A E-marketing plan for Television Broadcasts Limited
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12.E-MarketingCommunication-OwnedMedia.pptxE-Marketing Communication: Owned Media
Digital Media for E-marketing Chapter 12
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Integrated Marketing Communication (IMC)
IMC is a cross-functional process for planning, executing, and monitoring brand communications.
The goal is to profitably acquire, retain, and grow customers.
IMC strategy requires a thorough understanding of target markets, the brand, its competition, and other internal and external factors.
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The AIDA and “think, feel, do” (hierarchy of effects) models help guide selection of online and offline MarCom tools to meet their goals.
The models suggest that consumers first become aware of a product before they develop feelings and purchase it.
The models can help marketers select appropriate communication objectives and strategies, such as:
Build brand equity.
Elicit a sales response.
IMC Goals And Strategies
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Traditional Marketing Communication Tools
The five key marketing communication tools are also called the promotion mix:
Advertising
Public relations
Sales promotion
Direct marketing
Personal selling
Marketers often discuss IMC in terms of senders and recipients, media type, and owned, paid and earned media.
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IMC Tools Classifications
By Sender and recipients
1 to 1
1 to many
Many to many
By Media type
Traditional
New
Social
By Communicator and Owner
Owned
Paid
Earned
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Owned, Paid & Earned Media
Owned media carry communication messages from the organization to internet users on owned channels.
Paid media are properties owned by others who are paid to carry promotional messages.
Earned media are when individual conversations become the channel.
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Company Web site
Blog
Support forum/community
Podcast
E-mail, text messaging
Online event
Sales promotion offers
Virtual world
Online games
Gifting
Branded mobile apps
QR codes
Location-based marketing
Social network, microblog
SEO – natural/organic
Display ads
Sponsorships
Classified ads
Product placement
Social media ads
Mobile ads
SEO: Paid search
Digital coverage from
traditional media
Viral marketing
Wikis
Ratings and reviews
Social recommendations
Social site discussion
Community discussion
Widgets & social apps
Location-based services
Collaborative content
OWNED
PAID
EARNED
CONTENT
customers
prospects
detractors
fans
IMC tactics and models
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Owned Media
Primary goals are to
Engage consumers with positive brand content.
Entice them to pass along content to others.
Exercise CRM (customer relationship management).
All owned media can be considered content marketing.
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Web Site
As of January 2020 there were over 1.7 billion websites on the Internet.
The Web site is a door into a company and must provide inviting, organized, and relevant content.
Microsites are Web sites designed for a narrow purpose.
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Web Site Landing Pages
A landing page is a unique page that appears after a user clicks on a link associated with a Web site.
Companies create many different landing pages that match key words, current offers, ads, and more.
A/B testing is when there are two versions of a Web page and the company conducts A/B tests to optimize clickthrough rates and conversion to purchase.
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Web site trends
Mobile sites
Mobile apps
Online chat
Chat bots
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Blogs
CEOs, consultants and thought leaders create blogs to disseminate views, promote books, etc.
Marketers use blogs to draw users to their Web sites and need to decide:
Which platform to use?
Who will do the writing?
How often will they post?
What is the purpose of the blog?
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E-mail remains the most important communication technique for building customer relationships.
75.4% of marketers invest in e-mail campaigns.
E-mail has advantages over postal direct mail.
No postage or printing charges.
Immediate and convenient avenue for direct response using hyperlinks.
Can be automatically individualized.
E-mail difficulties include spam filters and finding and maintaining appropriate e-mail lists.
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Short Message Services (SMS), commonly known as text messaging, are up to 160 characters of text sent over the internet with a cell phone or smartphone.
Marketers can build relationships by sending permission-based information when and where consumers want to receive it.
Should be short, personalized, interactive, and relevant.
Messaging
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Online sales promotions can build brands, databases, and support sales.
Most do not build long term customer relationships.
Offers are short-term incentives that facilitate the movement of products to the end user. They include:
Coupons and Promo Codes
Sampling
Contests and Sweepstakes
Sales Promotion Offers
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Sales Promotion Offers, cont.
Virtual Worlds, Virtual Reality and Augmented Reality
Online games
Online gifting
Branded Mobile Apps
QR Codes and Mobile Tags
Location-Based Marketing
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Search Engine Optimization (SEO)
Process of maximizing the number of visitors to a Web or social media site by ensuring that either
the site name and links appear high on a search engine results page for appropriate key words; or
ads on search engine sites get a high click through
Search marketing is an umbrella term that refers to the act of marketing via search engines
Two types of Search marketing
Natural search (also called organic search)
Paid search
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Natural Search
Natural search (organic search) involves optimizing a Web site so it will appear near the top of search engine results.
When Web sites are optimized for contents that hold keywords, search engines know how to categorize the site.
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Natural Search, cont.
Principles of SEO (search engine optimization) include:
Spread fresh content all over the Web
Design for relevance and popularity
Optimize content
UX of website
Use a Vanity URL
Image search
Integrate social media and search strategy
Adjust site continuously to changing search algorithms
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Vertical Search
Vertical search is site-specific search on specialized topics, such as travel or books that helps users find what they are looking for quickly.
Hotels, for example, would want to be listed on a vertical search site such as TripAdvisor.
Vertical search site examples include:
ZoomInfo
Guru.com
Autobytel
CareerBuilder
Youtube
iTunes
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Owned Media Performance Metrics
Marketers use Web analytics for company-owned Web sites and blogs.
For owned media, sales promotions, and direct marketing, there are also appropriate metrics.
Podcasts: number of downloads and length of time listening.
Branded mobile apps: number of downloads, updates and actions.
Visits to sales promotion game sites.
Communication opt-in from content participants
Number of email messages read or forwarded to a friend.
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