Demographics and market research Selecting the best tools for a campaign from the online marketing toolkit MARK 430 Week 5

Topics for today’s class Internet marketing campaign team project: – What is in the internet marketing toolbox? – How do you choose the best tool to meet your goals? – Reminder of the role of owned, earned, and paid media in internet marketing campaigns. – Market research data to guide the choice of campaign tools – First look at the Internet Marketing Campaign team assignment (details later!)

THE ONLINE MARKETING TOOLBOX – SELECTING THE TOOLS FOR YOUR INTERNET MARKETING CAMPAIGN

The internet marketing toolbox BloggingMobile General social networks Niche social networks Search engine optimization AR, VR Search advertising Twitter Interactive display advertising Video The online marketing toolbox. Owned, earned or paid?

Internet marketing campaign team assignment You MUST include AT LEAST SIX of the following internet marketing tools in your campaign and be able to justify your specific choices in terms of the online behavior of your target market. A “general” social networking site (for example, Facebook, Google+ etc) Search engine optimization (SEO) Search advertising (SEA/PPC) marketing Display advertising Twitter A video element (YouTube, Vimeo, Twitch, Vine, Instagram, Periscope etc) A niche or specialist social networking site (Pinterest, Tumblr, Instagram, Reddit, Snapchat etc) A campaign element specifically for mobile devices

A reminder of the importance of distinguishing between owned, earned, and paid media When selecting tools for a campaign we have to look for three distinct aspects of those tools Different purpose and return on investment for each Think about how your 6 tools will work together to help you reach overall campaign goals

“Owned” media Owned media: “media owned by the brand. Online this includes a company’s own websites, blogs, mobile apps or their social presence on Facebook, LinkedIn or Twitter [etc]” Dave Chaffey Dave Chaffey One of Dell’s twitter accounts Starbucks on Pinterest

“Earned” media Earned media: “Earned media also includes word-of-mouth that can be stimulated through viral and social media marketing and includes conversations in social networks, blogs and other communities.” Dave ChaffeyDave Chaffey Liking, sharing, and commenting on a Starbucks’ Facebook post Comments posted to the Skyrim Reddit pages (not owned by Bethesda)

“Paid” media Paid media: “media where there is investment to pay for visitors, reach or conversions” Dave Chaffey Dave Chaffey Instagram sponsored post Twitter promoted account Google Adwords PPC advertising

WHICH TOOLS SHOULD YOU USE? FINDING OUT WHERE YOUR TARGET MARKET IS ONLINE

Which tools to choose? Fish where the fish are! Find out where your target market spends its time online

The target market for your campaign assignment Define the target market for your campaign Then research to see WHERE those people are online and WHAT THEY DO THERE Show the results of your market research into the online behavior and activities of your target market. Use this research to explain and justify exactly why you have chosen to recommend the use of your chosen internet marketing tools and why you feel they will be a good “fit” with your target market.

Your target market should be in the US / Canada Very difficult to get access to data for other countries You can assume that US data broadly applies to Canadians Assume that your target market is online – because in 2014 around 90% of North Americans are onlinearound 90% of North Americans are online

Your focus should be on finding data about what your target market is doing online For example to justify selecting > 93% of Canadians use 93% of Canadians use – (the more important problem is actually getting addresses you can use) For social media choices you need to be really specific as to where your chosen target market is eg. 37% of US year olds use twitter (only 23% of all internet users use twitter – but that doesn’t matter if your target market are heavy users)37% of US year olds use twitter

Sources for demographic data Course website Week 3 for the list that appears on the following slideWeek 3 Posts tagged stats from my twitter feed (archived on pinboard) stats

Statistics Canada Individual and Household Internet Use The Digital Consumer Report 2014 (Neilsen) Pew Internet and American Life Project(rich source of data re online activities in the US) Digital behaviour of teeens (Research from Piper Jaffrey) Good source of industry statistics:Comscore.com DataMine for free stats (Comscore) eMarketer (research data on internet marketing) Neilsen– some free reports available Forrester Research – some free reports Interactive Advertising Bureau (IAB) Research Marketing Charts Media in Canada Techvibes Canadian Digital Media Network/Research Reports Wall Street Journal Data Points CIRA Internet Fact Book Canadian Digital Future in Focus (Comscore – registration needed)Individual and Household Internet Use The Digital Consumer Report 2014 Pew Internet and American Life Project Digital behaviour of teeens Comscore.com DataMine eMarketer Neilsen Forrester Research Interactive Advertising Bureau (IAB) Research Marketing Charts Media in Canada Techvibes Canadian Digital Media Network/Research Reports Wall Street Journal Data Points CIRA Internet Fact Book Canadian Digital Future in Focus