Digital Marketing Strategy (Fall23)

Overview In this chapter, we discuss how digitalization is changing the ecosystem in which we co...

According to the American Marketing Association — marketing’s top association — marketing is “the...

For the last 30 years, the dominant paradigm for understanding how firms create value for consume...

Canadian media scholar Marshall McLuhan famously wrote that “the medium is the message” (McLuhan ...

The first transformation was a movement away from finding consumers toward being found by consume...

The second transformation has been a move from representing yourself as a company to representing...

What is a consumer journey? It is the experience of a consumer across the different stages of the...

Overview In this chapter, we discuss how digitalization is transforming the journey of consumers...

There are two broad approaches to conducting marketing: mass marketing (i.e., an undifferentiated...

A consumer journey is the trajectory of experiences through which a consumer goes: from not knowi...

Our understanding of consumer journeys has greatly evolved over the last two decades, and there e...

In an example of great content marketing for themselves (i.e., this concept helps sell Google pro...

Now that we have the vocabulary for these concepts, it’s time to turn our attention to using them...

How to Use a Persona Let’s take as an example the following persona, “RV Betty”: ...

Overview In this chapter, we discuss how to use keywords to create pages and content that respon...

SEO is “the process of affecting the online visibility of a website or a webpage in a web search ...

People use keywords to interact with content online, and most online experiences start with a sea...

The main job of a search engine is to serve results that best address people’s search queries. Le...

As shown by the video explaining how Google works, there are more than 200 variables that are tak...

The first and most important set of factors relate to user experience, or “a person’s perceptions...

The second most important set of factors relates to backlinks, or links back to your website from...

The last set of factors concern keywords. Keywords are terms you include on your webpages to comm...

Since user experience is central to ranking high, it becomes quite important to understand how pe...

We conclude this chapter by examining how keywords can be used to analyze your competition. To fr...

We should understand well, at this point, that we are creating webpages with the goal of ranking ...

Background Persona You are a real estate company located in Montreal that specializes in...

Overview In this chapter, we discuss some key vocabulary associated with digital marketing, cove...

Inbound and outbound marketing represent two broad approaches to connecting with consumers. Inbou...

We differentiate between three types of media online: paid, owned, and earned. Paid media are me...

Objectives, goals, and KPIs are the next set of concepts we will cover. Objectives represent what...

Strategy and tactics are the last key terms we need to better understand the RACE framework. Stra...

Chaffey’s RACE framework is a conversion-based framework. Conversion marketing is a strategic app...

As we discussed during the last two chapters, the goals, needs, motivations, and challenges of co...

A journey map is a visual representation of the consumer journey. The map transforms a rather abs...

The RACE framework (Figure 4.9; text description) is highly useful in creating a strategy for dig...

  You are a fitness center creating a campaign for people who want to get back into shap...

Overview In this chapter, we cover the strategic bases associated with the Reach stage. We start...

Reach is the first stage in the RACE framework. It entails the publication and promotion of conte...

A landing page is a campaign-specific page distinct from your main website that has one goal and ...

Ad campaigns can aim at building awareness, but they are typically associated with making consume...

A landing page has five basic elements: First, a unique selling proposition (USP), a “unique” ben...

Digital marketers typically advertise online through advertising networks, such as Google AdSense...

Banner ads are images or animations that advertise brands, products, and services on websites. Th...

In comparison to SEO, search advertising entails gaining traffic on SERPs by bidding on keywords....

Social media has become central to most consumers’ lives. In some countries, social media network...

Social media has also become one of the main pillars for advertising, and it can support most of ...

Influencer marketing—a form of social media marketing that capitalizes on people or organizations...

As in the previous Chapter’s exercise, you are a fitness center creating a campaign for...

Overview In this chapter, we cover some central activities associated with content creation. We ...

Content creation is important for two main reasons. First, it helps build a website’s relevance a...

Something to keep in mind when creating content for social media platforms is associated with pro...

A brand is a name, term, design, symbol, and/or other feature (e.g., Off-White and Off-White “quo...

Last, and to reaffirm what has been said throughout the last chapters, your main role as a compan...

Over the last few chapters, we covered the basics of SEO, how to think about content creation and...

As we have briefly covered, the RACE framework helps our content strategy by informing the type o...

A pillar page is a comprehensive resource page that covers a core topic in depth and links to hig...

We conclude this chapter by discussing content calendars. Although pillar pages are a great long-...

  As in previous exercises, you are a fitness center creating a campaign for peopl...

Overview In this chapter, we cover the basics of lead generation and lead nurturing activities. ...

InterAction is about encouraging positive interactions on a website and social media. Positive in...

There are many, many ways to get leads. Generally speaking, any marketing activity that leads con...

Lead scoring is an approach to ranking leads based on their value to a firm, which supports marke...

Once a firm has acquired leads and qualified them (i.e., as MQLs), it enters a process of lead nu...

Ideally, acquiring a lead’s email address should start a sequence of planned emails and other mar...

The information should be well hierarchized, with the main message and the call to action associa...

  You are Paperlike, a company that specializes in an iPad screen protector that rep...

Overview In this chapter, we cover what conversion is and how to optimize webpages to convert be...

The convert stage is focused on increasing conversions to maximize sales. It emphasizes both maxi...

To manage optimization, firms should first examine the general path of a specific persona as they...

One of the main tools in the arsenal of conversion optimization is A/B testing. A/B tests “consi...

We will next cover principles for conversion-centered design proposed by Unbounce. The main idea ...

Although we think of choice as a great thing, more options are associated with a breadth of negat...

Once a firm has identified what goal visitors are supposed to achieve, it can use visual elements...

Similarly, contrast and color draw the attention of the visitors to the contrasting and colorful ...

Directional cues serve two purposes. First, they help direct visitors’ attention to the elements ...

Lastly, whitespace is also a design tool that is useful to draw the attention of visitors to spec...

Building structure for clarity is all about making sure the message of a page gets across clearly...

By consistency, we mean how all the elements of a campaign work together. Ideally, these elements...

Ensuring consistency can be supported by practicing message and design matching. Message matchin...

In an age where fake news is rampant, almost half of Amazon reviews are unreliable (AdAge), and w...

Congruence is particularly relevant when designing landing pages, but its driving principles can ...

Ensuring that a persona achieves its macro conversion (e.g., making a sale) entails having well d...

Remarketing (sometimes called list-based retargeting) and retargeting (also called pixel or behav...

Conversion Optimization Based on this week’s chapter, optimize the landing page located ...

Overview This last chapter covers activities associated with the Engage stage: how to evaluate a...

A widespread definition of engagement attributed to Forrester is “creating deep connections with ...

Customer lifetime value (CLV) represents a customer’s profitability over their entire relationshi...

RFM, which stands for recency, frequency, and monetary value, is a long-standing analytical metho...

Another approach to measuring customer satisfaction and engagement that is widely used is the net...

Co-creation refers to the joint creation of value by a company and its customers (Prahalad and Ra...

  You are Spikeball (see the following video): We want to create ...