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Digital Marketing for Digital Media Management - Birkbeck University

Presentation based on Digital Marketing by Chaffey and Ellis-Chadwidk, Emmarketing Excellence by Chaffey & PR Smigh, and few online sources.

Tania Jackson

on 28 June 2015

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Transcript of Digital Marketing for Digital Media Management - Birkbeck University

Digital Marketing
How have digital technologies transformed Marketing?
"Achieving marketing objectives through applying digital technologies"
Definitions - What are Digital Marketing and Multichannel Marketing?

Multichannel 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.
The intersection of the three key online media types

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)

Benefits of digital marketing – The 5Ss
Summary and examples of transaction alternatives between businesses, consumers and governmental organisations
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!

A generic digital marketing strategy development process
The key types of digital media channels
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.
10 forms of online social presence

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.
a) Traditional media b) New media
Benefits of digital media >

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

Main topics

What is digital marketing?
What approaches can be used to create digital marketing strategies?
What are the key strategic options for digital marketing?
Introduction to content marketing
Examples of creative campaigns
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.
Chartered Institute of 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.
Content marketing approaches
"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

Introduction to digital marketing communications
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.

Digital Marketing

Delivered by Tania Jackson
Jun 2015

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Linked In: taniajackson
The best online campaings:
Dove Real Beauty Sketches
Tipp Ex: Hunter and Bear's
Marketing Week : “If you look at the brands doing content well, they have gone well beyond just repurposing a TV ad for YouTube
Is there any ROI on Social Medial?
C&A - Brazil
Pepsi Like Machine
Pepsi UK - Augmented reality
“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
Few tips for Content:
Thank you!!!
E-CRM benefits

Customer development
Managing e-mail list quality
Implementing e-mail marketing
Data mining
Personalisation and customisation
Customer service quality and multi-channel experience

Online marketplace analysis:

Micro-enviroment: The stakeholders and their interactions which influence how an organisation respondes in its marketplace.

Macro-enviroment: Broad forces affecting all organisations in the marketplace, including social, techonologial, economic, political, legal and ecological influences.
What is CPM display advertising?

The cost to the adversrtiser (or the revenue received by the publisher) when an ad is served 1000 times.

What is CPC advertising? (cost per click or PPC: pay per click)

The cost to the advertiser (or the revenue received by the publisher) of each click of a link to a third party site.

What is Cost per acquisition (CPA)?

The cost to the advertiser or the revenue received by the publisher for each outcome such a lead or sale geneted after a click to a third-party site.

Also known for CPC, CPM or affliate marketing.

Further reading:

Capsule CRM
, £8 per user per month

In a nutshell: Growing UK-based company offering a simple budget solution

Zoho CRM
, free for up to 3 users, or $12 per user per month

In a nutshell: Popular free/budget solution with a few notable restrictions

3. Sugar CRM
, five users (minimum level) for $1800 per year (around £1200 at current exchange rate)

In a nutshell: good functionality and friendly customer service

4. Sales Force Professional Edition
, £45 per user per month

In a nutshell: The market leader for cloud based CRM systems
Newsletter software for Email Marketing

-Constant Contact
-Campaign Monitor

"A website attempts to deliver just three types of Outcomes: Increase revenue. Reduce cost. Improve customer satisfaction/loyalty. That's it. Three simple things". Kaushik 2009
Website goals

-Help customers to buy something they need
-Help customers find information
-Help customers to save money and time
-Help customers to talk to the organization
-Help customers to enjoy a better web experience (Mobile/Responsive)
Google AdWords
"A website attempts to deliver just three types of Outcomes: Increase revenue. Reduce cost. Improve customer satisfaction/loyalty. That's it. Three simple things". Kaushik 2009

- Questionnaire = Brief < Plan
- Sitemap
- Wireframe
- Functions + Integrations
- Content
- Visual design + Typeface
- Legal requirements (IP +W3)
- Testing - Usability evalution
- Digital Marketing planning ^

Ideas for marketing promotions
Website Analysis >
What is a digital marketing strategy?

What is strategy?
“Defines how we will meet our objectives”
“Sets allocation of resources to meet goals”
“Selects preferred strategic options to compete within a market”
“Provides a long-term plan for the development of the organisation”

Digital marketing strategy essentials:

Digital marketing strategy is a
channel strategy
Objectives for online contribution % - sales, service, profitability should drive our strategy
Digital marketing strategy defines how we should:
Communicate benefits
of using this channel

Prioritise audiences
targeted through channel

Prioritise products
available through channel

Hit our channel leads & sales targets
Acquisition, Conversion, Retention
Channel strategies thrives on

BUT, need to manage channel

Sell - Grow sales
Notice how ASOS aim to increase sales through boosting trust in the online purchase process and offering free delivery.
Speak - Get closer to customers though dialogue and participation

Digital channels are not only great sales channels, they excel as communications channels to engage your audience through the 6 main digital marketing tools.We recommend creating detailed conversion or budget models which allow you to set goals by channel for reaching and influencing your audience.

Since digital channels work best when joined with other channels, the goals here should also include online visits prompted by traditional offline media.

Although ASOS.com is a pureplay, it's customer magazine is important in building the brand and influencing sales.

Why Plan? Why

Situation Analysis
Where are we now? Marketing audit, SWOT analysis, understand your customers, brand perceptions, etc.

Where are we going? (Specific, Measurable, Actionable, Relevant and Time-related)

How are we going to get there? Segmentation, Targeting new customers / Positioning our business.

What's actually going to happen? Details of the strategy. (communication, video,social media etc)

Where is it going to happen? Who does what and when.

How will I know it's been achieved? Customer survey, google analytics, usability test etc.
Serve - Add value
The company website and social customer service are a natural place for customers to go to get their questions answers or to complain... Paying attention to the quality of service you offer is also key to support your capability to Sell, Speak, Save and Sizzle.

So you need customer satisfaction goals to assess how you good you are at customer service and then improve it further.

ASOS have invested in a choice of customer service channels as this example shows.
Save - Save costs
Less glamorous than the sizzle of building your brand and social media engagement, but you should show the value you gain through using online cost savings to reduce service costs and save on traditional media like print and post.

This is most relevant for a multichannel retailer or service company who can set goals for number of catalogues downloaded or number of service transactions compared to other channels.
Sizzle - Extending your brand online
Putting the Sizzle into your digital marketing will really help your sales and speak goals, but it's not to easy to set goals for and then to track. So what is the "Sizzle in your Sausage"?

Sizzle is about building your brand online. Think about what makes for a positive online brand experience is for your audience and you.

If the experience you create is effective, the benefits of engaging with your digital presence will be clear; the interactions within the site and with other channels will be smooth and the visitor will want to use your online services again, and tell their friends and colleagues about it.

So key sizzle goals are levels of satisfaction and recommendations or advocacy. ASOS have invested heavily in community platforms and social media to deliver the sizzle!
is the process of developing the company's brand; including the name, identity system and messaging platform. The brand message is then applied to marketing campaigns and collateral, which are intended to spread that brand message.
Reminder : Some general advice to keep in mind when planning

Start with the customer.
Build your plan around customers
insights and needs – not around your products and tactics.

Keep it flexible
Situations and plans change, especially online, so ensure plans are usable by a clear vision for the year and keeping detail to a shorter term 90-day focus.

Set realistic goals.

Include specific objectives in your plans but keep them realistic by basting them on insights from your analytics, so they’re easy for others to buy into.

Keep it Simple!

Jargon light is best. Again it helps others buy into what your’re saying

Keep plans up-to-date.

Review and update regularly. We recommend 90-day planning.

First impressions matter online

Mobile design

Social Media Tools:

Tailwind (Instagram to Pinterest)
Chases (calendars)
Tagboard (audience research)

Email marketing

Data integration
Internet Law (data/ opt in /out)
Case >
Augmented Reality >

is a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data.

APPs > Layar, Aurasma ...

Full transcript