Marketing Communication in Digital Environment
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- Barbra Watts
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1 Marketing Communication in Digital Environment
2 What digital media has brought Dialogic communication Interactivity Engagement Relationship Speed/Instantaneous communication User generated content/customer-centricism
3 Advantages of Digital Marketing Cost Effectiveness: digital ads are typically more cost-effective than standard traditional marketing campaigns. Personal and Customized Messaging: digital marketing allows brands to specify exactly the target demographic for each individual ad in a campaign. Digital media enhance creativity. Easily Measured and Adjusted: if the campaign is not performing well, most digital ads can be updated much more easily than traditional ads, and are scalable. Real time results: digital media enable companies to see their numbers of visitors to their site and its subscribers increase, peak trading times, conversion rates and much more at the touch of a button. Greater exposure: a business can be seen anywhere in the world from one marketing campaign with lower costs than traditional methods
4 Advantages of Digital Marketing Mobile-accessible: more and more people are using smartphones and tablets in their day to day lives - digital marketing invites brands to tap into consumers' behavior and reach them seamlessly through mobile devices Viral Value: brands that post content to social media sites like Facebook, YouTube, and Pinterest are able to plug into consumers who are able (and willing) to share that content with their networks Not Intrusive: through the power of market segmentation and tailored marketing, online people could choose to be out of communications or not and often it is relevant because they were the ones searching for it in the first place. Great Engagement: brand/consumer engagement in digital marketing, is all about developing a personalised relationship that reaches the masses but speaks to each individual through relevance and frequency. It goes beyond interactivity and leads to relationship building.
5 BIG PICTURE %41 Internet penetration 8.9 million active 3G users 50 hours spent in a month 35 million Internet users 4,7 million online shopper 30 billion TL total revenue Source: IAB in Turkey 2012 data
6 %8: Youtube watching in total internet usage BIG PICTURE 32 million Facebook users 1 million Linkedin users 22,5 hours video watching in a month 32 million mobile Facebook users 9 million Twitter users Source: IAB in Turkey 2012 data
7 Changing budget allocations in Turkey 22 billion Total Ad Expenditure 18% of total advertising spending is allocated to digital media. 400 million Digital Advertising Expenditure %40,6: Display ad %47: Search Engine Marketing %3,6: Mobile Source: IAB in Turkey 2012 data
8 Increasing digital media expenditures
9 Marketing Communication in Digital Environment Digital Advertising Display ads (banner, pageskin, e-commerce) Pre-roll Rich media Video Adwords Retargeting ads E-direct ads Advergame Mobile Marketing Social Media Marketing Social media ads Social media accounts Blogs Viral
10
11 Examples of Digital Advertising Display Ads (Banner)
12 Examples of Digital Advertising Display ads (Pageskin)
13 Examples of Digital Advertising Display ads (E-commerce banner)
14 Examples of Digital Advertising Pre-roll banner
15 Examples of Digital Advertising Rich media banner Amway_Fall/index.html
16 Examples of Digital Advertising Video banner
17 Examples of Digital Advertising Adwords
18 Examples of Digital Advertising
19 Examples of Digital Advertising Retargeting Ads
20 e-direct Marketing
21 Examples of Digital Advertising Advergame
22 Examples of Digital Advertising Mobile ads
23 Examples of Social Media Marketing Facebook Ads
24 Examples of Social Media Marketing Facebook account
25 Examples of Social Media Marketing Twitter Ads/ #Hashtag
26 Examples of Social Media Marketing Twitter account
27 Examples of Social Media Marketing Foursquare ads Tumblr ads (Tumblr Sponsors)
28 Examples of Social Media Marketing Vine ads
29 Examples of Social Media Marketing Youtube ads
30 Examples of Social Media Marketing Youtube channel
31 Company Blogs Blogging
32 Blogger endorsement Blogging
33 Examples of Social Media Marketing Viral E
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