DIGITAL WORLD MAP how digital marketing flows In the crush to learn what’s new, it can be hard to give the virtual world a marketing perspective. That’s what this map does. Arrows outward show where you can reach out to customers and prospects. Arrows inward show what you can use to draw visitors to your site.
pull marketing helping people find you
mobile landing pages
Your Website
community marketing
a company-owned digital asset
talking with & listening to people
transformed media buys push-bypermission marketing
off-site sales
sending messages as requested
Websites: The Center of Your Digital Presence Like bricks and mortar, websites allow businesses to operate, are an asset to the company and need repair and remodeling from time to time. They combine advertising, brochures and your customer- and dealer-service documents. They can add other functions, including direct sales, online banking and almost any other interchange.
search marketing & seo
Websites, press releases, newsletters and whitepapers should be optimized. BUYING / SERVING ADS
No relation to beautiful magazine ads or flashy TV commercials, these are more like classified ads. They know what you are interested in and where you travel, so they can be served on a keyword or behavioral basis. Also called paid search. Paid and organic search can be used together to reinforce results. Analytics
Everything you want to know about website traffic. QR Codes
Combines bar code and mobile technology to let consumers ask for and receive information anywhere.
social Networking
Digital versions of over-the-fence gossip and newspaper op-ed pages. Controlled by users, word-of-mouth authenticity. This is part of the new Public Relations.
e-mail / e-newsletters
Like TV commercials, magazine ads or direct mail, e-mail and e-newsletters show up on the desktop. They achieve intrusiveness and frequency of contact. rss feeds / POdCASTS
social Information sharing
Enables sharing of presentations, documents, videos and photos. Livecasting services, surveys, information aggregators and wikis. Social Media Monitoring
Monitoring relevant search terms allows you to see what people are saying about your industry or company. Blogs
RSS is a personalized search aid. It is like having just the sports section delivered to you every day with the articles about Ohio State football circled. Podcasts are digital media files that users request on a one-time or repeat basis.
mobile
MEDIA BUYING REVOLUTIONIZED
Your website, streamlined and reformatted for handheld devices. Your ads, part of the fastest growing segment in advertising. landing pages
Lets a visitor enter your website where he wants to, reducing clicks and increasing capture.
Print media have online components, so you need a coordinated buy. Mobile, out-of-home and point-of-sale now offer many more options (ads on fruit stickers, anyone?) and require very different strategy, creative and production.
shoppinG SITES
Digital stores, flea markets, outlet stores and travel agencies.
Custom Content
Digital publishing in any form, from page turners and e-books to a new generation of professional presentation tools.
Be your own company representative, contract with a freelance blogger or let your PR firm do ghost blogging for you.
SMS/MMS advertising
Texting and short codes to put ads and coupons on phones. local search
Search engine optimization enhanced with geo-locating.
Marketing Communications Public Relations Publishing 320 Springside Drive, Akron, Ohio 44333 330-666-5984
www.kleidon.com
Map0810 © 2010 Kleidon & Associates