test

Digital Media

Delivered by Tania Jackson

March 2014

Red Idea Digital Marketing Agency

www.redidea.co.uk

Twitter: @redidea_

Main topics

• Introduction- how have digital technologies transformed marketing?
• Definitions - what are digital marketing and multichannel marketing?
• Introduction to content marketing
• Examples of creative campaigns

Definitions - What are Digital Marketing and Multichannel Marketing?

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.

Chartered Institute of Marketing

Digital Media, Websites, Social Media, Online

Advertising, e-mail marketing, affiliation marketing and E-CRM.

Digital Media: Communications are facilitated through content and interactive services delivered by different digital technology platforms including the internet, web, mobile phone, interactive TV, IPTV and digital signage.

• Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle.
• Customer journey segmentation.

Why is a digital strategy needed?

• To set clear goals for digital channels
• To align with business strategy (avoid ad-hoc approaches)
• Create a specific online value proposition (OVP)
• Specify communications tools to drive visitors
• Integrate digital and traditional channels
• Manage customer lifecycle (e.g. through email marketing)

Web Advertising Today

- According to a report from Microsoft Advertising, published in March 2013 and runs across five major markets (US, UK, Australia, Canada and Brazil), most consumers are open to advertising on TV (70%), while about 50% of consumers welcome ads on other devices such as computer (57%), tablets (51%), gaming consoles (39%) and mobile phones (37%).

- By 2015 online advertising is expected to overtake print adversting and become the second largest advertising medium behind TV.

Using digital media channels to support business objectives.

• RACE consists of four steps designed to help engage prospects, customers and fans with brands throughout the customer lifecycle.

What are the challenges of managing digital marketing strategy!

• Unclear responsibilities for digital
• Setting objectives
• Lack of budget
• Budget wasted through experiments/duplication
• Developing new propositions and campaigns to compete
• Lack of measurement
• - i.e. No plan!

10 forms of online social presence

Is there any ROI on Social Medial?

Marketing Week : “If you look at the brands doing content well, they have gone well beyond just repurposing a TV ad for YouTube

Content marketing approaches

Few tips for Content:

The best online campaings:

VOLVO

“We need to target not only truck drivers, but future truck drivers. Young people who are facing a choice of a future career,” he said.

“We know the media landscape is changing,” he said. “We have different media consumption habits today than a couple years ago. So that is why we invest in this cost-efficient way of reaching out to millions of people online.”

Vilhelmsson, Marketing Manager - Volvo

Dove Real Beauty Sketches

Tipp Ex: Hunter and Bear's

https://creativeworkbench.com/revlon-expression-experiment-digital-campaign

http://www.mdigital.co.il/wanted/

C&A - Brazil

http://www.creativeawardshowcase.com/sony/tweetsinger/

Pepsi Like Machine

Pepsi UK - Augmented reality

"It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change."

Charles Darwin

Content marketing approach

Introduction to digital marketing communications

Social Media Marketing...

...is a new and essential marketing tool for today's businesses. It is not about the hard sell, it is about engaging with your customers, understanding their needs and building relationships with them.

Benefits of digital media >

• Interactivity (pull, social media)
• Intelligence (marketing research)
• Individualisation (amazon)
• Integration (web, multichannel customer journey)

a) Traditional media b) New media

Fundamental digital marketing concepts

Customer engagement:

-“Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand” cScape

-“the level of involvement, interaction, intimacy, and influence an individual has with a brand over time” Forrester

Permission marketing:

- A value exchange in return for communications and profiling, e.g. Email opt-in, Like of brand on Facebook

A generic digital marketing strategy development process

Inbound Marketing

The consumer is proactive in actively seeking out information for their needs and interactions with brands are attracted through content, search and social media marketing.

Benefits of digital marketing – The 5Ss

Summary and examples of transaction alternatives between businesses, consumers and governmental organisations

The key types of digital media channels

How have digital technologies transformed Marketing?

Introducing digital media

"Achieving marketing objectives through applying digital technologies"

Multichannel marketing?

The intersection of the three key online media types

Which platforms are involved?

What ways can you access the Web or Internet through a browser?

Desktop browser-based platform

Desktop apps.

E-mail platformas.

Feed-based and Api data exchange platforms.

Video-marketing platforms.

IKEA is an incredible brand when it comes to online and offline content marketing. They have perfected the creation of funny, valuable and visual content and it features across their entire marketing channel, including their catalogues, posters, website and social media presence.

-They understand that a huge chunk of their audience are young parents and so they cater to their needs.

- This offline approach filters down to their content marketing online.

Colourful, visually appealing and inspiring, IKEA’s content marketing is the perfect example of understanding your audience – by linking all of their content to their social media pages such as Pinterest, YouTube, Facebook and Twitter, they are able to maintain an impressive level of customer service and increase their sales.

Takeaway: Understanding your audience and targeting them with highly specific content marketing is key to success.