Digital Marketing and Communications Notes

Learning Outcomes

• Define key concepts in digital marketing and marketing communications.
• Describe online marketing approaches and their execution tools.
• Outline social media marketing strategies and platforms.
• Explain mobile marketing and its execution tools.

Marketing Communications Tools (Promotions Mix)

• Advertising: Promotion via TV, radio, print, or online.
• Public Relations: Managing company reputation and media interaction.
• Sales Promotion: Short-term incentives to encourage purchases.
• Personal Selling: Direct interaction between sales staff and customers.
• Product Placement & Branded Entertainment: Integrating products into entertainment content.
• Event Marketing & Sponsorship: Connecting brands with events for visibility.
• Direct Response Marketing: Strategies prompting direct responses from consumers.
• Social Media Marketing: Using social platforms to engage and promote.

Approaches to Marketing Communications

Outbound Marketing

• Broadly broadcasts messages:
  • Traditional advertising (TV, print, radio)
  • Direct mail campaigns
  • Email marketing
  • Telemarketing
  • Public selling

Inbound Marketing

• Consumers discover brands through digital methods:
  • Content marketing
  • Online marketing techniques
  • Pay-per-click (PPC) ads
  • Extensive use of social media
  • Mobile marketing strategies

Digital Marketing

• Defined as the use of online, social, and mobile marketing strategies.
  • Informs consumers directly, referred to as Direct To Consumer (DTC) marketing.
  • Digital ad spending is increasing, surpassing traditional media in Canada as of 2018.

Key Statistics in Digital Communications

• 2018: Digital ad spending overtook traditional methods in Canada.
• $11.2 billion spent in Canada (2021); $285 billion in the U.S.

Case Studies in Marketing Responses

KFC Supply Chain Incident (2018)

• KFC faced chicken shortages; utilized OOH, print, and online media to address the issue publicly.

Oreo’s Real-Time Marketing Strategy (Super Bowl XLVII)

• Quick social media response during power outage led to 10,000 retweets in one hour, demonstrating agility in marketing.

Digital Marketing Tools

1. Websites

• Multi-functional, allowing consumer interaction to drive sales.
• Microsites track specific campaign engagement.

2. Search Engine Marketing (SEM)

• Involves paid ads on search engines; crucial for visibility at purchase moments.
• Search Engine Optimization (SEO) enhances organic search visibility.

3. Display Advertising

• Visual ads (images, videos) on digital platforms.
• Effective when retargeting is applied despite privacy laws.

Social Media Marketing Insights

• 4.65 billion total users; Canadians average over an hour on social media daily.

Popular Platforms:

• Facebook: 2.9 billion users, revenue $86 billion.
• YouTube: 2.2 billion users, revenue $28.8 billion.
• Instagram: 2 billion users, revenue $24 billion.
• TikTok: 1 billion users, revenue $11 billion.

Measuring Social Media Marketing Effectiveness

• Metrics to consider:
  • Engagement (likes, shares, comments)
  • Reach and impressions
  • Brand awareness and sentiment
  • Click-through rates (CTR) and conversions

Influencer Marketing

• Utilizes influencers to engage target audiences; forecasted growth in spending to $656.63M by 2025 in Canada.

Email Marketing

• Uses opt-in lists for communication; can be effective but often faces issues with spam.

Mobile Marketing

• Engages through mobile devices:
  • Mobile websites, apps, and advertising mediums.
  • Significant engagement in Canada with high mobile internet access reported.
  • 56% purchased via mobile devices in 2021.