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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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.

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Digital Marketing Consumer Journey

Digital Marketing Consumer Journey

Consumer Buying Cycle or Customer Journey in marketing context are the mental flow processes of audience going through from need recognition and product awareness; and then interest; and finally being converted into a buyer and brand advocate. This buying cycle or sometimes referred as a sales funnel are usually in reverted triangle; as audience size is becoming smaller and smaller from upper streams to the lower streams of the funnel. However at the lower streams of the funnel, audience are of higher quality and more ready to buy. In different stages of the consumer journey, different media touch points are mapped to reach audience at different stages of the consumer journey more effectively.

In , with the the creative targeting options and technologies such as lookalike targeting and remarketing, the consumer buying cycle exhibits an hourglass shape. The amazing part here is customer extension based on characteristics of converted buyer through lookalike targeting. And these new customers will bring new prospects to feed into the upperstreams of the consumer funnel.

Here we identify 5 major stages and media touch points for digital marketing. (See the diagram)

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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Programmatc Audio Ad Formats – New Kid on the block

Programmatic Media Buy

This is an exciting addition to that was only enabled quite recently in programmatic platforms. Brand marketers can now leverage on the power of audio messaging to connect with audience; and reach the objectives of brand recall, brand interest and sales ROI. Google’s DV360 is one of the programmatic platforms that move to embrace this new ad format. DV30 provides the audio ad units in 15s or 30s non-skippable ad format with click URL and companion display.

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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Digital Marketing Approach – SMART

Digital Marketing Vs. Traditional Marketing

Stepping into 2019, we all understand the difference between traditional Vs. .

In some cases, there are some traditional approach of marketing in digital environment such as IO buy on premium websites or online media / newspapers. We shall still regard this as traditiional marketing. All in all, we shall adopt a SMART approach to define the digital marketing

S – Specific to a an objective (e.g. web traffic, video views, conversions, facebook page likes, social media engagements, et.c)
M – Measurable in terms of reporting metrics (such as nos of click throughs, nos of views, nos of conversions)
A – Actionable that we can act on the gathering of the data
R – Relevant (Relevant KPIs to measure the success)
T – Time Bound i.e. to reach the goal with a time limit

Yes, there are a percentage of people who don’t use the Internet for conducting any transactions. However, a considerable chunk of the population is regularly using the Internet for multiple purposes, including making their day-to-day transactions.

Even if you do acknowledge the need for effective marketing, the whole digital marketing vs traditional marketing debate might stump you. The reason for this confusion may arise due to the fact that even though a lot of marketing is done in the traditional way, digital marketing is steadily gaining an edge.

Running a successful business is not just about choosing the appropriate market or having a high quality product. It’s also about leveraging the right kind of marketing techniques in order to reach out to your target audience and convert them into leads or customers. Some businesses may give less preference to marketing, but if any serious business wants to increase profits, it will almost always have set aside a proper budget for marketing.

By gaining clarity on the digital marketing vs traditional marketing aspect, a business can get a better idea of which marketing method is appropriate and how it is should be applied. For instance, if you decide to use social media marketing to build your brand and increase your customer base, you could do it yourself or hire a reputed digital marketing firm like LYFE Marketing to take care of it.

While having a marketing budget is important for any small business, it’s equally important to spend it in the right direction and make the most of it. How do you know where to spend it when it comes to digital marketing vs traditional marketing?

Curated from Digital Marketing vs Traditional Marketing: Which Produces Greater ROI?

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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The rise of vertical video ad format – Capture the moment

Programmatic Digital Advertising

Vertical videos formats in video advertising are getting more and more popular. This trend is pioneered by Snapchat as the vast majority of video content captured on smartphones is shot vertically.

In line with this trend and following Snapchat, we have seen Instagram Stories, facebook and youtube all move to embrace vertical content formats

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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Deep Dive into Digital Marketing Metrics

Digital Marketing KPIs

As mentioned, or replies on indepth analysis of campaign data. Let’s deep dive into the different reporting metrics:

Impression. An ad view or impression refers to the point at which an ad is served on displayed on a web page. On RTB platform, this is the numbers of times the ad won an auction.

Viewable impression. An ad view or impression is counted as “viewable” when 50 percent of your ad shows on screen for one second or longer for display ads and two seconds or longer for video ads.

Click-Through or ad click is process of a visitor clicking on an online ad and going to the advertiser’s Web site.

CTR% (Click-Through Ratio) is the ratio of how many visitors who are served with the ad will end up clicking through the online ad.
Formula: (Nos of Clicks / Nos of Impressions) x 100%

Conversions / Acquisitions are the action as defined by the advertisers, which can be sales, document download, completion of online form (for leads), registrations, etc.

Tracking digital marketing metrics and KPIs gives your marketing team a real-time view into campaign performance. Using a dashboard to display your digital marketing analytics can help your team take make more data driven decision and help the business grow.

Scroll down further to get inspiration of other top digital marketing metrics you and your team can consider to start tracking today to measure your online performance.

Digital Marketing Metrics and KPIs are values used by marketing teams to measure and track the performance of their marketing campaigns. Digital marketing teams use a number of tools to promote their services and products, and tracking the results can often be time consuming and difficult. By creating specific digital marketing KPIs, it’s easy to determine targets and goals and measure performance based on those values.

Curated from Digital Marketing Metrics and KPIs | Klipfolio.com

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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Performance Marketing – 3 Pillars

Digital Marketing Concept

or Online Marketing also gives birth to the concept of . Performance marketing give the most benefit to conversion based advertising campaigns. The 3 pillars of Performance marketing are:
(i) Innovative prospecting and remarketing strategies
(ii) Deep insights on Audience data
(iii) Indepth analysis of campaign data and attribution reporting data for ongoing optimization

The various players include advertisers, merchants and retailers, networks, publishers, affiliates, outsourced program managers (a.k.a., OPMs), agencies, and solution providers. Companies range from publicly-traded global Fortune 500 companies to small, sole-proprietor businesses.

Unlike other forms of traditional advertising where fees are paid up front and do not depend upon the success of the ads, advertisers in performance marketing only pay for successful transactions. Performance marketing has successfully reversed the traditional value proposition of advertising and also allows for real-time measurement of ROI.

Performance Marketing is a combination of advertising and innovation that helps retailers and affiliates grow their businesses in ever-changing ways. Campaigns are highly targeted for each retailer in such a way that everyone can be successful. Performance marketing done right creates win-win opportunities for both retailers and affiliates.

Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers (a.k.a., “retailers” or “merchants”) pay

Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers and marketing companies are paid when a specific action is completed; such as a sale, lead or click.

Curated from What You Should Know About Performance Marketing | The PMA

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

Email to us for Consultancy on Programmatic Advertising