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DIGITAL BRANDING

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Index Slide 3 : definition of digital marketing Slides 4-5 : concepts of digital branding Slide 6-7 : Pay per click Slide 8-11 : Social media marketing Slide 12 : CPA Slide 13 : Target market Slide 14 : Comparison to Conventional marketing Slide 15-17 : Supercell success story Slide 18 : Integrated Marketing Slide 19 : Group Opinion Slide 20 : Glossary Slide 21 : References

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Digital branding and its influence on the market

What is Digital Branding?

Digital Branding is the usage of digital media to create, improve and manage the relationship between a brand and the audiences that it appeals to, through the use of the internet. This allows a product or franchise to either improve upon its current profitability and image, or try and change the way that people engage with it completely.

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Concepts of digital branding

1. Pay Per ClickThis is an advertising model that directs traffic to specific websites

in which the advertisers only pay the publisher of the advert when the advert is

clicked.Focuses on specific keywords to direct the target market. The

advertiser and publisher either agree on a fixed price per click or bid on a specific price. The most common example is Google ad-words

2. Search engine optimizationSEO is an internet marketing strategy, it considers how exactly

search engines work based on what people search for and the keywords or terms specifically used in the search. Companies hire search engine optimisers to edit the content of the site and links to the site in an attempt to raise the priority of a website being shown in the results of an organic search.

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Concepts of digital branding

3. Social media marketingThis is a form of marketing that focuses on encouraging viewers to

share the relevant communications or adverts across various platforms of social networking, allowing the message to reach a large audience and doesn’t cost much as other forms of marketing.

This type of marketing also involves a, “Following.” in cases of Twitter, Facebook, LinkedIn, Slide Share and many more.

4. YouTube advertising This is the use of specifically YouTube to advertise your brand by showcasing a video advert. This advert is viewed for 5 seconds before the viewer has the option to skip the advert. It is an effective means of advertising if your target market spends a lot of time on YouTube.

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Pay Per ClickCompanies pay a website or search engine such as google to show the company‘s website as one of the first sites to pop up.

What Pay Per Click (Google Ad words) looks like

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People that benefit from using PPC

Any company or person who’s customers or potential customers use the internet can greatly benefit from the use of the Pay Per Click marketing strategy.

Amazon and eBay are both perfect examples for using pay per click due to the fact that they appeal on the platform on which they stand. Amazon spent over $55 million on the usage of AdWords in 2011 alone and eBay reported spending $42.8 million.

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Social Media Marketing

This form of marketing is effective in the fast-paced and technologically driven marketplace. Social media marketing is a great way of raising brand awareness.

Factors of social media marketing

• Low-cost form of marketing.• More engagement with customers.• Can respond specifically to each customer.• Most social media platforms make it simple to share content across

to other platforms.• There are many platforms for one to advertise on.

• Facebook• Twitter• Instagram• LinkedIn……..

Again, a disadvantage is that well established firms that were more likely first entrants into the market now have the capital to pay for the advertising spots making it difficult for newer entrants.

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Example: Coca-Cola

Coca-Cola ran an extremely successful campaign that revolved around social media marketing.

They came up with the idea of the Happiness Machine

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Coca-Cola campaign video

https://www.youtube.com/watch?v=lqT_dPApj9U

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Example of effective social media marketing

This video of peoples’ genuinely positive reactions was then posted on various social media platforms such as Facebook and Instagram.

Coca-Cola has over 87 Million followers on Facebook which is evidence of people enjoying their campaigns and wanting more thus giving Coca-Cola more of an opportunity to capitalise from Social media marketing.

All Social Media Marketing campaigns have the potential to go viral.

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CPA – Consumer Protection ActThe Consumer Protection Act was introduced in April 2011, this primarily focuses on protecting the consumer and has had mostly beneficial results for the consumer.

Key aspects of the CPA• Any competition that is launched through the means of email must have all rules clearly stated before the competition starts.• Any person that recieves marketing related messages must have opted in prior to recieving them and the business must be able to prove this. • A sale that is the result of an email marketing campaign subject to a 5-day period in which the deal can be broken off or any product purchased returned.

The effect on businesses.• Businesses can form a more efficient sense of communication with a client.• Good relations are formed with a customer by them only recieving information by choice. .

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Target Market

Target MarketsHow does a target market affect the form of advertising used

Know who your target market itWhere will they see your advert?What will they want to see?How frequently will they be using the medium used?

Factors that affect the target market:• Geographics – Where the audience is situated• Demographics – The culture of the people• Psychographics – The people’s beliefs and ideals • Behaviour – The individual people’s intrests and

behaviours

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How does Digital Branding compare to Traditional Methods.

Differences of Traditional Methods versus Digital marketing:Traditional methods include:

• Television• Radio• Newspaper• Magazine…

• Radio and Television are considered broadcasts because they display only at a certain time that is agreed upon. Regarding TV marketing, it costs more depending on how long the advert is aired for and when it airs. With Digital marketing though, the advert is usually permanently displayed which means that people are more likely to see it.

• Digital branding can be and often is interactive where as conventional marketing has no interactive capabilities

• In digital marketing, the advert’s costing is based on reactions rather than just their presence.

• Digital marketing is cheaper when compared to conventional advertising such as TV and Radio due to the high cost of production it takes to make a TV or radio advert.

• Digital branding can more easily reach the global market due to the fact that it is based on the internet and anybody around the world has access to the advert, where as conventional advertising is locally based.

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Success story

We must now take a look at something we all know

about, *Clash Of Clans*

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https://www.youtube.com/watch?v=YSdJtNen-EA

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Supercell is a very new company that has achieved financial success in a very short time due to their advertising campaign on YouTube

The target market of a company like Supercell is more youth orientated and the youth in general watch YouTube a lot, therefor YouTube was a very good option for them to advertise on.

Supercell making a name for itself

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Integrated MarketingAn integrated campaign is one that, “Speaks in the same voice” and spreads the same message across many different mediums.”

• Using multiple methods of marketing.- Television - Radio- Digital- Posters

• What does this do for the product or company?• Consistent communication across many mediums of marketing.• Raises awareness to different groups of people of the product.• Constant notice of where the product is available and how it can

benefit you.• Creates a constant desire for the product.

Which all increases the sales and profitability of the company.

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Our Opinions on Digital Branding.

The three of us have discussed and came to this conclusion:

Our opinion is that Digital branding is a very effective and should definitely be implemented by all companies due to its cost effective nature and because of its capacity to reach the target audience of any company.

Conventional advertising also has hugely effective properties and should also be used to acquire the following of people required in social media successes.

We believe that the most effective way of marketing is through the implementation of an integrated campaign due to the fact that it allows the company to utilise all the benefits of the different marketing strategies with a synergistic and exponential improvement.

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Glossary

Organic Search: The search results that come up purely due to factors such as how many people have viewed the site.

Supercell: The makers of Clash of Clans

Cost Per Click: A strategy that companies use to advertise. It uses key search words to determine when it pops up as an advert to directly target the target audience

Social Media Marketing : The use of social media platforms to enhance the company's image.

Glossary: A list of explanations for words and phrases used in for example a business presentation

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References

YouTube Videos https://www.youtube.com/watch?v=DQAVMamnKQg – Japanese Adverts

http://www.youtube.com/watch?v=YSdJtNen-EA – You and This Army Advert

Wordstream. 2011. What Types of Business use PPC. [ONLINE] Available at:http://www.wordstream.com/blog/ws/2012/01/25/what-types-of-business-use-ppc. [Accessed 15 August 14].

Jonloomer. 2012. Facebook advertising Cost. [ONLINE] Available at:http://www.jonloomer.com/2012/08/06/facebook-advertising-cost. [Accessed 15 August 14].

http://en.wikipedia.org/wiki/Search_engine_optimization

Digital Fire. 2012. Pay per Click. [ONLINE] Available at: http://www.digitalfire.co.za/blog/the-consumer-protection-act-and-digital-marketing/. [Accessed 23 September 14].

http://en.wikipedia.org/wiki/Pay_per_click

E-Consultancy. 2013. 10 Inspiring Digital Marketing Campaigns. [ONLINE] Available at:https://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola#i.7390aoz8rfkkvx. [Accessed 20 August 14].

Christopher’s Dad was consulted.- Brian Wright PowerHouse Advertising