This document discusses different digital marketing communication channels and how to evaluate them. It begins by outlining learning objectives around distinguishing different digital media channels, evaluating their advantages and disadvantages, and assessing their suitability for different purposes. It then asks questions for marketers about selecting digital communications for campaigns and success factors. The rest of the document provides details on specific digital marketing communication channels like search engine optimization, paid search, online PR, social media, affiliate marketing, behavioral targeting, email marketing and their strengths and weaknesses.

1. Slide 9.1
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Chapter 9
Marketing communications
using digital media channels

2. Slide 9.2
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Learning objectives
• Distinguish between the different types of digital
media channels
• Evaluate the advantages and disadvantages of
each digital media channel for marketing
communications
• Assess the suitability of different types of digital
media for different purposes

3. Slide 9.3
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Questions for marketers
• Which digital communications media should we
select for different types of campaign?
• Which are the success factors which will make
our campaigns more effective?

4. Slide 9.4
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.1 Average percentage of traffic from different sources referred to a website
Source: Smart Insights, 2011a

5. Slide 9.5
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.2 Percentage who consider different information sources as important when
researching or purchasing a product or service
Source: Nielsen (2011)

6. Slide 9.6
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.3 Search engine results pages in Google (www.google.co.uk) illustrating the
natural and paid listings
Source: Reprinted by permission of Google, Inc. Google™ search engine is a trademark of Google, Inc.

7. Slide 9.7
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.4 Click-through rates depending on position in the natural search results
Source: Optify (2011)

8. Slide 9.8
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Which SEO ranking factors should I focus on?
• On page optimisation:
– <title> tag = 4.9/5
– Keyword frequency and density = 3.7/5
– Keyword in headings = <h1> = 3.1, <h2> = 2.8
– Keyword in document name = 2.8
– Meta name description = 2/5
– Meta name keywords = 1/5
• Off-page optimisation:
– More backlinks (higher PageRank)= 4/5
– Link anchor text contains keyword = 4.4/5
– Page assessed as a hub = 3.5/5
– Page assessed as an authority = 3.5/5
– Link velocity (rate at which changes) = 3.5/5
– Social media signals (newer ranking signal)
See http: //www.seomoz.org/article/search-ranking-factors

9. Slide 9.9
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Which factors affect returns from paid search?
• Distribution of daily budget
• Amount bid (Max CPC).
• Clickthrough rate
• Creative quality including creative testing
• Campaign structure
• Match types especially negative matches
• Use of content network
• Time-of-day (day parting)
• Landing page quality
• Click fraud!
• * In Google AdWords, Live Search and Yahoo! Quality Score
especially important

10. Slide 9.10
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Online PR
• What it?
– ‘the management of reputation - the planned and
sustained effort to establish and maintain goodwill
and mutual understanding between an
organisation and its publics”
The UK Institute of PR (IPR)
– ‘the managed process of communication
between one group and another … (it) is the
method of defining messages and communicating
them to target audiences in order to influence a
desired response’. Public Relationships Consultants Association (PRCA)

11. Slide 9.11
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
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Online
PR
E-PR activities
o Surveys and polls
o Audience research:
o Social media inc
user-generated content
o Own blog
o Influencing media owners
E-PR activities
o Inbound link-building
o Content creation
o Blogs
o Feeds (RSS)
o Press releases
o Influencing media
owners
E-PR activities
o Brand protection
o Monitoring
and response:
o Social media
o Influencing media
owners
E-PR activities
o Propagating
‘big idea’
o Web editorial
contacts
o Viral agents
o Seeding viral
o Press releases
o Influencing media
owners
The key areas of online PR

12. Slide 9.12
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.5 Use of search engines for finding information related to product purchase
Source: Performics (2010)

13. Slide 9.13
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.6 Stages involved in producing a search engine listing for the natural
listings

14. Slide 9.14
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.7 Gatorade social media command centre video

15. Slide 9.15
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.8 Smart Insights blog (www.smartinsights.com) showing content available
from within a category of ‘social media marketing’

16. Slide 9.16
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.9 Popularity of social sharing services in France, Germany and the United
Kingdom
Source: http://www.addthis.com/services/compare-countries, accessed October 2011

17. Slide 9.17
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.10 The affiliate marketing model (note that the tracking software and fee
payment may be managed through an independent affiliate network manager)

18. Slide 9.18
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.11 Distribution of length of time against purchase
Source: Prussakov (2011b)

19. Slide 9.19
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.12 Behavioural ad targeting process

20. Slide 9.20
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.13 Banner blog (www.bannerblog.com.au) ad review site

21. Slide 9.21
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.14 Combination of touchpoints giving rise to sales
Source: ecircle (2011)

22. Slide 9.22
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.15 E-mail response measures
Source: GSI (2011) Whitepaper

23. Slide 9.23
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.16 E-mail service provider (www.emailreation.com)
Source: SmartFOCUS DIGITAL

24. Slide 9.24
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.17 Sky spend by medium compared with market share of UK internet
searches, June 05–March 06
Source: The Hitwise UK Media Impact Report, September 2006

25. Slide 9.25
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Table 9.4 Summary of the strengths and weaknesses of different communications
tools for promoting an online presence