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WEEK ONE: NOTES What is Digital Marketing? Difference Between Traditional and Digital Marketing. Traditional and Digital Marketing: Traditional Marketing: is a broad category that incorporates long established strategies, such as print, broadcast, direct mail and telephone. The most popular forms of...

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WEEK ONE: NOTES  

What is Digital Marketing? Difference Between Traditional and Digital Marketing.

Traditional and Digital Marketing: Traditional Marketing: is a broad category that incorporates long established strategies, such as print, broadcast, direct mail and telephone. The most popular forms of traditional media include:  Newspaper advertising  Magazine advertising  Radio and television commercials  Fliers, postcards, brochures, catalogs  Calling consumers on the phone How has the Marketing of Products Changed?  Pace of change - accelerated significantly What does this mean for you?  Opportunities  New job positions created specifically for this new platform of marketing  Example: social media strategist, Digital Marketing Engineer, In Game advertising manager Digital Marketing: This is defined as marketing of products or services using digital technology, like the internet, smartphones, and other emerging devices. The most popular forms of digital marketing include:  Email campaigns  Mobile phones  Company websites  Display advertising  Social media posting and advertising Draw Backs of Digital Marketing: 1. To many consumers, digital marketing efforts are less personal. 2. Easy for consumers to target products and services through social media 3. Vulnerable to spammers and scammers

WEEK TWO: INTRODUCTION TO DIGITAL CHANNELS Digital Trends: Digital Marketing Trends to Watch Out for in 2019: (1) Facebook may be Peaking Facebook is currently the #1 social media platform in the US, with 41% of users being over the age of 65. So for marketing that targets a senior demographic, there simply isn’t a better platform. (2) Instagram is a Hit with Kids Instagram’s meteoric rise has already passed one billion users. Much of its user base is the coveted younger demographic, especially under 30s.

(3)

Chatbot Use Will Increase

Chatbots are just a specialised form of software that acts as a virtual ‘concierge’, communicating with users and assisting them in completing their goals. Chatbots interact with humans in a natural way, primarily through the use of text chat windows, but verbal interactions are also possible. (4) Video is a Must You can capture and convey a lot of information and your brand’s personality with video. (5) Live Video is a Separate Yet Important Thing One of the fastest rising stars in digital marketing is the use of live videos. This can be attributed to the massive spike in streaming services, thanks to popular channels such as ‘Twitch’, which allows people to easily stream videos, or even devices like Sony’s PS4 game console that come with live streaming abilities built right into the box. The spontaneity and interactivity of live streaming can undoubtedly be a big draw when done right, with a well-chosen personality. (6) Good Content Still Matters There’s an increasing emphasis on nuance in content.

Digital Channels: Marketing’s Past: (Recap) ‘Spray and Pray’ Mass Marketing  Created and ‘sprayed’ messages  ‘Prayed’ their customers would react Consumer Markets:  Going to stores or websites and responding to promotions or merchandising

Today’s Consumers:   

Always-on digitally connected world Customer buying process isn’t linear o Shift from awareness to purchase Customer journey – increasingly self-directed & made up erratic micro-moments o Shifts from push to pull marketing o i.e. In pushing marketing, the idea is to promote products and persuade consumers to buy products. (example: sales display at your grocery store) o i.e. Pull marketing attempts to establish a loyal following and draw consumers to the products. (example: Airline frequent flyer programs; loyalty card programs, social media promotion)

Readings: Designing a Marketing Organisation for the Digital Age

How leading-edge marketing organizations are dealing with new-era challenges? Since targets are moving quickly, forward-looking organizations are building fluid and nimble structures to seize opportunities and keep pace with change. 1)

An Urgent Need for Fundamental Change

In an era of mass marketing, marketing organisations pursued ‘spray and pray mass marketing’ When mass marketing was the order of the day, customers were largely unconnected and marketing’s goal was to move them through the “funnel”—a linear step-by-step process pushing customers from awareness to purchase. However, in an always-on digitally connected world, the customer buying process is no longer linear. It has become what is called “flight of the bumblebee.” Because of mobile devices and social media, customer buying journeys are increasingly made up of self-directed and erratic micro-moments. Buyers search for product information and recommendations anytime they have a spare moment. The change represents a fundamental shift from push to pull marketing.

2)

Hyper Speed Demands Fluid Structures

To move as quickly as markets and customers do, organizations on the front lines of digital change are replacing departments and silos with nimble teams. Complicated matrix structures are giving way to very flexible networked organizations. These organizations create flexible roles and fluid teams that work as task forces on specific challenges and opportunities Marketing teams have specialists with expertise including analytics, marketing operations, online communities, digital content, and traditional media. They are joined at the hip with product development and operational teams to ensure that plans are executed seamlessly. Senior functional executives are accountable for the teams and make sure collaboration flows horizontally across the organization. Horizontally connected teams drive speed, agility, and nimbleness.

3)

Collaboration Brings New Bedfellows

Marketing must strengthen its relationships with other functions, especially IT, sales, and customer service. For example, a tight working relationship with IT is essential if marketing is to keep its focus on acquiring customers and building profitable relationships with them. Technology is a means to an end for marketing. For IT, on the other hand, technology is its primary discipline and marketing should turn to it for expertise. Technology is central to marketing’s work and its ability to link across the enterprise. Leading-edge marketing organizations, for example, are using advanced analytics to develop keen customer insights and marketing automation technologies to provide those insights to other parts of the organization. 

Merging the IT and Marketing Mindsets

 Forging a link to sales Marketing and sales still have much to learn from each other. Sales professionals have deep experience in developing customer relationships. Marketing can leverage that experience as it seeks to cultivate customer relationships as their buying processes shift online. By the same token, sales can boost its effectiveness by understanding how marketing communicates a consistent brand message and how that consistency drives customer perceptions and sales. Connecting with a Customer Service to Close the Loop  Marketing needs a close relationship with the company’s customer service organization. The connection is paramount to creating a 360° view of the customer that includes not just product satisfaction but the entire experience of being a customer of the company. 4)

New Arrows in the Quiver

The lack of collaboration between marketing and sales is often a skill set challenge—one of several skill gaps that marketing organizations must fill. Building new Leadership Skills  As silos wane and are replaced by agile cross-functional teams, different leadership skills will be needed. When structures are fluid and networked, authority can become more diffused.  Changing the Talent Mix In addition to building new leadership skills, marketing organizations in a digital age will need a new blend of talent. Expertise in areas such as television, digital, and ecommerce will give way to what is called “thinkers,” “feelers,” and “doers.” “  Think” marketers excel at data analysis and modelling.  “Feel” marketers are experts in customer behaviour and interactions, especially online.  “Do” marketers create content and manage projects.  Customer Experience as a Catalyst For marketing executives, the corporate mandate to manage and improve the overall customer experience may be the biggest catalyst for change. Marketing’s customer discipline—combined with advanced analytics to generate keener insights about customers—is preparing marketing leaders to assume responsibility for customer experience.

5)

Embracing the New Reality

In the digital era, markets are changing faster than are most marketing organizations. To pick up the mantle of digital age marketing, its leaders must revamp how their organizations work and interact with other parts of the enterprise. This report found that forward-looking marketing leaders are taking three decisive steps to prime their organizations for the new challenges ahead:

WEEK THREE: DIGITAL MARKETING AND SOCIAL MEDIA What is Social Media? Websites and applications that enable users to create and share content or to participate in social networking. Social media are the online means of communication, conveyance, collaboration, & cultivation among interconnected & interdependent networks of people, communities, & organisations enhanced by technological capabilities & mobility. Social Media Types

Social Media Marketing Social Media Networks VS SMM 

Social media networks (or platforms) are the tools themselves

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Social media marketing (SMM) is a process of how business use social media channels to understand & engage with customers & potential customers in such a way that leads to the achievement of ultimate marketing & business goals

Marketing on Social Media Marketing on social media is made of: 1. the engagement element 2. the non-engagement element 3.

Social Network Characteristics Characteristics of SN sites:  Social networks foundation of social media – All social media based on participation of community members  Need to understand how defining dimensions affect ability to market brand with the social space 3 differing dimensions as follows: a.) Audience & degree of specialization  Social searchers would use the site to investigate specific people with whom they share an offline connection to learn more about them.  Social browsers would use the site to find people or groups online with whom they would want to connect offline. 3 differing dimensions as follows: b.) The objects that mediate the relationships between members  Example: Vertical networks describes the narrow, deep focus of social networking sites that differentiate themselves because they emphasize some common hobby, interest, or characteristic that draw members to the site. 3 differing dimensions c.) Degree of centralization or openness  Example: Social lock-in occurs when a user is unable to transfer social contacts and content from one social network to another. Example: Identity portability is such that a single profile would provide access across social networking  sites with a single login and shared information

What does SMM give consumers? 1. 2. 3. 4. 5.

Co-create brands & experiences Establish social networks Express themselves digitally Share creations & expressions with their social networks

(1) Co-create Brands and Experiences Benefits:  Engages customers to increase loyalty and liking  Authentic word of mouth marketing Risks:  Lack of control  Quality issues  (2) Establish Social Networks Benefits:  Create a community around brand/company  Create consumer lock-in Risks:  Hard to establish your social network  Can look as a “me-too” idea (3) Express Themselves Digitally Benefits: • Customers may be more receptive • Authentic customer endorsements • Cheap!!! Risks: • Even least valuable customers have a strong voice • Bad news travels fast (4) Share Creations & Experiences with their Social Media

Benefits:  More engaged & loyal customers  Cutting-edge marketing action Risks:  Need to maintain quality control of creations  Increased privacy

Social Media Marketing: How is it different from other channels? CONSUMERS’ MEDIA HABITS Consumers’ media habits are rapidly changing  14 times greater the number of communication channels over the past 20 years!  Traditional media has decreasing audiences  Average consumer spends 23% of media time online versus 5% on newspapers and 3% on magazines CONSUMERS’ MEDIA HABITS  Consumers’ are besieged with over 5,000 ad messages a day  Only 1-3% of ads exposed to consumers are remembered  Consumers’ are tuning or opting out of ads  70% of consumers avoid TV commercials!  More opt-out requirements

WEEK FOUR: CONTENT MARKETING Case Study: Coke Campaign

Objective of Content Marketing: Why share a coke campaign?  

Coca-Cola was no longer deeply connecting with Australians. The brand had lost relevance and it's ‘cool’ factor with Aussies. 50% of teen and cokes hadn’t tasted a Coke.

What was unique about the campaign that attracted customers?  Coke took the 150 most popular names in Australia and added them to the side of the bottles. How did Coke engage and acquire customers?  Get consumers to search for and buy Coke bottles with their names.  “Share A Coke”  Objective of content Marketing RESULTS of the campaign  870% increase in Facebook traffic!  7% increase in young adult consumption  12 mn earned media impressions!  5% more people were drinking coke!  76,000 virtual “COKE” cans shared.  3% increase in sales transaction!

Why is it so successful? 1) Personalisation  Coke revolutionized emotional connections by asking people to “share” its product. 2) Digital Content Works  Effective use of digital marketing with interesting content such that it became a viral campaign in a bottle.

What is Content Marketing? Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. A marketing strategy where brands create interest, relevance, & relationships with customers by producing, curating, & sharing content that addresses customer needs & delivers visible value Type of Content: Licensed • Sourced from publishers Original • Custom content – blogs, infographics, videos etc User-generated • Sourced from brand lovers Anything people consume, share, or interact with  Social media  Posting articles  Events  eNewsletters  Case Studies

    

Blogs White papers Webinars Webcasts

Advantage of Content Marketing  Leveraging digital media to tell a compelling brand story. Example: Using Real human content to give power of authenticity

 

“make it personal” e.g. staff in videos, names on social media responses, blog posts written by staff

   

Customers like unique content Good content helps break through the clutter Use data to drive your strategy Leverage data to create stories people want to hear

Relevance of Content Marketing  Ability to share content that addresses customer needs & delivers visible value.  Build relationships compared with traditional “interruption” approach.  Goes beyond a single transaction i.e. immerse in content Edelman Why use Content Marketing? Content marketing may influence/support consumers in different stages of their buying journey...

Awareness Phrase:  Industry expert opinions  Online consumer reviews  Videos demonstrating cars Consideration Phrase:  Affordability calculators  Car configuration tools Shortening Customer Journey Awareness  Photos in magazines or online Purchase  “Shoppable” content  Buy now button => convert in the moment  BIMBO (Browse on mobile in-store, buy online)  ROPO (Research online, purchase offline)  ROBO (Research offline, buy online)  Objective

 

Reduce risk of abandonment Convert where they are now

Considerations in content development  Cost of product  Perceived risk of getting purchase right  Level of involvement  Industry Practice: Successful Content Placement Place content in a manner that is consistent in form & function (i.e. design, context & behaviour) with the online media platform or publisher– Also called as “Native advertising”. Native advertising is typically used for brandfunded content • Examples of native advertising: in-stream ads, branded content, paid search advertising, targeted advertising...