Please enable JavaScript.
Coggle requires JavaScript to display documents.
Week 8 - DIGITAL MEDIA CHANNELS - Coggle Diagram
Week 8 - DIGITAL MEDIA CHANNELS
Learning Objectives
MarCom using Digital Media Channels*
Search Engine Marketing
Google Ads
Opt-in Email Marketing
Introduction only – details will be covered in Digital Marketing Communications course
Communication Tools/ Media Channels
Online PR
Publisher outreach
Community participation
Media alerting
Brand protection
Online partnerships
Affiliate marketing
Sponsorship
Co-branding
Link-building
Search engine marketing
Search engine optimisation (SEO)
Paid search Pay - per - click (PPC)
Paid - for inclusion feeds
Display advertising
Advertising
Personal selling
Sales promotion
PR
Sponsorship
Opt-in email
House list emails
Cold (rented list)
Co-branded
Ads in third party e-newslettes
Social media marketing
Audience participation
Managing social presence
Viral campaigns
Customer feedbacks
SEARCH ENGINE MARKETING
Techniques
Search Engine Optimization (SEO)
improve results from the natural/organic listings; based on on-page optimization and links-building
Paid search (pay-per-click) marketing (PPC)
to deliver results from the sponsored listings within the search engines. E.g..., pay-per-click advertising sponsored listings using Google Ads.
Paid Search Marketing
Is similar to conventional advertising – a relevant text ad with a link to the company page is displayed when user of a search engine types in a specific phrase; labelled as ‘sponsored links’; displayed above or to the right of the natural listings
Position in Paid Search
Traditionally, it was simply based on the highest-bidded CPC for each keywork phrase
Today, it is not necessary that the company can pay the most will get the top spot
SE also consider the relative click-through rates of the ads dependent on their position irrelevant ads with fewer clicks will drop down or may even disappear off the listing
Google Quality Score
Delivering relevance through the sponsored links is essential to users’ experiences and company’s profits
Quality score = (keyword’s click-through rate, ad text relevance, keyword relevance, landing page relevance, speed and other methods of assessing relevance)
The number of paid ads above natural listings varies from 0 to 4, since companies get the coveted position for the keywords that have sufficiently high-quality score - they can’t solely buy it
Advantages
Good accountability
Simpler and more predictable than SEO
PPC advertising is highly targeted
Remarketing
Advertiser is not paying for the ad to be displayed
Prospecting with customer match
Speed and branding
Disadvantages
Competitive and expensive
Time-consuming
Require specialist knowledge
Inappropriate for some companies
Irrelevant
Google Ads - Campaign Types
Shopping: Product listings on Google
Discovery: Advertise within online feeds
Video: Video ads on YouTube
App: Promote your app on many channels
Display: Image ads on websites
Local: Promote your locations on many channels
Search: Text ads on search results
Smart: Simplify your campaigns
Google Ads - Ad Group
An
ad group
contains one or more ads that share similar targets. Use ad groups to organize your ads by a common theme, such as the types of products or services you want to advertise.
You set a bid, or price, to be used when an ad group's keywords trigger an ad to appear => Cost-per-click (CPC) bid.
You can also set prices for individual keywords within the ad group.
Google Ads – Ad Formats
Responsive: Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces. They can transform into text or image ads
Image: Static or interactive graphics. Animated ads in .gif and Flash format can be used
Text: Words only
App promotion ads: Drive app downloads and engagement with app promotion ads.
Video: Video ads that show online. Run standalone video ads or insert them in streaming video content.
Product Shopping ads: Shopping ads show users a photo of your product, a title, price, store name, and more details about your product.
Showcase Shopping ads: An image and description that expands when clicked to show several related products and information about the store.
Call-only ads
Google Ads - Where and when ads appear
Show ads to geographic locations and languages
Show ads on Google and other search sites
Show ads on websites
Show ads on mobile phones and tablet devices
Schedule ads
Optimizing Pay-per-click (PPC)
Premium strategy:
compete with many competitors who bid the highest amounts on popular keywords achieve an acceptable conversion rate
Low-cost strategy:
bid on lower-cost, less-popular phrases generate less traffic, invest more effort to match the traffic from premium keywords
EMAIL MARKETING
Techniques
Co - branded
Ads in third party e-newsletters
Cold (rented list)
Mobile text marketing
House list emails
Mobile push notifications
Customer Acquisition
Cold email campaign:
recipient receives email from an organization that has rented an email list from a consumer email list of trade publisher and event provider (illegal in many places under privacy laws)
Co-branded email:
recipient receives an email with an offer from a company they have affinity with and from whom they have agrees to received ads
Third-party e-newsletter:
a company publicizes itself in a third-party e-newsletter; could be in the form of an ad, sponsorship or PR (editorial) in a publisher newsletter, which links through to a destination site
Retention and Prospect Conversion
Conversion email:
customers register and provide their email addresses follow-up emails
Regular e-newsletter type:
different frequencies with different content for different audiences and segments
House-list campaign:
periodic emails to support different objectives, e.g., encourage trials, repeat purchases or re-activate passive customers
Event-triggered or behavioral emails and sequences:
send out a series of emails, with the interval between emails ad messages determined by the marketer
Advantages
Relatively low cost of fulfilment
Direct-response medium encourages immediate action
Faster campaign deployment
Ease of personalization
Options for testing
Integration
Disadvantages
Email response decay
Communications preferences
Renderability
Resource intensive
Deliverability
Measuring Email Marketing
Delivery rate, or non-bounce rate:
bounce if address is not valid, or a spam filter blocks the email
Open rate:
how many customers open an email (inaccurate!)
Click-through or click rate:
number of people who click-through on the email of those delivered; use unique clicks, not total clicks
Practical Issues
Deliverability:
ensure email messages are delivered and aren’t blocked by spam filters because the email content or structure falsely identifies a permission-based email as a spammer, or because the sender’s IP address has a poor reputation for spam
Renderability:
capability of an email to display correctly formatted in different email readers on desktop and mobile devices