Day 2 — #APDMM17 — DMTIINDIA — Social Media Overview — Introduction to Digital Media Marketing — Part 1 (Faculty Subhobroto Chakroborty.)
UPGRADE. KEEP LEARNING.
The key to be a successful digital marketer is to keep upgrading & learning. Technology is evolving at a very rapid pace. What is being taught today will be outdated by the end of the course. We need to keep ourselves upgraded with the latest in the digital marketing world. This also applies to any career but is definitely the key to a successful career in digital marketing. Otherwise we will lose our job or start working under a junior.
A simple, honest & sincere counsel from Subho. He emphasized on this throughout the session.
Inbound Marketing
Hubspot has not coined “inbound marketing”, but they have certainly spent a lot of time & money branding it as their own. Here’s how they define it: “Inbound marketing focuses on creating quality content that pulls people towards your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interest, you naturally attract inbound traffic that you can then convert, close, and delight over time.” (Source: Why is inbound marketing better than outbound marketing? by Zac Gregg, CEO vital.)
Wikipedia defines “inbound marketing” as “Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, physical products, social media marketing, and other forms of content marketing which serve to attract customers through the different stages of the purchase funnel.”
Lauren Drell, shares this comprehensive infographic from Voltier Digital that highlights the differences between inbound & outbound marketing.
This infographic summarizes HubSpot’s Inbound Methodolgy and is explained here.
Design & UX
A research conducted by Microsoft reveals that humans have shorter attention span than goldfish, thanks to smartphones. This has lead to design and UX playing key role in generating user attention. A UX implementing the design principles & science shall be more effective to garner attention & action.
Steven Bradley, author at Smashing Magazine, in his article Design Principles: Compositional Flow and Rhythm explains key design principles including the Gutenberg diagram, F-pattern Layout & Z-pattern Layout.
Gutenberg diagram: In this pattern the eye generally sweeps from the top-left to the bottom-right, passing through Arnheim’s optical center. Less attention is paid to the other corners which are called fallow areas. Since the eye movesto the right as it moves down, the top-right corner is a strong fallow area, while the bottom-left corner is mostly ignored.
F-pattern layout: In this pattern the eye starts in the top-left and moves across the page to the right before moving down a little and repeating the movement across the page. The general pattern follows the shape of the letter F.
Z-pattern layout: The eye starts in the top-left and moves right. At the top-right corner it moves down and to the left in a diagonal before moving once again to the right. Overall it follows the shape of the letter Z and repeats the pattern down the page until it reaches the bottom-right.
Brandon Jones, author at tuts+, highlights how the Z Layout works with examples of Z Layout in action.
CTO + CMO = CMT (Chief Marketing Technologist)
We can no longer afford separate silos between marketing and IT. The rapid collapse of these silos means that one person must be able to converse seamlessly between both groups.
What is so unique about the role of the chief marketing technologist?
The role itself is an acknowledgement of just how important the marketing group is to driving revenue within the organization and, when properly resourced, how today’s marketing information systems are driving the current and future growth of the business.
In short, the power comes from the intersection between marketing and IT.
Marketing without technology is quickly being left behind by more sophisticated approaches based on real-time big data, which, when properly analyzed, leads to insights, actions, and a sizable impact on the company’s bottom line. Conversely, an IT organization that is not connected to the marketing function is essentially blind to a large majority of the information assets being cultivated and managed by marketing information systems.
(Source: What is Chief Marketing Technologist? by Bill Carmody, Founder & CEO, Trepoint)
Scott Brinker & Laura McLellan provide further insights about the CMT’s expanding reach in their HBR article The Rise of the Chief Marketing Technologist.
Regardless of what they’re called, the best CMTs set a technology vision for marketing. They champion greater experimentation and more-agile management of that function’s capabilities. And they are change agents, working within the function and across the company to create competitive advantage.
MARTECH = Marketing + Technology
Martech is the blending of marketing and technology. Virtually anyone involved with digital marketing is dealing with martech, since digital by its very nature is technologically-based. The term “martech” especially applies to major initiatives, efforts and tools that harness technology to achieve marketing goals and objectives.
The martech space continues to grow at a huge rate, as evidenced by a record 3,500 companies included in latest Marketing Technology Landscape that’s been released in conjunction with the first day of Marketing Land’s MarTech conference today.
Here’s how the landscape has evolved over the years:
The long-running landscape is produced by Scott Brinker of ChiefMartec.
This is the 2016 martech landscape:
Digital Native, Digital Tourist (Visitor), Digital Citizen (Resident)
Marc Prensky’s notions of digital natives and digital immigrants has had a lasting influence on how educational institutions perceive students and technology. However, Prensky’s model has been challenged by other researchers who have debated its parameters. One of these new models is the Visitor & Resident project. It contrasts with Presky’s digital native in that it rejects hard divisions based on the age of the user, and instead focuses on the user’s desired level of engagement.
The Digital Visitor and Resident (V&R) model provides a framework to depict how user preference and habit motivates engagement with technology and the web. V&R commonly is described as a continuum, with two modes of online engagement at either end, making a separation between different approaches to engagement.
People operating in Visitor mode have a defined goal or task, and select an appropriate online tool to meet their needs as they arise. For example, using a smartphone to search the internet for directions to a local bookstore, thus finding a particular piece of information online and then going offline to complete the task. There will be little in terms of social visibility or trace when online in Visitor mode.
People operating in Resident mode are online to connect to, or to be with, other people. For example, posting to the wall in Facebook, tweeting, blogging, or posting comments on blogs. The web supports the projection of their identity and facilitates relationships. In other words, Residents live a percentage of their lives online. Unlike the visitor mode, there will be online visibility and presence when in resident mode.
It is very common for individuals to engage online in a mixture of Visitor and Resident modes depending on what they are trying to achieve.
Martin Cocker share his views on Digital Citizens and Digital Tourists.
Venspired.com’s Digital Citizen Poster:
Programmatic Buying
Buying digital ads without speaking to a single human.
The advertising industry is on a march toward automation. Plenty of advertisers today are buying digital ads without speaking to a single human at a media company, and print and TV ads might not be far behind. Automated, or programmatic, buying is growing not only because it makes ad transactions more efficient but because it can make them more effective, as long as the right data is applied. (Source: Alex Kantrowitz in 10 Things You Need to Know Now About Programmatic Buying.)
WhatRunsWhere’s contributors Suzanne & Jordan explain how it came into demand and define the many elements that it encompasses in their blog Media Buying 101: What Is Programmatic Buying?
Forrest Whaling has compiled The Top 10 Infographics, Videos & Resources on Programmatic Advertising at Altitude.
Buyer’s Journey
The buyer’s journey is an important framework for marketing strategy — but what does it look like? How are buyers getting from step one (“Do I have a need?”) to a justified decision? How can marketers harness this knowledge to create campaigns centered around the customer lifecycle? (Source: http://www.pardot.com/buyer-journey/)
Check this interactive infographic to take a look at all of the stages of the buyer’s journey, from awareness to decision, to help marketers understand what their buyers are doing, and how they can help their buyers move from one stage of the sales cycle to the next.
Content Marketing Strategy — Aligning to Buyer’s Journey
Digital Marketing Plan Framework
Web Crawler — Google Spider
Wikipedia: A Web crawler is an Internet bot which systematically browses the World Wide Web, typically for the purpose of Web indexing.
Web search engines and some other sites use Web crawling or spidering software to update their web content or indexes of others sites’ web content. Web crawlers can copy all the pages they visit for later processing by a search engine which indexes the downloaded pages so the users can search much more efficiently.
A Web crawler may also be called a Web spider, an ant, an automatic indexer, or (in the FOAF software context) a Web scutter.
The three key processes in delivering search results to you are:
Crawling: Does Google know about your site? Can we find it?
Indexing: Can Google index your site?
Serving: Does the site have good and useful content that is relevant to the user’s search?
Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index. We use a huge set of computers to fetch (or “crawl”) billions of pages on the web. The program that does the fetching is called Googlebot (also known as a robot, bot, or spider).
Note: This an attempt to summarize & provide further relevant information of the key topics covered. This do not reflect the exact teachings of the faculty. It will be great to know your thoughts as well.
Further references:
SapientNitro’s whitepaper on Analyzing the Chief Marketing Technologist
CMO.com: The Chief Marketing Technologist: Luxury or Necessity?
Vedprakash Srivastava — https://branded.me/vedprakash-srivastava
Marketing Results — Case Study — 10 Ways To Shorten Your Sales Cycle From 10 Weeks to 10 Days by Will Swayne
Web Yogi — How to : Write an online internet digital marketing plan 2016 by Yvette Bordley
Jeff Bullas — 15 Step Guideline To Create Your Perfect 2015 Digital Marketing Strategy
