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Advertising for Digital Media ((Step 2: Define your Brand/ Corporate…
Advertising for Digital Media
L1 Digital marketing
Media
Traditional Media
Digital media
Digital Marketing Campaign
sell grow sales
sell add value
speak get closer to customers
effective promotion costs
new online brand developed
Trends of Digital marketing
Data demands excellency
virtual pioneers
Offline= Online
Adblocking apps/softwares
Flexible planning
HTML5 format
L2 E-Market for commerce
Ecommerce
standard ecommerce process
shopping cart
payment gareway
merchant account
bank account
Digital marketing strategy
build up (powerful value) proposition online
enlarge the market share online
understand customers
Tools
web design
branding
app development
video production
email marketing
content marketing
social media
SEM
search engine optimisation (SEO)
pay per click(PPC)
Categories
owned
Earned
paid
L3 Understanding the customer
Consumer Decision Journey and Insights
In traditional funnel metaphor, consumers start with a set of potential brands and methodically reduce that number to make a purchase
Awareness > Familiarity > Consideration > Purchase > Loyalty
And now, the decision making process is changing with four phases:
Initial consideration& Active evaluation.
4 Steps Guide to Use Consumer Insights to drive marketing results
Step 1: Data Exploration
Depth of insight
Completeness
Accuracy
Timeliness
Step 2: Profiling and Segmentation
Credit Behaviour
Location
Gender
Health
Employment
Property Values
Step 3: Modelling
Select responsive audiences for campaigns
Identify the right message or product for each audience
Predict and manage customer who are at risk of lapsing
Turn insight into presentable visuals
Step 4: Evaluation
Monitor campaign performance
Track returns on inventory
Plan Future targeted activity
Marketing Segmentation- Demographic Profile
Demographic
Age
Gender
Occupation
Income
Education
Location
Lifestyle
Family Statues
Marital Statues
Typical Types of Consumers
Generation Z
Generation Y
Generation X
Yuppies
Baby Boomers
Building Scenario & Personas
Agent/ Actor
Goal
Setting
Plot/ Task
Customer Journey Maps
Actions
Feelings
Desired
Pain Points
L6 Interactive media II - online marketing communication
Types of Web Marketing
Inbound marketing
email marketing
display advertising
affiliate marketing
search engine marketing
referral marketing
content marketing sales funnel
know
like
trust
website building
planning
content
design
build
communication
website blueprint
content map
creative brief
wireframes
technical
L7 Social Media
What is social media
Social media marketing
Framework Of Social Media Technologies
Communication technologies
Connection
Co-operation
Collaboration
The development of social media (The Platforms of Social Media)
Linked in
Blogger
Twitter
Facebook
online social networking service
the most recognised social networking site
continuous contact to and from anyone in the world
Instagram
photo/video sharing app used primarily
would allow advertisers to buy carousel ads
Youtube
Google
Wechat
In China, 90 % of smartphones now use it
providing
various features for contacting people at random
Users can link their bank card
Line
cross-platform instant messaging service.
real-time confirmation
Types of Social Media Users
Creator
Critic
Inactive
Joiner
Collector
Spectator
social media plan
How to write out a Proposal For Digital Media Campaign
5.) Time- Based
4.) Relevant
3.) Attainable
2.) Measurable
1.) Specific
Step 4: Define your Target audience
Step 3: Define your new Market Position
Goal
Mission
Vision
Step 2: Define your Brand/ Corporate Profile
Prices Range
Brand Architecture
Brand Vision & Mission
Business Size
Services/ Product Brand
Nature of business
Step 6: Design the Action Plans
Step 5: What is your Brand Personality
6 steps to build a media campaign proposal
Step 1: Define your Project Nature
Big Idea
Project aims and Objectives
Project aims and Objectives
Topics
Introduction
L5 Interactive Media I - Mobile Marketing
mobile marketing
discovery phase :mobile e-mail, mobile display ads, mobile paid search, mobile organic search, offline stimulus, push notifications
engagement phase : mobile sites, apps, mobile-optimised social, mobile payment and couponing, location-based interaction
value proposition and User journey
marketing objectives, their challenge, insights
mobile sites and responsive design
mobile design principles : prioritisation of content, links and buttons, screen size and graphics, reduced hierarchy, phone integration
mobile search :search engine optimisation (SEO), pay-per-click (PPC)
mobile advertising :banners, expandable, interstitial, video
interative media
quick response (QR)codes, Near field communication (NFC), Short messaging Services(SMS)-immediate response, planned timing, triggered
Integrated by 5 steps :
Define the goals
Find and understand the audience
Editorial Calendar
Test and Measure
90-day Increments
L4 Content: Big Idea and Media Campaign Planning Process