Digital Marketing Tools Landscape and Framework

DIGITAL MARKETING
TECHNOLOGY LANDSCAPE

DIGITAL MARKETING TOOLS
1
BY DIGITAL MARKETING FUNNELS
(RACE CONCEPT)

5
RACE DIGITAL MARKETING FRAMEWORK
REACH > ACT > CONVERT > ENGAGE
http://www.smartinsights.com/digital-marketing-platforms/essential-digital-marketing-tools-infographic/attachment/essential-digital-marketing-tools-2016/

Bold : Focused Tools
• Site Audience Comparison
• Digital Analytics tools
• SEO Keyword Analytics
• SEO Rank Checking
• SEO Site Crawling
• SEO Backlink Analysis
• Adwords Paid Search Analysis
• Inﬂuencer Outreach &
Management
• Data Management Platform and
Audience Targeting
REACH
Awareness and visits
By digital marketing funnels
Increase Unique visitors
Decrease Bounce Rate
Uplift Revenue per visit
Increase n Searches % Brand
KPI
TOOLS

• Page Engage Tools
• Content Management System
• Blogging Tools
• Content Curation and Authoring
Tools
• Landing Page Creation and
Testing Tools
• Digital Asset Management
• On-site Push Notiﬁcation
ACT
Interaction and leads
TOOLS
KPI
Increase nLeads
Increase % Conversion to lead
Uplift Goal value per visit
Increase Page views/visit

KPI
Increase nSales
Increase % Conversion to sale
Uplift Sales value
Increase Average order value
CONVERT
Sales and profit
• Personalization for Ecommerce
• Ecommerce Cart Recovery
• A/B and Multivariate Testing Tools
• Ecommerce Management
• Product and Customer Review
Tools
• Call Tracking
• Live Chat & Chat Bot
TOOLS

ENGAGE
Loyalty and advocacy
• Social Media Publishing Focus
• Social Media Listening Focus
• Social Media Campaign Tools
• Online Customer Service Tools
• Marketing Cloud, CRM and
Campaign Management Tools
• Email Service Providers and
Marketing Automation Services
• Email Marketing Optimization
Tools
Increase % active customers
Increase % Customer conversion
Decrease % existing sales value
Increase n Brand mentions
TOOLS
KPI

http://www.smartinsights.com/digital-marketing-platforms/essential-digital-marketing-tools-infographic/attachment/essential-digital-marketing-tools-2016/
• Site Audience Comparison
• Digital Analytics tools
• SEO Keyword Analytics
• SEO Rank Checking
• SEO Site Crawling
• SEO Backlink Analysis
• Adwords Paid Search Analysis
• Inﬂuencer Outreach &
Management
• Data Management Platform and
Audience Targeting
REACH
• Page Engage Tools
• Content Management System
• Blogging Tools
• Content Curation and Authoring
Tools
• Landing Page Creation and
Testing Tools
• Digital Asset Management
• On-site Push Notiﬁcation
ACT
• Personalization for Ecommerce
• Ecommerce Cart Recovery
• A/B and Multivariate Testing
Tools
• Ecommerce Management
• Product and Customer Review
Tools
• Call Tracking
• Live Chat & Chat Bot
CONVERT
Sales and profit
• Social Media Publishing Focus
• Social Media Listening Focus
• Social Media Campaign Tools
• Online Customer Service Tools
• Marketing Cloud, CRM and
Campaign Management Tools
• Email Service Providers and
Marketing Automation Services
• Email Marketing Optimization
Tools
ENGAGE

REACH
ACT
CONVERT
Sales and profit
ENGAGE
KPI
n Searches % Brand
Unique visitors
Bounce Rate
Revenue per
visit
VOLUME
QUALITY
VALUE
Page views/visit
nLeads
% Conversion to lead
Goal value per visit
Average order value
nSales
% Conversion to sale
Sales value
n Brand
mentions
% active customers
% Customer conversion
% existing sales value
DIGITAL MARKETING PLAN

2
BY DIGITAL SERVICES & SOLUTIONS

DIGITAL MEDIA
SOCIAL MEDIA
SEO & SEM
DIGITAL MESSAGING DATA & INSIGHTS
WEBSITE / MOBILE

WEBSITEA/B TESTING & MULTIVARIATE TESTING

WEBSITEPERSONALIZATION & RECOMMENDATION ENGINE

WEBSITEPERFORMANCE OPTIMIZATION
https://gtmetrix.com/

WEBSITE ANALYTICS
Web analytics is the measurement, collection, analysis
and reporting of web data for purposes of understanding
and optimizing web usage.

x,xxx,xxx.xx x.xx%xxxx
GOOGLE ANALYTICS

Brand + Campaign
Keywords
Generic Keywords
Related Keywords
Competitors Keywords
Informative Content
Keep Other Relevance Keyword
Steal Customers from Competitors
Support Campaign
KEYWORD SEARCH STRUCTURE
บ้านพฤกษา, แลนด์แอนด์เฮ้าส์, บ้านอารียา, เอพี, เอสซี แอสเสท
เช่าบ้าน, หาบ้าน, การลงทุน, กู้บ้าน, อสังหาริมทรัพย์, ตกแต่งบ้าน
โครงการบ้าน, อสังหาริมทรัพย์, บ้านใหม่, บ้านติดรถไฟฟ้า, บ้านหรู,
คอนโด, ทาวน์เฮ้าส์, ทาวน์โฮม, บ้านเดียวพร้อมอยู่, บ้าน2ชั้น
แสนสิริ, เศรษฐสิริ, ณุศาสิริ, บุราสิริ, สราญสิริ, คณาสิริ,นาราสิริ

KEYWORD PLANNER

SEO ANALYTICS TOOLS

CROSS MEDIA BUYING
ADVERTISING

SOCIAL MEDIA
ADVERTISING
www.smartly.io/
AUTOMATING AND OPTIMIZING ADs

RE-TARGETING ADS
FACEBOOK & GOOGLE

Listenning & Monitoring
SOCIAL MEDIA

SOCIAL TREND TOOLS : FACEBOOK
http://social.gg/

SOCIAL TREND TOOLS : TWITTER
http://trends24.in/thailand

SOCIAL TREND TOOLS : HASHTAG
http://hashtagify.me/

SOCIAL MEDIA STATISTICS TOOLS
www.socialbakers.com

SOCIAL MEDIA REPORTS & ANALYTICS
www.fanpagekarma.com/

SOCIAL MEDIA RANKING
https://zocialrank.com

DIGITAL MESSAGING
ENGAGE YOUR CUSTOMERS ACROSS DIGITAL
CHANNELS
DIGITAL MARKETING
Use powerful marketing automation to deliver compelling content over email, mobile, social, and Web.
Customers respond to content that is personally relevant and interesting to them, no matter how they receive it. With Teradata Digital Marketing you can analyze a
vast array of customer information, from their product preferences to their buying behavior, to gain individualized insights. Then use email, mobile, social, and Web
marketing to capture their attention and win their business like never before.
EMAIL Marketing
“Work everytime”. Use comprehensive email
marketing tools such as preview and test
runs to ensure your email messages hit the
inbox looking right every time and with
individualized content to generate maximum
response.
01
MOBILE Marketing
“Goes Everywhere”. The mobile user is now
at the heart of successful digital marketing.
Cenergy Innovation has tools to optimize the
way people experience your campaigns on
the move.
02

EMAIL MARKETINGDefine Test Send Measure Report

EMAIL MARKETING PROCESS
DEFINE TEST SEND MEASURE REPORT
1 2 3 4 5
create campaign,
design and message
test through browsers,
email clients,
device check
deliver immediately
or set scheduled time
opens & clicks
recipient activity,
generate lead or sales
email client usage
bounce summary,
unsubscribe, etc.

THE BASIC
EMAIL FUNNEL
SEND OUT
SENT
ACCEPTED MESSAGE
CONFIRMED
OPENERS
CTR CTO
CONVERSION RATE
THE VALUE OF CONVERSIONS
(Message has left from system)
(By the receiving server)
SKIPPED (NOT SENT)
BOUNCED (REJECTED)
SOFT BOUNCED
(Temporary)
HARD BOUNCED
(Permanently)
UNSUBSCRIBES
Source : Teradata

MOBILE MARKETING
SMS & PUSH NOTIFICATION
MOBILE 
SMS
PUSH
NOTIFICATION

CONSUMER BAROMETER
www.consumerbarometer.com
CONSUMER BEHAVIOR

THINK WITH GOOGLE
INSIGHTS / TRENDS / RESEARCH
www.thinkwithgoogle.com/

FACEBOOK AUDIENCE INSIGHTS
FB INSIGHTS
www.facebook.com/ads/audience_insights

3
BY MARKETING OBJECTIVE / PURPOSE
(ROLE)

DIGITAL MARKETING TOOLS- OBJECTIVE / PURPOSE -
1
REACH
เครื่องมือในการเข้าถึง
กลุ่มเป้าหมาย
2
MANAGE
เครื่องมือในการจัดการ
3
MONITOR
เครื่องมือในการตรวจสอบ
4
ANALYSIS
เครื่องมือในการวิเคราะห์
และค้นหาข้อมูล

THANK Y@Ucontact : kamolwanmilk@gmail.com

Digital Marketing Tools Landscape and Framework

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