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Advertising for Digital Media (Lecture 5: Interactive Media I - Mobile…
Advertising for Digital Media
L1 Introduction to digital media
Definition of the key concepts for digital media
Definition of Digital media
2 factors of digital media influence its usages and popularity
Compare traditional media & digital media
Differences in shown in 7 features
Advantage of using digital media
Messages we can deliver through digital media
sell-grow sales/add value
Speak- get closer to customer
Effective promotional cost
Functions (approaches) of digital media
L3 Consumer research methods in digital media
Changing consumer behaviour
Consumer Journey Insight
Profiling and Segmentation
Modelling
Data Exploration
Evaluation
Marketing Segmentation
Demographics
Psychographics
Type of consumers
Generation Y
Generation Z
Generation X
Baby Boomers
Building Scenarios and Personas
Goal
Agent/actor
Setting
Plot/task
Customer Journey Map
Find touch points
Design activities
Action > Feeling > Desired Outcome > Painpoints
SWOT
Cheat Sheet
L7 Social Media for Communication I
What is social media
Congregate online.
A two-way conversation with customers
‘Trust' over ‘Sell'
Turning STRANGERS into FRIENDS
FRIENDS into CUSTOMERS
CUSTOMERS into EVANGELISTS
Delivering value
Framwork of Social Media technology
Connection
Social Networks
Mash-ups
Web RSS
Communication
Blogs
Twitter
Instant Messaging
Virtual Worlds
Cooperation
Social Bookmarks
Media Sharing
Social Content
Ranking sites
Collaboration
Wikis
Conferencing/Teleconference
Electronic Meetings
Web marketing
Inactive
Joiner
Creator
Collerctor
Spectator
Critic
Types of Social Media Users
Platform of Social Media
Facebook
weChat
Line
Kakaotalk
L6: Interactive Media II - Website Marketing
Web Marketing
Types
Inbound Marketing
Display Advertising
Affiliate Marketing
Search Engine
Referral Marketing
Email Marketing
Web Strategy
Web Content
Website Building :
Framework of the website
Planning, content, design, build, communication
Website blueprint
Content map
Creative Brief
Wire-frames
Technical
Content map
navigation
Links appearing on each page
Mandatory items
Outline of what is required on each page
Dynamic elements,
Creative brief
Technology Decision
wireframes
Landing page
Remove leaks
Clear objectives
Provide social proof
Design components
Example of of A Landing Page and official website
Nike
BBC
Coca-cola
Kitkat :
L2 New Digital Media and e-Market for nowadays commerce
The developing history of e-market
Functions of the digital marketing strategy
Introduction of digital media and e-commerce
e.g. Amazon.com
e.g. TaoBao
Relationship between digital media & e-market
Categories of Digital Media
Paid Media
Owned Media
Earned Media
Influence on digital media to the new e-commerce
Tools in digital marketing
sem/ app/ web/ seo/ video/ email/ comtent marketing/ social media/ branding
e.g. Tokyo Soap
e.g. Aglini
e.g. HubSpot
The Principle of the Best Practices
L4 Big idea & Media Campaign
Planning Process
Project nature
Introduction
Topic
Project aims & Objectives
Background Information
Problem Defined
Big Idea
Brand/Corporate Profile
Nature of business
Business size
Brand Vision and Mission
Brand architecture
Price range
Service/Product brand
Market Position
Vision, Mission, Goal, Objectives
Target audience
family status
lifestyle
location
Education
income
occupation
gender
age
Brand Personality
Brand Core Values & Visual positioning
Action Plans
Technical implementation
Content
Touch point
a point of contact or interaction
Lecture 5: Interactive Media I - Mobile Marketing
Mobile Marketing
Discovery Phase
Engagement Phase
Value Proposition and User Journey
Objective > Challenge > Insight > Solutions > Benefits
Success?
M
(Mobile)
I
(Intimate)
S
(Social)
T
(Transactional)
P
(Portability)
P
(Personal)
P
(Potency)
Mobile Sites and Responsive Design
Principle of Design
Mobile APP
make a lot of financial success
repeat brand exposure
build affinity
Functions
Mobile Search
Search Engine Optimisation (SEO)
pay-per-click (PPC)
Mobile Advertising
Banner
Expandable
Interstitial
Video
QR Codes
Near field communication (NFC)
making mobile payments
launch a mobile website
Short Messaging Service (SMS)
Immediate response
Planned timing
Triggered message
Innovative Use of Mobile Technology :
e.g. Canon GIG App
e.g. mFish
e.g. The Les Paul Skill Check
e.g. Clever Kash
Lecture 8: Social Media for Communication II
Type of blogs
Blog contents
blog post planning
type of contents
examples of hero content
examples of hub contents
examples of hygiene contents
YouTube browse vs YouTube search
How to optimize the channels?
how to ampllify the contents
youtube masthead
pre roll/ instream ads
in-search / promoted video
in video display ad
how users access the ad
instagram
pinterest
LinkedIn
Lecture 10: Dynamic Media
Nature
multi-layered
accessible
interactive
exported
remixed
linked
Digital Storytelling
Integrated into any subjects
Advertising
TIPS for Breakthrough
Think Big
Business is not the main concern
Focus on content
Utilize social media
Physical traditional marketing is important
Simplicity is the Best
Outdoor advertising rules
Bloom's Taxonomy
Higher level the better
Analyse
Evaluate
Create
Creating on our own
Step 3: Finding the Moment
Step 2: Owning Your Emotion
Step 1: Owning Your Insight
Step 4: Seeing and Hearing Your Story
Step 5: Assembling Your Story
Step 6: Sharing Your Story
Platforms
Software
iMovie
Moviemaker
Adobe Premiere
Hardware
Digital Display Boards
Kiosk
Successful Case Study
Lego blends with surroundings
Miele Vacuum Cleaner becomes the tunnel
Formula Toothcare tearing billboard
Lecture 11 & 12
Integrated Advertising
Digital Media Campaign
Content marketing Goals
Cost-savings goals
Business-growth goals
Campaign goals
Content Marketing Framework
Story
Process
Audience
Measurement
Purpose and Goals
Creativity and Design Content
Readability Checklist
Use uppercase type with care
Give text room to breathe
Avoid long lines of text
Build contrast into each page
Avoid text wraps
Keep subheads short
Monitor the details
Drive Customer Delight
Best practices for easy reading
Principles Of Customer Delight
Customers want to know you’re listening
Customers want to engage with you
Customers want special benefits and fun
Customers want to be valued