C4SI - October 2017

1. (Digital) Communications
C4SI
Yan Luong
28/10/2017

2. @yan_luong

3. COMMUNICATION THEORY

16. PR

18. MARKETING

19. TRADITIONAL MARKETING

21. Marketing Objectives
• Increase sales
• Build brand awareness
• Grow market share
• Launch new products or services
• Find new customers

24. Digital marketing is an umbrella term for
the marketing of products or services
using digital technologies, mainly on the
Internet, but also including mobile phones
and any other digital medium.

27. THE LANDSCAPE

32. CONTENT MARKETING

33. Content marketing is a
strategic marketing approach focused on
creating and distributing valuable, relevant,
and consistent content to attract and retain
a clearly-defined audience — and,
ultimately, to drive (profitable) customer
action.

36. WEBSITE DEVELOPMENT

38. Responsive web design (RWD) is an
approach to web design aimed at crafting sites
to provide an optimal viewing experience—
easy reading and navigation with a minimum of
resizing, panning, and scrolling—across a wide
range of devices (from desktop computer
monitors to mobile phones).

39. SEARCH ENGINES

41. SEARCH ENGINE OPTIMIZATION

42. Search Engine Optimization is the process
of maximizing the number of visitors to a
particular website by ensuring that the site
appears high on the list of results returned
by a search engine.

44. SOCIAL MEDIA MARKETING

45. Social media marketing refers to the
process of gaining traffic or attention
through social media sites.

47. @yan_luong

48. @yan_luong

51. INFLUENCER MARKETING

55. ONLINE ADVERTISING

60. DIGITAL MARKETING CAMPAIGN
MANAGEMENT

61. Objectives
KPI’s
Persona
User journey
Call-to-action
Reporting
Local, regional, global
Short-term, mid-term, long-term
Quantity, quality, both
Priority
What
Who
How many
Why
How
Where
When
Multi-channel data sources
(Google, facebook, Twitter, Youtube)
Direct links with objectives
Learning curve, best practice
Campaign team & budget

62. QUESTIONS?