Digital Marketing Course

Introduction

• Course designed to learn about digital marketing and inbound marketing.
• Includes best practices and successful strategies.
• Contains vital concepts such as KPI, engagement, leads, etc.
• Timestamps available to navigate through specific sections.

What is Marketing?

• Set of strategies to achieve business objectives (increase sales, improve brand perception).
• Advertising vs Marketing: advertising is a subcategory of marketing.
• Four P's of Marketing: Product/Service, Place, Price, Promotion.

The Four P's of Marketing

Product or Service

• Must meet customer expectations.
• Focus on user needs/motivations.
• Consider the product lifecycle, branding, packaging, and after-sales services.

Place (Distribution)

• Facilitate user access to the product/service.
• Consider inventory management, transport, location of sales points (online and offline).

Price

• Clearly define the price based on manufacturing costs, profit margins, and company objectives.
• Consider payment methods, discounts, and loyalty programs.

Promotion

• Communications that highlight the benefits of the product/service to increase sales.
• Focus on user needs/motivations.

Marketing Plan

1. Analyze the current situation.
2. Analyze the competition.
3. Define objectives.
4. Implement marketing strategies.
5. Monitor metrics and optimize.

Types of Marketing

Digital Marketing

• Use of digital technologies (social media, email, search engines).
• Subcategories: content marketing, SEO, social media marketing.

Direct Marketing

• Direct communication with target consumers (mail, phone, email).
• Example: Victoria's Secret catalog.

Performance Marketing

• Payment based on completed actions (sales, leads, clicks).
• Example: Amazon's affiliate program.

Inbound Marketing

• Use of valuable content to attract customers organically.
• Example: HubSpot with free content like blogs and webinars.

Influencer Marketing

• Collaboration with popular figures on social media.
• Example: Daniel Wellington watch campaign on Instagram.

Guerrilla Marketing

• Creative and unexpected strategies to capture public attention.
• Example: Red Bull's Stratos campaign.

Social Media Advertising

• Use of social platforms for targeted ads.
• Example: Spotify's Wrapped campaign on social media.

SEM (Search Engine Marketing)

• Strategies to increase visibility in search engine results.
• Example: Airbnb’s use of Google AdWords.

Content Marketing

• Creation and sharing of valuable content to attract an audience.
• Example: Home Depot's DIY blog.

Advertising Strategies

Media Strategy

• Choosing suitable platforms to promote image and increase awareness.
• Example: use of social ads on Google and Facebook.

Exemplary Advertising Strategies

• Email Marketing: ROI of $40 for every dollar invested.
• SEM: search engine ads positioned by keywords.
• Social Ads: ads on social platforms with great segmentation.
• Amazon Advertising: PPC ads on Amazon.
• Native Advertising: sponsored content integrated into the medium.
• Influencer Marketing: collaboration with influencers to promote products.
• Discounts and Promotions: limited actions to create urgency in purchases.
• Guerrilla Marketing: creative and unconventional techniques.
• Contests and Sweepstakes: increase interaction and brand attraction.
• Loyalty Programs: retain existing customers.

Digital Marketing Plan

Steps to Create an Effective Marketing Plan

1. Situation Analysis: market research, competition, and current brand status.
2. Objectives: should be SMART (specific, measurable, achievable, realistic, and time-bound).
3. Strategies and Actions: using the 4 P's of marketing.
4. Real-time Review: modify and adjust the plan according to market evolution.

Marketing Objectives

• Increase Brand Recognition: increase social impressions by 30% by the end of the quarter.
• Increase Market Share: reduce customer returns by 10% by the end of the fiscal year.
• Launch a New Product: define the final price of a new product by the end of the week.
• Enter New Markets: conduct market research and define messaging strategy for Q2.
• Improve ROI: run A/B tests on Facebook ads for 4 weeks.
• Optimize Conversion Funnel: increase conversion rates by 5% in 2021.
• Attract New Customers: establish partnerships with 3 industry influencers.

Social Media Advertising

Benefits and Strategies for Social Media Ads

• Facebook Ads: detailed demographic segmentation.
• Ads on Instagram: highly attractive visual content.
• Twitter Ads: specific segments depending on the campaign's objective.
• LinkedIn Ads: professional-focused advertising.
• TikTok Ads: creativity and viral content.
• Pinterest Ads: focus on specific topics like fashion and decoration.

Common Mistakes in Digital Marketing

1. Not leveraging content.
2. Changing ads frequently.
3. Not having established metrics.
4. Having too many objectives.
5. Not doing A/B tests on landing pages.
6. Not doing keyword research.
7. Forgetting technical SEO.
8. Sending identical email campaigns to all users.
9. Not understanding the customer journey.
10. Not considering a customer-centric base.

Being aware of these mistakes and learning from real-world examples can guide brands towards more effective and compelling digital strategies.

Product Launch Strategies

1. Organize a Pre-Launch Giveaway: generate excitement and user-generated content.
2. Increase Organic Visibility: SEO optimization with keywords and meta descriptions.
3. Create Shareable Content: blog with relevant consumer industry topics.
4. Remarketing: ads targeted to users who have already shown interest.
5. Create a Referral System: incentives for customers to recommend the product.
6. Optimize Website Speed: improve user experience and brand perception.
7. Establish Relationships with Influencers: collaboration to promote the product.
8. Customer Service Care: support available 24/7.
9. Prepare FAQs: address common queries before the launch.
10. Email Marketing Strategy: personalized messages for potential customers.