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Introduction to Digital Marketing #DMELeeds
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Introduction to Digital Marketing #DMELeeds

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...part of the Leeds Met Futures Fest. Linked to Digital Marketing Essentials for the CAM Diploma in Digital Marketing

...part of the Leeds Met Futures Fest. Linked to Digital Marketing Essentials for the CAM Diploma in Digital Marketing

Published in: Education, Business, Technology

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  • 1. …tomorrow is an introduction to planning, part of the CAM Digital Marketing Planning syllabus…
  • 2. Download QR Code reader
  • 3. digital marketing is marketing
  • 4. content websites omni-channel story-telling
  • 5. 1 situation 2 3 objectives strategy 4 tactics 5 action 6 control
  • 6. promotion
  • 7. just remember...
  • 8. different tactics will have a different significance …and speed at which they can be adapted product and price
  • 9. content websites omni-channel story-telling
  • 10. what to consider...
  • 11. Content?
  • 12. the key concept here is user experience or UX …the focus is heavily on the user, hence the development of personas
  • 13. desirable… linked to brand findable… easy to find what you need Morph London Agency, 2013
  • 14. m-commerce accounts for 15% of this …at £6.61 billion for 2013 eMarketer, 2013 (estimate)
  • 15. …allows storage of, and access to, digital media …office 365 and Google docs
  • 16. …language and design
  • 17. …can it be turned into a file or software? then we need to consider content delivery systems
  • 18. digital price… online only discounts… incentivising behaviour and traffic …comparison sites - aggregators
  • 19. …showrooming L2, 2013, research identified that 82% of smartphone users engaged in this form of price-checking
  • 20. digital people… …automated response
  • 21. generation Y born between 1982 and 2001... although opinion varies 50% of facebook users and 80% of twitter users do so on their mobiles... what does this mean if bad customer experiences are received?
  • 22. ‘Earned’ Media
  • 23. .. consider the level of trust attributed to other, more traditional, marketing media
  • 24. 86% of online consumers use online reviews and similar prior to making purchasing decisions
  • 25. 1 unique example = 5points
  • 26. Pay Per Click (PPC) is about paid for or ‘sponsored’ results
  • 27. the description should be interesting and informative
  • 28. Develop an XML sitemap file that can be submitted directly to google …have a good, useful 404 page!
  • 29. Make sure it’s easy to ready, organised, on topic, up to date…
  • 30. These adverts should link back to specially created landing pages…
  • 31. Is it cognitive, affective or conative… …and how can we get the desired action?
  • 32. …but we’ll keep it simple!
  • 33. http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html 2012
  • 34. http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html 2012
  • 35. http://marketingland.com/wp-content/ml-loads/2012/01/concurrent_live_tests-1.png 2012
  • 36. Each unique example will receive 5 points for the leaderboard …take a photo or screengrab to illustrate it
  • 37. Mobile search... To enhanced visual searches via AR
  • 38. social is mobile... 43% interact with brands via mobile social content…
  • 39. 3 billion ad requests a day… a variety of formats and platforms available… worth $2.5billion a year
  • 40. 27% of all emails are opened on mobile 70% delete emails that don’t work on mobile immediately http://masstransmit.com/broadcast_blog/22-amazing-mobile-email-marketing-statistics/, 2012 http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats 2012 http://litmus.com/blog/anatomy-mobile-email/anatomy-mobile-email-24-1000px 2012
  • 41. why mobile...
  • 42. send time-related messages when most likely to affect their behaviour e.g. when people are leaving work to remind them to stop on the way home link your m-comms to your other marketing communications… integration and synergy is key to all good campaigns
  • 43. monitor social networks, blogs and twitter ad impressions, clickthroughs and conversions sharing
  • 44. they feel their company size is too small to benefit
  • 45. 2010 Global 2011 2012 2013 2014 2015 13,976,859 31,860,295 78,855,662 188,375,368 487,426,725 788,324,804 Asia Pacific 2,448,932 6,768,196 20,543,294 67,012,433 240,350,642 420,277,951 Latin America 1,329,853 4,040,217 12,720,259 26,665,349 49,199,321 71,548,055 North America 2,615,787 4,218,310 6,550,322 14,257,565 38,783,886 55,646,710 Western Europe 5,237,113 10,348,319 21,163,143 33,524,429 58,670,609 83,364,841 441,060 1,021,441 3,322,664 10,780,236 21,462,108 31,876,998 1,156,893 3,140,746 8,252,679 20,303,462 38,480,441 58,717,045 747,221 2,323,065 6,303,302 15,831,895 40,479,719 66,893,204 Japan Central and Eastern Europe Middle East and Africa
  • 46. and a great example of online PR from the last two weeks Each unique example will receive 5 points for the leaderboard …take a photo or screengrab to illustrate it
  • 47. however, CGM is NOT representative of the whole consumer audience… just a very vocal, informative and influential group
  • 48. Radian6 visit sites such as… datasift visit reddit, digg or delicious and see where you’re tagged or discussed
  • 49. start listening, keep listening and look for changes in opinions, topics, problems
  • 50. if you’re already listening you’ll hear about it quicker and can act quicker
  • 51. who are your customers? who are the consumer generated media creators and critics ? start monitoring key areas, brands, new products, service encounters... draw on experience and skills internally, outsource if need be have a skilled and dedicated ‘interpreter’
  • 52. Sales… per visitor, average order size, conversion rate After-sales… FAQ visits, downloads, social media Brand… sentiment analysis, social sharing
  • 53. different comms tools
  • 54. Sales… per visitor, average order size, conversion rate After-sales… FAQ visits, downloads, social media Brand… sentiment analysis, social sharing
  • 55. different comms tools

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