DMKe – week 4

Topics week 4

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Topics DMKe: Digital marketing and applications (continued)

• Webvertising• E-mail marketing• Affiliate marketing• Behavioral marketing• Viral marketing• Social media marketing

Additional Next session• Mobile marketing (and touch) (see also week 10)• Local based marketing• Web care: what is web care?

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Continuous thread in digital life….

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Mind the logic cycle

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CustomerLife Cycle

Reach & attract

Engage

Convert

Support & Retain

How do we reach our key target groups?

Should we do something with social media

marketing?

How do we make our visitors interested in us?

How do we get our visitors to participate on

our website?

How do we convert visitors into buyers?

How do we get our customers to buy more

products from us

Webvertising

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• web/gamevertising• e-mail marketing• affiliate marketing• social media marketing• viral marketing• profile marketing or behavioural targeting• co-creation

Digital marketing tools to contact consumers and start building consumer or customer relations (eCRM)

Webvertising

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• Search engine advertising• important positioning via Search Engines• objective: positioning and Click Through

• Display advertising• adverts on relevant sites• keyword based search, traffic, interests and behaviour• objective: branding, front of mind positioning en Click Through

Webvertising

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Search Engine Advertising SEA

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Pay per click PPCPay per view PPVPay per mille PPM

Cost per click CPCCost per view CPVCost per mille CPM

See for setting up SEA campaign on for example the next slides and chapter 05 of the book.

https://www.google.co.uk/adwords/

Webvertising

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Search Engine Advertising SEA

And Adwords Dashboard

Surf to https://support.google.com/adwords/answer/2454067?hl=nl

Webvertising

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Display advertising

Webvertising

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Webvertising via Mobile

Webvertising

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Webvertising via games

Webvertising

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Webvertising via videos

Webvertising

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Webvertising via videos

• Always be aware of the objectives of video

application;• Create messages relating to the target

audiences and the objectives of the broadcasting channel;

• Is the message still valid when sharing the video?

• Take in account that mobile sharing is growing;.• The true power of a message is repetition. Make

sure the strength of the message meets that requirement;

• Add a viral touch to the message encouraging people to share.

Webvertising

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Webvertising via social media

Affiliate Marketing• Increase reach via partners• Related to performance• Pay on performance > PPC, PPL, PPO, PPS.• Use of strategic partners can be leverage to a higher SE ranking

site

Reach

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Affiliate Marketing

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• Increase reach via partners• Related to performance• Pay on performance > PPC, PPL, PPO, PPS.• Use of strategic partners can be leverage to a higher SE ranking

Examples of Affiliates:• System administrators offering advertising space for campaigns, banners, paid links,

advertorials own their own site(s);• Web shops placing orders but forward the actual sale and handling to the original supplier;• Comparison and action sites serving as additional outlet to key web shops of a company;• Affiliates are responsible for de marketing and handling of the lead, order or sale and or click

through.

Examples

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Affiliate Marketing

bereik

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• CPM revenue model through cost per view.• CPC revenue model through Cost Per Click, het klikmodel dat afrekent per

(unieke) klik.• CPL revenue model through Cost Per Lead. Companies using this revenue model

are called lead butlers. • CPS revenue through Cost Per Sales.• CPO revenue through Cost Per Order (similar definition as CPS).

See also http://www.marketingprofs.com/opinions/2014/26257/big-datas-big-disruption-of-old-school-affiliate-marketing

http://www.marketingprofs.com/sitesearch?cx=001703601220670181629%3Anlqp1hryiqa&cof=FORID%3A11&ie=UTF-8&q=affiliate+marketing&sa=Search&siteurl=www.marketingprofs.com%2F%3Floggedin%3D1&ref=&ss=5137j2531953j19

E-mail marketing

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Objectives e-mail marketing:

Sell: Increase sales. An e-mail campaign supports the action of attracting and retaining new customers andcustomer retention

Serve: Add value. Give customers an online advantage to offline customers, for example by offering exclusive online discounts or (additional) background information about the product or service.

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Speak: Meet the customer.• Ensure that the customer participates interactively.• Ask questions via online survey.• Use tracking; monitor your customer.

Save: Save costs. • An e-mail campaign costs less than a Direct Marketing (DM)

printed media campaign.

Sizzle: Increase brand awareness (branding) online. • An e-mail keeps the brand name fresh in the mind and helps to

add value to the brand.

E-mail marketing

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The advantages of e-mail marketing are:

• Fast

• Inexpensive

• Measurable results

• Chance of high click-through rate (CTR)

• Chance of high conversion rate (CR)

ALSO Read page 189-205 for tips, tricks and in-depth knowledge of e-mail marketing.

E-mail marketing

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• E-mail marketing is related to database marketing;• • Database marketing is effective management of a list of e-mail addresses and

mail profiles. It is important to run up to date data, apply proper segmetation, manage and extend the list;

• Database marketing aims for focused target audiences related to the marketing objectives;

• Storing of all customer related data - including e-mail data – is referred to as Big Data. A popular approach with suppliers of data storage and CRM- systems to aiming to combine data streams from CRM, e-mail, social media behavior and customer-service databases;

• The gathered information provides the marketer with insight in customer behavior and enables prediction of demand. Only 90% van de Big Data databases are in this way marketing wise structured.

Viral marketing

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• Viral is a message spread by sharing through networks;• Viral marketing is not a hype of buzz;• Message and direction are carefully thought through.

Tips for viral marketing success:1. Simple concept and applicable to a large target audience;2. Simple authentique virals are highly effective;3. Sexy, rude and humorous contents effective;4. Offer suitable engagement to create relations with users and referrals;5. Use at the start of the campaign social media influencers for initial sharing;6. Send a convincing and discriminating message; 7. Be prepared for swift reaction on news or events;8. Avoid technical barriers like latest versions of Flash needing an update or extra plugin;9. Produce short video for success and easy sharing; Be interactive and start dialog with viral user. Ask influencers to comment;10. Be realistic in setting objectives and above all do not over estimate the conversion and direct turnover.

Viral marketing

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Or here is the link: http://www.youtube.com/watch?v=h-8PBx7isoM&feature=player_embedded

Social media marketing

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• Social media marketing is related to care not sell;• Social media marketing combines several marketing tools like viral marketing, advertising;

Above and beyond make sure that you• React. Social care like Twitter care or Facebook care and also de time to place and adjust

content on social media;

• Apply no structure. Controlling social campaign is a waist of time. Users in a social web and social media influential direct your messages and not you. The power of the socialnetwork is more powerful than any company or brand;

• Collaborate. An advanced form of crowdsourcing and is effective in brand awareness and creating or improving products;

• Intelligence & Interaction. Make good use of to the opportunity to develop the company and products by means of social media. Interaction provides valuable unique data and knowledge on customer behavior;

• Learning by applying the above, analyze and evaluate. Improve your business based on the outcome to grow to a social business.

Social media marketing

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Application of social media

Application of social marketing

Social media marketing

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Social media marketing

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Social media marketing

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social media marketing needs content plan & tools

Social media marketing

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social media marketing needs content plan & tools

Social media marketing

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Social media marketing

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social media marketing in a complex social web. Monitor 24/7

….focus, be interactive, provide conversation(management), be pro active and be nice!

Is fulltime presence and activity

Social media marketing

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- Branding- Generating

leads- SEO

Co-creation Minor Digital Marketing

• Initially direct marketing model;• Based on partnership;• Suitable for attracting visitors;• Suitable for branding;

• Three types:• concept/development > media campaigns/ cars like fiat 500• customization > customize your own from components• final design > finish your own product Nike Air

Co-creation Minor Digital Marketing

Co creation reaches for audiences, attracts them to our sites and engages them to our company and products.

Assignments week 4

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Minor Digital Marketing

Assignment DMK Essay revenue models. Publish on blog and presentation week 8.

PDM assignment week 4 report on work blog

1. Mapping the customer journey of the target group of the project;

2. Develop a plan for the deployment of the digital marketing applications (tools);

3. Relate and incorporate to the previously formulated strategic draft;

4. Further develop Content for website, social media and develop possible other appropriate digital platforms;

5. Setting up and applying SEA/FBA (sequel in project);

6. Describe web care for project and where possible apply it in the project in the near future;

7. Further develop Content for website, social media and develop possible other appropriate digital platforms;

8. Standing assignment: add content, create new scope, analyze data and relate it to KPI/targets, evaluate actions and reporting on work blog; 

Study and reference

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Chapter 2 @first….think in Understanding Digital Marketing;

Chapter 6 Understanding Social media in Understanding Digital Marketing;

Chapter 7 Understanding e-mail marketing in Understanding Digital Marketing;

Chapter 8 Understanding Mobile marketing in Understanding Digital Marketing;

Chapter 9 Understanding performance marketing in Understanding Digital

Marketing;

PowerPoint week 3

Google's SEO beginners guide

SEA instructions from Google;

If available and applicable: relevant current and additional publications and examples (teachers)