Digital Marketing and Planning

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DIGITAL MARKETING
STRATEGY AND PLANNING
www.certera.co
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GOALS AND OBJECTIVE
HOW TO IDENTIFY YOUR CUSTOMERS
Knowing your target audience is essential for
crafting effective strategies and building
successful campaigns. This subtopic delves into
the art of customer identification, equipping
businesses with valuable insights to understand
their audience's preferences, behaviors, and
needs. From utilizing data analytics and market
research to employing customer surveys and social
media listening, this presentation highlights
various techniques to uncover vital information
about the target demographic.
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From utilizing data analytics and market research
to employing customer surveys and social media
listening, this presentation highlights various
techniques to uncover vital information about the
target demographic.
HOW TO IDENTIFY YOUR CUSTOMER
By learning how to segment and profile customers,
marketers can tailor personalized experiences,
enhance engagement, and foster lasting
relationships with their audience, ultimately
driving business growth and success in the
ever-evolving digital landscape.
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COMPETITOR RESEARCH
ANALYZE WHAT THE COMPETITORS ARE DOING
By conducting comprehensive competitor research,
businesses can identify opportunities, threats,
and areas for improvement. Discover how to
benchmark your performance against industry
rivals, adapt your marketing approach, and
differentiate your brand for a competitive edge.
Join us to delve into the world of competitor
analysis and unlock the potential to outperform
rivals in the digital landscape.
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TYPES OF DIGITAL MARKETING

1. Social Media Marketing
2. Search Engine Optimization (SEO)
3. Content Marketing
4. Email Marketing
5. Pay-Per-Click (PPC) Advertising
6. Influencer Marketing
7. Affiliate Marketing
8. Video Marketing
9. Mobile Marketing

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SOCIAL MEDIA MARKETING
Social Media Marketing (SMM) leverages various
social media platforms to promote brands and
engage with audiences. Through content creation,
community management, and advertising, SMM
fosters meaningful connections, builds brand
loyalty, and drives website traffic. By
harnessing the vast reach and targeting
capabilities of social media, businesses can
amplify their message, foster brand advocacy, and
achieve business objectives, making it a vital
component of modern digital marketing strategies.
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SEARCH ENGINE MARKETING
Search Engine Marketing (SEM) combines PPC
advertising and SEO to maximize online
visibility. By bidding on relevant keywords,
businesses display targeted ads in search
results, while SEO optimizes content for organic
rankings. This dynamic strategy attracts quality
traffic, boosts brand exposure, and increases
conversions, helping businesses thrive in the
competitive digital landscape.
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CONTENT MARKETING
Content Marketing involves creating and
distributing valuable, relevant, and consistent
content to attract and engage target audiences.
This strategic approach drives brand awareness,
boosts website traffic, and ultimately leads to
increased conversions. Through a well-executed
content marketing strategy, businesses can
position themselves as industry leaders and
create a loyal customer base in the competitive
digital landscape.
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EMAIL MARKETING
Email Marketing is a direct digital marketing
strategy that involves sending targeted messages
to a group of individuals via email. By
delivering personalized and relevant content,
businesses can nurture leads, drive customer
engagement, and foster brand loyalty. With
automation tools, email marketing campaigns can
be optimized for timing and segmentation,
ensuring higher open and click-through rates. It
remains a cost-effective and powerful channel for
businesses to stay connected with their audience
and drive conversions.
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Pay-Per-Click (PPC) Advertising
PPC Marketing, short for Pay-Per-Click Marketing,
is a digital advertising model where businesses
pay a fee each time their ad is clicked by a
user. This strategy allows brands to bid on
relevant keywords, displaying their ads
prominently on search engine results pages and
other online platforms. By targeting specific
keywords and demographics, PPC marketing ensures
advertisers reach their intended audience,
driving targeted traffic and generating potential
leads.
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Influencer Marketing
Influencer Marketing is a form of collaboration
between brands and individuals with a substantial
following on social media platforms. By
leveraging the influencers' credibility and
reach, brands can promote products or services to
their target audience in an authentic and
engaging way. Influencers create content that
resonates with their followers, leading to
increased brand awareness, credibility, and
customer trust. This strategy is particularly
effective for connecting with niche audiences and
driving customer engagement, making it a valuable
component of modern digital marketing campaigns.
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Affiliate Marketing
Affiliate Marketing is a performance-based
digital marketing strategy where businesses
collaborate with affiliates or publishers to
promote their products or services. Affiliates
earn a commission for each sale, click, or lead
generated through their unique referral links or
tracking codes. This cost-effective approach
allows businesses to tap into a vast network of
affiliates, expanding their reach and driving
sales without upfront marketing costs. Affiliate
marketing is an effective way to leverage the
influence and reach of partners to boost brand
visibility, attract new customers, and achieve
mutually beneficial growth.
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Video Marketing
Video Marketing is a dynamic digital marketing
strategy that uses video content to engage and
connect with audiences. With the popularity of
video platforms and social media, businesses
leverage video marketing for storytelling,
product demonstrations, customer testimonials,
and more. Videos evoke emotions, capture
attention, and convey complex messages
effectively, leading to higher engagement and
increased brand recall. By incorporating video
marketing into their campaigns, businesses can
create compelling visual narratives, foster
deeper connections with their audience, and
achieve higher conversion rates in the
competitive digital landscape.
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MOBILE MARKETING
Mobile Marketing refers to promotional activities
targeted at users on mobile devices. With the
increasing use of smartphones and tablets,
businesses leverage mobile marketing strategies
such as SMS marketing, in-app advertising, mobile
apps, and mobile-optimized websites to connect
with their audience. Through personalized and
location-based messaging, businesses can deliver
relevant content, offers, and promotions,
enhancing customer engagement and driving
conversions.
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MEASURE RESULTS IN MARKETING
Learn how to analyze data, evaluate campaign
performance, and measure ROI through various
tools and analytics platforms. Explore essential
metrics like conversion rates, click-through
rates, customer acquisition cost, and engagement
levels. By understanding the significance of
data-driven decision-making, businesses can
optimize marketing efforts, allocate resources
effectively, and drive continuous improvement for
greater success in the ever-evolving digital
marketing landscape.