How Digital Marketing Benefits Organizations

How does Digital Marketing Create Value?

Advantages & Challenges of Digital Marketing:

Digital marketing has certain advantages over traditional marketing because it:

• Reduces wasteful spending

• Adapts to new technologies

• Reaches target audiences with more precision

Inclusive Marketing

As a digital marketer, being inclusive is an essential part of making deeper connections with your customers. Inclusive marketing is the practice of improving representation and belonging within the marketing and advertising materials that an organization creates.

Customer Journey & Journey maps

• Importance of Understanding Customer Journey

  • Marketing strategy begins with understanding customer needs and pain points.

  • Focus shifts from company goals to addressing customer needs.

  • Customer journey encompasses the path from discovery to purchase.

• Customer Journey Example:

  • Using a weather app as an example, from initial search to becoming a loyal customer.

  • Touchpoints include online search, reviews, trial subscription, live chat support, and follow-up email.

  • Each touchpoint influences customer perception of the brand and product.

• Creating Customer Journey Maps:

  • Visual representation of touchpoints along the purchase journey.

  • Helps understand customer interactions and behaviors.

  • Facilitates improving customer experiences and business success.

• Benefits of Understanding Customer Journeys:

  • Enhances user-friendly experiences.

  • Utilizes journey maps and marketing funnel for targeted marketing efforts.

  • Encourages potential customers to make purchases.

• What is a touchpoint?

Each time you "touch" or interact with a brand during your shopping adventure, it's called a "touchpoint.

Let's understand it with a relatable example!

• Let's say you're hunting for a new game online. Your journey might start with a search on the internet.

• You find a game that looks cool and click on it. That click is a touchpoint.

• Then you read some reviews about the game. That's another touchpoint.

• Next, you decide to download the game. Boom! Another touchpoint.

• If you have trouble with the download and contact customer service for help, that's yet another touchpoint.

• These touchpoints add up, shaping your feelings about the game and the company that made it.

• Businesses want to make sure each touchpoint is smooth and enjoyable, so you keep coming back for more fun.

• The marketing funnel

• Marketing Funnel Overview:

  • Visual representation of customer journey from discovery to loyalty.

  • Widens at the top, narrows towards loyalty stage.

  • Represents stages: awareness, consideration, conversion, loyalty.

• Stages of the Funnel:

  • Awareness: Initial encounter with brand, raising interest.

  • Consideration: Potential customers actively exploring options.

  • Conversion: Decision to purchase, becoming a customer.

  • Loyalty: Efforts to retain customers post-purchase.

• Relationship with Customer Journey Maps:

  • Funnel focuses on business's perspective, journey maps on customer's.

  • Funnel simplifies journey into stages, journey maps detail specific interactions.

• Example:

  • Online ad creates awareness, trial membership encourages consideration.

  • Reminder email leads to conversion.

• Importance:

  • Helps businesses focus and coordinate marketing efforts.

  • Optimizing each stage enhances chances of success.

• The traditional marketing funnel to the digital marketing funnel

• Marketing Funnel Overview:

  • Tool for coordinating marketing efforts and achieving desired outcomes.

  • Optimization needed at each stage: Awareness, Consideration, Conversion, Loyalty.

• Evolution of Marketing Funnels:

  • Various versions developed over time to adapt to changes in business and technology.

  • Includes traditional sales funnel, combined marketing and sales funnel, and specialized digital marketing funnel.

• Traditional Sales Funnel:

  • Stages: Awareness, Interest, Decision, Action.

  • Desirable outcomes at each stage, such as brand awareness and customer action.

• Combined Sales and Marketing Funnel:

  • Integrates marketing and sales efforts.

  • Stages: Awareness, Interest, Desire, Action, Conversion.

  • Focuses on establishing customer relationships and repeat purchases.

• Digital Marketing Funnel:

  • Specialized for digital platforms.

  • Stages: Awareness and Engagement, Consideration, Remarketing, Conversion, Retention.

  • Emphasizes online engagement, conversion, and customer retention.

• Other Marketing Funnel Variations:

  • Specific funnels for e-commerce, social media, and content marketing.

  • Each tailored to attract, engage, and retain customers in different areas.

attract and engage potential customers

• The top of the funnel (ToFU) : Awareness and consideration

• Awareness Stage:

  • First encounter with a brand by potential customers.

  • Research helps identify target audience and choose effective marketing channels.

  • Tactics include improving search engine rankings, digital ads, and partnerships.

• Consideration Stage:

  • Customers start exploring the business and its offerings.

  • Goal is to increase chances of purchase by providing valuable information.

  • Potential customers may become leads by interacting with the brand.

  • Strategies involve personalized ads, engaging content, and free samples/trials.

• Recap:

  • Top of the funnel enhances awareness and engagement.

  • Awareness tactics connect with potential customers and maintain visibility.

  • Consideration strategies clarify offerings and address customer needs, leading to more conversions.

• Measuring success at the top of the funnel

• Understanding Measurement:

  • Vital for assessing effectiveness and improving marketing tactics.

  • Metrics track progress towards objectives and highlight areas for improvement.

• Metrics for Awareness:

  • Impressions: Total times an ad appears.

  • Reach: Unique individuals exposed to the ad.

  • Frequency: How often individuals see the ad.

• Goals and Analysis:

  • Analyze metrics to measure impact and adjust ad strategies.

  • Specific goals like website visits help refine measurement approach.

• Engagement Measurement:

  • Key focus at consideration stage.

  • Metrics include online searches, website visits, page views, and email sign-ups.

  • Interpretation crucial for optimizing website layout and content.

• Importance of Clear Goals:

  • Crucial for determining which metrics to prioritize.

  • Essential for marketing success and effective measurement.

drive sales and build brand loyalty

• The bottom of the funnel: Conversion and Loyalty

• Conversion and Loyalty Stages Overview:

  • Conversion stage: When potential customers become buyers.

  • Loyalty stage: Focuses on retaining customers and building long-term relationships.

• Conversion Stage:

  • Goal: Turn potential customers into buyers by demonstrating value.

  • Methods vary based on products and audience.

  • Clear and useful content, smooth checkout process, and persuasive ads increase conversion likelihood.

• Loyalty Building:

  • Importance: Balances customer acquisition with retention.

  • Focus on creating positive post-purchase experiences.

  • Strategies include follow-up emails, rewards programs, and purposeful social media engagement.

• Key Points:

  • Bottom of the funnel emphasizes conversion and customer retention.

  • Success achieved by optimizing each stage of the funnel.

  • Focus on providing value and building relationships for long-term business success.

• Measuring Success at the Bottom of the Funnel

  • Conversion Stage Metrics:

    • Number of conversions: When potential customers make a purchase.

    • Time to conversion, cost per conversion, average touchpoints, and order size provide insights.

    • Addressing cart abandonment improves conversion rates.

• Loyalty Stage Metrics:

  • Rate of repeat purchases, time between purchases, orders per customer, and engagement with rewards programs.

  • Assessing and refining strategies to retain customers and boost sales.

• Key Takeaways:

  • Conversion measurements track behaviors like time to conversion and order size, helping in restraining drop-offs and increasing sales.

  • Loyalty measurements focus on account activation, time between purchases, and orders per customer to improve retention rates and revenue over time.

• Importance of Measurement:

  • Optimizes efforts at each funnel stage, nurturing leads effectively throughout their purchase journeys.