• DJH Digital Marketing Plan

  • Why - What - To Whom - What Effect

  • Strategies

  • Challenges

  • Digital Media

    What are they? Digital platforms connecting people via computer neworks

    Defining features:
    Interactive
    Multimodal
    Intelligent
    Social
    Mobile

  • Zielgruppen

    Wann kommen Sie / Wann sollen SIe kommen?
    Was sagen Sie ueber uns?
    Wie buchen Sie?

  • Key Marketing Message

    1. Who are you
    2. Who do you want to reach?
    3. For what purpose are you communicating
    4. What do you want to say

    What do they like?
    Creating the right message
    right channel

    new model: Advertising = matchmaking

    Also: Branding

    Also: who will write and create?

  • Why

    We can accuratuly identify where the demand is through data

    Reach consumer directly on almost all digital media platforms

  • Search Engines Marketing - SEM

    A form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising and Search Engine Optimization (SEO)

  • Content Marketing

    Images
    Videos
    Articles
    Infographics
    e-books

  • Search Engine Marketing - SEM

    Demand initiated

    Increasing visibility in search engine results pages (SERPs)

    through:

    -paid advertising
    -Search engine optimization (SEO)

  • Social Media

    1. User generated content
    Allow users to post and share pictures, videos, thoughts, feelings, and informatin

    2. Online Social Network
    Connect people to create onine social networks and virtual communities

    Never treat social media as the same as other media channels.

    Treat it as parallel universe to our physical world with its own set of rules, norms, cultures.

    Social media is not about using social media for marketing but about managing a variety of activities on social media.

    Communication on social media is both social and personal

  • Content Marketing

    Creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience - and, ultimately, to drive profitable customer action

    Why good for DJH?
    Srategy based on market and consumer insights
    Often used in mult-frong and highly coordinated intergrated marketing campaigns

    A good choice when the results of traditional advertising campaigns are unclear or hard to measure

    When the campaign goal is to raise awareness / engagement / knowledge

    Used with limited advertising budget

  • Influence Marketing

    Social media has leveled the playing field, giving anyone an opportunity to have a voice.

    Influencer Marketing delivers 11 times higher ROI than traditional forms of digital marketing.

    Good: Microinfluencer with 1000 - 10,000 followwers.

    Misperception: No, they don’t need millions of followers. Many micro influencers who have fewer follower also have tapped into highly credible niche audience.

    Payment: Incentives or montetary rewards

    App: Collaborate - allows brand owners and social media influencers to connect and instantly begin collaborating.

    Pitfalls: Make sure brand image matches that of influencer and message being sent. Align marketing needs to the influencer’s niche and target audience

    Planning influencer marketing:

    Before engaging with influencers:

    -establish goals tied to objectives for media marketing strategies

    -establish specific key performance indicators for each goal

    -Who are you trying to influenc and what are the socail media channels.

    -identify and find influencers that this market witll trust.

    -you must monitor and listen to the communication from the influencer

    -influencers should post on their own media channels.

    Companies to connect you with Influencers:

    Onalytica
    Followerwonk
    Buzzsumo
    Klout
    Hootsuite

  • can’t measure
    various websites for all hostels (measuring even harder)

  • SEO = Unpaid SEM**

    1. Online page rank system: works by assessing the amount of quality inbound links to a webpage
    ranking system sees an external link as an endorsement

    They must be good and respectable links. Increase and maintain link popularity by improving the quantity and quality of inbound linksLinks - how to get them:

    1a. Sending press releases via press release service - Business Wire and PR Newswire

    1b. Guest blogging
    reach out to publications that your prospects are already reading.
    Try to find an appropriate blog. You can go to google and type i guest bogs and your industry. Once you identify the blogs, you can start reaching out to those editors and offer to write regular posts.

    Another way: Linkedn - everyone should have their links in profile

    2. must have right keywords in text.
    SEO can be achieved by making sure that your website pages, titles, tags, content, and overall structure are optimized for target keywords. Develop a well-researched list of key terms and phrases

    Google keyword research tools (check)

    1. Build content around the keywords.

    4.. Technical: Create a Search Engine-friendly website structure technical barriers that prevent the search engine spider from accessing, indexing, and displaying your webpages on SERP. Make your web assets search engine friendly (also called: on-site SEO). Optimize content and codes of your webpages to target those key phrases

  • Paid Placement
    Advertising - native advertsing
    Sponsored content
    Social Media

    Unpaid Placement
    Social Media
    Earned Media (press / bloggers)
    Owned Media - corporate website

  • Major SEM platforms

    Google AdWords (Google analytics)
    Yahoo! Bing Network

    Digital Advertising

    Online Display Advertising

    Website display ads

    CPM - cost per thousand (average clickthrough: 0.35 - 2%)
    CPC - cost per click
    CPA - cost per action
    CPI - cost per interaction

    Online Advertising Strategies:

    Traffic-driven
    Strategy based on web traffic and user insight

    Market driven
    Strategy based on market and consumer insights

    • Four types of content marketing strategies

      Publicity
      Vanity
      Viral
      Pesonalization

    • Content Marketing Channels

      Paid Placement
      Advertising - Native Advertising
      Sponsorship - Sponsored Content
      Social Media - Social Media Marketing

      Unpaid Placement
      Social Media - World of Mouth
      Earned Media - Coverage by Press / Bloggers
      Owned Media - Corporate Website

    • Key Steps of Content Marketing

      Research and Strategy

      Business objectives, market condition, audience and consumer insights

      Decide on theme and topic of content

      Planning and Preparations

      SEO, keywork / key phrase research, budget, technical issuess

      Content Creation

      Images, videos, articles, infograhics, e-books

      Social Sharing is Crudial to Success of content marketing

    • Online Video Marketing

      Important that they get shared.

      -just post them on youtube
      -Engage social media influencers
      -rely on SEO

      Video production. Ask these questions:

      Core message and central concept:

      What will resonate with your target audience

      Where to post it? Youtube? ror just on your own site?

      When posting, SEO is key for videos also, so manage the metadata around videos:

      -machine-readable video title
      -tag with keywords and ocmments

      WHO WILL SHARE YOUR VIDEO AND WHY?

    {"cards":[{"_id":"691fd5b31d5cd4a5b900001e","treeId":"691fd5c51d5cd4a5b900001c","seq":15546266,"position":1,"parentId":null,"content":"# DJH Digital Marketing Plan"},{"_id":"691fd43b1d5cd4a5b9000020","treeId":"691fd5c51d5cd4a5b900001c","seq":15547424,"position":1.5,"parentId":null,"content":"# Why - What - To Whom - What Effect"},{"_id":"691fcdad1d5cd4a5b9000023","treeId":"691fd5c51d5cd4a5b900001c","seq":15546339,"position":1,"parentId":"691fd43b1d5cd4a5b9000020","content":"## Zielgruppen\n\nWann kommen Sie / Wann sollen SIe kommen? \nWas sagen Sie ueber uns?\nWie buchen Sie?\n"},{"_id":"691fccc61d5cd4a5b9000024","treeId":"691fd5c51d5cd4a5b900001c","seq":15547439,"position":2,"parentId":"691fd43b1d5cd4a5b9000020","content":"## Key Marketing Message\n\n1. Who are you\n2. Who do you want to reach?\n3. For what purpose are you communicating\n4. What do you want to say\n\n\n\nWhat do they like?\nCreating the right message\nright channel\n\nnew model: Advertising = matchmaking\n\nAlso: Branding\n\nAlso: who will write and create?"},{"_id":"691fb5d51d5cd4a5b900002e","treeId":"691fd5c51d5cd4a5b900001c","seq":15546362,"position":3,"parentId":"691fd43b1d5cd4a5b9000020","content":"## Why\n\nWe can accuratuly identify where the demand is through data\n\nReach consumer directly on almost all digital media platforms\n"},{"_id":"691fcae21d5cd4a5b9000025","treeId":"691fd5c51d5cd4a5b900001c","seq":15546334,"position":1.875,"parentId":null,"content":"# Strategies"},{"_id":"691f93531d5cd4a5b9000032","treeId":"691fd5c51d5cd4a5b900001c","seq":15547194,"position":0.5,"parentId":"691fcae21d5cd4a5b9000025","content":"## Search Engines Marketing - SEM\n\nA form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising and Search Engine Optimization (SEO)"},{"_id":"691fc6161d5cd4a5b900002a","treeId":"691fd5c51d5cd4a5b900001c","seq":15548063,"position":0.125,"parentId":"691f93531d5cd4a5b9000032","content":"### SEO = Unpaid SEM**\n\n\n\n\n**1. Online page rank system:** works by assessing the amount of quality inbound links to a webpage\nranking system sees an external link as an endorsement\n\nThey must be good and respectable links. Increase and maintain link popularity by improving the quantity and quality of inbound linksLinks - how to get them:\n\n**1a. Sending press release**s via press release service - Business Wire and PR Newswire\n\n**1b. Guest blogging**\nreach out to publications that your prospects are already reading. \nTry to find an appropriate blog. You can go to google and type i guest bogs and your industry. Once you identify the **blogs, you can start reaching out to those editors and offer to write regular posts.**\n\n\nAnother way: Linkedn - everyone should have their links in profile\n\n\n**2. must have right keywords in text.**\nSEO can be achieved by making sure that your website pages, titles, tags, content, and overall structure are optimized for target keywords. Develop a well-researched list of key terms and phrases\n\nGoogle keyword research tools (check)\n\n\n3. Build content around the keywords.\n\n\n4.. Technical: Create a Search Engine-friendly website structure technical barriers that prevent the search engine spider from accessing, indexing, and displaying your webpages on SERP. Make your web assets search engine friendly (also called: on-site SEO). Optimize content and codes of your webpages to target those key phrases\n\n\n\n\n\n\n\n\n\n"},{"_id":"691fc6af1d5cd4a5b9000029","treeId":"691fd5c51d5cd4a5b900001c","seq":15547118,"position":0.5,"parentId":"691f93531d5cd4a5b9000032","content":"**Paid Placement**\nAdvertising - native advertsing\nSponsored content \nSocial Media\n\n**Unpaid Placement**\nSocial Media\nEarned Media (press / bloggers)\nOwned Media - corporate website\n"},{"_id":"691f89da1d5cd4a5b9000034","treeId":"691fd5c51d5cd4a5b900001c","seq":15548366,"position":3,"parentId":"691f93531d5cd4a5b9000032","content":"### Paid Advertising\n\n**Major SEM platforms**\n\nGoogle AdWords (Google analytics)\nYahoo! Bing Network\n\nDigital Advertising\n\n**Online Display Advertising **\n\nWebsite display ads \n\nCPM - cost per thousand (average clickthrough: 0.35 - 2%)\nCPC - cost per click\nCPA - cost per action\nCPI - cost per interaction\n\n\nOnline Advertising Strategies:\n\n**Traffic-driven **\nStrategy based on web traffic and user insight\n\n**Market driven**\nStrategy based on market and consumer insights"},{"_id":"691fca4b1d5cd4a5b9000027","treeId":"691fd5c51d5cd4a5b900001c","seq":15546364,"position":1,"parentId":"691fcae21d5cd4a5b9000025","content":"## Content Marketing\n\nImages\nVideos\nArticles\nInfographics\ne-books\n"},{"_id":"691faaf21d5cd4a5b9000030","treeId":"691fd5c51d5cd4a5b900001c","seq":15546425,"position":2.5,"parentId":"691fcae21d5cd4a5b9000025","content":"## Search Engine Marketing - SEM\n\nDemand initiated\n\nIncreasing visibility in search engine results pages (SERPs)\n\nthrough:\n\n-paid advertising\n-Search engine optimization (SEO)\n\n\n\n\n\n"},{"_id":"691f7e691d5cd4a5b9000035","treeId":"691fd5c51d5cd4a5b900001c","seq":15548271,"position":4,"parentId":"691fcae21d5cd4a5b9000025","content":"## Social Media\n\n**1. User generated content **\nAllow users to post and share pictures, videos, thoughts, feelings, and informatin\n\n**2. Online Social Network**\nConnect people to create onine social networks and virtual communities\n\n\nNever treat social media as the same as other media channels. \n\nTreat it as parallel universe to our physical world with its own set of rules, norms, cultures.\n\nSocial media is not about using social media for marketing but about managing a variety of activities on social media.\n\nCommunication on social media is both social and personal\n\n\n\n"},{"_id":"691f01c41d5cd4a5b900003c","treeId":"691fd5c51d5cd4a5b900001c","seq":15548200,"position":1,"parentId":"691f7e691d5cd4a5b9000035","content":""},{"_id":"691f78d71d5cd4a5b9000036","treeId":"691fd5c51d5cd4a5b900001c","seq":15547300,"position":5,"parentId":"691fcae21d5cd4a5b9000025","content":"## Content Marketing\n\nCreating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience - and, ultimately, to drive profitable customer action\n\n**Why good for DJH?**\nSrategy based on market and consumer insights\nOften used in mult-frong and highly coordinated intergrated marketing campaigns\n\nA good choice when the results of traditional advertising campaigns are unclear or hard to measure\n\nWhen the campaign goal is to raise awareness / engagement / knowledge\n\nUsed with limited advertising budget"},{"_id":"691f60e41d5cd4a5b9000039","treeId":"691fd5c51d5cd4a5b900001c","seq":15548352,"position":0.5,"parentId":"691f78d71d5cd4a5b9000036","content":"### Four types of content marketing strategies\n\nPublicity \nVanity\nViral\nPesonalization"},{"_id":"691f75911d5cd4a5b9000037","treeId":"691fd5c51d5cd4a5b900001c","seq":15547212,"position":1,"parentId":"691f78d71d5cd4a5b9000036","content":"### Content Marketing Channels\n\n**Paid Placement**\nAdvertising - Native Advertising\nSponsorship - Sponsored Content\nSocial Media - Social Media Marketing\n\n\n**Unpaid Placement**\nSocial Media - World of Mouth\nEarned Media - Coverage by Press / Bloggers\nOwned Media - Corporate Website"},{"_id":"691f68a51d5cd4a5b9000038","treeId":"691fd5c51d5cd4a5b900001c","seq":15547321,"position":2,"parentId":"691f78d71d5cd4a5b9000036","content":"### Key Steps of Content Marketing\n\n**Research and Strategy**\n\nBusiness objectives, market condition, audience and consumer insights\n\nDecide on theme and topic of content\n\n**Planning and Preparations**\n\nSEO, keywork / key phrase research, budget, technical issuess\n\n\n**Content Creation**\n\nImages, videos, articles, infograhics, e-books\n\n\n**Social Sharing is Crudial to Success of content marketing**\n\n\n\n\n"},{"_id":"691f0dc21d5cd4a5b900003b","treeId":"691fd5c51d5cd4a5b900001c","seq":15548197,"position":3,"parentId":"691f78d71d5cd4a5b9000036","content":"## Online Video Marketing\n\nImportant that they get shared. \n\n-just post them on youtube\n-Engage social media influencers\n-rely on SEO\n\n\n**Video production. Ask these questions:**\n\nCore message and central concept:\n\nWhat will resonate with your target audience\n\nWhere to post it? Youtube? ror just on your own site?\n\nWhen posting, SEO is key for videos also, so manage the metadata around videos:\n\n-machine-readable video title\n-tag with keywords and ocmments\n\nWHO WILL SHARE YOUR VIDEO AND WHY?\n\n\n\n\n\n"},{"_id":"691eedd11d5cd4a5b900003d","treeId":"691fd5c51d5cd4a5b900001c","seq":15548353,"position":7,"parentId":"691fcae21d5cd4a5b9000025","content":"## Influence Marketing\n\nSocial media has leveled the playing field, giving anyone an opportunity to have a voice. \n\nInfluencer Marketing delivers 11 times higher ROI than traditional forms of digital marketing. \n\nGood: Microinfluencer with 1000 - 10,000 followwers.\n\nMisperception: No, they don't need millions of followers. Many micro influencers who have fewer follower also have tapped into highly credible niche audience.\n\nPayment: Incentives or montetary rewards\n\nApp: Collaborate - allows brand owners and social media influencers to connect and instantly begin collaborating. \n\nPitfalls: Make sure brand image matches that of influencer and message being sent. Align marketing needs to the influencer's niche and target audience\n\n**Planning influencer marketing:**\n\nBefore engaging with influencers:\n\n-establish goals tied to objectives for media marketing strategies\n\n-establish specific key performance indicators for each goal\n\n-Who are you trying to influenc and what are the socail media channels.\n\n-identify and find influencers that this market witll trust.\n\n-you must monitor and listen to the communication from the influencer\n\n-influencers should post on their own media channels.\n\n\n**Companies to connect you with Influencers:**\n\nOnalytica\nFollowerwonk\nBuzzsumo\nKlout\nHootsuite\n\n\n\n\n\n"},{"_id":"691fcf3f1d5cd4a5b9000021","treeId":"691fd5c51d5cd4a5b900001c","seq":15548362,"position":1.890625,"parentId":null,"content":"# Challenges"},{"_id":"691fceaf1d5cd4a5b9000022","treeId":"691fd5c51d5cd4a5b900001c","seq":15546296,"position":1,"parentId":"691fcf3f1d5cd4a5b9000021","content":"can’t measure\nvarious websites for all hostels (measuring even harder)\n"},{"_id":"691fba201d5cd4a5b900002c","treeId":"691fd5c51d5cd4a5b900001c","seq":15546358,"position":1.90625,"parentId":null,"content":"# Digital Media\n\nWhat are they? Digital platforms connecting people via computer neworks\n\nDefining features:\nInteractive\nMultimodal\nIntelligent\nSocial\nMobile\n\n"},{"_id":"691fca691d5cd4a5b9000026","treeId":"691fd5c51d5cd4a5b900001c","seq":15546335,"position":1.9375,"parentId":null,"content":""},{"_id":"691fd4c61d5cd4a5b900001f","treeId":"691fd5c51d5cd4a5b900001c","seq":15546265,"position":2,"parentId":null,"content":""}],"tree":{"_id":"691fd5c51d5cd4a5b900001c","name":"DJH Digital Marketing Strategy","publicUrl":"djh-digital-marketing-strategy"}}