This document discusses digital marketing communications strategies and how the rules of marketing have changed with the rise of the internet and social media. It provides an overview of how organizations can now communicate directly with buyers online through blogs, videos, social media and more. Specific strategies mentioned include content marketing, online public relations through tools like press releases and events, social media advocacy, and generating reviews/publicity through platforms like YouTube, podcasts and blogs. The document also discusses techniques for online partnerships, affiliate marketing, sponsorships and engaging consumers.

1. Digital Marketing
Communications
(DMC) strategies
SERGIO PINZON

2. PINZON & CO
PINZON & CO

3. Discussion questions
How the web has
changed the rules of
marketing and PR?
How marketing and
PR drives sales?
When social
networking does not
work?
How to find a new
job via social media?

4. The cannabis business and marketing
• Some states permit medical marijuana for recreational
use.
• Websites need to be approved by states.
• The cannabis business must use more traditional marketing
strategies (trade shows)
• Search engines like leafly, weed map.

5. Old rules
EXPENSIVE ADVERTISING. THIRD PARTY INK.

6. The web
Tremendous opportunities to reach niche buyers directly.
A marketplace of ideas
The web is about interaction, information, education and
choice.

7. The web
Reporters and editors use the web
to seek out interesting stories,
people and companies.
Organizations are communicating
directly with buyers.

8. Communication with buyers
Blogs Online video New
releases.
Content
marketing

9. The new rules
of job search
LinkedIn
Check hashtags of keywords.
Blogs

10. Online PR
• Online public relations is essentially the management of
reputation in the digital space and the generation of
positive publicity via tools such as press releases, online
events, and blog activities.

11. Online PR options
Attracting visitors through search.
Engagement and dialogue
Building campaign buzz
Defensive crisis

12. Advocacy
• Suggest action to another user

13. Advocacy
Online Ratings Ratio mentions to
recommendations.
Number of Brand
Fans/Advocates

14. Online PR options
• Link building
• Surveys and polls
• Influencing media.
• Viral marketing.
• Press releases.

15. Key activities
• Communicating with media /publishers online and
gaining publicity
• Interviews on YouTube and podcasts.
• Publicity stunts filmed for YouTube or Facebook video
• Regular blogging and connecting with influencers

16. Generating
publicity
Generating Reviews
Podcasts
Features
Forums and discussion groups.
Blog writers
Press Aggregators
Online live events/webinars

17. Streaming Strategies
Hub Content Partner-Hosted
Streams
Event-Based Videos

18. Social Recommendations & Referrals
• YELP
• Amazon
• Groupon
• Scoopon
• Uber eats

19. Is the equivalent of word of
mouth
Viral marketing

20. Techniques for
Engaging
Users
• Twidgets
• Apps
• Free tools

21. Exotik Latin restaurant

22. Connect with the community
that is relevant to you.
• Websites like groupon, scoopon, Zomato
to promote our brand.
• Local cinema (Dendy cinema).
• Local events such as Newtown/Glebe
Festival, Latin American Festival, Fair Day.
• Spanish / Latin American Institutes.
• Do charity such as free food, barista
classes and so on

23. Types of Online
Partnerships
• Link Building
• Affiliate Marketing •
• Sponsorships
• Consumers

24. Affiliate
marketing
• It is a marketing practice in
which a business rewards
one or more affiliates for
each visitor or customer
brought about by the
affiliate's own marketing
efforts

25. Affiliate marketing
• Didi
• Bartercard

26. Sponsorship
• This tool involves the linking
of the brand with content
or another brand (co-
branding) for the purpose
of creating brand
awareness and brand
appeal.

27. Partnership with consumer
• Lego with enthusiasts
• Apple and google works with app developers.

28. Offline traffic building
• Online links
• IG or Facebook mentions
• Events

29. Events

30. Mobile marketing