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Part 1: Introduction to Digital Marketing Technology

Trieu Nguyen
October 15, 2019

Part 1: Introduction to Digital Marketing Technology

Slide for the mini-course

Outline of this course
1. Digital Media Models in the age of marketing 4.0
2. Strategic Thought as It Relates to Digital Marketing
3. Website: The Center of Digital Marketing Delivery Mix
4. Content Management System (CMS) and headless CMS
5. Search Engine Marketing
6. Email Marketing
7. Social Media and Mobile Marketing
8. Introduction to Advertising Technology (Ad Tech)
9. Introduction to Customer Database and Customer Data Platform (CDP)
10. Legal Issues: Data privacy, Security, and Intellectual Property
11. Case study: IKEA - from business strategy to digital marketing strategy
12. Recommended books for self-study

Trieu Nguyen

October 15, 2019
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  1. This slide in the mini-course “data-driven marketing with USPA framework”

    from https://bigdatavietnam.org Lectured by Trieu Nguyen (Thomas) Last update on April 6, 2020
  2. • Founder and blogger at BigDataVietnam.org • Worked in Big

    Data Projects at FPT from 2013 to 2017 ◦ Working as Big Data Engineer in VnExpress Analytics project ◦ Working as Lead Engineer at eClick Advertising Network (https://eclick.vn) ◦ Technical Architect, Lead Engineer in the project Video Ad Server (http://itvad.vn) ◦ Get Machine Learning certificate from Coursera ▪ https://www.coursera.org/account/accomplishments/verify/HVNFUG5JPGB7 • Former Head of Ad Platform at Blueseed Digital from 2017 to 2019 ◦ Design Big Data Architecture for Video Advertising Network ◦ Build new ad server from scratch ◦ Data Consulting • Former Lead Software Engineer at internal CDP of Tiki • Since 2020, I go startups in marketing technology at https://uspa.tech • LinkedIn Profile https://www.linkedin.com/in/tantrieuf31 2
  3. 1. Digital Media Models in the age of marketing 4.0

    2. Strategic Thought as It Relates to Digital Marketing 3. Web: The Center of Digital Marketing Delivery Mix 4. Content Management System (CMS) and headless CMS 5. Search Engine Marketing 6. Email Marketing 7. Social Media and Mobile Marketing 8. Introduction to Advertising Technology (Ad Tech) 9. Introduction to Customer Database and Customer Data Platform (CDP) 10. Legal Issues: Data privacy, Security, and Intellectual Property 11. Case study: IKEA - from business strategy to digital marketing strategy 12. Recommended books for self-study
  4. Question: How to connect with our customer across many types

    of electronic channels → Omni-channel
  5. Omnichannel strategy as a universal sales-and-marketing pool that merges the

    worlds of websites, emails, retargeted ads, social media marketing, and physical locations. You dive into it to reach your customers with personalized offers, products, and messages.
  6. According to research from PwC, virtual reality (VR), over-the-top (OTT)

    video (including streaming services like Netflix and Amazon Video) and Internet advertising will see the most annual growth between 2018 and 2023. The future of digital media environment
  7. Discussion 1. How do you think digital marketing will evolve

    in future? 2. Will there be more types of media in the future and what will be the goals of managing these types of media. 3. Will you make AR/VR a reality for your brand? Links to research: 1. https://contentmarketinginstitute.com/2019/06/ar-vr-stories/ 2. https://mbryonic.com/best-vr-marketing/ 3. https://www.widerfunnel.com/future-of-media-and-entertainment/ 4. https://www.visualcapitalist.com/visualizing-future-media-entertainment/
  8. 3 Digital Transformation Trends Driving Industry 4.0 TREND #1 TREND

    #2 TREND #3 Social Media & Gig Economy empower customers Customer-centric business model Customer Experience (CX) Strategy The age of Continuous Connection with Customer (Omni-Channel Retail) The age of Artificial Intelligence Unified Customer 360 Analytics Big Data Strategy Business Automation AI Strategy
  9. Social Media & Gig Economy empower customers Customer Experience (CX)

    Strategy TREND #1 Social Media Gig Economy Customer-centric business model
  10. 1. The age of Continuous Connection with Customer (Omni-Channel Retail)

    TREND #2 Customer Experience can be optimized by excellent Logistics Algorithms and Data Platform Unified Customer Analytics on omni-channel Big Data Strategy
  11. The age of Artificial Intelligence for Marketing Context Detection &

    Segmentation TREND #3 AI Strategy Scanning article content and images Arts & Entertainment Celebrities News Autos & Vehicles Beauty & Fitness Books & Literature Business & Industrial Computers & Electronics Finance Food & Drink Games Health Hobbies & Leisure Jobs & Education People & Society Pets & Animals Real Estate Science Shopping Sports Travel Homecare Internet & Telecom Fashion & Style TAG [ { "name": ”female”, "confidence": 0.9997857 }, { "name": ”kid", "confidence": 0.955619633 }, { "name": ”cleaning", "confidence": 0.953807831 }, { "name": ”floor", "confidence": 0.9515978 }, { "name": ”living room”, "confidence": 0.889862537 }]
  12. Steps for strategy planning in search engine marketing (SEM) 1.

    SWOT analysis ◦ refers to the strength, weakness, opportunities and threats analysis and it is very important in search engine marketing (SEM). 2. Preparation of Account Management Policy ◦ It is rightly said that sharply defined goals and key performance are the milestone for any pay-per-click (PPC) campaigns. ◦ Paid search management is very iterative process and PPC professionals should trained to manage accounts. 3. Creation of Efficient and Effective Action Plan ◦ applying the technology of machine learning in SEM, PPC marketers have to create effective and efficient action plan by maintaining the records related to the campaign.
  13. Email Metrics for marketing measurement • Open rate: Percent of

    emails opened • Bounce rate: Percent of emails undelivered (hard bounce is a bad email address; a soft bounce is one that is temporarily • undeliverable) • Unsubscribe rate: Percent of customers unsubscribing from our offer • What links were clicked • CTR: The number of clicks the email generated • Forward/Saves/Prints: Other measurements of activity on the e-mail
  14. Key metrics: • Ad Request • Impression • Completed-view (for

    video ad) • Audience Reach • CTR • Click • In-target percentage • Conversion Rate
  15. It contains metadata about how video ad can be played

    in video player Key information: • URL of file video • URL code tracking impression, completed-view, click • URL code tracking của 3rd-party More information at https://www.iab.com/insights/guide-to-digital-video-advertising/
  16. • An ad played before, during or after the streaming

    video, animation, gaming and music video content that the consumer has requested (pre-roll, mid-roll, post-roll) • Popular is Pre-roll, Mid-roll, Post-roll • Standard length is 5s, 15s, 30s
  17. • A viral ad is an advertisement that achieves widespread

    reach because people who view it are inclined to share it among their social networks. To go viral, an ad must offer the viewer something of value, such as information or entertainment. • Target users who are active on social media and likely to be influencers
  18. Native advertising is a type of advertising that matches the

    form and function of the platform upon which it appears
  19. Popular video ad formats ◦ Native Video ◦ In-Feed Video

    ◦ In-Article Video ◦ In-Banner Video ◦ Interstitial Video ◦ Masthead Video
  20. Our customer can play a online game in video for

    fun and interact with product E.g: https://www.wyzowl.com/best-interactive-videos/
  21. Ad Inventory Inventory = (Audience Reach) x (Placement) • Advertising

    inventory is the number of advertisements, or amount of ad space, a publisher has available to sell to an advertiser. • Ad inventory is often calculated by the month. • The term can refer to ads in print or other traditional media but is increasingly used to refer to online or mobile ads.
  22. • CPCV The price an advertiser pays every time a

    video ad runs through to completion. • CPCV is calculated as cost divided by completed views.
  23. • A bidding method for video campaigns where you pay

    for a view. • A view is counted when a viewer watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first.
  24. Advantages of Customer Database 1. Analysis ◦ Customer Database allows

    users to analyze data using tools like Microsoft Excel, Power Pivot and Power BI which can make analysis and interpretation more efficient. 2. Simplicity ◦ Data is stored in structured form in a database which makes it faster and more convenient to retrieve and analyze data through simple queries. 3. Data Security and Privacy: ◦ Users' identity is authenticated and only authorized users can access the data which conforms to the security feature of the database. ◦ There are also levels where users can view only that data which they have been allowed to maintaining the privacy of the data. 4. Access to Real Time Information: ◦ With the help of business intelligence tools, real-time data can be stored without delays to ensure effective decision making.
  25. 123

  26. 1. Discovery (awareness): blogs, Facebook, Pinterest, Instagram 2. Category (consideration):

    blogs, Facebook, Pinterest, Instagram 3. Product (evaluation): blogs, Facebook, forums, reviews 4. Purchase: blogs, Facebook, forums 5. Post purchase: Facebook, Twitter, Instagram
  27. • Reach: Fans and followers → demographics and psychographics! •

    Engagement: Likes, favorites, comments, mentions, sentiments, reviews, viewership • Amplification: Shares, retweets. • Clicks: Successful content • Conversion: Sales revenue, leads (number, cost),referrals.
  28. • Sales Revenue from Inbound Marketing • Net profit •

    ROI (audience touched, leads, opportunities, sales) - from the data pipeline • Customer lifetime value (conversion, retention, product) • Customer cost of acquisition
  29. Programmatic Ad Tech Metric: Total Lead Brand-driven content marketing Metric:

    Total Order Search Engine Optimization (SEO) Metric: Keyword Ranking Social Media + Affiliate Network Metric: User Engagement
  30. The explanation about diagram in Vietnamese (Giải thích mô hình

    data-driven marketing USPA bằng tiếng Việt): https://www.brandsvietnam.com/congdong/topic/23340-Digital-Transformation-15-Datadriven-Marketing-Tan-dung-du-lieu-de-toi-uu-tiep-thi-Phan-1 https://www.brandsvietnam.com/congdong/topic/23444-Digital-Transformation-15-Datadriven-Marketing-Tan-dung-du-lieu-de-toi-uu-tiep-thi-Phan-2
  31. • The content is developed for education only by https://bigdatavietnam.org

    • Questions, please join https://www.facebook.com/groups/bigdatavietnam.org/ • Follow our fan page for more news at https://www.facebook.com/bigdatavn/