Digital Strategy


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Digital Strategy

  1. 1. Digital Strategy Spring 2011 Dina Malen Digital Marketing/Social Media Consultant and Coach
  2. 2. How to create a WOW effect in Digital Marketing? <ul><li>In Digital Marketing, we face a challenge to create a WOW effect all the time with how we attract clients, customers, partners, and all together our online audience. It starts with market research and learning what our audience likes, when and how. Next step is developing a digital strategy, and recognizing what digital marketing tools and platforms to utilize enabling customers to FIND it, LIKE it and BUY it. I have noticed a significant similarity between online marketing and dating. It naturally progresses from the first sight WOW effect, then developing trust, respect, dignity, quality and at the end long term relationships and marriage which we in digital marketing call final sell- that brings together businesses and customers. Please post here your best practices, comments and how you WOW your audience and GROW YOUR BUSINESS. </li></ul>
  3. 3. Overview <ul><li>Welcome and Introductions </li></ul><ul><li>Learn and Share tips/news/updates in digital marketing, job boards, facebook fan page exchange, open networkers connector, promotions </li></ul><ul><li> </li></ul><ul><li> oup.php?gid=141521592540577 http:// =3198888 http:// </li></ul><ul><li> </li></ul><ul><li> http:// </li></ul><ul><li>[email_address] </li></ul><ul><li>Digital Strategy and Social Media Consultant/Coach </li></ul><ul><li>646-770-1727 </li></ul>
  4. 4. COURSE OBJECTIVES: <ul><li>Understand the dynamics and functions of Marketing in an evolving marketplace where new technology and distribution methods impact consumer needs. Have a basic understanding of marketing methods and technology. </li></ul><ul><ul><li>Develop, evaluate and execute strategic and tactical decisions in all aspects of Electronic/Digital Media. </li></ul></ul><ul><li>Understand important and relevant evaluative criteria/marketing tools needed to develop a digital strategy. </li></ul><ul><ul><li>Identify sources for consumer data and understand its application to digital strategy </li></ul></ul><ul><ul><li>Learn from case studies of successful digital strategies </li></ul></ul><ul><ul><li>Understand how to establish criteria to gauge effectiveness. </li></ul></ul><ul><ul><li>What are THE SUCCESS METRICS? </li></ul></ul>
  5. 5. SUGGESTED READING <ul><li>The Long Tail Article by Chris Anderson Http:// ( Amazon, NYTimes, Variety 1906-present) </li></ul><ul><li>How Wireless Works by Preston Gralla and Eric Lindley </li></ul><ul><li> </li></ul><ul><li>The Broadband Explosion: Leading Thinkers on the Promise of a Truly Interactive World by Robert Austin , Stephen Bradley , Jul 18, 2005 , HBS </li></ul>
  6. 6. STATISTICS <ul><li>Pew Research Center In 16 nations w/ trends, median % of adults owning a cell phone went from 45% in 2002 to 81% in 2010. </li></ul>
  7. 7. National high-speed internet plans: Broadband's big spenders | The Econom... - via @TheEconomist
  8. 8. COURSE OUTLINE: <ul><li>Overall Course Learning Objective: To provide an overview of digital strategies enabling students to understand the basics of producing a customized digital strategy at the end of the course. </li></ul>
  9. 9. Consumer Demands in the Technological Age <ul><ul><li>Changing customer attitudes and behavior, time and space shifting </li></ul></ul><ul><ul><li>Historical overview of factors which contributed to New Consumer </li></ul></ul><ul><ul><li>Prosumers: User generated content </li></ul></ul><ul><ul><li>Crash course in Marketing </li></ul></ul><ul><ul><ul><li>Traditional Marketing </li></ul></ul></ul><ul><ul><ul><li>Word of Mouth Marketing </li></ul></ul></ul><ul><ul><ul><li>Viral Marketing </li></ul></ul></ul><ul><ul><ul><li>Digital Marketing </li></ul></ul></ul>
  10. 10. Customized Business Digital Strategy ( Final Project Sample) <ul><ul><ul><li>A potential client issues an RFP to your agency to market their product electronically </li></ul></ul></ul><ul><ul><ul><li>Budget is $10,000- this is non-negotiable </li></ul></ul></ul><ul><ul><ul><li>You must draft a digital strategy using at least three digital “tools” across at least two platforms </li></ul></ul></ul><ul><ul><ul><li>Client already has a website, not to be considered a digital tool </li></ul></ul></ul>
  11. 11. Digital Tool deployment platforms explained <ul><ul><li>Desktop </li></ul></ul><ul><ul><li>Laptop </li></ul></ul><ul><ul><li>Portable devices </li></ul></ul><ul><ul><ul><li>Cell phones/Smart Phones </li></ul></ul></ul><ul><ul><ul><li>I-Pods/Mp3 players </li></ul></ul></ul><ul><ul><ul><li>Handheld devices-Ipad </li></ul></ul></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Outdoor </li></ul></ul><ul><ul><ul><li>Elevator screens-Captivate network </li></ul></ul></ul><ul><ul><ul><li>Interactive billboards </li></ul></ul></ul><ul><li> </li></ul><ul><ul><ul><li>LCD screens </li></ul></ul></ul><ul><ul><ul><li>Other technologies </li></ul></ul></ul><ul><ul><li>Developing Technologies </li></ul></ul>
  12. 12. Tools for Final <ul><li>Banners </li></ul><ul><li>Email </li></ul><ul><li>Wiki </li></ul><ul><li>Video </li></ul><ul><li>Streaming </li></ul><ul><li>On-demand </li></ul><ul><li>Archived </li></ul><ul><li>Search </li></ul>
  13. 13. Tools for Final <ul><li>Smart Card- contains a microprocessor </li></ul><ul><li>Debit Card-contains an optical pin different from credit card as it is debited money, money is taken from your account once a purchase is made </li></ul><ul><li>Blog </li></ul><ul><li>Vlog </li></ul><ul><li>Podcast </li></ul><ul><li>Rich Media </li></ul><ul><li>RSS- Really Simple Syndication </li></ul>
  14. 14. Tools for Final <ul><li>Social Networking </li></ul><ul><li>Social bookmarking </li></ul><ul><li>Webisode </li></ul><ul><li>Mashup </li></ul><ul><li>SMS </li></ul><ul><li>MMS </li></ul><ul><li>Bluetooth messaging </li></ul><ul><li>Sources:Mobile Marketing Primer </li></ul><ul><li> </li></ul>
  15. 15. Traditional Business Models in Digital Strategy <ul><li>Format strategies: </li></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>Audio </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><li>Distribution Strategies </li></ul><ul><li>-Broadband </li></ul><ul><ul><li>Narrowband In telephony , narrowband is usually considered to cover frequencies 300–3400 Hz. </li></ul></ul><ul><li>Display Strategies: </li></ul><ul><ul><li>- Screen size small (i.e. cell phone, PDA, smart device), </li></ul></ul><ul><ul><li>medium (monitor), </li></ul></ul><ul><ul><li>large (plasma, billboard, outdoor). </li></ul></ul>
  16. 16. Search results for 07410 - 02/28/11
  17. 17. Traditional Segmentation <ul><li>Geographic/Culture </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><ul><li>Behavior Innovation Adoption Curve of Rogers </li></ul></ul></ul><ul><ul><ul><ul><li>Innovator </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Early Adopter </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Early Majority </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Late Majority </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Laggards </li></ul></ul></ul></ul><ul><li>Psychographics </li></ul><ul><li>Link to online resource for market specifically intl’ research </li></ul><ul><li> </li></ul>
  18. 18. Technographic profile <ul><li>How long has the consumer/customer historically had access to technology </li></ul><ul><li>What type </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><ul><li>Atoms </li></ul></ul></ul><ul><ul><ul><li>Digital </li></ul></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><ul><li>Terrestrial (Spectrum) </li></ul></ul></ul><ul><ul><ul><li>Satellite </li></ul></ul></ul><ul><ul><li>TV </li></ul></ul><ul><ul><ul><li>Broadcast </li></ul></ul></ul><ul><ul><ul><li>Cable </li></ul></ul></ul><ul><ul><ul><li>Digital </li></ul></ul></ul>
  19. 19. Technographic profile <ul><li>How long has the consumer/customer historically had access to technology </li></ul><ul><li>What type </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><ul><li>PC </li></ul></ul></ul><ul><ul><ul><li>Cell Phone </li></ul></ul></ul><ul><ul><ul><ul><li>Narrowband </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Broadband </li></ul></ul></ul></ul><ul><ul><li>Other Devices </li></ul></ul><ul><li>Where </li></ul><ul><li>Why </li></ul>
  20. 20. Digital Marketing <ul><li>Targeting </li></ul><ul><ul><li>Consider devices historical and emerging targets </li></ul></ul><ul><li>Positioning </li></ul><ul><ul><li>Which tools is best for positioning product in the mind of the consumer </li></ul></ul>
  21. 21. Business Concepts in Digital Strategy <ul><li>Value exchange </li></ul><ul><ul><li>Increased profitability through a better understanding of the profitability of individual consumers. Profitability is enhanced through the acquisition and retention of high value customers, by leveraging relationship to sell them a wider range of products. (Amazon, NTT DoCoMo) </li></ul></ul>
  22. 22. Business Concepts in Digital Strategy <ul><li>Disintermediation </li></ul><ul><ul><li>Removing the intermediary-organizations with direct access to customer have a significant advantage over those who go through intermediaries. (Avon) </li></ul></ul>
  23. 23. Business Concepts in Digital Strategy <ul><li>Disaggregation </li></ul><ul><ul><li>Breaking down mass markets into separate discrete segments and niches. Each of these segments requires a separate response from the organization in terms of the full range of the Marketing Mix. </li></ul></ul>
  24. 24. Business Concepts in Digital Strategy <ul><li>Mass Customization </li></ul><ul><ul><li>Can be a next step in disaggregation, in which the organization deals with each individual customer on the basis that they represent a unique segment of one. (Dell) </li></ul></ul>
  25. 25. Electromagnetic Spectrum <ul><li>Electromagnetic waves divided into cycles per second or hertz </li></ul><ul><ul><ul><li>Cycle is measured as a point between one peak and the next peak in a wave. If radio station is 99.5 it means the transmitter is oscillating (turning) 99,500,000 cycles per second or 99.5 megahertz </li></ul></ul></ul><ul><li>FCC allocates various portions for different uses </li></ul><ul><ul><li>AM Amplitude Modulation </li></ul></ul><ul><ul><ul><li>Involves the variation of the height of the wave </li></ul></ul></ul><ul><ul><ul><li>Broadcasts between 535 Kilohertz and 1700 Kilohertz (1.7 MHz) </li></ul></ul></ul><ul><ul><li>FM Frequency Modulation </li></ul></ul><ul><ul><ul><li>Involves modulation of the length of the wave </li></ul></ul></ul><ul><ul><ul><ul><li>88 to 108 Megahertz (MHz) </li></ul></ul></ul></ul><ul><ul><li>Television </li></ul></ul><ul><ul><ul><li>54 to 88 MHz for channels 2 through 6, and 174 to 220 MHz for channels 7 through 13) </li></ul></ul></ul><ul><ul><li>Cell phones </li></ul></ul><ul><ul><ul><li>829-849 MHz </li></ul></ul></ul><ul><ul><li>GPS </li></ul></ul><ul><ul><ul><li>1227 to 1575 MHz </li></ul></ul></ul>
  26. 26. FCC: Federal Communications Commission <ul><li>Principal Federal Communications Regulatory Body </li></ul><ul><ul><li>Telecommunications Act of 1996 supplanted the 1934 act </li></ul></ul><ul><ul><li>Allocates new broadcast radio and television stations </li></ul></ul><ul><ul><ul><li>Cable, Satellite are not under FCC </li></ul></ul></ul>
  27. 27. FCC <ul><li>Media Bureau </li></ul><ul><ul><li>The Media Bureau develops, recommends and administers the policy and licensing programs relating to electronic media, including cable television, broadcast television, and radio in the United States and its territories. The Media Bureau also handles post-licensing matters regarding Direct Broadcast Satellite service </li></ul></ul>
  28. 28. Hybrid Models Today <ul><li>T-Mobile Tests Dual Wi-Fi and Cell Service </li></ul><ul><li> </li></ul>
  29. 29. advertising terminology on the Internet <ul><ul><ul><li>Types of Ads </li></ul></ul></ul><ul><ul><ul><ul><li>Wallpaper-a repeating bitmap that acts as an underlay to the current page </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Banner </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Sizes-Leaderboard, Skyscraper, Buttons </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Types-Static, Animation/Rich Media, Contextual </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Hyperlink, Contextual </li></ul></ul></ul></ul>
  30. 30. advertising terminology on the Internet <ul><ul><ul><li>Types of Ads </li></ul></ul></ul><ul><ul><ul><ul><li>Floating ads-stay on top as the page is scrolled or float in from other areas of the page </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Interstitial-load in the background while waiting for another page to load </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Streaming Video </li></ul></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul>
  31. 31. Where to find rates <ul><li>Banner varies from $3-70 CPM </li></ul><ul><ul><li> </li></ul></ul>
  32. 32. Measuring Interactive Ads <ul><ul><li>http:// </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><ul><li>CPC cost per click </li></ul></ul></ul></ul><ul><ul><ul><ul><li>CPL cost per lead </li></ul></ul></ul></ul><ul><ul><ul><ul><li>CPA-Cost per Action or Cost per Acquisition which is different </li></ul></ul></ul></ul><ul><ul><ul><ul><li>CPM cost per thousand </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Beyond CPM </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>CTR click through rate </li></ul></ul></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><ul><li>Open rates </li></ul></ul></ul></ul><ul><ul><ul><ul><li>CTR click through rate </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Subscribe/unsubscribe </li></ul></ul></ul></ul>
  33. 33. Terms explained <ul><li>Mashups hybrid software that combines content from more than one source-- </li></ul><ul><li>Article that features several mashups </li></ul><ul><ul><li>Cnet article Nov 2005 </li></ul></ul><ul><ul><li>Adweek article on mashups </li></ul></ul>
  34. 34. Misc.-Info on Adsense v. Adwords <ul><li> </li></ul><ul><li>Find your best customers with AdWords </li></ul><ul><li>Make publishing pay with AdSense </li></ul>
  35. 35. Web Analytics Preview for Next Session March 08, 2011 <ul><li>Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness. Powerful, flexible and easy-to-use features now let you see and analyze your traffic data in an entirely new way. With Google Analytics, you're more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites. </li></ul><ul><li>http:// /analytics/ </li></ul>