Digital Marketing Definition, Tactics and Benefits

1. Digital Marketing Definition, Tactics and Benefits Direct quotes for source: Lucy Alexander, “What Is Digital Marketing?,” URL: https://blog.hubspot.com/marketing/what-is-digital-marketing Prepared by: Celeste Ng, 2018

2. What is Digital Marketing? • Digital marketing • Encompasses all marketing efforts and • Is defined by the use of numerous digitaltacticsand channels • To connect with customers, who use an electronic device Adapted by: Celeste Ng, 2018

3. The most common digital tactics and channels -1 Search Engine Optimization (SEO)搜索引擎優化 • 1. Search Engine Optimization (SEO)搜索引擎優化 • This is the process of optimizing your website to "rank" higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. (優化您的網站在搜索引擎結果頁面中“排名”更高，從而增加您的網站的有機（或免費）流量) • The channels that benefit from SEO include (這個方式的相關數位管道包含): • Websites. • Blogs. • Infographics信息圖表.

4. The most common digital tactics and channels -2 Content Marketing內容營銷 • 2. Content Marketing內容營銷 • This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. (該術語表示內容資產的創建和推廣，目的是產生品牌知名度，流量增長，潛在客戶和客戶生成) • The channels that can play a part in your content marketing strategy include (這個方式的相關數位管道包含): • Blog posts. • Ebooks and whitepapers電子書和白皮書. • Infographics. • Online brochures線上宣傳冊.

5. The most common digital tactics and channels -3 Social Media Marketing社群媒體市場營銷 • 3. Social Media Marketing社群媒體市場營銷 • This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. • The channels you can use in social media marketing include (這個方式的相關數位管道包含): • Facebook, Twitter • LinkedIn, Google+ • Instagram, Pinterest • Snapchat

6. The most common digital tactics and channels -4 Affiliate Marketing聯盟營銷 • 4. Affiliate Marketing聯盟營銷 • This is a type of performance-based advertising where you receive commission for promoting someone else's products or services on your website. (這是一種基於效果的廣告，您可以通過該廣告在您的網站上宣傳其他人產品或服務---獲得佣金) • Affiliate marketing channels include: • Hosting video ads through the YouTube Partner Program. • Posting affiliate links from your social media accounts. • 5. Native Advertising原生廣告 • Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. • BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be "native" -- Facebook advertising and Instagram advertising, for example. Native Advertising原生廣告

7. The most common digital tactics and channels -5 Marketing Automation營銷自動化 • 6. Marketing Automation營銷自動化 • Marketing automation refers to the software that serves to automate your basic marketing operations. • Many marketing departments can automate repetitive tasks they would otherwise do manually, such as(許多營銷部門自動化手動執行的重複性任務--例如): • Email newsletters電子郵件簡報. • Social media post scheduling 社群媒體po文排程. • Contact list updating聯繫人列表更新. • Campaign tracking and reporting 廣告活動追蹤和報告製造 • .

8. The most common digital tactics and channels -6 • 7. Email Marketing電子郵件營銷 • Email is often used to • Promote content, discounts and events, • Directpeople toward the business's website. • The types of emails you might send in an email marketing campaign include您可能在電子郵件營銷活動中發送的電子郵件類型包括: • Blog subscription newsletters博客訂閱通訊. • Follow-up emails to website visitors who downloaded something發送“追蹤”電子郵件 給有在您的網站下載過內容的訪問者. • Customer welcome emails歡迎客戶的電子郵件. • Holiday promotions to loyalty program members節日促銷活動. Email Marketing電子郵件營銷

9. The most common digital tactics and channels -7 Mobile Marketing移動/ 行動營銷 • 8. Mobile Marketing移動/ 行動營銷 • Another key component of digital marketing is mobile marketing. • This means it's essential to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices. If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too. • Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices.

10. A NEW type of digital tactic and channel -8 -1 Digital Out-of-Home Advertising (DOOH) • 9. Digital Out-of-Home Advertising(DOOH) • Focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). OOH advertising formats fall into six main categories: billboards, street, roads, highways, transit, (打告在廣告牌，街道，道路，高速公路，過境) ... [1] • … the UK's out-of-home advertising trade association, shows that digital out-of-home (DOOH) grew at a 29.7% CAGR from 2009 to 2014.[2]Compound Annual Growth Rate (複合年增長率) Source: https://en.wikipedia.org/wiki/Out-of-home_advertising; https://www.investopedia.com/ask/answers/071014/what-formula-calculating-compound-annual-growth-rate-cagr-excel.asp

11. A NEW type of digital tactic and channel -8 -2 Digital Out-of-Home Advertising (DOOH) • 9. Digital Out-of-Home Advertising(DOOH) • Digital out-of-home (DOOH) refers to dynamic media distributed across placed-based networks in venues including, but not limited to: cafes, bars, restaurants, health clubs, colleges, arenas, gas stations, convenience stores, barber shops, and public spaces. … [through] two major platforms, digital place-based networks (DPN) and digital billboards & signage (DBB) • Within the DOOH industry, advertisements may be purchased through programmatic platforms. Programmatic platforms ask marketers to specify desired audience characteristics and automatically locate the media vehicles to deliver that audience. This is an amazing video on OOH: https://www.youtube.com/watch?v=wEybVOerb9Q Source: https://en.wikipedia.org/wiki/Out-of-home_advertising

12. A NEW type of digital tactic and channel -8 -3 Digital Out-of-Home Advertising (DOOH) This is an amazing video on OOH: https://www.youtube.com/watch?v=wEybVOerb9Q (Various ads related to woman - https://econsultancy.com/17-marketing-campaigns-with-a-positive-message-for-women/) Source: https://en.wikipedia.org/wiki/Out-of-home_advertising

13. A NEW type of digital tactic and channel -8 -3 Digital Out-of-Home Advertising (DOOH) • 9. Digital Out-of-Home Advertising(DOOH) • In the U.S., …. Gas stations, restaurants, and bars are the preferred locations for [DOOH] ad placement … According to the Nielsen Intercept Studies, 89 percent of the consumers are engaged and watching TV at the gas station and 88 percent love watching every time they fuel because they have nothing else to do • Digital out of home advertising seems to be a cost-effective way for promoting or marketing any brand or product • DOOH also includes stand-alone screens, kiosks ... The availability of inexpensive LCD screens with built-in media players has opened the door for companies to add interactive video messages in point of purchase (POP) displays. The displays allow consumers to get additional information at the moment of decision on a product or service. Source: https://en.wikipedia.org/wiki/Out-of-home_advertising

14. A NEW type of digital tactic and channel -8 -4 Digital Out-of-Home Advertising (DOOH) • 9. Digital Out-of-Home Advertising(DOOH) • … beacons are small devices placed on out-of-home advertising structures that use Bluetooth technology to connect with mobile devices. "Beacons allow you to communicate with the viewer. …” • In 2015, DOOH have started to extend to in-transit advertising. Tablets are installed inside popular ride-sharing vehicles like Uber, Lyft and Grab. Digital ads are displayed inside the screens allowing brands to reach to high value passengers. … GPS of tablets are used to enable location-based marketing. Brands can specify geo-fences to determine where their ads will be shown to the passengers. Source: https://en.wikipedia.org/wiki/Out-of-home_advertising

15. The Benefits of Digital Marketing • If you've ever put an advert in a newspaper, you'll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There's no surefire way to know if that ad was responsible for any sales at all. • On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.

16. The Benefits of Digital Marketing – Measure its ROI -1 • Website Traffic網站流量 • With digital marketing, you can see the exact number of people who have viewed your website's homepage in real time by using digital analytics software, available in marketing platforms like HubSpot. • You can also see how many pages they visited, what device they were using, and where they came from, amongst other digital analytics data. • This intelligence helps you to prioritize which marketing channels to spend more or less time on, based on the number of people those channels are driving to your website. For example, if only 10% of your traffic is coming from organic search, you know that you probably need to spend some time on SEO to increase that percentage. • With digital marketing, you can identify trends and patterns in people's behavior before they've reached the final stage in their buyer's journey

17. The Benefits of Digital Marketing – Measure its ROI -2 • Content Performance and Lead Generation內容效果和潛在客戶生成 • Imagine you've created a product brochure and posted it through people's letterboxes -- that brochure is a form of content, albeit offline. The problem is that you have no idea how many people opened your brochure or how many people threw it straight into the trash. • Now imagine you had that brochure on your website instead. You can measure exactly how many people viewed the page where it's hosted, and you can collect the contact details of those who download it by using forms. Not only can you measure how many people are engaging with your content, but you're also generating qualified leads when people download it.

18. The Benefits of Digital Marketing – Measure its ROI -3 • Attribution Modeling • An effective digital marketing strategy combined with the right tools and technologies allows you to trace all of your sales back to a customer's first digital touchpoint • it allows you to identify trends in the way people research and buy your product, helping you to make more informed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining. • Connecting the dots between marketing and sales is hugely important -- according to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment. If you can improve your customer's' journey through the buying cycle by using digital technologies, then it's likely to reflect positively on your business's bottom line

19. How Long Will It Take to See Results From My Content? • You're able to see results much faster than you might with offline marketing due to the fact it's easier to measure ROI. However, it ultimately depends on the scale and effectiveness of your digital marketing strategy. • If you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you're likely to see strong results within the first six months. • If paid advertising is part of your digital strategy, then the results come even quicker -- but it's recommended to focus on building your organic (or ‘free') reach using content, SEO, and social media for long-term, sustainable success.

20. Does Digital Marketing Work for All Businesses? – B2B • Digital marketing can work for any business in any industry. • B2B Digital Marketing • If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. (您的數位營銷工作可能以在線潛在客戶生成為中心) • Beyond your website, you'll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.

21. Does Digital Marketing Work for All Businesses? – B2C • B2C Digital Marketing • Depending on the price point of your products, it's likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.(您的數位營銷工作是吸引人們訪問您的網站並讓他們成為客戶) • Less likely to focus on ‘leads' in their traditional sense, and more likely to focus on building a buyer's journey, … and you might need to use stronger calls-to-action (CTAs). • For B2C companies, channels like Instagram and Pinterest can often be more valuable.

22. Do I Need a Big Budget for Digital Marketing? • Depends on what elements of digital marketing you're looking to add to your strategy. • Inbound techniques like SEO, social media, and content creation for a preexisting website --- • Don't need very much budget at all • The main focus is on creating high quality content that your audience will want to consume, which unless you're planning to outsource the work, the only investment you'll need is your time. • Outbound techniques like online advertising and purchasing email lists, • There is undoubtedly some expense. • Its costs comes down to what kind of visibility you want to receive. • For example, PPC using Google AdWords, you'll bid against other companies in your industry to appear at the top of Google's search results for keywords associated with your business. • Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it's a good idea to focus building your organic reach, too.