BRANDING STRATEGIES AND

DIGITAL ADVERTISING
Lecturer: Teodora Șaguna
Marketing enthusiast for over 15years.
Traveler.
Lifestyle entrepreneur.
Contact

@teodora saguna

teodora_saguna@yahoo.com
CURICULA
• Introduction. The changing digital environment - digital landscape
• The changing digital environment - digital disruption. A comparison
between communication for digital brands versus brick & mortar brands
• Building a digital strategy-Digital marketing audit. How to conduct it and
why it helps.
• Building a digital strategy - Setting digital objectives. How to write a digital
brief
• Developing the digital strategy.
• Creating a digital plan. Selecting the best digital mix.
• Allocating budgets for a digital plan
• Setting metrics, KPIs and objectives
• Online media mix: Google Ads (Google Search, Google Display Network,
Youtube)
• Online media mix: Social Media, Content Marketing
• . Direct marketing in online: email communication
• Monitoring and Measuring Digital Marketing activities. How to measure
online in offline.
EVALUATION

Evaluation based on individual project: The project topics

will be various, but will rely on creating a digital strategy for
a brand

Presence: 50% required

10 Blogs That You Should Be Reading

1. http://sethgodin.typepad.com/: Seth Godin blogs on marketing

insight found in everyday life
2. http://www.techcrunch.com/: Group edited blog about web 2.0 and
technology
3. http://www.briansolis.com/:Looks at Social Media and PR 2.0
4. http://www.mattcutts.com/blog/: Matt Cutts is search expert who
works for Google and blogs about Gadgets, Google, and SEO
5. http://www.seomoz.org/blog: Search and SEO blog
6. http://www.chrisbrogan.com/: Social Media blog written by industry
expert
7. http://adweek.blogs.com/adfreak/: A comical look at the latest
advertising, main
8. http://www.marketingpilgrim.com/: Looks at Search and Online
Marketing
9. www.smartinsights.com: looks at digital marketing strategies
10. www.econsultancy.com (blog section)
Recommended books

1. Ira Kaufman and Chris Horton, Digital Marketing

Integrating Strategy and Tactics with Values
2. Philip, Kotler and Gary, Armstrong, Principles of
Marketing, 17th edition, Pearson.
3. Dave, Chaffey and Fiona, Ellis-Chadwick, (2015) Digital
Marketing, Strategy, Implementation and Practice
6thedition
THE CHANGING DIGITAL ENVIRONMENT
- DIGITAL LANDSCAPE-
Lecture 1
How can we define DIGITAL MARKETING

Dave Chaffey, a specialist in digital marketing and author of

five books in the field, referred to simple online marketing
as achieving marketing goals by applying digital
technologies (websites, email, databases, blogs, social
networks, chats, online forums, discussion groups, e-
commerce, crowdsourcing, mobile applications).
How we are accessing the web is changing

How we are accessing the internet is changing. Consumers are

now using multiple devices, creating multiple touch points with
organizations.
INTERNET ACCESS ANYWHERE/ANYTIME HAS BECOME A MUST HAVE

Apps allow users to complement their daily routines.

Internet Penetration (national): 63%

Internet Penetration (urban): 71% DOWNLOAD
Internet World penetration: 58,4 %
51% APPS

MOBILE PHONE INTERNET USERS 73% Smartphone

2012-2018 penetration
35% Tablet penetration

60%
TOP APPS
50%

40%
75% 73% 68% 64% 61% 61%
30%

20%

20%
10% Cha
ts
Ph
oto
Social
Media
E-
Mail
Mu
sic
Ne
ws
0%
2012 2013 2014 2015 2016 2017 2018 2019
Source: SNA Focus
AS SOCIAL MEDIA BECOMES MORE VARIED AND CONNECTS MORE PEOPLE,
FACEBOOK REMAINS THE TOP NETWORKING SITE IN ROMANIA.
SOCIAL SPACE BECOMES MORE CLUTTERED: INSTAGRAM & MESSAGING
GROWING

SOCIAL NETWORK USERS TOP SOCIAL NETWORKS

% OF TOTAL INTERNET USERS (Unique Users)
Facebook 11,000,000
80% Instagram 3,600,000
NEW
70% Whatsap 2,500,000
ENTRAT:
60% LinkedIn 2,300,000
SNAPCHAT
50% Waze 1,500,000

40% Snapchat 1,450,000

30% Flickr 920,000

20% Twitter 550,000

10% Pinterest 418,000

2016
0%
2012 2013 2014 2015 2016 2017 2018 2019 User accounts or unique users

UPLOAD VIDEO MAKING FRIENDS APPS

COMMUNICATE ACCESS LINKS
12
74% 68% 65% 63% 60% 58%
Source: SNA Focus, Facebook
VIDEO WINS DIGITAL LANDSCAPE

100% GROWTH ON VIDEO 88% YOUTUBE PENETRATION

ADVERTISING (NATIONAL)

GENRES USERSWATCH ON
YOUTUBE

TOP CHANNELS: MUSIC.

TRENDING: VLOGGERS

Data: Google, Social Bakers, Dbase.tube, Topvlogguri.ro

 BOOM OF ONLINE SHOPPING– increase in number of stores & buyers

Source of data: SNA Focus, Online studies. GPEC

 BOOM OF ONLINE SHOPPING– increase in number of stores
& buyers

• Number of online stores doubled in 2018 (14,000). 50% of online stores had been
launched in last 5 years. 66% of online stores have mobile optimized version. 30% have their
own apps.
• 35% of Romanians shopped online at least once/month.
• Estimated share of total retail 8%
• Food ordering online and on mobile devices the new trend.
• Increase of traffic reported on online stores from mobile devices, reaching 80% in
2018.
• Increase Cross border buying: More shoppers buy online products outside country
• More payment facilities & specialized cards & services . Still 85% of Romanian still
choose to pay at delivery
• Entertainment subscription services growth (Netflix, Amazon Prime, HBO G0, IPTV
online) will bring more payments online
• Online buying Decision triggers: awareness of stores, prices, fast delivery
• Black Friday major event , +30% vs 2017, reaching 250 mil EUR in 2018

Source of data: Euromonitor, GPEC

TRENDING IN THE DIGITAL SPACE
1.4 Mil users in Romania
Advanced targeting Snapchat has the young
capabilities: destination audience -63% of local
city/country, type of Snapchat audience is
hotels (no of stars), type aged below 20 y.o.
of audience (single,
families etc.)
1.5 Mil users in Romania
Generate foot traffic by
providing directions to
Significant growth of
advertiser locations using
online shopping
branded pins
34% of Urban Population
Generate awareness with
14+ shop online
Zero Speed Takeover

140 mil. global users and

60 mil. premium accounts
in 60 markets.
30 mil.+ number of
songs.
Advertising opportunities:
audio, video in stream,
display banners.
 TRENDING IN THE DIGITAL SPACE

• From Netflix & entertainment services to beauty, everything can be bought on

subscription
• Real-time retail - Consumers expect a seamless experience in the store, on the web
and via their mobile device, which makes ‘real-time retail’ the new industry imperative
• Gift Cards /Rewards– encourage consumers to spend more than they might spend
otherwise
• Consumers want to be in command, their voice to be listened to, look for
customization and personalization, interactivity, surprise, trust and honesty from brands
• Internet becomes mainstream
• The expansion of smart products, from mobile phones to television sets, has
widened the possibilities for consumers to surf the web in search of goods and services.
Consumers now have easier access than ever to a huge range of products at any time
of the day or night.
• Food and drink internet retailing expected to record further strong growth
• NEW SOCIAL: The role of social media evolving: Facebook for connection, Instagram
for influencing, Snapchat for messaging, Linkedin & Twitter for business. More options to
choose from. More opportunities to connect. Interest communities (mums, movie lovers,
series lovers).
10 Blogs That You Should Be Reading

1. http://sethgodin.typepad.com/: Seth Godin blogs on marketing

insight found in everyday life
2. http://www.techcrunch.com/: Group edited blog about web 2.0 and
technology
3. http://www.briansolis.com/:Looks at Social Media and PR 2.0
4. http://www.mattcutts.com/blog/: Matt Cutts is search expert who
works for Google and blogs about Gadgets, Google, and SEO
5. http://www.seomoz.org/blog: Search and SEO blog
6. http://www.chrisbrogan.com/: Social Media blog written by industry
expert
7. http://adweek.blogs.com/adfreak/: A comical look at the latest
advertising, main
8. http://www.marketingpilgrim.com/: Looks at Search and Online
Marketing
9. www.smartinsights.com: looks at digital marketing strategies
10. www.econsultancy.com (blog section)
Recommended books

1. Ira Kaufman and Chris Horton, Digital Marketing

Integrating Strategy and Tactics with Values
2. Philip, Kotler and Gary, Armstrong, Principles of
Marketing, 17th edition, Pearson.
3. Dave, Chaffey and Fiona, Ellis-Chadwick, (2015) Digital
Marketing, Strategy, Implementation and Practice
6thedition
THE CHANGING DIGITAL ENVIRONMENT
- DIGITAL DISRUPTION-
Lecture 2
WHAT IS DIGITAL DISRUPTION

“Digital disruption is simply a term used to describe the

changes - both positive and threatening - that are occurring
in our world due to advancements in technology”
• Dr Ric Simes, Director of Deloitte Access Economics
Marketing was 360
Now is 365
3 SOURCES OF DIGITAL POWER

James McQuivey is an author on digital disruption and he

suggests that digital disruption has been caused by three key
sources digital powers:
1. Prevalence of free digital tools and services – enable
rapid building of products and services.
2. The rise of digital platforms – easily accessible by
competitors from all directions.
3. Rapid increase of digital consumers who are ready to
accept new services.
Video: Overview of Digital Disruption

http://www.youtube.com/watch?v=neShgTczCM0#t=48
Six trends that are driving changes in the Digital
Environment

1. Device shift – from PCs to mobile/touch devices

2. Communications shift – from voice to data and video
3. Content shift – from bundled to fragmented
4. Social shift – from growth to monetisation
5. Video shift – from programmed to use-driven
6. Retail shift – from channel to experience
LET’S TALK
Examples of brands that overcome digital disruption
AMAZON– most disruptive business
Starting out as a niche service selling books online, it now
is not only a dominant retailer, but has pioneered new
categories such as cloud computing and smart speakers.

The key to its success is not any one process, but how
it integrates its customer obsession deep within its
culture and practice.

Amazon is not just an online store. It’s a brand that does

not stop innovating
AMAZON- Alexa
Amazon voice assistant, Alexa can read the news, solve
math problems, report the weather, play music, turn on your
lights, and a whole lot more. The assistant can tell you what
movies are on this evening, create and recommend routines
for your smart devices, and catch you up on sports.

Plus, Alexa continues to come out with new features. If you

have a Ring smart doorbell, Alexa will be able to talk to your
guests with a new feature called “doorbell concierge.”
AMAZON– Alexa
• Alexa lost her voice campaign
https://www.youtube.com/watch?v=iNxvsxU2rJE

Influencer marketing coupled with powerful video content

and a creative concept has the potential to boost brand and
product awareness significantly.
Alexa Has Lost Her Voice’ campaign was not only funny
and incredibly creative, but it used influencers in a way that
placed the benefits of the voice assistant at the heart of the
production.
AMAZON – ALEXA

Result: Not only did the video campaign earn over 47

million views and go viral as a result of its ingenuity,
but it cemented the value of influencer marketing done
well.
 NIKE
• NIKE went beyond product innovation and infused
technology into every aspect of their operations. That’s
how they retained a competitive edge in the physical and
digital space.

• Today, thanks to their innovative nature and continual

investment in technology, Nike has transformed itself from
a sports company to a tech-focused company.
NIKE – REACT
https://youtu.be/OU-LPZFqmew

• To promote the launch of its cutting-edge new running

shoes, Epic React, Nike developed a digital marketing
campaign rich in content across a host of channels and
touchpoints, including website, mobile, social media and
video.
• Nike developed an immersive Reactland initiative that
transported users into the heart of a virtual video game
(complete with an Avatar of themselves).
NIKE - REACT

Result: The brand not long ago announced a share

value increase of 7%, putting it back in direct
competition with Adidas in the sneaker market, and its
innovations like its Reactland campaign that help to
drive this success.
NEW YORK TIMES

TRUTH CAMPAIGN: https://www.youtube.com/watch?

v=18CGnEpeRfI
NEW YORK TIMES
• A reaction to the fake news phenomenon, the Trump
presidency and his administration’s adherence to
“alternative facts”, the campaign tackles head-on the
widespread sense of eroding faith in knowing the truth.

• This stark, copy-led campaign was multi-platform,

appearing on TV, in print, outdoor, on social and in direct
email marketing. The commercial flashes through a series
of statements that start with “The truth is …” including one
that’s a direct reference to President Trump himself: “The
truth is the media is dishonest.”
•
 NEW YORK TIMES

Results
It was a huge success with over 15 million views since it
first aired and was followed up with targeted advertising
on social media in the same style, as well as direct email
marketing to increase subscribers.
With subscribers now at a record level of 308,000 digital
subscriptions in the first quarter of 2017, the campaign is
an excellent example of using current events to create a
sense of urgency and drive customer engagement.
TED BAKER – KEEPING UP WITH THE
BAKERS
• Ted Baker used a highly original, multichannel approach
to refresh the brand and create a new interest among its
followers.
• Developed a comedy sitcom named ‘Keeping up with the
Bakers’, that played episodically on Instagram Stories
over an eight-day period.
• The sitcom tells the story of the Baker family who appear
to be the picture of suburban utopia. Hooking the
audience with a narrative, the Bakers’ takeover on social
also encouraged followers to get involved, invent their
own endings and win prizes.
TED BAKER – KEEPING UP WITH THE
BAKERS
• The movie’s trailer was watched 1.9m times
• The shoppable film, complete with VR element allowed
viewers to be completely immersed into the Bakers’ world.
• Learnings: knowing your audience and keeping on top of
trends can provide huge opportunities for brands as it can
make campaigns relevant and shareable.