DIGITAL

MARKETING
MKTG 747
CLASS 1A

MKTG229_ Centennial college_Course material,CKandil_Fall2015

start
Transformation of Business
Digital marketing Digital Business

Source: Gartner

2 MKTG229_ Centennial college_Course material,CKandil_Fall2015

 Digital Points of Entry
Paid Owned Earned

Banner Website Professional content

Search Engine Optimization

Social Media community Social Media engagement
+ Pay Per Click
Content + Customer
Email and database
Relationship Management

3 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
 Digital Points of Entry
Paid Owned Earned

Banner Website Professional content

Search Engine Optimization

Social Media community Social Media engagement
+ Pay Per Click
Content + Customer
Email and database
Relationship Management

4 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
1. Owned media

Own website
• Keywords SEO compatible – check google analytics
• User experience optimized
• Accessed via mobile?
• Define the interactions? Actions? Data collection?
• Alternatives: LinkedIn, FB, Pinterest

• Needs consistency in refreshing content

• Great source for gathering data:
- Visitors
- Time spent
- database

5 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
1. Owned media

Own website
• Ecommerce or not?

Customers
Companies
1. Convenience
1. Be where customers are
• Whenever it was needed
• From the comfort of…
2. Generate ‘new’ revenues
• Without pressure selling
3. Derive economic benefits
2. Democratized shopping
• Lower operating expenses
• Information availability
• Faster go to market
• Price transparency
• Agility and nimbleness
• User reviews and ratings

6 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
1. Owned media

Social communities
• Only do it if it makes sense for your product
• It is NOT a one-time shot…requires continuous maintenance and updating
• Feeds into and powers all the marketing programs
• Though it is free to setup, driving traffic to it requires $$

 Its real time nature demands dedicated resources

 Opens the brand up to activism
 Don’t just do ALL things social

7 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
1. Owned media

Content library
• Offer value to customers through meaningful content
• Master the art of content curation
• Video, Webinars, blogs, whitepapers, best-use cases etc.

 Helps customers interact better with the product

 …or simply offer entertaining content compatible with the brand essence

8 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
1. Owned media

Customer Relationship
Management (CRM)
A study of American shopping
centers by ICSC found up 30%
enhancement on the net sales
value due to CRM.

9 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
2. Paid media

Email and Database

• CRM: creating a virtuous cycle of existing and new

• Cost effective, highly targeted, customizable on a mass scale

• Totally measureable: bounce rate, open rate, CTR, forward, Social

• Permission based, compliant with regulatory

• Very effective at maintaining and building relationships

10 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
2. Paid media

Search Engine Optimization +

Pay Per Click
(SEO+PPC)
SEO PPC
1. SE friendly website structure 1. Ads at moment of ‘intent’
2. Strong, well-researched list of 2. Keyword optimized – SEO
key words and phrases 3. Smart copy & execution
3. Content optimized to key words 4. Link to landing page
4. Link popularity 5. Ad extensions (click-to-call)
5. User insights

11 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
2. Paid media

Banner/display
Emotional

Drive traffic Build awareness

Functional

Build loyalty

Push call-to-action Generate demand

Fundamental change in the communication planning process

12 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
2. Paid media

Banner/display
1. Media planning measures:
• # of impressions
• Reach
• CPM (favors publishers)
• OTS/diminishing returns/Frequency capping
• Velocity of impressions burned

2. Business measures:
• CTR
• CPC
• CPA (favors advertisers)

3. Flat rate or sponsorships

4. CPE (pre-rolls, interactions)

13 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
2. Paid media

Evolution and challenges

Age of Ad-blockers

Programmatic Advertising

Native advertising

14 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
3. Earned media

Content dissemination
• Professional PR
• Meaningful content published

• Native advertorial using content aggregators

• Wildly successful, yet risks customer respect
• Advocate marketing and influencers

15 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
3. Earned media

Social engagement
• Most natural form of free brand advertising

+ Brand endorsement and advocacy

+ unfiltered chatter
+ genuine testimonials and reviews

- Venue for complaining

- Real time engagement
- Constant monitoring/immediate action

16 MKTG 229
MKTG229_ Centennial college_Course material,CKandil_Fall2015
TCEO model

Optimize
Engage Think

Create

17 MKTG229_ Centennial college_Course material,CKandil_Fall2015

 THINK . CREATE. ENGAGE .
OPTIMIZE
THINK - Consumer Insights, Research, Budget, Objectives
CREATE – Executing campaigns and shaping platforms – web
design and development, social media assets, mobile,
copywriting, social media integration
ENGAGE – building relationships, driving traffic, SEO, e-mail
marketing, social media and campaign management.
OPTIMIZE – continuous improvement leveraging analytics,
data mining, testing, conversion optimization…

MKTG229_ Centennial college_Course material,CKandil_Fall2015

 T.C.E.O
4. Optimize 1. Think

Measurement/optimization Plan/analyze/strategize:
- Pre/during/Post Business objectives and strategy
- Online research - Look for disruption
- A/B testing - Customers (who, what why)
- Conversion analytics - Solve pain points - digital

Focus: Owned/Earned channels

- Website
Focus: Paid channels - CRM+DM+DBM
- E/S/M-commerce - Social Media
- Display/Video - Content repository: curation
- Performance: SEO/SEM and creation
- Performance: Email/Affilliate - Measurement blueprint
- Mobile

3. Engage 2. Create

19 MKTG229_ Centennial college_Course material,CKandil_Fall2015