Discussing the relevance and effectiveness of Digital marketing

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2.  Slide 3 : definition of digital marketing
 Slides 4-5 : concepts of digital branding
 Slide 6-7 : Pay per click
 Slide 8-11 : Social media marketing
 Slide 12 : CPA
 Slide 13 : Target market
 Slide 14 : Comparison to Conventional marketing
 Slide 15-17 : Supercell success story
 Slide 18 : Integrated Marketing
 Slide 19 : Group Opinion
 Slide 20 : Glossary
 Slide 21 : References
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3. Digital branding and its influence on
the market
What is Digital Branding?
Digital Branding is the usage of digital media to create, improve
and manage the relationship between a brand and the audiences
that it appeals to, through the use of the internet.
This allows a product or franchise to either improve upon its
current profitability and image, or try and change the way that
people engage with it completely.
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4. 1. Pay Per Click
This is an advertising model that directs traffic to specific websites in which the
advertisers only pay the publisher of the advert when the advert is clicked.
Focuses on specific keywords to direct the target market. The advertiser and
publisher either agree on a fixed price per click or bid on a specific price. The
most common example is Google ad-words
2. Search engine optimization
SEO is an internet marketing strategy, it considers how exactly search engines
work based on what people search for and the keywords or terms specifically
used in the search. Companies hire search engine optimisers to edit the content
of the site and links to the site in an attempt to raise the priority of a website
being shown in the results of an organic search.
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3. Social media marketing
This is a form of marketing that focuses on encouraging viewers to share the
relevant communications or adverts across various platforms of social
networking, allowing the message to reach a large audience and doesn’t cost
much as other forms of marketing.
This type of marketing also involves a, “Following.” in cases of Twitter,
Facebook, LinkedIn, Slide Share and many more.
4. YouTube advertising
This is the use of specifically YouTube to advertise your brand by showcasing
a video advert. This advert is viewed for 5 seconds before the viewer has the
option to skip the advert. It is an effective means of advertising if your target
market spends a lot of time on YouTube.

6. Companies pay a website or search engine such as google to show the company‘s
website as one of the first sites to pop up.
What Pay Per Click (Google Ad words) looks like
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7. Any company or person who’s customers or potential customers use the internet can
greatly benefit from the use of the Pay Per Click marketing strategy.
Amazon and eBay are both perfect examples for using pay per click due to the fact that
they appeal on the platform on which they stand. Amazon spent over $55 million on the
usage of AdWords in 2011 alone and eBay reported spending $42.8 million.
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8. This form of marketing is effective in the fast-paced and technologically driven
marketplace. Social media marketing is a great way of raising brand awareness.
Factors of social media marketing
• Low-cost form of marketing.
• More engagement with customers.
• Can respond specifically to each customer.
• Most social media platforms make it simple to share content across to other
platforms.
• There are many platforms for one to advertise on.
• Facebook
• Twitter
• Instagram
• LinkedIn……..
Again, a disadvantage is that well established firms that were more likely first
entrants into the market now have the capital to pay for the advertising spots
making it difficult for newer entrants.
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9.  Coca-Cola ran an extremely successful campaign that revolved around
social media marketing.
 They came up with the idea of the Happiness Machine
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10.  https://www.youtube.com/watch?v=lqT_dP
Apj9U
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11. This video of peoples’ genuinely positive reactions was then posted on various social
media platforms such as Facebook and Instagram.
Coca-Cola has over 87 Million followers on Facebook which is evidence of people
enjoying their campaigns and wanting more thus giving Coca-Cola more of an
opportunity to capitalise from Social media marketing.
All Social Media Marketing campaigns have the potential to go viral.
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12. The Consumer Protection Act was introduced in April 2011, this primarily focuses on
protecting the consumer and has had mostly beneficial results for the consumer.
Key aspects of the CPA
• Any competition that is launched through the means of email must have all rules
clearly stated before the competition starts.
• Any person that recieves marketing related messages must have opted in prior to
recieving them and the business must be able to prove this.
• A sale that is the result of an email marketing campaign subject to a 5-day period in
which the deal can be broken off or any product purchased returned.
The effect on businesses.
• Businesses can form a more efficient sense of communication with a client.
• Good relations are formed with a customer by them only recieving information by
choice.
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13. Target Markets
How does a target market affect the form of advertising used
Know who your target market it
Where will they see your advert?
What will they want to see?
How frequently will they be using the medium used?
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Factors that affect the target market:
• Geographics – Where the audience is situated
• Demographics – The culture of the people
• Psychographics – The people’s beliefs and ideals
• Behaviour – The individual people’s intrests and behaviours

14. Differences of Traditional Methods versus Digital marketing:
Traditional methods include:
•Television
•Radio
• Newspaper
• Magazine…
•Radio and Television are considered broadcasts because they display only at a certain time
that is agreed upon. Regarding TV marketing, it costs more depending on how long the
advert is aired for and when it airs. With Digital marketing though, the advert is usually
permanently displayed which means that people are more likely to see it.
•Digital branding can be and often is interactive where as conventional marketing has no
interactive capabilities
•In digital marketing, the advert’s costing is based on reactions rather than just their
presence.
•Digital marketing is cheaper when compared to conventional advertising such as TV and
Radio due to the high cost of production it takes to make a TV or radio advert.
•Digital branding can more easily reach the global market due to the fact that it is based on
the internet and anybody around the world has access to the advert, where as conventional
advertising is locally based.
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15. We must now take a look at
something we all know about,
*Clash Of Clans*
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https://www.youtube.com/watch?v=YSd
JtNen-EA

17. Supercell is a very new company that has achieved financial success in a very short time
due to their advertising campaign on YouTube
The target market of a company like Supercell is more youth orientated and the youth in
general watch YouTube a lot, therefor YouTube was a very good option for them to
advertise on.
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18. An integrated campaign is one that, “Speaks in the same voice” and spreads the same
message across many different mediums.”
•Using multiple methods of marketing.
- Television
- Radio
- Digital
- Posters
•What does this do for the product or company?
• Consistent communication across many mediums of marketing.
• Raises awareness to different groups of people of the product.
• Constant notice of where the product is available and how it can benefit you.
• Creates a constant desire for the product.
Which all increases the sales and profitability
of the company.
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19. The three of us have discussed and came to this conclusion:
Our opinion is that Digital branding is a very effective and should definitely be
implemented by all companies due to its cost effective nature and because of its capacity
to reach the target audience of any company.
Conventional advertising also has hugely effective properties and should also be used to
acquire the following of people required in social media successes.
We believe that the most effective way of marketing is through the implementation of
an integrated campaign due to the fact that it allows the company to utilise all the
benefits of the different marketing strategies with a synergistic and exponential
improvement.
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20.  Organic Search: The search results that come up purely due to factors such as how many people have viewed
the site.
 Supercell: The makers of Clash of Clans
 Cost Per Click: A strategy that companies use to advertise. It uses key search words to determine when it pops
up as an advert to directly target the target audience
 Social Media Marketing : The use of social media platforms to enhance the company's image.
 Glossary: A list of explanations for words and phrases used in for example a business presentation
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21.  YouTube Videos
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https://www.youtube.com/watch?v=DQAVMamnKQg – Japanese Adverts

http://www.youtube.com/watch?v=YSdJtNen-EA – You and This Army Advert
 Wordstream. 2011. What Types of Business use PPC. [ONLINE] Available
at:http://www.wordstream.com/blog/ws/2012/01/25/what-types-of-business-use-ppc. [Accessed 15
August 14].
 Jonloomer. 2012. Facebook advertising Cost. [ONLINE] Available
at:http://www.jonloomer.com/2012/08/06/facebook-advertising-cost. [Accessed 15 August 14].
 http://en.wikipedia.org/wiki/Search_engine_optimization
 Digital Fire. 2012. Pay per Click. [ONLINE] Available at: http://www.digitalfire.co.za/blog/the-consumer-protection-
act-and-digital-marketing/. [Accessed 23 September 14].
 http://en.wikipedia.org/wiki/Pay_per_click
 E-Consultancy. 2013. 10 Inspiring Digital Marketing Campaigns. [ONLINE] Available
at:https://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola#
i.7390aoz8rfkkvx. [Accessed 20 August 14].
 Christopher’s Dad was consulted.- Brian Wright PowerHouse Advertising
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