DIGITAL BRANDING

OBJECTIVES  Campaign Objectives  Business Value  Legal Issues (Consumer Protection Act)  Comparison of Digital & Traditional Media.  Integrated Marketing 2

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.

CONCEPTS OF DIGITAL BRANDING Pay Per Click (PPC)  This 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 Search Engine Optimization (SEO)  SEO 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. 4

CONCEPTS OF DIGITAL BRANDING Social Media Marketing (SMM)  This 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. YouTube Advertising (YTA) ▶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. 5

PAY PER CLICK 1. Companies pay a website or search engine such as Google to show the company‘s website as one of the first sites to pop up. 2. What Pay Per Click (Google Ad words) looks like 6

PEOPLE THAT BENEFIT FROM USING PPC 7 1.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. 2.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.

SOCIAL MEDIA MARKETING 8 1. 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. 2. 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.

EXAMPLE: COCA-COLA 1. Coca-Cola ran an extremely successful campaign that revolved around social media marketing. 2. They came up with the idea of the Happiness Machine 9 Coca-Cola campaign video

EXAMPLE OF EFFECTIVE SOCIAL MEDIA MARKETING 10  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.

CPA – Consumer Protection Act 11 The 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 must have all rules clearly stated before the competition starts. Any person that receives marketing related messages must have opted in prior to receiving them and the business must be able to prove this. A sale that is the result of an 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 receiving information by choice..

TARGET MARKET 12 Target Markets How does a target market affect the form of advertising used Know who your target market it Where 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 interests and behaviours

COMPARISON OF DBM & TBM DBM  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. (Less Costly)  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, TBM  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.  Costly  Local Reach 13

SUCCESS STORY 14 We must now take a look at something we all know about, *Clash Of Clans*

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1.Supercell is a very new company that has achieved financial success in a very short time due to their advertising campaign on YouTube 2.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. 16

INTEGRATED MARKETING 17 An 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 increase the sales and profitability of the company.

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 18

REFERENCES  YouTube Videos YouTube Videos  – Japanese Adverts  – You and This Army Advert  Wordstream What Types of Business use PPC. [ONLINE] Available at: [Accessed 15 August 14].  Jonloomer Facebook advertising Cost. [ONLINE] Available at: [Accessed 15 August 14].   Digital Fire Pay per Click. [ONLINE] Available at: act-and-digital-marketing/. [Accessed 23 September 14]. act-and-digital-marketing/   E-Consultancy Inspiring Digital Marketing Campaigns. [ONLINE] Available at: cola#i.7390aoz8rfkkvx. [Accessed 20 August 14]. cola#i.7390aoz8rfkkvx  Christopher’s Dad was consulted.- Brian Wright PowerHouse Advertising 19