Read the summary and the most important questions on Digital Marketing and Analytics Week 1

• 1 Clip 1 - Trends and Types of Media

• What are the 4 factors that are driving Digital Marketing today? In other words, that will shape the market of Digital Marketing?

  1. Average amount of time spent on internet (increasing);
     
  2. Accessibility of internet (increasing);
  3. Mobile penetration (becoming most important device for advertisement);
  4. Digital Transformation in companies (automating and trying to measure their data).

• What are the 3 categorisations of Touchpoints in Digital Platforms? And shortly explain what they individually stand for.

  1. Paid: any type of advertisement a company pays money for;
     
  2. Owned: what a company owns, website or company driven community; 
  3. Earned media: praise and loyalty you are getting from customers.

• Another way to look at the categorisations of Touchpoints in Digital Platforms is by looking at the type of audience. For Paid-Owned-Earned media you will get different types of audiences, list the different types of audiences for every type of media?

  • Paid: company pays to leverage the medium or channel - audience = prospects, not your customers;
    
  • Owned: company controls the channel audience = customers, loyal to you;
    
  • Earned: fans.

• Another way of looking at the three Touchpoints in Digital Platforms is by looking at the Marketing Objective & Communication. Here it is important to see who initiates the contact and what kind of communication is created. List these for Paid-Owned-Earned.

  • Paid Media: brand initiates contact leading to Brand to Customer communication; 
    
  • Owned Media: customer initiates contact leading to Interaction between Brand and Customer; 
  • Earned Media: customer initiates contact leading to Customer to Customer communication.

• 2 Clip 2/3 - Metrics and KPI's

• What are Digital Marketing Metrics used for?

  Marketeers find them useful for evaluating their marketing programs, performance and success.

• What does CTR (Click-Through-Rates) indicate?

  Use for paid advertising.

• Name two examples of micro conversions, apart from the Conversion Rates (on nr. 1 of the Metrics list).

  1. Response rates; 
     
  2. Opt-ins, sign-ups and registrations.

• 2.1 Metrics in Funnel

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• This is an Example of a Funnel for Metrics. Discuss the different 9 sections and shortly explain what happens throughout the Funnel.

  1. SEO/SMM/PPC: people who came across your ad - reach, ad impressions, keyword searches; 
     
  2. Click-Throughs; 
  3. Bounces: percentage of people who did not go to second page; 
  4. Readers: those who stayed; 
  5. Leads: opt-in via form; 
  6. Prospects: respond to e-mail call to actions; 
  7. Sales;
  8. Loyalty; 
  9. Customer Advocates.

• What does the Viewability Rate tell us and how can it be calculated?

  • Upgrade over an Impression;
  • About a viewable impression - really seeing the ad!
  • (Total Measured Viewable Ad Impressions (nr of times an ad is loaded on a page - and counted by a server, this is 50% on screen for 1 sec or longer))/(Total Measured Ad Impressions (nr of times an ad was loaded on page - and counted by server) * 100.
    

• What is an Impression, that is a downgrade from the Viewability Rate?

  Refers to the point in which an ad is displayed once on a web page - number of times your ad is shown.