Digital Marketing

• Digital marketing refers to marketing campaigns that appear on a computer, phone, tablet or other device.
• Digital marketing channels include: search engine marketing, social media marketing, email marketing, content marketing and display advertising.
• Search Engine Marketing differs from Search Engine Optimization in that SEM usually refers to paid methods to appear in search results, while SEO uses organic methods.
• Content marketing is a marketing strategy that focuses on creating and distributing valuable, relevant, and timely content to attract and acquire a clearly-defined audience, and to drive profitable customer action.
• Customer pain points are issues a customer has while using or interacting with a product or service.
• The steps of the digital marketing funnel are: Awareness, Consideration, **Remarketing, Conversion, Retention.
• Digital marketing personas are a collection of characteristics that define a typical customer or user of a product or service. It is a brand's ideal customer.
• User Personas are created by conducting market research, analyzing website data and looking at customers' relationship to your brand.
• Customer touch points: The points at which a customer interacts with a business, product or service.
• User Experience refers to the overall experience that a user has when interacting with a product or service (website).
• The Key components of User Experience are: Usability, Accessability, Mobile-Friendliness, Consistency in Design and Visuals, Content, Performance and Interactivity.
• The Significance of a good User Experience in retaining Website visitors involves:

  First Impressions

  Reduced Bounce Rate

  High Engagement

  Increased conversions

  Brand Reputation
• Conversion Rate optimization (CRO) is the process of improving the performance of a website or landing page to increase the percentage of visitors who take a desired action.
• CRO plays a crucial role in digital marketing because it:

  Maximizes ROI

  Reduces acquisition costs

  Improves user experience

  Promotes data-driven decision making
• CRO strategies include:

  A/B testing

  Website Heat Maps

  User surveys