Strands and Standards Digital Marketing
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Understanding Digital Content and Services Ecosystems the Role of Content and Services in Boosting Internet Adoption
Understanding digital content and services ecosystems The role of content and services in boosting Internet adoption Strategy& is part of the PwC network Contacts Beirut Düsseldorf Madrid Seattle Chady Smayra Dr. Roman Friedrich José Arias Mathias Herzog Partner Partner Partner Principal, PwC US +961-1-985-655 +49-211-38900 +34-91-411-8450 +1-206-398-3000 chady.smayra roman.friedrich j.arias mathias.herzog @strategyand.ae.pwc.com @strategyand.de.pwc.com @strategyand.es.pwc.com @strategyand.us.pwc.com Rami Maalouf Frankfurt Milan Shanghai Manager +961-1-985-655 Olaf Acker Luigi Pugliese Sarah Butler rami.maalouf Partner Partner Partner @strategyand.ae.pwc.com +49-69-97167-0 +39-02-72-50-91 +86-21-2323-2020 olaf.acker luigi.pugliese butler.sarah Delhi @strategyand.de.pwc.com @strategyand.it.pwc.com @strategyand.au.pwc.com Ashish Sharma Helsinki Paris Vienna Partner +91-124-499-8700 Santeri Kirvelä Pierre Péladeau Klaus Hölbling sharma.ashish Partner Partner Partner @strategyand.pwc.com +358-20-787-7000 +33-1-5657-58590 +43-1-518-22-900 santeri.kirvela pierre.peladeau klaus.hoelbling Doha @strategyand.fi.pwc.com @strategyand.fr.pwc.com @strategyand.at.pwc.com Bahjat El-Darwiche Jakarta Riyadh Partner +974-44026-777 Abhijit Navalekar Hilal Halaoui bahjat.eldarwiche Partner Partner @strategyand.ae.pwc.com +62-21-521-2901 +966-11-249-7781 abhijit.navalekar hilal.halaoui Dubai @strategyand.ae.pwc.com @strategyand.ae.pwc.com Jayant Bhargava London São Paulo Partner +971-4-390-0260 Hugo Trepant Nuno Gomes jayant.bhargava Partner Partner @strategyand.ae.pwc.com +44-20-7583-5000 +55-11-3674-8736 hugo.trepant nuno.gomes Jad Hajj @strategyand.uk.pwc.com @strategyand.br.pwc.com Partner +971-4-390-0260 jad.hajj @strategyand.ae.pwc.com 2 Strategy& About the authors Bahjat El-Darwiche is a partner with Strategy&, part of the PwC network, and is based in Doha. -
Digital Distribution
HOW DIGITAL DISTRIBUTION AND EVALUATION IS IMPACTING PUBLIC SERVICE ADVERTISING Aggressive Promotion Yields Significant Results By Bill Goodwill & James Baumann It is no surprise to see that digital distribution of all media products is fast becoming the de facto standard for distribution of media content, particularly for shorter videos such as PSA messages. First let’s define the terms. Digital distribution (also called digital content delivery, online distribution, or electronic distribution), is the delivery of media content online, thus bypassing physical distribution methods, such as video tapes, CDs and DVDs. In additional to saving money on tapes and disks, digital distribution eliminates the need to print collateral materials such as storyboards, newsletters, bounce-back cards, etc. Finally, it provides the opportunity to preview messages online, and offers media high- quality files for download. The “Pull” Distribution Model In the pre-digital world, the media was spoiled because they had all the PSA messages they could ever use delivered right to their desktop, along with promotional materials explaining the importance of the campaigns. Today, the standard way for stations to get PSAs in the digital world is to go to a site created by the digital distribution company and download them from the “cloud.” Using a dashboard that has been created for PSAs, the media can preview the spots and download both the PSAs, as well as digital collateral materials such as storyboards, a newsletter and traffic instructions. This schematic shows the overall process flow for digital distribution. To provide more control over digital distribution, Goodwill Communications has its own digital distribution download site called PSA Digital™, and to see how we handle both TV and radio digital files, go to: http://www.goodwillcommunications.com/PSADigital.aspx. -
Understanding Pay-Per-Click (PPC) Advertising
Understanding Pay-Per-Click Advertising 5 Ways to Ensure a Successful Campaign WSI White Paper Prepared by: WSI Corporate Understanding Pay-Per-Click Advertising 5 Ways to Ensure a Successful Campaign Introduction Back in the 1870s, US department store pioneer, John Wanamaker, lamented, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” In today’s increasingly global market, this is no longer a problem. Every successful marketing agent knows that leveraging pay-per-click (PPC) advertising is the key to controlling costs. This unique form of marketing makes it easy to budget advertising dollars and track return on investment (ROI), while attracting traffic to your Web site and qualified leads and sales to your business. Compared with other traditional forms of advertising, paid search marketing, or PPC, is far and away the most cost effective. This report examines the role of PPC as a central component of a successful marketing strategy. It begins with an overview of PPC’s place in the digital market place and the reasons for its continuing worldwide popularity among business owners and entrepreneurs. It also provides tips to ensure your business is getting the most from its PPC campaign. i FIGURE 1. PPC PROCESS 1. Attract Visitors 2. Convert 4. Measure Visitors to and Optimize Customers 3. Retain and Grow Customers Source: Optimum Web Marketing Whitepaper: Understanding Pay-Per-Click Advertising Copyright ©2010 RAM. Each WSI franchise office is an independently owned and operated business. Page 2 of 19 Understanding Pay-Per-Click Advertising 5 Ways to Ensure a Successful Campaign 1. -
How 12 Big Brands Chose Their Marketing Agency
How 12 Big Brands Chose Their Marketing Agency Lessons from Hilton, Patrón, Office Depot, and 9 More No two brands look for the same things in an agency. These stories show how 12 brands chose agencies based on their goals, their product types, their company size, and the maturity of their marketing operations. Two common factors stood out—brands love agencies that can execute on marketing, and brands often chose agencies where they felt relationship chemistry. 1 Hilton Worldwide Got Their Conditions Straight Before they began the creative search process, Hilton Worldwide underwent a formal preparation period. The hospitality company defined what they needed in terms of confidentiality, fees, idea ownership, and non- compete clauses before they were ready to negotiate. Getting their legal issues clarified was their top priority. But they were also transparent about how their organization operated. They took the approach that their agency should act like an extension of their company, so trust levels needed to be high. “The way [brands] should think about this is that they're “Thepicking way a [brands] strategic should partner think that aboutwill be this an isextension that they're of their pickingteam for a thestrategic next several partner years.” that will be an extension of their teamNancy Deck, for VPthe of Multi-Brandnext several and Loyalty years.” Marketing at Hilton Worldwide* Nancy Deck, VP of Multi-Brand and Loyalty Marketing at Hilton Worldwide* *From http://www.inc.com/guides/201108/how-to-choose-an-advertising-agency. 2 Patrón Split Activities Across Multiple Agencies Patrón chose their lead agency from two top finalists. -
Understanding Digital Content and Services Ecosystems
CHAPTER 1.3 Internet adoption continues to vary widely across countries. The average Internet penetration rate in Africa is 14 percent—vastly lower than the 85 percent rate in Understanding North America, according to the World Bank. Given the well-recognized role that wider Internet adoption plays in Digital Content and accelerating economic growth, raising Internet adoption rates is an imperative, particularly for developing Services Ecosystems: countries. Barriers to Internet adoption also vary across countries. Although the lack of affordable infrastructure The Role of Content is considered to be a major obstacle, a lack of local, relevant digital content and services is equally important. and Services in Boosting According to a Pew Research Center survey, 34 percent of offline individuals in the United States mentioned that Internet Adoption the Internet was not relevant to them.1 Eighty percent of the Wikipedia articles are written in just 28 languages, BAHJAT EL-DARWICHE whereas 80 percent of the world’s population speaks MATHIAS HERZOG one of 80 languages. Even the quantum of content MILIND SINGH available per user continues to be widely uneven. RAMI MAALOUF Akamai data show that in the United States, page views Strategy& in the media and entertainment category peak at 282 (formerly Booz & Company) per Internet user, while in Africa this number dips to 32 per user—highlighting the dearth of content relevant to African users.2 Ensuring a sustainable supply of local, relevant digital content creates incentives and reasons for subscribers to get online; such content is an imperative for driving Internet adoption for the 60 percent of the population not currently connected. -
Customer Brand Engagement on Snapchat
Faculty of Economy and Business Msc. in Business Administration Track Digital Business Customer brand engagement on Snapchat A conceptual model and empirical analysis Master Thesis Author: Pien Uittenbogaard 11152435 Supervisor: Nick van der Meulen June 22th, 2017 Final version University of Amsterdam Academic year 2016-2017 Statement of originality This document is written by Pien Uittenbogaard who declares to take full responsibility for the contents of this document. I declare that the text and the work presented in this document is original and that no sources other than those mentioned in the text and its references have been used in creating it. The faculty of Economics and Business is responsible solely for the supervision of the completion of the work, not for the contents. 2 Abstract This research has the purpose to shed more light onto the field of customer engagement through social media platform Snapchat. It focuses on exploring the relationship between customer engagement and different types of digital marketing content, on Snapchat. The research question states: “What is the effect of different brand related content types on customer engagement for beauty brands on Snapchat?” A survey with an experimental design was conducted for three conditions, representing three different types of digital marketing content. Snapchat stories were shown to the participants were after their customer engagement level was measured. The results show that digital marketing content including remuneration on Snapchat scored the highest on two of three customer engagement dimensions, namely on cognitive processing and intention to buy. This insight is not supported by existing academic literature which states that entertainment and information based content should yield higher customer engagement. -
Legal-Process Guidelines for Law Enforcement
Legal Process Guidelines Government & Law Enforcement within the United States These guidelines are provided for use by government and law enforcement agencies within the United States when seeking information from Apple Inc. (“Apple”) about customers of Apple’s devices, products and services. Apple will update these Guidelines as necessary. All other requests for information regarding Apple customers, including customer questions about information disclosure, should be directed to https://www.apple.com/privacy/contact/. These Guidelines do not apply to requests made by government and law enforcement agencies outside the United States to Apple’s relevant local entities. For government and law enforcement information requests, Apple complies with the laws pertaining to global entities that control our data and we provide details as legally required. For all requests from government and law enforcement agencies within the United States for content, with the exception of emergency circumstances (defined in the Electronic Communications Privacy Act 1986, as amended), Apple will only provide content in response to a search issued upon a showing of probable cause, or customer consent. All requests from government and law enforcement agencies outside of the United States for content, with the exception of emergency circumstances (defined below in Emergency Requests), must comply with applicable laws, including the United States Electronic Communications Privacy Act (ECPA). A request under a Mutual Legal Assistance Treaty or the Clarifying Lawful Overseas Use of Data Act (“CLOUD Act”) is in compliance with ECPA. Apple will provide customer content, as it exists in the customer’s account, only in response to such legally valid process. -
A Guide to Media Planning and Buying in 2021
A Guide to Media Planning and Buying in 2021 www.mediatool.com 0 1 What's included? The ‘buckle up’ mantra won’t take you far in the new normal. Whether you’re an in- house marketer or an agency media planner, adapting to the new advertising climate is crucial. More than that, reinventing your digital marketing planning to be able to mirror consumers’ ever-evolving needs will be on every marketing leader’s agenda in 2021. If you’re looking for better ways to drive traffic, generate leads and deliver more ROI, start by leaving the old tactics behind. Table of contents 02 What is media planning? 03 Media planning vs. Media buying: what’s the difference? 06 The effects of COVID-19 on media planning 09 Your step by step guide to media planning 12 Media planning challenges 17 What's next? 0 2 What is media planning? Let’s get the semantics out of the way. Media planning refers to the process of identifying, assessing, and selecting media channels and platforms to reach a well-defined target audience. Media planners determine how, where, when, and why a business will share media content to boost awareness, reach, engagement, and drive ROI through paid advertising. A media planner is responsible for developing a coordinated media plan for a given advertising budget. The more that budget is optimized – or stretched, as they like to say in the media world – to reach the largest audience for the lowest cost, the more ROI can be generated. The sole purpose of media planning is to get a brand in front of the right audience at the right time and persuade them to purchase a product or service. -
Digital Marketing Strategies – from Brand Awareness to Engagement
Digital Marketing Strategies – From Brand Awareness to Engagement Diana Isabel Leite de Almeida Internship Report Master’s Degree in Marketing Digital Porto – 2014 INSTITUTO SUPERIOR DE CONTABILIDADE E ADMINISTRAÇÃO DO PORTO INSTITUTO POLITÉCNICO DO PORTO Digital Marketing Strategies – From Brand Awareness to Engagement Diana Isabel Leite de Almeida Internship Report presented to Instituto de Contabilidade e Administração do Porto for the Master’s degree in Marketing Digital under the guidance of Dr. José Magalhães Author Note This internship was carried out under the Erasmus Program for college students and under the agreement between the sending institution, Instituto Superior de Contabilidade e Administração do Porto and the host company, eRise, located in Budapest, Hungary, under the guidance of Vilmos Schwarz. Porto – 2014 INSTITUTO SUPERIOR DE CONTABILIDADE E ADMINISTRAÇÃO DO PORTO INSTITUTO POLITÉCNICO DO PORTO Acknowledgements To my parents, those mainly responsible for this step in my life, supporting me along the years and always pushing me to be better. Without them and all their work none of this would be possible, so to them I leave my biggest thank you. To my brother, my sister-in-law and my nephews, for being the best family anyone could ask for and for never letting me forget the child within myself, bringing up the best in me even on the cloudiest days. To my boyfriend, for always believing in me even when I doubted myself, for always knowing how to make everything easier and for being with me every step of the way, thank you. To my dearest and oldest friends, the ones that know all the parts of me and that for better and worst keep on being one of the most important parts of my life, for never needing words. -
Digital Marketing Institute, Digital Marketing Course and Digital Marketing Training
1 2 3 4 [LECTURER NOTES] You will have already had your lecture on SEO, which gives you a good idea of the context behind Search as a whole. You will have an in-depth lecture on Analytics later in this course, but this lecture will touch briefly on Analytics in the context of PPC. 5 6 [LECTURER NOTES] All eyeballs, or ‘impressions’ of your ad are free. However the goal of PPC is to drive traffic to your site – so it’s in your best interest to generate as many clicks as possible within your budget. This is why this revenue model works for search engines. 7 [LECTURER NOTES] This is Irish data – however this could be universally applicable. 8 [LECTURER NOTES] Irish research data. [RESOURCES] IAB/Amárach. 9 [LECTURER NOTES] What is the difference between SEM & SEO? SEO impacts the organic/ natural listings on the Search Engine Results Page. SEM (Search Engine Marketing/Paid Search/PPC) impacts the sponsored listing areas on the SERP. Both SEO & SEM are about getting more visibility on and traffic from the search engines. 10 [LECTURER NOTES] It is important to consider your Search Engine Marketing strategy in the context of the entire search engine – so both SEO and PPC. This will allow you to develop a more comprehensive search strategy and make decisions that result in the best outcome for your business. Which leads us to the strategic considerations – using PPC to fill in gaps where organic search is weak, increase (or double) your visibility across both paid and organic search for certain terms, or have immediate visibility while you wait for the results of your SEO work to come to fruition. -
Unit 10 Media Selection, Planning and Scheduling
Media Selection, Planning and Scheduling UNIT 10 MEDIA SELECTION, PLANNING AND SCHEDULING Objectives After going through this unit you should be able to: • explain the concept of media planning and the role of media in overall marketing and advertising plan • discuss the considerations relevant to media selection • describe the dominant factors in media scheduling. Structure 10.1 Introduction 10.2 The Meaning and Types of Media 10.3 Media Planning: a Process 10.4 Media Selection: a Process 10.5 Media Scheduling 10.6 A Final Word on Media Plans 10.7 Development of Media Strategy 10.8 Summary 10.9 Self-assessment Questions 10.10 Further Readings 10.1 INTRODUCTION Media management involves one of the most crucial decisions for an advertiser in its objectives to reach effectively the target markets. The decisions assume further critical importance with the wide availability of media vehicles and changing reading and viewing patterns in buying public. For instance, markets have been flooded; with a large assortment of magazines in the recent times. Similarly a vast spectrum of programmes is available on televisions-as the captor of an attentive home audience. Not to be outdone, the hitherto unfamiliar media are now in vogue. Examples include matchboxes carrying product advertisements, or the postal stationery carrying marketing messages of good and social causes. Obviously, baffled the advertiser has to seek answers to the following questions. a) How to spend the defined funds allocated to advertising and promotional activities? b) How to match the media audience with the market audience for the product/service? c) How to benefit from seasonal variations mostly prevalent in sales of all goods and services? d) How to weave media with the overall marketing effort? This unit attempts some answers itself. -
Digital Transformation Through Data: a Guide for News and Media Companies to Drive Value with Data March 2019 Content
In collaboration with the Activation Guide Digital transformation through data: a guide for news and media companies to drive value with data March 2019 Content Data foundations 7 Culture and ways of working ............................................ 8 Skills ................................................................................... 10 Technology........................................................................ 12 Data ................................................................................... 14 Use cases 17 Improve overall reader engagement Content planning ............................................................. 18 Recirculation ..................................................................... 20 Reader experience ........................................................... 22 Increase direct-paying relationships with readers Subscription pricing and promotion ............................. 24 Design for reader lifetime value (LTV) ........................... 26 Revenue diversification ................................................... 28 Drive revenue from advertisers Audience-based advertising ........................................... 30 Advertising pricing strategy ............................................ 32 Inventory yield management ......................................... 34 Data activation guide: news and media companies | INTRODUCTION 3 Introduction Digital innovation has reshaped the news To capitalize on this evolution, news and and media industry. The transition from print media companies