Digital Marketing Introduction PDF

DIGITAL MARKETING INTRODUCTION WEEK 2 Asst. Prof. Dr. Gülsüm VEZİR OĞUZ 2  Contents Part 1 Digital marketing fundamentals Chapter 1 Introducing digital marketing Chapter 2 Online marketplace analysis: micro-environment Chapter 3 The digital macro-...

DIGITAL MARKETING INTRODUCTION WEEK 2 Asst. Prof. Dr. Gülsüm VEZİR OĞUZ 2  Contents Part 1 Digital marketing fundamentals Chapter 1 Introducing digital marketing Chapter 2 Online marketplace analysis: micro-environment Chapter 3 The digital macro-environment Part 2 Digital marketing strategy development Chapter 4 Digital marketing strategy Chapter 5 Digital media and the marketing mix Chapter 6 Relationship marketing using digital platforms Part 3 Digital marketing: implementation and practice Chapter 7 Delivering the digital customer experience Chapter 8 Campaign planning for digital media Chapter 9 Marketing communications using digital media channels Chapter 10 Evaluation and improvement of digital channel performance 3  DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edition Part 1 Digital marketing fundamentals Chapter 1 Introducing Digital Marketing 4  Chapter 1 – Introducing Digital Marketing Main Topics: How digital marketing has transformed marketing What are digital and multichannel marketing Introduction to digital marketing strategy Introduction to digital marketing communications Case Study: eBay thrives in the global market place. 5  The purpose of the chapter is to provide a ‘big picture’ view of the digital marketing and related topics. By the end of the chapter, students should be able to: explain how digital marketing is transforming the marketing landscape show understanding of the customer lifecycle describe the different types of digital media channels available to digital marketers explain the digital marketing landscape identify different types of generic transaction alternatives between consumers, business and organisations distinguish between the buy and sell side of e‐commerce outline the framework for developing a digital strategy 6  How digital marketing has transformed marketing Digital marketing is about: Audiences Digital devices Digital platforms Digital media Digital data Digital technology 7  Figure 1.1 Customer lifecycle marketing touchpoint summary for a retailer Source: Smart Insights (2017) 8  What are digital and multichannel marketing? Digital marketing can be defined as: Achieving marketing objectives through applying digital media data and technology 9  Digital marketing Digital marketing involves: Applying these technologies which form online channels to market: – Web, e‐mail, databases, plus mobile/wireless and digital TV. To achieve these objectives: – Support marketing activities aimed at achieving profitable acquisition and retention of customers... within a multi‐channel buying process and customer lifecycle. Through using these marketing tactics: – Recognising the strategic importance of digital technologies and developing a planned approach to reach and migrate customers to online services through e‐communications and traditional communications. Retention is achieved through improving our customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated, targeted communications and online services that match their individual needs. 10  Paid, owned and earned media 11  The marketing technology landscape Source: With permission – Chiefmartec.com 12  Introduction to digital marketing strategy Key considerations: Key features of digital marketing strategy Applications of digital marketing Benefits of digital marketing 13  Key features of digital marketing strategy Be aligned with businesses and marketing strategy Use clear objectives Be consistent with the types of customers Define a compelling, differantial value proposition Specify the mix of online and offline communication tools Support the customer journey Manage the online customer lifecycle 14  Applications of digital marketing An advertising medium. A direct‐response medium. A platform for sales transactions. A lead‐generation method. A distribution channel. A customer service mechanism. A relationship‐building medium 15  Benefits of digital marketing Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Identifying – the Internet can be used for marketing research to find out customersʼ needs and wants. Anticipating – the Internet provides an additional channel by which customers can access information and make purchases – evaluating this demand is key to governing resource allocation to e‐marketing. Satisfying – a key success factor in e‐marketing is achieving customer satisfaction through the electronic channel, which raises issues such as: is the site easy to use, does it perform adequately, what is the standard of associated customer service and how are physical products dispatched? 16  Benefits of digital marketing – The 5Ss The 5S’s ‐ Sell | Serve | Speak | Save | Sizzle 17 18  Mini Case 1.2 Zalando exploits the power of digital media and distribution to grow a multi‐billion Euro business in less than 5 years. 19  Figure 1.5 Summary and examples of transaction alternatives between businesses, consumers and governmental organisations 20  E‐business and e‐commerce You are attending an interview for a job in an E‐commerce department. You are asked to:… Define e‐commerce Explain the relationship between e‐commerce and e‐business? 21  Difference Between e‐commerce and e‐business e‐commerce is nothing but buying and selling of goods around the web. On the contrary, e‐business is a little different as it is not limited to, commercial transactions, but it also provides other services. These are the two emerging modes of doing business, which are gaining importance with the passage of time. 22  Figure 1.6 The distinction between buy‐side and sell side of e‐commerce 23  Strategic framework for developing a digital strategy Source: Altimeter Consulting (2014) 24  Summary of organisations challenges in digital marketing Strategy Structure Systems Staff Style Skills Superordinate goals 25  Figure 1.8 A generic digital marketing strategy development process 26  Introduction to digital marketing communications Source: Smart Insights (2010) 27  Figure 1.10 Six categories of digital communications tools or media channels Source: Chaffey and Smith (2017) 28  Figure 1.11 Summary of communication models for (a) traditional media, (b) new media 29  Figure 1.13 Channels requiring integration as part of integrated digital marketing strategy 30  Key communication concepts for digital marketing Permission marketing Content marketing Customer engagement Source: Smart Insights (2015a) 31  Permission marketing A value exchange in return for communications and profiling, e.g., E‐mail opt‐in, Like of brand on Facebook. 32  Content marketing Define content engagement value Create content media/assets Content syndication (influencer outreach) Content participation Content access platform. 33  Customer engagement ‘Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand.’ cScape ‘The level of involvement, interaction, intimacy and influence an individual has with a brand over time.’ Forrester 34  Case study: eBay thrives in a global marketplace Key content: Mission Revenue model Proposition Competition Objectives and strategy Case Question: Discuss how eBay has had to evolve its online brand proposition and communicate it to achieve continued growth 35