Unit 2 - Level 4 Award in Planning Integrated Campaigns PDF

Level 4 Award in Planning Integrated Campaigns Session no. 2 Dr. Nahid Freelance Marketing Fawi consultant Associate professor- University of Khartoum  Unit...

Level 4 Award in Planning Integrated Campaigns Session no. 2 Dr. Nahid Freelance Marketing Fawi consultant Associate professor- University of Khartoum  Unit 2. Understand customer 1 engagement with media and content 2.1 Describe customer 2.2 Illustrate the behavior and interaction importance of ‘content’ with digital and offline throughout the customer media. lifecycle. NAHID FAWI Components of SEM The simplest definition of SEO: SEO is what you do to rank higher on Google and get more traffic to your site. Yes, Google is just one search engine of many. There’s Bing and others. But capturing 92% of the “Google” and “search engine” are used synonymously Do You Know The Difference Between Paid And Organic Search Engine Results?  Organic search results are Paid determined advertisements by search What sit alongside What is organic? engine is organic results algorithms and are bought and are paid? rather than based on earned the merits of each site.  What is a SEO Algorithm?  Top Secret! Only selected employees of a search engines company know for certain  Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments  The SEO algorithm is constantly changed, tweaked & updated  Websites and documents being searched are also constantly changing  Varies by Search Engine – some give more weight to on-page factors, some to link popularity  Benefits of Paid Ads Better Click through rates: Searches using keywords that denote high purchase intent such as product or brand-specific keywords will get more clicks than organic results. Because more the impressions on the search engine result page, more are the chances of an ad to get a click. Less time: Unlike organic search rankings that can take months or years to show up on the first page, paid results are placed at the top of rankings as you pay for ad placement. Specific Targeting: Pay-per-click campaigns can be tailored to reach specific audiences. Examples of partitioning include geo-targeting, industry, device targeting, location based targeting, educational level, age etc.  Drawbacks of Paid Ads Cost: The more competitive the keyword is, the more is the bid price for each click. Pay-per-click demands high level of expertise to manage advertisement campaigns. If not, a huge amount of money gets spent to attract unqualified traffic. Less Click through rate: Except for high purchase intent keyword searches, users click on paid search listings at a lower rate than organic search listings. Users seem more reliable and trustful to click at organic search results. Temporary: The ads disappear as soon as advertiser stop paying for them.  Benefits of Organic Ads Ranking: Once you get top ranking, it’s easier to keep the ranking high. You can get authority status and can build the trust of users.. Best example of this is Wikipedia.org. Permanent: If the content that ranks high is of good quality, then the ranking also has a everlasting presence. Better Click through rates: Click through rates are better for organic search results except for Searches using keywords that denote high purchase intent. Trust and believability: High search engine rankings comes with a perception of trustfulness on the part of searchers. High search rankings imply high status and leadership. This perception converts into more trust and thus creates better click through rates to the site  Drawbacks of Organic Ads Way too much time: It takes months or years for organic results to show up on the top page, depending on the competitiveness of the keywords involved. More Resources: Getting high rankings requires both creating content and using Search engine optimization tactics to achieve it. This is the Bitter truth of Organic ads.  Important?  80% of consumers find your website by first writing a query into a box on a search engine (Google, Yahoo, Bing)  90% choose a site listed on the first page  85% of all traffic on the internet is referred to by search engines  The top three organic positions receive 59% percent of user clicks.  Cost-effective advertising  Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Sales/Leads Marketing Personalization 7 2 4 How we receive How manymessages marketing messages we receive Approximately NOISE!! 264 marketing impressions per person, perday CustomerThink.com 2 5 40% 56% 76% of consumers buy of consumers are more of consumers will share more from retailers likely to shop with a personal information for who personalize. good personalized a better experience. MyBuys experience. Digital MarketingAssociation Brandanew.com  Segmentation +Targeting = Personalization 2 6 Like Lemonade Like Lime-Aid Like s Like OrangeJuice Beet Juice 2 7 Targeted automation can beeasy IdentifyYourTargetAudience: Buyer Persona Create a BuyerPersona Give him/her aname Demographics Geographics Psychographics Use a photo DIG DOWN… Sample Buyer Persona Meet Mary 72 years old Female Lives inTampa, FL Retired Secretary Has 5Grandchildren Enjoys knitting, arts & crafts, and visiting localmuseums Buys online &via catalog Loves Humor Sample Buyer Persona Meet John 45 years old Male Lives in Brooklyn,NY High School EnglishTeacher Has 2 children Enjoys languages, creative writing & NPR Reads many reviews before shopping  So go ahead…ask them…  Demographics  Interests  Buying/giving behavior  Event attendance  Communication behavior  Device Usage 31  …and then use that information. Email list segmentation Social media promotions Autoresponders Personalized offers 32 Content Marketing DR/NAHID FAWI Content marketing for Brand curiosity Is the future of Content is the #is the New advertising in new Ad. Tagline the digital world  What is content marketing It is a marketing It is also considered to be approach that involves the other form of creating, curating, journalism and brand distributing and publishing that creates amplifying content that deeper connections is interesting, relevant between brands and and useful to a clearly customers. defined audience group in order to create conversations about the content.  Today most cooperations have implemented content marketing to a certain extent. A study by the Content Marketing Institute revealed that 76% companies of B2C and B2B companies 88 % of B2B spent about 28% of #hash tags used companies in in content their marketing distribution in North America budget on C.mark social media used C. mark. and B2C spent have equaled the about 32% role of In 2016 traditional taglines C.Marketing is the future of advertising in the digital economy Internet has given the birth to content marketing. Internet allows customers to converse and discover the truth about brands where today customers do not trust or appeal to traditional Ads, they prefer to ask friends and families for honest opinions about brands. Today marketers key role is to convey the value propositions offered by their brand, they have to be more creative in delivering complex information without overwhelming the customers, given limited space and time they can afford in paid media. Difference between Ads and Content Some marketers often see that content m. as another form of advertising and that social media is another form of broadcast media where they simply shift their Ads to social media without significantly reinventing the content. They see content as the longer versions of an advertisement , thus a major mind shift is required.  An advertisement  Content on the other contains the hand contains information the information brands WANT to customers WANT to convey to help SELL use to ACHIEVE their products and their own personal services. and professional objectives.  GOOGLE STUDY in 2015 study by Google It also revealed that of thousands of including Brand logo in YouTube's TrueVeiw the first 5 seconds of an advertisements revealed Ad. INCREASES Brand the attributes of videos recall, but can also that viewers do not skip: decrease watch time. they contain stories, human faces, and some sort of animation.  Marketers need to realize that their definition of good content might not the same as the customers definition , ultimately the customers definition is the one that counts Step by Step Content Marketing 1- Goal setting 2- Audience mapping 3- Content ideation and planning 4- Content creation 5-Content distribution 6- Content amplification 7- Content marketing evaluation 8- Content marketing improvement   1- Goal setting  What do you want to achieve with this C. marketing campaign?  Sales growth objective  Brand building objective  AND it Could be both objectives  Sales growth objective  Brand building objective   Lead generation (initiation  Brand awareness of customer interest)  Brand association  Sales closing (final step of  Brand loyalty sale)  Cross- sell (selling products related to the main product purchased)  Up- sell ( selling expensive products related to the main product purchased)  Sales referral  2- Audience mapping  Traditional segmentation is not much applicable in Content marketing.  ( geographic- demographic- psychographic- behavioural )  Here Customers should not be defined in broad terms such as “ our customers” , “ youth in general”, or “ decision makers” C. Marketing segmentation Marketers should focus on topics that interest certain subcultures (such as home schooling , 3 D printing. football, body building) that have the tendency to gather in communities and distribute relevant content among themselves. Moreover most subculture activists are influencers who will help amplify the content.  So Marketers should aim to  Profile the audience  Describe their personas which will help them imagine what the audience actually look like in real life  Through proper research they need to discover their anxieties , desire points and aspirations – which will define their need for specific content. Marketers should aim to provide content That helps them to relieve their anxieties and achieve their desires  3- Content ideation and planning The content should be the bridge that connects brands A successful stories to customers content marketing anxieties and help campaign is a them pursue their combination of desires. Marketers relevant themes- should find suitable formats- IDEAS about and solid what content to narratives. create and to perform proper planning.  A- Content theme  1- clear relevance:  2- effective :  Must mean something to  Has stories that reflect the customer brands mission  B- content format and mix  Can be written :  Can be visual: info press- articles- graphic- comics- newsletter- case presentation slides- games- videos- short studies- books films.  C- content story line calendar  Content marketing is often episodic with different small story arcs that support the overall story line.  CONTENT MARKETING IS LIKE STORY TELLING.  Marketers need to explore at this stage the overall content – marketing strategy.  4- Content creation Who creates the content and when?  1- Content In house or  2- Content production agencies: schedule :  content creation is a  By sponsoring content continuous process it has produced by third party no start nor end, it sources ( stories on news demands marketers to act paper by others). as publishers with strong  Or- curate user- generated writers and editors with content : where customers strong skills in journalism are invited to create and outsource creation can also share contents like images, be used via professional videos etc. content producers>  5- Content distribution  Owned channel : cooperate publication, events, websites, blogs, email newsletter, social media accounts, mobile phone notifications, mobile apps. That belong to the brand.  Paid channel :traditional advertising media, print media, digital media (display banners, search engine results, paid social media placements, mobile advertising media)  Earned channel: include the coverage and exposure gained by the brand due to word of mouth and can be a result of strong public and media effort. Here the audience often feels compelled to make them viral through social media and communities. Earned media do not stand alone they require owned and paid media to generate the free coverage.  6- Content amplification  This aims to leverage content assets and interact with customers  1- use of buzzers and influencers: identify key  2- creating influencers who are conversation usually respected figures around the in the community having a sizable group of followers content: via engaging and audiences, are often in the conversation. content creators themselves who have built their reputation over time with great viral content , are considered experts in their communities.   How successful is your campaign ?  It involves both the strategic and the tactical performance measurement.  8- Content marketing improvement  The key advantage of content marketing over traditional is that it is highly accountable, we can track performance by content theme, format, and distribution channel. Performance tracking is useful for analyzing and identifying opportunities for improvement  Since content is very dynamic, periodic improvements is essential. It is important to know that content marketing requires time to have impact therefore certain degree of persistence as well as consistency in implementation is essential  Assignment Choose one app and one website & critically assess 1. in terms of Features 2. in terms of Customer interaction 3. in terms of Content 4. your recommendations for improvement