...an introduction to digital marketing

1. Introduction to digital marketing
1
an introduction to digital marketing…

2. don’t think like a consumer… don’t think like a student
…think like a digital marketer
thinking…

3. Reading and research based on concepts covered in lecture, and use of
material and activities on MyBeckett
roup discussion of results of reading and research in relation to content and
ontemporary practice, marketing simulation software to support assessmen
see Module Handbook for recommended texts and websites
Weekly lectures
How this module is taught…
Work through the Learn Digital with Google Digital Fundamentals course

4. …resources

5. How this module is assessed
Group work linked to working through a digital marketing simulation
Conducting research, making decisions, monitoring results
- mark out of 100, then weighted at 70%
- Group presentation to be delivered week commencing April 27th
- individual reflection on learning and experience – weighted at 30%
- submitted on PebblePad by 5PM on the 7th of May

8. learning objectives...
students will be able to...
Demonstrate a theoretical understanding of the digital marketing environment and the
role of Web 2.0, particularly social media and UGC, within the marketing mix.
Identify the ways in which organisations can use digital media for marketing activities.
Appraise the main web and social media analytic tools.
Design and evaluate digital marketing campaigns by using Mimic Pro.

9. …what is marketing?

10. …what is marketing?
Marketing consists of individual and organizational activities that facilitate and expedite
satisfying exchange relationships in a dynamic environment through the creation,
distribution, promotion and pricing of goods, services and ideas
Marketing is the management process which identifies, anticipates and supplies customer
requirements efficiently and profitably
Marketing is a social and managerial process by which individuals and organizations
obtain what they want and need through creating and exchanging value with others
Armstrong and Kotler, 2007
CIM, 2010
Dibb, et.al., 2012

11. e-marketing involves the marketing side of e-commerce and features a
company’s efforts to communicate about, promote and sell products and
services over the internet
Kotler et.al., 2007
…what is e-marketing?
…what is digital marketing?
digital Marketing is the management and execution of marketing using
electronic media (such as the web, e-mail, interactive TV and wireless
media) in conjunction with digital data about customers’ characteristics
and behaviours
Chaffey et.al., 2006

12. digital marketing is marketing
…what is digital marketing?
Smart Insights Manifesto, 2013

13. digital marketing…
PPC SEO
mobile social media
AR
websites
contentCRO
microsites
email
landing pages
lead generation
traffic
CTR
CGM
banners
skyscrapers
interstitials
pop-ups
cloud
group buying inbound links
viral
responsive design
optimisation
affiliates story-tellingpersonas
big data
A/B testing
sentiment
ecommerce
hub and spoke
CRM
analytics
NFC
3D printing social video
personalisation
omnichannel
AI
programmatic
machine learning
native
lead generation
UX
influencer
chatbots
crowd

14. changing landscape...
…the advent of Web 2.0 brought about a step-change in how suppliers
and consumers behave.
…it was effectively a process of ‘creative destruction’ where company’s
traditional marketing abilities and consumer insights were challenged by
the new dawn of user generated content
Richardson et.al., 2016

15. What do we do online? (UK - 2019)
Statista (2020) https://www.statista.com/statistics/275805/internet-activities-performed-in-great-britain/
86%
78%
73%
72%
68%
66%
65%
63%
50%
35%
29%
22%
17%
15%
15%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Sending/receiving emails
Internet banking
Social networking (eg Facebook or Twitter)
Listening to music
Making video or voice calls over the…
Selling goods or services over the internet
Posting opinions on civic or political issues
Controlling household equipment or…

16. Social media website visits (UK – 2019)
59.57%
17.19%
15.61%
2.59%
1.93%
1.91%
0.64%
0.42%
0.07%
0.04%
0.01%
0.01%
0.01%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Facebook
Twitter
Pinterest
Instagram
YouTube
Tumblr
reddit
LinkedIn
VKontakte
news.ycombinator.com
Vimeo
Fark
Other
Statista (2020) https://www.statista.com/statistics/280295/market-share-held-by-the-leading-social-networks-in-the-united-kingdom-uk/

17. Reach of media by time of day, UK
Digitaldayresearch.com, 2020

18. Value comes from seeing what customers need and delivering it.
Digital disruptors will do all of this at lower cost, with faster development
times, and with greater impact on the customer experience than any-
thing that came before.
McQuivey, 2013
…it is important to note that we’re not focused on physical disruption here
digital disruption...

19. …growth hacking...

20. “A GROWTH HACKER IS A PERSON
WHOSE TRUE NORTH IS GROWTH.
EVERYTHING THEY DO IS
SCUTINISED BY ITS POTENTIAL
IMPACT ON SCALABLE GROWTH.”
Sean Ellis, 2010

21. Tom Goodwin, Senior Vice-President of Strategy, Havas Media

22. …the good...

23. …the bad...

24. …the ugly...

25. …the ugly...

26. …peer to peer interfaces
full stack companies are being disrupted, the ones that control all elements of a business
…disrupted by interface owners, offering interfaces to facilitate an exchange
…these are the fastest growing companies, the ‘growth hackers’… they understand the
digital consumer better and quicker

28. References and reading
Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and
Strategies. 5th European ed. Houghton Mifflin: Abingdon
Kotler, P., Armstrong, G., Wong, V. & Saunders, J. (2017) Principles of Marketing.
17th ed. FT Prentice Hall: Harlow
McQuivey, J., 2016, Digital Disruption, Las Vegas: Amazon Publishing
Qualman, E. (2020) Socialnomics: How Social Media Transforms the Way We
Live and Do Business New Jersey: John Wiley and Sons
Richardson, N., James, J. and Kelley, N. (2016) Customer Centric Marketing,
London: Kogan Page
Ryan, D. and Jones, C. (20) Understanding Digital Marketing: Marketing
Strategies for Engaging the Digital Generation London: Kogan Page
http://solutions.forrester.com/disruption
http://www.smartinsights.com/