Summary
Summary Online Marketing
- Course
- Institution
Providing an thorough overview of online marketing, with an introduction, different models, keywords, strategies, as well as content marketing
[Show more]
Seller
Follow
hannahfitting2001
Content preview
Complete Online Marketing Exam Summary1. Introduction to Online Marketing Models (Week 1.1)
Key Topics:
- Digital Strategy: The foundation of online marketing is developing a digital strategy that
aligns with the overall business goals. A strategy defines KPIs (Key Performance Indicators)
such as ROI (Return on Investment), conversion rates, and visitor engagement metrics to
measure success.
- Online Marketing Funnel:
1. Obtain Visitors: Driving traffic through SEO, SEA, social media, and content marketing.
2. Captivate: Engaging visitors with relevant and up-to-date content, good website
usability, and online support.
3. Consideration: Helping customers evaluate products with detailed product information,
pricing, comparisons, and reviews.
4. Decide: Offering a smooth user experience that encourages purchasing with trust
signals (like security certifications), a simple checkout process, and customer support.
5. Pay: Completing transactions with seamless payment systems and offering various
payment methods.
6. Bind: Focusing on post-purchase engagement and customer retention through email
marketing, loyalty programs, and quality customer service.
2. STDC Model (See, Think, Do, Care) – Week 1.2
The STDC Model, developed by Google, maps out how businesses can engage with potential
customers at each stage of the customer journey:
- See Phase:
- Goal: Brand awareness among a broad audience who may not know about your brand
yet.
- Channels: SEO, display ads, YouTube, social media (organic and paid), influencer
marketing.
- KPIs: Impressions, brand searches, website visits, social media followers.
- Think Phase:
- Goal: Help customers who are beginning to consider your product. They're researching
and gathering information to make a decision.
- Channels: Google Ads, social media ads, SEO, influencer marketing, remarketing.
- KPIs: Website traffic, CTR on ads, lead generation, information requests.
, - Do Phase:
- Goal: Capture customers with purchase intent.
- Channels: SEA, social media ads, affiliate marketing, email marketing, remarketing.
- KPIs: Conversions, ROAS, cost per conversion.
- Care Phase:
- Goal: Retain customers and increase their lifetime value.
- Channels: Email marketing, social media engagement, customer service, loyalty
programs.
- KPIs: Customer retention rate, repeat purchases, CLV.
3. Owned, Earned, Paid, and Shared Media (Week 1.2)
To effectively distribute content and engage customers, online marketing utilizes the
following media types:
1. Owned Media: Company-controlled assets such as websites, blogs, and email lists.
2. Earned Media: Organic publicity like customer reviews, social media mentions.
3. Paid Media: Paid advertising channels like Google Ads, display ads, and social media ads.
4. Shared Media: Community-driven content sharing on social platforms like retweets,
shares, and comments.
4. Online Marketing Introduction – Part 1 (Week 1.3)
Benefits of Online Marketing:
- Global Reach: Allows businesses to reach a large, international audience.
- Cost-Effective: Online marketing can be more affordable, especially with SEO and organic
social media.
- Measurability: Online marketing is highly measurable, with tools like Google Analytics
tracking engagement, conversions, and ROI.
- Interactivity: Enables two-way communication with customers via social media, forums,
and comments.
Conversion and Conversion Rate:
- A conversion is when a visitor completes a desired action on your website, such as making
a purchase or signing up for a newsletter.
- Conversion Rate is the percentage of visitors who complete the desired action out of the
total number of visitors.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller hannahfitting2001. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $4.77. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
48072 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 15 years now