Chapter

21
Managing Digital
Communications:
Online, Social
Media, and Mobile

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Learning Objectives
1. What are the pros and cons of online
marketing?
2. How can companies carry out effective
social media campaigns?
3. What are some tips for enjoying positive
word of mouth?
4. What are important guidelines for mobile
marketing?

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 Online Marketing
• Categories of online
marketing communications
– Web sites
– Search ads
– Display ads
– e-mail

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 Online Marketing
Advantages Disadvantages
• Can offer or send tailored • Consumers can screen out
information/messages most messages
• Can trace effects by UVs • Ads can be less effective
clicks on a page/ad than they appear (bogus
• Contextual placement clicks)
• Can place advertising • Lost control over online
based on search engine messages via
keywords hacking/vandalism

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 Figure 21.1
Major Media Time Spent Per Day

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 Online Marketing
• Communication Options

Web sites

Search ads

Display ads

E-Mail
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 Online Marketing
• Web sites
– Ease of use
– Physical attractiveness
– Microsites
• Search ads
– Paid search or pay-
per-click ads
– Search engine
optimization (SEO)
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Seven Key Design Elements of
a Web site

Commerce Content

Connection Community

Communication Customization

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Maximize the Marketing Value
of e-mails

 Give the customer a reason to respond

 Personalize the content of your e-mails
 Offer something instead of direct mail
 Make it easy to opt and unsubscribe
 Combine e-mail and social media

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 Social Media
• Means for consumers to share text, images,
audio, and video information with each other and
with companies, and vice versa

Online
communities/forums

Blogs

Social networks
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 Social Media
• Social media are rarely
the sole source of
marketing
communications for a
brand
– Only some consumers
want to engage with
some brands, and, even
then, only some of the
time
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 Word of Mouth
• Face-to-face and phone
• Online
– Viral marketing (“word of mouse”)

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 Creating
Word-of-Mouth Buzz

 Identify and devote effort to influentials

 Supply key people with product samples
 Work through community influentials
 Develop WOM referral channels
 Provide compelling info to pass along

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 Measuring the Effects of Word
of Mouth
• Advertising, PR, and
digital agencies
• Demographic
information or proxies
for that information and
cookies
• Gatorade’s “Mission
Control Center”

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 Mobile Marketing

Is uniquely tied to one user

Is virtually always “on”

Allows for immediate consumption

Is highly interactive

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 Mobile Marketing
• Mobile apps
– Bite-sized software programs that can be
downloaded to smart phones

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 Mobile Marketing
• Being concise is critical

 Copy should be only 50% of screen

 Brands should limit ads to phrase pair
 Put brand logo in corner of ad frame
 Use only one or two bright colors
 Calls to action should be in a bright color

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 Mobile Marketing
• Across markets
– In developed Asian markets, mobile
marketing is fast becoming a central
component of customer experiences

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Copyright © 2016 Pearson Education Ltd. 21-19