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sgtjoel · 2 years ago

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Advanced Digital Strategies - Reflection

How this course in your master’s (certificate) program met your original objective?

My original objective was just to understand the foundational elements of marketing; however, as I went through the Advanced Digital Strategies course, I realized that this course offered a lot more than I expected (as the previous courses). This course gave me an opportunity to develop an Internet Marketing Action Plan by including the audience definition (demographics), intentions, and personas; elements for broad, targeted, and intention-based campaigns and email newsletter sponsorships; and landing page testing and optimization. It was an amazing course!

What have you learned from the program content?

Building primary relationships online, personas, customer roles, and audience research. I had the opportunity to create a Relationships Development Strategy that included the audience description (i.e., location, population, income, age ranges, diversity, and intentions), online channels (i.e., search engine optimization, social media campaigns, and email marketing), and customer roles and personas:

Competitive: They are quick and logical (Morris, 2023). They look for competitive advantage, best options, qualifications, important matters, time saving opportunities, and quick problems solving approaches (Baker, 2023).

Spontaneous: They are quick and emotional (Morris, 2023). They look for confirmation, simplicity, quick purchases, and likeness (Baker, 2023).

Humanistic: They are emotional and deliberate (Morris, 2023). They are empathetic, people-centered, and relationship-oriented (Baker, 2023).

Methodical: They are deliberate and logical (Morris, 2023). They look for details, processes, evidence, documentation, and data on how products or services solve their problems; they are usually the most difficult to convert (Baker, 2023).

Creating a unique value proposition. I also had the opportunity to create a Unique Value Proposition (UVP). UVP is a simple and clear statement (Eisenberg, 2008) that explains the benefits of products and how it resolves the customers’ challenges prior buying it (Laja, 2023). It assists in increasing sales and defining the organization’s contribution to what customers really value (Hayes, n.d.). The UVP is usually a block text (headline and/or sentence paragraph) with a visual that help communicate how a product fulfills a customer’s needs (Laja, 2023). Ultimately, it is aligned to the organization’s vision and mission (Pellowe, 2023) which, in my case, is a religious organization focused on sharing the Gospel through communicating, discipling, teaching, healing, and serving others in order to help restore their lives (SDAC, 2023).

In a collaborative manner, we should identify the organization’s must-haves and attributes that make them unique, such as expertise, capabilities, responsiveness, team environment, etc. (Michael, 2011). To accomplish this task, we would need to follow Eisenberg (2008) approach by listing what people value most about the products/services, looking for repeating themes, providing the list to a good writer, asking to write few versions of the potential UVP, testing the UVPs, and then selecting the best UVP.

We should also keep in mind Pellowe’s (2023) and Heslin’s (2017) recommendations, meaning that UVPs should be credible, theological, practical, affordable, denominational, people-focused, approachable, and programmatic. The five most important needs/wants of this relationship are the following (Heslin, 2017): Church location/distance, welcoming members, traditional programming, ministries, and services in English and Spanish.

Now, the challenge that we have is about testing the UVP to hopefully increase conversion (Eisenberg, 2008). For this, we should implement a multifaceted testing approach based on Laja’s (2023) and Pellowe’s (2023) recommendations: Message testing, A/B testing, pay-per-click advertising, members surveys, thank you emails received, visits to ministries, program evaluations by leaders, and event evaluations by our members.

Sales-buying process and customer engagement goals within the AIDAS. I learned about the sales and buying process (i.e., recognize the problem/need, search for information, compare solutions, purchase the product, and seek resources after purchase) (Indeed, 2023). I also had the opportunity to create engagement goals for each of the AIDAS model:

Attention: The goal is to provide a good first impression by putting the customer at ease, while having a casual conversation (Bhasin, 2021). The content must provide information on how to solve problems by posting “how to” videos (Sellers, 2022).

Interest: The goal is to minimize technicalities (Bhasin, 2021). The content should captivate the customers via news articles and storytelling to demonstrate why the product is the solution they are looking for as it stimulates their empathy and curiosity (Sellers, 2022).

Desire: The goal is to create the need in customers to buy the products or services and make them think on the reason they did not previously buy the product (Bhasin, 2021). The content should help customers with visualizing the need of the products or services via case studies, testimonials, and before-and-after information (Sellers, 2022).

Action: The goal is to induce or remind customers into buying the products or services (Bhasin, 2021). The content should include a comparison tool, button, or banner (highlighted, color contrasted with a good headline and sub-headline) that communicate what action customers must take and what they receive if they do (Sellers, 2022).

Satisfaction: The goal is to provide great customer service to reassure that customers have made the right decision (Bhasin, 2021). The content should provide information about after-sales services, multi-channel customer support, survey links, recommendations, and customers reviews (Bhasin, 2021; Sellers, 2022; Grief, 2023).

Conversion optimization. I had the opportunity to create a Conversion Optimization Strategy that included headlines variations, offer summaries, offer image library variations, statement of trust, testing and optimization plan, testing and optimization process, metrics (i.e., conversion rate, click-through rate, and click rate), funnel navigation steps (i.e., awareness, interest, desire, and action), and call to action variations.

Campaigns strategies. I had the opportunity to create a Traffic and Promotion Strategy for broad, targeted, intention-based, and email newsletter sponsoring campaigns by including several elements: Average transaction value, conversion rates, exposures, traffic/visitor profiles, demographic/segmentation, ad formats, messaging, goals of ad exposures, special offers and incentives, ad budget, cost per click, cost per visitor, revenue, total conversions, revenue per visitor, minimum viable product, ad spend/revenue ratio, discounting percent, and total cost/revenue ratio.

Promotion and messaging strategies. Some interesting elements that I learned in the course was about promotion/messaging strategies and online publishing. Some marketing professionals use Search Engine Optimization (SEO) and Search Engine Marketing (SEM) interchangeably; however, SEM is anything we do to earn placement in search engine results pages (Zheng, 2021) and it’s executed via pay-per-click marketing, paid search, display advertising, and remarketing ads (Weisbach, 2018). SEO is the process of improving a website in order to help it rank in search results when users search for particular words and phrases (Zheng, 2021; Weisbach, 2018). Both SEO and SEM are used to target quality traffic, reduce ads costs, increase clicks, enhance website functionality, increase conversion rates, extend outreach to new markets, and expand business availability to customers (Zheng, 2021; Weisbach, 2018). Weisbach (2018) encourages us to complement SEO and SEM to generate greater revenues since both are all about driving traffic to a website.

Price (2021) commented that digital advertising expenditure was around $390 billion in 2021 and organizations that invested more than $500 a month were 53% more likely to be extremely satisfied. With this in mind, organizations should develop a framework for developing an action plan with a budget that effectively support that plan. For example, if we hire a top-level SEO company to execute a campaign, we should expect to pay over $500 per month and, if it’s an international campaign, it may require a minimum of $2,500-$5,000 a month (Price, 2021).

3D Issues (2017) stated that we should consider diverse alternatives for online publishing, such as platform, content focus, design, advertising strategies, and tools. Patel (2023) commented that not every marketing tool is right for every business, so we need to invest carefully on a tool that is right for our organization based on features or data that we have access to. Something to keep in mind is that today’s generation has the tendency of being more comfortable with digital formats (i.e.,digital magazines, content hub, etc.). Now, some readers may feel that online publications can be difficult to print and may experience poor internet connection and download speeds. However, online publishing offer several advantages (3D Issue, 2017; Kozlowski, 2019; Justy, 2022): It can be interactive; it may include videos, audios, weblinks, and social plugins; it may be based on HTML or XML formats; it can be viewed offline and online; it helps in collecting news from blogs, Facebook, Twitter, YouTube, and more; its costs are relatively low compared to printed magazines; it offers an opportunity to reach a wider audience (national and international); it can be read on tablets and mobile devices anywhere and anytime; it is environmentally friendly; and it may open new sustainable revenue channels.

According to Vargas (2022), the word premium is widely used in business and marketing to signify reputation, content quality, audiences size, loyalty, brand safety, and high brand performance. Publishers may offer different things in order to get your business. For example, they may offer premium membership programs that leverage branding, content management, and effective customer relationships (Nicholas, 2022); bundling subscriptions that may include a website, podcast, and newsletter subscriptions into one main package (Miles, 2021); messaging management by using the right language or brand voice (Martin, 2019); ads blocking services due to advertising fatigue, micro-payments services via facial recognition functionality, and multimedia viewing without interruptions (Brandstater, 2020); and books due to high volume and added exposure in nontraditional channels (Raugust, 2002).

Something interesting to note. Miles (2021) shared a research study that tested how sales were impacted based on the last digit in a price. They found that prices ending in a 7 produced a 15% higher response rate than prices ending in a 3. Now, rates are not always set in stone – they tend to be flexible because the online environment is fluid and highly competitive. There may be rate cards showing a wide range of rates depending on geographic location and supporting organization (Bateman, 2023). Prior to committing to any publishing rates, Martin (2019) recommended that we should analyze our data, segment the data by user behavior, make data-driven decisions that support both the organization and customers, and finally implement customer-focused content – this will give you a better idea whether or not you need a publisher, a professional who can assist you in your marketing initiatives.

According to Batten (2011), display advertising has a strong impact on driving search queries and conversions. The case study’s organization that I was supporting proposed to use the Adventist World (2020) rates card. The main benefit of using this publishing company is because they offer diverse advertising mediums (i.e., print, digital, audio, and television), such as print, digital, audio (podcasts), and television.

In addition, I learned more about Woot.com. At the beginning, they offered one product daily until it was sold out; however, lately, they started offering special daily deals and limited time offers across seven categories (Woot, 2023b; Crunchbase, 2023; Zippia, 2023; Maglente, 2020), such as Home and Kitchen, Electronics, Computers, Tools and Garden, Sports and Outdoors, Shirts, and Grocery and Household (Consumer Affairs, 2023). They offer their business via website, mobile, Facebook, Twitter, and Instagram (Woot, 2023b; Crunchbase, 2023).

Maglente (2020) commented that Woot is like shopping on Amazon with the exception of you are only perusing discounts and deals every time you visit the site. Customers are able to create an account – you can also use your Amazon account (Maglente, 2020), browse for products by categories, read reviews, discuss the deals with other customers, and add products to the shopping cart (Consumer Affairs, 2023). Consumer Affairs (2023) shared some pros and cons about Woot: Woot has a fun and casual branding, they have chat forums and offers member benefits and discounted prices on name brands; however, their products may run out quickly and their deals only last 24 hours. In addition, Woot has a distinctive branding strategy that focuses on casual, conversational content, straightforward pricing, and unusual inventory. Such elements are mainly seen in their daily deals, blogs, community, return policy, and Shirt.Woot (t-shirt campaign).

Maglente (2020) mentioned that Woot’s product descriptions are for entertainment purposes and regularly employ literary point of view (although the descriptions do not express Woot's editorial opinion). Customers are subject to Woot's terms of use and privacy policy. In addition, Woot Forums offer an opportunity for customers to share their views about the company and products in a candid manner.

Managing online communities. I also learned how to better manage online communities by creating trustful environments. For example, trust means that individuals are doing their best to promote the organizational interests (Hall, 2019). Trust enhances teamwork, collaboration, organizational alignment, efficiency, engagement, productivity, decision-making, loyalty, retention, innovation, and creativity while decreasing stress and burnout in the workplace (Martic, 2023; Kester, 2020). If lost, it may take a really long time for leaders to develop the trust of employees and it may negatively impact transactions, influence, and sales (Behler-Young Company, 2023). When we build trust, we are encouraging employees to share their voices, creating a better organizational culture with open and transparent communication approaches, sharing vital information with individuals, fostering peer-to-peer communication, creating authentic and approachable leadership styles, creating a sense of purpose, engaging individuals with change management/digital transformation frameworks, adopting a human-centric approach, and enhancing employee empowerment (Martic, 2023). David Horsager (Behler-Young Company, 2023) recommended using the eight pillars of building trust: Clarity (mistrust the ambiguous), Compassion (care beyond themselves), Character (do what is right over what is easy), Competency (stay relevant and capable), Commitment (stand through adversity), Connection (follow, buy from, and be around friends), Contribution (respond to results), and Consistency (see the little things done consistently).

Regarding disclosure: Information that help organizations establish credibility and trust is usually revealed through their motives, intentions, goals, values, and emotions which ultimately facilitate communication, enhance performance, and assist in promoting the organization’s authentic selves (Offermann & Rosh, 2012). Davis (2023) commented that being intentional, self-assured, and clear are key in our storytelling. He also shared diverse features that should be used when disclosing information: Accessibility (easiness), Reward Value (experience), Informative (breadth and depth), Truthfulness (true self), and Effectiveness (help to achieve goals). According to Daskal (2023), when we disclose information to customers, we are actually showing our commitment to them, following through on our promises, clarifying expectations, listening our customers, acting in the best interest of our customers, being transparent, getting personal, and valuing long-term relationships. Expert Panel (2020) shared diverse elements that should be disclosed to customers, which help organizations in becoming successful and credible authorities in their field, such as providing examples of recommendations, thought leadership content, customer stories, third-party endorsements, and trusted influencers. Such elements also help organizations with enhancing organizational consistency, reputation, and loyalty.

About privacy and security concerns: Privacy and security are growing concerns and is becoming constant in today’s organizations. 86% of U.S. population is concerned about data privacy, 68% are concerned about the level of data being collected by organizations, and 40% do not trust organizations to use their data ethically (Hayden, 2021). In addition, 43% of individuals in North America have been targets of web-based threats while browsing the Internet via phishing, spear phishing, ransomware, or any other vulnerabilities (Poremba, 2014). What can be done about it? Botti (2020) recommends using SSL to encrypt the connection between the organization’s website and the viewer’s browser, getting a good hosting plan with high security standards, keeping all software updated, using a web application firewall for an additional layer of protection, using a payment gateway to not store credit card information directly on our site, and reviewing our privacy policy based on General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) guidelines. We should integrate security in our products from the start (Poremba, 2014). From the customer’s standpoint, they should also commit to sharing less information online, use unique passwords and two-factor authentication, enhance privacy settings for online accounts, delete unused apps and browser extensions, block search engines from tracking them, browse online with a secure VPN, disable ad and data tracking, use encryption, and revoke unnecessary third-party app connections (Masjedi, 2022).

Concerning humanization and relationships: It is vital for organizations to humanize the customer experience. According to Price (2021), organizations should set up call centers to resolve customers’ concerns, use automated email campaigns to set up communication workflows to increase engagement, segment audiences specifically so you can meet them at their exact level of engagement, capture as much customer data as possible to help you qualify leads and identify the most profitable customers; train customer support representatives on how to identify ways that your product or service provides value, and how they can use that information to emphasize that value to customers; analyze customer support ticket trends and customer satisfaction surveys, and establish a customer success team to ensure customer satisfaction beyond what other teams provide. Customers want to experience a streamlined purchasing journey. This can be done by implementing written and video communication approaches, personalizing the service by being more empathetic with customers, providing more insights when selling products, valuing customers emotions, and soliciting customer feedback (Vocalcom, 2023). InMoment (2021) commented that numbers alone cannot tell a story, so organizations should actively listen to customers’ feedback (voice of the customer) by allowing them to express themselves in their own words. Hussen (2022) shared nine strategies that help humanize the customer experience: Make the customer feel exclusive, create customer journey maps, put yourself in your customers' shoes, introduce customer experience automation, transparency, capitalize on social media, use less bots, be proactive, and constantly collect consumer feedback. Such strategies help organizations in differentiating their brand, communicating the brand story, promoting better customer experiences, increasing customer loyalty and retention, driving brand advocacy, and uncovering selling opportunities.

References

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Batten, J. (2011). The impact of display on search. https://www.clickz.com/the-impact-of-display-on-search-2/51574/

Behler-Young Company. (2023). The importance of trust in business. https://www.behler-young.com/tech-tips/business-tips/the-importance-of-trust-in-business?setContextLanguageCode=en-us

Bhasin, H. (2021). AIDAS theory of selling. https://www.marketing91.com/aidas-theory-selling/

Botti, D. (2020). Five ways to protect the privacy of your website visitors. https://www.delosinc.com/five-ways-to-protect-the-privacy-of-your-website-visitors/

Brandstater, N. (2020). Publishers must focus on premium content worthy of paid subscriptions in 2020. https://www.forbes.com/sites/forbestechcouncil/2020/02/19/publishers-must-focus-on-premium-content-worthy-of-paid-subscriptions-in-2020/?sh=25117ade5a4d

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Crunchbase. (2023). Organization: Woot. https://www.crunchbase.com/organization/woot

Daskal, L. (2023). 99 simple things that will help you build trust and credibility. https://www.lollydaskal.com/leadership/99-simple-things-that-will-help-you-build-trust-and-credibility/

Davis, T. (2023). Self-disclosure: Definition, examples, and tips. https://www.berkeleywellbeing.com/self-disclosure.html

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Greif, M. (2023). Improve your website using the AIDA model. https://sitetuners.com/blog/aida-model-attention-interest-desire-action/

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Hayden, A. (2021). How to address growing security and privacy challenges. https://www.govtech.com/sponsored/how-to-address-growing-security-and-privacy-challenges

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Justy, A. (2022). Benefits of online-over-print publishing. https://www.quintype.com/blog/tech/advantages-of-online-publishing

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Lindley, A. (2022). 7 digital marketing channels: What works for your users? https://www.springboard.com/blog/business-and-marketing/digital-marketing-channels/

Maglente, S. (2020). All about Woot, the Amazon-owned website that could save you big bucks. https://www.goodhousekeeping.com/life/money/a31137442/what-is-woot-amazon/

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Patel, N. (2023). Where should you spend your marketing budget? Even if it’s not much. https://neilpatel.com/blog/marketing-budget/

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Vargas, A. (2022). What does premium mean, anyway? https://www.adexchanger.com/online-advertising/what-does-premium-mean-anyway/

Vocalcom. (2023). 5 ways to humanize the customer experience. https://www.vocalcom.com/blog/5-ways-to-humanize-the-customer-experience/

Weisbach, C. (2018). The value of SEO and SEM for small businesses. https://www.forbes.com/sites/forbesagencycouncil/2018/02/09/the-value-of-seo-and-sem-for-small-businesses/?sh=2f42807d5022

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How will you apply it professionally?

I will apply all concepts learned in this course by implementing a robust marketing strategy that attracts diverse types of customers to our products and services in a more logical and creative manner. Now, I am able to build better online relationships, research audience demographics, create unique value propositions, utilize the AIDAS and sales funnel frameworks, track campaigns with effective metrics; create incentives, special promotions, and ads; and manage online communities. I want to make sure that I am helping my marketing team with achieving our goals and objectives in this dynamic, ever changing marketing world.

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