Digital and Interactive Media

1. Digital and Interactive Media
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2. Things are Quickly Changing
- Google not always the leader
- Today leads but constantly enhancing
- Opportunity to target markets effectively
- New strategies and more consumer
information
- Social media, consumer searches, consumption
behavior
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3. Digital Marketing and Digital Media
Digital Media: referring to computers, mobile
phones, and other digital devices that have been
released in recent years
Digital Marketing: uses all digital media to
develop communication and exchanges with
customers
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4. Phenomenal Growth of Internet
• Interactive relationships with customers
• Target marketing
• Developing quickly, still early stage of marketing
Sharing Information
• How we consume
• 274 million have Internet access
Changing how develop relationships
• (customers, employees, suppliers)
HOW?
Wikis, blogs, podcasts, media sharing, social media, virtual
realities (e.g., Second Life), mobile phones, apps
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5. Changing Modes of Communication
Customer service
Texting vs. Calling
Who texts more? Men or women?
555 text messages by men
716 texts by women
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10. Digital technologies are changing the dynamics of
marketing and business communication
– Reduced cost and tremendous opportunity
– Essential for maintaining competitive advantages
– Small business and Facebook
• $.25 click/$50 credit
• Wedding photographer
• Engaged status
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11. Digital technologies are changing the dynamics of marketing
and business communication
Large Businesses
- Online media to supplement brick and mortar
- Online only (Amazon)
- Black Friday or Cyber Monday?
- Tablets and Smartphones?
Regardless of online only or offline w/website...focus on free
shipping (minimum purchase varies)
TREND: Thanksgiving online sales came in at $1.06 billion in the
U.S.
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14. Characteristics of Online Media
Don’t treat it like traditional marketing
Dimension 1: ADDRESSIBILITY
The ability of the marketer to identify customers before they make a
purchase
Cookies
Amazon is king
Erased, not good with phones, can be ineffective
Google’s proprietary universal ID
Connect users across devices
Collect data and track them (tablet->laptop->phone)
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15. Characteristics of Online Media
Dimension 2: INTERACTIVITY
Customers express their needs and wants directly to the firm in
response to its marketing communications
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16. Arisan Ifkatakar, Editor of The Islamic Monthly alerted Gap vandals had defaced a
subway poster featuring Indian Sikh-American actor and fashion designer.
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17. Arsalan Iftikhar, Senior Editor at The Islamic
Monthly and founder of TheMuslimGuy.com
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19. Characteristics of Online Media
Dimension 3: CONNECTIVITY
Consumers connecting with marketers along with other
consumers
Domino's Pizza completely change pizza recipe and campaign based on how
terrible it was and listening to customers
Website, mini-documentary, social media
Pizzaturnaround.com
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20. Characteristics of Online Media
Dimension 4: CONTROL
The customer's ability to regulate the information they
view as well as the rate and exposure to that
information
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21. Characteristics of Online Media
Dimension 4: ACCESSIBILITY
The ability for marketers to obtain digital information
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24. The Interactivity of Social Media
• Main distinguishing characteristic of digital media
• Unlike traditional marketing which involves one way
communication
• Initiate conversation with customer
• Makes interpersonal connections possible
• View at own pace
• Not intrusive like TV, sales calls
• Can be somewhat real time
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27. Consumer-generated marketing and digital
media
Trends:
• Publish their own thoughts, opinions, reviews,
and product discussion through blogs or
digital media
• Tend to trust other consumers over
corporations
• Can address problems
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28. Social Networks
Develop relationships with target markets
Niche example: CafeMom
12.5 unique million visitors a month
Influence purchases
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29. Facebook
• Also markets to parents and grandparents
• Fastest growing group is 55+
• Marketing Examples:
• American Express Members Reward
• New Belgium Brewing
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30. Twitter
• Companies becoming experts of 140
characters
• enhance customer service, address
complaints, create buzz around products
• Southwest Airlines
• 23% of users report they follow businesses on
Twitter
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31. Blogs
• More than ¾ Internet users read blogs
• Give consumers control, whether companies
like it or not
• Rat video Dunkin’ Donuts
• Companies create their own blogs
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32. Alternative Marketing
• Anchorman 2
• Mike and Ike
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