The customer journey is a kind of map that explains how a customer first comes into contact with your brand, interacts with your marketing material, engages with your web content and makes profitable purchases that will help to grow your company. Rather than considering granular brand interactions, it takes into account the holistic experience of being a customer.
Search engine marketing (SEM) refers to any kind of marketing involving search engines. Pay-per-click marketing, on the other hand, refers to forms of advertising that involve paying for online adverts based on the number of clicks they attract. Some forms of PPC advertising can fall under the SEM banner.
Personalisation involves honing your digital marketing strategy so that as many customers as possible feel that their needs and desires are met resulting in more meaningful interactions with your brand. This usually takes the form of using consumer data points such as demographic information and behavioural patterns to show targeted ads and offers to relevant customers at the right time.
Inbound marketing is a strategy whereby businesses encourage customers to view and purchase its goods and services through engaging content and positive experiences. This marketing material can come in a variety of forms including social media posts, content marketing such as blogs and web articles, online videos, marketing emails, and branded freebies. Generally speaking, inbound marketing is customer-focused and designed to entice.
Google Shopping – once known as ‘Google Product Search’ and even ‘Froogle’ – is a service offered by Google allowing users to find products across a range of digital commerce sites simply by typing what they are looking for in the search bar. It is an easy way to compare products and their current prices.
Attribution modelling is a kind of data analysis that involves examining which of your marketing channels should be credited for particular successful conversions. The aim of the modelling is to understand which marketing touchpoints in the conversion path impacted the outcome that ultimately generated the best return on investment (ROI) for your company.
A Smart campaign is the default type of campaign offered by Google Ads. What sets Smart campaigns apart from their predecessors is that they utilise smart technologies to constantly analyse and improve the performance of Google Ads with minimal management form your marketing team. This can save a considerable amount of time and energy that can be channelled into other projects and is a great tool to adopt if you’re a small business or just starting out in Google Ads.
The world of digital marketing is constantly evolving, with new channels and strategies popping up every few months. Generally speaking, however, the key digital marketing channels include search engine optimisation (SEO), content marketing, search engine marketing (SEM), social media marketing (SMM), pay-per-click (PPC) advertising, email marketing, influencer marketing, and affiliate marketing.