Marketing Paper, 6 papers max, Company: Take-Two Interactive Software

Running head: DIGITAL MARKETING 1

DIGITAL MARKETING 6

Digital Marketing

Student’s Name

Instructor

Institution Affiliation

Comments:

· Should include more academic journals to support the ideas.

· Further expand ideas on how keyword search/user journey applies to business to business organizations.

· Need references to support application to e-commerce.

· Definitely need in-text citations for highlighted sentences

Process of Keyword Research

The keyword search process has remained consistent for inbound marketers who have been optimizing their websites for search. Typically, it is the process that allows an individual to find and analyze search terms when users enter into search engines for specific purpose usage, especially for general marketing. The keyword search method tends to involve numerous steps that a marketer should consider for effectiveness and efficiency (Shenoy, 2016). First and most importantly, one needs to list relevant topics regarding what the business entails. In other words, the marketer should pay attention to the issues they want to rank for based on the generic buckets.

Afterward, the marketer will tend to identify specific keywords that relatively relates to those in the buckets. They include the keywords phrases that are necessary for ranking in the Search Engine Results Pages. In essence, the targeted customers probably often look for such specific terms when conducting searches on items they need. Also, the use of tools like user intent is significant, especially in search engines like Google because such tools mostly pivotal factors as far ranking ability is the consideration. Here, the marketer should understand the impacts of such devices on their keyword research and accordingly analyze them to fit potential customers' search. Besides, it is essential for the marketer to plug in keywords into search engines like Google to identify the related search terms appearing in the results. This will help them to know the related search terms to use for their business' products.

Another potential tool used in the process includes the SEMrush, which is the tool that will enable one to identify some of the keywords already used by the business's competitors. It is especially important because it allows an individual to design competitive strategies when marketing their products to potential consumers. Furthermore, Ahrefs Keyword Explorer and Google Keyword Planner are among the best keyword research tools that many content creators utilize. Typically, the tools often allow marketers with access to broad reports regarding keywords. Also, tools like Ahrefs Keyword Explorer rely on clickstream data, thereby providing unique metrics of click. Besides, they are among the list of more accurate tools available in the keyword research items.

In reference to how the process connects to the user journey, keyword research enables customers to quickly locate a product of their interest while conducting their searches. Typically, the user journey has four significant stages, including awareness, interest, consideration, and conversion. Based on the stages, a customer will need to acquire a specific product that will satisfy their needs. As such, they will gain the interest of finding the most potential product available in the market, thereby considering searching for it and the various suppliers or sellers affecting it. This will help the customer to compare different sellers' products. Here is where the keyword research comes in; the marketer will have to find the most likely keywords the customer will use to search for the product after considering and converting to purchase the solution/product.

The Role of Content in User Journey

Generally, good content tends to resonate with customers' minds as it fits their interests and objectives. In other words, when marketers utilize great content in their digital marketing process, they practically map the desire, emotions, and journey of the potential customers who search for related products. As such, they tend to deliver an outcome that builds advocacy while engaging mapped to their organization's sales and revenues (Justesen, 2017). Based on the user journey, the content has tended to play a different role depending on the user journey stages.

Awareness

In essence, before a customer decides to purchase a product, they must have come across a particular problem that will push them to buy such products or services. Awareness is the stage where a customer will realize they have a problem, and they become open to solutions for the same. Here, they will search the internet to deeply understand their situation and precisely define it in more comprehensive terms. Essentially, the types of content the marketer will consider here include Blog posts, Social posts, Research studies, Analyst reports, among others related. Here, the content role is to create awareness to the potential customers that the problem they have to exist and that solutions are available at their convenience. In other words, the content should have information that best describes the situation for the customer to relate with and for them to build interest in looking for potential solutions.

Consideration

After the potential customer has clearly defined their problems, they will begin to consider some available options available for them. Consideration is the stage where customers acknowledge their issues and that there are various options available in terms of solutions. Nevertheless, the customer may be aware that an organization has the solution to their problem but fails to develop the commitment of purchasing the product or service from the company's store. Therefore, the content regarding this stage should have information with hope that is based on the customer's ability to purchase the item (Herhausen, 2020). As a reason, the customer will be looking for various stores with a similar item to compare features like quality, quantity, and price. In most cases, the relevant content related to this stage should play the role of Comparison, Expert guidance, Case studies, Podcasts, and Videos viewing. For instance, if the customer searches for other entities' products and finds that the initial one had good quality and reasonable prices, they will most likely buy from the marketer's store. As such, the marketer should study its competitor's products in terms of features to use competitive details that will attract the customer to their stores.

Decision

Based on the various options available for a potential customer, they will need to choose the item of their preference. The decision is the stage where the customer makes decisions on the product to purchase after gathering information concerning alternative options. Here, the content should be more brand-specific and should play the role of highlighting the item's unique value proposition. Moreover, the content should also play the role of showing the product's competitive advantages to the potential customer.

Loyalty

After the customer has finally made the product's purchase, it will not be the end of content marketing. In most cases, customers will get an interest in best guides and practices to assure the product's value in terms of durability. As such, the content should play the role of designing user guidance, product-focused articles, customer newsletters, product updates, surveys, and programs related to promotions and loyalty.

In application to a product-based e-commerce business, digital marketers can utilize such roles to reach potential customers. Most importantly, marketers can consider improving their organic search engine rankings, as this is essential for building brand awareness. They can create awareness to the potential customers by showing them that the problem they have to exist and that solutions are available at their convenience. Also, marketers can effectively utilize their brand awareness built to design content tactics. As a result, this will create an organization's differentiation, thereby earning the product a competitive advantage. Additionally, it will build a cohesive and robust relationship with certain types of potential customers. After making the customer's decision, the marketer can ensure that their content is directed to address the buyer's concerns and show the product's ability to solve customer's problems. The content should essentially express motivation, value proposition, incentive, friction, and anxiety to reflect the customer's decision towards their products. Finally, after the customer has purchased the product, marketers can continually remind the customer about the entity's expertise and encourage loyalty and generate brand advocates. Furthermore, the marketers should use online platforms such as customer care website pages, social media channels, and supportive emails to contact the buyer as this will illustrate caring after-purchase experience to the customer, thereby building loyalty.    

References

Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90, 276-290.

Isaac Justesen. (, 2017). Creating Content for all Four Stages of the Buyer's Journey. Content Marketing. Retrieved from; https://www.constant-content.com/content-writing-service/2017/11/creating-content-for-the-buyers-journey/

Shenoy, A., & Prabhu, A. (2016). Keyword Research and Strategy. In Introducing SEO (pp. 73-84). Apress, Berkeley, CA.