CHAPTER 7 MARKETING

COMMUNICATION USING

DIGITAL MEDIA CHANNEL NUR AQILAH BINTI

ZAINUDIN2014416824

Learning objective

Distinguish between the different types of digital media channels

Evaluate the advantages and disadvantages of each media channel for marketing communications

Assess the suitability of different types of digital media for diferrent purpose

Digital media channel – online communications technique such as search engine marketing , affiliate marketing and display advertising used to engage web users on third-party sites, encourage them to visit an organisation’s site or purchase through traditional channels such as by phone or instore

Introduction

Digital Media Channels

Search engine marketing (SEM

Online public relations (E-PR)

Interactive display advertising

Social media including viral and electronic word-

of-mouth marketingopt-in e-mail marketing

Online partnerships including affiliate

marketing

1. Search engine marketing

Search engine marketing (SEM) – promoting an organisation through search engines to meet its objectives by delivering relevant content in the search listings for searchers and encouraging them to click through to a destination site.

Two types of SEM Search engine optimisation (SEO) – to increase the position of

company or its products in search single natural/organic result listing for selected keywords or phrases

crawling Indexing Ranking scoring Query request and result serving

Paid search (pay-per-click) marketing Similar to conventional advertising. Relevant text ad with a link to company page is displayed when

user search engine types in specific phrase.

Usually labelled as spnsored links

Eg : advertising in an other website

Search engine ranking factor Matching between page copy and the key phase searched Link into the page (inbound or backlinks)

Advantages and disadvantages of SEO

Advantages Significant traffic driver Highly targeted Potentially low-cost visitors Dynamic

Disadvantages Lack of predictability Time for result to be implemented Complexity and dynamic nature Ongoing investment Poor for developing awareness in comparison with other media

channels

Best practice in planning and managing SEO

Search engine submission Index inclusion Technical reasons why the search robots do not crawl all the pages Pages identified as spam or less importance or considered to be

duplicate content Keyphrase analysis Comparison/ quality Adjective (price/product qualifiers) Product types Vendor Location Action request

On-page optimisation Occurrence of search term in body copy Alternative image text Document meta-data

External linking Identify and create popular content and services Identify potential partner sites Contact partner sites

Internal link structures

Include keyphrases used by searcher within anchor text of hyperlink to point relevant content.

Paid search marketing

A. What is paid search marketing main model for paying sponsored listing is PPC marketing, we call

this section paid search marketing

B. Paid serach content network Paid listing also available through displaynetwork

c. Trusted fees

Paid for inclusion is no longer significant to search advertising

D. What control position in paid search

E. The quality score Key to successful paid search marketing

Advantages and disadvantages of paid search marketing

Advantages The advertiser is not paying for the ad to be displayed PPC advertising is highly targeted Good accountability Predictable Technically simpler than SEO Remarketing Speed Branding

Disadvantages competitive and expensive Inappropriate Requires specialist knowledge Time consuming Irrelevant

Best practice in planning and managing paid search marketing

Targeting Search ad network strategy Content network strategy Campaign structure strategy Keyword matching strategy Search-term targeting

strategy

Budget and bid management

Budgeting strategy Listing position strategy

Bidding strategies Dayparting strategy

Creative testing and campaign optimisation

Ad creative and copy strategy Destination or landing page

strategy Campaign review and

optimisation strategy Specialist and innovation paid

search techniques

Communications integration SEO integration strategy

Affiliate integration strategy

Marketing campaign integration strategy

2. Online public relations

Public relation Management of the awareness, understanding and reputation of an

organisation or brand, primarily achieve through influencing exposure in media.

What is online public relation? Associated with improving results from many of the other

communication technique. Eg : blogs, feeds, social network

Differences between online PR and traditional PR

1. The audience is connected to organisation

2. The members of the audience are connected to each other

3. The audience has access to other information

4. Audiences pull information

For the marketer or PR professional, managing PR, the main differences are:

Less easy to control More options to create their own stories Need for faster response Easier to monitor

Advantages and disadvantages of Online public relations

Advantage reach Cost Creadibility Search engine optimisations Brand- enhancement and protection

o Disadvantages Not a controlled discipline Less controlled on third-party site

Best practice in planning and managing online public relations Communicating with online media owners (influencer outreach) Link building Web 2.0 atomised content Blogs and blogging Tagging and folksonomies Social bookmarking Photo, video and slide sharing sites Really simple syndication feeds Mashups Social networks Widgets Atomisation Managing how your brand is presented on third-party sites Creating a buzz – online viral marketing

3. Online partnership includingAffiliate marketing

Affiliate Marketing Commision based arrangement where publisher receive a

commision on sales or lead by retailer or other transactional sites.

Options of affiliate marketing models Aggregators Review sites Reward sites vouchers code sites Uber-bloggers Everyone else

Advantages and disadvantages of affiliate marketing

>SERPS visibility

>Reach differ audience

>Responsiveness to market place changes

>Target generic phrases in SERPs

>Increase reach in SERPs

>Generate awareness

>Diversity risk

>Pay-per-performance

>Incremental profit / sales may be limited

>Affiliates may exploit your brand names

>May damage brand reputation

>Programmed management fees

>Program management time

Best practice in planning and managing affiliate marketing

Best practice in planning and managing affiliate marketing Affiliate networks Commission Cookie expiry period Creative and links

Online sponsorship Co-branding Contra-deals

4. Interactive display advertising

What is display advertising? Display advertising – display ads are paid ad placement using

graphical or rich media ad units within a web page to achieve goals of delivering brand awareness, familiarity, favorability and purchase intent.

Purchasing ad placements

The run-of-site (the entire site) A section of site According to keywords entered on a search engine

Advantages and disadvantages of display advertising

Best practice in planning and managing display and campaigns

Measurement of display effectiveness Interactive ad formats Interactive ad targeting options

o On a particular type of site o To target a registered user’s profileo At a particular time of day or weeko To follow user’s behavior

Ad creativeo Main variables such as banner size, message length, promotional

incentive, animation, action phrase and logo.o Important while considering :

o Appropriate incentive are needed to achieve click-trough o Creative design needs to be tested extensivelyo Placement of advertisement and timing need to be considered

carefully.

5. Opt-in e-mail marketing and mobile text messaging

What is e-mail marketing?

Outbound e-mail marketing – e-mail campaigns are used ad a form of direct marketing to encourage trial and purchases and as part of a CRM dialogue

Inbound e-mail marketing – e-mail from customer, such as service enquiries, are managed.

E-mail activities within organization tend to focus on customer acquisition as these ratings on the relative merits of different applications e-mail: Customer retention Sales promotion Gathering customer Lead generation Brand awareness Customer acquisition

Opt-in e-mail option for customer acquisition

Cold e-mail campaigns Co-branded e-mail Third-party e-newletter

Opt-in e-mail options for prospect conversion and customer retention (house list)

Conversion e-mail Regular e-newsletter types House-list campaign Event-triggered E-mail sequence

Advantages and disadvantages of e-mail marketing

> Relatively low cost fulfillment

> Direct response medium encourage immediate action

> Faster campaign deployment

> Ease of personalization

> Deliverability

> Renderability

>Email response decay

> Communication preferences

> Resources intensive

Best practice in planning and managing e-mail marketing

E-mail service providers Measuring e-mail marketing o Delivery rateo Open rateo Click-through or click here E-mail marketing success factorso Creative o Incentiveo Relevanceo Targeting and timingo Integrationo Copyo Attributeo Landing page Practical issues in managing e-mail marketing List management

6. Social media and viral marketing

Involve encourage customer communication on companies own site, social presences such as Facebook or in specialist publisher sites, blogs and forum.

1. Developing a social media communication strategy

2. Viral marketing

3. e-mail forwarding or pass along viral marketing

4. Social network-related viral marketing

Advantage and disadvantage of social media and viral marketing

Advantage

>>> effective viral agent reach a large audience in a cost-effective way

>>> consumer rate the opinion of their friends and family highly

Disadvantage

>>> high risk marketing communication techniques

>>> challenging to engage audiences

>>> difficult to find the right types of content

Best practice in planning and managing viral marketing

Creative material Seeding Tracking

Advantages and disadvantages of using offline communication to support e-commerce

> Reach

> Brand awareness

> Emotional

> explanation

> Higher cost

> Higher wastage

> Poorer targeting

> Poorer accountability

> Less detailed information

>Less personalized

> Less interactive experience

Offline promotion techniques

Incidental and specific advertising of the online presence

Public relation Direct marketing Other physical reminders Word-of-mouth marketing

Summary

1. Online promotion techniques include:• Search engine submission • Index inclusion • Keyphrase analysis • On-page optimisation • External linking • Internal link structures

2. Offline promotion involves promoting the website address, highlighting the value proposition of the website and achieving web response through traditional media advertisements in print or on television.

3. Interactive marketing communications must be developed as part of integrated marketing communications for maximum cost effectiveness

4. Objectives for interactive communications include direct sales for transactional sites but they also indirectly support brand awareness, favourability and purchase intent.