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With Videos. Chapter 14 Digital Marketing. Digital Marketing Takes Many Forms. Mobile. Interactive TV. Interactive Print. Digital Marketing. Internet. Social Media. Interactive Outdoor. Internet Marketing. Types of Sites. Communicating and Relationship Building Sites. - PowerPoint PPT Presentation
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Chapter 14Digital Marketing
With Videos
Digital Marketing Takes Many Forms
Mobile
Interactive TV
Social Media
Interactive Outdoor
Internet
Interactive Print
Digital Marketing
Internet Marketing
Communicating and Relationship Building
Sites
E-Commerce Sites
Types of Sites
Today many sites combine content and sales functions
Top 10 Domains (2013) (out of 105 million measured)
Rank Root Domain Linking Root Domains(# sites that link to the site)
External Links(# sites that link out from the source site)
1 Facebook.com 9,072,500 2,029,809,5852 Twitter.com 6,055,122 2,147,483,6473 Google.com 6,015,338 1,052,156,8524 Youtube.com 4,720,489 777,003,2105 Adobe.com 3,811,051 310,335,1776 Wordpress.org 3,723,641 432,143,7927 Blogspot.com 3,248,827 1,045,138,3278 Wikipedia.org 2,745,415 247,834,6759 Godaddy.com 2,509,610 1,072,048,373
10 Wordpress.com 2,141,813 561,262,079
Source: Stats Canada, 2010
Communicating and Relationship Building
Goals• To provide organization information• To instruct and train• To announce new products• To facilitate networking• To stimulate excitement (e.g., contests)
Methods
Text/Graphics
Video/PPT
Webinars
Podcasts
Blogs
Example Communicating and Relationship Building Website
Lego
E-Commerce Sites
The Canadian Score Card – Lagging Behind
Then • Canadian Tire launches e-retailing site in 2000 and abandons it in
2009• Hudson Bay shuts down e-retailing site in 2009 and reopens with
beauty e-commerce site in 2011 • Wal-Mart Canada goes online in 2010 with limited product offerings • Zappos shuts down shipments to Canada in 2011 • Holt Renfrew and London Drugs only offer flyers and store location
information
Now• Canadian retailers positioning for influx of US competitors• Likely to continue to fall behind
Fast Facts • $18.4 billion in sales in 2010 • 3.4% of sales vs 5% in the US and continues to fall behind • 4 of 10 online dollars spent out of country
Top 10 E-Commerce Activity in Canada
Top 10 E-Commerce Activity by % of Online Shoppers (2010) %
Travel arrangements (e.g., hotel reservations, travel tickets, rental cars) 55
Tickets for entertainment events (e.g., concerts, movies, sports) 48
Books, magazines, online newspapers 40
Clothing, jewellery or accessories 36
Memberships or registration fees (e.g., health clubs, tuition, online television subscriptions) 32
Music (e.g., CDs, MP3) 30
Software 23
Consumer electronics (e.g., cameras, stereos, TVs, DVD players) 22
Videos or DVDs 20
Toys and games 19
Source: Stats Canada, 2010
Strategies for Optimizing Internet Marketing Objectives
Search Engine Optimization
Internet Marketing Objectives
Pay Per Click
Search Engine Marketing
Pay for Presence (flat fee)
Display Advertising
Mobile Internet Marketing
Paid Inclusion Advertising
Paid or Free Classified/Directo
ries
Search Engine Optimization (SEO)
Definition – the process of getting traffic from the “free”, “organic”, “editorial” or “natural” listings on search engines. Listings are “ranked” on what the search engine considers most relevant to users.
Types of Search Engine Ranking Factors
On the page factors – content, HTML cues, architecture
Off the page factors – links in and out, reputation, authority, country of origin
SEO Explained
Search Engine Marketing – Paid Inclusion Advertising
Pay for Presence – involves a fee charged for inclusion of a website in a search engine index (a specific placement may not be guaranteed and results are mixed in with organic search results)
Pay-per-click – uses specific keywords or phrases that show up in the search engine listings when searched, ranging in price from $.50 to over $50. The higher the fee paid, the higher the URL appears on the search page results
Sponsored Links in Google
Search Engine Marketing – Website Display Advertising Definition – appears on websites to include web banners or static or animated images. May include interactive audio and video elements. Used more for branding as opposed to direct response or organic search.
Square(250 x 250)
250 x 250 pixel • a square placed inline with text or inside a paragraph to draw clicks• can support small image
Leaderboard (728 x 90)
728 x 90 pixels • longer, wider version of 468 x 60 pixel banner• can support images• commonly appears at top or bottom of page
160 x 600 pixel • vertical banner at left or right side of page• supports both text and images
Wide Skyscraper (160x600)
Banner (468 x 60)
Common Ad Types
468 x 60 pixels • horizontal at top, middle
or bottom of page• contains one line of text• a teaser that goes to a landing page that
expands the message
Search Engine Marketing - Online Directories
Definition – a place where an organization’s website is listed by category or sub-category which enables it to be searched online. Some directories will also list a description of a website. Listing in a directory helps create inbound links. Site owners submit their sites for review. Includes both free and paid options and position may be alphabetical or based on “bid amount”.
Types of Online Directories
Example Summer Camps Directory
Mobile Marketing
Definition – direct and personalized advertising through wireless devices
History started with customization of hand sets with ring tones evolved from a free service to paid “Sweety the Chick” and “Crazy Frog” now includes content and display/sponsorship
advertising
Growth $18+ million in Canada (2010)/$800+ million in the US
SweetyThe Chick
Crazy Frog
Mobile Internet Activities (2011)
Canadian Mobile Internet Activities and Content Four dominant monthly Mobile Internet activities among Canadian Mobile subscribers, and the Smartphone subscribers among them, include using downloaded apps (46%/85%) and browsing (41%/76%), followed by emailing and accessing Social Networks/Blogs. The top Mobile Internet Content accessed weekly is weather, followed by maps, news, sports and entertainment news.
52%
Telecommunications
15%
PackageGoods
11%
Automotive
5%
Media
5%
Entertainment
5%
Technology
2%
Finance/Leisure
5%
Other
Percentage of Mobile Ad Revenues by Sector (2010)
100%
75%
25%
0%
50%
Mobile Subscriber and Smartphone Penetration in Canada
Mobile Subscribers by Type of Device
Fast Facts • are 26 million mobiles subscribers in Canada• 85% of Canadians are cell phone subscribers • 2011 SOM: RIM (33%); Apple (31%); Google (28%)
Mobile Subscribers by Type of Device
Mobile Internet Users
Fast Facts • 50% of Canadian mobile subscribers are monthly
Internet users • 55% male/45% female with 18 – 44 years
accounting for 63% of users • in 2011 only 10% of users accessed the Internet
via tablet devices (usage highest among 35 – 49 years)
Mobile Internet Users
QR Codes
Definition – Quick Response Code is a matrix bar code first used by the Japanese auto industry now with wide adoption by consumer marketers.
ProfsOnline.com QRC
Examples of Mobile Marketing
Mobile Messaging
Starbucks2010 Mobile Marketer of the year, Starbucks uses store-specific mobile text messaging and mobile coupons to reach customers
Mobile Search
Targeted mobile search for small business
Mobile Searchads can expand your local reach
Top 5 Mobile Marketing Trends
1. SMS to remain popular 63% of mobile subscribers use text messaging
2. MMS usage to increase driven by Google and Apple
3. Increase in mobile search by 2014, 50% of population will mobile browse Google - search; Apple - apps
4. Increase in geo-targeting (location advertising)
expected to comprise no more than 1.5% of revenues
5. Growth of mobile video
Mobile Trends in Advertising
By 2014 mobile searches will overtake PC Internet searches
0%
10%
20%
30%
40%
50%
60%
70%
80%
2010 2011 2012 2013 2014 2015
SMSMMSMobile Search
Wikis
Blogging
Podcasts
Message Boards
Picture Sharing
SocialNews
Social Networking
Chat Rooms
Book- marking
Micro Blogging
Video Sharing
SocialMedia
Marketing
Social Media Marketing
Social Media Marketing Goals
• Increase web traffic• Improve brand awareness• Convert social media members to
customers• Improve customer support
program• Facilitate new product
development• Build organizational teams• Improve organization esprit de
corps
Social Media Marketing
Goals
Interactive TV
Definition – a continuum of low to high interactivity in which audience members affect the program being watched.
Selected Early History • 1953 – US TV show, “Winky Dink and You” allowed kids to buy
a transparent sheet to place over the TV screen and help the show’s characters draw things.
• 1977 – Ohio launches first interactive TV service incorporating 30 channels divided between broadcast TV, pay per view and interactive programming. The service fails.
• 1988 - BBC broadcasts “What’s Your Story” and enables viewers to phone in with suggestions on what happens next. The best ideas are used.
• 1994 – Videotron pilots interactive TV in the US. Viewers can choose content and make sports bets. Kellogg’s broadcasts an interactive Frosties ad.
Winky Dink and You
Traditional Broadcast View of Interactive TV
Amazon.com’s Kindle Fire HD• viewers can search an actor• view photos and biography
The Learning Channel• show highlights• access video clips• share via email,
Facebook, Twitter• schedule programs
IPTVTelus Optix TV Bell Fibe TV• play games with others• vote on content• obtain customized and localized
information• access and manage electronic
program guides• switch camera angles and
screens
Marketing Examples of the Use of Interactive TV
Jibbi – geared to “tween” girls, Jibbi is a plug in toy that talks, listens and understands the user’s voice. Children can play games, dress Jibbi up, earn Jibbi beans and keep Jibbi healthy by talking and playing on screen. Jibbi recognizes over 75 words and responds with over 200 phrases.
Atlantic Lotto Corporation – in 2011 Atlantic Lottery, owned by the four Atlantic governments, announced a study to determine how it could use interactive television as it examined new ways for gamblers to wager money which could be used to place bets with the click of a remote on everything from televised horse races to talent shows.
Interactive TV Middleware for Hospitality – a variety of suppliers provide interactive solutions to the hospitality industry to enable its members to expand revenue and communicate more effectively with their customers. Hotel guests can use their TV to order hotel services, pay and check out, and more.
Interactive Outdoor and Print
Magazine I-ad helps guide customers through car accident insurance claim process
AXA
Billboard iAd enables passers-by to “start” the car by texting SMS shortcode
Honda
AXA
Honda
Sample Social Media Plan
Website
Blog
YouTube
Chapter 14Digital Marketing
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