DIGITAL ADVERTISING AN INTRODUCTION EQUINET ACADEMY G1 2 ARE YOU - PowerPoint PPT Presentation

DIGITAL ADVERTISING AN INTRODUCTION

EQUINET ACADEMY G1 2

ARE YOU PREPARED FOR CHANGE ? • Who am I and What is MY ROLE ? • Do you believe… I CAN MAKE A DIFFERENCE ! • Why? I WILL LEARN NEW SKILLS ! • How? I AM COMMITTED TO LEARN & APPLY MY NEW SKILLS ! • House Rules… EQUINET ACADEMY G1 3

WHAT SKILLS WILL YOU LEARN AND APPLY ? • Skillset #1: Define digital m arketing objectives based on the digital s trategy . • How is digital marketing any different from marketing ? • Compare and contrast the marketing life cycle, feedback, attribution modelling, pitfalls . • Paid Media, Owned Media, Earned Media, Experience . • Identify and Describe the 5 mediums of digital advertising . • Display (Desktop & Mobile), Video, Audio, Social, Search . EQUINET ACADEMY G2 4

WHAT SKILLS WILL YOU LEARN AND APPLY ? • Skillset #1: Define digital marketing objectives based on the digital strategy . • Identify consumer path to purchase and the touch points . • Define and Describe the various digital advertising terminologies . • Site Metrics (Unique Visits, Page Visits, Sessions, Time Spent, Bounce Rates, Scroll Depth, Engagement Rates, Conversion Rates) . • Campaign Metrics (Impressions, Clicks, Clickthru Rates, Enagagement Rate, Completion rate, Conversion rate) . • ROI Metrics (CPM, eCPM, CPC, eCPC, CPV, CPCV, CPL, CPD, CPA) . EQUINET ACADEMY G2 5

WHAT SKILLS WILL YOU LEARN AND APPLY ? • Skillset #1: Define digital marketing objectives based on the digital strategy • Apply and Model digital advertising strategies . • Defining Branding Objectives . • Defining Performance / Conversion Objectives . • Defining Engagement Objectives . EQUINET ACADEMY G2 6

WHAT SKILLS WILL YOU LEARN AND APPLY ? • Skillset #2: Prepare digital marketing campaign’s budget for approval. • Skillset #3: Select tools / channels / platform for digital marketing campaign. • Skillset #4: Select schedule / roadmap for digital marketing campaign within budget. • Skillset #5: Develop performance indicators for digital marketing campaign for reporting. EQUINET ACADEMY G2 7

HOW MUCH DID YOU NOTICE OR RECALL ? • Recall and share your path to purchase the last time you… • Bought a travel package • Bought a gift for your loved ones • Bought an air filter mask • In your sharing; • When you last access TV, Radio, Publication, Mobile, Desktop ? • As an advertiser, what would you do to improve ? EQUINET ACADEMY G3 8

Skillset #1: Define digital marketing objectives based on the digital strategy . - How is digital marketing any different from marketing ? - Compare and contrast the marketing life cycle, feedback, attribution modelling, pitfalls . - Paid Media, Owned Media, Earned Media, Experience . EQUINET ACADEMY LO1A 9

DEBATE “Digital Marketing is more effective than mainstream marketing” • 3 speakers @ 3 mins for presentation and rebuttal EQUINET ACADEMY LO1A G6 & G7 10

CONSUMER PATH: OWNED, PAID AND EARNED MEDIA https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey EQUINET ACADEMY LO1A G4 11

DIGITAL MARKETING : OWNED, EARNED AND PAID MEDIA . Media Type Definition Examples Purpose Pros Cons Owned Media Channel a brand - Website Build for longer-term - Control - No guarantees controls - Blog relationships with - Cost efficiency - Company - Twitter existing potential - Longevity communication not customers and earn - Versatility trusted media - Niche audience - Takes time to scale Paid Media Brand pays to - Display Ads Pushes presence that - In demand - Clutter leverage a channel - Paid Search feeds owned and - Immediacy - Declining response - Videos creates earned media - Scale rates - Audio - control - Poor credibility Earned Media When customers - WOM Listen and respond – - Most credible - No Control become the channel - Buzz earned media is often - Key role in most - Can be negative - Viral the result of well- sales - Scale executed and well- - Transparent and - Hard to measure coordinated owned lives on and paid media EQUINET ACADEMY LO1A G5 12

THE 5 MEDIUMS : ADVANTAGES AND DISADVANTAGES Review the various ad formats.. • Display (Desktop & Mobile) / Video / Audio / Search / Social • Visible ? Audible ? Engaging ? Do you trust ? Are you inclined to explore ? • Which aspect of the path to purchase would your medium be most relevant ? EQUINET ACADEMY LO1B G6 13

CUSTOMER EXPERIENCE (CX) EQUINET ACADEMY LO1B G7 14

Skillset #1: Define digital marketing objectives based on the digital strategy . - Identify and Describe the 5 mediums of digital advertising . - Display (Desktop & Mobile), Video, Audio, Social, Search . EQUINET ACADEMY LO1B 15

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DISPLAY • Key considerations for understanding why it works ➢ Real Time collection of data / feedback ➢ Dynamic and least costly to produce EQUINET ACADEMY LO1B G5 17

VIDEO • Key considerations for understanding why it works ➢ Recall works best with evoking emotions ➢ Fully engaged EQUINET ACADEMY LO1B G5 18

AUDIO • Key considerations for understanding why it works ➢ Personal ➢ Captive engagement EQUINET ACADEMY LO1B G5 19

SEARCH • Key considerations for understanding why it works ➢ User Initiated ➢ High Intent EQUINET ACADEMY LO1B G5 20

SOCIAL • Key considerations for understanding why it works ➢ Viral and Highly connected ➢ Trust and Conviction EQUINET ACADEMY LO1B G5 21

Skillset #1: Define digital marketing objectives based on the digital strategy . - Identify consumer path to purchase and the touch points . - Define and Describe the various digital advertising terminologies . - Site Metrics (Unique Visits, Page Visits, Sessions, Time Spent, Bounce Rates, Scroll Depth, Engagement Rates, Conversion Rates) . EQUINET ACADEMY LO1CA 22

CONSUMER PATH TO PURCHASE “Assuming that you have a shop, envision how you would close a sale” • Think about • The product / service that you are offering . • The location of your shop • The number of shoppers visiting your shop . • The frequency of shoppers visiting your shop . • The average time spent in your shop . • The way the shopper is engaged . • If your rent is $15,000 a month, how much items do you need to sell to break even ? • The average spending amount of your shopper . EQUINET ACADEMY LO1CA G6 23

SITE METRICS Shop Site Traffic Source Page Visits Visits / Unique Visits Sessions Bounce Rates Time Spent Engagement Rates Conversion Rates EQUINET ACADEMY LO1C G7 24

SITE METRICS TERMINOLOGIES Site Te Term rminologies Definition Traffic Source The origin of the traffic Page Visits The number of times users arrive at a site Visits / Unique Visits The number of users / unique individuals arrive at a site Sessions An activity devoted upon arrival at a site Bounce Rate Upon arrival at a site, users leaving the site immediately Time Spent The duration devoted at a site Engagement Rate The users interaction within a site Conversion Rate Users who took action beyond interaction within a site EQUINET ACADEMY LO1C G4 25

SITE STRUCTURE Homepage Index page Index page Index page Articles page Articles page Articles page EQUINET ACADEMY LO1C G5 26

EQUINET ACADEMY LO1C G5 27

Skillset #1: Define digital marketing objectives based on the digital strategy . - Identify consumer path to purchase and the touch points . - Define and Describe the various digital advertising terminologies . - Campaign Metrics (Impressions, Clicks, Clickthru Rates, Enagagement Rate, Completion rate, Conversion rate) . EQUINET ACADEMY LO1CB 28

CAMPAIGN METRICS TERMINOLOGIES “Matching the metrics” • Activities related to a campaign . • A typical digital display campaign report . • Read the description of terminologies . EQUINET ACADEMY LO1CB G6 & G7 29

CAMPAIGN METRICS TERMINOLOGIES Campaign Metrics Definition Form rmula Impressions Opportunity to see a display ad - Clicks Users response to an ad - Clickthru Rates The percentage of Users responding to an ad in Clicks divided by Impressions relation to viewing an ad Engagement Rate The users interaction with a campaign (Clicks + Shares + Likes) divided by Total Exposure of Campaigns Conversion Rate Users who took action beyond interaction within (Registration, Purchase) divided a site by Clicks Video Rolls Opportunity to see a video ad - (pre-roll/mid-roll/post-roll) Completion Rate Users who completed viewing the video content The number of video completions to the number of video starts EQUINET ACADEMY LO1CB G4 30

SAMPLE OF CAMPAIGN REPORTS (DISPLAY) EQUINET ACADEMY LO1CB G5 31

SAMPLE OF CAMPAIGN REPORTS (VIDEO) EQUINET ACADEMY LO1CB G5 32

Skillset #1: Define digital marketing objectives based on the digital strategy . - Identify consumer path to purchase and the touch points . - Define and Describe the various digital advertising terminologies . - ROI Metrics (CPM, eCPM, CPC, eCPC, CPV, CPCV, CPL, CPD, CPA) . EQUINET ACADEMY LO1CC 33

ROI METRICS EQUINET ACADEMY LO1CC G4 34

ROI METRICS EQUINET ACADEMY LO1CC G4 35