Chapter 14Digital Marketing

With Videos

Digital Marketing Takes Many Forms

Mobile

Interactive TV

Social Media

Interactive Outdoor

Internet

Interactive Print

Digital Marketing

Internet Marketing

Communicating and Relationship Building

Sites

E-Commerce Sites

Types of Sites

Today many sites combine content and sales functions

Top 10 Domains (2013) (out of 105 million measured)

Rank Root Domain Linking Root Domains(# sites that link to the site)

External Links(# sites that link out from the source site)

1 Facebook.com 9,072,500 2,029,809,5852 Twitter.com 6,055,122 2,147,483,6473 Google.com 6,015,338 1,052,156,8524 Youtube.com 4,720,489 777,003,2105 Adobe.com 3,811,051 310,335,1776 Wordpress.org 3,723,641 432,143,7927 Blogspot.com 3,248,827 1,045,138,3278 Wikipedia.org 2,745,415 247,834,6759 Godaddy.com 2,509,610 1,072,048,373

10 Wordpress.com 2,141,813 561,262,079

Source: Stats Canada, 2010

Communicating and Relationship Building

Goals• To provide organization information• To instruct and train• To announce new products• To facilitate networking• To stimulate excitement (e.g., contests)

Methods

Text/Graphics

Video/PPT

Webinars

Podcasts

Blogs

Example Communicating and Relationship Building Website

Lego

E-Commerce Sites

The Canadian Score Card – Lagging Behind

Then • Canadian Tire launches e-retailing site in 2000 and abandons it in

2009• Hudson Bay shuts down e-retailing site in 2009 and reopens with

beauty e-commerce site in 2011 • Wal-Mart Canada goes online in 2010 with limited product offerings • Zappos shuts down shipments to Canada in 2011 • Holt Renfrew and London Drugs only offer flyers and store location

information

Now• Canadian retailers positioning for influx of US competitors• Likely to continue to fall behind

Fast Facts • $18.4 billion in sales in 2010 • 3.4% of sales vs 5% in the US and continues to fall behind • 4 of 10 online dollars spent out of country

Top 10 E-Commerce Activity in Canada

Top 10 E-Commerce Activity by % of Online Shoppers (2010) %

Travel arrangements (e.g., hotel reservations, travel tickets, rental cars) 55

Tickets for entertainment events (e.g., concerts, movies, sports) 48

Books, magazines, online newspapers 40

Clothing, jewellery or accessories 36

Memberships or registration fees (e.g., health clubs, tuition, online television subscriptions) 32

Music (e.g., CDs, MP3) 30

Software 23

Consumer electronics (e.g., cameras, stereos, TVs, DVD players) 22

Videos or DVDs 20

Toys and games 19

Source: Stats Canada, 2010

Strategies for Optimizing Internet Marketing Objectives

Search Engine Optimization

Internet Marketing Objectives

Pay Per Click

Search Engine Marketing

Pay for Presence (flat fee)

Display Advertising

Mobile Internet Marketing

Paid Inclusion Advertising

Paid or Free Classified/Directo

ries

Search Engine Optimization (SEO)

Definition – the process of getting traffic from the “free”, “organic”, “editorial” or “natural” listings on search engines. Listings are “ranked” on what the search engine considers most relevant to users.

Types of Search Engine Ranking Factors

On the page factors – content, HTML cues, architecture

Off the page factors – links in and out, reputation, authority, country of origin

SEO Explained

Search Engine Marketing – Paid Inclusion Advertising

Pay for Presence – involves a fee charged for inclusion of a website in a search engine index (a specific placement may not be guaranteed and results are mixed in with organic search results)

Pay-per-click – uses specific keywords or phrases that show up in the search engine listings when searched, ranging in price from $.50 to over $50. The higher the fee paid, the higher the URL appears on the search page results

Sponsored Links in Google

Search Engine Marketing – Website Display Advertising Definition – appears on websites to include web banners or static or animated images. May include interactive audio and video elements. Used more for branding as opposed to direct response or organic search.

Square(250 x 250)

250 x 250 pixel • a square placed inline with text or inside a paragraph to draw clicks• can support small image

Leaderboard (728 x 90)

728 x 90 pixels • longer, wider version of 468 x 60 pixel banner• can support images• commonly appears at top or bottom of page

160 x 600 pixel • vertical banner at left or right side of page• supports both text and images

Wide Skyscraper (160x600)

Banner (468 x 60)

Common Ad Types

468 x 60 pixels • horizontal at top, middle

or bottom of page• contains one line of text• a teaser that goes to a landing page that

expands the message

Search Engine Marketing - Online Directories

Definition – a place where an organization’s website is listed by category or sub-category which enables it to be searched online. Some directories will also list a description of a website. Listing in a directory helps create inbound links. Site owners submit their sites for review. Includes both free and paid options and position may be alphabetical or based on “bid amount”.

Types of Online Directories

Example Summer Camps Directory

Mobile Marketing

Definition – direct and personalized advertising through wireless devices

History started with customization of hand sets with ring tones evolved from a free service to paid “Sweety the Chick” and “Crazy Frog” now includes content and display/sponsorship

advertising

Growth $18+ million in Canada (2010)/$800+ million in the US

SweetyThe Chick

Crazy Frog

Mobile Internet Activities (2011)

Canadian Mobile Internet Activities and Content Four dominant monthly Mobile Internet activities among Canadian Mobile subscribers, and the Smartphone subscribers among them, include using downloaded apps (46%/85%) and browsing (41%/76%), followed by emailing and accessing Social Networks/Blogs. The top Mobile Internet Content accessed weekly is weather, followed by maps, news, sports and entertainment news.

52%

Telecommunications

15%

PackageGoods

11%

Automotive

5%

Media

5%

Entertainment

5%

Technology

2%

Finance/Leisure

5%

Other

Percentage of Mobile Ad Revenues by Sector (2010)

100%

75%

25%

0%

50%

Mobile Subscriber and Smartphone Penetration in Canada

Mobile Subscribers by Type of Device

Fast Facts • are 26 million mobiles subscribers in Canada• 85% of Canadians are cell phone subscribers • 2011 SOM: RIM (33%); Apple (31%); Google (28%)

Mobile Subscribers by Type of Device

Mobile Internet Users

Fast Facts • 50% of Canadian mobile subscribers are monthly

Internet users • 55% male/45% female with 18 – 44 years

accounting for 63% of users • in 2011 only 10% of users accessed the Internet

via tablet devices (usage highest among 35 – 49 years)

Mobile Internet Users

QR Codes

Definition – Quick Response Code is a matrix bar code first used by the Japanese auto industry now with wide adoption by consumer marketers.

ProfsOnline.com QRC

Examples of Mobile Marketing

Mobile Messaging

Starbucks2010 Mobile Marketer of the year, Starbucks uses store-specific mobile text messaging and mobile coupons to reach customers

Mobile Search

Targeted mobile search for small business

Mobile Searchads can expand your local reach

Top 5 Mobile Marketing Trends

1. SMS to remain popular 63% of mobile subscribers use text messaging

2. MMS usage to increase driven by Google and Apple

3. Increase in mobile search by 2014, 50% of population will mobile browse Google - search; Apple - apps

4. Increase in geo-targeting (location advertising)

expected to comprise no more than 1.5% of revenues

5. Growth of mobile video

Mobile Trends in Advertising

By 2014 mobile searches will overtake PC Internet searches

0%

10%

20%

30%

40%

50%

60%

70%

80%

2010 2011 2012 2013 2014 2015

SMSMMSMobile Search

Wikis

Blogging

Podcasts

Message Boards

Picture Sharing

SocialNews

Social Networking

Chat Rooms

Book- marking

Micro Blogging

Video Sharing

SocialMedia

Marketing

Social Media Marketing

Social Media Marketing Goals

• Increase web traffic• Improve brand awareness• Convert social media members to

customers• Improve customer support

program• Facilitate new product

development• Build organizational teams• Improve organization esprit de

corps

Social Media Marketing

Goals

Interactive TV

Definition – a continuum of low to high interactivity in which audience members affect the program being watched.

Selected Early History • 1953 – US TV show, “Winky Dink and You” allowed kids to buy

a transparent sheet to place over the TV screen and help the show’s characters draw things.

• 1977 – Ohio launches first interactive TV service incorporating 30 channels divided between broadcast TV, pay per view and interactive programming. The service fails.

• 1988 - BBC broadcasts “What’s Your Story” and enables viewers to phone in with suggestions on what happens next. The best ideas are used.

• 1994 – Videotron pilots interactive TV in the US. Viewers can choose content and make sports bets. Kellogg’s broadcasts an interactive Frosties ad.

Winky Dink and You

Traditional Broadcast View of Interactive TV

Amazon.com’s Kindle Fire HD• viewers can search an actor• view photos and biography

The Learning Channel• show highlights• access video clips• share via email,

Facebook, Twitter• schedule programs

IPTVTelus Optix TV Bell Fibe TV• play games with others• vote on content• obtain customized and localized

information• access and manage electronic

program guides• switch camera angles and

screens

Marketing Examples of the Use of Interactive TV

Jibbi – geared to “tween” girls, Jibbi is a plug in toy that talks, listens and understands the user’s voice. Children can play games, dress Jibbi up, earn Jibbi beans and keep Jibbi healthy by talking and playing on screen. Jibbi recognizes over 75 words and responds with over 200 phrases.

Atlantic Lotto Corporation – in 2011 Atlantic Lottery, owned by the four Atlantic governments, announced a study to determine how it could use interactive television as it examined new ways for gamblers to wager money which could be used to place bets with the click of a remote on everything from televised horse races to talent shows.

Interactive TV Middleware for Hospitality – a variety of suppliers provide interactive solutions to the hospitality industry to enable its members to expand revenue and communicate more effectively with their customers. Hotel guests can use their TV to order hotel services, pay and check out, and more.

Interactive Outdoor and Print

Magazine I-ad helps guide customers through car accident insurance claim process

AXA

Billboard iAd enables passers-by to “start” the car by texting SMS shortcode

Honda

AXA

Honda

Sample Social Media Plan

Website

Twitter

Blog

YouTube

Facebook

LinkedIn

Chapter 14Digital Marketing

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