INTRO TO DIGITAL MARKETING
What is it?
- Term used to describe marketing strategies that include online, screen, new media or mobile technology.
It includes:
Useful Steps
1. DEVELOP A PERSONA FOR YOUR COMPANY
- A personality for your business
- Based on the target audience
- Based on the brand that the company wants to perceive
- All content (visual/written) should reflect that persona
Useful Steps
PERSONA
Useful Steps
PERSONA
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2. MARKETING MEDIUMS
- Use as many different mediums as possible that your target audience would deem valuable
- Use primary (website), supplemental(blog) and social content(social media sites)
Useful Steps
MARKETING MEDIUMS
Useful Steps
3. WEB AND MOBILE
- Make sure the website and mobile site are easy to use for customers
- Design for crediability and audience
- If targeting a global audience, make sure content can be easily translated
Useful Steps
WEB AND MOBILE
The front page of the internet
HOW CAN YOU TELL IF YOU'RE TRENDING?
Viral Content
"A viral reaction to an image/video/blog post can occur, but the content cannot be viral through its very nature"
Viral Content
Research by Berger and Milkman
- Positive content is more viral than negative content
- The key to social sharing is the level of emotion of the viewer/reader
- Positive content that inspires surprise, amusement and awe is shared more.
- Content that inspires sadness is less viral
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People share content in the hope that it will raise their social standing, generate reciprocity (i.e. to get something tangible or not in return) and simply to help others
VIRAL CONTENT NEEDS TO BE EMOTIONAL.
You need to be pushing the boundaries and create content that is highly original.
Viral: Audience
7 PERSONALITY TRIGGERS OF FASCINATION
- Passion
- Alarm
- Mystique
- Power
- Prestige
- Rebellion
- Trust
CREATE CONTENT THAT TRIGGERS FASCINATION.
How To Increase The Virality Of Your Content
- Understand your audience. Determine where they hang out, how old they are, create a persona for them (as seen in previous slides)
- Determine what message you want to say and the best medium to communicate it on
- Determine which triggers of fasciation you want to hit upon
- Make your content
MAKE THE CONTENT SHARABLE.
If the content makes the user look good, or is emotionally engaged, they will most likely share
KONY 2012
- Released by the NFPO Invisible Children
- Short film about Joesph Kony, a war criminal in Uganda
- Already had a good online following
- Enlisted Culture and Political Leaders to help promote it
- Content is emotional and tells a story
- http://invisiblechildren.com/kony/
KMART SHIP MY PANTS
- Commercial released on youtube promoting kmarts free shipping
- Uses a comedic approach to promote kmart
- edgy and surprising - different then other kmart ads
- NEW: Shop like a boss http://www.fcb.com/our-work/shop-like-a-boss
DRIVING DOGS
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By shadow4611
