E-COM FINALS

• Reach


  The number of unique people who saw to particular content
• Impressions


  The number of times an ad or content was seen or served
• Cross Device Targeting


  Target your audience through multiple devices
• Ad Unit


  A size and format specification for an ad
• Cookies


  Small piece of data sent from a website
• FDG


  Focus Group Discussion
• Marketers


  Create a campaign to brand unique selling techniques
• Call to action (CTA)


  Order now, enjoy this, place order
• Transactional funnel/ Traditional purchase funnel

  1. Awareness

  2. Interest

  3. Desire

  4. Action
• The shopper's journey in the age of digital

  • TV
  • Friends and family
  • Online
  • Print media
  • Brick and mortar stores (physical store)
• Evolution of Mass MediaOne-Way Communication: Print from 1400s

  • Recordings from 1890s
  • Cinema from 1900s
  • Radio from 1920s
  • TV from 1940
  • Two-Way Communication: Internet from 1992
  • Mobile from 1998
• How we received information in the past

  • TV
  • Print
  • Radio
  • Billboards
  • Word of mouth
  • Snail mail
• Hyper connected consumer


  Is not just a receiver of information, but has also become a content creator
• Digital has changed tv viewing habits

  • Mobility - viewing takes place in alternate locations using mobile devices
  • Alternate Content Providers - wide array of programming available without tv or cable
  • Multi-tasking – viewers are more likely to be engaged in another activity while watching tv
  • Scheduling – ability to watch when you want to watch it is driving consumer choices
  • User-Generated Content – time spent creating your own content or watching other people's content takes time from traditional tv
• Digital Business Models

  • Sell a product - Fullfillment can be physical or digital, Drop-shipping and affiliate marketing
  • Sell a service - It can be a service sold online, but the fulfillment is offline
  • Sell a subscription – Products, services or other types of access, privileges or discounts can be sold
  • Gather and resell data - Digital has crated new opportunities to companies to sell the data they are able to collect
  • Fundraising
  • Broker Transaction - Hottest growing business in the digital world
• Brokers

  
  

  bring together the buyer and the seller
• DIGITAL CAMPAIGN BRIEF PURPOSE

  • Project Details – Date, company, brand, brand contact person
  • Project Overview – Project name and description
  • Project Context
  • Project Objective
  • Target Audience
  • Competitors
  • Strategy - Current marketing strategy and Offline campaign strategy
  • Creative Considerations - Campaign integration, design elements, existing assets, etc. to consider
  • Success Criteria - What is the SINGLE, overriding goal for this project and how will the project's success be determined?
  • Technology Considerations - Are there specific platforms that need to be used or integrated?
  • Project Timelines - TVC breakdate, Submission of First Draft, Below the Line Activity Schedule
• DIGITAL MARKETING PLAN

  • Objective – what do you want to achieve
  • Digital Audit/ Competitives – competitors
  • Target Audience – primary and secondary target market
  • Big Idea - Based on the brand's personality, values, and objectives
  • Digital Ecosystem - summary of the brand's various digital activities and how they will complement each other to achieve objectives
  • Platforms and Channels - What role do each play in the campaign?
  • Content – Use for each platform (hub, hero, hygiene)
  • Discoverability - How will the campaign reach its target audience?
  • KPIs – number of clicks and purchase
  • Social Listening - The brand name, your competitors, other related keywords such as the category
  • Crisis Management – Preparing for the worst
  • Reputation Management – Prepare a SWOT analysis of the brand/company
• HERO, HUB, HYGIENE

  • HERO - High impact content, Introduce to large new audience
  • HUB - Regular, consistent content, Generate brand awareness
  • HYGIENE - Sought after content, Ensuring that visible when people search related terms online
• DIGITAL TRENDS

  • Artificial Intelligence - Can analyze consumer behavior and search patterns, offers information and tips to use by getting into conversations
  • Programmatic Advertising - Uses using AI to automate the buying of ads
  • Chatbots - AI-based technology uses an instant messaging format to chat in real-time
  • Personalization - Delivers a unique experience to customer
  • Video - According to YouTube, mobile video consumption grows by 100% every year
  • Influencer Marketing - interact and engage with their large network of followers and consumers on social media
  • Messaging Apps – hyper-connection with customers
  • Visual Search - Users can upload an image to conduct a search and get more specific results
  • Micro Moments - is a "new consumer behavior", as termed by google, that delivers your marketing message clearly and concisely
  • Voice Search - providing all the relevant information through audio content
  • Social Media Stories - Make use of live video, one of the most profitable social roll-outs to date, to promote engagement and brand awareness
• MAJOR PARTS OF A WEBSITE

  • Header/Marthead – top section of the website that contains logo
  • Navigator Bar
  • Content Slider/Flash Box
  • Newsletter Sign-Up
  • Call To Action - aims for its readers to take some action
  • Main Content - Contains links to the site's current content. Links are in the form of an image and a blurb
  • Footer – Bottom of a website, Contains links to prominent sections of the website (FAQs)
• Best platforms for:

  • Facebook - Creating awareness, Sustaining campaigns, Engaging with fans
  • Instagram - Communicating brand image, Discovery and inspiration
  • Twitter - Conversations, Live event coverages, Public announcements, Discovery from hashtag and trends
  • YouTube - Storytelling
  • LinkedIn - Engaging with professionals
  • Spotify - Campaigns targeted to millennials
  • Waze - Brands with a physical location
• Characteristics of a Big Idea

  • Big ideas resonate with consumers
  • Big Ideas are disruptive
  • Big ideas have talk value
  • Big ideas stretch brands
  • Big ideas transcend cultural and geographic boundaries
  • Big idea must have a connection with the brand
• What usually works with Pinoy

  • Emotional appeal or Kurot sa Puso
  • Humor
  • Jologs
  • Romance think "Kilig Factors"
  • Shock Factor/Scare Tactics
• According to Jonah Berger

  • Social Currency - People share content that makes them look good or rather cool in front of others
  • Triggers - is a stimulus that keeps people sharing your content
  • Emotion - "When we care, we share"
  • Public - If something is popular already, chances are it will shared further
  • Practical Value - useful stuff gets instantly shared
  • Stories - People love it, especially if they are emotionally arousing
• Content Marketing


  A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience
• Persona


  A fictional character that has been developed to characterize the key traits of a particular group of your target audience
• Evolution of Mass Media

  • One-Way Communication

  • Two-Way Communication

  One-Way Communication

  ➢ 1st mass media- Print from 1400s

  ➢ 2nd mass media- Recordings from 1890s

  ➢ 3rd mass media- Cinema from 1900s

  ➢ 4th mass media- Radio from 1920s

  ➢ 5th mass media- TV from 1940

  Two-Way Communication

  ➢ 6 th mass media- Internet from 1992

  ➢ 7 th mass media- Mobile from 1998
• Digital Business Models

  • Sell a product
  • Sell a service
  • Sell a subscription
  • Gather and resell data
  • Fundraising
  • Broker Transaction
  • Sell leads or referrals
  • Advertising or sponsorship
  • Directory
  • Marketing
• Sell a product


  Fulfillment can be physical or digital
• Sell a service


  It can be a service sold online, but the fulfillment is offline
• Sell a subscription


  Products, services or other types of access, privileges or discounts can be sold
• Gather and resell data


  Digital has created new opportunities to companies to sell the data they are able to collect
• Broker Transaction


  Hottest growing business in the digital world
• Sell leads or referrals


  They get paid for sending a customer and their details to a potential seller
• Advertising or sponsorship


  The ability to target ads based on a user's profile or current needs
• Directory


  The internet's biggest success story
• Marketing


  Digital properties whose purpose is to simply promote something else, often another channel
• Project Details


  • Date
  • Company
  • Brand
  • Brand contact person
• Project Overview


  Project name and description