Intro to Digital Marketing

1. Intro to Digital Marketing Introduction to Digital Marketing Week 1

2. 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

3. Housekeeping • Contact me – aldavis@aldavis.org • Slides will be made available for download.

4. 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

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

6. Who is online?

7. 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

8. What are they doing online? Websites • 255 million – the estimated number of websites as of Dec 2010 • 21.4 million – number of websites added in 2010

9. What are they doing online? Social Media • 152 million blogs online • 200 million – “ tweets” per day • 460,000 new twitter accounts daily • Over 800 million active Facebook accounts

10. What are they doing online? 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)

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

12. Traditional marketing Characteristics of traditional marketing • Disruptive • One way • Spin based

13. How marketing used to work • Marketing was simply about advertising and branding • Advertising had to appeal to the masses • Advertising relied on interrupting people to get them to pay attention to a message • Advertising was always one way: company to consumer • Advertising was based on a campaign with a finite shelf life • Creativity was considered the most important element of advertising • Agencies were more concerned about winning awards for creativity than winning new customers for their clients • Advertising and PR were separate departments with separate strategies and success measurement criteria

14. 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

15. 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

16. New rules of Marketing • Marketing is more than just advertising • You are what you publish • People want authenticity, not hype and spin • People want participation, not propaganda • Instead of producing interruption, marketing is now about delivering content at the exact moment your audience requires it • Marketing is no longer about serving messages to the masses, but addressing your underserved audience • PR is not about your boss seeing your company on TV; it’s about your buyers seeing you on the web • Marketing is not about agencies winning awards; it’s about businesses winning new customers

17. Digital marketing examples • Blogs • Forums • Facebook • Twitter • Webinars • White Papers

18. 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.

19. 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)

20. Case Study: Harley Davidson • First thing people think of when asked to describe the traditional Harley Davidson owner is something like this:

21. Case Study: Harley Davidson

22. Case Study: Harley Davidson • This “imagery” served the company well and helped to establish it as a premium/desirable brand…’cuzhow many bike gangs ride around on Hondas? • http://www.youtube.com/watch?v=U2olCKnTVPI

23. Case Study: Harley Davidson • 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

24. Case Study: Harley Davidson • Learn to Ride video Series - aimed at women

25. Case Study: Harley Davidson • Specialty microsites

26. Case Study: Harley Davidson • Specialty microsites

27. Case Study: Harley Davidson • Specialty microsites

28. Case Study: Harley Davidson • Discussion: • What potential value has the online marketing brought to the brand? • Has their efforts helped changed the perception of who owns a Harley?