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Chapter 1 DIGITAL MARKETING
Digital marketing utilizes digital technologies and platforms to achieve marketing goals. It takes a customer-centric approach, considering different customer needs through techniques like personas. Electronic commerce refers to both financial and informational transactions mediated electronically between organizations, consumers, and government. Interactions with customers, suppliers, and distributors occur across the internet.
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Chapter 1 DIGITAL MARKETING
- 1. Chapter 1 Introducing digitalmarketing NUR AQILAH BINTI ZAINUDIN BM2403B
- 2. Learning objectives • Evaluatethe relevance of digital platforms and digital media to marketing • Evaluate the advantages and challenges of digital media • Identify the key differences between customer communications for digital marketing and traditional marketing.
- 3. INTRODUCTION • Positioning =customers perception of the product and brand offering relative to those of competitors • Target marketing strategy = evaluation and selection of appropriate customer segments and the development of appropriate offers • Online value proposition = statement of the benefit of online service that reinforces that core proposition and differ from organisation offline offering • Value proposition = benefits or value a brand offers to customer in its product and service
- 4. Key Features ofDigital Marketing Strategy Be aligned with business strategy Use clear objectives for business and brand development Be consistent with the types of customer Support customer journey Manage online customer lifecycle
- 5. APPLICATIONS OF DIGITALMARKETING • Advertising medium • Direct-response medium • Platform for sales transaction • Lead generation method • Distribution channel • Customer service merchanism • Relationship building medium
- 6. North West SuppliesLtd site (www.northwestsupplies.co.uk)
- 7. How do digitaltechnologies support marketing Identifying – the Internet can be used for marketing research to find out customers’ needs and wants Anticipating – the Internet provides an additional channel by which customers can access information and make purchases – evaluating this demand is key to governing resource allocation to e- marketing. Satisfying – a key success factor in e- marketing is achieving customer satisfaction through the electronic channel, which raises issues such as: is the site easy to use, does it perform adequately, what is the standard of associated customer service and how are physical products dispatched?
- 8. Benefits of digitalmarketing – The 5Ss
- 9. Summary and examplesof transaction alternatives between businesses, consumers and governmental organisations
- 10. E-business and e-commerce E-commerce ===== Bothfinancial and informational electronically mediated transaction between organization and 3rd parties E-business ==== Electronically mediated information exchanges, both within an organization and external stakeholder support the range of business process
- 11. The distinction betweenbuy-side and sell-side e-commerce
- 12. Different forms ofonline presence Portal or media site Yahoo! Silicon.com Transactional e- commerce site: Examples – Amazon, Dell Brand Building site Tango, Guinness Social network or media site Note that these types overlap Services- oriented/relationship building Accenture, British Gas
- 13. Challenges in developingand managing digital marketing strategy Unclear responsibilities No specific objectives Insufficient budget Budget is wasted New online value proposition for customer Result from digital marketing are not measured
- 14. Applying the 7Ss Structure Strategy Systems Superordinategoals Staff Style Skills
- 15. A generic digitalmarketing strategy development process
- 16. Key Marketing CommunicationConcepts
- 17. Race : Reach-Act(interact)-convert-engage
- 18. The key typesof digital media channels Search engine marketing Online partnership Opt-in e-mail marketing Online PR Display advertising Social media marketing
- 19. Six categories ofe-communications tools or media channel
- 20. Different types ofsocial media marketing tools Social networks Social publishing and news Social commenting in blogs Social niche communities Social customer service Social knowledge Social bookmarking Social streaming Social search Social commerce
- 21. Evaluation of webtechnologies
- 22. Benefits of digitalmedia 1. Interactivity 2. Intelligence 3. Individualization 4. Integration 5. Industry restructuring 6. Independence of location
- 23. Key challenges ofdigital communication Complexity Responding to competitors Responding to changes in technology Cost Attention Key communications concept for digital marketing Customer engagement Permission marketing Content marketing
- 24. SUMMARY • Digital marketingrefers to the use of digital technology platforms, combined with traditional media, to achieve marketing objectives. • A customer centric approach to digital marketing considers the needs of a range of customers using techniques such as persona and customer scenarios. • Electronic commerce refers to both electronically mediated financial and informational transaction • Interaction with customer, suppliers and distributors occur across the internet.