Digital Media Channels

Unit 34 – Level 5
Lecturer:
Introduction to Digital Media Channels
Digital Marketing
Digital Media Channels
• Digital marketing managers use many different digital media channels to attract visitors to their website.
They also have options such as display advertising and widget marketing for communicating brand
values to visitors of third-party websites.
• There are many online communications techniques that marketers must prioritize to include as part of
their communications strategy.
• Choosing the most effective digital communications techniques and refining them to attract visitors and
new customers at an efficient cost is now a major marketing activity, for both online business and
multichannel businesses.
• In this chapter, we explain the differences between the different digital media options and review the
strengths, weaknesses and success factors for using the communications techniques.
Digital Marketing
Digital Media Channels
To simplify prioritization, we recommend considering the paid, owned and earned techniques available within six
digital media channels or communications tools to refer when selecting specific always-on and campaign investments.

The six main media channels available to any business and paid, owned and earned media options (Chaffey, 2023)
Topic Outline:
1. Search engine marketing
2. Online Public Relations (PR)
3. Affiliate Marketing
4. Interactive Display Advertising
5. Email Marketing
6. Offline promotion techniques to support E-com
Search engine marketing
Digital Marketing
Search engine marketing (SEM)
Search engine marketing (SEM) is a key technique for generating quality visitors to a website.
SEM promote an organisation through search engines to meet its objectives by delivering relevant
content in the search listings for searchers and encouraging them to click through to a destination
site.

How search work?

 Watch this video: https://www.youtube.com/watch?v=LVV_93mBfSU
Digital Marketing
Search engine marketing (SEM)
Digital Marketing
Search engine marketing (SEM)
SEM Common Platforms:

90% in most countries 9% in most countries Domination in China

Digital Marketing
Search engine marketing (SEM)
Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website
in search engine results pages (SERPs).
The highest rankings for a company in the search engine results pages (SERPs) can generate many more
visits because of a higher click-through rate.

Figure 9.5 Click-through rates depending

on position in the natural search results
Source: Optify (2011)
Digital Marketing
Search engine marketing (SEM)
SEM is included search engine optimization (SEO) and paid search (or pay per click - PPC)

1. SEO:
 Key objective: make a business website appear at the top of a search result page when a potential
consumer conducts a related search
 Optimize web search based on their popularity, authority, relevance, trust, and importance.

2. PPC:
 Provide search engine with keywords
 Specify the conditions in which a keyword, or a combination of keywords, could be triggered
 Opportunity to appear in the right time for customer’s need
Digital Marketing

What is SEO?
Improving positions in the natural listings.
Processes include:
1. Crawling
2. Indexing
3. Ranking or scoring
4. Query request and results serving
Digital Marketing

Search engine ranking factors

Google has stated that it uses more than 200 factors or signals within its search ranking algorithms.
These include positive ranking factors that help boost position and negative factors or filters which are
used to remove search engine spam.

At a top level, the two most important factors for good ranking positions in all the main search engines are:
 Matching between web page copy and the key phrases searched
 Links into the page (inbound or backlinks).
Digital Marketing
Search engine ranking factors
Figure 9.5
Stages involved in producing search engine listing for the natural listing
Digital Marketing
Advantages and disadvantages of SEO

Advantages Disadvantages

• Traffic driver • Lack of predictability

• Highly targeted • Time for results to be implemented
• Potentially low cost • Complexity and dynamic nature
• Dynamic • Ongoing investment
• Poor for developing awareness in
comparison with other media channels
Digital Marketing

What is Paid search marketing?

 Paid search marketing or sponsored links in the introduction to the section on search engine marketing.
 Paid listings are also available through the display network of the search engines such as Google
 These contextual ads are automatically displayed according to the page content
 They can be paid for on a CPC, CPM or CPA (pay-per-action) basis
Digital Marketing

Paid search marketing

Digital Marketing

Paid search marketing

 Search based marketing and advertising strategy bridge the gap between brands and customers. So that
it can enhance brand’s awareness and visibility. Remember: One of the most powerful ways to find
consumers is by making sure your business and products can be found when a potential customer
conducts a search on Internet
 Driven by consumers interests and demands -> strong advantage comparing to traditional marketing
channels. It can provide near-immediate results and informational content for your visitors.

 Marketers can significantly improve targeting precision, and reduce the costs in identifying marketing
leads. Easier to improve ROI
 Allow marketers to be nimble and flexible, so they can quickly respond and adapt to any changes in the
market condition.
Digital Marketing

SEO or Paid search?

Consider the pros and cons of your choice

Criteria Consideration

Accessibility Are there any barriers to access the channel?

Which type of audience that the channel is focusing?

Audience/Target audience
What are their insight and online behavior?
How many people can I reach at the same time?
Scalability Do I have control power on it?
Will the reach number increase and decrease on my will?

Necessary resources Money, human resources, technical system, etc.

Measurement How can I track and measure performance of the channel?

Digital Marketing

5 most basic paid search metrics

Metrics Definition
Impression & CPM The number of times your ad has been displayed or seen
Click & CPC This metric shows how many times your ad was clicked
Click-through rate The click-through rate shows how often users click on your ad.
(CTR)
CTR = total of clicks / total of impressions X100

For example, if your ad appeared 200 times and 15 people clicked on it, then
your CTR is 7.5%.
Conversions Conversion is not a fixed metric. You define what counts as a conversion after
users click on your ads.

For example, you want to track how many customers has call to your hotline after
click to website -> conversion rate = total call after click / total click X100

How to set up: https://www.youtube.com/watch?v=zkmJybHnwoA

Acquisition & CPA This metric shows how many purchase you got from ad campaigns
Digital Marketing

5 most basic paid search metrics

Digital Marketing

5 most basic paid search metrics

The cost per customer acquisition (CPA) can be calculated as follows:
Digital Marketing

5 most basic paid search metrics

Which metrics I should follow?
 It's important to keep your own campaign goals in mind when you look at your account statistics.
Depending on what you want to achieve, certain statistics will be relevant and helpful to you, while others
may not be as useful.
Here are 3 types of statistics that you should pay attention:
 Return on investment
 Brand awareness
 Traffic to your website
Digital Marketing

Optimize Paid Search

1. Targeting 2. Budget and bid management
• Search ad network strategy • Budgeting strategy
• Content network strategy • Listing position strategy
• Campaign structure strategy • Bidding strategies
• Keyword matching strategy • Dayparting strategy
• Search-term targeting strategy • Use of enhanced campaigns
• Bid management tool strategy
Importance of fake clicks
Digital Marketing

Optimize pay-per-click
3. Creative testing and campaign optimisation 4. Communications integration
• Ad creative and copy strategy • SEO integration strategy
• Destination or landing page strategy. • Affiliate integration strategy
• Campaign review and optimisation strategy • Marketing campaign integration strategy
• Specialist and innovative paid search
techniques
Digital Marketing
Advantages and disadvantages of Paid search marketing

Advantages Disadvantages

• Advertiser is not paying for the ads to • Competitive and expensive

be displayed • Inappropriate
• PPC advertising is highly targeted • Requires specialist knowledge
• Good accountability • Time-consuming
• Predictability • Irrelevant
• Technically simpler than SEO
• Remarketing
• Prospecting with the customer match
• Branding
Online Public Relations (PR)
Digital Marketing

Online Public Relations (PR)

What is Online Public Relations?
• Public relations are about reputations. The main online activity are media relations or managing
outreach with different online influences or key opinion leaders (KOLs)
• The trend today is to combine the public relations function with advertising and marketing in integrated
strategic communication.
Digital Marketing

Online Public Relations (PR)

Discussion:
Differences between online PR and traditional PR

• The audience is connected to organisations.

• The members of the audience are connected to each other
• The audience has access to other information
• Audiences pull information
Digital Marketing

Online Public Relations (PR)

How to distribute information over the web?
 Website
 Online Press
 Blogs
 Social Network
 Photo and video Sharing
Digital Marketing

Online Public Relations (PR)

Example:
Vinhomes PR campaign on CafeF e-magazine
Digital Marketing

Online Public Relations (PR)

Example:
Jennie Blackpink had “check-in” at the event of
Calvin Klein 2023 and get almost 9,000,000
reaction on Instagram for the post.
Digital Marketing
Advantages and disadvantages of Online PR

Advantages Disadvantages

• Reach • Limited control unlike online

• Cost advertising
• Credibility • May generate negative as well as
• Support SEO positive comments
• Brand-enhancement and protection
Affiliate Marketing
Digital Marketing

Affiliate marketing
Affiliate marketing is known as pay-per-performance marketing.
Digital marketers have options for this type of marketing:
• Aggregators
• Review sites
• Reward sites
• Voucher code sites
• Uber bloggers
• Everyone else
Digital Marketing

Affiliate marketing
Figure 9.9 The affiliate marketing model (note that the tracking software and fee payment may be
managed through an independent affiliate network manager)
Digital Marketing

Affiliate marketing
Example:
Hannah Olala, Hà Linh Official, Diệp Lê are well-known beauty bloggers in Vietnam.
They create content to review products that they are already using. Their audience will be persuaded to click on the
affiliate links and purchase recommended products.
Interactive Display Advertising
Digital Marketing

Interactive Display Advertising

• Display ads are paid ad placements using graphical or rich media ad units within a web page to
achieve goals of delivering brand awareness, familiarity, favourability and purchase intent.
• Many ads encourage interaction through prompting the viewer to interact or rollover to play videos,
complete an online form or to view more details by clicking through to a site.
Digital Marketing

Interactive Display Advertising

How it work?

Watch this video:

https://www.youtube.com/watch?v=1C0n_9DOlwE
Digital Marketing

Interactive Display Advertising

When it comes to online advertising there are a number of different players involved, let's see who they
are:

1. Advertiser: the one who has a product or service to sell.

They pay money to have digital spaces to show their advertisements. They can also be known as a
merchant.
Advertisers can range from small individual affiliates to bigger companies but their objective is all the
same – to sell products and services via online advertisements.

2. Publisher: a person or even a company that displays ads on their digital space.
They connect the user (also known as potential customers) with the advertisement from advertiser and
they make revenue by displaying these ads.
For example:
• Online newspapers which have spaces for marketing such as: Kenh14, CafeF, Dân Trí (Admicro),
Zing.vn (Adtima), VnExpress (Eclick), etc.
• Mobile app: Zalo, Viber
• Social media: Youtube, Facebook, Pinterest, Linkedin, etc.
Digital Marketing

Interactive Display Advertising

3. Digital Agency: companies that specialize in purchasing advertising and conducting advertising
campaigns for their clients (advertisers).

4. Inventory: number of free slots ( digital space) to show the ads.

For example, the top banner position is an inventory slot

5. Display ads: the ad is being displayed.

There are many different formats of display ads such as: text, images, videos, flash.
Digital Marketing

Interactive Display Advertising

1. Direct buying model:

Direct buying with website

Ex: Sign contract to buy banner slot (space)

on VnExpress
Digital Marketing

Interactive Display Advertising

2. Ads Exchange:

• Ad Exchanges are digital marketplaces where publishers and advertisers come together to trade digital ad
inventory.
• Buying and selling happen in real-time auctions, empowered by RTB (real-time bidding) technology
• Publishers use SSP (supply-side platform) to plug into the Ad Exchange and make their digital advertising space
available for buyers.
• Advertisers use DSP (demand-side platform) to connect to an Ad Exchange in order to purchase advertising space
Digital Marketing
Advantages and disadvantages of Online PR

Advantages Disadvantages

• Reach to drive awareness • Relatively low click-throughs

• Direct response • Relatively high costs
• Retargeting • Brand reputation can potentially be
• Advertising now available for smaller damaged in the consumers’ mind
advertisers
• Indirect response
• Media multiplier or halo effect
• Brand interactions
• Targeting
• Cost dynamic updates
Email Marketing
Digital Marketing
Email Marketing
We have grouped email marketing with text messaging since these are both ‘push media’ which share
much in terms of their applications for prospect and customer communications.
When devising plans for email marketing communications, marketers need to plan for:
 Outbound email marketing, where email campaigns are used as a form of direct marketing to
encourage trial and purchases and as part of a CRM dialogue.
 Inbound email marketing, where emails from customers, such as service enquiries, are managed
Digital Marketing
Email Marketing
Email activities within organisations tend to focus on customer acquisition as these ratings (on a five-point
scale) on the relative merits of different applications of email by Chittenden and Rettie (2003) suggest:

 customer retention
 sales promotion
ENGAGED AUDIENCE TARGETED CONTENT CONVERSION
S
 gathering customer data
 lead generation
 brand awareness
 customer acquisition
Digital Marketing
Email Marketing
Key Email Marketing terms:

LIST

LIST, SEGMENT, PROFILE

List: your entire mailing list

Segment: some part of a list
Profile: an individual recipient

SEGMENT PROFILE
Digital Marketing
Email Marketing
Key Email Marketing terms:

FLOW CAMPAIGN

FLOW VS CAMPAIGN

Flow: A series of emails sent to individual

Profiles when they meet certain
requirements
Campaign: A single email sent to a List or
Segment
Digital Marketing
Email Marketing
Key Email Marketing terms:

SAMPLE H1/EMAIL TITLE EMAIL TEMPLATE

SAMPLE H2 A template is a re-usable collection of

placeholder text, images, and buttons that
Lorem ipsum is simply
placeholder text of the printing can be used repeatedly as a starting point
to create consistent content.
industry.

SAMPLE H2
Lorem ipsum is simply
placeholder text of the printing
industry.

SAMPLE BUTTON
Digital Marketing

Opt-in email options for customer acquisition

For acquiring new visitors and customers to a site, there are three main options for email marketing. From
the point of view of the recipient, these are:
1. Cold email campaign
The recipient receives an opt-in email from an organization. Although they have agreed to receive offers
by email, the email is effectively cold.
Example: a credit card provider could send a cold email to a list member who is not currently their
member.
Digital Marketing

Opt-in email options for customer acquisition

For acquiring new visitors and customers to a site, there are three main options for email marketing. From
the point of view of the recipient, these are:
2. Co-branded email
The recipient receives an email with an offer from a company they have a reasonably strong affinity with.
Example: the same credit card company could partner with a mobile service provider such as Vodafone
and send out the offer to their customer
Digital Marketing

Opt-in email options for customer acquisition

For acquiring new visitors and customers to a site, there are three main options for email marketing. From
the point of view of the recipient, these are:
3. Third-party e-newsletter
• A company publicizes itself in a third-party e-newsletter. This could be in the form of an ad, sponsorship
or PR (editorial) which links through to a destination site.
• These placements may be set up as part of an interactive advertising ad buy since many e-newsletters
also have permanent versions on the website.
• Since e-newsletter recipients tend to engage with them by scanning the headlines or reading them if
they have time, e-newsletter placements can be relatively cost effective.
Digital Marketing
Advantages and disadvantages of Email MKT

Advantages Disadvantages

• Relatively low cost • Deliverability

• Direct-response mechanism • Renderability
• Faster deployments • Email response decay
• Ease of personalisation • Communication preferences
• Options for testing • Resource intensive
• Integration
Offline promotion techniques
Digital Marketing

Offline promotion techniques

Offline promotion using traditional media such as TV, radio and print to direct visitors to an online presence.

When the web analytics data about referring

visitors is assessed, for most companies that
are not online-only businesses, we find that
over half the visitors are typically marked as
‘No referrer’. This means that they visited the
site direct by typing the web address into the
address bar in response to awareness of the
brand generated through real-world
communications (others may have
bookmarked the site or clicked through from a
search engine).
Digital Marketing

Offline promotion techniques

Digital Marketing
Advantages and disadvantages of
Offline promotion techniques

Advantages Disadvantages

• Reach – since newspaper, TV and postal • Return on investment tends to be higher

communications are used by virtually all • Higher wastage
consumers. • Poorer targeting
• Brand awareness – through using high-impact • Poorer accountability
visuals. • Less detailed information
• Emotional connection – with brand again • Less personalized
through visuals and sounds. • Less interactive experience
• Explanation – of the online value proposition
for a brand
Research at home:
Select and apply key digital tools and techniques for integrated marketing approach for your
choosen company.