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

   • OPTIMISE
     • continuous improvement
   • ENGAGE
     • is responsible for driving traffic and building relationships
       • key activities
         • Media buying and planning, search engine optimisation, 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 and social media integration.
   • 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
         • The brand justifies why the business matters, and what value its adds to people’s lives
           • ‘What is the business challenge we are facing that prevents us from making more revenue?
           • What business objective should we strive for in order to increase the money in the bank?’
       • Digital marketing strategy
         • strategy should be constantly iterating and evolving.
         • allows greater opportunities for interaction and consumer engagement than were possible in the past, so it is important to consider the ways in which the brand can create interactive experiences for consumers, not just broadcast messages
       • 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
               • Brand idea
               • Brand/product persona
               • emotional benefits
               • functional benefits
               • features and attributes.
         • 3. Understanding customers
           • consumer journey (the series of steps and decisions a customer takes before buying)
             •  The goal is to reach customers with the right marketing message at the right stage of their journey.
         • 4. Understanding competitors
           •  they are 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.
     • The building blocks of marketing strategy
       • Porter’s Five Forces analysis
         • a business tool that helps determine the competitive intensity and attractiveness of a market
       • The Four Ps
         • Products
           • Price
             • Placement
               • Promotion
                 • new P: People
                   • personalisation, peer-to-peer sharing, communities, and consumer
                 • promoonlinetion can be tracked, measured and targeted in a far more sophisticated way
               • Simply by making their products visible online
             • With price differentiation becoming a challenge, businesses need to consider differentiating on value
           • what a company sells
       • SWOT analysis
         • is an ideal way to understand your business and your market.
           • Strengths, Weaknesses, Opportunities, Threats.
     • Crafting a digital marketing strategy
       • Tactics and evaluation
         • Tactic
           • • SEO
             • • Search advertising
               • • Online advertising
                 • • Affiliate marketing
                   • • Video marketing
                     • • Social media
                       • • Email marketing
         • Outcome
           • Customer retention and acquisition
             • Sales, customer retention and acquisition
               • Branding and acquisition
                 • Sales and branding
                   • Branding, customer retention and value creation
                     • Branding, value creation and participation
                       • Customer retention and value creation
       • Ongoing optimisation
         • It is increasingly important for brands to be dynamic, flexible and agile when marketing online
           • digital marketing strategy should be iterative, innovative and open to evolution.
       • 3. Objectives
         • Targets
           • specific values that are set for your KPIs to reach within a specific time period.
         • 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
         • Key performance indicators (KPIs)
           • specific metrics or pieces of data that you will look at to determine whether your tactics are performing well and meeting your objectives.
         • Tactics
           • specific tools or approaches you will use to meet your objectives
       • 2. Value Exchange
         • what unique value your organization can add to that market
       • 1. Context
         • examine the context of the organization and the various stakeholders