Lecture 02 Introduction to DMCM
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Lecture 02 Introduction to DMCM

on

  • 1,141 views

Lecture slides introducing the field of Digital Marketing

Lecture slides introducing the field of Digital Marketing

Statistics

Views

Total Views
1,141
Views on SlideShare
1,011
Embed Views
130

Actions

Likes
0
Downloads
35
Comments
0

4 Embeds 130

http://postmoderndigitals.tumblr.com 84
http://dmcm.groupsite.com 39
http://www.linkedin.com 6
http://www.dmcm.groupsite.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Lecture 02 Introduction to DMCM Presentation Transcript

  • 1. Digital Marketing Communications Management:An Introduction
    5A3150 DMCM
    David Edmundson-Bird
  • 2. A53150 DMCM: Introduction
    Introduction to the subject
    Outline the progression of the unit
    Introduction to the subject
    Define the scope of digital marketing communications
    Explore & Discuss the digital marketing & relationship stages
    Examine guidelines for success
  • 3. Introduction
    The Scope and Impact of DigiMarcomms
    A Seven-Stage Cycle of DigiMarcomms
    Four Key Relationship Stages
    Guidelines for Digital Marketing Success
  • 4. Where does Digital Marketing have an impact?
    Where do you allocate your marketing resources?
    Marketing in theReal World
    Marketing in the Digital World
    We use traditional real-world marketing to market our B&M business
    We use digital marketing to market our B&M business
    Traditional Bricks-and- Mortar Business
    It has an impact here
    Where does your revenue come from?
    We use digital marketing to market our Digital Business proposition
    We use traditional real-world marketing to market our Digital Business proposition
    The eBusinessproposition
    It has an impact here
    It has an impact here
  • 5. Propaganda & Misinformation about Digital Marketing
    Propaganda
    Response to Propaganda
    Response 1: Organisations must gauge the degree of interactivity to which their audience will most likely respond
    Misinformation 1: Customers behave in the digital world in the same way as they do in the real world
    Misinformation 2: You don’t need to segment customers in the digital world
    Response 2: Segmentation does matter; the digital world opens new ways to segment customers
    Response 3: Digital personalization does matter, but only if it enhances the user experience and drives the business results
    Misinformation 3: Digital personalization is a waste of resources and effort
  • 6. A Seven-Stage Cycle of Digital Marketing
    2 Creating the Digital Marketing Strategy
    3 Designing the Customer Experience
    1 Identifying the Digital Market Opportunity
    4 Creating the Customer Interface
    7 Evaluating the Digital Marketing Programme
    5 Designing the Digital Marketing Programme
    6 Leveraging Customer Information Through Technology
  • 7. How do you identify that Digital Marketing Opportunity?
    • Identify Opportunity in Existing/New Value System
    • 8. Identify Unmet and Underserved Need(s)
    • 9. Identify Target Segment(s)
    • 10. Declare Company’s Resource-Based Opportunity for Advantage
    • 11. Assess Competitive, Technological, and Financial Opportunity Attractiveness
    • 12. Make “Go / No-Go” Assessment
  • How do we link corporate with SBU and marketing strategy
    Example
    Corporate Strategy
    SBU Strategy
    Integrated Marketing Strategyfor
    SBU
    Digital Marketing Mix
    Non-Digital Marketing Mix
    Corporate Strategy
    SBU Strategy
    Integrated Marketing Strategy for SBU
    Digital Marketing
    Traditional Marketing
  • 13. The 4 Key Customer Relationship Stages
    Acquisition
    Conversion
    Retention
    Dissolution
  • 14. The 4 Key Customer Relationship Stages
    Acquisition
    Conversion
    Retention
    Dissolution
    and level of intensity of interaction with organisation
    Level of Intensity and Degree of Relationship
    Intensity
    Level of Intensity ofinteractionwithorganisation
    Acquisition
    Conversion
    Retention
    Dissolution
    Stages of Customer Relationships
  • 15. Digital Marketing Mix
    PRODUCT
    PRICING
    COMMUNICATION
    SOCIAL NETWORK
    CHANNEL
    BRANDING
  • 16. What has an impact on the Digital Marketing Mix?
    PRODUCT
    PRICING
    COMMUNICATION
    SOCIAL NETWORK
    CHANNEL
    BRANDING
    interactivity
    personalisation
  • 17. Digital Marketing Matrix
    customer relationship stages
    ACQUISITION
    CONVERSION
    RETENTION
    DISSOLUTION
    PRODUCT
    Branding can heighten (or lower) the leverage impact of the levers in each box
    PRICING
    Interactivity & Personalisation should influence the design of activity within each of the these boxes
    COMMUNICATION
    where the leverage is applied
    SOCIAL NETWORK
    CHANNEL
    BRANDING
  • 18. Is there a difference between old Marketing & Digital Marketing?
    Digital Marketing
    Digital marketing means we can deliver the promise of one-to-one marketing
    Everything becomes buyer rather than supplier driven
    pull-marketing not push)
    pull levers (e.g. virtual communities)
    Old Marketing
    Differences in the digital marketing world are overstated
    Segmentation is still at the core of marketing — “clusters” of consumers will emerge that share behaviour
    It is most efficient to aggregate consumers into segments to reduce costs
    Successful marketing programmes include mixing different marketing levers, both new and old: the “master-mixer” concept still remains
  • 19. 10 New Rules for The Digital Marketing World
    Target segments of one and create/get involved in social networks
    Design for customer-led positioning.
    Expand the role of branding in the global portfolio.
    Get power from consumers as co-producers through customization.
    Use creative pricing
    Create 24/7-anyplace distribution and integrated supply chains (become an eBusiness).
    Reinvent advertising as interactive and integrated marketing, communication, education, and entertainment.
    Redesign market research and modelling as knowledge creation and dissemination.
    Experiment and adapt as needs become known.
    Rethink strategy and consider adapting the organisation around the opportunity
  • 20. How can we succeed in the Digital Marketing World?
    Need to understand what customers really want, be on their side, add value they want to each interaction
    View the customer and your organisation as “one”
    Strike a balance between 1-2-1 marketing and mass marketing and know what’s right for when
    Change the status quo, break the rules, do something different
    Be able manage marketing in an uncertain world, take risks, look where no one has gone before
  • 21. The Unit in a Nutshell
    2 Creating the Digital Marketing Strategy
    3 Designing the Customer Experience
    1 Identifying the Digital Market Opportunity
    4 Creating the Customer Interface
    7 Evaluating the Digital Marketing Programme
    5 Designing the Digital Marketing Programme
    6 Leveraging Customer Information Through Technology
    Customer relationships
    Product
    Pricing
    Communication
    Social Network
    Channel
    Branding
    Analytics
  • 22. What we’ve covered today
    “Old” marketing methods are still highly relevant in the digital world
    But we must think about new digital marketing methods
    Compared to one-way mass push marketing, Digital marketing helps us reach and interact with the individual in individualized dialogues
    Personalisation and Interactivity are two drivers that make digital marketing different to old marketing
    Digital Marketing, and the electronic relationships it creates, should be considered in the context of particular processes and stages