Marketing digital
What is
Digital Marketing?
We think the question is where to start learning because it is all around us, all over the world and the number of web-mobile users is constantly increasing. Check out Internet facts live to get an idea of what’s going on.
By “digital marketing”, we mean a large number of different channels, not only for acquisition but also for loyalty. Below are some well-known (non-exhaustive) marketing channels that you can break down as email marketing, retargeting marketing, digital advertising, content marketing, social media, search engine optimization (SEM), shopping, marketplace, affiliate marketing, inbound marketing, marketing automation and search engine optimization (SEO) which becomes search experience optimization (SXO).
Google Ads
Google Adwords is now one of the bases of the acquisition strategy of most digital marketing specialists.
The system is quite simple, you bid on a list of keywords you select, you pay per click and google has only one goal: to get as much money as possible. So they created the “quality score” which is a secret receipt to maximize their profit. (mainly the click-through rate)
Google Analytics
Google and the freemium approach to their product… Google Analytics has been free for a very long time without traffic limits. Now, GA has added a lot of offline analytics like “signals” that allow you to track users who click on digital ads and go to your store! Pretty cool.
It is a very good analysis tool, very easy to install for the most open-source platform, but it must be linked to Google Tag Manager in order to obtain relevant information (based on events + definition of objectives).
Google Data Studio
Google Data Studio is the new sh*t! It will save you hours of unnecessary reporting so you can focus on analysis. This is Google’s FREE automatic reporting solution that allows you to use data sources from, of course, Google’s marketing platform like Analytics, AdWords, Search Console, Google Sheets, YouTube and external data sources, including downloading of files.
If you’re not tech savvy, you can use external tools such as supermetrics or funnel to make it easier to connect with Google Data Studio.
Youtube Ads
According to CISCO, online video will account for 80% of all online traffic by 2021. A simple glance at Youtube’s figures clearly shows that each brand should create videos: more than 3 billion searches per month, 100 hours of video are downloaded every minute!
There are 3 types of video ad categories: TrueView ads, skippable video ads, bumper ads on YouTube. Depending on your sector, your target, you should try the most appropriate advertising format.
Google Shopping
The configuration of Google Shopping is linked to your Google Adwords account. As a result, products are searched, viewed and compared by Internet users or mobile users. Products can appear in the main search engine results page or under the “shopping” tab.
To use this conversion-oriented channel, it is important to create a “product feed”, which includes the attributes of the products for sale.
Microsoft Ads
First Microsoft adCenter, then Bing Ads and now Microsoft Advertising! Microsoft has looked for the right business model and is now moving towards personalization and artificial intelligence.
From a digital channel perspective, it is a small search engine with good returns because it is a targeted audience. But you can use their marketing platform for the entire Microsoft network, like Ecosia, the search engine that plants trees.
Facebook Ads
Well … over 2 billion users … should we talk more? Advertise, connect with potential customers, prospects, users.
Facebook definition of its Ads tool: “Business Manager allows advertisers to manage their marketing efforts in one place and share access to assets within their team, partner agencies and suppliers.”
To set up an effective advertising campaign on Facebook, 6 main formats can be used: carousel, single image, slideshow, canvas, single video and shopping (with product feed).
Linkedin Ads
LinkedIn has over 575 million users, with over 260 million monthly active users. Very interesting digital channels with a good return on investment if you know your persona very well.
“Microsoft began integrating LinkedIn and Microsoft’s audience data charts in 2017 and made LinkedIn data available for targeting in Microsoft Audience Network and then in search ads in 2018.” of SearchLand.
Emailing
How to optimize, send and manage triggered emails, marketing emails and rented emails and much more? There are multiple platforms for sending mass emails, or SMS, so it will mostly depend on where your site/app and product/service are located.
I can’t help but think that using MailChimp could be a good start from a budget perspective.
Sending emails was very difficult to appear in the right tab on Gmail for example. In addition, it was mandatory to strictly comply with GDPR rules in Europe.