E-Marketing

Topics: Brand, Facebook, Brand management Pages: 20 (1986 words) Published: April 28, 2015
Agenda
1.
2.
3.
4.
5.
6.
7.

Importance of digital media
Engagement
Influencers
Social CRM
Analytics and ROI
Future Trends
Industry

Is digital media important?

Digital Media – Brand Equity Perspective
Brand equity: A set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service David Aaker
Brand Equity

Awareness

Loyalty

Quality

Advertising

Engagement

WOM

Community

Association

Transparency

Responsive

“Cares”

Digital Marketing Overview
2014

Earlier Consumer Decision
journey
The Funnel
Marketers have long used the famous
funnel metaphor to think about touch
points: Consumers would start at the
wide end of the funnel with many
brands in mind and narrow them down
to a final choice.
Consumers started with a large number
of potential brands in mind and
After purchase, their relationship with
the brand typically focused on the use
of the product or service itself.
Source: Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places.

Fundamental changes in
purchase
• Consider & Buy: Marketers often
overemphasize the “consider” and
“buy” stages of the journey,
allocating more resources to
building awareness
• Evaluate & Advocate: Marketing
investments that help consumers
navigate the evaluation process
and then spread positive word of
mouth about the brands they
choose
• Bond: If consumers’ bond with a
brand is strong enough, they
repurchase it without cycling
through the earlier decisionjourney stages. Helps in building brand community

Source: Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places.

Impact on Purchase Funnel
Global
• 51% of brand word of mouth on
internet is due to TV advertising 1
– 19% of word of mouth is due to PR,
events and brand news

• 24% decline in confidence on TV
advertising2
• 18% increase in trust on Word of
Mouth since 2007 for purchase

India
• 77% of internet users refer to
online reviews before purchase3
– Second most trusted source after friends
and family

• 21% decline in confidence on TV
advertising for purchase
2

Brand advocacy is an
important driver of brand
consideration and choice
in the age of social web

Data2decision research 2013 http://www.warc.com/LatestNews/News/TV_advertising_is_vital_to_word_of_mouth.news?ID=31155 Nielsen Trust in advertising (2012) http://www.nielsen.com/us/en/reports/2012/global-trust-in-advertising-and-brand-messages.html 3

Nielsen India Release (April, 2012) http://www.fi.nielsen.com/site/documents/NielsenTrustinAdvertisingGlobalReportApril2012.pdf 1

Importance of digital media
Brand
Engagement
Sales

• Consumers spend more time on digital
media
• Influencers, Engage with loyalists
• Direct sales channel
• Reduce lead costs

Feedback

• Instant feedback
• Reduce online negative word of mouth

Research

• Better understand consumption patterns,
brand perceptions in social context

Brand Community

• Build digital brand asset for brands such as
community

Digital Media is now an important part of the
communication mix

How should I run a digital campaign?

Brand Engagement






Touch Point
• Since consumer spend more time on digital, it
becomes an important touch-point
Brand Recall
• Aid brand recall
Loyalty
Sharing
• Brand activity is visible through social nature of
digital media
Engagement requires




Research - Right understanding of audience
Targeting – Effective targeting through media planning tools Execution – Creative that integrates desired brand positioning with target audience understanding

Digital Campaign
Stage 1
Setting Objectives
Metrics
Brand Awareness
Sales
Share of Voice
Sentiment
Growth in
community
Engagement

Stage 2
Conceptualize

Stage 3
Execute

Factors
1. Brand
personality
2. Integration...
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