MKT3100

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Marketing

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Feb 20, 2024

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MKT3100 – Digital Marketing and Social Media Week 1: Digital Marketing Strategy and Setting Objectives Building Blocks of a Marketing Strategy To ensure a business provides value creation to all stakeholders, it is essential to develop a digital marketing strategy. It is therefore important to understand the building blocks of a strategy. The challenge of digital marketers is to create value for customers in the attention economy. The attention economy explains that customers and different types of media are increasingly being fragmented. It is clearly becoming harder to grab the attention of customers. To overcome the attention economy, consumers have to be found instead of being found by consumers. Instead of marketers trying to attract customers to their store, marketers have to create content that informs and entertains customers so that they can also find us when they google their needs. READ: THE ESSENTIAL GUIDE TO MARKETING IN A DIGITAL WORLD What is Digital Marketing? How does digital marketing fit into this definition? There is, in fact, no difference between ‘traditional’ marketing and digital marketing. They are one and the same, apart from digital being specific to a medium. Ultimately, the aim of any type of marketing is to keep and grow a customer base and stimulate sales in the future. Digital communication tools contribute towards connecting and building long-term relationships with customers. Marketing Strategy The purpose of a marketing strategy is to determine what the business is about, and to then address the business or brand challenge, or objective that has been revealed. An effective strategy involves making a series of well-informed decisions about how the brand, product or service should be promoted. The brand that attempts to be all things to all people risks becoming unfocused or losing the clarity of its value proposition. For example, a new airline would need to consider how it is going to add value to the market and differentiate itself from competitors. Whether their product is a domestic or international service; whether its target market is budget travellers or international and business travellers; and whether the channel is through primary airports or smaller, more cost-effective airports. Each of these choices will result in a vastly different strategic direction. To make these decisions, a strategist must understand the context in which the brand operates, asking, “What are the factors that affect the business?” This means conducting a situational analysis that looks at the following four pillars: 1. The environment 2. The business 3. The customers 4. The competitors.

WATCH: WHAT IS DIGITAL MARKETING https://www.youtube.com/watch?time_continue=168&v=aC- DwwgqG6A&embeds_referring_euri=https%3A%2F%2Fusqstudydesk.usq.edu.au %2F&source_ve_path=Mjg2NjY&feature=emb_logo ACTIVITY: ANSWER THE FOLLOWING QUESTION Do you believe there is a difference between marketing and digital marketing? Discuss two powerful advantages of applying a digital marketing strategy in your business. Essentially, there is not a big difference between marketing and digital marketing, apart from one being traditional and one being digitalised. The first powerful advantage is that the target audience can be reached in a cost-effective and measurable way. The reach of digital marketing is also exceptionally better as all digital marketing can reach a global audience compared to traditional marketing. Setting Objectives for the Digital Marketing and Social Media Strategy Any strategy starts with the analysis of the current environment. A business cannot set objectives if it does not understand where they are at the moment. Following the analysis of the environment, it is important to set objectives. This section shows that one of the most important steps to start your digital marketing strategy is to set specific digital marketing objectives. Setting Smart Goals See an example of how to set an objective for your digital marketing strategy by using the SMART principle: Specific – This means the objective should be clear. For example, Brand X's Digital Marketing object is to increase engagement. Measurable – This means a business should be able to measure the effectiveness of the digital marketing strategy on the basis of the objective. For example, by increasing the engagement levels from 10% to 50%. Attainable – This means that the objective should be attainable, for example, a business cannot set an objective to increase sales in a time of economic hardship. Realistic – This means that the objective should be sensible and based on data and trends of previous marketing activities in the business. Time-bound – This means that the objective should refer to a specific time period. For example, from 1 January 2024 to 1 January 2025 Now you have to write the objective in ONE SENTENCE, for example: “Brand X Digital Marketing objective is to increase engagement by increasing engagement levels from 10% to 50% from 1 January 2024 to 1 January 2025”.

The RACE Framework in Digital Marketing Social Media Strategy The RACE framework is used to plan your digital and social media strategy and is based on the Customer Lifecycle. The customer lifecycle is based on the notion that a customer moves through specific stages from the point that they are aware of a brand to ultimate purchasing and long-term engagement. In traditional marketing, the customer lifecycle is used to show the movement of customers through stages, including: Awareness: Normally, a customer begins the customer experience by getting AWARE of a brand/product. Engagement: Following awareness, consumers get ENGAGED with the brand, by testing it or investigating the brand. Considering: During this stage, consumers consider the various options. Purchase: In this stage, the consumer buys the brand. Loyalty/Retention: This is the ultimate stage when the consumer re-use or re-purchase the brand. Scholars applied the traditional customer lifecycle in the digital and social media marketing context to develop the RACE framework. The figure below illustrates the RACE framework. FIGURE 1: The RACE framework for digital and social media strategy planning The RACE is used to plan and develop the digital marketing strategy. For example, the figure below shows how the RACE framework can be used to plan, and managed marketing activities based on the RACE framework.

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FIGURE 2: The RACE framework and a Digital & Social Media Strategies READ: Article: Introducing The RACE Growth System and RACE Planning Framework: practical tools to improve your digital marketing ( https://www.smartinsights.com/digital-marketing-strategy/race-a- practical-framework-to-improve-your-digital-marketing/ ) Article: What is Customer Lifecycle Marketing? ( https://www.smartinsights.com/ecommerce/web- personalisation/what-is-lifecycle-marketing/ ) Textbook: Digital Marketing Strategy ( https://opentextbooks.concordia.ca/digitalmarketing/ ) Employability Skills In this course we will focus on specific employability skills to ensure our students are equipped with the necessary skills to be a successful employee in the workplace. Each Moodle chapter will end with a section on one employability skill. The employability skills that we will focus on include the following: 1. Identification of knowledge and in-text referencing 2. What is critical thinking? 3. What is reflective writing? 4. How do we conduct reflective writing? 5. How to write a formal report 6. How to write an executive summary CASE STUDY: Title: Vets Now – Taking Care of the Brand 1. What was Vets Now’s new brand strategy? Vets Now created new branding and imagery and chose a reassuring and expert by friendly and straightforward tone of voice to use across all communications. The new look and feel were rolled out across the website, Vets Now Clinic, internal branding, and in print and digital marketing campaigns. This new brand strategy was chosen to ensure the new

branding reaches consumers at all three touchpoints. Vets Now Brand objective is to improve brand awareness, consolidate their offering, and offer a pet-owner-led approach. 2. Why was it necessary for Vets now to do such extensive customer research? Extensive customer research was conducted to ensure that Vets Now appealed to their customers directly, meaning, they needed to understand who their potential customers were and what their feelings were towards their pets. This can ensure that their newly instated brand strategy would catch the attention of customers suited to them. 3. Could it be argued that this case study covers a business strategy rather than a marketing strategy? Overall, it could be argued that this case study covers both a business strategy as well as a marketing strategy. This case study provides a business strategy in terms of business objectives that they intend to achieve, as well as a marketing strategy in terms of what marketing techniques they will use to directly market to their consumers.

Week 2: Understanding Consumers This module focuses on the consumer and their importance to a business. To provide ultimate value to consumers it is essential that a business understands how consumers think, process, and choose between products, services and brands. Understanding consumers is an essential ongoing process and external factors have an impact on how consumers behave. Especially, technology is impacting consumer choosing and buying in the digital world. To investigate how consumers behave in the digital environment we focus on traditional marketing methods such as developing personas and the consumer journey. An important aim of this course is to craft a digital marketing and social media strategy. The course structure below shows the steps in crafting this strategy. The first step is setting objectives for the strategy, and this was explained in Module 1. The second step is to understand the specific target audience or consumers the strategy is aiming at. Market Segmentation, Target Audiences and Personas Understanding the consumer is one of the most important steps in designing a digital marketing and social media strategy. This section explains the important market segmentation bases that can be used to target audiences and how a marketer can apply personas to better understand its consumers. Traditional market segmentation approaches include: Geographic: Group consumers based on their geographical location, such as countries, provinces, regions, cities, neighbourhoods, postal codes, etc. Demographic: Group consumers based on demographic factors such as age, gender, family size, income, occupation, education, religion, ethnicity, and nationality. Psychographic: Group consumers based on the basis of psychographic characteristics such as lifestyle, personality, attitudes, and social class. Behavioural: Group consumers based on their behaviours, such as their use status, purchase occasion, loyalty, and readiness to buy. Decision Marker: Group consumers based on their decision-making role (purchaser, influence, etc.) Normally, the persona is developed after the process of market segmentation. That is, the marketer has already decided on the specific target market for their strategy. Note that each digital marketing and social media strategy is aiming for a specific target market, and the persona will be developed for that specific target market. READ: TEXTBOOK: Digital Marketing Strategy ( https://opentextbooks.concordia.ca/digitalmarketing/front- matter/introduction/ ) TEXTBOOK: Introduction to Marketing I 2e ( https://pressbooks.nscc.ca/nsccprinciplesofmarketing2e/ ) TEXTBOOK: eMarketing: The Essential Guide to Marketing in a Digital World ( https://open.umn.edu/opentextbooks/textbooks/14 )

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WATCH: Creating Personas for User Experience Research ( https://www.youtube.com/watch? v=u44pBnAn7cM&embeds_referring_euri=https%3A%2F%2Fusqstudydesk.usq.edu.au %2F&feature=emb_imp_woyt ) Persona Example: RV Betty Betty lives in a suburb of a city. Her husband is also retired. They have been talking about travelling in an RV upon retirement for years – this is a long-time dream of theirs. The kids are self-sufficient and have been out of the house for longer enough that Betty doesn’t have to worry. She’s been retired just long enough to be bored. While she doesn’t consider herself wealthy, she and her husband have substantial savings and are prepared to enjoy their retirement. Betty is worried about the logistics of travelling in an RV – how easy will it be to find utility hookups, where are the best places to stay if you have one, etc? She also wants something comfortable; she plans on spending a lot of time in it. She has other retired friends, so she wants additional sleeping space, and she wants to make sure they have plenty of room for food and even cooking. She wants as much ease as possible when travelling. Based on this persona, briefly sketch three pieces of content. More precisely, concentrate on the general idea of what this piece of content would be about and draft the following: 1. A first piece that addresses a problem or a need. 2. A second piece that helps her evaluate her options. 3. A last piece that sells your product. Tip: Make sure that your three pieces of content directly address the RV Betty Persona! Creating a Persona Sketch up a persona for a Montreal real estate company specialising in first-time house buyers. To do so, - Identify a few sociodemographic characteristics (e.g., age and revenue), and - Find one general need or problem they are facing. Tip: Ask yourself why these people would need a house. For example, you might ask yourself the following questions: - Why would people move to a house in Montreal? - Are there different groups of first-time house buyers? What differentiates them? Which one are you concentrating on? - Is there one need or problem that unites that group? Understanding and Rethinking the Consumer Journey The consumer journey indicates that a consumer moves through various stages during the buying process. The consumer journey consists of the following stages. Awareness – This is when the consumer becomes aware of the product they want to buy. Familiarity – This is when the consumer researches the product. This stage is not always included in all journeys. Some scholars grouped this stage into the next, consideration stage. Consideration – This is when the consumer considers between products and narrows choices down.

Purchase – This is when the consumer buys the product. Loyalty – This is when the consumer bought the product, and they are satisfied and intend to buy the product again. This is the ultimate stage and one that all marketers aim to reach. READ: TEXTBOOK: Digital Marketing Strategy ( https://opentextbooks.concordia.ca/digitalmarketing/ ) Journey Mapping The following steps assist in creating customer journey mapping: 1. Know your customer group and give them a persona. Before a marketer can conduct journey mapping it is important that they design a persona for the specific target market. This is explained in the previous section. Marketers should then obtain knowledge of the selected persona. For example, questions such as, what influences their decision- making? What media do they use? Are they price sensitive? See how the customer experience mapping example starts with a short description of the mapping persona. 2. Brainstorming among the customer experience team members. The next step now is to conduct brainstorming sessions where the marketing team must visualise the possible interactions that a consumer will go through when they move through the various stages of the consumer journey. The marketer should put themselves in the customers’ shoes and visualise the journey that the customer will progress through. The discussion should then result in the drawing of the customer journey. To identify customer interactions and touchpoints, it is necessary to identify all interactions between customers and the business. The ultimate aim is to enhance this special touchpoint. 3. Draw the Customer Journey. To allow visualisation of the customer experience map, it is important to visually insert the stages in the customer journey. The stages will assist in the visualisation process. It is necessary to draw the customer journey stages and explain these stages in your discussion of the customer experience mapping. 4. Visualise customer emotional responses. The visualisation of customer emotional responses to the interactions is necessary to ensure interactions occur smoothly. When visualising, note to record positive emotional responses and negative emotional responses from customers. Normally, businesses will conduct research such as focus groups to determine these emotional responses. In these instances, businesses will directly ask customers how they feel about every stage in the customer journey. These comments will be placed in the customer experience mapping. For example, after a focus group of participants representing “Frank the Family Man”, the business indicated the following outcomes. Customers indicated positive emotive responses, such as “the website is awesome” and a negative response was “disappointed by the limited number of photos on the website”.

5. Uncover Existing Pain Points It is important in the map to identify and uncover existing pain points to analyse the best possible customer experience journey. A problem point in customer experience mapping is where customers provide negative emotional responses. For example, Tesla is a good example of a business that responds to pain points. Tesla identified a pain point in the customer experience mapping process. A customer complained on social media that cars are kept parked at stations after they have completed charging their cars. This resulted in a queue of cars waiting to use the charging station. Tesla responded in 6 days, solving the problem by charging a fee for idling or parking in front of stations (Gautam 2017). Tesla shows that a customer complaint should be treated as an opportunity to provide excellent service. Customers that felt negative and do not complain go away spreading negative information about the business. Prompt responses to customer complaints to ensure loyal customers. 6. Draw the customer experience map. Visualisation of the customer experience mapping process ensures easier evaluation of customer experiences and establishes a shared understanding among business team members. 7. Improve the efficiency of existing interactions. It is important that businesses realise that customers want to delight, they do not merely want to be served. Therefore, it is important that businesses develop solutions to solve the pain points. This will improve the efficiency of the interactions between customers and businesses. READ: TEXTBOOK: Digital Marketing Strategy ( https://opentextbooks.concordia.ca/digitalmarketing/ ) WATCH: Customer Journey Mapping ( https://www.youtube.com/watch?v=JJURzpU2k2E ) WATCH: How to Create a Journey Map using PowerPoint ( https://www.youtube.com/watch? v=OZln4z6u0oo&embeds_referring_euri=https%3A%2F%2Fusqstudydesk.usq.edu.au %2F&feature=emb_imp_woyt ) Zero Moment of Truth The Zero Moment of Truth is based on customer interactions with a business. Interactions refer to all the contacts that the customer makes to obtain the business offering. Each one of the interactions occurs during a ‘moment of truth’. Customer Experience includes many types of ‘moments of truth’. For example, watch the video below on the following three moments of truths: Zero moment of truth (Stimulus) – is the marketing stimulus, such as an advertisement that encourages the customer to a behaviour. For example, a social media post that informs students about a new type of chocolate. The first moment of truth (Point of Sale) – is the actual behaviour. For example, after reading the post, John went to buy the chocolate. The second moment of truth (Experience) – the customer experiences the product or service. For example, after John bought the chocolate, he ate it and told his friends about the new chocolate.

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WATCH: Zero Moment of Truth ( https://www.youtube.com/watch? time_continue=5&v=g40rrWBx2ok&embeds_referring_euri=https%3A%2F %2Fusqstudydesk.usq.edu.au%2F&source_ve_path=Mjg2NjY&feature=emb_logo ) WATCH: Winning the Zero Moment of Truth ( https://www.youtube.com/watch? v=uYthLmoSuwg&embeds_referring_euri=https%3A%2F%2Fusqstudydesk.usq.edu.au %2F&source_ve_path=Mjg2NjY&feature=emb_logo ) WORKSHOP ANSWER: Answer the following questions in groups or post your answers on the discussion forum. 1. Why did Argos need to use software for this campaign? Argos used software to map weather-dependent products to weather-related digital campaigns, identifying the effects of temperature on each product all through the year. The software was to analyse data from customer buying triggers like location, weather, and TV ads. 2. What kind of data was important for this campaign, and how was it collected? Google data, ROI targets, conversion rates, and transactional data were all collected to assist in building predictions for keywords related to over 50,000 Argos Products. 3. What can you learn from the campaign's use of big data? Overall, it was concluded that Total annual revenue from search increased by 52% compared to the previous year, PPC delivered a 46% increase on the previous year over Christmas, Web traffic from PPC and Shopping increased by 33% on the previous year, Cost of sales outperformed their target, they lifted conversion rates and average order value and the Total number of orders via PPC increased by 31%.

Week 3: Reach and SEO An important aim of this course is to craft a digital marketing and social media strategy. The course structure below shows the steps in crafting a digital marketing and social media strategy. The first step is to set specific objectives for the strategy, and we explained this in Module 1. The second step is to understand the consumers that your strategy is aiming at, and we discussed this in Module 2. The third step is to choose digital marketing platforms and tools to achieve the objective. Modules 3 to 8 Focus on the digital marketing platforms and tools available to the marketer. This module indicates how a marketer can apply Search Engine Optimisation (SEO) to reach its consumers. NOTE: When you craft your digital marketing strategy in your Assessments and your objective is to increase the REACH (first stage in the RACE Framework), then you should indicate that you can use SEOS to achieve the objective. Hence, the title of this module is Reach and SEO. Understanding the important of ranking in SEOs is important as the ranking can influence the reach in your digital marketing and social media strategy. Previous studies showed that 50 percent of search traffic went to the ranking on the first page. Organic searches are more favourable than paid searches. This module begins with a brief introduction to the concept of SEO and continues to explain the implementation of SEOs. The module then discusses the advantages, challenges, and tools that a marketer can use to apply SEOs in crafting a digital marketing strategy. This module concludes with an explanation of critical thinking. SEOs Explained This section explains SEOs. Paid and organic searches are common in SEOs, and we provide some material explaining the difference. The main aim of integrating SEOs into a digital marketing strategy is its ability to reach. That means a marketer can use SEOs to increase awareness of their brand/product/service so that more customers can be reached. READ: TEXTBOOK: eMarketing: The Essential Guide to Marketing in a Digital World ( https://open.umn.edu/opentextbooks/textbooks/14 ) TEXTBOOK: Digital Marketing Strategy ( https://opentextbooks.concordia.ca/digitalmarketing/ ) ARTICLE: 5 Ways Mobile Shopping Connects Customers to the Retail Store ( https://www.neosperience.com/blog/5-ways-mobile-shopping-connects-customers-to-the-retail- store/ ) Implementation of SEOs This section provides an overview of how to implement an SEO. As we noted, keywords are important in SEO searches, therefore the implementation section focuses on SEO and Keywords and how to consider keywords when crafting a digital marketing strategy. READ:

TEXTBOOK: The Essential Guide to Marketing in a Digital World ( https://open.umn.edu/opentextbooks/textbooks/14 ) WATCH: SEO in 5 Minutes ( https://www.youtube.com/watch? v=MYE6T_gd7H0&embeds_referring_euri=https%3A%2F%2Fusqstudydesk.usq.edu.au %2F&source_ve_path=OTY3MTQ&feature=emb_imp_woyt ) EXAMPLE: How to Incorporate Backlinks in Digital Marketing Strategies ( https://www.webmd.com/pets/cats/bathing-your-cat ) Advantages, Challenges and Tools of SEOs This section focuses on why SEOs are important for marketers. The information here can provide justification for applying SEOs in your digital marketing strategy. This section concludes with an overview of the tools of the trade. READ: TEXTBOOK: The Essential Guide to Marketing in a Digital World ( https://open.umn.edu/opentextbooks/textbooks/14 ) Chapter 8 ARTICLE: The Advantages of Using Search Engines ( https://www.techwalla.com/articles/the- advantages-of-using-search-engines ) The Top 5 Benefits of SEO 1. Improved Traffic: Sites that hail top position in the search engine result page do carry impression and drive traffic to your site. 2. Return on Investment (ROI): You will be able to attain quantifiable and trackable results such as volume of traffic and conversions. 3. Affordable Technique: SEO is an affordable and productive inbound marketing technique that produces highly qualified results relative to other sorts of marketing techniques. 4. Enhanced Site Usability: In the process to make an existing website easy to navigate in the area of the search engine, the SEO strategy concurrently works towards making the site highly navigable from the user's point of view. This makes it easier for users to navigate through your site and find information. 5. Awareness of Your Brand: Having them in a good position in the search engine will work towards exposing your site to greater number of users.

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Week 4: Act and Content Marketing Content Marketing Explained Content creation is important to understand to develop a digital marketing strategy. Like we indicated, content is an important element in SEO searches and increase the relevance authority of your website. Also, websites with blogs have four times more likelihood to rank high in online searches. Content is further the basis of customer act strategies, making it an important component of RACE framework strategies. We incorporate it in this module to show the impact of content in develop strategies to convince consumers to act, but content can also be used to increase reach, convert, and engage stages of RACE. It very much depends on what the content is focusing on. As they always say: Content is King. In this course we will focus on using content to entice customer to ACT. READ: Textbook: https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 15%3A_Retain_-_Content_Marketing_Strategy (CHAPTER 15) https://opentextbooks.concordia.ca/digitalmarketing/chapter/act-creating-content/ (CHAPTER 6) WATCH: https://youtu.be/qdPXQLrueRg https://youtu.be/rdQrwBVRzEg Strategic Building Blocks of Content Marketing This section explains the strategic building blocks of creating content in your digital marketing strategy. It is obvious in this section that the brand meaning is still important in digital marketing. Especially, in digital marketing the brand image should be unpacked. When crafting a digital marketing strategy, marketers can focus on the brand attributes or brand benefits/consequences. When marketers focus on the brand attributes in their content creation: they will emphasise the brand attributes in their content. For example, BMW content consist of attributes such as 8 litre engine, fully automated engines, etc. The marketers at BMW will then focus on the brand attributes of the car when creating content. When marketers focus on the brand benefits in their content creation: they will emphasise the benefits of using the brand. For example, BMW will include the benefits/consequences of driving a BMW and the content will highlight the ‘feeling’ and ‘image’ of driving a BMW. The content story will include images that portray ‘class’ and perhaps ‘fun while having class’. The marketers at BMW will then focus on the brand benefits of the car when creation content. READ: The Essential Guide to Marketing in a Digital World (Chapter 15) - https://open.umn.edu/opentextbooks/textbooks/14 WATCH: https://youtu.be/vwW0X9f0mME?list=PL7tol-2iOCrEp2GQB0K1LxjIStnbFPi1f – This video shows how story telling can be incorporated to portray a specific message to the target audience.

Content Creation & Content Channel Distribution The section explores Content Creation and why it is so important for a business. Storytelling is an important type of content creation. Coca Cola is one of the company’s that excel in Brand Story Writing. READ: The Essential Guide to Marketing in the Digital (Chapter 15 – Content Creation, Content Channel Distribution, Tools of the Trade) - https://open.umn.edu/opentextbooks/textbooks/14 Video: Brand Storytelling... How Coca Cola created stories for their brands - https://youtu.be/WwdGlE4jxKM

Week 5: Convert and Mobile Marketing Understanding the importance of mobile marketing is important as it is the most popular tool for consumers. In a report published by Deloitte in 2022, Australia is described as a mobile nation, with over 23.6 million mobile users and this number is predicted to increase in the coming years. This makes studying the use of mobile marketing important. Mobile Channels This section focuses on conversion optimisation and mobile channels. The module first investigates how to optimise webpages to convert our customers better. Therefore, the important concept of conversion rate optimisation is explained and some conversion principles. This is followed by readings on mobile channels. READ Textbook: Digital Marketing Strategy (Chapter 8) – https://opentextbooks.concordia.ca/digitalmarketing/ Textbook: The Essential Guide to Marketing in a Digital World (Chapter 7 – Mobile Channels and Apps) https://open.umn.edu/opentextbooks/textbooks/14 Article: CRO Case Studies - https://conversionrate.store/?utm_term=conversion%20rate %20optimisation&utm_campaign=CRO- General&utm_source=adwords&utm_medium=ppc&hsa_acc=9556342715&hsa_cam=18504134149 &hsa_grp=142635860619&hsa_ad=628329281648&hsa_src=g&hsa_tgt=kwd- 381106560&hsa_kw=conversion%20rate %20optimisation&hsa_mt=p&hsa_net=adwords&hsa_ver=3&gclid=Cj0KCQjwjryjBhD0ARIsAMLvnF8j oQoe00NL63daRqdIgl_D622xxQg2tjMG5dikm7j8N-8iDswZET8aAro4EALw_wcB App Creation This section focuses on how to create an app for your digital marketing strategy. Textbook (Chapter 7) - https://open.umn.edu/opentextbooks/textbooks/14 Eight Essential Strategies for App Marketing - https://www.adjust.com/blog/your-guide-to-app- marketing-strategies/ WATCH: How Apps Are Made - https://youtu.be/D7PG_GBnf-g Implementation and Advantages of Mobile Marketing This section focuses on the implementation of mobile marketing and provide advantages or justification for using mobile marketing in your digital marketing strategy. Textbook (Chapter 7) - https://open.umn.edu/opentextbooks/textbooks/14 WATCH: Mobile Marketing Campaigns - https://youtu.be/7Xi7sC-JZaI What is Mobile Marketing? Mobile Marketing is any type of digital marketing that communications with consumers via their smartphones. The term also includes communicating commercially through tablets. Smartphones and tablets are ‘mobile’ devices. Mobile Marketing is a rapidly growing and effective way to promote goods and services.

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Mobile marketing makes use of the latest mobile technology such as location services. Marketing professionals can now tailor marketing campaigns according to where people are. Thanks to mobile marketing technology, we can personalise the promotion of goods and services. Never before have we been able to target specific consumers so well. Recent surveys show that most people have their mobile phones or tablets within a 9-foot radius. There are more Google searches from smartphones and tablets today than from laptops and desktop computers. If you want to attract consumers and boost sales today, you must include mobile marketing in your campaign. If more searches are done on mobiles and tablets, remember to make your SEO campaigns mobile friendly. If not, you will be missing over half of the available market. If you use an agency, make sure to ask them whether they include mobile SEO in their mobile marketing campaign.

Week 6: Engage and Customer Relationship Management This module indicates how a marketer can apply CRM to turn consumers into loyal, long-term consumers. This ultimate aim of developing any digital marketing and social media strategy is to develop long term relationships with consumers. Acquiring long new consumers are far more costly than keeping loyal consumers (Forbes). A marketing strategy has to be developed by having long term relationships in mind. This module focuses on how to engage with customers to create long term customer relationships. Understanding the importance of customer relationship management (CRM) is to choose between personalisation or develop loyalty programmes. Remember that a happy consumer tells one person, but an unsatisfied customer tells ten. CRM Explained This section shows why CRM is important for any business and explains that customers play an important role in shaping and guiding the business. Textbook: The Essential Guide to Marketing in a Digital World (Chapter 14) - https://open.umn.edu/opentextbooks/textbooks/14 Textbook: Digital Marketing Strategy (Chapter 9) - https://opentextbooks.concordia.ca/digitalmarketing/ What is Customer Loyalty? Customer Loyalty is the likelihood that existing and previous customers continue purchasing from the same company. Marketing and customer service departments of many companies spend significant resources on customer loyalty. It is important for them to retain existing customers. There are many way companies can boost customer loyalty. They Can: - Maintain overall low prices. - Offer multi-purchase deals. - Have special offers. - They can also reward customers with regular loyalty discounts. Investing in Customer Loyalty is more effective than investing in new customers. Studies have shown that it costs significantly more to get new customers than keep existing ones. Engaging Customers in Co-Creation Activities This section explains the importance of co-creation activities and how this can help a marketer to build long term relationships with customers. Engaging customers to build long term relationships may be incorporated in the crafting of your digital marketing strategy. Textbook: Digital Marketing Strategy (Chapter 9) - https://opentextbooks.concordia.ca/digitalmarketing/ Article: Prahalad, C.K. and Ramaswamy, V. (2004), "Co creating unique value with customers", ‐ Strategy & Leadership, Vol. 32 No. 3, pp. 4-9. https://doi.org/10.1108/10878570410699249

Article: Grunwald, G., Schwill, J. and Sassenberg, A.-M. (2021), "Sustainability project partnerships in times of crisis: conceptual framework and implications for stakeholder integration", Journal of Entrepreneurship and Public Policy, Vol. 10 No. 3, pp. 352-378. https://doi.org/10.1108/JEPP-04- 2021-0044 WATCH: Three Key Steps in a Successful Client Engagement - https://youtu.be/mPk3gZ9Vzqo CRM Benefits The benefits of effective CRM include keeping long term consumers. In the digital environment this may mean the number of shares, brand mentions, referrals, repurchases, and reviews as well as the ration of comments to posts, comments to likes, and reviews to sales. Textbook: The Essential Guide to Marketing in a Digital World (Chapter 14) - https://open.umn.edu/opentextbooks/textbooks/14 Watch: Customer Loyalty Programmes – Why Bother? - https://youtu.be/5EkiOwoLz-4 After watching the video, conduct reflective writing by responding to the following questions: 1. What? Explain the knowledge you obtained from the video. If you write this down, remember to do in-text references. Can you link the information of this video to any other knowledge (such as textbook, journal articles)? 2. So What? How will you apply the knowledge you obtained in the video? Specifically, how will you apply it to your assignment? Try and add feeling to your response, think of how this knowledge makes you feel. 3. Now What? How will the knowledge you obtained in this video influence your future perceptions and behaviours? You may answer this as a customer and as a business owner.

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Week 7: Search Advertising Definition & Elements of Search Advertising This section focuses on writing text for search advertising. The section focuses on the ad text and writing effective copy. This is important as the ad copy is the only tool that attracts attention in search advertising. Writing effective ad copy is thus an important skill for a digital marketer. Textbook: Search Advertising - https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 11%3A_Engage_-_Search_advertising Watch: Search Advertising vs. Display Advertising - https://www.youtube.com/watch? v=942MczWBCDA&embeds_referring_euri=https%3A%2F%2Fusqstudydesk.usq.edu.au %2F&feature=emb_imp_woyt Targeting, Bidding and Ranking Search Advertising This section indicates that the selection of key words in search advertising is influenced by several factors, such as the type of search engine. It is important that the marketer understands that various search engines read keywords differently. Textbook: Search Advertising (Targeting Options) - https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 11%3A_Engage_-_Search_advertising Article: Get To Know Ad Rank & Learn 3 Ways to Improve IT - https://www.searchenginejournal.com/what-is-ad-rank/257305/#close Watch: AdWords Auction: How Keyword Bidding Works - https://www.youtube.com/watch? v=SZV_J92fY_I Measuring Search Advertising & Tools Available Measuring search advertising is important, and it highlights again the essence of setting specific objectives. When a marketer decides that they want to focus on search advertising, it is important that the objective of search advertising is well explained. For example, if you have a high number of click-throughs does it mean you are successful? It would have been more effective to indicate you need a high number of click-throughs to lead to a second step, such as sending an enquiry or completing a form online. In addition, the most important foundation for search advertising is keyword research and there are a number of tools available for the marketers to apply. These tools are discussed in this section. Textbook: Search Advertising (Measuring Success) - https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 11%3A_Engage_-_Search_advertising Watch: Paid Search Explained - https://www.youtube.com/watch?v=h_k_xrmqfT8 Watch: How to optimise and Scale your Apple Search Ads Campaigns - https://www.youtube.com/watch?v=PLKSTa_aMuc

Learning Outcomes: WRITING AN EXECUTIVE SUMMARY This section explains how to write an Executive Summary. Writing an Executive Summary will increase your communication skills. In this course’s assignment you are assessed on the following criteria: “Executive summary clearly outlines all key issues: purpose of the report; methods followed, describe findings of report, conclusions and or recommendations in terms of selected business case. Less than half a page” Watch: How to Write an Executive Summary - https://www.youtube.com/watch?v=BCnjfTN97Z8 Executive Summary Structuring Remember the Executive Summary is actually a summary of your essay/report/business plan. The aim of the Executive Summary is to entice the reader to read the essay/report/business plan. We also write the Executive Summary after we finish writing the essay/report/business plan. Usually, we write ONE sentence on the following in the Executive Summary: 1. Business name - who you are – only include business name and location. 2. CX offered - What you offer, what do your business do? What type of customer experience/services/products do your business offer? 3. Target market, describe your customer group. Explain the target market in terms of the following: gender (male or female or both?), age (18-25 or 25-35 or 35-45), location (Brisbane or Perth or Melbourne?). For example: "My target market is women, aged between 20-30 living in Brisbane and love going to a coffee shop" (I have chosen 'women that like coffee shops' because my chosen business is a Coffee Shop). 4. Goal of the essay/report/business plan? e.g. The goal of this essay is to explain how the dimensions and or integration of customer experience influence value co-creation in my business to increase sales in January 2024-January 2025. 5. Methods followed in essay/report/business plan. It is important to inform the reader of the Executive Summary how and what methods you used to obtain certain findings. Usually, businesses can conduct formal research, such as surveys - then you will explain the surveys and participants in this section. 6. For the purpose of the essay in Assignment 3 you may suggest you have conducted intensive literature readings, such as journal papers, Moodle Book, Online articles. etc. 7. Recommendations/Findings. I want you to provide some of the recommendations of the case essay here. What specific recommendations did you do in your essay? What findings did you find in the literature search that you have done? What type of dimensions and integration between the Physical, Social and Technology did you suggest? Give us one or two sentences on this.

Week 8: Digital Advertising Objectives of Digital Advertising The text in Strokes refers to online advertising, however in this course we will use the words online advertising and digital advertising interchangeably. Digital marketing is advertising that occurs on the Internet and are paid for, such as display ads, ads in emails, videos, and social networks. Digital advertising can be used in any four stages of the RACE framework. That is, digital marketing can be used to reach consumers, entice consumer to act, aim to convert consumers and increase engagement with consumers. Textbook: Online Advertising (Introduction, Objectives) - https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 12%3A_Engage_-_Online_advertising Watch: Basics of Digital Advertising - https://www.youtube.com/watch?v=GLRCZvmw5OI Types of Display Advertisement and Payment Models A marketer can choose between a large number of display advertisements, including banner adverts, standard banner sizes, interstitial banners, pop-ups and pop-unders, floating adverts, wallpaper adverts, map adverts, video adverts, native content, and sponsored content. This section provides a short explanation of each of them. Textbook: Online Advertising (Types of Display Adverts, Payment Models for Display Advertising) - https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 12%3A_Engage_-_Online_advertising Textbook: Digital Marketing Strategy - https://opentextbooks.concordia.ca/digitalmarketing/ Watch: What is Display Advertising? - https://www.youtube.com/watch?v=J_wZEO- wsRU&embeds_referring_euri=https%3A%2F%2Fusqstudydesk.usq.edu.au %2F&feature=emb_imp_woyt Watch: What are the Types of Display Advertising? - https://www.youtube.com/watch? v=SQ2h8ke_E3M Implementation, Advantages, Challenges and Future of Digital Advertising This section provides an overview of the implementation, advantages, and challenges of online or digital advertising. The section concludes with a discussion on the future of digital advertising and measuring success. Textbook: Online Advertising (Implementing Online Advertising, The Future of Online Advertising, Advantages and Challenges of Online Advertising and Measuring Success) – https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 12%3A_Engage_-_Online_advertising

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Week 9: Social Media Strategy Introduction An important aim of this course is to craft a digital marketing and social media strategy. The course structure below shows the steps in crafting a digital marketing and social media marketing strategy. The first step is to set a specific objective for the strategy, and we explained this is Module 1. Thie second step is to understand the consumers that your strategy is aiming at, and we discussed this in Module 2. The third step is to choose digital marketing platforms and tools to achieve this objective. Modules 3 to 8 focus on the digital marketing platforms and tools available to the marketer. Modules 9 to 10 focus on the social media strategy, social media advertising and platforms. Social Media and Business Challenges This section focuses on how a business can use social media strategy to solve business challenges. The challenges this section will focus on include communication and outreach, community management, customer support and service. Strategy is vital as it indicates how many times you have to post online and also how the business chooses to interact with their consumers. Strategy also evaluate the effectives of a campaign and it is thus important to set specific parameters and measurements before the campaign starts. It is therefore vital that the strategy inform how and what will be analysed and how the campaign will use analytics to determine the effectiveness of the campaign. Textbook: Social Media Strategy (Introduction, Key Terms and Using Social Media to Solve Business Challenges) - https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 17%3A_Retain_-_Social_media_strategy Watch: Coca Cola Masterpiece! - https://www.youtube.com/watch?v=VGa1imApfdg Social Media Strategy Steps This section focuses on how to craft a social media strategy. This includes a step-by-step guide that includes the following: get buy-in; listen and understand the landscape; a business can use social media strategy to solve business challenges. The challenges this section will focus on include communication and outreach, community management, customer support and service. Textbook: Social Media Strategy (Step-By-Step Guide to Creating a Social Media Strategy, Documents and Processes) - https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 17%3A_Retain_-_Social_media_strategy Steps in Crafting a Social Media Strategy: Step 1: Analyse the current situation Explain the product or brand that you want to market. Choose and describe the target market and their personas. Then choose platforms that aligns with the needs of your target market. Ideally, the

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chosen platforms should be regularly used by your target market. The choice of social media platforms will be explained in Module 10. Step 2: Listen and understand the online landscape The aim of this stage is to better understand the current situation. You need to know where your customers are at the moment. Listen to conversations online to establish what customers, competitors and other stakeholders are saying about your brand. This information will assist in formulating the objectives of the social media strategy. Listen is necessary to establish the gaps or challenges in the market: It is important to understand if your customers are aware of you; If your customers are easily converted on your sites; If your customers ACT; and If your customers engaged with your brand or on your sites. PS: These challenges usually become the objectives of the social media strategy. The outcome of the listen stage should help you craft your social media strategy. For example, if your customers are not aware of you, you will want to craft a strategy that aim to increase customers awareness. If customers do not covert easily on your platforms, your objective will be to convert customers more effectively. Online monitoring can be done through certain tools, such as BrandsEye and Google Alerts. Step 3: Analyse the data After you have listened and collected all data about your brand you need t6o analyse the data. According to Stokes you have to show the following outcomes after the analysis: The list of social channels and platforms your customers interact with. The list of non-official communities online that may relate to your customers and brands. An overview of existing conversations, volume, frequency and sentiment. An overview of what the customers are doing in this space. A list of potential brand influencers that may affect the conversation about your brand. Step 4: Set objectives. In this course we will set the objectives based on the RACE Framework, as explained in Module 1. It is thus necessary to choose one of the objectives as reach, act, covert or engage. Remember to set the objectives according to the SMART principles, explained in Module 1. For further information read article; Introducing The RACE Growth System and RACE Planning Framework: practical tools to improve your digital marketing by Dave Chaffey, 2022. Smart Insights. [Approximately 14 mins reading].

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Textbook: Digital Marketing Strategy by Pierre-Yann Dolbec by Concordia University Research, 2021. In particular read the following section: Go to Chapter 4: Scroll down to the section on the RACE framework that will be used in this course to set the objectives in your Digital Marketing and Social Media strategy [Approximately 10 mins reading]. Click on the RACE marketing model as explained by Dr. Dave Chaffey. Step 5: Create an action plan Now you have to create an action plan. It is important to indicate the following: Determine social media channels and tools you will use to reach the specific chosen target market. Create content that you will use for the specific target market. Step 6: Implement The implementation of the strategy needs to be planned in this stage. The implementation will depend on the platforms and tools you have chosen. See the implementation strategies in each modules, if relevant. Step 7: Track, analyse and optimise In this step you have to indicate how you will track the user interaction and how you are planning to improve the strategy for each of the platforms and tools you used. See platform insights and web analytics in the readings. Watch: Social Media Marketing Strategy Steps - https://www.youtube.com/watch?v=JvuDkiXfs2k Dealing with Opportunities and Threats This section provides an overview on how easily opportunities and threats can exist in the social media world. The reason is that social media has empowered consumers by giving them a voice to advocate to other consumers about your business brand. Social media enable consumers to inform each other and impact on other consumers' decision making. We all know how easy it is to share any information, good and bad on a specific topic. This ability makes it important for social media marketers to always listen what consumers are saying in the social media space. This is important as some information may be misleading. It is important that the social media marketer stays on top of all communication about their brand on social media. Therefore, this section also provide a section on how to recover from a brand attack on social media. Textbook: Social Media Strategy (Dealing with Opportunities and Threats, Recovering From an Online Brand Attach) - https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 17%3A_Retain_-_Social_media_strategy WatchL What are the business threats of social media? - https://www.youtube.com/watch?v=hOu- wn5GqQE Social media Threats and Scams to Watch Out For - https://uk.norton.com/blog/online-scams/11- social-media-threats-and-scams-to-watch-out-for

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Week 10: Platforms & Social Media Advert Marketing with social media We have developed a digital marketing strategy up to now and we have discussed how to develop a social media strategy. Now it is necessary to choose between the different digital platforms available to the digital marketer. This section will provide a short description of the importance of strategy, implementation, and analytics. Social marketing is an ever-present part of our lives, and it allows us to collaborate, publish and share content and ideas with friends, co-workers and family. This section provides an overview of social media platforms and how to do marketing with social media. Note the difference between social media advertising and marketing with social media. Textbook: Social Media Platforms (Introduction, Key Terms, Marketing With Social Media) - https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 16%3A_Retain_-_Social_Media_Platforms Example: Social Media Styles The marketer used Facebook in the digital and social media strategy below. Facebook was chosen as a platform as the message was developed specifically for mobile phones. See the image ad on Facebook (AUDI). Visual images are very popular when using mobile phones. Platforms for Social Media Strategy This section focuses on the different social media platforms available for the digital marketer, such as Facebook, YouTube, Instagram, Pinterest and Others. Note that these digital platforms are also referred to as social media platforms in the prescribed textbook. This section continues to explain principles to select the appropriate platform. Textbook: Social Media Platforms - https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 16%3A_Retain_-_Social_Media_Platforms Watch: Which social media platform should you grow & focus on First? - https://www.youtube.com/watch?v=CfK-JT8LZ40 Rules of Engagement This section focuses on how a business can increase consumer engagement. Usually, people connect engagement when customers experience emotions in their interactions with our brand/business. Engagement is one of the most important objectives of a digital marketing and social media strategy. This section also discusses that analytics available to the digital and social media marketer. Note, it is important to explain the analytics that you will use to measure the outcomes of your strategy. Textbook: Social Media Platforms (Engagement, Analytics For Social Media, Advantages and Challenges.- https://biz.libretexts.org/Bookshelves/Marketing/Book

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%3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 16%3A_Retain_-_Social_Media_Platforms Watch: What is Customer Engagement? - https://www.youtube.com/watch? v=zzhxapozLLY&embeds_referring_euri=https%3A%2F%2Fusqstudydesk.usq.edu.au %2F&feature=emb_imp_woyt Watch: 3 Key Steps to A Successful Client Engagement - https://www.youtube.com/watch? t=61&v=mPk3gZ9Vzqo&embeds_referring_euri=https%3A%2F%2Fusqstudydesk.usq.edu.au %2F&feature=emb_imp_woyt Watch: 30 Minutes of Customer Engagement Strategy - https://www.youtube.com/watch? v=kdB55B4TLYs&embeds_referring_euri=https%3A%2F%2Fusqstudydesk.usq.edu.au %2F&feature=emb_imp_woyt Social Media Advertising Up to now, this course explained the development of a digital marketing strategy and a social media marketing strategy. The previous sections discussed the platforms that can be incorporated in the digital and social media marketing strategy. Now, it is necessary to promote the digital and social media marketing strategy. An important way to promote a digital and social media strategy is through social media advertising. This section explains how a business can use social media advertising by providing an overview of social media advertising, followed by a discussion on the implementation, advantages and challenges of social media advertising. Textbook: Social Media Advertising (Introduction, Key Terms, Understanding Social Media Advertising, Core Principles) - https://biz.libretexts.org/Bookshelves/Marketing/Book %3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)/ 13%3A_Engage_-_Social_media_advertising Watch: Spotify and Fan Engagement - https://www.youtube.com/watch?v=_jqbz71q2KY Watch: Is This Instagram Famous Mac ‘N’ Cheese Tasty? - https://www.youtube.com/watch? v=Be4B9q6dgNE Implementation & Advantages of Social Media Advertising This section investigates the implementation of social media advertising and highlights some of the advantages for marketers. These advantages can be used to justify the use of social media advertising in your digital and social media strategy. Note that we need to conduct social media advertising to promote our digital marketing strategy further. Textbook: Social Media Advertising (Implementing Social Media Advertising, Advantages and Challenges, Measuring Success, Tools of the Trade) Watch: Instagram vs Snapchat - https://www.youtube.com/watch?v=Tb5K5UiAsZQ

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