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

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!