Dl part-2

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Reading - Chapter 5

Week 4 Digital media and the marketing mix

DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edition

Digital media and the marketing mix

Learning objectives and topics: • Consider branding in a digital marketing

context and assess the opportunities for digital online brand-building

• Consider how to apply elements of the marketing mix in a digital marketing context

Owned media

Paid, owned and earned media

Figure 1.1 The intersection of the three key online media types.

Advertising Paid search Display ads

Affiliate marketing Digital signage

Partner networks Publisher editorial

Influencer outreach Word-of-Mouth Social Networks

Digital properties Website(s)

Blogs Mobile apps

Social presence

Paid media

Earned media

Atomisation of content

into ads

Paid placements

Atomisation of conversations through shared APIs and social widgets.

What is Paid Media?

Sponsored updates

Why use Paid Media

Objectives: • creating awareness • generating leads • reaching customers • converting customers • driving exposure • drive sales • Increase engagement

What is Earned Media? • Reviews • Media Coverage • Guest posts • Mentions • Social Shares • Influencers (free)

Online PR ‘any publicity

or media that is not generated by your

company or agents of your company, but rather by organic

methods via customers,

social media fans, journalists or

bloggers.’

• PR • Press Coverage • endorsements

Why use Earned Media?

Objectives: • Increase brand

reach • Build brand

awareness • Build trust and

loyalty

What is Owned media?

• Web site • Social media mobile

app • Blog email list

Why use Owned Media?

Objectives: • Building relationships • Communication

channel • Trade E-commerce

Paid Owned Earned: Old Spice Instagram • The campaign offers

consumers the chance to win free prizes by posting photos of their exercise routes in the shape of a prize (see Logan Paul’s Instagram video below). By asking social media users to tag their content with the hashtag #runoldspice and post their “drawings” on either Instagram or on the Old Spice website, the brand compelled users to both exercise and interact with Old Spice in the digital space.

Paid Owned Earned: Old Spice

What is the marketing mix?

Branding in a digital environment

• Success factors for brand sites • Brand identity • Brand names for online brands

Brand Knowledge

Br an

d he

ri ta

Co re

V al

ue s

Br an

d Te

rr ito

Br an

d Pe

rs on

al ity

Br an

d Pr

op er

tie s

Brand Loyalty

Brand Equity

Brand Architecture

How can digital media and experiences support these brand elements?

Product

Implications for digital technology for the product element of the mix

1. Options for varying the core product 2. Options for offering digital products 3. Options for changing the extended product 4. Conducting online research 5. Speed of new product development 6. Speed of new product diffusion

Core and extended product examples

Price 1. Increased price transparency 2. Downward pressure on price 3. Innovative pricing approaches 4. Alternative pricing structure or policies

Pricing options – which have offered the greatest difference online?

Place

1. Place of purchase 2. New channel structures 3. Channel conflicts 4. Virtual organisations

Online options for place of purchase

Promotion

Communications Tool Online implementation Advertising

Selling

Sales promotion

Public relations

Sponsorship

Direct mail

Exhibitions

Merchandising

Packaging

Word of mouth

Display ads, including programmatic ads, pay-per-click search advertising, targeted ads in social networks

Virtual sales staff, site merchandising, assisted selling (including livechat) and affiliate marketing

Incentives such as coupons, rewards, online loyalty schemes

Online PR and influencer outreach, blogs, e-newsletters, newsletters, social networks, links and viral campaigns

Sponsoring an online event, site or service

Opt-in email using e-newsletters and focused ‘solus’ emails

Webinars, virtual exhibitions and white-paper distribution

Promotional ad-serving on retail sites, personalised recommendations and email alerts

Virtual tours, real packaging displayed online

Social, viral, affiliate marketing, email a friend, links

People Process and Physical evidence

People:

1. Customer define support query 2. Receipt of email and acknowledgement 3. Routing of emails 4. Compose response 5. Follow-up

Process:

• Customer-preferred channel • Company-preferred channel • Delivering customer services and assisted sales through

Livechat

Physical evidence refers to:

A customer’s experience of the company through the web site and other digital media.