MARK233 Lecture Notes - Lecture 10: Marketing Automation, Display Advertising
Document Summary
Lecture 10 - guest lecturer from rocket & digital story telling. What rocket does: seo, social media campaigns, google ads, display advertising, emails and marketing automation. The three pillars they are going after: no long term contracts, full servicing marketing, talent you can"t access in house > the quality of the people they employ. Touch point > interaction with the brand/company you are working for. Buyers go through about 57% of the purchasing process before ever talking to a sales rep. 89% of b2b researchers use the internet during the b2b research process. A lot of businesses do not create personas for their target market, when it is seen as an important process to go through particularly with digital marketing. Serps page > search engine results page. Google is focused on user intent > for digital marketing: search data is a clear indicator, reverse engineer. > do not publish it if it will not be useful.
