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MKT231 Week 6


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MKT231 Week 6

  1. 1. DIGITAL MARKETING 231 Episode 6 1
  2. 2. Good Evening @Students Checkpoint Review the Reading Assignment Watch the videoThe 5 S’s and the Digital Marketing Plan Google Hangout and then…. Team Time –YOUR Digital Marketing Plan 2
  3. 3. Checkpoint• DigitalAssignments – Did you finish your Hootsuite Certification? Did you start?• Reading assignments – Any Questions?• Going to try Google Hangouts again • Regularly scheduled ones with me • Thursday evening one scheduled with all• Creating your Digital Marketing plan. 3
  4. 4. Terms• Internet Advertising is nonpersonal, usually persuasive, communication about products or ideas paid for by an identified sponsor.• Keyword Search is the fastest growing and most important internet advertising technique• Display Ads are the second largest including banners, pop-ups, and skyscraper ads. 4
  5. 5. Internet Advertising Types • Interactive, “flashy”, attractingRich Media Ads immediate attention. Often tied to a call to action … Click Here! • While not as snappy looking as Rich Media Ads, contextural adsContextural Ads serve up content relevant to the webpage or search pattern you have developed • Draw from keyword search queries to develop and place the ad 5
  6. 6. Email Advertising E-mail advertising is the least expensive type of online advertising. Advertisers can purchase space in another firm’s e-mail content, such as newsletters. Note that email messages sent from a firm directly to Internet users are direct marketing, not advertising. 6
  7. 7. Promotional Offers“get ‘em in the door offers”  Sales promotions are short-term incentives that facilitate the movement of products to the end user.  Coupons  Rebates  Samples  Contests, sweepstakes, and games  2010 usage estimates are 6%-75% of Internet users.  Sales promotions do not help build customer relationships in the long term. 7
  8. 8. Permission Marketing• When consumers opt-in, they are giving permission to receive commercial e-mail.• Marketers should obtain lists that are guaranteed to be 100% opt-in.• Opt-intechniques are part of a bigger marketing strategy called permission marketing or “turning strangers into customers.” • Also known as the “give-get” 8
  9. 9. Viral Marketing• Viral marketing is the online equivalent of “word of mouth” marketing. • Viral Videos are the most often asked for but also most difficult items to achieve. • A company may create 15-20 videos before they find one that “clicks” with the audience. 9
  10. 10. The 5 S’s of Internet MarketingStory OptimizationMarketing is storytelling • I’m not talking about lying • I’m talking about making your product compelling by breathing life and context into your message.The first and most important part of internet marketing is story optimization • Telling that story in a way that really works for your online audience. Strategy Optimization Video or podcast? Should we blog? Is e-mail in our marketing future? How should our site look? Should we rely solely on SEO? You MUST have a strategy Search Engine Optimization 75% of everything that happens online starts at a search engine. You need to be there. • SEO is a tactic, not a strategy. • It won’t stand on its own. • If your web site blows, SEO won’t save you. 10
  11. 11. The 5 S’s of Internet Marketing Spend Optimization One way or another, most businesses buy clicks. • Usually they’re using pay per click marketing (PPC). • More aggressive marketers tack on display ads, e-mail list sponsorships, site sponsorships and other paid ads. You need to optimize that spend by measuring results. • Then you adjust what you’re buying according to performance. Site Optimization You’re bringing people to your web site. Are you giving them what they want? • You need to measure everything • How many people click that ‘buy now’ button on your home page, etc. • You must constantly tweak your copy, your design and your site features • It requires design, copywriting and development skills. • And it’s the final, essential piece of the internet marketing puzzle. 11
  12. 12. Digital Marketing Plan Review Handout 12
  13. 13. Google Hangout Team Time 13