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Digital Marketing - Class 1

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Marie O Donoghue

on 2 April 2016

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Transcript of Digital Marketing - Class 1

Learning Outcomes
Programme Learning Outcomes
What is the Traditional Marketing Mix?
Digital Marketing
Constantly evolving and as long as technology continues to advance, digital marketing will as well.

a form of inbound marketing

goal is for people to find you - Businesses put content (or ads) out for individuals to find.How?

organic online search

paid search

social network

content that has been published online such as a blog or an article.

The more they see you or your content, the more familiar they will become with your brand and they will eventually develop a trust and a rapport with you through this online presence

Digital v Traditional Talking Points?
Digital Marketing
Portfolio/Collection of Work - 50% - Submission December 2015

Project - Digital Marketing Campaign - 50% - Submission March 2016
What is Digital Marketing?
1.Differentiate digital marketing from traditional marketing practice

2.Outline the unique characteristics of the web as a marketing medium

3.Identify digital marketing strategies and explain their integration with traditional marketing

4.Identify e-tools to include social media marketing, blogs, rich media, email marketing, search engine optimization, online advertising and their application to digital marketing campaigns

5.Outline strengths and weaknesses across a range of e-tools

6.Outline the stages of analysis, development, implementation and control of digital marketing campaigns

7.Develop customised digital marketing campaigns to include the use of e-tools

8.Choose appropriate e-tools to implement a digital marketing strategy

9.Plan a digital marketing campaign from inception to completion

10.Evaluate the effectiveness of campaigns using analytical e-tools

11. Monitor digital marketing campaigns and use e-tools to include web analytics, social media monitoring and social bookmarking, to measure their effectiveness

12.Demonstrate a range of client management relationship skills to establish and maintain the business-to-business process.
Teacher: Marie O' Donoghue Start Date: 07/10/2015 Module: Digital Marketing 5N1364
Email: marieodonoghue@ccoc.ie Day: Wednesday Course Name: Digital Marketing QQI Level 5
Class time: 19:00 - 21:00 Duration: 20 Weeks

Extended Marketing Mix

Physical Evidence
Unique Characteristics of Web as a Marketing Medium
Low cost of Advertising

Life before the Net!
Marketing before the net!
Back then....

Share a Coke Camapign began in 2012 in Australia
TV Commercial
What is Marketing?
AIDA Model
Promotion Tools
Print – Leaflet, Poster & Brochure
Direct mail
Sales Promotions
Sponsorship & Endorsements
Radio Broadcast
PR – Newspaper
Personal selling
WOM – Word-of-Mouth

“the science and art of
exploring, creating, and delivering value to satisfy the needs of a target market at a profit. " (Philip Kotler)
Analysis and Identification of needs and wants

Establish target market

Strategy and Focus - segment, target, position

Building long term customer relationships - trust

Analytics - metrics - KPI's

Making Profits - long term orientation

Differentiation - competitive advantage

Adaptation - changing environment

Relevancy - Real time data
What is Marketing?
"New digital technologies affect all of the 4Ps of marketing.... The Internet, social media and new communication technologies are major game changers in marketing"
(Philip Kotler)
Mobile Marketing
Level Playing field
Viral Potential
Engagement & Interactivity
Worldwide Recognition
Brand development


Rich media
Online Advertising*
Social media
Email Marketing
Analytics - KPI's
Mobile Marketing*

"The more they see you or your content, the more familiar they will become with your brand and they will eventually develop a trust and a rapport with you through this online presence"

Combined the best of PR with social media to;

front of mind

brand equity
extend their fan base
capitalise on today’s

use digital channels to show their
to today’s consumers
Who are Coca Cola Targeting?
Online Marketing*

Online marketing, facilitated by the Internet, by which marketers and advertisers can interact directly with customers, and consumers can interact with advertisers

Online Marketing Cycle
Online Marketing
Classified Ads
Display Ads
Interactive Ads
Pop-up Ads
Search Advertising
Video Ads
Augmented Reality
QR Codes

Unique Characteristics of Web as Marketing Medium
3.Range of Media - Text, Voice, Visual
4.Cost Effectiveness

1, Engagement - Content Marketing
"Content is King"(Google)
Content Marketing
Content Marketing means
creating and sharing valuable free content

to attract and convert prospects into customers, and customers into repeat buyers. Content marketing is a pull, rather than a push strategy,

Content doesn't interrupt, it attracts.It is simple; if you want to be found, you have to create great content.

Blogs, Social Media, You Tube,

Valuable Information to get people to know, like, and trust your brand
Build an audience that will build business
Educate the customer through storytelling
Conversion - Linkable shareable Content - Engagement - Loyalty - Retention - Referral
Fast response rate and 2-way interaction
Timely "Fresh" Content

Content Marketing
Starbucks Iconic White Cup
In 2012, Coca-Cola’s Super Bowl ad campaign involved two polar bears that reacted to events on the field in real time.

Viewers could interact with the polar bears, who were supporting different teams, by asking questions and posting photos to Facebook or Twitter. When the bears responded they pulled out a smartphone to tweet messages or used a tablet to display images submitted by fans.

As well as a dedicated microsite and social media channels, Coke streamed the real time footage to rich media ad banners on ESPN.com and on mobile apps.

Overall a total of nine million consumers had viewed the campaign across various platforms.
The most popular activities conducted on the internet was;
emailing (85%)

followed by social media networking (63%)

50% of Irish citizens aged between 16 and 74 years old have purchased something on the internet in a 12 month period
Central Statistics Office 2014
Irish population internet usage in 2014;

86% of the Irish population aged between 16 and 29 years old use the internet on a daily basis

77% of Irish people aged between 30 and 44 years old use the internet on a daily basis

In 2014, a total of 61% of Irish businesses have used social media.
Unique Characteristics of Web as Marketing Medium
Unique Characteristics of Web as Marketing Medium
Unique Characteristics of Web as Marketing Medium
Unique Characteristics of Web as Marketing Medium
Range of Media - text, voice, multi-media
Text - Blogs, Website,
Voice - Podcasts, mp3, youtube
Multi-media - videos
Unique Characteristics of Web as Marketing Medium
Cost Effectiveness
Here is a look at the estimated costs of digital marketing:

Blog Writing: Approximately $40 per 300 word post
Search Engine Optimization: Approximately $1,000 per month
Pay Per Click: Between $250 – $500 per month
Social Media: Starting around $1,000 per month
Social Media Ads: Starting around $100 per month

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