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 @rst... think! 21 v Why you need a digital marketing strategy 21 Your business and digital marketing 22 Dening your digital marketing strategy 25 Understanding the digital consumer 27 Mind your Ps 33 Eyes on the prize 37 Bringing it all together 39 CONTENTS 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 Log les versus page tagging 72 Contributors’ biographies xiv Augmenting information using cookies 73 Test and test again 74 Acknowledgements xix Measuring paid media 76 Attribution modelling 77 Who am I talking to? 79 Making Measurement Make Sense (3MS) 81 The return of GRP 82 1 The problem of earned media 83 01 So... you want to go digital??? What are you trying to achieve? 84 Why KPIs are important 84 Choosing effective KPIs 85 In the beginning... 1 The need for trust 89 Are customers nding you? 103 The changing face of advertising 2 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 Mobile search 136 Enough technology... let’s talk about people 12 Black hat, the darker side of search 137 Bringing in the pros 141 Case study: Harley-Davidson 17 Universal search – more opportunities to rank 142 Shifting goalposts – search innovation and the quest for relevance 143 Looking forward 147 Understanding social media 150 Join the conversation 150 21 What is social media? 151 02 @first... think! Different forms of social media 156 Social media dashboards – all your updates in one place 169 The rules of engagement 170 Why you need a digital marketing strategy 21 Adding social media to your own site 172 Understanding e-mail marketing 178 Your business and digital marketing 22 The new direct mail 178 What exactly is e-mail marketing? 180 Dening your digital marketing strategy 25 Before you start 182 Planning your campaign 187 Measuring your success 198 Understanding the digital consumer 27 E-mail – a vital component of digital marketing 203 Understanding mobile marketing 206 Mind your Ps 33 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 Mobile gaming 219 Bringing it all together 39 Mobile applications 222 Measuring mobile 224 Case study: MercadoLibre 40 Mobile privacy 226 Mobile data 228 Further exploration 231 Building a multichannel marketing strategy 232 Understanding performance marketing 236 43 Recognizing opportunities for strategic partnership 236 03 Then build your channel What is performance marketing? 239 Understanding online public relations 264 Google – judge and jury 265 Your website – the hub of your digital marketing world 43 Online – it’s where PR lives now 266 Understanding content marketing 298 Building an effective website 45 Why content? – an overview 298 Content strategy 308 The main steps of building your website 46 Content production 314 Promoting your content 318 The future of online content 321 Before you start 46 Convincing your boss to invest in digital marketing 327 Understanding your objectives 328 Case study: Alpharooms 49 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 benets 341 The perfect website 350 Hosting – your website’s home on the internet 53 Further considerations 352 Structuring your proposal 358 How to choose a web designer/developer 57 Advocacy 365 What’s next? 367 Arranging your information 58 Prediction 1 – a new internet 367 Prediction 2 – democratization of marketing knowledge 369 Prediction 3 – natural selection of content 370 Writing effective web content 60 Prediction 4 – greater learning and being more competitive 370 Prediction 5 – lessons from the emerging markets 371 Case study: Hg2 66 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 les 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