Digital Media and Marketing

Chapter 13

Growth and Benefits of Digital Communication

Digital media has created opportunities for businesses to:
Create relationships with consumers Target markets more precisely Reach new markets worldwide

13-4

Using Digital Media in Business

Digital media have created new ways of doing business and shopping
Fast communication More interactive Comparison shopping easier Easier to conduct marketing research and advertise

Using Digital Media in Business

Digital media have lowered the cost of communication and transactions
Digital media are more similar to traditional media than they are different

Growing problem with controlling employee access to digital media

Wasting time at work on personal communications

Digital Media and the Marketing Mix

Some key differences between digital and traditional media in the marketing mix:

Communications are richer, faster and more interactive

Companies can reach target markets more easily, affordably and quickly They help marketers utilize new resources in seeking out and communicating with customers

Digital Media and the Marketing Mix

Digital media let marketers and consumers share information
Websites

Online social media sites

Email Listservs

Product Considerations
Digital media connectivity creates opportunities to add services and benefits to products
Some products only available digitally Internet can make it easier to learn about and anticipate consumer needs

Competition makes quality and service offerings more important than ever

Distribution Considerations
The Internet is a new distribution channel
Processing orders electronically can reduce inefficiencies, cost and redundancies Can also increase speed Shipping times and costs are important to customers www.moosejaw.com

Promotion Considerations
Promotion is one of the best applications for digital media
www.google.com/adwords
http://www.google.com/analytics/ Consumer consumption patterns are changing
The products they want to buy The way they get information

Marketers must react and give consumers what they want

Price Considerations
The most flexible element of the marketing mix
Digital media can enhance a products value by providing service, information, and convenience Discounts and sales can be quickly communicated

Deals websites allow consumers to compare prices of products

http://www.bizrate.com/ www.nextag.com

Social Media and Marketing

Using Social Media for your business:

http://business.comcast.com/docs/smb-pdfs/Comcast-WhitepaperSocialMedia.pdf?sfvrsn=0

Online Social Networks

A web-based meeting place for friends, family, co-workers and peers that lets users create a profile and connect with others for a variety of purposes
Build relationships with customers Provide product information Learn about customer needs Contact new target markets

http://www.facebook.com/business

Types of Consumer-Generated Marketing and Digital Media

Two factors sparked the increase in consumer-generated information:

1. 2. Increased tendency for consumers to publish their thoughts, opinions and reviews of products via blogs and other digital media Consumers tend to trust other consumers over corporations

Blogs and Wikis

Blogs (Web-Logs) Top Free Blog Sites
Web-based journals through which authors can editorialize and interact with other Internet users 2/3 of Internet users read blogs

Give consumers power over companies because they cannot control what bloggers write
Ie. EduBlogs (Edublogs.com) WordPress powered blogging for educators and students alike

Blogs and Wikis

Wikis

Websites where users can add or edit content of posted articles

Monitoring wiki sites can give corporations ideas about how consumers feel about their company or products

Video and Photo Sharing

Video Sharing
Lets users upload videos to the Internet Viral Marketing: Using video sharing and online social networking sites to spread an advertisement or message about a product Companies increasingly use consumer-generated content for ads rather than professional ad agencies

Photo Sharing
Similar to video sharing sites, but allow users to upload, edit and share photos instead Businesses use photo sharing to display images of products

Podcasting
Podcasts
Audio or video files that can be downloaded form the Internet via a program that delivers content to listening devices or personal computers

Convenient
Can listen on an Mp3 player or other portable device Popular with the 18-29 demographic

Social Networks
2/3 of consumers have visited online social networking sites
There are many different sites and the number is growing
MySpace

Facebook
LinkedIn Twitter

 The largest social networking site in the world

Appeals to a broad demographic Fastest-growing demographic is women over 55 Encourages consumer interaction with companies and products Good resource for marketers Market research Low-cost means of advertising

Reach new markets

 A social network for professionals

A profile resembles a rsum Facilitates professional networking, job searches and recruiting Companies use the site to familiarize people with their business www.linkedin.com GREAT networking site!!

13-21

 Twitter is a hybrid social networking and microblogging site

140 characters or less

Companies announce sales, promotions and product updates via tweets Can help (re)build customer relationships www.twitter.com

Mobile Marketing
Consumers increasingly do their business and shopping from mobile devices and smartphones
Marketers can use digital media to their advantage Requires adapting to new technologies and consumption patterns

Using Digital Media to Learn About Consumers

Digital media is a great learning tool Market research
Gathering data on consumers Asking consumers about preferences

Using Digital Media to Learn About Consumers

Crowdsourcing involves using communities if interested consumers to gather input and feedback for marketing purposes
Crowdsourcing marketing tips and examples Can help small businesses on limited budgets compete with large businesses

Digital Media and how They are Changing Marketing

Digital media can make your company more efficient and productive
Transition to digital media can be challenging Correct blend of traditional and digital media in marketing mix takes time and consideration Future marketing opportunities will require a knowledge of digital media and how to use them

Using Social Marketing for Business

Marketing Presentation and Ideas for Social Marketing http://www.youtube.com/watch?v=Tn0kjFwZ5pM&feature=related

Resources
www.youtube.com www.strategy4successnow.com www.linkedin.com www.facebook.com www.twitter.com http://mashable.com/2011/08/17/crowdsourcing-marketing/ www.mcgrawhill.com chapter 13 www.edublogs.com www.google.com www.google.com/adwords