All lectures & short summary of articles - Digital Marketing and Analytics 2021 (February). Master Business Administration at UvA, digital marketing track.
Lectures Digital Marketing and Analytics
Week 1 – DMA Overview & SEO
Factors driving digital marketing: average amount of time spent on internet, accessibility of
internet, mobile penetration, digital transformation in companies
Evolution of web: PC Era Web 1.0 Web 2.0 Web 3.0 Web 4.0 (humans are
becoming more interacted with systems)
Main trends
Digital Transformation
Marketing Automation
App Marketing
User Generated Content
Data Driven Story Telling
Touchpoints in digital platforms
Paid media Owned media Earned media
Essence Advertising Content Engagement
Who initiates a Brand Customer (if brand is prepared) Customer
contact?
Form of Brand to customer Interactive between brand and Customer to
communication? customer customer
,Metrics & KPIS
Top 10 metrics marketers are using to evaluate digital marketing programs performance
Conversion: how much you get
Response: could be a survey/how many people signed up for campaign
CTR: paid advertising, ROI: of campaign
Metrics in funnel:
Left side: how you measure it. 100.000 people, 10.000 click through and 50% of them leave
immediately (bounce). You get 1000 leads from 5000 people, then 500 prospects and 100
buy anything
Impression: is a term that refers to the point in which an ad is displayed once on a web page
(or in other words the customer is exposed to an online content (ad) on a website that s/he
is viewing)
Does NOT necessarily mean that the customer has actually seen the content though
Viewability rate
What does it mean?
, Total measured ad impressions= number of times an ad was loaded on a page (and
counted by a server)
Total measured viewable ad impressions= number of times an ad
was loaded on a page (and counted by a server), which was 50
percent on screen for one second or longer (for video ads – two
seconds or longer)
Bounce rate= the percentage of visitors to a particular website who navigate away from the
site after viewing only one page
Important to understand: web page effectiveness/success and engagement
Click through rate= the number of clicks that your ad receives divided by the number of
times your ad is shown:
Clicks/impressions= CTR
For example, if you had 5 clicks and 1000 impressions, your CTR would be 0.5%
Conversion rate= calculated by taking the number of conversions and dividing that by the
number of total ad during the same time period
For example, if you had 50 conversions from 1000 clicks, your conversion rate would
be 5%, since 50/1000=5.
Importance of search engines
Google most important, most traffic
Factors contributing to Google Search:
o Volume of searches
40,000 search queries every second on average/3.5 billion searches
per day/1.2 trillion searches per year
o Growth in search volume
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
o Accessibility
Almost 50% of the world population has access to internet
o Time spent on internet/Google
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 (coronavirus, drones)
o Importance of search in shopping behavior
Smartphone: inspiration (57%), research (53%), purchase (43%), post-
purchase (37%)
Com/Tablet: inspiration (66%), research (83%), purchase (64%), post-
purchase (40%)
o Role of Search in Website traffic
Direct (36.5%), Referral (21%), Search engines (27%) and other (15.5%)
In sum:
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
Search Engine Optimization (SEO) – Organic: how do I make my website relevant for
the searched keyword?
Search Engine Advertising (SEA) – Paid: how can you be at the top of the page when
someone searches for specific keywords.
Importance of organic ranking
For online retailers its pertinent to be in the first 5 results to get any relevant traffic
to their websites
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