MARKETING MANAGEMENT

#21_ Managing Digital Communications:

Online, social media and mobile

Michela Mingione, PhD in Management

mingione@economia.uniroma2.it

DPT. OF MANAGEMENT AND LAW

UNIVERSITY OF ROME TOR VERGATA
ITALY

mingione@economia.uniroma2.it 1
 MANAGING DIGITAL COMMUNICATIONS: SOME DATA

PWC: How leaders see digital

mingione@economia.uniroma2.it 2
 MANAGING DIGITAL COMMUNICATIONS: SOME DATA

PWC: Digital value (perceived by managers)

mingione@economia.uniroma2.it 3
 MANAGING DIGITAL COMMUNICATIONS: SOME DATA

PWC: Digital spending for customer efforts surpasses IT

mingione@economia.uniroma2.it 4
 MANAGING DIGITAL COMMUNICATIONS: SOME DATA

What about advertising and the

difference
between old and new media?

mingione@economia.uniroma2.it 5
 MANAGING DIGITAL COMMUNICATIONS: SOME DATA

mingione@economia.uniroma2.it 6
 MANAGING DIGITAL COMMUNICATIONS: SOME DATA

Historical advertising market share

mingione@economia.uniroma2.it 7
 MANAGING DIGITAL COMMUNICATIONS: SOME DATA

mingione@economia.uniroma2.it 8
 MANAGING DIGITAL COMMUNICATIONS: SOME DATA

What are the ads data trend

if we focus on digital?

mingione@economia.uniroma2.it 9
 MANAGING DIGITAL COMMUNICATIONS: SOME DATA

mingione@economia.uniroma2.it 10
 MANAGING DIGITAL COMMUNICATIONS: SOME DATA

mingione@economia.uniroma2.it 11
 MANAGING DIGITAL COMMUNICATIONS: SOME DATA

From mass media to my media (PWC)

mingione@economia.uniroma2.it 12
 ONLINE MARKETING

Online marketing communication

Advantages Disadvantages
Can offer or send tailored messages Consumers can screen out most
Can trace effects or insights messages

Contextual placement Ads can be less effective than they

Can place advertising based on appear

search engine keywords Lost control over online messages

Allows for co-creation with consumers via hacking/vandalism

(co-creation of ads: Superbowl)

mingione@economia.uniroma2.it 13
 ONLINE MARKETING

Communication options

Ease of use
Physical attractiveness
Web sites Microsites

Paid search or pay-per-click ads

Search ads Search engine optimization (SEO)

SEARCH ADS Display ads

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

mingione@economia.uniroma2.it 14
 ONLINE MARKETING

Key Elements of a Web site

Commerce Context Content

Connection Community

Communication Customization

mingione@economia.uniroma2.it 15
 SOCIAL MEDIA MARKETING

Media Laws

Sarnoffs Law Metcalfes Law Reeds Law

(Mass media) (Mail marketing) (Social media)

mingione@economia.uniroma2.it 16
 SOCIAL MEDIA MARKETING

Social media

Means for consumers to share text, images, audio, and video information with each
other and with companies, and vice versa. They 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)

Online
communities/forums

Blogs

Social networks

mingione@economia.uniroma2.it 17
 SOCIAL MEDIA MARKETING

Word of Mouth

Face-to-face and phone

Online
Viral marketing (word of mouse)

Be (usefully!) original
Identify and devote effort to influentials

mingione@economia.uniroma2.it 18
 MOBILE MARKETING

Mobile marketing

Is uniquely tied to one user Is virtually always on

Allows for immediate consumption Is highly interactive

Mobile apps make the

difference!

Crucial tool
to engage Millennials

mingione@economia.uniroma2.it 19
 MEASURING DIGITAL COMMUNICATION

Engagement Pyramid

Curating

Producing

Commenting

Sharing

Watching

mingione@economia.uniroma2.it 20
 MEASURING DIGITAL COMMUNICATION

Some indexes
@ sentiment index (fans likes/brand posts)

@ engagement index (fans comments/brand posts)

@ action index (fans posts/brand posts)

mingione@economia.uniroma2.it 21
 MEASURING DIGITAL COMMUNICATION

Example: Facebook insights

mingione@economia.uniroma2.it 22
 MARKETING MANAGEMENT

Thank you for your kind attention!

mingione@economia.uniroma2.it 23