Digital Marketing Communication

(kode P051730015)

Pertemuan 11
Marketing Communications Using
Digital Media Channels, part 1

Dosen
H. Andri Budiwidodo, S.Si., M.I.Kom
 Penjelasan Umum Pelaksanaan Perkuliahan
Yang dipelajari selama Semester Genap Pendek
1) Pendahuluan: kontrak perkuliahan, 8) Why Social Media Marketing Is Important
penjelasan umum pelaksanaan kuliah, 9) Delivering the online customer experience
gambaran umum dan pengantar digital 10) Campaign planning for digital media
marketing communication
2) Online marketplace analysis: micro- 11) Marketing communications using digital
environment media channels, part 1
3) The online macro-environment 12) Marketing communications using digital
media channels, part 2
4) Digital marketing strategy 13) Evaluation and improvement of digital
5) The impact of digital media and technology channel performance
on the marketing mix 14) Business-to-consumer digital marketing
6) Relationship marketing using digital practice
platforms. 15) Business-to-business digital-marketing
7) Understanding the Customer Journey and practice
Choosing the Right Marketing Campaign 16) UAS (Ujian Akhir Semester)

TUGAS BESAR 1 dan 2 dikumpulkan 25 Februari

2021
 Daftar Pustaka

Chaffey, Dave. Dan Fiona Ellis Chadwick. 2016. Kotler, Philip., dan Kevin Lane Keller. 2016. Marketing
Digital Marketing: Strategy, Implementation Management 15th edition. Essex England: Pearson
and Practice 6th edition. Edinburgh United Education Limited.
Kingdom: Pearson Education Limited
 Daftar Pustaka

Belch, George E. and Michael A. Belch. 2018. Mothersbaugh, David L. and Del I. Hawkins.
Advertising and Promotion, An Integrated 2016. Consumer Behavior: Building Marketing
Marketing Communication Perspective, 11th Strategy, 13th edition. New York: McGraw-Hill
Edition. New York: McGraw-Hill Education. Education
 Daftar Pustaka

Deiss, Ryan., dan Russ Henneberry. 2017.

Digital Marketing For Dummies. Hoboken, New Gray, Noah., dan Michael Fox. 2018. Social media
Jersey: John Wiley & Sons, Inc. Marketing. San Bernardino, CA.
 Daftar Pustaka

Sherman, Aliza., dan Danielle Elliott Smith. Kotler, Philip., Hermawan Kartajaya, dan Iwan Setiawan
2013. Social Media Engagement For Dummies. 2017. Marketing 4.0: Moving from Traditional to
Hoboken, New Jersey: John Wiley & Sons, Inc. Digital. Hoboken, New Jersey: John Wiley & Sons, Inc.
 PERTEMUAN 11
Marketing communications using digital media channels, part 1
1) Search engine marketing 484
2) Online public relations 502
3) Online partnerships including affiliate marketing 510
SUMBER BACAAN UNTUK STUDI MANDIRI
PERTEMUAN 10
Chaffey, Dave., and Fiona Ellis
Chadwick. 2016. Digital
Marketing: Strategy,
Implementation and Practice 6th
edition. Edinburgh United
Kingdom: Pearson Education
Limited.
HALAMAN 478-515.
NOTE: link/tautan e-book tersebut, sudah pernah di-
share di POST, silakan diunduh.

Digital media channel
Online communications technique such
as search engine marketing, affiliate
marketing and display advertising used
to engage web users on third-party
sites; encourage them to visit an
organisation’s site or purchase through
traditional channels such as by phone or
in-store.
INTRODUCTION
• Digital marketing managers use many different digital media
channels such as affiliate, email, social and search engine
marketing, 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.
• Traditional communications disciplines such as advertising,
direct mail and PR remain important in generating awareness
and favourability about brands and in encouraging visits to a
business’s online presence.
• 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.
Summary of different digital media channels (1 of 2)
Summary of different digital media channels (2 of 2)
 How balanced is your referrer mix?
• One approach to determining the most appropriate mix of digital media
channels is this compilation across all sites that use the web analytics tool
Google Analytics to measure site effectiveness.
• This figure shows the average mix of referrers or ‘traffic sources’ for sites
tracked by Google Analytics.
• This is a summary of the different terms in the pie chart:
1) Search engine – this groups both natural and paid search (AdWords).
2) Referral – this is traffic from other sites which have direct links to a site. This can
include social media sites, but Google and other analytics services now separate out
‘social traffic’.
3) Direct – direct traffic results from URL type-ins, bookmarks or when email marketing
isn’t tracked by marketers adding specific link tracking to their email so that they
show up in analytics. These days direct traffic will also include non-browser traffic
from visitors clicking on apps for reading social media updates like Hootsuite or
Tweetdeck or other mobile apps linking to a site. This traffic is sometimes called
Average percentage of traffic from ‘Dark Social’ since it is difficult to attribute to social media updates.
different sources referred to a website 4) Other – campaigns include AdWords when linked to the Google Account and any
Source: Smart Insights (2011a) other campaigns like affiliates, display ads and email campaigns when these have
had marketing campaign tags attached. In this compilation AdWords is included
under search engines.
Note: This industry benchmark data is no longer updated and published by Google.
Marketers can use the Benchmarks feature in Google Analytics to compare their mix of
referrers to their website or reference the Similar Web compilation
(www.similarweb.com) which is also useful for students reviewing the traffic sources for
case study companies they are reviewing in assignments.
How do consumers rate communications?
This figure shows consumer ratings of different forms of advertising

Percentage who consider different information sources as important when researching or purchasing a product or service
Source: Nielsen (2013)
 Search engine marketing
Search engine marketing (SEM). Promoting
an organization 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. The two key techniques of
SEM are search engine optimisation (SEO)
to improve results from the natural listings,
and paid-search marketing to deliver results
from the sponsored listings within the
search engines. Note, in the US and some
European countries the acronym SEM is
sometimes used just to describe paid
search advertising. Confusing!
Navigational (or brand) search. Searchers
use a search engine such as Google to find
information deeper within a company site
by appending a qualifier such as a product
name to the brand or site name.
Organisations need to check that relevant
pages are available in the search results
pages for these situations.
• Search engine marketing (SEM) is a key technique
for generating quality visitors to a website
• The main options include Google, Bing, the Google-
owned YouTube, which is the second largest search
engine by volumes of searches in many countries, or
other regional search engine.
• We also turn to search when we are familiar with a
brand, shortcutting site navigation by searching for a
brand, appending a brand name to a product or
typing a URL into Google. This is known as
navigational (or brand) search .
• Given the obvious importance of reaching an
audience during their consideration process for a
product or when they are locating a brand, search
engine marketing (SEM) has become a fiercely
competitively area of digital marketing.
 Search engine optimisation (SEO).
Use of search engines for finding A structured approach used to increase
the position of a company or its products
information related to product purchase in search engine natural or organic results
listings for selected keywords or phrases.
Source : Performics (2010) Natural or organic listings.
The pages listing results from a search
engine query which are displayed in a
sequence according to relevance of match
between the keyword phrase typed into a
search engine and a web page according
to a ranking algorithm used by the search
engine.
Search engine results pages (SERPS).
The page(s) containing the results after a
user types a keyphrase into a search
engine. SERPS contain both natural or
organic listings and paid or sponsored
listings.
Universal search. The natural listings
incorporate other relevant results from
vertical searches related to a query, such
as video, books, news, real-time social
media recommendations, site
links and images.
We all now naturally turn to a search engine when we are seeking a new product,
service or entertainment, as shown by the research presented in above Figure
Search engine results pages in Google There are two main types of SEM that are quite distinct
in the marketing activities needed to manage them, so
(www.google.co.uk) illustrating we will study them separately, although in practice they
should be integrated:
the natural and paid listings 1) Search engine optimisation (SEO) involves achieving
the highest position or ranking practical in the
Source: Reprinted by permission of Google, Inc. Google™ search engine is a trademark of Google, Inc. natural or organic listings shown in this Figure as the
main body of the search engine results pages
(SERPS) across a range of specific combination of
keywords (or key phrases) entered by search engine
users. As well as listing pages which the search
engine determines as relevant for the search
performed based on the text it contains and other
factors, such as links to the page, the SERPs also
contain other tools which searchers may find useful.
Google terms these tools part of a strategy known as
universal search or blended search. For example,
this Figure shows a link to a price comparison
service.
2) Paid search (pay-per-click) marketing (PPC) is similar
to conventional advertising; here 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
series of text ads usually labelled as ‘sponsored links’
are displayed above or to the right of the natural
listings.

Paid search marketing (pay-per-click) marketing (PPC). A relevant text ad with a link to a company page is displayed on the SERPs 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 mainly determining its position. Additionally, PPC
may involve advertising through a display network of third-party sites (which may be on a CPC, CPM or CPA basis).

Stages involved in producing a search
engine listing for the natural listings
Robots or spiders. Spiders are software processes,
technically known as robots, employed by search
engines to index web pages of registered sites on a
regular basis. They follow or crawl links between
pages and record the reference URL of a page for
future analysis.
What is SEO?
Improving positions in the natural listings is dependent on marketers
understanding the process whereby search engines compile an index by
sending out spiders or robots to crawl around sites that are registered
with that search engine. This figure shows that the technology
harnessed to create the natural listings involves these main processes:
1) Crawling. The purpose of the crawl is to identify relevant pages for
indexing and assess whether they have changed. Crawling is
performed by robots (bots) that are also known as spiders. These
access web pages and retrieve a reference URL of the page for later
analysis and indexing.
2) Indexing. An index is created to enable the search engine to rapidly
find the most relevant pages containing the query typed by the
searcher. Rather than searching each page for a query phrase, a
search engine ‘inverts’ the index to produce a lookup table of
documents containing particular words.
3) Ranking or scoring. The indexing process has produced a lookup of
all the pages that contain particular words in a query, but they are
not sorted in terms of relevance. Ranking of the document to assess
the most relevant set of documents to return in the SERPs occurs in
real time for the search query entered.
4) Query request and results serving. The familiar search engine
interface accepts the searcher’s query. The user’s location is
assessed through their IP address and the query is then passed to a
relevant data centre for processing.
 Search engine ranking factors
On-page optimization.
• Google has stated that it uses more than 200 factors or signals
within its search ranking algorithms. These include positive
Writing copy and applying ranking factors that help boost position and negative factors
markup such as the <title> or filters which are used to remove search engine spam (also
tag and heading tag <h1> known as webspam) from the index where SEO companies
to highlight to search have used unethical approaches such as automatically
engine relevant keyphrases creating links to mislead the Google algorithms.
within a document. • At a top level, the two most important factors for good
ranking positions in all the main search engines are:
Backlink. Hyperlink which 1) Matching between web page copy and the key phrases searched. The
links to a particular web main factors to optimise on are ‘keyword density’, keyword formatting,
keywords in anchor text and the document meta-data including page
page (or website). Also title tags. The SEO process to improve results in this area is known as
known as an inbound link. on-page optimisation. We will cover some of details of best practice
Google PageRank and for this process in a topic later in this section.
Yahoo! 2) Links into the page (inbound or backlinks). Google counts each link to a
page from another page or another site as a vote for this page. So
WebRank are methods of pages and sites with more external links from other sites will be ranked
enumerating this. more highly. The quality of the link is also important, so if links are
from a site with a good reputation and relevant context
 Advantages and disadvantages of SEO
The main benefits (advantages) of SEO are:
1) Significant traffic driver. Figure on slide 15
showed that search marketing can attract a
significant proportion of visitors to the site if
companies are successful in implementing it.
2) Highly targeted. Visitors are searching for
particular products or services so will often have a
high intent to purchase – they are qualified
visitors.
3) Potentially low-cost visitors. There are no media
costs for ad display or click-through. Costs arise
solely from the optimization process where
agencies are paid to improve positions in the
search results.
4) Dynamic. The search engine robots will crawl the
home page of popular sites daily, so new content
is included relatively quickly for the most popular
pages of a site (less so for deep links).
Despite the targeted reach and low cost of SEO, it is not
straightforward as these disadvantages indicate:
1) Lack of predictability. Compared with other media SEO
is very unreliable in terms of the return on investment
– it is difficult to predict results for a given investment
and is highly competitive.
2) Time for results to be implemented. The results from
SEO may take months to be achieved, especially for
new sites.
3) Complexity and dynamic nature. The search engines
take hundreds of factors into account, yet the relative
weightings are not published, so there is not a direct
correlation between marketing action and results – ‘it
is more of an art than a science’. Furthermore, the
ranking factors change through time.
4) Ongoing investment. Investment needed to continue
to develop new content and generate new links.
5) Poor for developing awareness in comparison with
other media channels. Searchers already have to be
familiar with a brand or service to find it. However, it
offers the opportunity for less well-known brands to
‘punch above their weight’ and to develop awareness
following click-through.
 AdWords Campaign Structures
Google AdWords
Enhanced campaigns.
An approach
introduced by Google
in 2013 to simplify the
management of ads
displayed in different
locations, different day
parts (times of day)
and on different
AdWords campaign structures (a) Clothing retailer; (b) Restaurant chain devices
 STUDI MANDIRI
• HARAP dibaca dan dipahami mulai halaman 502-
515 tentang Online Public Relations (e-PR),
termasuk Key Opinion Leader (KOL), perbedaan e-
PR dan traditional PR, keuntungan dan kerugian
e-PR, kemudian juga tentang online partnerships
including affiliate marketing (termasuk di
dalamnya online sponsorship)
 End of slides

H. Andri Budiwidodo, S.Si., M.I.Kom

Terima kasih
 FORUM DAN QUIZ
• FORUM:
https://twitter.com/duniadian/status/1354709052752707585

dian widiyanarko
@duniadian
·
Jan 28
Halo
@eigeradventure
jujur kaget saya dapat surat begini dari anda.

Lebih kaget lagi baca poin keberatannya.

Saya kan review produk gak anda endorse. Kalau anda
endorse atau ngiklan boleh lah komplen begitu.

Lha ini beli, gak gratis, lalu review pake alat sendiri.

Apa saja poin keberatan yang ditulis Eiger di SURAT

KEBERATAN tersebut?
1. Kualitas video review produk yang kurang bagus dari segi
pengambilan video yang dapat menyebabkan produk
kami terlihat berbeda baik dari segi warna, bahan dan
detail aksesoris menjadi terlihat kurang jelas
2. Adanya suara di luar video utama yang dapat
mengganggu (noise) sehingga informasi tidak jelas bagi
konsumen
3. Setting lokasi yang kurang proper bagi pengambilan video

Ini VIDEO yang dipermasalahkan oleh EIGER:

https://www.youtube.com/watch?v=pypfhi-NqjI

Kemudian, perhatikan apa yang dilakukan oleh pesaing EIGER

dalam hal ini ARei yang mengunggah SURAT KERINGANAN di
akun IG mereka, sebagai berikut:
 FORUM DAN QUIZ
• FORUM:
Berkaitan dengan “How do
consumers rate
communications?” Bahwa
konsumen sangat
memperhatikan “consumer
opinions posted online”.
Coba beri tanggapanmu di
FORUM ini, bagaimana ini
menjadi sangat penting bagi
pemilik BRAND?
 FORUM DAN QUIZ
• QUIZ:
Jelaskan dalam bahasa yang sederhana tentang
online sponsorship, seperti yang tertulis pada
halaman 513-515 (ebook Digital Marketing:
Strategy, Implementation and Practice),
termasuk tentang co-branding dan contra-deals.