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Advertising For Digital Media (L11 Iintegrated advertiiising II…

- - - - One-to-one/ many-to many communication model
        
        Individualize marketing or mass customization. Pull model for web marketing.
        
        Dialogue
        
        Communication
        
        Demand-side thinking
        
        Customer as a partner
        
        Communities
  - - - HTML5 is the new standard for digital creatives.
      - Flexible planning is new normal.
      - AdBlocking apps or softwares are masses.
      - 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.
- - - - Earned Media
        
        carries far more credibility
      - Owned Media
        
        to provide real value to a target audience
        while controlling the messaging
        
        business creates its own channel to interact with
        its audience.
      - Paid Media
        
        to deliver a message to a precise target
        
        Act like a connective tissue between the brand and its constituents in social media
- - - - Step 1: Data Exploration
      - Step 2: Profiling and Segmentation
      - Step 3: Modelling
      - Step 4: Evaluation
- - - - Step 1. Project nature
        
        • Introduction
        
        • Topic
        
        • Project aims & Objectives
        
        • Background Information
        
        • Problem Defined
        
        • Big Idea
      - Step 2. Brand/Corporate Profile
        
        • Nature of business
        
        • Service/Product brand
        
        • Business Size
        
        • Brand Vision & Mission
        
        • Brand architecture
        
        • Price range
      - Step 3. New market position
        
        Vision
        
        Mission
        
        Goal
        
        Objectives
        
        SMART
      - Step 4. Target Audience
        
        Demographics
      - Step 5. Brand Personality
        
        “Brand Message” & “Brand Promise”
        
        “Brand Core Values & Visual positioning”
      - Step 6. Design the Action Plans
        
        Awareness
        
        Consideration
        
        Findable
        
        Informative
        
        Ease of use/share
- - - - Mobile
      - Intimate
      - Social
      - Transactional
- - - - 1 Content Map
      - 2 Creative Brief
      - 3 Wireframes
      - 4 Technical
- - - - Communication technologies
      - Connection
      - Co-operation
      - Collaboration
  - - - Social Media Audit
      - Social media content schedule
      - Measurement framework to be devised
- - - - Organise and update the Channel timely
      - Customize your Channel homepage
      - Make use of metadata – Title, Description & Tags
      - Make use of Thumbnails
      - Make use of Playlists
      - Add annotations
      - Capture the attention in 5s
      - Hook your audience at the start
    - - YouTube Masthead
      - Pre Roll/Instream Ad
      - In-Search/Promoted Video
      - In Video Display Ad
  - - - 1m Tell your community about your page
      - 2m Post contentt
      - 2m Start following customers
    - - 2m Search for relevant hashtags
      - 2m Follow and engage influencers
      - 3m Interactt
      - 3m Get better at using photo filtters
- - - - Digital Display Boards
      - kiosk
    - - iMovie
      - Movie Maker
- - - - Cost savings
      - Better customers who have more loyalty
      - Increased sales
    - - Social media marketing
      - SEO
      - PR
      - PPC
      - Inbound marketing
      - Content strategy
    - - Traditional approaches
      - Online in the B2B and B2C sectors
- - - - create an operational plan that enables your team (or even an entire department) to function as a media company, rather than working under an endless, campaign-driven marketing mentality.