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. The Internet and the Marketing Mix Applying the marketing mix in an online context Adam Richards
- 2. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 3. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 4. Introduction to Digital Nothing has changed Digital just another channel
- 5. Introduction to Digital Nothing has Marketing Digital changed RIGHT INFORMATION INSIGHT RIGHT PEOPLE TARGETING RIGHT TIME 24/7
- 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. Introduction to Digital Insight 2: Two-way street “Digital tools have become virtual water coolers” Allen Adamson: Author of Brand Digital
- 8. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 9. The Marketing Mix Product What is it? Price Place Marketing People Promotion Mix Physical Process Evidence
- 10. The Marketing Mix Development Why is it useful? Awareness Trial Usage Repeat
- 11. The Marketing Mix Product 4+3 for services Price Place Marketing People Promotion Mix Physical Process Evidence
- 12. The Marketing Mix “A marketer is like a chef in a kitchen… …a mixer of ingredients” Robert Bartels: Author of The History of Marketing Thought
- 13. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 14. Product Online Value Proposition Brand Extended Core
- 17. Brand Definition
- 18. Online Value Proposition (OVP) Definition
- 19. Product Online Value Proposition Brand Extended Core
- 20. Core Product Additional Information Digital Opportunities Personalisation Re-packaging Research Range Extension
- 21. Core Product Additional information
- 23. Core Product Research
- 24. Product Online Value Proposition Brand Extended Core
- 25. Extended Product Additional products and services Digital Opportunities Credibility and Trust Customer service Warranties Testimonies
- 26. Extended Product Additional Products
- 27. Extended Product Additional Services Free Delivery Worldwide
- 28. Brand Online Value Proposition Brand Extended Core
- 29. Brand “The mental perceptions that surface when you hear about a product or service” Allen Adamson – Author of Brand Digital
- 30. Brand
- 31. Online Value Proposition “The OVP should encompass the complete experience of selecting, buying and using the product or service.” Chaffey and Smith – Authors of eMarketing eXcellence
- 34. Building a Quality of Experience strong OVP Interactivity Customisation Design Relevance Innovation Does it SELL
- 35. Brand Final Thought Does the Internet dilute the power of brands?
- 36. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 37. Place “The place of digital purchase, Definition distribution and consumption” Seller –controlled Seller–orientated Neutral Buyer-orientated Buyer-controlled
- 38. Place Let go… …and enter the conversation
- 39. Place Research Online Purchase Offline The Death of the High Street? CONCLUSION Search engine marketing critical
- 40. Place Customer Search Engine Marketing Be where your customers are: • SEO • Syndication • Affiliation • Sponsorship • Localisation • Mobile Supplier
- 43. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 44. Price Definition “A value that will purchase a finite quantity, weight, or other measure of a good or service.” BusinessDictionery.com
- 45. Price Relationship to Low Price High Price price complex Commodity Brand Common Differentiated Cheap Expensive Unremarkable Special The rest Me
- 46. Price Perception of value
- 47. Price Opportunities and threats Is the Internet a downward pressure on pricing or an opportunity to charge more?
- 48. Price Price Relationship to perceived value? Elasticity Elastic Demand
- 49. Price Price Relationship to perceived value? Elasticity Inelastic Demand
- 50. Price Online Opportunities Threats opportunities and threats Differential Transparency Flexibility Aggregators Long tail Online specialists Breakdown Commoditisation Bundling Auctions
- 51. Price Opportunities: Bundling
- 52. Price Threats: Aggregators
- 53. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 54. 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
- 55. Promotion One to many Broadcast
- 56. Promotion Targeted Digital Shadow
- 57. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 58. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 59. Promotion Advertising Google Adwords
- 60. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 61. Promotion Selling
- 62. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 63. Promotion Sales Promotion
- 64. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 65. Promotion Public Relations
- 66. Promotion Advertising Online execution of Selling promotional tools Sales Promotion Public Relations Sponsorship eMail Viral
- 67. Promotion Viral Video Nearly 5 million views
- 68. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 69. People Balance with automation Happy Staff = Happy Customers
- 70. People Autoresponders Delivering online service eMail notification Call back facility Real-time live chat Virtual assistants On-site search engines Ask and answer
- 71. Process Definition “The methods and procedures companies use to achieve all of the marketing functions.” Chaffey and Chadwick – Authors of Digital Marketing: Strategy, Implementation and Practice
- 72. Process Balance with cost and efficiency Automation = Cost-Effective
- 73. Physical Evidence 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
- 74. Physical Web site design Evidence On-line Awards and endorsements reassurance 3rd party reviews Refund policies Printable coupons Merging the off and online worlds
- 75. Agenda Introduction to Digital The Marketing Mix Product Place Price Promotion People, Process, Physical Evidence Summary
- 76. In Digital just another channel Summary 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
- 77. 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
- 78. Adam Richards e: adam@waypointdigitalmarketing.com w: waypointdigitalmarketing.com