The marketing plan aims to sign up 230 new students for Udacity's Digital Marketing Nanodegree (DMND) program within one quarter with a $50,000 budget. The target persona is Sandra, a 38-year-old married woman with 1 child seeking to change careers to digital marketing. Three marketing tactics are outlined: awareness, interest, and desire. Budget is allocated across channels including Facebook, AdWords, display, and video ads. The plan is to generate over 90,000 site visits with an overall ROI of $18,770. Recommendations include expanding to additional channels and platforms.
This is the second project for the Udacity Digital Marketing Nanodegree that composes of writing an article to promote the Udacity Digital Marketing Nanodegree program. The suggested content sites were LinkedIn, Quora and Reddit.
-How to set SMART objective and KPIs.
-The Digital marketing framework ( What , When , Who, where and why)
-How to draw empathy map.
-How to interview potentials customers to set the target persona.
-How to use Geoffrey Moore’s template as a guide to create value proposition.
This is the second project for the Udacity Digital Marketing Nanodegree that composes of writing an article to promote the Udacity Digital Marketing Nanodegree program. The suggested content sites were LinkedIn, Quora and Reddit.
-How to set SMART objective and KPIs.
-The Digital marketing framework ( What , When , Who, where and why)
-How to draw empathy map.
-How to interview potentials customers to set the target persona.
-How to use Geoffrey Moore’s template as a guide to create value proposition.
Facebook marketing training I bring a valuable content that will help you make money online and setup multiple streams of income online and make you financially independent in no time
https://6b3dahfbl55h9lef9cb-bk2kdu.hop.clickbank.net/
This eBook The Indispensable Almanac Of Internet Marketing has been written with one specific purpose in mind—to make you aware of the different ways in which the world of Internet marketing has changed, and to reinforce the fact that despite all those changes, the whole affair is still quite uncomplicated at the heart of it. If you intend to develop a highly moneymaking online business, then now is as good a time as any other...
Search Sessions - Importance of Video Marketing with PowtoonKristine Pratt
The magic of video marketing is no secret: 64% of consumers are more likely to buy after seeing a video, videos can lower your cost per lead by 19%, and sites that leverage video get 41% more search traffic than non-users.
Video is no longer simply a tool for promoting your brand, it’s also revolutionizing how we work. In this session, Powtoon’s Head of Content, Nick Liebman covers:
• The main problem with communication today
• How companies can quickly implement video for any marketing need
• The secret to a 21st century workflow (Hint: it involves video!)
• Practical examples & actionable tips you can start using today
Learn about your next video marketing strategy today!
For details: https://techcloudltd.com/7-steps-to-an-effective-facebook-marketing-strategy/
Social Media is a basic marketing channel for organizations all things considered. The common question a couple of years back, “for what reason should our business utilize online life?” is presently being supplanted with, “By what method can our business development with social networking digital marketing?” An effective Facebook marketing strategy will help you to gather vast knowledge on it.
YouTube social media marketing presentationNeethu yadav
YouTube social media marketing , easy to know about strategy used by youtube, success stories, risk attached , marketing in youtube, negative effect,branding in youtube,how to use youtube for business
When FullBeauty Brands launched its first marketing campaign featuring user-generated content, it delivered a significant lift in purchases from previously lapsed customers. And that had us thinking: How are other brands using UGC from a customer acquisition strategy? In a social media world where more and more consumers are responded to “authentic” content, user-generated content has become a staple of advertising campaigns for brands like TechStyle and Parachute Home. We’ll dive into why they’ve made these changes, how they measure success of those campaigns, and what you can do to get started.
The Power Of Instagram As A Business Marketing ToolLiam Mitchell
Before we consider audience and functionality, we should look at whether there is an interest withinthe business community for using a social platform based on images as part of a marketing strategy.
If you are new to digital advertising universe you might be thinking that Facebooks Ads is witchcraft. However, this is why here at Sociality.io we’ve prepared this guide for you. We will show you how to launch ads from scratch without any previous experience with Facebook Ads. Open this article and Facebook Ad Manager at the same time and simply follow each step. Becoming a master of Facebook ads is not rocket science, but you definitely can turn into a Jedi of reaching your social media marketing goals.
So why is learning how to do SEO for YouTube videos so important to the life of your business? It provides an additional medium to get your message in front of the right people at the right time.
Digital Marketing | My Portfolio | Udacity NanodegreeSamsuzzaman Riton
This portfolio contains a summary of projects completed under Digital Marketing Nanodegree Program by Udacity. It includes, among others, projects on Digital Marketing Framework, SEO, SEM, Facebook Marketing, AdWords, Email Marketing etc.
Digital Marketing Nanoedegree - Building a Marketing Strategy Imad Mawlawi
Summarized the different marketing campaigns executed and reflected on the results. Evaluated the ROI of the campaigns, compared the results across platforms, then formulated recommendations for future marketing action and budget allocation.
Udacity Digital Marketing Nanodegree PortfolioJames Gilchrest
Compilation of Udacity Digital Marketing Nanodegree projects
-Marketing Plan
-Customer Personas
-Blog Posts
-Social Media Posts
-Facebook AD Campaigns
-Google Ad Word Campaigns
-Search Engine Marketing
-Search Engine Optimization
-Google Analytics
-Display Marketing
-Email Marketing
Customer Journey Based Marketing Plan
A marketing tactic for each phase of the customer journey including messaging and channel in the table provided
Budget Allocation- Budget allocated for media for the Awareness, Interest, and Desire phase of the Customer Journey in the tables provided. The overall budget for the campaign should be ROI positive.
• Market your Content: include your blog and social posts
• Run a Facebook Ad Campaign: Facebook Ad Images and Results
• Conduct an SEO Audit: Audit and Recommendations
• Run an AdWords Campaign: Ads, Keywords, Recommendations
• Evaluate a Display Campaign: Campaign Results, Recommendations
• Market with Email: Email Plan, Test Message, Recommendations
Facebook marketing training I bring a valuable content that will help you make money online and setup multiple streams of income online and make you financially independent in no time
https://6b3dahfbl55h9lef9cb-bk2kdu.hop.clickbank.net/
This eBook The Indispensable Almanac Of Internet Marketing has been written with one specific purpose in mind—to make you aware of the different ways in which the world of Internet marketing has changed, and to reinforce the fact that despite all those changes, the whole affair is still quite uncomplicated at the heart of it. If you intend to develop a highly moneymaking online business, then now is as good a time as any other...
Search Sessions - Importance of Video Marketing with PowtoonKristine Pratt
The magic of video marketing is no secret: 64% of consumers are more likely to buy after seeing a video, videos can lower your cost per lead by 19%, and sites that leverage video get 41% more search traffic than non-users.
Video is no longer simply a tool for promoting your brand, it’s also revolutionizing how we work. In this session, Powtoon’s Head of Content, Nick Liebman covers:
• The main problem with communication today
• How companies can quickly implement video for any marketing need
• The secret to a 21st century workflow (Hint: it involves video!)
• Practical examples & actionable tips you can start using today
Learn about your next video marketing strategy today!
For details: https://techcloudltd.com/7-steps-to-an-effective-facebook-marketing-strategy/
Social Media is a basic marketing channel for organizations all things considered. The common question a couple of years back, “for what reason should our business utilize online life?” is presently being supplanted with, “By what method can our business development with social networking digital marketing?” An effective Facebook marketing strategy will help you to gather vast knowledge on it.
YouTube social media marketing presentationNeethu yadav
YouTube social media marketing , easy to know about strategy used by youtube, success stories, risk attached , marketing in youtube, negative effect,branding in youtube,how to use youtube for business
When FullBeauty Brands launched its first marketing campaign featuring user-generated content, it delivered a significant lift in purchases from previously lapsed customers. And that had us thinking: How are other brands using UGC from a customer acquisition strategy? In a social media world where more and more consumers are responded to “authentic” content, user-generated content has become a staple of advertising campaigns for brands like TechStyle and Parachute Home. We’ll dive into why they’ve made these changes, how they measure success of those campaigns, and what you can do to get started.
The Power Of Instagram As A Business Marketing ToolLiam Mitchell
Before we consider audience and functionality, we should look at whether there is an interest withinthe business community for using a social platform based on images as part of a marketing strategy.
If you are new to digital advertising universe you might be thinking that Facebooks Ads is witchcraft. However, this is why here at Sociality.io we’ve prepared this guide for you. We will show you how to launch ads from scratch without any previous experience with Facebook Ads. Open this article and Facebook Ad Manager at the same time and simply follow each step. Becoming a master of Facebook ads is not rocket science, but you definitely can turn into a Jedi of reaching your social media marketing goals.
So why is learning how to do SEO for YouTube videos so important to the life of your business? It provides an additional medium to get your message in front of the right people at the right time.
Digital Marketing | My Portfolio | Udacity NanodegreeSamsuzzaman Riton
This portfolio contains a summary of projects completed under Digital Marketing Nanodegree Program by Udacity. It includes, among others, projects on Digital Marketing Framework, SEO, SEM, Facebook Marketing, AdWords, Email Marketing etc.
Digital Marketing Nanoedegree - Building a Marketing Strategy Imad Mawlawi
Summarized the different marketing campaigns executed and reflected on the results. Evaluated the ROI of the campaigns, compared the results across platforms, then formulated recommendations for future marketing action and budget allocation.
Udacity Digital Marketing Nanodegree PortfolioJames Gilchrest
Compilation of Udacity Digital Marketing Nanodegree projects
-Marketing Plan
-Customer Personas
-Blog Posts
-Social Media Posts
-Facebook AD Campaigns
-Google Ad Word Campaigns
-Search Engine Marketing
-Search Engine Optimization
-Google Analytics
-Display Marketing
-Email Marketing
Customer Journey Based Marketing Plan
A marketing tactic for each phase of the customer journey including messaging and channel in the table provided
Budget Allocation- Budget allocated for media for the Awareness, Interest, and Desire phase of the Customer Journey in the tables provided. The overall budget for the campaign should be ROI positive.
• Market your Content: include your blog and social posts
• Run a Facebook Ad Campaign: Facebook Ad Images and Results
• Conduct an SEO Audit: Audit and Recommendations
• Run an AdWords Campaign: Ads, Keywords, Recommendations
• Evaluate a Display Campaign: Campaign Results, Recommendations
• Market with Email: Email Plan, Test Message, Recommendations
Summarized the different marketing campaigns executed and reflected on the results. Evaluated the ROI of the campaigns, compared the results across platforms, then formulated recommendations for future marketing action and budget allocation.
Rwithu Menon's Digital Marketing portfolioRwithuMenon1
Digital Marketing Projects
1. Facebook Ad campaign
Setup and ran a Facebook Ad campaign to promote Udacity’s Digital Marketing Nanodegree program, with a marketing objective of increasing conversions—tracked through downloads of a free social media guidebook.
2. SEO audits
Used Moz and SEMrush tools to improve SEO performance of Udacity’s Digital Marketing Nanodegree program website.
Conducted onsite audits—Content audit to identify keywords for potential blog posts to boost SEO, technical audit to improve metadata of the webpage, backlink audit to identify important backlinks and SEMrush to create a link building campaign.
Conducted offsite audits—performance tests using Pingler Google Indexed Pages Checker, Google Page Speed Insights and Think with Google.
3. Adwords campaign
Setup and ran a Google Adwords campaign to promote Udacity’s free Web accessibility course, with a marketing objective of increasing conversions—tracked through course signups.
4. Display ad campaign
Evaluated and documented results of a display ad campaign which promoted Udacity’s Digital Marketing Nanodegree program.
5. Email Marketing campaign
Crafted an email marketing campaign, scheduled and sent emails to leads through Mailchimp. Also analysed and documented the results of a previous email marketing campaign conducted by Udacity for its Digital Marketing Nanodegree program.
Portfolio of digital marketing projects related to content creation, social media marketing, social media advertising, email marketing, and marketing analytics.
Medha Dixit - Digital Marketing NanodegreeMedha Dixit
Udacity's digital marketing nanodegree is a comprehensive, 12-week long program that offers a 360 degree understanding of the digital marketing landscape. Designed in collaboration with digital industry leaders such as Google, Facebook, Moz, Hootsuite, MailChimp and HubSpot, the program provides a platform to run live campaigns on major marketing platforms. It includes a thorough coverage of Social Media Marketing, Social Media Advertising, Search Engine Optimization, Search Engine Marketing, Google Analytics, Display Advertising and Email Marketing.
Udacity Portfolio: Building a Marketing StrategyLeslie Richart
Please enjoy my Portfolio containing the results of the live campaigns, budget planning, and analyses developed over the course of my Digital Marketing program from Udacity.
Here I list all the projects , that I was worked on during my digital marketing nanodegree studies at Udacity in (Content Strategy ,Social Media Marketing ,Social Media Advertising ,Search Engine Optimization (SEO) ,Search Engine Marketing (SEM) ,Display Advertising ,Email Marketing ,Measure & Optimize with Google Analytics .
Recently completed Udacity Digital Marketing Nanodegree online. The presentation covers my portfolio showcasing my projects such as content creation, Facebook Ad campaign, Google Adwords campaign, Email marketing plan.
Digital Marketing port folio, detailing a marketing plan for Digital Marketing Nanodegree (DMND), based on customer journey, to gain 200 enrollments/sign-ups in one quarter. Tools used: SEO, SEM, Content Marketing, Google Adwords, Google Analytics, Email Marketing, Social Media Marketing, Social Media Advertising, Display Advertising.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
3. Digital Marketing Nanodegree Program
We create a Customer Journey Based Marketing Plan with the goal of signing
up new customers to the DMND Program in one quarter.
Budget: $50,000
Profit: For the purpose of this assignment, the cost of the Nanodegree is
$999, we assume a profit margin of 30%, meaning that Udacity makes $299 in
profit per student that signs up.
Campaigns: We want to aggressively grow the program, but, we want to do it
without losing money.
5. Marketing Objective:
Digital Marketing Nanodegree Program
Since we have a budget of $50,000 and a profit per signup of $299, the “break
even” would be reached with the 168th sign-up. To cover unforeseen events and
some requests for refund, our marketing objective is:
We want to achieve 230 new sign-ups for our DMND Program within
one quarter and a budget of $50,000.
Our primary KPI for this objective will be the total Number of sign-ups, counted as conversions.
7. Target Persona
Target Persona
Background & Demographics
★ Female
★ 38 years old
★ Married
★ 1 kid
★ Lives in the US, rural region
★ 65k annual hh income
★ Has a bachelor degree
★ Works full-time in sales dep
Hobbies
★ Reading
★ Gaming
★ Running
★ Travelling
★ Internet
★ Good food
★ Family
Barriers
★ Not enough knowledge
★ Gap in career
★ Fear of failure
★ Not confident enough to
defend her skills
★ Lack of time & money
Needs
★ A program, that does not
consume too much money and
time
★ Direct feedback to learn while
in the progress
★ A program that offers career
counseling to find
opportunities while learning
★ Hands-on experience and not
just theory
Sandra Sinclaire
Goals
★ Change careers
★ Become a digital marketing guru
★ Work from home
★ Find work in digital marketing
★ Financial security
★ Keep learning & improving
8. Marketing Tactics
Customer Journey Awareness Interest Desire Action Post Action
Message
-DMND Program is a digital course for
people who want to gain a comprehensive
overview on the topic of digital marketing
-DMND can help you change careers / if you
ever wantet to become a digital marketer,
this is your chance
-DMND is a program for people that have
not that many time. Who have a family, a
job and a limited budget for private
education
-DMND increases your skills in digital
marketing, helps you in gaining confidence
in this field and even helps you to change
your career and so change your life
-self paced course, your
speed, your program
-work on real life and
live(!) projects
-created with industry
leaders
-career counseling and
recruiting cooperations
-direct feedback, mentor
program, 24h review,
slack channel
-a well recognized certificate
-don’t miss out your chance
of career change. Other
people already succeeded ->
showcase of success stories
-10% discount for your first
nanodegree. Limited time
offer
(-incident-driven: Google
restructured AdWords ->
keep on track in digital
marketing with DMND)
-just make sure that the
technical infrastructure
provides a smooth buying
process
-thank for the purchase
and of course confirm the
purchase
-”good choice” -> here are
some introductions
videos, that outline the
key benefits
-follow us on social media
-CRM
-keep the customer up to date
-new products
-updates in the industry related
to the purchased course
-invite to conferences/summits
Channel
-content marketing:
Blogs AND Vlogs POE
-compelling and up to date landing page
with lots of links and additional information
-social media advertising (ofc organic aswell)
-display and video advertising
-search advertising
&organic
-social media advertising
&organic
-retargeting
display&video
-search advertising
&organic
-social media advertising
&organic
-retargeting display&video
-eMail-marketing
-eMail
-social media
-eMail
-social media
-direct communication via the
DMND interface/classroom
-personal/face to face at
conferences
-direct mail of invitations,
membership approvements
(name-cards), whatsoever
10. Digital Marketing Nanodegree
Budget Allocation for Media
For the purpose of this assignment and budgeting we are going to
focus solely on the cost and return on media.
11. Awareness: Budget Allocation for Media
Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales
Facebook 5000 $1.25 4000 0.05% 2
AdWords Search 2000 $1.40 1429
0.05%
1
Display 1500 $5.00 300
0.05%
0
Video 1000 $3.50 286
0.05%
0
Total Spend 9500 Total # Visitors 6014 Number of new Students
3
12. Interest: Budget Allocation for Media
Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales
Facebook 6000 $0.50 12000 0.1% 12
AdWords Search 3500 $1.50 2333
0.1%
2
Display 2000 $3.00 667
0.1%
1
Video 1500 $2.75 545
0.1%
1
Total Spend 13000 Total # Visitors 15545 Number of new Students
16
13. Desire: Budget Allocation for Media
Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales
Facebook 20000 $0.30 66667 0.3% 200
AdWords Search 3000
$1.50
2000
0.3%
6
Display 2500 $3.00 833
0.3%
3
Video 2000 $2.75 727
0.3%
2
Total Spend 27500 Total # Visitors 70227 Number of new Students
211
14. ROI: Budget Allocation for Media
Phase Total Spend
Total Number of Site
Visits
Total Number of
Sales
Profit Per Sale Total Profit ROI
Aware-
ness
$9,500 6,014 3 $299 $897 $-8,603
Interest $13,000 15,545 16 $299 $4,784 $-8,216
Desire $27,500 70,227 211 $299 $63,089 $35,589
Total $50,000 91,786 230
$68,770 $18,770
15. Additional Channels/Recommendations:
Yes, Google dominates the market. But we will not forget to cover bing ads aswell.
A lot of people may think: If they’re using bing, they are not my target group.
And this is good for us! --> Don’t be “a lot of people”, be the one to outsmart the majority.
What about other video platforms, shall we focus on YouTube? For example Twitch and Vimeo.
And of course the paid campaign should be accompanied by organic efforts.
Optimize the landing page, blog and vlog about the program or cooperate with bloggers/vloggers,
improve the content - SEO-wise…
Crazy idea: What about advertising a digital course in print media? Newspapers, magazines, …
They usually even have their own digital channels.
18. Blog Post blurb
In this blog post I will tell you about
my situation when I was trying to
find a good overview course of
digital marketing. And I will tell you
why I finally chose Udacity’s Digital
Marketing Nanodegree Program.
19. Foster your digital marketing skills: Turn information overload into winformation overview with Udacity!
Yes my friends, I decided to take the Digital Marketing Nanodegree (DMND) Program from Udacity.
I will explain you why I did that, but first things first:
I am a passionate online shopper and therefore digital marketing follows me on every step I take in the digital world of today. Working
in sales department and with my bachelor’s degree in marketing I always felt the need to develop my skills in digital marketing and to
maybe make a living out of it. But every time I tried to gain some more knowledge about this intimidating big field, one thing happened:
I answered one question and generated 5 new questions out of it. At some point it gets very exhausting to always search for new
answers and come up with more question marks. Especially when you are working full-time, have a family life and one or even more
kids. And let’s be honest: We aren’t those teenagers that grew up online, huh?
So what did I do? What probably all of us did at one time: I searched for a comprehensive overview. And what did I come up with?
Google Digital Workshop, Facebook Blueprint, some How-To’s and a lot of Youtube videos of people that wanted to sell their own stuff.
Rather narrow than universal!
...
Part 1 of 2
20. ...
But then I found some courses that were not for free, but still not that expensive, that a full-time worker could not afford them. And they
were even not that time consuming, that a full-time worker with family could not complete them within a few weeks and within a few
hours per week.
Without listing all of those programs and names: One stood out -> Udacity’s DMND
I was searching for a comprehensive overview in digital marketing, that gives me a real certificate that I can show to others and to
myself. That overview should not cost too much so that it is not financially threatening my small family, but it should cost enough to
keep me motivated. It shouldn’t be too time consuming but still make me feel like I “have done something”.
Right now I am working on lesson 3 of 11 and I can already feel my confidence growing.
And guess what: Udacity offers career counseling on top of all that :)
Feel free to like, share and subscribe! I will keep you updated on my progress!
See you around!
Part 2 of 2
25. My different Ad Images in the end of the project 3/4
Ad Three
26. My different Ad Images in the end of the project 4/4
Ad Four
27. Key Results
Present the most important metrics per ad
Campaign Results Reach Cost per
Result
Amount Spent
Ad One 22 eBooks 8,188 $ 2.88 $ 63.32
Ad Two 0 eBooks 1,130 -/- $ 17.59
Ad Three 18 eBooks 4,635 $ 1.43 $ 25.67
Ad Four 2 eBooks 2,864 $ 9.21 $ 18.42
Overall 42 eBooks 16,276 $ 2.98 $ 125.00
29. Technical Audit: Metadata 1/2
DMND URL:http://dmnd.udacity.com
Current Revision
Title Tag Udacity Digital Marketing Nanodegree Program Website Udacity Digital Marketing Nanodegree Program
Meta-Description <meta name="description" content="" />
is empty
I’d use what I found in :
<meta property="og:description" content="Gain
real-world experience running live campaigns as
you learn from top experts in the field. Launch
your career with a 360-degree understanding of
digital marketing." />
Shortened to 153 characters by leaving out “in the
field”.
Alt-Tag 1 src="//v.fastcdn.co/u/beb60d38/1381576
3-0-medium.jpg NONE
Become a digital Marketer
30. Technical Audit: Metadata 2/2
DMND URL:http://dmnd.udacity.com
Current Revision
Alt-Tag 2 src="//v.fastcdn.co/u/beb60d38/1371846
3-0-horizontal-primary-b.png" NONE
Digital Marketing Nanodegree Program
Alt-Tag 3 src="//v.fastcdn.co/u/beb60d38/1372003
8-0-logospartners.png" NONE
Udacity Partners: Facebook, Google,
Hootsuite, Hubspot, Mailchimp, Moz
Alt-Tag 4 src="//v.fastcdn.co/u/beb60d38/1381496
3-0-image-digital-market.png" NONE
Laptop Julia Aspinall
Alt-Tag 5 src="//v.fastcdn.co/u/beb60d38/1381558
8-0-features1.png" NONE
360 degree Daniel Kob
Alt-Tag 6 src="//v.fastcdn.co/u/beb60d38/1383474
8-0-features-02.png" NONE
Laptop Features A/B Tests
31. Technical Audit: Backlink Audit
I list three of the top backlink URLs I discovered for the website https://www.udacity.com/ .
Since these backlinks should add value to the website and not be spam, I did not just take the three with highest DA. There was a lot of
bullshit sites among those. I chose my own and personal top performers.
Backlink Domain Authority (DA)
1 http://creativecommons.org/2012/11/
01/keeping-moocs-open/
100
2 http://www.nytimes.com/2012/11/04/
education/edlife/massive-open-online
-courses-are-multiplying-at-a-rapid-pa
ce.html
99
3 http://obamawhitehouse.archives.gov
/blog/2013/05/14/hanging-out-we-gee
ks
94
32. Page Speed
Using the Google Page Speed Insights
tool, perform a speed test of
dmnd.udacity.com’s mobile presence.
Evaluating the page speed is important
for knowing if, how and what to improve
to get better speed.
Better speed helps twice:
-improve ranking potential in search engines
-improve user experience
33. Mobile-Friendly Evaluation
Using the Think with Google tool, assess the
mobile-friendliness of the
dmnd.udacity.com website.
People are five times more likely to leave a
mobile site if it isn’t mobile friendly
Half of all visitors will leave a mobile site, if it
doesn’t load within 3 seconds.
34. Recommendations
1. First of all I’d recommend to improve/decrease picture size to boost the loading speed. Not only important for
mobile. From personal experience I know how fast I bounce off sites that are not instantly loaded.
2. We need to get the page http://dmnd.udacity.com/ on the index. Why isn’t it on the index? Can a crawler get on
our page in the first place? If not, why not? I can see that there are some “doors” out of the page. But if there is
no door in, the page is dead. Maybe it is a landing page for an old campaign or the links to it are misspelled?
3. Links and mentions can gained and generated by cooperation with bloggers for example. Find some digital
marketing bloggers or vloggers and offer them something. Get them 50% or 100% off the DMND course and
have the only requirement “please rate our program and write about it”. I think there are quite some people out
there who will do this. Even if they give you thumbs down… Rather bad publicity than no publicity? :)
4. Get some alt-tags for your pictures! I think the crawlers will be happy to read more information about the
pictures on the site than just the name of the pic. Especially when the pic name is not descriptive at all.
5. Work on a descriptive description meta-tag. Don’t let Google decide what your search result looks like. Get your
own words out there, in your own tone and language.
6. My last recommendation is not that technical. It’s just my feeling when I go to that page: Its really static and kind
of sterile. The page does not live. Get some colour in the background, make it look more “elite”-ish. Replace some
pictures with videos instead, that start to play on scroll-over. And make the logos of the partners (inter-)active.
Give them a hyperlink to the outside. Reduce the “bounce-because-bored”-factor :)
36. Ad Group #1: Awareness
Ads & Keyword Lists
+measuring +website +performance
+javascript +optimization
+optimize +website speed
+search +engine +optimization techniques
make +website faster
+tweak +website +code
what +slows my +website +down
"my homepage is too slow"
+website +optimization
+free +course +website +improvement
why is +website +slow
+increase +website speed
+html +optimization
[critical rendering path]
+website +performance optimization
+faster loading +website
how can i +improve the +loading time of my +website
+website +tuning
[page speed insights]
+website +speed +bottleneck
+homepage slow +diagnose
"what makes a website faster"
+css +optimization
enhance google quality score
Keywords
37. Ad Group #2: Interest
Ads & Keyword Lists
+css +tweaks
+website +performance +optimization
website optimization speed
+coursera +website +optimization
[critical rendering path]
[page speed insights]
speed performance bottlenecks website
+udacity +website +optimization
"web development" +first +steps
+javascript +tweaks
+js +tweaks
+udemy +website +optimization
"i want to become a web developer"
"how to become a front end web developer"
+front +end +web +development
"speed up my website"
+increase +website +speed
+html +tweaks
[search engine optimization techniques]
+free +course +front +end +web +development
Keywords
38. Key Campaign Results (Campaign & Ad Groups)
Campaign Name BadFlo643252
Ad Group
Max.
CPC Bid
Impr. Clicks CTR in %
Avg. Cost per
Click in $
Conv. CR in %
Cost per
Conv. in $
Cost in $
Aware-ness 3$ 740 41 5.54 0.92 7 17.07 5.41 37.85
Interest 3$ 629 16 2.54 1.53 2 12.50 12.24 24.48
Total 1,369 57 4.16 1.09 9 15.79 6.93 62.33
39. Key Campaign Results (Ads)
Ad Clicks CTR
Avg. Cost
per Click
Conv. CR
Cost per
Conv.
Become a Front... 16 2.64% 1.53$ 2 12.50% 12.24
Join the Path... 0 0.00% - 0 0.00% 0.00$
Optimize your... 29 6.11% 1.05$ 6 20.69% 5.09$
Is your website... 12 4.53% 0.61$ 1 8.33% 7.30$
40. Key Campaign Results (Keywords)
Since my marketing objective/KPI is clicks, these are the top4 keywords
Keyword Clicks CTR
Avg. Cost
per Click
Conv. CR
Cost per
Conv.
+website
+optimization 11 5.21% 1.23$ 1 9.09% 13.55$
website optimization
speed
10 2.13% 1.72$ 0 0.00% 0.00$
make +website faster
7 3.02% 0.58$ 1 14.29% 4.08$
[page speed insights]
6 16.67% 1.47$ 2 33.33% 4.42$
41. Campaign Evaluation
○ Despite my marketing objective being clicks, I can state, that the campaign did result in a positive
ROI. At least if you consider one conversion’s worth with 60$. As I spent 62.33$ and generated 9
conversions (worth 540$) the ROI should be around 766%. Considering clicks only and a theoretical
conversion rate of 5%, I would have needed 1.04 conversions to reach break-even. 1.04 conversions
would be 21 clicks. Since I generated 57 clicks, this “ROI” would be 271%.
○ On average I had to spend 1.09$ per click, which is far away of my max CPC of 3$.
○ At a glance, the awareness ads outperformed the interest ads in terms of CTR (5.54% vs.
2.54%), conversions (7 vs. 2), avg. CPC (0.92$ vs. 1.53$), and so on. But you never know
(well you could find out), how many of which conversions that watched the free course
will pay for a real course. Until now, we only have quantitative data and need to combine
with qualitative results to really gain knowledge.
42. Recommendations for future campaigns
If I had more budget, I would consider to improve my campaign as follows:
● First of all, I think, that my campaign did bring good results in terms of clicks and even conversions,
so with more budget I would definitely let that campaign run longer.
● I would generate more ad groups. Not only for awareness and interest, but additionally for at least
desire and maybe even action state.
● I think I would pause the underperforming ads in each group after 1 week and try to optimize the
best ad even further by deleting keywords that generated 0 impressions and modify keywords with
[...] or “...” to gain quality clicks.
● After that I would try some A/B testing with ad titles first, so I can evaluate which headers perform
best.
● And I probably would specifically change the objective to conversions, which would include to insert
the snippet in the landing page. (Yes, google tracked conversions, but I am not sure how: Was there
a snippet on the LP or did google track by its own parameters? I want to know exactly and therefore
I need to take over the control.
44. Display Image Campaign: Overall Results
Find below the overall results of the Display Image Campaign
45. Results: Calculate the ROI
1. Present the results of the overall campaign by completing the table below.
2. Highlight Key Results
3. The overall ROI was positive and 323.48$
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1,973 282,066 0.7% 0.44$
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
872.51$ 0.2% 4 218,13$ +323.48$
46. Display Image Campaign: Ad Results
A
B
Review the Ad results below of Creative A and B for Display Image Campaign
47. Which Ad Group Performed Better?
I’d say A outperformed B because of the image: People and faces tend to
convert better than just a smartphone. Google realized this after the first test
and pushed A even more.
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# of New
Students
CPA ROI +/-
Creative - A 1,531 216,199 0.71% 0.45$ 686.27$
.2%
3 228.76$ +210.72$
Creative - B 442 65.867 0.67% 0.42$ 186.24$
.2%
1 186.24$ +112.76$
48. Keyword Clicks Impressions CTR Avg CPC Cost
1
marketing online 236 20750 1.14% 0.5$ 118.64$
2
online marketing
course
226 38259 0.59% 0.28$ 63$
3
digital marketing
training
57 8224 0.69% 0.54$ 30.75$
4
marketing courses 19 1999 0.95% 0.27$ 5.14$
5
marketing careers 14 2998 0.47% 1.68$ 23.5$
Number 4 with a CTR of .95 is pretty interesting
49. How would I optimize this campaign?
Suggestion 1: I would A/B Test a new ad image vs. the old A. (fine tune ads)
Suggestion 2: Try to find some more long tail keywords that are even cheaper
and maybe better performing. Remove underperformers like “digital analytics
course”.
Suggestion 3: Try to improve the landing page even more to increase
conversion rate.
50. Display Video Campaign: Overall Results
Review below the overall results of the Display Video Campaign
51. Results: Calculate the ROI
1. Present the results of the overall campaign by completing the table below.
2. The overall ROI was positive and 370.40$
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1,892 157,517 1.20% 0.44$
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
825.61$ 0.2% 4 206.40$ +370.40$
52. Display Video Campaign: Ad Results
B
A
Campaign A - Short Keyword List
Campaign B - Large Keyword List
Review below the Ad Results of the Display Video Campaign
53. Which Ad Group Performed Better?
Video B totally outperformed Video A. My guess is, that the more keywords did the job. It’s just a lot more for google to
choose from. Since A’s ROI is still positive: Depending on the costs to generate the large keyword list, it could still be
attractive to run a “quick and dirty” campaign with A. :)
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# New
Student
CPA ROI +/-
Campaign A 453 54,312 0.83% 0.64$ 290.21$
.2%
1 290.21$ +8.79$
Campaign B 1,439 103,205 1.39% 0.37$ 535.40$
.2%
3 178.47$ +482.12$
54. Key Campaign Results (Keywords)
1. Present the five keywords you consider most successful based on the
results of the campaign?
2. Highlight the best performing keyword from the results. Why was this the
best performing keyword?
I highlighted the keyword ad advertisement for its high clicks, an
astonishing CTR, and good ROI. It delivers cheap (pricy) conversions.
55. Keyword Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on Rate
CPA
# New
Students
ROI +/-
ad
advertise
ment
510 24172 2.11% $0.17 $85.58
.2%
85.58$ 1 +213.42$
online
marketing
video
495 42440 1.17% $0.51 $253.23
.2%
253.23$ 1 +45.77$
digital
learning
courses
207 14198 1.46% $0.31 $64.99
.2%
- 0 -
business
training
course
163 17437 0.93% $0.63 $103.43
.2%
- 0 -
course
digital
marketing
106 8726 1.21% $0.43 $45.50
.2%
- 0 -
56. How would I optimize this campaign?
Suggestion 1: remove the “education”-keywords ad
Suggestion 2: focus on the large keyword list BUT remove the not performing
keywords
Suggestion 3: keep the performing keywords in the “large” list, set both videos
for the same keywords and then A/B-test different videos.
58. Email Content:
Email Content Plan
Email Topic Marketing Objective KPI
Email #1
Thank you for
downloading our free
eBook! Did you know...
Engagement CTR
Email #2
Experience of real
students with Udacity
Engagement CTR
Email #3
10% Discount on your
DMND
Conversion CR
59. Email #1
Email Content Plan
Subject Line Body Summary Visual CTA Link
Thank you for
downloading
our free eBook!
Did you know...
● Saying thank you for the
download
● Confirm, that the eBook is a
good start into digital
marketing.
● Advertise on the real DMND
and other courses of
Udacity with links and
pictures (“Did you know,
that we have a lot of
interesting courses…”)
● Button to the DMND page,
that showcases DMND and
other courses
Of course any
visual is in the CD
of Udacity.
I’d insert a small
pic of the eBook,
so the reader
recognizes it.
And I would think
about a collage of
happy students of
udacity - enrolled
and graduates.
For the first
Mail, keeping
the CTA
general:
Learn more!
LP should be
similar to
https://www.ud
acity.com/cours
e/digital-market
ing-nanodegree
--nd018
BUT:
Redesign it to a
general
showcase.
Focusing on
DMND but still
provide a
glance at other
courses.
60. Email #2
Email Content Plan
Marketing Objective Subject Line CTA
Engagement
Gain insights on the
experiences of other
Udacity Students!
Check them out!
61. Email #3
Email Content Plan
Marketing Objective Subject Line CTA
Conversion
Start your new career now!
Secure 10% off your first
Udacity Course!
Dive in!
63. A/B Testing Email
By A/B Testing various components of your email you can optimize open rates, and conversion rates
on your call to action. A/B-Testing is, so to say, the fine tuning of your campaigns. It can be a never
ending process, if you want (like continuous optimization processes). But always be sure to only test
one variable at a time. So for the example: Subject line A vs. Subject line B, both with CTA A.
Only in another step you should test CTA A vs. CTA B. Ofc you could test all 4, but that just would
increase the need of a really big group of people, to keep “p” low.
A/B Testing
Subject Line CTA
Email #1
Increase your skills in digital marketing
even more!
Tell Me More!
64. Results Email #1
After you have hit send on the first email of your campaign, you can spend
some time analyzing the results.
1. Calculate the Open Rate
Results and Analysis
Sent Delivered Opened Opened Rate Bounced
2500 2250 495 22% 225
65. Results Continued Email #1
Results can be monitored within the first 24 hours of an email send, after a
couple days or even after a week.
1. Calculate the CTR and the Conversion Rate
Results and Analysis
Clicked CTR Take Action Conversion Unsub.
180 8% 75 3.33% 30
66. Final Recommendations
For the upcoming Emails I would of course be sure to check the bounced mails on #1. You can delete or check, what
went wrong. Hard or soft bounce?
Also interesting: What happened to the 75 Mails, that were sent, did not bounce, but weren’t delivered? Yes 75 is a
small number, but still room to optimize. Can we optimize for a certain spam filter or firewall?
Analyze the converted, the clicked, the opened emails: What can we do for making the openers click through, and
what to convert the click-throughers?
Intensify A/B Testing to increase conversions. CTA, Colour, Tone, more or less Text,...
Ask your customers (maybe via Email) what frequency of Mails they think is ok to receive?
That’s what I’ve learned in my studies: Just ask! You might not get a lot of answers, but those you get, you get from
fans, which is what makes those few answers so valuable.