Transcript Minor Digital Marketing

DMKe – week 4
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Topics week 4
Topics DMKe: Digital marketing and applications (continued)
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Webvertising
E-mail marketing
Affiliate marketing
Behavioral marketing
Viral marketing
Social media marketing
Additional Next session
• Mobile marketing (and touch) (see also week 10)
• Local based marketing
• Web care: what is web care?
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Continuous thread in digital life….Minor Digital Marketing
Mind the logic cycle
How do we reach our
key target groups?
Should we do something
with social media
marketing?
Reach &
attract
How do we make our
visitors interested in us?
Support
& Retain
Customer
Life Cycle
Engage
How do we get our
visitors to participate on
our website?
How do we get our
customers to buy more
products from us
Convert
How do we convert
visitors into buyers?
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Webvertising
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Digital marketing tools to contact consumers and start
building consumer or customer relations (eCRM)
• web/gamevertising
• e-mail marketing
• affiliate marketing
• social media marketing
• viral marketing
• profile marketing or behavioural targeting
• co-creation
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Webvertising
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• Search engine advertising
• important positioning via Search Engines
• objective: positioning and Click Through
• Display advertising
• adverts on relevant sites
• keyword based search, traffic, interests and behaviour
• objective: branding, front of mind positioning en Click Through
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Webvertising
Search
Engine Marketing
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Search Engine Advertising SEA
See for setting up SEA campaign on for example the next slides
and chapter 05 of the book.
Pay per click PPC
Pay per view PPV
Pay per mille PPM
Cost per click CPC
Cost per view CPV
Cost per mille CPM
https://www.google.co.uk/adwords/
/
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Webvertising
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Search Engine Advertising SEA
And Adwords Dashboard
Surf to
https://support.google.com/adwords/answer/2454067?hl=nl
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Webvertising
Display advertising
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Webvertising
Webvertising via Mobile
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Webvertising
Webvertising via games
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Webvertising
Webvertising via videos
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Webvertising
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Webvertising via videos
• Always be aware of the objectives of video application;
• Create messages relating to the target audiences and
the objectives of the broadcasting channel;
• Is the message still valid when sharing the video?
• Take in account that mobile sharing is growing;.
• The true power of a message is repetition. Make sure
the strength of the message meets that requirement;
• Add a viral touch to the message encouraging people
to share.
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Webvertising
Webvertising via social media
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Affiliate Marketing
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• Increase reach via partners
• Related to performance
• Pay on performance > PPC, PPL, PPO, PPS.
• Use of strategic partners can be leverage to a higher SE ranking
Reach
Reach
Reach
affiliate
affiliate
site
Reach
affiliate
Reach
affiliate
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Affiliate Marketing
Minor Digital Marketing
• Increase reach via partners
• Related to performance
• Pay on performance > PPC, PPL, PPO, PPS.
• Use of strategic partners can be leverage to a higher SE ranking
Examples of Affiliates:
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• System administrators offering advertising space for campaigns, banners, paid links,
advertorials own their own site(s);
• Web shops placing orders but forward the actual sale and handling to the original supplier;
• Comparison and action sites serving as additional outlet to key web shops of a company;
• Affiliates are responsible for de marketing and handling of the lead, order or sale and or click
through.
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Examples
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Affiliate Marketing
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• CPM revenue model through cost per view.
• CPC revenue model through Cost Per Click, het klikmodel dat afrekent per (unieke) klik.
• CPL revenue model through Cost Per Lead. Companies using this revenue model are called
lead butlers.
• CPS revenue through Cost Per Sales.
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• CPO revenue through Cost Per Order (similar definition as CPS).
See also http://www.marketingprofs.com/opinions/2014/26257/big-datas-big-disruption-of-old-school-affiliate-marketing
http://www.marketingprofs.com/sitesearch?cx=001703601220670181629%3Anlqp1hryiqa&cof=FORID%3A11&ie=UTF8&q=affiliate+marketing&sa=Search&siteurl=www.marketingprofs.com%2F%3Floggedin%3D1&ref=&ss=5137j2531953j19
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E-mail marketing
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Objectives e-mail marketing:
Sell: Increase sales.
An e-mail campaign supports the action of
attracting and retaining new customers and
customer retention
Serve: Add value.
Give customers an online advantage to offline customers, for
example by offering exclusive online discounts or (additional)
background information about the product or service.
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E-mail marketing
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Speak: Meet the customer.
• Ensure that the customer participates interactively.
• Ask questions via online survey.
• Use tracking; monitor your customer.
Save: Save costs.
• An e-mail campaign costs less than a Direct Marketing (DM)
printed media campaign.
Sizzle: Increase brand awareness (branding) online.
•An e-mail keeps the brand name fresh in the mind and helps
to add value to the brand.
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E-mail marketing
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The advantages of e-mail marketing are:
• Fast
• Inexpensive
• Measurable results
• Chance of high click-through rate (CTR)
• Chance of high conversion rate (CR)
ALSO Read page 189-205 for tips, tricks and in-depth
knowledge of e-mail marketing.
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E-mail marketing
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• E-mail marketing is related to database marketing;
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• Database marketing is effective management of a list of e-mail addresses and mail
profiles. It is important to run up to date data, apply proper segmetation, manage and
extend the list;
• Database marketing aims for focused target audiences related to the marketing
objectives;
• Storing of all customer related data - including e-mail data – is referred to as Big Data. A
popular approach with suppliers of data storage and CRM- systems to aiming to combine
data streams from CRM, e-mail, social media behavior and customer-service databases;
• The gathered information provides the marketer with insight in customer behavior and
enables prediction of demand. Only 90% van de Big Data databases are in this way
marketing wise structured.
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Viral marketing
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• Viral is a message spread by sharing through networks;
• Viral marketing is not a hype of buzz;
• Message and direction are carefully thought through.
Tips for viral marketing success:
1. Simple concept and applicable to a large target audience;
2. Simple authentique virals are highly effective;
3. Sexy, rude and humorous contents effective;
4. Offer suitable engagement to create relations with users and referrals;
5. Use at the start of the campaign social media influencers for initial sharing;
6. Send a convincing and discriminating message;
7. Be prepared for swift reaction on news or events;
8. Avoid technical barriers like latest versions of Flash needing an update or extra
plugin;
9. Produce short video for success and easy sharing; Be interactive and start dialog with
viral user. Ask influencers to comment;
10. Be realistic in setting objectives and above all do not over estimate the conversion
and direct turnover.
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Viral marketing
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Or here is the link: http://www.youtube.com/watch?v=h-8PBx7isoM&feature=player_embedded
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Social media marketing
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Social media marketing is related to care not sell;
Social media marketing combines several marketing tools like viral marketing, advertising;
Above and beyond make sure that you
• React. Social care like Twitter care or Facebook care and also de time to place and adjust
content on social media;
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Apply no structure. Controlling social campaign is a waist of time. Users in a social web and
social media influential direct your messages and not you. The power of the socialnetwork is
more powerful than any company or brand;
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Collaborate. An advanced form of crowdsourcing and is effective in brand awareness and
creating or improving products;
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Intelligence & Interaction. Make good use of to the opportunity to develop the company and
products by means of social media. Interaction provides valuable unique data and knowledge on
customer behavior;
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Learning by applying the above, analyze and evaluate. Improve your business based on the
outcome to grow to a social business.
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Social media marketing
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Application of social media
Application of social marketing
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Social media marketing
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Social media marketing
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Social media marketing
social media marketing needs
content plan & tools
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Social media marketing
social media marketing needs
content plan & tools
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Social media marketing
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Social media marketing
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Is fulltime presence and activity
social media marketing in a complex social
web. Monitor 24/7
….focus, be interactive, provide
conversation(management), be pro active
and be nice!
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Social media marketing
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- Branding
- Generating leads
- SEO
Co-creation
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• Initially direct marketing model;
• Based on partnership;
• Suitable for attracting visitors;
• Suitable for branding;
•Three types:
• concept/development > media campaigns/ cars like fiat 500
• customization > customize your own from components
• final design > finish your own product Nike Air
Co-creation
Co creation reaches for audiences,
attracts them to our sites and
engages them to our company and
products.
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Assignments week 4
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Assignment DMK Essay revenue models. Publish on blog and presentation week 8.
PDM assignment week 4 report on work blog
1. Mapping the customer journey of the target group of the project;
2. Develop a plan for the deployment of the digital marketing applications (tools);
3. Relate and incorporate to the previously formulated strategic draft;
4. Further develop Content for website, social media and develop possible other appropriate
digital platforms;
5. Setting up and applying SEA/FBA (sequel in project);
6. Describe web care for project and where possible apply it in the project in the near future;
7. Further develop Content for website, social media and develop possible other appropriate
digital platforms;
8. Standing assignment: add content, create new scope, analyze data and relate it to
KPI/targets, evaluate actions and reporting on work blog;
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Study and reference
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
Chapter 2 @first….think in Understanding Digital Marketing;
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Chapter 6 Understanding Social media in Understanding Digital Marketing;
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Chapter 7 Understanding e-mail marketing in Understanding Digital Marketing;
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Chapter 8 Understanding Mobile marketing in Understanding Digital Marketing;
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Chapter 9 Understanding performance marketing in Understanding Digital
Marketing;
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PowerPoint week 3
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Google's SEO beginners guide
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SEA instructions from Google;
If available and applicable: relevant current and additional publications and
examples (teachers)