IAB202 Lecture Notes - Lecture 7: 7Digital, E-Commerce, Marketing Automation
Document Summary
5-step race planning: plan, building your strategy, branded content, etc, reach, act. Search engines, social networks, publishers, and blogs: your website, blog, community and interactive tools, convert, ecommerce process, product price and promotion, engage, customer advocacy. Plan: creating a digital marketing strategy, opportunity, review marketplace and set objectives, strategy, create digital strategy, action. Implement and manage digital marketing communications: main considerations: focussed and integrated. Strategic positioning: target customers, digital proposition, digital channels, targets (metrics, kpis, example, customer personas, customer journey layers. Stages: awareness > consideration > acquisition > service > loyalty: 6 categories of e-communication tools/media channels: Search marketing: seos, ppcs: online pr: publisher outreach, media alerting, community participation, online partnership: affiliate marketing, sponsorship, co-branding, etc, opt-in-e-mail: house list emails, cold (rented list), co-branded, etc. Interactive ads: site-specific media buys, ad networks, sponsorship, etc. Social media marketing: audience participation, social presence, viral campaigns, etc: offline communications: advertising, selling, sales promotion, pr, sponsorship, direct mail, exhibitions, merchandising, packaging, word-of-mouth.
