Digital and Interactive Media

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Things are Quickly Changing

- Google not always the leader

- Today leads but constantly enhancing

- Opportunity to target markets effectively

- New strategies and more consumer information

- Social media, consumer searches, consumption behavior

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Digital Marketing and Digital Media

Digital Media: referring to computers, mobile phones, and other digital devices that have been released in recent years

Digital Marketing: uses all digital media to develop communication and exchanges with customers

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Phenomenal Growth of Internet

• Interactive relationships with customers• Target marketing• Developing quickly, still early stage of marketing

Sharing Information• How we consume• 274 million have Internet access

Changing how develop relationships• (customers, employees, suppliers)

HOW?Wikis, blogs, podcasts, media sharing, social media, virtual realities (e.g., Second Life), mobile phones, apps

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Changing Modes of Communication

Customer serviceTexting vs. Calling

Who texts more? Men or women?

555 text messages by men

716 texts by women

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Digital technologies are changing the dynamics of marketing and business communication

– Reduced cost and tremendous opportunity

– Essential for maintaining competitive advantages

– Small business and Facebook

• $.25 click/$50 credit

• Wedding photographer

• Engaged status

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Digital technologies are changing the dynamics of marketing and business communication

Large Businesses

- Online media to supplement brick and mortar

- Online only (Amazon)

- Black Friday or Cyber Monday?

- Tablets and Smartphones?

Regardless of online only or offline w/website...focus on free

shipping (minimum purchase varies)

TREND: Thanksgiving online sales came in at $1.06 billion in the U.S.

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Characteristics of Online Media

Don’t treat it like traditional marketing

Dimension 1: ADDRESSIBILITYThe ability of the marketer to identify customers before they make a purchase

Cookies

Amazon is king

Erased, not good with phones, can be ineffective

Google’s proprietary universal ID

Connect users across devices

Collect data and track them (tablet->laptop->phone)

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Characteristics of Online Media

Dimension 2: INTERACTIVITY

Customers express their needs and wants directly to the firm in response to its marketing communications

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Arisan Ifkatakar, Editor of The Islamic Monthly alerted Gap vandals had defaced a subway poster featuring Indian Sikh-American actor and fashion designer.

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Arsalan Iftikhar, Senior Editor at The Islamic Monthly and founder of TheMuslimGuy.com

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Characteristics of Online Media

Dimension 3: CONNECTIVITYConsumers connecting with marketers along with other consumers

Domino's Pizza completely change pizza recipe and campaign based on how terrible it was and listening to customers

Website, mini-documentary, social media

Pizzaturnaround.com

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Characteristics of Online Media

Dimension 4: CONTROL

The customer's ability to regulate the information they view as well as the rate and exposure to that information

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Characteristics of Online Media

Dimension 4: ACCESSIBILITY

The ability for marketers to obtain digital information

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The Interactivity of Social Media

• Main distinguishing characteristic of digital media

• Unlike traditional marketing which involves one way communication

• Initiate conversation with customer

• Makes interpersonal connections possible

• View at own pace

• Not intrusive like TV, sales calls

• Can be somewhat real time

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Consumer-generated marketing and digital media

Trends:

• Publish their own thoughts, opinions, reviews, and product discussion through blogs or digital media

• Tend to trust other consumers over corporations

• Can address problems

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Social Networks

Develop relationships with target markets

Niche example: CafeMom

12.5 unique million visitors a month

Influence purchases

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Facebook

• Also markets to parents and grandparents

• Fastest growing group is 55+

• Marketing Examples:

• American Express Members Reward

• New Belgium Brewing

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Twitter

• Companies becoming experts of 140 characters

• enhance customer service, address complaints, create buzz around products

• Southwest Airlines

• 23% of users report they follow businesses on Twitter

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Blogs

• More than ¾ Internet users read blogs

• Give consumers control, whether companies like it or not

• Rat video Dunkin’ Donuts

• Companies create their own blogs

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Alternative Marketing

• Anchorman 2

• Mike and Ike

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