Digital Marketing (DMK 201)<br />Presented by <br />Ryan Busch<br />Available for Credit from Piccolo International Univer...
Introductions<br />About Me<br />About PIU<br />About these Lectures<br />Available for Credit from Piccolo International ...
A New Look for PIU<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com ...
Interactive Marketing Communications<br />Lecture 8 of 8<br />Available for Credit from Piccolo International University<b...
Lecture 8<br />Learning Objectives:<br />Importance of interactivity to digital marketing communications.<br />Analyze onl...
Characteristics of Interactive Marcom<br />Push to Pull<br />Moving in Dialogue<br />1-to-Many, to some, to 1<br />Many to...
Online Promotion<br />Search Engine Marketing<br />Search Engine Optimization (SEO)<br />Pay Per Click (PPC)<br />Online P...
SEO<br />Keywords:<br />Relevance<br />Organic<br />Registration on Engines<br />Keyword/Phrase Analysis<br />Available fo...
Factors affecting optimization<br />Freq of Occurrence in Body Copy<br />Inbound Links<br />Title Tags<br />Meta Tags<br /...
PPC<br />Paid Search (instead of Organic)<br />Still relies upon keywords<br />Consider the balance of paid and organic<br...
Online PR<br />Public Relations<br />Reputation Management through Communications<br />Online versus Traditional<br />Onli...
PR Activities<br />Direct Communications<br />Link Building<br />Social Media<br />Sharing, blogging, and casting<br />Rep...
Affiliate Marketing<br />Placements on affiliated sites<br />Advertising-esque<br />Pay only when agreed upon action is ta...
Advertising<br />Pay to play<br />Placement comes at a hard, upfront cost<br />Can be targeted more directly than mass med...
Email Marketing<br />Similar in many ways to “junk mailers”<br />Cheaper…but also easier to avoid<br />Regulated: CAN SPAM...
Wrap-Up<br />Thanks for Being Part of this Unique Idea!<br />Please tell us more about your experiences during this course...
Upcoming SlideShare
Loading in …5
×

DMK 201 Lecture 8 - Interactive Marketing Communications

2,332 views

Published on

Learning Objectives:
Importance of interactivity to digital marketing communications.
Analyze online public relations (PR) methods.
Draft foundational elements of a digital marketing plan.

Published in: Education, Technology, Business
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total views
2,332
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
48
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide
  • About MeMy name is Ryan Busch, I have been a marketer for the last 10 years and a teacher for a little more than 2 years.Professionally, I work in marketing and product management and development--specifically in educational marketing and technologies since 2005. I currently serve as a consultant on social media and digital marketing programs in the higher education space, and I am also the Chief Marketing Officer for Piccolo International University.I am married to my best friend and we have a happy home with two wonderful dogs. I am a classically trained musician whose interests, in the last 10-15 years, have moved more towards European folk music with a little electric guitar playing to boot. Consequently, I have a collection of accordions, concertinas, saxophones, and penny whistles--plus a Gibson Les Paul knock-off--that I play whenever I get a chance.Last bit of info: I have eaten fire, gone skydiving, and milked cows--but never all at the same time :)Piccolo International University http://onlinepiu.com/about/vision-and-mission.aspxDigital Marketing Certificates: http://onlinepiu.com/digital-marketing-certificate-program/Bachelor’s Degree: http://onlinepiu.com/bachelor-degree-in-digital-marketing/These LecturesThis is a highly innovative concept—these lectures blend live lecture, with for-credit online college courses—congratulations on being a part of the future of higher education!
  • Mass Customization and Personalization allow for direct dialogues between communicators.Many to Many includes the concept of social mediaIntermediaries abound online
  • Google is really the top engine and sets the standard for most SEM work.
  • There are MANY search engines—but there are probably 20 top engines to consider:Google, MSN, Yahoo are at the top of the top…but Google is the top as of right now.Analysis comes from many places—but it should be relevant to your product or service—sources for analysis:Market KnowledgeCompetitorsVisitor FeedbackOn-site search inputQualifiers:ComparisonAdjectivesIntended UsesProduct TypesVendorsLocationsActions
  • DMK 201 Lecture 8 - Interactive Marketing Communications

    1. 1. Digital Marketing (DMK 201)<br />Presented by <br />Ryan Busch<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    2. 2. Introductions<br />About Me<br />About PIU<br />About these Lectures<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    3. 3. A New Look for PIU<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    4. 4. Interactive Marketing Communications<br />Lecture 8 of 8<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    5. 5. Lecture 8<br />Learning Objectives:<br />Importance of interactivity to digital marketing communications.<br />Analyze online public relations (PR) methods.<br />Draft foundational elements of a digital marketing plan.<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    6. 6. Characteristics of Interactive Marcom<br />Push to Pull<br />Moving in Dialogue<br />1-to-Many, to some, to 1<br />Many to Many<br />Lean Forward<br />Mediums Change the Tools<br />Increase in Communications Intermediaries<br />Integration<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    7. 7. Online Promotion<br />Search Engine Marketing<br />Search Engine Optimization (SEO)<br />Pay Per Click (PPC)<br />Online PR<br />Affiliate Marketing<br />Advertising<br />Email<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    8. 8. SEO<br />Keywords:<br />Relevance<br />Organic<br />Registration on Engines<br />Keyword/Phrase Analysis<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    9. 9. Factors affecting optimization<br />Freq of Occurrence in Body Copy<br />Inbound Links<br />Title Tags<br />Meta Tags<br />Alt Tags<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    10. 10. PPC<br />Paid Search (instead of Organic)<br />Still relies upon keywords<br />Consider the balance of paid and organic<br />Always Analyze Adwords (AAA)<br />Constant Flux—pay according to value<br />Cost per Click (CPC)<br />Cost per Acquisition (CPA)<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    11. 11. Online PR<br />Public Relations<br />Reputation Management through Communications<br />Online versus Traditional<br />Online audiences are directly connected<br />To the company<br />To each other<br />Audience has access to other information<br />Audiences PULL information<br />Audiences Influence<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    12. 12. PR Activities<br />Direct Communications<br />Link Building<br />Social Media<br />Sharing, blogging, and casting<br />Reputation Management<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    13. 13. Affiliate Marketing<br />Placements on affiliated sites<br />Advertising-esque<br />Pay only when agreed upon action is taken<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    14. 14. Advertising<br />Pay to play<br />Placement comes at a hard, upfront cost<br />Can be targeted more directly than mass media advertising<br />Wealth of information can be gathered about potential buyers<br />Read: Measure, Measure, Measure<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    15. 15. Email Marketing<br />Similar in many ways to “junk mailers”<br />Cheaper…but also easier to avoid<br />Regulated: CAN SPAM Act<br />Opt-in is best…and required<br />Metrics to consider<br />Bounce rate<br />Open rate<br />Click rate<br />Conversion Rate<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />
    16. 16. Wrap-Up<br />Thanks for Being Part of this Unique Idea!<br />Please tell us more about your experiences during this course—click on the link below to take a short survey: http://www.surveymonkey.com/s/BQ2TJF2<br />Available for Credit from Piccolo International University<br />480-398-7000 | info@OnlinePIU.com | Enroll Now!<br />

    ×