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Advertising For Digital Media (L8 Social media for communication (Blog…
Advertising For Digital Media
L5
{Interactive media I – Mobile Marketing}
mobile technology
communication and advertising
Understanding the user journey
Value Proposition
The Four Keys to Mobile Marketing Success
intimate
social
Mobile
transactional
3 P's
personal
portability
potency
Value Proposition
mobile-optimised site
circumstances
offer an experience that best suits the
consumers’ needs
Mobile design principles
Screen size and graphics
Links and buttons
Reduced hierarchy
Prioritization of content
Phone integration
Mobile Search
Pay-per-click
(PPC)
Search engine optimisation (SEO)
Parts of web
Page title
Page Name
Alt Title
heading
copy
Links
online advertising
Expandable
Banners
Video
Interstitial
Short Messaging Service (SMS)
most effective use
Planned timing
Triggered message
Immediate response
Quick Response (QR) Codes
2D barcodes
convey a lot more data
allow you to scan a square code
Near field communication (NFC)
replace
credit and debit cards very quickly
Encourage greater loyalty and online sharing
making mobile payments using a mobile
device
Provide a richer and more engaging experience
allows devices to interact via radio frequencies
L2: NewMedia＆e-market for Nowadays Commerce
Influence on Digital Media to New E-commerce
Digital Media change E-commerce
New Way of Consumer behaviours
New experience to Consumers
New Products/services
New information to Consumers
Categories of Digital Media
The Three Types of Digital Media
Owned
Customers
Earned
Fans
Paid
Strangers
5 Critical Steps for Integrating
Find And Understand Your Audience
Create An Editorial Calendar
Define Your Goal(s) of Digital Media Campaign
Test And Measure
Work In 90-day Increments
Tools in Digital Marketing
Social Media
Branding
Pay-per-click (PPC) and Remarketing
Content Marketing
Search Engine Optimization (SEO)
Email Marketing
Video Production
Web Design
App Development
L6: Interactive Media II - Website Marketing
Web-Marketing
Web Universe
:red_flag: Website
web strategy
Web content
Content Marketing Sales Funnel
Website building
Planning
Content
Design
Build
Communication
The Website Blueprint
Content Map
Creative Brief
Wireframes
Technical
Microsite & offical website :red_flag:
Search engine marketing
Trust
Content
L4: Big idea & Media Campaign Planning Process
Proposal for Digital Media Campaign
Step2: Define Brand/Corporate Profile
Service/Product brand
Business Size
Nature of business
Brand Vision & Mission
Price range
Brand architecture
Step1 :Define Project Nature
Topic
Project Aim & Objectives
Introduction
Background Information
Problem Define
Big Idea
Step3: Market Position
Vision
Mission
Goal
4R
Responding
Responsive
Relevant
Reconisable
Objectives
Specific
Measurable
Relevant
Time-based
Attainable
Step4: Define Target Audience
Demographics
Age group
Generation X
Generation Y
Generation Z
Yuppies
Baby Boomers
Gender
Income
Education Profile
Family status
Lifestyle
Step5: Brand Personality
Brand Message
Brand Promise
Step6: Action Plan
Touch point
Findable
Informative
Consideration
Ease of use/share
Awareness
Technical implementation
Content
L1 Introduction to Advertising
for DIGITAL MEDIA
What is Digital Media?
usually distributed online.
in digital formats
Compare the features of Traditional media and Digital Media
Traditional Media
Mass-marketing
push Model
Monologue
One-to-many
communication model
Branding
Supply-side thinking
Customer as a target
Segmentation
Digital Media
Individualise marketing or mass customization. Pull model for web marketing
Dialogue
One-to-one/many-to many communication model
Communication
Demand-side thinking
Customer as a partner
Communities
Advantages of Using Digital Media
Individualization
Independence of Location
Intelligence
Industry
Restructuring
Interactivity
Integration
Message we can deliver through Digital Media
Content Matrix
Different Content Provided by Different Digital Media
How Does Digital Marketing Campaign contribute to the business?
Sell-Add value
Sell-Grow sales
Speak-get closer to customers
Effective Promotional Costs
New Online Branding
What are the trends that will change Digital Marketing?
offline = online
YouTube grows up
storytelling drives convergence across devices and platforms
Flexible planning is new normal
Real advantages for virtual pioneers
HTML5 is the new standard for digital creatives
Data demands excellency.
AdBlocking apps or softwares are masses
Apps or softwares update quickly
L8 Social media for communication
make money blogging
Solicit contributions
Market your services in your blog
Help sell others products
Sell advertising
popular blogging sites:
Blogger
WordPress
Technorati
LiveJournal
Blog post planning
hook
body
photo
Summary
Headline
call to action
Blog
is a Web site that functions as a journal, or a diary, or a place to post your
thoughts and opinions pertaining to a particular subject matter.
Types
Personal blogs
Corporate blogs
Question blogging
By Genre
By Media Type
By Device
content
main content area with articles listed newest on top
the articles are organised into categories
archive of older articles
comments
list of links to other related sites
many "feeds"
YouTube
homepage
customize the layout
Organise and update the Channel timely
metadata
Description
Tags
Title
Thumbnails
different sizes and formats all across the
platform
Playlists
Instagram
LinkedIn
L10 {Dynamic Media}
Platform
Software
iMovie
Movie Maker
Adobe Premiere
Hardware
Ipads, Tablets
Computers ( Laptops, Desktops)
Microphones (recording sound)
kiosk
Digital Display Boards
Headsets
Process of designing
analyse
evaluate
create
“Digital storytelling”
present in
compelling and emotionally engaging formats
less than 8 mins long
be interactive
use digital tools to tell story
Step-By-Step Approach
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
Introduction
multilayered
accessible
interactive
can remixed, exported and linked
Breakthrough Dynamic Media Advertising Tips
4.Embrace simplicity
5.Outdoor advertising rules
3.Utilize social media
6.Don’t forget the physical
2.Don’t just focus on business
7.Content is king
1.Think big
L11 Integrated advertising
Digital Media Campaign
Content Marketing
a device used by companies to educate, inform or entertain
The Goal
consumption, then behavior.
Social media
The Goal
participation, then behavior.
Customers and prospects to communicate
communication can result in leads, sales or advocacy,
less structured and
conversational.
Used By Leading Brands
there are three key reasons and benefits for enterprises who use content marketing
Cost savings
Better customers who have more loyalty
Increased sales
Case studies
L'Oréal Paris
Lenovo
adidas + The Boston Athletic Association
Samsung
Tourism Australia
Art Gallery of New South Wales
Intel
Google
Apple
Nexcare/3M
IIBM
American Express
Companies send us information all the time
Quality content
SEO
Social media marketing
PR
PPC
Inbound marketing
Content strategy:
Content marketing encompasses a wide assortment of marketing approaches
Traditional approaches include custom publishing supplements and
advertorials in newspapers and magazines
Online in the B2B and B2C sectors
L12
Content Marketing Framework
Story
Process
Audience
Measurement
Analytics Pyramid
Purpose and Goals
Creativity and Design Content
Easy to read :!!:
:check: 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
Customer Delight
interaction !
engagement
make an effort to respond
listen to the costumers
benefits and fun
be valued
Lecture 3: Understanding the consumer
Consumer Decision Journey and Insights
Initial consideration
Active Evalution
Loyalty Loop
step 1
Data
Exploration
Completeness
Accuracy
Depth of
Insight
Timeliness
Step3:
Modelling
audiences for campaigns
right message or product
manage customer
Turn insight into presentable visuals
step 2
Profiling and
Segmentation :
Credit behavior
Location
Gender
Employment
Health
Property Value
Track returns on inventory
Plan future targeted activity
Monitor campaign performance
Typical Types of Consumers
Generation Y
Yuppies
Baby Boomers
Generation X
Generation Z
Building Scenario & Personas
Personas
Develop a precise description of the user and what he/she wishes to
accomplish
with significant precision
Scenario
agents or actors
a setting(s)
a plot(s)
Customer Journey Maps
Step 3: Design Activities
match with the customer life cycle is
match with the customer and what the customer values
showcases opportunities for innovation, allowing for “a-ha!” moments.
Step 1: Consistent Stages of Customer
Use
Extend
Acquire
Step 4: SWOT
Opportunities
Threats
Weaknesses
Strengths
Step 2: Identify Touchpoints
allows you to show the
interaction between the two.
Bidirectional connection
Controlled evaluation
Direct Connection
open exploration
4 Steps Guide to Use Consumer Insights to drive marketing results
Step 4: Evaluation
