Principle and Practice Marketing : Digital Marketing


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  • Including email, global information access, retrieval systems, discussion groups, multiplayer games.
    These are all impacting on business strategy , marketing channel structures, relationships with customers and also the marketing communications mix.
    Distribution – internet provides a new more direct route to customers which either replace or supplement current distribution arrangements.
    Communications – The internet is a communication media. Provides a means of reaching large audiences and enabling the provision of vast information.
    Together these provide for good ebusiness and ecommerce and provide benefits to both the buyer and the seller.
  • We can now communicate with large numbers of people using internet as a media.
    We can directly interact with them and engage in dialogue
    Encourages passive provision – people might not respond
    New media has allowed companies to personalise their marketing messages and target people directly – making the message more individual
    It is more about sharing information - you can create branding messages through this.
    New media allows us to create communities.
  • Content – information must relate to the company and interest the consumer. Customers need to get what the want from the content on your website.
    Interactivity – Customers want to be able to interact with each other and with the company. They also want an individual experience and on ecommerce sites they want their information to be stored etc.
    Multimedia design – the design of the website provides opportunities for stimulation as well as flexibility and visitor involvement
    Navigation – concerns the structure of the site and the ease of use. Is it user friendly?
  • So many companies now sell on line. Those who don’t will end up being taken over by competitors.
    To remain competitive in retail, ecommerce is crucial.
    A good e-commerce website requires the following
    - Electronic funds transfer – so it is easy for the customer to pay for goods
    - Supply chain management – so the goods get to the customer on time
    - Online transaction processing – so the transaction is completed correctly
    - Electronic data interchange - transfer electronic documents or business data
    - Inventory management systems – to ensure stock levels are ok
    - Data collection systems – to get the customer data to ensure they receive the right order
  • Like traditional media advertising, online advertising needs to be planned, managed and reviewed.
    There are many different forms of online advertising including banner ads, pop ups, microsite, email, rich media banner ads.
    We’ve probably all noticed ads like these when on the internet.
    There is a greater reach on the internet due to the increase in internet users
    Some companies use PPC to direct people to their websites.
    Online advertising is targeted to the appropriate audiences
  • There are lots of social media sites available to us nowadays.
    Social media uses not only web based but also mobile technologies
    Social media encourages dialogue with companies and brands – customer engagement and building relationships
    Allows the creation of user generated content. - when you update your Facebook status or Tweet you are creating content. This could be dangerous for companies.
    Companies have had to react to social media and realise that they need to be on thees platforms talking to their customers and limiting any risks or bad publicity they might recieve through social media.
    Reach – social media reach is very high in comparison to traditional media
    Accessible to everyone via computer, laptop, tablet, mobile phone
    Easy to use – user friendly
    Immediate messages and dialogue
    What you say on social media sites will be permanent
  • Digital media is being used increasingly to deliver sales promotion activity
    Companies will target their audiences directly using online platforms
    Viral marketing can be used in sales promotions – eWOM can be very effective.
    Example Groupon etc
    Email marketing is now used instead of direct mail or door drops.
    We are even receiving invitations to events via Facebook etc
    They emphasize a focus on the customer data and accountability – they target specific segments based on data that is available online or data they have themselves
  • Online platforms are now used by companies for PR purposes.
    They can engage with customers and develop relationships with them. – PR is now a 2 way communication.
    The internet allows a company to manage crisis – messages are immediate and they can stop the problem quicker!
  • Principle and Practice Marketing : Digital Marketing

    2. 2.  To consider the differences between new and traditional media.  To understand how a website can be used in a company’s marketing activity.  To understand the concept of E-commerce.  To understand the concept of SEO and PPC.  To consider different forms of online advertising.  To understand how social media can be used in a company’s marketing activity.  To consider different online promotional mix activities.
    3. 3.  The internet is providing a wide variety of activities for marketing  Activities are impacting on business strategy, marketing channel structures, consumer relationships and marketing communications mix  The Internet impacts upon marketing in 2 main ways: 1) Distribution 2) Communication
    4. 4. Traditional Media One – to – many Greater monologue Active provision Mass marketing General need Branding Segmentation New Media One – to – one and Many to many Greater dialogue Passive provision Individualised marketing Personalised Information Communities
    5. 5.  “Websites are cornerstone of Internet activity” – Fill, 2009  Websites can be product-oriented or corporate-oriented
    6. 6. Content Interactivity Website Characteristics Navigation Multimedia design  Karayanni and Baltas, 2003
    7. 7.  2 minute activity  Discuss with the people next to you good websites you have visited. Consider the aspects of website design in previous slide
    8. 8. Type of Community Explanation Context Layout and design of website Content Text, sound, pictures and video material Community Site enabled user-to-user comms Customization Site facilities to tailor itself to user needs Communication The ways in which 2 way communication is enabled Commerce Ability to enable commercial transactions Connection The number of other linked sites  Rayport and Jaworski, 2004
    9. 9. Easy navigation Simple layout Customized to each customers needs Communication between buyer and seller Content is clear and concise E-commerce
    10. 10.  Buying and selling of products or services over electronic systems the Internet  E-commerce requires the following technologies: - Electronic funds transfer - Supply chain management - Online transaction processing - Electronic data interchange (EDI) - Inventory management systems - Data collection systems
    11. 11.  SEO - Search engine optimization is the process of improving the visibility of a website or a page in search engines via the organic search le oog rs G e raw l c  PPC - Pay per click is an Internet advertising model used to direct traffic to websites - advertisers pay the publisher when the ad is clicked
    12. 12.  Online advertising needs to be planned and managed in same way at traditional media.  Different forms of online advertising include: - Banner ads - Pop-ups - Micro-sites - Email - Rich media banner ads Banner Ad
    13. 13.      Facebook, Twitter, Blogs, Youtube, Forums/Chat rooms Web-based and mobile technologies Turns communication into interactive dialogue Allows the creation and exchange of user-generated content Social media has substantially changed the way organizations, communities, and individuals communicate 1. 2. 3. 4. 5. Properties of Social Media: Reach Accessibility Usability Immediacy Permanence
    14. 14.           Develop relationships with customers – engagement To be seen as experts in their industry Talk with other experts online Campaigns – for product launches etc Increase social reach – maybe target a different audience Attract new customers Support offline campaigns Communicate with customer directly Innovation – keeping with the times Public relations activity
    15. 15.      Competitions Customer service advise Sign up to newsletter Speaking with customers directly to develop relationships Integrated fully with Twitter and Blog
    16. 16.  What companies have you seen using Facebook well? How are they using it?
    17. 17.     Answering customer queries Dealing with customer complaints and issues – reputation management Building relationships with customers Occasional promotion publicised
    18. 18.    # are used during the show airing time Viewers are encouraged to Tweet about the show Response from cast members
    19. 19.  What companies have you seen using Twitter well? How are they using it?
    20. 20.       Stories from holiday makers Videos and games for customers to interact Upcoming events are promoted Any company news is posted on the Blog People can use the blog to find out more about the resort before they go Helps Disney to attract and retain customers by sharing experiences with them.
    21. 21.     Using social networks to create a “buzz” about a product/service/company Increases brand awareness eWOM Viral marketing may take the form of video clips, interactive flash games, ebooks, images, text messages etc
    22. 22.  Online sales promotions - Most online sales promotions are targeted at consumers and are used in combination with advertising. - Viral marketing and viral advertising use customers' own social circles and social networking sites to boost sales.  Online direct marketing - Most obvious form is email - Direct marketing messages emphasize a focus on the customer, data, and accountability
    23. 23.  Online public relations - Online media has allowed PR to move from one-way-model of communication to a two-way-model of communication. - The internet can play an important role in term of crisis management  Online personal selling - Remains the one part of the promotional mix that the Internet cannot address. - Internet may be seen as an impersonal medium and as such does not allow for direct personal communication or personal selling.
    24. 24.  Quick Response Code  Scan code on smart phone using the app and it takes you to web page  Used for commercial tracking, entertainment, product/loyalty marketing
    25. 25.  Companies need to consider using new media to be innovative and remain competitive  Concepts such as SEO and PPC can be used to increase visibility of a company online  There are many different forms of online advertising for companies to consider  Social media can be used to create awareness and build relationships with customers  Promotional mix activities are now taking place online as well as offline