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 traditional MC tools; • Explore differences between traditional and digital marketing communications tools; • Investigate DIM MC tools or additional DIM elements to traditional MC mix.
DIM communication tools
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.
1. SEM
SERP
On-page optimisation: search words, key words Links into the page
SEO
SEO Advantages
• Traffic driver • Highly targeted • Low-cost (the optimisation costs only) • Dynamic
Disadvantages • Lack of predictability • Lengthy process • Complexity and dynamic • Ongoing investment • Not effective in generating awareness
PPC
PPC
CTR
PPC Advantages
Disadvantages
• Achieving visibility • CPC • Highly targeted • Measurability – ROI • Predictability • Simpler than SEO (technically) • Speedy process • Branding
• Competitive • 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 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
Traditional PR •
• Difficult to control •
• Content / stories creation is challenging • Timely reaction! – social media listening and governance • Easy to monitor and track
Few channels to distribute the content/ story – concept is fitted to a particular channel (i.e. TV, radio) •
•
Easy to control
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
Online PR techniques • Influencer outreach • Link building • Content (blogs, podcasts, feeds, widgets, mashups) • 3rd party websites • Online viral marketing
Viral marketing
It is all about #hashtag! i.e. #PutACanOnIt
Trends in PR – Simple – Digital – Reactive – Creative
3. Online Partnership 1. Link Building partners (advocacy) 2. Affiliate marketing partners 3. Online sponsorship partners
Affiliate marketing
Aggregator
Affiliate marketing Advantages
Disadvantages
• SERPs visibility • Reach • Awareness • Responsiveness to online marketplace changes • Pay per perfromance
• Profit? • Control over the brand name and image? • Time!
Online sponsorship
4. Interactive Advertising
5. SMM • PR platform – publishing platform • WOM – online conversations’ management
Publishing platform + e-WOM + UGC
The Selfie Syndrome
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
6. Email marketing • Inbound (relationship management) vs outbound (Direct marketing) email marketing
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