This document provides an introduction to digital marketing presented by Joni Salminen. It defines digital marketing and discusses why it is important to learn. Salminen has extensive experience in digital marketing, having published theses on related topics. The course aims to help students understand digital marketing theory and learn practical skills. Key topics that will be covered include search engine marketing, social media marketing, analytics, and strategic use of digital marketing channels. Students will complete a group project running a Facebook ad campaign and individual essay.
Digital Gateway is the Digital Marketing Agency. we have mention Everything in this Slide Please have a look. for any query text us on skype : Elaborationindia
Ravi digital is a top digital marketing agency in Bangalore.We will provide services like SEO Services,Social Media Marketing Services,PPC Services,Facebook Marketing,Email Marketing and Affiliate Marketing.
Ravi Digital l Digital Marketing Service l PPC l Digital Marketing Service In Bangalore l SEO l SMM
Digital Marketing Services In Bangalore l Digital Marketing Slide share l Digital Marketing Slide show l Digital Marketing in Bangalore l Digital Marketing Ravi Kumar
Team.i was founded to address the needs of one of the most transformative and rapidly developing sectors in the country and around the world – Media and Entertainment. For the past decade or so, the industry has seen unprecedented growth which has created a huge vacuum for talented and qualified professionals.
Digital Gateway is the Digital Marketing Agency. we have mention Everything in this Slide Please have a look. for any query text us on skype : Elaborationindia
Ravi digital is a top digital marketing agency in Bangalore.We will provide services like SEO Services,Social Media Marketing Services,PPC Services,Facebook Marketing,Email Marketing and Affiliate Marketing.
Ravi Digital l Digital Marketing Service l PPC l Digital Marketing Service In Bangalore l SEO l SMM
Digital Marketing Services In Bangalore l Digital Marketing Slide share l Digital Marketing Slide show l Digital Marketing in Bangalore l Digital Marketing Ravi Kumar
Team.i was founded to address the needs of one of the most transformative and rapidly developing sectors in the country and around the world – Media and Entertainment. For the past decade or so, the industry has seen unprecedented growth which has created a huge vacuum for talented and qualified professionals.
Benefits of digital marketing: Digital Marketing Expertsbrandhype
Digital Marketing Agency in Gurgaon specializing in Pay Per Click marketing, Search Engine Optimization, Social Media and Online Branding. We offer complete solutions to your business and get you more leads and more Revenue
Social media marketing (SMM) refers to the process of gaining traffic or attention through social media sites.SMM refers to techniques that target social networks and applications to spread brand awareness or promote particular products. We provide the best social media marketing services for your business. For more details visit us at http://bit.ly/1DDySgM or contact 8888988882
SEO Search Engine Optimization
SEM Search Engine Marketing
Future of Digital Marketing
Why Digital Marketing?
Evolution of Digital Marketing
Types of Media
Types of Platforms
Youtube
Facebook
Instagram
Digital Marketing proposal for Health-N-Life magazine in Qatar. It includes campaign and marketing ideas for day to day marketing use. Social Media and other Digital Media channels
This training is designed for youth digital natives who want to enhance their skills in digital marketing and social media management to equip them with the knowledge and practical skills that are essential for succeeding in this dynamic field. In today's world, businesses rely heavily on digital marketing and social media to reach their target audience.
This presentation is all about social media marketing, seo, google analytics & youtube marketing. for more details visit our website: https://www.easydigiacademy.com/courses/digital-marketing-courses-classes-in-raipur.php
Presentation used to support a training session run at BCF Technology to embrace digital marketing technologies tools
BCF technology is a worldwide provider of animal and veterinary diagnostic imaging solutions.
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
Social media & its role in marketing - Grape5Grape5
The explosion of social media websites and its growing importance in marketing communications have given birth to the practice of social media marketing. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A brand’s corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.
https://www.facebook.com/Grape5x
https://twitter.com/grape5x
http://pinterest.com/grape5x/
http://www.linkedin.com/company/grape5
http://www.youtube.com/user/grape5x
https://plus.google.com/u/0/115341805701046088873/posts
An ocean of jobs in digital marketing awaits you. You just have to read it. https://www.vaibhavk.com/digital-marketing-courses-in-mau/
The typical objective of digital marketing is to reach the public and engage with them through various e-channels. Digital marketing has impressively broken the chains over the years due to the far-flung use of digital devices and the internet. The campaigns of digital marketing can be custom-made based on audiences’ demographics, interests, and behavior.
The extensive use of digital marketing has resulted in a shift in how organizations approach marketing, emphasising data-driven tactics and personalized client experience.
The 2000s and 2010s saw a sudden growth in digital marketing due to the proliferation of devices capable of accessing digital media. Stats from 2012 and 2013 showed, digital marketing was still growing, indicating its charm in the marketing industry.
The development of social media platforms such as LinkedIn, Facebook, YouTube, and Twitter in the 2000s led to a significant change in customer behavior. As a result, customers expected a seamless user experience across different channels for searching product information, which led to the diversification of marketing technology.
#education
#development
#mraketing
#DigitalMarketing
#MarketingDigital
#MarketingJobs
#DigitalJobs
#MarketingCourse
#DigitalCourse
#DigitalMarketingCourse
Benefits of digital marketing: Digital Marketing Expertsbrandhype
Digital Marketing Agency in Gurgaon specializing in Pay Per Click marketing, Search Engine Optimization, Social Media and Online Branding. We offer complete solutions to your business and get you more leads and more Revenue
Social media marketing (SMM) refers to the process of gaining traffic or attention through social media sites.SMM refers to techniques that target social networks and applications to spread brand awareness or promote particular products. We provide the best social media marketing services for your business. For more details visit us at http://bit.ly/1DDySgM or contact 8888988882
SEO Search Engine Optimization
SEM Search Engine Marketing
Future of Digital Marketing
Why Digital Marketing?
Evolution of Digital Marketing
Types of Media
Types of Platforms
Youtube
Facebook
Instagram
Digital Marketing proposal for Health-N-Life magazine in Qatar. It includes campaign and marketing ideas for day to day marketing use. Social Media and other Digital Media channels
This training is designed for youth digital natives who want to enhance their skills in digital marketing and social media management to equip them with the knowledge and practical skills that are essential for succeeding in this dynamic field. In today's world, businesses rely heavily on digital marketing and social media to reach their target audience.
This presentation is all about social media marketing, seo, google analytics & youtube marketing. for more details visit our website: https://www.easydigiacademy.com/courses/digital-marketing-courses-classes-in-raipur.php
Presentation used to support a training session run at BCF Technology to embrace digital marketing technologies tools
BCF technology is a worldwide provider of animal and veterinary diagnostic imaging solutions.
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
Social media & its role in marketing - Grape5Grape5
The explosion of social media websites and its growing importance in marketing communications have given birth to the practice of social media marketing. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A brand’s corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.
https://www.facebook.com/Grape5x
https://twitter.com/grape5x
http://pinterest.com/grape5x/
http://www.linkedin.com/company/grape5
http://www.youtube.com/user/grape5x
https://plus.google.com/u/0/115341805701046088873/posts
An ocean of jobs in digital marketing awaits you. You just have to read it. https://www.vaibhavk.com/digital-marketing-courses-in-mau/
The typical objective of digital marketing is to reach the public and engage with them through various e-channels. Digital marketing has impressively broken the chains over the years due to the far-flung use of digital devices and the internet. The campaigns of digital marketing can be custom-made based on audiences’ demographics, interests, and behavior.
The extensive use of digital marketing has resulted in a shift in how organizations approach marketing, emphasising data-driven tactics and personalized client experience.
The 2000s and 2010s saw a sudden growth in digital marketing due to the proliferation of devices capable of accessing digital media. Stats from 2012 and 2013 showed, digital marketing was still growing, indicating its charm in the marketing industry.
The development of social media platforms such as LinkedIn, Facebook, YouTube, and Twitter in the 2000s led to a significant change in customer behavior. As a result, customers expected a seamless user experience across different channels for searching product information, which led to the diversification of marketing technology.
#education
#development
#mraketing
#DigitalMarketing
#MarketingDigital
#MarketingJobs
#DigitalJobs
#MarketingCourse
#DigitalCourse
#DigitalMarketingCourse
This presentation was made on 18 Nov 2014 at Deree ACG in Athens, Greece for the Communications Society.
It focuses on the job market for young professionals in the digital marketing industry in Greece.
The PGCM in digital marketing course typically focuses on providing comprehensive knowledge and practical skills in various aspects of online marketing.
Hi, I did my master's programme at the prestigious university of Dundee. Do find my thesis report on the topic Digital marketing of Hilton Hotel in The Netherland. It was great. During my bachelor study at Hoge school Rotterdam, I wrote a thsis on Export of Martenal Mobile Hospital to Nigeria. I enjoyed my studies in The Netherlands and in Scotland as well.
Executive Programme in Digital Marketing & Social Media and Social media Anal...Harvish Varshan
Greetings!!
Executive Programme in Digital Marketing & Social Media Analytics from Indian Institute of Management Lucknow
Digital marketing and social media play a vital role in increasing marketing success by developing effective targeting, affordability, retargeting, and real time response. Firms can assess multiple attributes of the customers and make more effective strategic moves.
EPDMSMA offers learning modules in different sub-domains of the entire Digital Marketing sphere, which will provide a perfect learning platform for professionals interested in exploring and leveraging the power of digital marketing and social media.
Programme Highlights:
👉 Contextually designed 9-month
programme for working
👉 Learning-by-doing as
dominant pedagogy
👉 Campus immersion
module of 2 days
👉 IIM Lucknow Executive
Alumni status professionals
Course Duration:
👉 9 months | 114 hours online & 12 hours on-campus
Course Schedule (Online):
👉 Frequency: 3 hours per week
Sunday Sessions: 9:30 a.m. to 12:30 p.m. IST
The Difference between Digital Marketing and Social Media Marketing in 2022.pptxDarshNare
"Digital marketing and social media marketing are regularly interchanged when creating a marketing strategy while digital and social media marketing are at times referred to as the same thing, they are two different aspects of a marketing plan"
The presentation gives you an overview of Marketing, Traditional Marketing, Digital Marketing (significance, importance, usage, components,etc.) Digital marketing is one of the most cost-effective mediums of marketing. It allows you to use content to get connected with customers. It is important to understand the concept so as to avail all its benefits.
An Introduction to Digital Marketing. My series of Digital Marketing Tutorials will help you to get a good insight into Digital Marketing !! Happy Learning Friends !!
Page 1 of 2 MARK901 Digital Marketing AUTUMN 2022 .docxLacieKlineeb
Page 1 of 2
MARK901
Digital Marketing
AUTUMN 2022
MIDTERM EXAMINATION
Time Allowed: 48 hours.
Total Number of Questions: 3
DIRECTIONS TO CANDIDATES
1. Answer ALL questions. The marks for each question are shown next to each question.
2. Total marks: 100. This Exam is worth 30% of your final marks for MARK901.
INSTRUCTIONS TO STUDENTS (FURTHER TO INSTRUCTIONS POSTED ON MOODLE SITE)
• Download the provided Answer Booklet and start typing your answers in the Answer Booklet (word
document). Keep saving your work on your desktop regularly.
• If your answer requires a diagram or calculation that cannot be created in the word document, use A4
size paper(s) to capture the diagram or calculation. Take a photo or scan of the paper (s), upload to
your computer and attach with the Answer Booklet word document in order to form one single file that
has to be uploaded.
• Upload the answer booklet as one file in Turnitin through the subject Moodle site. You have only one
attempt to upload the document - no changes can be made.
• If you are unable to upload the answer booklet in Turnitin before the due time, DO NOT PANIC. Email
it to the lecturer at [email protected] immediately within time limit as specified for
the Turnitin upload. Resubmit via Turnitin later.
• The Lecturer will have the discretion to conduct viva on the submission made, if needed.
Student Number………………………….
…………………………. First Name
Family Name ………………................
1
mailto:[email protected]
Page 2 of 2
Based on the given study, answer all of the following questions [Max 900 words each]:
Q1.
The study discusses the use of a number of different channels in Digital Marketing
a) List and explain the usage of each of these channels as mentioned in the study
b) Categorize these channels into the 3 types of digital marketing media or trifecta (as
discussed in class).
[30 Marks]
Q2.
a) Discuss the enablers of and the barriers to digital marketing usage in the SMEs of Finland,
as discussed in the study.
b) Speculate the applicabilty of each of the above in the case of SMEs in the UAE,
particularly Dubai. [30 Marks]
Q3.
Imagine you are the marketing manager of a mid-scale global fast food chain, and going to
open a flagship outlet in Dubai, UAE:
a) Perform the Segmentation,Targeting and Positioning process for your organization.
b) Determine and describe how you will implement the 7Ps (Product, Price, Place,
Promotion, People, Process, Physical Evidence) of the Digital Marketing Mix for your
chosen target market. [40 Marks]
Notes:
• Answers must be clearly organized into headings and sub-headings.
• Use bullet lists where suitable.
• Use diagrams where suitable.
• This exam will assess your synthesis,analysis and critical thinking skills among others.
This is an electronic reprint of the original article.
This reprint may differ from the original in pagination and typographic detail.
Author(s):
Title:
Year:
Version:
Please cite the.
User Studies for APG: How to support system development with user feedback?Joni Salminen
Presentation at QCRI's Science Monday of the Social Computing group. January 14, 2019. Doha, Qatar. Access the Automatic Persona Generation system: https://persona.qcri.org
Combining Behaviors and Demographics to Segment Online Audiences:Experiments ...Joni Salminen
Link to article: https://www.springerprofessional.de/en/combining-behaviors-and-demographics-to-segment-online-audiences/16204306
CITE: Jansen, Bernard J., Jung, S., Salminen, J., An, J. and Kwak, H. (2018), “Combining Behaviors and Demographics to Segment Online Audiences: Experiments with a YouTube Channel”, Proceedings of the 5th International Conference of Internet Science (INSCI 2018), Springer, St. Petersburg, Russia.
Link to Automatic Persona Generation: https://persona.qcri.org
Research Roadmap for Automatic Persona Generation (2018)Joni Salminen
Automatic Persona Generation (APG) is a system and methodology developed at Qatar Computing Research Institute, Hamad Bin Khalifa University. Read more: https://persona.qcri.org
The goal of Automatic Persona Generation is to give faces to social and online analytics data. Personas can be generated from YouTube, Facebook, and Google Analytics data.
If you are interested in research collaboration, please contact Professor Jim Jansen at bjansen@hbku.edu.qa
To Use Branded Keywords or Not? Rationale of Professional Search-engine Marke...Joni Salminen
CITE: "Lyytikkä, J., Salminen, J., & Jansen, B. J. (2018). To Use Branded Keywords or Not? Rationale of Professional Search-engine Marketers for Brand Bidding Strategy. Presented at the 13th Global Brand Conference, Northumbria University, UK, 2–4 May."
Download paper: http://jonisalminen.com/wp-content/uploads/2018/08/To-use-branded-keywords-or-not-Rationale-of-professional-search-engine-marketers-for-brand-bidding-strategy.pdf
Determining Online Brand Reputation with Machine Learning from Social Media M...Joni Salminen
CITE: "Rantanen, A., Salminen, J., & Jansen, B. J. (2018). Determining Online Brand Reputation with Machine Learning from Social Media Mentions: A Study in the Banking Context. Presented at the 13th Global Brand Conference, Northumbria University, UK, 2–4 May."
Is More Better?: Impact of Multiple Photos on Perception of Persona ProfilesJoni Salminen
CITE: "Salminen, J., Nielsen, L., An, J., Jung, S.G., Kwak, H., and Jansen, B. J. (2018). Is More Better?: Impact of Multiple Photos on Perception of Persona Profiles. In Proceedings of The ACM CHI Conference on Human Factors in Computing Systems (CHI2018), Montréal, Canada, 21–26 April."
Download paper: http://jonisalminen.com/wp-content/uploads/2018/08/is-more-better.pdf
Access the Automatic Persona Generation system: https://persona.qcri.org
Anatomy of Online Hate: Developing a Taxonomy and Machine Learning Models for...Joni Salminen
CITE: "Salminen, J., Almerekhi, H., Milenković, M., Jung, S., An, J., Kwak, H., & Jansen, B. J. (2018). Anatomy of Online Hate: Developing a Taxonomy and Machine Learning Models for Identifying and Classifying Hate in Online News Media. In Proceedings of the International AAAI Conference on Web and Social Media (ICWSM 2018), San Francisco, California, USA, 25–28 June."
Download paper: http://jonisalminen.com/wp-content/uploads/2018/08/Anatomy-of-hate_aaai18_ICWSM18_submit_final_camera.pdf
OSS-EBM: Open Source Software Entrepreneurial Business ModellingJoni Salminen
CITE: Teixeira, J., & Salminen, J. (2014). Open-Source Software Entrepreneurial Business Modelling. In L. Corral, A. Sillitti, G. Succi, J. Vlasenko, & A. I. Wasserman (Eds.), Open Source Software: Mobile Open Source Technologies (pp. 80–82). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-55128-4_10
Gender effect on e-commerce sales of experience gifts: Preliminary empirical ...Joni Salminen
CITE: "Salminen, J., Seitz, S., Jansen, B. J., & Salenius, T. (2017). Gender Effect on E-Commerce Sales of Experience Gifts: Preliminary Empirical Findings. In Proceedings of International Conference on Electronic Business (ICEB 2017). Dubai, 4–8 December."
We analyze purchase data from 493 customers of an e-commerce store selling experience gifts to find how gender correlates with average purchase value, category of purchased products, and the use of discount codes. We find no significant differences for average purchase value or category of purchased products, but according to the data, women are more likely to use discount codes than are males. Ideas for further research concerning the gender effect on online shopping behavior are discussed.
Link to full paper: https://www.researchgate.net/publication/321586760_Gender_effect_on_e-commerce_sales_of_experience_gifts_Preliminary_empirical_findings
Keywords: e-commerce; online consumer behavior; online purchase behavior; online shopping behavior; gender
Big Data, Small Personas: Research Agenda for Automatic Persona GenerationJoni Salminen
A presentation at ICSEC17. Doha, Qatar. Read more: https://persona.qcri.org
***
Automatic Persona Generation (APG) is a system and methodology developed at Qatar Computing Research Institute, Hamad Bin Khalifa University.
The goal is to give faces to social and online analytics data. Personas can be generated from YouTube, Facebook, and Google Analytics data.
The system can be found at https://persona.qcri.org
Why do startups avoid difficult problems?Joni Salminen
CITE: "Salminen, J. (2013) Why avoid difficult problems? Exploring the avoidance behavior within startup motive. Proceedings of LCBR European Marketing Conference, August 15–16, 2013, Frankfurt."
Download paper: http://jonisalminen.com/wp-content/uploads/2018/08/why-founders-avoid-difficult-problems.pdf
Social Espionage: Drawing Benefit from Competitors’ Social Media PresenceJoni Salminen
CITE: "Salminen, J., & Degbey, W. (2011). Social Espionage – Drawing Benefit from Competitors’ Social Media Presence. In Proceedings of High Technology Small Firms Conference, Manchester, UK, 10–11 June."
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
2. Why is it important to learn digital
marketing?
• Both people’s time spent on
media and corporate marketing
budgets are moving more and
more into digital media.
• Digital marketing tends to be
the fastest growing form of
marketing – there is a need for
experts (job opportunities).
2
3. Who am I?
3
Joni Salminen
PhD, marketing
• Bachelor’s thesis 2007: Search-
engine marketing on the Internet
• Master’s thesis 2009: Online
advertising exchange
• Dissertation 2014: Strategic
problems of platform startups on the
Internet
Experience:
• Teaching digital marketing at the Turku
School of Economics (since 2012)
• Responsible for digital in ecommerce
company ElämysLahjat.fi (since 2011)
4. Course description
Digital marketing is the fastest growing field of
marketing. This course will help students understand
digital marketing in theory and learn some practical
skills. In addition, students will have the opportunity to
go deeper into their chosen sub-field of digital
marketing. As a whole, the course will prepare students
to apply digital marketing in real contexts.
4
5. Goals
After completing the course, the students will have a
basic understanding of currently important areas of
digital marketing. In addition, they will get familiarized
with a chosen sub-field of digital marketing, and learn
to run a digital marketing campaign in practice.
5
6. Content
The following topics will be covered: introduction to
digital marketing, search-engine marketing (SEM),
social media marketing, Web analytics, management
of digital marketing channels, and strategic use of
digital marketing. In addition, guest lecturers will
introduce a topic on their own field of expertise.
6
8. Requirements
• Course participation consists of three requirements: 1)
obligatory participation in lectures and guest lectures, 2)
active participation in the group assignment, and 3)
individual essay.
• The group assignment is carried out with max. 5 team
members. It includes planning, creating, running and
reporting a Facebook advertising campaign for a case
company. The teams will be briefed on class, but will work
independently throughout the course. The individual essay
requires choosing a sub-field of digital marketing, reading
the provided articles relating to it, and writing a reflective
essay on the topic.
• The course will be carried out in an intensive time
schedule, and each participant is expected to invest a
considerable amount of time and effort in the course.
8
9. Materials
Digital Marketing book (Chaffey, 2012), lecture slides,
Facebook Blueprint learning material, and article
package from the lecturer.
9
10. Evaluation
The course provides 6 study credits (ECTS). The
grading will be on the scale of 1–5. The group
assignment will make 40% of the final grade, and the
individual essay will make 60% of the final grade. Lack
of meeting the course requirements will lead to rejection.
10
12. Digital marketing: The Definition
(Wikipedia, 2012)
”Digital Marketing is the promoting of brands using all forms of
digital advertising channels to reach consumers. This now
includes Television, Radio, Internet, mobile, social media
marketing and any other form of digital media.
Whilst digital marketing does include many of the techniques and
practices contained within the category of Internet Marketing, it extends
beyond this by including other channels with which to reach people that
do not require the use of The Internet. As a result of this non-reliance on
the Internet, the field of digital marketing includes a whole host of
elements such as mobile phones, sms/mms, display / banner ads and
digital outdoor.”
12
What do you think of this
definition?
13. What is digital marketing?
• Digital marketing = A form of marketing that
utilizes digital media.
– Marketing = 4P variables (product, price, place,
promotion), i.e. marketing communications, market
research, advertising, customer service, distribution
– Digital media = Internet, mobile apps, digital screens,
etc.
• So, it’s ”just” marketing in a digital context.
• Another definition: ”[Digital marketing is] marketing
with technology” (Malthouse & Hofacker, 2010)
13
14. The Digital Marketing Mix (d4P)
(Salminen, 2015 wp.)
Analogue Digital
Product
Price
Place
Promotion
14
15. The Digital Marketing Mix (d4P)
(Salminen, 2015 wp.)
Analogue Digital
Product Tangibility, rigid
adaptability
Digital products (virtual
goods), e.g. apps,
e-books, MOOCs
Price
Place
Promotion
15
16. The Digital Marketing Mix (d4P)
(Salminen, 2015 wp.)
Analogue Digital
Product Tangibility, rigid
adaptability
Digital products (virtual
goods), e.g. apps,
e-books, MOOCs
Price Heavy cost structure,
possibility for local
monopolies
Price comparison, removal of
physical barriers, decrease of
price dispersion (except
brand), zero pricing
Place
Promotion
16
17. The Digital Marketing Mix (d4P)
(Salminen, 2015 wp.)
Analogue Digital
Product Tangibility, rigid
adaptability
Digital products (virtual
goods), e.g. apps,
e-books, MOOCs
Price Heavy cost structure,
possibility for local
monopolies
Price comparison, removal of
physical barriers, decrease of
price dispersion (except
brand), zero pricing
Place Bullwhip effect, slow
delivery, importance of
supply chain
management and
storage
Digital distribution, marginal
distribution cost approaching
zero, long-tail effect
Promotion
17
18. The Digital Marketing Mix (d4P)
(Salminen, 2015 wp.)
Analogue Digital
Product Tangibility, rigid
adaptability
Digital products (virtual
goods), e.g. apps,
e-books, MOOCs
Price Heavy cost structure,
possibility for local
monopolies
Price comparison, removal of
physical barriers, decrease of
price dispersion (except
brand), zero pricing
Place Bullwhip effect, slow
delivery, importance of
supply chain
management and
storage
Digital distribution, marginal
distribution cost approaching
zero, long-tail effect
Promotion Expensive mass
media, waste, media
sales people and
minimum purchases
Super platforms, self-serving,
performance-based pricing,
programmatic buying (”one
man marketing machine”)
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19. What makes digital marketing different?
The 8 features of digital marketing
1. Speed of diffusion (network effects)
2. Low entry barrier (+1M apps in app store, start ads
with 5€ in biggest platform of the world)
3. Low switching cost (search results, ecommerce)
4. Long tail (of content, products)
5. Measurability
6. Targetability
7. Hyper-competition (in ecommerce, search-engines,
social media feeds, etc.)
8. Role of technology (algorithms, automation)
21. However, there are some caveats…
• user is not synonym to customer
• strong pressure to give free products as a result of
1) hyper-competition and 2) minimal cost of digital
distribution
• strong pressure to find indirect monetization
models (usually advertising)
• digital influence is pervasive to business logic, not
only marketing.
22. Digital transformation (Järvinen, 2015)
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• companies have hired specialists to manage
change, but the success is influenced by
top management understanding
• there are both success stories (e.g.
Schibsted) and failure stories (e.g. Sanoma)
23. The influence of digital in organizations
(cf. Clausewitz, 1832)
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Strategic?
Tactical?
Operative?
24. The influence of digital in organizations
(cf. Clausewitz, 1832)
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Strategic? – What’s the role of
digital for us? (Just another marketing
channel, a new distribution channel, or
whole business logic?)
Tactical?– We need to
react faster
Operative?– Learning
new skills and tools, how
much time to spend in
channel management?
27. Budget gap in advertising spend
(Flurry Analytics, 2012)
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0
5
10
15
20
25
30
35
40
45
50
TV Printti Netti Radio Mobiili
%
Ad spend vs. media consumption
Mainospanostus
Vietetty aika
Marketing investments do not follow
customers instantly and perfectly! Why?
TV Print Online Radio Mobile
Ad spend (firms)
Time spent (people)
28. In the future…
• There is no ”digital marketing”, there is only
marketing.
• There is no ”ecommerce site”, there is only
store (omnichannel).
• There is no ”mobile analytics” and ”Web
analytics”, there is only analytics.
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29. Already now, everything you know
from marketing can be applied to a
digital context
Consumer psychology has not changed
(people are still people)
”…even if the medium had changed, basic human needs
have not. And, indeed, it turns out that there are a lot of
lessons from 1982 that are still quite useful for a 2007
search engine marketer.”
─David Rodnitzky, Online Retail Marketing
29
30. Claude Hopkins,
1866–1932
30
Download for free:
www.scientificadvertising.
com/ScientificAdvertising
.pdf
• Testing is like in the
1920s but today...
• we can test hundreds
or thousands of ad
combinations for tens
or hundreds of target
groups à 2€
• and the results are
ready the same day.
32. The (currently dominant) areas of digital
marketing
1. Online advertising
2. Search-engine marketing
3. Social media marketing
4. Content marketing
5. Blogger reachouts
6. Affiliate marketing
7. Email marketing
8. Marketing automation
9. Conversion optimization
32
33. Online advertising = advertising on the Web
(often known as ”display advertising”)
33
34. Search-engine marketing = improving ranking
on a search-engine results page with selected
keywords. Divides into organic and paid forms,
the paid form is performance-based (PPC
advertising).
34
35. Social media marketing = two-way
communication (organic social media
marketing) and advertising (paid social media
marketing) in social networks/platforms.
35
36. Content marketing = building an image as an
opinion leader in a given industry/field by
producing and sharing high-quality content.
Content marketing is often associated with
inbound marketing.
36
37. Blogger reachout = a form of influencer
marketing by collaborating with bloggers –
typically gifting products/money in exchange for
more or less authentic blog posts. In addition to
bloggers, vloggers and Instagram stars are
popular target for reachout campaigns.)
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38. Affiliate marketing = a performance-based
form of marketing, in which an advertiser pays
a publisher for conversions that are directly or
indirectly attributable to visitors from the
publisher’s website. Usually takes place
through affiliate.
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39. Email marketing = a form of marketing
communications taking place via email, usually
newsletter but can also be transactional email,
lifecycle marketing and triggered behavioral
emails.
39
40. Marketing automation = using automated
tools to identify, evaluate and nurture potential
or existing customers. Marketing automation
can take place on the website through
personalization/testing or in direct contact with
the customer (lifecycle and triggered emails).
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41. Conversion optimization = improving website
usability and marketing variables (product,
price, place and promotion) to increase the
likelihood of desired outcomes or conversions
(usually sales)
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42. Thank you!
• Slides available in Optima (later today)
• Add me in LinkedIn: http://fi.linkedin.com/in/jonisal
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