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1、Managing Digital Communications:Online,Social Media,and MobileChapter 1601What are the pros and cons of online marketing?Learning Objectives02How can companies carry out effective social media campaigns?03What are some tips for enjoying positive word of mouth?04What are important guidelines for mobi
2、le marketing?Categories of online marketing communicationsWeb sitesSearch adsDisplay adse-mailOnline Marketing输 入 您 的 标 题PLEASE ADD YOUR TITTLE HEREOnline MarketingAdvantages Can offer or send tailored information/messages Can trace effects by UVs clicks on a page/ad Contextual placement Can place a
3、dvertising based on search engine keywords输 入 您 的 标 题PLEASE ADD YOUR TITTLE HEREOnline MarketingDisadvantages Consumers can screen out most messages Ads can be less effective than they appear(bogus clicks)Lost control over online messages via hacking/vandalismFigure 16.1Major Media Time Spent Per Da
4、ySTART123Online MarketingWeb sitesSearch adsDisplay ads Communication Options4E-MailOnline Marketing Web sitesEase of usePhysical attractivenessMicrosites Search adsPaid search or pay-per-click adsSearch engine optimization(SEO)Seven Key Design Elements of a Web siteCommerceContentCommunityCustomiza
5、tionCommunicationConnectionMaximize the Marketing Value of e-mails Give the customer a reason to respond Personalize the content of your e-mails Offer something instead of direct mail Make it easy to opt and unsubscribe Combine e-mail and social mediaOnline communities/forumsSocial Media Means for c
6、onsumers to share text,images,audio,and video information with each other and with companies,and vice versaBlogsSocial networks Social media are rarely the sole source of marketing communications for a brand Only some consumers want to engage with some brands,and,even then,only some of the timeSocia
7、l Media Face-to-face and phone Online Viral marketing(“word of mouse”)Word of MouthCreating Word-of-Mouth Buzz Identify and devote effort to influentials Supply key people with product samples Work through community influentials Develop WOM referral channels Provide compelling info to pass alongMeas
8、uring the Effects of Word of Mouth Advertising,PR,and digital agencies Demographic information or proxies for that information and cookies Gatorades“Mission Control Center”Mobile MarketingIs uniquely tied to one userIs virtually always“on”Allows for immediate consumptionIs highly interactive Mobile
9、apps Bite-sized software programs that can be downloaded to smart phonesMobile Marketing Copy should be only 50%of screen Brands should limit ads to phrase pair Put brand logo in corner of ad frame Use only one or two bright colors Calls to action should be in a bright colorBeing concise is criticalMobile Marketing Across markets In developed Asian markets,mobile marketing is fast becoming a central component of customer experiencesMobile Marketing