Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

433 Pages·2014·5.84 MB·English

by  Damian Ryan

i
Understanding
Digital
Marketing
ii
Also available by Damian Ryan:
The Best Digital
Marketing
Campaigns
in the World II
In the second collection of The Best Digital Marketing Campaigns in the World,
Damian Ryan presents an international showcase of the most successful digital
marketing campaigns in recent history.
Full of behind-the-scenes insights into campaign strategy, implementation
and results, it explores how businesses and agencies, large and small, have
harnessed social media, blogs, video, e-mail, mobile and search to boost their
brand and engage with consumers. Covering a wide range of world-class,
award-winning campaigns including Red Bull and Stratos, Peugeot: Let Your
Body Drive, and Students Beans’ Freshersfields.com, The Best Digital Marketing
Campaigns in the World II is an inspirational showcase of digital creativity.
Providing a fascinating snapshot of the digital landscape and a privileged insight
into some of the freshest, most creative thinking in the industry, this is a
must-read for everyone studying or working in marketing and advertising.
ISBN: 978 0 7494 6968 9
Published by Kogan Page
iii
Third ediTion
Understanding
Digital
Marketing
Marketing strategies
for engaging
the digital
generation
Damian Ryan
iv
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book
is accurate at the time of going to press, and the publishers and authors cannot accept
responsibility for any errors or omissions, however caused. No responsibility for loss or
damage occasioned to any person acting, or refraining from action, as a result of the ma-
terial in this publication can be accepted by the editor, the publisher or the authors.
First published in Great Britain and the United States in 2009 by Kogan Page Limited
Second edition 2012
Third edition 2014
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as
permitted under the Copyright, Designs and Patents Act 1988, this publication may only be repro-
duced, stored or transmitted, in any form or by any means, with the prior permission in writing
of the publishers, or in the case of reprographic reproduction in accordance with the terms and
licences issued by the CLA. Enquiries concerning reproduction outside these terms should be
sent to the publishers at the undermentioned addresses:
2nd Floor, 45 Gee Street 1518 Walnut Street, Suite 1100 4737/23 Ansari Road
London EC1V 3RS Philadelphia PA 19102 Daryaganj
United Kingdom USA New Delhi 110002
www.koganpage.com India
© Damian Ryan, 2014
The right of Damian Ryan to be identified as the author of this work has been asserted by him in
accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 7102 6
E-ISBN 978 0 7494 7103 3
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Ryan, Damian.
Understanding digital marketing / Damian Ryan. – Third edition.
pages cm
ISBN 978-0-7494-7102-6 (paperback) – ISBN 978-0-7494-7103-3 (ebook) 1. Internet marketing.
2. Social media. 3. Strategic planning. 4. Marketing–Management. I. Title.
HF5415.1265.R93 2014
658.8’72–dc23
2014013409
Typeset by Graphicraft Limited, Hong Kong
Print production managed by Jellyfish
Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY
Contents
Contents v
Preface ix
Contributors’ Biographies xiv
Acknowledgements xix
So... you want to go digital??? 1
In the beginning... 1
The changing face of advertising 2
The technology behind digital marketing 4
Enough technology... let’s talk about people 12
@first... think! 21
v Why you need a digital marketing strategy 21
Your business and digital marketing 22
Defining your digital marketing strategy 25
Understanding the digital consumer 27
Mind your Ps 33
Contents Eyes on the prize 37
Bringing it all together 39
Then build your channel 43
Your website – the hub of your digital marketing world 43
Building an effective website 45
The main steps of building your website 46
Before you start 46
Choosing your domain name 51
Hosting – your website’s home on the internet 53
How to choose a web designer/developer 57
Arranging your information 58
Writing effective web content 60
Preface ix Is it working? 69
Owned, paid and earned 70
Contributors’ biographies xiv Log files versus page tagging 72
Augmenting information using cookies 73
Acknowledgements xix Test and test again 74
Measuring paid media 76
Attribution modelling 77
Who am I talking to? 79
Making Measurement Make Sense (3MS) 81
01 so... you want to go digital??? 1 TThhee rpertoubrlne mof oGf ReaPr ned media 8823
What are you trying to achieve? 84
Why KPIs are important 84
In the beginning... 1 Choosing effective KPIs 85
The need for trust 89
The changing face of advertising 2 Are customers finding you? 103
Search: still the online marketer’s holy grail 103
About the engines 106
The technology behind digital marketing 4 Optimizing your site for the engines 108
Advertising on the search engines 128
Enough technology... let’s talk about people 12 Mobile search 136
Black hat, the darker side of search 137
Case study: Harley-Davidson 17 Bringing in the pros 141
Universal search – more opportunities to rank 142
Shifting goalposts – search innovation and the quest for relevance 143
Looking forward 147
Understanding social media 150
02 @first... think! 21 JWoihna tt hise scoocnivael rmsaetdioian? 115501
Different forms of social media 156
Social media dashboards – all your updates in one place 169
Why you need a digital marketing strategy 21 The rules of engagement 170
Adding social media to your own site 172
Your business and digital marketing 22 Understanding e-mail marketing 178
The new direct mail 178
What exactly is e-mail marketing? 180
Defining your digital marketing strategy 25 Before you start 182
Planning your campaign 187
Understanding the digital consumer 27 Measuring your success 198
E-mail – a vital component of digital marketing 203
Mind your Ps 33 Understanding mobile marketing 206
Mobile – market size and rate of growth 206
Mobile – Web 2.0 209
Eyes on the prize 37 Mobile marketing – a game-changing channel, or just another conduit? 209
Location, location, location 218
Bringing it all together 39 Mobile gaming 219
Mobile applications 222
Case study: MercadoLibre 40 Measuring mobile 224
Mobile privacy 226
Mobile data 228
Further exploration 231
Building a multichannel marketing strategy 232
03 then build your channel 43 URnecdoegrnstiaznindgi nogp ppeorrftournmitaiensc efo mr astrrkaetteignigc partnership2 36 236
What is performance marketing? 239
Understanding online public relations 264
Your website – the hub of your digital marketing world 43 Google – judge and jury 265
Online – it’s where PR lives now 266
Building an effective website 45 Understanding content marketing 298
Why content? – an overview 298
Content strategy 308
The main steps of building your website 46 Content production 314
Promoting your content 318
Before you start 46 The future of online content 321
Convincing your boss to invest in digital marketing 327
Case study: Alpharooms 49 Understanding your objectives 328
Your market and website function 334
Understanding decision making and knowing your decision makers 336
Choosing your domain name 51 Budget considerations 339
Key channel benefits 341
Hosting – your website’s home on the internet 53 The perfect website 350
Further considerations 352
How to choose a web designer/developer 57 Structuring your proposal 358
Advocacy 365
What’s next? 367
Arranging your information 58 Prediction 1 – a new internet 367
Prediction 2 – democratization of marketing knowledge 369
Writing effective web content 60 Prediction 3 – natural selection of content 370
Prediction 4 – greater learning and being more competitive 370
Case study: Hg2 66 Prediction 5 – lessons from the emerging markets 371
Prediction 6 – the case for a circular marketing economy... 372
Prediction 7 – agencies go arbitrage 374
Prediction 8 – fast and super fast 375
Prediction 9 – radio 376
Prediction 10 – your online persona 376
The end bit 377
vi Contents
04 Is it working? 69
Owned, paid and earned 70
Log files versus page tagging 72
Augmenting information using cookies 73
Test and test again 74
Measuring paid media 76
Attribution modelling 77
Who am I talking to? 79
Making Measurements Make Sense (3MS) 81
The return of GRP 82
The problem of earned media 83
What are you trying to achieve? 84
Why KPIs are important 84
Choosing effective KPIs 85
The need for trust 89
05 Are customers finding you? 103
Search: still the online marketer’s holy grail 103
About the engines 106
Optimizing your site for the engines 108
Advertising on the search engines 128
Mobile search 136
Black hat, the darker side of search 137
Bringing in the pros 141
Universal search – more opportunities to rank 142
Shifting goalposts – search innovation and the quest for
relevance 143
Looking forward 147
Case study: The Entertainer 147
06 Understanding social media 150
Join the conversation 150
What is social media? 151
Different forms of social media 156
Social media dashboards – all your updates in one place 169
The rules of engagement 170
Adding social media to your own site 172
Case study: Bennetts Bike Social 174
Contents vii
07 Understanding e-mail marketing 178
The new direct mail 178
What exactly is e-mail marketing? 180
Before you start 182
Planning your campaign 187
Measuring your success 198
E-mail – a vital component of digital marketing 203
Case study: Help for Heroes 203
08 Understanding mobile marketing 206
Mobile – market size and rate of growth 206
Mobile – Web 2.0 209
Mobile marketing – a game-changing channel, or just another
conduit? 209
Case study: Accor Hotels 216
Location, location, location 218
Mobile gaming 219
Case study: Kiip 221
Mobile applications 222
Measuring mobile 224
Mobile privacy 226
Mobile data 228
Further exploration 231
Building a multichannel marketing strategy 232
Case study: Dubizzle.com 233
09 Understanding performance marketing 236
Recognizing opportunities for strategic partnership 236
What is performance marketing? 239
Case study: Number One Shoes 261
10 Understanding online public relations 264
Google – judge and jury 265
Online – it’s where PR lives now 266
Case study: Royal Mail gold post boxes 270
Case study: Bristol-Myers Squibb 279
Case study: NatWest 282
viii Contents
11 Understanding content marketing 298
Why content? – an overview 298
Case study: East Coast 301
Case study: Littlewoods 305
Content strategy 308
Content production 314
Promoting your content 318
The future of online content 321
Case study: Makino 322
12 Convincing your boss to invest in digital marketing 327
Understanding your objectives 328
Your market and website function 334
Understanding decision making and knowing your decision
makers 336
Budget considerations 339
Key channel benefits 341
The perfect website 350
Further considerations 352
Structuring your proposal 358
Advocacy 365
13 What’s next? 367
Prediction 1 – a new internet 367
Prediction 2 – democratization of marketing knowledge 369
Prediction 3 – natural selection of content 370
Prediction 4 – greater learning and being more competitive 370
Prediction 5 – lessons from the emerging markets 371
Prediction 6 – the case for a circular marketing economy... 372
Prediction 7 – agencies go arbitrage 374
Prediction 8 – fast and super fast 375
Prediction 9 – radio 376
Prediction 10 – your online persona 376
The end bit 377
Case study: UEFA Europa League 378
Glossary 387
Index 399
ix
PRefACe
If you are reading this...
You already know the world of digital media is changing at a phenomenal
pace. Its constantly evolving technologies, and the way people are using
them, is transforming not just how you access your information, but how
you interact and communicate with your friends and colleagues on a global
scale.
It has also changed the way you choose and buy products and services.
People are embracing digital technology to communicate in ways that
would have been inconceivable just a few short years ago. No longer the
preserve of tech-savvy early adopters, today ordinary people are integrating
digital technologies seamlessly into their everyday lives.
From SMS updates on their favourite sports teams, to a free video call
with relatives on the other side of the globe, to collaborative online gaming
and much, much more: ordinary people – your customers – are starting to
use digital media without giving it a second thought.
The global online population was around 2.1 billion at the end of March
2011 (Internet World Stats). By mid 2012 the figure had already climbed to
almost 2.5 billion people online or just over one-third of the 7 billion people
on the planet being connected to the net. There is no doubt this figure is
set to double in the years ahead – this means 5 billion of the 7 billion people
in the world will be online in one manner or another: the question is no
longer ‘if’ – it’s about ‘when’. The answer to ‘when’ is hotly debated by a lot
of researchers, but if I take an average view it looks like 2018.
However, it’s how we consume data, and the sheer volume of this data
created by the soaring online population and the move towards more port-
able access, that change the game out of all recognition. More video, more
rich media, faster and faster access by more people in more parts of the
world change the fabric of business and mean that digital marketing – and
mastering the art thereof – is now a prequisite of any enterprise or indi-
vidual planning to compete in the years ahead.
Zettabytes? Because of this massive volume of data we need to invent
new words and definitions to describe and rationalize the type of world
ahead. A zettabyte is a number with 21 zeroes – equivalent to a trillion
gigabytes and the similar level of data to 1 billion DVDs downloaded every
day for a year!