SELF-LEARNING MANAGEMENT SERIES

DIGITAL
MARKETING
ESSENTIALS
YOU ALWAYS WANTED TO KNOW

TM
Digital Marketing Essentials
You Always Wanted To Know

© 2020, By Vibrant Publishers, USA. All rights reserved. No part of this publication
may be reproduced or distributed in any form or by any means, or stored in a database
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Paperback ISBN 10: 1-949395-74-X

Paperback ISBN 13: 978-1-949395-74-7

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What experts say about this book!

Digital Marketing Essentials You Always Wanted to Know is a fantastic

addition to the field.

As an MBA Professor that has worked with hundreds of students and

local businesses around their marketing challenges, many have no clue
what is meant by the term “digital marketing” or how it differs from
“traditional” marketing.

Let me be perfectly clear here – I see digital as part of the P called

PROMOTION and it makes me sick that so many in my profession are
entirely focused on that one thing. It is critical you know how to do
digital more effectively.

Reading this book is as if you are sharing a meal with an expert who, as
each course is brought to the table, addresses every digital marketing
fundamental you must know and understand. Email, SEO, metrics,
advertising, conversion rates etc. are all covered.

It will get you “up to speed” quickly and give you a jump-off point to
start executing the tactics.

Highly recommended for any student looking to “level-up” their

understanding of this critical marketing topic.

– Thomas Elmer. MBA

MARKETING MUSCLE. LLC
Adjunct Professor - West Chester University and Cairn University
What experts say about this book!

Digital Marketing Essentials is an essential book for digital marketers

and educators. A comprehensive straight to the point guide providing
a clear view on digital marketing techniques and framework on what
works for beginners to experts alike. An up to date mixture of modern
and traditional views on digital marketing that is easy to understand
with clear concepts and examples.

– Eric Lui
Professor at New York University & Baruch College
Advisory Board Member - Pace University

If you’re looking for a well-organized and well-written book on the

fundamentals of digital marketing, this book is for you. I’m always on
the look-out for new marketing textbooks for my university students
across the country, so I was pleasantly surprised when I came across
this book. It’s a rock solid introduction to some of the most important
concepts in marketing today. Best of all, it focuses on the practical
application of digital marketing, not just on the academic theory.
Bravo!

– Jamie Turner
Internationally Recognized Author, Speaker and
University Lecturer
What experts say about this book!

In Digital Marketing Essentials, the publisher has simplified the self-

learning digital marketing fundamentals in an easy-to-understand
language for any learner. The book discusses the traditional and
modern methods to apply in modern marketing with comparison,
and advantages of the modern process. It illustrates how a business
owner can grow his/her business with a range of topics such as SEO,
online advertising, email marketing, social media, Amazon, Google,
e-Commerce, and so much more. You learn how a modern marketer
can manage a business from the comfort of his or her own space yet,
expands it to the world.

In each chapter, the book introduces the learner on how to apply

smart content combined with the strategic advertisement, marketing
campaigns, or positioning of the content products applying various
strategies. Following the lessons, the modern marketer gains the
leverage to be unique and educated about the market with an
outstanding business plan, recognize the trends, metrics while supplying
the demand yet keeping up with a different variety of traffics.

– Afsaneh Mardani
Adjunct Professor
City University of New York

The textbook is well-written and should give students a good working

knowledge of terminology, theory, and practice for implementing digital
strategy.

– Joe Stabb, Ph.D.,

Assistant Professor
Oswego State University of New York
Table of Contents

1 Understanding Digital Marketing 11

1.1 Traditional Marketing vs. Digital Marketing 12
1.2 Traditional Marketing vs. Digital Marketing: The Differences 14
1.3 How Digital Marketing Works 16
1.3.1 Digital Marketing Objectives 22
1.3.2 Digital Marketing Strategies 24
1.3.3 Does Digital Marketing Work? 26
Sample Case 28
Our Take 30
Quiz 1 31

2 Creating a Content Marketing Framework: Turning

Prospect Visitors into Customers 35
2.1 Techniques of Well-Developed Content Marketing 37
2.1.1 Complete Content Marketing Comprises a Full Marketing
Funnel 37
2.1.2 Create Intent-Based Content 42
2.1.3 Complete Content Marketing is Ascension Focused 43
2.1.4 Complete Marketing Is Segmented 44
2.1.5 Complete Content Marketing is Cross Channeled 44
2.1.6 Complete Content Marketing Is Based on Avatars 44
2.2 Smart Content Development Tool 45
2.3 Content Marketing Plan 46
2.4 Tactics to Measure Content Marketing Success 47
Our Take 49
Quiz 2 50
3 Digital Advertising: Creating A Plan That Works 55
3.1 A Little Overview of Paid Traffic 57
3.1.1 Best Sources for Paid Traffic 58
3.2 How to Implement Digital Advertising Easily 59
3.2.1 Concepts of Evaluating Your Target Audience 60
3.3 Five Elements of High Performing Advertisement Campaigns 62
3.4 How to Implement and Scale Your Ad Campaign 68
3.5 Metrics to Measure Your Digital Advertising Campaign 73
Sample Case 74
Our Take 77
Quiz 3 78

4 Critical Components of Social Media Marketing 83

4.1 Key components of a perfect social media account 84
4.1.1 Social Listening 85
4.1.2 Social Influencing 91
4.1.3 Social Networking 92
4.1.4 Social Selling 93
4.2 Social Media Success Metrics 95
Sample Case 96
Our Take 99
Quiz 4 100

5 Understanding E-mail Marketing 103

5.1 Roles of E-mail Marketing 105
5.2 Methods of Well-Executed E-mail Marketing 106
5.2.1 Types of Effective Marketing E-mails 107
5.2.2 The Phases of E-mail Marketing 113
5.3 The Metrics to Measure E-mail Marketing 120
Our Take 122
Quiz 5 123
6 Mastering Search Engine Marketing 127
6.1 Our Take On SEO 128
6.2 Methods of Well-Executed Search 130
6.3 The Stages for a Winning SEO 132
6.4 Metrics to Measure Search Marketing Strategies 135
Our Take 137
Quiz 6 138

7 Key Metrics in Digital Marketing for Tracking and

Measuring Success 143
7.1 Why Data Is Important 144
7.2 Categories of Metrics in Digital Marketing 145
7.3 Measuring Your Digital Marketing Metrics Successfully 145
7.4 Digital Marketing Metrics You Need to Track and Measure 147
7.4.1 Traffic Metrics 147
7.4.2 Conversion Metrics 152
7.4.3 Revenue Metrics 155
Our Take 157
Quiz 7 158

8 Taking Advantage of Conversion Rate

Optimization (CRO) 163
8.1 What is Conversion Rate Optimization (CRO)? 164
8.2 Why Is CRO So Important? 165
8.3 How to Perfectly Execute CRO 167
8.4 The Metrics 174
Our Take 175
Quiz 8 176
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Introduction
This guide is full of strategies and insights on key concepts of
digital marketing for those people who are just starting or want
to hone their digital marketing skills and be updated on the latest
digital marketing trends and tactics. If you also wish to take your
business online successfully, this is the right guide for you.

In today’s world, digital marketing influences the buying

behavior of a consumer. Digital marketing now dictates how
consumers make purchasing decisions when buying products
or services. Because of this effectiveness, digital marketing has
become a must for any business trying to compete in the modern
market, regardless of the type or size of the industry.

It’s paramount for companies and business owners to

understand how digital marketing works, so they can strategically
use the right digital techniques and campaigning tactics to reach
and engage their targeted audience.

Although digital marketing is rapidly evolving, the underlying

core concepts and principles remain the same. These concepts
and principles have emerged as the building blocks of digital
marketing all over the world, and this guide tries to examine and
explain them in finer details.

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Chapter 1

Understanding Digital
Marketing

D
igital Marketing is a collective term for the
marketing of services and products through digital
technologies, largely the internet, but also including
advertisements, mobile phones, and many other digital
channels.

The evolving nature of digital marketing since the 1990s

has changed the way firms and brands use digital marketing
and technology for marketing. Today, digital marketing is the
phenomenon that unites customization and mass distribution
to achieve marketing goals.

Digital marketing campaigns are becoming more and

more predominant and effective, as digital platforms
continue being integrated into our everyday marketing plans,
and as people stop going to physical shops and instead use
digital devices.

The unique convergence of technology and the

multiplication of digital devices has brought about new

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12 Digital Marketing Essentials You Always Wanted To Know

digital marketing strategies that offer much potential

to organizations and brands. Such strategies include
public relations, marketing automation, branding, visual
communication, relevant advertising, measuring output, and
many others.

Digital marketing such as search engine marketing,

social media optimization, content marketing, social media
marketing, search engine optimization (SEO), display
advertising, and influencer marketing is very common in our
advancing technology. It’s extending to other non-internet-
based channels that offer digital media, like a callback, on-
hold mobile ringtones, and mobile phones (SMS and MMS).

In this chapter, we will learn

● To define and understand both traditional and digital

marketing

● How digital marketing works

● The overall digital marketing process

● The movement of customers through the digital

marketing funnel

1.1 Traditional Marketing vs. Digital Marketing

The debate on finding the most effective marketing approach

still rages on, but amid all these debates, some interesting
questions relating to digital marketing and traditional marketing
are arising. Is digital marketing a modern version of traditional
marketing? Which is the most beneficial approach between digital
marketing and traditional marketing? Finally, which marketing
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Understanding Digital Marketing 13

strategy is most preferred by companies?

To answer these lingering questions, we must understand

how traditional marketing and digital marketing compare to each
other, and what the differences in their characteristics are.

“Marketing is the process of executing and planning the pricing,

promotion, distributions, and conception of goods, services, and ideas
to create an exchange that satisfies the individual and organization
objectives”- Philip Kotler

Traditional Marketing
Traditional marketing pertains to older media: prints,
broadcasts, direct mails, telephones and billboards, point of
purchase (POP), and face-to-face. Traditional marketing was the
only form of marketing until the creation of the Internet in 1990.

This marketing strategy might have evolved over the years, but
the fundamental aspects remain intact. The marketing techniques
we utilize today still depend heavily on the four Ps of marketing.
That is the product, price, place, and promotion.

On the outside, digital marketing might seem so different

from traditional marketing because it’s all about the fourth P,
“promotion.” But the fact is that digital marketing wouldn’t be so
efficient if it wasn’t depending on the other Ps. Digital marketing
uses each P in its own unique way, which is sometimes even better
than the way traditional marketing uses them.

Digital Marketing
The digital marketing goal is the same as that of traditional
marketing, to engage customers and address their concerns.

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14 Digital Marketing Essentials You Always Wanted To Know

Digital marketing allows for stronger and in-depth analysis of

Customer Relationship management that wasn’t possible with
traditional marketing. With a simple profile and dialogue, a
company can get more insights of each consumer and fragment
the market more deeply to suit their needs and desires.

1.2 Traditional Marketing vs. Digital Marketing:

The Differences

The Reach of the Marketing Approach

Even though traditional marketing is still efficient, it depends
on targeting and finding customers grounded on demographics,
while digital marketing puts companies out in the opening for
people to find them.

Ease of Access
One downside to digital marketing is that, unlike the
traditional marketing methods where ads are carried on easily
understandable and accessible channels like magazines, daily
newspapers, radio jingles, and street displays, it depends on
the ease of its potential customers to access the Internet and be
familiar to the channels being used to target them. When there is
no connection or knowledge of using digital channels, the adverts
won’t reach the targeted customers.

Inability to Target and Monitor Your Campaign Performance

Unlike traditional marketing, digital marketing provides
companies with tools that help in monitoring campaign
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Understanding Digital Marketing 15

performance and measuring its effects. It allows them to track

their website traffic effortlessly.

Limited Interaction
In digital marketing, there is limited interaction between
the customer and the platform used for marketing. Traditional
marketing, on the other hand, is a one-way street where
companies can provide or broadcast their product or service
information to the targeted audience directly. The main aim of
this brand-building process is to target a certain group of potential
customers and convert them.

Traditional marketing methods like face-to-face marketing

gives companies a chance to obtain real-time feedback, which is
insightful when you are testing out a new product.

Higher Costs
It might cost you a lot more to reserve small space in the local
newspaper or air-time on one of the TV stations or local radio
stations than posting an advert on YouTube or Facebook. The high
recurring costs associated with investing in traditional marketing
might not give the returns you desire.

Digital marketing offers you the chance to create multiple

campaigns at the same time and on a budget that suits your
needs. You can target several people in different countries, or
different ages and genders. Also, you can evaluate and edit your
advertisements to adapt to the different market changes, incurring
no extra costs.

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16 Digital Marketing Essentials You Always Wanted To Know

Return on Investment (ROI)

Digital marketing stands out as the best choice to measure and
increase ROI than traditional marketing because of the availability
of different online analytical platforms.

1.3 How Digital Marketing Works

Defining digital marketing is easy but understanding how it

works is a bit complicated. We have already clarified that digital
marketing is all about using digital platforms and digital channels
for business marketing and promotion. But, as a digital marketer,
you need to understand its importance and how it works.

Digital marketing is neither a product nor a service that works

for you; it’s a concept you have to adapt and make it work for
you. Confusing, right? Don’t worry, when we are done with this
section, everything will be crystal clear.

Digital marketing works through integrating digital channels

like Facebook, Google, and YouTube with marketing techniques
such as Pay Per Click (PPC), E-mail Marketing, Social Media
Marketing, and many others to draw and bring around customers.

The whole idea behind this process is to identify and target

potential customers and interest them with what you are offering,
finally convincing them to purchase and subscribe to your
channel.

But first, you need to set a goal: what do you aim to achieve
with digital marketing? Different marketing strategies and
platforms suit different forms of advertisement. For brand

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Understanding Digital Marketing 17

awareness, social media marketing can be perfect. But if you want

to create leads, PPC and SEO might be what you need.

Now that you understand that digital marketing can work in

different ways depending on your ultimate business or marketing
goal, let us see what digital marketing comprises.

The Digital Marketing Process

There are various digital technologies that businesses and
marketers can use to broadcast their marketing messages to their
targeted audience. Examples of technologies that can attract
and engage prospects include mobile technology (social media,
smartphones), PPC, e-mail marketing, and display ads.

In this era, digital marketing plays a significant role in how

consumers make purchasing decisions. It’s therefore important
for companies to take their business online and boost their online
visibility as much as possible.

Gone are the days when customers would go to a physical

shop to purchase or get information on products or services. Now,
consumers utilize the Internet to obtain information on various
products and make knowledgeable purchasing verdicts; even if
they’ll visit a physical shop, it might be to get their product or
complete the purchase.

This is where digital marketing comes in: it helps your

company reach your targeted customer wherever they are in their
customer value journey.

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18 Digital Marketing Essentials You Always Wanted To Know

Digital Marketing Funnel

This is a virtual representation of the stages a customer goes
through from the very first time they are introduced to a product
until when they make a purchase and become customers.

1. Your targeted audience becomes informed of your brand

or product.

2. It sparks an interest in them, so they go to your social

media platform or official website to learn more on the
product.

3. They sign up, make an inquiry, or add the product to the

cart.

4. They may purchase the product. If they don’t, it might

be because of some uncertainty and you might have to
re-evaluate your marketing strategy.

5. Finally, they buy the product and become your client.

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Understanding Digital Marketing 19

Depending on your business type, digital marketing funnels

can be categorized into three levels:

Figure 1.1

Top of the Funnel (TOFU)

This is the awareness stage. This stage uses multiple digital

marketing channels to boost your brand or product visibility to
your targeted audience.

Middle of the Funnel (MOFU)

This is the stage where your targeted customers are already in

the funnel and deciding whether to purchase your product. Their
decision depends entirely on various factors, such as your website
speed, the prices offered by your competitors, and the shipping
fee.

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20 Digital Marketing Essentials You Always Wanted To Know

Bottom of the Funnel (BOFU)

This is the final stage or the converting stage. Your potential

customers have decided on purchasing your brand or products,
and if you guarantee them better offers, discounts, and quick
delivery options, your chance of conversion will increase and the
sale can happen.

Digital Marketing Techniques

Digital marketing techniques differ greatly from digital
marketing channels. A digital marketing technique is using digital
marketing channels to promote your brands or products.

You can use paid marketing in Facebook Ad and Google Ad

channels to increase traffic on your business site and generate
leads.

Here is a list of digital marketing techniques:

● Search Engine Optimization (SEO)

● Video and Display Marketing

● Blogging

● Content Marketing

● Re-targeting and Remarketing

● Digital Advertisement

● Paid Advertisement

● E-mail Marketing

● Mobile Marketing

● Affiliate Marketing

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Understanding Digital Marketing 21

● Marketing Automation

● Influencer Marketing

● Social Media Marketing

● Digital Public Relations

Digital Marketing Channels

Digital channels are platforms that allow communication
between you and your targeted customers to promote your brand
or product. You can use digital marketing strategies on multiple
channels to promote a single marketing campaign.

Figure 1.2

With the help of digital marketing channels, you can boost the
efficiency and visibility of your marketing campaign. By being
available in all digital marketing channels, you can boost your
brand credibility among your targeted customers.

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22 Digital Marketing Essentials You Always Wanted To Know

Below is a list of some of the most common digital marketing

channels:

● YouTube: Video Marketing

● Google Ads: Paid Marketing

● E-mail Marketing

● Social Media: Instagram, LinkedIn, Facebook Ads

● Google Search Engine: Organic Marketing

● Digital Advertisement Channels: Display Ads

● WhatsApp and SMS

1.3.1 Digital Marketing Objectives

Before working on anything else, first state your digital
marketing objectives. Ensure that it covers a broad spectrum of
everything you want from your digital marketing campaign.
Besides, your objectives should be in line with your ultimate
marketing or business goals.

In simple terms, your objectives should be SMART.

Figure 1.3

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Understanding Digital Marketing 23

So, what are some of these objectives?

1. Boost Brand Awareness

Digital marketing is all about boosting brand awareness. If

your brand lacks the prevalence of behemoths like Google and
Amazon, the first step in acquiring a new customer is achieving
brand awareness.

Digital branding establishes your brand name in the customer’s

mind, grows your organic traffic, builds an online reputation,
and increases faster conversation. Social media marketing, video
marketing, and digital PR can boost brand awareness.

2. Boost Sales

The ultimate goal of a business is to boost its overall sales

or leads. This is the driving force for achieving other business
objectives.

The perfect marketing strategy should outline how sales can be

increased, what channels and tactics you use, the budget required,
and how to measure performance and results.

3. Reduced Cost

Companies or businesses running on a budget, reducing

the overall customer acquisition cost, forms a viable objective.
Various techniques like market automation, programmatic display
advertising, and conversion rate optimization can reduce the cost.

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24 Digital Marketing Essentials You Always Wanted To Know

4. Utilizing Digital Marketing to Generate Leads

A lead is a potential customer in your targeted audience who

is interested in your brand or product. This is the first step in the
digital marketing funnel and is achieved through marketing.

We can classify lead generation in digital marketing into three

sets of marketing activities, namely:

● Generation of traffic to the business website

● Conversion of the website visitor into leads

● The conversation of the leads into customers

SEO, Google ads, Facebook ads and other tactics can be used to
generate leads in digital marketing. Also, lead magnets, marketing
automation techniques, and content can nurture leads further.

5. Grow Organic Search Traffic

The main challenge most businesses face is making sure that

enough people are visiting their site or viewing their products
and services, and not their competitors. Google SEO is one of
the best methods to increase free organic traffic to your website,
generate leads, and boost sales. SEO is the building block of digital
marketing.

Consistent organic traffic on your blog or website, as a digital

marketing objective, will create long-lasting online visibility and
decrease the cost per customer acquisition.

1.3.2 Digital Marketing Strategies

Every business requires a marketing plan or strategy. Digital
marketing strategy or plan is a blueprint that contains all the
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Understanding Digital Marketing 25

relevant information about your digital marketing objectives,

product or services, your targeted audience, recent market trends,
techniques, and channels used.

Here’s how to build a simple marketing strategy:

● Outline marketing goals

● Outline customer profiles

● Identify your targeted audience

● Align ultimate business objectives with marketing goals

● Define the budget

● Determine the method of measuring results

● Review and re-test campaign performance

● Identify digital marketing techniques and channels

A well-crafted digital marketing strategy might help track your

overall business goals, optimize your digital marketing results,
and concentrate on your objectives.

Developing a Website for Digital Marketing

A website is an important aspect of digital marketing because
all digital marketing elements direct traffic to a website. Digital
marketing will only work and deliver results when your website is
aligned with your digital marketing and company objectives.  

A perfect website needs to be optimized for search engines

to attract organic traffic from Google search. If the website lacks
an effective SEO, it will not organically appear in the top on the
Search Engine Result Page (SERP); therefore, it won’t generate

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26 Digital Marketing Essentials You Always Wanted To Know

enough clicks from search engines. Clicks are very important to

your digital marketing campaign because you require them to
drive as much traffic as possible to your site and boost direct sales.

Setting up social media analytics and Google Analytics can

help you measure your website traffic and capture information
on how guests interact with your website and brand. To improve
your search visibility and attract organic traffic, you can create a
blog on your domain.

Search Engine Optimization (SEO)

SEO plays a critical role in how digital marketing works for
businesses. Effective SEO allows your website to rank first on
Google. Optimizing your website can bring unlimited organic
traffic to your website and increase ROI efficiently than other
digital marketing techniques.

Even though Google algorithms can be confusing sometimes;

you’ll understand it better while you are working with it. Google
frequently makes changes to its algorithms, which affects SEO
results.

One recent change involved the new HTTPS requirements.

Google requires users who are using HTTP pages to switch to
HTTPS format because most of the HTTP contact forms were not
secure enough.

So, those websites that didn’t change their HTTP to HTTPS

designation lost their rank or placement on Google search engines.

1.3.3 Does Digital Marketing Work?

Digital marketing is now the most vital component of many

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Understanding Digital Marketing 27

business strategies. Today, small businesses have access to cheap

and efficient methods of promoting their products and services.

The digital market isn’t limited by boundaries; it serves big,

middle, and small businesses.

Using digital devices such as smartphones, laptops, tablets,

smart TVs, billboards, social media, videos, games, e-mail, content,
and many others, a company can now promote its brand, product,
and service. Digital marketing is efficient than other forms of
marketing because its top priority is to meet the needs and desires
of users.

Companies are now using an integrated multi-channel

marketing approach that combines all the elements of digital
marketing to create an innovative customer experience. Through
coordinating the company’s marketing message across various
digital platforms and using different tactics to support each
marketing campaign, companies can create a unified brand
message and boost the success of every digital marketing
campaign.

Just like other forms of marketing that have to undergo trial

and error, sometimes digital marketing falls short of meeting the
company’s marketing objectives. This doesn’t make it imperfect,
because it has revolutionized marketing in unthinkable ways.

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Sample Case

How Miss Chase Used Sponsored ads and Stored to Create Strong
Brand Presence

In the World of unique fashion designs, Miss Chase identifies

its place as an apparel name that’s high quality and always on-
trend.

The Challenge
With so many competitors in the market, Miss Chase needed to
create brand awareness and reach customers and get them to try
its products and to understand how their quality differs from their
competitors.

Lots of effort and love goes into creating each of Miss Chase
products. Therefore, it’s only fair for the brand to ensure that
every product they launch is instantly promoted on Amazon to
drive more sales.

The Solution
To achieve these goals, Miss Chase utilized a lot of Amazons
Advertising products like a Store and sponsored ads. Miss chase
ran both manual and automatic campaigns concurrently, tweaking
bids and keywords, and inserting new keyword to existing
promotions and tracking them constantly.

After a month of running the test to try to identify the perfect

inputs for a successful promotion, Miss Chase switched using
only manual campaigns. The brand created a robust strategy
with unique ad groups with different types of targeting for each

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product line. When one of utilizing sponsored products elapsed,

Miss Chase began using Store and sponsored brands to drive
loyalty and awareness.

The Results
Miss Chase has increased its campaigns rapidly from 3 to 20
with over 4000 products advertised.

The combined effects of stores, sponsored products, and brands

resulted in a spike in Miss Chase sales by 107%, since November
2018, with a return on investment of 370%. Roughly 30 percent of
their total sales can be accredited to Amazon Advertising powers.

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30 Digital Marketing Essentials You Always Wanted To Know

Our Take

¡ The future of marketing is digital marketing. If you

haven’t embraced it yet, now it’s time to do so. Apart
from the benefits that we have talked about, you can
track the success of your digital marketing campaigns’
efforts incredibly fast and accurately.

¡ With digital marketing, it’s easy to see which marketing

strategies are creating profits and which ones require
more work.

¡ Now that you understand what digital marketing is,

how it works, and why it’s essential to your business,
your next step is to start planning for your next digital
marketing campaign.

¡ In our next chapter, we provide you with different

digital marketing tactics, so you can effectively create
and integrate your marketing strategies to drive sales
and grow your business.

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