Digital Marketing GIT 301 PDF

GIT 301  TABLE OF CONTENTS ❖ Marketing in the digital world Introduction Digital transformation Programmatic marketing Artificial intelligence Virtual and augmented reality ❖ Digital customers Introduction Online buying behavior Privacy  I...

GIT 301  TABLE OF CONTENTS ❖ Marketing in the digital world Introduction Digital transformation Programmatic marketing Artificial intelligence Virtual and augmented reality ❖ Digital customers Introduction Online buying behavior Privacy  INTRODUCTION Digital Marketing refers to any marketing that uses electronic devices and can be used by marketing specialists to convey promotional messaging and measure its impact through your customer journey. In practice, digital marketing typically refers to marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts.  DIGITAL TRANSFORMATION The process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements. Digital transformation begins and ends with how you think about, and engage with, customers. As we move from paper to spreadsheets to smart applications for managing our business, we have the chance to reimagine how we do business — how we engage our customers — with digital technology on our side. KEY COMPONENTS OF THE DIGITAL TRANSFORMATION ❖Big data Collection of a wealth of data from and about everything internal and external to the organization and its interpretation to help make the business run more efficiently and improve customer service. Help improve customer service levels Enhance customer retention Improve overall customer lifetime value Be used to deliver personalized services. ❖Reverse marketing Marketing strategy that encourages consumers to seek out a company or a product on their own, rather than a company trying to sell specific products to consumers. This is done through traditional means of advertising, such as television advertisements, print magazine advertisements and online media. ❖Mobile applications If ever there was a subject to exemplify the advances in, and acceptance of, technology it is in the development and adoption of mobile devices – specifically, the smart phone. “Technology doesn’t cause our behaviours to change, it enables our behaviours to change.” ❖Internet of things This involves computers talking to each other to perform tasks without intervention from humans. Eg the Oral-B toothbrush that connects with your smart phone in order to track which teeth are being brushed ❖The automation of business processes The use of technology to automate repeatable, day-to-day tasks. Eg, use of chatbots to offer 24/7 support, Transcript process automation. ❖AI The study of intelligent agents: any device that perceives its environment and takes actions that maximize its chance of success at some goal. The term artificial intelligence is applied when a machine mimics cognitive(thinking and reasoning process) functions that humans associate with other human minds, such as learning and problem-solving.  VIRTUAL AND AUGMENTED REALITY Virtual (not physically existing as such but made by software to appear to do so) reality uses a headset to place you in a computer-generated world that you can explore. Augmented (expanded) reality, on the other hand, is a bit different. Instead of transporting you to a virtual world, it takes digital images and layers them on the real world around you through the use of either a clear visor or smartphone. With virtual reality, you could explore an underwater environment. With augmented reality, you could see fish swimming through the world around you.  DIGITAL CUSTOMERS A customer is a person who buys goods or services from a shop or business. A digital customer is the one that a company engages with on any sort of non-physical level. They use digital channels — Web, mobile and social — to consume content, engage with brands and complete a transaction.  ONLINE BUYING BEHAVIOR ❖Business to Consumer (B2C) ❖Business to Business (B2B) Stages of the buying cycle developed from AIDA concept The sales funnel  PRIVACY Individuals’ beliefs about the risks and potential negative consequences associated with sharing information. inappropriate self-disclosure and allowing a wide range of apps to access can make much of digital footprint available to the general public (both fraudsters and marketers). DIGITAL FOOTPRINT A digital footprint/digital shadow/electronic footprint – is the trail of data you leave when using the internet. It includes websites visited, emails sent, and other information submitted online.