Digital Marketing Methods
- 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
- Search Engine Optimisation
- 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
- Security
- Definition
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