Introduction to Digital Marketing - Module 2

Key Topics

1. Digital Marketing Maturity

   • Understanding the cyclical data-driven marketing process.
   • Key components: Attribution, Audience, Assets, Access, and Automation.
   1. Attribution: The process of identifying which actions or touchpoints contributed to a specific outcome, often in marketing or sales, to determine what led to conversions or success.
   2. Audience: The group of people or target market that a message, product, or campaign is intended to reach.
   3. Assets: Any resources, content, or materials that are valuable to a business, such as images, videos, articles, or data, used to achieve business goals.
   4. Access: The ability or permission to obtain or use certain resources, data, or platforms, often relating to user permissions or entry to systems.
   5. Automation: The use of technology to perform tasks or processes without human intervention, typically to increase efficiency and reduce manual work.
   • Improved efficiency and profitability through a structured approach.
   • Example class activity: Provide examples for each of the 5As.

2. Digital Marketing Landscape and Objectives

   • Analysis of a dynamic market and digital ad spending trends from 2019-2024.
   • Major global digital players and advertisers.
   • Differentiation between branding and performance marketing goals.
     • Branding: Focus on brand awareness and emotional connections.
     • Performance: Focus on online sales and lead generation.
   • Measurement Metrics: CPM, CPC, CPA, etc.
   • Class activity: Discuss examples of companies with branding and performance goals.

3. Media Planning Process

   • Begins with defining business objectives and challenges.
   • Involves setting marketing, media, and campaign objectives.
   • Multi-channel marketing requires a 4-stage life cycle:
     1. Establish the Foundation: Media briefs, objectives, and research.
     2. Implementation: Strategies, tactics, and budget optimization.
     3. Measure & Learn: Performance assessment and feedback.
     4. Campaign Activation: Technical specs, traffic campaigns, and reporting.
   • Workflow between media agencies and clients, including approvals and optimizations.
   • Class activity: Debate on in-house vs. agency media planning.

4. Digital Marketing Maturity Framework

   • Stages: Nascent, Emerging, Connected, Multi-moment.
   • Emphasis on AI and cloud technology integration.
   • Importance of strategic partnerships and agile collaboration.
   • Maturity assessments and factors differentiating success in digital marketing.

5. Additional Activities and Readings

   • Online assignments related to full-funnel marketing strategy and eCommerce KPIs.
   • Insights from "The Messy Middle" research highlighting consumer decision-making.

Summary

The module provides a comprehensive guide to understanding digital marketing maturity and efficiency, the media planning process, and the evolving digital landscape. It emphasizes the importance of data-driven strategies and the integration of AI and technology in achieving marketing objectives. Practical class activities and online readings support deeper engagement with the material.