Our Dependence on Digital

DM 1000 - FUNDAMENTALS OF DIGITAL MARKETING

Module 2
 ▪ Snapshot of the digital media ecosystem in
Canada
▪ Social Media
▪ Omnichannel Marketing
Agenda ▪ Music and Sonic Branding
▪ B2B Marketing
▪ In-Class Project - (2 marks)
On March 15, 1985, this happened.
 The first internet .com domain was registered.

Symbolics.com, was created by Massachusetts computer

company Symbolics Inc.
 Device Reach

Sources:https://www.statista.com/
 Device
Connectivity
Desktop Usage
 What’s your…

Preferences for Access to devices

device, SM platform, Preference of devices

online activity
Interests (News, Social Media, Movies, Music,etc.)
 Nine in ten social media marketers say that online community
building is absolutely essential to success in 2023. Consumer data
aligns with this brand trend;

Social Media
Trends
2023 from
HubSpot

Data from 1,200+ global marketers and insights from the Brandwatch
Consumer Research platform
Social Media
Trends
2023
 Marketers are seeing more value in niche micro-influencers and
creators for targeted campaigns. Eight in ten influencer marketers
currently report working with smaller creators.

Social Media
Trends
2023
A range of high-profile users have already been sent an
on-boarding guide, which advises them to post to Threads
twice a day, at least, in order to get accustomed to the new
app.

Records broken: Threads was the most downloaded

non-game app on a launch day in the past decade. It has
surpassed 100m users

Mr Musk said that "competition is fine, cheating is not" in

response to a post on Twitter that referred to the legal letter.
Instagram Confirms that It’s Shutting Down Its
Separate ‘Threads’ Messaging App

Launched back in 2019, essentially as a Snapchat

alternative for connecting close friends.
 ChatGPT became the fastest- growing app of all time when it reached
100M users only two months after launching. Integrate AI tools into the creative
process as a source of inspiration, repurposing content, use AI Generated imagery
(with permission).

Social Media
Trends
2023
 Being relatable is an important part of community building. When someone
feels like they identify with your posts, they’ll be more likely to follow and
engage with you in the future.

Social Media
Trends
2023
 Instead of seeing artists as risks, marketers started to understand
that the rewards of working with hip hop’s biggest and brightest far
outweighed any uncertainty that existed before.

Music and The recent acceleration of hip-hop-focused campaigns, then, could

be due to a new generation of marketers who personally
Marketing understand how rappers are viewed as authentic and the brand-fit
they can deliver.
 50 Years
Of Hip-Hop
A defining moment for hip-hop and pop culture broadly,
wherein the rap group and their savvy business Run DMC - 1986
representatives leveraged Run DMC's genuine love of
Adidas sneakers

A 2014 study also found it to be the most popular music

ad of all time.
With hits like "One Dance"—2016's official Drake - 2016
song of the summer, per Billboard—and his 6x
platinum album Views, this was one of Drake's
biggest years. Apple Music
 Nas
Hennessy is going all in for hip-hop’s milestone year,
collaborating with Nas for a slew of marketing
activations that pay tribute to the genre’s impact on
society.
 Nas
Hennessy is going all in for hip-hop’s milestone year,
collaborating with Nas for a slew of marketing
activations that pay tribute to the genre’s impact on
society.
 Sprite
To mark the occasion, the brand updated its original
Sprite packaging with a new design inspired by
boomboxes, mixers and studio equipment.

Sprite will additionally serve as lead beverage sponsor

for Drake’s upcoming tour, which kicks off June 17.
 Sound has become a valuable tool for marketers, with more brands
across industries looking to create a unique and distinctive audio cue.

Critical to making us feel comfortable around our devices and can be

used to humanize our interactions with them. Creating bespoke sounds
that can be paired up with your brand identity.

A study by Sentient Decision Science found that sound can influence a

Sonic Branding person’s desire to engage or avoid a brand by 86%.

According to Spotify’s annual 2021 Culture Next Report: “63% of

millennials feel that audio is the most immersive form of media and
65% of Gen Z agrees that audio helps them experience a situation
more deeply.”
 McDonald’s

Sonic Branding Netflix

MGM
 Emotional connection: Sound is visceral. Trigger an intentional
emotional response from your customers

Attention-grabbing: Too much visual stimulation can be

overwhelming. Effective sonic branding can cut through the noise,
making it easier for customers to hear (and see, and feel) your brand.

Familiarity: If customers already know your brand they may be more

likely to purchase from you, and return.
Sonic Branding
Increase brand trust: Exposure helps build trust. If the sounds of your
brand provide audible reminders to customers, they will likely drive
brand recall, and in turn foster brand trust.

Boosts engagement: Integrating sound into your branding efforts

creates a more interactive experience.
 The omnichannel experience is marketing, selling, and
serving customers on all channels to create an integrated
and cohesive customer experience no matter how or where a
customer reaches out.

The experience should be the same for customers

Omnichannel regardless of the platform or method they choose to use.
Multichannel
vs.
Omnichannel
 To be multichannel means that your brand is utilizing multiple
marketing channels to promote your brand and engage with your
consumers.

Each channel may be part of the brand, but they don’t often
Multichannel intersect to help foster a consistent message or user experience.

vs. All omnichannel experiences will use multiple channels, but not
all multichannel experiences are omni-channel.
Omnichannel
You can have amazing mobile marketing, engaging social media
campaigns, and a well-designed website. But if they don't work
together, they don’t create an omni-channel experience for
customers.
 You’ll be reaching your customers where they are. They no longer
have to search and search to find you. Increased profits.

If and when your prospects are ready to buy, they’ll find it much
easier to make a purchase if they can find your product on
Omnichannel multiple platforms and channels. Boosted customer satisfaction.

When it comes to customer engagement, 90% of consumers jump

between different devices throughout their day.
 When users are logged into their Google accounts, their history and
activity are automatically synced into every device. Users can even
access tabs on their phone app that they left open on their laptops.

The result? Google Chrome holds the majority global market share
66.14% as of December 2022 (Statista)

Google
 Singapore Airlines: is partnering with AOE (Airport of Entry)
integrated airports and shopping malls by fusing online and offline
experiences. With this partnership, the customers can easily shop,
Singapore pre-book, enhance in-flight options and earn loyalty in real-time.

Airlines
https://www.youtube.com/watch?v=Vv_MAHdjazE
 Devices that seamlessly communicate with each other using the
user’s iCloud account. The user’s messages, photos, and connected
devices display the same way regardless of the Apple device.

Apple
 Posting consistently and engaging with users who reach out to
you via those channels. Focusing on one and neglecting the other
will make your brand look inconsistent and unprofessional.

Create an app if needed. Depending on your industry and

product, you could benefit from offering and think through every
functionality.

Omnichannel Easy, issue-free experience. The goal of solving for your

Marketing customers should inform your messaging in each channel and the
way you engage with users on those channels.
Strategy
Same messaging across channels. Instead of always using the
same phrases, create a consistent brand voice that allows you to
mix it up without looking inconsistent.
 Gain a true understanding of your target audience’s journey:

Who?
Are your buyers individuals making their own decisions (e.g., retail
consumers or companies of one), or do they buy in teams? Who is making
decisions and at what stage.

Why?
What is your customer looking to achieve? What are their goals and pain
Getting points?

Started With an When?

Omnichannel What are customers’ needs at different stages in their journey? Where in
the marketing funnel are they?
Strategy What?
What content should you use to answer questions at each stage of the
customer journey?

Where?
Where do your customers go to find information (e.g., website, social
media, podcasts, webinars, influencers, events, etc.)? Deliver the right
content to the right audience, in the right place.
 Collect and utilise data: Information is available across all platforms from
their purchasing choices, their carts, and browsing history on the websites.
You can Use questionnaires and survey forms if you have specific questions.

Audit your existing presence: See where your current channel strategy lies.
Getting
Use the right channels: The channels that work for your demographic or
Started With an income bracket might not work for another.
Omnichannel Personalize messaging and recommendations: Personalize messaging and
Strategy product recommendations based on the buying and browsing habits
you’ve collected.

Test, Measure, and Test Again: Try out different messages, approaches,
campaigns, and even platforms.
 Google Alerts

Insights you want, right to your Inbox. You can sign up to receive an email
whenever a topic your business is interested in shows up in Google Search.

Tools https://www.social-searcher.com/social-buzz/?wblng=&ntw=&pstt
yp=&searchid=&period=&value=&fbpage=&q5=

It allows to search for content in social networks in real-time

and provides deep analytics data.
B2B vs B2C
 B2C
▪ Refers to the transactions conducted directly between a company and
consumers who are the end-users of its products or services
B2B
▪ B2B (business-to-business) marketing refers to any marketing strategy or
content that is geared towards a business or organization.

B2C vs B2B
B2C vs B2B
B2C vs B2B
 Define your target audience and buyer persona. This demographic and
psychographic information will inform almost every other marketing
activity thereafter, ensuring your content and digital material is
absorbed by the right people.

Over 80% of buyers visit a website before making a purchase.

Websites are easy, straightforward ways for influencers to share
information about your product or service.
B2B Marketing Optimize your digital presence with on-page SEO and technical SEO
Strategy Tactics tactics. These include everything from image alt-text and meta
descriptions

Use pay-per-click (PPC) advertising, which allows you to get your

content and brand in front of new audiences via search engines and
other advertising platforms.
B2B Marketing
B2B Marketing
 Mailchimp's homepage is easy to navigate, clean, and focuses entirely on its
customers' pain points.

Consider, for instance, the first large text you see when you click on the page:
"Turn Emails into Revenue".

The language focuses on the customer, and how Mailchimp can help the
customer reach their goal: To grow their businesses.

Mailchimp
 Ecommerce company Shopify produces many different types of content
resources, such as a blog, business courses, and community events. Shopify
Masters: The ecommerce business and marketing podcast for ambitious
entrepreneurs.

The podcast focuses on inspiration stories from entrepreneurs, and offers

practical tips for starting an online business on Shopify.

Shopify
 A social media audit is an examination of social media data. It is a
snapshot of all social media activity in and around a brand evaluated
for strategic insights.

▪ Does the data point to opportunities?

▪ Are there trouble spots?
▪ Are customers complaining about similar product or service
In-class Project: issues?
▪
SM Audit Is the brand consistently posting quality content and
consistently responding to customers?
▪ Are there social platforms where customers are talking about
the brand, yet there isn't an official brand presence?
 ▪ Who categorizes data according to who is talking, whether that
is the company, consumers, or a competitor.
▪ Where lists content by social media channel and environment.

SM Audit for: Channels include outlets like YouTube, Facebook, or Pinterest,

while environment refers to the look and feel.

GoodLife Fitness ▪ What lists the type of content, such as article, photo, or video,

vs plus the sentiment of the post as positive, negative, or neutral.

Planet Fitness Canada ▪ When quantifies the frequency of activity, like number of posts,
comments, views, or shares, per day, week, or month.
▪ Why determines the purpose of the message from awareness
and promotion to complaint or praise
 ▪ Change/add platforms by adding rows as needed.
▪ The text in red is merely an example of what could be added there.
▪ Consumers may be mentioning your brand on other sites and platforms that

SM Audit for: are not necessarily owned by you.

GoodLife Fitness
▪ Work in groups of 4-5.
vs ▪ Please email me your audits (rovena@yorku.ca) and list the names of
Planet Fitness Canada everyone in your group.
▪ One submission per group.

File on Moodle:
Discussions/Presentation Decks and Other
Resources/Social Media Audit