Lecture given to Goldsmiths Social Media Marketing Students at ICCE . More details http://www.gold.ac.uk/short-courses/social-media-marketing/.

1. A short history of Digital
Marketing
Nov 9th 2016

2. Aims of this session are…
1. To understand the idea of interactivity, and how
digital marketing has developed the way it has.
2. To understand different types of data and how it
Is used in digital marketing and also digital
storytelling
3. Show some megatrends in Digital Marketing
4. Understand the differences of earned, owned
and bought and shared media.

3. In the last 24 months this has
happened.
• Smartphone penetration is now at 78%(UK).
• Mobile and Tablet is the preferred way for new
customers to find out about new
brands/Events/Ideas.
• People can begin a journey with you from
anywhere.
• Smart phones are the hub of people’s lives. They
way they organize themselves. There is a place for
you on someone’s phone.

4.  I wanted to see how I
had changed because of
my use of smartphones,
and the best way to do
that was to go back just 7
years.
The golden age of mobile phones

5.  Owned Media.
 Bought Media
 Earned Media
The 3 different media types

6. Side Effects of Social
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7.  Less able to remember information as we crowd
source answers from friends and Google.
 We are less able to concentrate if we know we
have a message on our phones.
 Often what we think of as multi-tasking is in fact
just task switching.
 Distraction is hindering our ability to process
memories and store them long term. (Long term
effect unknown)
 (Don’t worry this has happened before)
Some side effects
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8. This happened in the 2 months
Amazon Dash- Ariel, Play-doh, Durex and Nerf are amongst the
launch buttons - Taking on the SuperMarkets.
https://www.theguardian.com/technology/2016/aug/31/amazon-
launches-dash-instant-order-internet-of-things-buttons-in-the-uk
Google News - A new messaging app ‘Allo’ – with a search chatbot
http://www.computerworld.com/article/3123073/mobile-wireless/google-
allo.html
India has overtaken the US as the second largest online population
http://www.itu.int/en/mediacentre/Pages/2016-PR35.aspx
Twitter streams its first live NFL game - Are we in the age of Social
Television?
https://www.wired.com/2016/09/nfl-twitter-future-live-tv/

9. What types of digital Marketing can
you think of?

12. ‘The emptiest vessel makes the loudest noise when banged.’ African
Proverb.

13. He/She that does not have a
donkey is a donkey. Ethiopian Proverb.
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14. Which is more important?
Creativity

15. The biggest issues in Digital
Advertising at the moment.

16. It all begins here.
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17. • Oct 1994 – 1st Online ad appeared in Hot Wired Magazine.
• Advertisers were Zima, Club Med and AT&T
• 468x60 – pixel size – filled horizontal length of maximised
browser. ( We had 15 inch screens back then).
• First form of advertising to offer accurate measurement
• Click Through Rate Born! - Very high at first.

18. What makes Digital Ad distinct?
• Interactivity – Click Here!
• Measurability – ROI
• Targetability - Like never before
• Flexibility – A defining trait.
• We will be looking in depth at Data on Day 2.

19.  Expressed as % of clicks to impressions
 CTR (Click Through Rate)= X/Y = CTR
 Y = 1,000,000 impressions
 X = 10,000 clicks
 (10,000 / 1,000,000)x100 = 1% CTR
 There is one big problem with a CTR.
The Basic Currency of Online Ads.
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20. Think of engagement data as the chemical
reaction between the viewer, the viewability of
the story, the offer, and how busy that person
was at the time.
A high CTR doesn’t mean that
you will sell more products.

21. Why is data used #1
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22. Why is data used - #2

23. Why is data used #3

24. Why is data used #4

25. To make sure your message gets to the right person.
To measure how engaging the story was.
To try and get you to see the story.
To try and find more of you.
To optimise digital advertising, in campaigns in real time.
Why is data used #5

26. Why is data used #6

27. We all leave vapour trails of data.

28. Personal Data
Fitbit, Garmin, and Nike—say they don't sell personally identifiable
information collected from fitness devices. But privacy advocates warn that
the policies of these firms could allow them to sell data, if they ever choose
to do so.

29. These tools come from marketing
and so audience data is like this.
Marketers don’t care about the name of each animal – just the direction of the
animals.

30. How does it all work?

31. An example of how data is used.
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The chance of an Web user clicking on an ad and
going straight to the purchase page is about as
likely as a pedestrian hailing a taxi and asking the
driver to take him or her directly to the place
advertised on the side of the cab – VERY SMALL.
It is more likely the user will make
a note and visit later. Online,
you can measure exactly this:
the branding effect.

32. Your logo here
User Sees a banner, remembers it,
but DOES NOT CLICK
Adserver sets a cookie set in
internet browser
Goes to site within 90
days and buys
something
User Gets another
cookie set in
browser
Cookie sent back
To adserver / agency
Events
Correlated
Post Click and Post View

33.  What happens when you clear your cookies?
 Can you block ads?
 What about free content?
Privacy - What do you think?
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34.  To find which creative is working.
 To find which sites worked.
 To find which times worked best.
 Optimise campaigns in real time.
 To stop wasted money.
 There is little choice.
To get increase ROI
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36. The stock Exchange & Real Time
Bidding
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37. Ways that your data is used in
distribution engine.
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38. Data is often used very crudely.

39. Why is re-targeting used so much?
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40. Your logo here

41.  Is re-targeting the solution to the problems of
digital marketing?
 What are the other options?
Questions
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42. Old broadcast model is broken
The consumer is in control; interruption just doesn't
work any more.
Brands that are not relevant will be ignored.
Brands need to create situations where people seek to
spend time with them.
Keywords: explore, learn, share, question and play.
Agencies create this time’.
By the end of 2007, the forecast is that 50% of all
media consumed shall be digital
Marketing 10 years ago – What is still true?
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43. One of these models is very profitable for media agencies, one
isn’t.

44.  Email: goldenanorak@gmail.com
 Twitter: @goldenanorak
 Instagram: @goldenanorak
 Message Me.
Christopher Hogg
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