Intro to Marketing: Ch 14 (Schwartz)

digital marketing
– relationship building through media
– ex: computer, technology, etc.
marketing silos
– circa 2005
– separate, independent traditional vs digital approaches
– different companies or divisions
multichannel marketing
– circa 2009
– using both traditional and digital marketing channels
– efforts to coordinate marketing messages across different channels
omnichannel marketing
– circa 2012
– a multichannel approach that provides the customer with a seamless experience, blending of channels
5 common digital marketing tactics
1) search engine mktg
2) display ads
3) digital video
4) digital audio
5) email mktg
search results page position
– position determined by proximity to a specific keyword or phrase
paid listings
– relevancy determined by clicks
– can overcome low clicks by paying higher price for ads
organic results
– relevancy determined by site content, clicks, and links to site
– can overcome low placement through SEO efforts
display ads
– graphical advertising message, generally set off in a box at the top, bottom or to one side of page content
programmatic buying
– the process of executing media buys in an automated fashion
– in-person negotiations –> private auctions
– phone publishers for avails –> use digital platforms to check inventory
– media plan in excel –> media plan on digital platform
– sign & fax insertion orders –> online approvals
– pulling/sharing reports –> live dashboard
benefits & risks of programmatic
– makes it easier to buy and sell media
– makes the transaction more market-driven and transparent

– creates distance between buyers and sellers; weakens relationship
– digital media salespeople are shifted to other jobs

viral marketing
– videos, ads, and other marketing content that customers seek out or pass along to friends
digital video
– video content channels –> owned media
– video ads –> paid media
– viral marketing –> shared media
digital audio
– includes webcasts, pure-play digital radio, on-demand digital radio, and podcasts
– company-produced podcast –> owned media
– audio ad w/ companion display ad –> paid media
email marketing
– sending highly targeted, highly personalized relationship-building marketing messages via email
unsolicited, unwanted commercial email messages
– CAN-SPAM act: sets rules for commercial emails
the case for standard advertising formats
– makes it easier for published and advertisers to work with the widest set of possible partners
– but can be intrusive and distracting to the user experience (Esp on mobile devices and within social media)
native advertising
– ads so cohesive w/ the page content, assimilated into the design, and consistent w/ the platform behavior that the viewer simply feels that they belong
– to comply w/ industry guidelines, native ads must be clearly marked as paid content
audience targeting capabilities
– different people are served different ads
– each ad is associated w/ targeting criteria to determine which ad to serve, to whom and when
digital ad serving
– typically, ads on a webpage are served through a separate process vs. the rest of the content on the page
– publishers carve out placeholder ad spaces which are filled in real time as visitors request content pages
ad serving
– the delivery of ads by a server to a user’s screen on which the ads are then displayed
digital media targeting criteria
– data obtained from anonymous tracking cookies, IP address, registration info, GPS location
– geography, demographics, interest-based, technical criteria, date & time, campaign criteria, contextual relevance
digital marketing challenge: buying digital advertising is complicated
– programmatic
– horizontality (working together)
digital marketing challenge: digital media is already too cluttered; ads are annoying
– omnichannel marketing opportunities
– native advertising
– regulatory programs
digital marketing challenge: digital advertising targeting is an invasion of privacy
– industry self-regulation programs

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