Digital Marketing 101
What is?
DIGITAL MARKETING
The promotion of products and services using electronic means.
(Wikipedia)
For every traditional marketing channel, there are multiple digital equivalents.
The history of marketing in relation to Digital (Wikipedia, 2019), (History Cooperative 2019)
- In 1840, the first advertising agency was set up in Philadelphia, with print (newspapers, magazines)
- Radio came out in the 1920s, creating a big shift in marketing due to the different formats.
- Then TV came along in the 1950s.
- 1980’s saw the launch of cable. Channels like MTV, Shopping Network changed strategies and spend completely, as instead of advertising being forced onto people, they were actually tuning into it.
- In the 1990’s what was first called the WorldWideWeb was launched.
- In 1998, the first content was sold to mobile phones – ringtones. Google also launched their search engine in this year, initially without paid advertising.
- Two years later, Google started monetizing their search engine with “Adwords”, now called “Google Ads”. They started with 250 advertisers and now have millions.
- 2006 saw the launch of Twitter, a very different social media platform to the Facebook giant which went live in 2004.
- In 2007, Facebook started monetizing their platform. They had around 20 million monthly active users at the time, an increase of 1900% since their launch in 2004.
- Google launched the Play Store in 2008, introducing downloadable apps to millions of people.
- In 2016, Pokemon Go introduced augmented reality on mobile, on a huge scale.
Today, looking at the period in which marketing has existed, Digital is still very young and rapidly changing. New platforms, targeting options and tech are introduced all the time and each time they have the potential to change what digital marketing is.
DIGITAL MARKETING IS CONSTANTLY CHANGING
Marketing platforms come and go features change, new metrics are introduced, and good performance is not a given It is critical to get the basic right a good product/service that is competitively priced, a strong
website built with the target customer in mind, outstanding customer service and more.
DIGITAL MARKETING PLATFORMS
“Spaces” where digital marketing takes place
SOCIAL MEDIA
Websites and applications that enable people to create and
share content and/or to communicate with others.
Youtube, Facebook, Instagram, Twitter, LinkedIn, Snapchat, Pinterest, Tumblr
Common Digital Marketing Acronyms
ROAS – return on ad spend
ROI – return on investment
CTR – click through rate
CPA – cost per acquisition
CPL – cost per lead
CPI – cost per install
PPC – pay per click
CPC – cost per click
CPM – cost per 1000 impressions
CPV – cost per view
SEO – search engine optimization
CRM – customer relationship management
CMS – content management system
SEM – search engine marketing
CTA – call to action
Common Terms:
Device What you are using when performing an action. E.g. mobile, desktop, tablet.
Organic Traffic to your site that you have not paid for. i.e. not through paid media
Channel Where you are going to be advertising. E.g. Facebook, Google Search, etc
Ad fatigue An ad that has been seen so many times it is no longer noticed
Frequency/Impression cap The amount of times your audience sees an ad
Metric Different indicators you can manage performance against
Segments Customers or info grouped together based on different criteria
Reach Describing the number of people who see your ad
Algorithm 10 The method in which channels determine when/how to show your ad/content
Traffic Visits to a website / physical location
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