DBS-B2C-Content-Marketing-Programmes
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Case studies of B2C Content Marketing Programmes for Dublin Business School's Diploma in Online Marketing and Sales
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How to reach a customer in the right way
Table of Contents
Which is the right channel to reach a customer?
Single-channel, multi- channels and omni- channels
The example of retail banking
Guiding the customers
The right incentives, and the “carrot” & “stick” theory
Creating a buzz
Which is the right content?
Content marketing and types of content marketing
Indented Study Contribution
When is the right time?
Ethical Consideration
Methodology and the example of Laura’s survey
How to reach a customer in the right way
Encourage people to join your email list
Start a blog or a website
Host a photo contest
Encourage reviews
Ask for referrals
Write a survey, questionnaires, poll etc..
Which is the right channel to reach a customer?
For a long time buying goods has taken place via the two main channels: the website of the retailer and/or the traditional retail sales point. It all used to be so simple as separate channel managers, separate channel-targeted segments, channel-aligned products, customers asked to deal with specific channels etc.
Nevertheless things have changed to date. New interactive features are provided on Websites to reach consumers, for example the possibility to try the product virtually and to achieve customised recommendations while mobile channels form the new mainstream of universal shopping, always and anywhere, via the mobile device. There is a rapid increase in the number of channels that enable users to freely access and compare, choose and buy products. Past studies indicate that customers participate more transactions in the new multichannel scenario as opposed to single-channel buyers (Dholakia et al., 2005, Seck and Philippe, 2013).
Omni-distribution channel is defined as using everything manufacturer/retailer have to gain, provide seamless, integrated and unified experience to retain customers.
Omni-distribution channel is about developing customer relations, but it has various challenges. Studies by Ogden-Barnes & Lowther (2012) on Australian retailing decision-making show that customers are lost due to inconsistent communication across various distribution channels during the first engagement phase of Omni-channel. The Kana Company research on Omni channel in 2013 sums up few Omni-channel drawbacks: the retailers face a fuzz in understanding the definition, mission and location of Omni channel in their organisation.
The omni-distribution channel is still in its infant stages, and its evangelization needs to be accelerated as it has enormous benefits that do not stand up to its dares.
The example of retail banking
Retail banking provides financial services for individuals and family
The three most important functions are:
Credit
Deposit
Money management
First of all retail banks offer consumers credit to buy homes, cars, and furniture.
Include mortgages, auto loans, and credit cards.
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This document outlines the course content and schedule for an online marketing and digital strategy course taught by Keith Feighery. The 12-week course covers key topics in digital marketing including digital strategy, social media, search engine optimization, pay-per-click advertising, and analytics. Students will complete a final project developing a digital marketing plan for a business. The course aims to provide tools for researching, planning, creating and optimizing digital marketing programs.
DCEB-DigitalStrategySession-Jan24th
The document summarizes Keith Feighery's presentation on developing a digital marketing strategy. It covers components of a digital strategy like understanding online usage, objectives, key tactics, frameworks for planning, and case studies. It also provides tips on social media, search engine optimization, and measuring digital marketing programs.
GCD-eCommcereCaseStudies
The document discusses managing eCommerce sales funnels. It covers methods for acquiring customers through various marketing channels. It emphasizes qualifying leads by demonstrating value and allowing self-selection. It also discusses monetizing customers at different stages of the funnel. Additional sections cover understanding the customer lifecycle, identifying high repeat behaviors, tracking customer lifetime value and recency, and optimizing websites through testing. An example case study of Wiltshire Farm Foods is also included to highlight key takeaways around focus, feedback, usability, and answering questions.
GCD-Week8-EmailMarketing
This document provides an overview of best practices for email marketing. It discusses how email marketing works, how to prepare an email marketing plan, choosing an email service provider, growing an email list, designing effective emails, testing different elements of emails, and leveraging social media. The key recommendations are to send permission-based emails that provide value to subscribers, clearly communicate what subscribers will receive, and continually test email content and design.
Week12-DBS-ReviewAndPlanningSession
The document outlines a digital marketing review and planning session. It discusses defining business objectives, target audiences, key performance indicators, and digital marketing tactics like search engine optimization, pay-per-click advertising, email marketing and social media. It also covers digital strategy frameworks, analytics, and evaluating campaign performance through metrics.
GCD-Week5-Facebook-LinkedIn-Ads
The document provides an overview of Facebook and LinkedIn paid advertising options. It discusses setting up Facebook ad campaigns, targeting options, and ad types. It also covers setting up LinkedIn ad campaigns, targeting options, budgeting, prohibited content, and measurement metrics. The document is intended to educate on utilizing paid social media advertising on Facebook and LinkedIn.
DBS-Week11-Measurement&Analyics
The document provides a list of resources for measurement and analytics as well as tips and best practices for setting goals and tracking key performance indicators (KPIs) in Google Analytics. It discusses setting up SMART goals and KPIs, segmentation, funnels, and tools for gathering customer feedback.
GCD-Week6-PPC-Ads-Session
The document discusses pay per click (PPC) advertising, including:
1) An overview of setting up PPC accounts, campaigns, ad groups, and keywords.
2) The importance of keyword research and different match types for keywords.
3) Tips for optimizing ad copy, headlines, calls to action and landing pages.
4) How to link PPC accounts with Google Analytics for reporting.
RPC-Wordpress-Session
The document provides an overview and agenda for a WordPress workshop. It discusses the differences between WordPress.com and WordPress.org, provides examples of WordPress sites, and outlines the key features and functionality that will be covered, including administration, themes, plugins, posts and pages. The workshop leader has 14 years of experience developing and marketing digital applications.
DBS-Week10-EcommSites&SalesFunnells
The document discusses managing the sales funnel for eCommerce businesses. It covers topics like acquiring customers through various marketing channels, qualifying leads by proving value and allowing self-selection, monetizing customers at different stages of the funnel, understanding the customer lifecycle through repeat behavior and recency, calculating customer lifetime value, and optimizing the website through testing. Key aspects of the sales funnel discussed are acquisition, monetization at different stages, understanding customer behavior over time, and continuously optimizing the user experience.
GCD-Week5-SocialMediaPlatforms
This document provides an overview and case studies of various social media platforms including Twitter, LinkedIn, YouTube, Flickr, blogging platforms and Yelp. It discusses how each platform can be used for business purposes and provides examples of companies using each platform successfully including Realex, CrackBird, Donal Skehan, Murphys Ice Cream, James Whelan Butchers and McGarr Solicitors. Tools for managing accounts on each platform are also briefly mentioned.
ECM-PPC-Session
The document discusses setting up pay per click (PPC) advertising campaigns on Google Adwords. It covers keyword research, creating ad groups and ads, different match types, capitalization options in ads, and linking Google Adwords accounts to Google Analytics for tracking and reporting.
DBS-Week9-Wordpress-Session
This document provides an agenda for a WordPress workshop. It includes an introduction to WordPress and the differences between WordPress.com and WordPress.org. It then covers setting up a WordPress site, features like administration, themes, plugins, and embedding content. The document also lists examples of Irish WordPress sites and provides overviews of using WordPress.com and popular plugins.
GCD-Week4-Facebook-Session
This document provides an overview of using Facebook for marketing and promotions. It discusses devising a social media strategy, interacting on social media, using Facebook pages and applications, running competitions on Facebook according to guidelines, and leveraging Facebook for non-profits and ecommerce. Case studies are presented and third party tools for customizing Facebook pages and apps are described. The document aims to help understand how to effectively engage audiences on Facebook.
ECM-Week10-EmailMarketing-Session
This document provides an overview of best practices for email marketing. It discusses how email marketing works, how to prepare an email marketing plan, choosing an email service provider, growing an email list, designing effective emails, testing different elements of emails, and leveraging social media. The key aspects covered are using permission-based opt-in lists, sending valuable content on a regular schedule, testing subject lines and calls to action, and focusing on design elements like keeping content above the fold.
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对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
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