Digital Marketing and Social Media Notes
(Week 1)
Traditional marketing: A broad category that includes the long established marketing strategies including: print, broadcast, phone media forms.
– While TV and radio is still the largest traditional media form, it’s been found that newspapers and magazines (esp local ones) are the most effective as people realise it is location specific How has marketing changed:
– Experiential and interactive (more creative delivery methods) – Technology based personalisation
– Broader reach (real time information and reactions) and ability to go viral – Much more flexible to change and delivery methods
– Mixture of brand image and functionality (not just one)
Threats of digital media:
– Faster spread of misinformation and fake news – Data privacy
– Encourages sensationalism and fast turnover (short attention span) Recent trends in marketing:
– Shift to online/tech–heavy marketing
– Inclusive of new technologies: AI/chat bots, voice search, interactive content, big data…
– Personalisation is key (vs spray and pray mass marketing)
– Decrease in Facebook (trust issues and demographic) but increase in Insta and Tik Tok – Shift to humanising brands (shows backstage video/streams/stories)
– Omnichannel marketing (using different platforms in an IMC)
Multi–channel marketing Omni–channel marketing Selling across physical and digital channels
Sold on different channels which are very
separated/fragmented in function and use Joins touchpoints of the customer journey across platforms
E.g. Online is separate to in–store shopping E.g. Click and collect
Impacts of online channels:
1) Easier information/product search and purchase. BUT choice overload (paradox of choice) and product uncertainty regarding quality, size/design, functionality etc.
2) Use of search engines has acted as ‘recommendation agents’ (impact of SEO) and also increased comparison matrices (increased competition)
3) Presence of social media customer intelligence (big data and personalisation) 4) Social media and online reviews and forums has created new types of
influencers/opinion leaders (online WOM) and social hubs who shape the opinions of
‘lurkers’
5) Online advertising methods (email, banners etc.) which was lower cost, greater reach 6) Growth of mobile internet channels
What does changing consumer behaviour mean for today’s marketers?
– General shift to non–linear buying process resulting in need for pull (vs push) marketing o Push: Promoting products to persuade consumers to purchase
o Pull: Loyalty oriented techniques that draw consumers to purchase
– Saturation of channels: marketers need to be where consumers are searching & sharing – Organisations need to develop more fluid structures to adapt to changing trends
– Attention to consumer journey (consider all micro–moments) Types of analytics:
1. Server–based analytics: Web server stores the log files of how people interact with a website (e.g. search engine spiders or caches). Often provided to ad servers which will generate relevant ads to be shown
2. Tag–based analytics: Small javascript “page tags” or cookies that store information about the user which is sent back to the central server and prompts relevant ads Types of analytics:
• Web analytics: Page views, unique visitors bounce rate, session duration, new vs returning visitors, language & location of visitor, traffic source where they came from, keyword analysis
• Social analytics: Reach, engagement rate, impressions, site visits, click through rate (CTR), conversion rate, share of voice (SOV) i.e. amount of mentions, sentiment analysis
