Digital
Technologies For Marketing (Week 10)
Traffic Building
Online PR
Online PR
1. Online
PR is maximising favourable mentions of your company, brands, products or
websites on third party websites that are likely to be visited by your target
audiences.
2. An
important part of this is online reputation management, which is controlling
the reputation of an organisation or brands through monitoring and controlling
messages placed about the organisation online.
3. There
are four main differences between online PR and traditional PR:
·
The audience is connected to the organisation
·
The members of the audience are connected to
each other
·
The audience has access to other information
·
Audiences pool information
4. Activities
that can be considered as online PR include:
·
Communicating with media/journalists online
·
Link Building
·
Social media
·
Web 2.0 tools – blogs, forums, discussions
·
Third party sites
·
Buzz
·
Viral promotions
Online Partnerships
1.
Link Building: Obtaining links from third party
sites. Performed in a structured manner to maximise visitors.
2.
Affiliate Marketing: A commission-based
arrangement where referring sites are
paid a fee for sales. Leads or visitors. It is a potentially a large source of
quality traffic for e-retailers
3.
Online Sponsorship: A long term arrangement to
associate a
4.
your company/brand with another company/brand
Interactive Advertising
1.
For building traffic and brand awareness and
recognition
2.
Rich media and large format ads are effective in
targeting visitors through placements on specialised portals and
dynamic/behavioural ad targeting
3.
Acquiring customers/visitors by banners paid for
by CPM (click per thousand) is relatively expensive and alternative forms of
promotion of payment according to results is preferable
To find out more about interactive advertising, digital
training, internet marketing, mobile advertising and more, visit www.iabbuk.net.
Opt-In Emails
1. Email
is an effective push online communications method
2. Data
protection and privacy is an important issue
·
Rules differ between b2b and b2c
·
Developing opt-in email lists important
·
Avoid spamming
3. List
Building Options include
·
Cold email
·
Co-branded emails
·
Third party emails
4. In-House
Lists
·
Test for frequency
·
Research preferences
·
Consider event triggered emails
5. Key
Points
·
Email design
·
Make lists clean
·
Stay legal
Digital Bytes – Email Marketing
Email has always been one of the most cost-effective and
accountable forms of digital marketing. Now, with budgets coming under
increasing pressure its role on the media schedule is becoming increasingly
important.
Despite the current economic downturn, figures from
E-consultancy show that investment in email marketing grew by 24 per cent last
year to £274 million, as brand owners continued to reach out to consumers via
their inboxes.
The growth of the industry is bringing about rapid
change. Brand-owners are now able to segment audiences and link their email
activity to web analytics to get even more for their money. On top of this
video and other forms of rich media are opening up new opportunities for email
marketers.
To help you keep up with the rapid pace of change,
Revolution has launched Digital Bytes, an online resource bringing together
expertise from the UK¹s leading email marketing practitioners. On this site,
you¹ll find all the information you need to help you maximise your email marketing
strategy.
Viral Marketing
1.
Viral marketing = spreading messages from one
person to another by virtual word of mouth (Facebook and other social media,
MSN and other chat, Email)
2.
Formal (Corporate/Branded) vs. Informal
(Personal/Buzz)
Offline Traffic Building
1.
Must communicate URL and OVP (Online Value
Proposition – The reason why they should visit the site
2.
Online and offline must be integrated and
demonstrate synergy
Control
·
Control = measuring effectiveness
·
Key control questions; How is the budget allocated?
How is effectiveness measured for each marketing component? What is the CPA
(cost per acquisition)? What is the traffic quality?
·
Data sources for analytics:
1.
Analytics programmes
2.
Log files
3.
Panel data
Resourcing
Resourcing is about achieving the right budget balance
between website design, website maintenance and development, and traffic
building. Some important considerations are offline vs. online and campaign vs.
ongoing.
Overview
1.
Define targets both quantity and quality.
Combine online and offline. Both on-going and campaign based activity
2.
Undertake both SEO and PPC activities
3.
Develop an online PR strategy that engages with
external websites and social media
4.
Identify and engage partner sites suitable for
linking, affiliate marketing and sponsorship
5.
Develop online ad creative in relevant style,
size and technology for company brand and products
6.
Develop email marketing resources for new
business and customer development
7.
Consider how viral dimensions could be add to
campaigns
8.
Promote online offline and vice-versa
9.
Analyse responses and develop and test
appropriate strategies/plans
10. Budgeting
– maximise ROI by blending and testing marketing options
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