Lecture 1B: Introducing Digital Marketing

Chapter 1B Introducing digital marketing Marketing - back in the days... https://youtu.be/SUmGXuwBmi0  Quiz Time – open whiteboard What are some traditional marketing platforms you can think of? Similarly what are some digital platforms you can think of? D...

Chapter 1B Introducing digital marketing Marketing - back in the days... https://youtu.be/SUmGXuwBmi0  Quiz Time – open whiteboard What are some traditional marketing platforms you can think of? Similarly what are some digital platforms you can think of? Digital Media: Traditional Media: - Websites - Newspaper - Social Media - Television - Social Network - Magazines - Digital Out-Of-Home - Radio - Digital Computers - Out-of-Home - ‘E’-platforms - Cinema  Digital media/marketing emphasises on Change of impressions and experiences, rather Metrics than consumptions. Digital media/marketing allows multiple channels or platforms to operate Ease of Cross- instantaneously and simultaneously, Strategising rather than individually and segmented. Digital Media Indicators: Traditional Media Indicators: - Websites: Visits, Click-Throughs, Bounce Rates, etc. - Newspaper: Call-to-Action (Purchase, Consumption) - Social Media: Likes, Shares, Comments, Views, Reactions - Television: Call-to-Action (Purchase, Consumption) - Social Network: Community Clusters, Types, Membership - Magazines: Call-to-Action (Purchase, Consumption) - Digital Out-Of-Home: Eyeball, Traffic - Radio: Call-to-Action (Purchase, Consumption) - Digital Computers: Expected Actions, etc. - Out-of-Home: Call-to-Action (Purchase, Consumption) - ‘E’-platforms: Expected Actions, etc. - Cinema: Call-to-Action (Purchase, Consumption) Figure 1.2 The intersection of the three key online media types Thank you!