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Integrated Marketing Communications

Lecture 8: Digital and social media marketing
 Chapter 10

Digital and social

media marketing

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Learning objectives

Understand Know Relate

LO1: digital LO2: social media LO5: alternative
marketing in platforms & its approaches to
comparison to advantages and measuring the
traditional media disadvantages effectiveness of
digital marketing
LO3 & 4: owned
media & paid
media

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4

Content

1. Digital marketing definition

2. Social media
3. Owned & Paid media
4. Digital marketing
measurement
 1. The role of digital marketing
communications in IMC

• A quarter of the time is spent on social media.

• Online behaviour has become a source of entertainment and a
place for information-gathering.

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 The rise of digital marketing
• Digital marketing offers one of the most
dynamic areas of modern marketing.
• Digital advertising allows customers to
receive the information they want.
• Traditional advertising media (TV, radio,
magazines, newspapers) have served
advertisers’ needs for generations.
• Advertisers and advertising agencies are
now giving more attention to new media
(less costly, less cluttered and potentially
more effective).

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 Advantages of digital advertising
• In the traditional model,
receivers are ‘passive’
participants. In digital
media, it is the participants
who control the
information they receive.
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• More optimal targeting of
consumers who visit web pages
• Accessibility across locations and
time of day
• Better behavioural tracking of
participants
• Improved cost-effectiveness
• Enhanced follow-up from enquiries
and sales
• More customised advertising
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 The objectives and role of digital marketing

• Different digital media provide their own

advantages and limitations.
• The objectives for each media should be:
• effectively direct the message to the target market
• provide a clear positioning statement
• implement within budget.

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 The objectives and role of digital marketing (cont).

Promotional/ IMC
Role of digital marketing
mix
Traditional advertising can point viewers to the company, for more
Traditional advertising
rational purchase information

Social media can offer various promotions, such as contests, that

Sales promotion
allow for the collection of consumer data

Inform about public relations activities, such as news items or

Public relations
recent events

Social media allows consumers to voice positive or negative

Personal selling
comments and provide feedback to the company

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Achieving marketing objectives through digital marketing

Promotional /IMC Role of digital marketing

mix
Display advertising on websites; such advertising may not be possible
Awareness
through traditional media because of costs

Persuasion Online communities – WOM; positive comments about the brand

Customer acquisition Viral videos – how products can be used
Customer retention Digital games – allow customers to interact and design products

Emails – use a database related to one product to inform users about

Cross-selling
related products
YouTube – companies post their products showing different models and
Branding
uses of the products

Service Twitter – user complaints can be monitored and addressed quickly

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 Digital marketing platforms

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 2. Social media
• Benefits of social media for
marketers include:
ülearning about and engaging with
customers
üreaching customers with enhanced
advertisements that may have
otherwise been missed
üachieving brand equity
üutilising viral marketing, increasing
exposure and word-of-mouth.
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 Social media platforms
• Facebook
• Google+
• Twitter
• YouTube
• Instagram
• Pinterest
• Snapchat

Note: The complete list is actually much longer than this.

Leading social global networks
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 Viral marketing
• Viral marketing is a technique for creating
interest in a marketing message.
• The process includes seeding the message
and influencing a small group of people to
create a positive word-of-mouth experience.
• This experience is often referred to as ‘buzz’.
• The seeding may include something as
simple as emailing a promotional message to
a number of recipients, who then forward
the message on.

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 Online communities
• Online communities are places
where groups of people with similar
interests gather together in a virtual
community to share ideas and
opinions.

• The company can monitor the

interactions to gain a better insight
into marketing messages that will
resonate with their consumers.

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 Other social media strategies
• Contributing to blogs
• Comments that are not perceived as spin can enhance the company’s
image and provide useful information to consumers.
• Social bookmarking
• Unlike search engines that provide suggestions, which may or may not be
relevant to the user’s interest, social bookmarking utilities provide highly
relevant resource links to the topics.
• RSS feeds
• These feeds provide a standard (and automated) approach to
disseminating digital material to recipients.

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 Social media advantages and disadvantages

Advantages: Disadvantages:
• flexibility • hackers and fraud
• reach options • dealing with negative (viral)
• consumer engagement comments
• two-way dialogue • clutter
• integration and ability to drive • privacy.
traffic
• improved metrics and research
• cost-effectiveness.
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 2. Owned media
• ‘Owned media’ means companies do not have to pay for advertising
on other websites.
• The aim of owned media is to connect sales to further brand-building
interaction.
• Some current owned media assets include:
• corporate websites
• corporate blogs
• podcasts
• emails
• SMSs
• apps.
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 Corporate websites, blogs and podcasts
• Corporate websites, blogs and podcasts can
act as advertising for the company.
• Owned websites allow companies to interact
with consumers; blogs represent comments; Nestle’s corporate websites
and podcasts are usually a downloadable
audio file, such as those offered to radio
listeners.
• Interaction with the company may include:
• positive and negative feedback
• sign-up areas that gives the company
‘permission’ to keep in contact with the consumer Business Insider blog
Podcasts
• offers of specials.

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 Email

• A modern-day postal service that offers

inexpensive, speedy and customised
communication.
• Usually a customer needs to agree to receive
this type of communication.
• Customised emails can include:
• newsletters
• promotions
• recommendations (Qantas suggesting places to
visit because
of a warmer/cooler climate).

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 Access on the go
• More than one billion smartphones are in use.
• Tablet growth is outpacing PCs.
• ‘Access on the go’ is driving a new age of
electronic media, through:
• SMS, MMS, apps and direct access to the web
wherever you are.
• Mobile connection at any time of the day
offers:
• new value to companies and customers
• altered cost structures of advertising budgets.

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 Search engines
• Search engines have become a common way of attaining
information; e.g. reviews of products.
• Search engines provide information based upon:
• algorithms (unsponsored results)
• paid results (ads).
• ‘On-page’ strategies adopted by marketers include:
• relevant keywords for higher page rankings
• relevant page content
• trusted external links that may be useful to visitors
• creating relevant page titles and pages that facilitate the spiders’
search process.
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 Some criticisms
of digital marketing

• The cost-effectiveness and ease of use of digital media has led to a

perception of overuse and abuse.
• These criticisms have led the Australian federal regulators to
introduce protection from such behaviour.
• One such protection is called the Spam Act 2003, which prohibits
the sending of electronic messages without consent.

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 3. Paid media
• Goals of paid media include:
• driving traffic to places where sales can be made
• building brand equity
• generating sales.
• Types of paid media include:
• search engines
• display or banner ads
• social media
• sponsored blogs.

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 Banner advertisements
• Banner ads are a static or dynamic image located
on the user’s destination web page.
• Banner ads encourage the users to pass through to
the advertiser’s web page.
• This behaviour is known as a ‘click-through’, and is
measured in a click-through rate (CTR).
• Even without a click-through, the brand may
achieve brand awareness, simply by being
displayed.
• New technology allows marketers to place specific
banner ads on the pages of those most likely to be
interested in the product based upon their recent
search behaviour.

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 Social media

• Other than the ‘owned’ social media webpages, companies may gain
awareness on social media websites though paid and unpaid
impressions, such as:
• paid sponsored stories
• paid ads with social messages
• unpaid stories about friends
• unpaid page publishing.

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 Rich media
• New forms of digital advertising are
emerging:
• streaming video
• pop-ups
• interstitials and superstitials
• digital video ads.
• These new ad types create a more
animated experience than banner
ads.
• They also risk creating higher levels
of annoyance.

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 Inside games and virtual worlds
• Companies such as Coca-Cola and Sony offer interactive games that
revolve around their brands.
• Advertising to people involved in gaming and virtual reality can build:
• brand familiarity
• brand preference.
• This occurs because of an active interaction between the person and
the brand, rather than a viewer who passively views a banner ad.

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 Advertising via behavioural targeting

• Higher levels of segmentation

can be attained by tracking and
using a person’s online
behaviour.
• Companies can be employed to
provide advertisers with a
person’s search behaviour.

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Measuring the effectiveness

 1. Measuring digital media effectiveness

• Unlike traditional marketing, digital marketing can be more easily

measured and in real time.
• The aim is to choose key effective measures.
• The measure chosen depends upon the objectives.

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 2. Measuring corporate websites

• Diagnostic tools exist to measure ‘visits’ to a website.

• Google Analytics is one tool that offers information to different layers
of the company.
• Executives
• Which segments are most valuable? Which initiatives are working?
• Marketers
• Where users come from, important keywords, which ad is most effective.
• Content developers
• Who stayed the longest and what did they look for?

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 3. Measuring social media

• Social media metrics is currently an

under-utilised tool.
• A survey found only 8% of
companies had an ROI measure for
social media expenditure.
• Social media metrics include:
• word-of-mouth buzz, media mentions,
brand likes, reach, engagement, share
of voice, and others.

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 Commonly used website effectiveness metrics

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