Padddddrtnership

➢DIPLOMA IN DIGITAL Platforms

MARKETING

Summary Notes
Lesson 1

Caitlin Hogg – Digital Marketing Educator

[email protected]
Online Fundamentals

The Start of Your Success

What do you need to know about Digital Marketing?

W.H.C.P: Who, How, Cost, Profit

WHO

You could say that the most important aspect of

digital marketing is to know and understand who
exactly your customer is.

Who our customer is can't be guesswork. It needs

to be a solid understating of your client, their age,
sex, location and even how they behave online.

Think about everything you could know that might

help your digital marketing efforts: what type of devices do they use, is it mobile or
desktop? Where do they spend time online? Is it on Facebook, Twitter? Maybe they
prefer spending their time reading certain types of blogs.

We need to intimately get to know WHO our customer is.

HOW

The next question is how we find our customer? We need to know exactly how to find
our client. We can take part in market research to a point, however, ultimately, we need
to get out and test. The path we take will depend on the type of business. Part of our
strategy will be advertising. We can look at PPC; this is a type of advertising where you
only pay when somebody clicks on your ad. With this type of advertising you can build
up data to learn about your customer. Also, setting up strategic partnerships online can
be an extremely fast way to reach a big audience.
COST

We must know this in an exact manner. When we start to advertise we will naturally start
to incur costs. We might generate a significant lead flow. However, these leads cost us
money. So, we must attribute that value to each lead that we have acquired. This is
known as cost per lead. When we are aware this in a precise manner, we can then make
digital marketing decisions based on that figure.

PROFIT

The big one! Without profit, we have no digital marketing. We need to know at all times
what our profit will be. We need to know what our ARPL is.

When we refer to ARPL, this stands for average revenue per lead. So, we need to know
on average how much revenue each lead brings to us.

The Four P’s

When we consider our digital marketing efforts, we can rely on the four fundamental P’s
of marketing. If we have a problem or something is not working then we can look at
each P to work out a solution.

The four P’s stand for:

We first need to have a great product or service. Then we will want to understand the
market price and make sure we are competitive.
Place is referring to where we are selling our product or service, our target audience.
Finally, do we have the right offer or deal as promotion can be the substantial part of a
digital marketing strategy.

Product

You must have a brilliant product or service. Then you must be able to find and
understand precisely what your unique selling point is. We give the best service is not a
unique selling point. Everybody says they give the best service. Your USP needs to be
unique. The most important point after that is to clearly convey to your audience what
your unique selling point is. Many businesses miss the importance of this.

Price

You need to understand the industry standard and be competitive. You don’t want your
price to be too high or too low. If your price is too high then you will be pricing yourself
out of the game. If the price is too low then you may be perceived as cheap and less
quality, this will depend on industry and product. When we talk about the price, we are
talking about perceived value. If the product is priced higher or lower than the perceived
value then the product will not sell.

Place

This is going to be your target audience. You need to consider how your product will be
distributed to your customer here. This part of your strategy will show you what channel
to use to reach your customer.

Promotion

You need to have a strategy and sales promotions. The sale or discount needs to be
attractive and exciting for the customer. The promotion is a part of your overall
marketing strategy.

Lead Generation

This is going to be very important in your digital efforts, because your lead flow is going
to become the backbone of your digital marketing efforts. There is a number of options
available to us when it comes to to generating your lead flow in the digital space. Most
likely, it will be a combination of a few methods.

Setting up partnerships online can be a very effective way to drive a significant lead
flow. Running ads on Facebook, Google or any other platform can be a great way to
generate a massive lead flow as well.

Additional Notes
______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

______________________________________________________________________________________________________

_____________________________________________________________________________________________________
______________________________________________________________________________________________________

____________________________________________________________________

Thank You