1.
Introduction to Digital Marketing
Dr Bex Lewis :: @drbexl
Senior Lecturer in Digital Marketing, Manchester Metropolitan University ;
Director: Digital Fingerprint; Author: Raising Children in a Digital Age (2014)

2.
"Achieving marketing
objectives through
applying digital
technologies and media.”
Digital Marketing: Strategy,
Implementation and Practice (2015)
What is digital marketing?
@drbexl
@davechaffey

3.
https://vimeo.
com/2774192
14 ::
https://www.a
dweek.com/cr
eativity/check-
out-all-30-
grand-prix-
winners-from-
cannes-lions-
2018
@drbexl

4.
• What digital marketing
campaigns come to mind for
you?
• What do you think made you
remember them?
Discuss
@drbexl

5.
@drbexl
http://j.mp/digimktg15

6.
Purchasers? Sign Ups? Design? Return On
Investment? Enjoyment? Awareness?
Remembered? Brand Known? Media
Coverage? Number of Views?
Engagements?
Best?
@drbexl

7.
• Purpose of the campaign
• Understanding of
audience
• Key Performance
Indicators?
• Call to Action?
Fit. For. Purpose
@drbexl

8.
“The first important decision you must make is to pinpoint
an audience: who are you writing for? Quite simply, the
audience is in the driver's seat. By and large, what the
audience wants is what you should be giving them. You
have to listen to your audiences to find and select the
right narratives, language, and visual and graphic
devices that will capture their attention.”
Who is your audience?
@drbexl

9.
@drbexl
https://www.of
com.org.uk/res
earch-and-
data/multi-
sector-
research/cmr/c
mr-2018

10.
• What do you know about
your (desired) ‘audience’?
• Personalities? Lifestyles?
Values? Fears? Pain Points?
Discuss
@drbexl

11.
@drbexl
http://www.thisg
irlcan.co.uk/
http://www.dan
dad.org/en/thisg
irlcan-interview/

12.
“When we met the women, we realised how this was
actually real. This wasn’t reading research on paper any
more, they had real stories so we wanted to give them
the space they deserved. It was never a box ticking
exercise, we just wanted women who embodied the
spirit of the campaign. And that’s who’s in it.”
http://www.dandad.org/en/thisgirlcan-interview
Humans Tell Stories
@drbexl

13.
@drbexl

14.
• Web: http://www.thisgirlcan.co.uk/
• Twitter: @ThisGirlCanUK #thisgirlcan
• Facebook: http://j.mp/thisgirlfb
• YouTube: http://j.mp/thisgirlYT
• Mobile App: http://app.thisgirlcan.co.uk
Further discussions: http://wke.lt/w/s/2rGIb
(Social) Campaign Aspects
@drbexl

15.
Many body types & sports are shown – easy to
identify
- Positive not negative message (do, not don’t)
- Catchy hashtag exploits modern social media
- Use of humour (pokes fun at so much
sexualised sport)
- Inclusive & empowering rather than
competitive, get moving, have some fun,
enjoy friends – NOT fitspiration
- Nielsen survey – social media used more by
women for connection, creativity &
entertainment
Positives and Negatives?
@drbexl
Men are excluded (though have seen
#thisboycan #thismancan)
- Refers to ‘girls’ rather than women -
thos some use #thiswomancan
- Some grumbles ‘about sex’ and
objectification
- Ignores the older generation – partic
50+ - who are not represented *later
campaigns illustrated this

16.
• 25 million+ total campaign views ; 250,000+ interactions.
• 302,000 Facebook and 77,000 Twitter followers
• #ThisGirlCan trended #No3 TV advert launch night
• Bespoke algorithm tweets users
• ACTIVEMapX: Classes advertised increased 39%, whilst user
searches exceeded 5,000+ daily
• Digital library of shareable assets, utilised by over 4,000
partners and sporting organisations in the UK.
Success Factors
@drbexl

17.
@drbexl
“Older women said they had strong
connections to the campaign beforehand,
but they spoke about the fear of being a
beginner. At 46, you’re maybe a little bit less
inclined to start something new, so that’s
what we’re directly tackling. We want to
normalise the beginner and highlight that
exercise is not just about the physical
benefits but also about personal
development.”
•30 Jan: ‘Out of Home’ and digital
•24 Feb: New TV Ad
#ThisGirlCan 2017

18.
@drbexl

19.
@drbexl

20.
@drbexl

21.
• Social Currency: We share things that make us look good
• Triggers: Things need to be in our consciousness to want to share them
“Different locations contain different triggers. Churches are filled with religious imagery,
which might remind people of church doctrine…. And once these thoughts are triggered,
they might change behaviour.”
• Emotion: We want to share the things we care about (exciting is more shared than
sad)
• Public: If something is public, and on show, it's visible to others and enters their
consciousness
• Practical Value: People like to share useful bits of information that we think will
help people
• Stories: Humans tell stories - and useful information can be embedded in what
seems like idle chatter!
What makes people share?
@drbexl

22.
@drbexl

23.
• Need to have a purpose  Plan
• Need to understand your audience
• Digital mixes with other forms of media
• Get inspiration from other campaigns
• Seek ways to measure ROI
• There’s no magic bullet: it takes work!
So what have we learnt?
@drbexl

24.
• What campaign might you
attempt?
• Purpose of campaign
• Planned audience/£
• Measures of success?
Discuss
@drbexl

25.
Recommended Texts
@drbexl

26.
Thank you for your participation
@drbexl
Connect further:
http://drbexl.co.uk/