Digital Marketing
- Muhammed Göktug AR
- 26 Eki 2015
- 10 dakikada okunur
We prepared this document by using google one drive with my group members.If you want to downland this document you can find a downland button below this page.
Cooperation Online
E-Skills
Marlon Wouters
Beatriz Yáñez
Göktug Ar
Lucinda Van der Horst
Graciela Navarro
Table of Content
Table of Content
What your subject is about
What it does
Why it is useful
Who can benefit from it?
Where/how does it fit in a modern company?
What are the advantages?
What are the disadvantages?
Who already uses it?
References
1- What our subject is about?
This report is about digital marketing. Digital marketing is the promotion of products or brands via one or more forms of electronic media. By for example promotion by social media, internet, mobile phone, electronic billboards. But even by television and radio channels.
2- What does digital marketing?
Nowadays promotion of products and brands is different from the past. More and more electronic media is used for promotion, the use of electronic media for promotion is called digital marketing. Digital marketing involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn't. In this way digital marketing differs from the traditional marketing.
Due to digital marketing consumers have access to information any time and any place they want. Consumers are not longer dependent to the things the company say but they can hear opinions about brands and products by what media, friends, peers, etc., are saying as well.
Companies nowadays must know their consumers better than anybody else so they can communicate with them. To adapt to the consumers a company needs a consolidated view of the wants of the consumers across all channels like web, social media, direct mail, etc., is necessary. The better a company knows the behavior and preferences of the consumer, the more likely they are to engage them in lucrative interactions.
3- Why is it useful?
Digital marketing means promoting anything you would like without (almost) no boundaries. This means that companies can use a lot of strategies to connect with their customers. Having these digital marketing strategies can be useful for different reasons:
Direction - without having a strategy a company won't be able to set a clear strategic goal. Without having a clear strategic goal you won't use enough resources to achieve your certain goal and the company will not be able to analyse their process etc. By having a digital strategy your company will have a clear direction.
Know your online market share - it is important to understand that there are different types of customer profiles and behavior, competitors and options for marketing communication.
Gain market share - As a starting company it's important to devote an amount of effort to keep up with your competitors
Powerful online value - by having good digital marketing a company can get a defined online customer value proposition. This can help differentiate the company's online service and ecourage new customers to engage.
Know your customer - with digital marketing you can not only measure the volumes of your customers but you're also able to use other feedback forms to identify your weaknesses and improve them.
These are just 5 of a lot of other different reasons why it is useful to use digital marketing. What's most important is that your company distances itself from the other companies and without using digital marketing this is impossible nowadays.
4- Who can benefit from it?
Digital marketing is all about companies targeting their customers. Both these groups can benefit from digital marketing in their own way. Companies can get a lot of data from their customers and can try different approaches to attract new target groups. Customers on the other side can easily compare different companies through their online marketing. However, customers is not the only party that look at the digital marketing strategies from companies. Think about competitors checking other companies digital marketing strategy and adjust that on their own strategy. In that way you can say that both costumers and companies (in both ways) can benfit from digital marketing.
5- Where and how does the digital marketing fit in a modern company?
The digital revolution has changed the way business owners need to think, act and respond to customers and prospects. Digital marketing can feel like a minefield for start-ups with too little budgets and not enough experience.
Modern business owners think about their digital strategies as soon as they start putting their company together. Of course, they don’t always put it in those terms, but it’s a rare entrepreneur who doesn’t check domain name availability when brainstorming business ideas.
The fact is that the digital space is part of almost everything a start-up does, but as there are so many different options available, it can be hard to be sure that you’re doing the right things for your business at the right time. This is especially hard because all of the different options for digital marketing will work - if you have the time and money – but there are some things that are more effective than others for different businesses.
There are few keys things that a company should do to ensure that their digital marketing is as effective as it can be:
1- Know the audience
The costumers are the ones who will keep a business, so it’s really important to know exactly who they are.
2- Match the channel to the activity
Not all marketing activities work across all channels, so a company needs to think carefully about what they want people to do - this is your call to action (CTA - and then define the best channel for that.
A common example is competitions. Running a competition on a website will only engage the people who are already visiting the site, unless you can bring them over from elsewhere. However, running a competition on Facebook could bring new people, if you encourage your current fans to share the competition and/or pay for a promoted post or two.
In doing so, it’s important to think about the terms and conditions of the channel you’re using Facebook in particular is quite strict about this.
3- Go for best business impact at lowest cost
A common mistake is for a start-up to define their marketing budget and then spend all of it on their website. What a modern company will probably find works best for they is a combination of different techniques that are each relatively low cost, but work together to get the most in terms of impact. For example, social media, email marketing, a little pay-per-click, and an inexpensive website are likely to be good places to start. Don’t take my word for it though; work out if that is indeed the best strategy for you or not.
4- Test
This could be as simple as asking your target audience if they’d be interested in something you’re thinking of doing, or you might actually want to test a mini-campaign in a live setting.
The benefits of testing are that you will save time and money but also that you won’t open yourself up to huge mistakes that could turn your fledgling audience away from you.
5- Stay focussed on the costumer
There's a difference between knowing the company’s audience and focussing on giving them what they want, and a company have to do both. A great marketing trick to help with this is to talk to them about the problem that you are solving more than your solution for it.
Another way to approach it is by always talking about the benefits to the customer of using your products or services, rather than the features that it is made up of.
So again, where does it fit in?
Advertising – yes, if in a digital format or a digital channel
PR – yes, if in a digital format or a digital channel
Direct marketing – yes, if in a digital format or a digital channel
Database marketing – yes, if in a digital format or a digital channel, and targeting a database of contacts
Promotions – yes, if in a digital format or a digital channel
Guerilla – yes, if in a digital format or a digital channel
Inbound – yes, if in a digital format or a digital channel
Influencer – yes, if in a digital channel or platform
Telemarketing – yes; phone calls are digitised, and telemarketing technology increasingly is becoming cloud-based and automated
6- What are the advantages and disadvantages?
ADVANTAGES:
Advertisement on the internet is cheaper than (Low cost) the print advertisement.
It is a two way communication between sales person and the potential customer which takes people to the company website. It has a much wider reach.
2-It helps in spreading the business worldwide
No geographical barriers, making it accessible from one country to another via Internet.
3-)It is a 24X7 (365 days) open store where people are welcome to shop anytime from anywhere.
This further directs the potential customer towards the company website.
Internet makes the product reach much more easy; while researching or getting accurate information on a product
It also adds value by adding a point of reference and a touch of individualized customer service
It also helps in creating credibility and gain trust and confidence of the customers.
Many people use internet for the pre-purchase research so that they can find themselves a particular product which meets up to their requirements.
It also helps in updating the subscribers through a fast mode of e-mails.
Visitors get up-to-date information on each visit.
In case of information sensitive business such as a law firm, newspaper or online magazine, or a newsletter, you can deliver the products directly to the customers online.
Increased ability to measure and collect data.
DISADVANTAGES:
Easier to have outdated information on internet, update timing is a critical issue here.
Many web visitors expect something for free. Do you have something to offer free?
There is a lot of competition in the market
The time when the visitors reaches the product they have already gone through many links and got the required product. Unless they find what they are looking for quickly.
There are many pros and cons of internet marketing.
It’s important to consider each when creating internet marketing strategy.
7- Who already uses Digital Marketing?
1 – Coca Cola
Coca Cola isn’t just paying lip service to the power of content marketing – they’re throwing some serious resources behind their new “Content 2020” campaign, which aims to double the company’s sales by the year 2020 through the use of effective content marketing campaigns.
For more details on how exactly the already-enormous beverage giant plans to carry out this Herculean task, you’ll definitely want to watch Parts One and Two of the campaign description videos found on Youtube:
2 – AMEX
Plenty of companies talk a big game about “the communities” they’re creating online and the inherent value of the “online conversation.” Far from being all talk and no game, American Express puts its money where its mouth is by leveraging the value provided by industry experts on its Open Forum website.
Open Forum is a collaborative website, on which American Express invites guest authors from a variety of sectors to share their business knowledge and wisdom. The result is a content rich mega-site that’s popular with the search engines – all created without American Express needing to shell out cash to content contributors.
3 – Mint
Entering the crowded personal finance niche is a daunting task for any new startup, but the approach taken by financial tracking tool Mint proves that it’s possible to stand out in a crowd through well-executed online marketing strategies.
Although the company was a relative unknown amongst its more popular predecessors, Mint committed to publishing hundreds of high quality content pieces – from informative blog posts to viral attention-grabbing infographics. As the result of its digital marketing efforts, the tool gained a massive online following before being sold to Intuit for a whopping $170 million.
4 – Zappos
Zappos sets the gold standard for online customer care, providing both a full 365-day money back guarantee and free shipping both ways, should consumers decide to return or exchange products purchased on the site.
As a result, Zappos doesn’t have to work hard to market its online presence – its policies are so appealing to consumers that shoppers are eager to sing the company’s praises to one another in a completely viral fashion. (Of course, Zappos does still invest heavily in online marketing, and its social media campaigns shouldn’t be missed!)
5 – Laika Entertainment
Laika Entertainment – the production company behind Halloween hit, Paranorman – revealed a tremendous amount of online marketing savvy recently by reaching out to internet thought leaders with a somewhat unusual promotion…
As posted on The Bloggess, blogger Jenny Larson (internet hero to the weird, the quirky and the taxidermy-loving) received an anonymously-delivered, nearly 30-pound coffin that – when opened – revealed a figurine promoting the company’s movie. The title of her post on the subject pretty much sums it up – “This is how you do PR”
6 – CREE Lighting
Despite being a small company selling LED and energy-efficient lighting solutions to B2B customers, CREE’s social media savvy is undeniable. Balancing a presence across multiple Twitter handles, Facebook accounts, internal blog posts and Youtube videos, the company manages to maintain a consistent voice around the web that’s highly compelling to target customers.
One thing that the company does extremely well is to draw on online follower bases to power real-world events, like the company’s ongoing “Lighting the Revolution” tour. By maximizing its social media marketing efforts, CREE is able to generate interest in its off-line events, increasing attendance beyond what would be possible with traditional marketing methods alone.
7 – General Electric
Of all the brands you’d expect to find on social media darling Pinterest, General Electric probably isn’t the first to spring to mind.
But unexpectedly, the company is killing it on Pinterest, through the use of engaging pin boards like the “Badass Machines” board and the “Hey Girl” board, which ties the popular “feminist Ryan Gosling” meme to some of GE’s most popular innovations.
8 – Old Spice
Old Spice gets viral marketing, as the meteoric success of the company’s recent “The Man Your Man Could Smell Like” campaign demonstrates.
But Old Spice’s savvy doesn’t just extend to TV advertising spots. The company is also doing a great job maximizing the potential of Facebook’s recent Timeline update by making use of customized apps, full-layout featured promotions and frequent, engaging status updates. Considering how much the company commits to this social networking site, it isn’t surprising to see an average of 1,000-2,000 “Likes” on every new update the company puts up!
9 – JetBlue
One of the biggest mistakes we see companies making when it comes to online marketing strategies is the tendency to post self-promotional materials only. And really, nobody wants to follow a company that can’t stop talking about itself long enough to post something of real value!
JetBlue – the popular discount airline – is one company that gets it. Instead of using Twitter to post fare discounts and special offers, the company uses its handles to provide fast and easy customer service. In fact, the effect is so profound that nearly all the messages in the company’s feed include @ replies, which is highly unusual in the world of social media marketing for businesses.
10 – Blendtec (Have fun on Youtube)
Blendtec’s popular “Will it Blend?” series of Youtube videos is often recognized as a great example of video marketing done well – and with good reason!
Really, it’s no surprise that the consumer goods manufacturer’s Youtube channel has nearly 200 million video views. The company’s videos feature a fun concept, memorable characters and – best of all – an innovative way of proving their products’ quality claims.
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References:
(Singlegrain.com, 2015)
(Digital Gyan, 2013)
(Iress.co.uk, 2015)
(Trinityp3.com, 2015)
(Smartinsights.com, 2015)
(Sas.com, 2015)
(Businessdictionary.com, 2015)
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