DIGITAL MARKETING CHANNELS: LANDSCAPE

MIKE ZHENGYU YAO

Principles and Concepts

Understanding Marketing as Communication
KEY QUESTIONS
What is marketing communication?

What are the functions of marketing

communications?

What are the challenges in marketing

communication?

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KEY QUESTION
What is marketing communication?

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WHAT IS COMMUNICATION
Communication is
“A process by which information is
exchanged between individuals
through a common system of
symbols, signs, or behavior.”
(Merriam-Webster’s Dictionary)
“Who says what in which channel to
whom with what effect?” (Lasswell,
1948, p. 117)

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THE BASIC MODELS OF COMMUNICATION
Communication is a two-way process
The effectiveness of communication
is affected by the extent to which the
message senders can accurately
express their ideas; and more
importantly, the message receivers
can interpret the message as it was
intended.

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FACTORS AFFECTING COMMUNICATION
Message Sender Feedback
Credibility
Delays
Trustworthiness
Message Message Receiver
Persuasive strength Ability
Creativity Attention
Channels Involvement
Reach
Noise
Capacity

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REFERENCES
Lasswell, H. D. (1948). The Structure and Function of Communication in Society. The Communication of Ideas. New York, NY: Harper.

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DIGITAL MARKETING CHANNELS: LANDSCAPE
MIKE ZHENGYU YAO

Principles and Concepts

Marketing Communication Functions and Challenges
KEY QUESTION
What are the functions of marketing
communication?

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FUNCTIONS OF MARKETING COMMUNICATION
A primary function of marketing communication
is INFORMATION DISSEMINATING.

In this function, marketing communication adds

value to a business by reaching potential
buyers in the market.

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FUNCTIONS OF MARKETING COMMUNICATION
A second function of marketing communication
is PERSUASION.

In this function, marketing communication adds

value to a market by creating and stimulating
demands. It also adds value to a business by
”luring” buyers from competitors.

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FUNCTIONS OF MARKETING COMMUNICATION
A third function of marketing communication
is BRANDING
A brand is a set of unique words, images,
and symbols that identifies and
differentiates a product.

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FUNCTIONS OF MARKETING COMMUNICATION
A third function of
marketing
communication is
BRANDING
Brand
communication can
add market value to
a product by
associating it these
abstract social
values embedded in
its brand.
(Yao & Darby, 2017)
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KEY QUESTION
What are the challenges in marketing communication?

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CHALLENGES IN MARKETING COMMUNICATION
Finding the right people

Crafting the right message

Capturing the right moment

Selecting the right channel

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FINDING THE RIGHT PEOPLE
Who do you want to reach?
A business problem
Needs consumer insights
What do they like to read, listen, or
watch?
A communication problem
Needs audience insights

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CRAFTING THE RIGHT MESSAGE
Is your message interesting?
An artistic problem
Needs creativity
Is your message effective?
A persuasion problem
Needs strategy

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CAPTURING THE RIGHT MOMENT
Is your target paying attention?
A communication problem
Needs feedback
Is your target ready to buy?
An intelligence problem
Needs data

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WATCH THIS EXTERNAL VIDEO
https://www.thinkwithgoogle.com/collections/micromoments.html?gclid=COrQmp
vg0dICFZAvgQodFBkBuA

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SELECTING THE RIGHT CHANNEL
How do you send the right message
to the right people at the right
moment?
A communication problem
Needs knowledge about channels
(media)

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REFERENCES
Yao, M., & Darby, J. (2017). A successful brand adds tremendous market value to a product. University of Illinois.

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DIGITAL MARKETING CHANNELS: LANDSCAPE
MIKE ZHENGYU YAO

Principles and Concepts

The Media and Mediums of Marketing Communication
WHAT IS THE “MEDIA”?
A broad view:
media are “mediums”
Any means a business uses to contact and
communicate with its desired market
segment or the market in general

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THE EVOLUTION OF MEDIA TECHNOLOGIES
The evolution of media technology is
driven by the human desire to record,
store, and share experiences and
knowledge.

Mediated communication allow human

experiences to transcend time & space

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WHAT IS THE “MEDIA”?
A traditional view:
media are “the (mass) media”
Traditionally, marketers heavily relied
on mass media outlets (e.g., TV, film,
print, radio) for carrying paid advertising
messages.

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THE TWO-STEP FLOW MODEL OF MASS COMMUNICATION

Model illustrated based on the

two-step model of mass
communication (Katz, 1957)

(Yao & Darby, 2017)

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REFERENCES
Katz, E. (1957). The Two-Step Flow of Communication: An Up-To-Date Report on a Hypothesis, The Public Opinion Quarterly, 21 (1): 61–
78.

Yao, M., & Darby, J. (2017). The two-step flow model of mass communication. University of Illinois.

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DIGITAL MARKETING CHANNELS: LANDSCAPE
MIKE ZHENGYU YAO

Principles and Concepts

The Evolution of Marketing Media
DIGITAL MARKETING CHANNELS: LANDSCAPE
MIKE ZHENGYU YAO

Principles and Concepts

Marketing Communication Using
Traditional Media Channels
MARKETING COMMUNICATION USING
TRADITIONAL MEDIA
Paid placement Unpaid placement
Planned (controlled) Paid advertising Corporate newsletters
message Out-of-Home advertising Company websites
Product placement in
media programs

Unplanned (uncontrolled) Sponsored content Earned media coverage

message Sponsored events

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DIGITAL MARKETING CHANNELS: LANDSCAPE
MIKE ZHENGYU YAO

Principles and Concepts

Advantages and Disadvantages of
Mass Marketing Communication
ADVANTAGES OF USING TRADITIONAL MEDIA
Can reach a wide/large audience
efficiently (scale)

Have a set of well-established

standards, protocols, and processes
(predictability)

Lots of control over message creation

and delivery (control)

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DISADVANTAGES OF TRADITIONAL MEDIA
Finite amount of traditional media space for
marketing messages (high cost)
Difficult to target specific market segments
(imprecise)
Relies heavily on the assumption that attention
paid to media content is equivalent (or at least
indicative) of attention paid to advertising
messages (inefficient)
The effect of marketing communication is
difficult to measure (ineffective)

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 “Half the money I spend on advertising is wasted; the trouble is I
don‘t know which half.”

– John Wanamaker (1838 - 1922)

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