digital marketing coffs harbour

Digital Marketing agency - Coffs Harbour servicing the East Coast of Australia. Google Ads, SEO, EDM, Social advertising.

digital marketing

the use of digital technology to achieve marketing & business goals.

HEADS UP:

We get PRETTY excited when we talk about digital marketing, so we will TRY not to bore you with too much nerd-speak here (although, no guarantees – soz).

In a nutshell, digital marketing can help move your customer through the buyer’s journey. Huh? Sorry, we’ll back it up!

The buyer’s journey is where your customer moves through the following stages, as they find a problem they need to fix. They start researching and become AWARE of your product or service. They might start following you on social media or download an ebook. This is where they are starting to show INTEREST. The buyer then may book a meeting with you, as they are CONSIDERING your product or service. Then, OMG, they make a purchase and CONVERT – rejoice!  But that’s NOT the end of their journey – you need to RETAIN them as a customer.

 

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The buyer’s journey is;

Awareness

Interest

Consideration coffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agency

Conversion

Retention

the buyer's journey.

As shown in the above diagram, you can see where some of the different digital marketing mediums fit within the stages of the buyer's journey.

Digital marketing is where it’s at if you want to grow your business. For realz. Yeah, sure you can grow it slowly through other means, however digital marketing allows you to see what activity is bringing in leads and what isn’t. Which then means you can actively CHANGE what you’re putting out to see if something else works better. It’s flexible and best of all? It’s TRACKABLE! Say wha!?!

 

With offline mediums, such as radio, TV and print, unless you are asking where a new customer heard about you, it’s very hard to track return on investment (ROI). With digital marketing, you can easily work out ROI based on the analytics from everything you do. WIN!

digital marketing package.

MARKETING STRATEGY & PLANNING (OPTIONAL)

It all starts here. Without a marketing strategy and plan, you may as well stuff your bathing suit full of cash and go down a really long, really fast waterslide.  Here you’ll get a strategic marketing plan aligned to your key business objectives, which will then filter down through the digital marketing activities.

CONTENT MARKETING STRATEGY

Once we have the marketing strategy and plan sorted, we nail down your key monthly objectives and themes and what we’re going to do, content-wise, to drive your target audience to your business.

CONTENT CREATION

• Creating content rocks! Stop rolling your eyes, it really does! Here we create a weekly blog post along with creating and curating posts for your social media each month. This includes all images, copy and hashtags. Digital Marketing agency - Coffs Harbour servicing the East Coast of Australia. Google Ads, SEO, EDM, Social advertising.

digital marketing

the use of digital technology to achieve marketing & business goals.

HEADS UP:

 

Before we begin our journey into concepts of Digital Marketing, we should think about

how we would define Digital Marketing. The advent of the internet, and the number of devices ads agency ads agency google ads google ads agency

and platforms that people use to connect and share content, has given rise to the digital

marketing era. Simply put, this online space is where you will find your consumers and grow

your business. Speaking concisely, ‘Digital Marketing’ is the use of new media or digital

technology to achieve marketing and business goals. If we wish to be more specific, ‘Digital

Marketing’ is defined within the parameters of technologies using digital formats and the

internet. This ranges from computers to mobile technology, and even things like digital

billboards. Moreover, digital marketing encompasses online shared experiences such as social

media or digital marketing software. These, in turn, help marketers create, distribute, and track coffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agency

their campaign on digital platforms to drive success.

 

We get PRETTY excited when we talk about digital marketing, so we will TRY not to bore you with too much nerd-speak here (although, no guarantees – soz).

In a nutshell, digital marketing can help move your customer through the buyer’s journey. Huh? Sorry, we’ll back it up!

The buyer’s journey is where your customer moves through the following stages, as they find a problem they need to fix. They start researching and become AWARE of your product or service. They might start following you on social media or download an ebook. This is where they are starting to show INTEREST. The buyer then may book a meeting with you, as they are CONSIDERING your product or service. Then, OMG, they make a purchase and CONVERT – rejoice!  But that’s NOT the end of their journey – you need to RETAIN them as a customer.

• Creation of Lead Generation materials such as e-book content, landing pages and more. Please note, the DESIGN of these materials is additional.

• It will also include setting up and/or optimising your Facebook & Instagram accounts. Outspoken Entourage coffs harbour based digital marketing agency getting results

 

Two of the most important principles in Digital Marketing are outbound and inbound

marketing. Outbound marketing begins with the brand advertiser pushing out a message to a

specified target audience with the objective being to drive awareness of a product or service.

This is done by rapidly spreading word of the campaign product or service to the target audience

using, for example, visual display banner and video formats multiple times to ensure people

remember the product. This is known as ‘drive product recall,’ and is achieved through audience

reach and repetition. It is your more traditional way to do marketing. Essentially, you have a

message, you have an audience, and you are pushing that message to your audience. Your hope coffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agency coffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agencycoffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agencycoffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agency

is that the message captures your audience’s attention. This concept applies to digital marketing

as much as traditional marketing.

Inbound marketing is the exact opposite; it’s almost like reverse marketing. Inbound marketing

involves trying to pull your audience towards your content, brand, or service. It is about

attracting those people who are already interested in your product or service so that they seek

you out and engage. With inbound marketing, potential customers find you through channels

such as blogs, search engines, email subscriptions, word of mouth, and online

reviews/recommendations. As a marketer, you are attempting to find ways to create the

conditions where people are drawn to your brand via your content, with the objective of turning

them into a customer.

In today’s business world, inbound marketing is the most important aspect to digital marketing

as it allows you to attract customers who consider your content or service relevant to them. The

strength of inbound marketing is ‘user intent’. What do we mean by user intent? In essence, it is

the audience who have the internal drive to take action to find your product. This action is based

on their own needs, and how and when they want to proceed with a sale or conversion. Good

inbound marketing provides efficient and effective routes for your audience to come to your

brand. It stands apart in its effectiveness at encouraging audience action – particularly when that

audience has a finite attention span from consuming a limitless amount of content on their

devices and platforms.

To begin, owned media incorporates a company’s own content, packaging, point-of-sale,

and the people who come into contact with consumers. It’s the stuff a brand creates to promote

itself. Owned media promotes your brand in a very personal way by exhibiting your company’s

values and highlighting what the product or company does. Some key questions you should ask

when considering owned media are: ‘What am I going to talk about?’, ‘What do I want people to

see?’, and ‘What type of message do I want to get across to my audience?’. Think of owned media

as a source for developing your brand personality. For example, when you post on social media,

try to avoid posting something dull and boring. Instead, aim to post something that is true to

your values and what you represent.

Some benefits of owned media include the cost efficiency, flexibility, longevity, and power of

developing a go-to platform for your audience. Owned media is important for creating trust and

legitimacy in the market. It acts as a main platform for communicating all that the company is,

sells, and does. However, there are challenges to driving audience engagement from owned

media, as it can take some time to build a reputation and trust that guarantees high levels of

traffic to your website, blog, or other digital assets.

Our second media type, paid media, comprises any form of media designed to promote

your brand or content on the internet for a fee. Examples of this includes social media

advertising, paid search, display adverts, or paid influencers. Paid media helps you to scale up ads agency google ads agency ads agency google ads agency

your digital marketing campaign and reach more people than non-paid formats. In tandem with

various reporting tools such as Google Analytics, you will be able to analyze who is seeing your

media and how the audience engages or interacts with your campaigns. This, in turn, enables

you to adjust and optimize your paid media performance. With paid media you can take ad

formats and brand content and show it to people who you believe will find it relevant, useful, or

engaging. Essentially, this means you have control over where, when, and what is seen. The

drawback is that you have to pay for it!

Outbound paid media is useful for building awareness and generating familiarity, as it provides

the basis for audience reach, ad repetition, and defined audience targeting. Inbound paid media

like paid search and types of remarketing are great ways to drive sales and conversions.

However, with the advent of ad blockers, for example, there are challenges to the efficacy of paid

media, particularly with today’s ad saturation and the ability to skip or report ads.

 

GOOGLE ADS

• People are in the market to buy, so you need to take advantage of it! Here, we will set up and manage up to 3 separate Google campaigns.

• Set up of Google Tag on your website (if you’ve already done it – fist bump! Seriously impressed…).

• Creation of custom audiences within Google Ads so we can create a remarketing campaign. Yes! Your business can start to follow your customers around too bwahahahaha!

GOOGLE MY BUSINESS

Manage and optimise your Google My Business listing. Yepper, GMB is super important for your Google ranking.

PAID SOCIAL MEDIA ADVERTISING

• In line with your marketing objectives, we will create targeted Facebook & Instagram advertising campaigns, including the design of all image assets. Oh, you KNOW you’re going to look good ;-)

• Set up of Facebook Pixel on your website. Serious props to you if this is already done.

• Creation of custom audiences so that we can set up and manage retargeting ads.

EMAIL MARKETING

• Possibly one of THE best digital marketing activities that get you some seriously joyful ROI. Here we create a monthly EDM to help retain your customer base.

digital marketing google ads agency

• As an optional extra, we can also segment your database (because we want to send the right email to the right person at the right time!) and create automated emails in a specific workflow.

MEETING & REPORTING

• What good is all of the above if we can’t track it? Exactly. We will set up and manage Google Analytics – it’s the cat’s pyjamas when it comes to hard data on your digital marketing efforts.

• Each month you’ll get to chat with us about the monthly results and run through the reporting. The reporting will run across everything, so you’ll get a good insight into what’s working, what’s not doing so well, how many leads you’ve generated, how much website traffic you’re getting, how many clicks from Google Ads etc.

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SEO (OPTIONAL)

• Search Engine Optimisation is pretty important when it comes to digital marketing, however we understand you may already have a web developer who does this for you. But! We can offer this addition to your package, just ask!

NOT INCLUDED

Now, let’s look at new and traditional marketing, and how strategies on both sides align

 and differ.

Traditional media, or old media, are often defined as the “established or traditional means of

mass communication, especially compared with digital methods”. Quite simply, media that didn’t

develop with the digital era are the ones most likely to be considered as traditional and part of a

traditional media strategy.

 Traditional marketing media includes direct marketing, outdoor, print, TV and radio broadcast,

 and “word of mouth” referrals.

 Direct Marketing: This involves promoting and selling directly to the end buyer from the

 manufacturer with no other media owner involved. For instance, it includes letters or flyers,

 coupons, brochures, and general any other print material delivered to a consumer’s mailbox or ads agency google ads adwords ads agency adwords

hand.

Mass/Individual: When people are looking at cinema or TV, or listening to radio, the experience

of the message through these media is a group experience. The medium is consumed in a group

situation, such as watching TV with the family, listening to the radio in the car with other people,

or going to catch a movie in a full movie theater. These are group experiences where all eyes and

ears are receiving the same stimuli.

Consider social media, email, and apps. Although the medium is shared, the content is

customized for the individual. Most people use the same social media, email client, and apps to

consume content. However, thanks to technology, consumers present at the same time can see

an infinite variation of content based on who is logged in - this is an individual experience.

Passive/Active Audiences: When planning an overall media strategy, depending on the goals,

marketers will create more engaging ad formats on media that appeal to a more passive

audience. Digital and traditional can be active and passive. However, digital marketing leads to

more active media engagement because of the nature of the formats and channels it involves.

 For example, when an ad is showing on TV, the audience has no means of responding to the

 message. This is a passive medium.

Active media are any form of media where the consumer can physically engage with the content,

such as Facebook, Twitter, and Google. Content on digital platforms has been developed to be

highly engaging – consumers can share, comment on, like, tweet, and pin it. This gives digital

marketing an additional active characteristic.

One-to-One/One-to-Many: In traditional marketing, the message given is singular. In other

words, because of the group experience, the traditional marketers will develop a single message

that will deliver the same content to individuals. In digital marketing, marketers can create

multiple versions of the same message, and target users whose profile definitely fits their target

 Print: This is advertising that uses physically printed media to reach consumers and prospects,

 such as newspapers, brochures, and magazine ads

 Outdoor: Similar to print but on a larger scale, these are billboards (also called 48 sheets or the

 even larger 96 sheets), bus stops and smaller placements (also called 6 sheets), bus sides,

 building wraps and installations, and so on.

 Broadcast: Known as on-air advertising, it is the primary revenue generator for commercial

 television and radio stations. Examples include film, TV, product placement, program

 sponsorship, cinema, and radio.

 Referral: Referrals often happen spontaneously. This form of marketing involves promoting

 products or services to new customers through referrals, usually by word of mouth. For instance,

 it includes fidelity cards with vouchers and discounts for sponsorship.

Budget to spend on social media campaigns and Google Ads. We will set these budgets each month with you. As a guide, we recommend at least $400 per month but we will work in with your specific budget.

digital marketing audit. Digital and traditional marketing, new and old media, don’t work separately. Actually,

they can complement each other and be used with flexibility to achieve marketing goals. This

example shows how digital and traditional marketing work together, multiplying the brand

experience across media. This repetition and resonance make a company even more relevant

because it is present online but also offline, on billboard, posters, TV, magazines, and so on.

Traditional media, because of its importance, cost, and reach, can complement digital strategy by

bringing legitimacy to products and brands that become part of the familiar scope.

If we look at the slides, we can see how some of these relationships work. Let’s take the example

of Jane:

• Jane is watching TV when an ad comes on about the hair conditioner she bought. This prompts

her to tweet the company after seeing its Twitter handle at the end of the commercial.

• After seeing this ad and remembering her experience with the product, Jane goes online, on

desktop and mobile, and tweets and visits the company website or downloads its app to see

what’s new.

• She goes on the website and sees a banner using the same commercial she just saw on TV,

expanding on the message and content. It tells her that the founder of the hair product company

will be interviewed.

• Jane tunes in and watches the interview later that day.

• She also wants to find a store because she wants to talk with a member of staff about the

product and problems she has had.

• She goes into the store, having all the previous information and experience, and buys a

product. At the cashier’s desk, she notices a poster mentioning the brand’s presence on

Facebook.

• She takes out her phone and decides to follow the company on Facebook so she can read or

watch some of its content.

 As you look at this slide, think about your own experience. This is important to give you a sense

 of how they actually work together. They really can complement each other, and we'll see a little

 bit more about this later on. 1. The initiate principle of digital marketing states that the customer is the starting and finishing coffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agencycoffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agencycoffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agency

 point for all digital activities. The core of this principle can be summed up as: ‘Let the customer

 decide’.

 2. Iterate emphasizes the importance of tweaking a digital marketing campaign in response to

 user interaction. In short, the more iterations undertaken, the more effective the campaign

 becomes as you seek to adjust and scale based on feedback, customer engagement, and data.

 3. The integrate principle is about taking your efforts across digital channels to drive an outcome

 that is greater than the individual channels on their own. This also involves integrating both

 digital and any traditional marketing efforts in a unified way into your overall marketing

 campaign strategy.

Let’s take a look at each of the principles in more detail and discover the key questions we

should be asking ourselves when deploying the 3i methodology. For Initiate, you want to start

with what the customer actually wants and work backwards through your strategy towards your

objective. Consider who are they, what are they interested in, what resonates with them, and

what products have they already tested? What actions can you take using digital platforms that

will add value to your organization and customer experience? This insight can be uncovered

through customer research; in this way, you should try to understand how your customer would

like to be talked to. You can use consumer research, past data collected from your campaigns, as

well as any internal or commissioned company research to draw insights to guide your strategy.

It’s a good idea to research any roadblocks that your strategy needs to overcome in order to

efficiently reach the audience. By starting with the customer and translating the customer view

and insights into a tangible digital strategy, you increase your chance of achieving your goals.

Then, the Iterate stage is about testing and improving your activity now that you understand

more about the audience, the channels they use, and how they view your brand online. In terms

of digital messaging, targeting, and channels, you know what you're going to do, but you want to

make sure it's going to work. So during the Iterate stage, you apply your learnings from live or

historical customer engagements with your campaign to improve performance. The iterate part

is about A/B testing, putting your brand out there, and modifying targeting and messaging to

adapt and optimize your digital campaign to deliver on your objectives.

In the Iterate stage, ask: Do they engage with it? If they are not engaged, what can you change to

make them more engaged? Did you go through the right path? Did you position your product in

a way that resonates on the market? Are you filling the market gaps? Is your content engaging, is

it interesting enough? Is your audience targeting correct? Are your keyword choices driving the

desired action from the audience? Once you've done all this testing, you can begin to improve by

doing more of what worked and pulling back on what didn’t work, with a view to producing a

refined campaign. This applies across time, as you can use your learning during and after each

campaign to continually get insights from online engagement with your customers and then

acting on the results.

At this point, it is time to start thinking about integration. The Integration stage is focused on two

parts: selling your strategy to get approval from the organization to move forward, and then

integrating your findings and strategy across the different channels. In order to achieve the first

part, you can rely on the data uncovered during the Initiate phase and apply the findings to the broader business goals and challenges by showcasing how your strategy works for the business.

Additionally, if you plan on using new channels or testing new digital marketing software, you

might want to think about how these integrate into the existing processes and organization of

your team. Here you are helping the digital transformation mindset of your organization by

integrating digital into all relevant aspects of business processes. From this point you can then

look at integrating your campaign across multiple digital channels and any traditional channels if

appropriate.

 In essence, the Digital Marketing Institute’s 3i Principle methodology is a key system for devising,

 executing, and reflecting on your digital marketing activity to drive optimal performance. Research can help you make informed decisions about what channels you should use

and prioritize. Especially when working within the limits of a budget, marketers need to choose

the channels that will cost-effectively help them to reach the set objectives. In some cases, you

may only use one or two, and in others you may include multiple channels in your plan.

So, what are the types of digital channels available to marketers today? They are Email

Marketing, Paid Search (or Pay-Per-Click, PPC), Organic Search (or Search Engine Optimization,

SEO), Website Optimization, Marketing Automation, Display Advertising, Content Marketing, and

Social Media Marketing.

Email and Automation Marketing: Marketing emails and automation are used for conversion

and loyalty. Emails and automation aim to reach out to the customers at the right time to lead

them to a conversion destination, such as a landing page. Common email objectives include

raising interest, converting sales and retaining customers by providing additional value to the

brand and product.

 Paid Search (PPC): This channel will help you get high value traffic and clicks from an interested

 audience. As the audience is actively searching for keyword related to their issue, using paid

 search helps to bring you top of the list when customers are searching and ready to buy or take

 action.

Organic Search (SEO): Optimizing for organic search is a key tactic in digital marketing because

it leads to discovery, awareness, interest, and conversion without paid effort. SEO makes your

content visible to the audience and easily searchable on Google and other search engines

without the need to pay for clicks.

Website Optimization: Optimizing your website is essential to create an environment where

visitors can engage with your brand content and easily take valuable actions on your site such as

buying a product or contacting your team with minimal fuss. Optimizing speed, navigation,

responsiveness, content, and conversion processes will help drive more of those valuable

actions and lead to better performance.

 Display Advertising: Thanks to the targeting capabilities of online display, companies can target

 audience interests, age, gender, community, keywords, and more. So the ads shown to the

 audience are highly relevant, which drives higher awareness and consideration as well as traffic.

 Content Marketing: Content marketing is key to the inbound strategy, which in turn is central to

 a digital marketing strategy. Well-developed and targeted content increases brand personality

 and likability. Through content, consumers discover your brand values, experience, and world,

 

 and can identify with the brand but also learn more about the product and how it solves their

 problems.

Content strategy impacts all stages of the buyer’s journey as it is central to all points of contact,

and it is the final destination for a lot of marketing tactics. Content is also key in going viral and

creating word of mouth as users will share content that is impactful and humorous, or that

surprises them.

Social Media Marketing: Social media platforms are primary channels for creating awareness

and interest through content and social engagement. Advertising can be targeted and re-

targeted to appeal to the conversion objective. Social channels are also important channels in

the Retention stage of the buyer’s journey as the primary platform for customer to get

information and updates from the company. The main research that all marketers use before even thinking about the campaign is

audience research. Audience research is designed to establish the size, composition, and

characteristics of a group of individuals who are, or could be, potential customers. It’s important

to note that this research is about the people and individuals who make up your target audience.

The goal of all audience research is to find consumer insights that can help you deliver on your

campaign or business objectives. Because the goal of a digital marketing strategy is to influence

the buyer's journey, marketers need to connect with the audience by knowing what they think,

how they behave, and how they live their lives. You should know your audience as well as you

know your best friend!

One of the key benefits to conducting audience research is the ability to identify obstacles. For

example, are other brands trying to communicate with your audience but not experiencing much

success? Why? By being aware of such obstacles you can then develop appropriate, personalized

content that is more relevant to your audience. Moreover, you want to find ways to stay ahead of

your customers and discover solutions that anticipate future needs they may have. Audience

research allows you to understand your customers, and ultimately makes you more effective in

delivering your digital marketing strategy by catering to their needs.

To focus efforts, it is common practice to create a buyer persona. This is a description of your

ideal customer in terms of motivations, demographics, and channels used to access the internet.

Buyer personas help digital marketers choose the channels and messaging that will resonate

with their ideal customer and efficiently deliver on objectives. Before we examine the various tools available to us, let's look at the data that you’ll

want to gather when you conduct audience research. So we have three types of data:

demographic, psychographics, and behavioral. You want to have a good understanding of the

three of these because each of them will give you different insights into your audience.

Let’s start with demographics. Demographics are the hard facts about your audience. Some

examples of facts would be: whether they are male or female; how old they are; what their

profession is; whether they are married; where they live; whether they go to college. This

information is about their social aspect and relative place within their society. It's not very

personal, but it helps you peel back the first layer of understanding your audience; it gives you

an initial glance at their make-up. The socio-economic data in demographics include: gender,

age, income level, occupation, marital status, location, number of children, education, religion,

family size, ethnicity, nationality, social class, industry, number of computers, and generation.

Psychographics are much more detailed and complex. They can uncover anything that your

audience might be interested in: their beliefs, life goals, or opinions. It's about gaining a deep

understanding of your audience’s aspirations so that, when you talk to them, you are speaking a

language that resonates with what they really want. Psychographics can include: activities,

interests, opinions, attitudes, values, lifestyle, and loyalty.

 It's about their lifestyle, their personality. For instance, maybe you want to reach someone that's

 21 years old and works as an accountant, but also loves basketball. As there can be many

 different people types in your audience, you need to conduct demographic and psychographic

 

digital marketing agency giant media coffs harbour

 

Before we forget,  we also offer digital marketing audits. This is where we check out all of your digital marketing efforts and make recommendations to where you can improve.  Usually this entails an initial discovery call/Skype or meeting, along with a questionnaire/request for information so we can review everything. From there, we put together a report with our recommendations.

Click to hit us up if you want to know more about the Digital Marketing Audit!

AUDIENCE LISTENING TOOLS

them.

digital media channels about your brand, your products, competitors. This insight can help you

 devise a strategy that will influence consumers based on what you’ve “heard” from listening to

Every day, countless members of your target audience discuss topics that relate to your brand,

either directly or indirectly. They don't care whether you hear about it or not, and they're not

taking special steps to comment and discuss their topics of interest on your social media

channels. So you might not hear what they are saying. By engaging in audience listening, you

make these insights visible to the marketing and business organization.

The main types of platform that marketers will use in the digital landscape to conduct

audience research are social media, marketing research companies, survey providers, and

behavior analytics platforms. Using these tools can help marketers focus their attention on the

type of content and messaging they need to develop in order to engage their target audience.

You need to know what media is the best point of contact, raise awareness, and understand the

words and images that the audience will want to engage with. All these tools will give access to

direct consumer insights such as tweets, comments, engagements, or third-party data analysis.

Social Media

You can use your social media analytics and platforms to analyze the existing data on

your community of followers, and their likes and friends. Start creating a picture of who your

current customers are. You can also research social media to look at audiences that follow

competitors and understand more about their profile. This goes across all social media

Introduction to Digital Marketing – 18

 platforms that have strong analytic tools developed, such as Facebook, Twitter, Instagram,

 Tumblr, Pinterest, and LinkedIn.

 Social media platforms gather knowledge or insights gained from analyzing social media data.

 These are useful for removing the manual work by accessing collected and analyzed data

 directly.

 Some examples of social intelligence tools are Hootsuite, HubSpot, Social Intel, Nuvi, and Affinio.

 Most of these are paid services because they provide extra data visualization and analysis.

 However, they enable you to gather the data from several social media platforms in one place

 and also monitor conversations.

 Marketing Research

Marketers can tap into secondary research developed by third-party research

 companies such as PRIZM from Claritas, eMarketer, Euromonitor, Nielsen, and Spark. These can

 be given as free reports or you might require a business subscription to the platform providing

 the research data. You can also choose to commission market research specifically designed for

 your business, bearing in mind this can be time consuming and expensive.

 Usually, because it is less expensive, marketers will use digital insights as a quick way to get

 strong data. Bear in mind that, because the data is a public and shared resource, it will less likely

 bring new insights or decisions. A competitor with access to the same data might have already

 taken the direction you are considering. The more specific the research is, the better because

 this can help you to successfully communicate with the audience. Bear this in mind when using

 secondary data, as it is always better to have a mix.

 Surveys

Suppose you want to collect specific data related to your product or a specific trend you

 are interested in. Researching within your current audience using online survey platforms is a

 cheap and convenient way to carry primary audience research.

 Platforms such as SurveyMonkey, Qualtrics, Zoomerang, or AYTM surveys are a great source of

 primary data. They can be very powerful if they are well designed and ask the right questions.

 Also, they can be sent to hundreds or thousands of customers as required. Online interviews are

 another way to collect qualitative primary research, and direct interaction with relevant

 customers using tools such as Nebu or Skype.

 Behavior Analytics

Behavioral analytics focuses on providing insight into the actions of your audience and

 customers. Behavioral analytics is used in various scenarios to identify opportunities to optimize

 in order to realize specific business outcomes. Google Search data provides insightful sources of

 consumer behavior because you can see what they are looking for.

 You can then see what they do on your website after they search and click on your link. This

 enables you to see the full journey to help understand what triggered their interest.

 You can also see where traffic and clicks are concentrated on your website using heatmaps. This

 involves using tools to color code the website to see the actions that people take there, where

 they move their mouse, and where they click. Knowing how people interact with your website is

 invaluable information for digital marketers.

 19

 

CULTURAL RESEARCH

Cultural research involves investigating the ways in which culture creates and

transforms individual experiences, everyday life, social relations, and power. When you begin

your efforts into cultural research there are five key factors to consider, geographic influences,

influential figures, languages and memes, historic and current news, and, finally, cultural rules.

Geographic Influences: Each country, city, and neighborhood has its own ways of

communicating, its own historical influences, and its own perception of the world. People might

have lived in a place their entire life, and others might be new. This can influence their

perception heavily as they are stimulated by different experiences built over time. Think about

how differently you would communicate with Japanese and American people and how this

influence comes from their location and cultural history.

Influential figures and movements: Cultures revolve around icons who are famous specifically

within the group. Each country, subculture, or fashion trend is created and grows around a

number of individuals who have actively been involved in the development of the cultural

movement, either historically or currently. They can be political figures, singers, artists, or coffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agencycoffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agencycoffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agencycoffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agencycoffs harbour outspoken entourage coffs harbour outspoken entourage sydney melbourne digital marketing agency

activists, or just someone who become a “name” in that culture as the ideal representation of its

value.

Language and memes: Language and image reference, or memes, are at the heart of creating

resonating content. You should go beyond the simple language barriers that you need to

overcome to enter new markets and look at how people actually talk, and the words,

expressions, and memes they use to express feeling and ideas. All these can help you

understand the preferred type of communication, whether it’s formal or informal, and how to

leverage these styles of communication to integrate within a community.

Historic and current news: Tying in the previous points, history, news, and events influence the

direction taken by a cultural movement, and create a richer cultural experience. New cultures

carry a smaller set of influencers, experiences, and groups that are seeking shared experiences

to grow visibility. Other cultures are small and never develop as they do not share news or are

not part of the visible spectrum of media attention, and these will be harder to study as their

history and news are not central.

Rules and Mores (pronounced “more-ays”): The cultural aspect of groups, places, religions,

and beliefs usually comes with a set of implied rules. An easy example is the dietary requirement

of religious beliefs, such as not eating pork or beef, and so on. Other rules might be subtler in

certain cultural movements such as not using certain brands because of their values, or avoiding

specific colors that carry an unwanted meaning.

 Cultural research brings many benefits for marketers interested in reaching out to

multiple target audiences across class, location, and culture. Some marketers may have a niche

audience that share a similar culture and thus will focus on their code and value, while others

might promote products that can be sold across multiple cultures and get involved in cross-

cultural marketing efforts.

 Export a campaign successfully in other cultures: When thinking about expansion into new

 markets, digital marketers may need to rethink their entire strategy. They need to assess what in

  visuals, and also media choices. Marketing to US audiences can be very different from marketing

 to Europeans. This applies to across countries but also across cultures in the same countries.

Adapt the positioning and offer to fit in a global context: If a marketer cannot adapt the

marketing strategy for each subculture that they are targeting, then cultural research will help

them find a common ground that will resonate with most of their audience. Using cultural

research can be insightful in finding common patterns across audiences.

Prevent potential misconceptions or offensive content: Cultural research is essential for

reducing the risk of misunderstanding or causing offense that could attract negative publicity to

the company. By knowing the cultural background of the audience, marketers can reduce risk

and have their campaign successfully accepted by that new culture.

Marketers in the digital era have an array of tools that can be used to conduct cultural

 research. These tools are also useful for classic audience research but make it easier to target

 specific cultures. The most common tools used for cultural research include:

 Social Media conversations: Keywords, Facebook groups, Twitter communities, hashtags, and

 influencers are a powerful way to understand how a specific community is talking and

 interacting, and how involved they are with your brand or product.

Research: Audience research firms will develop their own research on specific cultural groups

and make it available for marketers. This can be done by firms such as eMarketer, Nielsen, and

so on, but also by specialized firms that will create dedicated reports and case studies about

what made or broke brands when working on cross-cultural campaigns. Scholars’ research is

also a beneficial source of insight, as this can be more in-depth and really targeted to specific

sub-cultures.

Dedicated platforms: Another way to use digital media to develop your cultural research is to

follow the consumer journey through content. By finding and visiting niche websites, influencers’

accounts, dedicated apps, bloggers, and forums, you can learn about all the previous issues we

have already discussed, and see what values are most important to the cultural group. This can

be even prolonged by consuming other forms of media such as TV shows of movies that

resonate with the audience. 2. Interest: The Interest stage represents the moment when the consumer is looking for options

that will help solve their problem. At this stage, the consumer has a selection of ideas in mind

but will need more information and experience to make a decision. This is a quest for knowledge

that, in the digital marketing landscape, translates into reading reviews, blog articles, social

media, and ad product websites in order to gain as much information as possible.

3. Consideration: The Consideration stage represents the moment when the consumer knows

about your brand and thinks it might be a good fit for their needs or what they are trying to

achieve. They may have other brands in mind, but your company is in the mix. At this stage,

inbound strategies are highly effective because, if correctly used, they ensure that the brand or

product more frequently appears in the consumer’s search results and social media feeds.

5. Conversion: The Conversion stage represents the moment when the consumer is ready to

buy your product or take action on your site. The consumer has done their research and, based

on their needs and motivations, has decided on a product as the best solution for their problem.

At this stage, the consumer has not yet paid for the product or service, and the role of the

marketer is to create a point of contact to drive the conversions. This is generally achieved with

targeting and re-targeting, promotional offers, and creating a sense of urgency.

6. Retention: The Retention stage is often overlooked, but it is a key stage for ensuring

reoccurring revenue and creating a group of active brand advocates. Once the consumer has

used the product and is satisfied, it is crucial to provide added value and create a real

relationship. In this stage, you are addressing an already convinced consumer who thinks your

product is great for them, but you still need to keep them satisfied and create a desire to come

back to your product. The more you know about your customers, the more you will be able to

provide additional value to them and delight them, not only with your product, but with your

brand experience and personality. necessary costs of the digital marketing strategy that will achieve the global business objectives

 and promote and retain product adoption.

 The activities in Planning are: analyzing business needs, doing research, developing objectives,

 goals, setting deadlines and budget.

Awareness: The purpose of the Awareness function is to increase the number of people who

know your business and it offering. This function aims to create relevancy of a

product/brand/company to potential customers. If we take a new product that is just being

launched, the Awareness function is the most important and will help put the name of the

product in consumers’ minds when thinking about the product category. The activities in

Awareness are: identifying market opportunities, developing creative concepts, media strategy,

content, and leveraging PR, influencer and branding formats.

Conversion: The purpose of the Conversion function is to turn an individual within an audience

from a prospect to a lead or customer. This function is more tactical and requires less creative

differentiation. The activities in Conversion are developing offers and messaging, testing and

adjusting content, leveraging paid search, retargeting, and email.

Retention: The purpose of the Retention function is to nurture existing customers to increase

their loyalty. This function is about nurturing by providing extra content, experience, promotions,

and so on. By providing added value to your product brand and experience, you are likely to

encourage customers to come back on their own terms because they like your brand or offering.

The activities in Retention are: identifying buyers needs and expectations, developing nurturing

strategy, exceeding expectations, providing additional value, and monitoring post sale activity.

Analysis & Optimization: The purpose of the Analysis and Optimization function is to gather

data and find insights to change the existing planning and inform future Digital marketing

strategy plans. This last function is important for presenting the success of the strategy to the

broader business organization. It is the role of the analyst to understand marketing results in

terms of their impact on wider business objectives. The activities in Analysis and Optimization

are: gathering performance data, analyzing reason for success and failure, pausing

underperforming campaigns, reproducing success, and adapting strategy. We have briefly touched on a few advantages of a 360 marketing campaign already, but

 let’s list some precise benefits of an integrated 360 marketing campaign.

First of all, it covers the entire buying cycle. Each media channel, offline or online, is good at

achieving specific marketing objectives. When channels are used together, they can cover the full

spectrum of the consumer’s journey to help efficiently move them through the funnel towards

purchase, conversion, and retention.

An integrated 360 campaign taps into each audience’s point of contact with your brand. In

today’s media landscape, your audience is not attached to one particular type of media. They will

travel across digital, television, print, and other media. Being present across the most impactful

and important touchpoints allows your brand to resonate and move with your potential

customers as they go through their day. Integrated marketing campaigns allow you to adapt to

media consumption changes such as seasonality and daily trends.

An integrated 360 campaign optimizes for scale and relevance. Traditional media types are good

for scaling as they reach a large number of people in a short amount of time. Just be aware of

the cost and time it takes to create and produce ads and assets to run on traditional channels.

Digital media channels are good for relevance and attracting specific consumers, with lower

costs for production and shorter lead times to create the assets. A 360 campaign can help attract

the ideal consumers who are most likely to convert while helping your brand get discovered by

potential new customer prospects.

360 marketing campaigns provide a complete marketing experience to the audience. For the

audience, having a full brand experience is a bonus. If they have already experienced the brand

online, they might want to experience it offline through the store experience or see the brand in

the street or on TV when they don’t expect it. That, for brands, is a great cyclical process; it

creates familiarity with the audience, and aids recall. We should also consider the notion of dual

screening. This is where marketers target an audience while they consume traditional mass

media like TV while receiving targeted messages online, as is the case with trending Twitter

hashtags during live TV or breaking news events.

Finally, an integrated 360 campaign enables you to measure results effectively. Traditional media

choices are hard to report on in terms of ROI. Therefore, using digital strategies can help shed

some light on how the audience actually interacts with and reacts to the campaign, and can also

help measure the impact of traditional media. For instance, if a brand runs an ad on TV at 8pm,

and the corresponding website analytics reports an upward trend at that time, we can draw

some conclusions on the effectiveness of the ad based on the actions taken online. The

difference between normal online activity and a traffic or sales spike around the time of a TV ad

is a good measure of the impact of the TV ad.

ALIGNING THE BUYER’S JOURNEY WITH CHANNELS plan that is both online and offline, on social media, and more. It's a holistic promotion that truly

 covers all the bases.

Content: Based on the inbound methodology, content is king. It is your content that attracts

interested consumers and encourages them to find out, learn, and research about your product

and brand. Content marketing is the number one priority in your inbound strategy as it will be at

the center of all efforts and campaigns as the added value to build trust with the consumer, and

eventually convert them into customers.

Display and Video Advertising: Based on an outbound strategy, marketers and brands can

drive awareness and consideration by using engaging banner and audio visual formats displayed

to audiences who fit a certain profile on channels across the web. This can be done by targeting

interest groups, programmatically or using retargeting methods to ensure you are targeting the

ideal audiences at all times. Goals and KPIs for video and display tend to be awareness-driving

outcomes rather than direct conversions through the channel.

Social Media Marketing: Through content distribution and social engagement, social media

marketing enables you to create a real connection with consumers, keep them informed, and

make it easy for them to reach your website, ask for information, and provide feedback. Social

media allows you to showcase your brand’s personality and connections with other companies,

influencers, and causes, making your company more relatable.

 

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Paid Search: This channel is directly tied to conversion and sales. Because consumers turn to

their search engine to find answers, being top of search engine results pages (SERPs) is a

competitive advantage. Knowing that consumers online will click on the top links presented and

rarely look past the first page, it is essential to be visible when consumers search and are ready

to buy.

 Search Engine Optimization: SEO is most useful for discovery and researching activities on

 search engines. Good SEO means your content will be considered more relevant by search

 engine and will hopefully list your website closer to the top of the page in the organic, non-paid

 search results.

 Email Marketing: The consumer doesn’t always proactively come on your website or find you on

 Google. However, email marketing is the channel that allows you to reach out to subscribed

 consumers who want to hear from you.

 

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Automation: By using specialist software, digital marketers can set up campaigns to

automatically engage prospects and customers at key times using email marketing and social

media channels. You can set up a workflow which is a number of rules for sending emails or

delivering social content to different people on your prospect or customer list to keep them

engaged with your brand as they come to a purchase decision. This is called lead or prospect

nurturing, and it can have a very positive impact on consumer purchase patterns.

Analytics: This enables you to connect each campaign, visits, and conversions, and tie it all

together to understand the consumer journey through your marketing channels and sales

funnel. Different campaign analytics tools are incorporated in the various social media platforms,

search engines and email service providers. You can also track website visitors using web

analytics to understand what happens after a user clicks on your campaign ad and land on your

site. Both campaign and website analytics are essential for optimization of channels by providing

marketers with the data to make informed decisions. The Awareness and Interest stages are driven by discovery when the consumer slowly

becomes aware of their problem and the potential solutions. This stage is driven by your

content’s relationship with the main topic. A user may not carry out a detailed search, meaning

that positioning on a broad topic and sharing content that stands out (video or advertising) will

help your product become part of the conversation. The ideal situation is for your content to be

engaging and interesting, bring added value to the conversation, and provide solutions to the

consumer’s problem. Developing a strong social media presence and engagement is

recommended for bringing your product forward organically and on your target timeline.

Consideration and Conversion are stages where the consumer is more focused. At these stages, the customers know the available solutions and are now wondering which one to choose by looking for additional information, experience, reviews, and creating a mindmap of the best quality/price/value ratio. As consumers will likely search for additional information by asking precise questions about the product, you need to optimize your content for search engines and nvest in paid ads on keywords translation to ensure the 'Consideration' stage is well-integrated in your strategy. The more your product or brand is associated with a specific topic and keyword, the stronger the association will be shaped in the consumer’s mind. This can increase content

discovery and engagement significantly.

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Retention uses more personal components, such as email marketing automation and analytics,

to provide a consistent customer experience, reaching out, following up a purchase, and using

the correct information to create a sense of intimacy between the customer and the brand.

Using information such a birthday date, membership start date, or favorite topic or product can

produce engaging content that triggers an emotional response from the customer.

 

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