Digital Marketing Methods

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  • Created by: Sess
  • Created on: 12-05-15 12:17
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  • Digital Marketing
    • Definition
      • The management + execution of marketing using specifically digital electronic technologies + channels (e.g. web etc.) to reach markets in a timely relevant, personal interactive + cost effective manner.
    • Properties of Digital Resources
      • Vividness
      • Synchronity
      • Mode of Transfer
      • Ineractivity
      • Pacing
        • Internal or external
    • Email Marketing
      • Usually an e-message about updates or offers you currently have
      • Used to retain customers and offer extended services to them
      • Email is very simple and almost everyone is familiar with it
      • But it has to prove its value of people will unsubscribe
      • Cheng et al (2009)
    • Internet Advertising
      • A way to increase your website's popularity through external means
      • Pay-per-click.
        • e.g. Google Adwords
        • You decide on a keyword that relates to your brand and anytime someone clicks on your link, you pay google
      • Affiliate Marketing
        • Related businesses work to advertise each other
        • Eg. a travel company showing best places to surf may have links to surfing web sites
      • Advantages
        • Costs less than traditional advertising
        • More personalized, can be based on location etc
        • Timeliness: Real-time advertising
        • Richer format, more engaging
      • Disadvantages
        • Intrusive and annoying
        • Feeds the wealth divide and can harm self esteem by bombarding people with cheap stuff if they live in a poor area
    • Search Marketing
      • Search Engine Optimisation
        • Optimizing for search engines could lead to large amounts of internet traffic to your site
        • Content: Make sure its relevant + unique
        • Make it engaging as you cannot trick search engines
        • Make sure to use keyboards but dont use to the extent it becomes unnatural
        • Get linked by reliable sources such as the bbc
        • Add a sitemap so that search engines find and navigate your site easily
      • You pay for a place in the ranks of search engines like google
      • Advantages
        • even if users dont click on your ad, they will still read it.
        • You can display your ads quickly, no time is lost waiting for printing etc
        • The algorithm for seach marketing is based on the price you pay, so less complicated than SEO
      • Disadvantages
        • Users are becoming more wise to search marketing techniques
        • Some keywords are expensive so you end up spends loads
        • Picking the write keywords is very time consuming
    • Viral Marketing
      • The communication of content to their peers
      • eg. Blair Witch Project (Chang + Heath 2001)
      • Generates a cost effective amount of brand awareness
      • Important to target Viral Mavens
      • Phelps et al (2004)
      • Messages need to evoke the emotional response particular to your brand
      • Advantages
        • Large audience, very quickly, Occasionally extends outside your curent market
        • Novelty, high WoM generated
      • Disadvantages
        • Companies have no control over its reach, it could target wrong segments to dissolve brand
        • Could be taken out of context
    • Mobile Marketing
      • Very useful and can generate real money
      • Texts can be sent to customers
      • Marketers can send location based ads thanks to GPS
      • Videos can be carried and shared anywhere via mobiles
      • Marketers can track response to mobile messages
    • Advergaming
      • Uses games to advertise
      • They are viral games or membership models of multiplay worlds (WoW)
      • They usually require registration for the collection of data
      • If the game has perceived playfulness, a user gets enjoyment and transfers the feeling to the brand
        • Sledgeianowski + Kulviwat (2009)
      • Sometimes, marketers can observe consumer habits in virtual worlds but this isnt always how people act in real life.
    • Social Media Marketing
      • Makes use of collaborative social sites to market
      • A more targeted approach to marketing is employed as marketers have access to user's interests
      • Brands can use social media to grow their social capital
    • Legal & Ethical Consideration
      • Security
        • How secure is the info we share? How can we protect from fraud/ identity theft
      • Ownership
        • Who owns the content we share? Some countries do not have copyright
      • Jurisdiction
        • Commercial law is based on transactions in national borders but digital marketing is often info outside any border
      • Permissions
        • Do we have the right permissions to upload and share content?
      • Accessibility
        • You need to make sure your website is accessible to those wth disabilities

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