digital and interactive marketing #DIM

Contemporary Marketing

Intro to Digital Marketing

@andylimauk

Online Value Creation

The triad of consumer engagementThe triad of consumer engagement

UX

Visual Communication (Aesthetics)Visual Communication (Aesthetics)

Search ScienceSearch Science& Social Innovation& Social InnovationSocial engagementSocial engagement

Bran

ding

Bran

ding

Functionality

Functionality

ConversionConversion

Lima, A. (2013)

Design Imagery, Pictures, Frames, Logos, Colour, Action Buttons, Usability, Navigations...

Content Marketing, Blogging,Thought Leadership, Social Media Marketing, Buzz Monitoring, Reviews, Forums...

SEM, SEO, PPC, Link Building, Landing Pages, New Technologies, Internet of Things, Wearables...

CE

the social web...

facebook now has more than 800 million active users...

The acceptance of new technology has increased at a phenomenal rate

generation Y born between 1982 and 2001... although opinion varies

generation Z, born 2001 and onwards… Millenials or Digital Natives

50% of facebook users and 80% of twitter users do so on their mobiles... what does this mean if bad customer experiences are received?

feelings, thoughts, reviews, stories… will last far longer

than those in traditional print

what is Consumer Generated Media?

Word of Mouse (blurghh)

User Generated Media

User Created ContentParticipatory Media

‘Earned’ Media

eWOM

There are many different ‘names’ and acronyms attributed to

this element of digital media and communication such as…

…but we’ll stick with Consumer Generated Media

why should we care?

... consider the level of trust attributed to other, more traditional, marketing media

Inbound Marketing...

Why online branding and the

need to tell your story?

...Digital consumers are on the driving sit of the

new Social Economy, which is also driven by sharing e

is not about B2C, or B2B, It is about P2P,

is all about relationships...

...Costumers want to experience,

...Costumers want to experience,

they want to participate, share...

they want to participate, share...

"Socialnomics"How Social Media has transformed and now

defines the way we do business1. A People-driven Economy: You don't make money by selling, rather you

make money by making "friends", then selling;2. Socialnomic is the value created and shared via social media influencing

companies macro and micro environment;3. The Long Tail - from mass market to mass of niches;4. A new demand for transparent honest human voice is forcing business to

fully transform to address the new "social landscape", old business models will not work;

5. We no longer look for the news, it find us;6. A new economy of Freemiums;7. Key feature is the ability to tag, it helps to catalog information and spread;8. People want to know what others think about products and services; Social

search drives social commerce;9. the wisdom shouts on the corners of the street, in homes, in the

marketplace, everywhere - tap its full potential and...

Search Engine Marketing

• Keywords;• SEO;• PPC;• Landing Pages;• Link Building;• Searcher Personas;• Conversion Rate

Optimization;

Consumer Engagement

• Personas• Conversions• Link Building• Inbound Marketing• Social Media and Search• Content Marketing• Landing pages• e-CRM and Social CRM

• Analytics

Content that works...

• Curation - gather and organise for your readers, add your sizzle;

• Top lists - prefer odd numbers, search better and it sticks out in people's mind;

• Statistics - hard to find people appreciate when they get it all there in one place;

• Infographics and short interesting video - start with exsiting then build yours;

• Case studies - people like to hear successful stories in the following format: Situation(10%) > Action(25%) > Result(30%) > Learning (35%);

• Vanity bait - write about companies and people;• Hot topics - use Alltop.com, Stumble Upon, Twitter

Trends, Google Trends, and Yahoo! Buzz Index;• Video and Photos.

Products and Services will find us on Social Media

Social Search

• Social Media Optimisation;• Forum sites, Content-sharing sites,

Social Networks, Review sites;• Online Reputations Management;• Two-way marketing communications;• News Search Revenue model,

customers get paid to search;

"Social Search will be a key component in the future of search. Social Commerce deservers Google's unbridled attention." Marisa Mayer, former Google head of product guru. See how social media is dominating the search landscape. YouTube is already the world's second most searched site. Search Engines results and traditional internet advertising models will become antiquated.

Link Building Strategy

• Develop an article or any other original content;• Create, Spin, and distribute - monthly;• Submit to high PR web directories;• Do follow blog submissions; • Do follow blog comments;• Forum submissions;• Profile Submissions;• Press Release Submission;• Social Media Post and links;• Video Submissions - YouTube, Vimeo and Viddler;• Social bookmarking;• Business profiles;

Landing pages

• a standalone web page distinct from your main website;• limit the options available to your visitors, helping to

guide them toward your intended conversion goal;• Click Through Landing Pages;• Lead Generation Landing Pages;

optimise content…

offer compelling and useful content…

think of all those inbound or back links!

offer content that no one else does… be unique! Coke Case

Make sure it’s easy to ready, organised, on topic, up to date…

…and for your users not for the search engine

Social bookmarking

what do they do...like other mobile tools for CGM they enable immediate, location based information linked to experiences...

how do they impact on marketing...

they can offer both positive and negative perceptions of organisations, brands and experiences affecting purchasing decisions

can gather media interest, usurp search engine rankings, impact on values

unofficial websites

blogs

what do they do...enables a direct communication channel between the organisation and/or brand

how do they impact on marketing...they’re immediate, can offer negative and positive thoughts, opinions and reflections

some may be tagged, shared and their contents ‘popularised’ within minutes

blogs

which may be linked to organisations, brands, products, experiences, offers and more

83% want businesses to work hard for their custom, 20% moan on social media

social network groups

what do they do...enable fans, passionate users, loyal users, tribes, etc. to come together and express their emotions in relation to organisations and brands

how do they impact on marketing...

affect opinions and perceptions

the ‘brand’ is what the customers say and perceive it to be

can be shared between the connected ‘social graphs’

social network groups

bibliography

http://www.socialbakers.com/facebook-pages/brands/ accessed October 20th 2012Social Media Revolution, Eric Qualman, Socialnomics online, November 2011 http://www.youtube.com/watch?v=sIFYPQjYhv8 accessed 22nd October 2012How Companies are Using Social Media to Make Better Decisions, Author: Mat Fogarty http://mashable.com/2010/03/05/companies-crowdsourcing/ Accessed 7th March 2011C. Li and J. Bernoff, 2011. Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business School Press.Tomaiuolo, N, 2009. U-Content. Searcher; May 2009, Vol. 17, Issue 5, p34-54Accenture, Global Consumer Research Executive Summary, 2011