Research Topic: “Digital Marketing”
Presented by: Maie Mesbah
Internet, technology and mobile has changed our world
* To reach an audience of 50m took:
Radio 50 years
TV 30 years
Internet 4 years
iPod 3 years
Twitter 2 years
* We’re now always on, better connected, informed!
* We’re now used to FREE and OPEN
* Users assist in both rise and fall of mass reach in short * Timeframe, Power to the people.
We’ve become the “I want/need it now culture”
* Kids under 20 think the internet’s always been here! * Instant access, instant gratification
* Wherever I am
* Don’t make me think
* We went from fixed to free, very quickly
So what can we do about it???
Change all our thoughts to reach the market and gain more and more customers.
Social media, Social media, Social media, Social...
It's about me (and possibly me as a brand)
Apps and Micropayments
Collaboration and distributed content
Engaging and sharing
Cloud vs. Cached (and both together)
Micro media - more personal interaction
AND, “How can we do that??”
What is Digital Marketing?
* Digital Marketing is the promoting of brands using all forms of digital advertising. This now includes Television, Radio, Internet, mobile and any other form of digital media. * It is also concidered the practice of promoting products and services using interactive digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. * Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor. * Previously seen as a stand-alone service in its own right, it is frequently being seen as a domain that can and does cover most, if not all, of the more traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion. Digital is now being broadened to support the "servicing" and "engagement" of customers.
* Digital media know no geography. As a result, geographic segmentation will make less and less sense for our marketing…
Forms of Digital Marketing
There are 2 different forms of digital marketing, each of which has its pros and cons. Pull
Pull digital marketing technologies involve the user having to seek out and directly select (or pull) the content, often via web search. Web site/blogs and streaming media (audio and video) are good examples of this. In each of these examples, users have a specific link (URL) to view the content. Pros:
* Since requests are inherently opt-in, the size of content is generally unlimited. * No advanced technology required to send static content, only to store/display it. Cons:
* Considerable marketing effort required for users to find the message/content. * Some types of marketing content may be blocked in mixed content scenarios (i.e.: Flash blockers) Push
Push digital marketing technologies involve both the marketer (creator of the message) as well as the recipients (the user). Email, SMS, RSS are examples of push digital marketing. In each of these examples, the marketer has to send (push) the messages to the users (subscribers) in order for the message to be received. In the case of RSS, content is actually pulled on a periodic basis (polling), thus simulating a push. Pros:
* Faster delivery - push technologies can deliver content immediately as it becomes available. * Consistent delivery - some...