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Digital Marketing - Vannam LE 2/24/22
NATIONAL ECONOMICS UNIVERSITY

BUSINESS SCHOOL
MARKETING & OPERATION DEPARTMENT
TEACHING SLIDE
SUBJECT
DIGITAL MARKETING
CODE: EBPF1189
CREDIT: 3
INSTRCUTOR: VANNAM LE
1
PART Digital marketing

1 fundamentals
Topic
1
INTRODUCING DIGITAL MARKETING
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Learning objectives
1 2 3
Identify the key
Explain the relevance
Evaluate the differences between
of different types of
advantages and customer
digital platforms and
challenges of digital communications for
digital media to
media digital marketing and
marketing
traditional marketing.
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3
Questions for marketers
• What are the options for digital marketing to grow

our business?
• What are the key benefits of digital marketing?
• What differences do the digital media introduce

compared to existing marketing communications
models?
Achieving marketing objectives

through applying digital technologies.
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 7th edition © Pearson
Education Limited 2021
Marketing is the management process responsible for identifying,

anticipating and satisfying customer requirements profitably
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A.I.D.A.S
A.I.S.D.A.L.S.Love
Attention Search Action Share
(chú ý) (tìm kiếm) (hành động) (chia sẻ)
Interest
(quan tâm)
Desire Love / Hate
(mong muốn) (yêu / ghét)
Like / Dislike
(thích / không thích)
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Transformation
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TNA
That's not all
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5Ds
Digital
Marketing
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Digital devices: Our audiences interact with

businesses using a combination of smartphones,
5Ds tablets, laptops, desktop computers, TVs, gaming
Digital devices
devices, virtual assistants (like Amazon Echo) and other
connected devices forming the Internet of Things (IoT)
Internet of Things (IoT)

A system of devices, software, objects, people or animals with unique identifiers that can transfer data over a network via machine-to-machine (M2M) interactions without human interaction. 14
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Digital platforms: Most interactions on these devices

are through a browser or apps from the major
5Ds ‘platforms’ or online services, e.g. Facebook™ (and
Digital platforms
Instagram™), Google™ (and YouTube™), Twitter™,
LinkedIn™, Apple™, Amazon™ and Microsoft™.”
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Digital media: Different communications channels for

5Ds reaching and engaging audiences are available,
Digital media including advertising, email and messaging, search

engines and social networks
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Digital data: The insight businesses collect about their

5Ds audience profiles and their interactions with businesses
Digital data
now needs to be protected by law in most countries.
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Digital technology: This is the marketing technology –
5Ds or MarTech – that businesses use to create interactive
Digital technology experiences from websites and mobile apps to in-store

kiosks and email campaigns
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Evaluate the
relevance of
digital platforms
and digital
media to
marketing
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POE
Paid media: Also known as bought media, a direct payment
occurs to a site owner or an ad network when they serve an
ad, a sponsorship or pay for a click, lead or sale generated.
Paid media
Owned media: Different forms of online media controlled by
Owned media
a company including their website, blogs, email list and
Earned media
social media presence.
Earned media: The audience is reached through editorial,

comments and sharing online.
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Essential digital
skills: Keeping
up-to-date with
digital
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2 Advertising medium. Display ads on publisher sites or social

networks can be used to create awareness of brands and
demands for products or services.
Direct-response medium. Targeted search advertising enables
companies to drive visits to a site when consumers shows intent to
purchase, such as searching for a flight to a destination.
Application of Platform for sales transactions. Online flight booking is now the
Digital Marketing most common method for booking flights, both for consumers and
business travellers.
Lead-generation method. For booking business flights, tools can
be provided that help identify and follow up corporate flight
purchases.
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2 Distribution channel, such as for distributing digital

products. For example, today, airlines sell more
insurance services than previously
Customer service mechanism. For example,

customers may self-serve’ more cost-effectively by
Application of
Digital Marketing reviewing frequently asked questions.
Relationship-building medium. Here a company can
interact with its customers to better understand their
needs and publicise relevant products and offers.
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2 Distribution channel, such as for distributing digital

products. For example, today, airlines sell more
insurance services than previously
Customer service mechanism. For example,

customers may self-serve’ more cost-effectively by
Application of
Digital Marketing reviewing frequently asked questions.
Relationship-building medium. Here a company can
interact with its customers to better understand their
needs and publicise relevant products and offers.
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2
Identifying. The Internet can be used for marketing research to
find out customers’ needs and wants
Benefit of Anticipating. The Internet provides an additional channel by

Digital Marketing which customers can access information and make purchases
Satisfying. A key success factor in e-marketing is achieving

customer satisfaction through the electronic channel
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Keys
5Ss
Digital marketing
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Keys
5Ss
Digital marketing
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Digital Marketing 4Es
• Excitement (Phấn khích)
• Education (Giáo dục)
• Experience (Trải nghiệm)
• Engagement (Cam kết)
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EXCITEMENT
• Sales promotion activities to the right
target audience
• The technique used is suitable for the

Excitement always perception and subconscious mind of the
accompanies
"crazy" actions target group
• Idea Virus Marketing or WOM
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EDUCATION
Good lectures
usually start with
practice and end
with practice
Ulrich Lipp
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EXPERIENCE
An experience is a
set of emotions,
good or bad…
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ENGAGEMENT
• Action, loyalty and commitment.
NPS • Active consumer interactions lead to

Post-purchase more profits.
• Participation can also backfire.
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7Cs Digital Marketing
Communication
Consistency Convenience
Content Community
Core goals
Context Competition
Customer
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Core goals
• Specific
• Measurable
• Achievable
Mục tiêu
chính
• Realistics SMARTER
• Timebound
• Engagment
• Ralevant
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Context
Bối cảnh
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Content
Anything to keep
• Ensure relevance to the context and key objectives.
your digital
marketing funnel • Develop niche keywords to improve organic search.
full
• Implement SEM and paid search.
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PHỄU BÁN HÀNG - DIGITAL MARKETING
Potential customers must first be aware that there

NHẬN THỨC is a problem and YOU or your organization have a
solution to it. (This is where your blog excels.)
Potential customers evaluate the various options

ĐÁNH GIÁ available to them, including your competitor's
solutions, and of course, do not take any action to
solve the problem.
CHUYỂN ĐỔI
The customer is now at the point of truth - making a
purchase. YOUR goal is to convert leads into
CUSTOMERS.
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TOFU (Top Of The Funnel)

Cold Traffic You need content at the top of the
Người lạ funnel to create awareness and
awareness for potential customers.
MOFU (Middle Of The Funnel)

You need content in the middle of the
Warm Traffic
funnel to facilitate evaluation by
Người quen
potential customers.
BOFU (Bottom Of The Funnel)

You need content at the bottom of the
Hot Traffic funnel to trigger a lead-to-customer
Người thân conversion.
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Top Of The Funnel (TOFU) - NGƯỜI LẠ
COLD TRAFFIC
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Middle of the Funnel (MOFU) - NGƯỜI QUEN
WARM TRAFFIC
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Bottom of the Funnel (BOFU) - NGƯỜI THÂN
HOT TRAFFIC
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Consistency
Consistency (Tính nhất quán)
Familiarity (Sự quen thuộc)
Asymmetrical trust
Trust (Niềm tin)
and information
Loyalty (Lòng trung thành)
Evangelism ( Hành động truyền giáo)
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Communication
• Maintain customer trust and loyalty to the brand
Digital • Convey all product information

Marketing • Create brand affection and loyalty
Communication • Build a beautiful image for the brand
s (DMC) • Create a story for the brand
• Distributing products conveniently at agents and retailers
• Increase sales and profits
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NGƯỜI GỬI NGƯỜI NHẬN
KÊNH
MÃ HÓA
GIẢI MÃ
THÔNG ĐIỆP
PHẢN HỒI
NHIỄU
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Communication Efficiency Tower

Purchase Do
(Mua) (Hành động)
Conviction
(Tin tưởng)
Preference Feel
(Ưa thích) (Cảm nhận)
Liking
(Có thiện cảm)
Knowledge
(Hiểu biết)
Think
Awareness (Suy nghĩ)
(Nhận thức)
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Convenience
Let customers follow you

with the advertising
"scent"
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Community
Buôn có bạn, Bán

có phường
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Competition
“Contrast is persuasive
and often amplifies it in
every way.”
---Vannam LE---
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COMPETITIVE ANALYSIS - DIGITAL MARKETING
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Digital Marketing model
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Summary and
examples
Transaction
alternatives
between
businesses,
consumers and
governmental
organisations
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DSD
A generic digital
marketing strategy
development process
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RACE
RACE: Reach-Act
(Interact)-Convert-
Engage.
Source: Smart Insights (2010)
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Six categories
e-communications
tools or media
channels
(Chaffey and Smith, 2008)
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Summary
Communication
models for (a)
traditional media,
(b) new media
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Summary
Degree of
individualisation for: (a)
traditional media
(same message); (b) new
media (unique messages
and more information
exchange between
customers)
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Mixed-mode
The role of
mixed-mode
buying in
Internet
marketing
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Key differences
Table 1.5 An interpretation of the differences between the old and digital media
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24/02/2022

BUSINESS SCHOOL
TEACHING SLIDE
SUBJECT
DIGITAL MARKETING
CODE: EBPF1189
CREDIT: 3
1
PART 2
DIGITAL MARKETING STRATEGY
Topic
1
Building Digital Marketing Strategy based on Customer Journey
1
24/02/2022
Learning objectives
1 2 3
Understanding the Identifies the tools used at
Build a digital marketing
customer journey and the each brand touchpoint in
strategy based on the
importance of customer the customer journey when
customer journey with
journey analysis in digital building a digital marketing
brand touchpoints
marketing strategy
A customer journey is an entire experience a customer has while

communicating with a brand. It considers the complete interaction
roadmap from brand discovery to purchasing and beyond. The
focus isn’t on transactions, but rather how the customer feels
after interactions with the brand.
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 7th edition © Pearson
Education Limited 2021
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3
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Touchpoint 1
• Before someone can buy from you, they have to

realize you exist - right?
AWARENESS
• This step is pretty self-explanatory: It’s where the
person becomes aware of you. After all, nobody is
born knowing who Apple or Amazon are. At some
point they have to become aware of these
companies if they are to become a customer. The
same thing is true of your company.
Touchpoint 1
• A father of two sees an advertisement for a new

children’s summer camp on Facebook.
Examples of Digital • An office manager searches Google to find a new

Marketing that coffee supplier.
generates awareness
• A college student watches an Instagram video of her

friend raving about a new brand of noise canceling
headphones.
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Example
Facebook ads are the
perfect vehicle for driving
awareness. In this
example, browsers are
introduced to a home
security company
Touchpoint 1
• Digital Advertising
• Search Marketing
Digital marketing • Content Marketing

tools that create
awareness • Social Media Marketing
• Community Management
• Copywriting
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Touchpoint 2
• Your prospect is now aware of you - they know who you are - but
you’re still in the early stages of a relationship with them. They
don’t yet know you, like you, or trust you.
ENGAGEMENT
• Touchpoint 2, Engagement, is where you start conversing with
your prospects. You engage them through some form of content
that provides entertainment, information, or both.
• Engagement is something that must continue throughout the

Customer Journey. It’s not something you do once and move on.
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Touchpoint 2
• A grandfather of five receives an email newsletter from his

financial advisor detailing several ways to save for a child’s
college tuition while reducing taxes.
Examples of Digital
Marketing that
• The owner of a boutique wine store becomes active in a
generates
Facebook community for wineries and other wine retailers.
engagement
• A new mother watches a YouTube video from Johnson &

Johnson showing her how to give her baby a bath.
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Example
Engagement often occurs
through valuable, relevant
content.
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Touchpoint 2
• Content Marketing
Digital • Social Media Marketing

marketing tools
that create
engagement • Email Marketing
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Touchpoint 3
• Just because someone reads one of your blog posts today does
NOT mean they’ll remember to revisit your site in the future.
SUBSCRIBE
• Most often, this transaction is an exchange, sometimes referred
to as an “ethical bribe.” You promote a valuable offer, but
instead of asking for money, you ask for the prospect’s contact
information. And when they give it to you, not only do you give
them access to the content, product, or service you promised,
you also add them to your subscriber list.
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Touchpoint 3 A young professional signs up for a webinar presented by a local

realtor about the best practices of purchasing a first home.
The young professional is sent the time and URL of the webinar.
A college girl fills out a form on a blog to receive a free sample of a

new face cream.
Examples of The college girl is sent a thank-you email telling her the face cream
Digital Marketing is in the mail.
that generates
subscribers The Human Resources manager at a mid-sized accounting firm
signs up for a demo of a new application he can use to manage
the hiring of new employees.
The manager is contacted to schedule his demo.
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Example
Salesforce’s offer
is perfect for the
Subscription stage
of their Customer
Journey.
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Touchpoint 3
• Email Marketing
Digital
marketing tools • Digital Advertising
that create
subscribes
• Conversion Rate Optimization
• Copywriting
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Touchpoint 4
• If the subscribers you gain remain engaged, some of them will be
ready to increase their level of commitment. They like the
information you share and have begun to trust you, so they’re
ready to invest in one of two ways: either with time or money.
• This is a critical stage in the Customer Journey and one that

frustrates many business owners. The key to success in this
CONVERT stage is to employ what we call “entry-point offers.” These
offers are designed to give the new prospect huge value without
forcing them to put too much “skin in the game.”
• In fact, it’s too early even to concern yourself with profitability.

That’s right: in this stage of the Customer Journey, you might
lose money on the prospects you acquire as buyers.
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The Convert stage of the Customer Value Journey is

about acquiring buyers or ramping up the commitment
level of the leads you already have. It is NOT about
profitability.
Vannam LE
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Touchpoint 3
• The VP of Operations at a large company purchases a high-dollar

management consultant’s book for $8 on the consultant’s
website.
Examples of
Digital Marketing
• A daughter of elderly parents schedules a walk-through visit at
that generates the local retirement home.
conversions
• A man takes advantage of a $20 teeth whitening service at his
local dentist.
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Example
Here’s an example of an
offer from GoDaddy that
does a great job of
acquiring new customers
with extremely low-priced
domain registration
services:
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Touchpoint 3
• Digital Advertising
Digital • Content Marketing

marketing tools
that create • Copywriting
conversions
• Email Marketing
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Touchpoint 5
• At this point, your new customer has had a transaction with you.
A small transaction, sure, but a transaction nonetheless. Your job
now is to make sure the transaction is a good one, that the
excitement of the purchase develops into good will and trust.
• Whatever the prospect purchased or gave up valuable time for is

outstanding. Great marketing will only increase the speed at
EXCITE which your business fails if you don’t have outstanding products
and services.
• The prospect must get value from their last transaction with you.
The Excite stage of the Customer Value Journey is something
you must return to again and again. And every time, it should
create excitement.
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Touchpoint 5
• A married couple buys a Keurig (coffee maker) and uses the free
coffee servings and Quick Start Guide to have an amazing cup of
coffee within minutes of opening the box.
Examples of
• A new user of the Spotify music streaming app goes through an
Digital Marketing
instructional walkthrough teaching her how to build a playlist of
that generates her favorite songs.
excite
• A young man reads through 3 eye-opening blog posts
recommended via email by his newly hired Life Coach in advance
of their first coaching session.
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Example
It could be as simple as an
email onboarding
campaign, like this one
from the productivity app,
Evernote:
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Touchpoint 5
Digital • Email Marketing

marketing tools
that create • Content Marketing
excite
• Copywriting
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Touchpoint 6
• The Ascend stage of the Value Journey is where your customer
will be ready to buy more and more often. If your business has a
core offer, this is the place to make that offer. Then once your
customer purchases that core offer, it’s time to present them with
other relevant offers.
ASCEND • Buying customers on the front end is just smart business, but
only if you can monetize those customers on the back end.
• Always remember that it costs more to acquire a new

customer than to sell to an existing one. That first sales isn’t
about profits. It’s about converting a prospect to a customer, so
you can begin a long (and profitable) customer relationship.
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Touchpoint 6
• A dating couple rent a convertible in San Diego and pay extra for
satellite radio and GPS.
Examples of • A new dad buys a digital camera for $2,495 and adds a lens kit,
Digital Marketing camera bag, and tripod to his purchase for a bundle price of
that generates $699.
ascend
• A woman with a brand new Mercedes buys an unlimited car wash
package for $40 per month instead of paying for each car wash
individually.
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Example
Here’s how Southwest

Airlines creates ascension
by making an offer that will
improve your experience
and increase the value of
your transaction:
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Touchpoint 6
• Email Marketing
Digital
marketing tools • Copywriting
that create
ascension • Digital Advertising
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Touchpoint 7
• You now have a happy customer who has made several

profitable purchases from you. The next stage in the Value
Journey is to create marketing that encourages your most loyal
customers to advocate for your business.
ADVOCATE • An advocate is someone who speaks positively about your

brand.
• An advocate is what you might call a “passive promoter.” They

won’t necessarily promote your business in an active way, but
when asked about you, they will respond favorably.
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Touchpoint 7
• A woman enters a contest to win a new lip gloss from a beauty

company by shooting a video review detailing how much she
Examples of loves one of their lipsticks.
Digital Marketing
that generates
• Upon request, the Warehouse Manager at a produce supplier
advocates company writes a glowing review of the local courier service she
uses to transport fruits and vegetables locally.
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Example
Designer Shoe Warehouse

knows the value of the
Advocate stage in the
Customer Journey. This
email is designed to
activate advocates by
asking for a review
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Touchpoint 7
Digital • Social Media Marketing

marketing tools
that create • Email marketing
advocates
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Touchpoint 8
• Promoters differ from advocates in that they are actively seeking
to spread the word about your brands, products, and services.
• In some cases, the promoter simply had a great experience with

your company and wants to share their story with friends and
family. In other cases, they promote because you’ve created an
PROMOTE incentive for them to do so.
• This puts your message in front of a new audience, the fans,

followers, and friends of the promoter. And because this new
audience is hearing about you from a trusted source who they
already know, they’re much more likely to become customers
themselves.
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Touchpoint 8
• A man who runs a podcast about fishing earns a 20%

commission every time one of his listeners buys fishing
equipment using his affiliate link.
Examples of
Digital Marketing
• A woman attends a conference for free because she arranged for
that generates 5 of her colleagues to go as well.
promoters
• A marketing agency partners with a marketing automation
software company to resell their software for a commission.
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Example
A good example of this is

Dropbox. When it was just
starting out as a new
company in a new
industry, they realized
discoverability would be
key to their success. So
they initiated a referral
program that gave its
users a strong incentive to
promote the service to
others.
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Touchpoint 8
Digital • Email Marketing

marketing tools
that create
promoters
• Copywriting
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HOW TO
Move Prospects Through The Customer Value Journey
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The short answer
You build marketing CAMPAIGNS that INTENTIONALLY move people

from one stage to the next.
And those two words—campaigns and intentionally—are important here.

So let’s unpack them one at a time.
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A marketing campaign has two critical components:

CAMPAIGN
• The call to action is what you want people to do. If the marketing
campaign you’re creating is aimed at the Subscribe stage of the Customer
Journey, your call to action might be for people to download a whitepaper,
checklist, or video resource. If it’s a campaign in the Convert or Ascend
stage, your call to action might be to buy a product or service. If the
campaign you are creating is for the Awareness stage, the call to action
What Is A might be as simple as listening to a podcast episode or reading a blog
Marketing post.
Campaign?
• The traffic source could be digital clicks from ads, email, social media
sites, or search engines like Google. Offline marketing could include direct
mail, TV, or radio advertising, print ads, or anything else that gets the call
to action in front of your prospects.
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CAMPAIGN
The purpose of a marketing campaign is to intentionally move
people from one stage of the Value Journey to the next.
• A campaign might have the goal of getting people to sign up

for your email list (going from Engaged to Subscribe).
• Another campaign might have the goal of getting new

What a
campaign is customers excited about their purchase (going from Convert
supposed to to Excite).
DO.
• Once again, notice that a campaign is intentionally moving
people through the Value Journey. And that word
“intentionally” is important.
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INTENTIONALLY
Moving Customers Through The Value Journey
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INTENTIONALLY
Anyone who has ever become a customer of a
company has moved through the Value Journey,
whether that company made it happen
Intentionally
Moving intentionally or not.
Customers
Through
The Value
Journey Sometimes, people move through the Value
Journey on accident.
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INTENTIONALLY
For example, imagine that you had never heard of Dropbox before.
Then, one day, a friend tells you that he uses Dropbox to store all his
files online, and he recommends that you check it out.
At this point, both you and your friend have progressed along the
Value Journey. You have moved to Touchpoint 1, Aware, and your
friend has moved to Touchpoint 8, Promote.
Example
However, this progression didn’t happen because of anything Dropbox

did intentionally. It resulted from a random comment or a casual
conversation between you and your friend.
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The #1 Mistake
Marketers Make When Creating Campaigns
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Impossible
Once a business understands the Customer Journey, they
can get so excited about the possibilities that they try to
move people all the way from stranger to promoter in one
touchpoint, in one campaign.
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You cannot possibly create one campaign that makes people aware
of you, engages them, gets them to subscribe and convert, excites
them, ascends them, and then turns them into advocates and
promoters.
Instead, you need to create multiple specific campaigns that are
designed to move people from one touchpoint to the next. (Or in
some cases, a campaign can probably move people through 2 or
maybe 3 touchpoint at once.)
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Case Study: ModCloth

Campaign Goal: Engage to Subscribe
Content Needed: Blog Post
Traffic Source: Facebook organic traffic
Call to action: Sign up for ModCloth’s good news and great offers!
ModCloth leveraged this blog post to

drive subscriptions.
Here’s an example of a campaign with a
different goal. In this case, the clothing
company ModCloth wanted people who
were already engaged with their content
to subscribe to their email list.
The content needed for this campaign
was pretty straightforward: it’s a blog post.
When you go to the ModCloth blog, you’ll
see many helpful blog articles like this
one:
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Case Study: Honest Company

Campaign Goal: Engaged to Subscribe to Convert
Content: Email Copy and Creative
Traffic Source: Google Adwords
Call to action: Exclusive Offer! 25% off your first order
Here’s an example of a campaign

that moves people through two steps
in the Value Journey: from Engage to
Subscribe and then to Convert.
Let’s go through this campaign from
the beginning. The traffic source
here is Google Adwords targeting the
keyword “buy organic diapers.”
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04/03/2022

BUSINESS SCHOOL
TEACHING SLIDE
SUBJECT
DIGITAL MARKETING
CODE: EBPF1189
CREDIT: 3
1
PART 2
Topic
3
Following Email Marketing Best Practices
1
04/03/2022
Learning objectives
1 2 3
Understanding email Type of email marketing

marketing and the role of that business can use to Practice email marketing
email marketing grow their business.
Email marketing can be used for branding, engagement,

acquisition, retention, direct sales, reactivation, generating traffic,
and getting referrals, making it one of the most versatile tools any
business can use to grow their business.
The goal of email is to assist and expedite a customer’s

movement from one stage of the value journey to the next.
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Email marketing is more than broadcasting an email every time you

publish a new blog post. And it’s more than sending email alerts
when you have a promotion or sale.
To master email marketing, you need to understand the types of

emails you’ll use, their timing, and the different campaigns you’ll
use to connect with your subscribers.
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HOW TO
The Types of Emails You’ll Use in Email Marketing
HOW TO
• Transactional – to provide customer service.

The Types of
Emails You’ll • Relational – to engage subscribers and nurture
Use in Email relationship with them.
Marketing
• Promotional – for generating sales.
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Email Type #1
• These are the emails that get sent out by your automated systems,
confirming actions taken by your prospects and customers.
• While most transactional emails are templates provided by the

Transactional Emails marketing systems we use, the average revenue per transactional
email is 2x to 5x higher than standard bulk email.
• Here are the 8 types of transactional emails you can use, along with
some tips for raising their transactional value:
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1
• Order confirmation emails have a higher open rate
than any other type of email. That makes sense if
you think about it: the recipient has just given you
Order
money and wants to verify the details of their
Confirmations
purchase.
• Most brands don’t do anything to optimize this

email for growth. But look at what Amazon does.
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Example
This email confirms the
purchase, sets expectations,
and finishes the transaction.
The customer is excited
about their purchase—which
means it’s a great time to
add an additional offer or
ask for a referral.
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Purchase • Receipt emails, like confirmation emails, have a high

Receipts open rate, but they’re rarely leveraged for growth.
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Example
In this example, the template
provides space for a
“contact us” message. Why
not make an offer as well?
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• Another email that excites your customers is your

Shipping
Notices shipping alert email, telling them their purchase has
been shipped and when it will arrive.
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Example
As you can see, there’s not usually
anything in this email that could
expedite the customer journey.
But you’ve just reminded your
customer of their purchase,
renewing their excitement about
getting it in the mail. What could
you add to leverage that
excitement? Could you ask them to
tell their friends? What about a
social share?
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• This email goes out when you create an account for

Account
Creation new purchases, providing customers their login
information.
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Example
As with most transactional emails,
this email is rarely leveraged. But
getting access to a closed group is
a bit like getting a present. Your
customers are feeling excited and
happy. Why not ask them to do
something—say, to share their
excitement with their friends in
social media?
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5 • If you sell physical products and someone requests a return

merchandise authorization (RMA), this is a fantastic time to make
them an offer or give them a coupon. While they aren’t happy about
the product they’re returning, they can get excited about your
excellent customer service.
• Your goal here is to re-engage customers, perhaps by offering a

Return different product that would fit their needs better or by providing a
Confirmation coupon code.
• For example, you might double the refund amount on another

purchase. Or for a SaaS product, you could offer to provide
whatever help is needed while lowering the price if they stay.
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Example
Creatively addressing customer
concerns can help you re-engage
them.
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• As with Return Confirmation emails, support ticket

follow-up emails give you an opportunity to add tons
Support
of value. If someone received great support, you
Tickets
can easily ask them to share their experience or
extend their happiness by giving them a coupon.
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7 Most password reminder emails contain little more than a link.

Why not make an offer or announce an upcoming event?
Password
Reminders
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• This email is a standard automated email. But what

if you could figure out an offer that would be
Unsubscribe appropriate for these emails? How much growth
Confirmations would that add to your business? How much more
movement would you get through that customer
journey?
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THINKING • You see, with email, you don’t have to make big
changes to see big movement. Small tweaks can
have very big effects.
• Think about the emails you already send. As you’ve

seen, a lot of them are system-generated, which
means they contain nothing more than generic
This is the thinking messages.
you need to develop
to win at email
marketing. • What could you do with these emails to move people through
your customer journey?
• What could you do to transform subscribers into referral

partners, ambassadors, or promoters of your brand?
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Email Type #2
• Companies that use email to nurture leads generate

50% more sales-ready leads at 33% lower cost.
Relational Emails
• Here are 8 types of relational emails you can use to
get these results for your own business—whether
it’s digital or brick-and-mortar (traditional)
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• This email should be sent immediately to every new

New Subscriber contact. It introduces them to your brand and tells
Welcome them what to expect, including the benefits of being
on your list and the value you intend to provide.
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Example
Welcome emails should set
expectations and add value.
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2
• Gated content is valuable information that isn’t freely available
online. To access the information, you must “pay” with either
your email address or a social share. Typically, lead magnets
and opt-in offers are free in exchange for the visitor’s email
Gated Content address.

Delivery
• This automated email delivers the content that was requested,
successfully concluding that transaction. But as with
transactional emails, there’s lots of room to creatively increase
their value.
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• Whenever you create content, you should use email

Newsletters/Blog to distribute it to your subscribers. These emails can
Articles be short and simple, introducing your topic and
providing a link to access it.
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Example
Use email to distribute new
blog articles to your
subscribers.
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4 • This type of email is both relational and transactional. You’ve

asked someone to block off some time to put you into their
schedule. They’ve made a commitment to you. You need to
confirm that commitment.
• That’s the transactional side of things. You need to send them

Webinar/Event a confirmation email that spells out the date and time of your
Confirmation webinar, plus any other pertinent information.
• But you also want these emails to be relational—because

people prioritize time they’ve set aside for their friends.
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Example
As with gated content,
webinar or event
confirmations give you the
chance to prove that you
can be trusted to deliver
what you promise. If you
develop a reputation for
following through on free
transactions, it’s easy to
believe you’ll be trustworthy
in paid transactions as well.
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• Surveys can help you learn more about your

customers’ interests. It can also help you segment
Survey/Review
them so your offers will be precisely targeted to their
needs.
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• Update your followers on changes in your company

Social Update or your product. This can help you build excitement
as well as preparing them for what’s coming up.
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• Contests build excitement and attract new

Contest subscribers. Your current email subscribers should
Announcement be the first to hear the news, though. After all,
they’re probably your most avid fans.
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• After any positive interaction with your subscribers,

it makes sense to ask for a referral. Think new
Referral Request
purchase, resolution of a problem, or just a friendly
email with a kind word.
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THINKING
Relational emails, regardless of why

they’re being sent, should be “human”
This is the thinking
you need to develop rather than scripted. And they should
to win at email
marketing.
always provide value. Remember to
spell out the next steps and encourage
people to take those steps right away.
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Email Type #3
• According to the Direct Marketing Association, 66%

of consumers have made a purchase online as a
Promotional Emails direct result of an email marketing message.
Obviously, promotional emails are a powerful growth
tool.
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• Promotional content is content that’s perceived as

valuable to your audience while it generates sales
Promotional for you.

Content
• This type of content shouldn’t be overused, but
balanced with relational content, it’s a good way to
engage your subscribers.
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Example
Promotional content is
valuable while generating
sales. The value to the
recipient is a free template,
but its goal is to promote the
Summit.
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• Gated content aims to attract new subscribers, but

New Gated existing subscribers are likely to want it as well. Why
Content not send it to your email list to get them reengaged
and move them along the customer journey?
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Example
This example has the subject line,
“[CHECKLIST] Get up to 20% better
email deliverability,” which is sure to
get noticed. Make sure your subject
line is just as compelling.
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• Sale announcements get more engagement than

any other type of email. Clearly, if you want to make
A Sale a bunch of sales, have a sale.

Announcement
• But you need to use a subject line that’s guaranteed
to get noticed. Like this one: [Flash Sale] 7
PROVEN Blog Post Templates (85% off)
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Example
Sales announcements get a
lot of engagement, provided
the subject line is good.
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4 • Your goal as an email marketer is to take new subscribers all

the way through the value journey, transforming them into
promoters.
• Promoters are hyper-responsive and typically want everything

you produce. That being the case, you should always be
New Product producing new products to support these “hyper-buyers.”
Release
• Then, make sure they know about it by creating a series of

announcement/ promotion emails like this one, announcing
DigitalMarketer’s all-new Content & Commerce event in 2016.
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Example
Sales announcements get a
lot of engagement, provided
the subject line is good.
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5,6,7,8
• Webinar
• In the same way, use these last 4 types of
Announcements
promotional emails to let your subscribers and
• Event
hyper-buyers know what you’re doing to solve their
Announcements
problems.
• Trial Offers
• Upgrade Offers
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Email service providers allow you to send emails in one

of two ways:
• Broadcast emails are sent manually to your entire list

r
Remembe or a segment of your list. They work well for
promotions and content emails.
• Autoresponders are set up in advance to be

delivered when someone performs a triggering
action. Most of your email marketing (barring
promotions and content emails) should be
automated.
Keep in mind:
Just because you CAN trigger a message, doesn’t mean you SHOULD!
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Triggering That Works

The 8 triggers that are most common in email automation
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When someone subscribes, you want to

New
automate their welcome and indoctrination to
Subscriber
create a great first impression.
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Most new subscribers will join your list when they

opt in to get a lead magnet. Automating delivery
Lead Magnet ensures they get it within minutes of their request.
Request Be aware, a new subscriber will likely trigger two

automations: subscriber welcome and lead magnet
delivery—both.
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If someone registers for an event, set up a

Event confirmation email that gives them the details
Registration they’ll need, including date, time, and any
access information.
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If someone makes a purchase, they want

confirmation that their order went through. A
purchase receipt does just that.
Purchase
Be aware, if they’re not currently a subscriber, their
purchase may trigger a subscriber welcome
automation as well.
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5
Segmenting allows you to customize your emails to
Clicking a each subscriber’s interests. Their behavior—clicking a

link in an email, for example—can be used to trigger
Link in a
an engagement campaign. This way, people who don’t
Segmentation
care about the topic won’t see the campaign. But
Campaign everyone who cares, not only sees your content, they
see your promotion as well.
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Referral requests can be automated to follow

Excitement
up purchases and other behaviors that
About Your
indicate they’re engaged and excited about
Brand
your brand.
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One of the easiest ways to increase customer

value is to move people off the fence just
Cart prior to a purchase. When someone adds
Abandonment products to their cart but doesn’t complete
the transaction, that should trigger a reminder
email.
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8
Re-engagement is how you reactivate
subscribers who have stopped engaging with
Not Engaging your emails.
with Your Each of these triggers should set off an
Emails automated email campaign designed to follow
up the triggering behavior and encourage people
to take the next step in their customer journey.
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Understanding Email Timing

The 5 phases of email marketing to send the right message at the right time
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You want your subscribers to be excited about getting your emails?
Segmentation allows you to send emails to the people who will be most likely to respond
favorably. No one sees a promotion they aren’t interested in, and people feel like their emails
are tailor-made for them.
Timing is about understanding where your subscribers are in their customer journey and
only sending them emails that are appropriate for that phase.
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The Indoctrination Campaign

Definition: A triggered campaign sent immediately after someone
subscribes to introduce them to your brand and set expectations.
Stage of customer journey: Subscribe
Use this campaign to:
• Welcome new subscribers.
• Tell them what they can expect.
• Tell them what they need to do next to get the biggest benefit from
you and your brand.
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Step 1: Start by welcoming new subscribers and

introducing them to your brand.
Step 2: Re-state in 3-4 bullet points the benefits they’ll

get as a subscriber. (This is important. If you can’t
Storyboard articulate the benefits of subscribing, how do you expect
them to understand the benefits of buying from you?)
Step 3: Tell them what to expect, using this framework:

here’s what we’re going to do; here’s what you need to
do after we’ve done it.
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Step 4: Encourage whitelisting by saying

something along these lines:
The information we provide—even the free information—is very
important, and if you’re not getting it, you’re losing out. So here’s
Storyboard what I want you to do:
• Whitelist this email address. [Include a link to instructions.]
• Create a folder where you can save all our messages.
• Don’t auto archive any of them. (Read them and use them to
grow your business!)
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Step 5: Put your best foot forward. Send them a

“best of” campaign, listing the content your
existing subscribers have engaged with the most.
Storyboard
For example:
• Your highest shared content, whether it’s video or a blog post
• Your highest commented Facebook post or Facebook Live
• A piece of content that has gotten rave reviews
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The Engagement Campaign

Definition: An interest-based, triggered campaign sent after your
subscriber takes a specific action that makes a relevant offer (and
sale) to your subscriber.
Stage of customer journey: Convert & Excite
Use this campaign to: Turn subscribers into buyers by prescribing

the next logical step based on what you know they’re currently
interested in.
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Step 1: Acknowledge the action they just took.
Step 2: Try to overcome the objections you know they’re

experiencing. Don’t just talk about the tactical, lever-pulling
Storyboard features. Address the thoughts and feelings that keep them
from taking action.
Step 3: Prescribe the next logical step. Clearly spell it out.
Step 4: Ask them to buy.
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The Ascension Campaign

Definition: An interest-based, triggered campaign that makes a relevant
offer (and sale) to your subscriber immediately following their triggering
behavior.
Stage of customer journey: Excite & Ascend

• Expedite and accelerate the value journey.
• Turn new buyers into multi-buyers by prescribing the next logical step (or
nurturing them until it’s appropriate to take that step).
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Step 1: Start by referencing the action they just took. (Don’t

address the action they didn’t take: “We noticed that you didn’t
buy our core product, so I’m sending you this email.”)
Congratulate them. Acknowledge their excitement. Build on that
positive energy.
Storyboard
Step 2: Address and overcome the objections that might be
keeping them from taking the next step.
Step 3: Clearly spell out the next logical step, so they know what
they need to do.
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Segmentation Campaign
Definition: A manual promotional campaign sent to your entire database
with the goal of segmenting your subscribers by interest.
Stage of customer journey: All

• Pique the interest of subscribers who are “stuck” in their value journey.
• Get them to segment themselves based on what they’re interested in now.
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Idea 1: Use content to segment your list: blog posts, video, or gated content.
Then, when someone engages with that content—indicating interest in the
topic—send them an engagement campaign with promotional content based
on that topic.
Ideas for
Idea 2: Use special offers: coupons, flash sales, or special promotions.
Segmentation
Highvalue, time-sensitive offers give people a good reason to take immediate
Campaigns action, which can help you expedite their value journey.
Idea 3: Use events: webinars, demos, workshops, or even one-on-one phone

calls. Time is money, as the saying goes. After investing the time to attend an
event, people are more inclined to invest their dollars as well.
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The Re-Engagement Campaign

Definition: A triggered campaign designed to re-engage any subscriber
who hasn’t opened or clicked an email in the last 30 to 60 days.
Stage of customer journey: Any

• Call out inactive subscribers and get them to start engaging with your
emails again.
• Get them re-excited about you and your brand.
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Step1: Identify your inactive subscribers—anyone who

hasn’t clicked on an email in the previous 30 to 60 days.
Step 2: Give them a reason to re-engage with your emails.

I noticed you haven’t been opening or clicking my emails, and I just
Storyboard wanted to send an email and ask, “Is everything O.K.?”
Step 3: Remind them of the benefits of being a subscriber.
Step 4: Tell them what they’ve missed. As you would in an

indoctrination campaign, send them some of your best
content.
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How Email Marketing Is Measured

The top Key Performance Indicators to manage your email marketing
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List Growth Click-Through Rate (CTR)

For this metric, you want to watch the number The percent of email messages clicked
of new subscribes as compared to the number relative to the number of emails sent or, in
of unsubscribes. As you might expect, you some cases, relative to the number of emails
want the ratio to be positive. opened.
Delivery Rate Unsubscribe Rate

The percent of messages delivered to the The percent of emails that lead to an
recipient’s inbox relative to the number of unsubscribe relative to the number of emails
emails sent. Aim for a delivery rate of 95%+ sent.
Open Rate Complaint Rate

The percent of messages opened by the The percent of emails marked as Spam
recipient relative to the number of emails sent. relative to the number of emails sent.
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10/03/2022

BUSINESS SCHOOL
TEACHING SLIDE
SUBJECT
DIGITAL MARKETING
CODE: EBPF1189
CREDIT: 3
1
PART 2
Topic
4
Designing Your Search Marketing Strategy
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Learning objectives
1 2 3
Understanding search Search marketing Model

The metrics that will
marketing and overview of and System that business
measure the business
the methods that are can use to grow their
search marketing strategy.
working now business.
First, SEO is a broad field divided into 2 big sides.
1. The structural, or technical. People focus on the technical

details of their website rather than the quality of their content.
2. The content or context. People know how to create well

optimized content, build links, and boost social shares.
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To succeed at search marketing, you need “2 big sides”. When you

need to create link assets or get more backlinks, you need an SEO
content specialist. But if Google doesn’t seem to see those assets, and
you’re not ranking, you’ve likely got structural issues. You need an
SEO technician.
Keep in mind is that SEO isn’t a once-and-done task.
The Methods of Well-Executed Search

Overview of the methods that are working well today
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TODAY
Mobile
People are conducting searches from their

Search is… mobile devices. That means your pages must be
easily accessible from phones and tablets as
well as computers. It’s important to adopt a
“mobile first” mindset.
TODAY
Structural and Technical
As mentioned above, if your site isn’t set

Search is… up right, Google won’t even see you. But
once your structural issues are resolved,
you’ll focus mostly on content and basic
on-page optimization.
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TODAY
Everywhere It Matters
Search is…
Google is just one of many search
engines you can optimize for.
TODAY
More Than Traffic
When it comes to SEO, it's about winning,

ranking and beating the competition… That's the
primary goal of search marketing.
Search is…
You can’t pay your bills with rank. And you can’t
take traffic to the bank. The reason to do search
marketing is to get more leads and sales.
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The 6-Part Model for Winning at SEO

There are 3 stages of search marketing, each with 2 steps
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Intent & Context
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SEO starts with user intent.
Essentially, everyone who types a query into Google’s search bar is

looking for something. Regardless of the keywords they use, they
have a specific intent. But that intent exists within the context of what
they’re doing and what they want or need. Both the intent and the
context are critically important for you to understand.
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13
Example
Intent Context (why they have this intent)
Hungry They’re on the road and want to know the restaurants that are near them.
Lost They need directions to the store they’re looking for.
Worried Something have shown up and they want to know what could be causing them.
Stuck They’re installing tile in their kitchen and need instructions on cutting tiles.
They have an anniversary or other celebration coming up and are exploring

Making plans
their options.
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Targeting a Keyword
must understand the context that’s

the user intent
AND behind the search
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Example
Intent = find a B&B
Context = anniversary is
coming up
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Asset & Channel
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Once you know the information people are looking for and why
they likely want that information, you need to build a unique asset
for each of those needs. This stage of the process is all about
content creation.
Questions:
• What keyword/intent am I targeting?
• What asset will satisfy that search?
• Where should the asset live?
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“start a vegetable garden”
The asset could be a The channel could be

blog post, Pinterest Google search, Pinterest,
pin, Book Amazon Kindle
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Example
Asset = blog post

Channel = Google search
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Example
Asset = Pinterest pin

Channel = Pinterest
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Example
Asset = Book
Channel = Amazon Kindle
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Example
Asset = Book
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“Historic Bed and Breakfast”
the B&B’s business listing Google Maps

trip advisor listing Trip Advisor
video Youtube
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Example
Asset = the B&B’s business listing

Channel = Google maps
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Example
Asset = trip advisor listing

Channel = Trip Advisor
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Example
Asset = video
Channel = YouTube
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Optimization & Ascension
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The assets have been created to address specific search queries

according to the needs and desires of the users at their appropriate
channels. Now it's time to optimize it for each channel's search
algorithm and develop a customer ascension plan.
Questions:
• How will the prospect find this asset?
• What is the next step in the customer journey?
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Traffic is not the end goal. The ultimate goal is

Remember to generate leads and sales. So it's always
important to let visitors know what their
next step is and what guidelines need to be
included into the asset.
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Example
Asset = blog post

Channel = Google Search
Optimization = the title is
optimized for Google.
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Example
Asset = blog post
Optimization = the title is optimized for
Google.
Visitors can easily identify their next step.

Notice the button embedded within the
content and the product offers in the
sidebar. Clearly, this site has developed an
ascension path that looks something like
this:
Google search > blog post > shop > purchase
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Example
Asset = Video
Channel = YouTube
Optimization = Keyword being optimized for:
save money on groceries
Ascension = path tells viewers what to do
next.

content and the product offers in the sidebar.
Clearly, this site has developed an ascension
path that looks something like this:
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Summing Up
Most SEO training focuses on traffic. The goal is primarily to rank at the top of
Google. People are searching for information in multiple channels, so there’s
no reason to limit yourself. If ranking on Page 1 for Google isn’t possible,
ranking #1 in Pinterest or YouTube might be a better option.
Traffic isn't the end goal, it's conversions. So think beyond traffic, clearly
promote ascension path within assets, spelling out what visitor should do
after viewing content.
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The 6-Part System in Action

Intent – Context – Asset – Channel – Optimization - Ascension
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Let’s assume I’m Home Depot and want

to create some YouTube videos targeting
the keyword, “tile my bathroom.” I start
by identifying the intent and context
around that search query.
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Keyword = “tile my bathroom”
Intent = to tile my bathroom

Context = My wife hates the old tile in
our bathroom.
Asset = video on how to tile your floor
Channel = YouTube
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Optimization = Use the intent-based

keyword in the title and description (basic
YouTube SEO)
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Ascension = Leverage YouTube’s built-in

ascension paths.
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How does a Search Marketer Talk

What are the terms you need to know as an SEO?
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Technical SEO
Technical SEO is about optimizing the structure

and code of a website so search engines can find,
understand, and send traffic to that site.
This is a smart focus if you’re technically minded.

Technical SEOs are skilled at tweaking code,
setting up servers, and finding the technical issues
that keep a search-engine spider from
understanding what your site’s about.
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Intent Asset Channel

A person’s goal when typing a The content produced to The digital “home” of an asset
search query on the web. satisfy the intent of a designed to meet the intent of
What information are they customer or prospect. It may a customer or prospect.
looking for? What are they include blog posts, product Assets might live on a website
hoping to achieve with that pages, social media profiles, or blog, but they may also live
information? podcasts, videos, and more. on large content hubs like
Amazon, Pinterest, iTunes,
If you know your customers’ Once you know the intent of a
and TripAdvisor.
intent, you’ll be able to find customer’s search, you need
the keywords that are most to design an asset to satisfy
relevant to your business. that intent.
Make a list of the reasons
people might buy.
42
42
21
10/03/2022
Traffic by Channel report

In Google Analytics, this is the first report we
typically look at when we get access to a site. It
tells you a lot at a high level: Where are we
hurting? Are your traffic sources relatively
balanced or does traffic come from just one or
two channels?
When sites don’t do search marketing, their
traffic tends to come from Direct or Email. Once
search marketing has been implemented,
though, you’ll begin to see more balance.
43
43
Quantity/Quality of Backlinks
You want to run this report monthly or quarterly
to track how many websites are linking to your
site. That number should be trending upward,
with more and more quality sites linking to you.
44
44
22
10/03/2022
Keyword Rankings
Once you’ve identified the keywords you want
to rank for, you need to track your position for
those keywords.
For this, you can use the SERPs Keyword
Rank Checker. Just type in your keyword and
see where you rank.
45
45
Summing Up
Search marketing doesn’t happen in a bubble.
Ideally it will integrate with every aspect of your
marketing, from customer research to content
creation to customer value optimization.
46
46
23
09/02/2023

BUSINESS SCHOOL
TEACHING SLIDE
SUBJECT
DIGITAL MARKETING
CODE: EBPF1189
CREDIT: 3
1
PART 2
Topic
5
Developing a Social Media Strategy
1
09/02/2023
Learning objectives
1 2 3
Understanding the
The business type
basics of a successful
that should own the
social media
social media
program, including
marketing
methods and metrics
First, SEO is a broad field divided into 2 big sides.
1. The structural, or technical. People focus on the technical

details of their website rather than the quality of their content.
2. The content or context. People know how to create well

optimized content, build links, and boost social shares.
2
09/02/2023
To succeed at search marketing, you need “2 big sides”. When you

need to create link assets or get more backlinks, you need an SEO
content specialist. But if Google doesn’t seem to see those assets, and
you’re not ranking, you’ve likely got structural issues. You need an
SEO technician.
Keep in mind is that SEO isn’t a once-and-done task.
The Methods of Well-Executed Search

Overview of the methods that are working well today
3
09/02/2023
TODAY
Mobile
People are conducting searches from their

Search is… mobile devices. That means your pages must be
easily accessible from phones and tablets as
well as computers. It’s important to adopt a
“mobile first” mindset.
TODAY
Structural and Technical
As mentioned above, if your site isn’t set

Search is… up right, Google won’t even see you. But
once your structural issues are resolved,
you’ll focus mostly on content and basic
on-page optimization.
4
09/02/2023
TODAY
Everywhere It Matters
Search is…
Google is just one of many search
engines you can optimize for.
TODAY
More Than Traffic
When it comes to SEO, it's about winning,

ranking and beating the competition… That's the
primary goal of search marketing.
Search is…
You can’t pay your bills with rank. And you can’t
take traffic to the bank. The reason to do search
marketing is to get more leads and sales.
10
10
5
09/02/2023
The 6-Part Model for Winning at SEO

There are 3 stages of search marketing, each with 2 steps
11
11
Intent & Context
12
12
6
09/02/2023
SEO starts with user intent.
Essentially, everyone who types a query into Google’s search bar is

looking for something. Regardless of the keywords they use, they
have a specific intent. But that intent exists within the context of what
they’re doing and what they want or need. Both the intent and the
context are critically important for you to understand.
13
13
Example
Intent Context (why they have this intent)
Hungry They’re on the road and want to know the restaurants that are near them.
Lost They need directions to the store they’re looking for.
Some weird symptoms have shown up and they want to know what could be
Worried
causing them.
Stuck They’re installing tile in their kitchen and need instructions on cutting tiles.
They have an anniversary or other celebration coming up and are exploring

Making plans
their options.
14
14
7
09/02/2023
Targeting a Keyword
must understand the context that’s

the user intent
AND behind the search
15
15
Example
Intent = find a B&B
Context = anniversary is
coming up
16
16
8
09/02/2023
Asset & Channel
17
17
Once you know the information people are looking for and why
they likely want that information, you need to build a unique asset
for each of those needs. This stage of the process is all about
content creation.
Questions:
• What keyword/intent am I targeting?
• What asset will satisfy that search?
• Where should the asset live?
18
18
9
09/02/2023
“start a vegetable garden”
The asset could be a The channel could be

blog post, Pinterest Google search, Pinterest,
pin, Book Amazon Kindle
19
19
Example
Asset = blog post

Channel = Google search
20
20
10
09/02/2023
Example
Asset = Pinterest pin

Channel = Pinterest
21
21
Example
Asset = Book
22
22
11
09/02/2023
Example
Asset = Book
23
23
“Historic Bed and Breakfast”
the B&B’s business listing Google Maps

trip advisor listing Trip Advisor
video Youtube
24
24
12
09/02/2023
Example
Asset = the B&B’s business listing

Channel = Google maps
25
25
Example
Asset = trip advisor listing

Channel = Trip Advisor
26
26
13
09/02/2023
Example
Asset = video
Channel = YouTube
27
27
Optimization & Ascension
28
28
14
09/02/2023
The assets have been created to address specific search queries

according to the needs and desires of the users at their appropriate
channels. Now it's time to optimize it for each channel's search
algorithm and develop a customer ascension plan.
Questions:
• How will the prospect find this asset?
• What is the next step in the customer journey?
29
29
Traffic is not the end goal. The ultimate goal is

Remember to generate leads and sales. So it's always
important to let visitors know what their
next step is and what guidelines need to be
included into the asset.
30
30
15
09/02/2023
Example
Asset = blog post

Optimization = the title is
optimized for Google.
31
31
Example
Asset = blog post
Optimization = the title is optimized for
Google.

content and the product offers in the
sidebar. Clearly, this site has developed an
ascension path that looks something like
this:
32
32
16
09/02/2023
Example
Asset = Video
Channel = YouTube
Optimization = Keyword being optimized for:
save money on groceries
Ascension = path tells viewers what to do
next.

content and the product offers in the sidebar.
Clearly, this site has developed an ascension
path that looks something like this:
33
33
Summing Up
Most SEO training focuses on traffic. The goal is primarily to rank at the top of
Google. People are searching for information in multiple channels, so there’s
no reason to limit yourself. If ranking on Page 1 for Google isn’t possible,
ranking #1 in Pinterest or YouTube might be a better option.
Traffic isn't the end goal, it's conversions. So think beyond traffic, clearly
promote ascension path within assets, spelling out what visitor should do
after viewing content.
34
34
17
09/02/2023
The 6-Part System in Action

Intent – Context – Asset – Channel – Optimization - Ascension
35
35
Let’s assume I’m Home Depot and want

to create some YouTube videos targeting
the keyword, “tile my bathroom.” I start
by identifying the intent and context
around that search query.
36
36
18
09/02/2023
Intent = to tile my bathroom

Context = My wife hates the old tile in
our bathroom.
Asset = video on how to tile your floor
Channel = YouTube
37
37
Optimization = Use the intent-based

keyword in the title and description (basic
YouTube SEO)
38
38
19
09/02/2023
Ascension = Leverage YouTube’s built-in

ascension paths.
39
39
How does a Search Marketer Talk

What are the terms you need to know as an SEO?
40
40
20
09/02/2023
Technical SEO
Technical SEO is about optimizing the structure

and code of a website so search engines can find,
understand, and send traffic to that site.
This is a smart focus if you’re technically minded.

Technical SEOs are skilled at tweaking code,
setting up servers, and finding the technical issues
that keep a search-engine spider from
understanding what your site’s about.
41
41
Intent Asset Channel

A person’s goal when typing a The content produced to The digital “home” of an asset
search query on the web. satisfy the intent of a designed to meet the intent of
What information are they customer or prospect. It may a customer or prospect.
looking for? What are they include blog posts, product Assets might live on a website
hoping to achieve with that pages, social media profiles, or blog, but they may also live
information? podcasts, videos, and more. on large content hubs like
Amazon, Pinterest, iTunes,
If you know your customers’ Once you know the intent of a
and TripAdvisor.
intent, you’ll be able to find customer’s search, you need
the keywords that are most to design an asset to satisfy
relevant to your business. that intent.
Make a list of the reasons
people might buy.
42
42
21
09/02/2023
Traffic by Channel report

In Google Analytics, this is the first report we
typically look at when we get access to a site. It
tells you a lot at a high level: Where are we
hurting? Are your traffic sources relatively
balanced or does traffic come from just one or
two channels?
When sites don’t do search marketing, their
traffic tends to come from Direct or Email. Once
search marketing has been implemented,
though, you’ll begin to see more balance.
43
43
Quantity/Quality of Backlinks
You want to run this report monthly or quarterly
to track how many websites are linking to your
site. That number should be trending upward,
with more and more quality sites linking to you.
44
44
22
09/02/2023
Keyword Rankings
Once you’ve identified the keywords you want
to rank for, you need to track your position for
those keywords.
For this, you can use the SERPs Keyword
Rank Checker. Just type in your keyword and
see where you rank.
45
45
Summing Up
Search marketing doesn’t happen in a bubble.
Ideally it will integrate with every aspect of your
marketing, from customer research to content
creation to customer value optimization.
46
46
23

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Digital Marketing - Vannam LE 2/24/22

NATIONAL ECONOMICS UNIVERSITY

PART Digital marketing

Questions for marketers

• What are the options for digital marketing to grow

• What are the key benefits of digital marketing?

• What differences do the digital media introduce

Achieving marketing objectives

Marketing is the management process responsible for identifying,

Digital devices: Our audiences interact with

Internet of Things (IoT)

Digital platforms: Most interactions on these devices

Digital media: Different communications channels for

Digital media including advertising, email and messaging, search

Digital data: The insight businesses collect about their

Digital technology: This is the marketing technology –

5Ds or MarTech – that businesses use to create interactive

Digital technology experiences from websites and mobile apps to in-store

Earned media: The audience is reached through editorial,

2 Advertising medium. Display ads on publisher sites or social

2 Distribution channel, such as for distributing digital

Customer service mechanism. For example,

2 Distribution channel, such as for distributing digital

Customer service mechanism. For example,

Benefit of Anticipating. The Internet provides an additional channel by

Satisfying. A key success factor in e-marketing is achieving

Digital Marketing 4Es

• Excitement (Phấn khích)

• Education (Giáo dục)

• Experience (Trải nghiệm)

• Engagement (Cam kết)

• The technique used is suitable for the

• Idea Virus Marketing or WOM

• Action, loyalty and commitment.

NPS • Active consumer interactions lead to

• Participation can also backfire.

7Cs Digital Marketing

PHỄU BÁN HÀNG - DIGITAL MARKETING

Potential customers must first be aware that there

Potential customers evaluate the various options

TOFU (Top Of The Funnel)

MOFU (Middle Of The Funnel)

BOFU (Bottom Of The Funnel)

Top Of The Funnel (TOFU) - NGƯỜI LẠ

Middle of the Funnel (MOFU) - NGƯỜI QUEN

Bottom of the Funnel (BOFU) - NGƯỜI THÂN

Consistency (Tính nhất quán)

Familiarity (Sự quen thuộc)

Loyalty (Lòng trung thành)

Evangelism ( Hành động truyền giáo)

• Maintain customer trust and loyalty to the brand

Digital • Convey all product information

NGƯỜI GỬI NGƯỜI NHẬN

Communication Efficiency Tower

Let customers follow you

Buôn có bạn, Bán

COMPETITIVE ANALYSIS - DIGITAL MARKETING

Digital Marketing model

NATIONAL ECONOMICS UNIVERSITY

A customer journey is an entire experience a customer has while

• Before someone can buy from you, they have to

• A father of two sees an advertisement for a new

Examples of Digital • An office manager searches Google to find a new