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21 Managing Digital Communications Online Social Media and Mobile PPT 2016 11-26-13!04!47

The document discusses managing digital communications and marketing. It provides data on how leaders perceive digital value and spending, the shift from traditional to digital advertising, and trends in digital ads. It then covers online, social media, and mobile marketing communications strategies and tools. This includes the advantages and disadvantages of online marketing, key elements of websites, how to measure engagement across different digital platforms. The document aims to provide an overview of digital marketing management considerations.

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Ashutosh
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1K views23 pages

21 Managing Digital Communications Online Social Media and Mobile PPT 2016 11-26-13!04!47

The document discusses managing digital communications and marketing. It provides data on how leaders perceive digital value and spending, the shift from traditional to digital advertising, and trends in digital ads. It then covers online, social media, and mobile marketing communications strategies and tools. This includes the advantages and disadvantages of online marketing, key elements of websites, how to measure engagement across different digital platforms. The document aims to provide an overview of digital marketing management considerations.

Uploaded by

Ashutosh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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MARKETING MANAGEMENT

#21_ Managing Digital Communications:


Online, social media and mobile

Michela Mingione, PhD in Management


[email protected]

DPT. OF MANAGEMENT AND LAW


UNIVERSITY OF ROME TOR VERGATA
ITALY

[email protected] 1
MANAGING DIGITAL COMMUNICATIONS: SOME DATA

PWC: How leaders see digital

[email protected] 2
MANAGING DIGITAL COMMUNICATIONS: SOME DATA

PWC: Digital value (perceived by managers)

[email protected] 3
MANAGING DIGITAL COMMUNICATIONS: SOME DATA

PWC: Digital spending for customer efforts surpasses IT

[email protected] 4
MANAGING DIGITAL COMMUNICATIONS: SOME DATA

What about advertising and the


difference
between old and new media?

[email protected] 5
MANAGING DIGITAL COMMUNICATIONS: SOME DATA

[email protected] 6
MANAGING DIGITAL COMMUNICATIONS: SOME DATA

Historical advertising market share

[email protected] 7
MANAGING DIGITAL COMMUNICATIONS: SOME DATA

[email protected] 8
MANAGING DIGITAL COMMUNICATIONS: SOME DATA

What are the ads data trend


if we focus on digital?

[email protected] 9
MANAGING DIGITAL COMMUNICATIONS: SOME DATA

[email protected] 10
MANAGING DIGITAL COMMUNICATIONS: SOME DATA

[email protected] 11
MANAGING DIGITAL COMMUNICATIONS: SOME DATA

From mass media to my media (PWC)

[email protected] 12
ONLINE MARKETING

Online marketing communication

Advantages Disadvantages
Can offer or send tailored messages Consumers can screen out most
Can trace effects or insights messages

Contextual placement Ads can be less effective than they

Can place advertising based on appear

search engine keywords Lost control over online messages

Allows for co-creation with consumers via hacking/vandalism

(co-creation of ads: Superbowl)

[email protected] 13
ONLINE MARKETING

Communication options

Ease of use
Physical attractiveness
Web sites Microsites

Paid search or pay-per-click ads


Search ads Search engine optimization (SEO)

SEARCH ADS Display ads


Personalize the content of your e-mails
Offer something instead of direct mail
E-Mail Make it easy to opt and unsubscribe
Combine e-mail and social media

[email protected] 14
ONLINE MARKETING

Key Elements of a Web site

Commerce Context Content

Connection Community

Communication Customization

[email protected] 15
SOCIAL MEDIA MARKETING

Media Laws

Sarnoffs Law Metcalfes Law Reeds Law


(Mass media) (Mail marketing) (Social media)

[email protected] 16
SOCIAL MEDIA MARKETING

Social media

Means for consumers to share text, images, audio, and video information with each
other and with companies, and vice versa. They 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 time)

Online
communities/forums

Blogs

Social networks

[email protected] 17
SOCIAL MEDIA MARKETING

Word of Mouth

Face-to-face and phone


Online
Viral marketing (word of mouse)

Be (usefully!) original
Identify and devote effort to influentials

[email protected] 18
MOBILE MARKETING

Mobile marketing

Is uniquely tied to one user Is virtually always on

Allows for immediate consumption Is highly interactive

Mobile apps make the


difference!

Crucial tool
to engage Millennials

[email protected] 19
MEASURING DIGITAL COMMUNICATION

Engagement Pyramid

Curating

Producing

Commenting

Sharing

Watching

[email protected] 20
MEASURING DIGITAL COMMUNICATION

Some indexes
@ sentiment index (fans likes/brand posts)

@ engagement index (fans comments/brand posts)

@ action index (fans posts/brand posts)

[email protected] 21
MEASURING DIGITAL COMMUNICATION

Example: Facebook insights

[email protected] 22
MARKETING MANAGEMENT

Thank you for your kind attention!

[email protected] 23

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