[Market Issue]
- MZ 아트슈머 겨냥한 아트 마케팅 활발
- 영상 광고의 A to Z, 생성형 AI로 제작
[Media News]
- 메타, 생성형 AI 기반 광고 제작 도구 도입
- 글로벌 OTT 플랫폼 ‘스트림플레이션’ 시대
- 유튜브, 오는 11월부터 대대적인 광고 개편 돌입
[New Media]
- 투두메이트
- 요즘것들
- 식권대장
[Special Promotion]
- SNOW X 메조미디어 단독 패키지
COSC 426 Graduate class in Augmented Reality, lecture on AR tracking. Taught by Mark Billinghurst of the HIT Lab NZ at the University of Canterbury, July 25th 2012
[Market Issue]
- MZ 아트슈머 겨냥한 아트 마케팅 활발
- 영상 광고의 A to Z, 생성형 AI로 제작
[Media News]
- 메타, 생성형 AI 기반 광고 제작 도구 도입
- 글로벌 OTT 플랫폼 ‘스트림플레이션’ 시대
- 유튜브, 오는 11월부터 대대적인 광고 개편 돌입
[New Media]
- 투두메이트
- 요즘것들
- 식권대장
[Special Promotion]
- SNOW X 메조미디어 단독 패키지
COSC 426 Graduate class in Augmented Reality, lecture on AR tracking. Taught by Mark Billinghurst of the HIT Lab NZ at the University of Canterbury, July 25th 2012
Advanced Methods for User Evaluation in AR/VR StudiesMark Billinghurst
Guest lecture on advanced methods of user evaluation in AR/VR studies. Given by Mark Billinghurst as part of the ARIVE lecture series hosted at the University of Otago. The lecture was given on August 26th 2021.
최근 광고·미디어 산업에 새로운 변화의 물결이 일렁이고 있습니다.
생성형 AI와 같은 신기술의 도입으로 광고의 패러다임이 변화하고 있으며,
경기 침체와 쿠키리스 상황에서 수익성을 높이기 위한 기업들의 움직임도 분주하기 때문입니다.
격변하는 환경에 빠르게 적응한 기업만이 새롭게 재편된 시장을 주도할 것입니다.
이번 보고서는 2024년에 광고·미디어 산업에서 주목할 만한 주요 이슈 5가지를 선정하여,
기업들의 현황과 생존 전략을 중심으로 미래를 전망해 보고자 합니다.
-
1. 거칠게 밀려오는 큰 파도 GENERATIVE AI
2. SNS에 퍼지는 유료화 물결 SNA(Subscription No Ads)
3. 광고 미디어로 부상하는 OTT
4. 변화의 물결에 올라탄 CTV & pDOOH
5. 새로운 활로를 개척하는 E-COMMERCE
[Market Issue]
- 게임 신작 릴레이 출시 예고, 하반기 게임업계 경쟁 격화
- 정부, 온라인 금융상품 판매중개업 규제 완화
- 명품/패션 유통업계, 중고 거래 사업 전개
[Media News]
- 네이버&카카오, 모바일 메인 프리미엄 상품 출시
- 틱톡, 제한 시간 내 일상샷 공유하는 'Now' 출시
- 애플 서치애드, 신규 광고 상품 출시
[New Media]
- OK캐쉬백 라이브 방송 부스팅 상품
- 아프리카TV 모바일 인트로 배너
- 캐치
- 아스
[Special Promotion]
- 리멤버, 단가 할인 프로모션
- 캐치, 최대 600만 원 밸류 무료 테스트 프로모션
Why Do You Need a Digital Marketing Strategy for Business Growth?Chandrasekhar Sah
Digital marketing, in particular, refers to 'achieving marketing objectives through the application of digital technologies and media. You must integrate digital technologies with traditional media such as print, TV, and direct mail as part of multichannel marketing communications. More importantly, now more than ever, you need to be able to demonstrate the value of your work.
Advanced Methods for User Evaluation in AR/VR StudiesMark Billinghurst
Guest lecture on advanced methods of user evaluation in AR/VR studies. Given by Mark Billinghurst as part of the ARIVE lecture series hosted at the University of Otago. The lecture was given on August 26th 2021.
최근 광고·미디어 산업에 새로운 변화의 물결이 일렁이고 있습니다.
생성형 AI와 같은 신기술의 도입으로 광고의 패러다임이 변화하고 있으며,
경기 침체와 쿠키리스 상황에서 수익성을 높이기 위한 기업들의 움직임도 분주하기 때문입니다.
격변하는 환경에 빠르게 적응한 기업만이 새롭게 재편된 시장을 주도할 것입니다.
이번 보고서는 2024년에 광고·미디어 산업에서 주목할 만한 주요 이슈 5가지를 선정하여,
기업들의 현황과 생존 전략을 중심으로 미래를 전망해 보고자 합니다.
-
1. 거칠게 밀려오는 큰 파도 GENERATIVE AI
2. SNS에 퍼지는 유료화 물결 SNA(Subscription No Ads)
3. 광고 미디어로 부상하는 OTT
4. 변화의 물결에 올라탄 CTV & pDOOH
5. 새로운 활로를 개척하는 E-COMMERCE
[Market Issue]
- 게임 신작 릴레이 출시 예고, 하반기 게임업계 경쟁 격화
- 정부, 온라인 금융상품 판매중개업 규제 완화
- 명품/패션 유통업계, 중고 거래 사업 전개
[Media News]
- 네이버&카카오, 모바일 메인 프리미엄 상품 출시
- 틱톡, 제한 시간 내 일상샷 공유하는 'Now' 출시
- 애플 서치애드, 신규 광고 상품 출시
[New Media]
- OK캐쉬백 라이브 방송 부스팅 상품
- 아프리카TV 모바일 인트로 배너
- 캐치
- 아스
[Special Promotion]
- 리멤버, 단가 할인 프로모션
- 캐치, 최대 600만 원 밸류 무료 테스트 프로모션
Why Do You Need a Digital Marketing Strategy for Business Growth?Chandrasekhar Sah
Digital marketing, in particular, refers to 'achieving marketing objectives through the application of digital technologies and media. You must integrate digital technologies with traditional media such as print, TV, and direct mail as part of multichannel marketing communications. More importantly, now more than ever, you need to be able to demonstrate the value of your work.
Vincy Concepts LLC is a fast growing outfit with young and talented minds, having been in the Advertising and Marketing world for years we have been able to gain expertise and experience in the industry with vast knowledge of Digital Marketing we are working on punching a big blow in the industry very soon, would you like to be part of the CHANGE?
This is a strategy created for a client on Digital Marketing feel free to contact us today.
Digital marketing is a broad term used to describe the process of promoting products or services using digital channels such as search engines, social media, email, mobile apps, and other digital platforms. In this article, we will discuss the various aspects of digital marketing, its benefits. How businesses can use digital marketing to reach their target audience and achieve their marketing goals.
Digital marketing goes far beyond just ads and emails. Marketing teams can employ
a wealth of different platforms and tactics, including blogs, multi-layered email
campaigns, websites, and social media platforms, just to name a few. Ultimately,
the goal of a digital marketer is to generate leads, as well as engage, capture the
attention of, and forge a strong bond with the people who might be interested in what
you have to offer.
THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGYVinodh Ramakannan
Spinta Digital, leading digital marketing company in Chennai and London gives you The Complete Guide To Creating A Perfect Digital Marketing Strategy in this blog! Read on to know how we help our brands using this near to perfect digital marketing strategy.
Digital marketing is the component of marketing that uses digital technology based on online environments such as desktop computers, mobile phones and other digital platforms and media to promote products and services
With the transition to the 2000s, traditional marketing methods have left their throne to digital marketing methods. The digital marketing method, which has a higher level of controllability and is cheaper than the traditional methods it leaves behind, stands out as it facilitates accessibility and allows to meet incoming demands quickly.
Similar to If you fail to plan, you plan to fail -Digital Marketing Plan- (20)
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
If you fail to plan, you plan to fail -Digital Marketing Plan-
1. DIGITAL MARKETING PLAN
Using digital marketing without a strategic approach is still commonplace. I’m sure many of
the companies in this category are using digital media effectively and they could certainly be
getting great results from their search, email or social media marketing. But I’m equally sure
that many are missing opportunities or are suffering from the other challenges I’ve listed
below. Perhaps the problems below are greatest for larger organisations who most urgently
need governance. There’s arguably less need for a strategy in a smaller company.
Many, a majority of companies in this research do take a strategic approach to digital. From
talking to companies, I find the creation of digital plans often occurs in two stages.First a
separate digital marketing plan is created. This is useful to get agreement and buy-in by
showing the opportunities and problems and map out a path through setting goals and
specific strategies for digital including how you integrated digital marketing into other
business activities.
Second, digital becomes integrated into marketing strategy, it’s a core activity, “business-as-
usual”, but doesn’t warrant separate planning, except for the tactics.
Reasons you need a digital strategy
“If you fail to plan, you plan to fail”
Directionless
I find that companies without a digital strategy don’t have clear strategic goals for what they
want to achieve. And if you don’t have goals you likely don’t put enough resources to reach
the goals and you don’t evaluate through analytics whether you’re achieving those goals.
You don't know your online market share
Customer demand for online services may be underestimated if you haven't researched this.
Perhaps more importantly you won’t understand your online marketplace: the dynamics will
be different to traditional channels with different types of customer profile and behaviour,
competitors, propositions and options for marketing communications.
You don't know your customers well enough
It’s often said that digital is the “most measureable medium ever”. But Google Analytics and
similar will only tell you volumes not sentiment. You need to use other forms of website user
feedback tools to identify your weakpoints and then address them.
You're not integrated (disintegrated)
It’s all too common for digital to be completed in silos whether that’s a specialist digital
marketer, sitting in IT or a separate digital agency. It’s easier that way to package digital
marketing into a convenient chunk. But of course it’s less effective. Everyone agrees that
digital media work best when integrated with traditional media and response channels.
Wasting time and money through duplication
Even if you do have sufficient resource it may be wasted. This is particularly the case in larger
2. companies where you see different parts of the marketing organization purchasing different
tools or using different agencies for performing similar online marketing tasks.
You're not agile enough to catchup or stay ahead
If you look at the top online brands like Amazon, Dell, Google, Tesco, Zappos, they’re all
dynamic - trialing new approaches to gain or keep their online audiences.
You're not optimising
Every company with a website will have analytics, but many senior managers don’t ensure
that their teams make or have the time to review and act on them. Once a strategy enables
you to get the basics right, then you can progress to continuous improvement of the key
aspects like search marketing, site user experience, email and social media marketing.
Creating a Digital Strategy (RACE model)
We created the RACE Planning system to help give a simple framework to help small and
large businesses alike take best advantage of the opportunities available from digital
marketing.
RACE consists of four steps or online marketing activities designed to help brands engage
their customers throughout the customer lifecycle.
- Reach Reach means building awareness of a brand, its products and services on other
websites and in offline media in order to build traffic by driving visits to different web
presences like your main site, microsites or social media sites.
- Act Act is short for Interact. It’s about persuading site visitors or prospects take the
next step, the next Action on their journey when they initially reach your site or social
network presence. It may mean finding out more about a company or it’s products, searching
to find a product or reading a blog post. You should define these actions as top-level goals of
the funnel in analytics. Goals can include “Viewed product”, “Added to Basket”, “Registered as
member” or “Signed up for an enewsletter.
Act is also about encouraging participation. This can be sharing of content via social media or
customer reviews (strictly, part of Engage). It’s about engaging the audience through
relevant, compelling content and clear navigation pathways so that they don’t hit the back
button. The bounce rates on many sites is greater than 50%, so getting the audience to act or
participate is a major challenge which is why we have identified it separately.
- Convert Again the conversion point needs to be defined for each business, but
typically its conversion to sale. For a multichannel retailer it will be an online or offline sales
outcome. For other businesses, it could be where the visitor commits to form a relationship
which will generate commercial value for the business such as a lead.
- Engage This is long-term engagement, building customer relationships over time
through multiple interactions using different paid, owned and earned media touchpoints such
as your site, social presence, email and direct interactions to boost customer lifetime value. It
3. can be measured by repeat actions such as repeat sale and sharing content through social
media.We also need to measure percentage of active customers (or email subscribers) and
customer satisfaction and recommendation using other systems.
4.
5. Create a digital-marketing-strategy in 3 steps:
• Opportunity
◦ where are we now?
◦ Where do we want to be?
• Strategy
◦ how do we get there?
• Action
◦ how exactly do we get there?
◦ What is our plan?
◦ Did we get there?
You plan to succeed with digital channels if you have:
- Smart RACEobjectives based on marketplace analysis
- Strategies aligned with objectives
- Integration between online and offline activities
– Sufficient allocated resource
Opportunity -where are we now? Where do we get there?-
It defines the digital marketing capabilities. It can be splitted in: healthcheck, market analysis,
SWOT analysis, define a vision, smart RACE objectives, actionable dashboards.
Healthcheck:
Ask your self questions about your approach to digital-marketing-strategy. You can answer
from 1 to 5.
- Do we have a defined digital strategy to create growth?
By "defined" we mean a separate digital strategy document or integrated into other
marketing plans.
- We have clear online goals aligned with business goals?
- Do we use an online marketing dashboard to track goals and KPIs?
The dashboard could be custom reports in Google Analytics or spreadsheets to report
on performance monthly, weekly or, for an active Ecommerce site, daily. It should
cover key areas of effectiveness across the customer touchpoints of RACE.
- Do we know who we're speaking to, our target audience and market?
That is, do you have a defined grouping of target prospects and customers i.e.
segmentation?
6. - Do we have a content strategy including a defined network of online partners and
influencers?
- Do we learn from competitors in a structured way?
You should regularly benchmark to compare performance and marketing techniques.
Market Review:
This is a situation analysis reviewing how your customers use digital channels integrated with
traditional channels.
Output a: A marketplace map summarises customer types, customer search behaviour, key
influencer types and intermediaries.
7. Output b: Create a digital channel SWOT in TOWS format to summarise the key issues you
need to manage for digital channels.
Define a vision:
Every company is on a journey to improve their digital competence – it will take more than a
year and will be ongoing. Your vision should highlight the benefits digital transformation will
deliver to the customer and the company summarised using top-level goals with the 5Ss.
Smart RACE objectives:
Specific commercial objectives from digital channels should be set based on quantitative
modelling of direct online sales (online revenue or profit contribution) and indirect (offline
revenue contribution).
Output: A key part of summarising strategy – a table aligning SMART RACE objectives with
strategies and KPIs to be tracked.
A conversion-based channel model is recommended to make them quantitative.
Actionable dashboards:
Your analytics system should be customised so that you can track KPIs through goals with
values attached to them.
Output: A summary table of RACE KPIs to include on dashboard, covered in the strategy
qualification and Delivering Results guides. Will form custom reports in Google Analytics as
described in our GA guide.
8.
9. Strategy -how do we get there?-
Define Segmentation and Targeting
Digital channels give new opportunities to target niche audiences with existing or new
propositions.
Priorities for targeting markets and audiences should be defined.
Output: Table summarising targeting options with different online media channels – Paid-
Owned-Earned.
Set Positioning – Online Value Proposition
The Online Value Proposition reinforces key brand messages from 7Ps and highlights the
reasons why audiences should engage with a brand and be influenced to buy and share.
OVP=Online Value Proposition=Brand Adding Value to Audience
• help me to do my job / to live my life
• help me develop / learn
• entertain / inspire me
• help me select and use products
10. Action – how exactly do we get there? What is our plan? Did we get
there?-
Reach, Act, conver, engage
Ensure you have appropriate controlled spend of online media through budgeting for Paid-
Owned-Earned media investment with a conversion-based budget model.
11. Media Investment:
Each media needs to be tracked according to the objectives and KPIs defined in the
Opportunity section. It’s essential to compare channels by conversion and effectiveness
with proper metrics. Dashboard to calculate KPIs per each media investment category.
Breakdown of KPIs of each activity.
• Search Marketing
◦ SEO
◦ Paid Search, PPC
◦ Paid for inclusion feeds
• Online PR -Take advantage of online network connections by identifying key influencers
and complimentary partners and then developing proactive management of these-
◦ Publisher outreach
◦ Influencers
◦ Media alerting
◦ Brand protection
• Online partnership
◦ affiliate marketing
◦ sponsorship
◦ co-branding
12. ◦ link-building
◦ widget marketing
• Social media marketing
◦ audience participation
◦ managing social presence
◦ viral campaigns
◦ customer feedback
• Opt-in-e-mail
◦ house list e-mails
◦ co-branded email
◦ ads in third party newsletter
• Interactive ads
◦ site specific media buys
◦ ad networks
◦ sponsorship
◦ behavioural targeting
• offline communication
◦ advertising
◦ personal selling
◦ sales promotion
◦ PR
◦ sponsorship
◦ direct mail
◦ exhibitions
◦ merchandising
◦ packaging
◦ word-of-mouth
13. Prioritise and define customer journeys (CXM): Define conversion funnels and pathways
within site design based on Top Customer Tasks and the value of content.
Digital marketing often encourages the creation of silos, especially in large organisations.
Integration planning will help develop:
• Seamless customer journeys from online to offline
• Co-ordination and collaboration between internal and external teams
Content is the a online asset which plays a role across RACE, so it needs to be proactively
managed through a content marketing strategy or plan which sets out:
• Priories for content investment, for example using the Content Marketing Matrix.
• Scheduling content through editorial calendar
14. • Search Engine Optimisation of content
• Analysing and optimising content effectiveness
15. Conversion Rate Optimisation:
CRO is Conversion Rate Optimisation. Your CRO plan sets out a schedule for tests to improve
to increase conversion rate and value generated via your digital marketing during customer
acquisition. Output: CRO plan and schedule of Experiments.
Merchandising approach:
Merchandising is traditionally an Ecommerce activity, although best practices aren’t described
much. Output: Merchandising plan defining updates to Products, Promotions and Content to
support campaigns.
16. Loyalty Improvement:
Understanding loyalty drivers through determining Satisfaction and Net Promoter Score is
crucial to encouraging repeat sales and recommendations. It often has insufficient attention
with the focus on Acquisition and Conversion.
Output: Customer Loyalty plan
Social media strategy:
Social media underpins many of these other activities, so it needs an overall plan and
integration with most digital marketing activities. Output: Social Media Plan
Customer email contact strategy:
• Review email engagement
• Implement customer contact strategy