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Digital Engagement
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A Morning with a Cup of coffee
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Traditional idea of
Marketing:
Consumers are
passive receivers of
messages.
Engagement
Marketing: Messages.
engagement marketers
believe that consumers
should be activelyinvolved in the
production and co-
creation of marketing
programs.
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In Engagement Marketing the
Customer becomes the co-creatorof the brand
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Definition
Engagement marketing is the
marketing strategy of encouraging theinvolvement and participation of
consumers in a topical area for the
purposes of influencing a brand or
product perception.
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Affinity
Conversation
Participation
ENGAGEMENT
THE BRAND
Engagement
Marketing
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Engagement marketing works toconnect consumers with brands,
with greater intensity.
Engaging Consumers in a
dialogue and two-way,cooperative interaction.
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The nature of digital brand
engagement
Digital channels are used to hold a
dialogue between a Brand and a
Consumer, or groups of consumers.
Primarily because they are interactive asrendered by technology
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Digital Technology ensures that the
audience can be selective about its
choices-the pick and choose of
media
IT ALSO ALLOWS BRANDS TO GET A FEEDBACK
ABOUT WHAT IS BEING SAID ABOUT THEM
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UNDERSTANDING COMPUTER
MEDIATED COMMUNICATION
CMC -
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CMC
The exchange of information through computer
aided machine
Internet networks Digital networks - mobile
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CMC Communication
Means
Emails
BBS
Internet relay chat
Multiuser domain
WWW
Characteristic
Packet switching
Multimedia
Interactive
Synchronous
Hypertextuality
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Digital Media & transmediaTransmedia multi-plat story form, crossmedia,
enhanced storytelling. Using multiple forms of
media with each medium making distinctive
contributions to our understanding of the story.
Multiple
Entry
Points
Hyper-social-ibility
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Hypersociability: encouragement of
involvement of media consumers ina story through varied social
interaction.
ON THE DIGITAL MEDIA,
ESPECIALLY ON SOCIAL MEDIAHYPERSOCIALIBILTY IS
INCREASING
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The operation of brands in the times
of Convergence
Transmedia Planning:Evolving non-linear brand
narrative. Different channels
could be used to
communication different, self-
contained elements of a brand.
Creating a narrative to build to
create an larger brand world.
Consumers then pull differentparts of the story together
themselves.
Traditional Media
Planning: one idea beingexpressed in different ways.
This is believed to be moreeffective as there are multiple
encodings of the same idea,
which reinforces the impact on
the consumer.
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Transmedia Planning:
PEOPLE
PEOPLEPEOPLE
PEOPLE
BTL-DM
AD
Interactive
PR
Retail
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The Web 2.0 effect
Consumers connecting to each other
Consumers Trust each other more with
conversations about product
Offers interactive information
sharing, interoperability, and
collaboration
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Creating Digital Engagement using
Web 2.0
Listen to online conversation
Engage them across media site right from
Micro-blogging to social mediaOptimising of net solutions
Develop integrated marketing programs that
use the Web
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MOST IMPORTANT:Digital users feel empowered
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Web 3.0
Will make the searches and the results more
proactive and more personal
K A f Di it l E t
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Key Areas of Digital Engagement
Strategy
Audience Insights: Using tools to map conversations on
the net. Of social media, site, twitter, blogs adding to the
knowledge on the drivers of the audience.
Brand Conversation: Audit module encompasses
consumer research, competitor mapping and social media
tracking and analysis.
K A f Di it l E t
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Key Areas of Digital Engagement
Strategy
Strategy: Utilizing Social Reference Marketing and Social
Capital construct, to develop marketing programmes
Influence Mapping: Using software, or Google analytics to
identify the digital influencers
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Content Creation and Management
Content Creation, Distribution, measurement and optimization is thecornerstone of reaching the customer. ((SEO)
Creation of user generated content then find the right content and
channel fit for maximising the return on engagement. From tracking
memes to mapping influence etc.
Intelligent marketing: Web video production to harnessing facebook
or twitter or linkedin for your business, CRM and internal data
mapping
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Google marketing company
provides free SEO services through
affiliate site
http://www.financialexpress.com/news/google-marketing-company-provides-free-seo-
services-through-affiliate-site/514418/
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FORMING A STRATEGY: Customer Understanding
People/
ConsumerWho are they
What are thevalues
What is themotivation
What is thebehaviour
Location Where are theyAre theyObservers
are they aParticipant?
are theyContributors
InfluenceWithin reach ofConversation
Do They Haveauthority ofsite ordialogue
Volume of buzzWhat tone doesit have
BrandAssociation
Are theyseekinginformation
Ready tocommit toyour brand
Loyaladvocators
Brandopponents
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FORMING A STRATEGY: Customer Engagement
People/Consum
er
Create virtualrepresentative
consumer groups
Understand
brand need
Outline aspects
brand appeal
Create content of
value
LocationPresent onrelevant onlineareas
offer freeinformation
Provide aplatform/mechanism for interaction
Engage usingright netetiquette andnorms
InfluenceOutline keyinfluence
Simulate interconsumerdialogue
Provide status forinfluencers
Address negativecomments
BrandAssociation
Maximise youradvocacy
Encourage interconsumerdialogue -minimisecommitmentrisk
Rewardadvocators &those loyal
Watch for brandaddress brandopponancy
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The Convergence of all Media
Majority of digital content will be distributed overthe Internet. Well-known online brands such as
Amazon and AOL have joined market leader
Apple iTunes in offering Internet users digital
downloads of music, movies and TV
Digital Demand Generation
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Digital Demand Generation
marketing
Integrating marketing
specifically demand
creation with the
sales funnel. All onlinesolutions ebay,
Amazon, Booking
online for real estate,shares and stocks,
travel agencies
Cost per Action, Cost
per Lead or Cost perSale
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Generating & Analysing the demand
email marketing, lead nurturingand management, website
forms, landing pages, affiliate
marketing, powerful,personalized microsites and
multi channel marketing
Analytics will support digitaldatabase size and give an
insight into Return on
Engagement
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Vdopia launches powerful
Talk2Me Ad format to increase
brand engagement
http://www.financialexpress.com/news/vdopia-launches-powerful-talk2me-ad-format-to-increase-brand-engagement/491733/
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Vpodia case Study
Vdopia, leading online and mobile
video monetization player
Talk to me services -
empower viewers to click on
the various elements
people, product and objects
of an online video ad and
enable them to interact with
or alter it. Movable Skin Branding
The Growth of Mobile TV and Video
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The Growth of Mobile TV and Video
services
In 2009 end there will be 35.9 million 3G mobile
phone subscribers in the US who watch video on
their devices. Of that number, 8.4 million will pay
for premium video content and seven million will
subscribe to a mobile TV service.
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3G and India A Forecast
India is expected to be the third largest economy by 2050
Telecom sector has proved to be one of the biggest driversfor this growth.
Offerings of cheap telephony rates -across the country
However internet penetration low - 18th in the world
200 ISPs in the country, we only have about 9 million users Internet subscribers translating into about 40 million users
of the Internet.
Wireless Interoperability for Microwave Access (WiMAX) is inthe country-this may make it one of the largest users in theworld
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Mobile Marketing and Advertising
the new EngagementFrom a Subscriber-and transaction-basedbusiness to viewing it as a subscriber-plus
audience-based business.
Mobile is now an integrated lifestyleimpacts mobile cost-per-thousand (CPM)
rates, which are orders technology for
millions of consumers.
Mobile has become a tool for directresponse and immediate feedback even
for large media congloromates
Major mobile users are between the age
group of 15 to 39
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Social Media and Engagement
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Providing a compelling reason for consumers to participate with your
brand is critical.
The new media marketing strategies need to use goodwill messaging
and provide something of real value -- such as education, entertainment, or
access -- to consumers to create a successful engagement campaign.
Engagement marketing campaigns are most successful when they tie
consumer lifestyles and values with those of the brand.
S h i i i l di
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Some techniques in social media
Threads are created as questions so as to elicit a
response
Forum entries if any are written in a conversational
manner. Not all entries should contain brand messages
Replies to comments from readers could be followed up
and brand messages when appropriate
The brand message is to be included at least once in all
conversations
Th Ch ll i S i l M di
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The Challenge in Social Media
Engagement marketing requires companies to be open to a two-
way conversation with consumers.
Campaigns needs to provide opportunities for visitors to respond
to your positioning and message.
Brands need to be willing to listen and respond or risk losing
customers who will find a willing replacement elsewhere.
Digital Engagement and the Viral
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Digital Engagement and the Viral
Marketing
Online media which relies on socialnetworking
Depends on Individuals, to influence a large
number of people-it establishes a pattern of
social trust
Creates a range of sharable assets
SOME FORECASTS
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SOME FORECASTS
Customers will increasingly drive the brand -Product democracy
will grow
-eg. CONVERSE.
Importance of niche media areas like podcasts will grow
The demand for Analytics and ROE will become higher
Marketers will demand more bandwidth for digital engagement
Consumer preference will be more assertive
Internet content will be more global
Mobile will be a more localised marketing
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