Building digital marketing plan the case of Nike Inc Vietnam

V IE T N A M N A T IO N A L Ư N IV E R SIT Y , H ANO I
SC H O O L OF B U SIN E SS

Pham Thi Thanh H oai

B U IL D IN G D IG ITA L M A R K E T IN G PLAN
TH E C ASE O F N IK E IN C V IE T N A M

Major: Business A dm inistration
Code: 60 34 05

M A ST E R O F B U SIN E SS A D M IN IST R A T IO N T H E SIS

Supervisor: D r. N guyen Viet Anh

ĐAI HỌC QUOC G IA
.
TRUNG ĨÃM Th ị n g :ì*.’ rHuv»ỄN

/ 4 - L o / JA_

Hanoi - 2010


TABLE OF CONTENTS
A C K N O V V L E D G E M E N T S ............................................................................................ !
A B S T R A C T ................................................................................................................................................ I I

T A B L E O F C O N T E N T S ............................................................................................. V I
LIST OF T A B L E S.......................................................................................................................... IX

L IS T O F F I G U R E S .......................................................................................................X
INTRODUCTION............................................................................................................... 1
C H A P T E R 1 ................................................................................................................................................4

LITERATURE R E V IE W ............................................................................................................... 4
1.1. A n OVERVIEW OF DIGITAL M ARKETING....................................................................................... 4

Ị.1.1. DefinitionofDigitalmarketing
4
1.1.2. TheTrans/ormationfromTraditìonaỉMarketinginíoDigitalMarketing-How
toexploittheadvantages
5
........................................................................................

................................................................................................................

1.1.2.1. F rom Vievver to P articip an ts:.................................................................... 5
1.1.2.2. F ro m im pressions to In v o lv e m e n t........................................................................... 6

1.1.2.3. F rom B roadcast to A d d ressa b le ................................................................ 7
1.1.2.4. F rom schedule-D riven and L ocation- B o un d C ontent to T im e- S hiíted and
B o rd e rle s s ............................................................................................................7
1.1.2.5. F rom M arketer - D riven to C onsum er- Initiated, C reated and C ontrolled .8
1.1.2.6. F rom Push M arketing to O pt- In and S h are M a rk e tin g .............................8
1.1.2.7. F rom T raditional M edia Planning to N ew M edia P la n n in g ......................9
1.1.2.8. F rom M anaged PR to D igital In ílu e n c e ................................................... 9
1.1.2.9. F ro m Integrated M arketing to ư n ifie d - M ark etin g ..................................10
1.1.2.10. F rom D ata B ind to D ata- D riv e n ...........................................................10
1.1.2.11. F rom Post C am paign M easurem ent to R eal- T im e M easu rem en t........... 11
1.1.2.12. F rom partial R O I to O p tim iz a tio n ......................................................... 11

1 .2 . D i g i t a l MARKET1NG C h a n n e l s .........................................................................................................11

1 . 2 . 1 . T h e w e b . . . ........ ......... ..................... ............................................................................ ...... .................... 1 1

1.2.1.1. T he w eb 2.0 d e iìn itio n ............................................................................12
1.2.1.2. T he applications o f w eb 2.0 for digital m a rk e tin g ....................................12

1.2.2. InternetMedia

.....................................................................................................................

13

1.2.2.1. D isplay a d s............................................................................................. 14
1.2.2.2. S e a r c h - SE O (search E ngine O ptim ization ) and SE M (Search E ngine
M a rk e tin g )......................................................................................................... 14
1.2.2.3. A ffiliate p ro g ra m s.................................................................................. 14
1.2.2.4. S ponsorships and negotiated sp a c e .......................................................... 15

1.2.3. ErtìơilandViralMarketing

...............................................................................................

vi

15


1.2.3.1. E m a il M a r k e tin g ........................................................................................................ 15
1.2.3.2. V ir a l M a rk e tin g ............................................................................................................16

1.2.4. MobileMarketirtg

..............................................................................................................

16

1.2.4.1. M ark etin g via SM S (S h o rt M essaging S e rv ic e )...................................... 16
1.2.4.2. M a rk e tin g v ia M M S (M u ltim e d ia M essaging S e rv ic e ).................................... 16

1.2.4.3. M ark etin g via B lu e to o th ......................................................................... 17
1.2.4.4. M a rk e tin g v ia M o b ile s e a rc h .................................................................................. 17

1.2.4.5. In-gam e m obile m arketing...................................................................................17

1.2.5. Games........................................................................................................... 18

1.2.6. DigitalSìgnage

18

....................................................................................................................

1.2.6.1. In - M a rk e t S ig na g e:...................................................................................................18
1.2.6.2. In -s to re /M a lls S ig n a g e ...............................................................................................18
1 .3 . D i g i t a l M a r k e t i n g P l a n n i n g F r a m e w o r k .......................................................................19

1.3.1. PhaseI- DefmingaParticipantPrintandGoals

....................................................

19

1.3.1.1. D e íìn in g a P a rticip a n t P r in t .....................................................................................20
1.3.1.2. D e íĩn in g G o a ls ............................................................................................................. 21

1.3.2.Phase CreatingtheDigitalPlatform
//—

22

....................................................................

1.3.2.1. D ig ita l P la tíb rm P ro p o s itio n ................................................................................... 22
1.3.2.2. C h a nn e l M ix Plan and C re a tive C o n ce p t............................................................. 23

1.3.2.3. C o n te n t O u tlin e ...................................................................................... 24

1.3.3. PhaseIII- GeneratingAwarenessandInfỉuence

.....................................................

27

1.3.3.1. M e ssa g in g and V ira l P la n ........................................................................................ 27
1.3.3.2. D ig ita l A w areness P la n ............................................................................................. 29
1.3.3.3. D ig ita l In ílu e n ce P la n ................................................................................................30
1.3.3.4. C h a nn e l U n iíĩc a tio n P la n ..........................................................................................32

1.3.4. PhaseIV- HarnessingData, AnaỉyticsandOptimization

35

....................................

1.3.4.1. Data p la n ........................................................................................................................ 35

1.3.4.2. A n aly tics p la n ........................................................................................ 37
1.3.4.3. O p tim iz a tio n p la n ....................................................................................................... 38

CHAPTER 2 ........................................................................................................................40
THE

P O T E N T IA L

V IE T N A M

DEVELO PM ENT

A N D A N A L Y Z IN G

OF

M A R K E T IN G

D IG IT A L

M A R K E T IN G

IN

A C T I V I T I E S O F N I K E IN C

V IE T N A M .................................................................. ...................................................40
2 .1 . T h e P o t e n t i a l D e v e l o p m e n t o f D i g i t a l M a r k e t i n g in V i e t n a m .................4 0

2.1.ỉ. ThedeveỉopmentofInternetactivitiesinVietnam

....................................................

40

2.1.1.1. In tern et users in V ie tn a m ........................................................................40
2.1.1.2. The In te rn e t d e ve lo p m e n t fro m G overnm ent su pp o rts....................................46

2.1.2. ThedevelopmentofMobiledevices
2.1.3. ThedevelopmentofSocialnetworks

...............................................................................

46
49

.............................................................................

2 . 2 . A n a l y z e M a r k e t i n g A c t i v i t i e s o f N i k e I n c V i e t n a m ..............................................4 9

vii

2.2.1.Companyoverview

.............................................................................................................

49

2.2.1.1. C o m p an y p r o íĩle .................................................................................... 49
2.2.1.2. T arget m a rk e t.......................................................................................... 51
2.2.1.3. F inancial p e río rm a n c e ........................................................................... 52

2.2.2. Marketingactivitieso/NikeIncVietnam

.....................................................................

53

2.2.2.1. P ro du ct & P ric e ...................................................................................... 54
2.22.2.

2.2.23.

P l a c e .....................................................................................................................................................5 5

P ro m o tio n .......................................................................................................................56

C H A P T E R 3 .................................................................................................................. 60
B U I L D IN G D I G I T A L M A R K E T I N G P L A N F O R N I K E IN C V I E T N A M .................. 60
3 . 1 . P h a s e I - D e f i n i n g a P a r t i c i p a n t P r i n t a n d G o a l s .....................................................6 0

3.1.1.DefiningaParticipantPriní

............................................................................................

60

3.1.1.1. D eíĩn in g G en eral P ro íile .........................................................................60
3.1.1.2. D eíin in g the D igital P r o íìle .................................................................... 61

3.1.2. DẹfìningGoals

61

......................................................................................................................

3.1.2.1. C u sto m er a cq u isitio n /R eg istra tio n .......................................................... 62
3.1.2.2. E n hanced C u sto m er Service .................................................................... 63
3.1.2.3. S a le s .............. ........ ................. .............................................................. 64
3 .2 . P h a s e II - C r e a t i n g t h e D i g i t a l P l a t f o r m ..............................................................................6 4

3.2.1. BuildingDigitalPìatformProposition
3.2.2. ChannelMixPỉanandCreativeConcepl

.........................................................................
.....................................................................

64
65

3.2.2.1. C hannel M ix P la n .................................................................................. 65
3.2.2.2. C reativ e C o n c e p t.................................................................................... 67

3.2.3. ContentOutline

...................................................................................................................

68

3 .3 . P h a s e III - G e n e r a t i n g A w a r e n e s s a n d I n f l u e n c e ........................................................... 71

3.3.1. Building Messaging and Vừal Plan.......................................................................... 77
3.3.1.1. B u ilding M essag in g P la n ........................................................................ 71
3.3.1.2. B u ilding V iral P la n ................................................................................. 73

3.3.2. BuiỉdingAwarenessPlan
3.3.3. BuildingDigitalInfluencePlan
3.3.4. BuildingChanneỉUnifìcationPlan
3.4.1. BuildingDataplan
3.4.2. BuiỉdingAnalyticsốcOptimiiationPlan

..................................................................................................
..................... .................................................................
...............................................................................

74
74
75

3 .4 . P h a s e I V - H a r n e s s i n g D a t a , A n a l y t i c s , a n d O p t i m i z a t i o n .................................... 7 6

..............................................................................................................75

......................................................................

78

C O N C L U S IO N .............................................................................................................. 82
R E F E R E N C E S ............................................................................................................... 83
APPENDICES.....................................................................................................................85


L IS T O F T A B L E S

T a b le 3.1 C h a n n e l M ix P la n o f N ik e In c V ie tn a m .................................................... 6 6
T a b le 3 .2 C o n te n t o u t l i n e - C o m p a n y p ro v id e d o f N ik e In c V ie tn a m .................... 6 9
T a b le 3.3 C o n te n t O u tlin e s - C o n s u m e r C re a te d o f N ik e In c V ie tn a m .................. 7 0
T a b le 3 .4 B u ild in g m e s s a g in g p la n fo r N ik e In c V i e t n a m ....................................... 7 2
T a b le 3.5 B u ild in g v ira l p la n fo r N ik e In c V ie tn a m ................................................7 4
T a b le 3 .6 B u ild in g D a ta p la n fo r N ik e In c V i e t n a m ................................................7 7
T a b le 3 .7 A n a ly tic a n d O p tim iz a tio n P ỉa n o f N ik e In c V i e t n a m ............................7 9

ix


L IS T O F F IG U R E S

F ig u re 1.1

D ig ita l M a rk e tin g - K e y s h ift s u m m a r iz e d ............................................. 6

F ig u re 1.2

A S im p liíie d V ie w o f th e D ig ita l M a r k e tin g P la n n in g F r a m e w o r k ...l9

F ig u re 1.3 L in k s to P la tío rm P r o p o s itio n .................................................................. 2 7
F ig u re 1.4 V ira l c o n te n t- P u s h - P u ll - S h a re v a lu e c h a i n .................................... 2 8
F ig u re 1.5

P h y s ic a l to u c h -p o in ts in te g r a tio n ..........................................................3 3

F ig u re 1.6 C h a n n e ls in te g ra tio n a ro u n d k e y m a rk e tin g p r o p e r ty .......................... 3 4
F ig u re 2.1

T o p 2 0 c o u n trie s - In te rn e t u s e rs in M a rc h , 2 0 0 8 .............................. 41

F ig u re 2 .2

T o p 10 C o u n trie s in S o u th E a s t A s ia — In te rn e t u s e rs in 2 0 0 8 ............ 41

F ig u re 2 .3

A s ia T o p T e n In te rn e t C o u n trie s in 2 0 0 8 ............................................ 4 2

F ig u re 2 .4 : In te rn e t u se rs in V ie tn a m fro m 2 0 0 6 — S e p , 2 0 0 9 .............................. 4 3
F ig u re 2 .5

I n te m e ts u s e r p e r C a p ita l in V ie tn a m fro m 2 0 0 6 - S e p , 2 0 0 9 ........... 4 3

F ig u re 2 .6 W e e k ly s u ríìn g In te rn e t o f U rb a n V ie tn a m e s e .......................................4 4
F ig u re 2 .7 In te rn e t A c c e s s P o in t o f V ie tn a m e s e in 2 0 0 7 .........................................4 5
F ig u re 2 .8 In te rn e t u s a g e s o f V ie tn a m e s e in 2 0 0 7 ................................................... 4 5
F ig u re 2 .9

U rb a n M o b ile O v v n e rsh ip - B y C o u n tr y - N o v . 2 0 0 7 ........................ 4 7

F ig u re 2 .1 0 M o b ile m u s ic u s a g e s - B y c o u n try in 2 0 0 7 ..........................................4 8
F ig u re 2 .1 1 F re q u e n c y o f U s a g e o f T e x t m e s s a g in g (S M S ) in th e w o rld in 2 0 0 7 .4 8
F ig u re 2 .1 2 N e t S a le s a n d N e t P r o íĩt a fle r T a x o f N ik e In c V i e t n a m ..................... 53
F ig u re 3.1 C u s to m e r re g is tra tio n s ite s a m p l e ............................................................6 2
F ig u re 3 .2

F o ru m site s a m p l e .................................................................................. 63


INTRODƯCTION
1.

The thesis title

Building D igital Marketing plan - The case o f Nike ĩnc Vietnam
2.

The thesis necessity

D ig ita l te c h n o lo g y is g ro v v in g ra p id ly o v e r th e vvorld in g e n e ra l a n d V ie tn a m in
p a rtic u la r. C o n s u m e rs to d a y a re liv in g in a d ig ita l s o c ie ty , s o th e ir b e h a v io rs ,
a c tiv itie s , h a b its , e tc a re c h a n g in g q u ic k ly . T h a i m a k e s tra d itio n a l m a r k e tin g
c a n n o t s u c c e s s fu lly in ílu e n c e th e m a s th e y c o u ld . T h e r e ío re , in th e n e a r íìitu re , i f
th e c o m p a n y w a n ts to a c h ie v e s u c c e s s in d o in g m a rk e tin g to p ro m o te th e ir
b u s in e s s , th e y n e e d to m o v e fro m tra d itio n a l m a r k e tin g to d ig ita l m a rk e tin g ( o r
c o m b in e th e m to g e th e r). T h e re s e a rc h íb u n d o u t th a t N ik e In c is o n e o f th e m o s t
fa m o u s b ra n c h e s in s p o rt p ro d u c t o v e r th e w o rld a n d a ls o in V ie tn a m . N ik e In c h a s

a g o o d c a p a b ility to d e v e lo p íu r th e r in V ie t N a m s p o rt p ro d u c ts m a rk e t, b u t th e
c o m p a n y ’s c u rr e n t m a rk e tin g a c tiv itie s a re r e s tric tiv e a n d n o t fu lly e ffe c tiv e in
V ie tn a m m a rk e t. B e s id e s , th e c o m p a n y ’s ta rg e t c u s to m e rs a re y o u n g a n d a c tiv e .
S o, in o rd e r to b e c o m e th e le a d e r in V ie tn a m s p o r t p ro d u c ts m a rk e t, N ik e In c
V ie tn a m s h o u ld b u ild a n e w m a rk e tin g p la n vvhich h e lp s th e m a p p ro a c h th e ir
ta rg e t c u s to m e rs m o re e íĩe c tiv e ly .
T h is th e s is a im s to b u ild a n a p p ro p ria te d ig ita l m a rk e tin g p la n fo r N ik e In c
V ie tn a m .
3.

Objectives

T h e o b je c tiv e s o f th is th e s is a re to (a ) revievv th e th e o ry o f b u ild in g D ig ita l
M a rk e tin g P la n , (b) P ro v id e a n o v erv iev v o f th e p o te n tia l d e v e lo p m e n t o f d ig ita l
m a rk e tin g in V ie t N a m th ro u g h th e d e v e lo p m e n t o f d ig ita l c h a n n e ls , a n d P r e s e n t
N ik e In c V ie tn a m a n d a n a ly z e its c u rr e n t m a r k e tin g a c tiv itie s to fín d o u t th e
n e c e s s ity o f b u ild in g a n e w m a rk e tin g p la n , (c ) b u ild in g a n a p p ro p ria te d ig ita l
m a rk e tin g p la n f o r N ik e In c V ie tn a m .

1


4.

M e th o d

T h is th e s is a p p lie s th e c a s e s tu d y to b u ild d ig ita l m a rk e tin g p la n fo r N ik e Inc
V ie tn a m . T h e re s e a rc h h a s b e e n p re p a re d m a in ly th ro u g h d e sk s tu d y re v ie w s o f
a v a ila b le lite ra tu re a n d d a ta th ro u g h th re e b a s ic s íe p s :
T h e íìr s t ste p is to revievv th e o rie s o f b u ild in g d ig ita l m a rk e tin g p la n . T h e re s e a rc h

ío c u s e s o n th e lite ra tu re vievv o f m a in d is ita l c h a n n e ls a n d in d e n tifie s th e p ro c e ss
to b u ild a d ig ita l m a rk e tin g p la n .
T h e s e c o n d s te p is b a s e d o n th e re s e a rc h o f th e d e v e lo p m e n t o f d ig ita l m a rk e tin g
in V ie tn a m a n d a n a ly z e s th e c u rre n t m a rk e tin g a c tiv itie s o f th e c a s e stu d y - N ik e
In c V ie tn a m .
F in a lly , th e th ird s te p is b u ild in g d ig ita l m a rk e tin g p la n a n d p ro v id in g so m e
re c o m m e n d a tio n s c o n c e m e d w ith th e p la n im p le m e n ta tio n fo r N ik e In c V ie tn a m .
5.

Data sources

T h e th e o re tic a l re v ie w a n d c o lle c tio n o f s e c o n d a ry d a ta h a s b e e n p e ríb rm e d by
re s e a rc h o f b o o k s , re p o rts , n e w s p a p e rs a n d in te rn e t s o u rc e s . T h e p rim a ry d a ta w a s
c o lle c te d th ro u g h in te rv ie w s vvith N ik e In c V ie tn a m ’s m a n a g e rs a n d k ey
e m p lo y e e s .
6.

S ig n iíĩc a n c e

B y re v ie w in g th e th e o ry o f m ạ ịo r d ig ita l c h a n n e ls a n d b u ild in g d ig ita l m a rk e tin g
p la n a n d u n d e rs ta n d in g th e d e v e lo p m e n t te n d e n c y o f m a rk e tin g a c tiv itie s in
V ie tn a m , th e s tu d y b e n e íĩts N ik e In c V ie tn a m in b u ild in g a p p ro p ria te d ig ita l
m a rk e tin g s tra te g y . T h is th e o re tic a l a p p ro a c h c a n b e a p p lie d fo r a n y c o m p a n ie s
w h ic h w a n t to d o d ig ita l m a rk e tin g .
7.

L im ita tio n s

T h e s c o p e o f r e s e a r c h is to o la rg e so it c a n n o t b e d e ta il fo r all a s p e c ts o f p la n n in g
p ro c e s s . S o it is little b ite d iffic u lt fo r a p p lic a tio n in a c o m p a n y w h ic h is n o t e x p e rt

2


in m a rk e tin g a c tiv itie s .
8.

Expected results

T h e re su lt o f th is th e s is is to b u ild a p p ro p r ia te d ig ita l m a rk e tin g p la n f o r N ik e In c
V ie tn a m . T h e m e th o d o lo g y is e x p e c te d to b e e ữ e c tiv e ly a p p lie d in th e c a s e s tu d y
o f o th e r c o m p a n ie s vvhich w a n t to d o d ig ita l m a rk e tin g .
9.

The thesis structure

T h e th e sis is s ta r te d w ith th e in tro d u c tio n p a rt, fo llo w in g b y th re e c h a p te rs a n d th e
c o n c lu s io n p a rt.
C h a p te r 1 p ro v id e s a íìin d a m e n ta l r e v ie w o f d ig ita l m a rk e tin g a n d b u ild in g d ig ita l
m a rk e tin g p la n th e o ry . It ío c u s e s e s p e c ia lly o n th e tra n s fo rm a tio n fro m tra d itio n a l
m a rk e tin g to d ig ita l m a rk e tin g , d ig ita l m a rk e tin g c h a n n e ls a n d th e p ro c e s s o f
b u ild in g d ig ita l m a r k e tin g p la n .
C h a p te r 2 d is c u s s e s th e p o te n tia l d e v e lo p m e n t o f d ig ita l m a rk e tin g in V ie tn a m ,
p re s e n ts N ik e In c V ie tn a m a n d a n a ly z e s its c u r r e n t m a rk e tin g a c íiv itie s .
C h a p te r 3 a p p lie s th e íu n d a m e n ta l th e o ry to b u ild d ig ita l m a rk e tin g p la n fo r N ik e
In c V ie tn a m .
10. Suggestỉon for íuture research

D ig ita l m a rk e tin g is a v e ry c o m p le x a n d w id e s tu d y w ith k n o w le d g e a n d
te c h n o lo g y c h a n g in g ra p id ly . T h e re íb r e , it w ill b e m o re u s e íìil i f íu r th e r r e s e a rc h

c a n u p d a te th e la te s t te n d e n c y a n d k n o v v le d g e to m a k e it m o re d e ta il a n d e a s ie r to
a p p ly .

3


CHAPTER1
LITERATURE REVIEW
T h is c h a p te r p ro v id e s th e b a sic u n d e rs ta n d in g o f đ ig ita l m a rk e tin g a n d g iv e s the
g u id a n c e o f h o w to b u ild a d ig ita l m a rk e tin g p la n s u c c e s s íu lly .

1.1. An overview of digital marketing
1.1.1. Deíĩnition o f Digital marketing

A c c o rd in g to K e n t W e rtim e ' a n d L a n d F e n w ic k 2 - “ D ig ita l M a rk e tin g is th e fu tu re
e v o lu tio n o f M a rk e tin g . It h a p p e n s w h e n th e m ạ ịo rity , o r to ta lly , o f a c o m p a n y 's
m a rk e tin g u se s d ig ita l c h a n n e ỉs . D ig ita l c h a n n e ls a re a d đ re s s a b le , e n a b lin g
m a rk e te rs to h a v e a c o n tin u o u s , tw o -w a y , p e rs o n a liz e d d ia lo g u e w ith e ac h
c o n su m e r. T h is d ia lo g u e le v e ra g e s d a ta fro m e v e ry c u s to m e r in te ra c tio n to in fo rm
th e n e x t, m u c h lik e a n e u ra l netvvork. A d d itio n a lly , m a rk e te rs u se re a l-tim e
b e h a v io ra l in fo rm a tio n a n d d ire c t c o n s u m e r fe e d b a c k c o n tin u o u s ly to im p ro v e an d
o p tim iz e in te ra c tio n s .”
“ D igital

Marketing is the practice o f promoting Products and services using

d ỉg ita l d is t r ỉb u t io n c h a n n e ls

to

reach

consum ers

in a

tim e ly ,

r e le v a n t,

and

personal and cosl- effective manner”3. W h ils t D ig ita l M a rk e tin g d o e s in c lu d e
m a n y o f th e te c h n iq u e s a n d p ra c tic e s c o n ta in e d vvithin th e c a te g o ry o f In te rn e t
M a rk e tin g , it e x te n d s b e y o n d th is b y in c lu đ in g o th e r c h a n n e ls w ith vvhich to re a c h
p e o p le th a t d o n o t re q u ire th e u se o f T h e In te rn e t. A s a re s u lt o f th is n o n -re lia n c e
o n th e In te rn e t, th e fie ld o f D ig ita l M a rk e tin g in c lu d e s a w h o le h o s t o f e le m e n ts
su c h as m o b ile p h o n e s , S M S /M M S , d is p la y / b a n n e r a d s a n d d ig ita l o u td o o r.
(w ik ip e d ia .c o m )

1 K ent V V ertim e is a veteran o f the intem ational ad vertising and C om m unications industry and H e is the
President o f O g ilv y O ne A s ia P a c iíic c u ư e n tly .
2 Dr. lan F e n w ic k - P ro fesso r, S asin G raduate Institute o f B u sin e ss A d m in istratio n and he is an
experienced m anagem ent educator and m arketing consultant.
3 K e n t W e rtim e, lan F e n w ic k
M a rke tin g ", pp 30.

(2007),

■‘D ig im a rketin g - ih e essen tia l g u id e to N ew M ed ia & D ig ita l

4


1.1.2.

The

Transíbrmation

from

Traditional

Marketing

ỉnto

Digital

Marketing - How to exploỉt the advantages

T h e w o rld is c h a n g in g q u ic k ly . C o n s u m e rs to d a y a re liv in g in a w o rld o f
te c h n o lo g y so. W ith th is te c h n o lo g y , th e y w a n t to a n d c a n b e m o re a c tiv e in th e
a c tiv itie s o f th e ir o w n . T h e c h a n g e q u ic k ly in ĩife , te c h n o lo g y a n d b e h a v io r o f
c o n su m e rs c h a n g e h o w M a rk e tin g tra d itio n a l m a n n e r. C o n s u m e rs to d a y to w o rk ,
erỹ o y life , in e n te r ta in m e n t... a n y tim e a n d a n y w h e re v ia th e w e b m e d ia
te c h n o lo g y so. T h e y s p e n d tim e s u ríìn g th e w e b , p la y g a m e s o n m o b ile , m e s s a g in g
w ith frie n d s ... is m o re in te re s te d in s o m e S h o w a d s o n te le v is io n , th e p re s s ,
B illb o a rd ... th in g s th a t \v e m u s t in v e s t h u n d r e d s o f th o u s a n d s U S D to g e t.

M a rk e tin g to d a y is m o v e d in to D ig ita l m a rk e tin g , a s a w a y o f m a rk e tin g , e ffe c tiv e
c o st is n o t to o h ig h b u t th e vvaves a n d c o m m u n ity n e tw o rk s a re alvvays c ro w d e d ,
c o n v e n ie n t a n d fa s t w h ic h is th e fo c a l p o in t o f th e n e w liv e h e lp fo r m a rk e tin g ,
hovv th is n e w w a y to a c h ie v e m o re e ffe c tiv e a n d c re a te g o o d im a g e s , q u ic k ly th a n
e x p e c te d .
T h e re ío re , in o rd e r to a c h ie v e s u c c e s s e s , M a rk e te rs s h o u ld c a re a b o u t th e n u m b e r
o f in te rre la te d s h ifts in p la n n in g , th in k in g a n d a p p ro a c h th a t a re re q u ire d to
tra n s ío rm th e T ra đ itio n a l M a rk e tin g to D ig ita l M a rk e tin g . (F ig u re 1.1)
1.1.2.1. From Viewer to Participants:

T o d a y , c o n s u m e rs a re m o re lik e ly to b e p a r tic ip a tin g th a n w a tc h in g . T h ro u g h th e
w e b , p o d c a s tin g a n d b lo g g in g , th e y a c tiv e ly e x p re s s th e ir o p in io n . N e w m e d ia
c h a n n e ls to d a y a llo w m o re c o n s u m e r c o n tro l a n d s o g a in g re a te r re le v a n c y to
c o n su m e r. In a d d itio n , th e d im e n s io n o f m o b ility m e a n s th e y c a n p a rtic ip a te fro m
v irtu a lly a n y v v h ere. S o an im p o rta n t th in g s th a t M a rk e te rs h a v e to p a y a tte n tio n in
th e ir D ig ita l M a rk e tin g P la n is th a t “Consumers and customers musí be actively
engaged as participants

-

creaíors, contributors, and commentators - not treated

5


as passive viewer or targets"4
Figure 1.1 Digital Marketing - Key shiít summarized

From Traditional Marketing

To Digital Marketing

C onsum ers as view ers

C onsum ers as P articipants

lm pressions/F requency

Invo lv em en ư ln teractio n

B roadcast M edia

A ddressable C hannels

S chedule-driven

T im e S h iữ ed - A nytim e

M arketer-L ed

C o n su m e r - Initiated

Push M arketing

O pt-In and S hare M arketing

Traditional M edia Planning

Nevv M edia Planning

M anaged PR

D igital Influence

Integrated M arketing

U nifìed M arketing

S om etim es D ata- enable

A lw ays D ata- Enabled

Post-cam paign T racking

R eal- T im e M easurem ent

Partial ROI

O ptim ization

______________________________

______________________________

Source: Kent Wertime and lan Fenwick (2007)
1.1.2.2. From impressions to Involvement

G i v e n th e m o re p a rtic ip a to ry ro le o f c o n s u m e rs , m a rk e te rs n e e d to s h ifl th e ir fo c u s
fro m im p re s s io n to c re a tin g o n g o in g e n g a g e m e n t. S o th e w a y to m e a s u re th e
e ffe c tiv e n e s s o f m a rk e tin g p la n h a s b e e n c h a n g e d , th e e ffe c tiv e n e s s o f n e w m e d ia

c h a n n e ls is n o t d ire c tly c o rre la te d w ith m e d ia s p e n d in g w h ic h u s e d to m e n tio n in

4 Kent VVertime, lan Fenwick (2007), "Digimarketing - the essenrial guide to New Media & Digital

Markcting", pp31

6


T ra d itio n a l M a rk e tin g . O th e r m e a s u re s re la tin g to p e rfo rm a n c e n e e d to b e a p p lie d .
E ffe c tiv e n e s s is a ílin c tio n o f c o n s u m e r in te ra c tio n a n d in v o lv e m e n t, n o t sim p ly
th e e x te rn o f av v aren ess th a t is g e n e ra tin g in te rm s o f p a rtic ip a n t e n g a g e m e n t. S o,

"Marketers must move beyond the tradỉtionaỉ metrics o f reach and /requency.
Successful Digital Marketing engages peopỉe on sustained basis. This requires
better planning and a clear propositiorì'5
1.1.2.3. From Broadcast to Addressable

T h e c h a n g e fro m b ro a d c a s t m e d ia to a d d re s s a b le c h a n n e ls is to s h ift fro m m ass
a u d ie n c e to ío c u s in g o n in d iv id u a l c o n su m e rs . D ig ita l m e d ia is a d d re s s a b le , vvhich
m e a n s th a t e v e n i f th a t th e re a re m illio n s (o r b illio n ) o f p e o p le w ith th a t sa m e ty p e
o f d e v ic e , y o u c a n still c o n n e c t w ith e a c h o f th e m as in d iv id u a ls. M o re o v e r, e a c h
u s e r w ill c o n n e c t w ith y o u a s an in d iv id u a l, d is p la y in g h is o r h e r p a rtic u la r u sa g e
h a b its a n d p re íe re n c e s . O n th e o th e r h a n d , A d d re s s a b le m e d ia h a v e th e p o te n tia l
f o r tw o -w a y c o m m u n ic a tio n , fo r in te ra c tiv ity . S o "Marketer need to determine

whichmixofchannelsisrightforíheirmarketingneeds. EngagingdigitalCreative
should encourage participants to adapt your Digital Markeỉing around theỉr
personal preferences and desires

6

1.1.2.4. From schedule-Driven and Location- Bound Content to Time- Shiĩted
and Borderless

D iff e r e n t to T ra d itio n a l M a rk e tin g - lim ite d to s c h e d u le -D riv e n a n d lo c a tio n
c o n te n t, D ig ita l M a rk e tin g o w n s o m e c h a n g e s c h a ra c te ris tic s , lik e íre e d o m fro m
s c h e d u lin g , G e o g ra p h ic B o u n d a rie s , fo rm a ts a n d fre e d o m to S c a le.

s Freedom from scheduling- W h e n p e o p le o w n s d ig ita l m e d ia , th a t allovvs
th e m to s e e th e c o n te n t w h e n e v e r th e y w a n t.

s Freedom from Geographic Boundaries- D ig ita l c o n te n t to d a y is in sta n tly
5 K e n t W ertim e, lan F e n w ic k (2 0 0 7 ), “D igim a rketin g - th e essen tia l g u id e to N ew M ed ia & D ig ita l

M a rk e tin g " , pp32

6 Kent Wertime, lan Fenwick (2007), “Digimatketihg - the essenỉiơl g u id e to New Media & Digital
M a rk e tin g M, pp33

7


g lo b a l.

s Freedom to Scale- D ig ita l c o n te n t c a n b e s c a le d fro m g lo b a l to v e ry
s p e c ifíc a u d ie n c e s .

s Freedom from/ormat- C o n te n t is in c r e a s in g ly fre e d fro m s p e c iĩic fo rm a ts .
S o , Digital Marketers will need to make relevant, quality content their focus, in

order to generate sustaỉned participant interesí.
1.1.2.5. From Marketer - Driven to Consumer- Initiated, Created and
Controlled

A b ility fo r a n y o n e to c re a te c o n te n t is o n e o f th e m o s t im p o rta n t c h a ra c te ris tic s o f
D ig ita l M a rk e tin g th a t h a v e n e v e r h a p p e n e d in T r a d itio n a l M a rk e tin g . In D ig ita l
e ra , c o n s u m e rs a c t o n th e ir ovvn in itia tiv e to s e e k o u t o r p a r tic ip a te in d ig ita l
a c tiv itie s a ro u n d a b ra n d i f th e y re a lly in te re s te d in th a t b ra n d . S o , Digital

Markeíers require sírategies that entice, encourage, and enable consumer
contributions, including creating materials that people can easily personalize.
1.1.2.6. From P u s h Marketing to Opt- In and Share Marketing

C o n s u m e rs g e n e ra lly a r e n 't in te re s te d in r e c e iv in g in íb r m a tio n th e y h a v e r r t
re q u e s te d . T h e y a re a ls o u n in te re s te d in a o n e -w a y re la tio n s h ip in w h ic h th e y h a v e
n o c h o ic e s . In D ig ita l c h a n n e ls , c o n s u m e r s d e m a n d to opt-in - th a t m e a n s th e y
g iv e y o u p e rm is s io n to c o n ta c t b e fo re y o u a p p ro a c h th e m . T h e o p t-in p ro c e s s
sh o u ld g a in m o re th a n ju s t p e rm is s io n . T h e D ig ita l M a r k e te r s h o u ld a ls o s e e k
c o n s u m e r fe e d b a c k o n a re a s o f in te re s t a n d ír e q u e n c y o f c o n ta c t. G o o d o p t-in d a ta
w ill e n a b le th e m a r k e te r to c o m m u n ic a te w ith e a c h c o n s u m e r in th e m a n n e r m o s t
re le v a n t to th a t in d iv id u a ỉ. O n e o f th e m o s t im p o rta n t p a rts o f o p t-in m e s s a g in g is
e x p lo itin g th e p o w e r o f c o n s u m e rs m e s s a g in g e a c h o th e r. V ira l p a s s - o n fro m o n e
p e rs o n to a n o th e r is a v e ry im p o rta n t p a r t o f b ra n d b u ild in g . B e c a u s e th e re is a
n a tu ra l ta rg e tin g p ro c e s s th a t o c c u rs w h e n th e p e o p le d e c iđ e to ío rv v ard m a te ria l to
e a c h o th e r. P e o p le g e n e ra lly fo rw a rd m a te ria l to s o m e o n e th e y c o n s id e r lik e -

8

m in d e d o r w h o m th e y k n o w w ill h a v e a n e e d o r in te re s t in th a t m a te ria l.
V ira l p a ss- on is th a t o n e a s p e c t o f th e e v o lv in g so c ia l d y n a m ic s o f th e d ig ita l
w o rld . A n o th e r im p o rta n t d e v e lo p m e n t is th e g ro w th o f s o c ia l n e tw o rk in g s ite s ,
w h ic h a c t as Virtual e x c h a n g e s th ro u g h w h ic h p e o p le c o n n e c t. Digital Marketing

plans need to include strategies for social nehvorking sites as welỉ.
1.1.2.7. From Traditional Media Planning to New Media Planning

T h e m e d ia p la n is a Central íix tu re o f m a rk e tin g th a t is n o t lik e ly to a p p e a r s o o n .
T h e tre n d o f c o n s u m e r in itia tio n th ro u g h s e a rc h is g ro v v in g ; n e w m e d ia p la n s
s h o u ld in c lu d e s ig n iíic a n t s e a rc h c o m p o n e n ts . C o n s u m e r h a b it th ro u g h s e a rc h
p ro v id e s m a rk e te rs w ith a b e tte r k n o v v led g e o f c o n s u m e r s ’ in te re s t a n d in te n t. S o ,

part o f new media planning need to focus on how to exploit consumer intent into
an ongoing dialogue.
1.1.2.8. From Managed PR to Digital Inỉluence

D ig ita l c h a n n e l h a v e h e lp e d p e o p le c h a n g e th e ir o p in io n in w h a t th e y c o n s id e r to
b e tru s tw o rth y in íb r m a tio n . H is to ric a lly , c o m p a n ie s h a v e b u ild tru s t fo r th e ir
b ra n d s th ro u g h v o ic e s a n d a u th o rity - fa m o u s p e o p le o r e x p e rt w h o le n d c re d ib ility
to b ra n d m e s s a g e s. H ov vever, c o n s u m e r a r e n ’t re a d ily fo llo w in g th o s e a u th o ritie s
to d a y ; in ste a d th e y lo o k to a b o a rd b a s e o f p e e rs to g e t vvhat th e y fe e l a re u n b ia s e d
o p in io n s . S o , th e y se e m to lik e c o m m u n ic a te a n d s h a re o p in io n s o n to p ic s o f
m u tu a l in te re st. T h e ir o p in io n s m o v e q u ic k ly th ro u g h s o c ia l n e tw o rk in g a n d v ira l
p a s s -o n .

C o n s e q u e n tly ,

th e

im a g e

m anagem ent

p ro c e s s

has

to

change

d ra m a tic a lly , w ith m a r k e te r ’s lo ss o f c o n tro l a g a in a m ạ ịo r th e m e . Instead o f

playing the control role in brand's image discussion, Digital Marketer need to
participate in the dỉscussion and identiỷy in/ìuencers, court media Jìgures and
determine waỵs tơ get positive news out to the pubỉic. 7

7 K e n t W ertim e, lan F e n w ic k (2 0 0 7 ), “D ig im a rk e tin g - th e e s s e m ia l g u id e to N e w M ed ia <& D ig ita l

M a rke tin g ", pp43

9


1.1.2.9. From Integrated Marketing to Uniíied- Marketing

In te g ra te d M a rk e tin g C o m m u n ic a tio n (IM C ) m e a n s all a sp e c ts o f m a rk e tin g
c o m m u n ic a tio n s u c h a s a d v e rtis in g , s a le s p ro m o tio n , p u b lic re la tio n s. a n d d ire c t
m a rk e tin g w o rk to g e th e r as a u n iíìe d fo rc e , ra th e r th a n p e rm ittin g e a c h to w o rk in

is o la tio n . T h a t m a k e s se n se to h a v e all th e e le m e n ts o f a m a rk e tin g c a m p a ig n w o rk
to g e th e r. H o w e v e r it is o n ly o n e -w a y m a rk e tin g th in k in g w h e n c o m p a re d w ith
“ u n iíĩe d M a rk e tin g v . T h e d iffe re n c e is th a t vvhile in te g ra tio n fo c u se s o n th e
c o n s is te n c y o f th e a d v e rtis e rs ’ m e s s a g e , u n iíic a tio n s h ifts th e fo c u s to th e
c o n tin u ity o f th e c o n s u m e r s e x p e rie n c e . W h a t th e c o n s u m e r c a re s a b o u t is
w h e th e r h is o r h e r p e rso n a l in íb rm a tio n , p re fe re n c e s , a n d n e e d s a re re c o g n iz e d .
p a rtic u la rly i f h e o r sh e is a lo y a l a n d lo n g -s ta n d in g c u s to m e r. B u t so far, m an y
c o m p a n ie s d o n o t fo c u s e n o u g h in le a m in g a b o u t in d iv id u a l c o n s u m e rs th ro u g h
th e ir in te ra c tio n w ith th e m , w h ic h c a n b e fu lly e x p lo ite d in D ig ita l M a rk e tin g .
W h e n m a rk e tin g is u n iíìe d , c u s to m e r in ío rm a tio n is c o lle c te d c o n tin u o u s ly an d
a g g re g a te d c u s to m e r k n o vv led ge is re d is trib u te d im m e d ia te ly in ío rm in g al th e
d ig ita l to u c h p o in t. A d d re s s a b le c h a n n e ls e n a b le c u s to m e r p re fe re n c e s to be
a u to m a tic a lly p re s e n t in e v e ry c o n s u m e r in te ra c tio n , th e re fo r in d iv id u a l-le v e l d a ta
c a n b e e a s ily c o lle c te d an d c o n s e q u e n tly , Digital Marketers should be able to get

much closer to each individual 's needs, serving more taỉlored offers and messages
to each individuaỉ.
ỉ . 1.2.10. From Data Bind to Data- Drỉven

T h e s h ift fro m D a ta b lin d - u n c le a r d a ta - to D a ta d riv e n - in te g ra te d d ata , is
u n a b le to ig n o re in đ o in g D ig ita l M a rk e tin g . T h e k e y c h a lle n g e fo r c o m p a n ie s
m a k in g th e s h if t to d a ta -d riv e n m a rk e tin g is to id e n tiíy th e m o st v a lu a b le
in fo rm a tio n a n d h o w th ey c a n g e t it. M a rk e te rs m u s t s tru c tu re th e ir d ig ital
m a rk e tin g m a te ria ls in a w a y th a t g e n e ra te s a n d c a p tu re s th e m o s t v a lu a b le
in to rm a tio n a n d fin d w a y s to re w a rd c o n s u m e rs fo r s h a rin g th a t in íb rm a tio n .

10


1.1.2.11. From Post Campaign Measurement to Real- Time Measurement

M a rk e te rs a lw a y s u se th e b e s t in íb rm a tio n a v a ila b le to th e m . H o w e v e r, in
tra d itio n a l m a rk e tin g , m o s t o f th a t in ío r m a tio n is h is to ric a l. F u tu re m e d ia
v iev v ersh ip is Ío re c a s í fro m p re v io u s v ie v v e rsh ip ; P o s t C a m p a ig n s tu d ie s lo o k a t
th e im p a c t o f a c a m p a ig n o v e r th e p re v io u s p e r io d ; a n d c o m p e titiv e re p o rts
in c lu d e u p d a te s a b o u t w h a t c o m p e tito rs h a v e a lre a d y d o n e . S o m e h is to ric a l d a ta
vvill a lw a y s b e u se fu l to g iv e p e rs p e c tiv e . H o v v e v e r, th e s p e e d o f m a rk e t
đ e v e lo p m e n ts a n d th e a b ility o f y o u r c o m p e titio n to m a k e q u ic k c h a n g e s m e a n
th a t it is c ritic a ỉ to re d u c e th e la te n c y in y o u r m a rk e tin g . W h a t m o s t b u s in e s s e s
re a lly re q u ire is c u rre n t in fo rm a tio n in a fo rm a t th a t e n a b le s th e m to m a k e d e c is io n
a s c lo s e to re a l-tim e a s p o s s ib le .
1.1.2.12. From partial ROI to Optimỉzation

D ig ita l M a rk e tin g is th e ĩu tu re b e c a u s e o f th e in e v ita b le c h a n g e s in m e d ia a n d
c o n s u m e r h a b its a n d is a ls o a m o re m e a s u r a b le a n d a c c o u n ta b le fo rm o f
m a rk e tin g . D ig ita l m a rk e tin g th ro u g h a d d re s s a b le c h a n n e ls is in d e e d m e a s u ra b le .
B u t it’s n o t s im p ly th e m e a s u re m e n t th a t m a tte rs . In a d d itio n , th e b e n e íìt o f D ig ita l
M a rk e tin g is th e a b ility it o ffe rs m a rk e te rs to c o n s ta n tly o p tim iz e th e ir p ro g ra m s ,
íìm h e r re d u c in g th e p o te n tia l p ro b le m s a n d in e f f ic ie n c ie s in th e ir m a rk e tin g .
T h e s e o p tim iz a tio n s c a n b e made in a number o f different a re a s , in c lu d in g Creative
w o rk , m e s s a g in g , a n d u se o f s e a rc h e n g in e s , v v eb site s tru c tu re , c h a n n e l s e le c tio n
a n d th e c a m p a ig n p e ríb rm a n c e .

1.2. Digital marketỉng Channels
T h is s e c tio n p ro v id e s a n o v e rv ie w o f th e m a in d ig ita l c h a n n e ls a v a ila b le to d a y .
1.2.1. The web

"The web is a set o f interconnected ỈVebPages, usually including a homepage,
generally located on the same server, and prepared and maintained as a collection
o f information by a person, group, or organừation

11

T h e w e b h a s h a d th e fa s te s t


a d o p tio n ra te o f a n y in íb rm a tio n m e d iu m in h is to ry . T h e te le p h o n e to o k 3 5 y e a rs
to re a c h 2 5 % o f th e ư s p o p u la tio n ; th e te le v is io n to o k 2 6 y e a rs ; ra d io 2 2 y e a rs ;
an d th e m o b ile 1 y e a r. T h e In te rn e t? O n ly s e v e n y e a r s .8
In th e m id -1 9 9 0 s , th e W e b b e g a n (W e b 1.0) a s a re p o s ito ry o f in íb rm a tio n a n d
sta tic c o n te n t. W ith in a c o u p le y e a rs , a h u g e a m o u n t o f c o n te n t w a s d y n a m ic ,
re tu m in g c u s to m re s u lts to u s e rs . B y th e tu m o f th e c e n tu ry , th e W e b b e c a m e
m u c h m o re in te ra c tiv e (c a ll it W e b 1 .5 ), a llo w in g u se rs to p la y , s to p , re w in d a n d
fa st fo rw a rd th ro u g h a u d io a n d v id e o c o n te n t. W e b 2 .0 m a k e s W e b -b a s e d
a p p lic a tio n s fe e l lik e a n d ru n a s s m o o th ly a s lo c a l a p p lic a tio n s a n d it's a ls o th e
m o st p o p u la r w e b g e n e ra tio n u se d in d ig ita l m a rk e tin g íĩe ld 9. S o th is s e c tio n
m a in ly m e n tio n a b o u t W e b 2 .0 .
1.2.1.1. The web 2.0 defínition

The term "Web 2.0" is commonly associated with web applỉcations which
facilitate interactive information sharỉng, interoperability, user-centered design
and colỉaboration on the World Wide Web. E x a m p le s o f W e b 2 .0 in c lu d e w e b b a se d c o m m u n itie s , h o s te đ s e rv ic e s , w e b a p p lic a tio n s , s o c ia l-n e tw o rk in g s ite s ,
v id e o -s h a rin g s ite s , w ik is , a n d b lo g s . A W e b 2 .0 site a llo w s its u s e rs to in te ra c t
w ith o th e r u s e rs o r to c h a n g e v veb site c o n te n t, in c o n tra s t to n o n -in te ra c tiv e
w e b s ite s w h e re u s e rs a re lim ite d to th e p a s s iv e v ie w in g o f in íị r m a tio n th a t is
p ro v id e d to th e m .10
1.2.1.2. The applications of web 2.0 for digital marketing

W e b 2 .0 h a s th re e m a in a s p e c ts w ith

im p o rta n t im p lic a tio n s fo r d ig ita l

M a rk e tin g .11

s Separation o f presentation and data -ỳ Customization in transferring data

8 u s centre for P o lic y A n a ly s is (1 9 9 8 ).
9 h ttp ://w w w .vo u rd ictio n arv.co m /co m p u ter/w eb -2-0

10 hitp.7/en.w ikÌD edia.org/w iki/W eb 2.0
11 K e n t W ertim e, lan F e n w ic k (2 0 0 7 ), "D ig im a rk e tin g - th e e s se n tia l g u id e lo N ew M e d ia & D ig ita l

M a rke tin g ” , p p 6 1,62,63

12


to customers: T h e b a s ic o f w e b is a n in c re a s in g s e p a ra tio n o f p re s e n ta tio n
a n d d a ta o f fo rm a n d c o n te n t. T h is a llo w s in fo rm a tio n to b e re -u s e d , re p re s e n te d , s o th a t m e a n in g c a n b e c o n v e y e d in d iffe re n t w a y s a t a lm o s t n o
a d d itio n a l c o s t. S in c e , in w e b 2 .0 m a rk e te rs a n d th e ir d e s ig n e rs c a n c o n tro l
a lm o s t n o th in g , u s e r ’s c o n tro l w h a t a p p e a r in th e ir s c re e n . A s w e b 2 .0 s ite s
s p re a d , c u s to m iz a tio n is p re tty w e ll c o s tle s s to th e m a r k e te r s ... a n d p ro v id e
in s tru c tio n s , ic o n s s ig n iíĩe rs a n d c o n v e n tio n s a re c le a r, th e u s e r c a n g e t its
e x a c tly a s w h a t th e y vvant it.

s Co-creation o f content -ỳ let customers fully joining to the website in order
to understand customer needs and build long - term brand loyalty: C o c re a tio n o f c o n te n t - C o n te n t vvhich is d e v e lo p e d jo in tly b y th e m a rk e te r a n d
c o n s u m e rs , th a t m a k e c o n trib u te d v a lu e o f u s e rs fu n d a m e n ta l to e n tire
vvebsites. S o th e d ig ita l m a rk e te rs s h o u ld s tim u la te u s e rs c re a te c o n te n t p o s tin g s to rie s , im a g e s , v id e o s , c o m m e n ts - a n d ta g e a c h o th e r ’s c o n te n t c a n
h e lp b u ild c o m m u n ity a n d lo n g -te rm b ra n d lo y a lty a n d it a ls o r e f le c t
c u s to m e r n e e d s .

s Social Networking-ỳ Exploỉt the social networking to become the winner:
A s tro n g p a r t o f w e b 2 .0 is s o c ia l. In h ig h n etv v o rk e ffe c ts w e te n d to s e e a
sm a ll n u m b e r o f b ig w in n e rs . e B a y

(w w w .e b a v .c o m ). fo r e x a m p le ,

d o m in a te s in m ost - but n o t all - c o u n trie s a s an Online a u c tio n site: b u y e rs
vvant to g o vvhere th e re a re th e m o s t s e lle rs , s e lle rs w a n t to g o vvhere th e re a re
th e m o s t b u y e rs . S o th e b ig g e s t s ite g e ts b ig g e r. H e n c e , D ig ita l m a rk e te r a n d
d e s ig n e r s h o u ld b u ild s o c ia l n e tw o rk in g to b e c o m e th e w in n e rs .
1.2.2. Internet Media

T h is s e c tio n c o v e rs th e m o s t c o m m o n a d v e rtis in g íb rm a ts a v a ila b le o n th e w e b ,
\v h ic h m u c h a ttr a c t th e c u s to m e r’s a tte n tio n . T h e y c a n b e g ro u p e d in to fo u r b ro a d
o f ty p e s o f in te rn e t m e d ia .

13


1.2.2.1. Display ads

In th e e a rly d a y o f th e w e b , w a y b a c k in 1 99 6, d is p la y a d s - m a in ly u s in g b a n n e rs
a n d b u tto n s - w e re th e fo rm o f D ig ita l M a rk e tin g . T h is is s till w h a t th e m o s t
p e o p le th in k o f a s O nline a d v e rtis in g a n d d is p la y a d s a re c e rta in ly still im p o rta n t.
D is p la y a d s a re in c re a s in g ly u s in g ric h m e d ia in c lu đ in g m o tio n , íla s h a n im a tio n ,
s tre a m in g v id e o a n d a u d io , a n d in te ra c tiv e o p p o rtu n itie s - w ith m in i-fo rm s to fill
o u t to o b ta in m o re re le v a n t d e ta ils , a n d e v e n g a m e s . B a n n e rs a n d b u tto n s a re n o w
ìten e x p a n d a b le . I f a u s e r in te ra c ts w ith th e m b y c lic k in g o r e v e n m o u s e -o v e r,
th e y e n la rg e to re v e a l a d d itio n a l in íb rm a tio n . O th e r fo rm s o f d is p la y a re P o p -u p s

th a t a p p e a r a s n e w w in d o w , a n d o fte n sta y o n th e s c re e n e v e n a s th e u s e r s c ro lls
d o \v n . T h e s e fo rm s o f d is p la y a d s m u c h a ttra c t th e c u s to m e r a tte n tio n .
1.2.2.2. Search - SEO (search Engine Optimization) and SEM (Search Engine
Marketỉng)

A s o f m id -2 0 0 7 , s e a rc h is th e fa s te s t g ro w in g p a r t o f in te rn e t m a rk e tin g . M a rk e te r
h as re a liz e d th a t s e a rc h e rs a re a lre a d y a c tiv e ly in th e m a rk e t fo r s o m e th in g . T h e y
h a v e in d ic a te d th e ir in te re s t v ia a s e a rc h e n q u iry ; th e y h a v e q u a liíĩe d th e m s e lv e s a t
le a s t a s c u s to m e r fo r a n s w e r. S e a rc h is a re q u e s t fro m c o n s u m e rs fo r in fo rm a tio n .
S e a rc h e n g in e m a rk e tin g c o v e rs tw o in te rre la te d a c tiv itie s : s e a rc h e n g in e
o p tim iz a tio n o r S E O a n d p a id p la c e m e n t, s o m e tim e s c a lle d s e a rc h e n g in e
m a rk e tin g o r S E M .
T y p ic a l s e a rc h e s g e n e ra te h u n d r e d s o f th o u s a n d s , i f n o t m illio n s , o f re s u lts .
U s e rs ra re ly g e t b e y o n d th e v e ry íìr s t o f all th e s e s e a rc h e n g in e re s u lts p a g e s
(S E R P s ). T h e re íb r e , c o m p a n ie s n o w d e p lo y S E O s tra te g y to try to e n s u re th a t th e y
w ill b e o n th a t v e ry first re s u lts p a g e fo r s e a rc h e s u s in g k e y p h ra s e s re le v a n t to
th e ir site . T h e m a in id e a b e h in d S E O w h ic h fo c u s o n fre e s e a rc h re s u lts is to m a k e
th e c o n s tru c tio n o f a w e b s ite frie n d lie r to b e in g ío u n d b y th e s e a rc h e n g in e s .
ỉ.2.2.3. Affiliate programs

A ffilia te m a rk e tin g is a g ro vv in g d ig ita l m e d ia tre n d . L ik e p a id p la c e m e n t, a ffília te
14