Communication Marketing

Digital Marketing Follow me on Twitter: @Ms_Sarah Choi

Agenda

• What is Digital Marketing?• The Changing Marketing

Communication Environment

• Current Digital Marketing Trends

• Digital Media Platforms• Social Media Landscapes• SOSTAC model – overview• Live Twitting • Summary• Questions

The Changing Marketing Communication Environment

What is Digital Marketing?

Digital marketing is defined as;

“The management and execution of marketing using electronic media such as

the web, email, interactive TV (such as YouTube) and wireless media in

conjunction with digital data about customers characteristics and behaviours”

(Chaffey et al, 2006: p 10)

Digital media platforms

Social Network and community sites allow us to:

• Posting comments

• Replying to comments

• Sending messages

• Rating content

• Tagging content

• Sharing

• Liking

• Pinning

Social Media Definition

Social Media is putting the power back in the hands of the consumer. Businesses have to

completely rethink how they market and how they engage with their customers (Weber, 2009)

Social Media are digital media which encourage audience participation, interaction and sharing

(Chaffey and Smith, 2008)

Social Media Landscape

Why Businesses use Social Media?

Commonly Used Social Media Platforms

Source: Stelzner (2014, 24)

n=2800

The Most Important Social Platform for Marketers is…

n=2800

Source: Stelzner (2014, 28)

Benefit of using Social Media

N=2800

Source: Stelzner (2014, 18)

What is Facebook?

• A social network founded in February 2004 by Mark Zuckerberg. Now has over 1.26 billion users

• There are more than 800 million people using Facebook everyday

• Facebook is the most utilised form of social media globally

What is Twitter?

• Launched in July 2006

• A social network (a form of micro-blogging). Now has over 550 million users (340 million tweets per day)

• Enables users to send and read ‘tweets’, which are text messages limited to 140 characters

• Not just about following friends but about the power of disseminating information succinctly and quickly

What is Instagram?

• Launched Oct 2010 – Dec 2010 = 1 million users

• July 2012 = 80 million users

• August 2012 became subsidiary of Facebook

• 2012- launched photo apps, profiles for web pages

• 2013- introduced video onto Instagram

• September 2013 = 150 million users

What is Pinterest?• Founded in 2008

• Pinterest provides an online tool that enables users to collect, organise and pin things that they find on websites and blogs.

• Pinterest has over 27 million active users as of July 2012 (Nielsens, 2012)

What is LinkedIn?

• LinkedIn is the largest online business network website in the world, with more than 20 million viewers and its growing fast!!

• Founded in 2002 and launched on 5th May 2003

• LinkedIn is a powerful tool to build and maintain relationships

• People from all industries are represented with a large variety of job titles and profiled of high level executives of all fortune 500 companies.

The Effective Use of YouTube

• A video-sharing website launched in February 2005. More than 1 billion unique users visit YouTube each month

• Over 6 billion hours of video are watched each month on YouTube

• 100 hours of video are uploaded to YouTube every minute

• Increase awareness for your company

• Increase social shares through video

Choosing the Right Platform

• Who is your audience?

- Demographic

- Industry

• Where are they online?

- Social Networks

- Blogging

- Online Communities

SOSTAC model

Summary

• Technologies are changing the way consumers communicate and interact with companies and consumers alike

• Digital Marketing involves distributing, promoting and selling products through electronic media channels.

• Online technologies and social media apps have gained popularity among consumers

Other useful reading for this module:

Chaffey, D. and Ellis-Chadwick, F. (2012) Digital marketing: strategy, implementation and practice. 5th ed. Harlow: Pearson. Chapter 1- 2.

Constantinides, E. & Fountain, S.J. (2008) Web 2.0: Conceptual foundations and marketing issues, Journal of Direct, Data & Digital Marketing Practice, Vol. 9, No. 3, pp. 231-244.

Kotler, P., Keller, K. L., Brady, M., Goodman, M. and Hansen, T. (2012) Marketing management. 2nd ed. Upper Saddle River, New Jersey: Pearson. Chapter 13.

Weber, L. (2009) Marketing to the Social Web: How Digital Customer

Communities Build Your Business, 2nd Edition, New Jersey, Wiley.

2014 Social Media

Marketing Report

How Marketers are using Social Media

to Grow their Businesses

Michael A. Stelzner

(Source: www. smartinsights.com)