代写 HK 3052 MARKETING COMMUNICATIONS

100%原创包过,高质代写&免费提供Turnitin报告--24小时客服QQ&微信：120591129

代写 HK 3052 MARKETING COMMUNICATIONS

HK 3052

MARKETING COMMUNICATIONS

Lecture 7:

Media planning: Advertising and IBP in Digital

and Social media

Learning Objectives

 Understand the role of digital and social media

in advertising and IBP along with the options

available to brands through digital or social

media

 See the importance in virtual identity for

consumers and brands online

 Understand the basics of digital advertising and

e-search

Learning Objectives

 Know the basics of e-commerce as related to

IBP and how it can stem from e-advertising,

social media, and e-search

 Note the advantages of digital and social media

for implementing advertising and IBP

campaigns, along with noting the dark side of

social media, such as security and privacy

concerns

 See how to synergize with different IBP tools

The Digital and Social Media as a Synergistic IBP

Tool

 Online terms and brands have changed the way

of online consumer behavior, advertising, and

branding

 Digital marketers can create events with

sponsors to help instill brand loyalty with offline,

experiential marketing

 Companies align their corporate websites and

social media objectives to enhance their return

on investment for digital advertising

Social Media and Web 2.0

 Web 2.0: Distinguishes the progression of the

Internet to interactive online communication,

participation, and engagement

 User-generated content (UGC) or consumer-

generated media (CGM): Information and

comments created and posted by consumers to

add value to socially embedded websites

 Organizations reach and interact with existing

customers online while becoming part of

customer conversations

Media Types in Social Media

代写 HK 3052 MARKETING COMMUNICATIONS

• Incremental exposure earned by a brand through

viral engagement and interactions

Earned media

• Brand assets created within social networks by an

organization

Owned media

• Advertisements that can be purchased on digital

platforms

Paid media

Social Media

 Group of Internet-based applications that build

on the ideological and technological foundations

of Web 2.0

 Allows for the creation and exchange of user-

generated content

Social Media

Categories

 Social networking websites

 Blogs: Maintained and written by individuals

 Hosted and owned by an organization that

provides access to Web space and a content

management system

 Micro-blogs: Enable users to post and read short

message

Social Media

 Video sharing websites: Consumers and

companies upload videos and watch others’

videos for free

 Photo sharing sites: Uploading and viewing still

images for free

 Social news websites: Allow people to discover

and share content on the Internet by submitting

links and stories to a central service

This brand uses

the look and feel of

Pinterest with their

“Be Naturally

Good” campaign. It

is further

synergized well

with QR codes and

facebook.com.birk

enstock.

Birkensto Birkenstock

Consumer and Brand Virtual Identity

Consumer virtual identity

 Virtual identity: The way consumers or brands

use images and text online to construct or

showcase its identity

 Relates to IBP, social media, and digital

advertising

 Avatars - Consumer-generated images used by

online user to portray their real identity, which

may not coincide

Social Media as a Brand Management Tool

 Helps brands to establish and maintain a brand

image, reputation, or position

 Digital advertising opportunity that can target by

consumer lifestyle

 Responsibility of brand managers

 Track what is being said by consumers

 Interpret consumer-generated information

 Respond to social media posts and comments

Digital Advertising

Advertising revenue models

 Pay-per-click (PPC): Advertiser is charged by

the number of people who click on the ad

 Bidding for specific ad words in search engines

and social media

Types of Digital Ads

Social media ads

 Sponsored stories: Ad-like stories that can be

promoted with payment

 Post ads: Have higher response rates because

they are within consumers’ post to their network

Types of Digital Ads

 Web ads: Drive traffic off of the site where the

digital ad is run

 App ads: Linked with a third-party application

 Generate consumer loyalty

 Provide consumer data for accurate key word

targeting

Types of Digital Ads

Display/banner ads: Paid placements of

advertising on sites that contain copy or images

 I-Traffic Index: Computes a site’s advertising

value based on:

 Traffic

 Placement and size of ads

 Ad rates

 Evaluations of the site’s quality

The symphony is

trying to stay hip

with trendsetter

socialites with Twitter-

and Facebook-

leveraged

messages

encouraging girls’

nights out or nights

out on the town with

friends.

Austin Symphony

Types of Digital Ads

Pop-up/pop-under ads

 Pop-under ads: Present under the active

window

 Visible once the surfer closes that window

 Pop-up ad: Opens in a separate window while a

page is loading

 Interstitial: Loads while the user is browsing

 Appear on a site after a page has been requested

Types of Digital Ads

E-search: Looking for ideas, brands, and

information online for purchases or entertainment

Paid search and search engine optimization

 Paid search: Paying websites and portals to

place ads in or near relevant search results

based on key words

 Search engine optimization (SEO): Volume

and quality of traffic to a website from search

engines are improved based on surfers’ profiles

Importance of IBP in E-Tail

 Big data: Huge volume of structured and

unstructured data that is much too large to

analyze or process using traditional ways

 Collusion - Helps a user to track and block

people who track them

 Graphs the spread of the user’s online data from the

sites to these trackers

 Scope of e-commerce and online shopping has

grown

 Highlight the need to understand the online shopping

process

Advantages of Digital and Social Media

 Interactivity: Two-way communications that can

feed off one another

 Click-through: Measure of the number of page

elements that have been requested

 Integration of digital and mobile advertising

Advantages of Digital and Social Media

 Cost of Web ads compares favorably with ads

placed in traditional media

 Engagement via a digital footprint

 Digital footprint: Engaging and integrating brands

with consumers’ lifestyles that they have shared in

their open book

Disadvantages of Digital and Social Media

 Cyber-identity theft: Theft of a user’s identity

by online or digital means

 Online resistance: Attitude or behavior against

the digital movement at times

 Privacy and information in social media

 Privacy seal: Logos that show the site has been

endorsed or is a member of a third-party privacy

endorser

Disadvantages of Digital and Social Media

 Disclosure on the main social media platforms

 Consumers’ loss of information control

 Privacy intrusions due to friends’ behaviors

 Digital vigilance

Otter Box uses

digital media to

speak to a

relevant target

audience of iPhone

owners in their

iProtection

campaign.

Otter box

Synergizing with Other IBP Tools

Video games and advergaming

 Advergaming: Advertising and brand placement

within video games

 Integrates a brand spokesperson or personality

as a main character within the game

Synergizing with Other IBP Tools

Sales promotion

 Coupons

 Social couponing sites

 E-centives

 Contests and sweepstakes

 Sampling, trial offers, price-off deals

Public relations and publicity

 Companies can use the Web to disseminate

information about the firm

Synergizing with Other IBP Tools

Direct marketing, e-commerce, and m-commerce

 Email

 Viral vide o

 Viral marketing: Consumers marketing to

consumers over the Internet through electronic or

in-person word of mouth

 Mobile marketing: Reaching consumers on

Internet-enabled mobile devices

代写 HK 3052 MARKETING COMMUNICATIONS