Intro to Digital Marketing

Intro to Digital Marketing

Introduction to Digital Marketing

Week 1

What we’ll cover this week:

Housekeeping Course Expectations Marks Who is online? What are they doing? Traditional marketing How marketing used to work The shift Digital marketing New Rules Case Study: Harley Davidson

Housekeeping

Contact me – [email protected] Slides will be made available for download.

mailto:[email protected]

Course Expectations

Class Goal– Be able to develop a strong online marketing strategy– Measure that strategy– Identify opportunities to improve existing digital

campaigns

Finished product– Present a comprehensive strategy to the class.– Details to be provided by week 4

Marks

How you will be graded Attendance/participation= 20% Quizzes 20% Final Assignment- 60%

Who is online?

Canada United StatesPopulation 34,030,589 313,232,044

% of north American Population

9.8% 90.2%

Internet Usage 29,960,000 245,000,000

% of Population 79.2% 78.2%

Growth (2000-2011) 112.3% 156.9%

% of North American users

9.9% 90.1%

What are they doing online?

Email 107 trillion emails sent in 2010 294 billion emails sent daily 1.88 billion email users worldwide 480 million new email users each year 89.1% of all emails are spam


Websites 255 million – the estimated number of websites

as of Dec 2010 21.4 million – number of websites added in 2010


Social Media 152 million blogs online 200 million – “ tweets” per day 460,000 new twitter accounts daily Over 800 million active Facebook accounts


Video 2 billion - number of videos watched per day on

YouTube 35 hours of video uploaded every minute 186 – number of online videos the average

internet user watches per month (USA)

Traditional marketing

http://www.youtube.com/watch?v=yXTJhVBqWOM

http://www.youtube.com/watch?v=yXTJhVBqWOM

Traditional marketing

Characteristics of traditional marketing Disruptive One way Spin based

How marketing used to work

1. Marketing was simply about advertising and branding

2. Advertising had to appeal to the masses

3. Advertising relied on interrupting people to get them to pay attention to a message

4. Advertising was always one way: company to consumer

5. Advertising was based on a campaign with a finite shelf life

6. Creativity was considered the most important element of advertising

7. Agencies were more concerned about winning awards for creativity than winning new customers for their clients

8. Advertising and PR were separate departments with separate strategies and success measurement criteria

The shift

Business used to operate in an us vs. them mentality where they owned the message and the relationship

A shift has occurred where the consumer has a stronger voice due to online

outlets

Consumers expect businesses to listen to them now. If they don’t they will quickly be regarded as dinosaurs and forgotten

Digital Marketing

What is Digital Marketing?

Digital marketing is about delivering useful content at the precise moment a buyer needs it

Know-Like-Trust is the new sales cycle. No longer are consumers solely influenced by advertising and limited word of mouth.

Digital marketing is about engagement

New rules of Marketing

1. Marketing is more than just advertising

2. You are what you publish

3. People want authenticity, not hype and spin

4. People want participation, not propaganda

5. Instead of producing interruption, marketing is now about delivering content at the exact moment your audience requires it

6. Marketing is no longer about serving messages to the masses, but addressing your underserved audience

7. PR is not about your boss seeing your company on TV; it’s about your buyers seeing you on the web

8. Marketing is not about agencies winning awards; it’s about businesses winning new customers

Digital marketing examples

Blogs Forums Facebook Twitter Webinars White Papers

Companies must now drive people into the purchasing process with great online content, not interruptive messaging

Blogs, videos, e-books, news releases and other online content now let companies communicate in a manner their customers want: directly

Marketers must now shift their thinking from short-term mainstream marketing to a longer term strategy designed to appeal to vastly larger numbers of underserved consumers. They must now be very aware of the web and the influence it plays in the consumer decision making process.

Case Study: Harley Davidson

Motorcycle manufacturer based in Milwaukee Wisc.

Over 100 years old Very active in traditional marketing

– Print– TV– Trade shows– Event sponsorships (UFC)


First thing people think of when asked to describe the traditional Harley Davidson owner is something like this:


This “imagery” served the company well and helped to establish it as a premium/desirable brand…’cuz how many bike gangs ride around on Hondas?

http://www.youtube.com/watch?v=U2olCKnTVPI

http://www.youtube.com/watch?v=U2olCKnTVPI


Harley Davidson realized they needed to change the perception of their brand and start addressing the market that was actually buying their product in addition to trying to reach new market segments


Learn to Ride video Series - aimed at women


Specialty microsites


Discussion:

What potential value has the online marketing brought to the brand?

Has their efforts helped changed the perception of who owns a Harley?

Intro to Digital Marketing

Documents

Transcript of Intro to Digital Marketing