Week 10 Flashcards
Digital marketing
Digital marketing refers to the company’s efforts to market products and services and build customer relationships over the internet and cellular networks.
Digital marketing includes
All of the activities involved in planning and implementing marketing in the electronic environment (internet on computers and devices -tablets and smartphones, and any other telecommunications technologies).
Interacting in digital marketing
When companies interact online with consumers and other companies, they do so in any or all of the following five ways
When companies interact online with consumers and other companies, they do so in any or all of the following five ways
Creating a search-engine optimized website
Setting up or participating in social media marketing
Using email
Engaging in search engine marketing (SEM)
Using online advertising
3 Digital marketing methods
Paid
Owned
Earned
Paid
Paid refers to any digital advertising that a business pays for.
Some examples include: • Online advertising • Mobile marketing • Influencer marketing • Public relations
Online advertising
Advertising that appears while consumers are browsing the web, including display ads, search related ads, online classifieds, video advertising and other forms. As consumers spend more time on the internet, companies are shifting more of their marketing dollars to online advertising to build their brands or to attract visitors to their websites
The main forms of online advertising are:
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search-related ads / contextualised advertising (ad placed through online search engines)
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display ads (banners or other ad formats made of text, images, flash, video, or audio)
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online classifieds(buy and sell goods or services –cheaper than display ads)
Search engine marketing
Search marketing entails promoting a company’s brands through search engines as part of its integrated marketing communication strategy. It aims to increase website traffic by attracting visitors who search for keywords via their favourite search engine, portal or directory. It uses both organic and paid activities.
Paid and organic search engine marketing
Paid: keywords paid for search engine results -pay per click and cost per thousand (CPM)
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Organic: keywords found on your website
4 types of search engine marketing
Paid listings
Contextual search
Paid inclusion
Site optimisation
Paid listings
Text links that appear at the top or side of search results for specific keywords. The more a marketer pays, the higher the position the linked text gets. Marketers pay only when a user clicks on the text link.
Contextual search
Text links appear in an article based on the context of the content, instead of a user -submitted keyword.
Payment occurs only when the link is clicked
Paid inclusion
Guarantees that a marketer’s URL is indexed by a search engine.
The listing is determined by the engine’s search algorithms.
Site optimisation
Website modifications made to ensure indexing by bots and spiders, and which help a site to be found in a keyword search and lift its rankings in search engine output.
Google is the pre-eminent search engine throughout the world
Mobile marketing
The art of marketing to mobile device users
In FY18, mobile made up 54% of total general display advertising (iabaustralia)
Benefits of mobile marketing
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personalised
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time and location sensitive
Challenges if mobile marketing
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many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options
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ad formats, customization, and styles can vary
Influencer marketing
The focus on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential customers, and orients marketing activities around these influencers.
Benefits of influencer marketing
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Helps build a relationship between a brand and the influencer
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The influencerpromotesthebrand’sproductsorservices–often through socialmedia (Instagram, YouTube, LinkedIn)
Influencers must be:
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Be trusted figures within a niche community
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retain a loyal following
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possess knowledge or experience about what they are advertising
Owned digital marketing
Owned refers to any digital channel owned by a business where content is controlled and governed by the organisation.
• Company websites and search engine optimisation • Marketing sites / microsites • Branded blog sites • Database and email marketing
methodsOwned –company websites
Designed to build customer goodwill, collect customer feedback and supplement other sales channels, rather than to sell the company’s products directly
Owned –marketing / microsites
A series or group of web pages designed to engage consumers in an interaction that will move them closer to a direct purchase, another marketing outcome, or hold them as loyal customers. These often have their own theme or brand message.
Designing effective websites
For most companies, the first step in adding value through online marketing is to create a website. Beyond simply creating a website, marketers must design an attractive site and find ways to get consumers to visit the site, stay around and come back often.
Sites are designed to
– build customer goodwill – Collect customer feedback – Supplement other sales channels –rather than to sell the company’s products directly
Designing effective websites
To attract new visitors and to encourage revisits, it is suggested that marketers should pay close attention to the seven Cs of effective website design
To attract new visitors and to encourage revisits, it is suggested that marketers should pay close attention to the seven Cs of effective website design
Context: the sites layout and design
Content: the text, pictures, sound and video
Community: the ways the site enables user to user communication
Customisation: the sites ability to tailor itself to different users or allow personalisation
Communication: the way the site enables site-to-user, user-to-site, or two-way communication
Connection: links to other sites
Commerce: capability to enable commercial transactions
Search engine optimisation
Search engine optimisation (SEO) is the activity of improving the online visibility (ranking) of your website on the search engine results page (SERP)
Tactics may include
Use of keywords (popular phrases the consumer uses to search for information) • Refreshing pagecontentoften (monthly) • Links fromand to other sites • Quality content management
Owned –branded blog sites
Websites (or pages on a website) that allows the visitor to engage with the company and others by providing opportunity to comment, upload or share
Benefits of branded blog sites
Builds further relationship between the company or brand and the consumer/customer.
Gives the visitor a reason to return to the site
Inexpensive to start up and run
Improves search engine ranking
Shows expertise and credibility
Challenges of branded blog sites
Time consuming for the marketer
Requires a stream of fresh ideas
Can take time to see a result
Site also needs to be marketed
Owned –database and email marketing
Increasingly mobile phone marketing is incorporated into the digital marketing strategy, and email is part of that strategy! Due to rising concerns in spam, good marketers are practicing permission based, or opt in, email marketing
Datasbase and email marketing is good for
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Follow-up customer service
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Keep visitors who take an action on your website informed (transactional email)
Earned marketing
Earned refers to content that is generated via people outside of the company by customers, consumers and key media figures. Ultimately, the goal of the media is to develop interactivity between the company, brand and consumer.
Earned marketing examples
This can include a variety of social media networks
social sites
word of mouth (buzz)
viral marketing (reposting and sharing)
review sites and testimonials
Earned -social media networks
Social media networks are online social communities where people socialise or exchange information and opinions
Examples include: – social networking websites – blogs – virtual worlds
Word of mouth (buzz)
A customer shares their experience within their group of friends. It is usually short-lived. WOM is a popular tool by small business. Word of mouth (WOM) does not have the compounding effect that viral marketing has.
Viral (posting and reposting)
Viral marketing is where an organisation will use their social media networks to promote their products or services with the aim to have their customers or consumer spread information within their social networks.
Review sites and testimonials
The internet has enabled interactivity:
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Customer to customer interactivity
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Customer to company interactivity
Customer-to-customer interactivity
Customers interact by buying or exchange goods or information directly with one another. Such interaction may involve exchanging information through Marketplaces, internet forums and blogs that appeal to specific special-interest groups
Customer-to-company interaction
Direct feedback to the company
Privacy guidelines
Some countries, including Australia, have extended privacy legislation that applies to most profit and not-for-profit organisations. Privacy guidelines indicate companies must disclose the purposes for which they are gathering customer information and must be prepared and able to show individuals the information they hold on them. Marketing organisations must permit individuals to unsubscribe from databases which are used for emails
Evaluating direct and digital marketing results
Direct and digital marketing organisationsare interested in a variety of performance measures, both for individual programs and integrated campaigns
Evaluating direct and digital marketing organisations set up their programs to allow later monitoring of
– Sales lead generation – Database generation – Fulfilment response – Product inquiries – Sales response – Profitability
Three areas of digital marketing evaluation are
• Communication performance • Channel performance • Relationship management
Communication performance
Just as companies monitor mass media results, digital communication must be measured for effectiveness and efficiency
Effectiveness:
did it reach the target market
Efficiency:
how cost effective was it
Tactics for tracking Communication performance
Web metrics
Audience metrics
Network metrics
Web metrics
hits to the site, log files (google analytics logging IP addresses), user visits, pages visited, dwell time etc
Audience metrics
use of third party software (Nielsen’s digital landscape analytics, roymorganresearch etc) through the use of cookies.
Network metrics
use of third party software (ConnexityHitwise) to extrapolate data to find out how they are using the web.
This gives excellent information on segment analysis.
Relationship management
It is possible to calculate what response rate will be required to achieve the objectives (ROI, breakeven etc). We can calculate from this, the customer lifetime value (revenues from a customer over time)
