DIGITAL MARKETING CHANNELS: LANDSCAPE

MIKE ZHENGYU YAO

Growing Trends and

New Frontiers
Content Marketing
Part 1
KEY QUESTIONS
What is the role of social media in
content marketing?

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CONTENT MARKETING

“A strategic marketing approach focused on creating and distributing valuable,

relevant, and consistent content to attract and retain a clearly-defined audience —
and, ultimately, to drive profitable customer action.”
-- Content Marketing Institute

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 Content Marketing Channels

Paid Placement Unpaid Placement

Advertising Sponsorship Social Media Earned Media Owned Media

Native Sponsored WoM/Social Coverage by

Corporate
Advertising Content Media the
Website
Marketing Press/Bloggers

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WHY AND WHEN TO ADOPT CONTENT
MARKETING STRATEGIES?
Often used in multi-front and highly
coordinated (integrated) marketing
campaigns

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WHY AND WHEN TO ADOPT CONTENT
MARKETING STRATEGIES?
A good choice when the results of
traditional advertising campaigns are
unclear or hard to measure

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WHY AND WHEN TO ADOPT CONTENT
MARKETING STRATEGIES?
When the campaign goal is to raise
awareness/engagement/knowledge

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WHY AND WHEN TO ADOPT CONTENT
MARKETING STRATEGIES?
Widely adopted in social marketing (i.e.,
marketing for social causes)

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WHY AND WHEN TO ADOPT CONTENT
MARKETING STRATEGIES?
Used in companies with
limited/uncertain advertising budget

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DIGITAL MARKETING CHANNELS: LANDSCAPE
MIKE ZHENGYU YAO

Growing Trends and

New Frontiers
Content Marketing
Part 2
KEY STEPS OF CONTENT MARKETING
Research and strategy
Business objectives, market
condition, audience and consumer
insights
Decide on the theme and topic of
the content

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KEY STEPS OF CONTENT MARKETING
Planning and preparations
SEO, keyword/key phrase research,
budget, technical issues

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KEY STEPS OF CONTENT MARKETING
Content creation
Images, videos, articles,
infographics, e-books

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KEY STEPS OF CONTENT MARKETING
Promotion
SEM, social media, email, blogs

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KEY STEPS OF CONTENT MARKETING
Measure and evaluate
Measuring reach and impact (e.g.,
social media buzz, website traffic,
subscription, etc.)
Evaluating ROI (e.g., advertising
equivalency)

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SOCIAL MEDIA AND CONTENT MARKETING
Social sharing is crucial to the success
of content marketing
Social media allow marketers to
identify and personalize content for
the target audience, making the
content more relevant and ”sticky”
Social media allow information to be
quickly and widely shared through
online social networks, creating a
“buzz” around the content

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FOUR TYPES OF CONTENT MARKETING
STRATEGIES

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DIGITAL MARKETING CHANNELS: LANDSCAPE
MIKE ZHENGYU YAO

Growing Trends and

New Frontiers
Mobile Marketing
KEY QUESTIONS
What is mobile marketing?

What are the channels and key features

of mobile marketing?

What are the advantages and

limitations of mobile marketing?

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WHAT IS MOBILE MARKETING?
“Mobile marketing is a multi-channel,
digital marketing strategy aimed at
reaching a target audience on their
smartphones, tablets, and/or
other mobile devices, via websites,
email, SMS and MMS, social media,
and apps.”

- (Marketo, 2017)

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THE GROWTH OF MOBILE

© 2017 comScore, Inc. / www.comscore.com

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THE GROWTH OF MOBILE

© 2017 comScore, Inc. / www.comscore.com

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THE GROWTH OF MOBILE

© 2017 comScore, Inc. / www.comscore.com

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KEY QUESTION
What are the key features and channels
of mobile marketing?

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FEATURES OF MOBILE MARKETING
Omnipresence

Ubiquitous

Personal

Two-way communication

Location-based

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DIGITAL MARKETING CHANNELS: LANDSCAPE
MIKE ZHENGYU YAO

Growing Trends and

New Frontiers
Mobile Marketing
Part 2
MOBILE MARKETING CHANNELS
Mobile display and videos
Interstitials and native advertising
are more effective on mobile
because of its screen size
Website content and display ads
must be optimized for mobile
viewing
Consider the impacts on bandwidth
and data usage in mobile video
marketing

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MOBILE MARKETING CHANNELS
Mobile messaging types
Short (text) Messaging Service
(SMS)
Multimedia Messaging Service
(MMS)
In-app messaging (WhatsApp,
WeChat, etc.)

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MOBILE MARKETING CHANNELS
Mobile messaging strategies
Finding a right mix of content,
context, and frequency
Considering impacts on privacy and
consumer tolerance

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MOBILE MARKETING CHANNELS
Mobile search strategies
Optimize search engines results for
mobile devices
Get listed by online directories
Build a good online reputation

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MOBILE MARKETING CHANNELS
Mobile apps marketing
Branded, sponsored, & original apps
In app displays advertising
Mobile shopping apps

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MOBILE MARKETING CHANNELS
Location-based marketing
Location-based ad delivery
Location-based search
Location-based direct marketing

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DIGITAL MARKETING CHANNELS: LANDSCAPE
MIKE ZHENGYU YAO

Growing Trends and

New Frontiers
Out-of-Home (OOH) Marketing in the
Digital Era
OUT-OF-HOME (OOH) MARKETING
Traditional Out-of-Home (OOH)
Traditional Out-of-Home marketing
channels include billboards, train
stations, airports, bus benches,
interiors and exteriors of public
transportations, taxis and business
vehicles, and storefront signage and
posers

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OUT-OF-HOME (OOH) MARKETING
Key factors to OOH success
Visibility

© 2005 Jorge Royan / CC BY-SA 3.0

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OUT-OF-HOME (OOH) MARKETING
Key factors to OOH success
Visibility
Creativity
Brevity

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OUT-OF-HOME (OOH) MARKETING
Advantages of OOH
Extends the reach of on-screen
marketing channels
Fills off-screen space and time
Increases brand awareness and
presence

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OUT-OF-HOME (OOH) MARKETING
Disadvantages of traditional OOH
Clutter
Low engagement
Disconnected from other channels

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IMPACTS OF DIGITAL ON OOH
Links offline display to online
engagement

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WATCH THIS EXTERNAL VIDEO
https://vimeo.com/126591064

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IMPACTS OF DIGITAL ON OOH
Linking offline display to online
engagement

Brings novelty with cutting-edge display

technologies

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WATCH THIS EXTERNAL VIDEO
https://youtu.be/JP5hHzCCmt4

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IMPACTS OF DIGITAL ON OOH
Linking offline display to online
engagement

Brings novelty with cutting-edge display

technologies

Brings a new type of engagement

through interactive technologies and
the Internet of Things (IoT)

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WATCH THIS EXTERNAL VIDEO
https://youtu.be/B97k394jetk

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REFERENCE
Royan, J. (2005, May). NYC – Times Square [digital image]. Wikimedia Commons.

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DIGITAL MARKETING CHANNELS: LANDSCAPE
MIKE ZHENGYU YAO

Growing Trends and

New Frontiers
Direct Marketing in the Digital Era
DIRECT MARKETING
Direct Marketing consists of direct
connections with targeted individual
consumers to both obtain an immediate
response and cultivate lasting customer
relationships

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TRADITIONAL DM CHANNELS
Sales persons

Catalogs

Direct mail

Telephone/fax

TV/radio infomercials

Benefits to Buyers 17-5

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CHARACTERISTICS OF DIRECT MARKETING
Targeted, instead of mass audience

Two-way communication

Measurable ROI

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DIRECT MARKETING TODAY
A complex process involving the use of
all forms and channels of digital
communication

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DIRECT MARKETING TODAY
A complex process involving the use of
all forms and channels of digital
communication
Email
Text messaging
Social media
Mobile apps
Website
Online video channels

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DIRECT MARKETING TODAY
Highly integrated with other marketing
efforts

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DIRECT MARKETING TODAY
Sales and customer relationship
management (CRM) functions are
supported by computer and software
applications

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DIGITAL MARKETING CHANNELS: LANDSCAPE
MIKE ZHENGYU YAO

Growing Trends and

New Frontiers
New Frontiers in Digital Marketing
Communication
NEW FRONTIERS
Blending the real world with the digital
world

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NEW FRONTIERS
Virtual Reality (VR)

Virtual reality is computer-generated

simulation of three-dimensional
images or environments that can be
interacted with in a seemingly real
or physical way by a person using
special electronic equipment, such
as a helmet with a screen inside or
gloves fitted with sensors

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NEW FRONTIERS
Two essential parts of a VR
experience:
A virtual environment
A system that allows human users to
enter and perceptually experience
the virtual environment through their
senses

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WATCH THIS EXTERNAL VIDEO
https://www.facebook.com/FacebookTips/videos/10155260579068466/

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NEW FRONTIERS
Augmented Reality (AR)
Instead of bringing human users to
the virtual environment, AR takes our
view of the real world and adds digital
information and/or data on top of it

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WATCH THIS EXTERNAL VIDEO
https://youtu.be/vDNzTasuYEw

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NEW FRONTIERS
Mixed Reality (MR)
Projects virtual objects to a point in
real space
Allows human users to interact with
virtual objects using natural and
intuitive gestures

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NEW FRONTIERS
Advantages of mixed reality
marketing:
Provide infinite amount of space for
displaying advertising messages
Bring consumer novelty
Introduce new ways for consumers
to see and interact with products
Create a new social experience

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WATCH THIS EXTERNAL VIDEO
https://youtu.be/Ic_M6WoRZ7k

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