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Week 9: Digital Media Channels - Coggle Diagram
Week 9: Digital Media Channels
Social Media Marketing
Techniques:
Audience participation
Managing social presence
Viral campaigns
Customer feedback
Viral Marketing:
Viral marketing involves harnessing the network effect of the Internet and can be effective in reaching a large number of people rapidly (like a virus)
Paid social advertising:
involves paid ads for awareness or retargeting to support conversion goals
Organic social media marketing:
online word of mouth– compelling brand-related content is shared, forwarded or discussed electronically or discussed offline to help achieve awareness and, in some cases, drive response
Word-of-Mouth (WOM) Marketing:
Give people a reason to talk about your products and services, and making it easier for that conversation to take place.
Definition:
Monitor and facilitate customer interaction and participation throughout the web to encourage positive engagement with a company and its brands, via company site, social networks and third-party sites.
How to facilitate WOM marketing?
Advantages and disadvantages
Online Partnerships
Online Sponsorship
: The linking of a brand with related content or context to create brand awareness and strengthen brand appeal (differ from banner advertising)
Paid-for sponsorship:
sponsor another site, or part of it for an extended period to develop a permanent link
Co-branding
: two or more companies agree to jointly display content and perform joint promotion using brands logos, email marketing or banner advertisements.
Affiliated Marketing
: A commission-based arrangement: referring sites (publishers) receive a commission on sales or leads by merchants (retailers or other transactional sites). A part of ‘performance marketing’ – which includes payment for lead, sale, or click
Techniques
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Affiliate marketing:
a commission-based arrangement between referring sites and merchants
Online sponsorship:
link brands with related content or context to create brand awareness
Co-marketing and influencer outreach
(covered in the previous section)
Definition:
Create and manage long-term arrangements to promote your brand on third-party websites
Display Advertising
Purchasing Ad Placement:
Media is either purchased on a specific site, or an ad network (across several sites).
Programmatic Ad Buying:
The purchase of online display advertising that is aggregated, booked, flighted and analyzed and optimize via demand-side software interfaces and algorithms. It is based on Demand Side Platforms (DSPs) that uses real-time bidding (RTB) approaches
Measurement of Display Effectiveness
: Page impression, Ad impression, Reach, Cost-per-thousand (CPM), Interaction rate (IR).
Techniques:
Programmatic advertising
Site-specific media buys
Use of ad networks
Behavioral retargeting or remarketing based on action
Definition:
An advertiser pays for an advertising placement using graphical or rich media ad units on third-party sites such as publishers or social networks, to deliver brand awareness, familiarity, favorability and purchase intent. The process involves ad serving (displaying an advertising on a website). The advertisement will be served from a web server different from the site on which it is place. Ad serving uses a specialist piece of software, mounted on an independent server
Interactive Ad Targeting Options:
With programmatic, real-time auctions, ad should be targeted at an individual who is the best fit for the campaign objectives.
Behavioral ad targeting
enables an advertiser to target ads at a visitor as they move elsewhere on the Web or visit other sites on an ad network return to the site, aimed at increasing the frequency or number of impressions served to an individual in the target market
