MKTG209 - Digital Marketing

MKTG209; Digital Marketing
Lecture 1: Digital Marketing Foundations
Browsers
oThe internet enables information exchange between remote computers.
oThe browsers interpret the language and translate it into a display that a human can read
Web hosting
oTo be functional, a website needs a computer (server) that is on 24 hours a day.
oFor those who do not have the funds or technical knowledge to set up their own server, they can
purchase web hosting from a web-hosting Co. e.g. Go Daddy or HostGator
Objective of Websites
oEarn money through online sales e.g. amazon, Walmart, DELL, Gap
Successful Digital Marketing
Websites can earn from 3 types of traffic:
oDirect traffic: When an internet user types the website’s URL into a browser
Ways to achieve direct traffic
Recognizable brand
Easy-to-remember URL
Bookmarked pages
Mobile app
Email marketing
oReferral traffic: When an internet user clicks on a link to the site from another site
Referral traffic can be divided into Paid and Unpaid
Paid comes from banner ads, text ads, rich media ads or video ads that a website has paid to
display on other websites
Unpaid referral traffic refers to any visitors that come to the website from any links that are
not paid for
oSearch traffic: When an internet user clinks on a link to the site from a search engine results page.
Search traffic can also be divided into Paid and Unpaid
Paid search traffic comes from ads on SERP that accompany the organic results. Note that
these results rank higher than the organic results.
Unpaid search traffic are any visitors that come to a site from clicks on organic search results
on a SERP.
Conversion
oA conversion is a target action you wish visitors to take
oA visitor has converted if he/she makes a purchase from the site
oThis is referred to as primary conversion.
oOpening an account is referred to as a secondary conversion
oConversion rate is the percentage of visitors who convert
Lead Generation
oA lead is an inquiry from a potential customer into a business’ products or service. For example, an
electrical installation company generates leads from potential customers on its website.

oSocial media: Before a person can use a social media site, he/she must create an account – this is a
conversion for a social media platform.
oMedia sites: Make money by exposing users to ads. So they engage users by encouraging more
page views, e. g. enticing them to watch more videos
oAffiliate Marketing: Where a website agrees to post link to a transactional site in return for a
commission.
oMarketplace: eBay or Gumtree for example, provide platform for buyers and sellers. The actions of
both sellers and buyers are conversions.
Measures to Increasing Revenue
•Retail: A retailer increases average order by encouraging higher-priced item purchase or
encouraging add-ons.
•Lead generation: Focus on traffic and conversion.
•Search engine: Place the most lucrative ads in the best positions to maximize revenue
•Media: Study consumer analytics to know which ads attract them and use info to charge
advertisers.
•Social media: Monitor consumer analytics and use that information to target likely consumers. This
will in turn, attract more advertisers.
•Affiliate marketing: Place the most lucrative ads in the best positions to maximize revenue
Lecture 2: Principles of Web Design
Principles of Good Web Design
oThe most important customer-facing digital property a company owns is its website.
oTherefore, companies should invest a great deal of effort into the creation and maintenance of a
well-designed website.
Web Design Frameworks
1. Design for usability
2. Conversion-centered design
3. Three key questions must be addressed
4. Target segments
5. Mobile first
Designing for Usability
oFollow website conventions
oCreate effective visual hierarchies
oBreak pages up into clearly defined areas
oMake it obvious what’s clickable
oEliminate distractions
oFormat content to support scanning
Conversion-centred Design
oClarity It’s clear that the page wants the user to sign up for an account. The page doesn’t make
clear what Dropbox does, but given the context, that might not be a problem.
oCongruence The content about Dropbox Paper and Smart Sync could potentially distract customers
from the desired conversion. But this content is congruent in the sense that it enhances the value
of Dropbox to the user.
oCredibility The content about Dropbox Paper and Smart Sync are clearly meant to communicate the
sophistication of Dropbox for file sharing and collaboration.

oClosing The word ‘free’ appears on both action buttons.
oContinuance The user has entered his/her name, email, and phone number, so a click on the link
should take them to a page that confirms their account creation and walks them through the next
steps
Target Segments
oConversion, or the next step in the conversion process, should appeal to a variety of customers
oSegmentation can have many dimensions
1. Search versus category navigation search bar is prominent, navigation menu by products or
brands is also easy to find.
2. Browse versus directed shopping Customers who prefer to browse see offers in the main
promotional section and popular products further down. They can also click the Deals
navigation to browse deals. Customers looking for specific products can search or navigate
to the product.
3. Product category shopping If they click on the Products navigation, they can see a variety of
product categories to shop from.
4. New versus returning customers Returning customers can see shopping history, order
status, or log in to their account. Importantly, these capabilities for returning customers
aren’t off-putting to new customers. All of the shopping that new customers want to do
aren’t hindered.
Mobile First
oFollow website conventions
oCreate effective visual hierarchies
oBreak pages up into clearly defined areas
oMake it obvious what’s clickable
oEliminate distractions
oFormat content to support scanning
Webpage Elements
oColour Scheme
oButtons
oImages
oNavigation
oTrust Symbols
oVideo
oForms
oPhone Numbers
Lecture 3: Analytics
Demand generation refers to efforts to make consumers want to purchase your product.
Demand harvesting refers to facilitating purchases from consumers who already want your product.
Consider
(A) the first consumer, who purchases organic dog treats all the time, versus
(B) the consumer who read the blog post.
Which is an example of a Demand Generation activity and which is
an example of a Demand Harvesting activity?
(A) is demand harvesting, because she already wants the
product. The company simply needs to make sure it is
present on the search engine results page to harvest her
already latent demand.