Class notes

Digital Marketing Notes

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Course
BUAD 200

Institution
Okanagan College ( )

Notes on digital marketing course, includes 12 lectures of notes, no specific textbook related to the notes. Topics include - Digital marketing and the internet - Marketing Research and Strategic Planning - Website Design & Development - Search Engines and Search Engine Marketing (SEM) ...

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Uploaded on January 3, 2023
Number of pages 44
Written in 2020/2021
Type Class notes
Professor(s) Pamela
Contains All classes

digital marketing
interent
online advertising
social media
conversion
marketing research
web design
web development
landing page optimization
conversion rate optimization
search engine optimization
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LECTURE 1: DIGITAL MARKETING AND THE INTERNET
The internet is a collection of connected documents or objects. Hyperlinks are what connect these
documents.

• URL: uniform resource locator, they include domain names.
• Domain names & subdomains; DNS: domain name resolution
• TLD: top level domains; (.com, .ca)
• IP Address: internet protocol address (URL is converted to an IP address)
• Server
• Cookie: a unique identifier that are used to tailor the website experience for each user.
• HTML: hyper-text markup language. Foundation of documents on the internet. (in brackets like
these <and>)
• HTTP & HTTPS: hypertext transfer protocol, https is secure.
• TLS: transport layer security
• SSL: secure sockets layer
• Web Hosting: means providing server space for others to run a website. (GoDaddy)
• KPI: Key Performance Indicators
• CGM: consumer generated marketing
• ORM: online reputation management
• UGC: user generated content

Note: a website’s purpose if to create a customer.

CUSTOMER CREATION PROCESS
AIDA Model: awareness, interest, desire and action.

Successful websites create customers by:

1. Generating traffic: awareness
2. Driving conversions: interest and desire
3. Maximizing revenue per conversion: action

TRAFFIC
Websites can earn three types of traffic:

1. Direct traffic: internet user types the website’s URL directly into the browser. Comes from
offline advertising activities or from habit.
a. A major advantage of direct traffic is that these visitors are aware of the business
already and may be more likely to take action.
2. Referral traffic: internet user clicks on a link to the site from another site.
a. Paid: comes from banner ads, text ads, rich media ads, or video ads that a website has
paid to display on other websites.
b. Unpaid: any visitors that come to the website from any links that are not paid for.
3. Search Traffic: internet user clicks on a link to a site from a search engine results page
a. Paid: comes from ads on the SERP that accompany the organic results.
b. Unpaid: any traffic that comes to a site from clicks on the organic search results on the
search engine results page (SERP).
c. Advantage is that many of the search traffic may be in the desire stage.

Note: A business should consider a balance of traffic sources rather than rely on one.

,CONVERSION
A target action you wish visitors to take. The “conversion rate” is one of the most important indicators
of a retail website’s success.

Website Type Primary Conversion Secondary Conversation
Retail Purchase Create account /Sign up for
emails / Pay for premium
account
Lead Generation Lead (phone call or form) Sign up for emails
Search engine Booking Click on an add/ sign up for
emails
Media Engagement Page views/video views/ create
account
Social Media Create account Content creation/interaction
Affiliate Marketing Click affiliate link Purchase
Marketplace Posting item for sale/making Create account
purchase

REVENUE
A website that generates a large amount of traffic and earns a high conversion rate is already
successful, but it can increase its monetary success if it can increase the value of each conversion.

A website generates revenue through:

1. Direct Sales 3. Commissions
2. Advertising 4. Subscriptions

,LECTURE 2: MARKETING RESEARCH AND STRATEGIC PLANNING
Market Research: involves systematically, gathering, recording and analyzing data and information
about customers, competitors, and the market.

• Exploratory: use to discern between symptoms and root causes. No conclusive evidence;
expect further research. Sources: past data/studies, expert surveys, case studies.
• Descriptive: use to answer “What, Why, How, Who When and Where”. Data accuracy and
completeness important. Fir diagnostic analysis measure extent of differences.
• Causal: use to identify “cause and effect” relationships. For evaluation and predictive analysis.

Primary Research: data or information is gathered for a particular product or hypothesis.

Secondary Research: uses existing, published data and research as a source.

- The data can provide enough information to solve the problem at hand.
- Provide sources for hypotheses that can be explore through primary research.
- Necessary precursor for primary research.
- Data can be used as a reference to measure the accuracy of primary research.

Quantitative Research: gathers data that can be statistically analyzed to determine results. Must be
collected to test a hypothesis as opposed to determine a hypothesis.

• Descriptive/causal studies • Statistical modeling
• Many participants: probability sample • Generalize to population
• Hypothesis testing
Qualitative Research: cannot be taken as quantified. Valuable in interpreting the market perspective.

• Exploratory/descriptive • Rich and detailed results
• Few participants • Not representative of population
• Discovery and investigation
When used together qualitative research takes place to get an idea of the issue and quantitative
research tests the theories.

MEANS OF CONDUCTING RESEARCH
• Research Panels: primarily used when conducting qualitative research. Seek to address the
“what” using surveys to gather data.
• Research Communities: primarily provide quantitative data. Use discussions, driven by blogs
and other media.
• Listening Labs: involves setting up a testing environment where the use of a web site or
application by a consumer may be observed.

Online Surveys: allows to data to be captured immediately and analysis can be performed easily and
quickly. Overcomes geographical limitations. The success of a survey in determined by the design of
the survey.

• Open Ended Questions: answer in own words
• Closed Ended Questions: gives specific responses to choose from
• Ranked or Ordinal Questions: rank items in order of preference or relevance.
• Matrix and Rating Types: used to quantify qualitative data. Respondents are asked to rank
behaviour or attitude.

, Reporting and Conclusions

• Reliability
• Validity
• Ethics
• Bias/Error

SEGMENTATION AND TARGETING
Process of selecting market segments that are the most attractive. (profitability, growth and
opportunities.)

- Requires analysis of internal, primary and secondary research
- Market must be accessible online, profitable, growing and sizeable

Types of Segments

• Demographics: age, income, gender, education, ethnicity
• Geographic: city, province, region, country, continent
• Psychographics: personality, values, attitudes, interests, lifestyles
• Technographics: optimism toward technology
• Behaviour Benefits: by benefits sough from the product or service (#1 driver)
• Behaviour Usage: by level of usage, loyalty, engagement or by device

QUESTIONS FACING DIGITAL MARKETERS
1. Is our target market online?
2. If so, what do they do online?
3. What criteria determines buying?
4. How much spend/effort for online?

Note: People go online to connect, to create, to enjoy, to learn, to shop/trade and to give.

People buy online because of product’s popularity, authority, affinity, consistency, reciprocity and
scarcity.

STRATEGIC MARKETING
Need to develop and maintain a strategic fit between a firm’s goals, competencies and market
opportunities.

Goals:

1. Growth
2. Competitive Strategy
3. Geographical Scope

Four Types of Markets

1. B2B: Business to business
2. C2B: consumer to business
3. B2C: business to consumer
4. C2C: consumer to consumer

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