This document discusses digital marketing and customer engagement. It begins by defining marketing and promotional activities like advertising, branding, and sales. It then explains how digital means have enabled marketing processes and different forms of digital advertisement like social media, email, search engines, and more. The document also discusses the four foundations of digital marketing delivery and different objectives like direct sales, awareness, information, and lead generation. It explores how digital marketing involves customer databases, direct marketing, interactive marketing as a two-way conversation. The key topics covered are engagement, different engagement channels, and examples of engagement. Mass customization and personalization are also explained.

1. Preliminaries
Web Marketing

2. Marketing
 The marketing process
Scratch:
Marketing: more than sales
Promotional activities
Awareness creation
Advertising
Branding
Sales:

3. Digital Marketing
 Enabling marketing processes through digital means
Advertisement:
Print media
Newspaper
Leaflets, Booklets, Flyers
Television media:
Radio:
Miking
Publicity events
Digital advertisement
Social media, Email, Webinar, Podcast, Search Engine,
Massive customization, Measure

4. Digital Marketing
The four foundations of digital marketing delivery
mix integrated with core website strategies
What are web objectives?
Direct Sales?
Make People Aware?
Inform people
Inform yourself
- measurement of
your campaign
Customer Service/Support?
FAQ
Chat bot
Forums
Lead Generation?

5. Digital Marketing
 Just selling products online?
 More than selling product online
 Engagement
 Digital Channels
 Email, Search, Social, Mobile
 Originated from Direct Marketing
 Direct Markeing
 involves a customer database to track and measure
 customer response
 gave rise to interactive marketing
 Interactive marketing
 marketing as a two-way conversation
 Digital Marketing is more interactive
The evolution of marketing terminology from
direct communication to engagement

6. Engagement
Progression of communications in marketing
and advertising
Updated customer relationship management
objectives
 Customers interacting with each other via a community
forum
 Customers asking questions to an interactive chatbot on
your website or social media pages
 Customers calling your customer support team to get
help
 Customers completing a customer satisfaction (CSAT)
survey
 Customers engaging with your social media content and
getting support over social messaging apps
 Customers watching a tutorial via your help center
 Customers clicking on email content
Examples of engagment:

7. Engagement in different channels

8. Demo of Engagement
https://www.youtube.com/watch?v=eL2lWn7oup4
https://sloanreview.mit.edu/article/reimagining-customer-
service-at-klm-using-facebook-and-twitter/
Class work: Find two examples of Customer Engagement
through online research
Search Terms: Customer interactivity in web, Customer
Engagement exmaple in web

9. Some important terms on Marketing
 Customization
product is built for customer based on their preferences
 Mass customization:
Mass customization allows the customer to select from certain preprogrammed or preset
options to develop a product suited to their needs.
Nike.com allows the customer to create a shoe based on certain parameters which is unique to them
modelmyoutfit.com allows the retail customer to see what clothes would look like on their body type
Class work: Find two examples of Mass customization through online research

10. Personalization:
Communicate using customer’s unique information
Email: (Mail -Merge?)
Dear Mr. Huq,
Dear. Ms. Naz
Personalization
Vs
Customization

11. Customer
acquisition and
relationship
management:
Class work:
Find two examples
on Advocacy
Scratch:
Cross-sell:
Selling complementary product
Up-sell:
Sell a better version of the product

12. Questions to discuss
 Page 17 of the text book

13.  Engagment examples:
 https://youtu.be/2X8Bd3-G6IU
 https://technologymagazine.com/digital-
transformation/warby-parker-uses-augmented-reality-
allow-customers-virtually-try-glasses
 https://clevertap.com/blog/customer-engagement-
examples/
