Precise Marketing | Digital marketing for digital dinosaurs
Remember a couple of years ago a company called Cambridge Analytica? It was a big scandal for FB and it opened our eyes on certain topics, namely how FB uses our data. Interestingly, CA was also very successful at what they were doing. A world class digital marketing case study. What can we learn from it? Stay with me and I will show what marketers, FMCG marketers in specific, could learn from it. In 2018 a movie-like scandal came up. It touched American elections, a company
Custom audiences and Remarketing | Digital marketing for digital dinosaurs.
As introduced at the beginning of this conversations, one of the most important reasons behind the success of social media in advertising is the ability of those platforms to profile people for targeting purpose. At the end the ultimate dream of each marketers is to be able to know the audience in details and potentially talk to them directly. Social media gets very very close to this as we have seen; what they do is to collect an immense amount of data that is then used by u
From Digital Journey to Marketing Funnel | Digital marketing for digital dinosaurs.
Last post was about path to purchase and consumer journey. We discussed how the digital journey helps us figuring out what happens online from the moment people realise they want or need something, up to the moment they actually buy it, use it and form an opinion that they might share with others. This journey is a tool to describe reality, not reality itself. However it is fundamental, because it help us structuring different marketing activities for different users, that mi
The Consumer Journey | Digital marketing for digital dinosaurs.
CONSUMER JOURNEY A visual representation of every experience your clients and prospects go through as they interact with your brand and product from awareness, to consideration, to purchase through digital touch-points and signals. To understand the Journey, let’s start from something familiar to traditional marketing, especially in FMCG: The path to purchase In old school marketing we learned that our activities are aimed at influencing people behaviours. We also learned tha
Targeting | Digital Marketing for Digital Dinosaurs.
Welcome back, we discussed about the setting objectives for our marketing activities (I call it "the WHY"), it’s time we turn our attention to the WHO: target Now that we have defined why we need the communication we want to define who we want to talk to: the target, the critical dimension of any promotional activity This has become even more important now with digital advertising. Why? Check out the slide below, I have taken those ads from a normal day advertising on my FB
Google ads setting objectives | Digital Marketing for Digital Dinosaurs.
Having looked at FB, let’s look at the other big giant for our advertising, Google (including Youtube obviously) Here we want to access to Google Ads account. When we do this and we create a new ad, we are confronted with the same question we saw on FB. What is the purpose of this new campaign? What is the objective? What are we trying to do? Following exactly the same logic, setting a specific objective on Google will lead the system to suggest specific type of ads as well a
Setting Facebook Campaign Objectives | Digital marketing for Digital Dinosaurs.
Hello everyone, welcome back to this blog on digital communication for digital immigrants :-) In this post I want to talk about setting objectives in Facebook Ads First thing you will notice is that those objectives are organised following the consumer journey from awareness to consideration to conversion. We will talk about consumer journey more in depth when we will talk about digital persona but for now, it is sufficient to say that objectives of our campaign can be differ
Understanding Objectives | Digital Marketing for Digital Dinosaurs.
Digital objectives refer to what we want to achieve with our online activities. Because of its nature, digital can be used in a number of different ways therefore there’s a big variety of possible objectives. Amongst the most frequent: Create awareness of new products / services Create engagement through digital activation or social media campaigns Build credibility and authority Will discuss this in a great detail later on, but for the moment I would like to spend some