: The status or image associated with your product. Example: Enhance your daily routine with premium coffee.
• Functional Value: Practical benefits and features. Example: Reliable and fast delivery.
• Unique Features: Aspects that set your offering apart. Example: “Right or free” guarantee and quick delivery.
• Service Advantages: Additional services like guarantees or warranties. Example: Guaranteed delivery within 10 minutes.

Relevance: showcase how your product applies to their life, business or needs.
DIGITAL STRATEGY GLOBAL VIEW
MARKETING STRATEGY CANVAS MODEL

• A template used to outline and plan


marketing strategies. It typically includes
sections for target audience, marketing
objectives, key messages, channels, tactics,
and metrics.

• Purpose: Provides a structured way to plan


and communicate marketing strategies.

• Different than a Business Model Canvas


THANK YOU

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