1_1_1_SITUATING DIGITAL IN MARKETING

1_1_1_SITUATING DIGITAL IN MARKETING

1. DIGITAL MARKETING- Is a new way of exploring content and connecting with customers

   • Different way of thinking about how people engage with media, each other and the world
     • The aim of any type of marketing is to keep customers and stimulate sales in the future
   • POWERFUL
     • The audience can be segmented very precisely
     • The digital sphere is almost completely measurable

2. CROWDSOURCING

   • DEMONSTRATES THE POWER OF THE INTERNET
     • CONNECTS PEOPLE
     • BUILDS COMMUNITIES
     • SPREADS MESSAGES
     • TAPS INO A GLOBAL SOURCE OF IDEAS AND INSPIRATION
   • THREE WAYS
     • CROWDSOURCING
       • CROWDFUNDING
         • 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
         • 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
       • Asking and enabling people to share their ideas or creations in exchange for an emotional or monetary reward

3. DIGITAL AUDIENCES

   • MANY NEY MEDIA CHANNELS AND TOOLS AVAILABLE FRAGMEN PEOPLE´S ATTENTION
     • SO MANY CHOICES AND TOO LITTLE TIME, AUDIENCES HAVE BECOME VERY SKILLED AT IGNORING MARKETING MESSAGES
       • THE KEY TO SUCCEED
         • Ideas must be remarkable
         • Find a niche group who are obsessed with your product and willing to devote their scant attention to it
         • individuals have become conduits for information, ideas and news in a powerful way

4. SEGMENTING AND CUSTOMIZING 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 also be customized thanks to the availability of the necessary information and digital tools

5. MESURABILITY

   • BECAUSE OF THE TECHNOLOGY ON WHICH IT IS BUILT, ALMOST EVERY ACTION ON THE WEB CAN BE TRACKED, CAPTURED, MEASURED AND ANALYSED
   • It’s about understanding how people and technology intersect.
     • The ultimate goal of using this information to craft the most effective and relevant marketing messages
       • “creating and satisfying customers at a profit” (Kotler, 1991)
   • WEB ANALYTICS
     • Can go a step further to helping a marketer understand the audience’s intent

6. THE TCEO MODEL

   • OPTIMISE
     • Continuous improvement
   • ENGAGE
     • Is responsible for driving traffic and building relationships
       • KEY ACTIVITIES
         • Media buying and planning
         • Search engine optimization
         • Email marketing
         • Social media and campaign management
   • CREATE
     • Brings concepts to life by executing campaigns and shaping platforms
       • Web design
       • Social media assets
       • Mobile development
       • Engineering business systems
       • Social media integration
   • THINK
     • It is tasked with developing strategic plans for the digital world
       • Consumer insights
       • Research
       • Concept development
       • Budget allocation
       • Channel planning
     • KEY TERMS
       • Application programming interface
         • It serves as an interface between programs and facilitates their communication
       • Cluetrain Manifesto
         • Call to action for businesses operating within a newly connected marketplace
       • Market share
         • Metric
           • A unit of measurement
         • The percentage or proportion of the total available market or market segment that is being serviced by a Company
       • Online Reputation Management
         • The understanding and influencing of the perception of an entity online
       • Pay per click
         • Advertising where the advertiser pays only for each click on their advert
       • Return on investment
         • The ratio of cost to profit
       • Really Simple Syndication
         • Allows you to receive/syndicate this information without requiring you constantly to open new pages in your browser
       • Search engine optimisation
         • The practice that aims to improve a website’s ranking for specific keywords in the search engines
       • Short Message Service
         • Electronic messages sent on a cellular network
       • Simple Object Access Protocol
         • 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
       • Tactic
         • A specific action or method that contributes to achieving a goal
       • WebPR
         • Public relations on the web
       • Extensible Markup Language
         • A standard used for creating structured documents

7. UNDERSTANDING MARKETING STRATEGY

   • BUSSINES & BRAND STRATEGY
     • The brand justifies why the business matters, and what value it adds to people’s lives
   • MARKETING STRATEGY
     • UNDERSTANDING THE ENVIRONMENT
       • The analysis of the business will consider
         • Political, economic, social, technological, legal & environmental influences
     • UNDERSTANDING THE BUSSINES
       • A crucial consideration is the brand itself
         • 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
             • Brand idea
             • Brand/product persona
             • Emotional benefits
             • Functional benefits
             • Features
             • Attributes
     • UNDERSTANDING CUSTOMERS
       • Consumer journey
         • The goal is to reach customers with the right marketing message at the right stage of their journey
     • UNDERSTANDING COMPETITORS
       • Those who are capturing your customers attention
         • To stay ahead, you should be looking at potential disruptors of your industry as well as the existing players
   • DIGITAL MARKETING STRATEGY
     • Should be constantly iterating and evolving
       • Greater opportunities for interaction and consumer engagement
       • Consider the ways in which the brand can create interactive experiences for consumers, not just broadcast messages

8. BUILDING BLOCKS OF MARKETING STRATEGY

   • PORTER'S FIVE FORCES ANALYSIS
     • A BUSINESS TOOL THAT HELPS DETERMINE THE COMPETITIVE INTENSITY AND ATTRACTIVENESS OF A MARKET
       • PRODUCT
         • What a company sells
       • PRICE
         • With price differentiation becoming a challenge, businesses need to consider differentiating on value
       • PLACEMENT
         • No longer have to be dictated by location. Simply by making their products visible online
       • PROMOTION
         • Online promotion can be tracked, measured and targeted in a far more sophisticated way
       • PEOPLE
         • Personalization, peer-to-peer sharing, communities, and consumer
   • SWOT ANALYSIS
     • AN IDEAL WAY TO UNDERSTAND YOUR BUSINESS AND YOUR MARKET
       • Strengths
       • Weaknesses
       • Opportunities
       • Threats

9. CRAFTING A DIGITAL MARKETING STRATEGY

   • CONTEXT
     • Examine the context of the organization and the various stakeholders.
   • VALUE EXCHANGE
     • What unique value your organisation can add to that market
   • OBJECTIVES
     • SMART
       • SPECIFIC
         • Clear and detailed
       • MEASURABLE
         • So that you can gauge whether you are attaining the desired outcome
       • ATTAINABLE
         • Possible for your brand to achieve
       • REALISTIC
         • Based on data and trends
       • TIME-BOUND
         • Linked to a specific timeframe
     • TACTICS
       • Specific tools or approaches you will use to meet your objectives
     • KEY PERFORMANCE INDICATORS
       • Specific metrics or pieces of data that you will look at to determine whether your tactics are performing well and meeting your objectives
     • TARGETS
       • Specific values that are set for your KPIs to reach within a specific time period
   • TACTICS & EVALUATION
     • SEO
       • Customer retention and acquisition
     • SEARCH ADVERTISING
       • Sales, customer retention and acquisition
     • ONLINE ADVERTISING
       • Branding and acquisition
     • AFFILIATE MARKETING
       • Sales and branding
     • VIDEO MARKETING
       • Branding, customer retention and value creation
     • SOCIAL MEDIA
       • Branding, value creation and participation
     • EMAIL MARKETING
       • Customer retention and value creation
   • ONGOING OPTIMIZATION
     • It’s increasingly important for brands to be dynamic, flexible and agile when marketing online
       • Digital marketing strategy should be iterative, innovative and open to evolution