1. DMKe – week 4

2. Topics week 4 Tio Topics DMKe: Digital marketing and applications (continued) Webvertising E-mail marketing Affiliate marketing Behavioral marketing Viral marketing Social media marketing Additional Next session Mobile marketing (and touch) (see also week 10) Local based marketing Web care: what is web care? Minor Digital Marketing

3. Continuous thread in digital life…. Tio Mind the logic cycle Minor Digital Marketing Customer Life Cycle Reach & attract Engage Convert Support & Retain How do we reach our key target groups? Should we do something with social media marketing? How do we make our visitors interested in us? How do we get our visitors to participate on our website? How do we convert visitors into buyers? How do we get our customers to buy more products from us

4. Webvertising Tio Minor Digital Marketing web/gamevertising e-mail marketing affiliate marketing social media marketing viral marketing profile marketing or behavioural targeting co-creation Digital marketing tools to contact consumers and start building consumer or customer relations (eCRM)

5. Webvertising Tio Minor Digital Marketing Search engine advertising important positioning via Search Engines objective: positioning and Click Through Display advertising adverts on relevant sites keyword based search, traffic, interests and behaviour objective: branding, front of mind positioning en Click Through

6. Webvertising Tio Minor Digital Marketing Search Engine Marketing Tio Minor Digital Marketing Search Engine Advertising SEA / Pay per click PPC Pay per view PPV Pay per mille PPM Cost per click CPC Cost per view CPV Cost per mille CPM See for setting up SEA campaign on for example the next slides and chapter 05 of the book. https://www.google.co.uk/adwords/

7. Webvertising Tio Minor Digital Marketing Search Engine Advertising SEA And Adwords Dashboard Surf to https://support.google.com/adwords/answer/2454067?hl=nl https://support.google.com/adwords/answer/2454067?hl=nl

8. Webvertising Tio Minor Digital Marketing Display advertising

9. Webvertising Tio Minor Digital Marketing Webvertising via Mobile

10. Webvertising Tio Minor Digital Marketing Webvertising via games

11. Webvertising Tio Minor Digital Marketing Webvertising via videos

12. Webvertising Tio Minor Digital Marketing Webvertising via videos Always be aware of the objectives of video application; Create messages relating to the target audiences and the objectives of the broadcasting channel; Is the message still valid when sharing the video? Take in account that mobile sharing is growing;. The true power of a message is repetition. Make sure the strength of the message meets that requirement; Add a viral touch to the message encouraging people to share.

13. Webvertising Tio Minor Digital Marketing Webvertising via social media

14. Affiliate Marketing Increase reach via partners Related to performance Pay on performance > PPC, PPL, PPO, PPS. Use of strategic partners can be leverage to a higher SE ranking site Reach Tio Minor Digital Marketing

15. Affiliate Marketing bereik Tio Minor Digital Marketing Increase reach via partners Related to performance Pay on performance > PPC, PPL, PPO, PPS. Use of strategic partners can be leverage to a higher SE ranking Examples of Affiliates: System administrators offering advertising space for campaigns, banners, paid links, advertorials own their own site(s); Web shops placing orders but forward the actual sale and handling to the original supplier; Comparison and action sites serving as additional outlet to key web shops of a company; Affiliates are responsible for de marketing and handling of the lead, order or sale and or click through.

16. Examples bereik Tio Minor Digital Marketing

17. Affiliate Marketing bereik Tio Minor Digital Marketing CPM revenue model through cost per view. CPC revenue model through Cost Per Click, het klikmodel dat afrekent per (unieke) klik. CPL revenue model through Cost Per Lead. Companies using this revenue model are called lead butlers. CPS revenue through Cost Per Sales. CPO revenue through Cost Per Order (similar definition as CPS). See also http://www.marketingprofs.com/opinions/2014/26257/big-datas-big-disruption-of-old-school-affiliate-marketing http://www.marketingprofs.com/sitesearch?cx=001703601220670181629%3Anlqp1hryiqa&cof=FORID%3A11&ie=UTF- 8&q=affiliate+marketing&sa=Search&siteurl=www.marketingprofs.com%2F%3Floggedin%3D1&ref=&ss=5137j2531953j19

18. E-mail marketing Tio Minor Digital Marketing Objectives e-mail marketing: Sell: Increase sales. An e-mail campaign supports the action of attracting and retaining new customers and customer retention Serve: Add value. Give customers an online advantage to offline customers, for example by offering exclusive online discounts or (additional) background information about the product or service.

19. E-mail marketing Tio Minor Digital Marketing Speak: Meet the customer. Ensure that the customer participates interactively. Ask questions via online survey. Use tracking; monitor your customer. Save: Save costs. An e-mail campaign costs less than a Direct Marketing (DM) printed media campaign. Sizzle: Increase brand awareness (branding) online. An e-mail keeps the brand name fresh in the mind and helps to add value to the brand.

20. E-mail marketing Tio Minor Digital Marketing The advantages of e-mail marketing are: Fast Inexpensive Measurable results Chance of high click-through rate (CTR) Chance of high conversion rate (CR) ALSO Read page 189-205 for tips, tricks and in-depth knowledge of e-mail marketing.

21. E-mail marketing Tio Minor Digital Marketing E-mail marketing is related to database marketing; Database marketing is effective management of a list of e-mail addresses and mail profiles. It is important to run up to date data, apply proper segmetation, manage and extend the list; Database marketing aims for focused target audiences related to the marketing objectives; Storing of all customer related data - including e-mail data – is referred to as Big Data. A popular approach with suppliers of data storage and CRM- systems to aiming to combine data streams from CRM, e-mail, social media behavior and customer-service databases; The gathered information provides the marketer with insight in customer behavior and enables prediction of demand. Only 90% van de Big Data databases are in this way marketing wise structured.

22. Viral marketing Tio Minor Digital Marketing Viral is a message spread by sharing through networks; Viral marketing is not a hype of buzz; Message and direction are carefully thought through. Tips for viral marketing success: 1. Simple concept and applicable to a large target audience; 2. Simple authentique virals are highly effective; 3. Sexy, rude and humorous contents effective; 4. Offer suitable engagement to create relations with users and referrals; 5. Use at the start of the campaign social media influencers for initial sharing; 6. Send a convincing and discriminating message; 7. Be prepared for swift reaction on news or events; 8. Avoid technical barriers like latest versions of Flash needing an update or extra plugin; 9. Produce short video for success and easy sharing; Be interactive and start dialog with viral user. Ask influencers to comment; 10. Be realistic in setting objectives and above all do not over estimate the conversion and direct turnover.

23. Viral marketing Tio Minor Digital Marketing Or here is the link: http://www.youtube.com/watch?v=h-8PBx7isoM&feature=player_embeddedhttp://www.youtube.com/watch?v=h-8PBx7isoM&feature=player_embedded

24. Social media marketing Tio Minor Digital Marketing Social media marketing is related to care not sell; Social media marketing combines several marketing tools like viral marketing, advertising; Above and beyond make sure that you React. Social care like Twitter care or Facebook care and also de time to place and adjust content on social media; Apply no structure. Controlling social campaign is a waist of time. Users in a social web and social media influential direct your messages and not you. The power of the socialnetwork is more powerful than any company or brand; Collaborate. An advanced form of crowdsourcing and is effective in brand awareness and creating or improving products; Intelligence & Interaction. Make good use of to the opportunity to develop the company and products by means of social media. Interaction provides valuable unique data and knowledge on customer behavior; Learning by applying the above, analyze and evaluate. Improve your business based on the outcome to grow to a social business.

25. Social media marketing Tio Minor Digital Marketing Application of social media Application of social marketing

26. Social media marketing Tio Minor Digital Marketing

27. Social media marketing Tio Minor Digital Marketing

28. Social media marketing Tio Minor Digital Marketing social media marketing needs content plan & tools

29. Social media marketing Tio Minor Digital Marketing social media marketing needs content plan & tools

30. Social media marketing Tio Minor Digital Marketing

31. Social media marketing Tio Minor Digital Marketing social media marketing in a complex social web. Monitor 24/7 ….focus, be interactive, provide conversation(management), be pro active and be nice! Is fulltime presence and activity

32. Social media marketing Tio Minor Digital Marketing - Branding - Generating leads - SEO

33. Co-creation Minor Digital Marketing Initially direct marketing model; Based on partnership; Suitable for attracting visitors; Suitable for branding; Three types: concept/development > media campaigns/ cars like fiat 500 customization > customize your own from components final design > finish your own product Nike Air

34. Co-creation Minor Digital Marketing Co creation reaches for audiences, attracts them to our sites and engages them to our company and products.

35. Assignments week 4 Tio Minor Digital Marketing Assignment DMK Essay revenue models. Publish on blog and presentation week 8. PDM assignment week 4 report on work blog 1. Mapping the customer journey of the target group of the project; 2. Develop a plan for the deployment of the digital marketing applications (tools); 3. Relate and incorporate to the previously formulated strategic draft; 4. Further develop Content for website, social media and develop possible other appropriate digital platforms; 5. Setting up and applying SEA/FBA (sequel in project); 6. Describe web care for project and where possible apply it in the project in the near future; 7. Further develop Content for website, social media and develop possible other appropriate digital platforms; 8. Standing assignment: add content, create new scope, analyze data and relate it to KPI/targets, evaluate actions and reporting on work blog;

36. Study and reference Tio Minor Digital Marketing  Chapter 2 @first….think in Understanding Digital Marketing;  Chapter 6 Understanding Social media in Understanding Digital Marketing;  Chapter 7 Understanding e-mail marketing in Understanding Digital Marketing;  Chapter 8 Understanding Mobile marketing in Understanding Digital Marketing;  Chapter 9 Understanding performance marketing in Understanding Digital Marketing;  PowerPoint week 3  Google's SEO beginners guide  SEA instructions from Google; If available and applicable: relevant current and additional publications and examples (teachers)