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Chapter 14 Digital Marketing

With Videos. Chapter 14 Digital Marketing. Digital Marketing Takes Many Forms. Mobile. Interactive TV. Interactive Print. Digital Marketing. Internet. Social Media. Interactive Outdoor. Internet Marketing. Types of Sites. Communicating and Relationship Building Sites.

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Chapter 14 Digital Marketing

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  1. With Videos Chapter 14Digital Marketing

  2. Digital Marketing Takes Many Forms • Mobile • Interactive TV • Interactive Print Digital Marketing • Internet • Social Media • Interactive Outdoor

  3. Internet Marketing Types of Sites Communicating and Relationship Building Sites E-Commerce Sites Today many sites combine content and sales functions

  4. Top 10 Domains (2013) (out of 105 million measured) Source: Stats Canada, 2010

  5. Communicating and Relationship Building • Goals • To provide organization information • To instruct and train • To announce new products • To facilitate networking • To stimulate excitement (e.g., contests) Blogs Methods Text/Graphics Podcasts Webinars Video/PPT

  6. Example Communicating and Relationship Building Website Lego

  7. E-Commerce Sites • The Canadian Score Card – Lagging Behind • Then • Canadian Tire launches e-retailing site in 2000 and abandons it in 2009 • Hudson Bay shuts down e-retailing site in 2009 and reopens with beauty e-commerce site in 2011 • Wal-Mart Canada goes online in 2010 with limited product offerings • Zapposshuts down shipments to Canada in 2011 • Holt Renfrew and London Drugs only offer flyers and store location information • Now • Canadian retailers positioning for influx of US competitors • Likely to continue to fall behind • Fast Facts • $18.4 billion in sales in 2010 • 3.4% of sales vs 5% in the US and continues to fall behind • 4 of 10 online dollars spent out of country

  8. Top 10 E-Commerce Activity in Canada Source: Stats Canada, 2010

  9. Strategies for Optimizing Internet Marketing Objectives Internet Marketing Objectives Search Engine Optimization Search Engine Marketing Paid Inclusion Advertising Display Advertising Mobile Internet Marketing Pay for Presence (flat fee) Pay Per Click Paid or Free Classified/Directories

  10. Search Engine Optimization (SEO) Definition– the process of getting traffic from the “free”, “organic”, “editorial” or “natural” listings on search engines. Listings are “ranked” on what the search engine considers most relevant to users. • Types of Search Engine Ranking Factors • On the page factors – content, HTML cues, architecture • Off the page factors – links in and out, reputation, authority, country of origin SEOExplained

  11. Search Engine Marketing – Paid Inclusion Advertising Pay for Presence – involves a fee charged for inclusion of a website in a search engine index (a specific placement may not be guaranteed and results are mixed in with organic search results) Pay-per-click – uses specific keywords or phrases that show up in the search engine listings when searched, ranging in price from $.50 to over $50. The higher the fee paid, the higher the URL appears on the search page results

  12. Sponsored Links in Google

  13. Search Engine Marketing – Website Display Advertising Definition – appears on websites to include web banners or static or animated images. May include interactive audio and video elements. Used more for branding as opposed to direct response or organic search. • Common Ad Types468 x 60 pixels • horizontal at top, middle or bottom of page • contains one line of text • a teaser that goes to a landing page that expands the message Leaderboard (728 x 90) • 160 x 600 pixel • vertical banner at left or right side of page • supports both text and images Banner (468 x 60) • 728 x 90 pixels • longer, wider version of 468 x 60 pixel banner • can support images • commonly appears at top or bottom of page Square(250 x 250) • 250 x 250 pixel • a square placed inline with text or inside a paragraph to draw clicks • can support small image Wide Skyscraper (160x600)

  14. Search Engine Marketing - Online Directories Definition – a place where an organization’s website is listed by category or sub-category which enables it to be searched online. Some directories will also list a description of a website. Listing in a directory helps create inbound links. Site owners submit their sites for review. Includes both free and paid options and position may be alphabetical or based on “bid amount”. Types of Online Directories

  15. Example Summer Camps Directory

  16. Mobile Marketing • Definition –direct and personalized advertising through wireless devices • History • started with customization of hand sets with ring tones • evolved from a free service to paid • “Sweety the Chick” and “Crazy Frog” • now includes content and display/sponsorship advertising • Growth • $18+ million in Canada (2010)/$800+ million in the US Sweety The Chick Crazy Frog

  17. Mobile Internet Activities (2011) Canadian Mobile Internet Activities and Content Four dominant monthly Mobile Internet activities among Canadian Mobile subscribers, and the Smartphone subscribers among them, include using downloaded apps (46%/85%) and browsing (41%/76%), followed by emailing and accessing Social Networks/Blogs. The top Mobile Internet Content accessed weekly is weather, followed by maps, news, sports and entertainment news.

  18. Percentage of Mobile Ad Revenues by Sector (2010) 100% 75% 52% 50% 25% 15% 11% 5% 5% 5% 5% 2% 0% Telecommunications Package Goods Automotive Media Entertainment Technology Finance/Leisure Other

  19. Mobile Subscriber and Smartphone Penetration in Canada Mobile Subscribers by Type of Device • Mobile Subscribers by Type of DeviceFast Facts • are 26 million mobiles subscribers in Canada • 85% of Canadians are cell phone subscribers • 2011 SOM: RIM (33%); Apple (31%); Google (28%) • Mobile Internet UsersFast Facts • 50% of Canadian mobile subscribers are monthly Internet users • 55% male/45% female with 18 – 44 years accounting for 63% of users • in 2011 only 10% of users accessed the Internet via tablet devices (usage highest among 35 – 49 years) Mobile Internet Users

  20. QRCodes Definition – Quick Response Code is a matrix bar code first used by the Japanese auto industry now with wide adoption by consumer marketers. ProfsOnline.com QRC

  21. Examples of Mobile Marketing Mobile Messaging Mobile Search Starbucks2010 Mobile Marketer of the year, Starbucks uses store-specific mobile text messaging and mobile coupons to reach customers Targeted mobile search for small business Mobile Searchads can expand your local reach

  22. Top 5 Mobile Marketing Trends • 1.SMS to remain popular • 63% of mobile subscribers use text messaging • 2. MMS usage to increase • driven by Google and Apple • 3. Increase in mobile search • by 2014, 50% of population will mobile browse • Google - search; Apple - apps • 4.Increase in geo-targeting (location advertising) • expected to comprise no more than 1.5% of revenues • 5. Growth of mobile video

  23. Mobile Trends in Advertising By 2014 mobile searches will overtake PC Internet searches

  24. Social Media Marketing Social Media Marketing

  25. Social Media Marketing Goals

  26. Interactive TV Definition – a continuum of low to high interactivity in which audience members affect the program being watched. • Selected Early History • 1953 – US TV show, “Winky Dink and You” allowed kids to buy a transparent sheet to place over the TV screen and help the show’s characters draw things. • 1977– Ohio launches first interactive TV service incorporating 30 channels divided between broadcast TV, pay per view and interactive programming. The service fails. • 1988- BBC broadcasts “What’s Your Story” and enables viewers to phone in with suggestions on what happens next. The best ideas are used. • 1994– Videotron pilots interactive TV in the US. Viewers can choose content and make sports bets. Kellogg’s broadcasts an interactive Frosties ad. Winky Dink and You

  27. Traditional Broadcast View of Interactive TV • Amazon.com’s Kindle Fire HD • viewers can search an actor • view photos and biography • IPTVTelusOptix TV Bell Fibe TV • play games with others • vote on content • obtain customized and localized information • access and manage electronic program guides • switch camera angles and screens • The Learning Channel • show highlights • access video clips • share via email, Facebook, Twitter • schedule programs

  28. Marketing Examples of the Use of Interactive TV Jibbi– geared to “tween” girls, Jibbi isa plug in toy that talks, listens and understands the user’s voice. Children can play games, dress Jibbi up, earn Jibbi beans and keep Jibbi healthy by talking and playing on screen. Jibbirecognizes over 75 words and responds with over 200 phrases. Atlantic Lotto Corporation – in 2011 Atlantic Lottery, owned by the four Atlantic governments, announced a study to determine how it could use interactive television as it examined new ways for gamblers to wager money which could be used to place bets with the click of a remote on everything from televised horse races to talent shows. Interactive TV Middleware for Hospitality – a variety of suppliers provide interactive solutions to the hospitality industry to enable its members to expand revenue and communicate more effectively with their customers. Hotel guests can use their TV to order hotel services, pay and check out, and more.

  29. Interactive Outdoor and Print AXA Magazine I-ad helps guide customers through car accident insurance claim process Honda Billboard iAd enables passers-by to “start” the car by texting SMSshortcode Honda AXA

  30. Sample Social Media Plan • Twitter • Blog • YouTube • Website • Facebook • LinkedIn

  31. --- End --- Chapter 14Digital Marketing

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