Friday 5/20/11
-Why Digital Marketing?
-Wait...When Did This Happen?
Assignments Due:
Prior to Friday 5/20 class, Always On: Advertising, Marketing and Media in an Era of Consumer Control by Christopher Vollmer and Jeffrey Precourt should be read in full. The concepts of the new marketing landscape covered in this book will provide a foundation and starting point for all discussions in this class.
Saturday 5/21/11
-Class Discussion - Always On - Key Points
-It Starts with Strategy (And Strategy Starts with Research)
-Dispelling Myths in the New Marketing Ecosystem
-Ducks in a Row
Articles for discussion today (available for download from mediafire.com)
comScore 2010 Digital Year in Review
IAB Glossary of Interactive Terms
How Will Digital Platforms Be Harnessed in 2010, and How Will They Change the Way People Interact with Brands
Let's start to think STRATEGY!
Learn:
Outline goals and objectives
Inventory of web/social presence
Client readiness
Offline/online campaign integration
Research and listening
Tools:
-Hootsuite
-Nielsen@plan
-Nielsen NetView
-Boardreader.com
-Social Mention
-Google Alerts
- Twitalyzer-Influencer Analysis (Klout)
- Ignite Social Search Tool
-Whostalkin.com
-MRI
-eMarketer
Envision:
Establish KPIs
Establish benchmarks
Strategy
Identify tactics
Activate:
Tactical executions
Launch
Prove:
Test
Learn
Adjust
Ongoing care and feeding
Assignments - Next Class:
1) Good UX/bad UX
Come to class prepared to walk us through two websites – one with great ux, one with terrible ux. Write a one page paper on how usability and quality of website and landing pages affect results of marketing efforts focused on driving users to a website.
2) Getting the hang of online research tools:
Spend some time exploring the following:
Pew Internet and American Life Project
https://www.quantcast.com/measurement
https://www.quantcast.com/measurement/planner-overview
https://www.google.com/adplanner
Use these tools to find out more about the user audience of the following sites.
Facebook.com
Twitter.com
CNN.com
And a site of your choice
Look into web traffic stats (page views, visitors, unique visitors over a certain timeframe), age, gender, income, education, other sites visited, countries, regions, geographies. Do these sites accept advertising?
3) Based on the target audience for your campaign, what have you been able to learn by looking at the above research tools?
