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• Digital marketing utilizes digital or social channels to promote a brand and reach customers.
• Marketing involves activities, institutions, and processes for creating, communicating, and delivering valuable offers to stakeholders.
• Brands are names, terms, designs, symbols, or other aspects that identify and differentiate an organization's product/service.

Digital Marketing Evolution Timeline:

• 1970s-1980s (Pre-Web): Email marketing was the primary form of digital marketing.
• 1990-2000 (Web 1.0): Basic website marketing and banner ads were common on "read only web" platforms.
• 2000-2009 (Web 2.0): Social media and user-generated content (UGC) became prominent.
• 2010-2019 (Web 3.0): Advertising was based on consumers' online behavior, utilizing the "semantic web".
• 2020-Present (Web 4.0): Intelligent interactions between people and machines characterize the "symbiotic web".
• Marketing is viewed as a partnership and interaction between two biologically distinct beings.

Macro Environment Effect on Digital Marketing:

• Political factors include foreign trade policies.
• Economic factors involve fluctuations in supply and demand
• Social trends can compel digital marketers to be creative.
• Emerging technologies enable marketers to provide exceptional consumer experiences.
• Environmental concerns include digital waste (e-waste).
• Legal aspects cover laws, regulations, privacy, and cybersecurity.

Micro Environment Effect on Digital Marketing:

• The organization needs a well-defined strategic plan backed by top management.
• Suppliers provide inputs, goods, and services.
• Intermediaries assist in the marketing of products/services for organizations.
• Competitors pose a challenge and require sustaining a competitive advantage.
• Publics are stakeholders with influence.
• Customers are crucial, and managing relationships with them is essential.

Types of Digital Marketing:

• Email marketing involves sending crafted emails (promotions, newsletters) to maintain customer connections.
• Website marketing is conducted through one or more websites for a web presence
• SEO MARKETING – improving website to optimize use by search engines and rank highly on the results
• Search Engine Marketing (SEM) includes bidding on keywords or keyphrases that consumers use to search.
• Social Media Marketing involves advertising, promotion, sharing, branding, and connecting with consumers.
• Community Marketing uses social media, blogs, webcasts, and forums to make connections, promote engagement and build communities.
• Mobile Marketing is conducted through mobile devices and apps.
• Smart-Environment Marketing utilizes AI, ML, 5G, and XR.

Digital Marketing Value:

• For Consumers: Information source to learn about brands, products and services
• For Organizations: Promotes brand, market products, to reach more consumers effectively.
• For Society: Broader consumer choice and variety, economic benefits, to facilitate social interaction.
• Conducting requires STP (segmentation, target market, digital positioning)
• Digital marketing and digital sales: Creates value because learning and purchasing online become more convenient
• A long-term relationship should cultivated via digital consumer behavior, customer relationship and experience management.
• Integrated marketing communications and digital marketing: Creation of content that create value is an important IMC strategy

Brand Image and Digital Marketing:

• Consumer perception includes features and ideas associated with a brand.
• Digital trust: Consumer confidence in an organization or its brand
• Digital reputation: Consumer perceptions and communications about a brand in an online context
• Influencers are people, platforms, or organizations that consumers rely on for recommendations.

Marketing 4P's:

• Product
• Promotion
• Price
• Place

Marketing 7A's:

• Add: value for consumer/customer, organization, society
• Allure: attract consumers, fascinate, entice, provide information
• Advance: move consumers down process, provide help, anticipate actions
• Adapt: to change in environment, change based on consumer behavior, appropriate and quick
• Associate: meaningful connections, intentional engagement, loyalty and positive association
• Abide: adherence to consumer preference, follow law, ethical consideration, security and respect
• Analyze: monitor, measure, metrics, consumer insight, analytics tool

Digital Marketing Objectives:

• Overall Marketing Objective: Conversion involves a desired action by a consumer engaging with the organization's digital marketing (membership, survey completion).
• Overall Marketing Objective: Gain customer insights by understanding customers and their data
• Appropriate Digital Marketing Objective: Enhance customer retention and loyalty despite competition.
• Appropriate Digital Marketing Objective: Establish expertise
• Value for Consumer/Customer: Provide customer service through direct sales and service channels.
• Value for Consumer/Customer: Build reputation and trust by communicating brand offers.
• Provide information and act as a "information hub" during a customer's journey

Digital Marketing Analytics and Objectives:

• KPIs marketing related.
• Return on Investment (ROI): Amount made through product sale/service divided by digital marketing costs.
• Cost Per Acquisition (CPA): The organization's cost to acquire a new customer or achieve one sale.
• Cost Per Lead (CPL): The organization's cost for each new potential customer or contact.
• This data informs digital marketing intelligence for making strategic decisions.

Digital Marketing and Ethical Framework:

• Common law is built on precedent.
• Legislation are federal and local written laws
• Case law comes from higher courts
• Regulatory: are rules of administrative or regulatory body
• U.S. Federal Law/Regulation: Federal Trade Commission Act (FTC Act), 1914 broadly applicable
• Relevance to Digital Marketing: Unfair or deceptive digital marketing promises, influencer disclosures
• CAN-SPAM Act of 2003 is for Email marketing
• Relevance to Digital Marketing: Commercial or promotional email marketing.
• relevance to Digital Marketing is used for "Automatic telephone dialing system" Robotexts: Telephone Consumer Protection Act (TCPA), 1991
• Act (CFRA), 2016 prevents dishonest consumer reviews of providing honest reviews
• Lanham Act, of 1946, is digital trademarks- Use of trademarks on website, social media apps,etc.
• Anticybersquatting
• Digital Millenium Copyright Act (DMCA), 1998 online copyright
• American with Disabilities Act, 1990 broadly
• Canada's Competition Act covers marketing including act- Deceptive activity and misleading consumers
• Unfair activity causes substantial injury that is not overcome by the benefits and cannot reasonably be avoided Substianted evidence
• CAN-SPAM 2003 requires: correct email headers, valid subject lines, valid postal address, opt-out options, and information.
• Telephone consumer protection act (tcpa), protects consumers using automatic telephone dialing systems from robo-calls/texts.
• Digital influencer marketing and the law Disclosure that tells consumers of any “material relationship” between influencer and brand with (pins, tags, and other forms of endorsement)
• A brand pays or offers complementary products/services to the influencer The influencer is employed by the brand and has personal or family connections to the brand
• Under "consumer review fairness act” organizations should avoid: preventing consumer reviews, penalizing negative reviews, preventing contract honest reviews, intellectual property rights issues

Intellectual Property in Digital Marketing:

• Trademarks: Distinguish products/services Registered: ® Unregistered: TM
• The Lanham Act applies to trademarks used in commerce.
• Trademark dilution revision act 2006: Prohibits dilution of trademarks and unauthorized use of similar marks.
• UDRP allows trademark owners to claim ownership without a court if the domain name is identical/confusingly similar, the person/organization lacks legitimate interests, and the domain name was registered/used in bad faith
• Copyright: covers authorship works automatically with certain rights.

Copyright Fair Use & Creative Commons:

• Determining has case by case basis: consider purpose/character, the nature of the work used, the amount taken,effect on the potential market
• Public Domain - Copyright law may not protect works, allowing use without permission, last for length of time
• CREATIVE COMMONS licenses include: CC BY (credit to creator), CC BY-NC-ND (no derivatives/adaptation), CC BY-SA ("share alike" adaptation)
• ADA prohibits discrimination based on disability; online marketing tools should be checked for accessibility

Digital Marketing Strategy:

• Clearly defining digital marketing strategies
• Creating a strategic digital marketing plan Flow from corporate strategy
• Digital marketing tactics = activities to assist achieving the high-level overall strategy
• Strategic digital marketing plan's Stages 1: Documenting mission and a vision.
• Stage 2: Situational analysis internal and external environment, 1. measurable objectives 2. digital value proposition 3. segmenting targeting position
• Digital STP (segmentation, targeting and positioning) 4. digital marketing strategies and tactics
• Stage 3: Identifying resources resources and implementation plan is budget

Strategic Digital Marketing Plan Sections:

• Digital marketing 4p's and sample digital marketing control
• Determine Target market Marketing mix Plan to build a sustainable competitive advantage
• Strategic digital marketing plan's Sections: organizational, analytics implementation control plan and budget
• Section 1 Cover page including title strategic digital marketing plan.
• Section 7 Digital marketing analytics, evaluation, and measurement - Open rate = % Open communications.
• (search advertisement) Click = Clicks on a search ad against the number of times the ad was show
• Mobile App
• What the organization and when will it be completed
• Identify contingency plan
• Expected budget and key resources
• Cost of campaigns and other activities

Influences for digital consumers:

• Uses electronic means to obtain products and services (uses or consumes)
• Behaviors are everything adopted by consumers online Digital convenience for view complete purchases and on devices.
• Digital monitoring- Various mechanisms review activity
• Influences for for digital consumers, digital culture, knowledge, and practices
• Technology engages consumers with brands
• Digital influencers Technology personas affect virtue
• Shared stories impact- in digital marketing
• STEPPS encourage customers to “talk and share"
• Action: consumer pays, signs up, downloads, or engages with desire.

Website Marketing Analytics:

• The Ux (user experience) design principle makes things seem more pleasant
• UX = how marketing feels to engaging users
• Website Marketing Analytics include: conversions, satisfaction, retention, brand performance
• Reports snapshot the homepage with graphic representations include: #people, #conversions,

Website Attribution Models:

• Last Interact: gives credit to touch point
• First interaction: Gives credit to first touch point
• Last-non-Direct: gives credit to touchpoint the browser