introduction to digital marketing
TRANSCRIPT
Digital Marketing: Engaging with the customer
@lisaharris
#mang3052
Janaury 2015
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Plan for today
• Module structure and assessment
• The Digital Marketing MOOC (Sylvian popping in 9.15am)
• The “big picture” of digital marketing developments
• Group formation and initial discussion about community building (Vicki popping in 10.30am)
• Reminder – IDM talk with Julia Wolny takes place 02a / 2065 12:00-13:00 on 3rd Feb.
Source: The Marketing Week Salary and Career Survey 2014, January
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Module structure and assessment
• The Study Guide is posted on Blackboard
• Group work
1. report based on your chosen theme from the MOOC (50%)
2. presentation/report on the development of your chosen online community (50%)
• Useful articles I come across are tagged with #mang3052 on Delicious and Twitter
@HughDavisGreenwich EDU Seminar
Institute for Learning Innovation and Development
The flipped MOOC / flipped classroom
End of the lecture?
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From http://www.washington.edu/teaching/teaching-resources/flipping-the
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The University’s objectives for MOOCs
• To position the University as a leader in the delivery of MOOCs within the FutureLearnalliance (1 min video)
• To actively extend the engagement between the University and the learner beyond the life of the MOOC, to maximise opportunities for the learner to carry out further study
• To help facilitate the adoption of new technology within the institution
• http://www.southampton.ac.uk/moocs/• Lisa’s MOOC presentation
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MOOCs
• Showcase the university’s teaching/research /student contributions to encourage enrolments on campus courses and inspire innovation there
• Sharing of participants’ intentions/experiences via social media is integral to the package
• these interactions carry an authenticity that traditional promotional materials lack.
• Mobile/tablet access to course is crucial
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Digital Marketing MOOC #FLdigital
• Nearly 15,000 learners joined in November 2014• Emphasis on story telling and social engagement• 40% participation rate• Storify of learner feedback• Now being integrated into campus-based courses• Full MOOC/F2F module integration from next
academic year• #Fldigital from a UoS student’s perspective and a
learner from Nigeria• Some #Fldigital tweets I kept
#FLdigital on social media
• LinkedIn (created by learner Simon Fogg)
• Facebook (created by learner David James)
• Learner location map
• Youtube
• Blog
• Storify
• Flickr
MOOC Topic 1: Storytelling
• Madeline’s MOOC intro
• In your groups, work through the MOOC sections up to and including 1.13
• Set up your Blackboard group and post your notes by midnight on 8/2 for tutor feedback
• Prepare to address the following task by means of a 5 minute presentation in the week 3 lecture (12/2):– Choose a company that you believe does story-telling well.
Explain why you chose this example and discuss the challenges and opportunities it faces in taking this approach to marketing
Who’s doing what online
• Social media use in UK has plateaued at 61% (up from 60% two years ago) – but new social tools eg WhatsApp not included (Oxford Internet Surveys 2013)
• 77% of Fortune 500 now have active Twitter accounts and 70% maintain a Facebook Page, according to a University of Massachusetts Dartmouth study.
• 90% of small businesses now report using social media.
• The latest from Erik Qualman(3 mins)
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What is Digital Marketing?
• Digital Marketing is the use of electronic media to communicate with customers and to evaluate the success of marketing campaigns
• It no longer means simply having a website, but includes customer interaction through mobile apps, digital television, interactive billboards, video … the list goes on.
The marketer’s perspective
• Use variety of online channels to communicate with customers and analyse marketing campaigns to understand what is working for them and what isn’t – typically in real time.
• So the challenge is to communicate with customers where, when and how they are most receptive to the message.
• This requires a consolidated view of customer preferences and expectations across all channels – online and offline.
• Use this information to create customer experiences and interactions that will build trust and encourage purchase and subsequent recommendation of the business to others.
• Smart Insights (by @davechaffey) is a very useful resource
The customer’s perspective
• The digital space is an ever-growing source of entertainment, news, shopping and social interaction.
• Online is increasingly the first place we look when considering a purchase.
• We have access to information any time and any place we want it, and we are far more likely to take purchase recommendations from our friends than we are from an advertisement.
• We will only engage with trusted brands that communicate in a personal and relevant way, with offers tailored to our needs and preferences.
• GoDaddy pulls puppy ad from Superbowl
“Visual and real time content moves right up the agenda”
• Great post by Danyl Bosomworth:– Huge growth in sharing images/video via Snapchat,
Vine, Pinterest, Canva– “brands that can leverage real-time, visual content
will find themselves market leaders.”– “relevance requires visual content and it has a
deadline.” Think Oreo…– Remember that customers can consume and create
content on the fly…– Coke doubled its spend on short social video in 2014
Summary and next steps
• Decide upon your group membership and claim your BB group• Register with FutureLearn• Work through the DM MOOC sections up to 1.18 (don’t forget
the discussions and social media contributions, which are critical added value)
• Attend the classes on 6/2 for discussion of your online community development
• Post your notes on MOOC Topic 1 for tutor feedback by midnight on 8/2
• Prepare your group presentation/demonstration in answer to the set question for the lecture on 12/2
• University of Sheffield MOOC on how to succeed with job applications (starts 9/2)
@HughDavisGreenwich EDU Seminar
Institute for Learning Innovation and Development
“Content is free” – MOOCs are putting the final nail in the coffin of the counterargument.
MOOCs provide an excellent vehicle for creating free courses from free content
Creating MOOCs can have an enormous impact on programme teams
MOOCs are likely to be seen by lots of people
Content needs to be high quality
Licences need to be rigorously checked
Creating MOOCs is not cheap – need large team
MOOCs set new standards and are the vanguard of a new era of on-line learning
Conclusions
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