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Advertising for Digital Media (Lesson 5 (Mobile (Mobile App, Mobile Search…
Advertising for Digital Media
Lesson 1
Introduction to Digital Media
What
is digital media
content stored in digital format and distributed online
Interactivity and Group forming influence usage and popularity.
What are the trends that will change Digital Marketing?
--HTML5 is the new standard for digital creatives.
--flexible planning is new normal.
--AdBlocking apps or softwares are masses.
--Apps or softwares update quickly.
--YouTube grows up.
--storytelling drives convergence across
devices and platforms
--real advantages for virtual pioneers
--data demands excellency.
Why
we have Digital Media
90%of all media are on screen .
How
digital media influence marketing
How
Does Digital Marketing Campaign Work?
How
Does Digital Marketing Campaign contribute to the business?
Advantages
of using digital media
higher level of active interaction
Low cost collecting direct market research responses
Individualization of Message
Intermediary
deliver message through Digital Media
Lesson 3
Understanding the consumer
Consumer Decision Journey and Insights
The Power of Ad is Shifting to Consumers
Consumer Behaviour has Shifted
Consumer Decision Journey and Insights
-systematic way to satisfy customer demand
-weigh options, made decision and buy
-consistent stage of consumer
-identify touchpoint
-Design activities
-SWTO
-Cheat Sheet
Steps guide to use consumer insight to drive marketing result
-Data exploration
-Profiling and segmentation (Demographic profile)
-modelling
-evaluation
Typical types of consumer
Gen X
Y ,Baby boomer
Understanding China's digital generation
Building scenario & Personas
Lesson 4
Big Idea & Media Campaign Planning Process
Step 2
. Define your brand/corporate profile
-Nature of business
-Service/ Product brand
-Business Size
-Brand Vision & Mission
-Brand architecture
-Price range
Step 3
. Define your new market position
-Vision
-Mission
-Goal (4R)
-Objectives (SMART)
Step to build a media campaign proposal
Step1
. Define your Project nature
-Introduction
-Topic
-Project aims & Objectives
-Background Information
-Problem Defined
-Big Idea
Step 4
. Define your target audience
-Age
-Gender
-Occupation
-Income
-Education
-Location
-Lifestyle
-Family status
-Marital Status
Digital Strategy
Focus on using technology to improve business performance
-Create new products pr reimagine current processes
Step 5
. What is your 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
Lesson 5
Mobile Marketing
Portability, Personal, Potency
The Four Keys to Mobile Marketing Success
MIST
Mobile
Mobile App
Mobile Search
Mobile Advertising
User Journey Examples
Business-to-business example
Business-to-consumer example
Value Proposition and User Journey
Lesson 6
Outline of what is required on each page:
Images (Photos, Logos And So On)
Videos
Links
Forms
Calls-to-action (Such As ‘Buy Now' Buttons)
Other Elements (Maps, Contact Details And So On)
What is web marketing?
Web marketing refers to a broad category of advertising that takes many different forms,
but generally involves any marketing activity conducted online.
Dynamic elements, such as
Associated Blog
Posts
Related Links
Related Videos
Lesson 9
Social Media for Communication
What is Social Media?
highly interactive platforms through which individuals,
communities and organizations can share, co-create, discuss, and modify user-generated content or pre-made content posted
Social Media Marketing
-offering value were consumers congregate online.
-not advertising to consumers but delivering value.
-a two-way conversation with you costumers
Example of Social Media
Facebook
- online social networking service.
WeChat
- Mainly used in China(over 90%) provides text messaging, hold-to-talk voice messaging, broadcast (one-to-many) messaging, video conferencing, video games, sharing of photographs and videos, and location sharing.
Instagram
- photo/video sharing app used primarily
Line
- cross-platform instant messaging service.
Kakaotalk
- multi-platform texting app which has 93% of smartphone owners in South Korea.
Categorise social media into 4 aspects:
-Communication technologies
-Connection
-Co-operation
-Collaboration
Lesson 2:
New Digital Media & e-market
for Nowadays Commerce
The online stores benefit
Greater convenience
Broader selection
Lower prices
Richer product information.
How Digital Media change E-commerce?
New way of consumer behaviours
New experience to consumers
New products/services
New information to consumers
The develop of online shopping system
The 1st time of 'on-line shopping' by Michael Aldrich on 1979.
Pizza Hut introduces online ordering via the Web on 1994.
Taobao was founded as a consumer e-commerce platform on 2004.
E-retail revenues are projected to grow to $224B USD in 2012.
E-retail revenues are projected to grow to $3418B USD in 2019.
The standard ecommerce process
Payment Gateway
Merchant Account
Shopping Cart
Bank Account
The Three Types of Digital Media
Owned
Web properties
Digital
Distribution content Email, Rss, Blogs
Mobile application
Social brand destination
Brand website
Offline
Packaging
Fulfilment & coustomer service
Point of purchase
Employee communications
Earned
Sharing
Offline
Influencers & stakeholders
Press coverage / editorial
Word of month
Direct expression
Digital
Rating & reviews
Other conversations
Blogs, Forum posts, UGC videos
Social network Likes, Shares & Comments
Paid
Advertising
Offline
Print
Tv
Radio
Outdoor
Digital
Facebook ads
Display ads
Paid search
Online video ads
5 critical steps for integrating paid, owned and earned media
Create an editorial calendar
Test and measure
Find and understand your audience
Work in 90-day increments
Define your goal(s) of digital media campaign