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Digital 360: The New Marketing Mix

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This presentation explores the definition of Digital Marketing and how to use it to reach the digital generation. The presentation was a final class project August 2009.

Veröffentlicht in: Business, News & Politik

Digital 360: The New Marketing Mix

  1. 1. What is Digital Marketing?An Overview of how to Reach the digital generation<br />Digital 360The New Marketing Mix<br />By: Sharmonique Shade<br />
  2. 2. General Outline<br />Marketing Evolution<br />Digital Generation<br />Digital Media<br />What is it?<br />How can we use it?<br />Cultural Insight<br />Take-Away Tips<br />Conclusion<br />
  3. 3. Marketing Evolution<br />With a better understanding, the opportunities are endless!<br />
  4. 4. Marketing Evolution<br />Video Games<br />Mobile<br />Virtual Worlds<br />IM<br />Buzz<br />Blogs<br />Search<br />Social<br />Networks<br />Digital Media<br /> A diverse digital media environment requires new methods to sell to young people.<br />
  5. 5. Digital Generation<br />
  6. 6. Digital Generation<br />The Digital Generation (roughly 12-24) nearly matches Baby Boomers in size and commands attention despite the young age and lower incomes<br />This generation is more resistant to traditional brand images and seeks more “authentic,” non-mainstream sources of information<br />Advertisers are eager to reach these consumers just as they are starting to develop their product preferences and brand loyalties<br />Advertisers have to make this group want to watch <br /> advertising as opposed to having it forced on them<br />Revenue growth will increasingly depend on the <br /> loyalty of this digital generation as they age<br />
  7. 7. Digital Generation<br />There are more than 25 million 12-17-year-olds in the US<br />Teenagers spend over half of their time using digital media.<br />
  8. 8. Digital Marketing Critiques<br />
  9. 9. Digital Media is:<br />
  10. 10. What is Digital Media?<br />
  11. 11. Social Networks<br />Any website that allows users to publish content themselves<br />Communication from one to hundreds or even thousands of other people instantly<br />More than 70% of Americans aged 15-34 are actively using social networks<br />Positioned to rival print, broadcast, film and music competitors by including all four platforms <br />Opportunity to foster dialogue about products and the companies that provide them<br />Marketers can use their profiles and lists of &quot;friends,&quot; to facilitate targeting <br />Social networks are blurring the line between what is marketing and what isn&apos;t <br />Rapid growth is usage over short time period <br /> (ie. Twitter increased 1,382% between Feb. 08 – Feb. 09 from 475,000 to 7 million)<br />
  12. 12. Database Marketing<br />Detailed online profile lists of customers<br />Can include demographics, purchasing behavior, responses to advertising, social network activity and more<br />Databases of teens can be used as a strategy for companies targeting specific teen subsets<br />The information can create messages tailored to the psychographic and behavioral patterns of their target<br />Information can be distributed using <br /> email, IM or even mobile messaging <br />
  13. 13. Mobile Marketing<br />Any direct contact with consumers through wireless devices via SMS, MMS, Wireless Web or Wireless Video<br />Cell phones are one of the most important digital platforms for marketing to young people<br />Companies can target users based on previous buying history, location and other profiling data<br />Mobile users will increasingly be sent personally tailored ads <br />By using a ‘call-to-action’ mobile web provides instant campaign measurements<br />Use of mobile services skews young with 47% of 15 to 18 <br /> year olds adopting them compared with only 17% of 35 <br /> to 44 year olds<br />
  14. 14. Buzz Marketing<br />Peer-to-peer marketing sometimes called &quot;word-of-mouth&quot; or &quot;viral&quot; marketing<br />A key method to grab the attention of teens that do not favor direct advertising<br />Target influential young people that can serve as &quot;brand sirens,&quot; promoting to their peers online<br />Using &quot;hidden messages&quot; that challenge often attract youth <br />Combining different media generates buzz within the online youth subculture & enhances brand awareness<br />
  15. 15. Viral Videos<br />
  16. 16. Blogs<br />A ‘web log’ or blog is a combination of text, images, media objects and data, arranged chronologically on a website<br />Over 100 million blogs exist worldwide with 120,000 new blogs per day<br />Bloggers are a key audience to engage as many purchase decisions result from blog reviews<br />It’s important to get involved in the conversation without spamming bloggers<br />Blogs are one of the reasons companies must maintain two-way communication<br />
  17. 17. Search<br />Youth use search engines as a resource for an array of information on a daily basis<br />SEM<br />Search Engine Marketing (SEM) is paid marketing that measures, analyzes and reports search results<br />Paid inclusion is the practice of paying search engines to index pages from a particular site<br />SEO<br />Search Engine Optimization (SEO) entails becoming the top listed website in search results for free through organic search results<br />Strategy begins with friendly site design and architecture<br />Knowing popular keywords and continually updating content yields high <br /> click-through rates<br />
  18. 18. Web Analytics<br />Youth marketing budgets require <br /> accountability just as any other <br /> campaign<br />Popular Analytics Websites:<br />NetView: tracks usage across sites<br />Homescan: links online behavior with offline purchases<br />Netratings: for web site info<br />Comscore: compile data on demographics and behavior<br />Hitwise:data received from ISPs of which sites a person visits<br />Alexa: data from users using their toolbar<br />Compete & Quantcast: free services that help to profile a typical user for a website <br />
  19. 19. Instant Messaging<br />Some major instant messaging formats are--AOL&apos;s AIM, Yahoo&apos;s Messenger, MSN Messenger and Gmail<br />Companies attempt to permeate and surround teenagers&apos; ongoing casual conversations. <br />A variety of strategies can be used, including:<br />&quot;roadblocks&quot; and &quot;takeover ads&quot; that flood a site&apos;s homepage with interactive commercials<br />branded &quot;bots&quot; and buddy icons <br />
  20. 20. Gamevertising<br />In-game advertising or &quot;game-vertising,&quot; combines product placement, behavioral targeting and viral marketing<br />Marketing through interactive games works particularly well for snack, beverage and other &quot;impulse&quot; food products <br />Gaming software also enables real time responses to a gamers’ actions <br />Advertising messages can be tailored in real-time to appeal to that particular individual<br />
  21. 21. Avatars<br />Online three-dimensional &quot;virtual worlds&quot; where people can create online identities through avatars<br />Combines online activities--such as instant messaging, interactive gaming and social networking<br />Virtual worlds are becoming central to the future of marketing, technology, entertainment and brand-building<br />Brand or marketing messages can spread through virtual worlds with great speed and retain high recall rates<br />
  22. 22. African American and Hispanic markets are becoming more lucrative <br />Research states, African Americans and Hispanics are less cynical about and more receptive to advertising<br />African-American youth are considered particularly good candidates for &quot;urban marketing&quot; campaigns that employ peer-to-peer & viral<br />Hispanic and African American audiences are already utilizing mobile tools at a much higher rate than the general population<br />Hispanics are best reached with an integrated multi-media message which entertains, engages and provokes action<br />The most effective ingredients for successful campaigns are emotion (particularly humor), advergames, viral marketing and e-mail registration <br />Minority children have a strong influence on parent purchases (2006 U.S. Multicultural Kids report by Nickelodeon & Cultural Access Grp)<br />Burrell Communications Group, refers to this segment as &quot;Yurban Marketing” or Marketing to Urban Youth<br />Cultural Insight: African American & Hispanic Youth<br />
  23. 23. <ul><li>Take-Away Tips
  24. 24. Young people go online for entertainment and social currency
  25. 25. Brands must make them laugh, intrigue them, or offer something to pass on and talk about in order to stand out from the clutter
  26. 26. Provide high-quality, free content that can be shared
  27. 27. Be straightforward about what you’re promoting
  28. 28. Most teenagers don't mind as long as they receive some value in return for their attention
  29. 29. How you market is just as important as where
  30. 30. Simple, direct and straightforward language is most effective
  31. 31. Trying to be cool is the biggest trap
  32. 32. Celebrity endorsements may be an option
  33. 33. Young advocates are a key resource in seeding positive messages at street level</li></li></ul><li>Conclusion<br />“If a brand wants to embed itself in youth culture, it not only needs to USE the media that are shaping youth culture, but must also EMBED itself in the message, art, fashion, music and digital media heavily influencing youth culture.” - Neil Morris<br />
  34. 34. References<br />Wend,/Davis. &quot;Seven in 10 Tweens Surf Web at Home.&quot; Online Media Daily .October 27, 2006: Amanda Lenhart and Mary Madden. LexisNexis Academic<br />&quot;Teens, Privacy & Online Social Networks.&quot; Pew Internet & American Life. April 18, 2007. LexisNexis Academic.<br />Bradley Johnson. &quot;Understanding the &apos;Generation Wireless&apos; Demographic.&quot; Advertising Age. March 20. 2006. LexisNexis Academic.<br />&quot;User-Generated Content.&quot; Pew Internet & American Life Project. November 6, 2006. LexisNexis Academic. <br />“Social Networking and Connectivity in the Digital Age - US - January 2008.” Mintel . Retrieved August 10, 2009. <br />Mangold, W., & Faulds, D.. (2009). “Social media: The new hybrid element of the promotion mix.” Business Horizons, 52(4), 357.  Retrieved August 12, 2009, from ABI/INFORM Global. (Document ID: 1744729641).<br />“Digital Lifestyle Youth Culture Profile Report 2008 Is A Crucial Business Tool For Companies Interested In Making The Most Important Decisions For The Future” BusinessWire . July 30, 2008. LexisNexis Academic<br />“Not wasted on the young.” Marketing. September 24, 2008. Conference Preview, P(16). LexisNexis Academic<br />RCM Staff Reporter. “Youth Marketing: Things You Need to Know About Your Audience” Religious Conference Manager. August 1, 2009. Pg. 52, ISSN: 1050-2742<br />Burson-Marsteller London Presentation Re: Blogs<br />http://searchenginewatch.com/search-engine-optimization<br />Class Notes from Interactive Marketing Communications Re: SEM/SEO/Web Analytics<br />
  35. 35. References<br />Motloung, M. “Advertising: The target has evolved.” Financial Mail. December 05, 2008. LexisNexis Academic.<br />“Attitudes Towards Advertising in Digital and Broadcast Media – US - December 2005” – Mintel. Retrieved August 10, 2009. <br />“Targeting and Retaining Youth Key To Success of Mobile Content and Services.” Business Wire. September 12, 2007. LexisNexi Academic .<br />F., Neil Morris. &quot;Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation.(Book review).&quot; Journal of Direct, Data and Digital Marketing Practice.  10.4 (April 2009): 384(4). Academic OneFile. Gale. Boston Univ, Mugar Memorial Library. 11 Aug. 2009 <br />Chester, Jeff, and Kathryn Montgomery. &quot;No escape: marketing to kids in the digital age.(MARKETING MANIA) .&quot; Multinational Monitor.  29.1 (July-August 2008): 11(6). Academic OneFile. Gale. Boston Univ, Mugar Memorial Library. 11 Aug. 2009 <br />“The ABCs of Mobile Marketing, Part 1” by Laura Marriott, ClickZ. Feb. 9, 2006. http://www.clickz.com/3583351<br />“Blogging: The Missing Link of Social Marketing” by P.J. Fusco, ClickZ. Aug. 12, 2009. http://www.clickz.com/3634662<br />Blogs: www.blogs.law.harvard.edu/whatmakesaweblogaweblog<br />