Digital Marketing Overview

Digital Marketing Definition and Scope

• Digital marketing uses digital technologies and media to achieve marketing objectives.
• It encompasses managing online company presence, including websites, social media pages, and mobile apps.
• It focuses on techniques like email marketing to acquire and nurture customer relationships.
• It involves integrating digital marketing techniques with traditional media, known as multichannel marketing communications.
• E-CRM stands for Electronic Customer Relationship Management, and it's a key aspect of digital marketing.

Media Types in Digital Marketing

• Paid media involves direct payment for ads, sponsorships, or pay-per-click, lead, or sale.
• Owned media includes assets like websites and social media pages owned by the brand.
• Earned media consists of publicity gained through promotional efforts other than paid advertising.
• Integrating paid, owned, and earned media ensures reaching and influencing customers across various platforms.

Applications Programming Interfaces (APIs) and Microcontent

• APIs are used for exchanging data between systems, like website services.
• Breaking down content into microcontent allows sharing and engagement across diverse platforms.

Digital Marketing Platforms

• Desktop/laptop/notebook platforms include browsers, desktop apps, and email platforms.
• Mobile apps are specific to the mobile operating system they run on.
• Gaming platforms utilize in-game ads on consoles like PlayStation or Xbox.
• Interactive signage involves touchscreen and QR codes to encourage interaction.
• Software as a Service (SaaS) refers to business applications accessed online without local installation.

Marketing Technology Systems

• Marketing experiences encompass technologies that directly impact prospects and customers throughout their lifecycle.
• Marketing operations include tools and data for managing the 'back-office' of marketing.

Business Models

• Business-to-consumer (B2C) refers to transactions between an organization and consumers.
• Business-to-business (B2B) involves transactions between businesses.
• Consumer-to-consumer (C2C) models enable individuals to sell items to each other on platforms like eBay.

Digital Marketing Dynamics

• Path to purchase in the online market involves multiple touchpoints like search results, reviews, and social media.
• Multiscreening is the simultaneous use of diverse devices, such as smartphones and tablets while watching TV.

Situation Analysis and the Digital Marketing Environment

• Situation analysis involves collecting and reviewing information about an organization's external environment and internal resources.
• It focuses on customer characteristics, internal digital marketing effectiveness, competitor activities, and PESTLE forces (Political, Economic, Social, Technological, Legal, Environmental).
• The digital marketing environment comprises the micro-environment (immediate trading environment) and macro-environment (broad forces).
• Environmental scanning involves continuously monitoring and analyzing events in an organization's environment to inform planning.
• Click ecosystem refers to the flow of online visitors between search engines, media sites, and intermediaries.

Strategic Agility and Innovation

• Strategic agility refers to the ability to adapt and implement strategies efficiently to gain a competitive advantage.
• Technological forces impact digital marketing by influencing opportunities through technological advancements.
• The diffusion of innovation curve helps understand customer adoption stages of a technology or product.
• Gartner hype cycle describes the phases of a technology's evolution, including the 'Trough of Disillusionment' and 'Plateau of Productivity'.

Multichannel Marketing and Evolving Customer Expectations

• Multichannel marketing involves using both digital and traditional channels for customer communications and product distribution.
• Integrating various channels is crucial for multichannel marketing communications success.
• Strategic agility is essential to meet evolving customer expectations driven by technological advancements.

Marketing Technology System Categories

• Scott Brinker identified six main categories of marketing technology systems:
  • Marketing experiences
  • Marketing operations
  • Marketing middleware
  • Marketing infrastructure
  • Marketing analytics
  • Marketing data management
• Marketing middleware encompasses systems like DMPs (Data Management Platforms), tag management, and API services.
• Marketing infrastructure includes databases, big data management, cloud computing, and software development tools.

Significance of Internet Services

• Internet services like Facebook, Google, and Twitter are crucial because they underlie today's marketing environment and require integration with key platforms.