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Introducing digital marketing

Chapter 1 - Introducing digital marketing - Presentation based on Digital Marketing: Strategy, Implementation and Practice, 5th edition - Pearson Education Limited 2013
by

Tania Jackson

on 22 January 2014

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Transcript of Introducing digital marketing

Introducing digital marketing

Learning objectives

Evaluate the relevance of digital platforms and digital media to marketing
Evaluate the advantages and challenges of digital media
Identify the key differences between customer communications for digital marketing and traditional marketing
How have digital technologies transformed Marketing?
"Achieving marketing objectives through applying digital technologies"
Definitions - What are Digital Marketing and Multichannel Marketing?

Multichannel marketing?
Digital Media, Websites, Social Media, Online
Advertising, e-mail marketing, affiliation marketing and E-CRM.


Digital Media: Communications are facilitated through content and interactive services delivered by different digital technology platforms including the internet, web, mobile phone, interactive TV, IPTV and digital signage.
Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle.
Customer journey segmentation.
The intersection of the three key online media types

Why is a digital strategy needed?

To set clear goals for digital channels
To align with business strategy (avoid ad-hoc approaches)
Create a specific online value proposition (OVP)
Specify communications tools to drive visitors
Integrate digital and traditional channels
Manage customer lifecycle (e.g. through email marketing)

How do digital technologies support marketing?

Identifying
– the Internet can be used for marketing research to find out customers’ needs and wants
(Chapters 7 and 10).
Anticipating
– the Internet provides an additional channel by which customers can access information and make purchases – evaluating this demand is key to governing resource allocation to e-marketing as explained in Chapters 2, 3 and 4.
Satisfying
– a key success factor in e-marketing is achieving customer satisfaction through the electronic channel, which raises issues such as: is the site easy to use, does it perform adequately, what is the standard of associated customer service and how are physical products dispatched? These issues of customer relationship management are discussed further in Chapters 6 and 7.

Benefits of digital marketing – The 5Ss
Summary and examples of transaction alternatives between businesses, consumers and governmental organisations
What are the challenges of managing digital marketing strategy!

Unclear responsibilities for digital
Setting objectives
Lack of budget
Budget wasted through experiments/duplication
Developing new propositions and campaigns to compete
Lack of measurement
- i.e. No plan!

A generic digital marketing strategy development process
The key types of digital media channels
Social Media Marketing...

...is a new and essential marketing tool for today's businesses. It is not about the hard sell, it is about engaging with your customers, understanding their needs and building relationships with them.
10 forms of online social presence


Inbound Marketing

The consumer is proactive in actively seeking out information for their needs and interactions with brands are attracted through content, search and social media marketing.
a) Traditional media b) New media
Benefits of digital media >

Interactivity (pull, social media)
Intelligence (marketing research)
Individualisation (amazon)
Integration (web, multichannel customer journey)



Main topics

Introduction- how have digital technologies transformed marketing?
Definitions - what are digital marketing and multichannel marketing?
Introduction to digital marketing strategy
Introduction to digital marketing communications
Fundamental digital marketing concepts

Customer engagement:
-“Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand” cScape
-“the level of involvement, interaction, intimacy, and influence an individual has with a brand over time” Forrester

Permission marketing:
- A value exchange in return for communications and profiling, e.g. Email opt-in, Like of brand on Facebook

Content marketing activities

Define content engagement value
Create content media / assets
Content syndication (influencer outreach)
Content participation
Content access platform

Content marketing approach
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.
Chartered Institute of Marketing

A more in-depth definition

Customer-centric digital marketing involves:

Applying…
Digital technologies which form online channels… (Web, e-mail, databases, mobile, iPTV)

to…
Contribute to marketing activities aimed at achievingprofitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle)

through…
Improving customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs

E-business and e-commerce?

E-commerce covers outward-facing processes that touch customers, suppliers and external partners, including sales, marketing, order taking, delivery, customer service, purchasing of raw materials and supplies for production and procurement of indirect operating-expense items, such as office supplies

E-business includes e-commerce but also covers internal processes such as production, inventory management, product development, risk management, finance, knowledge management and human resources. E-business strategy is more complex, more focused on internal processes, and aimed at cost savings and improvements in efficiency, productivity and cost savings.
Activity - Differences of digital media

Split into groups of 3
Students summarise differences between traditional media and digital media and how they can be used to advantage by companies


Which platforms are involved?

What ways can you access the Web or Internet through a browser?

Desktop browser-based platform
Desktop apps.
E-mail platformas.
Feed-based and Api data exchange platforms.
Video-marketing platforms.


Mixed-mode buying


The process by which a customer changes between online and offline channels during the buying process.
Activity - Inbound Marketing

Sit in a group of 3 and share experience of C2C interactions online. Think of C2C on both independent sites and organisations sites.

How can C2C communications assist these organisations?

Content marketing approaches
"It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.
"

Charles Darwin


Introduction to digital marketing communications
Using digital media channels to support business objectives.

RACE consists of four steps designed to help engage prospects, customers and fans with brands throughout the customer lifecycle.
Full transcript