Chapter

21
Managing Digital
Communications:
Online, Social
Media, and Mobile

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Learning Objectives
1. What are the pros and cons of online
marketing?
2. How can companies carry out effective social
media campaigns?
3. What are some tips for enjoying positive word
of mouth?
4. What are important guidelines for mobile
marketing?

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 Online Marketing
• Categories of online
marketing communications
– Web sites
– Search ads
– Display ads
– e-mail

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 Online Marketing
Advantages
•Can offer or send tailored
information/messages
•Can trace effects by UVs
clicks on a page/ad
•Contextual placement
•Can place advertising based on
search engine keywords
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Disadvantages
•Consumers can screen out most
messages
•Ads can be less effective than
they appear (bogus clicks)
•Lost control over online
messages via hacking/vandalism
21-4
 Figure 21.1
Major Media Time Spent Per Day

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 Online Marketing
• Communication Options

Web sites

Search ads

Display ads

E-Mail
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 Online Marketing
• Web sites
– Ease of use
– Physical attractiveness
– Microsites
• Search ads
– Paid search or pay-per-
click ads
– Search engine
optimization (SEO)
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Seven Key Design Elements of a
Web site

Commerce Content

Connection Community

Communication Customization

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Maximize the Marketing Value of
e-mails

 Give the customer a reason to respond

 Personalize the content of your e-mails
 Offer something instead of direct mail
 Make it easy to opt and unsubscribe
 Combine e-mail and social media

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 Social Media
• Means for consumers to share text, images, audio,
and video information with each other and with
companies, and vice versa

Online
communities/forums

Blogs

Social networks
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 Social Media
• Social media are rarely the
sole source of marketing
communications for a
brand
– Only some consumers
want to engage with
some brands, and, even
then, only some of the
time

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 Word of Mouth
• Face-to-face and phone
• Online
– Viral marketing (“word of mouse”)

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 Creating
Word-of-Mouth Buzz

 Identify and devote effort to influentials

 Supply key people with product samples
 Work through community influentials
 Develop WOM referral channels
 Provide compelling info to pass along

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 Measuring the Effects of Word of
Mouth
• Advertising, PR, and
digital agencies
• Demographic information
or proxies for that
information and cookies
• Gatorade’s “Mission
Control Center”

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 Mobile Marketing

Is uniquely tied to one user

Is virtually always “on”

Allows for immediate consumption

Is highly interactive

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 Mobile Marketing
• Mobile apps
– Bite-sized software programs that can be
downloaded to smart phones

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 Mobile Marketing
• Being concise is critical

 Copy should be only 50% of screen

 Brands should limit ads to phrase pair
 Put brand logo in corner of ad frame
 Use only one or two bright colors
 Calls to action should be in a bright color

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 Mobile Marketing
• Across markets
– In developed Asian markets, mobile marketing
is fast becoming a central component of
customer experiences

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