CCW332-Digital Marketing Unit-5 Notes

CCW332
DIGITAL MARKETING
Vertical V - Creative Media
Professional Elective
V – Semester
B.E –CSE
UNIT-5
1
CCW332-DIGITAL MARKETING-UNIT-5

COURSE OBJECTIVES
• The primary objective of this module is to examine and explore the
role and importance of digital marketing in today’s rapidly
changing business environment.
• It also focuses on how digital marketing can be utilized by
organizations and how its effectiveness can be measured.
CCW332-DIGITAL MARKETING-UNIT-5 2

UNIT V - DIGITAL TRANSFORMATION
Digital Transformation & Channel
Attribution- Analytics - Ad-words,
Email, Mobile, Social Media, Web
Analytics - Changing your strategy
based on analysis - Recent trends
in Digital marketing.

Digital Transformation
• Digital transformation in digital marketing is the process of fundamentally
changing how marketing is done in order to take advantage of the
opportunities offered by digital technologies.
• It is about using technology to create a seamless and personalized customer
experience that drives business growth.
• Digital transformation is the incursion of a company into the digital world with
all the changes that this implies. We can also define it as the step a company
takes towards the implementation of digital technologies and media.

Digital Transformation and marketing
• The digital transformation in marketing is the use of digital tools and media to connect with
our customers to increase sales. This happens when we move from traditional marketing
to digital marketing.
• Although traditional marketing can and has to be part of our strategy, our company’s efforts
have to be in digital marketing.
• Digital marketing has greater benefits, digital media allows us to have a greater reach. So the
return is higher than in traditional marketing.
• Another strong point of digital marketing is that customer segmentation is more precise. This
allows us to create more effective strategies to connect with our ideal client.
• All companies that have gone through the digital marketing transformation have experienced
a significant increase in sales.

Key drivers of digital transformation in digital
marketing
• The increasing reliance on digital channels by consumers
• The growing volume and complexity of marketing data
• The need for more agility and responsiveness in marketing
campaigns
• The desire to create a more customer-centric marketing approach

Benefits of digital transformation in digital
marketing
• Improved customer engagement and satisfaction
• Increased marketing ROI
• Enhanced brand awareness and reputation
• Greater agility and responsiveness to market changes
• A more data-driven and insights-led approach to marketing

Key components of digital transformation in
digital marketing
• Customer experience management (CXM): Creating a seamless and
personalized customer experience across all digital channels.
• Marketing analytics: Collecting, analyzing, and using marketing data to
make informed decisions.
• Marketing automation: Automating repetitive marketing tasks to free up time
for more strategic work.
• Artificial intelligence (AI): Using AI to personalize marketing campaigns,
improve customer targeting, and optimize marketing performance.
• Agile marketing: Adopting an agile approach to marketing that allows for
rapid experimentation and adaptation.

Examples of digital transformation in digital
marketing
• Nike's "Find Your Greatness" campaign
• Nike used data analytics to identify and target potential customers with
personalized ads.
• Coca-Cola's "Share a Coke" campaign
• Coca-Cola used social media to create a personalized customer
experience.
• Amazon's "Product Recommendations“
• Amazon uses AI to recommend products to customers based on their past
purchases and browsing behavior.

How to get started with digital transformation
in digital marketing?
• Assess your current marketing capabilities and identify areas
for improvement.
• Develop a digital transformation strategy that aligns with your
business goals.
• Invest in the necessary technology and training.
• Measure and track your progress.

Channel Attribution
• Channel attribution in digital marketing is
the process of assigning credit to different
marketing channels for their contribution to
a desired outcome, such as a sale or
conversion. This process is essential for
businesses to understand which channels
are driving the most results and to make
informed decisions about how to allocate
their marketing resources.

Why is channel attribution important?
• It helps businesses to understand the customer journey
• By understanding which channels customers interact with before they convert,
businesses can identify the most effective touchpoints in their marketing
campaigns.
• It helps businesses to optimize their marketing spend
• By allocating their budget to the channels that are driving the most results,
businesses can improve their marketing ROI.
• It helps businesses to make data-driven decisions
• By using channel attribution data, businesses can make informed decisions
about their marketing strategies and tactics.

Types of channel attribution models
• Last-touch attribution
• This model assigns all credit to the last channel that a customer interacts with before they convert.
• First-touch attribution
• This model assigns all credit to the first channel that a customer interacts with before they convert.
• Linear attribution
• This model assigns equal credit to all of the channels that a customer interacts with before they convert.
• Time-decay attribution
• This model assigns more credit to the channels that a customer interacts with closer to the time of conversion.
• U-shaped attribution
• This model assigns more credit to the first and last channels that a customer interacts with before they convert.
• W-shaped attribution
• This model assigns more credit to the first, middle, and last channels that a customer interacts with before they
convert.

Choosing the right channel attribution model
• The best channel attribution model for a business will depend on
its specific goals and needs.
• Businesses should consider factors such as
• the length of their customer journey,
• the complexity of their marketing campaigns, and
• the availability of data when choosing a model.

Benefits of channel attribution
• Improved marketing ROI
• By allocating their budget to the channels that are driving the most results,
businesses can improve their marketing ROI.
• Increased marketing efficiency
• By understanding the customer journey, businesses can identify the most
effective touchpoints in their marketing campaigns and eliminate wasteful
spending.
• Improved customer experience
• By understanding how customers interact with their brand, businesses can
create a more personalized and seamless customer experience.

Challenges of channel attribution
• Data collection
• Businesses need to collect data from a variety of sources to accurately
attribute conversions to different channels.
• Data analysis
• Channel attribution data can be complex and difficult to analyze.
• Model selection
• There is no one-size-fits-all channel attribution model. Businesses need to
choose a model that is right for their specific goals and needs.

Analytics
Analytics in
• AdWords
• Email
• mobile, and
• social media can help you track your performance and make data-
driven decisions to improve your results.

Analytics: Ad-words
• Google AdWords is an online advertising platform that allows
businesses to display their ads on Google Search and other
websites.
• AdWords analytics can help you track your performance and make
data-driven decisions to improve your results.

Key metrics that you can track with AdWords
analytics
• Clicks: The number of times that your ad has been clicked.
• Impressions: The number of times that your ad has been displayed.
• Conversions: The number of times that a desired action, such as a sale or lead generation,
has been completed as a result of your ad.
• Click-through rate (CTR): The percentage of times that your ad has been clicked on when it
was displayed.
• Cost per click (CPC): The average amount that you pay each time that your ad is clicked.
• Conversion rate: The percentage of times that a desired action has been completed as a
result of your ad.
• Cost per acquisition (CPA): The average amount that you pay for each conversion.
• Return on ad spend (ROAS): The amount of revenue that you generate for every dollar that
you spend on advertising.

Tips for using AdWords analytics
• Set clear goals and objectives for your AdWords campaigns. What do you want to achieve
with your advertising? Once you know your goals, you can track your performance against
those goals.
• Track your results on a regular basis. This will help you to identify trends and to make data-
driven decisions about your AdWords campaigns.
• Use data to identify trends and insights. What are you seeing in your analytics data? What
can you learn from this data?
• Make data-driven decisions to improve your results. Use your analytics data to make
informed decisions about your AdWords campaigns, such as which keywords to target, which
ad groups to create, and which campaigns to budget for.

Tips for using AdWords analytics
• Use a variety of analytics tools to get a complete picture of your marketing performance.
AdWords analytics is just one tool that you can use to track your marketing performance. You
should also use other analytics tools, such as Google Analytics and social media analytics, to
get a complete picture of your results.
• Share your analytics data with your team so that everyone can be on the same page.
Everyone involved in your marketing campaigns should have access to your analytics data.
This will help to ensure that everyone is working towards the same goals.
• Use analytics to track your progress towards your business goals. Are you achieving your
business goals with your AdWords campaigns? Use your analytics data to track your
progress and to make adjustments as needed.

Analytics: Email
• Email marketing is a great way to stay in touch with your
customers and prospects, and to build brand awareness.
• Email analytics can help you track your open rates, click-through
rates, and unsubscribe rates.
• You can use this data to identify which subject lines, content, and
calls to action are most effective.
• You can also use email analytics to segment your email list so that
you can send more targeted and relevant emails.

Key metrics to track email analytics
• Open rate
• The percentage of emails that were opened by the recipients.
• Click-through rate (CTR)
• The percentage of recipients who clicked on a link in the email.
• Unsubscribe rate
• The percentage of recipients who unsubscribed from your email list.
• Bounce rate
• The percentage of emails that were not delivered to the recipients.
• Conversion rate
• The percentage of recipients who took a desired action, such as making a purchase or signing up for a
newsletter.
• Revenue generated
• The amount of revenue that was generated from email marketing campaigns.

• List Growth Rate
• List growth rate measures how quickly your email list is expanding. It helps determine whether your
acquisition strategies, such as sign-up forms and incentives, are effective.
• Email Client and Device Metrics
• Understanding which email clients and devices recipients use to open your emails can help with email
design and optimization for different platforms.
• A/B Testing Results
• A/B testing, also known as split testing, allows you to test different elements of your email campaigns
(e.g., subject lines, content, images) to determine which version performs better in terms of open rates,
CTR, and conversions.
• Engagement Over Time
• Analyzing email engagement trends over time can reveal patterns in recipient behavior and help refine
email marketing strategies.

• Geographic Data
• Email analytics may provide information about the geographic locations of
recipients. This can be valuable for segmenting your email list and tailoring
content to specific regions or time zones.
• Spam Complaint Rate
• Monitoring the rate of spam complaints helps maintain sender reputation and
email deliverability. High spam complaint rates can negatively impact your email
marketing efforts.
• Forward and Share Rate
• Tracking how often recipients forward or share your emails can provide insights
into the viral reach and effectiveness of your content.

Analytics: Mobile
• Analytics in mobile plays a crucial role in digital marketing,
providing valuable insights into user behavior, app performance,
and campaign effectiveness.
• By analyzing mobile data, marketers can make informed decisions
to improve engagement, optimize campaigns, and drive business
growth.

Mobile App Engagement:
• App Installs
• Track the number of times your app has been installed on users' devices.
• Active Users
• Measure the number of users who actively engage with your app within a specific period.
• Session Length
• Analyze the average time users spend on each session within your app.
• Session Depth
• Evaluate the average number of screens users view per session.
• Retention Rate
• Monitor the percentage of users who continue to use your app over time.

User Acquisition and Conversion
• Cost Per Install (CPI)
• Determine the average cost of acquiring a new user through mobile marketing
campaigns.
• Conversion Rate
• Track the percentage of users who complete a desired action, such as a purchase or
registration.
• Average Revenue Per User (ARPU)
• Measure the average revenue generated from each user.
• Lifetime Value (LTV)
• Calculate the total revenue generated from a user throughout their relationship with your
app.

User Behavior and Experience
• In-App Events
• Analyze user interactions within your app, such as button clicks, menu selections, and
content consumption.
• Screen Flow
• Understand how users navigate through your app, identifying potential friction points or
areas for improvement.
• User Demographics
• Gather insights into user characteristics like age, gender, location, and device type.
• User Feedback
• Monitor user reviews and ratings to identify areas for improvement and address user
concerns.

Campaign Performance
• Campaign Reach
• Measure the number of users exposed to your mobile marketing campaigns.
• Campaign Click-Through Rate (CTR)
• Track the percentage of users who click on your mobile ad or link.
• Campaign Conversion Rate
• Determine the percentage of users who complete a desired action after clicking
on your mobile ad or link.
• Campaign Cost Per Acquisition (CPA)
• Calculate the average cost of acquiring a new user through a specific mobile
marketing campaign.

Analytics: Social Media
• Analytics in social media refers to the process of collecting,
analyzing, and interpreting data related to social media platforms
and their users.
• Social media analytics provides valuable insights into audience
behavior and campaign effectiveness, enabling businesses to
make data-driven decisions that optimize social media
strategies and achieve marketing goals.

Social Media Analytics
1. Audience Insights
• Demographic Analysis
• Understand the age, gender, location, language, and other demographic characteristics
of your social media followers.
• Interest Analysis
• Identify the interests, hobbies, and preferences of your social media audience.
• Audience Growth
• Monitor the growth of your social media following over time.
• Audience Engagement
• Analyze the level of engagement with your social media content, including likes,
comments, shares, and mentions.

2. Content Performance
• Reach
• Measure the number of people who have seen your social media posts.
• Impressions
• Track the number of times your social media posts have been displayed, regardless of
whether users have seen them.
• Engagement Rate
• Calculate the average number of interactions (likes, comments, shares) per post.
• Click-Through Rate (CTR)
• Track the percentage of users who click on links in your social media posts.
• Content Type Performance
• Analyze the performance of different types of content, such as images, videos, and text posts.

3. Campaign Effectiveness
• Campaign Reach
• Measure the number of people who have seen your social media ads or promotions.
• Campaign Impressions
• Track the number of times your social media ads or promotions have been displayed.
• Campaign Engagement Rate
• Calculate the average number of interactions (clicks, likes, comments) with your social media ads or
promotions.
• Campaign Click-Through Rate (CTR)
• Track the percentage of users who click on links in your social media ads or promotions.
• Campaign Cost Per Acquisition (CPA)
• Determine the average cost of acquiring a new customer through social media marketing campaigns.

3.4Brand Sentiment
• Brand Mentions
• Monitor mentions of your brand name, products, or services across social media platforms.
• Sentiment Analysis
• Analyze the sentiment of social media conversations about your brand, identifying positive,
negative, and neutral mentions.
• Brand Advocacy
• Identify and engage with brand advocates who promote your brand positively on social
media.
• Reputation Management
• Address negative or inaccurate information about your brand that appears on social media.

Web Analytics
• Web analytics in digital marketing involves
the collection, measurement, and analysis of
data related to website performance and user
behavior.
• It provides valuable insights into website
traffic, user behavior, and campaign
effectiveness. By analyzing web data,
marketers can make informed decisions to
improve website design, optimize content,
and drive business growth.

Web Analytics in Digital Marketing
1. Traffic Acquisition
• Organic Traffic
• Measure the number of visitors who arrive at your website through search engine results.
• Referral Traffic
• Track the number of visitors who arrive at your website from other websites or external links.
• Direct Traffic
• Analyze the number of visitors who type your website's URL directly into their browser.
• Social Media Traffic
• Monitor the number of visitors who arrive at your website from social media platforms.
• Email Traffic
• Track the number of visitors who arrive at your website from email marketing campaigns.

2. User Behavior
• Bounce Rate
• Measure the percentage of visitors who leave your website after viewing only one page.
• Average Session Duration
• Analyze the average time visitors spend on your website.
• Pages Per Session
• Track the average number of pages visitors view per session.
• Exit Pages
• Identify the pages where visitors most frequently exit your website.
• Heatmaps and Scroll Maps
• Visualize user interaction with your website to identify areas of interest and potential usability
issues.

3. Conversion and Sales
• Goal Conversions
• Track the percentage of visitors who complete a desired action, such as a purchase, registration, or sign-
up.
• Conversion Rate
• Calculate the percentage of visitors who complete a desired action compared to the total number of
website visitors.
• Average Order Value (AOV)
• Measure the average amount of revenue generated per purchase transaction.
• Customer Lifetime Value (CLTV)
• Determine the total revenue generated from a customer over their relationship with your business.
• Return on Ad Spend (ROAS)
• Calculate the revenue generated from advertising campaigns compared to the advertising costs.

4. SEO and Content Performance
• Organic Search Rankings
• Monitor the ranking of your website's pages in search engine results for specific keywords.
• Organic Click-Through Rate (CTR)
• Track the percentage of users who click on your website's links in search engine results.
• Content Views and Engagement
• Analyze the number of times your website's content is viewed, shared, and commented on.
• Content Type Performance
• Evaluate the performance of different types of content, such as blog posts, articles, and
videos.
• Content Relevance and Search Intent
• Assess how well your content aligns with user search queries and intent.

Changing your strategy based on analysis
• It is the fundamental aspect of data-driven decision-making and is
essential for achieving success in various fields, including
business, marketing, and other areas.
• By continuously evaluating data and making informed decisions,
you can adapt to changing trends, optimize your campaigns, and
achieve your marketing goals.

Steps involved changing your strategy based on
analysis
1. Define your goals and objectives
▪ Clearly establish what you want to achieve with your digital marketing efforts. This could involve increasing website traffic,
generating leads, boosting sales, or enhancing brand awareness.
2. Identify your target audience
▪ Understand your ideal customer's demographics, interests, online behavior, and pain points. This will help you tailor your
strategies to resonate with their needs and preferences.
3. Collect and analyze data
▪ Gather data from various sources, such as website analytics, social media metrics, email marketing performance, and customer
feedback. Analyze the data to identify trends, patterns, and insights.
4. Assess your current strategy's effectiveness
▪ Evaluate the performance of your existing digital marketing campaigns, content strategies, and channel utilization. Identify areas
where your efforts are yielding positive results and areas that need improvement.
5. Set measurable goals for your new strategy
▪ Establish clear and measurable goals for your revised digital marketing approach. These goals should align with your overall
business objectives and provide a way to track progress.

Steps involved changing your strategy based on
analysis
1. Develop and implement new strategies
▪ Based on your analysis, devise new or modified strategies that address the identified areas for improvement. Consider
experimenting with different approaches and tactics to identify the most effective ones.
2. Continuously monitor and measure results
▪ Regularly track key metrics to assess the performance of your new strategies. Monitor website traffic, conversion rates,
engagement metrics, and other relevant indicators to gauge progress and identify areas for further optimization.
3. Adapt and refine your strategies
▪ Based on ongoing analysis and feedback, make adjustments to your strategies as needed. Be open to experimentation and
adapting your approach to changing trends or market conditions.
4. Communicate changes and seek feedback
▪ Clearly communicate any strategy changes to your team members and stakeholders. Encourage feedback and involve them in
the ongoing evaluation and refinement process.
5. Utilize digital marketing analytics tools
▪ Leverage various analytics tools and platforms to collect, analyze, and visualize data effectively. These tools can provide
valuable insights into campaign performance, user behavior, and audience demographics.

Recent trends in Digital marketing
• Artificial intelligence (AI) and
Chatbots
• Voice search
• Short-form video
• Omnichannel marketing
• Influencer marketing
• Gen Z
• Metaverse and NFTs
• Privacy and security
• Ethics in digital marketing
• Data-driven marketing
• Social Commerce
• Local SEO and Geotargeting
• Interactive Content

Artificial intelligence (AI) and Chatbots
• Personalization
• AI can be used to personalize marketing messages and experiences for
individual users. This can be done by analyzing data about users' demographics,
interests, and online behavior.
• Automation
• AI can be used to automate tasks such as ad targeting, bidding, and reporting.
This can free up marketers' time to focus on more strategic tasks.
• Chatbots
• Chatbots are AI-powered programs that can simulate conversation with humans.
They can be used to provide customer service, answer questions, and even
generate leads.

Voice search, Short-form video, Omnichannel
marketing
• Voice search
• Voice search is becoming increasingly popular, as people become more comfortable using voice
assistants like Siri, Alexa, and Google Assistant. Marketers need to optimize their websites and
content for voice search by using natural language and long-tail keywords.
• Short-form video
• Short-form video is another popular trend that is being used by businesses of all sizes. Platforms
like TikTok and Reels are a great way to reach a large audience with engaging content.
• Omnichannel marketing
• Omnichannel marketing refers to the practice of creating a seamless customer experience across
all channels, including online, offline, and mobile. This means that businesses need to ensure that
their branding, messaging, and customer service are consistent across all channels.

Influencer marketing, Gen Z, Metaverse and
NFTs
• Influencer marketing
• Influencer marketing is still a powerful way to reach a large audience. However, it is important
to choose influencers who are a good fit for your brand and who have a genuine connection
with their audience.
• Gen Z
• Gen Z is the youngest generation, and they are increasingly influential consumers. Marketers
need to understand the unique needs and preferences of Gen Z in order to reach them
effectively.
• Metaverse and NFTs
• The metaverse is a virtual world that is still in its early stages of development. However, it is
expected to have a major impact on digital marketing in the future. NFTs are digital assets
that can be used to represent ownership of items such as art, music, and collectibles.

Privacy and security, Ethics in digital
marketing, Data-driven marketing
• Privacy and security
• Consumers are increasingly concerned about privacy and security. Marketers need to be
transparent about how they collect and use data, and they need to make sure that their
websites and data are secure.
• Ethics in digital marketing
• Marketers need to be ethical in their practices. This means avoiding deceptive tactics,
respecting consumer privacy, and being aware of the potential impact of their campaigns
on society.
• Data-driven marketing
• Data-driven marketing is more important than ever before. Marketers need to use data to
make informed decisions about their campaigns, and they need to be able to track the
results of their efforts.

Social Commerce, Local SEO and Geotargeting,
Interactive Content
• Social Commerce
• Social media platforms were enhancing their e-commerce capabilities, allowing
users to shop directly from the platforms. Features like Instagram Shopping and
Facebook Marketplace gained traction.
• Local SEO and Geotargeting
• With the rise of "near me" searches, local SEO and geotargeting were essential
for businesses looking to attract nearby customers.
• Interactive Content
• Interactive content, such as quizzes, polls, and augmented reality (AR)
experiences, engaged users and encouraged them to actively participate in the
content.

References
• Fundamentals of Digital Marketing by Puneet Singh Bhatia;Publisher: Pearson Education;First edition (July 2017)
• https://www.thepowermba.com/en/blog/what-is-digital-transformation-in-marketing
• https://www.spotfire.com/glossary/what-is-mobile-analytics
• https://advertising.amazon.com/library/guides/digital-analytics
• https://www.forbes.com/sites/forbescoachescouncil/2021/02/25/how-to-create-a-digital-marketing-strategy-eight-
steps-to-laser-focus-your-plan/?sh=15540d147a82

CCW332-Digital Marketing Unit-5 Notes

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