Do you know who to Target? I am Amanda Wright and I am here to inform you about the Consumers of Digital Marketing. Let’s just jump right in to the presentation, but please feel free to ask any and all questions at the end of the presentation.
So first of all, I want to discuss the differences between Traditional and Digital Marketing. So Traditional Marketing consists of Demo, Psycho and Geo. I assume that you all know what these are but just to explain them really quickly, Demographics are Statistics, such as Gender, Annual Income, Age, etc. Psychographics are interests and hobbies, as well as groups you are associated with. Geographics is obviously location, and can be as broad as which continent and as narrow as which section of a city. Now, Digital Targeting starts with Social Technographics, which I will discuss in a moment, Techno Tolerance and Platforms. So lets get into the Social Technographics…
Creators – Publish web pages and maintain blogsCritics – Comment on pages, blogs, post ratings and reviewsCollectors – Use RSS feeds and tag web pages to classify contentJoiners – Use social networking sitesSpectators – Read blogs, watch videos, listen to podcasts; not likely to commentInactives – Simply don’t participate
Explain how each uses the different types of Social Media. Such as what Creators are doing (creating podcasts, blogs, ect) and how they can all connect and become different parts of the ladder.
Next we are going to talk about Techno Tolerance. Are they an early adopter, grabbing the newest technology as soon as it comes out or are they traditionalists and only online because their grand kids won’t answer the phone anymore. As a marketer you need to understand what they are using the internet for and from what type of device. If they are on Twitter on their Smartphone instead of their tablet or computer then perhaps always having videos at the ready isn’t the best idea, and your content and links should always be easy to read for your small screened friends.
Are they an early adopter, grabbing the newest technology as soon as it comes out or are they traditionalists and only online because their grand kids won’t answer the phone anymore. As a marketer you need to understand what they are using the internet for and from what type of device. If they are on Twitter on their Smartphone instead of their tablet or computer then perhaps always having videos at the ready isn’t the best idea, and your content and links should always be easy to read for your small screened friends.
Your target market won’t always be so easy to find. Facebook and Twitter won’t always be able to hand you your audience on a silver platter, you need to understand which platform is more influential in your industry, such as Kaboodle being specifically for fashion and cosmetics.
Sherdog is specifically about UFC, MMA, Fighting, Boxing and WrestlingMySpace is for the eccentric and the musicalKaboodle is a fashion free for allYelp is for reviewing restaurants, hotels, ect and is great for travelLinkedIn is a business social linking siteKnowing the differences between the different sites will allow you to best find and communicate with your audience.
Consumers of Digital Marketing (aka Technographics) give an example of what you do if your customers were at each level of the ladder and why they need to figure this out first
You cannot afford to close your eyes to them, because they're simply the most explosive outbreak in the information world since the Internet itself. And they're going to shake up just about every business -- including yours. It doesn't matter whether you're shipping paper clips, pork bellies, blogs are a phenomenon that you cannot ignore, postpone, or delegate. Given the changes barreling down upon us, blogs are not a business elective. They're a prerequisite.The ability to support your product on your blog is key. For example take Dell! They allow their customers to answer the questions of other customers on their blogs. Solving some problems faster than some of the dell techs. This is amazing and on top of all that has saved Dell millions of dollars in phone calls.
Facebook: We all know there are over 800million active users on Facebook, but interestingly, 50% of active users log on in any given day. Each average user has 130 friends and is connected to 80 community pages, groups and events. More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared each month.Twitter Twitter rapidly gained worldwide popularity, with over 300 million users as of 2011, generating over 300 million tweets and handling over 1.6 billion search queries per day. It is sometimes described as "the SMS of the Internet.LinkedinWith 116 million users, the membership grows by approximately two new members every second. its a business-related social networking site allowing you to connect with other people you may find useful in your daily business operations. YoutubeAs the second most popular search engine after Google and with online video advertising expected to hit 5.7 billion by 2014, YouTube presents a tremendous opportunity for exposure and engagement in a social context. Ads appear within videos or alongside them.
Engagement= receny frequency, duration,virality, ratingsEach game type: games=games we play as kids; advergaming=games created specifically for marketing purposes and gamification= games that are created to achieve one marketing goal, while completing numerous others at the same timeMcdonalds Monopoly: game we played as kids, game that was trying to get repeat customers, accidentally achieved brand recognition, even to the point where people are waiting for the contest to come out
This is extremely important in the fact tat without a creative plan/tactic, your campaign will flopGuerilla marketing isn’t about how much money you spend, but instead the resources you use are time, energy and imaginationCampaigns that directly relate to your targets, and get them talking, encourages customers to come to your business, or at least spread awareness
1. Selling Direct Coupons Promotions Traditional approach… A new Channel
2. User/Customer Support Tech Questions Support calls are down… Costs are down
3. Activating Brand Advocates Even if you are not a Die Hard Brand Word of Mouth on Rocket Fuel Get them to Make Recommendations… Unpaid Personal Selling.
4. Optimizing Media Purchases Social Data to influence Ad buying Segment your audience Social Data is Predictive… Stop guessing and Start Addressing.
5. MaximizingPaid.Earned.Owned Media Maximize Social Lift Spend More Time on Earned Media Earning attention builds Brand Value Highly Measurable
My 5 Pivot Pillars Don’t Focus on the Tools Do One Thing Really Well Experiment Incorporate Social Data Challenge Expectations
Do you know who to Target? Consumers of Digital Marketing By: AmandSocial Media Advisor Amanda Wright
Traditional vs Digital Traditional Demographics Psychographics Geographics Digital Social Technographics Techno Tolerance Platforms
Social Technographics Ladder: Creators – or Publishers, online leaders Critics – are Conversationalist, offer their opinion often Collectors – Use RSS feeds to obtain content Joiners – Create Profiles on different Social Media Sites Spectators – Read, Watch, Listen but don’t participate Inactives – Not online
GAMIFICATION Applies Game Mechanics and problem solving to create engagement and solve marketing problems Three types of games: 1. Games 2. Advergaming/ARG 3. Gamification Why it works: satisfies human desires to compete and win Games that provide valued prizes or have a high level of stick content are the most successful
MOBILE & APPS Mobile at events Mobile Advertising/Gaming Direct messaging QR codes
GUERILLA MARKETING Relies heavily on Timing, Creative Think/Execution, and appropriate targeting Cost efficient If done correctly, can give you great ROI Ways to guerilla market: Buzz Marketing, Experiential Marketing, Wild posting Campaigns, Live-in Marketing Guerilla marketing should be focused on the experience and message