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Digital Marketing - Chapter 1

Situatng in Digital Marketing - Ch 1
by

Bethany Spilde

on 16 September 2015

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Transcript of Digital Marketing - Chapter 1

Situating Digital in Marketing
DIGITAL MARKETING
NONE
Difference?
a new way of exploring content (for users) and connecting with customers (for marketers).
DIGITAL
AUDIENCES
Changes
Media landscape +
People's media habits =
Fragmented attention
Succeeding
1. Ideas must be remarkable
2. Find a niche group obesessed with product & willing to devote attention to it.
People =
Media Channels
MARKETING DEFINED
Marketing defined.
that function of the organization that can keep in constant touch with consumers, read their needs, develop products that meet those needs, and build a program of communications to express the organization's purposes.
SEGMENT & CUSTOMIZE
Segmenting
Ways to customize
Digital Channels
Process of taking a single audience
and dividing it up according to
specific groups or characteristics
customer's name
webpage w/ buying history
connections
interactions
MEASURABILITY
Web Analytics

TCEO
METHOD

THINK
CREATE
Where we bring concepts
to life via executing
campaigns and shaping
platforms (content, design,
social media).
ENGAGE
Where we're responsible for driving traffic and building relationships (media buying, SEO, email MKT, social media campaign management).
OPTIMIZE
Digital Defined.
Traditional vs
Digital Marketing
DIGITAL IS POWERFUL.

1. Audience can be segmented very
precisely = customized messaging

2. Almost completely measurable - every
minute, every click.


What is ...

Crowdsourcing
Crowdfunding
Microtasking

Consider this...
Measurability in Digital...
discipline of tracking, analyzing and drawing insight from online data
is about understanding how people and technology intersect - with the goal of using this info to craft the most effective and relevant marketing message.
MESSAGES
Digital often plays the role of a
bridge for customers between different
marketing media, where they can
obtain a deeper, richer, more
interactive brand experience.
Where we develop strategic plans for the digital world (consumer insights, research, concept development, budget allocation, channel planning).
This is about continuous improvement
(analytics, data mining, conversion
optimization and testing).
Full transcript