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Online Marketing MSc BA Summary
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Online Marketing 1: Setting the Stage, Pre-Purchase: Search Engine and SEOOnline Marketing: Setting the Stage
● Online Marketing vs Online-Advertisement
○ Online marketing is beyond online advertisement. It touches upon all stages of the customer journey
process all the way from being aware of the product all the way to the post consumption phase. It is
our role as (future) digital marketers to be able to identify the methods and ways to touch upon the
preference of the consumers in maximizing their (online) consumption journey.
● Share of Share of marketers worldwide who think digital and offline campaigns are important to their overall
marketing efforts, by business type.
○ In fact, online marketing is becoming ever more important, in particular after COVID when we as
human collective realize that much can be done through the digital space.
○
● Trend 1: Artificial Intelligence (5 areas that are relevant for marketing, remember the areas)
○ Analysis Stage | Area of application:
■ Text analytics for sentiment analysis Machine learning to discover insights from large
datasets and improve efficiencies of the existing processes
■ Predictive analytics
■ Automated image analysis
■ Choice modeling
■ Determining consumer preferences based on the conjoint analysis model
○ Strategy Stage | Area of application:
■ Creative analytics
■ Decision support systems and expert systems
■ Predicting outcomes in emerging marketing environments
■ Forecasting
■ Pricing decisions
○ Value Proposition | Area of application:
■ Reinforcing customer journey
■ Evaluating brand image
○ Tactics | Area of application:
■ Campaign automation,Creative optimization, product development,Advanced targeting and
attribution,Programmatic sampling
■ Retargeting, Programmatic media buying
■ Marketing analytics, Sales promotion
■ Purchase prediction, Recommendation systems
■ Dynamic pricing, Personalization – advertising and search, Customer acquisition
■ User engagement in social media, Ad targeting
■ Email targeting
○ Customer relations | Area of application:
■ CRM
■ Churn management
1
, ■ Automated implementation of CRM Chatbots
● Trend 2: Chat bot
○ Lessen Project. - ChatBot for Dutch since most of them are based on English.
○ Chatbot market revenue increasing from 2018 to 2027
● Trend 3: (Personalized) Mobile Marketing
○
● Trend 4: Omnichannel Marketing
○ Omnichannel marketing–the practice of simultaneously offering shoppers information, products,
services, and support through two or more synchronized distribution channels in a seamless
manner–is continuing to grow at a phenomenal rate.. An overwhelming majority of consumers shop in
more than one channel. and these consumers are more profitable than others. Different distribution
channels include the Web, call center, and direct sales force. Omnichannel marketing offers
organizations greater opportunities to interact with customers through different channels and
efficiently use all the channels. Omnichannel marketing typically goes beyond multichannel marketing
to include coordination of the distribution channels that offer a seamless customer experience.
○
○ Omnichannel – ability to integrate online and offline. Stores might still be important to showcase
some products a company has even if one orders online. (e.g. Tesla, test drive)
● Trend 5: Data Protection, System Availability and Auditability
○
● Issue 1: Data integration and availability challenges
2
, ○
○ ABN Amro: Omni-Channel. There are consequences, system architecture, not integrated
● Issue 2: Attribution challenge
○
○ Online marketing becomes challenging when the purchase funnel has many stages and/or is traversed
by customers in a non sequential manner, as is often the case in the digital economy. That is, a
customer might begin their search process in a Retailer website such as amazon.com or bol.com, form
an initial consideration set, and then at some point in the near future restart their search process on a
website leading up to a new consideration set and eventually make a purchase.
● Issue 3: Privacy, Security, System Availability and Auditability
○
- Reminder of customer journey and loyalty
-
3
, - Keep in mind that online marketing purpose is the creation of a superior customer journey
experience.
Importance of Search Engines
Google vs. Competitors
- Figure shows % share of search volume amongst different search engine providers
- Google: 91.29%, Bing: 2.88%, Yahoo!: 2.07%
Factors/Metrics contributing to Google search:
- Volume of searches
- 40,000 search queries every second on average / 3.5 billion searches per day / 1.2 trillion searches per
year
- Growth in search volume
- Increasing. Google doesn’t provide actual search volume data. It is estimated that beyond 2016 it is
roughly processing two trillion +queries per year. On an average there is a 10% growth in volume
YoY.
- Google will provide the volume you have NOW. Not the future.
- Accessibility
- Almost 50% of the world population has access to the internet and search engines.
- Time spent on internet
- Not only internet is becoming accessible, we are also spending more time on Google Searches
- An average person conducts 3–4 searches every single day which translates to
- 1 hour, 47 minutes and 42 seconds* → *Average time a person spends per month on Google
Search queries
- Unique Visitors : Google gets about 1.53 billion unique visitors per month on an average
- Unique Searches : 15% of all searches have never been searched before on Google
- Importance of Search in Shopping behavior
- Figures show how much % of the respondents used Google Search via their Smartphone or
computer/tablet in each phase of buying cycle
-
- Role of search in Website traffic (no % will be asked on the exam)
- *Figure shows Average % of website traffic from different sources
- 27% → Search engines, 21% → Referral, 36.5% → Direct, 15% → Other
In summary
● Google Search is an integral part of life. We are spending more time on Google Search Increase in search
volume + growth Integration of search in shopping behavior Search contribution in website traffic → Great
opportunity for Marketers to use this medium for advertising.
Search Engine Marketing
SEM = SEO + SEA
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