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Advertising for Digital Media (Understanding consumers (consumer decision…
Advertising for Digital Media
Understanding consumers
consumer behaviour
major media
Radio
Print
Television
Other
Digital
Desktop / Laptop
other connected devices
Mobile
development of the medias
Internet
Television
Facebook (newest)
Radio (oldest)
consumer decision journey and insights
traditional funnel metaphor
Familiarity
Consideration
Awareness
Purchase
Loyalty
decision making process
circular journey
initial consideration
active evalution
moment of purchase
postpurchase exp.
loyalty loop
touch points
store / agent / dealer interactions
consumer-driven marketing
internet reviews
word-of-mouth recommendation
past exp.
company-driven marketing
consumer insights
4 steps guide
profiling and segmentation
gender
location
employment
property value
health
credit behaviour
data exploration
accuracy
timeliness
completeness
depth of insight
modelling
select responsive audience
identify right message of product
predict and manage customer
turn insight into presentable visuals
evaluation
track returns on inventory
plan future targeted activity
monitor campaign performance
marketing segmentation - demographic profile
age
gender
occupation
income
education
location
lifestyle
family status
marital status
typical types of consumers
Generation Z
safer
more mature
want to change the world
smarter
Generation Y
~ millennials
born 1980 - 2000
Generation X
born early 1960s - early 1980s
tales for an Accelerated Culture
mobile technology
flexibility and freedom
independence
risk aversion
Yuppies
(Y)oung (U)rban (P)rofessional
high-paying job
affluent lifestyle
Baby boomers
born from the end of the War
idealistic
already retired on generous
building scenario & personas
undersand audience
user-centered design methodology
Scenario
stories about people and their activities
moment of time
behaviour
experiences
including
agents / actor / personas
setting(s)
plot(s)
advantages
make the system's / product's use ecplicit
orient analysis and design direction
help to focus on needs and concerns
prototyping use exp.
how to construct
gather information
interviews
direct observation
design actor / personas, setting and plot
selectively develop scenarios
Customer Journey Maps
purchase decision-making process of individaul
focus on the exp.
key departmental activities
actions
feelings
desired outcomes
pain points
analysis of strengths, weakness, opportunities, and threats
steps to create
stages of customer
Extend
pay invoice
renew / upgrade services
Acquire
become customer
initiative
become aware
Use
search profiles
enter data
update profile
design activities
~ customer exp.
match customer life cycle
to optimise costs
identify touchpoints
strengthen the relationship
earned media
owned media
relationship between individuals and an org.
paid media
SWOT
weaknesses
opportunities
strengths
threats
evaluate how activities affect consumers' decision
cheat sheet
5 stages
Evaluating stage
Shopping stage
Decision to buy or change stage
Experience
Open to possibility stage
get access to the consumers
promotion
discounts
flyers
email offers
sponsors
product news
product
product labels
product performance
product look and format
in-store samples
word-of-mouth
consumers' friends
consumers' idols
define consumers' need
physical needs
validation
safety
food
clothing
shelter
social needs
personalisation
belonging
affction
individual needs
learning
knowledge
self-expression
information
Digital Media Campaign
Brand personality
brand message
brand promise
brand core values
visual positioning
Brand/Corporate profile
nature of business
service/ product brand
business size
brand vision & mission
brand architecture
price range
Market position
Vision
mission
goal
objectives
SMART
Specific
Measurable
Attainable
Relevant
Time-based
Target audience
age
gender
occupation
income
education
location
lifestyle
family status
marital status
Project nature
introduction
topic
project aim & objective
background information
problem defined
big idea
Action plan
strategy
awareness
consideration
finable
informative
ease of use/share
including items
technical implementation
content
touch point
Earned media
e.g.sharing, hashtag
Paid media
e.g. TV ads, print ads
Owned media
e.g. website, app
10 steps of effective action plan
know your strategy
understand the bigger picture-your goal
be specific
create a written plan
Create deadlines and milestones
Ensure it is measurable
Don’t compromise
Build in known factors
Be clear
Be thorough
E-commerce
History
1994
Pizza Hut
Introduce online ordering via Web
2004 in China
Taobao
consumer e-commerce platform
1979 in UK
1st of 'on-line shopping'.
home TV as a computer via domestic telephone line
2012
consumer shifted spending from physical store to website
4 Key Principles
Shopping cart
Payment Gateway
Merchant Account
Bank Account
Digital Media
Influence on Digital media
4N
New Experience to consumer
New information to consumers
New way of consumer behaviours
New Products/Services
Types of Digital Media
Paid
Stangers
Advertising
Online Video Ads
Paid search
Facebook Ads
Display Ads
Aim
Promote content
Generate more earned media
Drive traffic to owned media
Owned
Consumers
Web Properties
Social Media Channel
Email , RSS, Blogs
Mobile Application
Brand website
Aim
Extension of the brand
Create additional avenues for
people to interact
Earned
Fans
Sharing
Blogs , Forum posts
Social Network (Likes, Shares, Comments)
Ratings & review
Aim
Online word of mouth
Engagement and
sentiment for the brand
Step of Media Plan
1.Create great content
2.Implement on-page optimisation
3.Crazy Blog/social media interactions
4.Off-page optimisation
5.Conversion rate optimisation
Digital Marketing
Tools
SEO
Top ranking keyword phrases
Long-tail phrases
Search positioning
Search volume
Depth of organic visibility
Variety of organic rankings
Backlink quality and reputation
Content depth/number of indexed pages
Other organic keyword combinations
& rankings
Branding
SEM
App Development
Web Design
Domain age
Domain reputation
Web presence/web properties
Quality and standards of coding
First Impression of brand
Responsive design to accommodate mobile devices
Site speed optimization
Development platform
Programming errors
W3C standard compliance
Navigation structure
Content quality and depth
Content sharing capabilities
Excellent medium for digital marketing
Video Production
Email Marketing
Content Marketing
Social Media
Social presence
Social content positioning
Content sharing capabilities
Social impact
Social visibility
Social intensity
User participation
User engagement
Social creativity
Social conversion strategies
PPC
Principles
Value exchange
Earn customer’s trust
Choose the proper way but not just create an gimmick
Learn from others
Be brave
Adapt
Interactive media
Mobile Marketing
Concept of mobile marketing
Strategy
User journey
Measure the success & improvement in digital strategy
Their challenge
Insight
Their solution
What's good about it
Marketing objectives
Discovery/ engagement phase
Discovery phase
e.g. mobile e-mail, display ads, paid search
build
awareness, educate and
stimulate some form of
further action
Engagement phase
e.g. mobile sites, app, mobile-optimised social
driving engagement,
experiences and moving
toward the users’
final objectives
Keys to success
MIST
MIST definition
Intimate
Mobile
Transactional
Social
PPP
Personal
Portability
Potemcy
Basic iInformation
APP
Responsive website
Mobile payment
Methods of mobile marketing
Responsive design
Mobile design
Prioritization of content
Links & buttons
Screen size & graphic
Reduced hierarchy
Phone integration
Mobile search
Search engine optimisation (SEO)
Pay-per-click (PPC)
Mobile advertising
is sold on a cost per mille (CPM) basis
Expandable
Intersitial
Video
Banner
QR code
Can change color & apply gradients
Can generate image-based QR codes
Near field communication (NFC)
cause user's mobile device to react in some way
making mobile payments using a mobile device
launch a mobile website when user touch it
Short Messaging Service (SMS)
Immediate response
Planned timing
Triggered message
online marketing communication
Website, micro-site; social networking games
Type
Inbound Marketing
Affiliate Marketing
Search Engine Marketing
Display Advertising
Referral Marketing
Email Marketing
Main elements
Trust
Website
Search engine marketing
Content
Web site
Web Building
Step
1.Planning
Web Strategy
Why
Where
How
When
What
Who
2.Content
Content marketing sales funnel
Trust
Customer
Like
Know
The Website Blueprint
Content Map
3 more items...
Creative Brief
5 more items...
Wireframes
1 more item...
Technical
9 more items...
3.Design
Layout
Look and Feel
Interface
Colour Scheme
Typo
Image
4.Build
Landing page
Remove leaks
Clear objectives
Design components
Provide social proof
5.Commuciation
Repurposing Content
Provide multiple formats
Etiquette
Introduction
content
Stored in digital format
Distributed online
Influence
Interactivity
Group Forming
Reasons to have
Screen-based
Consumers move
Multiple devices
Online shopping
Advantages
Independence of Location
Industry Restructuring
E.g. Trivago
Reinter Mediation
Disinter- mediation
Integration
Mixed-Mode Buying
Individualization
Intermediary
Different messages to each customers
Intelligence
Interactivity
Two-way feedback
Message Deliver
Content
Search Marketing
Search engine optimisation(SEO)
Paid Search
Pay-per-click
Paid for inclusion feeds
Online PR
Publisher outreach
Community participation
Media alerting
Brand Protection
Online partnership
Affiliate marketing
Co-branding
Link-building
Widget marketing
Interactive ads
Site-specific media buys
Ad networks
Contra-deals
Sponsorship
Behavioural targeting
Opt-in e-mail
House list e-mail
Cold(rented list)
Co-branded
Ads in third party e-newsletters
Social media marketing
Audience participation
Managing social presence
Viral campaigns
Customer feedback
Offline communications
Advertising
Personal selling
Sales promotion
PR
Sponsorship
Direct mail
Exhibitons
Merchandising
Packaging
Word-of -mouth
How to work
Using different stragies
Drive relevant traffic to business
Sell-Grow sales
E.g. Watsons
Sell-Add Value
E.g. HSBC
Speak-get closer to customers
E.g. Starbucks
Effective Promotional Costs
Online e-mail communications
Sales
Service transactions
E.g. Three
New online branding
E.g. Lego Ideas
Trends change Digital Marketing
HTNL5 is the new standard
Flexible panning
Adblocking apps or softwares
Update quickly
Offline=online
Youtube grow up
Storytelling drives convergence
Virtual pioneers
Data demands excellency
Dynamic Media
Digital storytelling
Process of Designing story
1.Story
What story want to tell?
What does it mean ?
2.Emotion
Identify the emotions in the story
experience
How to convey the emotion to the audience
Decide what emotion will include
3.Monment
Identify the single moment
Illustrate their insight
Will it convene in other meaning
Is it in detail?
4.See & hear
Visuals
Setting
Costume
Props
Actor
Super
Sounds
VO
Ambient
Jingle
SFX
BGM
Dialogue
5.Consistency
Overall tone of the story
Art direction
Review the story again
6.Sharing
Determine the relevant information
Revisit the context
Bloom's Taxonomy
1.Create
Produce a new work
2.Evaluate
Justify a decision
3.Analyze
Draw connection with the images
4.Apply
Use information in new situations
5.Understand
Explain the ideas
6.Remember
Recall facts
Platform
Hardware
Computers
Desktops
Laptops
Headsets
Microphoes
Internet connection
Digital Display Boards
kiosk
Software
iMovie
Movie Maker
Adobe Premiere
Features
Emotional
Usually less than 8 mins
Interactive
Compelling
7 Tips on Dynamic Media
1.Outdoor advertising do not be cut through the clutter
2.Don’t neglect the traditional marketing
3.Content is king
4.Think big.
Holistically cover specific geographical areas.
5.Don’t just focus on business.
Supports good causes
6.Utilize social media
7.Embrace simplicity.
Get a stronger response
Features
Mobile
Interactive
Multilayered
Accessible
Remixed
Exported
Linked
Social media communication I
Social Media Marketing
Offering value were consumers congregate online
X advertising to consumers; √ delivering value.
Two-way conversation with your costumers
The Power of ‘Trust' over ‘Sell'
People trust msg from friend > marketer
offering value in social media customers will:
Become aware of your business
Begin to build trust in your company
Start to share your information with their peers
Ultimately begin to purchase your products and services
Purpose
FRIENDS into CUSTOMERS
Turning STRANGERS into FRIENDS
CUSTOMERS into EVANGELISTS
Framework Of Social Media Technologies
Communication technologies
Blogs
Twitter
Instant Messaging
Virtual Worlds
Connection
Social Networks
Mash-ups
Web RSS
Co-operation
Social Bookmarks
Media Sharing
Social Content
Ranking Sites
Collaboration
Wikis
Conferencing/Teleconferencing
Electronic Meetings
Web Marketing
Types of Social Media Users
Creator
Bloggers
Video blogging
Broadcasters in
social media
Critic
Commenters
Active in forums
Express opinions
Joiner
Follows and reads social media
Posts and passes on content
Inactive
Not involved online
Must be creative in
order to reach them
Collector
Followers of the RSS
feeds and social
bookmarking tools.
Chase for latest
information
Spectator
Consumes content
but doesn’t comment
May not be in social
media
The Platforms of Social Media
Facebook
WeChat
Instagram
Line
Kakaotalk
Social Media Strategy And Planning Essentials
Strategy statement
Context analysis
Goals & Objectives
Use SMART criteria
Define your high-level aims and objectives
Strategic challenges
Target audience
Review
Related documents
Deliverables
Social Media Audit
Social media content schedule
Measurement framework to be devised
Channels + activities
Integration with other marketing
Timelines
Measurement
Two-way communication
Key performance indicators
Micro KPIs
Macro KPIs
Social Media for Communication II
Blog
Types of Blogs
Personal blogs
Corporate blogs
Question blogging
Question blogging
By Genre
By Media Type
Blog Content
A main content area
An archive of older articles
A way for people to leave comments
A list of links to other related sites
One or more "feeds"
Blogging Tips
Post regularly, X post if you have nothing worth posting about
Stick with only a few specific genres to talk about
Do not put subscribe and vote me links all over the front page, until you have people that like your blog enough to ignore them
Use a clean and simple theme if at all possible
Enjoy, blog for fun, comment on other peoples blogs
Make money
Sell advertising
Help sell others products
Solicit contributions
Market your services in your blog
Blog Post Planning
Headline
hook
photo
body
summary
call to action
Youtube
Hero Content
Entertain and inspire
with emotional
storytelling &
amplify through ads
Hub Content
Specially aimed at the specific interests of your
target group
Regularly updated
destination with well
balance between
products & brands
Hygiene Content
Daily/at least regular content
Aim of the content
Draw new visitors
Searches carried out
by the target group
Purpose
Build up the perception of
reliability and goodwill of your organisation
Most compelling answer
to consumers’ questions
YouTube Browse vs YouTube Search
Browse
looking at be entertained, ready to be distracted
entertain and inspire through emotional spelling
Hero Content
Search
looking for answers to questions
be the most compelling answer to the question
Hygiene Content
the ways of optimise the Channel
Organise and update the Channel timely
Customise your Channel homepage
Make use of metadata
Title, Description & Tags
Make use of Thumbnails
different sizes and formats
Make use of Playlists
organise and publish multiple videos together.
Annotations are clickable overlays
Subscribers direct link
Navigations
Call-to-actions
Capture the attention in 5s
Hook your audience at the start
the ways of amplify the content
YouTube Masthead
Day-buy Domination Format
Desktop & Mobile
Good for delivery
Real-time events
Pre Roll/Instream Ad
PPV charging
Skip Ad after 5s
Count views and charged after 30s
Low-cost and good for accumulating views
In-Search/Promoted Video
Paid per Click (PPC) charging
Good for hygiene content
Can be Always-on
Broad application for different kind of business
In Video Display Ad
Paid per Click (PPC) charging
Can promote either the video or drive traffic to your own site
Instagram
Beginner
start following customers
leave comments
show them the love
like their images
post content
tell your community about your page
Intermediate
search for relevant hashtags
follow and engage influencers
get better at using photo filters
interact
Pinterest
Beginner
start pinning
set up your page
Intermediate
search for interesting pins and pinners
like pins
Advanced
monitor
interact with people
LinkedIn
Beginner
accept connection requests
send thank you messages to new connections
Intermediate
check who has viewed your profile
share content
Advanced
share a piece of content and submit it to LinkedIn Today editors
comment on the status or content shared bu a person in your network
organise a catch up with one of your contacts
Digital Campaign Ethics
Legalities
Copyright
A form of protection to the authors of "original works of authorship"
Work protected
Literary works
Musical Works
Dramatic works
Pantomimes and choreographic works
Motion pictures and other audio-visual works
Pictorial,graphic and sculptural works
Sound recordings
architectural works
Font Licensing
Creative commons
Fonts
Curative and intellectual property
Piracy
End-user Piracy
Inherent Piracy
Image Usage Rights
Contracting for services directly
Rights Managed
Royalty free
Plagiarism and Appropriation
Appropriation
Integrity
Responsibility to the Client
A bond of trust
Client and designer
Cronyism
Photo Manipulation
Professionalism and Certification
Certification for communication designers
Morality
Cultural Influence
Sustainability
Social Responsibility
Media
Privacy Issues
Spamming
Unwelcome Interruptions
Data Profiling
Use od cookies
Risk in App Reputation
Exaggeration and Deception
Create a lift in the positive attitude
Distorted Endorsements and Improper Anonymity
Inappropriate Newsjacking
Practice of riding on trending news
Promote a brand or business
Black Hat SEO
Process of creating, formatting and promoting web pages
Ranked highly for chosen keyword phrases
Subterfuge Advertising
Integrated advertising Digital Media Campaign
Content Marketing
significant
to inform
to entertain
to educate
to create attention
to cause behaviors
sales
advocacy
leads
media
social media
communicated by
customers
prospects
goals
participation
behavior
goals
consumption
behavior
strategic marketing approach focused:
consistent content to attract
retain a clearly-defined audience
relevant
drive profitable customer action
creating and distributing valuable
key reasons to use
cost savings
better customers who have more loyalty
increased sales
marketing
SEO (search engines)
PR (public relation)
social media
PPC
inbound marketing
content strategy
Content Marketing Framework
Purpose and Goals
The value proposition of the Content Product
Turning Mission-Critical Ideals Into Tangible Results
Campaign goals
Cost-saving goals
Business-growth goals
Audience
Delivering the promise of value
To Those whom you want to take action
important spokes
The internal stakeholders
To help continually grow your business
Story
Why it happened
Monetise the subscribed audience that gather around it
The lens of value creation, purpose and heart
Establish the trust and rapport
Process
Ongoing Operation
A content taxonomy
A standard routing process or workflow
team skills and resources
Editorial style and contributor guidelines
A channel plan and codes of conduct
Measurement
Meaning
Analytics Pyramid
Measuring through an established hierarchy
Best practices for easy reading
Creativity and Design Content
Readability Checklist
Give text room to breathe
Use uppercase type with care
Avoid long lines of text
Build contrast into each page
Avoid text wraps
Keep subheads short
Monitor the details
Design for easy readability
Customers Delight
Customers want to engage with you
Customers want to know you're listening
Customers want special benefits and fun
Customers want to be values