The Internet and the Digital Marketing Mix

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Digital Marketing Mix lecture by Adam Richards, founder of Waypoint Digital Marketing, to students enrolled in the BA Fashion Marketing Degree at the University of Southampton School of Art.

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The Internet and the Digital Marketing Mix

  1. 1. The Internet and the Marketing MixApplying the marketing mix in an online context Adam Richards
  2. 2. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
  3. 3. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
  4. 4. Introduction to Digital Nothing has changed Digital just another channel
  5. 5. Introduction to Digital Nothing has Marketing Digital changed RIGHT INFORMATION INSIGHT RIGHT PEOPLE TARGETING RIGHT TIME 24/7
  6. 6. Introduction to Digital “The digital world has not Insight 1:Magnification changed the principles of marketing but rather has magnified everything we know to be true about building a great brand.” Charlie Wrench: Chairman of Landor Associates
  7. 7. Introduction to Digital Insight 2:Two-way street “Digital tools have become virtual water coolers” Allen Adamson: Author of Brand Digital
  8. 8. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
  9. 9. TheMarketing Mix Product What is it? Price Place Marketing People Promotion Mix Physical Process Evidence
  10. 10. TheMarketing Mix DevelopmentWhy is it useful? Awareness Trial Usage Repeat
  11. 11. TheMarketing Mix Product 4+3 for services Price Place Marketing People Promotion Mix Physical Process Evidence
  12. 12. TheMarketing Mix “A marketer is like a chef in a kitchen… …a mixer of ingredients” Robert Bartels: Author of The History of Marketing Thought
  13. 13. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
  14. 14. Product Online Value Proposition Brand Extended Core
  15. 15. CoreProductDefinition
  16. 16. Extended Product Definition
  17. 17. BrandDefinition
  18. 18. Online Value Proposition (OVP) Definition
  19. 19. Product Online Value Proposition Brand Extended Core
  20. 20. Core Product Additional Information Digital Opportunities Personalisation Re-packaging Research Range Extension
  21. 21. Core Product Additional information
  22. 22. Core ProductPersonalisation
  23. 23. Core Product Research
  24. 24. Product Online Value Proposition Brand Extended Core
  25. 25. Extended Product Additional products and services DigitalOpportunities Credibility and Trust Customer service Warranties Testimonies
  26. 26. Extended Product Additional Products
  27. 27. Extended Product Additional Services Free Delivery Worldwide
  28. 28. Brand Online Value Proposition Brand Extended Core
  29. 29. Brand “The mental perceptions that surface when you hear about a product or service” Allen Adamson – Author of Brand Digital
  30. 30. Brand
  31. 31. Online ValueProposition “The OVP should encompass the complete experience of selecting, buying and using the product or service.” Chaffey and Smith – Authors of eMarketing eXcellence
  32. 32. Building a Quality of Experiencestrong OVP Interactivity Customisation Design Relevance Innovation Does it SELL
  33. 33. BrandFinal Thought Does the Internet dilute the power of brands?
  34. 34. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
  35. 35. Place “The place of digital purchase,Definition distribution and consumption” Seller –controlled Seller–orientated Neutral Buyer-orientated Buyer-controlled
  36. 36. PlaceLet go… …and enter the conversation
  37. 37. Place Research Online Purchase OfflineThe Death of the High Street? CONCLUSION Search engine marketing critical
  38. 38. Place CustomerSearch Engine Marketing Be where your customers are: • SEO • Syndication • Affiliation • Sponsorship • Localisation • Mobile Supplier
  39. 39. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
  40. 40. PriceDefinition “A value that will purchase a finite quantity, weight, or other measure of a good or service.” BusinessDictionery.com
  41. 41. PriceRelationship to Low Price High Price price complex Commodity Brand Common Differentiated Cheap Expensive Unremarkable Special The rest Me
  42. 42. PricePerception of value
  43. 43. PriceOpportunities and threats Is the Internet a downward pressure on pricing or an opportunity to charge more?
  44. 44. Price Price Relationship to perceived value?Elasticity Elastic Demand
  45. 45. Price Price Relationship to perceived value?Elasticity Inelastic Demand
  46. 46. Price Online Opportunities Threatsopportunities and threats Differential Transparency Flexibility Aggregators Long tail Online specialists Breakdown Commoditisation Bundling Auctions
  47. 47. PriceOpportunities: Bundling
  48. 48. Price Threats:Aggregators
  49. 49. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
  50. 50. Promotion Definition “How marketing communications are used to inform customers and stakeholders about an organisation and its products.” Chaffey and Chadwick – Authors of Digital Marketing: Strategy, Implementation and Practice
  51. 51. PromotionOne to many Broadcast
  52. 52. Promotion TargetedDigital Shadow
  53. 53. Promotion Advertising Onlineexecution of Sellingpromotional tools Sales Promotion Public Relations Sponsorship eMail Viral
  54. 54. Promotion Advertising Onlineexecution of Sellingpromotional tools Sales Promotion Public Relations Sponsorship eMail Viral
  55. 55. PromotionAdvertising Google Adwords
  56. 56. Promotion Advertising Onlineexecution of Sellingpromotional tools Sales Promotion Public Relations Sponsorship eMail Viral
  57. 57. Promotion Selling
  58. 58. Promotion Advertising Onlineexecution of Sellingpromotional tools Sales Promotion Public Relations Sponsorship eMail Viral
  59. 59. Promotion Sales Promotion
  60. 60. Promotion Advertising Onlineexecution of Sellingpromotional tools Sales Promotion Public Relations Sponsorship eMail Viral
  61. 61. Promotion Public Relations
  62. 62. Promotion Advertising Onlineexecution of Sellingpromotional tools Sales Promotion Public Relations Sponsorship eMail Viral
  63. 63. Promotion Viral Video Nearly 5 million views
  64. 64. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
  65. 65. PeopleBalance with automation Happy Staff = Happy Customers
  66. 66. People Autoresponders Deliveringonline service eMail notification Call back facility Real-time live chat Virtual assistants On-site search engines Ask and answer
  67. 67. ProcessDefinition “The methods and procedures companies use to achieve all of the marketing functions.” Chaffey and Chadwick – Authors of Digital Marketing: Strategy, Implementation and Practice
  68. 68. ProcessBalance with cost and efficiency Automation = Cost-Effective
  69. 69. PhysicalEvidence Definition “The tangible expression of a product or service and how it is purchased and used.” Chaffey and Chadwick – Authors of Digital Marketing: Strategy, Implementation and Practice
  70. 70. Physical Web site design Evidence On-line Awards and endorsementsreassurance 3rd party reviews Refund policies Printable coupons Merging the off and online worlds
  71. 71. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
  72. 72. In Digital just another channelSummary The idea drives the technology Customer insight remains key Digital provides amplification Marketing mix a lens to analyse strategy People still important Does it SELL
  73. 73. Suggested Adamson, AP. (2008) Brand Digital. Palgrave Macmillan Reading Chaffey, D. and Chadwick, FE. (2012) Digital Marketing: List Strategy, Implementation and Practice. 5th ed. Pearson Chaffey, D. Smith, PR. (2012) eMarketing eXcellence. Planning and optimizing your digital marketing. 3rd ed. Oxford: Routledge Stone, MA. and Desmond, J. (2007) The Fundamentals of Marketing. Oxford: Routledge Sweeney, CA. MacLellan, A. Dorey, E (2007) 3G Marketing on the Internet. Maximum Press
  74. 74. Adam Richardse: adam@waypointdigitalmarketing.com w: waypointdigitalmarketing.com

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