1 Digital Enviornment Theory

Digital Environment…
What digital media has brought…

• Dialogic communication
• Interactivity
• Engagement
• Relationship
• Speed/Instantaneous communication
• User generated content/Customer-centricism
Advantages of Digital Marketing
• Cost Effectiveness: digital ads are typically more cost-effective than
standard traditional marketing campaigns.
• Personal and Customized Messaging: digital marketing allows
brands to specify exactly the target demographic for each individual
ad in a campaign. Digital media enhance creativity.
• Easily Measured and Adjusted: if the campaign is not performing
well, most digital ads can be updated much more easily than
traditional ads, and are scalable.
• Real time results: digital media enable companies to see their
numbers of visitors to their site and its subscribers increase, peak
trading times, conversion rates and much more at the touch of a
button.
• Greater exposure: a business can be seen anywhere in the world
from one marketing campaign with lower costs than traditional
methods
Advantages of Digital Marketing
• Mobile-accessible: more and more people are using smartphones and
tablets in their day to day lives - digital marketing invites brands to tap
into consumers' behavior and reach them seamlessly through mobile
devices
• Viral Value: brands that post content to social media sites like
Facebook, YouTube, and Pinterest are able to plug into consumers who
are able (and willing) to share that content with their networks
• Not Intrusive: through the power of market segmentation and tailored
marketing, online people could choose to be out of communications or
not and often it is relevant because they were the ones searching for it
in the first place.
• Great Engagement: brand/consumer engagement in digital marketing,
is all about developing a personalised relationship that reaches the
masses but speaks to each individual through relevance and frequency.
It goes beyond interactivity and leads to relationship building.
Disadvantages of Digital Marketing
• Too much ad clutter
• Reputation can be damaged easily by negative
feedback.
• Highly dependent on technology which can be
prone to errors.
Digital ad spent in Turkey for Jan-June
2014…
~4 billion TL
Total ad spent
540 mio TL
Digital
Advertising
Expenditure
%48: Search
%45: Display Engine %6: Mobile
ad Marketing
Source: rd.org.tr
Increasing digital media expenditures…
http://marketinomics.com/digital-marketing-2/traditional-digital-and-social-
media-marketing/
Marketing Communications in Digital
Environment
• Digital Advertising
– Display ads (banner, pageskin, e-commerce)
– Pre-roll
– Rich media
– Video
– Adwords
– Retargeting ads
– E-direct ads
– Advergame
• Mobile Marketing
• Social Media Marketing
– Social media ads
– Social media accounts
– Blogs
– Viral
Examples of Digital Advertising
• Display Ads (Banner): Image-based advertisements that
often appear in the side, top, and bottom sections of
websites. They can range widely in terms of size, design,
and function
• Display ads (Pageskin)
• Display ads (E-commerce banner)
• Pre-roll video: Short promotional videos before you could watch a video
on YouTube or another video sharing website. Users are forced to sit
through at least five to 10 seconds of advertising before they see their
desired video.
Rich media banner: Dynamic ad which has
audio/video in it.
• http://demo.mediamind.com/Creative_zone/
Amway_Fall/index.html
• Video ads
Adwords
• Retargeting Ads: When a user visits a website, a cookie is attached
to the visitor, taking note of what pages and products the user visits
while browsing the site. Once the user leaves the advertiser’s site
and begins journeying to other websites, targetting ads can be made to
appear in certain ad spaces, displaying ads that specifically call out what
the user was looking at on the advertiser’s site earlier.
E-direct Ads: Google’s online email service are contextual ads that are generated by
an automated process that scans a user’s emails to discover interests and topics that
are relevant to the user.
• Advergame
• Mobile ads
Social Media Marketing
Examples of Social Media Marketing
• Facebook Ads
• Facebook Ads
Sponsored Stories show a user’s Facebook exchange ads take into account a
interaction with an advertisers page or user’s web surfing history data, letting an
product to the user’s friends and larger advertiser show an ad for a product a user was
network. Sponsored Stories are also one looking at earlier on the advertiser’s website
form of Facebook ads that can appear in a
user’s newsfeed.
• Facebook account
• Twitter Ads: #Hashtag, promoted tweets, promoted accounts, promoted
trends
• Twitter account
• Foursquare ads • Tumblr ads (Tumblr

Sponsors)
• Vine ads, instagram ads
• http://blog.brandsonvine.com/
• Viral ads
• Youtube ads
• Youtube channel
Blogging
Company
Blogs
Blogging
Blogger endorsement
More on various formats in digital
marketing communications…
• https://www.udemy.com/blog/advertising-
examples/
• http://www.wordstream.com/online-
ads#YouTube Ads

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Digital Environment…

What digital media has brought…

• Foursquare ads • Tumblr ads (Tumblr

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