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Chapter 21

Chapter 21. Managing Digital Communications: Online, Social Media, and Mobile. Learning Objectives. What are the pros and cons of online marketing? How can companies carry out effective social media campaigns? What are some tips for enjoying positive word of mouth?

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Chapter 21

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  1. Chapter 21 Managing Digital Communications: Online, Social Media, and Mobile

  2. Learning Objectives • What are the pros and cons of online marketing? • How can companies carry out effective social media campaigns? • What are some tips for enjoying positive word of mouth? • What are important guidelines for mobile marketing?

  3. Online Marketing • Categories of online marketing communications • Web sites • Search ads • Display ads • e-mail

  4. Online Marketing • Advantages • Can offer or send tailored information/messages • Can trace effects by UVs clicks on a page/ad • Contextual placement • Can place advertising based on search engine keywords • Disadvantages • Consumers can screen out most messages • Ads can be less effective than they appear (bogus clicks) • Lost control over online messages via hacking/vandalism

  5. Figure 21.1Major Media Time Spent Per Day

  6. Online Marketing • Communication Options Web sites Search ads Display ads E-Mail

  7. Online Marketing • Web sites • Ease of use • Physical attractiveness • Microsites • Search ads • Paid search or pay-per-click ads • Search engine optimization (SEO)

  8. Seven Key Design Elements of a Web site Commerce Content Community Connection Communication Customization

  9. Maximize the Marketing Value of e-mails • Give the customer a reason to respond • Personalize the content of your e-mails • Offer something instead of direct mail • Make it easy to opt and unsubscribe • Combine e-mail and social media

  10. Social Media • Means for consumers to share text, images, audio, and video information with each other and with companies, and vice versa Online communities/forums Blogs Social networks

  11. Social Media • Social media are rarely the sole source of marketing communications for a brand • Only some consumers want to engage with some brands, and, even then, only some of the time

  12. Word of Mouth • Face-to-face and phone • Online • Viral marketing (“word of mouse”)

  13. CreatingWord-of-Mouth Buzz • Identify and devote effort to influentials • Supply key people with product samples • Work through community influentials • Develop WOM referral channels • Provide compelling info to pass along

  14. Measuring the Effects of Word of Mouth • Advertising, PR, and digital agencies • Demographic information or proxies for that information and cookies • Gatorade’s “Mission Control Center”

  15. Mobile Marketing Is uniquely tied to one user Is virtually always “on” Allows for immediate consumption Is highly interactive

  16. Mobile Marketing • Mobile apps • Bite-sized software programs that can be downloaded to smart phones

  17. Mobile Marketing • Being concise is critical • Copy should be only 50% of screen • Brands should limit ads to phrase pair • Put brand logo in corner of ad frame • Use only one or two bright colors • Calls to action should be in a bright color

  18. Mobile Marketing • Across markets • In developed Asian markets, mobile marketing is fast becoming a central component of customer experiences

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