Digital marke,ng – What is

it?
Prof. Manuel Au-Yong Oliveira
 Marke&ng has changed due to technology
• Computers
• The Internet
• Smartphones (2007 – iPhone 1) [and tablets (2010 – iPad 1)]
• Social networks – online [Facebook (2004), Instagram (2010), TwiFer
(2006), LinkedIn (2002)]
• Search engines [Google (1998)]
• Digital markeMng gained popularity in the 2000s
• Digital markeMng actually applies old concepts to digital means
available in the new digital era
 Marke&ng strategy through digital channels
and electronic devices
• RelaMonship markeMng takes on a new meaning as the digital world
never forgets [human beings, on the other hand, have poor
memories…]
• Google Ads – a tool…
• Facebook Ads – a tool…
• How do consumers behave in a digital environment?
• This behaviour is changing…
• MarkeMng has become more technical
 Digital marke&ng
• You have to know about technology
• You have to know about markeMng
• Do we spend more Mme on our smartphone than interacMng with the
people around us? [Yes]
• How do we compete for the consumers’ aFenMon – always
connected, always online?
 Digital marke&ng / Digital promo&on
• InteracMon with your smartphone 2,617 Mmes per day (FausMno,
2019)
• Generate demand for products and services
• Smartphone penetraMon at 87% for those with Internet access
• In 2020 more people with a smartphone than with access to
electricity (FausMno, 2019)
• Mobile [Internet on the move vs. desktop access – the laFer out-of-
date] is already the present – and the future
• Facebook – 2018 – 4.98 billion dollars profit – 11.97 billion dollars in
revenues – 91% of revenues from mobile ads (FausMno, 2019)
 What about innova&on?
• Should marketers forget innovaMon and the generaMon of new
products within the markeMng department?
• Is that not important?
• What about creaMvity?
• Do marketers need to be creaMve?
• Teresa Amabile – Harvard Business School
 Digital Marke,ng in 2021?
Neil Patel
h"ps://www.youtube.com/watch?v=KzRka1lpdb4&t=211s
How Digital Marke,ng Will Change in 2021
• A"er COVID-19 everyone is online [saturated market]
• A lot changed in 2020…
• Is Facebook a monopoly, people are quesMoning?
• Everything has speeded up significantly in the digital world
• We are where we were supposed to be only in 2026, five years from
now
• It is ever more difficult to capture people’s aFenMon
 Digital Marke&ng in 2021?
Neil Patel
• All businesses are online now à super compe11ve
• Everyone is leveraging digital marke1ng
• Avoid basic mistakes
• Make sure your website loads very quickly and not only for you with a
good connec7on and recep7on (wherever your customer or prospect is…
recep1on may be low in a given geographic area) [page speed is essen7al]
• We want to increase conversions and traffic
• “Improving page speed improves conversions by up to 7%” (Neil Patel)
• Page speed also increases traffic and page rankings (Neil Patel)
 CDNs – Content Delivery Network – A trick
• To improve your web page speed - “Load you non-staFc files from
CDNs” (Neil Patel)
• CDN - Content Delivery Network
• CDNs - For staMc text and images
• CDNs - But also for non-staMc files / images and text
• “Pueng your non-staMc files on a CDN it can boost your load Mme and
increase in all of your SEO rankings, your overall traffic and
conversions [up to 7% improvement if you were not too slow to start
with]” (Neil Patel)
 Digital Marke&ng in 2021?
Neil Patel
• “Content length will not maHer as much” (Neil Patel)
• Text-based content – forget having 2,000 plus words… We do not want to
see that
• Video, image, animated GIF is beHer than text – to communicate as quick
as possible
• Do not have to be super long ar7cles with key words anymore – that has
changed
• It is all about the quality
• Audio and video - now wanted longer
• Videos – how long, in 2021? 10 minutes or more (not shorter 2-5 minutes;
not longer - say 20-30 minutes – too long – not much of an impact for the
extra effort)
 Google rankings
• “How high you rank will maFer more than ever” (Neil Patel)
 SEO is not dead
• Go aier the top spots – they really maFer
• Is your site relevant?
 Brand, brand, brand
• “If you have a brand you are much more likely to do beFer in the long
run” (Neil Patel)
• People trust brands more
• Fake news is a problem right now and reputable brands are a
soluMon
• Lead to more conversions and sales; and to more new followers in a
cycle [concept of reach]
• The rule of seven – what is it? How you can interact with someone
seven Fmes – “creates more loyal followers” (Neil Patel)
 João Neto – Talk about digital marke&ng on
13-04-2016
• SMll valid today – aier COVID-19?
• Does Kuantokusta.pt sMll exist?
• “Companies develop soiware but they can’t sell soiware. They have
to sell adverMsing.”
• “Build and bring in a huge audience, many people looking at their
products every day, every moment, and then using their space in their
products to show other people’s stuff. And then they pay.”
 João Neto – Talk about digital marke&ng on
13-04-2016
• “So, currently, in the soiware business, in the soiware industry, the
main business model is no longer selling soiware. Of course, there
are sMll companies selling soiware - Microsoi rents the Microsoi
work - Office. If you buy invoicing soiware you pay for it. But you are
paying less and less and less and some of these companies are not
even charging anymore for the soiware.”
 João Neto – Talk about digital marke&ng on
13-04-2016
• “So, the business model is changing completely. And this change is
completely focused on markeMng because you can always sell if you
have an audience but to build an audience you need to invest a lot of
markeMng into it in smart ways. Then when you have this audience
you only sell markeMng. You sell referrals, you sell places to show
other people’s business, other people’s offerings. So this is exactly
what we do at NDrive.”
 João Neto – Talk about digital marke&ng on
13-04-2016
• “You have to have millions of people using this because this is free so
you’ll be making money out of adverMsing – adverMsing is a few cents
per person, so you need millions.”
• ““push downloads” – I can pay other companies, for example
Facebook, and we do that oien, to place our adverMsing of NDrive on
their flat feed. And if someone clicks and downloads the applicaMon
I’ll pay a specific amount of money.”
 João Neto – Talk about digital marke&ng on
13-04-2016
• “There are usually many ways to pay for this kind of adverMsing. You
can pay for each Mme you view our screen, you can pay every Mme
someone clicks on it, or you can pay every Mme people download the
applicaMon. Of course, downloading is more expensive than clicking
and clicking is more expensive than the display.”
 João Neto – Talk about digital marke&ng on
13-04-2016
• “The amount, depending on the country, can go from 30 cents per
download to 2 euros per download or 2 dollars per download. And
when people download this [NDrive] they start using the applicaMon,
but more important than that the applicaMon gets higher in the app
store ranking.”
 João Neto – Talk about digital marke&ng on
13-04-2016
• “If you go search for navigaMon or restaurants or whatever you have
hundreds and hundreds, maybe thousands of apps, so if you are
down the lists, you will never get to the user. So, if you pay for these
downloads you can pay as much as you need to get to the top. And
then, when you are at the top, you have visibility. And if people start
using this and they like it they will be raMng this with five or four stars.
If you have five stars and the visibility on the tops, it gets momentum,
and people start downloading because you are on tops and because
you have these good raMngs and then you can stop paying for the
“push downloads”, and you keep going.”
 João Neto – Talk about digital marke&ng on
13-04-2016
• “The main takeaway here is if you don’t have something useful no
maFer how much you pay you’ll never have a big audience. Because
you pay for people to know, they don’t like it or they don’t review it
or they review it and give you only one star, so even if you get to the
tops no one will install an app with one star from reviews.”
 João Neto – Talk about digital marke&ng on
13-04-2016
• “Second thing is, once you get there if you keep the quality of your
product and the usefulness of your product you don’t have to pay for
push downloads anymore or maybe you don’t have to pay as much as
you used to if the applicaMon weren’t so good.”
 João Neto – Talk about digital marke&ng on
13-04-2016
• “… the advantage of the digital market is you can confirm if its
working or not. You can every hour and every minute know how
many downloads you have. In Greece, in Portugal, or the rest of the
world. And what is the price of them, is it worth spending, is it not?
How many of these people kept using it? So you have all the analyMcs
to understand how things are going. It is not like in the past when you
had a TV campaign and you just guessed – did this work or didn’t it?”
• Digital markeMng “is heaven for a marketeer”.
 Typical exam ques&on
1) According to Neil Patel, and as discussed in class, please choose the
truest answer:
a) In 2021 online videos should run longer than in 2020.
b) In 2021 online videos should run shorter than in 2020.
c) In 2021 online videos should run for at least 60 minutes.
d) In 2021 online videos should run for less than 2 minutes.
e) None of the above are true.
 Answer
• 1) Answer a is correct.
 Typical exam ques&on
2) According to Neil Patel, and as discussed in class, please choose the
truest answer:
a) Web page speed may improve conversions by 25%.
b) Web page speed may improve conversions by 54%.
c) Web page speed may improve conversions by 7%.
d) Web page speed may improve conversions by 94%.
e) None of the above are true.
 Answer
• 2) Answer c is correct.
 Typical exam ques&on
3) According to Neil Patel, and as discussed in class, please choose the
truest answer:
a) The percentage of clicks to posiMon 1 aier an online search is 75%.
b) The percentage of clicks to posiMon 1 aier an online search is 35%.
c) The percentage of clicks to posiMon 1 aier an online search is 91%.
d) The percentage of clicks to posiMon 1 aier an online search is 56%.
e) The percentage of clicks to posiMon 1 aier an online search is 5%.
f) None of the above are true.
 Answer
• 3) Answer b is correct.
 Typical exam ques&on
4) According to Neil Patel, and as discussed in class, please choose the truest
answer:
a) With SEO (search engine op1miza1on) it is not important, in 2021, to go
for the top search spots.
b) There are more podcasts than blogs in 2021.
c) Releasing new content is more important than upda1ng content.
d) There are one billion plus blogs in 2021.
e) Content does not have to be relevant in 2021.
f) All of the above are true.
g) None of the above are true.
 Answer
• 4) Answer d is correct.
 Typical exam ques&on
5) According to Neil Patel, and as discussed in class, please choose the truest
answer:
a) Due to fake news brands are no longer important.
b) Due to corrupDon brands are no longer important.
c) COVID-19 has delayed the progress of digital markeDng.
d) COVID-19 has made digital markeDng evolve five years before its Dme.
e) Digital markeDng is the Holy Grail and much is sDll to be done online.
f) Online markets should become saturated in 2026.
g) All of the above are true.
h) None of the above are true.
 Answer
• 5) Answer d is correct.
 Typical exam ques&on
6) According to Neil Patel, and as discussed in class, please choose the truest
answer:
a) The rule of seven is that you should have at least seven people in the digital
markeDng department.
b) The rule of seven is the Dme it takes to master digital markeDng – seven years.
c) The rule of seven is the number of websites a firm should have (seven).
d) The rule of seven is the number of Dmes you should interact with your
followers via e-mail, push, or messenger bots, among others.
e) All of the above are true.
f) None of the above are true.
 Answer
• 6) Answer d is correct.
 Typical exam ques&on
7) According to João Neto, and as discussed in class, please choose the
truest answer:
a) On Facebook it is more expensive to have the prospect visualize our
ad than click on our ad.
b) On Facebook it is more expensive to have the prospect click on our
ad than to visualize our ad.
c) On Facebook it is more expensive to have the prospect visualize our
ad than to download our product.
d) All of the above are true.
e) None of the above are true.
 Answer
• 7) Answer b is correct.
Queries – please contact:
• mao@ua.pt