W0 | Orientation Week Lecture1 - Introduction to Digital Marketing Landscape

00:45:02
https://www.youtube.com/watch?v=T-06mFY7FaU

Sintesi

TLDRThe video provides an introduction to digital marketing, focusing on the landscape of online versus offline marketing. It explains the importance of marketing in business, the role of product marketing and marketing communications, and the need for effective customer acquisition and retention strategies. The session highlights various online marketing channels, the significance of targeting, and the skills gap in the digital marketing field. It emphasizes the importance of understanding customer acquisition costs and the need for a strategic approach to selecting and prioritizing marketing channels.

Punti di forza

  • 📈 Understanding the importance of marketing in business.
  • 🛍️ Differentiating between online and offline marketing.
  • 💡 Recognizing the role of product marketing.
  • 📣 Importance of marketing communications.
  • 🔍 Exploring various online marketing channels.
  • 💰 Understanding customer acquisition cost.
  • 🎯 The significance of targeting in marketing.
  • 📊 Measuring success through key metrics.
  • 📝 The skills gap in digital marketing.
  • 🚀 Strategies for effective customer retention.

Linea temporale

  • 00:00:00 - 00:05:00

    Razi, co-founder of Revo U, introduces a two-part lecture series on digital marketing, starting with an overview of the digital marketing landscape, including the importance of marketing in business and the distinction between online and offline marketing.

  • 00:05:00 - 00:10:00

    The session aims to help participants understand marketing's role in business, the potential of digital marketing, and the main goals of online marketing. It will also cover different online marketing channels and how to assess and prioritize them for campaigns.

  • 00:10:00 - 00:15:00

    Marketing is defined in two parts: product marketing, which focuses on the value and benefits of a product to customers, and marketing communications, which involves communicating these benefits to acquire and retain customers, ultimately leading to revenue.

  • 00:15:00 - 00:20:00

    Offline marketing communications are discussed, highlighting features such as one-way communication, limited feedback, mass market reach, high costs, and difficulty in tracking performance and ROI.

  • 00:20:00 - 00:25:00

    The focus shifts to online marketing channels, emphasizing their advantages like direct feedback, targeted communication, low entry barriers, detailed performance tracking, and the importance of managing online reputation through social interactions.

  • 00:25:00 - 00:30:00

    Razi explains the necessity of learning online marketing due to a skills gap in the industry, emphasizing the need for both analytical and creative skills to effectively run digital marketing campaigns and make informed decisions.

  • 00:30:00 - 00:35:00

    The lecture outlines key distinctions in online marketing channels, focusing on customer acquisition versus retention, and the importance of understanding customer life cycles and utilizing tools like email and push notifications for retention strategies.

  • 00:35:00 - 00:45:02

    Finally, Razi discusses how to choose and prioritize marketing channels based on scalability, targeting methods, and customer acquisition costs, providing a framework for effective online marketing campaign planning.

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Mappa mentale

Video Domande e Risposte

  • What is digital marketing?

    Digital marketing refers to the use of online channels and platforms to promote products or services and engage with customers.

  • What are the main differences between online and offline marketing?

    Online marketing involves digital channels like social media and websites, while offline marketing includes traditional methods like TV and print ads.

  • Why is marketing important for businesses?

    Marketing is crucial for increasing sales, gaining customer attention, and retaining existing customers.

  • What are the key components of marketing communications?

    Marketing communications include product marketing and communicating benefits to the target audience.

  • What is customer acquisition cost?

    Customer acquisition cost is the total cost of acquiring a new customer, including marketing expenses.

  • What are some online marketing channels?

    Online marketing channels include social media, email marketing, search engine optimization, and paid advertising.

  • Why should I learn digital marketing?

    There is a significant skills gap in the digital marketing field, and learning it can enhance career opportunities.

  • What is the importance of targeting in marketing?

    Targeting helps in reaching the right audience effectively, either through behavior-based or demographic-based strategies.

  • What is the role of content marketing in digital marketing?

    Content marketing involves creating valuable content to attract and engage customers, driving traffic and conversions.

  • How can I measure the success of my digital marketing campaigns?

    Success can be measured through metrics like customer acquisition cost, engagement rates, and return on investment.

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Scorrimento automatico:
  • 00:00:00
    hi everyone my name is razi i am the
  • 00:00:03
    co-founder at revo u
  • 00:00:05
    and welcome to revo's introduction to
  • 00:00:08
    digital marketing
  • 00:00:09
    it's going to be two lectures two
  • 00:00:11
    sessions where we're going to
  • 00:00:12
    introduce you to the world of digital
  • 00:00:14
    marketing and tonight we're gonna start
  • 00:00:16
    by introducing the digital marketing
  • 00:00:19
    landscape
  • 00:00:20
    we'll be talking about marketing uh
  • 00:00:23
    we'll be talking about
  • 00:00:24
    what it is and also the differences
  • 00:00:26
    between online and offline marketing so
  • 00:00:28
    let's get started
  • 00:00:29
    so what we're going to cover today in
  • 00:00:31
    the first lecture
  • 00:00:32
    is just an introduction to the digital
  • 00:00:34
    marketing landscape
  • 00:00:35
    and the objectives for tonight is for
  • 00:00:38
    you to understand the role of marketing
  • 00:00:40
    in business how important is marketing
  • 00:00:43
    and business and why
  • 00:00:44
    is the focus primarily initially
  • 00:00:46
    especially when it comes to budgets
  • 00:00:48
    about marketing we'll also discern
  • 00:00:50
    between
  • 00:00:51
    offline and online marketing
  • 00:00:53
    communications
  • 00:00:54
    will grasp the potential of digital
  • 00:00:56
    marketing as a whole
  • 00:00:58
    why you should learn digital marketing
  • 00:01:00
    and also identify the main goals
  • 00:01:02
    when you are marketing online we'll
  • 00:01:05
    start to be able to distinct between
  • 00:01:07
    different types of channels in online
  • 00:01:09
    marketing such as paid versus free
  • 00:01:12
    acquisition versus retention and then
  • 00:01:14
    we'll also
  • 00:01:15
    look at how we can assess and prioritize
  • 00:01:18
    the best online channels for your
  • 00:01:20
    campaign
  • 00:01:21
    but first before we start we need to
  • 00:01:23
    define what marketing is
  • 00:01:25
    and many of us have interacted with many
  • 00:01:28
    marketing campaigns throughout our lives
  • 00:01:31
    and you know we feel like we have an
  • 00:01:33
    idea about what marketing is
  • 00:01:36
    some people would say it's about
  • 00:01:37
    increasing sales gaining attention
  • 00:01:40
    um etc and and you're not wrong but we
  • 00:01:43
    need an
  • 00:01:43
    umbrella definition to help us
  • 00:01:45
    understand exactly what marketing is
  • 00:01:48
    and i'll try to do that in a very simple
  • 00:01:49
    way the way i see
  • 00:01:51
    marketing is there's two sides to it
  • 00:01:55
    the first is what i call product
  • 00:01:56
    marketing
  • 00:01:58
    right and when we talk about product
  • 00:01:59
    marketing it means
  • 00:02:01
    how valuable is the product to your
  • 00:02:03
    customers what makes people want to buy
  • 00:02:06
    your products
  • 00:02:07
    what are the benefits what are the
  • 00:02:08
    features that will attract someone to
  • 00:02:10
    use your product
  • 00:02:11
    what are the problems that customers
  • 00:02:13
    face that your product solves
  • 00:02:16
    and this knowledge and this ability to
  • 00:02:18
    communicate
  • 00:02:19
    to brief this to every stakeholder
  • 00:02:21
    within the company
  • 00:02:23
    is a function of marketing when you
  • 00:02:25
    create a product you need to create a
  • 00:02:26
    product that people
  • 00:02:28
    want that people need that enough people
  • 00:02:31
    will pay you money for
  • 00:02:33
    so that your business strives so the
  • 00:02:35
    knowledge of marketing starts with
  • 00:02:37
    understanding what the value proposition
  • 00:02:39
    of your product is
  • 00:02:41
    and how you're going to sell it who to
  • 00:02:43
    sell it to
  • 00:02:44
    what are the reasons people will pay you
  • 00:02:46
    for it so this is the first
  • 00:02:48
    function of marketing which is about the
  • 00:02:50
    product which is about the service
  • 00:02:52
    and why does it exist now the second
  • 00:02:55
    part of marketing
  • 00:02:56
    is what i call marketing communications
  • 00:02:59
    which is communicating the benefits of
  • 00:03:01
    your product
  • 00:03:02
    to the right target audience and the
  • 00:03:05
    objective of this is to acquire new
  • 00:03:07
    customers
  • 00:03:07
    to increase sales to increase profit
  • 00:03:10
    revenue
  • 00:03:11
    and also to retain them right to make
  • 00:03:13
    sure that they become your customers
  • 00:03:15
    uh for a long time so that it brings
  • 00:03:17
    value to your business and you bring
  • 00:03:19
    value to your customers
  • 00:03:21
    so marketing communications is
  • 00:03:22
    essentially about gaining new customers
  • 00:03:25
    and keeping your existing customers
  • 00:03:27
    essentially and this whole
  • 00:03:29
    activity should lead to revenue and
  • 00:03:31
    profit for
  • 00:03:32
    profit seeking business or whatever your
  • 00:03:34
    objective is
  • 00:03:35
    with your marketing campaigns so this is
  • 00:03:38
    the area of marketing
  • 00:03:39
    that is usually associated with the
  • 00:03:42
    profession
  • 00:03:43
    so when you say oh i'm a marketing
  • 00:03:45
    professional typically you're talking
  • 00:03:46
    about someone working in marketing
  • 00:03:48
    communications
  • 00:03:49
    and when we talk about marketing
  • 00:03:51
    communications we're looking at two
  • 00:03:52
    areas here
  • 00:03:53
    that we're going to try to understand
  • 00:03:55
    the difference of the first one is
  • 00:03:57
    obviously
  • 00:03:57
    offline marketing communications so
  • 00:04:01
    what are the offline communication
  • 00:04:02
    channels we're talking about here so
  • 00:04:04
    things like tv
  • 00:04:05
    newspapers billboards you know signs
  • 00:04:09
    pamphlets sales team uh direct mail
  • 00:04:12
    even the labels in product is a form of
  • 00:04:14
    marketing communications
  • 00:04:16
    so when we talk about offline marketing
  • 00:04:18
    what we're talking about here is usually
  • 00:04:20
    offline marketing communication and what
  • 00:04:23
    are some of the features of offline
  • 00:04:24
    marketing before we delve into the
  • 00:04:25
    online side of things
  • 00:04:27
    firstly it's typically just one-way
  • 00:04:29
    communication so if you look at tv and
  • 00:04:31
    newspapers for instance it's mostly
  • 00:04:32
    one-way communication
  • 00:04:34
    you turn on the tv you watch the show
  • 00:04:36
    you watch the news
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    you watch the ads it's one-way
  • 00:04:39
    communication there is some feedback but
  • 00:04:41
    it's very limited and very slow
  • 00:04:44
    so that's one of the features of offline
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    the second is it's
  • 00:04:47
    you know as i said before difficult to
  • 00:04:48
    get instant feedback
  • 00:04:50
    it's also more mass market or mass
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    communication meaning that you have an
  • 00:04:54
    ad for instance you play it on one of
  • 00:04:56
    these channels
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    and you know you're not sure who's going
  • 00:04:59
    to watch it who's going to see it who's
  • 00:05:00
    going to interact with it
  • 00:05:02
    but you're hopeful you're hopeful that
  • 00:05:03
    there's enough of your type of people
  • 00:05:06
    your target audience that they're going
  • 00:05:08
    to act and and it's going to increase
  • 00:05:10
    your sales
  • 00:05:12
    also it's very expensive because it's
  • 00:05:14
    mass communication
  • 00:05:15
    and because it's also less effort to
  • 00:05:17
    execute typically it's more expensive
  • 00:05:19
    you create your tv ad you create your
  • 00:05:21
    pamphlets you publish them
  • 00:05:23
    and then you wait for the sales to come
  • 00:05:25
    right
  • 00:05:26
    and finally it's difficult to track
  • 00:05:28
    performance and therefore difficult to
  • 00:05:30
    track
  • 00:05:30
    return on investment so this is an
  • 00:05:33
    introduction
  • 00:05:34
    of offline communication channels so if
  • 00:05:36
    you look at this offline it's mainly
  • 00:05:38
    about these big channels or the core
  • 00:05:40
    channels of offline are like tv
  • 00:05:42
    newspapers billboards pamphlets and
  • 00:05:44
    sales teams
  • 00:05:45
    um and and when we talk about channels
  • 00:05:48
    this is what we mean when we say offline
  • 00:05:50
    communication channels
  • 00:05:51
    so let's now move to online
  • 00:05:53
    communication channels
  • 00:05:55
    and this is where we will be focusing
  • 00:05:58
    our time this is what we're going to be
  • 00:05:59
    studying
  • 00:06:00
    over the next two days is an
  • 00:06:02
    introduction to the online
  • 00:06:04
    marketing communication channels okay so
  • 00:06:07
    essentially it's
  • 00:06:11
    marketing through devices that are
  • 00:06:14
    online
  • 00:06:15
    or through channels that are online and
  • 00:06:18
    if you look at what people do online
  • 00:06:20
    essentially they're interacting with
  • 00:06:22
    content and they're having conversations
  • 00:06:24
    with
  • 00:06:25
    each other and if you look at who
  • 00:06:27
    creates the content it's typically from
  • 00:06:29
    people so essentially for the most part
  • 00:06:32
    it's about
  • 00:06:33
    interactions between people and because
  • 00:06:35
    of online communication channels
  • 00:06:37
    we are communicating more than ever
  • 00:06:39
    we're connecting more than ever
  • 00:06:41
    right there's a lot of pros and cons to
  • 00:06:43
    it
  • 00:06:44
    but when we talk about the features of
  • 00:06:46
    online communication channels we're
  • 00:06:48
    talking about direct
  • 00:06:50
    and instant feedback right you publish
  • 00:06:53
    something
  • 00:06:53
    people don't like it they can say
  • 00:06:55
    something about it if they do like it
  • 00:06:57
    you know they could show their
  • 00:06:59
    appreciation of it almost instantly
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    and if you have enough of a following or
  • 00:07:03
    enough of an audience
  • 00:07:04
    then that could be a really really
  • 00:07:06
    effective way to kind of spread the word
  • 00:07:09
    to kind of get feedback and to improve
  • 00:07:12
    your offering
  • 00:07:14
    the other thing is it can be very
  • 00:07:16
    targeted and specific
  • 00:07:17
    meaning that if you want to target a
  • 00:07:19
    specific niche a specific type of
  • 00:07:21
    customer
  • 00:07:22
    you know not just if i'm selling dresses
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    i want to
  • 00:07:26
    you know target females for the most
  • 00:07:29
    part
  • 00:07:30
    right not just that but it could get
  • 00:07:31
    even deeper than that
  • 00:07:33
    you know you could target very very
  • 00:07:36
    niche
  • 00:07:36
    target audiences through online
  • 00:07:38
    communication channels so it's kind of
  • 00:07:40
    effective that way
  • 00:07:41
    it's more sometimes more effective for
  • 00:07:44
    you to kind of target
  • 00:07:45
    really specific uh target audience
  • 00:07:47
    groups
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    there's also a less or low barrier to
  • 00:07:52
    entry
  • 00:07:53
    some of the channels are free uh you
  • 00:07:55
    know like for instance it's free for you
  • 00:07:57
    to
  • 00:07:58
    uh you know create a facebook profile or
  • 00:08:01
    instagram profile
  • 00:08:03
    to uh start you know kind of a youtube
  • 00:08:06
    channel
  • 00:08:07
    um and and even the the ads you know
  • 00:08:09
    like it's very low cost for you to start
  • 00:08:11
    advertising
  • 00:08:12
    on google search or facebook ads
  • 00:08:14
    depending on your budget and depending
  • 00:08:16
    on your targets
  • 00:08:18
    there's a really very low barrier entry
  • 00:08:20
    for you to try and experiment and the
  • 00:08:22
    great thing about online communication
  • 00:08:24
    channels is
  • 00:08:25
    very granular performance measurements
  • 00:08:28
    so you can know exactly how much time
  • 00:08:30
    people have looked at your video
  • 00:08:32
    what's the average you know uh uh
  • 00:08:35
    you know number of minutes that they
  • 00:08:37
    view your video how many people saw your
  • 00:08:39
    ad how many people clicked on it how
  • 00:08:41
    many people decided to buy
  • 00:08:42
    you could kind of track your return on
  • 00:08:44
    investment in a very detailed way
  • 00:08:47
    and finally there's a lot of social and
  • 00:08:50
    interactive dynamics because everyone's
  • 00:08:51
    communicating with each other
  • 00:08:53
    and everyone's talking about everything
  • 00:08:55
    and everybody has their own opinion
  • 00:08:57
    and everybody now is encouraged to share
  • 00:08:58
    their opinion and therefore more than
  • 00:09:00
    anything there's conversations about
  • 00:09:02
    your business about your brand
  • 00:09:04
    about your campaigns or whatever the
  • 00:09:05
    case may be and therefore it becomes
  • 00:09:07
    very important for you to manage your
  • 00:09:09
    reputation
  • 00:09:10
    right they're going to have a
  • 00:09:10
    conversation about you anyway so
  • 00:09:13
    you're either part of that conversation
  • 00:09:15
    or you're not
  • 00:09:17
    either you're listening and you're
  • 00:09:18
    reacting or you're not so
  • 00:09:20
    it's happening with or without you so in
  • 00:09:22
    essence as we move into a more
  • 00:09:25
    you know online connected world as more
  • 00:09:27
    and more people have
  • 00:09:28
    you know devices and are spending more
  • 00:09:30
    and more time online
  • 00:09:32
    it becomes a very effective channel for
  • 00:09:34
    you to start
  • 00:09:35
    kind of marketing in so when we talk
  • 00:09:39
    about online communication channels
  • 00:09:40
    we're talking about social media we're
  • 00:09:42
    talking about
  • 00:09:43
    search we're talking about you know
  • 00:09:45
    email sms
  • 00:09:46
    push notification apps uh we're talking
  • 00:09:49
    about you know when we
  • 00:09:50
    talk about social media there's you know
  • 00:09:52
    like the ads there's also
  • 00:09:54
    you know social media that's organic
  • 00:09:56
    that you build you know you talk to
  • 00:09:58
    communities you build relationships and
  • 00:10:00
    and you you put out content right so
  • 00:10:02
    content marketing is also a huge thing
  • 00:10:04
    when it become when it's when we talk
  • 00:10:06
    about online you know channels
  • 00:10:08
    uh one thing that you know sometimes
  • 00:10:10
    people forget that when we talk about
  • 00:10:12
    offline
  • 00:10:13
    it's expensive but it's low effort but
  • 00:10:15
    remember here
  • 00:10:17
    to succeed in online and to do it well
  • 00:10:19
    requires a level of detail
  • 00:10:21
    consistency uh and and and
  • 00:10:24
    more difficulty to execute well right
  • 00:10:28
    not just because people can react in any
  • 00:10:29
    way they want
  • 00:10:31
    and and and distort or disturb your
  • 00:10:33
    messages but
  • 00:10:34
    there's also you know just so many
  • 00:10:36
    things
  • 00:10:37
    uh that you have to uh
  • 00:10:41
    be able to do i'll give you an example
  • 00:10:43
    you know to get people's attention
  • 00:10:45
    online is much much harder
  • 00:10:47
    right because they have so many options
  • 00:10:49
    they can open your you know landing page
  • 00:10:51
    or website and then they decide after
  • 00:10:53
    three seconds it's not interesting
  • 00:10:54
    so how you write your headlines how you
  • 00:10:57
    introduce people to your page
  • 00:10:59
    how quick does your website load all
  • 00:11:01
    these factors you know play a part in
  • 00:11:03
    making sure that the number of people
  • 00:11:05
    that actually engage with your content
  • 00:11:08
    is higher and so it takes a lot more
  • 00:11:10
    effort to create engaging content
  • 00:11:12
    to do so consistently to make sure
  • 00:11:14
    everything technically is sound
  • 00:11:16
    uh to kind of target the right audience
  • 00:11:19
    to target the right customers
  • 00:11:21
    and to spend efficiently especially now
  • 00:11:23
    that you can kind of
  • 00:11:24
    measure a lot of the performance in a
  • 00:11:26
    very granular way
  • 00:11:28
    so that's a quick introduction to
  • 00:11:30
    marketing as a whole
  • 00:11:32
    and product marketing versus marketing
  • 00:11:34
    communications
  • 00:11:35
    and within marketing communications you
  • 00:11:37
    have the offline channels
  • 00:11:38
    and you have the online channels so
  • 00:11:41
    why learn online marketing in the first
  • 00:11:43
    place well first of all there's a
  • 00:11:45
    there's a
  • 00:11:46
    huge skills gap right there's just you
  • 00:11:48
    know a lot of people who are now
  • 00:11:51
    you know spending more time online
  • 00:11:54
    um not to not to even mention the
  • 00:11:57
    pandemic for instance that pushes more
  • 00:11:59
    people online but you have a lot of
  • 00:12:01
    people just spending more time online
  • 00:12:03
    they're watching less tv they're you
  • 00:12:05
    know reading less newspapers or
  • 00:12:07
    the offline version at least they're
  • 00:12:08
    spending more time online talking to
  • 00:12:10
    each other and consuming a lot of
  • 00:12:11
    content online
  • 00:12:12
    whether it's social media or you know
  • 00:12:14
    like news websites or whatever the case
  • 00:12:16
    may be
  • 00:12:17
    they're following their favorite
  • 00:12:18
    celebrities they're interacting with the
  • 00:12:20
    celebrities not through tv shows but
  • 00:12:22
    directly through their personal social
  • 00:12:24
    media accounts
  • 00:12:26
    now to be able to navigate through
  • 00:12:28
    online marketing right not just
  • 00:12:29
    understand the context of it within the
  • 00:12:32
    marketing kind of profession
  • 00:12:34
    uh but also what are the potential the
  • 00:12:37
    the areas that you can focus on
  • 00:12:39
    uh the skills that you need to develop
  • 00:12:41
    both soft skills and hard skills
  • 00:12:42
    the ability to run ads but also have the
  • 00:12:44
    creative capacity to
  • 00:12:46
    you know create engaging copywriting
  • 00:12:48
    images videos
  • 00:12:50
    uh and then to also have the analytical
  • 00:12:52
    chops to be able to kind of analyze
  • 00:12:54
    uh look at insights provide
  • 00:12:56
    recommendations and make the right
  • 00:12:58
    decisions in terms of how you spend your
  • 00:13:00
    budget
  • 00:13:01
    uh in terms of how you kind of structure
  • 00:13:03
    your marketing campaigns
  • 00:13:04
    which channels would you prioritize over
  • 00:13:06
    others and things of that nature so
  • 00:13:08
    there's a huge skills gap there's not
  • 00:13:10
    enough people in the market right now
  • 00:13:12
    based on the demand because most
  • 00:13:14
    companies especially in
  • 00:13:15
    you know since the pandemic that's
  • 00:13:17
    focusing more and more
  • 00:13:19
    on spending their marketing budget
  • 00:13:21
    online but there's not enough people to
  • 00:13:23
    actually
  • 00:13:24
    run these campaigns effectively to be
  • 00:13:25
    able to guide
  • 00:13:27
    a lot of these companies that are
  • 00:13:28
    digitally transforming even companies
  • 00:13:30
    that are already doing it well they need
  • 00:13:32
    a huge amount of people with diverse
  • 00:13:34
    skill sets
  • 00:13:35
    right because when we talk about online
  • 00:13:37
    marketing it's not one thing you know
  • 00:13:39
    it's not like a digital marketing is cut
  • 00:13:40
    the same way
  • 00:13:41
    digital marketing is a is is not only a
  • 00:13:44
    very wide
  • 00:13:45
    you know varied kind of profession right
  • 00:13:48
    there's a lot of specializations
  • 00:13:51
    but when we talk about you know
  • 00:13:55
    jumping into the online marketing space
  • 00:13:56
    you need a lot of different skill sets
  • 00:13:59
    the simple one is you need both
  • 00:14:01
    analytical people and you need creative
  • 00:14:03
    people right but within that you need
  • 00:14:04
    people who could
  • 00:14:05
    you know craft really engaging messages
  • 00:14:08
    uh
  • 00:14:09
    create stories analyze data uh
  • 00:14:12
    you know kind of make really really
  • 00:14:15
    smart decisions in some in terms of how
  • 00:14:17
    they spend your budget
  • 00:14:18
    and so all of these things come together
  • 00:14:20
    and it takes a while
  • 00:14:22
    for someone to kind of not just
  • 00:14:23
    understand it from a strategic
  • 00:14:25
    standpoint but also to make the right
  • 00:14:26
    decisions in terms of where do i
  • 00:14:28
    specialize
  • 00:14:30
    in all of these you know areas if i'm
  • 00:14:32
    going to be a digital marketer what are
  • 00:14:33
    the areas that
  • 00:14:35
    you know i'm strong at and i can spend
  • 00:14:37
    and initially
  • 00:14:38
    specialize in this area and then move to
  • 00:14:40
    other areas and then how do you work
  • 00:14:42
    with other digital marketers
  • 00:14:43
    right who have different skill sets to
  • 00:14:45
    you so some of the personal objectives
  • 00:14:47
    that you might have is not only just
  • 00:14:49
    launching a career in online marketing
  • 00:14:50
    but also growing your personal business
  • 00:14:52
    right whatever it is you can also kind
  • 00:14:55
    of be a growth-minded digital marketing
  • 00:14:57
    you know startup founder and you can
  • 00:14:59
    also hire and develop an online
  • 00:15:01
    marketing team
  • 00:15:02
    whatever your objectives are you need to
  • 00:15:03
    understand the basics you need to
  • 00:15:05
    understand how things work with each
  • 00:15:07
    other and you need to understand the
  • 00:15:08
    types of skills
  • 00:15:09
    in each of the different areas that
  • 00:15:11
    support you know spectacular online
  • 00:15:13
    marketing campaigns
  • 00:15:15
    so as we move next to the key
  • 00:15:18
    distinction
  • 00:15:19
    of online marketing channels this is an
  • 00:15:22
    attempt to kind of
  • 00:15:24
    have a helicopter view to kind of be
  • 00:15:27
    able to see
  • 00:15:28
    like to build your map or your
  • 00:15:30
    understanding of
  • 00:15:31
    how the channels kind of work with each
  • 00:15:34
    other and how to distinct between them
  • 00:15:36
    the first one is to understand when
  • 00:15:38
    you're looking at a
  • 00:15:40
    online marketing communication channel
  • 00:15:43
    you know
  • 00:15:44
    is it about acquisition or is it about
  • 00:15:47
    you know acquiring new customers or is
  • 00:15:50
    it about retention
  • 00:15:51
    or retaining your existing customers
  • 00:15:54
    right first of all let's look at
  • 00:15:56
    acquisition meaning that let's say we're
  • 00:15:58
    a new business
  • 00:15:59
    and we're looking to acquire new
  • 00:16:00
    customers
  • 00:16:02
    how do we define an acquisition how do
  • 00:16:05
    we define acquiring new customers when
  • 00:16:07
    we're talking about online the most
  • 00:16:10
    simple one and probably straightforward
  • 00:16:12
    is when someone actually goes to your
  • 00:16:14
    website let's say and buy
  • 00:16:16
    something right if you've ever shopped
  • 00:16:18
    online
  • 00:16:19
    you would open the site you look at the
  • 00:16:20
    product make a decision
  • 00:16:22
    make a payment put in all your details
  • 00:16:24
    you know not just name
  • 00:16:26
    email and phone number but also your
  • 00:16:27
    address etc then you make the purchase
  • 00:16:30
    that's a point when you've made a
  • 00:16:32
    purchase where you've shared your data
  • 00:16:34
    to the company that's selling you the
  • 00:16:36
    product that's an acquisition for them
  • 00:16:39
    right another type of acquisition is
  • 00:16:42
    when you
  • 00:16:42
    just capture their data let's say you
  • 00:16:44
    have a newsletter and someone signs up
  • 00:16:46
    that's called an acquisition also when
  • 00:16:49
    they create an account
  • 00:16:50
    let's say you open up a social media
  • 00:16:51
    account you open tick tock you create it
  • 00:16:54
    an account there and and that's an
  • 00:16:56
    acquisition for tick tock
  • 00:16:58
    another is if you install the app so if
  • 00:17:00
    you look at tick tock you install the
  • 00:17:01
    app
  • 00:17:02
    not only are you you know creating an
  • 00:17:04
    account with them but you're installing
  • 00:17:05
    their app that's also
  • 00:17:07
    considered an acquisition now what are
  • 00:17:08
    the channels
  • 00:17:10
    online marketing communication channels
  • 00:17:12
    that are usually
  • 00:17:14
    very very powerful and and used
  • 00:17:16
    primarily as an acquisition
  • 00:17:18
    tool so you have obviously content
  • 00:17:21
    marketing when you publish content
  • 00:17:23
    uh you know digital pr trying to get
  • 00:17:25
    your
  • 00:17:26
    brand name out there published by others
  • 00:17:28
    to create content on your own website
  • 00:17:31
    or your social media whatever the case
  • 00:17:32
    may be having good content marketing
  • 00:17:35
    is one way to acquire customers another
  • 00:17:38
    is to kind of
  • 00:17:38
    optimize your website or pages
  • 00:17:42
    for search engine results and when we
  • 00:17:44
    talk about
  • 00:17:45
    search engine optimization seo we're
  • 00:17:48
    talking about
  • 00:17:49
    you know the organic search so let me
  • 00:17:52
    just kind of
  • 00:17:53
    open up a website here and i was if i
  • 00:17:55
    was to search nike
  • 00:17:58
    so you have nike here at the top right
  • 00:18:02
    nike.com makes sense if you're searching
  • 00:18:04
    for nike google would show you nike.com
  • 00:18:07
    but this one is an ad right so if you
  • 00:18:10
    look at this this is where
  • 00:18:11
    where nike pays google to have their
  • 00:18:13
    website
  • 00:18:14
    at the top of the search results page
  • 00:18:15
    for the term nike
  • 00:18:17
    but if you look at the second one
  • 00:18:19
    there's no ad there there's no
  • 00:18:20
    you know sign that says it's an ad this
  • 00:18:23
    is
  • 00:18:24
    search engine optimization meaning that
  • 00:18:25
    if no one was to advertise this would be
  • 00:18:27
    number
  • 00:18:28
    one and what it means is that nike.com
  • 00:18:31
    is optimized for the keyword
  • 00:18:33
    nike which makes sense right but let's
  • 00:18:36
    say if i was to search
  • 00:18:37
    shoes right you'd want if you're selling
  • 00:18:41
    shoes you'd want
  • 00:18:42
    your website to be at the top of the
  • 00:18:44
    list now you could advertise to make
  • 00:18:46
    sure that you can immediately appear
  • 00:18:48
    for the keywords that are relevant to
  • 00:18:50
    your business but
  • 00:18:52
    you can kind of also invest in good
  • 00:18:53
    content in good website structure
  • 00:18:56
    and in good kind of pr to kind of
  • 00:18:59
    increase the likelihood that you would
  • 00:19:00
    appear
  • 00:19:01
    organically at the top of a search
  • 00:19:03
    results page
  • 00:19:04
    for the keywords that are relevant to
  • 00:19:06
    you so if someone was looking
  • 00:19:07
    let's say for shoes let me just search
  • 00:19:10
    for shoes here
  • 00:19:15
    as you can see i'm based in jakarta so
  • 00:19:17
    you know google it's very specific to me
  • 00:19:19
    in jakarta but let's say i look it here
  • 00:19:21
    and it's this website called mintra
  • 00:19:25
    and i click on it or there you go like i
  • 00:19:27
    don't know why mintra is number one and
  • 00:19:29
    shoes.com is number two but myntra is
  • 00:19:31
    doing a really good job optimizing their
  • 00:19:33
    website
  • 00:19:34
    where even the name shoes and the
  • 00:19:36
    keyword shoes it's still number two
  • 00:19:38
    but let's give shoes.com of the benefit
  • 00:19:40
    of the doubt so i click on that
  • 00:19:41
    right okay that's probably why
  • 00:19:45
    it's down okay so let's say if i click
  • 00:19:47
    on ventra
  • 00:19:49
    and then i buy something here then that
  • 00:19:51
    becomes an acquisition
  • 00:19:53
    right so if i go back to the slides
  • 00:19:58
    as you can see here you have search
  • 00:20:00
    engine optimization and you have
  • 00:20:01
    paid search now for the most part
  • 00:20:04
    because google is so big
  • 00:20:06
    when we talk about seo or search engine
  • 00:20:08
    optimization
  • 00:20:09
    and we talk about paid search even
  • 00:20:12
    display advertising which i'll talk
  • 00:20:14
    about in a minute
  • 00:20:14
    we're talking about google ads because
  • 00:20:17
    they they they're so big they control so
  • 00:20:19
    many of the
  • 00:20:20
    you know kind of uh advertising space
  • 00:20:23
    when it comes to search engine and also
  • 00:20:25
    display advertising so for the most part
  • 00:20:27
    if you're going to learn digital
  • 00:20:28
    marketing
  • 00:20:30
    um and we'll talk about this a little
  • 00:20:31
    bit later it's best to focus
  • 00:20:34
    on the um you know services or the
  • 00:20:37
    platforms that are the biggest that have
  • 00:20:38
    the biggest audience and google just has
  • 00:20:40
    a really really big audience
  • 00:20:42
    and therefore focusing your search
  • 00:20:44
    engine optimization
  • 00:20:45
    uh you know strategy and tactics on
  • 00:20:47
    google is probably going to pay off
  • 00:20:49
    rather than focusing on
  • 00:20:51
    you know both google bing and yahoo at
  • 00:20:54
    the same time
  • 00:20:55
    there's some shared kind of you know
  • 00:20:57
    optimization taxes but there are
  • 00:20:59
    specific things that you do for bing and
  • 00:21:01
    yahoo so it's best to just
  • 00:21:02
    focus on one that's the biggest which is
  • 00:21:04
    in this case google right until that
  • 00:21:06
    changes
  • 00:21:07
    so you have search engine optimization
  • 00:21:08
    and you have paid search which which we
  • 00:21:10
    kind of showed you earlier uh how it
  • 00:21:13
    works so we looked at nike
  • 00:21:15
    then there's an ad there's also the
  • 00:21:17
    organic page
  • 00:21:18
    now when we talk about display
  • 00:21:20
    advertising
  • 00:21:21
    what we're talking about is you know
  • 00:21:24
    websites
  • 00:21:24
    that have ads on them so if i was let's
  • 00:21:27
    say
  • 00:21:28
    i don't know espn
  • 00:21:33
    and then i open it you can see here you
  • 00:21:35
    know there's ads
  • 00:21:40
    see this is an ad ads by google
  • 00:21:44
    right when i said before that a lot of
  • 00:21:46
    the ad spaces here are google this is
  • 00:21:48
    what i meant
  • 00:21:49
    even espn you know uh i'm based in
  • 00:21:52
    indonesia and this is espn
  • 00:21:54
    and then they have a google ad and you
  • 00:21:57
    know
  • 00:21:58
    samsung paid google to be able to show
  • 00:22:01
    their ads in a website such as this so
  • 00:22:03
    if you open
  • 00:22:03
    any kind of website news site blog
  • 00:22:06
    whatever the case may be
  • 00:22:08
    that uses adsense right you can google
  • 00:22:10
    that adsense where you can kind of
  • 00:22:12
    monetize your website with with google
  • 00:22:14
    ads uh
  • 00:22:15
    then you know there's a likelihood that
  • 00:22:16
    your ads might appear here
  • 00:22:18
    appear here so that's what i what we
  • 00:22:20
    mean by display advertising
  • 00:22:22
    right uh i'm not gonna spend too much
  • 00:22:24
    time on it but but
  • 00:22:26
    uh essentially that's an example of of
  • 00:22:29
    what you call display advertising
  • 00:22:30
    we also have retargeted ads and the way
  • 00:22:32
    i would uh
  • 00:22:33
    explain this is have you ever opened an
  • 00:22:36
    e-commerce website looked at a shoe or a
  • 00:22:38
    dress or a pair of pants
  • 00:22:40
    or whatever the case may be and then you
  • 00:22:42
    visit other websites
  • 00:22:43
    and you see that product following you
  • 00:22:46
    everywhere
  • 00:22:47
    through display advertising that's
  • 00:22:49
    retargeted ads
  • 00:22:50
    so you know through the cookies in your
  • 00:22:52
    browser these websites
  • 00:22:54
    know that you've visited their site
  • 00:22:55
    whatever it is that you've done and then
  • 00:22:57
    they can show you ads that are relevant
  • 00:22:58
    meaning that if you know in most cases
  • 00:23:00
    it's about you seeing product a
  • 00:23:02
    and then you browsing somewhere else and
  • 00:23:04
    then product a would appear to remind
  • 00:23:06
    you hey
  • 00:23:07
    you know you should buy product a
  • 00:23:11
    and you know the conversion rates are
  • 00:23:13
    much better
  • 00:23:14
    than if it was just you know an ad that
  • 00:23:17
    appeared with a random product
  • 00:23:19
    but it's also more expensive to run
  • 00:23:22
    the next one is paid and organic social
  • 00:23:24
    media so
  • 00:23:25
    uh in this case it's uh you know if you
  • 00:23:29
    open your social media whether it's
  • 00:23:31
    instagram facebook
  • 00:23:32
    uh even linkedin youtube um youtube
  • 00:23:36
    falls into google ads but it's still
  • 00:23:38
    part of social media right but in this
  • 00:23:40
    case you know you could kind of
  • 00:23:41
    argue that it would be in display
  • 00:23:42
    advertising but uh when we talk about
  • 00:23:45
    social media we're talking primarily
  • 00:23:47
    about facebook and facebook owns
  • 00:23:49
    instagram
  • 00:23:50
    there's also messenger um oh by the way
  • 00:23:54
    when we talk about display advertising
  • 00:23:56
    it also includes like ads that you see
  • 00:23:57
    in gmail for instance
  • 00:23:59
    but going back to social media you're
  • 00:24:01
    opening facebook you're opening
  • 00:24:02
    instagram
  • 00:24:03
    you scroll through your timeline and
  • 00:24:04
    then you see an ad right
  • 00:24:06
    that's when when a company pays to
  • 00:24:08
    appear on your timeline
  • 00:24:10
    when we talk about organic social media
  • 00:24:12
    is when
  • 00:24:13
    you know you produce content on social
  • 00:24:14
    media that engages people
  • 00:24:16
    and people follow you and then you build
  • 00:24:19
    your audience organically
  • 00:24:21
    right so that's paid in organic social
  • 00:24:23
    media finally website landing pages
  • 00:24:26
    so uh if you were to kind of search for
  • 00:24:30
    i don't know uh nike
  • 00:24:35
    kobe shoes i'll just make that up okay
  • 00:24:39
    so you have nike but then if you look
  • 00:24:41
    here you have stockx
  • 00:24:43
    you have sneakers.com see that the the
  • 00:24:47
    the url there is a little bit more
  • 00:24:48
    specific than just sneakers.com
  • 00:24:51
    so this is a landing page where it
  • 00:24:53
    basically talks about the nike kobe
  • 00:24:56
    or whatever the case may be so these are
  • 00:24:58
    landing pages they're not the home page
  • 00:25:00
    so if i click sneaker news
  • 00:25:02
    or this website sneaker news this is
  • 00:25:04
    their home page but when i search for
  • 00:25:06
    for kobe's right it brings me to this
  • 00:25:09
    landing page
  • 00:25:11
    right so not just your website but also
  • 00:25:13
    your landing pages
  • 00:25:15
    are opportunities for you to optimize
  • 00:25:18
    you know
  • 00:25:19
    sales and converting visitors into
  • 00:25:21
    customers okay so that's about
  • 00:25:23
    acquisition now we move on to retention
  • 00:25:25
    so what if what happens
  • 00:25:27
    after someone buys a product from you
  • 00:25:30
    after someone signs up to your
  • 00:25:32
    newsletter installs your app
  • 00:25:34
    creates an account that's when we focus
  • 00:25:36
    more on retaining the customer right
  • 00:25:38
    and there are you know it's a it's a
  • 00:25:40
    huge part of online marketing
  • 00:25:42
    and primarily falls under customer
  • 00:25:44
    relationship management
  • 00:25:46
    or crm for short now within crm
  • 00:25:49
    you have to not only understand the life
  • 00:25:51
    cycle
  • 00:25:52
    uh you know the customer's life cycle
  • 00:25:54
    what they go through
  • 00:25:56
    what they're interested in what phase
  • 00:25:58
    are they in you know are they a new
  • 00:26:00
    customer
  • 00:26:00
    are they a paying customer are they
  • 00:26:02
    loyal customers are they churning
  • 00:26:05
    whatever the case may be but you can use
  • 00:26:07
    tools such as email push notification
  • 00:26:09
    even retargeted ads
  • 00:26:11
    and also kind of you know messages or or
  • 00:26:14
    specific pages on your website right
  • 00:26:17
    i'll give you an example of the last one
  • 00:26:19
    i mean email is pretty straightforward
  • 00:26:21
    you sign up to a newsletter
  • 00:26:22
    you get an email you buy something you
  • 00:26:24
    get an email
  • 00:26:26
    maybe in the future you'll get an email
  • 00:26:27
    that tells you you know
  • 00:26:29
    uh here's a sale or or here's some new
  • 00:26:32
    products that you might be interested in
  • 00:26:33
    whatever the case may be push
  • 00:26:35
    notifications you know
  • 00:26:36
    look at what's whatsapp look at maybe
  • 00:26:38
    your shopping apps they have push
  • 00:26:39
    notifications to remind you of again
  • 00:26:42
    deals or telling you to do something or
  • 00:26:44
    prompting you to go into the app and do
  • 00:26:46
    something
  • 00:26:46
    so someone sends you a whatsapp message
  • 00:26:48
    push notification appears
  • 00:26:50
    you open it right and then you read the
  • 00:26:52
    message
  • 00:26:53
    we targeted ads we talked about that
  • 00:26:55
    before the final one
  • 00:26:57
    is you know on-site web and app right
  • 00:27:00
    and what it means is that let's say you
  • 00:27:02
    open a website
  • 00:27:04
    uh i'll give this an example
  • 00:27:05
    zalora.codeid
  • 00:27:07
    right if you're completely new to the
  • 00:27:09
    website or zalora.com and you're
  • 00:27:11
    completely new to the website they don't
  • 00:27:13
    know who you are
  • 00:27:14
    they have no information about you then
  • 00:27:16
    they're going to show you a general
  • 00:27:18
    website
  • 00:27:18
    right just whatever is the most
  • 00:27:20
    converting for any type of people
  • 00:27:23
    right if they don't know if you're a guy
  • 00:27:24
    or a girl then they'll show you both
  • 00:27:26
    or they'll even ask you are you a guy or
  • 00:27:28
    a girl for instance so
  • 00:27:30
    let's test that out right let me open
  • 00:27:32
    zalora
  • 00:27:35
    i think i visited zelora so they might
  • 00:27:37
    already know who i am oh no
  • 00:27:38
    they don't so i'm completely new here so
  • 00:27:40
    they they don't know who i am
  • 00:27:42
    so i could shop as a woman as a guy
  • 00:27:45
    as a kid but let's say i've i've logged
  • 00:27:49
    in right
  • 00:27:50
    let's say i've logged in and then they
  • 00:27:52
    already know who i am
  • 00:27:54
    and they know that i'm a guy so they
  • 00:27:57
    might not show me this page
  • 00:27:58
    they might show me this page right
  • 00:28:02
    very simple but what if they already
  • 00:28:04
    know what i've bought in the past
  • 00:28:06
    they already know that i love shoes that
  • 00:28:08
    i love basketball shoes
  • 00:28:10
    then maybe the home page that they show
  • 00:28:12
    to me is not this
  • 00:28:14
    right but is maybe you know
  • 00:28:17
    i would say shoes maybe they would show
  • 00:28:20
    me
  • 00:28:22
    maybe they would show me this page right
  • 00:28:26
    with with the sales with with all the
  • 00:28:27
    different types of shoes
  • 00:28:29
    i don't know whatever the case may be so
  • 00:28:30
    this is on-site
  • 00:28:32
    this is what we call on-site and web our
  • 00:28:34
    app management so it's about optimizing
  • 00:28:36
    your web pages
  • 00:28:37
    uh based on your audience based on what
  • 00:28:39
    they're looking for and trying to
  • 00:28:41
    increase the likelihood that they will
  • 00:28:42
    buy from you again
  • 00:28:44
    okay so this is one way to distinct
  • 00:28:46
    between online marketing channels
  • 00:28:48
    is it acquisition is it for acquisition
  • 00:28:51
    or acquiring new customers or is it
  • 00:28:52
    about retention
  • 00:28:54
    retaining your existing customers okay
  • 00:28:58
    so let's move on to the next way to
  • 00:29:01
    distinct it
  • 00:29:01
    which is what we all know organic versus
  • 00:29:04
    paid or
  • 00:29:05
    free versus paid right and when we say
  • 00:29:09
    free or organic it means the channels
  • 00:29:12
    that don't require you to pay
  • 00:29:15
    every time someone clicks on a link to
  • 00:29:18
    open your website
  • 00:29:20
    okay and when we say paid it's
  • 00:29:23
    pay per click typically where someone
  • 00:29:26
    sees your ad
  • 00:29:27
    where someone you know like you search
  • 00:29:30
    for nike and then nike the ad
  • 00:29:33
    kind of link you click it and nike has
  • 00:29:36
    to pay
  • 00:29:37
    every time someone clicks that link and
  • 00:29:39
    opens your website that's really it
  • 00:29:41
    that's the difference between paid and
  • 00:29:43
    organic whereas organic
  • 00:29:45
    actually let me just so that's super
  • 00:29:47
    clear let me just open nike again
  • 00:29:51
    as a search result if i click this
  • 00:29:54
    right nike has to pay google for that
  • 00:29:57
    click
  • 00:29:58
    whereas if i click this it's free for
  • 00:30:01
    nike
  • 00:30:02
    right and that's the difference between
  • 00:30:03
    paid and organic really
  • 00:30:05
    now you could kind of apply that to
  • 00:30:07
    social media you could apply that to any
  • 00:30:08
    type of ad or content whatever the case
  • 00:30:10
    may be right
  • 00:30:12
    so what are the channels that are
  • 00:30:13
    organic again if you were to create
  • 00:30:15
    content on your website if you were to
  • 00:30:17
    try to get your content published
  • 00:30:19
    elsewhere
  • 00:30:19
    you know collaborations with influencers
  • 00:30:22
    or
  • 00:30:22
    you know a news website kind of
  • 00:30:24
    publishes an article about you
  • 00:30:27
    that's content marketing which includes
  • 00:30:28
    also pr right or digital pr
  • 00:30:31
    the next is search engine optimization
  • 00:30:33
    like the ones that are not ads
  • 00:30:36
    trying to get your content up there
  • 00:30:37
    organically and then the next one is if
  • 00:30:39
    you start building
  • 00:30:40
    you know your social media account with
  • 00:30:43
    posts with content
  • 00:30:44
    and people start engaging that's also
  • 00:30:47
    organic
  • 00:30:47
    then you have email marketing for the
  • 00:30:49
    most part is organic
  • 00:30:50
    and then you have also push
  • 00:30:52
    notifications and also on-site right
  • 00:30:54
    everything that we talked about before
  • 00:30:56
    when we talk about paid we're talking
  • 00:30:58
    about
  • 00:30:58
    search engine marketing or paid search
  • 00:31:00
    or sem
  • 00:31:02
    right so if you've ever hear the term
  • 00:31:04
    sem it means search engine marketing it
  • 00:31:06
    means paying google
  • 00:31:08
    to have your you know website shown at
  • 00:31:11
    the top of a google search results page
  • 00:31:13
    with the label ads you also have display
  • 00:31:16
    ads that we talked about before
  • 00:31:18
    that i opened on espn you saw the ad you
  • 00:31:21
    can click on it
  • 00:31:22
    that's also a way that you can drive
  • 00:31:23
    traffic to your website you have social
  • 00:31:26
    media ads if you were to open facebook
  • 00:31:28
    you know twitter
  • 00:31:31
    linkedin even uh instagram uh you can
  • 00:31:34
    even
  • 00:31:35
    i think advertise on um
  • 00:31:38
    tick tock right all of these social
  • 00:31:40
    media ads are also paid
  • 00:31:42
    advertising ppc another is retargeting
  • 00:31:45
    ads
  • 00:31:46
    so it's seeing you know the product
  • 00:31:48
    following you everywhere across the
  • 00:31:49
    internet
  • 00:31:50
    through display etc that's also
  • 00:31:52
    retargeting
  • 00:31:53
    that's also paid this is pretty
  • 00:31:54
    straightforward right so you either pay
  • 00:31:56
    for every click
  • 00:31:57
    or it's free and essentially that's what
  • 00:32:00
    it is there's pros and cons to each of
  • 00:32:02
    these
  • 00:32:02
    and then they're used in different ways
  • 00:32:04
    and we're going to talk about that in
  • 00:32:05
    the second lecture
  • 00:32:07
    about the differences and and when would
  • 00:32:09
    you use organic when would you use paid
  • 00:32:12
    and then more specifically when would
  • 00:32:13
    you use search engine when would you use
  • 00:32:15
    the
  • 00:32:15
    display social media um you know um
  • 00:32:19
    content marketing email marketing all of
  • 00:32:21
    these things so we'll talk about that in
  • 00:32:22
    the second lecture
  • 00:32:23
    but for now just understand the
  • 00:32:25
    difference and it's quite simple
  • 00:32:27
    all right so next when you do have a
  • 00:32:29
    campaign
  • 00:32:30
    right when you are looking to create a
  • 00:32:33
    marketing campaign
  • 00:32:35
    how do you choose the right channels and
  • 00:32:37
    how do you prioritize
  • 00:32:39
    the right channels for that campaign now
  • 00:32:42
    the factors to consider
  • 00:32:43
    number one is scalability we talked a
  • 00:32:46
    little bit about this
  • 00:32:47
    what scalability essentially means is
  • 00:32:50
    that
  • 00:32:51
    if you had um
  • 00:32:56
    an unlimited budget and you were to
  • 00:32:58
    reach as many people as possible
  • 00:33:00
    right you first start with the channel
  • 00:33:03
    that has the most audience
  • 00:33:05
    and why is that the case right and by
  • 00:33:07
    the way the answer is mostly google and
  • 00:33:09
    facebook because they own pretty much
  • 00:33:11
    almost all of the real estate with
  • 00:33:12
    regards to attention
  • 00:33:14
    ads etc but why why do you choose
  • 00:33:17
    the biggest audience network first
  • 00:33:20
    because
  • 00:33:20
    every platform is different right like
  • 00:33:23
    for instance the difference between
  • 00:33:24
    google
  • 00:33:25
    and uh i would say bing or yahoo
  • 00:33:28
    there's differences there and then once
  • 00:33:31
    you get good at google
  • 00:33:32
    what you do there that might not
  • 00:33:34
    translate into other channels
  • 00:33:36
    right and so if you're going to spend
  • 00:33:38
    time to learn
  • 00:33:39
    a channel to specialize to get better to
  • 00:33:42
    optimize
  • 00:33:43
    spend time in areas that is more
  • 00:33:45
    scalable
  • 00:33:47
    right because once you're already good
  • 00:33:48
    at it you just need to scale it
  • 00:33:50
    whereas if you're in multiple places or
  • 00:33:53
    if you start in
  • 00:33:53
    a in a channel or in a platform that's
  • 00:33:56
    small
  • 00:33:57
    then it's not going to scale as well and
  • 00:34:00
    then you're going to have to
  • 00:34:01
    as you grow you're going to have to
  • 00:34:03
    quickly look at other channels
  • 00:34:04
    pretty soon so scalability is a is a
  • 00:34:07
    very important factor
  • 00:34:09
    and in most cases this is quite easy in
  • 00:34:11
    most cases it's about choosing google
  • 00:34:13
    and facebook
  • 00:34:14
    right the second one is targeting and
  • 00:34:17
    when we talk about targeting
  • 00:34:18
    there's two types two main types that we
  • 00:34:21
    should look at
  • 00:34:22
    number one is behavior or intent
  • 00:34:25
    based right people have an intention
  • 00:34:27
    people are doing something and then we
  • 00:34:30
    show our content or we show our ads
  • 00:34:31
    because of that triggered by that
  • 00:34:33
    behavior
  • 00:34:34
    right the second one is demographic
  • 00:34:36
    which is really targeting people based
  • 00:34:38
    on their identity you know what they're
  • 00:34:40
    interested in and
  • 00:34:41
    uh you know kind of pushing messages to
  • 00:34:45
    people that
  • 00:34:46
    in most like it most likely didn't
  • 00:34:48
    expect to receive your message whereas
  • 00:34:50
    pull marketing is you're cert they're
  • 00:34:51
    searching for something and you're
  • 00:34:53
    answering that call
  • 00:34:54
    whereas in in in demographic and push
  • 00:34:56
    marketing what you're doing is you're
  • 00:34:58
    you're making yourself appear
  • 00:35:00
    in people's timelines in people's faces
  • 00:35:02
    without them actually expecting it
  • 00:35:04
    okay so there's benefits and and you
  • 00:35:06
    know uh cons to there's pros and cons to
  • 00:35:09
    both of these
  • 00:35:10
    and first of all when we talk about
  • 00:35:11
    behavior targeting
  • 00:35:13
    i think you guys you know would probably
  • 00:35:16
    guess
  • 00:35:16
    straight away that we're talking about
  • 00:35:18
    google in most cases right
  • 00:35:20
    someone's buying an iphone 12 online and
  • 00:35:23
    then you see content for it right
  • 00:35:26
    so this is based on intent right so
  • 00:35:29
    we're we're
  • 00:35:30
    if you were to advertise on google
  • 00:35:32
    you're waiting for people to search for
  • 00:35:34
    keywords that are relevant to your
  • 00:35:35
    website they're relevant to your
  • 00:35:37
    business
  • 00:35:38
    and that's why we're that's how you
  • 00:35:40
    target behavior
  • 00:35:41
    right so this is pretty straightforward
  • 00:35:43
    i mean if you're selling iphone 12s
  • 00:35:45
    then you'd like to appear on the page
  • 00:35:48
    on on the search results page when
  • 00:35:51
    people are searching for
  • 00:35:53
    that particular product right either
  • 00:35:55
    organically or paid
  • 00:35:56
    whatever makes sense for you now when we
  • 00:35:59
    talk about demographic
  • 00:36:01
    it's usually much bigger because
  • 00:36:03
    sometimes
  • 00:36:04
    you know if people aren't searching for
  • 00:36:06
    your product right or searching for your
  • 00:36:08
    type of business
  • 00:36:09
    then you might or you know let's say
  • 00:36:11
    your your product is really
  • 00:36:13
    completely new and people don't know
  • 00:36:15
    about it then what you'd like to do is
  • 00:36:17
    kind of
  • 00:36:17
    push it into their face right like if i
  • 00:36:19
    was to log into facebook here as an
  • 00:36:21
    example
  • 00:36:22
    you know i see an ad for magento i see
  • 00:36:25
    an ad for
  • 00:36:26
    uh belimobil and what that means
  • 00:36:29
    you know for those of you that don't
  • 00:36:30
    know indonesian it's buy my car
  • 00:36:32
    and it's really funny when i took this
  • 00:36:34
    screenshot it was like maybe a week
  • 00:36:36
    after i
  • 00:36:37
    kind of searched google for
  • 00:36:40
    kind of how to sell my car online
  • 00:36:43
    basically so
  • 00:36:44
    this ad appears kind of creepy but
  • 00:36:47
    it happens and this is where you know
  • 00:36:50
    this particular one the buying the car
  • 00:36:52
    one appeared because it knew
  • 00:36:55
    that i was searching in another platform
  • 00:36:58
    right through my cookies or whatever the
  • 00:37:00
    case may be
  • 00:37:01
    or maybe i've opened belimobilugue i
  • 00:37:03
    can't remember and then they remember me
  • 00:37:05
    and then they make sure that on facebook
  • 00:37:07
    that they appear
  • 00:37:08
    however the magento one i'm not looking
  • 00:37:10
    for you know an e-commerce platform
  • 00:37:13
    uh but they might know that i work in
  • 00:37:16
    tech
  • 00:37:16
    they might know that you know my
  • 00:37:18
    relationships here see i have a friend
  • 00:37:20
    who also kind of likes magento i'm not
  • 00:37:23
    looking for
  • 00:37:24
    this but it appears anyway so you know
  • 00:37:27
    if you want to reach people
  • 00:37:28
    you know sometimes people aren't
  • 00:37:30
    actively looking for something but you
  • 00:37:31
    can still trigger them to kind of
  • 00:37:33
    know about you for awareness or make
  • 00:37:36
    them want to buy something because you
  • 00:37:38
    have like a really good deal or whatever
  • 00:37:39
    the case may be
  • 00:37:40
    whereas in search engine or behavior
  • 00:37:42
    targeting you're waiting for someone to
  • 00:37:44
    take action before you can appear
  • 00:37:45
    in this case you're trying to get into
  • 00:37:47
    the faces
  • 00:37:48
    of as many people as possible so that's
  • 00:37:51
    generally what you know behavior and
  • 00:37:53
    demographic targeting
  • 00:37:54
    is the last one is customer acquisition
  • 00:37:57
    cost and
  • 00:37:58
    is basically the amount of money you
  • 00:37:59
    spend to acquire a customer and in most
  • 00:38:01
    cases
  • 00:38:02
    you'd want to kind of keep it low uh
  • 00:38:05
    because you want to
  • 00:38:07
    as close to free as possible right you
  • 00:38:09
    don't want to spend too much to acquire
  • 00:38:10
    one single customer
  • 00:38:12
    and what is an acceptable customer
  • 00:38:14
    acquisition cost depends on the type of
  • 00:38:17
    product you're selling
  • 00:38:18
    if you're selling you know really
  • 00:38:19
    expensive products
  • 00:38:21
    then you could you know you can even
  • 00:38:22
    give vouchers like if we were to open
  • 00:38:25
    zelora i i don't know if you guys
  • 00:38:27
    remembered
  • 00:38:28
    but they offered us you know like a
  • 00:38:32
    well they might not offer to me anymore
  • 00:38:36
    but see now i open zalora it opens the
  • 00:38:39
    guy one
  • 00:38:40
    it doesn't go back to that original page
  • 00:38:42
    but anyway so here
  • 00:38:43
    like for instance they say download and
  • 00:38:46
    get
  • 00:38:47
    a 22 percent discount and 15 cashback if
  • 00:38:51
    i
  • 00:38:51
    download and install their app okay
  • 00:38:54
    so think about that for a second they're
  • 00:38:56
    willing to give me a huge discount
  • 00:38:58
    they're willing to give me cash back if
  • 00:39:00
    i download and install their app
  • 00:39:02
    right what they've probably figured out
  • 00:39:05
    is that if someone
  • 00:39:06
    downloads these allura app
  • 00:39:10
    they tend to make more purchases than
  • 00:39:12
    someone that doesn't or
  • 00:39:13
    uses the website and because of that
  • 00:39:16
    knowledge they're
  • 00:39:17
    able to spend more increase their
  • 00:39:19
    customer acquisition costs with
  • 00:39:20
    discounts or whatever the case may be
  • 00:39:23
    to move them there because they know
  • 00:39:24
    it's much more profitable for them
  • 00:39:26
    right so they might not offer that 22
  • 00:39:30
    discount or 15 cashback
  • 00:39:33
    if you're not installing the app if
  • 00:39:35
    you're using the website it doesn't make
  • 00:39:36
    sense for them
  • 00:39:37
    right but if you are going to use the
  • 00:39:39
    app it makes sense
  • 00:39:41
    for them to kind of offer it because
  • 00:39:42
    they know based on their previous data
  • 00:39:45
    their historical data that you know most
  • 00:39:47
    customers on the app spend a lot more
  • 00:39:49
    so your customer acquisition cost
  • 00:39:51
    depends right depends on the products
  • 00:39:53
    you sell
  • 00:39:54
    you know the the price points uh and
  • 00:39:56
    whatever strategy that you have and
  • 00:39:58
    whatever your historical data says
  • 00:40:00
    basically you want to keep your customer
  • 00:40:02
    acquisition cost lower than
  • 00:40:04
    you know what you're making from them
  • 00:40:06
    basically like profitability
  • 00:40:08
    right and as we said before being you
  • 00:40:10
    know an acquired customer here is
  • 00:40:12
    interpreted as signing up the newsletter
  • 00:40:14
    uh creating an account for a free trial
  • 00:40:16
    installing an app or
  • 00:40:18
    you know generally buying a product so
  • 00:40:20
    if we look at
  • 00:40:22
    customer acquisition cost um you know
  • 00:40:24
    we're
  • 00:40:25
    you have to kind of understand and be
  • 00:40:27
    able to calculate this
  • 00:40:29
    in much more detail and in most cases it
  • 00:40:32
    gets
  • 00:40:32
    more complicated than this but as this
  • 00:40:35
    because this is an introduction i want
  • 00:40:36
    to give you kind of like
  • 00:40:38
    a like a general sense
  • 00:40:41
    of what calculating a customer
  • 00:40:43
    acquisition cost is like so let's say
  • 00:40:45
    as an example and remember guys this is
  • 00:40:46
    super super simple
  • 00:40:48
    it's almost too simple but it kind of
  • 00:40:51
    gives you an idea right
  • 00:40:52
    so your company employs one digital
  • 00:40:54
    marketer and the monthly salary is a
  • 00:40:56
    thousand singapore dollars
  • 00:40:58
    and your company invests two thousand
  • 00:41:00
    dollars in facebook
  • 00:41:02
    ads every month right so that's the ad
  • 00:41:04
    spend and the result of of those ads
  • 00:41:06
    you're acquiring a hundred customers
  • 00:41:09
    so how would you calculate your customer
  • 00:41:11
    acquisition costs
  • 00:41:13
    right you would add both
  • 00:41:16
    you would sum up the expense of paying
  • 00:41:19
    your digital marketer
  • 00:41:20
    with the expense for the ads like the ad
  • 00:41:22
    spend
  • 00:41:23
    right so that's three thousand dollars
  • 00:41:25
    and that generated you 100 sales and
  • 00:41:27
    therefore your customer acquisition cost
  • 00:41:29
    is 30 singapore dollars
  • 00:41:31
    so that's a simple way of calculating it
  • 00:41:33
    right now
  • 00:41:35
    does it make sense for you to spend 30
  • 00:41:36
    singapore dollars to acquire one
  • 00:41:38
    customer
  • 00:41:39
    only you know that based on what you're
  • 00:41:41
    selling based on historical data and
  • 00:41:43
    based on what your strategy is
  • 00:41:45
    sometimes companies would wouldn't mind
  • 00:41:47
    losing money
  • 00:41:48
    in the beginning to grow their customer
  • 00:41:50
    base faster for instance
  • 00:41:52
    or you know like let's say credit card
  • 00:41:54
    companies they're willing to spend a lot
  • 00:41:56
    of money up front because they know that
  • 00:41:57
    they're going to have this person for
  • 00:41:59
    years
  • 00:42:00
    and based on their historical data after
  • 00:42:02
    a few years it'll pay itself
  • 00:42:03
    right so the first transaction doesn't
  • 00:42:05
    necessarily need to pay you back
  • 00:42:07
    the cost of acquiring the customer if
  • 00:42:10
    you know that that customer is going to
  • 00:42:11
    continue to become a customer in the
  • 00:42:13
    future
  • 00:42:14
    so customer acquisition cost is you know
  • 00:42:16
    quite important metric to track when
  • 00:42:18
    you're a digital marketer
  • 00:42:19
    uh and you know if you're going to be a
  • 00:42:22
    good digital marketer this is one of the
  • 00:42:24
    uh metrics that you need to kind of
  • 00:42:26
    understand well um
  • 00:42:28
    and and play around with and gives you
  • 00:42:30
    you know a lot of
  • 00:42:32
    insight into which channels you should
  • 00:42:35
    be spending
  • 00:42:35
    and to be able to understand cac you
  • 00:42:38
    need to understand
  • 00:42:39
    also like your industry what you're
  • 00:42:41
    selling your strategy
  • 00:42:43
    etc so as you could see you know it's
  • 00:42:45
    it's
  • 00:42:46
    generally the example here is very
  • 00:42:48
    simple but it can get really complicated
  • 00:42:50
    really fast
  • 00:42:51
    and it's something that you're going to
  • 00:42:52
    have to kind of constantly be aware of
  • 00:42:54
    train yourself in and and be able to
  • 00:42:56
    identify
  • 00:42:57
    and make good decisions based on your
  • 00:42:59
    customer acquisition cost so if we recap
  • 00:43:01
    here
  • 00:43:02
    you know when you're prioritizing
  • 00:43:04
    channels or you're selecting
  • 00:43:06
    channels for your online marketing
  • 00:43:08
    campaign the three factors are
  • 00:43:10
    scalability
  • 00:43:12
    right start or spend most of your time
  • 00:43:15
    in the most scalable channels number two
  • 00:43:18
    is understand how you're targeting how
  • 00:43:20
    best to target the customers
  • 00:43:22
    is it best to target them through
  • 00:43:24
    behavior or through demographic means
  • 00:43:27
    and then thirdly make sure that you
  • 00:43:29
    understand the implications with your
  • 00:43:31
    to your customer acquisition costs if
  • 00:43:34
    you're able to spend more
  • 00:43:35
    great if not then you're gonna have to
  • 00:43:37
    figure that out right so these are the
  • 00:43:39
    three determining
  • 00:43:40
    factors for you to kind of pick and
  • 00:43:42
    choose the right online marketing
  • 00:43:43
    channels for your campaign
  • 00:43:45
    and to prioritize them accordingly now
  • 00:43:48
    if you have any questions
  • 00:43:49
    uh that need to be answered if you have
  • 00:43:51
    anything that we talked about in this
  • 00:43:53
    lecture that was
  • 00:43:54
    unclear you can go to the slack channel
  • 00:43:57
    and ask away we'll make sure that
  • 00:43:59
    somebody answers your questions
  • 00:44:02
    and that's it for tonight and
  • 00:44:05
    for tomorrow it's going to be lecture 2
  • 00:44:08
    between 7 to 9 pm gmt
  • 00:44:11
    plus 7 and is available via youtube
  • 00:44:15
    stream
  • 00:44:16
    so thank you very much for the first
  • 00:44:18
    session hopefully that gives you an idea
  • 00:44:20
    about digital marketing
  • 00:44:22
    about marketing in general how things
  • 00:44:24
    fit differences between offline and off
  • 00:44:27
    online and offline and also kind of how
  • 00:44:29
    you distinct between online marketing
  • 00:44:31
    channels
  • 00:44:31
    and how you generally would approach
  • 00:44:34
    prioritizing one channel
  • 00:44:36
    over another hopefully this is the first
  • 00:44:38
    step for us to kind of get deeper
  • 00:44:40
    tomorrow
  • 00:44:40
    in terms of learning all of the
  • 00:44:42
    different marketing channels
  • 00:44:44
    and understanding when should i use
  • 00:44:46
    search engine marketing
  • 00:44:47
    when should i use facebook advertising
  • 00:44:50
    when should i use
  • 00:44:51
    you know social media organic email
  • 00:44:54
    whatever the case may be we'll talk
  • 00:44:56
    about that in more detail tomorrow till
  • 00:44:58
    then
  • 00:44:58
    have a good night
Tag
  • Digital Marketing
  • Online Marketing
  • Offline Marketing
  • Marketing Communications
  • Customer Acquisition
  • Retention Strategies
  • Content Marketing
  • Targeting
  • SEO
  • Social Media