Module 3.pptx

DIGITAL MARKETING ESSENTIALS
MODULE 3
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Digital in Action - contents
 Actions of digital marketing campaigns – Advantages and disadvantages of multi-
channel marketing -Augmented reality -Interactive displays -Skyscrapers -
Lingubots -Interstitials displays-Pops-ups -Viral marketing and gaming
 Online tracking of customer behavior
 Digital Marketing Plan –Measurement of digital campaigns- Applications and
procedures -ROI and LTV -Response rates
 Campaign reviews -Key performance indicators for continuous improvement -
Customer analysis
 Online buyer and search behavior -Online survey method -Commercial measures -
Brand measure -Tactical measures
 Affiliate network Social network -Customer, consumer and users visitors –
Personas.
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A DIGITAL MARKETING CAMPAIGN
• Digital marketing campaign
A digital marketing campaign involves the execution of a
marketing strategy across all the digital channels where
consumers engage with a brand, usually for the purpose of
improving a company's conversion rate.
A good digital marketing plan will lead you through the necessary
steps to arrive at a digital campaign strategy that is made-to-
measure for your target audience, this can be done in-house or
externally with a digital marketing agency.
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The 6 crucial steps behind an effective digital
marketing campaign
Define your business brief
Define your budget
Define buyer personas
Content Development
Implementation
Reporting
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Define your business brief
•Analyse your market
•Research your competitors
•Define your goals & objectives
5

Define your budget
•Resource allocation
•What assets will you need?
•Consider distribution strategy
6

Define buyer personas
•Understand their
challenges & goals
•Identify themes &
keywords
•Select the appropriate
marketing tools/channels
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Content Development
•Awareness
•Convert
•Nurture
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Implementation
Time plan
1.Asset Creation
1.Distribution plan
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Reporting
1.Track
1.Measure
1.Adapt
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1. Define your business brief
• Analyse your market
Always start with market analysis. Before progressing, you should have a clear and
realistic understanding of the performance of your products or services within your
industry. One way to do this is to reach out to clients for honest feedback.
Alternatively, you can turn to data / KPIs for this kind of info.
• Research your competitors
Understanding where your competitors are succeeding (and failing) offers great
insight. It helps you understand the right (and wrong) areas you should be targeting
to reach your desired audience.
• Define your goals & objectives
You should be looking for around 3-5 clear objectives for each campaign. Ask
yourself…
What is your overall aim?
What (specifically) are you hoping to achieve?
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Define your budget
• Budget is often a difficult subject. It’s important not to restrict a campaign’s
potential by being too tight with your marketing budget plan and cost
allocation. However, every decision should be made with marketing ROI
firmly in mind.
• You need to consider where your budget will be going, and it’s vital that
you’re realistic from the outset.
• Consider…
• Resource allocation
• Amount/type of assets
• Distribution strategy
• For example, if you plan to use Pay Per Click advertising to get seen for a
specific Google search, the funds for this need to be considered at this
stage in the campaign development process.
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3. Define Buyer Personas
• A buyer persona is a breakdown of an ideal customer, which then
serves as a representative for a specific section of your target
audience.
• With an understanding of their goals and the types of challenges
they face, you can begin to draw out…
• Themes – that you can use as the foundation for your content
creation
• Keywords – that will enhance the impact of your content with this
audience segment
• Channel strategy – an understanding of where this audience exists
in the digital space (LinkedIn, Twitter, publication X, etc.)
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4. Content Development
• Awareness Content should be developed on the basis of who will
share it. It needs broad appeal and mass shareability. Which
influencers would be good to get on board? Could you interview
someone who has a large following? These are the types of
questions you should be asking.
• Conversion Content must respond to the challenges that your
buyer personas are facing. If it doesn’t add value, don’t make it a
part of your digital promotion strategy.
• Nurture Content is designed to be helpful, useful, educational,
anything that is suited to your audience and will keep them engaged
with your brand. Done well, nurture content will transform the
success of your digital branding.
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5. Implementation
• Time planning
Before producing the digital content, you need a firm grasp of the time frame
for your campaign. This will help you divide time and plan resources
efficiently and effectively throughout the entire digital media campaign.
• Asset Creation
Now’s the time to start turning your amazing digital content ideas into real
life assets ready for distribution.
• Distribution planning
Here you should determine exactly where and how each piece of digital
content will go out, and who’s responsible for the various aspects of that
process. You should also consider how your content fits together as a larger
body of content. For example, if you have a blog post that will link to a
conversion download piece, you’ll need the downloadable content set up
and ready to go when the blog post goes live
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6. Reporting
• Measuring digital marketing campaigns is vital. If you’re not
measuring your campaigns there’s no effective, reliable
way to improve them.
• Depending on the length of your digital campaign, you should
set up a system of closed loop reporting that allows you to track
and measure the progress of your campaign via key statistics
and performance indicators. If your campaign is short, there
may be no time to use the results of a given campaign to
improve itself, but they can be used to influence future digital
marketing campaigns.
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Advantages and disadvantages of multi-
channel marketing
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Advantages and disadvantages of multi-channel
marketing
Advantages Disadvantages
✔ More flexibility for the company ✘ Complex logistics, higher control effort
✔ Improves customer satisfaction and
customer loyalty
✘ Risk that the individual channels are
not perceived as part of the same
company
✔ Better market coverage, development
of new target groups
✘ Possibility of a “cannibalization effect“
✔ Business risk is distributed further ✘ Individual sales channels aren’t
connected
✔ Opportunity to reposition a company
on the market
✘ Information can’t be transferred
across channels 18

Examples of Multi-Channel Marketing
• Maggi and Wagner Pizza
Maggi is an international seller of products such as seasonings and instant soups
with considerable popularity across regions such as Eurasia and Oceania. In 2017,
they combined efforts with the Facebook Creative Team to reformat one of their
very successful television ads for use on social media. They believed this would
complement their media mix while allowing them to reach a much broader
audience.
• The team put advertisements together for both Instagram and Facebook,
shortening a 30-second television spot to an 8-second mobile-optimized clip with
captions. They then ran both television and social ads during the same three-month
period. This multi-channel campaign was quite successful – they experienced a 9
percent lift in sales and a 3.06x annualized return on their advertising spend.
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Examples of Multi-Channel Marketing
Gatwick Airport
• Gatwick Airport is a major international airport in southeast England, boasting
over 115 gates. Being the 9th busiest airport in Europe, they were having some
trouble managing their round-the-clock customer concerns. In 2010, they had
the idea to launch 24-hour customer service support through a Twitter account.
They trained employees to quickly resolve problems before travelers even left
the airport.
• Their strategy to bridge the gap between online and offline didn’t stop there.
Gatwick Airport went on to install giant QR codes in areas that were under
construction, and visitors that scanned the codes could see the future plans for
that space. The airport also harnessed a location-based marketing service to
encourage visitors to review booths in the airport. This multi-channel marketing
strategy didn’t only give Gatwick Airport a wealth of customer information to
fuel future campaigns and offerings – their innovation generated over 100
media pieces touting their success, and 85 percent of customer comments
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Augmented reality
Augmented reality (AR) is an enhanced version of the real physical
world that is achieved through the use of digital visual elements,
sound, or other sensory stimuli delivered via technology. It is a
growing trend among companies involved in mobile computing and
business applications in particular.
• Augmented reality (AR) involves overlaying visual, auditory, or other
sensory information onto the world in order to enhance one's
experience.
• Retailers and other companies can use augmented reality to
promote products or services, launch novel marketing campaigns,
and collect unique user data.
• Unlike virtual reality, which creates its own cyber environment,
augmented reality adds to the existing world as it is.
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What is Virtual Reality?
• Virtual reality (VR) is an artificial environment that is created with software and presented
to the user in such a way that the user belief and accepts it as a real environment. Virtual
realities artificially create sensory experience, such as sight, touch, hearing, and smell.
Virtual reality is often referred to as Head Mounted Display (HMD). Holding up Google
Cardboard to place your Smartphone’s display in front of your face can be enough to get
you half immersed in a virtual world. The goal of the hardware is to create virtual
environment without the boundaries we usually associate with TV or computer screens. So
whichever way you look, the screen mounted to your face follows you. Video is sent from
the console or computer to the headset via a HDMI cable in the case of headsets such as
HTC's Vive and the Rift. VR headsets use either two feeds sent to one display or two
LCD displays, one per eye. There are also lenses which are placed between your eyes
and the pixels which is why the devices are often called goggles.
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Advantages and disadvantages of both
➨The AR system is highly interactive in nature and operates simultaneously
with real time environment.
➨It reduces line between real world and virtual world.
➨It enhances perceptions and interactions with the real world.
➨Due to its use in medical industry, life of patients have become safer. It helps
in efficient diagnosis of diseases and in early detection of them.
➨It can be used by anyone as per applications.
➨It can save money by testing critical situations in order to confirm their
success without actually implementing in real time. Once it is proven, it can be
implemented in real world.
➨It can be used by military people without putting their life in danger by way
of battle field simulation before the actual war. This will also help them in actual
war to take critical decisions.
➨It can be applied to part of training programs as it makes things memorable
and eye catching.
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Disadvantages Of Augmented Reality (AR)
➨It is expensive to develop the AR technology based
projects and to maintain it. Moreover production of AR
based devices is costly.
➨Lack of privacy is a concern in AR based
applications.
➨In AR, people are missing out on important moments.
➨Low performance level is a concern which needs to
be addressed during testing process.
➨It requires basic learning to effectively use AR
compliant devices.
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The 5 Types of Augmented Reality
1. Projection based AR
As the name clearly says this type of AR projects digital images on physical
objects in the physical space. It can be interactive and project a digital
keyboard on your desk, or a dialer on your hand. It might be non-interactive
and it can be used to create projection of objects that you can position and see
in depth – for example, it might show you if your future fridge will fit into that
space you have near the oven by projecting the fridge in front of you.
2. Recognition based AR
Whenever you scan a QR code, or scan an image and it comes to live (just like
in iGreet cards) you are actually using a recognition based AR. This how
iGreet works – the AR app detects and recognizes something called AR
marker. Once it recognizes the marker, it replaces it with a corresponding
object. Another type of recognition based AR tech is the one that translates
words seen through the camera. This type of AR also seems to be the most
widely used one – along with the next one.
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3. Location based AR
Location based AR is taking advantage of the smart devices’ location detection
features. If you’re a traveler and you want to discover new great places, this
method will use your location by reading your smart device’s GPS, compass and
accelerometer and give you relevant information about what you’re looking for
on your screen.
4. Outlining AR
The line here is a bit blurry – outlining AR uses object recognition to work, and
might look a bit like a projection based AR. For example, whenever you’re
parking your modern car in the dark, outlining AR recognizes the boundaries of
the road and outlines them for you. This method can also be used in architecture
and engineering to outline buildings and their supporting pillars.
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5. Superimposition based AR
Superimposition based AR also uses object recognition in order
to replace an entire object or a part of it with an augmented
view. For example, if you’ve ever played FPS games, you know
how your soldier may have advanced military equipment
showing infrared view, night vision, radioactive view, etc. – this
is all superimposition based AR. Also, in medicine, a doctor can
use this technology to superimpose an X-ray view of a patient’s
broken arm bone on a real image to provide a clear
understanding of what the bone’s damage actually is.
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Interact Interactive Display?
Interactive displays
• An interactive display is a mounted device that enables users to
make vibrant visual presentations and control on-screen data
through digital touchscreen interactions. Available in a variety of
sizes, interactive LCD panels are suitable for collaborative
spaces ranging from small preschool classrooms to expansive
corporate boardrooms
How an interactive display works?
A key feature of interactive screens is digital annotation, or the
ability to annotate documents and files in an electronic way. In
the same way that you can write on a traditional blackboard,
an interactive screen allows you to essentially write using digital
ink in a variety of colours.
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Benefits of Interactive Displays
• Faster
Interactive touch screen displays allow you to save on time. They respond to commands faster in addition
to reducing the time it takes to navigate through a process and present results. If you own a restaurant and
would like to take orders from your customers, using a touch screen will help reduce the time required to
post this order. The customers are therefore served faster.
• Easy to Use
Large touch screen displays are easy to use. The idea of a touch screen thrives on the fact that pointing is
intuitive. Therefore, learning how to use a touch screen is very straightforward. It is easier to navigate the
device, whether it is a phone or a computer. If you have new employees coming in, they do not need a lot
of training to be able to use your touch screen displays.
• Space Saving
Interactive displays help you to save up on space. Computers that have a touch screen display use up less
space as opposed to other regular monitors that have to have a mouse and keyboard on the table as well.
This helps to conserve space and is beneficial especially if you have a small establishment. You are able to
make optimal use of the space. It also reduces the number of wires crisscrossing your work station.30

Benefits of Interactive Displays
• Durable
Interactive touch screen displays are durable. The material used on the displays is hard glass which can withstand a
lot of force in case of an accident. They are also very easy to clean as all you need to do is wipe them. These displays
are best used in areas where many people must use computers to access the system. An example of this is in
hospitals, Schools and in restaurants. This is because cleaning and maintaining them is easy.
• Accessibility
For those who are limited in one way or another, interactive displays are the best. If you have a problem seeing all
the letters on the keyboard, a touch screen helps you know about the way to go and significantly reduces the
struggle.
• Improved Efficiency
Large touch screen displays also help to improve efficiency. They allow you to do your work faster which leads to
improved efficiency. The turnaround time with a touch screen display is much faster that with the alternative.
• Interactive displays are the way to go when it comes to businesses and establishments such as restaurants or even
hospitals. They improve turnaround time and ease of access. This makes work easier and therefore results in time
and other resource-saving. The touch screen also improves the efficiency of staff members which leads to higher
profit margins because the benefit transfers to the customer in the end. 31

Skyscrapers
• A skyscraper is a tall continuously habitable building having multiple
floors. Modern sources currently define skyscrapers as being at least
100 metres or 150 metres in height, though there is no universally
accepted definition. Historically, the term first referred to buildings
with between 10 and 20 stories when these types of buildings began
to be constructed in the 1880s. Skyscrapers may host offices, hotels,
residential spaces, and retail spaces.
• A relatively tall building of many stories, especially one for office or
commercial use. Or
• Architecture. a building of exceptional height completely supported
by a framework, as of girders, from which the walls are suspended,
as opposed to a building supported by load-bearing walls.
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Skyscrapers – EXAMPLES
Rank Name City Country m ft
1 Burj Khalifa Dubai
United Arab
Emirates
828 2,717
2 Shanghai Tower Shanghai China 632 2,073
3
Abraj Al-Bait
Clock Tower
Mecca
Saudi
Arabia
601 1,971
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The benefits of skyscrapers
• Skyscrapers are the best way to have as much work or retail space in as few city blocks
as possible. Height creates space in dense cities, and large cities like New York and
Chicago are notable for their skyscrapers grouped together in the city center. This also
allows for a larger profit margin, since a tall building often generates more lease income
for its owner.
• Tall buildings are also innovative in the environmental department. Bringing space into
a city center reduces urban sprawl, allowing for better preservation of natural areas.
Depending on how they are built, many skyscrapers are also energy efficient and even
made with recycled materials. A vibrant city center with plenty of space for restaurants,
shopping or work can support public transportation, which gets more people out of their
cars and polluting less.
• Skyscrapers also support affordable living. They are not just business places, but also
apartments and communities. People can live near downtown and have access to
shopping and services, which reduces travel-related expenses like car insurance, fuel
and repairs. Many affordable housing facilities are skyscrapers because the volume can
reduce rent expenses.
• Finally, everyone loves a good view, and skyscrapers provide them. All you have to do
is see the number of tourists visiting the top of the Empire State Building to enjoy the
cityscape to understand this concept. This adds to skyscrapers’ awe-inspiring mystique
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Skyscraper disadvantages
• The main disadvantage of skyscrapers is how they can tend to take over a city. Rather than
support ground-level interaction, they tend to isolate people with their omnipresence. Cities
evolve when people interact, and skyscrapers do little to encourage that.
• Also, the advantage of the view from skyscrapers also destroys the view in shorter
buildings. Lawsuits arise because a new skyscraper blocks a river view or creates more
vortex shedding. Skyscrapers block or overshadow historic buildings that may have once
had an excellent view.
• Anyone who is building a skyscraper should plan carefully to avoid becoming a
neighborhood pariah. Also, as more cities pass ordinances regarding air space and building
height, it is important to comply with those rules and ensure your structure is not a non-
compliant eyesore.
• Skyscrapers also have their structural vulnerabilities. While innovation continues to make
them better able to withstand earthquakes and natural disasters, they remain difficult to
manage. Fire is especially a concern, because their size makes it more difficult to evacuate
people. During the design phase, it is important to not only consider structural integrity but
also ensure the safety of those who work and play inside. Fire suppression systems and
escape routes are essential components of any new skyscraper construction project.
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Lingubots
• Lingubot is software that lets on-line customers search your
company's knowledge base by interacting with a virtual
character from your Web site. These characters, or Lingubots,
respond to customers' text messages. The software comes with
six sets of graphics that you can choose to build your own
Lingubot, like an image of an agent, and you can also create
your own graphics.
• Chatbots or lingubots are automated robots that can initiate an
online chat discussion with the user. These bots can be used for
providing real time online sales support
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Interstitial display
• Interstitial display is an ad that appears between two content
pages. Also known as transition ads, intermercial ads and
splash pages.
• It is recommended that interstitial ads appear before the break page rather
than after. Break pages often require a user to tap a Next button (or
equivalent). Ads between levels and after a Next button can be surprising. It is
strongly recommended that interstitial ads between levels or stages show
explicitly before any Continue or Next level buttons. This behavior may reduce
accidental ad clicks from users who unintentionally click the ad instead of
the Next button.
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Interstitial Ads
• interstitial ads are placed at the time a webpage is loading.
It can also be used between the different levels of an online
game or to connect activities. The users typically have a
choice – they can either view the ad completely or skip the
ad and go to the intended page directly.
• An interstitial ad can include all kinds of elements –
graphics, photos, text and video. However, the first question
is whether you should use it or not? There is no single
answer to this. What you need to understand is that when it
comes to online adverts, you need to carefully weigh the
pros and cons before choosing to use them.
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Benefits Of Using Interstitial
Ads
• Interstitial Ads Are Interesting: When this ad is used
properly, it can bring together an attractive aspect to
showcase your products and services. Moreover, as you
allow the user to view or skip, it isn’t as big a bother as
most other online ads.
• Interstitial Ads Are Comprehensive: While an interstitial
ad may only contain text, there is no limit to how you
present content here. Therefore, it is easier to include
fascinating images or videos in the ad to make it successful.
• Interstitial Ads Capture Attention: If placed in the
correct position, the user experience of interstitial ads is
ideal to capture the attention of the target audience. While
the user waits for a webpage to load or the next level of
activity, it becomes a suitable option for use.
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Disadvantages Of Interstitial
Ads
• It May Hamper User Experience: If you opt for too many such ads, it may even
annoy the user so much that they leave the site. It would definitely be so when the
user faces an ad at every step of the way.
• The solution is simple enough; even though interstitial ads may be useful, you should
always keep in mind that too much of anything isn’t good. Therefore, you need to
ensure that the number is kept to a minimum.
• It May Delay Loading Time: If the interstitial ad goes on and on, and the webpage
takes a long time to load, the user is sure to feel irritated with the website. The ad
must load quickly as well.
• Here also, you can ensure that the ads are loaded in advance so that the user has a
seamless experience. With this, you will surely be able to have an opportunity to
display your products or services with ease and efficiency.
• Ensuring Interstitial Ads Work For Your Business
Here is a quick tip. Keep experimenting and keep monitoring the performance of these
ads. Wait for sufficient impressions before making further decisions. Also, don’t go by
what has worked for others. See if the same is working for your website too. The
interstitial ads are easy, effective and eye-catching, and can be a good tool for more
success in your advertising campaigns.
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pop-ups
• Pop-up ads or pop-ups are forms of online advertising on
the World Wide Web. A pop-up is a graphical user
interface (GUI) display area, usually a small window, that
suddenly appears ("pops up") in the foreground of the visual
interface.
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Advantages Of Pop-ups
• You can customize your pop-up advertisement
You are able to customize your pop-up ads in a way you want. You are
lucky and still able to customize your pop-up content as you want or
according to need. Moreover, It is an essential way to make it more
effective.
• Grabbing people’s attention
These pop-ups are essential to grab the attention of more people as
compared to banners. This is the effective advertising method which
maximizes your website’s traffic.
• Use a pop-up to ask for feedback
You can use a pop-up window in order to gain the opinion of visitors
about your website and advertisement. You may also use it for
suggestions of your regular and serious users.
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Advantages Of Pop-ups
• You are able to gain subscribers
If you place pop-ups on your web page it may increase your
subscribers and users. Because it will add value to your website
and more visitors will start following you.
• Way to increase website’s traffic.
It is so beneficial to you because you can easily increase your
website’s traffic with these pop-ups. For instance, if a user will
click on your website ads from another webpage, then he will be
directed to your webpage. In this way, you are able to increase
your website’s traffic or engage more people toward your
product.
44

Disadvantages Of Having Pop-up
Windows
• Brand’s reputation
• Extreme pop-ups on your website may hurt your serious clients
because they need to read an important content on your
webpage but these pop-up windows disturb them. In this way,
you may lose the attention of many serious users. Or the user
may feel negative toward your brand, which can lead to low
reputation.
• Moreover, it may take away attention from the important content
or products of serious buyers. You can use these pop-up
windows but in a limited way. It may take more time to reach
original content and the user will read it forcefully. So should
avoid the excessive use of pop-ups on your webpage.
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What Is Viral Marketing?
• Viral marketing seeks to spread information about a product or
service from person to person by word of mouth or sharing via
the internet or email. The goal of viral marketing is to inspire
individuals to share a marketing message to friends, family, and
other individuals to create exponential growth in the number of
its recipients.
• The internet and the advent of social media have greatly
increased the number of viral messages in the form of memes,
shares, likes, and forwards.
46

Examples of Viral Marketing
• A frequently used example of early viral marketing is Hotmail,
the free web-based email service launched in 1996 that
included in its users' outgoing messages an embedded
advertisement and direct link inviting recipients to sign up for an
account. This practice led to the fastest growth among user-
based media companies at the time.
47

advantages of viral marketing service
• The advantages of viral marketing service are high credibility, low costs,
great reach, high efficiency and the opportunity to continuous promotion
adjustments. The main reasons for the wide popularity of viral marketing
are:
• Socializing and networking has now made very closer to the people. So
relatives and friends are simply accessible over the net.
• Viral marketing is one of the cost-free methods for promoting a business
transaction.
• The time and resources are easily available. In this type of marketing, one
person contacting their friends or relatives. They contacted more and more
people and the chain goes on. It generates revenue from advertisement.
• In spite of the probable risks, viral marketing has the ability to draw the
greatest potential audience at a convincingly low cost, raising the reach of
your business.
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The main disadvantages of the viral
marketing are:
• Association with unknown groups – The strength of viral
marketing depends on the transfer of messages from person to
person. During this process, it may reach someone you would
rather not be associated with.
• Spam threats – If made badly, viral marketing can guide to
significant spam issues.
• Keep away from making merely financial-based offer
• Brand dilution
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GAMING
• Digital marketing strategy plays a major role in the gaming
industry and companies spend millions marketing their games,
sometimes even more than developing them
• ANGRY BIRDS (2009)
Today we all use our mobiles for gaming but in 2009 it was still a
relatively new concept and many of us didn’t have a concept of
how gargantuan this industry would become. Currently, mobile
gamers account for 150 million gamers overall and that number
is only expected to continue growing. Finnish developers Mikael
and Niklas Hed of Rovio certainly understood the potential of the
market when they launched Angry Birds on the iOS App Store in
December 2009.
50

GAMING: CALL OF DUTY: BLACK OPS II
(2012)
• Like with the other games in the Call of Duty franchise, Activision got
the buzz going early with a dramatic YouTube teaser trailer - a live-
action advertisement featuring Robert Downey Jr and a Twitter
campaign ‘Choose Your Own Black Ops Adventure’. These
generated the required buzz and helped set the record for the most
pre-ordered game on Amazon.
• Activision made an interesting move in their digital marketing
campaign to partner with an existing app, Action Movie FX, to create
a Black Ops II branded version of the app. This allowed consumers
to upload clips of themselves rendered with stunt-worthy digital
effects. Activision also built a custom landing page to actively
engage with the audience and provide access to exclusive content.
The site was a success seeing high levels of engagement with a
high average user engagement time of 8 minutes.
56

GAMING: CALL OF DUTY: BLACK OPS II
(2012)
• After the game’s release, Activision continued to step up their
digital marketing campaign with The Replacer YouTube videos.
The advertisements poked fun at gamers spending a lot of their
time playing Black Ops II, with actor Peter Stormare offering to
be a ‘replacement’ in their everyday lives. As well as
successfully advertising exclusive downloadable content, the
videos were a huge success garnering thousands of views. Tim
Ellis, CMO of Activision, described the whole campaign for the
game as “re-writing the rule-book of how games are marketed.”
The figures show he wasn’t talking in hyperbole, with Black Ops
II grossing $1 billion in the first 15 days of availability and selling
24.2 million copies overall.
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Online tracking of customer behavior
59
Source: https://www.slideshare.net/cheqala5626/chp-7-
online-customer-behavior

5 Ways To Track Online To Offline
Customer Behavior
• QR Codes
QR codes are unique barcodes that get added to product packaging,
poster ads, and various in-store print media, and are a great way
to track how offline browsing behavior and marketing activity is
affecting your online sales
• Coupons
Coupons and discount codes allow retailers to advertise online for a
discount on in-store sales, and track the results of that online-to-offline
campaign. It works by creating unique coupon codes for each of your
PPC ads, which offer some kind of incentive if the user buys in-store.
Each code that consequently becomes an offline sale can then be
linked back to the ad to calculate your ROI.
64

Customer Behavior
• Call Tracking
Integrating the contact centre into your multichannel strategy means relying on call tracking
software to generate unique numbers online. Dynamic phone numbers are generated for
individual users looking at your website and clicking your PPC ads, and allow calls to be
linked back to previous online interaction. For example, you can see what keywords they
entered, what ads and clicks inspired the call, as well as what they did after the call (if they
don’t purchase over the phone).
• Loyalty Schemes
Loyalty or members’ schemes are an ideal strategy for marketers who want to attribute an
in-store sale to that user’s previous online interactions with the company.
Once a customer is signed up to the scheme, or has downloaded the app, their unique ID
gets scanned at the point-of-sale. This then gets tracked back to previous actions taken on
both the website and the app (provided the user is logged in). If you are using SaaS-based
loyalty platforms, like Sweet Tooth, the sale can also be added to a user’s account via POS
integrations, making the purchasing experience much more efficient.
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Customer Behavior
• Beacons
• Beacons allow you to target customers on their mobile as soon
as they walk into your brick-and-mortar store. When they move
within reach (standard beacons have a range of 70 meters), you
can communicate with customers via Bluetooth on their
smartphone. Not only does this mean purchasing incentives can
be sent to the shopper in real time, but it also allows marketers
to measure what percentage of their online customer base
actually walks through their doors.
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Digital Marketing Plan
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step-by-step structure for
your digital marketing
plan

Structure of a 2021 Digital Marketing
Plan
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Step 1: Situational analysis
• The first thing you need to do when developing your digital
marketing plan is to carry out an internal and external
analysis (SWOT analysis) of the company. A useful framework
for this is the SWOT analysis that allows you to look at the
strengths, weaknesses, opportunities, and threats for your
company and the market at large.
• We need to be familiar with the ecosystem in which we
operate, what our customers' needs are, and where they are
addressed. This analysis is equally qualitative as it is
quantitative as it looks at factors such as digital habits,
intermediaries, influencers, and more.
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Step 2: Establish Digital Marketing
Goals
• Once you have your place in the market and your strong points
in mind, work on establishing some goals to create a clear idea
of where your actions should take you. Everything you plan
has to work towards meeting those goals.
• You can work on developing this part of your digital marketing
plan with the SMART goals framework in mind: specific,
measurable, attainable, relevant, and timely goals.
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Step 3: Define the Marketing Strategy
• Segmenting your target audience: Know who you want to address, what their
tastes, needs, or preferences are, where are you looking to meet their
expectations, etc. This is the time to create your buyer persona.
• Positioning: To achieve proper positioning, it's crucial that you are very clear
(and reach your audience in the same way) about what your value
proposition is and what it entails. It’s also necessary to know how to transmit
this proposition perfectly through digital channels. Why should the consumer
choose you and not the competition? Figure out the channels where your
audience is present (social media, blogs, email, etc.). In addition to social media,
use the “About Us” page to communicate your proposition.
• Content strategy: This is important for creating, distributing, and managing
original content that attracts users and positions the brand as referential in the
user’s mind. Besides, you also have to map out a specific communication
plan (content marketing) for every channel. The content strategy cannot be
separate from the Buyer Persona; they are intimately connected. Closely analyze
your BP: what kinds of content they consume, in what format, what are their
reference measures or the people and groups that they follow. The more
information you extract from their profile, the closer you will be to producing the
right kind of content. 71

Step 3: Define the Marketing Strategy
• With respect to content strategies, some tools used to execute this strategy
are:
• Keyword research: This involves identifying appropriate keywords for us to use
correctly in our content to organically improve our SEO positioning. This is
imperative for every content strategy if you want users to find you on search
engines.
• Content calendar: A content calendar is key for ensuring your strategy makes
sense. It provides value and it lets you think long-term and optimize your
resources, help create ideas, and more. In a content calendar, you should include
the date of publication, author, post topic, keyword, the tags to use/take into
consideration, and so on.
• Social posting: Writing an article and not promoting it on social media is a
mistake. Posting on social media isn’t spamming, but instead planning out what
you are going to publish and when on every social media platform with the
copies best suited for each one, all while having the ideal number of characters,
links, hashtags, and more. It’s important to include the team itself in the diffusion
of content, and we can suggest to employees that they share articles, interesting
links, etc. on their professional sites (LinkedIn). The company page can even
send a notification to employees when new content is published. 72

Step 4: Digital Strategies and Tactics
• Based on our objectives (attraction, conversion, and loyalty), we’ll start to
carry out different strategies: email marketing campaigns, social
media, CRM, web optimization, SEO strategies, paid media
advertising, etc. The value formats for acquisition are very varied; you
can do webinars, encourage ebook downloads, create infographics or any
kind of dossier, and also offer discounts, promotions, and offers.
• Today, considering that the number of channels to manage is multiplying
and the amount of information we get about our customers is increasing,
it’s critical we use Marketing Automation tools that let us automate our
marketing campaigns.
• Thanks to these tactics, you'll be able to create workflows that allow you
to create hundreds of campaigns with mere clicks. You’ll be able to
personalize messages based on your buyer persona, increasing your
chances for success. Not only that, but you’ll also be able to convert
them into clients, depending on their interactions with the brand.
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Step 5: Measuring Results & KPIs
• The work doesn’t stop after you’ve designed and implemented your
digital marketing strategy. The next step is one of the most
important: analyzing the results. Analytics has turned into a critical
pillar for successfully optimizing digital marketing performance and
spending.
• We have to measure every action using KPIs to figure out if we
earned the expected ROI. Measuring the effectiveness of the
strategies and activities we have implemented in our digital
marketing strategy will help us correct what doesn’t work to achieve
the goals we set.
• Having tools that allow us to carry out this analysis is
crucial. Salesforce, for example, allows us to completely measure
all the actions that are carried out and see how the user reacts and
behaves on each step of the journey. Therefore, in addition to
extracting valuable information, we also use the Al that Salesforce
provides to improve the user experience and offer each lead the
content they are looking for at the right time.
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How to measure the success of your digital
marketing strategy?
1. Overall Website Traffic
The official website of your business is the face of your brand and
the foundation for your digital marketing activities. Driving traffic
to it is one of the primary goals of marketing campaigns. Whether
your campaigns are more focused on boosting your email
marketing engagement, earning links on other websites, or
boosting the number of followers on social media platforms – it all
circles back to your website. And so, measuring your website
traffic on a daily basis can provide a lot of insight into the
performance of your digital marketing efforts.
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marketing strategy?
2. Traffic by Source
• It’s always useful knowing where most of your traffic comes
from. That way, you can segment which parts of your digital
marketing strategy are more effective and which you need to
improve. By monitoring traffic by source, you can concentrate
your resources on low-performance campaigns, making
educated decisions on whether or not they are even worth the
effort.
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marketing strategy?
Here are the four main website traffic sources tracked by Google
Analytics:
• Organic Search: These users clicked a link on a search engine
result that brought them to your website.
• Direct Visitors: These users typed your URL directly into the search
bar, or perhaps have it bookmarked and returned to visit.
• Referrals: These users were sent to your website when they clicked
a link from another website.
• Social: These users came to your website after finding your social
media profile or content posts.
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marketing strategy?
3. New Visitors vs. Returning Visitors
• If you want to measure the success of your digital marketing
strategy, you need to understand how your content influences your
visitors. This KPI is a dual metric that can help you determine the
number of new visitors vs. the number of returning site visitors –
each of the two bearing its own value on the matter:
• The rate of New Visitors on your website can help you find new ways
to boost organic traffic to your website.
• The rate of Returning Visitors can help you define the overall quality
of your content by measuring how many people choose to return to
your website for additional information and advice.
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marketing strategy?
• 4. Sessions
Sessions exemplify the number of visits that a website receives.
According to Google measurements, each session has a time
frame of 30 minutes. That means that if a user were to come to
your website in the morning, and then again in the afternoon,
Google would count it as separate, unique sessions.
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marketing strategy?
5. Average Session Duration
• As a general indicator of how much time visitors spend on your website,
the usefulness of this metric can vary in relevance, depending on the niche
and functionality of a website. For example, an informational website will
aim to keep visitors engaged as long as possible whereas eCommerce
sites or service-oriented businesses will be more interested in making
conversions as soon as possible.
• There are many factors that directly influence the average session duration
of a website, some of the fundamental ones being:
• Navigational capabilities of a website
• Structure and layout of a website
• Quality and engagement of website content, etc.
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marketing strategy?
6. Page Views
As one of the broadest and most important ways to measure the
success of your digital marketing strategy, the total number of
times someone views a page can be a very important metric.
Once you establish a specific time frame for monitoring the
number of visits each of your web pages receive, you can
determine whether your website as a whole possesses real-time
value or if it comes down to a limited number of pages on it.
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marketing strategy?
7. Most Visited Pages
Once you establish which of your web pages have the most
visits, you can use heat maps and other indicators to
determine which parts of those pages keep the attention of
site visitors. This can help you uncover ways to improve the
remainder of your pages, by mimicking the more engaging
elements from the most visited pages of your website.
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marketing strategy?
8. Exit Rate
• If you are looking for a way to understand the effects your
branding efforts have on website visitors, the Exit Rate is a very
useful metric. Since it shows exactly where users were on the
page before leaving the website, you can use it to analyze the
potential flaws in your web design or user metrics. And unlike
the Bounce Rate, this indicator focuses on visitors that spend
time on a page before leaving it.
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marketing strategy?
9. Bounce Rate
• Unlike the Exit Rate that focuses on the users that spend longer
amounts of time on a website, the Bounce Rate focuses more on
those that choose to leave instantly. The reasons for visitors
bouncing from a website can vary, the most usual ones being:
• Slow page loading speed
• Lack of information they are looking for on the landing page
• The content was useful but not engaging enough for them to remain
on the website
• Page loading error
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marketing strategy?
10. Conversion Rate
Making the full circle means following up the entire marketing
process – from getting traffic to converting site visitors into
customers. And so, the conversion rate is the final step in
measuring the effectiveness of your digital marketing solutions.
After all, no amount of quality content, paid Google Ads or
Facebook Ads will be of much use if people come to your
website, only to leave after a while without subscribing,
downloading, signing up, calling, or making a purchase.
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marketing strategy?
1. Impressions
Impressions are an essential metric for measuring the overall
impact of your branding campaign. They represent the number of
times a person is presented with your Google Ads or paid social
media advertising campaign. Each showing is counted as an
individual impression. The overall number of impressions is
influenced by the overall quality of the ad – use of relevant
keywords, quality of content, brand bidding, etc.
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marketing strategy?
2. Social Reach
• As a KPI, social reach provides you with an understanding of
how effective your social media marketing posts are. Meant to
reach a wide number of users, you need to be able to measure
the reach each of your social media posts had (how many saw
your content). The number of reaches is always higher than the
number of those that engage. A common goal is to for social
media campaigns to experience 2-5% engagement based on
the overall reach.
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marketing strategy?
3. Social Engagement
• A metric that measures the number of interactions you gain for
any social media post, be they clicks, shares, likes, retweets,
comments, etc. Engagement is the yardstick by which to
measure all of your social media success. You can pay for all
the others, but engagement is only earned when a user
chooses to interact with your content. Because of this, you can
easily rank your content types based on how much engagement
they receive. This helps to guide your future content creation!
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marketing strategy?
4. Email Open Rate
• If you’re list building with your website (and you should be), this
is one of the most important email marketing metrics you need
to watch. Your Email Open Rate measures the number of
people who open your email campaign as compared to the
overall number of those who received it. High open rates
indicate:
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marketing strategy?
6. Cost Per Click
• Cost Per Click (CPC) applies to both pay-per-click marketing
and a number of social media platforms that offer the clicks-to-
site ad type. These online advertising metrics reflect the amount
you pay for each individual click a user performs. This is
relevant as it directly relates to your overall marketing budget in
this area. Your budget can only go so far; the lower your CPC,
the farther it goes.
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marketing strategy?
9. Overall ROI
• The return on investment marketing metric should come as no
surprise as it serves as a true baseline for success. Basically,
ROI equates to how much you spent (investment) vs. how much
you earned (return). It’s easy to lose track of exactly what you’re
spending on marketing because we often fail to count hours of
effort. Ensuring you properly calculate your online marketing
campaign’s ROI will be the key to determining if it was an
overall success or not.
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Lifetime Value (LTV)
• Lifetime value is an average calculation of how much money
each customer brings you over the lifetime of their usage.
This can be calculated from everything from a subscription
product (from the day the average user signs up to the day they
leave), to an ecommerce company (total value of products
purchased over a meaningful customer lifetime).
• There are various ways to calculate LTV, but the simplest is to
just get historical data on the total $$ earned from each
customer and average it out. It’s essential to break this down by
channel, so you can figure out which channels are profitable —
relying on CAC alone is not enough, because different
channels will bring customers of different quality and LTV.
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Return on Investment (ROI)
• Once you know how much it costs to acquire a customer, and
you know how much that customer brings you over the duration
of their time with you, you can figure out how much money
each dollar of ad spend is bringing in as profit
• The common startup mantra is to ignore these costs when
calculating viability because they disappear at scale.
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Campaign reviews
• Consumer review campaigns are growing in popularity, with the
concept of building a marketing strategy on user generated content
(UGC). The rise of information technology as well as social media
platforms have made it more easy than ever for local consumers to
post their own thoughts and ideas online.
• A successful review campaign will take advantage of content that
comes from customer reviews, photos, videos, or blogs. There are
many companies creatively tapping into these online resources,
incorporating this user generated content as a powerful ingredient in
their marketing mix.
• When it comes to review campaigns, some marketers question the
benefits of giving this much power to consumers. The truth is, when
satisfied, these customers become the greatest evangelists a brand
could ever have.
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Campaign reviews
• Customer reviews campaigns are important in increasing sales
conversions and featuring positive company information. There are
several methods to recruit satisfied customers to produce highly
sought after positive reviews.
• A feedback/review button located on your website can be a great tool
in the recruitment of customer reviews. Many business offer
incentives in an effort to get their customers to create a review.
Providing coupons or contest entry to win prizes, can be a strong
motivator.
• A post purchase email to ask the customer to write about their
experience is another great way to gain reviews. Automation
systems can make this type of e-mail fast and easy. They make
asking customers for a review just another part of the sales process.
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Key Performance Indicators (KPIs)
Performance indicators:re measurements that define and assess the
performance and the success of an organization. They are objectives to be
targeted in order to add the most value to a business. They are means to
periodically assess the performance of an organization, its departments and the
people working there. Performance indicators are developed to impact the
entire organization. Accordingly, choosing the right performance indicators relies
upon a good understanding of what is important to the organization.
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• An organization may use performance indicators to assess its success as well
as the success of an operational goal or a particular activity. Performance
indicators are either result oriented or process oriented. Result oriented
indicators focus on the key outputs of a process and related to the critical
success factors (e.g. customer complaints from key customers and return on
investment). While process oriented indicators focus on the inputs to a
process (e.g. time to process customer order and late deliveries to key
customers).
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Performance Indicators are Used to:
• Help an organization to understand its performance levels and
set realistic performance goals.
• Help aligning daily work to the organization’s strategic goals.
• Help an organization monitoring its progress on a real-time
basis.
• Help an organization to understand its weaknesses and
establish improvement priorities.
• Determine whether an improvement is being made and
maintained.
• Help benchmark internally and externally.
• Identify if staff are doing well and to help them if they are not.
• Provide a basis for recognizing team and individual
performance.
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Common Key Performance Indicators:
Here are some of the common KPIs to measure and monitor per business function:
Manufacturing and Production
Spoilage / rejection rate
Re-work rate
Time spent on product re-work
Total units manufactured
Units per day
Units per labor hour
Line efficiency
Production capacity
Capacity utilization
First time right ratio
Rolled throughput yield (RTY)
Average changeover time
Material usage
Finance and Accounting
Net profit margin
Cost of goods sold
Operating income
Cost per unit
Working capital
Accounts receivable turnover
Inventory turnover ratio
Return on investment (ROI)
Budget variance
Capital expenditure (CAPEX)
Monthly department expenses
Environment, Health & Safety
Recorded safety observations
Workplace inspection audits
Risk assessments implemented
Lost work days
Significant injury cases
Near miss cases
First aid treatment cases
Environmental incidents
Safety circles conducted
Satisfaction with ergonomics
EHS training hours

Customer Analysis
• A customer analysis (or customer profile) is a critical section of a company’s
business plan or marketing plan. It identifies target customers, ascertains the
needs of these customers, and then specifies how the product satisfies these
needs.
• Customer analysis can be broken down into a behavioral profile (why your
product matches a customer’s lifestyle) and a demographic profile (describing a
customer’s demographic attributes).
• A customer profile is a simple tool that can help business better understand
current and potential customers, so they can increase sales and grow their
business. Customer profiles are a collection of information about customers that
help determine why people buy or don’t buy a product. Customer profiles can
also help develop targeted marketing plans and help ensure that products meet
the needs of their intended audience.
• A customer profile is a simple tool that can help business better understand
current and potential customers, so they can increase sales and grow their
business. Customer profiles are a collection of information about customers that
help determine why people buy or don’t buy a product. Customer profiles can
also help develop targeted marketing plans and help ensure that products meet
the needs of their intended audience.
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Customer Analysis
BEHAVIORAL ANALYSIS
(Customer Buying Criteria)
A behavioral analysis of customers (or psychographic profile)
seeks to identify and weigh the relative importance of
factors consumers use to choose one product over another.
These factors, sometimes called buying criteria, are key to
understanding the reasons that customers choose to buy your
product (or service) versus the products offered by your
competitors. The four major criteria that customers use to
distinguish competing products
are: price, quality, convenience andprestige.
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Customer Analysis
• BEHAVIORAL ANALYSIS
(Purchase Process and Patterns)
Occasionally, customer behavior analysis requires a more in-depth
understanding of the actual decision-making process of the customer
purchase. This may be especially true in an industrial marketing scenario.
Examples of purchase process questions to be answered here include:
* What steps are involved in the decision-making process?
* What sources of information are sought?
* What is a timeline for a purchase (e.g., impulse vs. extended decision-
making)?
* Will the customer consult others in their organization/family before making
a decision?
* Who has the authority to make the final decision?
* Will the customer seek multiple bids?
* Will the product/service require significant modifications?
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Customer Analysis
• CUSTOMER DEMOGRAPHICS
The second major component in customer analysis is identifying target market
segments that are predisposed to preferring your products over those of your
competitors. A market segment is a sub-set of a market made up of people or
organizations with one or more characteristics that cause them to demand similar
product and/or services based on qualities of those products such as price or
function. A marketing program aimed at individual segments needs to understand
and capitalize on the group’s differences and use them strategically in all
advertising campaigns.
• Gender, age, ethnicity, geography and income are all market-segmenting criteria
based on demographics.
• Typical questions to ask when determining the demographics of the target market
include:
* What is the age range of the customer who wants my product or service?
* Which gender would be most interested in this product or service?
* What is the income level of my potential customers?
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What is Online Consumer Behavior?
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Five online consumer behaviors and shopping trends
1. Convenience is a top priority.
2. Easy access across all devices
3. Access to omnichannel shopping
4. Effortless payment
5. Fast and reliable delivery

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1. Convenience is a top priority.
According to Linnworks’
study, 76% of consumers value
convenience as one of their top
priorities. (And 78% of consumers
now value convenience more than
they did before COVID
restrictions.)
One of the primary things
consumers find convenient is the
ability to browse an online store
and check out as a guest. In
addition, the fewer forms
consumers have to complete —
the more convenient and better
they find their overall customer
buying journey (and the more likely
they are to return).

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2. Easy access across all devices
81% of online shoppers seek a seamless transfer between
devices throughout a buying journey. In fact, the expectation is
now that consumers can begin a buying journey on one device,
such as a desktop, and end on another, like their mobile device
— without interruption.
This cross-device experience is also expected to include
checkouts with personal details already completed on whichever
device customers finalize their buying journey (even if they filled
in these details on a different device).

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3. Access to omnichannel shopping
With access to multiple technology options, consumers are engaged in an
‘always-on’ shopping experience. 70% of consumers now shop while
multitasking (for example, while scrolling social media platforms). And
they’ve come to expect that their favorite brands are on the same channels
where they spend the majority of their time.
This maximizes convenience by ensuring they never have to leave their
favorite and trusted platforms during the buying process. For retailers, this
includes implementing an omnichannel model by focusing on various
marketplaces where consumers spend their time and, more specifically,
selling on social channels such as Facebook and Instagram.

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4. Effortless payment
When retailers are considering tips to keep up with consumer
expectations and behaviors, it’s essential to focus on every aspect
of the customer experience.
Consumers seek convenience throughout the entire buying
journey. As as part of that end-to-end buying convenience, they
look to discover ecommerce online shops that have easy-to-setup
payment gateways that also accept popular payment methods —
such as “buy now, pay later.”
The simplicity of payment options drives 89% of consumers to
make purchasing decisions more quickly. And 84% of consumers
purchase larger ticket items with offered effortless and flexible
payment options.

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5. Fast and reliable delivery
95% of consumers feel that fast delivery options are a must-have factor
when shopping online. That’s why ShipBob offers fast 2-day shipping and
has a dispersed network of logistics centers to split inventory across to
help reduce shipping costs, speed up delivery times, and meet customer
expectations.
Shipping transparency is also highly expected of online retailers. In fact,
72% of consumers have abandoned their purchases over a lack of shipping
transparency on ecommerce sites.

How to Measure Brands
• Brand measurement is the process of identifying brand metrics,
creating a methodology and cadence for taking measurements,
and then adjusting your marketing strategy using the insights
you gather over time.
• Brand measurement programs measure aspects of a brand’s
product, competitors, and its category and include metrics such
as advocacy, affinity, appeal, association, awareness, loyalty,
perception, personality, reputation, recall, preference, strength,
sentiment, salience, trust, usage and more.
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1) Set Your Brand’s Objectives
As with any measurement program, the first step in building a brand
tracking program is to first ask yourself what goals or objectives exist within
the business?
The business goals can then be directly mapped to one or more brand
measurement objectives.
The business goals can then be directly mapped to one or more brand
measurement objectives.

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2) Create a Brand Measurement Methodology
Once you’ve got your brand objectives recorded, you can then move on
to creating a brand measurement methodology. This process allows
you to accurately and consistently measure your brand over time. In
order to create a successful brand measurement program, include the
following steps when developing your methodology (not necessarily in
this order):

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3) Perform Your Brand Study & Analysis
Next comes the fun part: data!
Assuming you’ve performed steps 1) and 2) correctly, you now have a
study that is ready to be loaded up into whichever survey tool you’ve
decided to use.
Every survey tool comes with its own limitations, options, and capabilities
for how it can be configured, but in general, make sure you’re making
note of these things as you’re building your study so you don’t end up
having to back-track:
•Character limitations for questions and answers
•Limitations on number of answers that can be used
•Question type options (e.g., multiple choice, matrix-style questions, etc.)
•Randomizing and reversing answer options
•Branching or skip logic that should be used
•Screening questions

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Here are the steps we take to create most of our brand
measurement dashboards:
1.Extract data from Pollfish
2.Load Pollfish data into Google Sheets
3.Load Google Sheets data into Google BigQuery
4.Build Google Data Studio data source using Google
BigQuery table
5.Build brand measurement dashboards in Google
Data Studio
6.(Optional) Create and connect Extracts to Google
Data Studio dashboards

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4) Update Your Brand & Marketing Strategy
The last step in the brand measurement process–and this is an important
step that unfortunately sometimes gets skipped–is to update your brand
and marketing strategies.
In some organizations, it’s enough to review your brand measurement
report/dashboard/analysis/work product and have everyone self-organize
their way to incorporating the insights and findings into their plans.

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Teams that should be considered when communicating
brand measurement results include:
•Marketing
•Advertising
•Sales
•Public Relations
•Creative/Design/UX
•Product Management
•Operations
•Government Relations
•Business Intelligence
•Finance
•Human Resources

Social media affiliate networks and
programs
• Social media affiliate networks and programs serve as a bridge
between publishers and affiliate programs that promote offers via
social networks. Generally, these type of offers are accepted by
significant affiliate networks but with some restrictions in place.
• Primary traffic sources for such offers are Facebook, LinkedIn,
Twitter, Snapchat and Pinterest. According to the last couple of
years, people tend to use daily a limited number of apps, focusing on
Social Networking apps, and hence these channels present a unique
opportunity to reach audiences. Thanks to sophisticated targeting
capabilities publishers can laser-focus their ad campaigns and yield
high profits. Here we provide you with the most well-established
social affiliate networks.
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How To Create Customer Personas (with Actual,
Real-Life Data)
• Customer personas are detailed representations of
segments within your target audience. Fueled by data-driven
research, they map the “who” behind the buying decisions of
your products or services.
• Insights from customer personas can help improve copy, tailor
targeting, and inform product development. Great personas,
however, don’t just appear. You have to start with research. This
post shows you how to do it right.
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The risks of failing to understand your customers
• According to a study by the Edelman Group, brands are failing
to understand some of the fundamental motivations and
concerns of their customers.
• Edelman’s consumer marketing study surveyed 11,000 people
across eight countries who had taken part in at least one brand-
engaging activity (e.g. following a brand on Facebook) in the
previous year.
• Some 51% of respondents felt that brands under-performed
when it came to asking about their needs. Only 10% considered
brands to be doing it well.
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The 5 Step Guide to Creating Buyer
Personas
• What are Buyer or Customer Personas?
• Before you create a buyer persona, you need to understand what it
means. This persona is essentially a fictional representation of your
ideal customer based on the personality and preferences of your
existing customers as well as market research. This persona will
provide a guideline for you to create marketing campaigns, branding,
and content that appeal to your target audience.
• When you create a persona for your customers, you arm yourself
with more information on their likes and dislikes. This will allow you
to craft more precise and targeted marketing campaigns that have a
higher likelihood of success. Buyer personas also help brands
establish a personal connection with their customers.
123

Personas
• How to Create Buyer Personas?
• Creating a persona is easy if you follow the right process. Many
brands don’t look beyond age, gender, and location when they
craft their buyer personas and that can limit their understanding
of the target audience. In fact, incomplete buyer personas can
lead to marketing mistakes that can have a serious impact on
your reputation. Here are five steps to creating a complete and
thorough persona of a buyer
124

Personas
• Look at the Current Customers in your Database
• After you have done some of the mind mapping work of crafting
your profiles its time to start expanding on it with actual
customer data. You can look at your CRM database, past
customer lists, or even attempt to explore some of your
competitor customers. Consider your current
buyer demographics and compare existing profiles with the
ideal profiles you have mapped in step 1. You should also take
special note of customers who are exceptions to the rule and
don’t fit into the conventional target audience of your company.
125

Personas
• Conduct Surveys
• A survey is an excellent tool to determine what your customers
prefer and expect from your brand. It is also the best way to test
your assumptions to this point and tighten up the details on your
persona profile. Create a sample audience segment from the
diverse list of customers you have compiled. Your goal is to
both find customers that match specific segments and
customers who would be willing to communicate with you and
answer some questions. Begin the process of reaching out and
asking them to participate.
126

Personas
• Look at Social Media
• Social media is a fountain of information regarding buyer
personalities. People share a lot about themselves on social
media whether they realize it or not. Once you have a basic
profile in place, you can look at social media platforms that your
target audiences are more likely to visit and study their behavior
online. We typically look through a few different platforms:
Facebook, Instagram, and Pinterest.
127

Personas
• Identify Common Pain Points
• This is one of the most important aspects of creating a market
persona. By this stage, you should know your customer
demographic and have a good idea of their preferences and
expectations. The next step is to identify their pain points and
needs. Pain points are problems and questions that your target
audiences want solutions for. As an example, a natural food
company might be targeting mom’s who are seeking healthier
alternative snacks for their kids. Be specific and very critical
during this process.
128

Multiple and Negative Customer Personas
• Multiple personas will help you create diverse campaigns that target all of your
possible customers. Many brands have customers from opposite sides of the
spectrum so they might be interested in the product or service provided, but share
nothing in common. In such cases, multiple personas can help you reach out to this
diverse customer base without creating dull and generic marketing campaigns.
• You don’t need to create many because that would only lead to more confusion and
compromise your marketing strategy. A single brand can effectively manage two or
three marketing personas at a time.
• You can also create negative customer personas to identity people who you don’t
want to target. This will help you control your marketing expenses and streamline
your campaigns. Negative personas can include the individuals mentioned below:
• People who are too advanced or not advanced enough to handle your products and
services.
• Students and other such individuals who will look at your content solely for research
purposes.
• Customers who are expensive to acquire but don’t offer enough returns or pose a
higher risk for your brand.
129

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