DJH Digital Marketing Plan
Why - What - To Whom - What Effect
Wann kommen Sie / Wann sollen SIe kommen?
Was sagen Sie ueber uns?
Wie buchen Sie?
Key Marketing Message
- Who are you
- Who do you want to reach?
- For what purpose are you communicating
- What do you want to say
What do they like?
Creating the right message
new model: Advertising = matchmaking
Also: who will write and create?
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)
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)
- 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
Advertising - native advertsing
Earned Media (press / bloggers)
Owned Media - corporate website
Major SEM platforms
Google AdWords (Google analytics)
Yahoo! Bing Network
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:
Strategy based on web traffic and user insight
Strategy based on market and consumer insights
Search Engine Marketing - SEM
Increasing visibility in search engine results pages (SERPs)
-Search engine optimization (SEO)
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
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
Four types of content marketing strategies
Content Marketing Channels
Advertising - Native Advertising
Sponsorship - Sponsored Content
Social Media - Social Media Marketing
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
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?
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:
various websites for all hostels (measuring even harder)
What are they? Digital platforms connecting people via computer neworks