Marketing assignment, final project
Integrated Marketing Communications
Joe Di Donna - Bluche - Switzerland
Digital marketing – chapter 8
Digital marketing combines all the components of e-commerce, internet marketing, and mobile marketing.
Web 4.0
Web 4.0
- Customer engagement
- Cloud operating systems
- Web participation a necessity
E-commerce
- E-commerce focuses on selling goods and services over the internet.
- Characteristics of successful E-commerce sites:
Search-optimized design
Customer-centric design
Mobile-optimized design
Consistent customer experience
Channel integration
E-commerce incentives
Offline marketing integration
Mobile Marketing
- Mobile marketing reaches every type of device.
- Ways mobile differs from other media:
Personal
Geo-location
Two-way communication
Camera/video technology
Voice recognition (now face too)
Phone sensors
Digital Strategies
- Interactive marketing (track browser activities and translate the information into instant reactions)
- Content and native marketing (looks like an article)
- Location-based advertising (Geo-targeting)
- Remarketing (re-engages individuals who have visited a site but did not make purchase)
- Behavioral targeting (through pages visited, keywords searches, etc.)
- Blogs and newsletters
- E-mail marketing
Web Advertising
- Banner advertising
- Impact of online advertising (response rate is 0.27% - Fortune /54% were not seen)
- Offline advertising (integration)
SEO – Search Engine Organization
SEO is the process of increasing the probability of a particular company’s website emerging from a search.
- Paid search insertion (paying for the higher placement)
- Natural or organic emergence of the site (each search engine uses a different set of algorithms to identity key phrases)
- Paid search ads (pop up ads when a particular word is typed in)
E-media
The technology associated with e-media permits:
Interactivity
Shorter response times
More direct communications
More sophisticated communications
Cybermarketing
Advantages obtained from the use of e-media:
Saves money
Save time and cuts the step in the MKTG process
Give customers another way to buy
Offers “rich” information and is interactive
Offers instant reach worldwide
Lower barriers to entry
Continuosly available
Computer animation and virtual reality
- Computer animation
- Virtual reality
Artificial Intelligence – Augmented Reality – Virtual Reality.
Online and offline applications
Multimedia kiosks
- Free-standing kiosks where computer access is facilitated (e.g. in retail stores)
Mobile technologies
Mobile technologies have advanced considerably and have enjoyed huge commercial success (Android, Wireless, Application Protocol, GPRS, General Packet Radio Service, MMS)
Mobile technologies
Reasons why the use of M-communications has grown in recent years:
- Interactivity – (SMS/MMS)
- Smartphone technologies - (apps)
- Personalizations – (customizes messages)
- Ubiquity
- Integration – (part of a multimedia campaign)
- Accountability – (measurable)
- Cultural expectations – (entertainment industry encourage the use of mobile phones)
Mobile technologies
Multichannel life
QR code
By taking a picture of a QR code with a camera phone with a built in QR code reader, consumer can access further brand-related material that is linked to the code.
Microsoft Kinect
Communicate with computers naturally
Kinect for Windows gives computers eyes, ears, and a brain. With Kinect for Windows, businesses and developers are creating applications that allow their customers to interact naturally with computers by simply gesturing and speaking
Native advertising
Native advertising - examples
Programmatic advertising
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs (request for proposal), human negotiations and manual insertion orders. It’s using machines to buy ads, basically.
Discussion in class
Guiness Store House.
Have you some suggestions for an online communication campaign for Europeans?
(i.e. media plan, formats).
Who, What, Where, When, Why and Way/how.
https://www.guinness-storehouse.com/en