Digital Marketing

 Market Research Key terms and concepts Bounce rate - The number of people who view one page and then leave  a website without viewing any other pages. Data - Statistics and facts collected for analysis. Focus group - A form of qualitative research where people are  asked questions in an interactive group setting. From  a marketing perspective, it is an important tool for  acquiring feedback regarding new products and various  topics.  Hypothesis - A supposition that is tested in relation to known facts;  a proposition based on reason but not necessarily  assumed to be true. Listening lab - A testing environment where the researcher observes  how a customer uses a website or product. Observation/online ethnography - When a researcher immerses themselves in a particular  environment in order to gather insights. ORM - Online reputation management (ORM) Understanding  and infuencing the perception of an entity online. Primary rese...

 RSS RSS allows you to receive updates without requiring you to constantly visit web pages in your browser. RSS (RDF Site Summary or Really Simple Syndication) is a web feed that allows users and applications to access updates to websites in a standardized, computer-readable format. Really Simple Syndication RSS stands for Really Simple Syndication. It's an easy way for you to keep up with news and information that's important to you, and helps you avoid the conventional methods of browsing or searching for information on websites.

 Bounce rate The number of people who view one page and then leave a website without viewing any other pages. Bounce rate is an Internet marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and then leave ("bounce") rather than continuing to view other pages within the same site. Example A Good bounce rate As a rule of thumb, a bounce rate in the range of 26 to 40 percent is excellent. 41 to 55 percent is roughly average. 56 to 70 percent is higher than average, but may not be cause for alarm depending on the website. Anything over 70 percent is disappointing for everything outside of blogs, news, events, etc.

  How has the internet affected marketing and the models we use to understand it? Internet marketing enables you to personalize offers to customers by building a profile of their purchasing history and preferences. By tracking the web pages and product information that prospects visit, you can make targeted offers that reflect their interests. The Internet has affected marketing and the models we understand in many ways The Internet has affected marketing and the models we understand in many ways. First and foremost, we no longer “buy an audience” the way we used to with advertising such as TV. Online, people can interact in ways that were not possible 25 years ago. Segmentation is easier now than it used to be. Customizing and measuring in real time are now possible too. Today, Brands create content to have users, prospective customers and current customers interact with the content in a multitude of ways such as polls, likes, retweets and the such. The old model of traditional me...

  A business context is a context in which a specialized vocabulary is employed, if you are able to understand your customers and the greater business context you will be able to act more effectively on them, meet their needs, pains, gains, wants and so you can better interact with them and determine your marketing strategy.

 The bigger picture      A solid business and brand strategy should be the starting point of any marketing venture, and you  should always keep one eye on it as you develop specific campaigns, platforms and approaches.  After all, you should always remember that you are trying to reach your chosen audience by  communicating to them in the most effective way, to build lucrative long-term relationships. While strategy helps you understand the questions you should ask, market research is the process  used to answer them. From there, content marketing strategy helps you put your ideas into  practice, creating materials that engage, enthrall, convert and retain customers.

1. One-line summary Nike transformed its marketing strategy by embracing key digital strategies such as data analytics,  social engagement and storytelling. 2 The problem As one of the biggest sports brands in the world, Nike was not struggling for exposure or attention.  However, the brand was noticing that its traditional, big-budget advertising strategy was seeing  fewer returns over time.  The biggest market for Nike products consists of young people between the ages of 15 and 25,  who spend 20% more with Nike than any other group. But these Generation Y customers weren’t  paying attention to big, top-down media, and were looking for a brand that offered constant change  and innovation, not just the same old thing over and over. Nike realised that it needed a new approach to reach this digital audience. 3 The solution Understanding that marketing in the digital age is a conversation, not a monologue, Nike dropped  its spending on TV and print ...