Podcast
Questions and Answers
A team working on the digital marketing project for this course is expected to:
A team working on the digital marketing project for this course is expected to:
- Use premium tools or services with their own money.
- Only focus on building the website and not worry about an ad campaign.
- Sell any product on the website.
- Integrate a cohesive digital marketing strategy. (correct)
What is the advised approach for students to contact Dr. Katie Nguyen?
What is the advised approach for students to contact Dr. Katie Nguyen?
- Email with 'DR' and a description of the content in the subject line. (correct)
- Call the office directly during office hours.
- Contact through social media for immediate assistance.
- Visit the office anytime without prior appointment.
In the context of the grading criteria for the group project, which factor is most aligned with evaluating the project's strategic value?
In the context of the grading criteria for the group project, which factor is most aligned with evaluating the project's strategic value?
- The creativity shown in the website design.
- How well the website integrates ads and email marketing.
- The reports associated with the project.
- The alignment with the marketing goal. (correct)
Which of the following represents a key difference between digital marketing and online marketing?
Which of the following represents a key difference between digital marketing and online marketing?
A coffee shop chain launches a TV ad campaign and complements it with targeted Google search ads. How does this strategy align with the concepts discussed?
A coffee shop chain launches a TV ad campaign and complements it with targeted Google search ads. How does this strategy align with the concepts discussed?
How does the course evaluation emphasize active learning and engagement?
How does the course evaluation emphasize active learning and engagement?
According to the course outline, what activity is expected of students during the second session on January 28th, 2024?
According to the course outline, what activity is expected of students during the second session on January 28th, 2024?
In the digital marketing context, what does the integration of a 'cohesive digital marketing strategy' within a group project signify?
In the digital marketing context, what does the integration of a 'cohesive digital marketing strategy' within a group project signify?
Which of the following is an example of how AI is currently being used in digital marketing, as discussed in the slides?
Which of the following is an example of how AI is currently being used in digital marketing, as discussed in the slides?
In the context of digital marketing, what is 'showrooming,' and how has it influenced consumer behavior?
In the context of digital marketing, what is 'showrooming,' and how has it influenced consumer behavior?
When assessing a digital marketing strategy within the course, what does 'relevance to target audiences' indicate in the grading criteria?
When assessing a digital marketing strategy within the course, what does 'relevance to target audiences' indicate in the grading criteria?
Within the scope of the topics covered in the course, which of the following tasks aligns with expectations for the group project?
Within the scope of the topics covered in the course, which of the following tasks aligns with expectations for the group project?
How does the course schedule integrate digital marketing theory and practical application?
How does the course schedule integrate digital marketing theory and practical application?
Which of the following best exemplifies the use of Augmented Reality (AR) in digital marketing, based on examples mentioned?
Which of the following best exemplifies the use of Augmented Reality (AR) in digital marketing, based on examples mentioned?
Which of the following actions would violate the classroom rules shared at the start of the digital marketing course?
Which of the following actions would violate the classroom rules shared at the start of the digital marketing course?
In terms of digital marketing, what is the significance of the trend showing increased digitization across business areas?
In terms of digital marketing, what is the significance of the trend showing increased digitization across business areas?
When evaluating different types of marketing, how does 'interactivity' differentiate traditional from digital marketing strategies?
When evaluating different types of marketing, how does 'interactivity' differentiate traditional from digital marketing strategies?
Among the course objectives listed, which pertains most to the ethical and legal considerations in digital marketing?
Among the course objectives listed, which pertains most to the ethical and legal considerations in digital marketing?
A company decides to shift its marketing budget from print ads in magazines to targeted online advertising. What best describes the primary motivation behind this reallocation?
A company decides to shift its marketing budget from print ads in magazines to targeted online advertising. What best describes the primary motivation behind this reallocation?
In the context of '4Ps of Marketing', what considerations are most pertinent to the 'Place' element within a digital marketing strategy?
In the context of '4Ps of Marketing', what considerations are most pertinent to the 'Place' element within a digital marketing strategy?
How does the projected global market size of digital marketing influence marketing strategies?
How does the projected global market size of digital marketing influence marketing strategies?
When launching a new digital marketing class, which expectations align with the instructor’s stated desires?
When launching a new digital marketing class, which expectations align with the instructor’s stated desires?
How does the emphasis on diversity within project teams contribute to achieving the course's learning outcomes?
How does the emphasis on diversity within project teams contribute to achieving the course's learning outcomes?
According to the information given, how often should you check the syllabus?
According to the information given, how often should you check the syllabus?
What is digital marketing?
What is digital marketing?
According to the course outline, what is the weight of the quizzes in the final grade?
According to the course outline, what is the weight of the quizzes in the final grade?
What should you do when you're assigned to a group?
What should you do when you're assigned to a group?
During which week is the digital certification due?
During which week is the digital certification due?
What online tool allows customers to virtually 'try on' makeup products using their smartphone cameras?
What online tool allows customers to virtually 'try on' makeup products using their smartphone cameras?
What are some key challenges of digital media?
What are some key challenges of digital media?
What are modern trends in digital marketing?
What are modern trends in digital marketing?
How does individualization in digital marketing compare to traditional marketing approaches in terms of messaging?
How does individualization in digital marketing compare to traditional marketing approaches in terms of messaging?
How has digitization affected customer interactions?
How has digitization affected customer interactions?
With regards to online prices, what factor should be considered?
With regards to online prices, what factor should be considered?
What elements make up digital marketing?
What elements make up digital marketing?
What factor impacts the need for digital marketing?
What factor impacts the need for digital marketing?
Considering the course objectives, which of the following exemplifies the integration of digital marketing ethics with data privacy?
Considering the course objectives, which of the following exemplifies the integration of digital marketing ethics with data privacy?
A local bookstore decides to implement a digital marketing strategy. Which approach best integrates both online and offline channels?
A local bookstore decides to implement a digital marketing strategy. Which approach best integrates both online and offline channels?
When evaluating the 'Place' element within a digital marketing strategy, what should a company prioritize to ensure a seamless customer experience?
When evaluating the 'Place' element within a digital marketing strategy, what should a company prioritize to ensure a seamless customer experience?
How does the shift towards increased digitization across different business areas impact the formulation of team projects in digital marketing?
How does the shift towards increased digitization across different business areas impact the formulation of team projects in digital marketing?
In light of decreasing attention spans, how should digital marketers adapt their content strategies to maximize audience engagement?
In light of decreasing attention spans, how should digital marketers adapt their content strategies to maximize audience engagement?
Flashcards
What is Digital Marketing?
What is Digital Marketing?
The use of digital channels and other digital technologies to market products, services or brands.
What is Online Marketing?
What is Online Marketing?
A subset of digital marketing that solely relies on internet-based channels.
Scope of Digital Marketing
Scope of Digital Marketing
Includes both online and offline channels, like digital billboards and SMS, alongside internet based techniques.
Scope of Online Marketing
Scope of Online Marketing
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Examples of Digital Marketing
Examples of Digital Marketing
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Examples of Online Marketing
Examples of Online Marketing
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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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What is Showrooming?
What is Showrooming?
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What is Above-the-Line (ATL) Marketing?
What is Above-the-Line (ATL) Marketing?
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What is Below-the-Line (BTL) Marketing?
What is Below-the-Line (BTL) Marketing?
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Traditional vs Digital Marketing dimensions
Traditional vs Digital Marketing dimensions
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Key challenges in Digital Marketing
Key challenges in Digital Marketing
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AI in Digital Marketing
AI in Digital Marketing
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What is a Chatbot?
What is a Chatbot?
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What is Augmented Reality (AR)?
What is Augmented Reality (AR)?
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What is Virtual Reality (VR)?
What is Virtual Reality (VR)?
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Study Notes
- MKT30120, Session 1: Digital Marketing - Dr. Katie Nguyen
Session 1 Agenda
- Some administrative essentials are covered at the start.
- Course outline and structure is reviewed.
- An introduction to digital marketing is presented.
- History and evolution of digital marketing is reviewed.
- The digital marketing landscape is outlined.
About Dr. Katie Nguyen
- PhD in Marketing from University of Montreal (HEC Montreal) - Canada
- Master in Management from University of Mannheim – Germany
- Bachelor of International Business from Arcada University - Finland
- Research interests include:
- Customer Relationship Management
- Services Marketing
- Online consumer well-beings
- AI and Technology
How to Reach Dr. Nguyen
- Email: [email protected]
- Add "DR" and a brief description of the content in the subject line.
- Office: D009 (Blackrock Campus) by appointment.
- Students should read the syllabus.
Classroom Expectations set by Dr. Nguyen
- Students should be independent and active thinkers.
- Students should be open and critical.
- Course participants should become team players.
- Students should be on time and make full use of the two class hours.
- Participation in discussions is expected.
- No small talk is allowed in class.
- Only laptops and mobile phones should be used for taking notes.
- Academic integrity is expected.
Course Objectives
- A solid understanding of digital marketing fundamentals will be developed.
- Students will gain a profound understanding of key channels and strategies used in digital marketing:
- SEO
- SEM
- Email Marketing
- Content Marketing
- Social Media Marketing
- Affiliate Marketing
- Ability to analyze and optimize marketing campaigns will be gained.
- Knowledge about digital marketing ethics, data privacy, and security regulations will be obtained.
Evaluation
- Group Project: 40%
- Setting up a Website
- Writing a Report
- Quizzes: 40%
- Two quizzes
- Digital Certification: 10%
- Google Certification
- Class Participation: 10%
- Active discussion of class activities
Group work (Team of 6)
- Team should be as diverse as possible
- Goals:
- 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
- Restrictions:
- No product sales on the website
- No spending on premium tools or services
- Start the project ASAP
- Grading:
- Based on assignment page details
- Quality of the website
- Creativity
- Alignment with marketing goal
- Relevance to target audiences
- Integration of website, ad, and email marketing
- Reports
- Keep track of deadlines for each task.
- Team lists must be submitted before/during the 2nd session on January 28th 2024.
Quizzes Details
- Multiple choice and essay questions.
- All course materials are testable, including case studies.
- Quiz weight: 2:1 ratio (better one weighted more).
- Mid-term and final exams are closed-book.
Digital Certification Details
- Choose any of the Google Ads or Google Analytics Certification (Syllabus).
- The deadline is Week 8 (March 25th).
Course Schedule
- Week 1 (21 Jan): Course overview and basics of digital marketing.
- Week 2 (28 Jan): Online consumers and digital marketing strategy.
- Week 3 (4 Feb): Website establishment.
- Week 4 (11 Feb): Search Engine Optimization.
- Week 5 (18 Feb): Paid Search Marketing; team website group work is due.
- Week 6 (25 Feb): Display Advertising.
- Week 7 (4 Mar): Social Media Marketing and first Quiz.
- Week 8 (25 Mar): Social Media Marketing (Cont'd): Certification is due and a group display/search ad is due.
- Week 9 (1 Apr): Analytics.
- Week 10 (8 Apr): E-mail Marketing.
- Week 11 (15 Apr): Affiliate and Influencer Marketing; email group work is due.
- Week 12 (22 Apr): Ethics and second Quiz.
Why is Digital Marketing Important?
- The forecasted global market size of digital marketing is massive.
- The COVID-19 crisis has accelerated the digitization of customer interactions by several years.
- There are now channel-switching behaviors
- Consumers visit physical stores for products and then buy them online.
- This is also known as showrooming.
What is Digital Marketing?
- It is the use of digital channels and other digital technologies to promote products, services, or brands.
- Digital marketing is not the same as online marketing.
Digital Marketing vs Online Marketing
- Scope:
- Digital Marketing is broader, including both online and offline channels.
- Online Marketing is narrower, focusing solely on internet-based marketing.
- Channels:
- Digital Marketing includes online channels (websites, social media, email) and offline channels (digital billboards, SMS, etc.).
- Online Marketing uses only online channels (websites, social media, email, etc.).
- Examples:
- Digital Marketing uses digital billboards, SMS marketing, TV ads, online ads, email.
- Online Marketing uses online display ads, Google search ads, email newsletters.
- Technology Used:
- Digital Marketing involves any kind of digital technology (electronic devices).
- Online Marketing focuses on internet-based platforms and tools.
Evolution of Digital Marketing Timeline
- 1991: America Online introduced.
- 1997: AIS Media launched, mobile payments emerged, and SEO became important.
- 1995: Yahoo Search Engine was introduced.
- 2000: PPC (Pay-Per-Click), AdWords, and Google Mobile Advertising were created.
- 1990: Prodigy and CompuServe were used.
- 1996: Email marketing began.
- 2004: Emphasis on Mobile First design and expansion of Facebook, Yelp, Responsive Web Design
- 1992: SMS Messaging was developed.
- 1998: SEM (Search Engine Marketing) and Google became important.
- 2005: Google Analytics, SEO, and YouTube emerged.
- 1994: First Online Display Ad was introduced.
- 2003: LinkedIn, WordPress, and MySpace were founded.
- 2010: iPad, Instagram launched, Internet Surpasses Newspaper
- 2007: iPhone, App Store, Geotargeting and Tumblr grew.
- 2006: The rise of Twitter and marketing automation.
- 2008: Facebook Ads.
- 2011: The use of Google+, Pinterest, Snapchat rose with micro-location tools.
- 2013: iBeacon marketing took hold.
- 2009: Bing was introduced.
- 2012: Infographics and Visual Content Marketing were increasingly used.
- 2014: Mobile usage surpassed desktop users and Omni Channel marketing was created.
- 2015: Wearables are created.
- 2016+: The Internet of Things (IoT) rises, mobile overtakes email and social, and online ad spend equals TV spend.
New Trends in Digital Marketing
- AI: Netflix's AI-centric suggestion tools, Al image generators to optimize advertisements.
- Chatbots: Hubspot chatbox available 24/7.
- AR (Augmented Reality): IKEA augmented reality to show furniture in homes and Sephora virtual artist.
- VR (Virtual Reality): VR events such as virtual tourism.
Augmented Reality vs Virtual Reality
- Augmented Reality (AR):
- Involves digital elements overlaid on the real world.
- Uses phones or AR glasses.
- Blends real and virtual environments.
- Virtual Reality (VR):
- Fully immersive digital world.
- Requires a headset.
- No interaction with the real world.
8 Elements of Digital Marketing
- Web design
- Online retail sites
- Email marketing
- Social media marketing
- SEO
- Customer
- Content marketing
- Mobile marketing
4 P's in the Digital Marketing Mix
- Product
- Place
- Price
- Promotion
Product
- A physical product or service proposition
- Are there features of it that can be added or should be excluded for the digital customer and is it fair to do this?
- Can the product be successfully sold online?
- What options with distribution can this product use?
- Is it being updated, serviced, maintained effectively?
Price
- Monitor voucher and cashback sites.
- Track prices across the internet using tools like camelcamelcamel to maintain competitive pricing.
Place
- Is your business' location Easy to find?
- Is it Easy to navigate?
- Is it Easy to find information and product?
Promotion
- Above-the-Line (ATL) Marketing:
- Targets mass audiences via TV, radio, print, digital ads
- Focuses on brand awareness and broad promotion
- Uses TV, Radio, Press, Display Ads and Outdoor advertising.
- Below-the-Line (BTL) Marketing:
- Tailors messages to specific individuals or segments
- Aims at conversion and personalize engagement
- Uses SEO, Direct mail, Paid search, Email and Direct selling
Difference in Marketing
- Digital has reach, compared to traditional methods.
- Traditional has a high cost, high interactivity and has little individualization.
Key Challenges
- Complexity requires expertise.
- Responding to competitors.
- Responding to changes in tech requires the use of different platforms.
- A low attention span requires the use of specific strategies.
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Description
An introduction to digital marketing is presented. Topics covered include a review of its history, evolution, and current landscape. This session also contains administrative essentials and course structure.
