1

Social, Mobile, and Digital

Marketing

Recall
Marketing strategy to outline objectives and
goals
Business environment tools
CDSTEP, 5 Cs, Porters Five Forces, SWOT

Assessing the environmentBetter strategic

plans
Today:
Internet marketing: connecting the
marketplace
https://
www.youtube.com/watch?v=hWX56YyyWKU

What is the internet?

Understanding the internet
History/structure of the internet
20 years of WWW

Domain Name System

Understanding companies

Long-term goals, strategy

Web 1.0/2.0
E-business commitment
E-business models
VALUE PROPOSITION
INFORMATION EXCHANGE

In teams of 3-4, research

the internet in discovery
of how GrubHub uses the
internet

Remember what marketing is

But whats the point

of all this internet
stuff for
marketing?

Transformational Change

Power Shift!

Marketing
Analysis

Competitors

Context

Capturing
Value

Sustaining
Value

Market
Segmentation

Product

Customer
Acquisition

T
E

Customers

Collaborators

N
R
E
T
N

Creating
Value

Company

Target Market
Selection

Positioning
and Branding

Price

Promotion

Place

Customer
Retention

Profits

CRM

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The Strategic Marketing Plan

Business Mission
Statement

N
R
E
T
N

Scanning the
marketing
environment

Situation SWOT
Analysis

Customer Analysis

Competitor
Analysis

Objectives

Segmentation
Market Targeting

Points of
Difference

Marketing Program
Marketing Mix

Product

Distribution

Promotion

Price

Implementation
Evaluation
Control

T
E
Company
Analysis

Positioning

11

The 4 Ps

N
R
E
T
N

T
E
2-11

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How the average person views the internet

13

Web sites (function)

Attract new customers
Drive customers who had previously not heard about
the company to your website.
Build a brand

Convince browsers to become customers.

Trust
Demonstrate expertise: tutorials, whitepapers, other
content.

Communicate with existing customers

Announcements, reminders, incentives, promotions,
events.

14

15

HTTP://XKCD.COM/773/

16

Web sites (form)

Make sure site reflects strategy and goals of
company
Smash test, F-test, above fold

Usability

Structure, ease of use, navigation

Branding
Customer Experience/customization/personalization
Content
SEO, built-in

Respect privacy, ensure secure website

17

How I feel when I see a badly designed website

18

Search
History of search
Purpose of search
How it works/Indexing

Algorithms v. directories

Optimize website (SEO) to rank high on search

engines

Select Keywords
Metatags
Meta descriptions
Titles
Content
copywriting
http://www.colbertnation.com/the-colbert-r
eport-videos/373135/february-02-2011/bing-

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Search Engine Marketing

Quantity, Quality, Relevance of
in/outbound links
Paid and Unpaid Search (AdWords)
Metrics

Clickthrough rate (CTR)

Conversion rate
Cost per click (CPC)
Cost per thousand impressions (CPM)
ROI

Banner advertisements
Search Engines, Vertical Search

22

Social Media
Social network theories
Social media history
Social networks
Engagement models
Paid models

Facebook
Blogs
Twitter
Google+
Social Curation

23

Medium is the message

24

HTTP://XKCD.COM/802

25

An undeveloped social media strategy

26

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Mobile Marketing

SMS
Mobile-optimized sites
AdMob
Third-party platforms
Branded apps
Geolocation
QR
Augmented reality

http://www.colbertnation.com/the-colbert-report
-videos/425905/april-29-2013/yelp-prison-review
s

28

Watch out, we got a bad app over here

HTTP://XKCD.COM/1174/

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CRM and Privacy

Databasing
Mobile/Social
Long term relationships
Protection of customer data
Fair Information Practice Principles
DMCA and copyright/fraud/scams
CISPA passes House of Representatives

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Why we bother with CRM

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What about those who dont have?

15% of U.S. adults do not use the internet

http://www.pewinternet.org/2013/09/25/main-report-2

http://
www.pewglobal.org/2014/02/13/emergin

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What about those who dont have?

http://youtu.be/wyaN6gQ5Drs

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Recap
The internet overlays marketing planning
The internet overlays the marketing mix
Companies must balance bringing value to the
consumer with spending money on internet strategy
Companies should consider global internet strategy
when/where necessary

Next Time (Apr 15)

Ethics and Marketing
WWL Journal 2