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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Chapter 9
Marketing communicationsusing digital media channels
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Learning objectives
• Distinguish between the different types of digital media channels
• Evaluate the advantages and disadvantages of each digital media channel for marketing communications
• Assess the suitability of different types of digital media for different purposes
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Questions for marketers
• Which digital communications media should we select for different types of campaign?
• Which are the success factors which will make our campaigns more effective?
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.1 Average percentage of traffic from different sources referred to a websiteSource: Smart Insights, 2011a
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.2 Percentage who consider different information sources as important when researching or purchasing a product or serviceSource: Nielsen (2011)
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.3 Search engine results pages in Google (www.google.co.uk) illustrating the natural and paid listingsSource: Reprinted by permission of Google, Inc. Google™ search engine is a trademark of Google, Inc.
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.4 Click-through rates depending on position in the natural search resultsSource: Optify (2011)
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Which SEO ranking factors should I focus on?
• On page optimisation:– <title> tag = 4.9/5
– Keyword frequency and density = 3.7/5
– Keyword in headings = <h1> = 3.1, <h2> = 2.8
– Keyword in document name = 2.8
– Meta name description = 2/5
– Meta name keywords = 1/5
• Off-page optimisation:– More backlinks (higher PageRank)= 4/5
– Link anchor text contains keyword = 4.4/5
– Page assessed as a hub = 3.5/5
– Page assessed as an authority = 3.5/5
– Link velocity (rate at which changes) = 3.5/5
– Social media signals (newer ranking signal)
See http: //www.seomoz.org/article/search-ranking-factors
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Which factors affect returns from paid search?
• Distribution of daily budget
• Amount bid (Max CPC).
• Clickthrough rate
• Creative quality including creative testing
• Campaign structure
• Match types especially negative matches
• Use of content network
• Time-of-day (day parting)
• Landing page quality
• Click fraud!
• * In Google AdWords, Live Search and Yahoo! Quality Score especially important
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Online PR
• What it?– ‘the management of reputation - the planned and
sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics”
The UK Institute of PR (IPR)
– ‘the managed process of communication between one group and another … (it) is the method of defining messages and communicating them to target audiences in order to influence a desired response’. Public Relationships Consultants Association (PRCA)
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
1. A
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3. Building
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Buzz
2. Engagement
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4. D
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OnlinePR
E-PR activitieso Surveys and pollso Audience research:o Social media inc
user-generated contento Own blogo Influencing media owners
E-PR activitieso Inbound link-buildingo Content creationo Blogso Feeds (RSS)o Press releaseso Influencing media
owners
E-PR activitieso Brand protectiono Monitoring
and response:o Social mediao Influencing media
owners
E-PR activitieso Propagating
‘big idea’o Web editorial
contactso Viral agentso Seeding viralo Press releaseso Influencing media
owners
The key areas of online PR
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.5 Use of search engines for finding information related to product purchaseSource: Performics (2010)
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.6 Stages involved in producing a search engine listing for the natural listings
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.7 Gatorade social media command centre video
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.8 Smart Insights blog (www.smartinsights.com) showing content available from within a category of ‘social media marketing’
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.9 Popularity of social sharing services in France, Germany and the United KingdomSource: http://www.addthis.com/services/compare-countries, accessed October 2011
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.10 The affiliate marketing model (note that the tracking software and fee payment may be managed through an independent affiliate network manager)
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.11 Distribution of length of time against purchaseSource: Prussakov (2011b)
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.12 Behavioural ad targeting process
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.13 Banner blog (www.bannerblog.com.au) ad review site
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.14 Combination of touchpoints giving rise to salesSource: ecircle (2011)
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.15 E-mail response measuresSource: GSI (2011) Whitepaper
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.16 E-mail service provider (www.emailreation.com)Source: SmartFOCUS DIGITAL
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 9.17 Sky spend by medium compared with market share of UK internet searches, June 05–March 06Source: The Hitwise UK Media Impact Report, September 2006
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Table 9.4 Summary of the strengths and weaknesses of different communications tools for promoting an online presence