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Digital Marketing

Learn how to drive engagement, conversions, and traffic through a successful digital marketing campaign using social media platforms and content marketing. Understand the attention span of users, thumb miles concept, Facebook and Instagram algorithms, and the importance of strategic targeting and budget allocation.

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Digital Marketing

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Presentation Transcript

  1. Digital Marketing Tuesday 8th October 2019

  2. Social Media Usage 2019 Source: https://www.jonespr.net

  3. What is a campaign? A digital marketing campaign is an online marketing effort put forward by a company to drive engagement, conversions or traffic. The company will use social media platforms for awareness by pay-per-click campaigns and content marketing to reach their audience.

  4. Advertising Channels

  5. Reporting Platforms

  6. Attention • Human attention span since year 2000 has reduced from 12 seconds to 8 seconds • You have 1.2 - 3 seconds to get a persons attention

  7. Thumb Miles – Thumb Stoppers • Source: Stringberry Thumb Miles Report inches 28,896 meters 734 meters 8,807 inches 346,751 km 0.73 km 9 miles 0.46 miles 5 feet 2,408 feet 28,896 Distance scrolled on your mobile per year Distance scrolled on your mobile every 5 years BurjKhalifa Mount Everest

  8. Who sees your posts 6.4% 93.6%

  9. Facebook Algorithm

  10. Instagram Algorithm

  11. Engagement Rate-2017 0.33%

  12. Engagement Rate-2018 0.19%

  13. Engagement Rate-2019 0.12%

  14. When to post

  15. Student Recruitment Funnel Time

  16. Imagery & Video

  17. Trinity College Dublin#InspiringGenerations

  18. Imagery-UCC

  19. Typical Campaign Structure Each campaign corresponds to a single advertising objective, like driving website traffic. Campaign Set a budget and schedule for each of your ad sets. Also define your retargeting, placement selection and bid settings at the ad set level. Ad Set Ad Set Each ad set can include multiple ads with different images, text, CTA buttons, links or videos. Ad Ad Ad Ad Retargeting consists of website visitors, video views, engagement & CTA clicks. Retargeting Retargeting RFI Form

  20. Ads Manager Ads Manager is a unified ads creation tool where you can create and publish ads to Facebook, Instagram, Messenger or Audience Network.

  21. Objective

  22. Audience What makes Paid Social advertising so cost-effective but ROI generating is the targeting options. Unlike traditional media outlets, on Social you can target people using a variety of factors that can break down the social media site’s billion plus users into small, easy to manage audiences. Facebook has 29,000data points on each person on average

  23. Placements

  24. Placements ( Continued)

  25. Budget

  26. Advert

  27. Dashboard

  28. Ad Example

  29. Facebook Pixel

  30. Strategic Re-Targeting

  31. Budget Allocation

  32. Facebook or Instagram

  33. Facebook or Instagram We see that Facebook has more users, while Instagram is more common among younger users and may be a better target for companies who want a younger demographic.  Facebook is better for direct response advertising and Instagram is better for brand marketing; focusing on the quality and aesthetics drawing brand awareness. Engagement While both Facebook  and Instagram get many daily user interactions, Instagram gets 58 times more engagement per follower than Facebook with a rate of 4.21%

  34. Little or No Text

  35. Numbers get peoples attention

  36. Social Media-Video

  37. Discussion

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