marketing

Digital Marketing

Data-driven marketing strategy and execution

Use Cases

• Develop marketing strategy and budget allocation
• Content marketing planning and execution
• SEO optimization and keyword research
• Ad placement and performance optimization
• Social media management

Marketing Funnel AARRR

Acquisition → Activation → Retention → Revenue → Referral

Key metrics: CAC/traffic sources → registration rate → DAU/MAU → ARPU/LTV → NPS

Core Knowledge

Marketing Channels

Channel	Applicable	Cost	Effect Cycle
SEO	Long-term traffic	Low	3-6 months
SEM/PPC	Real-time conversion	High	Real-time
Social media	Brand building	Medium	1-3 months
Content marketing	Trust building	Medium	3-6 months
Email	Retention conversion	Low	Real-time

Key Metrics

Metric	Calculation Method	Healthy Value
CAC	Marketing cost / Number of new customers	Industry-dependent
LTV	ARPU × Lifetime	> 3× CAC
ROAS	Ad revenue / Ad cost	> 3
CTR	Clicks / Impressions	1-5%
CVR	Conversions / Clicks	2-5%

Budget Allocation 70-20-10 Rule

• 70% - Proven effective channels
• 20% - Emerging but promising channels
• 10% - Experimental channels

Best Practices

1. Data First - All decisions are based on data, not intuition
2. A/B Testing - Continuous testing and optimization, move fast in small steps
3. User-Oriented - Understand the pain points and needs of target users
4. Integrated Marketing - Multi-channel coordination, consistent brand message
5. ROI Mindset - Focus on return on investment, cut low-efficiency channels

Common Mistakes

Mistake	Correct Approach
Chasing vanity metrics (follower count)	Focus on conversion metrics (revenue)
Casting a wide net across all channels	Focus on deepening high-efficiency channels
One big revamp	Continuous A/B testing and iteration
Only looking at short-term results	Balance short-term and long-term

Sharp Edges

SE-1: Vanity Metric Trap

• Severity: critical
• Scenario: Pursuing metrics that "look good" such as follower count and impressions, but revenue is not growing
• Cause: Vanity metrics are easy to measure and easy to achieve, but they do not reflect business value
• Symptoms:
  • Social media follower count increases but conversion rate remains unchanged
  • Report numbers look good but business performance is mediocre
  • Unable to answer when the boss asks "What about revenue?"
• Solution: Metric priority: revenue > conversion > behavior > vanity. For every metric, ask: How does this affect revenue?

SE-2: CAC > LTV Death Spiral

• Severity: critical
• Scenario: Customer acquisition cost exceeds customer lifetime value; the more you market, the more you lose
• Cause: Blindly expanding ad spend without tracking unit economics
• Symptoms:
  • The more ad money you spend, the more you lose
  • Unable to stop advertising (afraid of losing traffic)
  • Don't know how much each customer is worth
• Solution:
  • Healthy LTV/CAC ratio > 3
  • Set a CAC ceiling (1/3 of LTV)
  • Optimize product retention to increase LTV

SE-3: A/B Testing False Positive

• Severity: high
• Scenario: A/B test shows a "significant difference," but there is actually no effect
• Cause: Insufficient sample size, ending the test too early, multiple comparisons problem
• Symptoms:
  • Test results cannot be reproduced
  • Post-launch performance is not as good as during the test
  • "Significant" but the improvement is extremely small
• Solution: Calculate sample size in advance, run the test for the full duration, p < 0.05, effect > 2%, repeat validation
• Details: → [extended/checklists.md#a-b-testing-checklist]

SE-4: Channel Dependency Risk

• Severity: high
• Scenario: 80% of traffic comes from a single channel; one algorithm change and it collapses
• Cause: After finding an effective channel, going all in and neglecting diversification
• Symptoms:
  • A single channel contributes more than 50% of traffic
  • Platform policy changes cause a traffic cliff
  • No owned traffic (e.g., email list)
• Solution: 70-20-10 rule to diversify risk, build owned channels, set a 40% cap for any single channel

SE-5: Ignoring Attribution Leads to Wrong Decisions

• Severity: medium
• Scenario: Giving all credit to the last-click channel, leading to investment in the wrong channel
• Cause: Looking only at last-click attribution and ignoring the user journey
• Symptoms:
  • Content marketing "has no effect"
  • Brand advertising gets cut
  • Search ads have "super high" ROI (stealing credit from other channels)
• Solution: Use multi-touch attribution, understand the user journey, use different metrics at different stages

Content Marketing

Content Pyramid

• Core content: In-depth content (white papers, research reports), 2-4 pieces per year
• Pillar content: Medium depth (blog posts, tutorials), 4-8 pieces per month
• Distribution content: Lightweight content (social posts), 1-3 per day

Principle: One piece of core content → split into multiple pieces of distribution content

Content Types

Type	Purpose	Example
Educational	Build expertise	Tutorial articles, How-to
Inspirational	Build resonance	Stories, case sharing
Entertainment	Increase interaction	Memes, humorous content
Conversion	Drive purchases	Product comparisons, testimonials

Content calendar template: → [extended/templates.md#content-calendar-template]

SEO optimization

Keyword research process

Seed keywords → Expand long-tail → Assess competition (KD < 30) → Intent analysis → Content planning

On-Page SEO essentials

• Title Tag: Include keywords, 50-60 characters, attract clicks
• Meta Description: Include keywords, 150-160 characters, include CTA
• Content: Unique H1, clear structure, keyword density 1-2%, 3-5 internal links
• Technical: Load < 3 seconds, mobile-friendly, HTTPS, structured data

Complete SEO checklist: → [extended/checklists.md#seo-optimization-checklist]

Ad placement

Facebook/Meta ad structure

Campaign (objective) → Ad Set (audience, budget, placement) → Ad (creative, copy, CTA)

Best practices：

• Place 3-6 ad variants per Ad Set
• Budget allocation: Testing 20% / Scaling 80%
• Test with broad audiences first, then narrow to precise

Google Ads types

Type	Applicable scenarios	Advantages
Search ads	Active search demand	Clear intent
Display ads	Brand exposure	Lower cost
Shopping ads	E-commerce products	Visually appealing
Video ads	Brand storytelling	High engagement

Ad placement checklist: → [extended/checklists.md#ad-placement-checklist]

Email marketing

Email types

Type	Purpose	Timing
Welcome email	Build relationships	Immediately after sign-up
Newsletter	Continuous engagement	Weekly/biweekly
Promotional email	Drive purchases	During campaigns
Retargeting	Win back churned users	Automatically triggered

Open rate optimization: Subject lines create curiosity/specific numbers/personalization; avoid all caps, too many exclamation marks

Email checklist: → [extended/checklists.md#email-marketing-checklist]

Social media

Platform characteristics

Platform	Primary audience	Best content	Prime time
Facebook	25-54 years old	Videos, livestreams	13:00-16:00
Instagram	18-34 years old	Images, Reels	11:00、19:00
LinkedIn	Professionals	Articles, careers	Tue-Thu 9:00
TikTok	Gen Z	Short-form video	19:00-22:00
YouTube	All ages	Long-form video, Shorts	Thu-Sun

Engagement Rate Benchmarks：Facebook 1-3%/3-6%、Instagram 3-6%/6%+、LinkedIn 2-4%/4%+

Social Checklist: → [extended/checklists.md#Social Media Checklist]

Advanced Strategies

Growth Hacking ICE Scoring

Impact × Confidence × Ease = Priority Score

Test high-scoring items first, iterate quickly to validate

Detailed Framework: → [extended/examples.md#Growth Hacking Framework]

User Psychology

Cialdini's Six Principles: Reciprocity, Scarcity, Authority, Consistency, Liking, Social Proof

Behavioral Economics: Anchoring Effect, Loss Aversion, Paradox of Choice, Framing Effect

Detailed Applications: → [extended/examples.md#User Psychology Applications]

Conversion Rate Optimization (CRO)

Landing Page Structure: Hero section (value proposition + CTA) → Pain points → Solution → Social proof → FAQ → Final CTA

A/B Testing Priority: Headline > CTA > Hero image > Pricing > Form fields

Detailed Guide: → [extended/examples.md#Conversion Rate Optimization CRO Detailed Guide]

Marketing Automation

Key Sequences：

• New User Onboarding (D+0 to D+14)
• Cart Abandonment Recovery (1h / 24h / 72h)
• Dormant User Retargeting (30 days inactive)

Detailed Workflow: → [extended/examples.md#Marketing Automation Workflow]

Influencer Marketing

KOL Tiers

Tier	Followers	Characteristics	Collaboration Type
Mega	1M+	High exposure, low engagement	Brand Ambassador
Macro	100K-1M	Professional domain influence	Paid Collaboration
Micro	10K-100K	High engagement, community trust	Product Seeding/Paid
Nano	<10K	Very high engagement, authentic	Product Seeding

Influence Score = (Engagement Rate × Followers × Relevance) / Price

KOL Evaluation Checklist: → [extended/checklists.md#KOL Collaboration Checklist]

Tool Recommendations

Category	Tool
Analytics	Google Analytics, Mixpanel
SEO	Google Search Console, Ahrefs, SEMrush
Email	Mailchimp, ConvertKit
Social	Hootsuite, Buffer
Advertising	Google Ads, Meta Ads Manager

Report Templates

Monthly Report: Executive Summary → Key Metrics → Channel Performance → Key Insights → Next Month's Plan

Full Template: → [extended/templates.md#Performance Report Template]

Related Resources

Google Digital Garage | HubSpot Academy | Moz SEO

Related Fields

[[sales]] | [[product-management]] | [[research-analysis]]