some digital marketing ideas and frameworks

This e-portfolio displays some digital marketing ideas andframeworks, as well as examines their marketing implementations.Furthermore, it examines recent patterns to determine howmarketi

UNIVERSITY OF NORTHAMPTON

FACULTY OF BUSINESS AND

LAW

-*** -FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS

-*** -ASSIGNMENT

Module: DIGITAL MARKETING Code: MKT3039-3XFT

AS2 - REPORT

Examiner 1 Examiner 2 Student

Ho Chi Minh City, April 2021

INTRODUCTION 1

CONTENT 1

1 PAID, OWNED, EARNED & CONVERGED MEDIA 1

2 EVALUATION OF A SOCIAL MEDIA PLATFORM 4

3 WEBSITE CHECKLIST 8

4 TREND ANALYSIS – Fashion Podcast 9

REFERENCES 10

This e-portfolio displays some digital marketing ideas and frameworks, as well as examines their marketing implementations Furthermore, it examines recent patterns to determine how marketing-friendly the company is

Link: Home | DIGITAL MARKETING MK (wixsite.com)

CONTENT

PAID, OWNED, EARNED & CONVERGED MEDIA

This section describes the POEM theory and this application in the marketing

FACEBOOK EVALUATION

This section evaluates Facebook platform using the "Four Social Media Zones" model

WEBSITE CHECKLIST

The Website Checklist is created after researching and applying to Penhaligon's website for evaluating

TREND ANALYSIS

This section analyzes the "Fashion Podcast" trend and assesses its potential benefits

1 PAID, OWNED, EARNED & CONVERGED MEDIA.

The 4.0 era witnessed the explosion and rapid development of the internet, and technology also led to the shift of marketing (Carvill, 2018) Digital marketing develops rapidly, gradually replacing traditional marketing methods Sean Cororan, (2009) provides clear definitions for the terms “paid, owned, earned media” as a simple way for marketers to categorize and optimize campaign options his media (Burcher, 2012)

Paid Media

These are the media by the branding activities that businesses have

to pay to get, such as paid articles on online newspapers, posts from influencers, paid posts to appear on social platforms for the purpose

of reaching target customers (Sean Cororan, n.d.) The role of paid is

to provide a foundation for the owned business and to create earned

based on that foundation (Burcher, 2012)

Owned Media

These are media-built the business itself Promotional activities are carried out on the company's assets such as website, brand fan page on Facebook, or channel on Youtube (Sean Cororan, 2009) Owned media creates brand portability (Sean Cororan, 2009) The role of owned media helps build long-term relationships with potential customers, with little or no dependence on other platforms and optimize communication costs (Burcher, 2012) In addition, owned media is also a bridge for earned media This is called viral communication, natural discussions, where the customer becomes the brand's marketing channel

Earned Media

Earned media can be seen as the result of Paid media and Owned media (Sean Cororan, 2009) Earned media is the most effective, but

it is also the most difficult to obtain (Firth, 2014) This is called viral communication, honest discussions, where the customer becomes the brand's marketing channel Through these two communication channels, the marketing campaign's target is known, and when customers create their discussions about it, earned media is formed

Converted media

Paid, owned, and earned media initiatives have reached a critical juncture (Law, n.d.) In a world where integrated marketing strategies overtake standalone techniques, their siloed structure has

served them well in the past, but it is starting to appear old-fashioned and ineffectual The issue is not with media per se; it is with how people interact with it In an increasingly online, connected, and distractible world, no one medium can effectively transmit a marketing message by capturing enough audience's time and attention (Law, n.d.)

Converged media reflects the evolving nature of the customer journey by allowing businesses to contact customers regardless of the channel, medium, or device they prefer Converged media is the only way to contact customers on their terms, with advertising, email, content, and social media accessible online and offline, on PCs, laptops, tablets, and phones (Law, n.d.)

Paid and Owned: Paid advertising can help boost the visibility of branded content

Owned and Earned: By incorporating earned media into their design, owned websites and social media channels can benefit from increased social proof In addition, brands can utilize social media to solicit feedback, reviews, photographs, and videos made by users Paid and Earned: can be used to incentivize the creation of earned media through paid advertising and promotions

Paid, Owned, and Earned: The ultimate purpose of convergent media is to develop a strategy that unifies and complements all media kinds

2 EVALUATION OF A SOCIAL MEDIA PLATFORM

According to the most recent statistics by Oberlo ( 2021), there will

be 3.78 billion social media users globally in 2021, increasing 5% from the previous year Social media have changed mass communication from an old mainstream media monopoly to a multi-directional communication in which everyone can participate, the print media, television, and the radio (Anon, n.d.) According to Tuten, (2020), social media is extremely complicated due to the numerous channels available and new ones entering the business daily They established the social structure, which they dubbed

"social media zones" (Tuten, 2020)

Zone 1 Social Community P

Social Community mainly focuses on building everyday activities to build relationships based on standard criteria of interest (Tuten, 2020) The leading platforms are social networking sites, message boards, forums, and live streaming systems (Tuten, 2020)

Zone 2 Social Publishing.P

Social Publishing focuses on sharing content and building content on internet platforms (Tuten, 2020) The primary forms of content sharing are articles, personal blogs, building content on websites, building content for videos on Youtube,

Zone 3 Social Entertainment

Social entertainment focuses on entertainment activities and experiences, including online game systems, game consoles, virtual reality (Tuten, 2020)

Zone 4 Social Commerce

Social Commerce focuses on commercial activities, supporting the buying and selling products and services on an online platform (Tuten, 2020) Social commerce creates an online shopping experience for domestic customers and international customers (you see) The leading platforms of Social Commerce include rankings, reviews, social networks like Facebook, online trading sites, e-commerce marketplaces, (Tuten, 2020)

According to Statista (2021), Facebook is

currently the most active social media

platform in the world with 2740 million users

Zone 1 Social Community

Facebook is built on social networking, so Facebook's primary goal is

to connect people more easily (Anon, n.d.) Facebook has a friend feature and allows friends to see what people share In addition, Facebook has features that allow people to express their feelings for the transmitted content, comment, and give opinions In addition, Facebook also allows creating groups with the same interests and passions to share photos and articles about the common interests of the members of that group In addition, Facebook also developed an accompanying application called Messenger that allows people to message each other Facebook is an excellent example of a social community because, with Facebook, it is elementary for people to join a community or interact with others

(Facebook, 2021b)

Zone 2 Social Publishing.P

Facebook is a platform that allows users to produce different content from articles, images, videos, In addition, Facebook also allows users to post short videos as stories and keep them for 24 hours Big brands worldwide have also used Facebook pages as the leading brand representative pages, posting brand content and advertising

(Facebook, 2021b)

Zone 3 Social Entertainment

Facebook built a gaming system called Facebook Gaming that allows friends to play together community games There will be rating boards in that game system, ranking between friends and with players with exemplary achievements around the world In addition, Facebook allows users to post funny pictures, memes, and entertaining videos and will recommend videos of a similar nature

(Facebook, 2021a)

Zone 4 Social Commerce

Facebook allows users and brands to create online shops on their platform and conduct transactions directly on Facebook In addition

to selling products, Facebook allows service stores to reach users and allows customers to schedule service use on Facebook's platform Moreover, as a social networking platform, Facebook focuses on optimizing the advertising system and allowing brands to reach and analyze target customers' behavior

(Facebook, 2021c)

3 WEBSITE CHECKLIST

Website is an indispensable part when building brand identity For each brand or brand, the website is an image representing each brand (Carvill, 2018) If a company wants customers to understand and know its brand, it must keep its website up to date (Jone Greg) Although there are many types of websites, each website will have different criteria For example, websites about newspapers will have

a different presentation and layout of content than sales websites Accordingly, a strong, fast, and accurate website is essential for businesses to attract customers to explore and expand their markets (Fries, 2020) However, there are always common criteria to evaluate a brand's website, whether it is good or not, user-friendly, fast access, interface suitable for modern devices,

Website, for example, is of Penhaligon's:

Criteria Quality Level Points

integration

Penhaligon's website is easy to find and access; the first results returned when searching on Google Although the connection speed

is not good, the overall design and interface for both laptop and phone versions are very user-friendly The images and brand names are presented very beautifully, boldly in art, clearly showing the company's spirit Moreover, the options are spread out on the screen (for the laptop version), and the menu items are visible (for the mobile version), making it easy for users to find and access At the bottom of the website, Penhaligon's website also has links to its

social media pages on other platforms However, the search section

is still relatively slow and has not achieved high efficiency

4 TREND ANALYSIS – Fashion Podcast

Brands and retailers have launched podcasts in small numbers but have created a new wave in customer outreach They achieved rapid success with their podcast show starting in 2017 (JESSICA SCHIFFER, 2021c) This is perhaps an appropriate opportunity for brands to continue connecting with consumers and updating world trends from their products A new communication channel can give brands a head start and create a deeper connection with customers

As a prime example, e.l.f's makeup line has been wildly successful

as it expands into the TikTok platform - helping to revive the brand and boost sales thanks to several product lines (RACHEL STRUGATZ, 2020) However, podcasts have yet to reach the same level of success for fashion brands or generate any significant profits as other platforms The journey to building brand awareness through listening for brands and retailers has been uneven and rapid, which has not been as influential and financially profitable as other advertising methods However, a few brands have found different ways to optimize podcasts, mainly for marketing or building communities of likeness (M.C NANDA, 2021)

Although fashion brands have effectively collaborated on mediums such as television, magazines, and video games, the lack of accompanying visuals misses the opportunity to present products -making it difficult for brands to create fun narrative elements In addition, the competition between podcasts makes it difficult for brands to reach customers and turn (JESSICA SCHIFFER, 2021c) Moreover, during the Covid pandemic, Podcast projects have had budget cuts and are no longer a priority in the communication strategy, making podcasts more and more difficult

Podcasts mainly make money through advertising and maintain growth through crowdfunding like Patreon, which brands are difficult

to follow They cannot use brand sponsors as media companies do – Chanel, for example, would never invite Chloé as an advertiser However, the brands that launch podcasts have many other goals than bringing in revenue and profits Podcasts cannot succeed if measured by conventional metrics like ratings from listeners or earnings (IMRAN AMED, 2017) If brands approach podcasts as a

branding tool instead of a monetization tool, they are more likely to find it worth the time and effort

It is unquestionably more profitable than sponsoring another brand's podcast, a system in which metrics and analytics "are extremely wrong"; noting that they are notoriously difficult to understand and analyze

REFERENCES Anon A Different Way of Understanding the Landscape of Social Media | #MarketingBiz with Dr Tracy Tuten | eBizRadio.com Online Radio [online] Available from:

https://www.ebizradio.com/a- different-way-of-understanding-the-landscape-of-social-media-marketingbiz-with-dr-tracy-tuten/ [Accessed June 6, 2021a]

Anon The Philosophy of Facebook (or, the real reason Facebook doesn’t care about privacy) - Kate Raynes-Goldie [online] Available from: http://www.k4t3.org/2010/12/02/the-philosophy-of-facebook/ [Accessed June 6, 2021b]

Burcher, N (2012) Paid, owned, earned: Maximising marketing

Carvill, M (2018) Get Social: Social Media Strategy and Tactics for

Facebook (2021b) ELLE | Facebook [online] Available from:

https://www.facebook.com/ELLEuk [Accessed June 6, 2021]

Facebook (2021a) Facebook Gaming [online] Available from: https://www.facebook.com/games/?

redirect_to_gameroom=1&store_visit_source=games_bookmark [Accessed June 6, 2021]

Facebook (2021b) Fans of Frederic Malle | Facebook [online] Available from: https://www.facebook.com/groups/53821503770 [Accessed June 6, 2021]

Facebook (2021c) Penhaligon’s Shop | Facebook [online] Available from: https://www.facebook.com/Penhaligons/shop/?

ref_code=mini_shop_page_shop_tab_cta&ref_surface=page

[Accessed June 6, 2021]

Firth, C (2014) Media Convergence: Combining Paid, Owned, and Earned Media iSTORM New Media: Digital Marketing Blog [online] Available from:

http://blog.istorm.ca/marketing/ppc/media-convergence-combining-paid-owned-earned-media/ [Accessed June

5, 2021]

Fries (2020) The Importance of Websites for Business - Business 2 Community [online] Available from:

https://www.business2community.com/web-design/the-importance-of-websites-for-business-02280759 [Accessed June 6, 2021]