Module 1-

Introduction & Basics of

Digital Marketing
 INTRODUCTION TO
DIGITAL M AR K E T I NG ?

• Philip Kotler defines digital marketing as ‘a form of direct marketing

which links consumers with sellers electronically using interactive
technologies like emails, websites, online forums and newsgroups,
interactive television, mobile communications, etc.’
• Referred e- marketing/Internet marketing earlier
• Involves getting closer to customers, adding value to products,
widening distribution channels, boosting sales by running digital
marketing campaigns using digital media channels like search
marketing, online advertising, affiliate marketing ,generating leads
through a website and managing after sales service
• E commerce – incl primarily selling online or ability to transact
online
Achieving marketing objectives by applying digital
technologies and media
T RA D I T I O N A L M A R K E T I N G VS DIGITAL
MARKETING
 P-O-E-M F RA M E W O R K

Paid media
Media in which there is an investment to pay for visitors/reach/conversions through
search, display or affiliate advt. for eg Sponsored advertisements in search engines,
websites, Facebook, Linkedin and Twitter.Traditional media
Owned media
Media owned by brand. Company’s official website, microsite, social media pages such as
Facebook page, Linkedin page,Youtube channel and Twitter handle. Offline incl. brochures,
retail stores Mobile apps or blogs
Earned media
Publicity that is generated through recommendations and word
of mouth Done by targeting influencers ,stimulations through
social/viral media
Social media engagement such as likes, shares, comments, replies, retweets, favorites etc.
partners like influencers, bloggers, customer advocates play a role
KEY DIGITAL M A R K E T I N G
ACTIVITIES

Activities that require planning,

management and optimization
for online marketing to be
competitive and maximize RO I.
C H A RAC T E R I S T I C S OF DIGITAL
MARKETING

Two-way • Consumers seek a brand- for eg pre purchase search

C ommunicat online before buying
• Consumers co create the content- user stories
ion /testimonials

• Marketers- precisely tgt using age, location, gender, income

,interest, behavior, lookalike, remarketing etc
Targeting of • Use algorithms and technology for targeting
O NE • Personalised and interactive – use of cookies,
recommendations

• Low entry barrier due to minimum costs

Level playing • Not restricted to big business, even small and medium
businesses can leverage it
field
C H A RAC T E R I S T I C S OF DIGITAL
MARKETING

Measurabili • Enables calculation of ROI to measure

performance
ty • For eg- how many ppl clicked, stayed
on site, interacted , bought a
product
• Enables marketers to do both push and
Push and pull
• Banner advt on a site- push marketing ,
Pull “search”- a pull method

• Instant feedback for a campaign

Real • Enables modification, optimization,
improvisation – leading to better RO I
time
 THE 5S – DIGITAL M A R K E T I N G OBJECTIVES

Benefit of How it Exampl

digital is es
marketing deliver Achieve 10% of sales
Sell – Grow ed online
sales Through giving customers extra
Through wider Increase conversion
Serve – Add benefits online
distribution, or inform
promotion, rate by 5%
value product development through
sales
online dialogue and feedback.
Grow email coverage to
Speak – Get By tracking them, asking them 50% of current
closer to questions, creating a dialogue, customer database
customers learning about them.
Generate 10% more
Save – Save Through online email communications, sales for same
costs sales and service transactions to communications budget
reduce staff, print and postage costs.
Sizzle – Extend Add two new significant
the brand online Through providing a new proposition enhancements to the
and new experience online while at customer online
the same time appearing familiar. experience
 C all to Action (C TA),
promotes multichannel
selling

SELL : using leads

generated
SERVE- Add
value

SAVE: Drives
awareness, Key user tasks
reduces thebrochures
expensive need – customer
for thro concerns SPEAK
direct mail

SIZZLE :Testimoni
als,
KEY DIGITAL M E D I A C H A N N E L S – USED FOR
C O M M U N I C AT I O N

• Placing messages on SE– click to website---on

typing a specific keyword
SE • Using SEO/PPC
• Used for targeting at the moment of intent
M

• content distribution, influencer outreach to increase

awareness of the brand– attract visitors– generate
O nline backlinks– improves SEO
PR •Maximise favorable mentions of companies/brands on
media sites, networks,blogs visited by the TA

• creating/managing long term arrangements to

promote on third party sites
Online • includes link building, online sponsorship, co
partnerships branding , affiliate marketing
KEY DIGITAL M E D I A C H A N N E L S – USED FOR
C O M M U N I C AT I O N

• Use of online display ads , rich

Interactive media ads, banner ads to
advt generate awareness and
clickthrough to the target site

O pt in • use of email marketing for

email acquisition to get awareness or
generate a direct response
to get leads
Social • helps to amplify a message
media through sharing of social networks,
channels viral marketing or W O M
Social monitoring looks at specific brand mentions and sends alerts whenever your
brand is mentioned online. It is sometimes referred to as brand monitoring.

Social listening, on the other hand, gives you a complete overview of all online
conversations related to your brand, products, industry, and competitors. This
holistic approach provides valuable insights that can help you make strategic
decisions about your marketing and social media strategy.

Social listening- https://blog.hootsuite.com/social-listening-business/

U S I N G THE RACE P L A N N I N G F RA M E W O R K TO L IN K
BUSINESS OBJECTIVES TO DIGITAL M A R K E T I N G
TACTICS

2. Reach- building
awareness of brand 3. Act : Persuade
1. Plan – working on websites/offline site
on STP,OVP to media to build traffic by visitors/prospects to
achieve goals driving visits to take the next step
owned/paid/earned of decision
journey
media

5. Engage- build
4. C onvert – a deep customer
visitor commits
relationships to
to form a
relationship which achieve retention
will goals . Use
generate value advocacy ,recos or
WOM
( sales)
for
engagement
Digital Marketing Strategy
Strategic significance of the digital channels relative to other communications channels
that are used to communicate directly with customers at different customer touchpoints.
E.g.: Some organizations, such as low-cost airlines, use virtual channels, such as
websites and email marketing, for delivering services and communicating with
customers, whereas others may follow a strategy that uses a mix of digital and offline
channels – for example, retailers which use face-to-face, telephone, mobile, direct mail
communications and the web.
Customer touchpoints

Communications channels with which companies interact directly with prospects

and customers. Traditional touchpoints include face-to-face (in-store or with
sales representatives), phone and mail. Digital touchpoints include web services,
email and, potentially, mobile phone.

Multichannel marketing strategy: Defines how different marketing channels should

integrate and
support each other in terms of their proposition development and communications
based on their relative merits for the customer and the company.
https://www.nexcess.net/blog/channel-strategy/
Marketing Communication using
digital media channels
 Key Challenges to Digital
•
Communication
Complexity- Personalization, testing, and dynamic variation in ads through time –configuring the
campaign although the search engines provide defaults to enable easy setup. This requires specialist
expertise either in-house or at an agency to manage the campaign.
• Responding to competitors- Automated tools known as bid management tools can assist with this – they
will automatically check amounts competitors are paying and then adjust them according to pre-defined
rules.
• Responding to changes in technology and marketing platforms- Google and the other ad- serving
companies innovate to offer better capabilities for their customers. This means that staff managing
campaigns need training to keep up-to-date. Google offers ‘Ads Qualified Professionals’ so that
companies can be certain of a minimum skills level.
• Cost- Although costs can be readily controlled, in competitive categories the costs can be high, exceeding
€10 per click.
• Attention- While online paid search ads are highly targeted and there is arguably little wastage, not
everyone will view paid adverts, indeed there is a phenomenon known as ‘banner blindness’ where web
users ignore online ads (more details In continue). Engaging with the audience with advertising is also a
problem in social networks and other publisher sites, which can lead to a very low rate of people clicking
on ads.
 Digital business models have 4 characteristics

1. The value is created using digital technologies

When the value proposition of the offered service is (solely) based on digital technologies, then we have one big indicator for a digital business
model. Amazon, Alibaba, Facebook, Google, etc. wouldn’t be possible without the use of the Internet.

2. Digital business models are new to the market

One of the best examples is the difference between digital offerings and digital business models. When you are reading your energy consumption via
an app, then it is a digital offering of your electricity provider. When you order transportation via an app that matches your request with a driver,
then this is a digital business model.

3. Digital customer acquisition and distribution

To become a customer and to use a service you need to use digital channels. Digital business models are sometimes solely based on digital channels.
This is especially important for business models that rely on early onboarding (Freemium Model) or on marketplaces (e.g. Amazon puts
advertisements when you search online).

4. USP is created digitally

When the customer is willing to pay for your services and offerings which are created online, then there is a strong indicator of a digital business
model as the customer value can be created digitally and also monetized.
Recap - Internet : the disruptive
game!
• Significantly reducing the cost of many transactions
necessary to produce and distribute goods and
services;
• Increasing management efficiency, especially by Revenue
enabling firms to manage their supply chains more generation
effectively and communicate more easily both
within the firm and with customers and partners;
• Increasing competition, making prices more
transparent, and broadening markets for buyers
and sellers;
architectur
Benefit
e
• Increasing the effectiveness of marketing and
pricing;
• Increasing consumer choice, convenience and
satisfaction in a variety of ways.
WE ARE CHANGING …

Media
Product Influence
consumpti
on selection rs
THEY ARE CHANGING

Supermarket Control
New value Affiliate
s become mechanis
banks networks links
m
A Marketplace map summarises the main audience types,
competitors for traffic and traffic flows between them.
OLD MODELS BEING REPLACED…
THE NEW DISRUPTIVE GAME:
COMPETITION
• The rivalry is heating up because entry and exit
barriers are going down due to the comparative low-
cost of digital business models, and in many cases new
entrants do not even need to own physical assets or
infrastructure. In particular, the “platform” model is
seeing considerable success in the marketplace by
simply connecting stakeholders and applying a set of
peripheral services to enhance the customer
experience.
• They’re leveraging the familiar social, mobile,
analytics and cloud technologies, but are often adding
in personas and context, intelligent automation, the
Internet of Things, and cybersecurity to further
enhance the value proposition of their platform.
THE NEW DISRUPTIVE GAME-The threat of substitutes

• Digital services wrapped around a physical product

are another example and can range from one extreme
such as the industrial Internet to another such as
home automation technologies or personal fitness
products.
• The threat of substitutes is high since switching costs
are low and buyers wanting to substitute is high. For
example, Uber have changed the taxi services
industry. Customers can easily switch from traditional
cars or public transportation to this “new” type of
model by installing an app on their smartphones.

• CUREFIT vs. REGULAR GYMMING

THE NEW DISRUPTIVE GAME The bargaining power of buyers

• Customers and consumers have amassed

far more bargaining power today due to
instant access to information, insights
from social media including access to
reviews and feedback, low switching
costs via digital channels, price
sensitivity, access to substitute products
and services with greater ease of use and
convenience, as well as increased
industry competitiveness as a result of
the other forces.
THE NEW DISRUPTIVE GAME: The bargaining power of
suppliers

• Suppliers can accelerate or slow down

the adoption of a digitally based business
model based upon how it impacts their
own situation.
THE NEW DISRUPTIVE GAME: New
entrants
• During the next few years, the technologies
associated with this wave including artificial
intelligence, cloud computing, online
interface design, the Internet of Things,
Industry 4.0, cyberwarfare, robotics, and data
analytics — will advance and amplify one
another’s impact. Products and processes will
routinely learn from their surroundings
• This is often tech giants and startups that
have envisioned and built a new business
model from the ground up, powered by
a new platform ecosystem for digital business.
ONLINE REVENUE MODELS
1. Revenue from subscription access to some content : Netflix
2. Revenue from pay per view access : Example: “a webinar on AI”
3. Revenue from display advertising(Cost per Thousand): example
banner ads
4. Revenue from CPC: google ads
5. Sponsorships : HSBC Banks sponsors the money section on
Orange portal
6. Affiliate revenue :commission based
7. Subscriber’s data access for email marketing either from publisher
or some third parties
8. Access to customers for online research: survey monkey
9. Freemium models : for a limited time period

Extra reading :
https://corbettbarr.com/online-business-revenue-models-for-lifestyle-en
trepreneurs/
ATTRIBUTION MODEL

• An attribution model is the rule, or set of rules, that determines

how credit for sales and conversions is assigned to touchpoints in
conversion paths. For example, the Last Interaction model in
Analytics assigns 100% credit to the final touchpoints (i.e., clicks)
that immediately precede sales or conversions.
• The goal of attribution is to determine which channels and
messages had the greatest impact on the decision to convert, or
take the desired next step.
• Effective attribution enables marketers to reach the right consumer,
at the right time, with the right message – leading to increased
conversions and higher marketing ROI.
How to Measure Marketing
Attribution?
• Analytics platforms like those available
through Google Analytics can provide
some marketing attribution insights. Some
of the basic attribution models include:
• First Interaction: The first ad or content a
customer interacts with gets 100% of the
credit.
• Last Interaction: The last ad or content a
customer interacts with gets 100% of the
credit.
• Last Non-Direct Click: The last content the
customer interacted with that isn’t on
your website gets 100% of the credit.
First-Interaction Attribution
Model
• Full recognition to the initial interaction or first click a customer makes before
completing a conversion.
• Consider a scenario where you operate a business specializing in eco-friendly
and sustainable clothing. A customer encounters your Google ad when searching
for eco-friendly clothing nearby, clicks on it, explores your website, and departs.
Weeks later, they rediscover your brand on Pinterest, visit your website, and
ultimately make a purchase. According to the first-interaction attribution model,
the Google ad receives full credit, representing the entire value of the initial
interaction.
• This model aids marketers in discerning the most effective channels for
introducing and generating awareness of their product or service. It is
particularly beneficial for businesses with extended sales cycles that prioritize
building enduring relationships with clients, fostering customer loyalty, and
cultivating brand advocates.
Final-Interaction Attribution
Model
• This model serves as the counterpart to the initial-touch
attribution model.
• It attributes credit to the ultimate touchpoint that a potential
customer engages with just before completing a conversion.
• Particularly useful for analyzing brief sales cycles
characterized by fewer touchpoints.
Linear Attribution Model

• Emphasizes fairness by allocating equal credit to every channel and

touchpoint engaged by the customer throughout the purchasing
process.
• In the given scenario, if a customer viewed your ad on Google,
discovered your clothing on Pinterest, encountered a display ad on
Instagram weeks later, and subsequently made a purchase, each of
these channels—Google, Pinterest, and Instagram—is attributed an
equal share of credit.
Last Non Direct Click
• This model excludes any “direct” interactions that occur immediately before a
customer completes a conversion.
• Eg: Suppose a customer first discovers your client’s website by clicking on a LinkedIn
ad or through organic post clicks in your client’s LinkedIn analytics. They then sign up
for your client’s mailing list and start receiving newsletters, clicking on various
interesting links.
• This customer remains engaged with your client’s newsletters for some time. Several
weeks later, they directly visit your client’s website and complete a conversion.
• Rather than attributing the conversion credit to direct traffic (i.e., the customer going
straight to your client’s website), the last non-click attribution model assigns this value
to the email marketing touchpoint.
• Thus, this marketing attribution model evaluates which channel prompted a customer
to directly visit your client’s website while ensuring a plague-free attribution process.
Multi-Touch Attribution Models
• Considers every touchpoint encountered during a
customer’s conversion journey, offering a
comprehensive perspective that reveals more nuanced
patterns and behaviors compared to single-touch
models.
Time Decay Attribution
• It allocates attribution credits in an incremental manner. In this
approach, each touchpoint is progressively assigned greater credit,
where the initial touchpoint receives the least credit, and the final
touchpoint garners the highest. This proves to be a valuable
method for delineating a customer’s journey to conversion.
• The underlying assumption of this model is that touchpoints in
closer proximity to the conversion exert a more significant
influence than those occurring farther away from the conversion.
• Suppose a customer engaged with your company via an
advertisement and subsequently through organic search before
making a conversion. In this attribution model, the distribution
would indicate 25% for ads and 75% for organic, with the latter
being the most recent interaction.
Position-based attribution model
• The position-based attribution model (also called U-
shaped attribution) distributes conversion credit in the
following ways:
• A customer's first touchpoint (40%) A customer's last
touchpoint before conversion (40%) Any other brand
touchpoints that happened in between the above stages
(20%)
 Assume you have a business selling products online, and a customer
makes a purchase after interacting with your marketing channels. The
customer journey looks like this:
1.Paid Search Ad (PPC)
2.Email Campaign
3.Social Media Ad
4.Direct Visit to Website
5.Conversion (Purchase)
• The total revenue from the purchase is Rs.100.
 Last-Click Attribution: First-Click Attribution:
• Credit Assignment: 100% credit • Credit Assignment: 100% credit
goes to the last touchpoint. goes to the first touchpoint.
• Credit Distribution: • Credit Distribution:
• Paid Search Ad: 0 • Paid Search Ad: Rs100
• Email Campaign: 0 • Email Campaign: 0
• Social Media Ad: 0 • Social Media Ad: 0
• Direct Visit: Rs.100 • Direct Visit: 0
 Linear Attribution: Time-Decay Attribution:
• Credit Assignment: Credit is • Credit Assignment: More credit
evenly distributed across all is given to touchpoints closer to
touchpoints. the conversion.
• Credit Distribution: • Credit Distribution (assuming a
• Paid Search Ad: Rs25 decay factor):
• Email Campaign: Rs25 • Paid Search Ad: Rs10
• Social Media Ad: Rs25 • Email Campaign: Rs20
• Direct Visit: Rs25 • Social Media Ad: Rs30
• Direct Visit: Rs40
 Position-Based Attribution (U-Shaped):
• Credit Assignment: 40% credit goes to the first and last touchpoints,
and the remaining 20% is split between the middle touchpoints.
• Credit Distribution:
• Paid Search Ad: Rs40
• Email Campaign: Rs10
• Social Media Ad: Rs10
• Direct Visit: Rs40
RATE CARDS
CPM or Cost per Thousand Impressions: This is one of
the important digital marketing cost terms that you
would have to opt for digital advertising. CPM means
Cost per Mille, the cost of one thousand impressions of
the ad.
CPC or Cost Per Click: Another popular digital
marketing cost term, Cost per Click refers to cost
advertisers have to pay when someone clicks on the
advertisement.
CPL or Cost per Lead/CPA or Cost per Acquisition: CPL
or CPA is another digital marketing pricing model
where an advertiser pays only when a lead
generation/conversion happens.
CPI or Cost per Install : Cost per Install is an online
marketing pricing model that is applicable only for app
download. This is the price that the advertiser has to
pay for each app download.
INTERMEDIARY MODELS
Intermediary models are a platform where
buyers and sellers meet, hosted by a third
party. This third party does not have any
ownership over the products or services
but are there just to act as an
“intermediary”.
Example :
1. Trivago-This website compares hotel
prices over a large database and
provides the consumer with a range of
options to choose from.
2. Even Google acts like an intermediary
 Customer’s
information
processing in
the digital
world
 Hofacker's 5 states of information processing
Professor Charles Hofacker The 5 Stages of Information Processing
• Exposure: Is your content present on the website
originally created the 5 stages of for long enough to be processed?
information processing in his book • Attention: What physical factors are there, such
‘Internet Marketing’ originally as movement and intensity that attract attention
when visitors are on a website?
published in 2000. • Comprehension and perception: This is the
It was intended to help marketers user’s interpretation of the content – how well
do they understand the on-page content?
and advertisers consider how well • Yielding and acceptance: Is the information
their websites and adverts/promo (copy) presented accepted, believed and trusted
by customers?
panels communicated value to
• Retention: What is the user’s interpretation of
website visitors. the content – how well do they understand the
on-page content?
COMMUNICATION MODEL: IT’S A
WEB INSTEAD OF LINEAR!
1. Web based communities have a
complex communication process
2. There is a sender followed by a
opinion leader(may be an influencer)
and then the receivers (customers)
3. It will happen in both B2B & B2C
4. Implicit in all these is also permission
based marketing(Barrier?) where
customers may hate unsolicited
SPAM
HOW DO COMPANIES SEARCH
FOR RIGHT INTERMEDIARIES?
1. Specific customer segments
2. Most famous search engines
in the country
3. Media sites
4. Price comparison sites called
aggregators
5. Affiliates
6. Online retailers
CUSTOMER BUYING PROCESS MODEL
1. The process has become two way
2. Customer has the right to
review/hold/delay/expediate the
purchase process
3. Can get online reviews/star
ratings/360degree view/advise
4. Marketers can enhance
marketing efforts through data
analytics
5. Online activities need to be
studied
6. AIDA can still be used in website
design or traffic building
LOYALTY MODELS
1. Quality product, quality
service standards and quality
website experience are must
to achieve online loyalty
2. Other traditional loyalty
programs would also work:
rewards/gamification/referra
ls/partnerships etc.
 LADDER OF ENGAGEMENT:
MEASURING THE LEVEL OF
INTERESTS

1. The concept of ladder of

engagement is developed by the
company Groundwire (Montgomery
and Chester, 2009).
2. The engagement pyramid replicates
an outline that shows supporter
engagement from personal
references at the top of the
pyramid and online activities at the
bottom of the pyramid (Scully, et al.
2012).
AN EXAMPLE
DIGITAL CUSTOMER
Introduction
• Buyers purchase products for
personal, family, or group use.

• How do they make purchase

decisions?
• Are consumers fundamentally
active or passive? Rational or
emotional? How do they make
buying decisions?

• Marketers have turned to the work

of behavioral scientists,
philosophers, economists, social
psychologists, and others to help
them understand consumer buying
behavior.
Lots of questions to probe!!
• What they buy? for whom? From
where? at what price ? What payment
mode?
• Why a consumer may buy
online/offline?
• Why does he needs a wish list?
• What are the delight factors in online
shopping?
• What are the disappointments with
online purchases?
The perfect match between
Consumer & Brand
• Before you can assign goals and metrics, define the stages in the
customer journey for your business using buyer personas. Based on
the type of business you run, the number of stages of the customer
journey may vary.
• Based on your buyer personas, you’ll be able to understand the
process which your customers will go through. These steps will help
you determine the stages of your sales funnel.
• By understanding these stages, you’ll be able to improve their user
experience too.
Online buying cycle
1. Problem recognition : stimulus that triggers the need even in casual
browsing?
2. Information search : online information , online
commnities ,reviews,vbloggers,unboxing ?
3. Evaluation of alternatives : save products/wish list/comparison
4. Purchase decision: check out;payment; choice of vendors for the
same product?
5. Post-purchase evaluation : email confirmation;order
tracking/overall delivery cycle/feedback and tracking mechanism
The complex journey- Consumer Decision
Journey(CDJ)/ Digital Purchase Journey
The online questions ?
• What predicts the number of visits in a website?
• Time spent on the site?
• Depth of visit (how many pages are assessed?)
• Email list opt in : any examples?
• Average order size depends upon?
Finding the Touchpoints

• Once you’ve set up the customer journey, you need to find the points
where your customers interact with your brand. These points are
called touchpoints and it’s there that you help them accomplish their
goals, and thus, these points define your user experience.
• By mapping these touchpoints, you can monitor the customer journey
as well.
• You can also group the touchpoints for each stage of the customer
journey to get deeper insights. Your first touchpoint will, of course, be
your website.
 ATTRIBUTION
• Today, people will visit your site several
times prior to converting. They'll find
your blog post, return directly a week
later, and click a retargeting ad the next
day. Then, they will finally convert!
• So the question is: which marketing
channel gets the credit? Was your blog
responsible for the sale? Or was it your
Facebook Ad?
• EVEN THE NON DIRECT CLICK MODEL
SHOULD RECEIVE CREDIT
• “an attribution model is the rule, or set of
rules, that determines how credit for
sales and conversions is assigned to
touchpoints in conversion paths.”
Google Ads offers several attribution models:

1. Last click: Gives all credit for the conversion to the last-clicked ad and corresponding
keyword.

2. First click: Gives all credit for the conversion to the first-clicked ad and corresponding
keyword.

3. Linear: Distributes the credit for the conversion equally across all ad interactions on the
path.

4. Time decay: Gives more credit to ad interactions that happened closer in time to the
conversion. Credit is distributed using a 7-day half-life. In other words, an ad interaction 8
days before a conversion gets half as much credit as an ad interaction 1 day before a
conversion.

5. Position-based: Gives 40% of credit to both the first and last ad interactions and
corresponding keywords, with the remaining 20% spread out across the other ad
interactions on the path.

6. Data-driven: Distributes credit for the conversion based on your past data for this
conversion action. It's different from the other models, in that it uses your account's data to
calculate the actual contribution of each interaction across the conversion path. Note: This is
only available to accounts with enough data.
You own a restaurant called Ristorante Abigaille in Florence, Italy. A customer finds your site by clicking on your ads after
performing each of these searches: "restaurant tuscany," "restaurant florence," "3 star restaurant florence," and then "3 star
restaurant abigaille florence." She makes a reservation after clicking on your ad that appeared with "3 star restaurant abigaille
florence."

•In the "Last click" attribution model, the last keyword, "3 star restaurant abigaille florence," would receive 100% of the credit
for the conversion.

•In the "First click" attribution model, the first keyword, "restaurant tuscany," would receive 100% of the credit for the
conversion.

•In the "Linear" attribution model, each keyword would share equal credit (25% each) for the conversion.

•In the "Time decay" attribution model, the keyword "3 star restaurant abigaille florence" would receive the most credit
because it was searched closest to the conversion. The "restaurant tuscany" keyword would receive the least credit since it was
searched first.

•In the "Position-based" attribution model, "restaurant tuscany" and "3 star restaurant abigaille florence" would each receive 40%
credit, while "restaurant florence" and "3 star restaurant florence" would each receive 10% credit.

•In the "Data-driven" attribution model, each keyword would receive part of the credit, depending on how much it contributed to
driving the conversion.
Source : https://support.google.com/google-ads/answer/6259715?hl=en
Types of online consumers
1. One who know exactly what he/she
wants and nothing is going to get in
their
2. One who has pretty good idea but
she/he would buy if it is presented
well- MOTIVATED
3. One who does not have anything
specific in mind but would buy if you
could prompt them hit the right link
4. One who landed on your website by
mistake and has zero motivation
5. Dad finds it a pain, daughter finds it
pretty easy!
How the cultural traits can be utilized?

• Email marketing
• Website design
• Images
• Navigation
• Offers
• Payment options
• Trust , security and privacy
The elements may vary with type of
product or activity…
1. Seek product info
2. Surf/browse
3. Look up facts
4. Plan travel
5.
6.
Buy
Download music/games
content
7.
8.
Bank online
Look for jobs
design
9.
10.
Study material
Chat
information
11. Read blogs
Website : Never leave your prospect
stranded anywhere on website!
• Site loading time
• Colour
• Consistency
• Typography
• Graphics
• Frames (scrolling efforts?)
• Images
• Interface
• Storytelling
• Navigation : headers and filters(persuasion
architecture)
• Broken links
The online value
proposition (OVP) could
be described as
the addition of online
value that a web offers
to its customers or
potential clients to
differentiate itself from
other competitors.
Added value
(online)
• Reviews and recommendations
• Collaborative filtering
• Online customer
service/chatbot
• 360 degree product viewing
• Tailored responses
• Online seminars
• Online demonstrations
• Unboxing
Use of social communities
• Build personal relationships and networks of trust.
• Bring together people with common interests or profiles.
• Engage these specific groups of people.
Depending on the goals you want to serve and the target groups you
want to engage, there are different types of online communities. The
outcomes we strive for when engaging a community aim to fulfill
several marketing and business objectives. Depending on these
objectives, online communities will require more or less resources,
dedication and value.
Persona construct : its creative
scientific storming!
• A person
a is a const
fleshed out ruct,a chara
from cter
demograph
ic,psychogr
topological aphic and
factors
• A buyer
persona is a
that repres fictional pro
ents a segm file
target audie ent of your
n
what they v ce — who they are,
a
concerned lue, and what they ’re
about. It ty
includes inf pically
ormation li
demograph ke
ics, attitude
and behavi s, interests
ors.