W6 Case Discussion

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Principles of Marketing 4.0

Jeff Tanner and Mary Anne Raymond

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PUBLISHED BY:

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NO PART OF THIS WORK MAY BE USED, MODIFIED, OR REPRODUCED IN ANY FORM BY ANY MEANS EXCEPT AS EXPRESSLY PERMITTED UNDER THE LICENSING AGREEMENT.

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CHAPTER 12

Digital Marketing

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DIGITAL MARKETING

An umbrella term for marketing products interactively using newer media and usually, but not always, the Internet.

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LEARNING OBJECTIVES

Explain why email marketing is so effective.

Define search engine marketing.

Describe how search engine optimization (SEO) works.

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EMAIL MARKETING AND SEARCH ENGING MARKETING (SEM)

Email marketing: a highly cost-effective type of direct marketing.

Search engine marketing: designed to get Internet traffic to a firm’s website by making it more visible in search engine results

Search engine optimization: making a site more visible so that it shows up at the top of rankings

Pay-per-click ads: the banner and clickable ads located next to search results

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KEY TAKEAWAYS

Email marketing is a type of direct marketing. It’s highly cost-effective, easy to administer, can be personalized, and targeted because the offers are often based on information a seller has about consumers’ past purchases.

Search engine marketing (SEM), or search marketing for short, is designed to get Internet traffic to a firm’s website by making it more visible in search engine results.

Making a site more visible so that shows up at the top, or closer to the top, of the rankings is called search-engine optimization (SEO). Adjusting the content on your website so that it is shows up higher in the rankings, say by including or changing certain keywords on your website, is an example of unpaid search engine marketing.

Banner ads and the clickable ads you see next to the results when you type in a keyword on a search engine such as Google or on social networks are examples of search engine marketing companies have paid for. When a company runs a pay-per-click ad, it doesn’t pay anything for the ad unless someone actually clicks on it.

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LEARNING OBJECTIVES

Describe e-commerce marketing and what firms can do to enhance the effectiveness of their e-commerce strategies.

Describe m-commerce and the types of advertising it supports.

Explain why mobile marketing is a key part of firms’ integrated marketing communications.

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E-COMMERCE AND M-COMMERCE (MOBILE) MARKETING

Conversion: occurs when a person on an e-commerce site takes action and moves from being a browser on the site to being a buyer.

M-Commerce: transactions that take place on mobile devices.

Common mobile marketing techniques includes text message, multimedia message, and search ads.

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KEY TAKEAWAYS

Using an e-commerce site to market and sell products is an important part of an integrated marketing communications strategy.

One way companies refine, or optimize their websites as well as apps, ads, emails, and the other marketing messages is by conducting A/B testing.

M-commerce refers to transactions that take place on mobile devices. Search ads and banner ads are commonly used mobile marketing techniques but so are videos, advergames, and mobile shopping apps.

Because m-commerce is increasingly rapidly, more companies are taking a “mobile-first” approach to designing their e-commerce sites and digital advertising campaigns.

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LEARNING OBJECTIVES

Describe the ways in which companies are using social media marketing.

Outline some of the challenges related to social media marketing.

Explain what some of the best practices are for using social media to market products.

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SOCIAL MEDIA MARKETING

Social media marketing: the process of using social-networking websites to engage potential customers and market and sell products to them

Type of Social Network	Examples
General purpose networks	Facebook, Myspace
Blogs	WordPress, Blogger
Microblogs	Twitter, Tumblr
Social news sites	Digg, Reddit
Review sites	Yelp, TripAdvisor
Photo-sharing networks	Instagram, Flickr, Pinterest, Snapchat
Video-sharing networks	YouTube, Vimeo, Vine

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SOCIAL MEDIA MARKETING CHALLENGES

Common challenges in social media marketing include:

Lack of control

Noisy channels

Timing issues

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SOCIAL MEDIA MARKETING CHALLENGES

Tweriod and Twitonomy are online products that can be used to determine the best time to send tweets, how many of them to, and how often your competitors are doing so.

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BEST PRACTICES IN SOCIAL MEDIA MARKETING

Use visuals.

Use humor and fun when appropriate.

User-generated content:

Photos

Blogs

Videos

Podcasts that individuals create

Strive for authenticity.

Native ads: ads that don’t look like ads but instead blend into the content around them.

Make messages meaningful.

Optimize across sites.

KEY TAKEAWAYS

Social media marketing is the process of using social-networking websites to engage potential customers and market and sell products to them.

Facebook is the social network with the most users worldwide. It is also the social network most companies use.

Each network appeals to different types of users and requires slightly different marketing techniques.

The challenges of using social media include the fact that companies can’t directly control what’s being said about them on social networks, it can be difficult to be “heard” due to the number of people posting messages on the networks, and timing messages can pose problems.

Some of the best practices for using social media include using visuals and presenting positive and meaningful messages that are as authentic as possible and fun when appropriate.

LEARNING OBJECTIVES

Explain how analytical tools help firms improve their digital marketing efforts.

Describe some of the metrics marketers study when analyzing their firms’ digital marketing efforts.

EFFECTIVENESS OF DIGITAL MARKETING

Unlike traditional marketing, which can be harder to measure, digital marketing can be more easily measured using various metrics and online tools.

DIGITAL MARKETING METRICS AND THEIR EXPLANATIONS

Metric	Explanation
Bounce rate	The percentage of visitors who leave a site after viewing only one page on a website.
Buzz	The number of trending topics, blog mentions, likes, forwards, and retweets generated.
Click-through rate	The percentage of people who click on ad to get to a landing page.
Conversions	The number of sales or sales leads generated.
Cost per conversion	The amount paid per conversion.
Cost per click	The amount paid per click-on an ad.
Email open rate	The number of emails opened divided by the total number of emails messages sent.
Engagement rate	The number of fans, views, likes, shares, comments, and check-ins generated.
Page views	The total number of pages visitors looked at on a website.
Reach	A measure of the number of unique visitors to a website, page and video views, and the time visitors spend on the site.
Shopping cart abandon rate	A rate that refers to how frequently visitors begin the checkout process but then stop before a purchase is made.
Time on page	The average amount of time visitors spend on a particular page on a website.
Time on site	The average amount of time visitors spend on all pages on a website.
Traffic by channel	The number of people who arrived at the website via searches, links from other websites, and social media sites.
Visitors	The number of actual people who visit a website.
Visits	The total number of times a website was visited.
New visitors	The total number of new visitors to a website in a given time period.
Return visitors	The total number who returned to the website in a given period.

Catherine Ray (CR) -

Catherine Ray (CR) - The type on this table is too small/hard to read. Can we put the info on two slides?

KEY TAKEAWAYS

One of the positive aspects of digital marketing is that the results are easier to measure because digital media is interactive. People either respond with a click or they don’t.

Marketing professionals look at and study a wide array of digital marketing metrics. Google Analytics is the most widely used digital analytics tool, but most social media sites provide free analytical tools to their users, and online products can be purchased for this purpose.

The ability to examine statistics to see what’s working and what isn’t allows a company to make informed decisions about how to modify its digital marketing campaigns (as well as other types of marketing campaigns) and continue to improve them over time.