Formation en marketing digital (version English)

DIGITAL MARKETING
YASSINE AAKAM
www.yassineaakam.me
Fb.com/Yassine.aakam
« It’s even better than a master degree programs… »

SUMMARY :
•INTRODUCTION :
❑- Digital marketing : history, definition.
❑-The power of digital marketing.
❑- Psychology : E-marketer & Customers Mindsets.
❑- Digital marketing in Morocco : Facts & statistics.
❑- Digital marketing processing :TCEO model.
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INTRODUCTION :
•Digital marketing : history, definition :
The actual start of digital marketing was in 1990, and that’s when the first
search engine called “Archie” was born.
Few years later, precisely in 1993, AT&T created a first banner ad, and
was placed on site for 30.000 $ for 3 months, the CTR was back then 44%.
In 1999, Goto.com was the first company to introduce SEM using the PPC
model.
1 year later, Google came up with the google AdWords platform, and
that’s how thing changes when new companies such as Facebook and
others joined this revolution.
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INTRODUCTION :
•Digital marketing : history, definition :
Marketing is the process of creating, communicating, delivering, and
exchanging offerings that have value for customers, partners, and society
at large.
Digital marketing is the practice of leveraging internet to connect &
communicate with existing and potential customers.
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INTRODUCTION :
•The power of digital marketing :
- Much cheaper
- Measurability
- Data.
- Better targeting.
- Better connecting.
- Customizing.
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INTRODUCTION :
•The power of digital marketing :
It can combine between inbound and outbound marketing :
- Inbound marketing : is a business methodology that attracts customers
by creating valuable content and experiences tailored to them.
- Outbound marketing : is the practice of pushing and advertising your
product or service to potential customer.
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INTRODUCTION :
• Psychology : E-marketer & Customers Mindsets :
E-marketer Mindsets :
➢Adaptability
➢Persuasion
➢Hunger to learn
➢Collaboration
➢Creativity
➢Data-driven decision making
➢Risk taker
➢Curiosity
➢Passion YASSINE AAKAM
➢Problem solver
➢Lateral thinker
➢opportunity taker
➢Embrace change
➢Analyzer
➢People management

INTRODUCTION :
• Psychology : E-marketer & Customers Mindsets :
Customer Mindsets :
➢Special & Unique.
➢Social influence
➢The “you” word
➢Familiarity
➢Trust & safety
➢FOMO
➢Driven by emotions
➢Curiosity
➢No passion YASSINE AAKAM
➢Value
➢They don’t take risk
➢opportunity taker
➢Sensitives
➢Intelligence

INTRODUCTION :
• Digital marketing in morocco : Facts & statistics :
Companies :
In 2018, companies devote only 3 million dirhams on average to digital
Marketing, which still weighs only 8% of the marketing budget, Same as
in 2016 (based on African Digital Summit statistics).
This can be a result of lack of customer’s confidence in everything related
to digital, not only that but also, could be a problem of this field’s lack of
skills, since majority of people aren’t still aware of this.
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INTRODUCTION :
Government :
In 2017, Mastercard and fletcher school, carry out a study on the digital
evolution of 60 countries (Digital Evolution Index 2017), result shows that
Morocco was ranked 50th
Government is currently working on a new digital revolution, as it
become easy to get a birth certificate online as example, since the new
generation is becoming more and more aware of the digital side and it’s
importance.
Government is expected to codify everything related to digital, as they
are missing a lot of money from this side.
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INTRODUCTION :
Customers :
In 2018, CMI (centre monétique interbancaire) released a study about the
number of transactions Moroccan people made in the whole year, 8.3
million transactions were made with a total of 3.3 billions of dirhams
(that’s around 91 dhs per Moroccan).
CMI announced that this was a result of 25% increase of the number of
online transactions compared to 2017.
This means that customers are being aware of online buying and begin to
trust well-known companies, which may induce companies to invest
more in the digital.
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INTRODUCTION :
• Digital marketing processing :TCEO model :
There are many models for approaching digital marketing, but we have
found it most effective to group it into four interrelated disciplines:
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INTRODUCTION :
• Digital marketing processing :TCEO model :
• THINK : It is tasked with developing strategic plans for the digital world. it
includes topics such as consumer insights, research, concept development,
budget…
• CREATE : It covers all aspects of creating web assets, from web design and
development to conceptual copywriting, the creation of social media assets,
mobile development, engineering business systems and social media integration.
• ENGAGE : is responsible for driving traffic and building relationships through
inbound and outbound online marketing.
• OPTIMIZE : is about continuous improvement. It delivers insight and lessons
through analytics, data mining, conversion optimization and testing.Optimize is
relevant at each stage of the process.
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SUMMARY :
•Chapter 1 - thinking :
❑- Digital marketing strategy.
❑- Market research.
❑- Content strategy.
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Digital marketing strategy :
• Introduction.
• Understanding marketing strategy.
• The building blocks of marketing strategy.
• Crafting a digital marketing strategy.
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• Introduction :
A strategy indicates the most advantageous direction for an
organization to take over a defined period of time. It also outlines
which tactics and means should be used to execute this direction.
Originating as a military term, strategy is about using your strengths,
as well as the context in which you are operating, to your advantage.
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• Understanding marketing strategy :
Business & Brand strategy :
The end-goal of any business is to make money, in one way or another. Business
strategy asks the questions: ‘What is the business challenge we are facing that
prevents us from making more revenue?’ or, ‘What business objective should we
strive for in order to increase the money in the bank ?
The brand is the vessel of value in this equation.The brand justifies why the business
matters, and what value its adds to people’s lives.The value of the brand is
measured in terms of its equity – how aware are people of the brand ? Does it hold
positive associations and perceived value ? How loyal are people to the brand ?
When you have the answer to this question, you can formulate a marketing strategy
to address the challenge or objective you’ve discovered
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Digital Marketing strategy :
An effective strategy involves making a series of well-informed decisions
about how the brand, product or service should be promoted,To make these
decisions, a strategist must understand the context in which the brand
operates.
- Environment : Political, Economic, Social,Technological, Environmental,
Legal. (PESTEL model).
- Business :What does it stand for?What does it mean?What associations,
ideas, emotions and benefits do people associate with it? What makes it
unique?
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Digital Marketing strategy :
- Customers : Conducting a market research to analyze demand.
- Competitors : it’s important to know who else is marketing to your
potential customers, what they offer, and how you can challenge or learn
from them.
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• The building blocks of marketing strategy :
Porter’s Five forces analysis :
Porter’s Five Forces analysis is
a business tool that helps
determine the competitive
intensity and attractiveness
of a market.
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The seven Ps :
- Product.
- Price.
- Place.
- Promotion.
- People.
- Process.
- Physical evidence.
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SWOT analysis :
SWOT stands for Strengths,
Opportunities, Weaknesses &
Threats, and it’s a good
way to better understand
your business, then figure
out and benefit from
opportunities and avoid
threats.
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• Crafting a digital marketing strategy :
❑Context : the answer of who are you ? And why your brand matter ?And what
makes it valuable ?
❑Value exchange : It is important to identify the supporting value-adds to the
brand promise that are unique to the digital landscape.
❑Objectives : Must be Specific, Measurable,Attainable, Realistic,Time-bound, and
use KPIs to check if you reached objectives.
❑Tactics and evaluation : the practice of engaging people with your business, this
will be covered deeply in a later chapter.
❑Ongoing optimization :The business should be flexible to always be in line with
any changes that could happen in the future.
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Market research :
• Introduction.
• Importance of market research.
• Key concepts in market research.
• Online research methodologies.
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Market research :
• Introduction :
Market research is a crucial practice to any marketing endeavor, as it’s
a must-to-do thing, that all companies should conduct for a better
market understanding.
Market research is the process of gathering information about
consumer’s needs and preferences.
It’s the answer to : who your customers are ?What they are interested
in ? And what’s the best time and place to engage with.
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Market research :
• Importance of market research :
In the digital side, the market is unpredictable, which makes it hard to
keep up with the trends, new customer’s needs, opinions, and the
competitors, and that’s why every company conduct a market
research from time to time, to make sure they are in the line with the
market changes.
Market research not only can help finding a new sales avenue,
customers, products and more, but also gaining insights into your
existing and potential customers.
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Market research :
• Key concepts in market research :
Before even thinking about conducting a new market research, the E-
marketer should know about 4 key concepts :
- Research methodology : the process that you should follow to
conduct a valuable and accurate research.
- Primary and secondary research : primary is collecting a new data
about the market, secondary is using the existing data that has
been published before.
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Market research :
• Key concepts in market research :
- Qualitative and quantitative research : qualitative seeks to answer
why & how people behave the way they do, while quantitative
relies on numerical data that are analyzed using mathematically
based methods.
- Sampling :You don’t need to survey all your audience at once, a
sample can only be a few people out of the whole audience.
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Market research :
• Online research methodologies :
- Surveys : they are old, but GOLD.
- Online focused group : involves a group of individuals who have
been invited to participate and share their opinions.
- Online monitoring : Have a look at what people are saying about
you on the internet, social media can be easy to use.
- Competitors spying.
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Content strategy :
• Introduction.
• Defining content marketing.
• Strategic building blocks.
• Content creation.
• Content channel distribution.
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Content strategy :
• Introduction :
The first step to getting a leg up on the competition is to have a solid, smart
content marketing plan in place.
63% of businesses don’t have a documented content marketing strategy?
That’s according to the latest research from the Content Marketing Institute
(CMI) and MarketingProfs.
Content strategy focuses on the planning, creation, delivery, and
governance of content.Content not only includes the words on the page
but also the images and multimedia that are used.
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Content strategy :
• Defining content marketing :
Content marketing focuses on matching content to your customer needs at
whichever stage they are in the buying cycle or customer journey.
UnlikeTV, where the advertiser pushes messages to a captive audience, the
focus is on engaging content,
which means that marketers must think like publishers (attracting an
audience) rather than seeing themselves as advertisers (buying an audience)
of a product.
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Content strategy :
• Strategic building blocks :
- Translating brand essence :The brand essence is a sentence which
sums up the unique attributes of a brand and the basis for its
emotional connection with customers.
- Market research & customer personas : conducting a market research
& creating a customer profile are all about considering the
characteristics of your readers, their needs and desires.
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Content strategy :
• Strategic building blocks :
- Content pillars: Always include different themes that matches your
audience interests, to your content.
- Match & audit it : Always match your content strategy to the objective
of the company, this can be analyzed while auditing the content.
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Content strategy :
• Content creation :
- Brand as publisher : Having content with a value-adds to your market, it is
about giving customers the lifestyle they desire.
- Content calendar:As part of your content strategy, you’ll need to know
exactly when you want to publish your content on each of the platforms you
want to use.
- SEO research : for some type of content, videos and articles, it would be
better if you optimize them in search engine.
- Content ideation : brainstorming a great idea for your content.
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Content strategy :
• Content channel distribution :
Channel’s algorithmic curation :
Choosing the right channel to share your content can make a huge difference,
so you should be careful about it, and you need build a content that induces
people to engage with it, as many companies such as Facebook, use a
complicated algorithm to control the reach of your posts.
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SUMMARY :
•Chapter 2 - Creating :
❑- UX design.
❑-Web development.
❑- Digital writing.
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User experience design :
• Introduction.
• Understanding UX design.
•Core principles of UX design.
• Mobile UX.
• UX design : Step by Step.
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• Introduction :
have you had a web experience that just worked, where everything was
clear, easy and even enjoyable to use? If so, you’ve encountered the
extremes of user experience design. Excellent UX can delight and
convert customers.Conversely, bad UX can lead to lost revenue and less
chance of repeat visitors.
a great UX website needs to be enjoyable to use, and an
experience worth sharing. What this means in practice for a
specific website, company, audience or context can differ, but the
principle remains the same – delivering a great experience to
users, and making it easy for them to convert to your desired goal.
UX is the first, foundational step of an effective digital asset.
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• Understanding UX design :
User experience (UX) can be defined as all the experiences (physical,
sensory, emotional and mental) that a person has when interacting with
a digital tool.
Online UX can be divided into 2 broad categories :
- Functional UX : related to all technical elements (navigation, search,
links …)
- Creative UX : all about visual elements.
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• Understanding UX design :
A goodUX relies on :
- Usability : is it easy to use ?
- Credibility : is it legitimate?
- Usefulness : Does it have a value ?
- Findability : can I find it easily ?
- Accessibility : can anyone use it anywhere at anytime ?
- Desirability : Do I have desire to use it ?
Good UX is an excellent way to differentiate yourself in the market and give
yourself a competitive advantage. If your online touchpoints are easy, fun,
intuitive and awesome to use, your customers won’t have any reason to
look elsewhere.
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•Core principles of UX design :
User-centric design :
Knowing who the users are, what they really need from our platform, what
capabilities, skills and technology they have… can have a huge impact on
the User experience, the reason why, market research is a must in this case.
Usability and conventions :
“Don’t make your users think, they just should do” - Steve Krug, it’s very
important to make the digital assets easy and intuitive.
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•Core principles of UX design :
Credibility :
Credibility means how legitimate and trustworthy something is, a good-
looking interface, testimonials, about us page, clear phone number and
address, brand visual identity, no errors … are some of the cues that visitors
use to determine the score of a platform (brand) credibility.
Simplicity :
Don’t ever complicate things, make it simple, a good-looking text, few
options, a short and clear answers to their questions…
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• Mobile UX :
Mobile devices should be prioritized in any digital endeavor, as many of
your audience are using only mobile devices to surf the internet.
Many statistics shows that mobile users are :
- Goal oriented : using mobile for a specific action.
- Time conscious : provide what they are looking for as quickly as
possible.
- Search dominant : using search engine to access a website link they
already know.
- Locally focused : 50% of the mobile uses focus only on a local
searches.
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• Mobile UX :
While mobile devices are being used by huge number of users, they also
have some limitations you need, as a marketer, to put in mind :
- Small screen : it can’t be as bigger as a laptop screen.
- Difficult inputs : sometimes it’s hard to type even your name.
- Slow connection : as many mobiles are 4G and later 5G, but it’s still a
slow connection compared to WIFI.
- Slow hardware : there are still mobile devices with a mediocre
specifications.
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• UX design : Step by Step :
1. Conduct research :You should figure out who and what your audience
really want.
2. Platform basic structures : make communication and understanding
easier by putting information into logical, clear and familiar structures.
3. Analyze your content : Respect the structure, hierarchy, and relevance
of your content.
4. Create a sitemap : is a visual structure of how the website’s pages will be
laid out.
5. Build the navigation : easy navigation can avoid user’s lost, user should
know where he is, where he can go, how to get to home.
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1. Create the layout :
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1. Assemble other elements : elements like call to action, validation,
forms, search, assistance …
2. Define the visual design : usually colors and imagery.
3. Conduct a testing : launch your platform and use some sort of surveys to
ask your audience about their experience, to fix errors.
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Web development :
• Introduction.
•Web design.
•Web development.
• Mobile development.
•Website building : Step by Step.
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Web development :
• Introduction :
Creating online assets involves three key processes – planning and
design, which create the appearance, layout and style that users see,
and development, which brings this imagery to life as a functioning
web tool.
The fundamental principle of good development and design is to
understand your users: the people who will actually be using and
interacting with your website.What are they looking for? What are
their objectives?Your offering must have user experience central to
the process
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Web development :
•Web design :
Web design is the process of creating all the visual aspects of the interface.This
covers the layout, color scheme, images, logos, type, design elements, and
anything else that you can see.
- Visual identity & designing for persuasion : the interface is the first thing that
users see and interact with, and it’s the initial step toward a good or bad user
experience, it also has impact on user decision.
- Color theory :Color has an incredible psychological effect on people. Based on
our culture, preferences and learned cues.
- Brand visual identity :This includes Logo, and brand colors that should 100% be
consistent to the look of your platform..
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Web development :
•Web development :
Web development is the process of taking finished web designs and transforming
them into fully functioning, interactive websites.
- CMS platforms : stands for content management system, they are platforms that
you can use to create and manage digital content (wordpress, drupal, joomla …)
- Server-side languages : Server-side languages are the ‘hidden’ web coding
languages that determine how your website works and communicates with the
web server and your computer (PHP, PYTHON)
- Front-end languages : Front-end languages, or “client-side” languages, are
languages that are interpreted and executed in the user’s browser rather than on
the web server (HTML, CSS..)
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Web development :
• Mobile development :
Over 60% of internet users are currently using mobile device to get access to internet,
the reason why this section is very important.
- Mobile development types : application, mobile website, responsive.
- Responsive design : is the design that includes flexible grid, images and codes that
can look suitable and beautiful in all mobile device sizes.
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Web development :
•Website building : Step by Step :
1. Planning and research
2. Choosing a domain name
3. UX & content strategy
4. Search engine visibility.
5. Design
6. Development
7. Testing & launch
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Digital writing :
• Introduction.
•Writing for your audience.
•Types of web copy.
• HTML for formatting.
•Copywriting formulas.
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Digital writing :
• Introduction :
Online copy It must provide information to visitors, engage with them,
convince them to take a desired action and, all the while, convey brand
ethos. It also has to provide context and relevance to search engines. It needs
to achieve all this without making it look as if the author is trying too hard.
Online copywriting involves everything from the text on a website to the
subject line of an email, and all things in between. From PR articles of 800
words to four-line search adverts, if it’s being read on a screen, it’s online
copy.
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Digital writing :
•Writing for your audience :
Every step that we take writing a good copy, should go in line with audience
needs and interests.
In marketing and advertising, knowing your audience is vital: it will guide you
in developing your content strategy, determining the topics they are
interested in, and help you organize information in a way that makes sense
to them. It will direct how you express your copy for your audience.
Audience research requires a good understanding of them, the reason why
we use buyer persona canvas to have a clear idea about our audience profiles.
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Digital writing :
•Writing for your audience :
Buyer persona canvas :
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Digital writing :
•Types of web copy :
Short copy :
- Call to action : a short message to request a specific action.
- Titles and subject lines : writing a good title can attract and make
people read your content.
- Search advert : such as google ads copy.
- Social copy : a tweet on twitter as example.
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Digital writing :
•Types of web copy :
Long copy :
- Articles : a long article can inform deeply about specific subject, and
also increase spent time per session.
- Emails : a long email have generally a goal of selling and persuasion.
- Product pages : especially high-ticket products, require a long copy to
convince the reader.
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Digital writing :
• HTML for formatting :
Hypertext markup language, is a language that tells browsers how to
present context.
A good copywriter is the one able to use HTML to lay out copy, knowing
that the appearance of the page will get his or her words read, is basically
a way of making a text looks more professional and attractive.
<b>bold</b>
<br> for line break.
<h1>heading</h1>
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Digital writing :
• Copywriting formulas :
- Before, after, bridge (BAB).
- Problem, agitation, solution (PAS).
- Features, advantages, benefits (FAB).
- Clear, concise, compelling, credible (4 Cs).
- Useful, urgent, unique, ultra-specific (4 Us).
- Attention, interest, desire, action (AIDA).
- Picture, promise, prove, push (PPPP).
- Why best, why believe, why now.
- Star,Story, Solution (3 Ss).
- Awareness, comprehension, conviction, action (ACCA).
- Attention, interest, credibility, prove, benefits, scarcity, action, warn, now.
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Digital writing :
• Copywriting formulas :
- What I’ve got, how it’s going to help, who am I, what’s next.
- Problem, solution, persuade, reassure, orchestrate, ask.
- Context, attention, desire, the gap, solution, action + credibility (6+1)
- Oblivious, Apathetic, thinking, hurting. (OATH)
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SUMMARY :
•Chapter 3 - Engaging :
❑- Customer relationship management (CRM).
❑- Search engine optimization (SEO).
❑- Search engine marketing (SEM)
❑- Online advertising.
❑- Affiliate marketing.
❑-Video marketing.
❑- Mobile Marketing.
❑- Content marketing.
❑- Social Media Marketing (SMM).
❑- Email Marketing.
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Customer relationship management (CRM) :
• Introduction.
• CRM model.
• Understanding customers Lifecycle.
• CRM and Data.
• The benefit of CRM
• Social CRM
• Implementing CRM : Step by Step
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• Introduction :
In a world full of competitors, CRM become more important than ever,
the reason why companies invest more money in attracting and
retaining customers, since competitors are just few clicks away…
Customer Relationship Management (CRM) is the practice of managing
relationship between companies and their potential and existing
customers.
CRM relies on customers data analysis based on their history with a
company, the goal is to retain customers which means more sales in
the future.
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• CRM model :
Marketing can make
Potential customer convert,
but only CRM can turn this
customer to a bonded
customer and then
to an advocate.
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• Understanding customers Lifecycle :
A good CRM expert is the one who can meet or even exceed customers needs,
the one who can determine customers problems, then provide them solutions,
to do that, the expert should concentrate on 2 axes :
1. Consumer touchpoints.
2. Customer loyalty.
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• CRM and Data :
Knowing who your customers are, what’s their problems, and what they really
want, make a CRM strategy successful, the reason why companies nowadays
are rushing toward customers data, as they can make life easy for them.
1. Why customer data ?
Data can give you insights, it can enable you to create a real value for your
customers.
P.S. : Always remember Pareto principle, 20% of your customers can generate
you 80% profit, as they also may be responsible for 80% of problems related
to service and supply.
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• CRM and Data :
- CRM Data gathering :
❖TraditionalCRM system : Demography, sales, locations …
❖Data mining : analyzing data to discover unknown patterns or connections.
❖Analytics data : Using analytic software like google analytics.
❖Social media monitoring data : Quantitative & qualitative data about social
media followers.
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• CRM and Data :
- Collating and organizing data :
CRM software can be used to automate lead and sales processes, and to
collect all of this customer information in a centralized place, allowing a
company to get a holistic view of the customer – from this, meaningful data
insights can emerge.
CRM software examples :
- Salesforce.
- HubSpotCRM.
- Insightly.
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• CRM and Data :
- Keeping data fresh :
Data related to your customers can be changed over time, which is not going
to help for your future plans, the reason why, companies always refresh their
customers data.
Fresh data can also help you avoid gaps and what’s probably going to cause
problems like sales drop for example.
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• CRM and Data :
- Analyzing data for marketing :
One of the most awesome features that digital marketing has, is that
everything is being tracked and recorded, which can help to kill it during the
next marketing strategy.
If, for example, a company is using multichannel marketing strategy,
analyzing data can indicate where CRM and marketing should focus their
efforts for a better return on investment (ROI).
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• The benefits of CRM :
CRM is a good practice that can help increase conversions, decrease costs,
improve customer loyalty and services.
- Marketing.
- Sales.
- Services.
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• Social CRM :
Brands have realized that they need to leverage Social CRM in their CRM
strategies and now understand that communication is not one way (from
brand to consumer), or even two way (between consumer and brand) but
multi-directional (brand to consumer, consumer to brand, consumer to
consumer).
Example of Social CRM tool :
- Hootsuite.
- Sprout social.
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• Implementing CRM : Step by Step :
1. Understand the business needs.
2. Understand the customers.
3. Set objectives & success measurements.
4. Roll out yourCRM.
5. Choose the right tools.
6. Run it.
7. Check performance & results.
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Search engine optimization (SEO)
• Definition.
• How does SEO work ?
• On-page SEO.
• Off-page SEO.
• Conclusion.
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• Definition :
SEO is the process of increasing the rank of a web page on search
engine (google, Bing …etc).
To do so, SEO relies on 2 big factors to rank a web page in the first
page of search engine result pages (SERP),TheOn-page and Off-
page SEO.
In general, Google prefers pages with a high-quality content, and
good reputation.
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• How does SEO work ?
- Find the keyword you want to rank for, “comptable a
Casablanca” for example.
- Analyze and optimize your web page around this keyword.
- Analyze your competitor’s backlinks, social signals and on page
SEO work (the ones already ranking for this keyword).
P.S. : If the keyword is hard, find a long tail one.
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• On-page SEO :
❖- Mobile friendly : https://search.google.com/test/mobile-friendly
❖- Loading speed : https://gtmetrix.com/
❖-Title tag.
❖- SEO-friendlyURLs : example.com/YOUR-KEYWORD
❖- <H1> & <H2> tags.
❖- Multimedia : Put keyword in Alt title section.
❖- First 100 words : Should contains your keyword.
❖- internal & outbound links.
❖- LSI keywords : In first and last paragraphs.
❖- Social sharing buttons.
❖- Use questions forVoice search.
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•Off-page SEO :
❖- Backlinks : From high Domain authority (DA) sites.
❖- Social signals : Likes, comments & shares on social media.
❖-Voice search : the future of search engine optimization rely on
this new feature.
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•Conclusion :
Google always applies updates to it’s algorithm, what used to work
in 2009, is not going to work in 2019, and what’s working now, will
be updated tomorrow, to be always updated with what’s latest
changes, follow those blogs :
- https://webmasters.googleblog.com/
- https://searchengineland.com/
- https://www.searchenginejournal.com/
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Search engine Marketing (SEM)
• Definition.
• How does SEM works ?
•Ad Copy.
•Targeting options.
•The bidding philosophy.
•Optimization.
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• Definition :
Search engine marketing is the practice of using paid advertising to ensure that
your web page is visible in search engine results pages (SERPs).
The top used platforms for this kind of marketing are Google and Bing ads.
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• How does SEM works ?
Advertisers can pay Google to show their web pages on the first page of google
result, without any search engine optimizations, as Google reserves some
advertising placement on it’s own page result for it’s advertisers.
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•Ad copy :
Each ad copy contains :
Heading, Link, Description and Ad extensions (Sitelinks, Callout,
Click to text,Call, Reviews, Offer)
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•Targeting options :
• Keywords :
1. Broad : Put keywords without any symbols Keyword
2. Broad match modifier : use + before the keyword to eliminate
synonyms, but not plurals +Keyword
3. Phrase match : put keyword between quotation mark, to show
ads for search terms containing your keyword… “Keyword”
4. Exact match : put keyword between square brackets to only
show your ads for the exact same search term [Keyword].
5. Negative match : put dash before keyword, to prevent your ad
from showing for that keyword (-Keyword)
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•Targeting options :
• Languages and locations :
You can also target your audience based on their languages and
locations, as Google can track your potential customers IP address,
and browser language.
• Demography and behaviors :
You can also target people based on their Gender, age, parental
status and household income, not only that, but also can retarget
people already been in your web page previously.
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•The bidding philosophy :
Google gives the first position to whoever has the HIGHEST :
1. Ad quality score : Google relies on factors like ad copy,
keyword relevancy … to determine an ad quality score, the
highest the better.
2. Engagement : Conversions and clickthrough rates are the
main metrics to determine the engagement rate, the highest
the better.
3. Bidding : the one bidding higher will take control.
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•Optimization:
Implementing tracking code can allows you to track your visitors
using google analytics and google tag manager, in order to find out
what’s working and what’s not…
Optimization comes based on real data analytics after launching
your first ads on a search engine marketing.
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Online advertising :
• Introduction.
• Online advertising objectives.
• Types of adverts.
• Payment models.
• Getting your ads online.
• Targeting and optimizing.
• Online advertising : Step by step.
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• Introduction :
Online advertising, simply put, is advertising on the Internet.Online
advertising encompasses display adverts found on websites, adverts on
search engine results pages, adverts placed in emails and on social
networks, and other ways in which advertisers use the Internet.
Of course, this is not just limited to computers – digital advertising can be
found anywhere you access the web, for example, through mobile
devices.
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• Online advertising objectives :
For every ads online, there is an objective behind it, it could be :
1. Awareness : Make people aware of a brand or
product.
2. Engage : inform, persuade, remind.
3. Conversions : drive sales, leads, subscriptions,
installs …etc.
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• Types of adverts :
1. Banners.
2. Text ads.
3. Pop ups.
4. Interstitial ads.
5. Map ads.
6. Video ads.
7. Social media ads.
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• Payment models :
1. CPM : cost per mille.
2. CPC : cost per click.
3. CPA : cost per action.
4. PPC : pay per call.
5. CPO : cost per order.
6. CPL : cost per lead.
7. CPI : cost per install.
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• Getting your ads online :
1. Advertising networks.
2. Social media networks.
3. Mobile advertising.
4. Influencers & sponsorships.
5. Retargeting.
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• Targeting and optimizing :
Online advertising made it easy to target the right audience, using
the gender, age, location, interests, behaviors and more.
Using some type of ads, you’ll be able to get access to the data, on
the other hand, you still can use any tracking tool such as Google
analytics to do so.
Optimizing your online advertising relies at 100% on the data,
analyzing the statistics will make you understand the online
advertising performance, we will focus deeply on this in the later
chapter.
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• Online advertising : Step by step
1. Define your goal.
2. Identify your KPIs.
3. Where your target hang out.
4. Set a budget.
5. Build your landing page.
6. Create & run your ads.
7. Track, measure and optimize.
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Affiliate marketing :
• Introduction.
• How does Affiliate marketing works ?
• Tracking.
• How do affiliates promote merchants ?
• Affiliate networks.
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• Introduction :
Referring one of your friend to a shoe shop, will indirectly increase
the shoe shop revenue.
Now let’s say that this shoe shop offered you 20% of the total bill if
you refer someone to their shop, you’ll definitely be finding new
customers to refer, this practice is called affiliate marketing.
There are many companies using this marketing channel, to get
new customers without any action, and I consider this to be the
best way to market a product or service, if you are already building
a strong brand.
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• How does Affiliate marketing works ?
Step 1 : build an affiliate system or sign up in one of the affiliate
networks.
Step 2 : Inform your audience about the commission you are giving
if they refer someone.
Step 3 : New customers will buy your product or services.
Step 4 :You will have to pay commissions to affiliates as promised.
Step 5 :Track and take care of the good affiliates
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• Tracking :
Every affiliate will have his own unique link, and this is how the affiliate
system can tell from which affiliate the sale came from, here is an
example :
- Normal link : www.yassineaakam.me
- Affiliate link : www.yassineaakam.me/Aff=YASSINE
If someone clicked on the affiliate link, he will be redirected to the normal
link, but the affiliate system will know that this visitor came from
“YASSINE” link.
Using cookies technology, if someone clicked on the affiliate link, the
web browser will reserve that link the number of days already set up.
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• How do affiliates promote merchants ?
➢Personal websites/blogs.
➢Influencers.
➢Content and niche sites.
➢Emailing.
➢Coupon & Loyalty site.
➢Online advertising.
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• Affiliate networks :
Affiliate network acts as an intermediary between publishers and
merchant affiliate programs.
Example :
Commission junction
Shareasale
Clickbank
Rakuten
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Video marketing :
• Introduction.
• Video content strategy.
• Video production : Step by Step.
• Video promotion.
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Video marketing :
• Introduction :
During the last years, the number of videos watchers and producers
has been massively increased, the reason why videos becoming
more important on every online platform and channel.
Unlike text and even images, video offers an extremely rich,
engaging and stimulating experience for viewers, that’s why
companies are all leveraging videos on their marketing strategy,
Video marketing is the practice of using video to promote your
business, to make it easy to your potential customers to figure out
what it is all about.
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Video marketing :
• Video content strategy :
It’s becoming more easier and much cheaper to make a video, you
can laterally make one using your smartphone, but making a video
content that really going to work, requires a deep understanding of
some human psychological factors, as they are the key to make a
trending video.
Our reptilian brains can be influenced by funny, chocked, cute and
inspirational videos, as it can definitely have impact on our
decisions.
Making an enticing, shareable, remarkable and short video, can
help you make it went viral, which is what all companies are looking
for.
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Video marketing :
• Video production : Step by Step :
1. Identify your audience.
2. Plan and concept.
3. Producing the video.
4. The right platform.
5. Optimizing.
6. Promoting and engaging.
7. Reporting.
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Video marketing :
• Video promotion :
- Video search optimization (VSO) :Title, tags,
description, video views, ratings, shares, comments
…etc.
- Social Share : for a social signals and bookmarking.
- Video search marketing (VSM) : Paid advertising,
YouTube ads as example.
- Paid video promotion : Using any kind of online
advertising.
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Mobile Marketing :
• Introduction.
• Mobile & personal communication.
• Mobile messaging channels.
• Things to remember.
• Mobile commerce (mCommerce).
• Augmented reality.
• Mobile analytics.
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Mobile Marketing :
• Introduction :
Who doesn’t use smartphone these days ?, in marketing,
companies use every tool that can allow them to communicate
with their prospects, the reason why, they leverage mobile as it is
the most used device among all electronics.
Based on real statistics, 58% of all internet users use smartphones,
that’s why, many companies are thinking about mobile marketing
as the future way of marketing.
Mobile marketing is the practice that enables companies to
communicate & engage with their audience in order to get a certain
goal predefined.
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Mobile Marketing :
• Mobile & personal communication :
- Are personal : Computers are not always as personal as mobile.
- Are always carried : even in the toilet !
- Are always on :We lose our mind when the battery is empty.
- Easy to pay with : payment processing became easy on mobile
devices.
- Mobile analytics : same as desktop, mobile can also be tracked
and measured.
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Mobile Marketing :
• Mobile messaging channels :
❑Short message service (SMS) : High open rate and CTR.
❑Multimedia message service (MMS) : text & multimedia stuff.
❑Instant messaging :WhatsApp, messenger … etc.
❑Automated voicemail messaging (AVM) : a pre-recorded voice
message that a customers can hear when they call a company.
❑Push notifications : Great way to inform your app users about
whatever you are trying to promote.
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Mobile Marketing :
• Mobile messaging channels :
❑QR code : technology that
allows you to compress any
kind of information into an
image that can be decoded
using your phone.
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Mobile Marketing :
• Things to remember :
All the good things that mobile have, comes also with a stricter
privacy policy, even more than desktop, so it’s important to respect
people’s privacy and not annoying them, then always provide them
with a way to unsubscribe easily in case they want to.
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Mobile Marketing :
• Mobile commerce (mCommerce) :
In 2018, Over 40% of all e-commerce purchases have been made
using a smartphones, as the process became easy more and more,
the rate will insanely increase in the next years.
The mobile device and its interface influence directly the decision
of mobile shoppers, so it’s important to check the platform’s look in
all sizes of mobile devices.
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Mobile Marketing :
• Mobile commerce (mCommerce) :
The key applications of mCommerce :
- Mobile banking : manage your bank account through mobile
device.
- Mobile browsing & shopping : became easier than ever.
- Mobile money transfers : in a matter of seconds, you can send
money through your phone.
- Offline sales : Using google map app, it’s easy to locate your
business location.
- Mobile advert : reach your audience using mobile ads
- Mobile coupons : leverage mobile marketing to share your
coupons, vouchers, & ticketing…
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Mobile Marketing :
• Augmented reality :
Definition : Augmented reality (AR) is a variation of virtual
reality. Rather than immersing the user in a virtual world, however,
AR takes computer graphics and superimposes them into ‘reality’ –
the physical space around the person operating an AR device.
These graphics can be 3D images or simply information tags about
a location.
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Mobile Marketing :
• Augmented reality :
Key applications : In one of Ikea’s campaigns, they allow people
to view virtual versions of their furniture in their homes through
their phone cameras.
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Mobile Marketing :
• Mobile analytics :
Same as in web desktop, web mobile can also be tracked and
recorded, using some good tools such as google analytics, can help
to identify all kind of mobile information you’d be looking for.
Mobile analytics have an essential role to help identify gaps, fix
them and scale the business, it can also enable companies to find
out what’s working and what’s not, which may reduce the costs and
increase the profit.
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Content Marketing :
•TOFU.
• MOFU.
• BOFU.
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Content Marketing :
• TOFU, MOFU, BOFU :
A great piece of content can always work on your favor, studying a
lot of different articles, the one that respects theTOFU, MOFU,
BOFU, was the best :
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Social Media Marketing (SMM)
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 Introduction.
 The benefits of social media.
 Social media Marketing options.
 Social Media Marketing Strategy.
 Bookmarking & aggregating.

Social Media Marketing (SMM):
• Introduction :
2.82 billion user are hanging out on social media in 2019, based on
“statista” website, there will be over 3 billion social network users
by the year of 2021, and that’s a good reason to leverage social
media marketing in your online marketing strategy.
Social Media Marketing (SMM) is the process of reaching out with
new potential customer through out the paid social media
advertising.
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• The benefits of social media :
1. Increase brand awareness.
2. Generate leads & conversions.
3. Foster relationship with customers.
4. Spy on competitors.
5. Social signals & engagement.
6. Listen to your customer.
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• Social media Marketing options :
1. Targeting : Age, location, interests, devices, languages…
2. Placements : Facebook, Instagram, messenger, audience
network.
3. Invest what you can : there is no minimum to invest on
SMM.
4. Analytics : to help you optimize your campaign.
5. Retargeting : retarget those who show interests to your
business.
6. Easy to use.
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• Social Media Marketing Strategy :
1. Identify buyer personas.
2. Identify your platform.
3. Create your content.
4. Leverage social advertising.
5. Analyze the result.
6. Optimize and scale.
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• Bookmarking & aggregating :
Bookmarking sites (like reddit, digg, delicious, stumbleupon..) are
simply a well-known social websites where you can store your links
online, those links can have an impact on your reputation and
traffic.
Leveraging those sites on your favor can be done while spying on
your competitors to get new ideas about what’s working.
This may some time, but it’s worthwhile …
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Email Marketing :
• Introduction.
• Email marketing strategy & planning.
• Email marketing : Step by Step.
• Email regulations.
• Choosing the right ESP.
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Email Marketing :
• Introduction :
Email marketing is a form of direct marketing that uses electronic
means to deliver commercial messages to an audience. It is one of
the oldest and yet still powerful digital marketing tactic.
The power comes from the fact that email marketing is :
- Extremely cheap.
- Highly targeted.
- Customizable on mass scale.
- Measurable.
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Email Marketing :
• Email marketing strategy & planning :
The email marketing strategy relies on building an email list of all
people interested in what you are offering, the process can be done
by building a landing page, having an unrejectable offer in
exchange of email address.
Then having your first mail already designed, it is called welcome /
thanks mail, this should contain the offer + an introduction about
you / your business, to make it easy to start building a relationship.
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Email Marketing :
• Email marketing : Step by Step :
1. Determine your goal : the compass of every strategy.
2. Database growing : build your list.
3. Segmenting your database : Divide your subscribers based on age, location,
behaviors …etc
4. Prepare your KPIs : open rate, CTR, ROI, Database growth, Bounce rate,
mails reputation …
5. Mails designing : A professional mails can make difference.
6. Your landing page : A good looking responsive one, that has an attractive
free offer.
7. Testing : you really don’t want to send something mediocre to your
customers, so test it out.
8. Run and measure : so you can optimize and scale.
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Email Marketing :
• Email regulations :
1. CAN-SPAM Compliance : include the company information,
visible unsubscribe button, real email addresses, title that
indicates the body of the mail.
2. GDPR Compliance : be explicit when requesting data, only
collect necessary data, Retain data for justifiable business
purposes only, keep company record to proveGDPR
compliance.
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Email Marketing :
• Choosing the right ESP :
ESP stands for Email service providers, are companies who provide all email
marketing services, to make sure you are choosing the right service, make
sure they support all this :
▪ CRM platform with segmentation capabilities
▪ Good standing with Internet Service Providers
▪ A positive reputation as an email service provider (ESP)
▪ Easy-to-build forms, landing pages, and CTAs
▪ Automation
▪ Simple ways to comply with email regulations
▪ Ability to split test your emails
▪ Built-in analytics
▪ Downloadable reports
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SUMMARY :
•Chapter 4 - Optimize :
❑- Data analytics.
❑- conversion optimization.
❑- growth hacking.
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Data analytics :
•Introduction.
•Working with data.
•Setting objectives, goals, KPIs
•Tracking and collecting data.
•Data analysis.
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Data analytics :
•Introduction :
Now that you are running your business, work Isn’t done yet, the
thing is that in every business, we need to rectify errors and
optimize the performance.
Doing this online is much easier as it can enables you to track and
record every statistic about your business, every click, conversion,
bounce rate…etc.
Figuring out what’s working and what’s not, is a must for any kind
of business, one way this can be done with is using data analytics.
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Data analytics :
•Introduction :
data analytics is the science of analyzing raw data in order to make
conclusions about certain things.
The process of data analytics relies on a lot of metrics to figure out
where the problem is, this can be done by analyzing the data, find
out what’s causing the problem, then discover a solution to it.
P.S. : If you aren’t doing this, then you are wasting time and money.
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Data analytics :
•Working with data :
You really should be aware of this :
- Performance monitoring and trends : it’s all about a deeply
analyze of user behaviors and campaign performance.
- Big data : massive data sets that requires specific software and a
lot of drives to process it.
- Data mining : is the practice of figuring out hidden patterns in a
database.
- World of data : Don’t stick with online data only, dig deeper to
find out more.
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Data analytics :
•Setting objectives, goals, KPIs:
Before anything, you always should set a specific, unique & clear
goal, in order to measure the success of website or a campaign,
keep in mind those 3 things :
- Objective : it could be brand awareness, sales increase, traffic
increase …
- Goal : it could be signing up on a newsletter, buying, viewing a
video …
- KPIs : stands for key performance indicators, they refer to
metrics used to indicate of objectives are met.
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Data analytics :
•Setting objectives, goals, KPIs:
Example :
Hospitality eCommerce site, such as www.expedia.com
Objective: increase bookings & decrease marketing expenses
Goal: make a reservation online
KPIs:
Conversion rate
Cost per visitor
Average order value
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Data analytics :
•Tracking and collecting data :
How information is captured ?
- Cookie-based tracking : HTTP cookie is a small file that a website
drops in user’s browser, in order to gather some user’s activities.
- Server-based tracking : web servers are a powerful computers
where websites are stored, they create a log files which track &
record some basic actions.
- Universal analytics : It’s good one to track real visitors, and not
just a simple sessions, but it still requires an authentications to
work perfectly.
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Data analytics :
•Tracking and collecting data :
What types of information are gathered ?
- Audience : demography, interests, locations…
- Acquisition : Information about traffic sources.
- Behavior : Information about how visitors reacts.
- Conversion : Information about the objectives & goals.
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Data analytics :
•Data analysis :
To make sure the website is successful, you should rely on theTAO
model, it stands forTrack,Analyze,Optimize.
The key to analyze :
- Behavior : is really the key to find out what are your visitors' intents.
- Outcomes : the goal is to increase revenue, so analyzing the KPIs to
find out where the gaps are, can help to reach the goal.
- User experience : knowing your audience’s behaviors, can help identify
the factors that influence user experience.
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Data analytics :
•Data analysis :
Segmenting :
Is the practice of characterizing and analyzing of group of users
having something in common, it could be a geographical location,
first time visitor, referral source, operating system, browsers …Etc
In page heat maps :
It’s a new technology that help you figure out where your users are
exactly clicking on, crazyegg.com is a good tool that can do this.
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conversion optimization :
• Introduction.
• What can you test ?
• Designing test.
• Sales funnels.
• FOMO Model.
• Conversion optimization : Step by Step.
YASSINE AAKAM

• Introduction :
Did you know that changing your product description, can have a
huge impact on your conversion ?
This can also work to when It comes toAdcopy, as it’s very
important to split test this, to get the best version that really
works.
Conversion optimization is the practice of gathering conversion
data, analyze it, fix all errors, redesign, and split test, to get the
most out of your visitors.
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• What can you test ?
- Advertising : changing your adcopy, or running the ad in other
platforms as example, can optimize your conversion.
- Email marketing : writing a good email copy, improving the
subject line, can increase open rate and CTR, which may then
boost your conversions.
- Landing page : Google optimize is a good tool to split test the
look of your landing page, to see which performing better.
- Ecommerce : changing images, video, checkout process, can
really help.
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• Designing tests :
As I already mentioned, Google optimize can help you split test
your lading page (by redesigning it automatically), and get a brief
look at what’s the good design you can go with, this tool can help
you change title, text, images automatically.
Psychologically speaking, redesigning a web page can influence a
customer decision, it sounds a bit weird, but it’s a fact.
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• Sales funnel :
Sales funnel is the marketing term
for the journey potential customers
go through on the way to purchase,
it includes the top, middle and bottom
of the funnel.
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• Sales funnel :
During a purchase process, many companies decide to optimize
their conversion using Cross-sell, up-sell & down-sell, which
increases the AverageOrderValue (AOV)
- Cross-sell : is selling additional product to the one already been
sold, we found them generally under “Frequently bought
together” section.
- Up-sell : is the practice of inducing customer to buy more
expensive products, while they are on way to checkout.
- Down-sell : a lower product price presented when the customer
declined the “upsell” offer.
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• FOMO Model :
Psychologically speaking, people have always a Fear of missing out
an offer, so using this concept in online marketing, can truly help
optimizing the conversions.
So every marketer have to think about a way to create this fear of
missing out (FOMO) in their potential customers, and this can be
done by mentioning that the stock is running out, the free shipping
offer will end in a few hours, the price will increase in 24 hours…
and so on!
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• Conversion optimization : Step by Step :
1. Gather data : gathering data is a must to start an conversion
optimization.
2. Analyze data : Having a deep look at your customer behaviors.
3. Fix errors : fix all problems that causes to low / none
conversions.
4. Split test & run : Design and create more versions to test.
5. Report & repeat : check the result and start the process again.
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growth hacking :
• Introduction.
• A product people actually want.
• Target.
• Acquisition.
• Activation.
• Retention.
• Referrals.
• Improve your product continuously.
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growth hacking :
• Introduction :
Growth hacking has only been around for a few years, but it’s already catching fire. Every
startup is looking for growth hackers.
The reason is obvious: everyone wants to grow ridiculously fast and acquire millions of
users and dollars in revenue.
The concept of growth hacking was coined by Sean Ellis in 2010, he was working with
many startups as a growth hacker consultant (dropbox as example), but whenever he
decided to leave the startup looking for new venture, he needed to have a replacement,
and that’s how he came up with growth hacker as a job title.
Growth hacking is a relatively new field in marketing focused on growth. It started in
relation to early-stage startups who need massive growth in a short time on small
budgets, but has since then also reached bigger corporate companies.
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growth hacking :
• A product people actually want :
Before even thinking about scaling and growth hacking in particular, you really need to
make sure that you have the right product-market fit, not only that but you also need to
improve it.
The thing is that if even your product worked well for a while, a very small stupid mistake
can make you pay a lot more than what you paid building the business.
To avoid this and be in the right product-market fit, you need to start digging on people
problems and needs, brainstorm the idea, and then get feedback before you even start
thinking deeply about it.
Finally, make sure you validate your idea, and the right way to do this is by asking
customers to pay for it before you even have the product, sounds weird right ? Well, just
think about flight tickets, hotel reservation, and everything that you pay for before even
you get it.
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growth hacking :
• Target :
Make it easy, don’t target everyone, it’s not going to work the way you think,
start with those having a huge interest in your product, we call them early
adopters, those should be your first target.
Build a buyer persona canvas, and be specific about whom you think they may be
100% interested in your business.
To reach the majority of people, your product must first successfully pass
through innovators and early adopters,Geoffrey Moore has written an entire
book called “Crossing the Chasm” that talks about this phenomenon.
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growth hacking :
• Acquisition :
There are three most reliable paths companies can take to scale customer
acquisition. But doing more than one of them at a time is next to impossible.
- Going viral : this strategy requires a mass sharing & referring from existing
audience (Dropbox as example)
- Sticky growth : this requires a sticky product that will keep people spend more
time using it (Facebook as example).
- Invest : it’s always important to decrease the costs while you increase the
profit, amazon used pre-existing data to figure out what’s people are looking
for and they didn’t find it, so they simply start selling it.
YASSINE AAKAM

growth hacking :
• Activation :
Always make your platform easy to use for public, remove all obstacles, and this
leads to the user experience as an important factor to reach your goals.
• Retention :
Don’t think about gaining new customers, invest on your existing customers,
returning customers are the best ones willing to re-buy from you, they are the
awesome one to refer your business to other potential customers.
• Referrals :
Previously known as word of mouth, the best marketing strategy in the history,
is now becoming easy with internet revolution.
YASSINE AAKAM

growth hacking :
• Improve your product continuously :
Once you’ve gotten big, the user experience is a huge part of your
product’s success.That’s why companies like Apple and Facebook spend
hours discussing fonts, colors, and button sizes, so Never stop improving,
Otherwise, nature (or the market in this case) will teach you that lesson
the hard way.
YASSINE AAKAM

Formation en marketing digital (version English)

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