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E-marketing Lecture 2
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E-marketing
Lecture 2
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E-marketing – your aresenal
Display – Ads that appear on websites, in pop-
ups etc.
S.E.M. - Paying for your page to be shown onsearch result pages.
Email (eDM) - Sending email newsletters orelectronic direct mail.
Editorial (paid for) - Paid for coverage in online
news, magaines ! portals. Affiliate (partner programs) - Paying sites to
promote your product for a commission.
Promotions (Sales, Coupons, Competitions)
- "igitalversions of mar#eting sales promotions.
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E-marketing – Online channelintegration
S$% &ebsite 'icrosite S$'
Public (elations
Social 'edia $ditorial )overage
(Main brand site )(Campaign specific site*
(Search enginemarketing)
(Search engineoptimization)
(To gain unpaid editorialcoverage)
(logs, !et"orks, Social #nfo$) (!e"s sites, %ublishers, etc)
+mpacts on
raffic driver
&'M%& *+&CT#& Create rand "areness through
transmission of brand messages to consumers
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E-marketing – Defining earned, oned! paid media model
The *"ned ought &arned media model is a commonl. cited media planning model
. )reate a solar system of owned media.2. (ecognie that earned media is a result of brand behavior
. /our paid media is not dead, but it is evolving into a catalyst.
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E-marketing – "OM, #iral ! $u%%
&%'
+t is the actual sharing of an opinion about aproduct or service between two or more
consumers. +t is what happens when people become natural
brand advocates.
+t is the holy grail of mar#eters, )$%s andentrepreneurs, as it can ma#e or brea# aproduct.
he #ey to its success0 it is honest and natural.
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E-marketing - #iral
oday, this often comes in the form of an emailmessage or video.
+t is an attempt to deliver a mar#eting message
that spreads 1uic#ly and eponentially amongconsumers.
)ontrary to alarmists3 fear, viral isn3t evil. +t isn3tdishonest or unnatural.
At its best, it is word of mouth enabled, and atits worst, it is 4ust another interruptive mar#etingmessage.
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E-marketing - $u%%
+t is an event or activity that generates publicity,ecitement, and information to the consumer.
+t is usually something that combines a wac#y,
4aw-dropping event or eperience with purebranding, li#e tattooing your forehead or yourass, as a 5/) health club recently did*.
+f bu is done right, people will write about it,so it essentially becomes a great P( vehicle.
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E-marketing – digital mediacon#ergence
"e$sites
Email lists
&ontent
S&* /
Social Tools
S$' e"'
6iral
Ad#ertising SocialMedia
Social Ads
%&5$"Created b. the brand Controlled messages
$A(5$"Can be created b. brandor 0rd part.$1ncontrolled$Spread2broadcast b. 0rd
part.$
7%89:Created b. the brand$Controlled messages$roadcast b. third part.
6+(AL $;A'PL$0<Piano Stairs - he =unheory>%wned0 6ideo createdby brand?agency7ought0 'edia spend tosupport$arned0 /ouubehosted, spread by netusers
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E-marketing – &ase study 'ritishAirays (mo$ile email campaign)
he airline wanted to promote its $ecutive )lub mobileapplication to its loyalty club.
he new application allows club members to manage theiraccount and reservations, chec#-in, and access real-time flight
information via their mobile device, with versions developed for7lac#7erry, iPhone and Android devices.
7ritish Airways partnered with Agency.com, %gilvy%ne and e-"ialog for the campaign.
he campaign targeted 7ritish Airways3 $ecutive )lubmembers to drive application downloads based on the user3sspecific smartphone.
+t combined an understanding of historical user data of email onmobile devices, to ma#e sure that members received the news
of the application in the format best suited for the device theymost commonl use to chec# their email.
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E-marketing – &ase study 'ritishAirays (mo$ile email campaign)
&hat eactly is a mobile email campaign@ :oware the emails optimied for the mobile device@
A <mobile email> campaign is one that tailors an email messageto the actual smartphone device it will be viewed on.
he campaign delivers emails to subscribers in the best fashionfor their email viewing habits.
+n this campaign, the email promotes application downloadsspecifically for the device the member uses.
%ptimiing emails for mobile devices starts with an analysis ofhistorical customer data which tells us which customers openemails on which device.
=rom there we develop a custom template for each device that
allows the email creative to be rendered optimally on each
E k i & d ' i i h
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E-marketing – &ase study 'ritishAirays (mo$ile email campaign)
=rom there we develop a custom template for each device thatallows the email creative to be rendered optimally on eachdevice.
his means that the template is designed to be easily
navigated, easy to read, and includes a clear call-to-action. +t needs to be targeted, but still versatile enough to display
properly on another screen if users don3t chec# it on their usualdevice.
he proper email template ensures the user has a morestreamlined view, with all content easily visible and accessible.
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E k ti & t d ' iti h
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E-marketing – &ase study 'ritishAirays (mo$ile email campaign)
:ow do the results of this campaign compare to other channels
that 7ritish Airways is using to communicate to its loyalty club@ he campaign was etremely effective, radically eceeding
7A3s P+s and epectations.
%pen rates for the emails targeted to mobile devices far
eceeded opens for des#top versions, and were in ecess of BCpercent for iPhone and Android users.
he content was highly targeted and designed to renderappropriately on each of the different devices, as evidenced bya clic#-through rate of 2B percent for those who accessed the
email on their iPhone and in ecess of C percent for7lac#7erry users.
he campaign generated more than double the targetednumber of downloads - over *+, - and more than , clic#s to 7A.com?apps, where customers could get moreinformation about the 7A app on their device.
