1. Online & New Media
Tools of Digital Marketing
SNC-MKTG350
September 9, 2013
2. Tonight’s Agenda:
Communication Pathways in Marketing
• Read Chapter 1 in Analytics text
• Quiz 3
• Tools of Digital Marketing
– Websites and blogs
– Search: Google, Bing & Yahoo
• Organic results
• Paid results
– Email
– Automated marketing tools
• Eloqua, HubSpot, etc.
• First blog post due: Wed., Sept 11
3. Key Points: Analytics
• Paid vs. Owned
– Paid can be banners, pay-per-click, sponsorships
– Owned means advertiser owns it: website, email, Facebook, Twitter
pages
• Earned Media
– Public relations, ie., placed stories in news or reviews
– Going “viral”
• No digital strategy can succeed based on only one media type.
• Targeting is done thru combo of first- and third-party data
• Cookies are yummy things, filled with crunchy data
• A funnel is used to sell things…more efficiently
• User feedback tells a richer story about the sale, products, user
4. Pathways of Communication
• Advertising:
One to Many
• Social/Online Media:
Many to Many
Online is more nuanced than just two simple models
5. Websites
• A website, also written as Web site,[1] web site, or simply
site,[2] is a set of related web pages served from a single web
domain.
• A website is hosted on at least one web server, accessible via
a network such as the Internet or a private local area network
through an Internet address.
• All publicly accessible websites collectively constitute the
World Wide Web.
7. Websites – What Can You With Them?
• Communicate your brand, products, position and
location
• Provide in-depth information and news in
text, videos, testimonials, PDFs
• Generate leads
• Make sales
• Get feedback
• Create a marketplace for products or info
8. Websites – What Can’t You With Them?
• Compensate for running a business poorly
• Replace customer service
• Make your products better
• Find people who don’t want to know about
you or your product
• Follow your clients around until they buy
9. Why not just use Facebook?
• Your audience might leave Facebook
• Facebook is not under your control
• You can’t do all functions in Facebook that you
can on your own site:
– Transactions
– In-depth information
– Gather systematic feedback
11. Blogs
• A specific kind of website
• May only have the blog content, may have more
• Content is constantly evolving
• Content can be words/opinions, photos, videos
• Possible to comment on blog contents and other
comments
14. engine
site
reader
Search
• Using the structure and content
of your site to show up favorably
in search results
• Using the tools of the search
algorithms to provide relevant
content to reader
• Search engines are a third party
in your messaging = distributor
17. Which model?
• One-to-one communication?
• One-to-many communication?
• Two-way communication?
• Many-to-many communication?
Search = “Filtered” two-way communication
18. Email
• Sending a message to many readers at one time
about your product, could be:
– Straight-up ads/offers
– Newsletters
– Invitations
– Surveys
• Usually part of a schedule of messages
• Most effective with “house lists”, people who
asked to be sent messages, updates
20. Which model?
• One-to-one communication?
• One-to-many communication?
• Two-way communication?
• Many-to-many communication?
Email = One-to-Many communication
21. Automated Marketing Tools
• Using software to systematically and
automatically deliver marketing messages
• Often follow-up messages:
– “Please review your purchase of…”
– “Your 10-day trial is about to expire…”
• Repetitive tasks
• Allows greater analysis
• Can be confused with customer service
22. Automated Marketing Tools
• After a download or a trial period (aka, lead
qualification)
• After a purchase (capturing reviews, feedback)
• Event RSVP’s
• Scheduled increments before a predictable future
purchase (ensuring future revenue):
– domain expiring
– oil change is due
• Often emails, could be posts or site messages
• A certain response triggers other automated messages
25. Which model?
• One-to-one communication?
• One-to-many communication?
• Two-way communication?
• Many-to-many communication?
Automation =
Manufactured two-way communication
26. Next session:
• Read Chapter 2 in Analytics text
• Social:
– Facebook, Twitter, Mashable & Pinterest, FourSquare
• Deals:
– Living Social, GroupOn
• Videos:
– YouTube, Hulu, Vine
• Web and mobile apps
– Apple and Android stores as distribution channels
• Mobile devices
• Podcasts, syndication and RSS
• Database marketing
• First blog post due: Wed., Sept 11
Editor's Notes
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Say the word “analog”1 packet = 1024 bits … or 1 byte1000 bytes = 1 kB1000 squared = 1 megaByte1000 cubed = 1 gigaByte1000 to the 4th = 1 teraByte
Say the word “analog”1 packet = 1024 bits … or 1 byte1000 bytes = 1 kB1000 squared = 1 megaByte1000 cubed = 1 gigaByte1000 to the 4th = 1 teraByte
Say the word “analog”1 packet = 1024 bits … or 1 byte1000 bytes = 1 kB1000 squared = 1 megaByte1000 cubed = 1 gigaByte1000 to the 4th = 1 teraByte
Say the word “analog”1 packet = 1024 bits … or 1 byte1000 bytes = 1 kB1000 squared = 1 megaByte1000 cubed = 1 gigaByte1000 to the 4th = 1 teraByte
