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Advertising for Digital Media :star: (Lecture 9: Social Media for…
Advertising for Digital Media :star:
Lecture 6: Interactive media II – Online marketing communication
web marketing
Affiliate
Marketing
make
it easier for
consumers to shop
for products online
Referral
Marketing
encourage consumers to
recommend products to
their friends and families
Display
Advertising
The use of banner ads
and other graphical
advertisements
Search
Engine
Marketing
help connect users with the
products and services they
are most interested in
Inbound
Marketing
Boosting the value
of a company's
web presence
Email
Marketing
Communicating
with customers
Elements of the Web Universe
Website
Search engine marketing
Trust
Content
Web Strategy
Web Strategy Planning Template
WHO, WHERE, WHAT, WHEN, WHY, HOW
website content
Website Content Marketing
educate, inform and entertain your prospective buyers
Content Marketing Sales Funnel
helps understanding the trust journey
Repurposing Content
provide multiple
formats for your customers
Share through social media
Video transcript
Video
Audio
Share via email
Blog post
Etiquette
give credit where it's due
Website Building
framework of the website
design
build
content
communication
Planning
The Website Blueprint
Wireframes
black-and-white sketch drawings of the layout of website
Technical
Technology Decisions
Testing And Cross-browser Compatibility
Domains, Hosting, Emails
Mobile And Apps
Ongoing Maintenance
Forms
Content Management System
Editing Capabilities
Content Types And Fields
Functionality and integrations
Creative Brief
key marketing messages
the creative benchmark you want to beat
good and poor features of your competitors' sites
key design considerations
a series of images of look-and-feel
key content considerations
proof of your remarkability
What wireframes are required
Content Map
Hero Image
Focus Keyword
Hero Quote
Page Title
Page Name
Sidebar Image
Sidebar Quote
Metadata
Page Description
Page Title
Landing page
Principles of an successful landing page
Clear objectives
Design components
Remove leaks
Provide social proof
Lecture 3: Consumer Decision
Journey and Insight
Consumer Portfolio
Demographic Profile
Age
Gender
Income
Education Profile
Family Status
Lifestyle
Scenario Building
Actors
Setting
Plot
Goal
Designing Personas
Customer Journey Map
Individuals
Phrase of Interaction
Acquire
a) Become Aware
b) Become Customer
c) Initiative Service
Use
a) Update Profile
b) Search Profiles
c) Enter Data
Extend
a) Pay Invoice
b) Renew/Upgrade
Customer experience
Feelings
Desired Outcomes
Actions
Pain Points
Interactions
Marketing
Social Media
Phone
F2F
Email
Admin
Calendar
Search
Board
Organizations
SWOT Analysis
Activities By Department
Cheat Sheet
Open to possibility stage
Decision to buy or change
Consumer felt deprivation
Physical needs
Social needs
Individual needs
Evaluating stage
Shopping stage
Experience stage
Accessibility
Word of mouth
Celebrity
Friends
Family
Promotion
Sponsors
Offers
Discount
Flyers
Products news
Product
In-store sample
Label
Performance
Look and format
Understanding Consumer
Step 2: Profiling and Segmentation
Usage
Investigate demographic, financial and lifestyles variable of consumer
BY
Credit Behaviour
Location
Gender
Employment
Health
Property Value
Step 3: Modelling
Advantages
Help to select responsive audience
Identify right message/product/service for audience
Predict and manage lapsing customers
Turn insight into presentable visuals
Step 1: Data Exploration
Advantages
Help to understand the quality completeness
Get the strength and weaknesses of the products/services easily
BY
Depth of Insight
Completeness
Accuracy
Timeliness
Step 4: Evaluation
Advantages
Monitor campaign performance
Track returns on inventory
Plan future target activity
Lecture 4:Big idea & Media Campaign
Planning Process
Vision-based Approach
A common form of 6 steps to write a proposal
1.Define
Project nature
What does your project do?
Topic
Project aims & Objectives
Background Information
Problem Defined
Topic
Big Idea
2.Define
Brand/Corporate Profile
What does your company/brand do?
Brand Vision & Mission
Brand Vision & Mission
Business Size
Brand architecture
Price range
Nature of business
Branding
Blueprint
Relationship
Agreement
Nature
Distinctive
3.Define
Market Position
Vision
Mission
Goal
"SMART"
Specific
Measurable
Attainable
Relevant
Time-based
Objectives
4.Define
Target audience
Demographic profile
Education
location
income
lifestyle
occupation
family status
gender
marital status
age
Name of different markets
Baby Boomers
Yuppies
Generation X
Generation Y
Generation Z
5.Design the
Brand Personality
Brand Message & Brand Promise
Brand Core Values & Visual positioning
6.Design the
Action Plans
Strategy
E.g. Goal: increase sales
Information
Consideration
Ease of use/share
Awareness
Findable
Technical implementation
Content
Touch point
Be a successful digital marketing campaign
Bigidea
Selflessness
Charity
Uniqueness
Vanity
Simplicity
Digital media
Lecture 1: Introduction to Advertising for Digital Media
Digital Media
Definition
A content that is stored in digital formats
and usually distributed online.
Influence its usages and popularity
Interactivity
Group Forming
Reason that we have Digital Media
90% of all media interactions today are
on a screen.
Compare the features with Traditional media
One-to-one/
many-to many
communication model
Individualise marketing /
mass customization.
Dialogue
Communication
Demand-side Thinking
Customer as a partner
Communities
Marketing in Digital Media
Customer has the control.
Abundant, Interactive & much
more driven by the customer.
Advantages
Intelligence
The power of “collective intelligence”
Help Primary Research
Low cost method of collecting direct market research responses
Help Secondary Research
Wealth of available existing information
Help Web Analytics
understanding
& optimizing web usage
Individualization
Different messages to each customers
Subset of a high
quality customer experience
A special case of differentiated
marketing
Interactivity
Two-way feedback
Customer initiates contact
Customer seeks information / experience
Company collects Intelligence for future use
Customer is highly attentive
Integration
Facilitating Mixed-Mode Buying
Enhance the decision to purchase
in both offline & online channels.
Enhances the fulfillments of
the customers.
Industry
Restructuring
Disinter-mediation
Removal of intermediaries
Reinter-mediation
Creation of intermediaries
Independence of
Location
Increased reach globally, relatively easily & inexpensively
Message Deliver through Digital Media
Content Matrix
Contribution of business
Sell-Grow sales
Sell-Add value
Speak-get closer to customers
Effective Promotional Costs
New Online Branding
Trends that will change Digital Marketing
Flexible planning is new normal
AdBlocking apps or softwares are masses
HTML5 is the new
standard for digital creatives
Apps or softwares update quickly
offline = online
YouTube grows up
Storytelling drives convergence across
devices and platforms
Real advantages for virtual pioneers
Data demands excellency
Lecture 2:
New Digital Media & e-market :
Standard Ecommerce Process
Shopping Cart
Payment Gateway
Merchant Acc
Bank Acc
Steps for Integrating the Digital Media
Define your Goals
Find & understand your audience
3.Create an Editorial Calendar
Test & Measure
Work in 90-day Increments
Online shopping sys development
1979:
a modified home TV was connected to transaction processing computer via a domestic tele line
1994:
Online order
(Pizza Hut)
2004:
consumer e-commerce platform (Taobao)
2012:
$224B USD E-retail revenues
Types of Digital Media
Owned,
(provide real value to a TA)
Brochure,
retail stores,
company websites,
Microsite,
community,
Facebook Fanpage,
Mobile app
Customers
Earned,
(independent 3rd party)
Word of mouth,
Facebook,
Twitter,
Digg,
Youtube,
Flicker,
blogs,
forums
Fans
Paid,
(fast to deliver msg to a precise target)
Print,
Television,
Radio,
Magazine,
Cinema,
Outdoor,
Banners,
Direct mail, SEM/Paid Search,
in-store media
Strangers
Digital Marketing
Video Production
SEO
Search Volume
Depth of organic visibility
Search positioning
Variety of organic rankings
Long-tail phrases
Backlink quality and reputation
Top ranking keyword phrases
content depth/no. of indexed pages
Other organic keyword combinations & ranking
Web design
Important things to take care of:
Domain age
Site speed optimization
Responsive design to accommodate mobile devices
Development platform
Quality & Standards of coding
Programming errors
Web presence/ properties
W3C standard compliance
Domain reputation
Navigation structure
Content quality & depth
Content sharing capabilities
App development
SEM
Email Marketing
Content Marketing
Social Media
Branding
Principle of the Best Practices
Learn from others
Be brave
Choose the proper way but not just an gimmick
Adapt
Earn customer's trust
Value exchange
Lecture 5 : Interactive media-Mobile Marketing
Mobile Sites and Responsive Design
Mobile-optimised site
Offer an experience that best suits the
consumers’ needs and circumstances
Access the information or utility, on the device they are using, in an easy and efficient way.
Mobile design principles
Prioritization of content
Add Links and buttons
Reduced hierarchy
Phone integration
Screen size is big enough and clear graphics
Mobile App
Mobile Advertsing
Is sold on a cost per mille (CPM) basis
Banners
Expandable
Interstitial
Video
Quick Response (QR) codes
Trigger some behaviour within device
Mobile Search
Search engine
optimisation
(SEO)
Pay-per-click
(PPC)
Keys to Mobile Marketing Success
Three P's
Portable
Brand’s messaging accessible and utilitarian
Personal
The degree to
which your customers can make
your product their own.
Potent
About how good something is
and why someone would share it with
their friends and family.
MIST
Transtional
Create
interactive, two-way
communication.
Social
Easy for people to
forward, earmark, re-post, like,
and otherwise share (and
perhaps alter) your content,
and their feelings about it, with
their friends and networks.
Intimate
Make the message to personal
and more uniquely targeted
Mobile
use the mobile
devices to save time
Value Proposition and User journey
provide the right experiences and content to achieve the objectives
Understand what our target audience
Understand their path to doing this
See how mobile fits in
Measure for success and
improvement we have the makings of a digital strategy
Near field communication (NFC): Faster Interaction
Launch something, or change something, on phone
Making mobile payments using a mobile
device
Launch a mobile website
Create a full suite of interactive tags
Short Messaging Service (SMS)
Immediate response: Provide some of information
Planned timing : Having reminder
Triggered message: triggered by a certain event or set of circumstances
Innovative Use of Mobile Technology
App links to the device(s), augmented reality
Create a high quality experience and convenient to the users
Interactive with the users
Lecture 9: Social Media for Communication I
Social Media
Use web-based and mobile technologies on smartphones and tablet computers to create highly interactive platforms through which individuals, communities and organisations can share, co-create, discuss, and modify user-generated content or pre-made content posted online.
Developing and maintaining engagement of customers
Multi-interaction process
Effective to provide communication of information, knowledge, values and ethics about the product or service offerings.
Social Media Marketing
offering value were consumers congregate online.
building a relationship through conversation with target audience.
two-way conversation with you costumers
not advertising to consumers but delivering value.
not advertising to consumers but delivering value.
Framework Of Social Media Technologies
Connection
Co-operation
Communication technologies
Collaboration
The Power of ‘Trust'
Web Marketing
Types of Social Media Users
Creator
Critic
Joiner
Inactive
Collector
Spectator
The Platforms of Social Media
WeChat
Instagram
Facebook
Line
Kakaotalk
Kakaotalk Friends
Kakaotalk PlusFriends
KakaoStory
KakaoGroup
KakaoPage
Social Media Strategy And Planning Essentials
Building the strategy
Goals & Objectives
Context analysis
Target audience
Strategy statement
Strategic challenges
Review
Related documents
social media plan
Deliverables
Social media content schedule
Measurement framework
Social Media Audit
Channels + activities
Integration with other marketing
Timelines
Measurement
key performance indicators (KPIs )
Lecture 12 : Integrated Advertising Digital Media Campaign (case study I)
Content Marketing
Goals
To educate, inform or entertain customers / prospects by creating attention or causing behavior that result in leads, sales or advocacy
Definition
Strategic marketing approach
focused on creating and distributing valuable, relevant, and consistent content
Attract and retain a clearly-defined audience to drive profitable customer action ultimately
Encompassing a wide assortment of marketing approaches
Getting far more interactive and emerging on new platforms and channels
Traditional approaches
Custom publishing supplements and advertorials in newspapers and magazines
Online in the B2B and B2C sectors
have been successfully used for lead generation
Reasons to use
Increased sales
Cost savings
Better customers who have more loyalty
Quality, powerful and action-oriented content
An essential part of every marketing atrategy
Offering an enormous opportunity to differentiate and grow your agency and clients bussinesses
Part of all forms of marketing
Social media marketing
SEO
PR
PPC
Inbound marketing
Content strategy
Lecture 11: Dynamic Media
-Interactive Billboard and LED display
Story Telling
Step 3: Finding The Moment
Step 4: Seeing and Hearing Your Story
Step 2: Owning Your Emotions
Step 5: Assembling Your Story
STEP 1: Owning Your Insights
Step 6: Sharing Your Story
7 Breakthrough Dynamic Media Advertising Tips
Outdoor advertising rules
Think big.
Don’t forget the physical.
Don’t just focus on business.
Content is king
Utilize social media.
Embrace simplicity.
Whether it’s in digital marketing or scrolling
Platform
Hardware
Headsets
Microphone (recording sound)
Ipad, Tablet
Digital display board
Computer
Kiosk
Software
IMovie
Adobe Premiere
Movie Maker
Lecture 10: Social Media for Communication II
Blogs
A way for people to leave comments
Types of blogs
Corporate blog
Personal blog
Question blogs
By device
By genre
By media types
An archive of older articles
Tips for making money blogging on the internet
Sell advertising
Help sell others products
Solicit contributions
Market your services in your blog
Deepen relationships with customers
Elements of blogs
Headline
Hook
Photo
Body
Summary
call to action
Youtube
Youtube browse
Hero content
Youtube search
Hygiene content
Metadata
Title
Description
Tags
Channel design
Cover image
Channel homepage design
Thumbnail
ways to amplify content
Youtube Masthead
Day buy domination format
Desktop and mobile
Good for delivery
Real time events
Pre roll/instream ad
PPV charging
Skip ad after 5 secs
Count views and charge after 30s
Low cost and good for accumulating views
In search/promoted videos
PPC content
good for hygiene content
can be always on
broad application for different kinds of business
In video display ad
PPC charging
can promote either the video or drive traffic to your site
ways to access ad
front door
home page
back door
email
blogs
social media
instagram
marketing plans
Following customers
Post content
Promote the Instagram page
interact
Like their posts
leave comment
search for relevant hashtag
follow and engage influencer
get better in using photo filters
Pinterest
set up page
start pinning
like pin
search for interesting pins
monitor and interact
LinkedIn
accept connection request
send thank you to new connections
checked who has view your profile
share content
send a content and submit to linkedin editor
comment on a content that shared by a person
organise a catch up with one of your contacts
Week 13
Lecture I: Integrated Campaign II
Content Marketing Framework
5 core elements
STORY:
PLOT IS WHAT HAPPENED, STORY IS WHY IT HAPPENED
PROCESS:
CONTENT MARKETING IS AN ONGOING OPERATION, NOT A SHORT-TERM CAMPAIGN
AUDIENCE:
DELIVERING THE PROMISE OF VALUE TO THOSE WHOM YOU WANT TO TAKE ACTION
MEASUREMENT:
MEASURING FOR MEANING, NOT MEDIOCRITY
Analytics Pyramid
PURPOSE:
THE VALUE PROPOSITION OF THE CONTENT PRODUCT,
GOALS:
TURNING MISSION-CRITICAL IDEALS INTO TANGIBLE RESULTS
Cost-savings goals
Business-growth goals
Campaign goals
Creativity and Design Content
Best practices for easy reading
recognised the distinctive
shape of the word
Readability Checklist
Give text room to breathe
Use uppercase type with care
Avoid long lines of text
Build contrast into each page
5) Avoid text wraps
Keep subheads short
Monitor the details
Drive Customer Delight
Principles Of Customer Delight
Customers want to engage with you
make an effort to respond to everyone
Customers want to know you’re listening
Pay close attention to catch phrases
feedback can help your company improve operations, products, and services,
opens up opportunities for your content
Answer promptly to take advantage of time-sensitive questions
Customers want special benefits and fun
delight existing customers.
Customers want to be valued
make them a part of your brand’s story,
Week 14
Lecture II: Digital Campaign Ethics in Advertising
Typical Ethical Issues
INTEGRITY
Cronyism
Cronyism is favouritism shown to friends and associates by hiring them for
positions or awarding contracts to them without regard for their qualifications .
Photo Manipulation
Many feel that electronically altered images should be banned, or at the very
least labelling should be required.
Responsibility to the Client
there is a bond of trust between the client
and the designer.
Professionalism and Certification
Certification might also inspire designers to become more holistic in their practice
and yield greater ethical responsibility across a wider field of practitioners.
Morality
Sustainability
Sustainable practices for communication designers include a
wide range of issues.
Social Responsibility
Social responsibility in communication design has advocates in both the private
sector and the public sector, in large organisations and small, and on an
individual basis.
Cultural Influence
The influence that communication designers have on how communication is
delivered may not always be apparent to them.
Often they are embroiled in the details of a project and don’t even realise the
impact their work has had or will have until some time has passed and the work
is seen in retrospect.
LEGALITIES
Piracy
END-USER PIRACY
INTERNET PIRACY
Image Usage Rights
RIGHTS MANAGED
ROYALTY FREE
CONTRACTING FOR SERVICES DIRECTLY
Font Licensing
Fonts are creative and intellectual property.
Typefaces are the result of extensive research, study, and experimentation, and for
some designers the creation of typefaces is their livelihood.
Plagiarism and Appropriation
Plagiarism - the unauthorized use or close imitation of
existing artwork and the representation of it as one’s own original work.
Appropriation - The direct taking over into a work of art of a real object or even an existing work of art.
Copyright
a form of protection provided by the laws of the Hong Kong to the
authors of “original works of authorship”
LENGTH OF COPYRIGHT
CREATIVE COMMONS
WHAT WORKS ARE PROTECTED
MEDIA
Distorted Endorsements and Improper Anonymity
With the rise of digital media and the explosion in the usage of social media, users
are beginning to demand authenticity over exaggeration.
Inappropriate Newsjacking
News-jacking is the practice of riding on trending news to promote a brand or business.
It is the act of meshing marketing communication efforts with breaking news.
Exaggeration and Deception
The role of advertising is to create a lift in the positive attitude a consumer has
toward a brand but it cannot rescue a terrible product or a company with bad
customer service.
Black Hat SEO
Search engine optimisation (SEO) is the process of creating,
formatting and promoting web pages in a manner that ensures that
they are ranked highly for chosen keyword phrases after a user
performs a Web search.
Privacy Issues
Unwelcomed Interruptions
Online marketing can be intrusive and unwelcomed, in certain circumstances.
Data Profiling
used to denote the gathering, assembling, and collating
of data about individuals in databases which can be used to identify, segregate,
categorise and generally make decisions about individuals known to the decision
maker only through their computerised profile.
Spamming
Spam is unsolicited commercial electronic messages sent in bulk.
Subterfuge Advertising
Disguising advertising as editorial content is unethical and generally frowned
upon. However, some digital media publishers contravene this rule in a bid to
manipulate user opinion.
Summary
Maintaining high ethical standards may seem burdensome until a firm gets
embroiled in an ethical disaster.
Success in marketing communication goes far beyond the increase in
business metrics; brands must act ethically and create value
for customers.
