BBarker:DCS

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Week 8

All about social comment, reputation management and measurement.

This is core content for your second assignment.

If you are getting the digital marketing bug and think you might be doing some of this work in your placement, have a look at the : Google Online Marketing Challenge  -  the details are still up for the 2015 & hopefully they will launch the 2016 competition soon.  There is also a host of online support materials for all of the topics that we have been covering at:     

http://www.google.com/onlinechallenge/dmc/index.html

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4 Things Online Marketers Should Know About User Experience (UX)

The terms user experience and user experience design are  taken out of context far too often. Shari Thurow provides Marketing Land readers with some important things to know about UX.

Good Read

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Research published today by Social@Ogilvy shows the downward trend of organic reach on Facebook that a post published on a brand page can expect. From 16% of followers of a brand page being shown a piece of content in 2012, the percentage of organic reach has dropped to roughly 6% in February 2014 for an average page, and just 2% for large pages with more than 500,000 likes. And the unofficial advice from Facebook sources to community managers noted in the report? “Expect it to approach zero in the foreseeable future.”

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Week 7 - Social Media

We are now looking at social media and how it can be, or is being, used by brands.  It is interesting to note the number of sites that are started but just left unattended or run out of stream.  Have a look at the DMA ‘content marketing’ research to see why they are using content, how many have a proper content strategy, what sort of content organisations are using and where they are publishing it.  

(http://contentmarketinginstitute.com/wp-content/uploads/2013/12/UK_Research_2014_Final1.pdf)

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In case anyone isn’t sure on the whole blogging thing :-)

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Who is your Target Audience?

Who is your target audience?  Evaluate your company’s market and work out what the possible customer segments are.  Draw some caricatures for the groups and then choose two to use in your analysis.

What sort of search terms will they use? Would they ever find the web site? 

What would these groups think of the web site?

Read Dave Chaffey’s guide to Guide to Creating Customer Personas.

http://www.smartinsights.com/marketplace-analysis/customer-analysis/web-design-personas/

[barkerba-digitalmedia-blog]

4 Things Online Marketers Should Know About User Experience (UX)

The terms user experience and user experience design are  taken out of context far too often. Shari Thurow provides Marketing Land readers with some important things to know about UX.

Good Read

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Have a look across the business pages of newspapers and marketing blogs to get tips on what makes a good web site.   If you find some good infographics add them and share across the group

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Once known as Google Product Search and way before that known also as Froogle (which in terms of puns isn’t the most fitting, surely nobody involved wants you to be economical with your cash), now simply Google Shopping, this is a service that lets consumers search for products and compare prices through Google Search.

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If you’re new to the search marketing world or just want a plain-English description of certain phrases and tools in digital, then you’ve come to the right place.

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Paid search marketing has many names, wears many guises and works alongside many other nebulous terms.

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Week 4

We are introducing SEM (Search Engine Marketing) over the next two weeks.  Have a look at the following blog post from E-consultancy - which explores search and has a good example of auditing search for ‘chocolate fountains’ - yum

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LONDON: As the fallout from the Volkswagen diesel emissions scandal continues, it now appears that the German national brand has been hit too, according to new analysis.

As a result, the brand value consultancy has downgraded Germany's national brand value by -4% to $4.16 trillion. The country has also lost its status as the world's most powerful nation brand – a separate measurement not linked to a country's GDP.

Read more @ WARC

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Have a look at how students have utilised their tumblr before

TUMBLR TIP

If you are struggling to know what to put on tumblr - remember it is for your research - so it should be client centred, and it should help you explore blogging.  You should upload screen grabs, information you collect, reflections on the information you have using theory from text books, lectures or sites such as SmartInsights.   If you see a relevant new headline, trade article, display ad, etc grab the headline and hyperlink and just store it for future reference. 

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Great info on WARC

There are some great articles on WARC.

Tesco: 1) Company Profile from Euromonitor, 2) Prize winning case study describes how Tesco built an online community to drive a carefully targeted, planned and monitored advocacy campaign to improve its image. 3) Market Leader report from Q4 2014 exploring some of the reasons Tesco has been struggling following changes in the food market since recession.

Visit WARC via the library tab and log-in to read and download these and similar reports and comments that may help you

http://www.warc.com.libezproxy.bournemouth.ac.uk/Content/ContentViewer.aspx?MasterContentRef=88a4b5f7-1cbe-4565-96a5-952220731973&q=tesco&CID=A104822&PUB=WARC-PRIZE-SOCIAL

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Here’s a question for anyone willing to think about or talk about…

What influences your use of Tumblr more on a day to day basis? 

Does the Tumblr culture and interaction with others determine how you are interacting with the website? or does your understanding and ability to use your digital devices (computer, cell phone) determine how you use Tumblr? How much control does the Tumblr interface have over your involvement in your digital community? 

There isn’t a right or wrong answer.

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Technological determinism is arguable, through an iPhone example we have thought about. We don’t actually need iPhones, but we still buy them, especially when people already have an iPhone, but update to the latest edition, it has simply become a part of our culture now.

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But does that extend to all technology - have we still got the collective will to shape our own future?

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Week 3

As we enter week 3 you should be getting to know your clients and their competitors. You should be gathering relevant information about the marketplace to enable you to complete your situation analysis and identify logical and well rationalised communication objectives that you will be able to propose solutions for.

Make sure that you are thinking about what the value exchange is and who it is with - this will help you to:

identify and scope your target audience

hone down your competitors

complete your e-marketing map

Read Chapter 10 E-Marketing Excellence and visit Dave Chaffey’s website SmartInsights

http://www.smartinsights.com/digital-marketing-strategy/online-marketplace-analysis/