Electronic Marketing Ramblings

Ethics and Legal Issues

Ethics frequently concerns the values na dpractices of professionals and others who have
experty knowledge on a specifical fiel. Ethics is a general endeavour that takw sino ccount the
oncerns and values of society as a whole
o Va;ues and practices of a professional
Law created by governments (in the form of stutates) and enfroed by the courts (ewhich creats
common law and interpretation of these stautes) in order to regular and enforce societys
standards and to preeve jutice.
Privacy
o Stands for the flow of control conercning peoples actions.
The more control thatis ceded to consuerms, the more trust they form.
Consuemrs are wearyo of their trust:
Hwo controls
Who data is istriutd to
How it s collecte
Do they have permission to collect data
Is it being sold or a profit?
o eMarketer 2014 ays that most consumer shave no issue sharing data if it is not too
invasive/personal i.e. dmemogrpaics, name, interest, hobbies, occupation.
o But more detailed express msigiivngs location, income, address, children, age.
Marketers and privcacies
o Cookies when a copany/orgnaisation places a tracking devic into a consuemrs
computer which then tracks their online browsing behaviour.
o Capable of getting data such as
Age, browsing, scrolling behaviour, purchase behaviour, interests, personal
details
Oftendone thugh ubiquitous applciations
o Amazon is a master at doing this
o So too is eBay
Packets of data create within a cusers hard drie in esposne to instrucitons
received form aweb page
Cookies use in conjunction wih Retargeting + CRM
o Helps them in segmenting the market and targeting consuemrs
through the appropriate online advertising channels with respects
to the unique individualistic ways in which they perceive and
process informton
Helps amazon in segmenting and osnuemrs t
Helps amazon in segment and targting conusmers with the appropairte meia
channel (traiditonal, digital, owe,d, earned, paid meaI 0based on the uniqu
indvusalistc ways that they perceive and process information.
o However, cookies lead to privacy issues
Amazons currently privacy polcuy says that it does not on-sell info the 3 rd parties
or prft. However, like a good privacy olciy, it is subject tto amendment at will by
the company.
Did so in 212 del viccheo vs amazon sued for onselling data it gathered
without permission. Brought caim for shre in profits that amzon made,
ultimately faile, bu tarnished brand iamge. Court ruled in favour argue
misused privacy protection sufferes brand iage - ecomic and
non0econoic reprecussions.

Social media what u share on social media, u share with the fir itself.
The illusion of choice
o Often can turn off cookies, but then companies will bar you from access from the website,
or a lot from it
Transparency and tradoffs
Transapceney what are they gathering
Tradeoffs
What company is giving in return for consuemrs.
How to enfoce privacy
o Govrnment has the privacy act 1988, which is a series of laws and regulations which seek
to protect individual consumer privacy on what gccan be gathered, for how long adnw ith
whose permission.
o However, Gov itself seems to be enfroaching into consumer privacy as it attempts to pass
through controversial meta data laws, which went thorugh lowerhouse in mach 2015, and
if it goes through senate, it will be enacted.
Essentially an electornic x-ray that forces telecos to gather data and consumer
information, of which government can access anytime \\brave new world
technology presents a new problem, laws are st
ruggling to catch up and
regulate this every dynamic- chaing landscape of data retention and privacy
Governmetn enforced the 1988 privacy act which stries to polie the wa
that data is agtehred and retained, however, this is heavily criticised as
being old, and needs statutory reform.
Add insult ton nury for onsuemrs, governmetnw ant to pass controversial metadata laws pass
through lower house in march 2015 pass through senate?
o If it does, gov has power to force telecommunication companies (virgin, tpg, iinet) to
store data for up t o 5-10 years concerning consumer emails, web browsing history,
messages, intrnet ysage, data, indentity, who they talkd to and can execute warrants to see
at any time.
Benefits AFP can protect citizens, particular y with threat of ISIS>
o Critiisms
Expensive, pass price onto consuemrs to hold it $4 for consuemrs a year per
person to retain data
Invasion of privacy, who is policignt his? Pbjectivity
Laible to hacks.
Marketrs addressing privacy concerns
o Recommend transparency
Make it clear what data is being collected, for what purpose and privacy plicies,
giving suers toption to read it.
o Tradeoffs.
Justify coleciton of data by markes showing what benefits they provide
Retargeting, better ads, coupons, more relevant, better searches. Actually
sell it for money, gie them a shre
o This giving of control to ocnsuemrs = trust
Becomes CSR + USP in its own right.
What can consuemrs o themselves?
o Cookies
Turn off browser cookeis, delete browser history exercise good browser
hygine, scan computers for viruses.
o Incognito mode
o Social media
Be weary of what you post, dont use social media at all.

Movile devices
o Turn of data, lociton trackigndevices.
Digital Proeprty trademarks, patents, copyright lciense
o Digital property must be protecte by governments
o Intangible and tangible property must be protected bygovenrments to ensure healthy
copetition and fairness in busiensworld.
Patents
Patents act 1990 (Cth) serves to protect the methods and processes
that busiensses/cmpaneis evelop.
o Inventive proceses or steps
E.g. Amazon patented 1-click check out technology vs. barnsandnobles
settles outside.
However, patent trolls, ppl who just use patents and apply for them and
the nhold companies at ransom
Copyright
Protection of a companies or persons
Protect a companies expressions of ideas in formats such as books, music
etc
o Protects a companies expressions of ideas
o Protecs a companies expressions of diea sin difernt formats
o Copyright protects companies expression of ideas in different
formats.
i.e. in music, books, movies, videos copyright protects their expression
of ideas
o Copyright act 1968 (Cth)
Fair use
First limited ideas.
o Breaches
Kim.com
Megaupload
Limewire
Napster
Piratebay
Torrenting
Creaches of copyright a companies expression of ideasin different
formats
o Trademarket
Protects a source identifiers
Protects source identigfiers for g/s
Protects source idnetifiers for g/s
Trademark soruce identifiers
o E.g. logos, slogans
Mcdonald logo golden arches
Licenses
o Irhgt for companies to allow other companies to pay to produce
or use ideas.
o Contractual agreement b/w consumers and vnndors to buy and
usep[roduce product
o Contractual agreement buy/produce product.
Windows 8 licensed to uni.

Big Data
o What is Big Data
Big data is a collection of data from traditional and digital sources, both inside
and outside the company which provides an ongoing source of discovery and
analysis. Big data incompasses the challenges, cpaaciitlies and comeptencies
associated with sotring and analsing such large data sets to support a level of
deision making that is more timely and accurate.
o How is data collected
Can be collected from online and offline sources.
Fom primary, secondary and internal sources
o Internal fims own data. Statistics, sales forecasts and
transactions, website, customer interactions.
Secondary sources
o ABS
o CIA factbook
o Free, acesible, but not very targeted data, good for general topics
Primary actually com[any funded research hwith a hypothesis and
looking at things.
o Client-side data collecitons
Cookies
o Servder-side data collection.
How is the data stored and danalsyed
o Data is sotored in DMP data management paltofrms.
Pit in perspective, data is the currency, DMP is the bank.
Data warehouse wher data is stored, collated and organised in such a way that it
can be analysed for correlations, trends and meaning which can aid marketers in
their strategy, tored standardised and optimised.
Technology centred solution for agggating integrating, managing and
deploying disparate sources of info.
Finds colleritons usefel for marketers.
o SPecifc DMP tactics include
Data mining
Siftng through data looking for meaningful trends. Hidden predictive ino,
patterns in consumer behaviour
Statistical analysis
RFM
Recendy of customer purcase
Frequency of the ransaction
Monetary value how much did the consumer buy?
o RFM is used
Individual marketrs personnel an perform data mining, customer
profiling and RFM anlysis through acces in data warheouses/DMPs to
isitrubte results to other staff inbobedin aprituclar deicison.
o Cross-channel attribution
Atrbituion provides clear indight into how, when and wehre markeer infleucnes
customers across devices and chaneels
Corss chaneel attribtion measuredent of onine and offlie cjams
Cross-platform asignign credit to a parituclar marketing driven
interaction other brand touch pojnt.
How can big data help?

Improve integration
Boost performance
Provide competitive advantage
Alow for better targeting
More precise
Retargeting
Understand oncsumer behaviour
Targeted ads, specific for the consumer and consumer media channel they best
engge with
Keeping most valuable customers
Only target most valuable customers.
Reduce comm costs.
Amazon stands asa testaemtnt othe use of big data to achieve marketing objtives
o Amazon agtehrd big data and sues it in conjunction with the strategies ofRetargeting and
Consuemr relitonship mamangement.
o How doe amazon collect data?
Uses cookies, plants cookies in a consuemrs computer, which ten gatehrs
exborant amounts o data relating to a conumsers/ browsing history, website
history, brwsing behaviour, name, age, demographic, economic power, loction,
website interacitons.
Analyses this exorbitant amount of data so that then net time cosnuemrs comes
on, ready to bombard
o What marketing objectives?
Whether a customer chooses t buy a product on Amazon or not, company
Amazons strategy is smart and innovative, website deisnged as a sophisticated
online communication tol that automates the process o creating value for the
custome by recognising their interest.
CRM strategy that manages the amazon uses tech to interact with their
consuemrs in a personal way. Way amaon uses tech to gather data on
consuemrs in oder to manage their ongoing interacitons with htem.
o Whether a customer chooses to uy a product or not, amazons knowledge abou the
customer grows and in turn, so does their ability to provided relevant, targeted ads at the
consumer (cosnsiting of personalised emails, social media psots, txt messages, or display
advertising, pop-up ads) that relate back to the product they were searching. This
increaees consumers brand awareness and purchase ivolement --. Which in turn leads to
higher converstion ratex greate rprobaibliy o purchase and total si eof consumers
checkout cart.
Tailor-made ads
Retargeting empoywer amazon with aibltiy an fleixibltiy to crate tailormade ads
o Cross-sell
o Up-sell
Big Dtaa is a double edged sword just as it can provide a compaynwith invalaubel dat, so too is
it fraught with difficult y and issues.
o Privacy
o Daa overload
o Expensive
o Soruce reaibiltiy.
o Privacy
In order to get ata, some element of breach of privacy
Is it too persona?
o
o
o
o

 Just a transaction, gaining farr to intimat an isngiht

Privacy policy
Cookies
o Data overload
Data without insight to inform marketing strategy is useless (Jeff Bezos Amazon
CEO).
Becoming an increasing concern that although companies have the capability to
gather petabytes worth of data, it is esceedingly expensive, difficult and timeconsuming to actually dicern meaning and value from such data.
Collating unstructured data is expensive, overwhelming.
Fact hat ther is a brain drain substantiates this
32% of UK companies concerned about info overload.
o Expensive
Data gathered in DMP and data warehosues, which are large areas where data
online and ofline is collected. Expensive to do so and notiorusly difficult.
Howver, advent of cloud storage is decreasing these costs.
o Relaibiltiy of data
Sampling error
Sample of respondents not indicative of population
Smple bias
Sample pop was not selected objetivly t all
Fund raises issue of N = All, a dangerous, convenient assumption whereby dta
gathered from one population is indicative of the pop as a whole.
Too easy an assumption, optunistic, trigger-happy optimsits only believe
this and can misinform strategy.
o Twitter, records and analyse every msg and drws conclusion, but
in reality, twitter users are usually young, tech savvy, urban an d
black
Conclusion
o Advne tof big data has created a brave new world that provides companies with
aseemingly endless stream of posiiblities and information and intelligence to better their
marketing strtgies,
o However, still in its infancy.
Currently have big data, but not big sinsights, need to analyse data properl,
Flying a bit blind
Will reap dividends.
Nobody wants data, everyone wants answers, which is easie said than done.
IMC
o Each media category in itself, owned, earned and paid media comprise an effective
marketing too in itself for marketing stratehies.
o Each media category, whether it be owned, earned or paid comprises an effective
marketing tool in itself. Unsurprisingly, makreters often use just one of the channels as
the baiss of their strategy
Unsurprisingly, marketers fall into the temptation of using just the one media
category as the basis of their strategies by treating them as individual entities.
Despite this, it is recommended that makreters create a holistic strategy by
integrating all of these elements together principle of IMC integrated
marketing communication, which is a blend of traiditonal and offline advertising
through owned, paid and earned media channels under one strategy whereby each
media category reinforces each other and creates synergies.
Process

Companies shoul
(i) strive to create innovative, relevant, updated and interesting owned content
(ii) they should then use paid media to target such owned content to relevant taget
markets.
(iii) and this in turn will drive consumer engagement to such content whi hteh
ywill then go on to spread through the earned media channel
Earns customer su[pt,s leads to creation of earned media as consuers
become brand adovcates
o Earned
Sharing, mentions, reposts, reviews
o Owned
Website, mobile, blog
Owned Media
o Carry communication messages from the organisaiton to internet users on channels that or
owned, or at least partly controlled y the company.
o Carry communication essages from the organisation to consumer son the internet through
owned/paryyle controlled channels.
o Primary goals
Engage onsuemrs with relevant content.
Generate brand awareness by exposing company as much as possible o consumer.
Facilitate CRM + IMC
Inform, entertin ,engage.
o Websites,
o Forums
o Support
o Text messages
o Emails
o Podcasts
o Videos
o Blogs
Brands are able to leverage on infleuntia bloggers both normal consuemrs,
company owned or company sponsored.
Proide a stream of dialogue to consuemrs that can infleucne consumer decision
making process and purchase decisions.
Allow for wom more important,lye WOM>
Consuemrs tend to view blogs as trustworthy,
Through infleuncers ability to connect with a targeted groupm see these
idnivdiauls as authority igurees infleucne consuemrs purchasing attitudes and
behavioural intention.
o Email Rekevant, as =onkine comm tools, fre
Adv, customisable, can be tailored to eah indivudal ,can put info, qr code,
promotions etc.
Cross and up sell
Disadv
Consumer info onverload,
S[am filters. Junk
Performance metrics
o Click-through
o Downloads, views number read and forwarded.
Owned Media
o

Channel that companies own or at least partyly control and use to distribute company
content.
o Owned media carry communication messages from the organisation to internet users on
channels that are owned, or at least, partially controlled by the company.
o Owned media, a channel that carries communications from the organisation to internet
users that are woend by company
o Owned media carryies company messages from organisaiton to consumes on internet
through owned/partyl owned by company
Paid media
o Communication channels that company users, but has to pay for.
o Properties/processes owned by ithrs who are paid by irganisation to carry its promotional
methods.
Company control the content, distributed on paid emdia channels, to allow it to
best reach consumes.
o Examples
Search engine marketing
SEO
SEA
Display advertising
Online offline --. Digital advertising increasing.
Used to distribute owned content.
o In banner ad, popup pop under
o Floating ad
o Wallpap ad
o Interactive ad
Contextual adversing
Sponsored advertising
Sponsor bloggers, paid bloggers, cleebriy endorsements
Social media advertising
Facebook
o Paid Fb ads
Twitter ads
Youtube.
o Dispaky advertisng, videos and pop ups
Disadvanategs
o Least trustworht
o Owmed media communication channels that are sued by companies to distribute
content to consuemrs on the internet that are owned or at elast partly owned.
Paid marketing
o Onine properties that are paid y companies do distribute and advertiing content to
consuemrs
IMC of Owned Media + Paid Media Search engine Marketing
o SEA, SEO
o SEM Paid and Owned Marketing IMC
o SEM = Complex art and science of driving consuemrs towards a companies webstie.
However, in order to achieve this, there are two tehniques indoing so.
SEO optimising a website so that it appears near the tiop if maximising number
of users driven to a websiteng.
Oragnic search
Optimising a wesbtie site so it is positioned near top
o Keeping fresh content
o

o Using write keywords

o Regular updates
o Adgjust changing alorithms, hire someone to do it.
o Choose unique words.
SEA paid advertising to search engines that allow it to rnak highly
One such method is PPC where companies bid for certain key words to
be psoitoned highly, each click-through = payment to search engine.
o Google sells for 0.15-15
o Spend $14.8 bm in 2011 alone.
Advanatages
o Controllable, measurable and easy to use.
o Leads to higher conversion rates, seen more
o Instant targeted traffic
Disadvanatges
o Very epensive, hard to get the right key word,
Must be very s[ecific.
o Paid marketing metrics.
Conversion rates
Click-throughs
Website views/landings
Cost-per-click
Cost-per-thousan
(cost of ad/audience) * 000
CPC, conversion rtes, Cost per thousand
o Effectiveness reaching and gaining attention of target arket
o Efficiency doing so at a lowc sot.
Earned media
o Media that is consumer generated and comes from consumer dialoeu
o Individual consuers become the channel messages about the company that are generated
by social media authoris
Like physical wom, but on steroids.
o User engagement levels
consume
connect
collect,create
collaborate
o social media infleucners
o viral marketing
can be offline, online, emaisl, sharing content
FB
Old spice
Walkers
o Ratings and review
o Community discussion forum
o Double-edged sword
Can be ood or bad

E.g. Amazon using FB as a customer serive platform

o FB forum (Owned/Paid Media)
o User reviews, feedback and sharing on FB earned media.
Works both ways.

Owned media yse of FBas a forum/platform for C

Earned media customer discussion likes, share and exposure
o Pirncipels of IMC use FB as Amazon is creating and owning contet on F using it as a
platform ofr customer sieve
Amazon create and own content double edged sword
Positive WOM and exposure negative UGC and WOM
Growth of social media as CS cultural shift of impatient forms consuejmrs
listen to my complain right this second.
Dont want to be funnelled a channel where CS calls, waiting for generic email,
demand engagement from companies.
o FB is a platform that facilitates this Amazon can own this channel by putting in its
own workers and creating f orum where customers can voice their grievances on the
forum and get quick, dynamic replies.
o Social media is beneficial --. Notification followed by a clear succinct answer, casual
personable time. By owning the media channel and paying FB permission to use it,
Amazon can take its time and reply to queires in a more perosnalsied, intimate, and casual
times. All traits that cosnuemrs love.
o Also allows them to distribute licnks back to company --. Cross and up sell
Earned media
o Transparency all about vindication. Customers want to rave and rant to all the world,
FB alow them to do so. However, if Amazon hanles the siutiton expidiotusly,
proffesionaly and sense of urgency then looks good for them.
Use it as a tool to generate earned media and amazon to flex problem solving
muscles. Consume lok kindly, all of FB see it shared and liked by indviduals
who retweet it, post it to other friends etc.
All generates positive WM

Customer service paradox model

Bad good --. Better feeling.
o However, double eged sword
Not hanel right customers get angry
Negative WOM. Piss off one person in physical world, yll 6 ppl ,piss them all off,
tell 6,000.
o Achieves marketing objectives
inspires brand loyalty, consumer confidence,
resolves disputes, generates awareness positive iamge. Increase satisfaction
Walkers sandwich.
o Amalagamation of online and traditional marketing tools through owned, paid and earned
media
Walkers marketing campaign in 2011 won Cannes Effectiveness Award
Walkers chips wante to make eating with sandwiches at launch time more
exciting.
o Series of offline and online campaigns in british town of
sandwich.
o Owned Media
Wesbtie content
Emails
Stories, viedoes, billboards, posters
Promotional offers
SEM
o Paid media
Sponsorships by celebrity, celebrity endoresements
Pamela Anderson

Boy band
Marco pierre white
Display advertising, tv
Earned media
Locals posted videos, social media went virl
Media
Newspaper
BBC lapped itup
Free pubciity 7.2 million pounds wrth
Reportsted, rptoerted etc.

Success
o Podcasts, walkes mobileapp over 2 million downloads, wesbtie traffix increased
o Increase sales 150% improved shelfing
Nordstomg
o Innovaive integration of Punterest + traditional bricsk and mortar advertising. IMC
Piniterest social media website allows users to pin their favourit items onto
onie virtual boards, pin food, pictures viedos, recipe, articles.
58.2m unique cisitors.
Nordstrom 4.4 illion users.
NOrdstorm engages in Rever-se-show rooming.
o Consuemrs look online then buy in store.
o Reverse it through integriton of earned and owned media
Stage-one owned media allow users to pin their favourite Nordstorm
catalogue items generate user-generated content.
Generated dialogue, pinned, repined and shared pins on favourites.
Pin on 69 of Nordstroms board.
The top pinned items were selected and gathered data data management saw
the top-pined items
Gathered info and stocked it in store
21% of pinterest users bought same item as they went in tore.
o Stage 2 owned media
Once initiates, reverse showrooming, social media earned media --. Drove
them into owned media channels i.e. the tore itself wehre theyaere treated to the
quiteseential nordstorm retail experience tuxedo waiter, music, champagne
exclusive promotions.
Results combination of earned pinterest social Media + traditional media/owned media in form
of retalign store multi channel shopping expeince online and offlinece, its no about bricks OR
click about bricks and blicks.
o Incressaed sales.
o 21%conversion rate.
Marketing mobile
o Prolgideraiton of smartphones and rise of internet has seen an exponential increae on
mobile advertising spending ove the past few years companie predict mobileinternet
usage will surpass coputer usage by 204.
Spent $2.61bn in 2012 alone
Fabebook
Padi display adv advetsingmobile video advertising
Messaging
Location base dads
Video, voice apps

Full screen takeover messaging

Disadbatanges
Iwreles bandwidth I s asmaall
Smaller screens

Privacy
o Ethical nad legal issues
o What is privacy?
It is about control, who gets control.
o Marketers and privacy, how do marketers collect data?
Cookies
Ubiquotous applications.
Retargeting, Amazon and issues with privacy
o Look at privacy policy does not onsell to 3rd parties, but in reality
this can be changed at nay time
Got hammered for doing so,
o Ireeperable damage financial and non-monetry. Cookies and
privay issues.
Social media
What u give to social media
Illusion of choice, can u really turn of cookies?
o Government
Is responsible
1988 privacy act, but is old and needs updayin.
Outdated and unwidly an old.
Eeks to protect data, how it is stored and how it can be used
o Government accused of breaching laws itself.
Metadata laws uh march 2015, pass through senate
Giant online x-ray that identifies when, where and how and to whom we
communicate over phones and internet
o Active content surveillance
Telcos must wtore metadata for a least 4 years, can be shearched through
o Conversaitons, who with, how long
o Emails
o Data
o Website browsing history.
o Criticism
Breach of privacy
Expensive
Who gets access to such information/ is it related only to terrorism?
o Positive AFP us to proetect us
Metadata laws pale in comparison to what china is doing
How can mrketers improve
o Al about transparency and tradeoofs
Be clear on what u collect and how u do it, ask permission and always have
pricvacy policies available and accessible.
Tradoffs justify whsy u should breach privacy to gain dta to better hekp
customers
If sell, maybedivvy pofits.
Sel-rgultion.
Censorship in China

Great Firewall of China, controlled by 60 internet regulations, one giant internet

Metad
How can consuemrs enforce privacy?
o Good browser hygine
Clear cookies
Turn them off
Delete histoy.
o Use incognito mode
o FB dont post up material that is privacy, dont do it all
o Funnily aenough, emarketer, cosnuemrs actually allow info about their interests, hobbies,
preferences, occupation,
o But too invasive, name, address, income, family. Too close to hom.
o ,mobile
Delete apps, turn of tracking devices.
o Law and tension b/w privacy, lw trying to catch up in brave ne world.
Digital Proeprty
o Series of rels, laws and reuglatiosn to protrect intangible and tangible property.
Patent protection of methods to do something, processes andinventive steps
Patents act.
Patent trolls
1 click tehcnolo
Copywright protect creative expression in different media forms
Fair use
First sale limits the aility.
Breach
o Megaupload, pirate bay
o Drains money, illegaldownload try and crack down
Trademark
o Companies source identifiers are protected
Cybersquatting,
Browers, domains
o Logos, slogans
License
o Ompany contractual agreement allow oher companies to use their
software for a price.
Windows 8.
Big data
o What is it
o What sources, how is it collected
o How is it analysed?
DMP
o What benefits can it give
Amazon retargeting + CRM
o Issues
Privacy
Info overload
Expensive
Soure relaiibltiy
Big data
o Is the collection of data from traditional and digital sources both inside and outside a
company which provides an ongoing source of discovery and analysis.
o

That being said, Big Data does not just refer to the data itself, but it also emcompasses the
challengs, cpaabilities and competencies associated with sotring and analysing such large
data setsm to support a level of decision making that imore accurate and timely.
Sources of Data and How it is collected
o Internal Sources
Reports, sales data, website data
o Secondary sources
Data collected by other government agencies and companies which are freely and
wiely avialble, ABS
o Primary sources
Own research conducted by firm.
o Client side data collection
Cookies
Collect info through consemr click behaviour
o Server side dat collection
When a website uses its own software to gather info on a consumer
Tracks what they do on the site.
How is it analysed
o Data Management Platform
A DMP is essentially a data warehouse where data is gatherd, stored, categorised
and optimised.
A DMP is essentially a piece of software/data warehouse hat gatehrs,
amalgamates and optimises data. It then analyses,sifts through it to find
meaningful correlation and tried to find meaning out of this unstructured data.
Meaning thatcan be sue to inform marketing decision.
Essentially, big data is the urrency and DMP is the bank.
Piece of software that gathers, houses and sorts out information. It then
o Techniques of analysing data
Data minig find hidden predictive information in large databases through
statistical analysis
Data mining use of statistical analysis to ifnd hidden predictive informaiton
RFM analysis
Recency
Frequency
Monetary value
o Cross-channel attribution measurmen
Attribution Clear and accurate insight into how, when and wher marketing infleunces customers
across devices and channels
o Clear and accurate insighs into how, when andw ehre marketing infleunces customers
across devices and chnnels
How can big data help
o Boost sales
o Improve integriton
o Competitive adv over firms
Found out weaknesses and eploit
o Target better
Discovering best ways to engage customers in social media
Keeping most valuable customers
Cross-selling activities
Reduce communicating costs by targeting high-response customers..
o Target better
o

 Cross and up-selling activities

Keeping most valuable customers
Only target most valuable customers.
Amazon stands as a testament to the collection of data
o How does amazon collect data
Uses cookies to track the online journey of their consuemrs though the use of
various online tiools and techniques such as cookes.
In turn, Amazon manages and athers exorbitant amounts of consumer
information, uncluding the gender, age location and website inerations and
purchase history of their consuemrs.
So that the net tim u go
Cookeis gather data on gende, ge, location, purchase history
Next time you go on website, bobard you with as.
Cliet-sdie data collection
Server side data collection.
o What marketing obejctives oes it fulfil?
Use of retargeting and big data + crm is creative and innovative, allow for a
stream of dialogue b/w consumer and amazon. Whether consumer opts to buy or
not, amazon gatehrs data and uses this to provided targeted emails, display
advertising according to the unique and innovative ways in which they perceive
information.
This increases feelings of belongingness
Analysed in Amazons DMP
o Once amazon collects data
Analysed in Amazons DMPs
Techniques of analysing
o Data mining
o RFM
o Then used to provide tairlored, targeted ads
Incrases sense of belonginess.
o Increases brand awareness and exposure higher conversion rates higher probability
of purchase ncrease size of purchase cart.
Limitaitons of data
o Big data is relatively new, still have to iron out. Despite beenfits it brings, still new
tehnology and is fraught with pitfalls that can catch an unassuming marker.
Privacy
Ethical and legal issue
How do u collect? Too personal
Data overload
Easy to get data, however, marketers want answers.
Data without insight is useless.
Data without insight to inform marketing strategy is worthless.
Petabytes of ata, discerning meaning is time consuming and expensive
Especially with shortage of data analyssits/statisticians.
o Expensive
To housr data and keep it in warehouses, expensive to get data in first palce.
However, cloud technology is reucing price.
o Reliability
Sampling error
Sampling bias sample pop was not chosen randomly at all

o N = All easy, tigger happy assumption ,dangerous, twitter, not indicative of the whole po[.
Big data has arrive, but not big insights.
IMC
o (1) Created owned media, relevant, knoweldgable entertaining
o (2) use paid emdia to promote to relevant targetmarket
o (3) gain consumer trust and interest, they will forward it through htheir own earned
media channels
Consumers voice is the channel.
Each media category in itself, whether it be owned, earned or paid, constitutes an effective tool
for marketers to reach their consumers. In saying this, marketers have fallen for the trap of
looking at them as individual entities and only focusing on one of them at once. It is
recommended that marketers view of the holistically and put them under on unified, strategy,
under the umbrella of Intgrated marketing communciations. Whereby there is a blend of owned,
paid, media and traditional and digital marketing methods whereby each media category serves to
reinforce the other and create syndergies.
Intentional blending of traditional and online marketing tools and tacis aroud a single, unified
marketing strategy
o Following venn diagram communicates this.
Overall strategy should be that
o (i) create unique, engaging, creative owned media content.
o (2) should then used paid efforts/media to ensure that suh content is strategically placed
where it can be spotted by the relevant target audience.
o This in turn earns the consumers trust and support, which leads to the creation of earned
media.
IMC
o Each individual lentitty
o Put together
o Venn diagram
Owned media
Benefits
Examples
Blogs
Emai
Performance metrics
Paid Media
o Pay to go through communication channels
Company controls the content
Most last trusted form of content
o Examples of paid media
Digital advertising
Contextual advertising
Sponsorship
SEM
SEO
SEA PPC
Social Media Advertising
o Disadv least trusted
Examples of Owned + Paid media
o SEM google
SEO , owned Organi Marketing
Techniques

SEA - Paid for marketing

PPC
o How do u measure?
PPC
PPM
Click through
o Adv
o Disadv
Owned Media
o Carry communication messages through the organisations
o Carry communication messages frm the organisation to internet usrs on channels that are
owned and at least, partially controlled by the company.
Carry communication messages from the firm to the users of channels that are
owned, or at least partly owned, by the firm.
o Primary goals
Engage consumers with positive brand commitment
Entice them to pass along content to others
IMC
Carrying content ah ycan entertain, engage, inform
o Webstie
Website landing pgages, moble sites
Website chat
o Support forums/communities
Gibson guitar board
Podcasts
Text messaging
Sales promo
Blogs
Brands are able to leverage einleunctial bloggers to drive WOM to a large
databse of receptive customers, which brands themelves dont have
Consume WOM is even mor eimprotant tosay now with internet eWOM
Brands leverage infleucntial bloggers, spread + wom to others. Ewom
Recommendtiosn in blogs are turyt worthy and reputable blogers
Authority figures.
Email
Webstei, email, blogs, podcasts, videos
Owned media
Podcasts, mobile apps, website, email
Paid media
o Firms pay other internet ognaisaitons to distribute their content/promotional messges
o Properties owned by othrs who are paid by organisation to cary it spromoitona messages
Company controls the content
o Exams of paid advertising
Display advertising
Online display ads are embedded in web pages, alow users to clickthrouh to the owned content
o In banner ads.
SEM
Contextual advertsing
Sponsorship

Paid bloggers
Social mediaadverising
o Face book, paid ads, stories
o Twitter, paid retweets, trending tweets
o Youtube, stream videos
o Pinterest
Disadv. Not trusted

SEM complex art and science to drive consuemrs to website

o IMC SEO (owned), SEA (Paid)
SEO (Owned) process of maximising the number of visitors to a website two types- natural
search and paid search
o Natural search (oganic searc) obtimising website so that I appears higher in results
Draw pitciture
o Ensures hat either
(1) the site name and link appears hih
(2) ads get a click-through.
Techniques
o Spread fresh content all over the web
o Design for relevant andmpopularity, optimise content
o Adjust site to changing algorths
o Choose unique words and targete ones that are rlated to busiens.
o Optimise
o Choose unique words related
o Update, freshcont
o Work alorithsm
o SEA (Paid) paying dsearch engiens to rank more highly
PPC online bidding of certain key terms associated with busiens that target
market will clikc
Adv. Small investment, easy to track control flexibility, u control
Disadv, expensive, difficult to ifnd right word
Performanc metric
o CPM
o CPC
o Effectiveness, efficiency
o Conversions
Earned Media
o When individual conversations become the channel: Messages about the company that
are generated by social media authors.
Earned media is like physicalWOM on steroids: a social megaphone: Customers
and new outlets become the channel.
Messages about the company that are generatd
Individual customers are the channel
o User engagement levels
Consumr
Connect collect create collaborate
Examples of earned media
o Social media infleuncers
o Traditional journalists
o Viral marketing
o Social media infleuncers

Journalists, tv
Viral marketing
Ratings and reviews
Recommendaitons
Recommendaitons, ratings and reviesws, UGC viral marketing
Social meiainfleuncers
Traditional journalists
Double-edged sword
o UGC
Scial Media as a platform for Custoemr service
o IMC
Owned + Paid media Amazon using FB as a platform for Customer Service
E Earned emdia,customer discussion
Works as a double edged swod, Amazon is creating and owning content
by addressing customer concerns on FV, but can go and work againt the,
o Generate positive WOM
o Or negative UGC
Why is there a shift?
o Vculture
Amazon taken advantage of this shift
o Using social meia (owned + paid) as a platform, pays face the uploads its own
content/trouble shooting that all can see.
o Dyamic platform, facilitates a stream of dialogue
o Personal
Earned Media
o Consuemrs gets transparency, vindication, can get problems solves.
o Amaon can flex its muscles and show off how it handles customers complaitns.
o However, make unhappy can work gainst you
Customer service paradox
Initially bad, but then provide a better, looks good even happier.
Culture, shift
Dynamic customer interactions on social media
Earned media positive WOM
o Transparency
But if u make customers unhappy in difitual world, each
tell 6,000.
Customer servie paradox
Fulfils marketing objective
o Inspire customer retention and loyalty
o Consumer confiene
o Increase satisfaction
o Generate Positive WOM.
Walkers sandwich
o Amalgamation of online adntraditional IC
Objective wake walkers chips more exciting
Owned media
o Website conent
o Slaes promotion offer
o Emails
o SEM
Paid media offline and online celebrity endorsement
o
o
o
o

o Digital display ads on internet

o Tv ads
Earned media
o Viral
o Journos
o Bbc tc
Performance metrics
Ownd media.
Mobile adveritisng
Prolfieraiton internet
On the rise
2.61 bn spent
Paid search
Display ads
Full screen takeover,s
Messaging
Location baed ads
Video
Voice
Apps
Disadv
Privacy
Small screen
Younger generiton, not so much older but they are getting it
Data caps/price
Wireless bandwidth is small
E.g. Diesel and QR codes
Disel uses ar codes, like it in the spot discount
Earned media owned media
Starbucks mobile payment
Disel qr like discount
Game of Pohones Virgin mobile.
Nordstorm
Imc
Owmed + paid (Pinterest) what is it?
o Allow pjning toppinne items
Steag 2 owned media nordstorm in shp expeirencev