Integrated Marketing Communications & Branding - L4 Digital MKTG
Integrated Marketing Communications & Branding - L4 Digital MKTG
Integrated Marketing Communications & Branding - L4 Digital MKTG
https://datareportal.com/reports/digital-2021-hong-kong
https://datareportal.com/reports/digital-2021-hong-kong
RAPIDLY CHANGING MEDIA ENVIRONMENT
2. Traditional mass media (moving away)
• Television, radio, magazines, newspapers, billboards etc
• Google and Facebook account for £1 for every £5 of advertising
spending
3. Now drive consumers to Websites, Social Media & mobile Apps
• Digital & mobile first
• Online strategies (challenging)
• Provide detailed information
• Be informative, experiential, entertaining, interaction, personalisation
• Multiconnected (many devices)
4. Impact of Covid-19
DIGITAL ADVERTISING PROJECTION IN HONG KONG
ONLINE ADVERTISING:
BENEFITS AND COSTS
Individualisation User distraction
Interactivity Too many choices
Immediate publishing International
Cost efficiency coordination
Rapid change
Short lead times
CURRENT MARKETING TRENDS –
WHY DIGITAL MARKETING?
Increased focus on cost effectiveness of Marketing (what does marketing delivers?)
24/7 always on
Social media everywhere (where customers are) More than 80% of all shares are 'dark', meaning
they are attributed to the wrong channel.
50 years =
50m listeners
DIGITAL DISRUPTION
2.5 years =
50m products
PACE OF CHANGE
2 months =
50m users
….barriers to entry are
now at an all time low
and it is easier than
ever to disrupt a
market.
DIGITAL DISRUPTION
https://datareportal.com/reports/digital-2021-hong-kong
WHAT DO THEY HAVE IN COMMON?
1. Participation - Social media encourages contributions and feedback from everyone, online conversation
2. Openness - requires honesty, transparency and authenticity
3. Build relationships - two-way communication channel. Online conversation through various social media tools
happen in real time with real people
4. Reliability - To make your profile reliable, you need to consistently show your online presence
5. Build communities - Social media sites allow you to build communities quickly, this helps you communicate more
effectively
6. Customer service https://blog.galaxyweblinks.com/social-
media-marketing-and-its-characteristics/
WHAT IS DIGITAL
MARKETING?
WHAT IS DIGITAL MARKETING?
• DIGITAL MARKETING IS AN UMBRELLA TERM USED FOR ALL THE MARKETING ACTIVITIES THAT TAKE
PLACE WHEN THE MEDIUM IS DIGITAL OR INTERNET.
• FOR EXAMPLES:
1. SEO (SEARCH ENGINE OPTIMISATION)
2. SEM (SEARCH ENGINE MARKETING)
3. EMAIL MARKETING
4. MOBILE MARKETING
5. SOCIAL MEDIA MARKETING, ETC.
DIGITAL MARKETING: PAID & EARNED MEDIA
• In very broad terms, there are three things Which one is more valuable?
you can do with Digital Marketing:
- Driven by content
marketing strategy
DIGITAL OPTIONS: KEY TOOLS
• Company Websites (e.g., https://www.kowloon-taproom.com/)
• Banner ads (click-through rates only .3%; B2B>B2C; brand familiarity; yet attention?)
• Sponsorships and Microsites (small area paid for by external co.)
• Rich Media: Interstitials/Superstitials/pop-ups/ online video ads
• Browser ads (viewer is paid to watch ads)
• Alliances and affiliate programs (e.g., AOL and Amazon; www.there.com)
• Push technology (e.g., Real Video; Infogate/AOL)
• Search engine advertising (keywords/targeted content; 41% of online ads), blogs,
podcasts (audio blogs; www.podnova.com ) (Nielsen/McKinsey NMIncite tracks/
analyzes blogs)
• E-mail ads (opt-in versus opt-out; e-zines; wireless; mobile phone/ text messaging)
• Mobile Advertising and Apps
• Social Media: Facebook, Instagram, Twitter, YouTube, Second Life, LinkedIn, Pinterest,
Snapchat… (www.comscore.com; www.radian6.com; tracks/analyzes)
1. SEARCH ENGINE MARKETING:SEO
Google Shopping
Adverts
• 41% of online advertising budgets
(PLA Product ListingAdverts)
• Keywords (Google Ads)
• PPC (pay per click)
• Affiliate marketing PPC (Pay Per Click)
• Location based adverts (integrates
mobile advertising and location-
based services
• SEO – Search Engine Optimisation
Location
based
SEARCH ENGINE MARKETING:
NATURAL SEARCH/SEO
https://avengering.com/en/what-are-the-google-ranking-signals-and-factors/
2. SEARCH ENGINE MARKETING: PAID SEARCH
Keyword Matching Advertising:
• prospective advertisers bid for keywords by indicating how much they are willing to pay each
time an Internet shopper clicks on their website as a result of a search (cost per click).
http://matrixgroup.com.hk/adone/display-ads.html
DISPLAY ADVERTS
A) Search term
Driven by: B)Behavioural targeting (dynamic ad placement
or re-marketing) – individual web-browsing
behaviour, use of cookie
Display
Adverts: www.google.com/adsense
Content-
Google then acts as an ad agency
Targeted placing ads and receiving a commission
(e.g., 20%).
Advertising
The advertisements are
Also expanded to mobile content and RSS
less intrusive and relevant
to the website. Many (Really Simple Syndication) feeds used for
websites uses AdSense to publication (e.g., a blog entry).
make money from their
web content
LOCATION-BASED SERVICE (ACCURATE TARGETING)
https://axismedia.com.hk/
CONTEXTUAL ADVERTS (NATIVE ADVERTISING)
What should you do when you have the
best products and finding the way to get
1. Ad servers serve ads into web sites as
people know!
appropriate users view pages
Native Ads looks more like real content
• Facebook also offers specific ad targeting based on than just an advertisement.
user profiles
https://yahoo.digitalad
vertising.com.hk/Native
_Ads.html
3. EMAIL
MARKETING
• E-mail is used by 89%
of Internet users
• 75% of marketers invest in
e-mail campaigns
• Creates a true 1 to 1 channel
• Can be used by any marketer
• Cost-effective
• Can be personalised
• Well-suited to retention
campaigns
• Measurable (like any good
direct marketing technique)
• It’s everywhere
• Direct and indirect reach
(forwarding)
IMC&B | Topic 5 | Digital Marketing| Fannie Yeung
EMAIL
MARKETING
EMAIL MARKETING (EDM) TOOL MAILCHIMP
1) Use Automation to send a welcome email and 2) send a new article (updated newsletter) manually
download link - set the email title and content to send to subscribers
disadvantages
• Stay Updated - The information may range • Privacy issues - common with internet
from visiting new sites, reading breaking connections. Search engines frequently
news, and business information. archive search history of users. Some
companies may get this information for
• Locate Yourself- Mobile internet helps you their personal benefits.
to find new information in different areas,
e.g., GPS (global positioning system). Get • Connectivity - 4G networks is limited to
personalized alerts with mobile internet. specific regions and carriers. You must
have compatible hardware to use this
• Use Social Networks - Social networking network.
sites, such as Facebook and Twitter for you
to contact your friends via WhatsApp and
social sites. Easy for you to update your
status or check the updates of your status.
https://bmmagazine.co.uk/business/advantages-disadvantages-of-mobile-internet/
ABOUT MOBILE ADVERTISING
https://www.mobileads.com/blog/mobile-advertising
(2) HOW MANY
(1) How many
PEOPLE
visited a particular CLICKED THROUGH A
Web site? PARTICULAR WEB AD?
Simple
Measurement
of Online Ad
Effectiveness (4) What actions
(3) What are the
were taken following
demographic
click-through?
characteristics
(and cost per action,
of these people?
e.g., registration, purchase)
5. What is Social Media Marketing?
• Uses social media to influence consumers toward a website, company, brand, product,
service, or a person
• Typically, the end goal of social media marketing is a “conversion,” such as the purchase
of a product, subscription to a newsletter, registration in an online community, or some
other desirable consumer action
A social network site is an online service on which members can establish relationships
based on friendship, kinship, shared interests, business advantage, or other reasons.
Social media is media (video, images, articles etc) that people can create, share or
exchange in virtual platforms and in many case virtual communities.
While other virtual communities are driven by thoughts and ideas, social networks are
primarily organised around people, not interests.
SMM DIFFERENT FROM CONSUMER USE
How is it different?
• Planned activities
• Targeting consumers
• Aims:
• Achieving Marketing &
Business goals
• Planned Campaigns:
• Social Media Objectives,
Metrics to Measure
Syndicated
Content
3rd Party
Product Social
reviews Networking
Sites
Voting
Features Blogs
Social
SOCIAL MEDIA
Media
Marketing
Activities
MARKETING ACTIVITIES
User-
generated Viral/WOM
Content
RSS Micro-
Blogging
Feeds
Co-hosted O/L
communities
• Sharing • Editorial
• Socializing • Commercial
• Conversing • User-
Generated
Social Social
Community Publishing
4 ZONES
OF
Social Media
Channels
Social Social
Commerce Entertainment
• CRM/Service • Games
• Retailing/Sales • Music
• Human • Art
Resources
Pros Cons
https://www.oberlo.com/blog/social-media-marketing-statistics https://datareportal.com/reports/digital-2021-hong-kong
Worldwide Hong Kong
MOST POPULAR SOCIAL
NETWORKS WORLDWIDE
AS OF JULY 2020, RANKED
BY NUMBER OF ACTIVE
USERS
https://www.oberlo.com/blog/social-media-marketing-statistics
Social Media is Free
MYTHS OF
Social media will replace traditional
media SOCIAL
MEDIA
Social media should function
independently of traditional media MARKETING
Social Media Marketing is New
While most sites do not have a fee for usage,
costs include:
https://www.digitalmarketing-
conference.com/the-impact-of-new-
technology-on-marketing/
MYTH 4: SOCIAL MEDIA MARKETING IS NEW
Source: Zheng, A., Duff, B. R. L., Vargas, P., & Yao, M. Z. (2020). Self-Presentation on Social
Media: When Self-Enhancement Confronts Self-Verification. Journal of Interactive
Advertising, 20(3), 289–302.
“SOCIAL MEDIA IS THE DIGITAL VERSION OF WHAT PEOPLE HAVE BEEN
DOING FOREVER”
Community Personality
Power
Word
Social Need to Belong
of
Power
Mouth
Self Concept
SOCIAL MEDIA ENGAGEMENT
1. Presentation of self:
• The crafting of a personal profile or virtual self
over time signifies identity.
2. Action and participation:
• Social media sites allow users to perform a variety
of tasks such as viewing shared content, posting
content, commenting, discussing, and collaborating.
3. Uses and gratifications:
• Users are motivated to adopt and continue using
social media for a variety of reasons, ranging from
the information to be exchanged to the social Source: McCay-Peet L., Quan-Haase A. (2016) A Model of Social Media
Engagement: User Profiles, Gratifications, and Experiences. In: O'Brien H.,
benefits to be derived.
Cairns P. (eds) Why Engagement Matters. Springer, Cham.
4. Positive experiences:
• These include the flow, positive emotions, and
serendipity, which users may experience during their
use of social media.
• HOOTSUITE IS A SOCIAL
MEDIA MANAGEMENT
PLATFORM. THE SYSTEM'S USER
INTERFACE TAKES THE FORM OF
A DASHBOARD, AND
SUPPORTS SOCIAL NETWORK
INTEGRATIONS FOR TWITTER,
FACEBOOK, INSTAGRAM,
LINKEDIN, GOOGLE+ AND
YOUTUBE.
https://www.hootsuite.com/resources/digital-in-2019
FIVE KEY
SOCIAL MEDIA
TRENDS IN 2019
• BASED ON A SURVEY OF 3,255
HOOTSUITE BUSINESS
CUSTOMERS, FROM LARGE
ENTERPRISES TO SMALL
AGENCIES, CONDUCTED IN Q3
2018
https://www.hootsuite.com/resources/digital-in-2019
https://www.hootsuite.com/resources/digital-in-2019
CHATBOTS
• Chatbots offer a new and flexible way for businesses to create a brand-new experience for mobile users.
Chatbot responses are conversational, it can give personalized suggestions, answer enquiries, process
orders, show the effect of certain product or update the latest news stories etc.
https://chatbot.com.hk/
FACEBOOK GROUPS
HOW TO DEVELOP ENGAGING COMMUNITIES?
• customers are loyal to companies that treat them well. Inviting fans to be part of a community and engaging with
them directly and regularly shows you care, and builds invaluable loyalty and trust.
https://blog.hootsuite.com/facebook-groups-business/
HONG KONG FACEBOOK GROUPS
Private Group
https://www.hootsuite.com/resources/digital-in-2019
EMPATHY IS AT THE HEART OF STORYTELLING;
CREATIVITY MUST MEET LOGIC
https://drkarensutherland.com/20
17/10/08/social-media-hong-
kong-style/
https://www.youtube.com/watch?v=IIBMyGQ9yzY (5:30mins)
Organic reach is the number of
people who see your content
without paid distribution.
Paid reach includes the
people who see your
content as a result of paid
promotions
https://www.hootsuite.com/resources/digital-in-2019
WHAT DO CUSTOMERS LIKE ABOUT ADS?
•65% say they like when ads show them products that
they wouldn’t have found otherwise.
•61% don’t mind ads that target them by demographic
•36% say discounts are the biggest motivation to click an
Blue Fountain Media surveyed over 1,000 US
ad and buy a product.
customers between the ages of 18-55 to learn
•31% like the presence of ads so they won’t have to pay about their sentiments and buying behavior when it
for using social media. comes to ads on social media platforms.
https://www.searchenginejournal.com/customers-think-social-
media-ads-are-filling-their-feeds-but-70-still-click-
study/303445/
https://www.hootsuite.com/resources/digital-in-2019
SOCIAL SHOPPING
• virtual mood board function
allowed community members
to add products into a
shared product index and
use them to create image
collages called "Sets".
• They could also browse other
users' sets for inspiration,
share sets with friends and
interact with people through
comments and likes.
• Due to the visual nature of
the tool Polyvore was mostly
used to build sets in the
• Based in Shanghai, this innovative app helps over fields of home decoration,
100 million users - mostly younger women - to beauty and fashion.
discover and review beauty and health products
that can be hard to find in China. https://www.pcmag.com/news/
10-best-social-shopping-sites-
right-now
https://www.linkfluence.com/blog/little-red-book-xiaohongshu
¾ of the
global internet
users are using
messaging apps
https://www.hootsuite.com/resources/digital-in-2019
• Quick replies:
• Save and use frequently sent WhatsApp messages
with a click.
Facebook offers an advertising option where • Save “/thanks” as “Thank you for choosing us! We’ve
people who click on your ad are taken straight received your order. We will ship it out within three
to a Messenger or WhatsApp chatbot. working days”.
https://landbot.io/blog/advantages-of-instant-messaging-marketing
https://www.digitalmarketingcommunity.com/indicators/biggest-social-media-challenges-2019/
BRANDS STRIKE A BALANCE BETWEEN
PUBLIC AND PRIVATE ENGAGEMENT
Top tips:
▪ Create a pathway from public to private
Nearly two-thirds of people say messaging apps ▪ Automate the easy stuff
are where they feel most comfortable sharing. ▪ Respect the intimacy of private channels
“Social media is a long-term marketing and
relationship-management strategy. If you
freely provide helpful advice to your target
audience, they reciprocate by using your
product or service when they need it,
because it will be top-of-mind.”
https://drkarensutherland.com/2017/10/08/
social-media-hong-kong-style/
INTEGRATED DIGITAL
MARKETING
HOW TO CREATE A WINNING
DIGITAL MARKETING STRATEGY
McKinsey’s Global COVID-19
Digital Sentiment Insights Survey in
2020 shows that 71 percent of
users (first-time and regular) plan
to continue using digital channels
to the same extent or more after
the pandemic, with 25 percent of
consumers saying they will
increase long-term use of digital
channels.
https://www.mckinsey.com/featured-
insights/asia-pacific/five-areas-of-
growth-for-digital-marketing-in-asean
https://www.youtube.com/watch?v=LC5ifCZNK-0
TOTAL ENGAGEMENT
https://coolerinsights.com/2016/09/how-to-optimize-your-digital-marketing-funnel/
https://www.c-m.hk/
CASE STUDY :
• CLICK THROUGH RATES ARE QUITE LOW, SO WHY USE THEM? (0.3%)
• WHAT MAKES A GOOD DISPLAY ADVERT?
DIGITAL MEASUREMENT
PRIVATE CONSUMPTION
Private goods are provided through the market
mechanism and every private good has a price.
https://www.nielsen.com/hk/en/insights/article/2020/differentiate-through-technology-
adoption-amid-the-challenging-advertising-market-in-hong-kong-in-2020/
KEY POINTS