Digital media II Digital (Interactive) Marketing Lecture 7.2 Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
MUSE
Learning Outcomes for week 7 • Understand what digital media (tools) exist; • Define search engine marketing and explain difference between SEO and paid search; • Review aspects of display advertising • Explore affiliate, email and content (digital PR) marketing • Understand power of digital media in managing advocacy
• DIM communications - #1 activity • Requires strategic approach (1-year plan) - SOSTAC • INTEGRATION & ALIGNMENT are key – IMC • Based on clear, SMART and linked objectives
Diversity of communication tools – key challenge for DIM communication
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.
2. Online PR
Traditional PR Anyone concerned with the organisation Macro-environment: “the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public� (CIPR)
o o o o o
Government and local authorities Members of local communities Competitors Potential employees Non-users/social groups
Micro-environment o Existing employees (internal marketing) o Suppliers and intermediaries/association/trade stakeholders o Financial groups/investors/shareholders o End-user customers o Media and press
“Heart Disease Doesn't Care What You Wear – It's the #1 Killer of Women.”
Read further about the campaign planning and all elements involved in building and implementing it: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2574437/
Key characteristics PR is the management of relationships, “reputation nurturing� (Eisenegger, 2005), between organisations and their stakeholders/publics (Reid, 2003)
Needs to be a planned activity
Strategic & tactical
Reducing buyers perceived risk
High credibility
Low control (press release) Absolute cost (overall cost) and low relative cost (cost associated with reaching each member of the target audience)
Degree of control High
Low
PR Long term Short term Personal influence
Source: Egan (2007)
Objectives of PR
Traditional PR Techniques Publicity (e.g. blogger relations, writing, through leadership) Lobbying (e.g. industry/investor relations) Internal marketing (e.g. employee communication, intranet, internal branding) Corporate communications Ad Busting Ambush marketing (Reactive PR) WOM
Hybrid PR Programming Product placement Stealth marketing Event management Sponsorship
VR integration
Online PR
(Mike Grehan 2004)
Online PR – extension of benefits SMM SEO Online partnerships Content marketing (distribution, UGC)
Online PR techniques • Influencer outreach • Link building • Content (blogs, podcasts, feeds, widgets, mashups) • 3rd party websites • Online viral marketing
Online Influencer / KOLs Outreach
Advocacy – new forms, new channels, new partners
When it comes to HENRYs, KOLs are Crucial!
©DrElviraBolat
Online Influencer Outreach • Identification of KOLs • Online reputation management
Leverage KOLs Large-scale celebrities
ch a o pr p a cal o l G
Mi cro
-in flu en cer s
ŠDrElviraBolat
Anastasia Moraites – BU BABS Student, fitness and perfecting your body adviser: @anastasiamfitness https://www.instagram.com/anastasiamfitness/
ŠDrElviraBolat
http://snip.ly/8thxq#http://www.socialmediatoday.com/social-business/instagram-influencers -how-much-are-they-really-makinginfographic
Managing advocacy – key! • VoC •
NPS
• Reviewing content (UGC, feedback, sentiment analysis) • Loyalty-based segmentation (e.g. MVCs, MGCs, BZCs) Read further: Chapter 6, pp. 327-343 (Chaffey and Ellis-Chadwick, 6th ed., 2016)!
Audience perspective: Online PR • Connection between audience and organisation • Accelerated WOM • Ubiquitous Information access • Challenging to make a statement
Traditional PR • Disconnection between audience and organisation • WOM • Uni-directional flow of information – difficult to challenge • Few channels to make a statement
Marketer perspective: Online PR • Difficult to control • Content / stories creation is challenging • Timely reaction! – social media listening and governance • Easy to monitor and track
Traditional PR • Easy to control • Few channels to distribute the content/ story – concept is fitted to a particular channel (i.e. TV, radio) • Reaction is controlled and managed by the organisation • Impossible to track conversations (WOM)
Online PR Advantages • Reach • Cost effective (no media placement costs) • Credibility – authenticity • SEO – generating links • Effective brand identity management
Disadvantages • Lack of control • High risk investment
Viral marketing
Trends in PR • Simple • Digital • Reactive • Creative
Trends in online PR: Trump’s tactics
3. Online Partnerships 1. Link Building partners (advocacy) 2. Affiliate marketing partners 3. Online sponsorship partners
Affiliate marketing
Aggregator
Affiliate marketing Advantages • SERPs visibility • Reach • Awareness • Responsiveness to online marketplace changes • Pay per performance
Disadvantages • Profit? • Control over the brand name and image? • Time!
Online sponsorship
SMM • PR platform – publishing platform • WOM – online conversations’ management • Product launch platform
Publishing platform + e-WOM + UGC
The Selfie Syndrome “Ellen Oscar Selfie Officially Most Retweeted Photo Ever, 2.5 Million and Counting” “Selfie trend pushing demand for plastic surgery”
http://blog.marketo.com/2014/01/evolution-of-the-selfie-obsessed-generationinfographic.html
Email marketing • Inbound (relationship management) vs outbound (direct marketing) email marketing
Opt-in options Customer acquisition • Cold email campaign • Co-branded email • 3rd Party newsletter
Conversion/retention • Conversion email • Regular e-newsletter • House-list campaign • Event-triggered • Email sequence
Email marketing Advantages • Low cost • Direct response medium • Call to actions DIM objectives • Fast campaign implementation and testing opportunities • Personalisation • Cross-integration (email, sms/text)
Disadvantages • Deliverability • Renderability • Challenging to maintain engagement • Personalisation – communication preferences • Resource intensive
Tip for the Exam Review Chapters 9 (Chaffey and Ellis-Chadwick 2016): • Affiliate marketing: its advantaged and disadvantages • Look at examples • Understand who could be best affiliate partners for different firms (across sizes and sectors) • Opt-in email marketing techniques for acquisition and conversion/retention
Seminar w/c 3rd April: Feedback presentations in preparation to Coursework submission!
Feedback sessions: Agenda! • • • •
SOSTAC Research STRATEGY (Data, Multi-channel) Big Idea