e-comma e-marketer TM 01: Digital Marketing Tools: Trends and Usage e-comma e-marketer TM 01: Digital Marketing Tools

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1 e-comma e-marketer TM 01: Digital Marketing Tools: Trends and Usage Marketing Tools

2 E-Marketer TM 01: Digital marketing Tools: Trends and Usage Training Contents 1. Digital Marketing Tools 1.1 Definitions 1.2 Overview 2. Communication Channels 2.1 Digital Marketing 2.2 Social Marketing 3. Evaluation Marketing Tools

3 E-Marketer TM 01: Digital marketing Tools: Trends and Usage Sources and further reading: Karjaluoto Heikki and Leppäniemi Matti, (2005). Factors influencing consumers willingness to accept mobile advertising: a conceptual model, Int. J Mobile Communications, Vol. 3, No. 3, p Rob Peters (2012). The Social Media Marketing Handbook - Everything you need to know about Social Media Marketing, Emereo Publishing, Oct 24 Damian Ryan (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page Publishers The Community Management Handbook M. Weintraub, L.Litwinka, The Complete Social Media Community Manager s Guide

4 E-Marketer TM 01: Digital marketing Tools: Trends and Usage Sources and further reading:

5 e-comma 1. Digital Marketing Tools

6 1. Digital Marketing Tools 1.1. Definitions digital marketing encompasses any form of marketing you do online from writing in a blog to posting on Facebook, it salldigital marketing; the different types of digital marketing Tools (see graphic). Marketing Tools

7 1. Digital Marketing Tools 1.1. Definitions Digital/Online/Website Marketing The promotion of products or brands via one or more forms of electronic media. For example, advertising mediums that might beused as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital television and radio. Read more: Marketing Tools

8 1. Digital Marketing Tools 1.1. Definitions Online Reputation Refers to the digital appearance of a person or a business. How do others perceiveyou online? Online Reputation Management (ORM) contains a set of strategies to influence your online reputation in a positive way.

9 1. Digital Marketing Tools 1.1. Definitions Marketing Tools The techniques and materials used by those who are involved in the promotion of goods and services. Most businesses that need to sell their goods or services to the public will make extensive use of various marketing tools, such as market research and advertising to help further their success. Read more: Marketing Tools

10 Public Relations 1. Digital Marketing Tools 1.2 Overview: Public Relations PR isn t only a type of digital marketing, but it s growing to be an ever more important component of any good digital marketing strategy; the main goal of PR is usually to achieve exposure for website and business. It could be anything from featuring in a news article online to featuring in a podcast or at an event. The great thing about PR is not only the exposure it can bring, but the reputation that can come with it if you do it well. Reputation can be incredibly important to a lot of marketing strategies, especially online. Marketing Tools

11 SearchEngine Optimisation (SEO) 1. Digital Marketing Tools 1.2 Overview: SEO search engine optimisation is a type of digital marketing whose main goal is to gain organic traffic to a website through search engines. Tactics have changed over the years, as have the way search engines work, but fundamentally SEO companies will be aiming to get their clients website to rank well for search terms that will provide their businesses valuable customers. Marketing Tools

12 1. Digital Marketing Tools 1.2 Overview: SEA/SEM Search Engine Advertising (SEA) as part of Search Engine Marketing (SEM): SEA relates to paid advertisements in search engines. These ads are connected to specific frequently searched keywords that are to be in the website meta data and that relate to the respective target market; your website will appear not as a search result but rather as a sponsored link placed closelyto the top search results; common settlement model: Pay-per-click (PPC): advertisor is charged a fixed amount per click.

13 1. Digital Marketing Tools 1.2 Overview: Display/Banner Advertising Display/Banner advertising: paid online advertisements on third party websites designed as static advertisements or audiovisual files, following the iab standards (Interactive Advertising Bureau, see standards and guidelines on: used to direct traffic to a certain website; common settlement model: Pay-per-click (PPC): advertisor is charged a fixed amount per click.

14 Social Media Marketing 1. Digital Marketing Tools 1.2 Overview: Social Media Marketing social media marketing can do multiple things for business, depending on tactics and investment, but the main goals tend to be to increase awareness of your business, attract new customers and increase the loyalty of your current customer base. It can involve anything from chatting to people on Twitter to posting videos on Facebook and more. It also ties into a few other digital marketing strategies well too. Marketing Tools

15 1. Digital Marketing Tools 1.2 Overview: Social Media Marketing +media+marketing Marketing Tools

16 1. Digital Marketing Tools 1.2 Overview: Marketing marketing: campaigns/special offers published by newsletters promotion of business messages (latest product news, special offers, business events). These s increase the online visibility; transactional s address recent customers and relate to customer actions. The purpose is to bind customers and create customer loyalty.

17 1. Digital Marketing Tools 1.2 Overview: Affiliate Marketing Affiliate Marketing Businesses engage affiliates to promote the products and services. Affiliates usually host independent websites like blogs or video channels. Affiliates usually are paid for promoting the goods on their respective channel.

18 Affiliate Marketing 1. Digital Marketing Tools 1.2 Overview: Affiliate Marketing affiliate marketing involves working with bloggers and influential people in your industry to attract more customers. It s a clever way of getting more people to help promote your business, without direct, upfront costs. Instead of paying salespeople to bring you leads, you can offer influencers a cut of any profits on sales that you make through them; often affiliates will review your products or services and have a link you can track which leads by to your website. Then, if any sale is made through that link, you ll know that lead came from them and can pay them accordingly; if you d like to work on affiliate marketing, you ll need to be very careful with how you track your sales and ensure all your terms and conditions are properly laid out to avoid being taken advantage of and to ensure you know what to pay any affiliates.

19 Influencer Marketing 1. Digital Marketing Tools 1.2 Overview: Influencer Marketing influencer marketing is similar to affiliate marketing, except instead of cutting your profits later, you pay an influencer directly to review/use/wear your product or service. You can do it on a much smaller scale though and ask an influencer in your industry how much it might be for them to use your service and mention it on their website.

20 1. Digital Marketing Tools 1.2 Overview: Viral Marketing Viral Campaigns: Viral campaigns spread information about the business to a group of persons beyond the target market, e.g. by videos. Social media are favourite channels as they allow to spread the information widely. Reaching beyond target group can be reached by changing the context of the offered goods and prepare interesting material of high usability. Games and videos are favourite possibilities. As not necessarily relevant information on products is promoted, viral campaigns mainlyaim at increasing the visibility of the business brand.

21 Content Marketing 1. Digital Marketing Tools 1.2 Overview: Content Marketing content marketing is a combination of SEO, Social Media Marketing & PR; it most often involves attracting traffic to your website using a blog; the main principles of content marketing are to produce content that first and foremost serves your audience (i.e. your target market) and works to attract target customers to your website and business. It s incredibly powerful and is insanely good at attracting new customers but it is also a long-term approach, so don t expect to see results immediately. Marketing Tools

22 Marketing Tools

23 Marketing Tools

24 e-comma 2. Communication Channels

25 2. Communication Channels Digital marketers turn to technology to reach target consumers. They can use different tools and different communication channels. These communication channels are provided by different applications. They can be structured as follows: 1. Classic digital marketing. 2. Social marketing and viral campaigns.

26 Digital Marketing covers a wide range of marketing tools and tactics. It covers the organization s website, display/banner advertisements, SEO and SEA, and marketing. For all of these digital marketing tactics exists a set of tools you can use (please note that the services are listed as examples, please do further research for your own purposes) Web hosting services (selection): bluehost.com 1and1.com godaddy.com Namecheap.com 2. Communication Channels 2.1 Digital Marketing

27 Display/ BannerAdvertising Services (selection): bannerflow.com cybermark.com buysellads.com 2. Communication Channels 2.1 Digital Marketing SEO/SEA Services (selection): 180fusion.com screamingfrog.com

28 Marketing 2. Communication Channels 2.1 Digital Marketing Marketing refers to newsletters and personalised communication with customers by . It is cheap and reaches interested users effectively, it offers analytics capability, it focusses ontarget audience. It must be on consent with the receiver. The users need to opt-in to get included to e- Mailing lists. Avoid spamming by providing high quality content and a decent mailing frequency. Further reading:

29 2. Communication Channels 2.2 Social Marketing and Viral Campaigns Social Media Marketing Social Media Marketing refers to Marketing actions on various social media channels, like Facebook, Google+, LinkedIn, Instagram, Twitter, Youtube etc. Consider the appropriate content formats for the respective channel. Further reading: #aWk2vVA8lAZhWhfP.97

30 2. Communication Channels 2.2 Social Marketing and Viral Campaigns Viral Campaigns Viral campaigns are a part of social media marketing. Social media campaigns can get viral if they reach a mass of users. This mass goes beyond your original target market but makes the organisation known to a mass of potential customers. Another form of distribution by social media is the collaboration with brand ambassadors Social media are the vehicle for these viral campaigns; the most famous channels are listed on the next slide.

31 2. Communication Channels 2.2 Social Marketing and Viral Campaigns Social Media Channel Facebook LinkedIn Twitter Characteristics social media platform, private and business users, all file formats social media platform for businesses and professionals, less funposts that facebook, reputable content, all fileformats users subscribe to your channel, exclusive or public audience, visual media (texts, images, videos), texts up to 280 characters (limited length) Youtube video platform, create your own channel or post videos independently, consider keywords, video only, high quality recommended Instagram audiovisual platform, connected to Facebook, images and videos only

32 Brand Ambassadors are users and customers who promote your products and services independentlyas influencersor affiliates: bloggers present your product and review it as experts; customers rate your productin authentic reviews; customers introduce their daily/common usage of your product, in video blogs, text blogs, expert forums etc.; popular bloggers promote your products and services as affiliates, i.e. by earning a provision for each click/transfer. Further reading: 2. Communication Channels 2.2 Social Marketing: Brand Ambassadors

33 2. Communication Channels 2.2 Social Marketing: Consumer-generated Media The internet, has given consumers a voice, a publishing platform and a forum where their collective voices can be heard, shared and researched, creating a more powerful and educated audience than ever before. Consumer-Generated Media (CGM) (Online Consumer Word-of-Mouth or Online Consumer Buzz) encompasses the millions of consumer-generated comments, opinions and personal experiences posted in publicly available online sources on a wide range of issues, topics, productsandbrands.

34 Consumer-Generated Media (CGM) 1. Blogs. 2. Message boards and forums. 3. Social media. 2. Communication Channels 2.2 Social Marketing: Consumer-generated Media 4. Discussions and forums on large portals. 5. Online opinion/review sites and services/feedback/complaint sites. Case study:

35 e-comma 3. Evaluation

36 5 Steps to evaluate your organisation s digital marketing performance 3. Evaluation Step 1: Evaluate your digital marketing goals The first step in any good digital marketing strategy evaluation is a thorough examination of the specific goals you ve set for yourself in the past. Digital marketing goals include items such as: the number of social shares your blog posts receive; the size of your fan base on social networking websites; mentions of your brand name on social media sites; the number of positive reviews left about your company on sites like Google Reviews and Yelp; inbound website visitors from social networks; total number of conversions resulting from social traffic.

37 Step 2: Reexamine your target customer profiles It is important to remember that any good digital marketing plan is founded on a series of well-constructed customer profiles (buying persona) that outline the specific types of people you d like to reach through your campaigns Step 3: Take a look at your digital presence Step 4: Evaluate your messaging strategies Step 5: Check your digital marketing ROI. 3. Evaluation Further reading:

38 3. Evaluation

39 3. Evaluation Further reading about industries having the best ROI (return on investment) with digital marketing:

40 3. Evaluation To find out more about the most common mistakes in digital marketing, have a look at the following presentations/links:

41 Tool (examples) Google analytics _active=none Adobe analytics Sum All Clicky Kissmetrics SimilarWeb Description 3. Evaluation Evaluation Tools Overview website analytics, traffic flow, user information, reports and dashboards most common tool website analytics, traffic flow, user information, reports and dashboards, segmentation, alternative to google analytics social media analysis, uses also the integrated social media analytics tools like Facebook insights, Twitter analytics, Youtube analytics etc. common web analytics, offers reports and heatmaps common web analyticsand campaign automation website analysisincluding important Key Performance Indicators (KPI) Böcker 2015, S. 167.

42 The given table displays a selection of useful tools, for alternatives see also: 3. Evaluation Evaluation Tools Overview