SITUATING DIGITAL IN MARKETING

SITUATING DIGITAL IN MARKETING

1. DIGITAL MARKETING IS POWERFUL IN TWO FUNDAMENTAL WAYS

   • 1. the audience can be segmented very precisely
   • 2. the digital sphere is almost completely measurable

2. Crowdsourcing

   • connects people, builds communities, spreads messages, and taps into a global source of ideas and inspiration
     • 1. Crowdsourcing
       • people to share their ideas or creations in exchange for an emotional or monetary reward.
     • 2. Crowdfunding
       • asking many people in a large crowd each to donate a small amount of money in order to gather a large sum to fund a specific project or venture.
     • 3. Microtasking
       • breaking a big task or project down into tiny components and asking many people to each complete a few of these components, usually for payment.

3. Digital audiences

   • people’s media habits have changed
   • people’s attention is fragmented by the many new media channels and tools available.
   • fragmented and highly specific niche communities.

4. Segmenting and customising messages

   • Segmentation
     • taking a single, general audience and dividing it up according to specific groupings or characteristics
       • each group can be targeted differently depending on their needs from the Brand
     • digital marketing segmentation
       • customers can be reached across a wide range of communication channels depending on their preferences and needs.
       • Message
         • can be customised thanks to the availability of the necessary information and digital tools.

5. Measurability

   • understanding how people and technology intersect
   • “creating and satisfying customers at a profit” (Kotler, 1991)
   • Web analytics
     • can also go a step further to helping a marketer understand the audience’s intent.

6. The TCEO model

   • THINK
     • It is tasked with developing strategic plans for the digital world.
       • consumer insights, research, concept development, budget allocation and channel planning.
     • Key terms and concepts
       • Short Message Service (SMS)
         • Electronic messages sent on a cellular network
       • Search engine optimisation (SEO)
         •  the practice that aims to improve a website’s ranking for specific keywords in the search engines
       • Simple Object Access Protocol (SOAP)
         • A simple XML-based protocol to allow for the exchanging of structured information over HTTP.
       • Strategy
         • A set of ideas that outline how a product line or brand will achieve its objectives
       • Really Simple Syndication (RSS)
         • allows you to receive/syndicate this information without requiring you constantly to open new pages in your browser.
       • Tactic
         • A specific action or method that contributes to achieving a goal.
       • WebPR
         • Public relations on the web.
       • eXtensible Markup Language (XML)
         • A standard used for creating structured documents
       • Return on investment (ROI)
         • The ratio of cost to profit
       • Pay per click (PPC)
         • advertising where the advertiser pays only for each click on their advert.
       • Online Reputation Management (ORM)
         • The understanding and influencing of the perception of an entity online.
       • Metric
         • A unit of measurement.
       • Market share
         • the percentage or proportion of the total available market or market segment that is being serviced by a Company.
       • Cluetrain Manifesto
         • call to action for businesses operating within a newly connected marketplace.
       • Application programming interface (API)
         • serves as an interface between programs and facilitates their communication.
     • Understanding marketing strategy
       • Business and brand strategy
       • Digital marketing strategy
       • Marketing strategy
         • purpose
           • address a business or brand challenge or objective that has been revealed.
         • 1. Understanding the environment
           • PESTLE analysis to identify a clear set of considerations or issues pertinent to the marketing strategy.
         • 2. Understanding the business
           • A crucial consideration is the brand itself
             • What does it stand for?
             • What does it mean?
             • What associations, ideas, emotions and benefits do people associate with it?
             • What makes it unique?
           • Level of branding to investigate
             • Brand pyramid template