Digital Marketing Presentation – Channels and Online Landscape (MKTG-7546, Module 1)
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Transcript of Digital Marketing Presentation – Channels and Online Landscape (MKTG-7546, Module 1)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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360i: Social Commerce Playbook
1. Social commerce = influence2. 2015 = $30 billion3. Social shopping isn’t shopping4. Reviews are for reassurance
purposes (57% more likely purchase with 25% higher value)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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360i: Social Commerce Playbook
Attention Interest Search Action Share
Psychological Change (passive)
Action (active)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Today’s Terminology
• Microlistening– Identifying nuances from social
commentary and text analytics to drive decisions
• Social Capital– Reputation and authority gained
through participation, engagement, contributions, and paying it forward
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Tools & Measurement
• Spy
• Archivist
• Facebook Insights
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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• Project Dreamcatcher• Causes.com• Super Bowl Command
Center
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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CHANNEL APPROPRIATENESS & ONLINE LANDSCAPE
MKTG – 7546 Marketing in a Digital Environment
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Marketing Funnel
Awareness
Consideration
Conversion
Loyalty
Advocacy
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Product Price
Promotion Place
Marketing Mix
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Product Decisions
• Functionality• Appearance• Quality• Packaging• Brand• Service and support
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Price Considerations
• Profit• Sales• Competition• Allowances• Financing
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Promotion Considerations
• Advertising• Public Relations• Personal Sales• Sales Promotion• Message• Media• Budget
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Place Considerations
• Channels• Coverage• Locations• Logistics• Service levels
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Consumer Cost
Communications Convenience
Consumer Mix
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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D I G I TA L M A R K E T I N G
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Digital Marketing Funnel
Satisfaction
Loyalty
Engagement
Life-Time Value
Advocacy
Awareness
Visitors
Interaction
Research
Sales
Customer
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Digital Marketing Funnel
Awareness
Visitors
Interaction
Research
Sales
Customer
• Awareness– Product viability
• Visitors– Site examination
• Interaction– At the product or company level
• Research– External site review
• Sales– Product or service exchanged
for compensation
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Digital Marketing Funnel
Customer
• Satisfaction– Needs are met, experience
requirements met• Loyalty (Behavioral/Attitudinal)
– Multiple purchases• Engagement
– Organization directive• Belonging
– A product/service subculture• Advocacy
– Selling done easy – the customer does it!
Satisfaction
Loyalty
Engagement
Belonging
Advocacy
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Internet Marketing
• Display Advertising – Banner ads, video ads, and overlays– 31% go unseen, under 17 is 100%
• Display advertising marketing– Google Adwords, Yahoo Search Marketing– 89% of traffic would not come from organic search– Used for high profit margins, replacement factor is
low and value of organic clicks are low (Google)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Internet Marketing
• Search engine optimization– Keyword research, on-page optimization, link
building– 42% click first result, 62% click on first page, 77%
prefer organic results, 40% report 500% ROI (Intraspin.com)
• Email Marketing– Email newsletters, brand building emails, conversion-
focused emails– Ratio return of $44.52:1, 39.4% view most powerful,
63% increase their overall spend (mailermailer.com)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Internet Marketing
• Referral marketing– Purchase-process simplification, click-through rate
improvements– 65% of business comes from referrals, 4x more
likely to purchase than other means (NYTimes & Nielsen)
• Affiliate marketing– Commission junction, in-house affiliation– 50% are new to the business, minimal profits
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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S O C I A L E N G A G E M E N T
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Social Media Statistics
• Fan Page Flow– From people to activities
• iStrategy Labs– Sex, Drugs & Rock n’ Roll?
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Propagate
Produce
Profiles
Participate
Progress
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Publish Tools
• Blogs– Wordpress to Wetpaint
• Microblog– Twitter
• Wikis– Wikipedia
• Social stream services– Tumblr to FriendFeed
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Publish Tools
Reasoning• Share knowledge and
expertise• Regular communication• Informal means to connect• To educate and inform
stakeholders• Employee involvement and
customer touches
Business Applications• Gizmodo as a place for
gadgets or gizmos• Wiki entries to create your
online, collective position• Twitter to engage and
service customers
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Share Tools
• Videos– YouTube to Vimeo
• Photos– Flickr to Picasa
• Links– Delicious to Digg
• Music– Last to Spotify
• Documents– Slideshare to Scribb
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Share Tools
Reasoning• People don’t read when
they CyberSlack• Additional exposure and
tracking ability• The next form of
personalized entertainment• Share what you have, create
a viral anything (notice this presentation)
Business Applications• Advertising on the right
networks with right content on or in videos
• Build greater relationships with the brands through outlets
• Create branded channels with consumer content
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Discuss Tools
• Bulletin boards– bbPress to Gravity
• Comments– CoComment to Backtype
• Social Search– Quora to Aardvark
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Discuss Tools
Reasoning• Creating a community
within a community• Saving on the costs of
customer service• Identifying relevant
resources based upon interests and relationships
Business Applications• Bring real-life into virtual
life and vice versa• Share information based
other similar users (not just the business)
• Utilize human capital to become a field expert
• Track comments across all websites
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Commerce Tools
• Customer Reviews– TripIt to PowerReviews
• Collaborative feedback– Uservoice to GetSatisfaction
• Recommendation– Weardrobe (Google) to Polyvore
• Localized Coupons– Groupon to Living Social
• Purchase Sharing Tools– Blippy and Swipely– ShopTab and Boosket
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Commerce Tools
Reasoning• Create trust within the
social market • Allows consumers to have a
role in the business process• Create and drive awareness• Friend recommendations
drive 5x greater propensity to buy
Business Applications• Greater propensity to buy
and buy more• Provide additional ideas for
consumer purchases• The almighty Groupon as
awareness (not revenue)• What someone else is
wearing, buying or traveling to (influence)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Location Tools
• Social location platforms– Foursquare to Gowalla
• Local social networks– Loopt and Whrrl
• Mobile search networks– Mocospace
• Events Sharing– Upcoming to Zvents
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Location Tools
Reasoning• Humanization and
localization of the www• Reaching the youth in urban
areas• Integration with each other• Provide an outlet for people
to be heard
Business Applications• Billboards and business
deals• Creation of a “tour of” for
product interaction• Let others know what,
where and when is happening
• Synergistic activities with collaborative businesses
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Network Tools
• Personal social network– MyLIfe to Badoo
• Professional social network– LinkedIn and Plaxo
• Social networks– Facebook, Myspace
• Social network creation– Ning and Kickapps
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Network Tools
Reasoning• Connect, connect and relate• Reach the masses on their
social networks• A social history, public and
scrutinizing (Timeline)• Demonstrate who you are
and validate why you are
Business Applications• Facebook fan pages• Expertise showcase through
LinkedIn (B-2-B)• Create an internal/external
social network for collaboration co-creation (crowdsourcing)
• Demonstrate openness to create a level of trust
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Gamer Tools
• Casual gaming– Pogo to Playfirst
• Social gaming– Zynga to Playfish
• Mobile gaming– OpenFeint and ngmoco
• Virtual Worlds– Second life to Poptropica
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Games Tools
Reasoning• Market-specific targeting• Social gaming is part of the
new workplace fabric• Creation of an additional
community• Targeted advertising to
captured audience• Selling of virtual goods
Business Applications• Testing in virtual life before
rolling out to real life• Field or industry specific
gaming feature and goods (brand relationships)
• Advertising or game-feature sponsors
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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B U S I N E S S I N T E L L I G E N T
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Critical Metrics
• Visits and visitors– Awareness
• Time on page and site– Time to ‘soak it all in’
• Bounce rate– That is the wrong answer
• Exit rate– Where are we losing them
• Conversion Rate– How many are doing what we want
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Four Attributes
• Uncomplex– Not everyone understands
• Relevant– Does it make sense
• Timely– Quick turnaround
• Instantly useful– Fewer metrics but greater applicability
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Practical Measurement Solutions
• Bottom line demystification
• Click density analysis
• Customer behavior aggregates
• SEO Analysis
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Measuring Buzz
• Buzz by category/topic• Shift in buzz over time• Buzz by time of day• Seasonality of buzz• Competitive buzz• Amount of buzz from impressions• Buzz by social channel
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Social Technologies Tool Selection
• Social Media Medium and Consultant Selection©
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Garrett Popcorn
• Listening to Learning• Social Media Personality• External Forces• From Local Domination to Global
Force• A Village Perspective
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Select Your Social Media Outlets
• Your industry
• Your company
• Tools of the trade
• Outlet selection
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Trends Assessment
• Where does everyone currently stand in their identification of trends?
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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White Paper: Come prepared to talk about your top idea and a potential application on Monday
• Kaushik, Chapter 5• Kauchik, Chapter 6• 30 Ideas for Your 2012 Social Media Plan
NEXT WEEK
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
/user/TheProfessorBrey/in/professorbrey/Professorbrey@professorbrey