Podcast
Questions and Answers
Which of the following best describes the scope of digital marketing?
Which of the following best describes the scope of digital marketing?
- Focuses solely on internet-based channels.
- Restricted to email marketing campaigns.
- Limited to social media marketing.
- Includes both online and offline channels. (correct)
Which of the following is primarily associated with Below-the-Line (BTL) marketing?
Which of the following is primarily associated with Below-the-Line (BTL) marketing?
- Radio advertising
- Personalized email campaigns (correct)
- Television commercials
- Print media ads
In the context of the 4Ps of digital marketing, 'Place' primarily refers to:
In the context of the 4Ps of digital marketing, 'Place' primarily refers to:
- The pricing strategy of a product.
- The promotional activities used to market a product.
- The distribution channels and accessibility of a product online. (correct)
- The physical location of a business.
Which factor has significantly accelerated the digitization of customer interactions?
Which factor has significantly accelerated the digitization of customer interactions?
What is a primary goal of 'Promotion' within the digital marketing mix?
What is a primary goal of 'Promotion' within the digital marketing mix?
How does digital marketing differ from traditional marketing in terms of interactivity?
How does digital marketing differ from traditional marketing in terms of interactivity?
What is the role of AI in modern digital marketing, as illustrated by Heinz's campaign?
What is the role of AI in modern digital marketing, as illustrated by Heinz's campaign?
What is a key distinction between Augmented Reality (AR) and Virtual Reality (VR) in digital marketing applications?
What is a key distinction between Augmented Reality (AR) and Virtual Reality (VR) in digital marketing applications?
In the context of digital marketing, what does 'individualization' refer to?
In the context of digital marketing, what does 'individualization' refer to?
Why is it important to integrate a cohesive digital marketing strategy in a group project?
Why is it important to integrate a cohesive digital marketing strategy in a group project?
According to the information, what is a unique aspect of digital marketing ethics?
According to the information, what is a unique aspect of digital marketing ethics?
Which of the following accurately represents a component of the course's grading criteria for group work in digital marketing?
Which of the following accurately represents a component of the course's grading criteria for group work in digital marketing?
Why is digital marketing considered important for the success of a business?
Why is digital marketing considered important for the success of a business?
What does a focus on digital marketing ethics involve?
What does a focus on digital marketing ethics involve?
Which of the following is a key challenge identified in digital marketing?
Which of the following is a key challenge identified in digital marketing?
What is 'showrooming' as it relates to digital marketing and consumer behavior?
What is 'showrooming' as it relates to digital marketing and consumer behavior?
According to the course outline, what is the overall weight of quizzes in the total grade evaluation?
According to the course outline, what is the overall weight of quizzes in the total grade evaluation?
What is the primary advantage of digital marketing in terms of individualization?
What is the primary advantage of digital marketing in terms of individualization?
What is the main focus of Above-the-Line (ATL) marketing strategies?
What is the main focus of Above-the-Line (ATL) marketing strategies?
According to the digital schedule of this course, what occurs during week 5?
According to the digital schedule of this course, what occurs during week 5?
Which factor is NOT considered for group work grading?
Which factor is NOT considered for group work grading?
What part of the 4Ps in digital marking is the 'Amazon Price History chart' an example of?
What part of the 4Ps in digital marking is the 'Amazon Price History chart' an example of?
What is a defining characteristic of online channels?
What is a defining characteristic of online channels?
In group work, what type of work should NOT be done?
In group work, what type of work should NOT be done?
What is the weight ratio for quizzes?
What is the weight ratio for quizzes?
According to this course, what is a new trend used in today's digital marketing?
According to this course, what is a new trend used in today's digital marketing?
Which element is NOT part of the 8 elements that make business online?
Which element is NOT part of the 8 elements that make business online?
The amount of money spent will affect what factor of success?
The amount of money spent will affect what factor of success?
What is a component of Below-the-Line marketing (BTL)?
What is a component of Below-the-Line marketing (BTL)?
According to this course, what date will team lists be submitted?
According to this course, what date will team lists be submitted?
What is the main purpose of integrating a website, ads, and email marketing?
What is the main purpose of integrating a website, ads, and email marketing?
What makes Artificial intelligence an incentive to use today's marketing?
What makes Artificial intelligence an incentive to use today's marketing?
How does the content describe traditional advertising?
How does the content describe traditional advertising?
What are the key challenges companies are facing?
What are the key challenges companies are facing?
How is the term Product defined in the context of the 4Ps of digital marketing?
How is the term Product defined in the context of the 4Ps of digital marketing?
Approximately how much does newspaper advertising reach an audience of 2,000?
Approximately how much does newspaper advertising reach an audience of 2,000?
Flashcards
What is Digital Marketing?
What is Digital Marketing?
The use of digital channels and technologies to promote products or brands.
Digital Marketing Channels
Digital Marketing Channels
Includes both online (websites, social media, email) and offline channels (digital billboards, SMS).
Online Marketing Channels
Online Marketing Channels
Focuses solely on internet-based marketing channels.
Technology Used in Digital Marketing
Technology Used in Digital Marketing
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Technology Used in Online Marketing
Technology Used in Online Marketing
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Search Engine Optimization (SEO)
Search Engine Optimization (SEO)
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Individualization
Individualization
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Product (4P)
Product (4P)
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Price (4P)
Price (4P)
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Place (4P)
Place (4P)
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Promotion (4P)
Promotion (4P)
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Above-the-Line (ATL) Marketing
Above-the-Line (ATL) Marketing
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Below-the-Line (BTL) Marketing
Below-the-Line (BTL) Marketing
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Interactivity.
Interactivity.
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Steps to Build Website
Steps to Build Website
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Study Notes
- The session is an introduction to Digital Marketing within the MKT30120 course
- Presented by Dr. Katie Nguyen
Session 1: Agenda
- The first session covers administrative essentials
- Includes about me, and setting expectations for the course
- A course outline and structure will be given, including course structure and evaluation
- Today's class includes:
- What is Digital Marketing?
- History and Evolution of Digital Marketing
- The Digital Marketing Landscape
About The Presenter
- Dr. Nguyen has a PhD in Marketing from University de Montreal (HEC Montreal), Canada
- She achieved a Master in Management from University of Mannheim, Germany
- A Bachelor of International Business was achieved, Arcada University - Finland
- Research interests are customer Relationship Management, Service Marketing, Online consumer well-being, and AI and Technology.
- To contact, email [email protected]
- Include "DR" plus a brief description of the content in the email subject
- Office hours are in D009 (Blackrock Campus) by appointment
Expectations for Attendees
- You should be an independent and active thinker
- You should be open and act critically when needed
- You should be a team player
- Make full use of the two hours available, time is valuable
- Attendees should arrive on time
- Should actively participate in the discussion
- There should be no small talk in the class
- Only Laptops and mobile phones can be used for taking notes in class
- You should follow Academic integrity
Course Objectives
- Understand Digital Marketing Fundamentals
- Have a profound understanding of key channels and strategies used in digital marketing
- SEO
- SEM
- Email Marketing
- Content Marketing
- Social Media Marketing
- Affiliate Marketing
- Be able to analyse and optimize marketing campaigns
- Learn about digital marketing ethics, data privacy, and security regulation
Methods of Evaluation
- Group Project making up 40%
- The project includes setting up a website and producing a report
- Quizzes contribute to 40%
- This is from two quizzes
- Digital Certification makes up 10%
- From Google Certification
- Class Participation is 10%
- From active discussion of class activities
- Group work makes up 40% of the final grade
- Groups should have 6 people, and be as diverse as possible
- The project goals are to:
- Build a website
- Create a display/ search ad for an online campaign
- Design and implement an email marketing campaign
- Integrate a cohesive digital marketing strategy
- The website for the group project should not sell any product
- Only one false product can be displayed
- Spending any of your own money on premium tools or services is not expected
- You should start this project as soon as possible
- Grading depends on multiple factors, with details on assignment page
- Website quality being most important
- Creativity
- Alignment with marketing goal
- Relevance to target audiences
- Integration of website, ad, and email marketing
- Report Quality
- Keep track of deadlines for each tasks
- Team lists to be submitted before/ during 2nd session (28th Jan 2024)
- Two quizzes will be conducted
- The quiz will incorporate multiple choice and essay questions
- You will be tested on all course materials, this includes case studies
- Quiz weight is a 2:1 ratio (better one weighted more)
- Mid-term and Final exams are closed-book
- Digital certification accounts for 10% of your grade, with a deadline of week 8 (March 25th)
- You may choose any of the Google Ads or Google Analytics Certification based on the Syllabus
Importance of Digital Marketing
- Digital Marketing is important due to multiple factors
- The forecasted Global Market Size of Digital Marketing has large potential
- The COVID-19 crisis has accelerated the digitization of customer interactions by several years
- The world has been shifting companies operations
- Channel-switching behaviours are now a daily habbit
- Showrooming allows products to be bought at the point of marketing
- Definition: The use of digital channels and other digital technologies to promote products, services, or brands
- Digital Marketing not the same as Online marketing
- Online marketing is a subset of digital marketing and uses internet-based channels
Comparing Digital Marketing vs Online Marketing
| Aspects | Digital Marketing | Online Marketing |
|---|---|---|
| Scope | Broader: Includes both online and offline channels. | Narrower: Focuses solely on internet-based marketing. |
| Channels | Includes online channels (websites, social media, email)and offline channels(digital billboards, SMS, etc.). | Only online channels (websites, social media, email). |
| Examples | Digital billboards, SMS marketing, TV ads, online ads, email. | Online display ads, Google search ads, email newsletters. |
| Technology used | Involves any kind of digital technology (electronic devices). | Focuses on internet-based platforms and tools. |
Evolution of Digital Marketing
- 1991: America Online
- 1997: AIS Media Launched, Mobile Payments, SEO
- 2004: Mobile First, Yelp, Responsive Web Design, Facebook
- 2007: iPhone, App Store, Geotargeting, Tumblr
- 1990: Prodigy, CompuServe
- 1992: SMS Messaging
- 1994: First Online Display Ad
- 1995: Yahoo Search Engine
- 1996: Email Marketing
- 1998: SEM & Google
- 2000: PPC, AdWords, Google Mobile Advertising
- 2003: LinkedIn, WordPress, MySpace
- 2005: Google Analytics, SEO, YouTube
- 2006: Twitter, Marketing Automation
- 2010: iPad, Instagram, Internet Surpasses Newspaper
- 2008: Facebook Ads
- 2009: Bing
- 2011: Google+, Pinterest, Snapchat
- 2012: Infographics, Visual Content Marketing
- 2013: iBeacon, Micro-location
- 2014: Mobile Surpasses Desktop Users, Omni Channel
- 2015: Wearables
- 2016+: Internet of Things, Mobile Overtakes Email & Social, Online Ad Spend Equivalent to TV Spend
New Trends in Digital Marketing
- AI:
- Netflix's Al-centric suggestion tools
- Heinz uses AI image generator to advertise
- Chatbots for customer service
- AR or Augmented Reality
- Ikea Place
- Sephora's virtual artist
- VR or Virtual Reality
- VR events
- Virtual Tourism
- AR versus VR:
- Augmented Reality: Digital elements overlaid on the real world.
- Uses phones or AR glasses, blends real and virtual environments.
- Virtual Reality: Fully immersive digital world.
- Requires a headset, no interaction with the real world.
Elements of Digital Marketing
- Mobile Marketing
- Customer Service
- SEO
- Social Media Marketing
- Email Marketing
- Web Design
- Content Marketing
- Online Retail Sites
The 4 P's in the Digital Marketing mix
| P | Considerations |
|---|---|
| Product | A physical product or service proposition |
| Price | Prices are currently typical for your search |
| Place | Easy to find, Easy to navigate,Easy to find information and product |
| Promotion | Involves Targets mass and Tailors messages and personalised |
Promotion:
- Above-the-Line (ATL) Marketing:
- Targets mass audiences via TV, radio, print, digital ads
- Focuses on brand awareness and broad promotion
- TV, Radio, Press, Display Ads, Outdoor
- Below-the-Line (BTL) Marketing - Tailors messages to specific individuals or segments
- Aims at conversion and personalize engagement
- SEO Direct mail Paid search Email Direct selling
Comparing Traditional vs Digital Marketing
| Topic | Traditional | Digital |
|---|---|---|
| Reach | Limited, often geographically bound | Global reach; potential for viral spread |
| Cost | High cost for mass reach; can be inefficient | Can be more cost-effective; allows for targeted spending |
| Interactivity | Limited; primarily one-way communication | Highly interactive; facilitates two-way communication |
| Individualization | Difficult to personalize at scale; relies on broad segmentation | Personalized messaging; targets individuals or micro-segments |
Key Challenges in Digital Marketing
- Complexity : Expertise
- Responding to competitors
- Responding to changes : Technology & Platforms
- High cost
- Attention span is short
- Averaging 6 seconds
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