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Digital Marketing no more a standalone discipline

SEO 2019

Stepping into 2019, this is a global trend of media usage habit shifting from offline to online channel together with the emergence of connected TV. The boundary between and traditional marketing will become more blur. And we shall see digital marketing function will not be a separate discipline from the overall marketing functions. Marketers’ role are to ensure the seamless integration between online marketing and offline marketing.

  1. More Targeted Ads With Specific Purpose People already have minimal attention spans and get served with so many ads on a daily basis. I think ads will become more singularly purposed in nature, with a very specific goal and goal conversion place in mind, whether it be a mobile or desktop experience. I also think that the mobile ad platforms will show major growth in 2018, including Facebook, Instagram, Snapchat, etc. – David Kley, Web Design and Company

2. Collapse Of The Influencer Market Brands pour millions of dollars into influencers now, but by and large they’re either not measuring or not seeing the results they could get from alternative marketing spends. The market will collapse as brands zero in on a few select individuals who drive results or move to organic grassroots promotion, and away from high-cost, middle-tier influencers who drive awareness but little ROI. – Craig Greiwe, Rogers & Cowan

As our mobile devices become more powerful and social apps better integrate with AR, brands will use AR to better engage with consumers. For example, using your location, brands could trigger sponsored AR content, which can only be accessed at that spot, at that time. Pokémon Go was the pioneer with this idea, and I feel Instagram and Facebook will soon be integrating this tech into its platforms. – Chris Carter, Rep Interactive

The move into 2018 also comes with a shift in digital marketing. New trends are entering the marketplace and your company needs to pay attention or you may be forced by the wayside. With the need to become more visible and reach more customers, the digital marketing of tomorrow offers advancements in emerging technologies as consumers demand a more integrated experience.

Forbes CommunityVoice™ allows professional fee-based membership groups (“communities”) to connect directly with the Forbes audience by enabling them to create content – and participate in the conversation – on the Forbes digital publishing platform. Each topic-based CommunityVoice™ is produced and managed by the group.

Curated from How Digital Marketing Will Change In 2018: 15 Top Trends

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Digital Marketing Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

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3 Different Meanings of “Keywords”

Digital Marketing & Keywords

In the context of , Keywords have different definitions in different digital channels or targeting options
1) Keywords in Search:
– The search query that triggered your web listing in the SERPs in both organic or paid search

2) Contextual Keywords in Display advertising (Ad Network, Ad Exchange or DSP):
– A targeting option that your ad will appear in webpage with central theme matched to your keywords selction.

3) Keywords in Custom Intent audience (on DV360) or In-Market targeting (on GDN):
– keywords related to products and services your audience is actively researching, which meant there is buying signal for the products and services that the keywords encompass in the short run

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Digital Marketing Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

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20 Best Digital Marketing Tools You Should Consider In 2019

Digital Marketing Tools

Before we start our journey from target audience segmentation and buyer persona build-up, qualitative and quantitative research is the crucial pre-requisites. Here are the 20 best digital marketing research tools you should consider in 2019 on audience research, competitive intelligence, marketing landscape insights and more.

Canva allows users to make use of customized photo filters, manipulate text, create images from scratch or use stock photos, designs or background images and it also provides different social media network images size dimension all done with an easy drag-and-drop technology.

Visual marketing has become a very important aspect of marketing especially in 2018. With consumers retaining 80 percent of what they see and only 20% of what they read, it’s no wonder that it has become so important for businesses to integrate visual marketing into their business marketing strategy.

Of course, digital marketing can help any business (no matter the size) to achieve so many things especially if used properly with the right digital marketing tools, each aimed at addressing different aspects of marketing.

Conversion rate optimized digital marketing tends to lead to more conversions and generates better revenue and lastly, facilitates your engagement with your target audience, potential customers and even customers.

Digital marketing has become very important for many marketers even those formally dedicated to traditional marketing. Apart from the fact that it provides an equal playing field for various businesses of different sizes to grow together, digital marketing is also much more cost effective than traditional marketing.

Curated from 20 Best Digital Marketing Tools You Should Consider In 2019

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Digital Marketing Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

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Brand Safety in 5 Levels

Programmatic Brand Safety

Brand Safety in display advertising is the measures to protect your brands from exposing to inappropriate content. Over the years, I also saw brands overlooked to put brand safety in place in their display advertising campaign resulting into big catastrophe.

Brand safety can usually be put in place in the programmatic ad platform by excluding your brands in inappropriate content in 5 levels:

1) Digital Content Label – Exclude Adult content (DL-MA), Audiences with parental guidence (DL-PG) or Mature audiences (DL-MA)
2) Sensitive content categories – Exclude adult, gaming, alcohol, violence, accidents, tragedy, political sensitive and more
3) Placements level (Blacklist Specific URLs or apps with inappropriate content)
4) Contextual Keywords Level (Put negative keywords)

You may also subscribe to 3rd party ad verification technology such as Integral Ad Science (IAS) to enforce brand safety for your ad campaigns

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

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RSS – A SEO tactic in the past or a future strategy you should focus on?

SEO & RSS feeds

Both RSS feeds and Sitemaps are written in XML. Google’s John Mueller has stated that RSS feeds do help them index a site, especially one with many pages like an e-commerce site. However after some time Google’s John Mueller said on Twitter that RSS feeds do not help your web site rank better in Google or Google News. He technically said “no” to the question for a “a news website, does RSS Feed help to rank better in Google?” The answer is the same for a non-news site.

The reason is that most good webmasters now also write a sitemap, always accessible in the footer/navigation/sidebar, depending on the type of site.

However the added benefit of an RSS feed is that, many people subscribe to it. They don’t subscribe to a sitemap. Indirectly, an RSS feed can help more than a sitemap because it drives traffic, providing you publish relevant content that your subscribers actually want.

Another issue is RSS feed submission to directories and news site to build back links. In the post-Panda and Post-Penguin age, this measures should be used in much caution due to the duplicate content issue.

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Digital Marketing Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

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Press Release – A SEO tactic in the past or a future strategy you should focus on?

SEO (Search Engine Optimization) & PR

Same as Wikipedia that we discussed weeks ago, is Press release a good off-page tactics.

According to this article we shared with references from Google’s John Mueller, press release links are all no followed that Google’s aglorithms ignores. The conclusion from this article is neither helpful nor harmful to your orgnaic web rankings.

Having said that, Press releases from my POV to some extent still has SEO value due to two reasons:
1) It gives you lots of referral traffic
2) Linkless mentions of your brands can also help boost up your organic ranking

However this may not be your priorities in your SEO strategies. If you have a very right budget for SEO, this should be the last action you should take to build your off-page SEO tactics.

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Digital Marketing Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

Learn more about our classroom course, live webinar course or on demand course
You may sample our One Day Trial Course before making the decision to take the full course

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Target Segmentation and 11 Buyer Persona Tools

Digital Marketing Persona

A successful digtal marketing strategies start with target audience segmentation. The division of the audience into granular segments based on demographics, psychographics and technographics facilitates digital marketer to focus on the segment that aligns with their Unique Selling Proposition (USPs). Upon the selection of the target audience segment, digital marketer will project a buyer persona or a character to represent each of the market segments. Buyer persona is a good starting place for creative development for brands’ online and offline marketing campaigns. Moreover buyer persona also helps digital marketer target more precisely to their audience through Real Time Bidding (RTB) platform.

Here are 11 tools that help you to develop your buyer personas.

Each keyword holds value to a different stage in the customer journey. Having this data can tell us a lot about customers, their behaviors and their paths to purchase.

Keywords (from search engines) help us understand intent behind why people are visiting your website. If you sell sneakers online, you could be receiving traffic from the following keywords (assuming you’re optimized for SEO):

To answer these questions about our customers, we need data about demographics, interests, preferences and more. This article will cover 11 credible data sources to help you build detailed buyer personas.

A research-based representation of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. – Tony Zambito

The internet gives us the ability to reach niche audiences at scale. However, without intimate knowledge of who our customer is (i.e. buyer personas), we lose that ability.

Curated from How to Create Buyer Personas: 11 Tools to Get You Started – SharpSpring

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

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Gain insights into your traditional linear TV campaigns in DV360

Programmatic DV360

By linking a YouTube channel where you post TV ads, you can explore key metrics and audience data about your recent airings on TV Ad Explorer within the DV360 platform. With this deeper insight into traditional TV performance, you can inform the strategy of your digital campaigns. Audience data you can get includes genders, age, day and hour, and genres of programs.

Unfortunately TV Ad Explorer is only available for national TV campaigns with airings in the US

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

Learn more about our classroom course, live webinar course or on demand course

You may sample our One Day Trial Course before making the decision to take the full course

Email to us for Consultancy on Programmatic Advertising