What is Digital Marketing?
Digital marketing is the advancement of your organization or brand using one or more of the various digital channels, such as email, cellular phones, social networks and the like.
What happens in an “Internet Minute”?
1.3m YouTube videos uploaded
47K apps downloaded
61K music hours
6m Facebook views
100K new Tweets
2+M search queries
We have come along way since MTV in 1982!
Digital involves “Dialogue” not “Monologue”
95% of our decision are “Emotional” and 5% “Rational”
So its Feel Do Think not Think Do Feel
(Nobel Laureate Daniel Kahneman)
Digital is about understanding how networking works
But more importantly…
Who influences the network!
SEO vs SEA
58% of 15 to 38 year olds use a mobile in the toilet!
20 – 30 API per day on Twitter
(In computer programming, an application programming interface (API) specifies a software component in terms of its operations, their inputs and outputs and underlying types)
On a daily basis the velocity of API calls in increasing:
Twitter – 15B
Facebook – 5B
Google – 5B
Netflix – 10B
Ebay – 8B
Not everything that counts can be counted and
not everything that can be counted counts
Engage in multilogue is key
Data is the new oil
SOSTAC is a general framework for e-marketing planing
Today we need a more systematic approach to
social media communications (unpaid)
What is Marketing’s goal?
To reach consumers at the moments that most
influence their purchase decision!
(Court, Elzinga, Mulder & Vetvik, 2009)
Reciprocity, Authority, Scarcity, Liking, Social Proof &
Commitment & Consistency
Level 4 = Email, SMS
Level 3 = Facebok
Level 2 = Twitter
Level 1 = Traditional
“False” is the most associated term with advertising
Ireland is one of the most distrusting nations
We have to tell consumers 3 -5 times the same message before they believe!
Social networking is much more trusting!
***Google Edelman’s trust barometer
Awareness, Familarity, Consideration,
Purchase & Loyalty
Content Marketing Plan Funnel
Owned & Earned Media
CTA’s & Landing Pages
“You cannot measure it you cannot improve it”
Pyramid of Influence
Old Model was from General Population to
New Model is
Pyramid of Community, from Social Activists to
So both combine to form the
Diamond of Influence
Role of Influence in the Marketing Funnel
Measuring Online Influence
Awareness to Attitude to Intention to Buy