concept map
Lesson4:Big idea & Media Campaign Planning Process
Lesson1:What is Digital Media?
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Compare of traditional media and digital media
Digital media advantage
Advantages of using Digital Media
Trivago example
Different Content Provided by Different Digital Media
The trends change Digital Marketing
HTML5 is the new
standard for digital creatives.
Apps or softwares update quickly
flexible planning is new normal
offline = online
AdBlocking apps or softwares are masses
YouTube grows up.
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Consumer Decision Journey and Insights
4 Steps Guide to Use Consumer Insights to drive marketing results
Profiling and Segmentation
Modelling
Data Exploration
Evaluation
Lesson3:Understanding the consumer
Demographic profile
Generation X,Y,Z
Typical Types of Consumers
Building Scenario & Personas
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Actions Feelings Desired
Feelings
Desiredoutcomes
Pain points
SWOT
Cheat sheet
Evaluating stage
Decision to buy or change stage
Shopping stage
Open to possibility stage
Experience stage
Customer Journey Maps
Lesson 5:Mobile marketing
Provide right experience and content to achieve objectives
Build a media campagin proposal
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Step2. Define your Brand/Corporate Profile
Step 3. Define your new Market Position
Step 5. What is your Brand Personality
Step 4. Define your Target audience
Step1. Define your Project nature
Step 6. Design the Action Plans
Value proposition and User Journey
Four keys to success
Mobile
Intimate
Social
Introduction
Background Information
Project aims & Objectives
Topic
Problem Defined
Big Idea
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Nature of business
Service/Product brand
Business Size
Brand Vision & Mission
Brand architecture
Price range
Vision
Transactional
Mission
Goal
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age
gender
occupation
income
Education
location
lifestyle
family status
marital status
Brand Message
Brand Promise
Awareness
Consideration
Informative
Findable
Ease of use/share
Three adjectives to help
Personal
Potency
Portability
Mobile sites
Offer experience that best suit the customers’ needs and circumstances
Access the information and utility
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Easy and efficient way
Responsive design
A sliver bullet solution
Solving all mobile site problem
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new experience
new way of consumer behaviors
new product
new information to consumers
Action with your browser
Mobile design principles
prioritisation of content
Links and buttons
Screen size and graphics
Reduced hierarchy
Phone integration
Mobile search
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Key areas
Search engine
Pay-per-click
Mobile advertising
categories of digital media
Banners
Expandable
Video
Interstitial
Highly interactive,creative options available
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categorise social media into 4 aspects
Collaboration
Electronic Meetings
Wikis
Conferencing/Teleconferencing
Cooperation
Ranking Sites
Social Bookmarks
Social Content
Media Sharing
Kakaotalk
Connection
Social Networks
Web RSS
Mash-ups
Communication
Virtual Worlds
Blogs
Instant Messaging
Line
Lesson 6: Website Building
lesson2: New digital media
Lesson9 Social Media for Communication
categories of digital media
earned media
it carries far more credibility than Paid media
leveraged the context of an independent the third party speaking on a brand's behalf.
Paid media
act like a connective tissue between the brand and its constituents in social media
deliver a message to a precise target
owned media
business creative its own channel to interact with its audience
provide real value to a target audience while controlling the message
online shopping systme
Amazon
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TMALL.com
Taobao.com
digital marketing strategy
understand its online customers well
market share online
powerful value proposition online
Near field communication
Short message service (sms)
3 scenarios
Social Media Strategy And Planning Essentials
Immediate response
Planned timing
Triggered message
Building the strategy
Goals & Objectives
Strategic challenges
Context analysis
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Strategy statement
A short, concise summary of what the strategy is aiming to achieve
Set-out where you are in your social journey and where the business needs
Goals define your high-level aims and objectives
For this you need to understand your core audience (personas, profiles,and identify the customer types that you want to attract
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strategy needs to be flexible
Creating your social media plan
Channels + activities
Integration with other marketing
Deliverables
Timelines
Social media content schedule:
Measurement framework to be devised
Social Media Audit:
choose a proper social network to satisfy the goals of your
social strategy.
ensuring each activity has a timeframe stamped
on it
Measurement
key performance indicators (KPIs )
By Media Type
By Genre
By Device
Question blogging
Corporate blogs
Personal blogs
Types of contents
Hub Content:
Hygiene Content:
Hero Content
Entertain and inspire with emotional storytelling &lify through ads
Regularly updated destination with well balance between products & brands
Most compelling answer to consumers’ questions
Amplify the content
Paid media
Owned media
Earned media
Content Map
Creative brief
Technology Decision
Wireframes
Page Name
Page Title
Focus Keywords
Hero Image
Hero Quote
Sidebar Imager
Sidebar Quote
Metadata
Page Description
Page Title
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Key Message
Competitors
Creative Benchmark
Design Consideration
Usability and User Experience
Look and Feel
Fonts
A Series of Images
Content Consideration
Type of Voice
Style of Photos and Videos
layout of your website.
black-and-white sketch drawings
Testing And Cross-browser Compatibility
Mobile And Apps
Domains, Hosting, Emails
Ongoing Maintenance
Forms
Content Management System
Editing Capabilities
Content Types And Fields
Functionality and integrations
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Lesson 11,12:Integrated advertising
Digital Media Campaign
Content Marketing
enabled a level of interaction and dialogue
consumers
media
marketers
used by companies
entertain
inform
educate
creating attention or causing behaviour that results in
leads, sales or advocacy
Social media
customers and prospects to communicate
+communication can result in leads, sales
-less structured and conversational
The GOAL
participation, then behavior
The GOAL
consumption, then behavior
Used By Leading Brands
educates customers instead of pitches them
there are three key reasons and
benefits for enterprises
Cost savings
Better customers who have more loyalty
Increased sales
send us information all the time
Quality content
PR
PPC
SEO
Inbound marketing
Social media marketing
Content strategy
Case Studies
IBM
adidas + The Boston Athletic Association
Intel
Apple
Lenovo
L'Oréal Paris
Samsung
Tourism Australia
Art Gallery of New South Wales
Nexcare/3M
American Express
Framework
Audience
Story
Purpose
Process
Measurement
THE VALUE PROPOSITION OF THE CONTENT PRODUCT
Goals
TURNING MISSION-CRITICAL IDEALS INTO TANGIBLE RESULTS
DELIVERING THE PROMISE OF VALUE TO THOSE WHOM YOU WANT TO TAKE ACTION
PLOT IS WHAT HAPPENED, STORY IS WHY IT HAPPENED
CONTENT MARKETING IS AN ONGOING OPERATION, NOT A SHORT-TERM CAMPAIGN
MEASURING FOR MEANING, NOT MEDIOCRITY
clear view of the business goals
creation of an engaged audience,
audiences will aggregate based on the continued
will create value to an audience,
Cost-savings goals
sets the tone for your content marketing initiatives and defines your expected outcomes
Business-growth goals
Campaign goals
The internal stakeholders
Some people to help continually grow your business
no fixed narrative rules you need to follow
need to view your content through the lens of value creation, purpose, and (yes) heart.
only way to establish the trust and rapport.
to monetise the subscribed
audience that will gather around it.
determine the process,create an operational plan
A standard routing process, or workflow
Required team skills and resources
A content taxonomy
Editorial style and contributor guidelines
A channel plan, and codes of conduct
Required tools and systems for optimal productivity and efficiency
establish a system for monitoring and
reporting the results of your activities
Creativity and Design Content
easy reading
recognised the distinctive shape of the word
Readability Checklist
Use uppercase type with care
Avoid long lines of text
Give text room to breathe
Build contrast into each page
Avoid text wraps
Monitor the details
Keep subheads short
Case Studies
Priceline
Marriott
Lay’s
Visit California
Gatorade
WestJet
Purina Puppy Chow
Tourism Queensland
Lesson 10: Dynamic Media
Dynamic media and digital storytelling
Driven by content
Integrated
Process of designing
Bloom’s Taxonomy
Create: Produce new or original work
Evaluate: justify a stand or decision
Analyse : Draw connections among idea
Apply: use information in new situation
Remember: recall fact and basic concepts
Create a digital story
Step 1: owning insight- find and clarify what the stories are about
Step 2: owning emotion- decide which emotion and how to convey them to the audiences
Step 3: Find memory- identify a single moment
Step 4:see and hear story- how the use of visual and sounds
Step 5: Assemble the story- establish the overall tone
Step 6: share the story- revisit the content and determine the relevant information to include when the story is being shared
Choose platforms and software
7 breakthrough tips
Everything is going digital, outdoor ad cuts through the clutter
Don’t forget the physical
Keep focus on content
Think big
Don’t just focus on business
Utilise social media
Embrace simplicity
Billboard with interaction
Understand: explain idea and concepts
Conclusion
Social media
Incorporates the online technology and methods through which people can share their content or personal opinions swap different perspectives and insights into generally discuss the evolution of media
Text
Image and photo
Audio
Video
Website
6 types
Bookmarking site
Social news
Media sharing
Microblogging
Blog comment and forums