digital marketing - daniels executive mba
DESCRIPTION
Guest lecture presentation. Overview of Digital Marketing presented to University of Denver, Daniels College of Business Executive Education candidatesTRANSCRIPT
DIGITAL MARKETING
Presented by:
Betsy Chase
Guest Lecturer
Who am I?
Ten years working in online marketing— Director of Marketing
— Marketing Consultant
— Web Analytics Manager
— Affiliate Program Manager
Companies I’ve worked for or with:— Walmart.com, Hanes, Thrifty Rent-A-Car, Rodale Publishing, H&R
Block, DexKnows.com, Gaiam and several small startups
Masters of Science in Integrated Marketing Communications from Northwestern University
AND YOU ARE….?
Agenda
Integrated Marketing Communications
Digital Marketing
Digital Channels— Websites
— Search Engine Optimization
— Search Engine Marketing
— Social Media
— Affiliates
Group project
Integrated Digital Marketing Case study
INTEGRATED MARKETING
What is Integrated Marketing?
Integrated Marketing is…
“Mixing and matching marketing activities to maximize their individual and collective efforts.” – Kotler & Keller
“A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” – American Marketing Association
“A single brand message across all your marketing channels” - American Marketing Association
“A data-driven, customer-centric approach to developing marketing strategy” – Don Schultz, founder of the Northwestern IMC program
Which is it?
Why is an Integrated Approach Important?
Multiple customer touch points— Consumers interact with your brand more than once before they
buy
An abundance of media channels— Cut through the clutter
— Fish where the fish are
Your brand is in your customer’s hands— Reinforce your message
Data is easier to access than ever before— Segment your audience, target the message so it’s relevant
WHAT IS DIGITAL MARKETING?
Is it….
Channel
Strategy
Platform
Segment
Why is Digital Important?
Highly measurable
Customizable
Lower cost to execute/acquire customers (in many cases)
Allows for fast iterations
Supports complexity
Platform for creativity
Produces interaction and engagement
DIGITAL CHANNELS
“Markets Are Conversations”
The Cluetrain Manifesto
By Rick Levine, Christopher Locke, Doc Searls & David Weinberger
WEBSITES
Why Do You Need a Website?
Table stakes
Customer touch point
Lead generation
Demand generation
24/7 Commerce opportunity
Branding
Customer service
Information channel
Fish where the fish are
Customers expect it
What Makes a Good Website
Focused on the segment you want to attract
Clear messaging and call to action
Easy navigation
Speed
Functionality
Design
Page Design Matters
Eye Tracking Comparison
SEARCH ENGINE OPTIMIZATION
Search Engine Optimization
Search Engine Optimization (SEO) aims to get a site near the top of the organic (or algorithmic) results of search engines
It is also frequently referred to as Natural Search Optimization (NSO)
Matt Cutts – Google SEO Evangelist
http://www.youtube.com/watch?v=5GK0aQrCDEo
www.mattcutts.com/blog/
Factors impacting SEO
Algorithm looks for pages with high “Authority”
Tagging— Meta tags (title and description, not keywords)
— Keyword density within content
— Alt text
Link popularity
Site and page architecture
URL construct
Inbound Social links
Site speed
Duplicate content
High quality original content
Advantages & Disadvantages of SEO
Advantages— Cost effective (especially if done in-house)
— Most content management systems allow for easy additions/changes
— More cost control
— Better opportunities to deliver your marketing message
— Lots of tools available
Disadvantages— Results take time to see
— Natural search algorithms are black box
— Site architecture plays a big role
— Demand must exist
SEARCH ENGINE MARKETING
SEM Basic Concept
Advertiser selects a specific word or phrase (keyword) on which to bid
Advertiser creates an ad title and description and enters a maximum bid amount for clicks on that ad
When a user enters the specific word or phrase into the search engine, ad appears
Advertiser is charged only when a user clicks on the ad
Search Engine Share
Advantages & Disadvantages of SEM
Advantages— Ability to target by location
— Some control over match type Broad, exact, negative
— Manage marketing spend to a daily budget
— Control your bids based on day of the week and time of day
— Search engines offer tools to help you create, track, measure and optimize campaigns
Disadvantages— Search engine algorithms are top secret, so you never have total
control
— Pay to play, minimum bids can be high
— Demand must exist
SOCIAL MEDIA
What Makes it Social?
Types of Social Media
Crowd sourcing (Groupon, LivingSocial, Trada)
Video (YouTube, Vimeo, Boxee)
Blogs (Blogger, Wordpress, Typepad, Tumblr)
Photos (Flckr, Shutterfly, Picasa)
Gaming (Raptr, GamerDNA, UGAME)
Social Networks (Facebook, LinkedIn, Bebo, Orkut)
Ratings & Reviews (Yelp, UrbanSpoon)
Location based (FourSquare, Gowalla)
Advantages & Disadvantages of Social Media
Advantages— Great opportunity to engage with customers 1-1 or 1-few
— Outlet to resolve customer service issues
— Flexible platforms for consumers to engage with your brand
— Good customer retention tool
— Enables category creation/product input/new products
Disadvantages— Shiny Object Syndrome
— Difficult to scale
— Difficult to track ROAS and therefore it’s impact to bottom line
EMAIL MARKETING
Email is not dead…
Forrester Research recently reported that spending on email marketing in the United States is expected to expand to $2 billion by 2014; this is an annual compound growth rate of nearly 11%.
MarketingSherpa survey: email is one of only two tactics where more marketers increased budgets than decreased budgets in 2009. The other was social media.
Highest ROI of digital channels— Averages $40/$1 or higher (Direct Marketing Association)
45
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
Q9. How refined is your email marketing capability?
Advantages & Disadvantages of Email
Advantages:
Highly customizable
Ability to target
Ability to track metrics and show value
Easy/fast to test
Comparatively low cost to execute
Disadvantages:
Building a list takes time
Must adhere to CAN SPAM legislation
Requires commitment of resources
Easy for consumers to ignore
AFFILIATE MARKETING
Affiliate Marketing
Similar to partnership marketing – a merchant pays an affiliate to sell their products
— Revenue share
— Bounty
Affiliate = website
— Focus on driving traffic to their site(s) Opt-in email, keyword buys or search engine optimization, social media
— May build multiple sites based on different verticals
Affiliate networks are companies that provide a technology platform that allows merchants and affiliates to connect
The network makes money on licensing fees, up selling services and takes a cut of the commission
Affiliate Platforms
Advantages of Affiliate Marketing
For Merchants:— Use other people’s website traffic to sell your products
— If you go with a network you can get broad distribution and some of the work is taken off your hands
— Ability to manage to a budget
For Affiliates:— Great opportunity to monetize your website
— Networks offer easy access to merchants & trackability
— Access to new creative to refresh your site
— Strong affiliate community – lots of support
— Excellent home-based business model
Disadvantages of Affiliate Marketing
For Merchants:— Loss of brand control
— Large affiliates may dictate terms
— Need resources to manage it
For Affiliates:— If you go through a network you may make less
— Merchants terms may limit your ability to market their products Commission structure might not be enough to support the way they
drive traffic
Merchants’ agreement may limit the channels they want to use to market products
DISPLAY ADVERTISING
Uses of Display Advertising
New product introductions
Category creation
Brand building
Sales promotion
Lead generation
Retargeting
How retargeting works
http://www.youtube.com/watch?v=k0YOww5SHc8&p=31D26B270375E3C7
Advantages & Disadvantages of Display
Advantages— Target based on location, demographics, behavior
— Build brand awareness
— Retargeting opportunities
— Trackable
— Some types are very cost effective
Disadvantages— Low conversion rates on regular display
— Need to keep refreshing creative inventory
— Difficult to determine contribution to conversion
GROUP PROJECT
Old Spice Case Study
http://www.youtube.com/watch?v=fD1WqPGn5Ag
How was it integrated?
Old Spice campaign results
Day 1: Almost 6 million views (more than Obama’s victory speech)
Day 2: Brand had 8 of the 11 most popular online videos
Day 3: Campaign had reached over 20 million views. After the first week old spice had over 40 million views
Twitter following increased 2700%
Facebook fan interaction up 800%
Oldspice.com website traffic up 300%
Old Spice YouTube channel became the all time most viewed channel
Campaign generated 1.4 billion impressions since launch
Increased sales by 27% year/year
Sales were up 55% the last 3 months
Sales up 107% from the social responses campaign work
Old spice is now the #1 body wash brand for men
Then What Happened?
Two months after the campaign — Only 23 tweets, none personalized
They had 120,000 followers – big missed opportunity!
— No videos uploaded to YouTube for 6 months
They left the consumer behind!
He’s Back
http://www.youtube.com/watch?v=qt6iEGzLPjg
APPENDIX
CAN-SPAM— Passed in 2003, established first national standard for the commercial
use of email and is enforced by the FTC.
— Regulates compliance to standards around unsubscribe functionality, content and the way emails are sent.
What is the impact to business?
— All email marketing must be permission based
— Email service providers take an active role enforcing compliance Merchant must be able to document the date and time a consumer opted-in,
and the IP address for the machine they used to do it.
Affiliate Tax Law
Also known as “Amazon Tax”
State governments faced with huge budget deficits enact law that requires large online retailers to either collect sales tax for online transactions or provide a summary of people’s online purchases
Went into effect in Colorado in March of 2010
Amazon immediately terminated all affiliates in the state of Colorado and followed suit with subsequent states who passed the law
Should they have done it?