UofC Marketing Communications
48
© 2011 University of Calgary MKTG 435 Marketing Communications Integrated Digital Marketing
-
Upload
john-hutchings -
Category
Documents
-
view
172 -
download
0
Transcript of UofC Marketing Communications
© 2011
University of Calgary
MKTG 435 Marketing Communications
Integrated Digital Marketing
© 2011
Tries to talk itself out of the
problem…
BAD …
© 2011 Can Cause Seizures…
BAD …
© 2011
GOOD…
Transcends it’s utility and brand to
become a part of our lives…
© 2011
What is Good Design?GOOD…
Doesn’t overcomplicate things…
© 2011
OLD SCHOOL
MARKETING…
Is Over…
© 2011
What is Good Design?OLD SCHOOL
MARKETING…
Pushing customers down the funnel
doesn’t work…
© 2011
NEW SKOOL
MARKETING…
Is Integrated, Measurable and
Engaging!
© 2011
What is Good Design?
Is Media Agnostic and User -
Centric…
NEW SKOOL
MARKETING…
© 2011 But Digital is the HUB…
Digital Marketing IS
Marketing…
© 2011 And Marketing Tenets Still Apply…
Digital Marketing IS
Marketing…
© 2011
What is Good Design?
Simple.
The POST Method.
© 2011
Are your market and your
organization…
People…
© 2011
14
User & Task Analysis
To arrive at User Goals.
© 2011
What is Good Design?
Bring life to the user…
Personas…
© 2011
16To understand where you’re going...
Objectives…
© 2011
17
What is Good Design?
People
Objectives
Strategies
Technology
Using ‘SWOT – like’ Tools
Competitive
Analysis…
© 2011
18
What is Good Design?Information
Architecture…
To align content with User Goals…
© 2011
19To plan before you Design &
Implement…
Strategies…
© 2011
20
What is Good Design?
To assess priorities…
Analysis…
© 2011
21
Are ‘all the same’…
Tactics/Tools/Technol
ogies…
© 2011
What is Good Design?
22
Can be Overwhelming…
Tactics/Tools/Technol
ogies…
© 2011
What is Good Design?
23LOST??
© 2011
What is Good Design?
24
Buzzword Bingo
HOW ‘BOUT NOW??
© 2011 One at a Time…
Digital Marketing Tactics…
© 2011
Web Development…
Isn’t Easy…
© 2011
The ‘PEOS’ Media Model
Handy…
© 2011
The ‘PEOS’ Media Model
Handy…
© 2011
Web Call to Action…
Commerce & Conversion…
© 2011
Microsites…
Conversion…
© 2011 Booooring but Effective…
Email…
© 2011 ‘Rich Media’ experiences…
Mobile
© 2011 Organic & Pay Per Click…
SEO & SEM
© 2011
Gamification
Conversion…
© 2011 ‘Lazy’ Marketing but has Potential…
QR Codes
© 2011
Branded Entertainment
Virality…
© 2011 Pick your spots…
Social ‘Web’
© 2011
Social ‘Web’
Trust the process…
4. Use your Influence
Amplify and scale by
arming active users with
tools and technology
3. Develop the
Community
Move community
stakeholders from brand
indifferent to brand
champions and advocates.
2. Build a Relevant
Presence
Connect with the top 5%
of constituency to give us
credibility
1. Evaluate the
Landscape
Identify influential channels,
users and themes and volume
© 2011 Big Impact…
Big 4…
© 2011 On FaceBook and Twitter…
Top Brands
© 2011 Social & Earned
Social Integration
© 2011
What is Good Design?Digital Marketing
Integration
See the whole board…
© 2011
Digital Marketing
Integration
BLAM!
© 2011
What is Good Design?
Where do you start?
The Ad Biz…
© 2011
Strategy Social
Books:
• Mitch Joel. “Six Pixels of Separation‟
Sites:
• groundswell.forrester.com/
• emarketer.com
• forrester.com
• web-strategist.com
• sethgodin.com/sg/
• ageoftransparency.com/default.asp
• zagbook.com/
• gladwell.com
• http://www.slideshare.net/coolstuff/the-brand-gap
Books:
• Josh Bernof, “Groundswell‟
• Don Tapscott: “Wikinomics‟
• Eric Qualman, „Socialnomics‟
• Brian Solis, „ The End of Business as Usual‟
• Chris Brogan, „Social Media 101: Tactics and Tips to
Develop Your Business Online‟
• Chris Brogan, “Trust Agents”
Suggested Readings
© 2011
User Experience Design Form Design
Books:
• Don Norman, „The Design of Everyday Things”
• Steve Krug, “Don‟t Make Me Think”
• Jesse James Garrett, “The Elements of User
Experience”
• UX books:
smashingmagazine.com/2008/01/24/usability-and-
interface-design-books/
Sites:
• Boxesandarrows.com
• Adaptivepath.com
• Jjg.net
• Xplane.com
• Lukew.com
• Edwardtufte.com
• Backofthenapkin.com
Twitter:
• @adaptivepath
• @davegray
• @sunnibrown
• @brandonschauer
Books:
Luke Wrobleski, “Web Form Design, Filling in the Blanks”
Sites:
About the Challenge Disaster: Edward Tufte:
edwardtufte.com/bboard/q-and-a-fetch-
msg?msg_id=0001yB
Twitter:
• @lukew
• @use_this
• @smashingmag
• @mikaellindh
Suggested Readings
© 2011
Thank you!
