Demographics and market research

Selecting the best tools for a campaign from the online marketing toolkit

MBA 563Week 3

Topics for today’s class

• Internet marketing campaign team project:–What is in the internet marketing toolbox?– How do you choose the best tool to meet your

goals?– Reminder of the role of owned, earned, and

paid media in internet marketing campaigns. –Market research data to guide the choice of

campaign tools– Detailed look at the Internet Marketing

Campaign team assignment

THE ONLINE MARKETING TOOLBOX – SELECTING THE TOOLS FOR YOUR INTERNET MARKETING CAMPAIGN

The internet marketing

toolbox

Blogging

Mobile

General social networks

Niche social networks

Search engine optimization

AR, VReMail

Search advertising

Twitter

Interactive display

advertising

Video

The online marketing toolbox. Owned, earned or paid?

Internet marketing campaign team assignment

• You MUST include AT LEAST SIX of the following internet marketing tools in your campaign and be able to justify your specific choices in terms of the online behavior of your target market.

•  A “general” social networking site (for example, Facebook, Google+ etc)

• Search engine optimization (SEO)• Search advertising (PPC) • eMail marketing • Display advertising• Twitter• A video element (YouTube, Vimeo, Twitch, Vine, Instagram,

Periscope etc)• A niche or specialist social networking site (Pinterest,

Tumblr, Instagram, Reddit, Snapchat etc)• A campaign element specifically for mobile devices

A reminder of the importance of distinguishing between

owned, earned, and paid media

• When selecting tools for a campaign we have to look for three distinct aspects of those tools

• Different purpose and return on investment for each

• Think about how your 6 tools will work together to help you reach overall campaign goals

“Owned” media• Owned media: “media

owned by the brand. Online this includes a company’s own websites, blogs, mobile apps or their social presence on Facebook, LinkedIn or Twitter [etc]” Dave Chaffey

One of Dell’s twitter accounts

Starbucks on Pinterest

“Earned” media• Earned media: “Earned media

also includes word-of-mouth that can be stimulated through viral and social media marketing and includes conversations in social networks, blogs and other communities.” Dave Chaffey

Liking, sharing, and commenting on a Starbucks’ Facebook post

Comments posted to the Skyrim Reddit pages (not owned by Bethesda)

“Paid” media• Paid media: “media

where there is investment to pay for visitors, reach or conversions” Dave Chaffey

Instagram sponsored post

Twitter promoted account

Google Adwords PPC advertising

WHICH TOOLS SHOULD YOU USE? FINDING OUT WHERE YOUR TARGET MARKET IS ONLINE

Which tools to choose?

• Fish where the fish are!

• Find out where your target market spends its time online

The target market for your campaign assignment

• Define the target market for your campaign• Then research to see WHERE those people

are online and WHAT THEY DO THERE• Show the results of your market research into

the online behavior and activities of your target market. Use this research to explain and justify exactly why you have chosen to recommend the use of your chosen internet marketing tools and why you feel they will be a good “fit” with your target market.

Your target market should be in the US / Canada

• Very difficult to get access to data for other countries

• You can assume that US data broadly applies to Canadians

• Assume that your target market is online – because in 2014 around 90% of North Americans are online

Your focus should be on finding data about what your target

market is doing online• For example to justify selecting email > 93

% of Canadians use email– (the more important problem is actually getting

email addresses you can use)

• For social media choices you need to be really specific as to where your chosen target market is eg. 37% of US 18-29 year olds use twitter (only 23% of all internet users use twitter – but that doesn’t matter if your target market are heavy users)

Market research data for internet marketing• Statistics Canada Individual and Household Internet Use• 2013 Canada Digital Future in Focus (Comscore)• Pew Internet and American Life Project (rich source of data re online

activities in the US)• Digital behaviour of teeens (Research from Piper Jaffrey)• Good source of industry statistics: Comscore.com • DataMine for free stats (Comscore)• eMarketer (research data on internet marketing)• Neilsen– some free reports available• Forrester Research – some free reports• Interactive Advertising Bureau (IAB) Research• Marketing Charts• Media in Canada• Techvibes• Canadian Digital Media Network/Research Reports• Wall Street Journal Data Points• CIRA Internet Fact Book 2014• 2015 Canadian Digital Future in Focus (Comscore – registration needed)