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Read Chapter 10 Evaluation and improvement of digital channel performance Digital marketing: implementation and practice DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edition Copyright © 2022 Pearson Education, Inc. All Rights Reserved 1 Measurement and improvement of Web Performance “Web analytics is the measurement, collection, analysis and reporting of internet data for the purpose of understanding and optimising web usage” (Chaffey & Ellis-Chadwick 2022) Copyright © 2022 Pearson Education, Inc. All Rights Reserved 2 Performance measurement for digital channels 3 stage process: Stage 1 Creating a performance measurement system Stage 2 Defining the performance metrics framework Stage 3 Tools and techniques for collecting insights, running processes and results Copyright © 2022 Pearson Education, Inc. All Rights Reserved Performance measurement Maintaining online presence 3 Success factors for improving digital marketing effectiveness Copyright © 2022 Pearson Education, Inc. All Rights Reserved 4 main areas Metrics Tools Analysis Action Organisations should answer the questions in Fig 10.1 Start with what is the current form of measurement? Then review Creating PM process – Google Analytics Adobe Analytics while setting up these systems especially using free versions is straightforwards important to make sure the information gathered is actually being used to Improve performance Must establish a link between what is being measured and marketing objectives if the PM systems is to be effective. 4 Success factors for improving digital marketing effectiveness Copyright © 2022 Pearson Education, Inc. All Rights Reserved 4 main areas Metrics Tools Analysis Action Organisations should answer the questions in Fig 10.1 Start with what is the current form of measurement? Then review Creating PM process – Google Analytics Adobe Analytics while setting up these systems especially using free versions is straightforwards important to make sure the information gathered is actually being used to Improve performance Must establish a link between what is being measured and marketing objectives if the PM systems is to be effective. 5 Performance improvement process Copyright © 2022 Pearson Education, Inc. All Rights Reserved Co-ordinated approach to avoid problems Senior management myopia – performance measurement not seen as important Unclear responsibilities, - who is going to deliver the improvement if its shows up in th eanalytics that something needs to be done. Data issues Fig 10. 2 4 stage process to cut through 1) goal setting – what are the aims of the measurement system? – focus on DM objectives 2) performance measurement – collecting the right data 3) performance diagnostics – analysis of the results 4) corrective actions 6 Categories of digital performance management Copyright © 2022 Pearson Education, Inc. All Rights Reserved Are goals in DM strateCopyright © 2022 Pearson Education, Inc. All Rights Reserved Reading - Chapter 5 Week 4 Digital media and the marketing mix DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edition Copyright © 2022 Pearson Education, Inc. All Rights Reserved Digital media and the marketing mix Learning objectives and topics: • Consider branding in a digital marketing context and assess the opportunities for digital online brand-building • Consider how to apply elements of the marketing mix in a digital marketing context Copyright © 2022 Pearson Education, Inc. All Rights Reserved Owned media Paid, owned and earned media Figure 1.1 The intersection of the three key online media types. Advertising Paid search Display ads Affiliate marketing Digital signage Partner networks Publisher editorial Influencer outreach Word-of-Mouth Social Networks Digital properties Website(s) Blogs Mobile apps Social presence Paid media Earned media Atomisation of content into ads Paid placements Atomisation of conversations through shared APIs and social widgets. Copyright © 2022 Pearson Education, Inc. All Rights Reserved What is Paid Media? Sponsored content sponsored social media posts display adsvideo ads paid search results Copyright © 2022 Pearson Education, Inc. All Rights Reserved Sponsored social media posts https://www.facebook.co m/latelateshowcbs/vide os/late-late-starbucks- challenge/38832630561 6466/ https://www.facebook.com/latelateshowcbs/videos/late-late-starbucks-challenge/388326305616466/ Copyright © 2022 Pearson Education, Inc. All Rights Reserved Creating compelling sponsored content: 1. Identify the purpose- customers need to engage with this call to action. 2. Make it intuitive - You are introducing something new so help guide users 3. Create subtle messaging – not blatant advertising 4. Use attractive images – grab attention, increase likeability 5. Not too much text – new readers won’t stay to read length pitches 6. Choose partners carefully – similar audience / mission /complementary products and service Copyright © 2022 Pearson Education, Inc. All Rights Reserved Sponsored content is a form of inbound marketing Generate higher click trough rates that paid banner adverts Ideal for social media campaigns Help increase awareness Create opportunities for partnering with brands Sponsored content is a type of native ad involving a partner https://lenslist.co/ taco-bell-cinco- de-mayo/ https://lenslist.co/taco-bell-cinco-de-mayo/ Copyright © 2022 Pearson Education, Inc. All Rights Reserved 1. Call to action Plan a gourmet Road Trip around foodie cities in OZ 2. Make it intuitive – click through Copyright © 2022 Pearson Education, Inc. All Rights Reserved 3. Create subtle messaging– not blatant advertising Copyright © 2022 Pearson Education, Inc. All Rights Reserved 4. Use Attractive images – grab attention CopyrightDIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Digital marketing: Campaign planning part 2 Reading Chapter 8 Campaign planning for digital media Main topics • Designing the user experience • Planning web sites • Initiating digital experience project • Defining site or app requirements Delivering the digital customer experience The online customer experience pyramid – success factors Planning web sites and app design projects Main development tasks: • Pre-development • Discovery, analysis, design • Content creation, coding development and testing • Publishing or launching the site or improvement • Pre-launch promotion or communications • Ongoing promotion • Ongoing development Summary of the process of website development GoDaddy Success Stories Kinlo https://www.kinlo.com/ https://www.kinlo.com/ Interactive approach to improving site effectiveness Who should be involved in a digital experience project? • Site sponsor • Site owner • Project manager • Site designer • Content developer • Webmaster • Digital experience analyst • Stakeholder Initiation of a digital project • Domain name selection and registration • Uniform resource locators • Selecting a hosting provider • Web site performance optimisation Userbility testing Defining site or app requirements The discovery or analysis phase involves using marketing research techniques to find out the needs of the business and audience. Key considerations: • Business requirements • Usability requirements • Web accessibility requirements • Personalisation requirements • Localisation and cultural customisation • Reviewing competitor web sites • Designing the information architecture • Blueprints, wire frames and landing pages Personalisation pyramid web site Site structure showing layout and relationship gaps Examples wireframe for a children’s toy site Designing the user experience Key topics: • Evaluating designs • Elements of site design • Mobile design requirements and techniques Responsive design showing updated layout for different content blocks Online elements of service quality Tangibles Reliability Responsiveness Assurance and empathy Ease of use Availability Download speed Contact with call centre Content quality Reliabilty Email response Personalisation Price Email replies Call back Privacy Fulfilment Security Content management process A process of continuous improvement in online marketing, which involves: • Write • Review • Correct • Publish • Test • Publish A web review document and update processBSP064 Coursework Semester 2 BSP064 RESIT Assessments Individual part 1 and 2 Digital Marketing and Social-Media Digital Marketing Plan Coursework Weight 100\% Coursework Deadline(s): 7th September 2022 at 2pm Individual Part Coursework You are a member of a digital marketing team, which has been selected to develop a digital marketing plan for a retail business working in one of the following categories: Ladies fashion Restaurant Hairdressers or barbers Nail bar Grocery store You should choose one category from this list. The retail business is new to online so you will need to suggest, which channels (web / social media platforms/Apps) to use as part of your digital marketing plan. The business is small but growing and has a budget of £15,000 to invest in the digital market plan. You should give the business you are working for a name; this should not be an existing business. Complete the following tasks depending on your re-sit requirements Individual Element part 1 (50\% of the marks) Your individual report should apply the RACE planning framework and should include: · Situation review · Vision and objectives · Outline strategy This individual report should follow the template provided at the end of this document. Requirements and marking criteria are also provided by section. You should prepare your report using the template provided at the end of this document. you should note sections carry different marks. You can vary the style and the format to suit your brand but must follow the headings and word limits for each section. The Individual element accounts for 50\% of the total mark. The marks are allocated as follows: Section 1 total 15 of the marks Situation Review; total of 800 words Section 2 total 10 marks Digital Marketing Goals; total of 400 words Section 3 total 25 marks Digital Marketing Strategy; total of 800 words Your report should include at least 10 and no more than 15 references. You can add appendices to the individual report but remember these only provide relevant supporting evidence and are not a means to extend the word limit. This coursework is not peer assessed. Word count for each section of this report is detailed in the attached template with additional advice on how to compete each section. Individual Part 2 Coursework Total marks for individual presentation coursework: 50\% of the Marks Once you have completed your individual report (if you are required to resit the group work element use your original individual report) you should produce a Digital marketing plan. The final design of the plan will incorporate ideas from each individual report. Your presentation you should use PowerPoint not Prezi or any other form of presentation software. The presentation should be no longer than 15 slides, this includes the title slide, and any concluding slides. The total maximum length of the presentation is 15 slides. Your group presentation should include: · Digital Week 3: Digital Marketing Strategy Development Reading: Chapter 4 This Photo by Unknown Author is licensed under CC BY-SA-NC http://www.mediaonderzoek.nl/5889/social-media-op-retour/ https://creativecommons.org/licenses/by-nc-sa/3.0/ Todays Topics: What is a digital marketing strategy? Why are a digital marketing strategy and digital transformation needed? How to structure a digital marketing strategy Online Value Proposition Customer Journeys Campaign Objectives RACE The context of a digital marketing strategy Digital strategic initiatives Suggest types of digital marketing strategic initiatives: • New customer proposition • New Business • Customer acquisition • Customer conversion • Customer development • Social media and content marketing Customer acquisition Content and inbound marketing by Hubspot Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have. JD Wetherspoons: Reducing barriers driving sales What can go wrong? Underestimated demand for online services Intense competition Insufficient resources and capabilities Lack of control Lack of senior management support Many online businesses fail to succeed because they never set the right kinds of goals. Without goals, they may not have a clear direction for their activities and may never do the right things to help turn a profit. How to structure digital marketing strategy Situation Analysis – capability review EDS Electronic Data Systems Cat Herder commercial by Fallon Online Value Proposition? • Online Value Propositions give focus to your customers and act as a trigger for why they should buy • Use elements of the marketing and communication mix to add value for your target audience What’s your value proposition? Low total cost, operational excellence What’s your value proposition? Superior Products, expertise, innovation What’s your value proposition? Customer focus, tailored to customers’ needs “Outstanding care, guidance and support” To secure the best future for Council housing tenants and services in Derby. CHOOSE YOUR BRAND NAME If you have not already chosen a brand name go to https://www.oberlo.com/tools/bu siness-name-generator https://www.oberlo.com/tools/business-name-generator Video Ads and DM objectives Getting to know your customers from a digital perspective The knowledge: • Customer connectivity • Channel use • Digital media consumption • Digital engagement • Logistics of buyer behaviour The Opportunities: • Behavioural targeting • Creative content marketing Digital Research and Customer Insights • Identify Unique visitors • IndiDIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Digital marketing: Implementation and practice Campaign planning for digital media Main topics Communications review Campaign planning Goal setting Targeting and positioning Reading Chapter 8 Planning Digital Marketing Campaigns 3 Elements in the traditional communication process SENDER RECEIVER Encoding Decoding Noise Response Feedback Media Message The communication model of Schramm (1955) applied to the internet Message Source Opinion formers Opinion leaders TA n TA 1 The Influencer Model of Communication The Interactional model of communication TA 2 TA 3 TA 1 Electronic sources Personal sources Mass Media TA 4 Opinion leaders Opinion formers TA = Target Audience 7 One-to -many and one-to-one communications Step1: Goal setting Terminology for measuring digital campaigns Measures used for setting campaign objectives DM Plans develop objectives for varying timescales e.g. Annual plans may focus on new site visitor numbers qualified leads across the year Campaign specific plans are likely to focus on specifc gains e.g. product launch using viral marketing. Specific objective will look at a selected target audience and then measure interactions and engagement with the specific campaign. There are so many tools for measuring effectiveness of DM campaigns. Lets look at some of the most popular shown on the 0-6 step ladder 9 Step1: Goal setting Terminology for measuring digital campaigns Measures used for setting campaign objectives Traffic volume is measured by click throughs/ visits or unique visitors. Unique visitors is best as this is creating opportunities to interact with individuals We can then translate this into measure of Reach which gives a \% of online audience share DM Plans develop objectives for varying timescales e.g. Annual plans may focus on new site visitor numbers qualified leads across the year Campaign specific plans are likely to focus on specifc gains e.g. product launch using viral marketing. Specific objective will look at a selected target audience and then measure interactions and engagement with the specific campaign. There are so many tools for measuring effectiveness of DM campaigns. Lets look at some of the most popular shown on the 0-6 step ladder https://try.alexa.com/marketing-stack/site-comparisons 10 Step1: Goal setting Quality - Conversion rates Traffic volumes give no insight into engagement. Conversion rates give insights into the quality of the interaction shows where visitors come form Conversion rates can be at the visit level or the unique visitor. Bounce rate is related to conversion rates (rate/number of visitors who only go to the landing page and then leave) Bounce rate typically between 26 – 75 \% Look at the technical performance Useability Misleading descriptions Technical erros Poor links for referring sites 11 Step1: GoDIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Digital marketing: Implementation and practice Campaign planning for digital media Main topics • Communications review • Campaign planning • Goal setting • Targeting and positioning • Reading Chapter 8 Planning Digital Marketing Campaigns Elements in the traditional communication process SENDER RECEIVEREncoding Decoding Noise ResponseFeedback Media Message The communication model of Schramm (1955) applied to the internet Message Source Opinion formers Opinion leaders TA nTA1 The Influencer Model of Communication The Interactional model of communication TA2 TA3 TA1 Electronic sources Personal sources Mass Media TA4 Opinion leaders Opinion formers TA = Target Audience One-to -many and one-to-one communications Step1: Goal setting Terminology for measuring digital campaigns Measures used for setting campaign objectives Step1: Goal setting Terminology for measuring digital campaigns Measures used for setting campaign objectives Traffic volume is measured by click throughs/ visits or unique visitors. Unique visitors is best as this is creating opportunities to interact with individuals We can then translate this into measure of Reach which gives a \% of online audience share Step1: Goal setting Quality - Conversion rates • Traffic volumes give no insight into engagement. • Conversion rates give insights into the quality of the interaction shows where visitors come form • Conversion rates can be at the visit level or the unique visitor. • Bounce rate is related to conversion rates (rate/number of visitors who only go to the landing page and then leave) Step1: Goal setting Cost of customer acquisition – cost per click /cost per thousand Example: £2 CPC (500 clicks delivered from Google Ads costing £1000) Cost per acquisition: • of a visitor • of a lead • of a sale Step1: Goal setting Return on Investment (ROI) is used to measure profitability of the specific marketing activity Branding measures: offline measures – brand awareness, brand recalls, brand selection purchase intent Life time value based on ROI: Incudes various measures: acquisition costs; retention rates, etc during the life time of the customer. An example of the effectiveness measures for an online ad campaign Campaign response mechanism Online response mechanism Range of response mechanisms for online media Step 2 Campaign insight Research to gain customer insight for digital marketing campaigns • Site audience – reach and composition • Online buying behaviour • Customer media consumption • Customer search behaviour • Competitor campaign activity • Competitor performance Step 3 Segmentation and targeting Targeting variable Examples of online targeting Relationship with company New contacts, existing customers, lapsed customers Demographic segmentation B2C, age, gender social grouRAINDROPS DIGITAL MARKETING ASSESSMENT AND PLAN STUDENT NUMBER: F133896 MODULE CODE: 21BSP064 COURSEWORKCOMPONENT: CW1 WORDCOUNT: 2376 F133896 1 Table of Contents Section-I: Situation review _____________________________________________ 2 Current digital market ______________________________________________________________ 2 Customer interaction in the digital market _________________________________________ 2 Target market and specific characteristics __________________________________________ 3 Review of competitors _______________________________________________________________ 3 Section II: Digital marketing goals _____________________________________ 4 Structure of market _________________________________________________________________ 4 The potential strength of demand ___________________________________________________ 4 Competitor strategies _______________________________________________________________ 4 Brand goals _________________________________________________________________________ 5 Section III: Digital marketing strategy _________________________________ 6 References ______________________________________________________________ 8 F133896 2 SECTION-I: SITUATION REVIEW CURRENT DIGITAL MARKET The jewellery and accessories segment of small-time retailers and big multi-millionaire brands is being shifted online due to the rising demand for e-commerce. The digital market is a congregation of customers from every part of the world, and they are all looking for something cheap yet beautiful. In such a scenario, both small and big businesses are trying to grab attention by creating something innovative and memorable through their brands. The jewellery and accessories business is one of the most popular segments of online markets and attracts considerable traffic. The variety of designs available online and the convenience of shopping from home make it an attractive and viable business to run online. In 2020, the luxury jewellery market rose to 22 billion euros globally, and a significant share of the market is owned by China, followed by the US and India. The value of the jewellery and accessories market is estimated to grow to 307 billion dollars in 2026 from 230 billion dollars in 2020. The creation of lab-grown diamonds is set to disrupt the industry and help businesses grow at a rapid rate. CUSTOMER INTERACTION IN THE DIGITAL MARKET The online platforms, customers have easy access to a particular brand and its competitors, due to which brand loyalty is low, especially in the jewellery and accessories market (LópezGarcía et al., 2019). Customers have high switching rates; however, studies show that trust is a significant influencer in the customers decision-making process. They are naturally attracted to brands that can provide them with attractive designs at a competitive price and good customer service. Most