L6 MarComms 3x.pdf - Session 6 Digital Media Advantages of Online advertising Individualisation Interactivity • Refers to the fact that Internet users

L6 MarComms 3x.pdf - Session 6 Digital Media Advantages of...

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1 Session    6 Digital   Media. Advantages of Online advertising Individualisation   • Refers   to   the   fact   that   Internet   users   have   control   over   the   flow   of   information Interactivity • Allows   for   users   to   select   the   information   they   perceive   as   relevant,   and   for   brand   managers   to   build   relationships   with   customers   via   two way   communication Other advantages of online advertising Targeting Accessibility Behavioural   tracking Cost   effectiveness Sales   conversion Customisation
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2 QR   Codes Rise   in   Smart   Phones   – another   tool   for   marketers Not   ‘new’   – but   application   is Can   take   the   viewer   to   anywhere   you   want web   site   (think   about   it   though...) Facebook page Youtube video Free   to   create... a   number   of   websites...qrstuff.com Bringing   Print   ads   to   life Add   to   P.O.S. Packaging ‘In store’   demos Social media Viral marketing: involves marketing to a small group of consumers who then communicate the marketing message to others creates positive word-of-mouth or ‘buzz’ is transmitted through email, chat rooms, mobile phones, blogs etc. Social   Media   Marketing   (SMM) Online   dynamics   are   changing   and   this   brings   new   challenges   and   opportunities   for   marketers. There   is   a   fine   line   between   engagement and   intrusion.   SMM   is   about   identifying   the   influencers of   a   social   neighbourhood,   and   interacting   with   them   to   get   them   to   comment   on   your   opinion.   As   they   are   influencers   of   the   social   N/hood,   by   influencing   one,   you   are   influencing   many . 18/facebooks new patent allow marketing most influential/
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3 Social   Media   Marketing   Tips Become   involved:   be   part   of   the   conversation Customer   service   channel   Market   research   tool   Reputation/brand   management:   consumers   rediscover   what   the   brand   means   to   them Don’t   try   and   sell!!   Try   and   interact. Facebook 16%   of   the   time   spent   on   the   web   is   spent   on   Facebook If   Facebook were   a   country   it   would   be   the   3 rd largest   in   the   world Metric   to   record   is   CPF   (cost   per   fan) Ad   targeting   is   based   on   interest   not   keyword Excellent   demographic   &   geographic   targeting Don’t   try   and   sell   in   our   ad   your   outcome   is   a   fan   page   join,   not   a   sale!
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