Week 1 – Digital Marketing

Digital Marketing P’s

- E-Prodcut
o Design, Branding, Features
- E-Promotion
o Email, SEO, Social Media, Mobile
- E-Price
o Competitive pricing, value-based, online offers
- E-Place
o Online retailers, discounted website
- E-Process
o What is the online experience

Multi-platform, Multi-Screen
- With so many different screens, you must make sure that your advertising is coming across effective on each platform
- Youtube reaches more 18-49 year olds than any cable TV provider
- Mobile Accounts are dominating the share of video views

Digital Marketing = Content Marketing

- Video Marketing is critical to content strategy
- Email marketing is still king
o CASL
- If you don’t have SEO you don’t exist
o Content strategy must be tied to your SEO efforts
- M-Commerce
o Users are purchasing through mobile devices
o Purchasing Journey
 Inspiration  Discovery  Search and Research  Fulfilment  Post Purchase
- Proximity Marketing
o Using Wi-Fi, Bluetooth, NFC or QR codes
o This can provide more targeted marketing based on location
 Starbucks notifies me when I am close to a location
- Social Media Marketing
o Helps connect with your customer

Digital Analytics
- Google Search
o Optimization uses trends to provide the best results
- Facebook Retargeting Ads
o Facebook will adjust your reach to ensure your target is being reached
- Pinterest
o Predicts user behaviour so that they can provide better search recommendations

Digital Behaviour
- 30 million Canadians online
o 28 million have desktop
o 18 million use smartphones
o 11 million use tablets
- Multiplatform
o 62% of Canadians access media from both a desktop and mobile device
o The largest growth has been in the mobile market, up 29% in 3 years. Desktop is down 20%
- Time Spent
o Monthly visitors by # is pretty equal between Apps and Mobile Web
o However, 6x more time is spent in an app VS on a mobile web
o Most time is spent in services, then social media, and then other
o It is important to understand where your target is spending its time online. This will allow you to place ads in the
most visible places.
- Social Technographics
 oCreators
 Publish content
o Conversationalists
 Post updates on social media
o Critics
 Post reviews
 Comment on someone elses posts
o Collectors
 Add tags to web pages
o Joiners
 Maintain a profile on social networks
o Spectators
 Read content
 Do NOT create or comment
o Inactives
 Nothing
The Omni-Channel Customer Journey
- Awareness
o PR, Radio/Print Ads, Online Ads, Email
- Consideration
o Social Ads, Reviews, Blogs, Media, Direct Email
- Purchase
o Ecommerce, Store, Website
- Retention
o FAQ Knowledge Base
- Advocacy
o Promotions, Blogs, Social Networks, Newsletter

Week 2 – Content Marketing

User Experience
- Surface
o Visual Design
- Skeleton
o Interface Design, Navigation Design, Information Design
- Structure
o Interaction Design, Information Architecture
- Score
o Functional Spec, Content Requirements
- Strategy
o User Needs, Site Objectives

Relationship Between Accessibility, Usability and Inclusion

- Inclusion
o Products that are usable by everyone to the greatest extent possible
o ‘Universal Design for All’
- Usability
o Experience is effective, efficient and satisfying
o Product can be used only by specific users
- Accessibility
o Designed for people with disabilities and age-related issues
o Enables then to contribute equally without barriers

Content Marketing
- Definition
o Any marketing that involves creating and sharing media and publishing content in order to acquire and retain
customers
o The Key to a meaningful strategy is based on the firm objectives and brand positioning.
Six Steps To Content Marketing
1. Research 2. Create Content 3. Publish Your Content 4. Promote 5. Measurement 6. Analysis
- Research
o Q. What are you looking to generate?
o Q. What goals do you want to achieve?
o Q. How do we come up with content that speaks to our goals?
o A. Identify where you are struggling to reach your goal
o A. Based on your struggles, create a theme-based solution
 The theme will be the overarching strategy for your campaign
 It should be your unique selling proposition that separates you from your competition and distinguishes
yourself
 It helps gain awareness
- Create Content
o Find Your Personas (Target) – Make a Profile
 Who are you trying to reach?
 How can we provide them value beyond our product
 How can we use content to support their buying journey
o Get to the Heart of the Story
 What do we want to tell about ourselves
o Create a Content Board
o Types of Content
 Top 10 Lists, Review a Product, Infographics, A Deep Dive into, How-To Guides
- Publish Your Content
o Make sure your content is visually appealing
o Audio Content: Podcast
 Easy to consume, Increases reach and growth, Inexpensive
o Video Content
 Create videos that your audience will like
 Red Bull creates videos that have nothing to do with their product, but with the lifestyle of their target.
Same as GoPro
- Promote
o Influencers
 Branded Hashtag
 They can create content for you by consuming your products and posting about them.
 Creates authenticity
 Other people are making a compelling case for what people will experience with your product
o Contests
 Create a cool entry method  Social Media
- Measurement
o Create Key Performance Indicators
 Brand Awareness
 Website traffic, impressions
 Engagement
 Likes, shares, comments
 Lead Generation
 Subscriptions, follows, conversion rate
 Customer Loyalty
 Customer reviews, repeat purchases
- Analysis

Personas
 -

Week 2 – Video Marketing

Netflix
- Netflix is the largest video service
- 75% of users said they would cancel their subscription if ads were shown on Netflix.
- What can advertisers do with Netflix?
o Product Placement
 Many of Netflix’s original series are partially funded by well thought out product placement

YouTube
- Over a billion users (1/3 of all internet users)
- Reaches more 18-49 year old people then any cable network
- Watch time has grown 50% year over year for the last 3 years
- Watch Reasons
o 53% watch for entertainment, 70% for learning, 70% for instruction, 67% for deciding what to buy
- Watch Time
o 80% retention if under 1 minute, 60% if under 3 minutes, 50% if between 5-10 minutes
o The longer a video, the lower chance it will be fully watched

Why Video?
- Brings in more search traffic
- Converts more users
- Leads to purchases

Video Stages
- You can create videos that help customers at each stage of their purchasing journey
o Awareness, Engagement, Conversion, Retention, Advocacy
Video Content Strategy
- Create
o Decide if you are brand building, converting or both
o Building
 Tell a story
o Converting
 Capitalize on a micro-moment
 How-To creates an “I-want-to-do” moment
- Collaborate
o Content that is produced with all types of influencers
o Content partnerships
- Curate
o Crafted by consumers about your product
o Audience call to action

Week 3 – Mobile and Geo Marketing

Mobile User Behaviours

- Mobile and Maslow’s Hierarchy of Needs
 o Uses of mobile devices can be aligned with this set of needs
 Physiological
 Health, Apparel, Food
 Safety
 Banking, weather
 Love
 Personal messaging, Tinder
 Esteem
 Social Networking
 Self-Actualisation
 Travelling
- 65% of people look for the most relevant information on their smartphone, regardless of the company that is providing it.
- Micro-Moment
o I want to know about …
o I want to go…
o I want do…
o I want to buy…

Responsive VS. Mobile

- Pros of a Responsive Website
o Works well across all screen sizes
o Easy to update
o Accessible through any internet device
o Quick to build
- Cons of a Responsive Website
o Different context for mobile vs. desktop might not help user
o Runs in a web browser and needs a live internet connection
o May affect SEO as mobile-friendly is a factor
- Pros of a Mobile Website
o Optimized for smaller screen
o Easier to navigate
o Better SEO
o Google favours mobile-friendly
- Cons of a Mobile Website
o 2 Separate sites to maintain
o Minimal content may not satisfy user
- Learning Point
o To SEO, you must have a mobile friendly website

Mobile Apps
- Apps account for 50% of all digital usage
- 18-24 year-olds spend more than 3 hours a day on apps
- Mobile Website vs Native Mobile App
o Pros of App
 Customized software that can deepen brand experience
 Uses the unique hardware of specific mobile devices
 Doesn’t always internet to use
o Cons of an App
 Needs to be downloaded
 Expensive to build
 Updating isn’t as easy
- App Store Apps VS Progressive Apps
o (Apps that load like a website, but offer functionality of a native app)
o Pros
 Don’t have to download
 More economical to produce
 Takes less storage on the phone
o Cons
 Limited access to device features
  Not supported by iOS
 Requires an internet connection

App Engagement Practices

- User Guidance
o Helps users get best use out of app
o Highlights key features
- Communications
o Send targeted messages
- Conversion
o Easier path to convert to purchase
- Surveys
o Get the information that you need
- Acquiring Users
o Share apps, cross promotion
- UI Modification
o Have the ability for users to change font size, colour, image size

Push Notifications
- Offer transparent opt-in/out process
o Android auto-subscribes to push notifications
o Apple asks for permission
o ALWAYS ask for permission before send push notifications
- Clearly communicate the value of the notification
o Make the user want to click accept
- Set Expectations
o What kind of alerts will you send

Week 3 – Geo Marketing

Location Based Services

- Appeals to smartphone owners of all ages
- Can act as a local guide
o 30% of all mobile searches are related to location
o Properly geo marketing can help bring new customers to your door
- Targets consumers within a particular area
o Not powerful enough for indoor use yet

Geo Targeting
- Businesses send messages to their users when they are in a certain location
o Starbucks
- SEO depends on certain factors to create a website location
o Hosting location, domain ending, language, currency, local offers

SnapChat Geo Filters

- Geo-fencing
o Establishes a location boundary around a certain premise
o When customers are in the boundary they will receive or have access to certain things.
 Snap Filters

Proximity Marketing
- QR codes, NFC and Wi-Fi
- They can allow you to provide customer service in a store. Call for help on your phone.
- Send coupons to guests in the store for a certain time period
- NFC = mobile payments

Week 4 – Search Marketing

About Search Engines

 - A program that searches and identifies items in a database that correspond to keywords specified by the searcher.

How They Work

- Crawling
o Google uses spiders (crawlers) to find webpages to include in search results
- Indexing
o Once you click search, google creates an index of all the potential information you are looking for.
- Ranking
o Google uses their algorithms to produce a ranking of websites that it thinks will be most useful to answering your
search
o Factors include, spelling, quality, links, URL, page title, updatedness
- Results
o Once the ranking is completed, google displays the results

Search Engine Optimization

- A digital marketing strategy
o Works to make your website show up in a ranking
o Attempts to increase a ranking in a serp (Search Engine Results Page)
- Why is it Important?
o Marketing stratey can not become integrated without an SEO strategy
o Without SEO, companies are eliminating themselves from the buyer journey

On-Page vs Off-Page SEO

- On-Page
o Website content
o Indexability
 Robot.txt
 Tells the bots what they should look at and what they shouldn’t
 It is the first thing the bots will look for
o URL Structure
 Helps understand your site content
 Use URL’s that you could speak
o Images
 Use alt text
 File names should describe picture ‘red tennis shoes.jpg’
o Title Tags
 What shows up in the tab on the browser
o Meta Tags
 A piece of text that describes what the page is about
o Headline Tag
 Helps structure the website so crawlers can understand
 One H1 per page – Should be the central keyword
o Internal Links
 Links that refer to other pages within your website
 Use anchor text to do this
 Always use the same keyword when linking to the same page
o Mobile Optimization
 Make sure that your site is mobile friendly and accessible
 Google needs to know this
 Use Google AMP to check on this and Googles mobile friendly tool
- Off-Page
o Google Updates
 Google updates their algorithm to stop SEO spamming
o Removing Backlinks
 These are links from other sites that link to you.
 If a bad site is linking to you, it will decrease your ranking
o Content Distribution
 Having a presence on multiple social media sites will enhance your ranking
 Email
o External Content
Keyword Management
- Keyword management is the practice of finding words that people may search when looking for a product that your company
could provide
- Semantic Connections
o Semantic search is the technology that tries to complete what you are searching for when you type in a word
- Related Topics
o Ex – Rainforest Website
 Related Topics  Rainfall, ecosystem, tropical, brazil
o You should look for related topics and include them in your content. This will improve your ranking.

Google Search Ads

- Search ads are ads that show up in a SERP, directly relating to a search for a specific product

Display Ads
- Known as banner ads, are picture ads that are shown to your target audience when they are online, but not searching for your
product.

Ad Ranking
- The Bidding Process
o Goal = Site Visits  Cost-Per-Click (CPC)
 You pay when someone clicks on your ad and goes to your site
o Goal = Visibility  Cost-Per-Thousand-Impressions (CPM)
 Pay for every 1.000 times your ad appreats
o Goal = Sales  Cost-Per-Acquisition (CPA)
 Amount you are willing to pay for a conversion
o Goal = Engagement  Cost-Per-View (CPV)
 Cost you are willing to pay to have people view your video
- How To Improce Your Ranking
o Ad Quality
 Google will tell you if they think you have a quality ad
 Max bid X Quality Score = High ad rank
 Quality score is based off of your keywords, your ad, the URL and the user experience
o Ad Extensions
 Phone Number, Review extension, sitelink extension
 Location
 Think about how your customers will reach you. You should have an extension that fulfills each type.
o Increase Your Bid

Best Practices
- Exact Keyword Matching
o Exact means you will only show up from that exact work
o Phrase means you are looking for a set of words that can show up, but must be in a certain order
o Modified means a set of keywords that can be in any order.

Week 5 – Online Advertising & Email Marketing

Online Advertising
- How it works
o Consumer Reads an article on a free website  A cookie is saved to your browser that lets advertisers categorize
your browser with an interest category  Advertisers see the cookie data and identifies relevant ads to show you
when you visit other websites  Websites charge advertisers to place ads that suite your interest on them. This
allows free websites to exist  Consumer reads an article
- What is Ad Server?
o Web-based technology that stores, maintains and serves advertisements to website visitors
o They order ad demands in the most profitable way
- Who uses Ad Servers
o Ad Agencies
 Helps with campaign management
 Sends ads to publishers
  Transmits the metrics to the owners
o Publishers
 Maximize their revenue by serving the highest paying ads first
 Records metric data
 Selects the ads that go into certain spots

The Simple Ad Network

- Web servers are the specialized computers that distribute ads to web pages
- Data Systems
o Collect data about the number of impressions and clicks
o May also provide market segment information
o Geographic data, pages viewed and other information on visitors
o Agency will recied the data from the publisher and produce reports for the advertiser
- Problems
o How does an agency schedule thousands of ads on thousands of web properties
o Is the ad correct? Is the data correct?
o How does a publisher make agencies aware that they have space to sell?
o How does a publisher know what they have available for sale?

Professional Ad Network
- Advertisers  Ad Network  Distributors  Ads on Media  Consumers
- An ad network is a collection of sites that you can buy ads on
- Is acts as a sales representative for publishers
- Ads are bought by media buyers and displayed on websites that are in their network

Google Display Ads

- How To
o Pick a format and create your ad
o Decide where to run the ad
o Set your budget
- The Ad Exchange
o Technological platform that matches supply (ad space) and demand (ads)
o Also enables advertisers to gauge prices and results across multiple sites

Demand Side Platforms

- DSP’s work with ad exchanges
- Bid on behalf of the advertisers

Pricing Model
- Cost Per Impression (CPI)
o Display Ads
o Pay each time the ad is displayed
- Cost Per Thousand (CPM)
o Cost per 1,000 impressions
- Cost Per View (CPV)
o Used for pop-ups
- Cost Per Click (CPC)
o Pay when someone clicks on an ad
- Cost Per Action (CPA)
o Pay when someone performs an action
 Fills out a form, makes a purchase, engages
- Cost Per Time
o Pay for a whole day

The Affiliate Marketing Process

- Process
o Affiliate shows an ad for a merchant  Customer clicks on ad  Customer goes on merchant site and makes a
purchase  Affiliate records purchase  Merchant confirms purchase  Merchant is paid commission
- Example Discover Dyson Blog
 o They write reviews on Dyson
o A reader can click on a dyson ad and go to the site to make a purchase
o Dyson pays blog

Remarketing
- Techniques, strategies and automated email system used to follow up with site visitors who do not make a desired action
o Usually when they leave something in their ‘cart’
- Remarketing works through cookies

How to Stop Ad Blockers

- Focus on the user experience
o Improve the quality of your ads
- Native Ads
o Sponsored content
o Microsoft will have a blogger use a product and talk about how great their product is
o Social Media Advertising
- Dynamic Ads
o Facebook + Instagram
 This form of ad is automated and shows people ads with items they have already expressed interest in

Week 5 – Email Campaign

Step 1 – Strategic Planning

- Goal Creation
o Must align with the overall goal of your marketing campaign
- Key Performance Indicators
o Delivery rates
 How many people actually gave real emails
o Open rates
 Number of people who open your email
o Click Through Rate
 Number of people who click through the email onto the website
 Examines overall email performance
o Click to Open Rate
 Number of people who opened the email against the number of people who clicked through
 Examines content performance

Step 2 – List Building & Definition

- Grow your email list
o Leverage website to add subscribers
o Pop-ups to new visitors
o Footer of website to join email list
o Add an incentive (Airbnb  invite your friend, get $25)
- Define Your List
o Segment the list based on demographic, psychographic
o Create personas

Step 3 – Creative Execution

- Subject Line
o Needs to persuade the reader to open the email
- Remember Audience
o For Marketer
 ROI, open/click rates. Low unsubscribe rates, conversions
o For Subscribers
 Discounts, visually pleasing, exclusivity, customized for me
- Mobile
o Ensure tht the email can be viewed the way you intend it on both mobile and desktop
- Scanable Content
o Short Sentences
 o Headline and sub-headlines
o Bullet points
- Tell A Story
- Asthetically pleasing
- A/B Tesing
o Allows you to determine if you will have statistically significant differences between 2 different options

Step 4 – Personalization
- Personalized Content
o Have a section of the email that changes depending on the customer persona
o Purchase history, geographic location, gender, age
- Segment the Campaign

Step 5 – Call to Action

- Best Practices
o Place it where it is highly visible
o Clarity over persuasion
o Contrast it
o Link it to a specific dedicated page

Step 6 – Channel & Media Integration

- Remember mobile
o 66% of emails are opened on a mobile device
- Have links in your email to all of you social media platforms
- Search in Email
o Airbnb has a feature that lets you search their site directly from their email
- Use video

Step 7 – Deployment
- Timing
o Monday morning and Friday afternoon are the worst
o It truly depends on your target
o A/B test

Step 8 – Report Generation

- The reports that you generate should correspond to the KPI’s that you set out

Step 9 – Analyse the Results

Week 6 – Social Media Marketing

Viral Marketing
- How it Works
o When a message is spread exponentially and it result in a desired outcome for a brand
- Rganic vs Controlled
o Organic
 Grows with no input from the marketer
 Communication and growth takes place directly between consumer
o Controlled
 Strategically planned
 Distinc method of passing on the message
- Exmple of Brand Using Viral Marketing
o Tide used the dress problem for its advantage
 “A problem that could have been avoided using Tide Colour Guard”
o Controlled
 Share a Coke

Steps for a Viral Campaign

- Step 1 – Define Goals to KPIs
o Goal should be broad
 o Create a good hashtag to go viral
o Select which ‘tools’ you want to use
o Create KPIs
- Step 2 – Plan Shareable Content
o People like posts 8x more then they share. Getting a share is very difficult
o Examples
 Visually appealing
 Unsual content
 Humour
- Step 3 – Make it Easy to Share
o Hastags
 Most popular mean of grouping content on social media
 Makes content discoverable
 Allows you to comment based on a common theme or interest
o Hashtag Do’s
 Be specific
 Cater to the network you are using
 Relevant
 Unbranded
 #welltravelled
o Hashtag Don’ts
 Long Hashtag
 #NewYorkCronutLovers – NO
 #NYCronuts – Yes
 Have more hastags then words
 Hastag everything
- Step 4 – Let the Audience Get Involved
o Influencers
 Someone who has the ability to change behaviour or cause effects
o Why Use Influencers?
 Traditional TV is being ignored
 People want to be like the influences they follow
 54% of companies have an influencer budget
- Step 5 – Have a Call to Action
o Entince the people to want to get involved
- Step 6 – Track Success