1-1.5 Know Your Message: Digital Content & Communication Channels

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Из курса от партнера University of Illinois at Urbana-Champaign

Digital Media and Marketing Strategies

1073 оценки

University of Illinois at Urbana-Champaign

Digital Media and Marketing Strategies

1073 оценки

Курс 5 из 7 — Specialization Цифровой маркетинг

The proliferation of digital technology gives businesses a diverse new set of tools to reach, engage, monitor, and respond to consumers to an unprecedented degree. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following the Digital Marketing Channels: The Landscape, this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in an integrated marketing communication.

Из урока

Course Overview and Optimizing Your Digital Assets

In this module, you will learn the best practices for successful online copywriting and SEO, how specialized search can affect your rankings, and how to plan, set up, and run your own search campaign.

1-1.1 Overview: Essential Steps to Prepare for Digital Marketing Success1:38

1-1.2 Know Yourself: Digital Marketing Self-Assessment9:38

1-1.3 Know Your Target: New Ways to Identify & Reach Target Consumers12:19

1-1.4 Know Your Goal: Aligning Strategies, Goals, & Business Objective9:52

1-1.5 Know Your Message: Digital Content & Communication Channels7:03

1-1.6 Know Your Message: Digital Asset Management & Development Marketing Considerations of Your Company's Website7:36

Познакомьтесь с преподавателями

Mike Yao
Associate Professor of Digital Media
Charles H. Sandage Department of Advertising

[MUSIC]

Facing an increasingly fragmented media audience in an ever more complex

ecosystem,

digital marketers face a new challenge today.

How to create coherent, creative, and

consistent marketing messages to be delivered over different communication

channels across different media platforms in different formats.

In the traditional media era, promotional marketing heavily relied

on mass advertising channels such as broadcast media and mass publications.

Given a scarcity of advertising space and high costs of media content production,

the creation and deployment of marketing messages were typically handled

by creative agencies and professional media producers.

On the one hand, this helped marketers by allowing them to focus on strategic

concerns rather than things like content creation, media planning and

management, and content delivery.

On the other hand,

the limited number of outlets also meant the power of marketing communication

was largely held in the hands of a small group of media and publishing companies.

In the age of digital and social media,

individual users can easily create content and share it with the world.

The company's website and

social media presence can reach millions of consumers around the world easily.

Video ads are no longer exclusively aired on television.

They can be posted, and often for free, on many video sharing and

social media platforms and viewed using a multitude of devices.

Businesses can directly target potential consumers via email,

text messages, mobile apps, and search engines.

A community of online influencers can successfully engage the attention of

tens of millions of people with just a few hundred characters.

The new communication environment disrupts the advertising production and

media planning industries and

tips the scale towards the demand side of the marketing communication.

However, more power also comes with more responsibility.

In the Digital Age,

an effective integrated marketing campaign must be coordinated by a versatile,

in-house marketing team with high levels of digital and technological literacy.

Marketing and brand managers today not only have to make business and

strategic decisions but

they also must fill the roles of creative director and media planner.

In this lesson, I'll first provide an overview of the different types of digital

media content and communication channels that marketers should be familiar with.

I will then dive deeper into some specific issues

related to digital asset management and development.

Digital media content can be best understood based on the type,

delivery channel, device, and placement strategy.

Let's look at each of these dimensions more carefully.

There's a variety of media formats that digital marketers can choose from

to encode and embed marketing messages.

For example, information about a special sales event

can be delivered digitally in the form of written text, graphic banners,

photo and memes, interactive animations, or online videos.

The different types of digital media content need to be developed, designed,

created, and stored separately.

They also require different technical skills and support.

More importantly, digital marketers must ensure these promotional messages

are consistent and coherent.

As such, they cannot simply outsource the production to various specialized agencies

without first developing a comprehensive and multichannel communication strategy.

To make things even more complicated, the same piece of digital content

can be delivered through different communication channels,

each with a set of advantages and disadvantages.

This adds another layer of complexity to the strategic planning process.

For example, the announcement of a sales event can be delivered via an email,

or a text message, or various social media platforms, blogs,

websites, and mobile apps.

Then the same promotional message presented in these different formats,

delivered by different communication channels, may be receive

by different audiences on different media devices.

Can your email promotion sent from a Windows system

be viewed correctly on an Apple computer?

Is your website compatible with different browsers?

Is it mobile friendly?

Can your high-resolution promo video stream smoothly on slower cell networks?

These are just the few of the issues an effective digital marketer must consider

before launching a campaign.

Another key consideration in digital media management is placement strategy.

Where and how would you like to host and display your digital assets?

Like legacy media,

there are three placement strategies in digital media as well.

Owned, earned, and paid media.

Owned media includes a company's website, blog, social media presence, and

other digital entities under its direct control.

Earned media is content that is organically generated by other users and

online publishers such as product reviews, social media following and sharing, and

coverage by online news outlets.

Paid media, on the other hand, is closer to traditional marketing,

whereby you pay a third party to display your message to other people.

The distinctions between paid, earned, and owned media were once clear.

But it is increasingly hard to see them as either

or in today's digital media ecosystem.

Such distinctions are also becoming less relevant in the digital space.

For example, social media is technically earned media, but

it allows for paid placements and sponsored influence marketing.

This makes it a platform that supports varying strategies, techniques, and

campaign styles.

Organic search optimization and

paid search advertising are displayed in the same search engine result page

but are often managed by different marketing teams.

Most online publishers now host original content, sponsored content, and

paid ads but do not make clear distinctions among them.

Today, the professional boundaries separating the PR, advertising, and

publishing industries do not meaningfully exist in the digital marketing world.

This provides digital marketers a bigger and

more dynamic space to flex their muscles.

But at the same time, it also presents many ethical and

legal challenges yet to be resolved.

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