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! O
Principle and Practice Marketing : Digital Marketing
MISS SAKINAH SHUKRI
To consider the differences between new and traditional media.
To understand how a website can be used in a company’s marketing
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
To consider different online promotional mix activities.
The internet is providing a wide variety of activities for
Activities are impacting on business strategy, marketing
channel structures, consumer relationships and
marketing communications mix
The Internet impacts upon marketing in 2 main ways:
One – to – many
One – to – one and
Many to many
“Websites are cornerstone of Internet activity” – Fill,
Websites can be product-oriented or corporate-oriented
2 minute activity
Discuss with the people next to you good websites
you have visited. Consider the aspects of website
design in previous slide
Type of Community
Layout and design of website
Text, sound, pictures and video
Site enabled user-to-user comms
Site facilities to tailor itself to user
The ways in which 2 way
communication is enabled
Ability to enable commercial
The number of other linked sites
Rayport and Jaworski, 2004
Customized to each
between buyer and
Content is clear
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
SEO - Search engine optimization is the process of improving the
visibility of a website or a page in search engines via the organic
PPC - Pay per click is an Internet advertising model used to direct
traffic to websites - advertisers pay the publisher when the ad is
Online advertising needs to be planned and managed in
same way at traditional media.
Different forms of online advertising include:
- Banner ads
- Rich media banner ads
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
Properties of Social Media:
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
Customer service advise
Sign up to newsletter
Speaking with customers directly to develop relationships
Integrated fully with Twitter and Blog
What companies have you seen using Facebook
well? How are they using it?
Answering customer queries
Dealing with customer complaints and issues – reputation management
Building relationships with customers
Occasional promotion publicised
# are used during the show airing time
Viewers are encouraged to Tweet about the show
Response from cast members
What companies have you seen using Twitter
well? How are they using it?
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.
Using social networks to create a “buzz” about a
Increases brand awareness
Viral marketing may take the form of video clips, interactive flash
games, ebooks, images, text messages etc
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
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
Online personal selling
- Remains the one part of the promotional mix that the Internet
- Internet may be seen as an impersonal medium and as such does
not allow for direct personal communication or personal selling.
Quick Response Code
Scan code on smart phone using the app and it takes
you to web page
Used for commercial tracking, entertainment,
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