bai tt marketing

7/22/2019 Bai Tt Marketing

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MARKETING COMMUNICATIONS IN

DIGITAL SPACE

Group members:

1. Nguyen Minh Duc

2. Ngo Thi My Linh3. Thang Thi Thanh Thuy


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Content

1. Historical background of digital marketing communications

2. Digital marketing communications framework

3. Channels of digital communications and applications

4. Challenges faced by Customers and Marketers

5. Future directions


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(Regis, 2010)


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Digital Marketing Communications Framework

(Fill, 2009)

OrganizationHealth Check

Barriers

andOpportunities

CreativeIdea

MarketingCommunication

Objectives

EngagementStrategy


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1. Organization health check Customer context: level of awareness, perception and

attitude is of target customer Business context: marketing strategy, brand positioning,

existing partnerships External context: key stakeholders: consumers, media,

affiliates Internal context: financial constraints, culture, values,

marketing expertise2. Barriers and opportunities: SWOT and PESTLE analysis3. Marketing communications objectives: Identifying SMART

objectives: Specific, Measurable, Achievable, Realistic andTime-specific.

4. Creative idea (aligned to objectives)


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Digital Marketing Communications Framework

(Fill, 2009)

5. Integrated Engagement Strategy

Affiliate marketing

Partnership SEO

Email

Social MediaWebsite


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Channels Of Digital marketing communications

Online Advertising

Direct Email Marketing

Social media


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Online AdvertisingA paid message on a website or other

interactive medium

Objective

Direct-responsed focus

A shift to Branding focus

Provides opportunity for interactivity

(two way communication) betweenadvertiser and potential customer


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Branding focus grows


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Forms Of Online Advertising

Er.Sartaj Singh Bajwa

Paid search ads

Rich media adsBanner ads


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Banner Ads It displays a promotional message in a

rectangular box at the top or bottom of acomputer screen

If clicked on it brings a potentialcustomer directly to the advertiser`swebsite

Animated ads which displays differentimages in quick succession creating ananimated effect


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Rich Media Ads

Ads employing flash, streaming audio and/or

video

Compare to banner ads, rich media ads provide

higher interaction rate, brand awareness, user

experience, performance levels and tracking

ability.

Ex: Mc Donals rich media ads


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Paid Search Engines Inclusion &

Placement Firms pay the search engine for

inclusion in the search engine index

Compare to other ads: Highlyqualified web site traffic, Flexibleadvertising, Large exposure,

especially on Google AdWordsnetwork, Quick to appear


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Direct E-mail Marketing E-mail marketing messages sent

directly to interested users

It is different from spams

ObjectivesBuilding habitual communication

with your email subscribers.

Informing clients about brand's

important informationIncrease social sharing


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Social MediaBrand Building

Deepen customer

relationships and engage in

conversations with the brand

community.

Information Exchange

Shareexperiences and exchange information

to encourage word-of-mouth and to

better understand product usage and

benefits.

Problem SolvingGather customer

feedback, provide customer service, and

resolve customer complaints.


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HeinzBeanz Campaign


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Challenges of digital marketing communications

Trend Challenges to

customers

Challenges to

marketers

How to manage

Search marketing

94% of internet

access.

Can be manipulated

Develop SEO

technology to target

top of search result,

some SEO techniques

have been banned.

Simple build a high

quality site, pay

attention to the

details ==>gain the

required links and

develop the required

content to improve

your SERP results

organically.

Online

advertising

Average eachperson watch 137

advertising video

clip on YouTube

per day.

Be offensive by

commercial ad that

related to moralstandards or culture.

(Heineken,

Kangaroo..)

-The development of a

negative public image.

-Budget for online ads

still lags behind

customers' time spent.

-Advertisement

regulations should be

enforcedinterntionally to align

ads'quality.

-Balance the ads

budgets to optimize

the ads performance


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Challenges of digital marketing communications

Trend Challenges to

customers

Challenges to

marketers

How to manage

Social website

Average 30,000

persons join to

social website

per day.

Exposure toinformal and

unreliable sources

of information

Result in a backlashor boycott of product

or service

Posting of marketingmessages only when

the forum or site has

clearly indicated its

willingness to

receive them.

Email

advertising

Preventing spam

mail

Can be seen as spam Respect for the rules

and standards of

acceptablecommercial

behavior.


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The future of digital communications

Five converging forces: mobile,social media, data, sensors andlocation which will be shapingpeople lives.

The dominance of new futuredigital communications with newtypes of interface such as Googleglass, Smartwatch, Apples Siri,Samsungs S-voice, Kinect, Wii oreven brain-computer interfaces

The future of advertising, then, ishyper-targeted with in-carentertainment, face recognition in

shop windows--> the targeting willbecome more accurate

To optimize benefits of electroniccommunications, technicalevaluations and legal safeguards areimplemented to protect

information security and privacy.

Credit: ExtremeTech


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Reference list

Anthony S, 2012, 'Researchers create brain-computer interface that bypasses spinal cord injuryparalysis', Extremetech, viewed December 12, 2013,

http://www.extremetech.com/extreme/116313-the-future-of-high-tech-advertising

Adweek 2010, 'Branding Grows as Online Ad Objective', Adweek, viewed December 10, 2013,http://www.adweek.com/news/technology/branding-grows-online-ad-objective-103359

Carter, Ben; Brooks, Gregory; Catalano, Frank; Smith, Bud E. 2011, Digital Marketing For Dummies,UK Edition, e-book, accessed 16 December 2013,

. 'Heinz reaches 11m people and adds 30k fans with Facebook product launch'

http://econsultancy.com/vn/blog/10978-heinz-reaches-11m-people-and-adds-30k-fans-with-facebook-product-launch

Walker B, 2013, '5 Great Examples of Social Media Marketing Super Campaigns', Searchengine,viewed December 10, 2013, http://www.searchenginepeople.com/blog/5-great-examples-of-social-media-marketing-super-campaigns.html#ixzz2nfcMI6T

http://www.searchenginepeople.com/blog/5-great-examples-of-social-media-marketing-super-campaigns.html#ixzz2nF2FC68D

Brandrich 'Advantages of Pay Per Click Advertising', http://www.brandrich.com/advantages-of-pay-per-click.htm

Barker B, 2012, 'Five Things You Need to know about the future of digital communications', TheWall, viewed December 12, 2013,

http://wallblog.co.uk/2012/10/25/five-things-you-need-to-know-about-the-future-of-digital-

communications/#ixzz2nfdBSFwp


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Ryan, Damian; Jones, Calvin 2011, The Best Digital Marketing Campaigns in the World : MasteringThe Art of Customer Engagement, e-book, accessed 16 December 2013,.

Sterkenburg T, 2012, 'Whats the future of communication? Lets ask the experts', Thenextweb,viewed December 14, 2013, http://thenextweb.com/media/2012/07/15/whats-the-future-of-

communication-lets-ask-the-experts/#!pQpeq Evans, Dave 2012, Social Media Marketing : An Hour a Day, e-book, accessed 16 December 2013,

.

Zimmerman, Jan; Ng, Deborah 2012, Social Media Marketing All-in-One For Dummies, e-book,accessed 16 December 2013,

Poston, Leslie 2012, Social Media Metrics For Dummies, e-book, accessed 16 December 2013,.

Nielsen 2011, 'US digital consumers report', Nielsen, viewed December 13, 2013http://www.nielsen.com/us/en/reports/2012/us-digital-consumer-report.html

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