Digital Marketing Chapter 1 Quiz

Digital Marketing Introduction

• Course is taught by Asst. Prof. Dr. Gülsüm Vezir Oğuz
• Course is for Week 2
• Course text is from Digital Marketing Strategy, Implementation and Practice (7th Edition) by Dave Chaffey and Fiona Ellis-Chadwick
• Course textbook is published by Pearson

Chapter 1 - Introducing Digital Marketing

• Main topics include:
  • How digital marketing has transformed marketing
  • What are digital and multichannel marketing
  • Introduction to digital marketing strategy
  • Introduction to digital marketing communications
• Case study: eBay's success in the global market

Purpose of Chapter 1

• Provide a broad overview of digital marketing topics
• Explain how digital marketing is transforming the marketing landscape
• Show understanding of the customer lifecycle
• Describe the types of digital media channels used by marketers
• Explain the digital marketing landscape
• Identify different types of transaction alternatives between consumers, businesses, and organizations
• Outline the framework for developing a digital strategy
• Discuss the buy and sell side of e-commerce

Digital Marketing Definition

• Digital marketing is about:
  • Audiences
  • Digital devices
  • Digital platforms
  • Digital media
  • Digital data
  • Digital technology
• Achieving marketing objectives via digital media, data, and technology

Digital Marketing Involves

• Applying technologies to form online channels (web, email, databases, mobile, wireless, digital TV)
• Supporting marketing activities, aimed at achieving profitable acquisition/retention of customers
• Recognizing the strategic value of digital and developing a planned integration approach
• Integrating e-communications to migrate customers to online services
• Delivering targeted communications/services to align with individual customer needs (including knowledge of profiles, behavior, value, loyalty drivers)

Paid, Owned, and Earned Media

• Paid: Advertising (paid search, display ads, affiliate marketing, digital signage) and paid placements
• Owned: Websites, blogs, mobile apps, social media presence
• Earned: Organic conversations and interactions through APIs and social widgets

Marketing Technology Landscape

• Key components include Marketing Experiences, Marketing Operations, Marketing Middleware, Marketing Backbone Platforms, Infrastructure, and the Internet

Introduction to Digital Marketing Strategy

• Key considerations
• Key features of digital marketing strategy
• Applications of digital marketing
  • An advertising medium
  • A direct-response medium
  • A platform for sales transactions
  • A lead-generation method
  • A distribution channel
  • A customer service mechanism
  • A relationship-building medium
• Benefits of digital marketing
  • Identifying customer needs and wants
  • Anticipating customer needs through the internet
  • Satisfying customer needs through the electronic channel
  • Website and service usability
  • Customer service quality
  • Physical product dispatch process

Benefits of Digital Marketing (The 5Ss)

• Sell
• Serve
• Speak
• Save
• Sizzle

Examples of Typical Objectives

• Increase interaction with content
• Increase online sales
• Increase time spent on site
• Increase number of online active customers
• Expand email coverage to 50% of customer base
• Generate more sales
• Reduce costs (direct marketing, printing, postage)
• Improve branding metrics

Mini Case Study: Zalando

• Zalando successfully leveraged digital media and distribution to grow its business in less than 5 years.

E-business and E-commerce

• E-commerce is focused on buying and selling products online, while e-business encompasses a wider range of activities, including services.
• E-commerce and e-business are closely intertwined.
• Defining both terms is relevant for a job interview.

Buy-Side and Sell-Side of E-commerce

• Buy-side: Focuses on acquiring goods or services
• Sell-side: Represents sales activities

Strategic Framework for Developing a Digital Strategy

• Framework illustrates key aspects for strategy building including consumer behavior, adaptation to innovation, expanded market opportunities, and digital darwinism.

Key Communication Concepts

• Permission marketing
• Content marketing
• Customer engagement

Permission Marketing

• Value exchange occurs for communication and profiling
• E.g., email opt-in, likes on Facebook

Content Marketing Engagement Value

• Define content value
• Develop assets
• Influence content (outsourcing, syndication)
• Participate in relevant content
• Content platform development

Customer Engagement

• Repetition of interactions to build emotional, psychological, and physical investment
• Level of engagement, interaction, intimacy, and influence an individual has with a brand

Case Study: eBay

• Key content (mission, revenue model, proposition, competition)
• Case question: Discuss how eBay's online proposition has had to evolve to achieve continued growth.

Summary of Organizational Challenges in Digital Marketing

• Strategy
• Structure
• Systems
• Staff
• Style
• Skills
• Superordinate goals

Generic Digital Marketing Strategy Development

• Process involves evaluating performance and setting objectives, determining the optimal strategy, and delivering measurable online results

Introduction to Digital Marketing Communications

• Core elements include building awareness (reach), engaging with customers (engage), converting awareness to action (act), and converting customers to loyal users/consumers (conver).

Six Categories of Digital Communications Tools

• Includes search engine marketing, online PR, online partnerships, display advertising, opt-in email, and social marketing.

Summary of Communication Models

• Highlights the differences between traditional (push) and new (two-way/pull) communication models.

Channels Requiring Integration in Integrated Digital Marketing Strategy

• Components essential include a framework with Company, Intermediary, and Customer.

Test your knowledge of Chapter 1 from the 'Digital Marketing Strategy, Implementation and Practice' textbook. This chapter introduces the transformative impact of digital marketing, the concept of multichannel marketing, and fundamental digital marketing strategies. Understand the customer lifecycle and the digital media channels utilized in modern marketing.