Chapter 14 Digital Media Marketing PDF

KCOM 328 Digital Media Marketing Ludi Koekemoer  Chapter 14 Digital Media Marketing Aim of the chapter This chapter will focus on the different areas of digital media marketing 01 and the process of a digital media marketing strategy. This includes, but is not limited to...

KCOM 328 Digital Media Marketing Ludi Koekemoer  Chapter 14 Digital Media Marketing Aim of the chapter This chapter will focus on the different areas of digital media marketing 01 and the process of a digital media marketing strategy. This includes, but is not limited to, website design, website development, 02 different search engine marketing (SEM) techniques and social media. There will also be correlations drawn between the different areas of 03 digital media marketing and how they affect one another. Learning Outcomes Understand website design, develop Discuss the Google Adwords platform 1 key areas and critique a website; 5 and the search and display network; Understand areas of website Discuss how social media marketing 2 development, coding languages and 6 works, and the different social media functionality requirements; platforms; Understand some of the key factors Explain email marketing, and the 3 of onsite search engine optimisation 7 difference between owned vs. bought (SEO); databases; and Identify a back link to a website and Understand mobile marketing and the 4 create back links for offsite SEO; 8 way forward. 14.1 Introduction Digital marketing is one of the newest forms of marketing. The landscape of digital channels and services changes on a daily basis. The industry and its service providers are forever changing. Technology and hardware drive the innovations of software and development of digital products. 14.2 Understanding digital marketing as a marketing channel Digital marketing practices require an in- depth understanding of the target audience and their ability and propensity to access the technologies that have been identified for the marketing strategy. 14.2 Understanding digital marketing as a marketing channel Advantages of Digital Marketing channels: o are quick to set up; o are relatively inexpensive; o offer quick and inexpensive market testing; o enables quick enhancement o can be easily made based on reports and measurability; and o are measurable, allowing for accurate engagement and real-time reporting of marketing channels.  14.3 Digital media planning The first part of planning a digital media strategy is to identify the target audience by defining a range of criteria such as: o their age; o their gender; o their location; o their living standards measures (LSM); o their interests; and o their values 14.4 Key digital media marketing tools 14.4.1 The website It is central to many campaigns. Websites can be built for a number of reasons: o Legitimacy o Educations o Sales o Generating leads o Awareness Website Planning Website planning is done by first understanding the purpose of the website Then building a spec document of the website functions as well as a sitemap for the website. The website spec document is built to help understand what functions the website needs to have.  Website Sitemap The website sitemap needs to show all the required pages of a website, and how they link to one another as in the Cigar website Website Design The website design phase is an important part of the website process. It requires that the website is laid out in a systematic and graphically appealing way that shows the company’s corporate identity whilst still being functional and user- friendly. Website Development Web development is the function of taking a website design and all website-related material and linking it on the website domain, so it is accessible through the world wide web 14.5 Search engine marketing (SEM) SEM describes: Search engine marketing is the act of getting a website to The marketing activities that show higher on the SERP’s in allow a website to be seen on order for the website to be search engine results pages seen by more searchers and (SERP’s). get more traffic through to the website. 14.5 Search engine marketing (SEM) 14.5.1 Search Engine Optimisation (SEO) Search engine optimisation is The earlier a website is listed the ability to rank highly on in the search engine results the organic or non-paid pages (SERP’s) the more search results on a search traffic that website will engine. receive. Two key components to SEO need to be implemented Onsite SEO - action of making changes to a website so that it can be viewed by the search engines more favourably and thus be ranked highly on the search results page. Offsite SEO - activity of increasing a website ranking by taking actions off the main website on other platforms and the activity of generating backlinks to a website. 14.5.2 Pay per click advertising (Adwords) Search Engines monetise their service by offering paid advertising placements on search engine results pages. The paid advertising model works on a bidding process whereby each person bids on a keyword, and they are shown in the results. Pay Per Click advertising is exactly what it says: you only pay when someone clicks on your advert to go to your website. The cost of the click varies on the keyword selected and how many other people are competing for advertising space on that keyword. Key criteria that affect the position and frequency: The budget The cost of a click The advert quality The relevance and quality. Paid advertising can either be done on the search network or on affiliate websites, which will be explained in the section on banner and affiliate advertising. 14.7 Social Media Marketing Social media are forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content. Examples are: o Facebook o Twitter o LinkedIn o YouTube 4.7.5 Social media advertising Social media advertising is the creation of a brand, service or product in a social media platform that allows for the brand, service or product to communicate with their target audience in a social manner. Steps in the development of the Social Media Strategy Identify the target Step 1 market Plan your brand Step 2 channels Create your Step 3 brand persona Know what will Step 4 be spoken about and how 14.7.6 Online reputation management (ORM) Online reputation management software is a reporting and listening tool developed to understand what an audience is saying about your brand and other company related information on multiple social media channels 14.8 Mobile marketing Two well known definitions: Before the advent of mobile devices such as Currently it is the use of electronic portable cellphones, mobile marketing referred to devices to communicate a message to marketing that was physically on the move. current and prospective clients. Now this is called moving media.  Mobile Marketing Mobile devices Applications also include: include: Tablet computers; Mobile websites; Laptops; SMS marketing; GPS navigation devices; QR codes; E-readers; Near field communication; and Digital Cameras; and Apps. Handheld gaming consoles 14.9 Email marketing Reasons for its popularity: o It creates a virtual ‘paper trail’ o It allows for asynchrony, o They can be sent to many people at one time and can convey a standardised message quickly and effectively. 14.10 Reporting Digital marketing allows for very quick reporting times on campaigns. The digital marketing strategy can then be edited and tweaked based on the insight from the reporting. Different channels to get reports from: Search engine Website Social media Email optimisation reporting reporting: reporting reporting 14.11 The future of digital marketing Mobile Marketing will see massive growth; Social media will continue to connect people , but will change; Search engines will focus on providing knowledge rather than information; E-commerce is set to take off; and Devices will get faster , thinner and lighter