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Digital Marketing - Daniels Executive MBA
The document discusses digital marketing and integrated marketing communications, highlighting the importance of a cohesive strategy across various digital channels such as SEO, SEM, social media, email, and affiliate marketing. It emphasizes the need for relevant messaging, customer engagement, and the use of data to inform marketing decisions, alongside the advantages and disadvantages of each digital marketing method. The Old Spice case study showcases a successful integrated campaign that significantly increased brand awareness and sales, demonstrating the effectiveness of engaging consumers through multiple channels.
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Digital Marketing - Daniels Executive MBA
- 1. DIGITAL MARKETING Presented by: BetsyChase Guest Lecturer
- 2. Who am I? Ten years working in online marketing — Director of Marketing — Marketing Consultant — Web Analytics Manager — Affiliate Program Manager Companies I’ve worked for or with: — Walmart.com, Hanes, Thrifty Rent-A-Car, Rodale Publishing, H&R Block, DexKnows.com, Gaiam and several small startups Masters of Science in Integrated Marketing Communications from Northwestern University
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- 5. Agenda Integrated MarketingCommunications Digital Marketing Digital Channels — Websites — Search Engine Optimization — Search Engine Marketing — Social Media — Email — Affiliates Group project Integrated Digital Marketing Case study
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- 7. What is IntegratedMarketing?
- 8. Integrated Marketing is… “Mixing and matching marketing activities to maximize their individual and collective efforts.” – Kotler& Keller “A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” – American Marketing Association “A single brand message across all your marketing channels” - American Marketing Association “A data-driven, customer-centric approach to developing marketing strategy” – Don Schultz, founder of the Northwestern IMC program Which is it?
- 9. Why is anIntegrated Approach Important? Multiple customer touch points — Consumers interact with your brand more than once before they buy An abundance of media channels — Cut through the clutter — Fish where the fish are Your brand is in your customer’s hands — Reinforce your message Data is easier to access than ever before — Segment your audience, target the message so it’s relevant
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- 11. Is it…. Channel Strategy Platform Segment
- 12. Why is DigitalImportant? Highly measurable Customizable Lower cost to execute/acquire customers (in many cases) Allows for fast iterations Supports complexity Platform for creativity Produces interaction and engagement
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- 14. “Markets Are Conversations” TheCluetrain Manifesto By Rick Levine, Christopher Locke, Doc Searls& David Weinberger
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- 17. Why Do YouNeed a Website? Table stakes Customer touch point Lead generation Demand generation 24/7 Commerce opportunity Branding Customer service Information channel Fish where the fish are Customers expect it
- 18. What Makes aGood Website Focused on the segment you want to attract Clear messaging and call to action Easy navigation Speed Functionality Design
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- 25. Search Engine Optimization Search Engine Optimization (SEO) aims to get a site near the top of the organic (or algorithmic) results of search engines It is also frequently referred to as Natural Search Optimization (NSO)
- 27. Matt Cutts –Google SEO Evangelist http://www.youtube.com/watch?v=5GK0aQrCDEo www.mattcutts.com/blog/
- 28. Factors impacting SEO Algorithmlooks for pages with high “Authority” Tagging — Meta tags (title and description, not keywords) — Keyword density within content — Alt text Link popularity Site and page architecture URL construct Inbound Social links Site speed Duplicate content High quality original content
- 29. Advantages & Disadvantagesof SEO Advantages — Cost effective (especially if done in-house) — Most content management systems allow for easy additions/changes — More cost control — Better opportunities to deliver your marketing message — Lots of tools available Disadvantages — Results take time to see — Natural search algorithms are black box — Site architecture plays a big role — Demand must exist
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- 31. SEM Basic Concept Advertiser selects a specific word or phrase (keyword) on which to bid Advertiser creates an ad title and description and enters a maximum bid amount for clicks on that ad When a user enters the specific word or phrase into the search engine, ad appears Advertiser is charged only when a user clicks on the ad
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- 35. Advantages& Disadvantages ofSEM Advantages — Ability to target by location — Some control over match type Broad, exact, negative — Manage marketing spend to a daily budget — Control your bids based on day of the week and time of day — Search engines offer tools to help you create, track, measure and optimize campaigns Disadvantages — Search engine algorithms are top secret, so you never have total control — Pay to play, minimum bids can be high — Demand must exist
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- 37. What Makes itSocial?
- 38. Types of SocialMedia Crowd sourcing (Groupon, LivingSocial, Trada) Video (YouTube, Vimeo, Boxee) Blogs (Blogger, Wordpress, Typepad, Tumblr) Photos (Flckr, Shutterfly, Picasa) Gaming (Raptr, GamerDNA, UGAME) Social Networks (Facebook, LinkedIn, Bebo, Orkut) Ratings &Reviews (Yelp, UrbanSpoon) Location based (FourSquare, Gowalla)
- 42. Advantages & Disadvantagesof Social Media Advantages — Great opportunity to engage with customers 1-1 or 1-few — Outlet to resolve customer service issues — Flexible platforms for consumers to engage with your brand — Good customer retention tool — Enables category creation/product input/new products Disadvantages — Shiny Object Syndrome — Difficult to scale — Difficult to track ROAS and therefore it’s impact to bottom line
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- 44. Email Email isnot dead… Forrester Research recently reported that spending on email marketing in the United States is expected to expand to $2 billion by 2014; this is an annual compound growth rate of nearly 11%. MarketingSherpa survey: email is one of only two tactics where more marketers increased budgets than decreased budgets in 2009. The other was social media. Highest ROI of digital channels — Averages $40/$1 or higher (Direct Marketing Association)
- 45. 45 Presented by GrantBaillie of Argos at 2008 Email marketing conference, with permission Q9. How refined is your email marketing capability?
- 46. Advantages & Disadvantagesof Email Advantages: Highly customizable Ability to target Ability to track metrics and show value Easy/fast to test Comparatively low cost to execute Disadvantages: Building a list takes time Must adhere to CAN SPAM legislation Requires commitment of resources Easy for consumers to ignore
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- 48. Affiliate Marketing Similarto partnership marketing – a merchant pays an affiliate to sell their products — Revenue share — Bounty Affiliate = website — Focus on driving traffic to their site(s) Opt-in email, keyword buys or search engine optimization, social media — May build multiple sites based on different verticals Affiliate networks are companies that provide a technology platform that allows merchants and affiliates to connect The network makes money on licensing fees, up selling services and takes a cut of the commission
- 49. Affiliate Platforms Merchant/Affiliate joins network Affiliatesapply to merchant programs Merchant approves affiliate Merchants provide creative (banners, product feed, text links, etc.) and commission structure to affiliates Affiliates drive traffic to their own sites Consumers click on link that takes them to the merchant’s site When the consumer converts the affiliate earns commission on the sale Affiliate network tracks entire process Merchant pays network, network pays affiliates
- 50. Advantages of AffiliateMarketing For Merchants: — Use other people’s website traffic to sell your products — If you go with a network you can get broad distribution and some of the work is taken off your hands — Ability to manage to a budget For Affiliates: — Great opportunity to monetize your website — Networks offer easy access to merchants &trackability — Access to new creative to refresh your site — Strong affiliate community – lots of support — Excellent home-based business model
- 51. Disadvantages of AffiliateMarketing For Merchants: — Loss of brand control — Large affiliates may dictate terms — Need resources to manage it For Affiliates: — If you go through a network you may make less — Merchants terms may limit your ability to market their products Commission structure might not be enough to support the way they drive traffic Merchants’ agreement may limit the channels they want to use to market products
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- 53. Uses of DisplayAdvertising New product introductions Category creation Brand building Sales promotion Lead generation Retargeting
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- 55. Advantages & Disadvantagesof Display Advantages — Target based on location, demographics, behavior — Build brand awareness — Retargeting opportunities — Trackable — Some types are very cost effective Disadvantages — Low conversion rates on regular display — Need to keep refreshing creative inventory — Difficult to determine contribution to conversion
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- 57. Old Spice CaseStudy http://www.youtube.com/watch?v=fD1WqPGn5Ag
- 60. How was itintegrated? Built brand equity - TV Extended story online (Facebook, Twitter, YouTube, Digg, Reddit) Consumers engaged with brand 1to1 on a huge scale Consumers passed along engagement WOM (Twitter, Facebook, blogs, etc.) Buzz generated more media coverage & increased sales
- 61. Old Spice campaignresults Day 1: Almost 6 million views (more than Obama’s victory speech) Day 2: Brand had 8 of the 11 most popular online videos Day 3: Campaign had reached over 20 million views. After the first week old spice had over 40 million views Twitter following increased 2700% Facebook fan interaction up 800% Oldspice.com website traffic up 300% Old Spice YouTube channel became the all time most viewed channel Campaign generated 1.4 billion impressions since launch Increased sales by 27% year/year Sales were up 55% the last 3 months Sales up 107% from the social responses campaign work Old spice is now the #1 body wash brand for men
- 62. Then What Happened? Two months after the campaign — Only 23 tweets, none personalized They had 120,000 followers – big missed opportunity! — No videos uploaded to YouTube for 6 months They left the consumer behind!
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- 66. Email CAN-SPAM — Passedin 2003, established first national standard for the commercial use of email and is enforced by the FTC. — Regulates compliance to standards around unsubscribe functionality, content and the way emails are sent. What is the impact to business? — All email marketing must be permission based — Email service providers take an active role enforcing compliance Merchant must be able to document the date and time a consumer opted-in, and the IP address for the machine they used to do it.
- 67. Affiliate Tax Law Also known as “Amazon Tax” State governments faced with huge budget deficits enact law that requires large online retailers to either collect sales tax for online transactions or provide a summary of people’s online purchases Went into effect in Colorado in March of 2010 Amazon immediately terminated all affiliates in the state of Colorado and followed suit with subsequent states who passed the law Should they have done it?