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...part of the Leeds Met Futures Fest. Linked to Digital Marketing Essentials for the CAM Diploma in Digital Marketing
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…tomorrow is an introduction to planning, part of the CAM Digital Marketing Planning syllabus…
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digital marketing is marketing
websites content
story-telling
omni-channel
1
2
3
4
5
6
situation
objectives
strategy
tactics
action control
promotion
just remember...
different tactics will have a different significance
product and price
…and speed at which they can be adapted
websites
content
story-telling
omni-channel
what to consider...
Content?
…the focus is heavily on the user, hence the development of personas
the key concept here is user experience or UX
desirable… linked to brand
findable… easy to find what you need
Morph London Agency, 2013
eMarketer, 2013 (estimate)
m-commerce accounts for 15% of this
…at £6.61 billion for 2013
…office 365 and Google docs
…allows storage of, and access to, digital media
…language and design
…can it be turned into a file or software?
then we need to consider content delivery systems
digital price…
…comparison sites - aggregators
online only discounts… incentivising behaviour and traffic
…showrooming
L2, 2013, research identified that 82% of smartphone users engaged in this form of price-checking
digital people…
…automated response
generation Y born between 1982 and 2001... although opinion varies
50% of facebook users and 80% of twitter users do so on their mobiles... what does this mean if bad customer experiences are received?
‘Earned’ Media
... consider the level of trust attributed to other, more traditional, marketing media
86% of online consumers use online reviews and similar prior to making purchasing decisions
1 unique example = 5points
Pay Per Click (PPC) is about paid for or ‘sponsored’ results
the description should be interesting and informative
Develop an XML sitemap file that can be submitted directly to google
…have a good, useful 404 page!
Make sure it’s easy to ready, organised, on topic, up to date…
These adverts should link back to specially created landing pages…
Is it cognitive, affective or conative…
…and how can we get the desired action?
…but we’ll keep it simple!
http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html 2012
http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html 2012
http://marketingland.com/wp-content/ml-loads/2012/01/concurrent_live_tests-1.png 2012
…take a photo or screengrab to illustrate it
Each unique example will receive 5 points for the leaderboard
Mobile search...
To enhanced visual searches via AR
social is mobile...
43% interact with brands via mobile social content…
3 billion ad requests a day… a variety of formats and platforms available… worth $2.5billion a year
http://litmus.com/blog/anatomy-mobile-email/anatomy-mobile-email-24-1000px 2012
27% of all emails are opened on mobile
70% delete emails that don’t work on mobile immediately
http://masstransmit.com/broadcast_blog/22-amazing-mobile-email-marketing-statistics/, 2012
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats 2012
why mobile...
send time-related messages when most likely to affect their behaviour e.g. when people are leaving work to remind them to stop on the way home
link your m-comms to your other marketing communications… integration and synergy is key to all good campaigns
monitor social networks, blogs and twitter
ad impressions, clickthroughs and conversions
sharing
they feel their company size is too small to benefit
2010 2011 2012 2013 2014 2015
Global 13,976,859 31,860,295 78,855,662 188,375,368 487,426,725 788,324,804
Asia Pacific 2,448,932 6,768,196 20,543,294 67,012,433 240,350,642 420,277,951
Latin America 1,329,853 4,040,217 12,720,259 26,665,349 49,199,321 71,548,055
North America 2,615,787 4,218,310 6,550,322 14,257,565 38,783,886 55,646,710
Western Europe
5,237,113 10,348,319 21,163,143 33,524,429 58,670,609 83,364,841
Japan 441,060 1,021,441 3,322,664 10,780,236 21,462,108 31,876,998
Central and Eastern Europe
1,156,893 3,140,746 8,252,679 20,303,462 38,480,441 58,717,045
Middle East and Africa
747,221 2,323,065 6,303,302 15,831,895 40,479,719 66,893,204
and a great example of online PR from the last two weeks
…take a photo or screengrab to illustrate it
Each unique example will receive 5 points for the leaderboard
however, CGM is NOT representative of the whole consumer audience… just a very vocal, informative and influential group
visit sites such as…
visit reddit, digg or delicious and see where you’re tagged or discussed
datasift
Radian6
start listening, keep listening and look for changes in opinions, topics, problems
if you’re already listening you’ll hear about it quicker and can act quicker
who are your customers?
who are the consumer generated media creators and critics ?
start monitoring key areas, brands, new products, service encounters...
draw on experience and skills internally, outsource if need be
have a skilled and dedicated ‘interpreter’
Sales… per visitor, average order size, conversion rate
Brand… sentiment analysis, social sharing
After-sales… FAQ visits, downloads, social media
different comms tools
Sales… per visitor, average order size, conversion rate
Brand… sentiment analysis, social sharing
After-sales… FAQ visits, downloads, social media
different comms tools