DMK 201 Lecture 8 - Interactive Marketing Communications

Digital Marketing (DMK 201)Presented by

Ryan Busch

Available for Credit from Piccolo International University 480-398-7000 | [email protected] | Enroll Now!

mailto:[email protected]

https://onlinepiu.com/admissions/enrollment/default.aspx

Introductions

• About Me• About PIU• About these Lectures




A New Look for PIU




Interactive Marketing Communications

Lecture 8 of 8




Lecture 8

Learning Objectives:1. Importance of interactivity to digital

marketing communications.2. Analyze online public relations (PR) methods.3. Draft foundational elements of a digital

marketing plan.




Characteristics of Interactive Marcom

1. Push to Pull2. Moving in Dialogue3. 1-to-Many, to some, to 14. Many to Many5. Lean Forward6. Mediums Change the Tools7. Increase in Communications Intermediaries8. IntegrationAvailable for Credit from Piccolo International University 480-398-7000 | [email protected] | Enroll Now!



Online Promotion

• Search Engine Marketing– Search Engine Optimization (SEO)– Pay Per Click (PPC)

• Online PR• Affiliate Marketing• Advertising• Email




SEO

• Keywords:– Relevance– Organic

• Registration on Engines• Keyword/Phrase Analysis




Factors affecting optimization

• Freq of Occurrence in Body Copy• Inbound Links• Title Tags• Meta Tags• Alt Tags




PPC

• Paid Search (instead of Organic)• Still relies upon keywords• Consider the balance of paid and organic• Always Analyze Adwords (AAA)– Constant Flux—pay according to value– Cost per Click (CPC)– Cost per Acquisition (CPA)




Online PR

• Public Relations– Reputation Management through Communications

• Online versus Traditional– Online audiences are directly connected

• To the company• To each other

– Audience has access to other information– Audiences PULL information– Audiences Influence




PR Activities

• Direct Communications• Link Building• Social Media– Sharing, blogging, and casting

• Reputation Management




Affiliate Marketing

• Placements on affiliated sites• Advertising-esque– Pay only when agreed upon action is taken




Advertising

• Pay to play– Placement comes at a hard, upfront cost– Can be targeted more directly than mass media

advertising– Wealth of information can be gathered about

potential buyers• Read: Measure, Measure, Measure




Email Marketing

• Similar in many ways to “junk mailers”– Cheaper…but also easier to avoid– Regulated: CAN SPAM Act• Opt-in is best…and required

– Metrics to consider• Bounce rate• Open rate• Click rate• Conversion Rate




Wrap-Up

• Thanks for Being Part of this Unique Idea!• Please tell us more about your experiences

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Education

DMK 201 Lecture 8 - Interactive Marketing Communications