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!