Lecture 7 2 digital marketing communication tools (cont of 7 1) 2016

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Digital marketing communication tools (cont. of Lecture 7.1.) Digital (Interactive) Marketing (Lecture 7.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu

https://dimbsbu.wordpress.com


Learning Outcomes for week 7 •  Understand what MC tools exist; •  Learn about tradi8onal MC tools; •  Explore differences between tradi8onal and digital marke8ng communica8ons tools; •  Inves8gate DIM MC tools or addi8onal DIM elements to tradi8onal MC mix.


DIM communica,on tools

Source: Chaffey and Eliis-­‐Chadwick, 2012. Digital marke8ng, p. 30.


1. SEM



SERP

On-­‐page op8misa8on: search words, key words Links into the page

SEO


SEO Advantages •  Traffic driver •  Highly targeted •  Low-­‐cost (the op8misa8on costs only) •  Dynamic

Disadvantages •  Lack of predictability •  Lengthy process •  Complexity and dynamic •  Ongoing investment •  Not effec8ve in genera8ng awareness


PPC


PPC


CTR


PPC Advantages •  Achieving visibility •  CPC •  Highly targeted •  Measurability – ROI •  Predictability •  Simpler than SEO (technically) •  Speedy process •  Branding

Disadvantages •  Compe88ve •  Expensive (Inappropriate for some) •  Irrelevant •  Time consuming •  Specialist area


2. Online PR

(Mike Grehan 2004)


Online PR – extension of benefits SMM SEO Online partnerships UGC


Online Influencer Outreach

Advocacy – new forms, new channels, new partners





Audience perspec8ve: Online PR •  Connec8on between audience and organisa8on •  Accelerated WOM •  Ubiquitous Informa8on access •  Challenging to make a statement

Tradi,onal PR •  Disconnec8on between audience and organisa8on •  WOM •  Uni-­‐direc8onal flow of informa8on – difficult to challenge •  Few channels to make a statement


Marketer perspec8ve: Online PR •  Difficult to control •  Content / stories crea8on is challenging •  Timely reac8on! – social media listening and governance •  Easy to monitor and track

Tradi,onal PR •  Easy to control •  Few channels to distribute the content/ story – concept is fibed to a par8cular channel (i.e. TV, radio) •  Reac8on is controlled and managed by the organisa8on •  Impossible to track conversa8ons (WOM)


Online PR Advantages •  Reach •  Cost effec8ve (no media placement costs) •  Credibility – authen8city •  SEO – genera8ng links •  Effec8ve brand iden8ty management

Disadvantages •  Lack of control •  High risk investment


Online PR techniques •  Influencer outreach •  Link building •  Content (blogs, podcasts, feeds, widgets, mashups) •  3rd party websites •  Online viral marke8ng


Viral marke*ng



It is all about #hashtag! i.e. #PutACanOnIt


Trends in PR • Simple • Digital • Reac8ve • Crea8ve


3. Online Partnership 1.  Link Building partners (advocacy) 2.  Affiliate marke8ng partners 3.  Online sponsorship partners


Affiliate marke8ng



Aggregator Â


Affiliate marke8ng Advantages •  SERPs visibility •  Reach •  Awareness •  Responsiveness to online marketplace changes •  Pay per perfromance

Disadvantages •  Profit? •  Control over the brand name and image? •  Time!


Online sponsorship


4. Interac,ve Adver,sing


5. SMM •  PR plaeorm – publishing plaeorm •  WOM – online conversa8ons’ management



Publishing plaeorm + e-­‐WOM + UGC


The Selfie Syndrome


The Selfie Syndrome “Ellen Oscar Selfie Officially Most Retweeted Photo Ever, 2.5 Million and Coun8ng” “Selfie trend pushing demand for plas8c surgery”

hbp://blog.marketo.com/2014/01/evolu8on-­‐of-­‐the-­‐selfie-­‐obsessed-­‐genera8on-­‐ infographic.html






6. Email marke,ng •  Inbound (rela8onship management) vs outbound (Direct marke8ng) email marke8ng


Email marke8ng Advantages •  Low cost •  Direct response medium •  Call to ac8ons DIM objec8ves •  Fast campaign implementa8on and tes8ng opportuni8es •  Personalisa8on •  Cross-­‐integra8on (email, sms/text)

Disadvantages •  Deliverability •  Renderability •  Challenging to maintain engagement •  Personalisa8on – communica8on preferences •  Resource intensive


Seminar W/C 25th April: Feedback presenta8ons in prepara8on to Coursework submission!


Presenta8on Agenda! •  •  •  •

SOSTAC Research STRATEGY (Data, Mul8-­‐channel) Big Idea


Tip for the Exam •  Review Chapters 9 (Chaffey and Ellis-­‐Chadwick 2012) •  Look through advantages and disadvantages of each tool! •  Compare tradi8onal and online tools •  Compare across online techniques, i.e. PPC, display ad, affiliate marke8ng! •  Think about examples when revising!


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