Digital marketing is a channel strategy that should be informed by customer behavior and marketplace activity. The strategy aims to hit targets for channel leads, sales, acquisition, conversion and retention by prioritizing audiences and communicating benefits. Physical marketing "4Ps" of product, place, price and promotion are shifting to virtual "4Es" of experience, everywhere, exchange, and evangelism to provide more relevant customer experiences. Marketers must evaluate customer journeys, engage passion for their brand, calculate customer value, and create ideas with no limits on channels.

1. PRINCIPLES OF INTERNET MARKETING
MARKETING CONSIDERATIONS

2. IT IS A CHANNEL STRATEGY
• Informed by insight on customer channel behaviour and marketplace
activity
• Objectives for future online and offline contribution %
should drive strategy
Digital marketing is • Channel strategy thrives on differentials, value creation
a channel strategy • BUT, need to manage channel integration ( online, offline)
• Hit on channel leads & sales targets
• Improve efficiency of Acquisition, Conversion, Retention
• Prioritise audiences targeted through channel
Alignment - digital • Communicate benefits of using digital channels
marketing strategy • Deliver relevant experiences through a content or engagement
defines strategy

3. PHYSICAL “4P”S ARE MOVING TO
VIRTUAL “4E”S

4. 4Ps moving to 4Es
Product Experience
Place Every Place
Price Exchange
Promotion Evangelism

5. FROM PRODUCT TO EXPERIENCE

7. FROM PLACE TO EVERY PLACE

8. FROM PRICE TO EXCHANGE

9. PRICE to “IN” EXCHANGE
WHAT ARE THE WANTS FROM CUSTOMER
Attention
Engagement Permission
Span

10. IN EXCHANGE THEY GET ?
Convenience and Customization

11. FROM PROMOTION TO EVANGELISM

12. A Brand’s larger Cultural/Behavioral
entity /Social Truth

14. Online Marketer of the Future
Experience –
evaluate your
Customer
Journey
Evangelism –
Everywhere –
bring passion
create an
to your brand
idea with no
through
TV or print
engagement
Exchange –
calculate the
value of your
Customer

15. Consumerization is the growing tendency for new information technology to emerge first in the
consumer market and then spread into business and government organizations. The emergence
of consumer markets as the primary driver of information technology innovation is seen as a
major IT industry shift, as large business and government organizations dominated the early
decades of computer usage and development.
Emailing
Brand CUSTOMERIZATION
Recovery
Social
And
PPC Business
Networking
Localization
and
Customization

16. PRINCIPLES OF INTERNET MARKETING
MARKETING CONSIDERATIONS
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