David Rozman, Si.mobil (7 mental models of digital world)

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Prihodnost je digitalna. Tržniki, prodajalci, razvijalci in managerji se morajo preobraziti za svet digitalne dobe. Prvi korak na poti digitalne preobrazbe pa je naravnanost, kjer razumejo digitalno zgolj kot priložnost, s katero lahko bolj učinkovito in prilagojeno gradijo odnose z uporabniki. Digitalni svet je poln novosti in »hypa«, zato je nujno najprej razumeti temeljne principe digitalnega sveta kot so npr. interakcija, personalizacija, analitika in avotmatizacija (nasproti masovni neprilagojini push komunikaciji), preko katerih lahko podjetjem zagotovimo novo in trajno vrednost ter vzpostavimo vizijo digitalnega podjetja.

7
MENTAL MODELS OF DIGITAL WORLD
David Rozman

Source: Consumer Barometer with Google!
Base: People who purchased the product/service and are part of the online population
Old Customer Journey
First !
Moment of Truth!
shelf
Second !
Moment of Truth!
experience
Stimulus
ads

Second !
Moment of Truth!
experience
Source: Consumer Barometer with Google!
New Mobile Subscription
Customer Journey
77%
Stimulus ZMOT
Research Online
before purchasing
First !
Moment of Truth!
shelf
Base: People who purchased the product/service and are part of the online population
such as advertising
starts journey

Source: Consumer Barometer with Google!
New Mobile Subscription
Customer Journey
77%
Research Online
before purchasing
Base: People who purchased the product/service and are part of the online population
ZMOT
Stimulus
such as advertising
starts journey

online became most important
channel prior purchase

Broadcasting: one-to-many Interactivity
Marketing in Hypermedia Computer-Mediated Environments:!
http://www.whueb.com/whuebiz/emarketing/research/m031121/m031121a.pdf

On Twitter, Oreo steals the Super Bowl power outage

Transactions online can be:
20x 30x
cheaper
than postal
50x
cheaper
cheaper than face-to-face
than phone
https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy

With Shift to Digital Services!
UK GOV can save 2 bilions € per year
https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy

4 ONE TO ONE
not ONE to MANY communication

Networ
k data
In our world customer is represented by data
CRM
Billing
Product
Catalog
Social
Media
Click-stream
Chat
NPS
CDR

Network
data
more user data = more user knowledge
CRM
Product
Catalog
Social
Media
Click-stream
Chat
NPS
CDR
Billing

Big Data To Predict What People Buy
30% of Amazon's revenue is produced by its
recommendation engine.
https://econsultancy.com/blog/64364-how-predictive-analytics-for-b2b-sales-and-marketing-can-offer-huge-
returns#i.17m989ir9hdqb1

5 MANY TO MANY
not ONE to MANY communication

ideas
support promotion
Crowdsourcing
empowering social media users
for work of regular employees

GifGaf
!!!
The mobile network run by you!
!
100% online operated business
with no retail distribution & call
centres. Customers get support
from community. That keeps
giffgaff’s costs low and lets
them pass savings back to
members. !
!
This approach has led giffgaff to
earn 70% Net Promoter score
and 91% cust. satisfaction rate
!
Source: Giffgaff case studyusing community to
build an entirely new kind of company

Use social media to utilize personal influence
a most powerful type of communication with more influence on public
opinion than mass media

Where visitors land
Other pages
80%
Front Page
20%

Don‘t think of digital as But rather as
BTL ZMOT
PUSHED PULL
BROADCASTED INTERACTIVITY
ONE-TO-MANY ONE-TO-ONE
MANY-TO-MANY
TIME-SPACE
LIMITED
NO TIME-SPACE
BOUNDARIES
PAID MEDIA EARNED & OWNED ECOSYSTEM

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Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

Pillar-Based Marketing - Ryan Brock, DemandJump

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

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Breaking Silos To Break Bank: Shattering The Divide Between Search And Social

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At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy. I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social

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janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...

janudm24

Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Janani Digital Marketer Coimbatore,Tamilnadu.

From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx

Boston SEO Services

From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge. In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you: 1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared. 2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort. 3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience. 4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic. 5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues: Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content. On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure. Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability. Backlinks: Not understanding the value of high-quality backlinks from reputable sources. Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively. 6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success. #SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO

Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena. Key Takeaways: 1. Identify your customer journey and growth areas 2. Build a three-step customer experience strategy 3. Put your CX data to use and drive action in your organization

Efficient Website Management for Digital Marketing Pros

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Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI. This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential. Actionable tactics you can apply after this session: - Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution. - Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets. - Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions. Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!

Mastering SEO for Google in the AI Era - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

Assignment 2 Task 1: Digital Marketing Course

klaudiadgmkt

How to Make Your Trade Show Booth Stand Out

Blue Atlas Marketing

Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to: Design an eye-catching and inviting booth Incorporate interactive elements that engage visitors Use effective branding and visuals to reinforce your message Plan your booth layout for maximum traffic flow Implement technology to enhance the visitor experience Create memorable experiences that leave a lasting impression Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!

No Cookies, No Problem - Steve Krull, Be Found Online

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...

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Pillar-Based Marketing Master Class - Ryan Brock

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

Top digital marketing institutein noida

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David Rozman, Si.mobil (7 mental models of digital world)

1. 7 MENTAL MODELS OF DIGITAL WORLD David Rozman

2. ZMOT 1

3. Source: Consumer Barometer with Google! Base: People who purchased the product/service and are part of the online population Old Customer Journey First ! Moment of Truth! shelf Second ! Moment of Truth! experience Stimulus ads

4. Second ! Moment of Truth! experience Source: Consumer Barometer with Google! New Mobile Subscription Customer Journey 77% Stimulus ZMOT Research Online before purchasing First ! Moment of Truth! shelf Base: People who purchased the product/service and are part of the online population such as advertising starts journey

5. Source: Consumer Barometer with Google! New Mobile Subscription Customer Journey 77% Research Online before purchasing Base: People who purchased the product/service and are part of the online population ZMOT Stimulus such as advertising starts journey

6. online became most important channel prior purchase

7. PULL not PUSH medium 2

8. Push Pull

9. 3 INTERACTIVITY not broadcasting

10. Broadcasting: one-to-many Interactivity Marketing in Hypermedia Computer-Mediated Environments:! http://www.whueb.com/whuebiz/emarketing/research/m031121/m031121a.pdf

11. REALTIME RESPONSE

12. On Twitter, Oreo steals the Super Bowl power outage

13. TRANSACTIONS

14.

15. Transactions online can be: 20x 30x cheaper than postal 50x cheaper cheaper than face-to-face than phone https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy

16. With Shift to Digital Services! UK GOV can save 2 bilions € per year https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy

17. 4 ONE TO ONE not ONE to MANY communication

18. How well do we know our customers?

19. Networ k data In our world customer is represented by data CRM Billing Product Catalog Social Media Click-stream Chat NPS CDR

20. Network data more user data = more user knowledge CRM Product Catalog Social Media Click-stream Chat NPS CDR Billing

21. Big Data To Predict What People Buy 30% of Amazon's revenue is produced by its recommendation engine. https://econsultancy.com/blog/64364-how-predictive-analytics-for-b2b-sales-and-marketing-can-offer-huge- returns#i.17m989ir9hdqb1

22. 5 MANY TO MANY not ONE to MANY communication

23. SOCIAL MEDIA

24. ideas support promotion Crowdsourcing empowering social media users for work of regular employees

25. GifGaf !!! The mobile network run by you! ! 100% online operated business with no retail distribution & call centres. Customers get support from community. That keeps giffgaff’s costs low and lets them pass savings back to members. ! ! This approach has led giffgaff to earn 70% Net Promoter score and 91% cust. satisfaction rate ! Source: Giffgaff case studyusing community to build an entirely new kind of company

26. Social CRM build relationships with social media users to turn them into brand advocates

27. Use social media to utilize personal influence a most powerful type of communication with more influence on public opinion than mass media

28. 6 EARNED! OWNED! PAID

29. You can’t control web

30. 7 NO TIME-SPACE! boundaries

31. http://iampaddy.com/lifebelow600/

32. http://iampaddy.com/lifebelow600/

33. thereisnopagefold.com

34. There is no front page

35. Where visitors land Other pages 80% Front Page 20%

36. Every page is front page

37. No prime time

38. No geo boundaries

39.

40. Don‘t think of digital as But rather as BTL ZMOT PUSHED PULL BROADCASTED INTERACTIVITY ONE-TO-MANY ONE-TO-ONE MANY-TO-MANY TIME-SPACE LIMITED NO TIME-SPACE BOUNDARIES PAID MEDIA EARNED & OWNED ECOSYSTEM

41. Don‘t think of digital as But rather as BTL ZMOT PUSHED PULL BROADCASTED INTERACTIVITY ONE-TO-MANY ONE-TO-ONE MANY-TO-MANY TIME-SPACE LIMITED NO TIME-SPACE BOUNDARIES PAID MEDIA EARNED & OWNED ECOSYSTEM

42. http://linkedin.com/in/davidrozman/

David Rozman, Si.mobil (7 mental models of digital world)

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