Reach Convert Engage

Reach, Convert, Engage
The Basics of Digital Marketing
Dr. Lillian Clark, Portsmouth Business School
Remember...
“Without a doubt, new technologies...have had a
profound and lasting impact on the marketing
function. A paradigm shift has occurred which will
forever change the way marketers and marketing
managers work. This does not mean, however, that
‘old’ marketing tools are no longer
relevant.” (Molennar, 2012)
Digital Marketing?
•  Customer-centric digital marketing involves:
•  Applying…
• 
Digital technologies which form online channels…
(Web, e-mail, databases, mobile, iDTV)
•  to…
• 
Contribute to marketing activities aimed at achieving
profitable acquisition and retention of customers
(within a multi-channel buying process
and customer lifecycle)
•  through…
• 
Improving customer knowledge (of their profiles,
behaviour, value and loyalty drivers), then delivering
integrated targeted communications and online
services that match their individual needs
But what does this really mean?
Digital Marketing
Strategies
Reach -- Build awareness to drive to digital
presences
Convert -- Achieve conversion to goals, e.g.
sales, leads, fans
Engage -- build relationships to encourage
loyalty, repeat visits and sales
(David Chaffee, Smart Insights)
Reach
Reach
Acquisition Strategy
Build awareness off-site
Build awareness offline
To drive audience...where?
Reach Activities
SEO (Search Engine Optimisation)
PPC (Pay Per Click)
Affiliate/Partner marketing
Advertising
Email marketing
Social Media
SEO
The importance of search engines (e.g. Google)
What is an “organic search result”
Why is getting to the top so important?
How Does It Work?
On-page keywords
Links from other sites
Popularity of site
Geography
PPC
Paid listing on searches
Based on keywords, location
Charged only if ad is clicked, based on budget
Google Adwords
Affiliate/Partner
Marketing
Links/ads on affiliate site click through to merchant
Usually commission based, but can sometimes be
on per-click
Amazon Associates
Advertising
Display banners (aka Banner Advertising)
Usually charged CPM (cost-per-thousand
impressions)
Based on site, plus information from “cookies”
Doubleclick (now part of Google)
TV/billboards/print
What Do They Expect
You To Do?
“Down So Low...”
When Do They Expect
Me To Do This?
Assuming I Can Find The
Sign...
QR (Quick Response
Code)
Mobile Advertising
Mobile Advertising?
Where is M-Commerce
Happening?
Mobile Advertising
Angry Birds -- example or exception?
The “personal trust space” (Adams & Millard,
2003)
Marketers vs Consumers -- conflict of interest?
(Persaud & Azhar, 2012)
Email Marketing
Cold campaign -- email to people who’ve agreed
to receive offers from 3rd parties, etc.
Co-branded campaigns -- email to people who
have a strong affinity with one of the brands
Newsletters from third parties
Social Media
“Social media is the term commonly given to
Internet and mobile-based channels and tools that
allow users to interact with each other and share
opinions and content. As the name implies, social
media involves the building of communities of
networks and encouraging participation and
engagement.”
(Chartered Institute of Public Relations)
Word-of-Mouth
Marketing
Educating people about products/services
Identifying people willing to share opinions
Providing tools to enable sharing of information
Monitoring how, where and when opinions are being
shared
Listening and responding to supporters, detractors
and neutrals
(Word-of-Mouth Marketing Association)
e-WOM/Word-of-Mouse
Marketing
Viral/Buzz Marketing
Community Marketing
Influencer Marketing
Conversation creation
Types Of Social Media
Communication
Events
Collaboration
Media Sharing
Entertainment
Reviews/Opinions
Building the Community
Observe who is out there, what communities they’re
currently part of
Recruit potential participants
Decide appropriate platforms
Figure out how to get people talking
Measure
Promote the community
Continually improve, add content
Conversion
Convert
Achieve conversion to marketing goals
Fans
Leads
Sales (online and/or offline)
Designing For
Conversion
Must attract new users
Calls to action must be prominent
Benefits clearly explained
Fulfilment must be simple
Factors That Affect
Quality Content
Content processing
Stage
Description
Applications/Issues
1. Exposure
Content must be present for long enough to Content on banner ads may not be onscreen sufficiently
be processed.
long enough for processing and cognition.
2. Attention
Emphasis and accurate labelling of headings is vital to
User’s eyes will be drawn towards headings
gain a user’s attention. Evidence suggests that users do
and content not graphics and moving items
not notice banner adverts, suffering from ‘banner
on a web page (Nielsen, 2000b).
blindness’.
3.Comprehension
and perception
The user’s interpretation of content.
4. Yielding and
acceptance
Is information (copy) presented accepted by Copy should reference credible sources and present
customers?
counterarguments as necessary.
5. Retention
As for traditional advertising, this describes
the extent to which the information is
remembered.
Designs that use common standards and metaphors and
are kept simple will be more readily comprehended.
An unusual style or high degree of interaction leading to
flow and user satisfaction is more likely to be recalled.
Homepage Objectives
Key brand messages?
Encourages interaction?
Clear customer journeys?
Supports sales/lead generation?
Encourages return visits?
Landing Pages
Destination page displayed when user clicks on an
ad, search result, icon, etc.
May or may not be home page
Landing Page Objectives
Achieve registration
Profile & qualify visitor
Explain the value proposition
Communicate brand values
Provide alternative contact details
Localisation?
Tailoring of site for individual countries, cultures,
languages
Or is Digital Marketing global?
Digital Distribution
Transactional Functions -- product selection,
information, searching, browsing
Logistical Functions -- delivery
Facilitating Functions -- financing
Integration with terrestrial functions
Distribution on Facebook?
Smartphone Influence on
Purchase Decision
Smartphones and
Purchase Location
Conversion and Mobiles
Smartphones are increasingly becoming part of
our online shopping, but....
The rise of "Showrooming"
Lead Generation
Landing pages
Multichannel interactions
Event-triggered/behavioural email followups
Engage
Engagement
Retention and growth strategy to build customer
relationships to encourage repeat visits and sales
Engagement Activities
Content strategy
Email
e-Contact
Customer Service & Support
Mobile Marketing
Social CRM
Content Marketing
Sharable content creates awareness
Content drives SEO
User-generated content drives purchases
Content can be syndicated
Email Marketing for
Engagement
Announcements
Promotions
Encourage Social Media participation
Encourage recommendations/feedback
e-Contact
Social media
SMS
Chat/virtual platforms
Service & Support
Consumers are increasingly looking for service &
support online...
...and not necessarily from the company websites!
Online elements of
service quality
Tangibles
Ease of use
Service quality
Content quality
Price
Reliability
Responsiveness
Assurance and
empathy
Availability
Bugs
E-mail replies
Download speed
E-mail response
Callback
Fulfilment
Contacts with call
centre
Personalise
Privacy
Security
Social Media for Service
& Support
Which platform, and why?
Thomas Cook & Facebook
Carphone Warehouse and Twitter
Lowe’s and YouTube
Personalisation
Delivery of individualised content
Customisation
Individualisation
Group Characterisation
When personalisation goes too far?
Mobile Engagement - SMS
Early SMS ad campaigns led to a lot of spam (some
of which still exists today)
SMS Can work with careful management, tightly
segmented. e.g. Orange Wednesdays
Mobile Engagement -Apps
What’s an app?
How is the customer experience different from
accessing a website via a smartphone?
How can apps be used to engage consumers?