Digital Marketing is the study of markets, it’s people, behaviours, reactions to content.

Art Meets Science

Digital Marketing is where art meets science, it uses left brain & right brain function. Left side (analytical, logical, mathematical) & right side (creative, design, art, empathy, feeling) come together in Marketing.

Digital Marketing involves both art & science, we need to be aware of both sides.

What Marketing “IS” & What It “IS NOT”

Marketing is not Sales. They are their own disciplines which have their own art. Sales is focused on getting that final conversion. Marketing is about getting goods/services from concept to customer. It’s about the value provided that than then generates demand for the product / service.

It’s Creative Though, Right?

Well there’s creative involved yes, but this is a piece of the puzzle not the whole story.

Let's Look At The 4 P’s Concept...

Product – identifying need to product/services to address needs of a consumer

Pricing – determining the right price for the market, discounts, promotions.

Place – how you got to market with your service. where are we distributing the message, what is appropriate for different online places.

Promotion (advertising falls in here)- develop, create & implement strategy.

Back To Where Art Meets Science - How?

Segmentation – dividing groups due to common characteristics. This is important so that we are relevant in terms of understanding & communication with this audience (LEFT BRAIN). Empathy (right brain) links closely with this so that we can understand the audience.

Optimisation (left) & value proposition (right) – improving & providing value to customer.

Testing (left) & creating compelling content (right)

Marketing Campaign Framework

Setting Objectives – clearly state what’s important / goals / tactics. Use the marketing funnel (awareness, interest, conversion, retention, referral) Where is the customer in the funnel/customer journey?

Define KPI’s (key performance indicator) – set a metric

Design Tactics – Platforms, Creative, Audience

Execute Campaign

Measure Outcomes

Optimise Results

(Always do this in order!)

What About The Marketing Funnel?

We can’t forget the marketing funnel. It’s important to know where in the funnel your consumers are as this will effect the content you produce:

Awareness – Lots of people are in this stage

Interest – Once people are aware, they decide if they are interested or not, if not they fall out the funnel. If they are, they want to find out more, do research, look at socials, and website.

Conversion – B2B & B2C work differently here. Conversion can be a form fill, sign up, call (B2B) rather than just a purchase (B2C).

Retention – You want them to keep those who converted coming back & buying from you.

Referral – HOLY GRAIL OF MARKETING RIGHT HERE! This is where customers are spreading the word about you & you’re getting a new customer without having to go through the marketing funnel again. It’s what we all want!

Are Your Objectives SMART?

You need to make sure Objectives / Goals are SMART in order to give your campaign the best chance for success.

What does ‘SMART’ mean?

-Specific

-Measurable

-Actionable

-Realistic (give yourself the best chance for success, by being realistic)

Time-bound (be flexible to change, reflect & do things differently).

Back To The Framework...

  1. Goal & Objective

Let’s say your goal is to: Increase store sales.

The objective is an online campaign targeting business professionals & increase store traffic by 35% << “nice, SMART goal!”

Use this sentence as an example:

“The content we produce helps (COMPANY) increase (GOAL & measure) by providing (adjective) content that makes (audience description – target audience) feel (EMOTION) so that they can (TASK – AUDIENCE NEED).”

  1. How will we know if it’s successful?

KPI’s / Metrics

We need to work out what performance indicators we will use.

For example: Ad Click-throughs

 

  1. Design Tactics?

Audience

You need to design & develop target buyer personas, these will help us identify & empathise, speak their language in order to provide value.

How old are they?

Where do they live?

What do they like to do in free time?

What other brands might they use?

Hobbies / interests?

What do they care about?

 

Then select your channels & tactic…

This is the ‘Where’ & ‘What’

For example; Facebook & coupons, Websites & chat bots, TV & Promotional discounts, Social Media & influencer content / live videos.

 

  1. Getting Results?

Execute the campaign!

 

  1. Measure

How many people saw the ad? (Impressions)

How many followed? (Clicks)

How much did we pay? (Cost)

How much did we drive in sales (Revenue)

 

  1. Optimise

What can we test / tweak to reap results?

For example: An AD on Facebook..

We could look into editing something like; Headline, The Offer, The Creative, Target Audience, or The Bid Strategy.

A/B Test

Make sure you area test & improving. You can use our O.TRIE Method here to help you in your testing & analysis phase – read about it & the process here.