Please enable JavaScript.

Coggle requires JavaScript to display documents.

Advertising for Digital media (L11: Dynamic Media (Breakthrough (Think big…

- - - - Time spent
      - number of digital medias are used
  - - - Content Matrix
    - - Two-way feedback
        
        Customer initiates contact
        
        Customer seeks information/experience
        
        Customer is highly attentive
        
        Company collects Intelligence, for future use
    - - Primary Research
      - Secondary Research
      - Web Analytics
    - - Different messages to each customer / customers in micro-segment
    - - help a firm to promote, sell, and make-available a good or service through contractual arrangements or purchase and resale of the item
      - receives the item at one pricing point and moves it to the next higher pricing point until the item reaches the final buyer
    - - Disinter-mediation
      - Reinter-mediation
    - - Facilitating Mixed-Mode Buying
  - - - must work on all browsers and devices
    - - Apps or softwares update quickly
- - - - probability
      - personal
      - potency
    - - transactional
      - mobile
      - social
      - intimate
  - - - banners
      - expandable
      - video
- - - - deliver a message to a precise target
        
        Print
        
        Television
        
        Magazine
        
        Radio
        
        Cinema
        
        Banner
    - - leveraged in the context of an independent third party
        
        Word of mouth
        
        Facebook
        
        Twitter
    - - provide real value to a target audience
        while controlling the messaging
        
        Brochure
        
        retail stores
        
        company website
        
        Microsite
  - - - Domain age
      - Domain reputation
      - Web presence/web properties
      - Quality and standards of coding
      - Responsive design to accommodate mobile devices
      - Site speed optimization
      - Development platform
      - Programming errors
      - W3C standard compliance
      - Navigation structure
      - Content quality and depth
      - Content sharing capabilities
    - - Top ranking keyword phrases
      - Long-tail phrases
      - Search positioning
      - Search volume
      - Depth of organic visibility
      - Variety of organic rankings
      - Backlink quality and reputation
      - Content depth/number of indexed pages
      - Other organic keyword combinations
        & rankings
    - - Social presence
      - Social content positioning
      - Content sharing capabilities
      - Social impact
      - Social visibility
      - Social intensity
      - User participation
      - User engagement
      - Social creativity
      - Social conversion strategies
    - - Number of individual PPC campaigns
      - Ad copy per campaign
      - Targeted keyword phrases
      - Search volume
      - Click charges
      - Conversion strategies
      - Messages in calls-to action
      - Landing pages and their conversion strategies
      - Conversion topic/offers
      - Remarketing setup and coverage
- - - - Write out the Vision Statement
        
        describes what you want your company to become in the future
      - Mission Statement
        
        defines the purpose of the company
      - Set the Goal
        
        what you need to achieve in order to deliver against your vision
        Set your Goal to meet a set of criteria: 4R
      - Identify the Objective(s)
        
        the Market Niche and direction of the brand that differentiate from others
        use a SMART approach to creating objectives
    - - Identify the potential user & profile
      - Define their demographics
        
        Age group
        
        Gender
        
        Income
        
        Education profile
        
        Family Status
        
        Lifestyle
      - Building up their Personas
        
        to write about TA personas
      - Drawing out the Customer Journey Maps
        
        The rows show various facets of the customer experience: Actions, Feelings, Designed outcomes, Pain points.
      - Filling in the Cheat Sheet
    - - Nature of business
      - Service/Product brand
      - Business Size
      - Brand Vision & Mission
      - Price range
    - - start to look at the levers we can pull to achieve the desired outcome:
        
        Awareness
        
        Consideration
        
        Informative
        
        Ease of use/share
        
        Findable
      - We may include the following items in the action plan:
        
        Content
        
        Mentioning our website on other media we can use to attract people searching
        
        Producing content that covers the key areas that consumers care about
        
        Touch point
        
        Using Facebook page to post the photo took in the event
        
        Technical implementation
        
        Designing a responsive site to show the website on various devices.
        
        Using clean and simple code to do the programming of the website.
        
        Optimising the domain name in a short and clear form.
    - - Introduction
      - Topic
      - Project Aims & Objectives
      - Background Information
      - Problem defined
      - Big Idea
    - - Crafting brand message and brand promise
      - Crafting a brand core values & visual positioning
- - - - Consumers add or subtract brands as they evaluate what they want
      - Ultimately, the consumer selects a brand at the moment of purchase
      - The consumer considers an initial set of brands based on brand perceptions and exposure to recent touch points
      - After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey
    - - Store/agent/dealer interactions
      - Consumer-driven marketing
        
        Traditional advertising
        
        Direct marketing
        
        Sponsorship
        
        In-store product experience
        
        Salesperson contact
      - Past experience
      - Company-driven marketing
        
        Word-of-mouth
        
        Online research
        
        Offline and/or print reviews
      - Demographic profile
        
        age
        
        gender
        
        occupation
        
        income
        
        education
        
        location
        
        lifestyle
        
        family status
        
        marital status
      - Building Scenario & Personas
        
        Agent/actor
        
        Goal
        
        Setting
        
        Plot/task
        
        Successful personas
        
        Capture great details of a personas
        
        Avoid idiosyncrasies
        
        Refer to your personas by their name
        
        Personas become communication tools
        
        Personas as source and scope for design
        
        Personas as criteria for design decision
      - Customer Journey Maps
        
        Consistent Stages of Customer
        
        Identify Touchpoints
        
        Design Activities
        
        SWOT
      - Cheat sheet
  - - - Monitor campaign performance
      - Track returns on inventory
      - Plan future targeted activity
    - - Select responsive audiences for campaigns
      - Identify the right message or product for each audience
      - Predict and manage customer who are at risk of lapsing
      - Turn insight into presentable visuals
    - - Credit behavior
      - Location
      - Gender
      - Employment
      - Health
      - Property value
    - - Depth of Insight
      - Completeness
      - Timeliness
      - Accuracy
- - - - Main Menu
      - Submenus
      - Footer Menu
      - Header Menu
      - Outline of what is required on each page
        
        Images
        
        Videos
        
        Links
        
        Forms
        
        Calls-to-action
        
        Other Elements
      - Dynamic elements
        
        Associated Blog
        
        Posts
        
        Related Links
        
        Related Videos
    - - What are your key marketing messages?
      - What are good and poor features of your competitors' sites?
      - Which website is the creative benchmark you want to beat?
      - What are the key design considerations?
      - Can you collect a series of images that would help you convey the look-and-feel you want to create?
      - What are the key content considerations?
      - How will you use your credibility indicators and the proof of your remarkability?
      - What wireframes are required for the website?
    - - 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
    - - Remove leaks
      - Clear objectives
      - Design components
      - Provide social proof
- - - - Become aware of your business
      - Begin to build trust in your company
      - Start to share your information with their peers
      - Ultimately begin to purchase your products and services
  - - - • Social Bookmarks
      - • Media Sharing
      - • Social Content
      - • and Ranking Sites
    - - • Blogs
      - • Twitter
      - • Instant Messaging
      - • Virtual Worlds
    - - • Social Networks
      - • Mash-ups
      - • Web RSS
    - - • Wikis
      - • Conferencing/Teleconferencing
      - • Electronic Meetings
  - - - Bloggers
      - Video blogging
      - Broadcasters in social media
    - - Commenters
      - Active in forums
      - Express opinions
    - - Follows and reads social media
      - Posts and passes on content
    - - Not involved online
      - Must be creative in order to reach them
    - - Followers of the RSS feeds and social bookmarking tools
      - Chase for latest information
    - - Consumes content but doesn’t comment
      - May not be in social media
  - - - 1.1 - Strategy statement
      - 1.2 - Context analysis
      - 1.3 - Goals & Objectives
      - 1.4 - Strategic challenges
      - 1.5 - Target audience
      - 1.6 - Review
      - 1.7 – Related documents
    - - 2.1 - Deliverables
        
        Social media audit
        
        Social media content schedule
        
        Measurement framework to be devised
      - 2.2 - Channels + activities
      - 2.3 - Integration with other marketing
      - 2.4 – Timelines
      - 2.5 - Measurement
- - - - hub content
        
        regularly updated destination with well balance between products & brands
      - hygiene content
        
        most compelling answer to consumers' questions
        
        aimed at searches carried out by the target group
        
        build up the perception of reliability and goodwill on your organisation
        
        draw new visitors
      - hero content
        
        entertain & inspire with emotional storytelling & simplify through ads
    - - pain media
      - owned media
      - earned media
    - - is easy to access through
        searching engine.
      - social networking feeds work as your side door for directing your target to go
  - - - intermediate
        
        2 min: share content
        
        3 min: check who has viewed your profile
      - advanced
        
        1 min: comment on the status or content shared by a person in your network
        
        1 min: organise a catch up with one of your contacts
        
        3 min: share a piece of content and submit it to LinkedIn Today editors
      - beginner
        
        1 min: accept connection requests
        
        3 min: send thank you messages to new connections
  - - - By media type
        
        comprising links: link log
        
        comprising photos: photoblog
        
        comprising videos: vlog
        
        comprising portfolio of sketches: sketchblog
      - By genre
        
        focus on a particular subject
      - By device
        
        also be defined by which type of device is used to compose it.
      - Question
        
        answers questions
      - Corporate
        
        can be private, as in most cases, or it can be for business purposes.
      - Personal
        
        an ongoing diary or commentary by an individual, is the
        traditional, most common
    - - An archive of older articles
      - comments
      - A main content area
      - One or more "feeds"
      - A list of links to other related sites
    - - Post regularly
      - Stick with only a few specific genres to talk about
      - Enjoy
      - Use a clean and simple theme if at all possible
      - Stick with only a few specific genres to talk about
    - - solicit contributions
      - market the services in the blog
      - help sell others products
      - Use a blog to deepen your existing customer relationships
      - sell advertising
    - - photo
      - body
      - hook
      - summary
      - headline
      - call to action
- - - - Content marketing is a device used by companies to educate, inform or entertain, customers or prospects by creating attention or causing behaviour that results in leads, sales or advocacy.
      - The goals of content marketing are consumption, then behavior.
        The goals of social media are participation, then behavior.
    - - “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
        
        Used By Leading Brands
        
        Content marketing is good for >>
        your bottom line — and your customers
      - three key reasons
        
        Increased sales
        
        Cost savings
        
        Better customers who have more loyalty
  - - - Content marketing strategy comes before your social media
        strategy.
    - - Search engines reward businesses that publish quality, consistent content.
    - - Successful PR strategies address issues readers care about, not their business.
    - - For PPC to work, you need great content behind it.
    - - Content is key to driving inbound traffic and leads.
    - - Content strategy is part of most content marketing strategies.
- - - - Content marketing strategy comes before your social media strategy.
    - - Search engines reward businesses that publish quality, consistent content.
    - - Successful PR strategies address issues readers care about, not their business.
    - - For PPC to work, you need great content behind it.
    - - Content is key to drive inbound traffic and leads.
    - - Content strategy is part of most content marketing strategies.
    - - Purpose and Goals
      - Audience
      - Story
      - Process
      - Measurement
- - - - compelling and emotionally engaging formats
        
        can be integrated into any subject because it is driven by content
  - - - draw connections among ideas
    - - use information in new situations
    - - justify a stand or decision
    - - explain ideas or concepts
    - - produce new original work
    - - recall facts and basic concepts
  - - - to determine the relevant information to include when the story is being shared
  - - - headsets
      - microphones (recording sound)
      - tablets
      - internet connection
        
        Display board
        
        kiosk
      - computer (laptops, desktops)
    - - Movie Maker
      - Adobe Premiere
      - iMovie
  - - - The most effective outdoor advertising campaigns are those that holistically cover specific geographical areas
    - - If your business supports good causes, chances are consumers will be more likely to back your business
    - - keep your focus on content
    - - social media offers broader potential for business growth and customer retention
    - - don’t neglect local advertising as a key component of your marketing strategy
    - - Simple advertisements tend to get a stronger response
    - - everything is going digital, outdoor advertising cuts through the clutter
  - - - OREO
    - - McDonald's sundial billboard
      - The Economists: Light Bulb
      - Coca cola: Powerade
      - PRPHEA billboard trap
      - Vodafone Galaxy z
      - KitKat
      - British Airways
      - Reebok
    - - Formula Toothcare
      - Nike: Knitting
      - Miele vacuum cleaner
      - Lego
      - Burt's Bees