Information on market => important in Marketing

Course 2 :

Marketing: creating, communicating, exchanging offerings

that have value for stakeholders to reach sales.
(Customers, partners, society)

Digital marketing: improving marketing effectiveness with

digital and social changes.

Brand: identify the firm’s products

YouTube = big change due to the

possibility of making specialized
content by yourself (semantic web).

Better, easier and more convenient

marketing tool for brands to target a
certain audience.
Macro-Environnement of Marketing :

Micro-Environnement of Marketing :
EMAIL Marketing:
Sending emails to pertinent audience

WEBSITE Marketing:
Website presence of your brand

=> be searchable

mobile / desktop version

Search engine optimization:
Betting on key words

SOCIAL MEDIA Marketing :

Connection with the consumers through a

community and a social media
MOBILE Marketing :

Developing a mobile marketing strategy

with
mobile app
in-app advertising
Digital marketing value :
Value is central

For customers: source info about products

For organizations: promote brand
For society: broader customer choice,
economic benefits, facilitated social interaction

Digital BRAND, TRUST, REPUTATION

= enhance brand image

Digital Trust: confidence of a digital

consumer

Digital reputation : how its perceived in

a online context

Influencers:
 Digital STP :

Segmentation : dividing digital target into

smaller groups
Targeting : single or several groups that an
organization wants to reach
Positioning :

Additional concepts:
The marketing mix:
4P

Product
Price
Place
Promotion

7A

Add : value for Customers, Organization,

society
Analyse : monitor, measure
Abide : abide customers preferences, follow
the laws, implement ethical considerations
Associate : make meaningful connections,
earn brand affiliation, gain loyalty
Adapt : adjust to environment, be flexible
Advance : anticipate consumers action
Allure : attract consumers, fascinate
Course 3 :
 Price strategy :

-Subscription Based
-Bundle pricing strategy (phone firms with cheaper
when accumulated products)
-Freemium = pay for added services but free at he
beginning

Reshare, don’t age over time

 Marketing adding value to the transaction for the product

Increase consumer interest

Converting visit in purchase (button shop now)

Understand competitive landscape:

Competitor analysis
Digital Marketing Implementation / Control plan :

Strategic plan with:

-contingency plan (back up plan)
-Budget (money and human)
-Costs (campaigns and other activities)
Course 4:
Digital Consumer behaviors and influences
Digital consumer behavior: Procedures of a costumer in a online
context (searching, selecting, buying)

Digital convenience: ability to search, compare information on

products online.
Skyscanner

Digital monitoring: involves marketers using several techniques to

track and review consumer data/activity online
 Asche Experiment

Third Party justice - we do care others’ treatments

How can we enhance the shareability of our stories?

Talk and share stories by this method

STEPPS:
Social Currency - willingness to look good
according to social setting
Triggers - more likely to talk bout it
Ease for emotion - share if strongly feel about
Public - if others are doing the same
Practical value - share info that others use
Stories - share stories when other doing
 Interest ?

Depends on the marketing objective

-One time event : Action

-Continuous :
 When clickbait is used:
Presentation day 1 1. To increase count:
in the journalism industry
AIDAR model Revenues come from subscriptions or ads that
Help build effective strategies pay depending on the view of the article
when the digital marketing funnel became critical:
2. To peak interest
determine success of the funnel: awareness and engagement
In today’s social media is meanly used to draw
attention for higher retention rate on post or
difference between brand positioning and digital positioning (more dynamic)
videos
Group 10:
Threshold:
Affiliate marketing
What makes an efficient or useless clickbait ?
Essential post covid
On page SEO
First your hook should spark curiosity
gain website traffic but accurately represent content
and providing valuable information for the
Group 11: customer to enhance brand credibility
Bounce rate Aiming to not make the customer feel
analysis tool hw the website is working good > 40% betrayed
assess quality content
CRM What makes a bad clickbait are basically the
manage customer interactions inverse arguments, you should not deceive the
optimizing customer relationship viewer
and also not use overseen and desensitizing
Group17: sentences as “you wont believe that…” or
Personalized marketing “you will get rich in one month” that are
specification of products for customers desentozing sentences
Course 5:
Class 8
SEM strategy:

-Placement of ads on SERP: the

practice of optimizing a website to improve its
ranking on a search engine results page (SERP)
-Search ad pricing
Type of campaign for the purpose of the search marketers
Not all Search Engine have the same impact
PPC or Paid Search -
Search engine (key words) : —> showing ads depending on the key words

Ad Rank determined by :
CTR = Click through rate
Relevance
Landing page score
Tools are available to help in choosing keywords
Class 9:
The content has to be shareable:
Which content is interesting -> keywords about these contents

Premiere image optimizée pour la platforme

Courte et faites pour faire passer un message spécifique
Specific to countries
Stimulating engagement
The content is not always delivered from the firm
Intermediate = influencers

Why influence industry is working:

The two step communication theory

Make the followers digest the content
from the firm by their expertise
 Class 10:

Behavioral aspect? :

Digital awareness
Digital interest
Digital desire
Digital action

Searchable? :

Gain online presence with search engine such as google (key words)
=> recognizable too, be different

Search Ad auction and biding strategy for key words:

The results of ad are depending on:
Effective marketing schema:
SMART for a marketing campaign
Specific
Measurable
Atteignable
Realizable
Time bounded
MACE for building enduring brands

Mastery :

Accessibility :

Cadence :

Ensnarement :