Intro to digital marketing 101

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  • https://www.youtube.com/watch?v=ZQzsQkMFgHE
  • http://books.google.ie/books?id=ZW2u5LOmbs4C&pg=PA29&lpg=PA29&dq='Process+by+which+companies+create+value+for+customers+and+build+strong+customer+relationships+to+capture+value+from+customers+in+return'&source=bl&ots=BX-kv9_dwk&sig=dnQ_7PbV-4Dkwg-5ITv0yPvoE_8&hl=en&sa=X&ei=Y_zFUIeRHoHKhAf22IGAAQ&ved=0CCoQ6AEwAA
  • https://www.youtube.com/watch?v=ZQzsQkMFgHE
  • http://www.amarach.com/assets/files/The%20Smart%20Future.pdf
  • http://www.youtube.com/watch?v=fGaVFRzTTP4
  • http://www.youtube.com/watch?v=fGaVFRzTTP4 http://www.her.ie/story/fight-for-the-girls-is-this-a-breast-cancer-aware-ad-that-grabs-your-attention-245653 http://www.youtube.com/watch?v=owGykVbfgUE
  • Silicon republic http://siliconrepublic.com/new-media/item/27620-digital-marketing-disasters
  • Lower entry barriers. Global players. Online spending, banking, e-government. Customers are talking.
  • Intro to digital marketing 101

    1. 1. Robert Farrell
    2. 2. Roadmap • Digital Marketing. • Impacts. • Digital Media Landscape. • Who is using it well. • Internet Marketing Strategy. Technology is changing how Business &Robert Farrell Customers behave
    3. 3. Marketing Process by which companies create value for customers and build strong customer relationships to capture value from customers in return. Kotler & Armstrong (2010) Digital Marketing Marketing using electronic media such as the web, e-mail, interactive TV, IPTV and wireless media in conjunction with digital data about customers characteristics & behaviors.Robert Farrell Chaffey, Chadwick, Mayer, Johnson (2009)
    4. 4. Digital Marketing Types of Web Presence: • Transactional e-commerce site: • Amazon, Dell. • Services-oriented/Relationship building: • Accenture, British Gas. • Brand building site: • Guinness. • Portal or Media site: • Compare the market. • Social network or Media site: • Mashable, Inc, Entrepreneur, Facebook.Robert Farrell
    5. 5. Digital Marketing • More than your Website or Social Media. • Hybrid strategy (Bricks & Clicks). • Communication: – Social Media & Blogs. • Research: – Polls, Discussions, Likes, Views. • Analysis: – G.Analytics, FB Insights, TwitSprout, Pinerly.Robert Farrell
    6. 6. Robert Farrell
    7. 7. Impact 1
    8. 8. Impact 2 We are mobile 37% penetration. 27% clicked on advert. mCommerce worth €800m. The Smart Future - Amarach, May 2011Robert Farrell
    9. 9. Impact 3 Extended Marketing Mix Product Price Place Promotion Participation Physical Evidence Process people Social Media Platforms Crowd sourcing Testimonials Fan submitted contentRobert Farrell
    10. 10. Messages go Viral Impact 4Company
    11. 11. Impact 5 Marketing is EvolvingRobert Farrell
    12. 12. Robert Farrell
    13. 13. Who is using it well? 10,287 mobile visitsRobert Farrell
    14. 14. Dollar Shave Club Bodyform BudweiserHumor works wellRobert Farrell
    15. 15. Integrated Marketing Communications Websites: • Corporate & Student. • Online bookings, Blog, Videos & Information. Social Media: • Facebook, Twitter, Flickr, LinkedIn. • Pictures, Articles, News, Jobs & Recommendations Monitoring: • G.Analytics, FB Insights, Newsweaver, Internal Info, Bookings. Advertising: • TV, Radio, Print, Billboard, Magazine. Grassroots: • Campus visits, Member ambassadors.Robert Farrell
    16. 16. What could go wrong?Robert Farrell
    17. 17. Developing an Internet MarketingStrategy Chaffey Define Plan Implement AdjustRobert Farrell
    18. 18. Developing an Internet Marketing Strategy Managerial Decisions: • What online business model will you use. • Do you alter the marketing mix online. • Which platforms will you use. • Do you go In-house or Out-Source. • Do you have the resources. • Who is responsible. • What training is required. • What policies will you put in place.Robert Farrell
    19. 19. Key Messages • Lower entry barriers. • Global players. • Online & Mobile spending. • Customers are talking.Robert Farrell
    20. 20. Further Reading Harvard McKinsey Edelman Kantar Carat Amas Amarach Simply ZestyRobert Farrell
    21. 21. Robert Farrell Thank You

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