Introduction To Digital Media

There are six main types of digital media channels or communications tools which marketers should review when developing their online media plans. This document gives a short introduction to each technique with examples.

1. Search engine marketing (SEM)

• Search engine marketing (SEM) – placing messages on a search engine encouraging clickthrough to a web site when the user types a specific keyword phrase.

The two main disciplines are Search engine optimisation (SEO) to boost a companies position in the natural search listings and Paid search marketing which uses sponsored ads typically on a Pay Per Click (PPC) basis.
Search marketing is great for targeting audiences at the moment of intent. It can help create a level playing field where small companies are listed alongside well-known brands to increase their awareness and drive response. That’s if the small companies can get SEO right or afford to compete in paid search.
Ultralase example of SEM.

Definition for Search engine optimisation (SEO): A structured approach used to increase the position of a company or its products in search engine natural or organic results listings for selected keyword phrases. Main techniques involve targeting keyphrases to rank within site copy and through linking strategies. No cost per click!
Definition for Pay Per Click (PPC) search marketing, e.g. Google AdWords A relevant text ad with a link to a company page is displayed when the user of a search engine types in a specific phrase. A fee is charged for every click of each link, with the amount bid for the click and its Quality Score determining its position. Trusted feed is the uploading of product data to a Product Comparison engine such as Google Product Search (Froogle).

2. Online PR

• Online PR – Maximising favourable mentions of your company, brands, products or web sites on a range of third party web sites such as media sites, social networks and blogs, which are likely to be visited by your target audience.

Online PR can offer a low-cost route to increase awareness of your brand, it can also help attract visitors and increases backlinks to a site, which is useful for SEO.
Definition for Online PR Maximising favourable mentions of your company, brands, products or web sites on third party web sites which are likely to be visited by your target audience. Includes use of blogs (online diaries, RSS (Really Simple Syndication feeds) and Web 2.0 social media techniques (C2C = Customer to Customer). Also requires managing negative comments about a company within social networks by monitoring and responding as appropriate. Closely related to viral marketing.

3. Online partnerships

• Online Partnerships - Creating and managing long term arrangements to promote your online services on third party web site or e-mail communications. Different forms of partnership include link building, affiliate marketing, online sponsorship and co-branding.

Smart online marketers realise the value of partnerships in extending their reach into their audiences via other sites.
Ultralase example of affiliate marketing
This affiliate is a forum discussing laser eye surgery. It is prominent in the natural listings. Ultralase has a banner on every page as shown, helping awareness and driving response.

 Definition for Affiliate marketing A commission based arrangement where referring sites (publishers) receive a commission on sales, leads or visits by merchants (retailers)’.

4. Interactive advertising

• Interactive advertising - Use of online display ads such as banners, skyscrapers and rich media ads to achieve brand awareness and encourage clickthrough to a target site.

Ultralase example of Online advertising
Ultralase advertises extensively online. They have found that if they reduce spend it reduces awareness resulting in poorer results from natural search.

• Definition for Interactive advertising* All types of advertising through the Web, wireless and interactive  television. Interactive advertising can include banners, site sponsorships, email ads, PPC search engine ads and classified ads.

Definition for Online sponsorship Linking of a brand with related content or context through sponsored graphical or text links for the purpose of creating brand awareness, favourability and/or response.

5. Email Marketing

• Opt-in e-mail – Renting opt-in e-mail lists, placing ads in third-party e-newsletters, making deals with third parties for co-registration or co-branding of e-mails, or building your own in-house e-mail list and sending e-newsletters or email campaigns.

The main aims of email marketing for acquisition is to generate awareness of brands or offerings or direct response to achieve registration or leads.
Definition for Email marketing The use of outbound email marketing to achieve awareness, add value or achieve response

6. Viral marketing

• Viral marketing – Viral marketing is effectively online word of mouth – messages are forward to help achieve awareness. The message either contains or has a link to a site containing videos, pictures, games, jokes, information

Definition Online viral marketing Word of mouth, online. Viral marketing uses a powerful offer to be transmitted amongst a network of people via electronic media to reach a large audience cost effectively to generate prospects, build brand awareness and so increase sales




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