Teaching Material

1. Definition, Scope & Dynamic of
Digital Marketing
Dr. Miguna Astuti, S.Si.,MM.,MOS.,CPM.,CIRR
FAKULTAS EKONOMI DAN BISNIS
PROGRAM STUDI S1 MANAJEMEN

2. DR. MIGUNA ASTUTI, S.SI., MM., MOS., CPM., CIRR.
@migunaastuti
@miguna_astuti
Miguna Astuti
Miguna Astuti
A Lecturer - Entrepreneur -
Marketing Consultant - Author

3. Definition Of Digital Marketing

4. Expected Learning Outcome 1:
“ Able to understand and use knowledge
of the concepts, scope and dynamics of
digital marketing “

5. "Digital Marketing Excellence" by Dave Chaffey and PR Smith (2017)
Digital marketing is defined as the management
process responsible for identifying, anticipating, and
satisfying customer requirements profitably using
digital technologies. This includes not only internet
marketing but also management of digital customer
data and digital customer relationship systems.

6. E-MARKETING
TECHNOLOGY
INTERNET

7. E- Business, E-Commerce & E-Marketing
E-business is the optimization of a company’s business activities using
digital technology
E-commerce is the subset of e-business
focused on transactions that include buying/selling
online, digital value creation, virtual marketplaces
and storefronts, and new distribution channel
intermediaries.
E-marketing is the use of information technology for the marketing activity, and
the processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and ­
society at large SO…!!!

8. E-Marketing Is Bigger Than The Web
The Web is the portion of the internet
that supports a graphical user interface
for hypertext navigation, with browsers
The web is what most people think about
when they think of the internet
Electronic marketing reshes far beyond
the web
SCOPE

9. E-Marketing Is Bigger than Technology
Individuals
Communities
Businesses
Society
SCOPE

10. Dynamics Of Digital Marketing:
The Past, The Present & The
Future

11. The Dynamics Of Digital Marketing
Past
• Initially focused on
basic online
presences like
websites and emails,
digital marketing was
largely an extension
of traditional media
on digital platforms.
Present
• It encompasses a
broad range of
activities across
social media, search
engines, mobile apps,
and more.
Personalization and
data analytics have
become key.
Future
• Expected to be driven
by advances in AI,
machine learning, and
augmented reality,
increasing the
personalization and
interactivity of
marketing campaigns.

13. Evolution From
Web 1.0 To Web 5.0

14. E-Marketing: Web 1.0
The shopping cart – presenting product to customer
Static web – no communication on it
The “read-only” web

15. E-Marketing: Web 2.0
Power Shift from Sellers to Buyers
Marketing Fragmentation: Mass maket to one customer
Death Of Distance
Time Compession
Knowledge/database management key
Marketing and technology: an interdisciplinary focus
Intellectial capital is important resource

16. E- Marketing: Web 2.0
Web 1.0 connected people to networks
Web 2.0 connected people with machines and each
other
Web 2.0 is the second generation of internet technology
and includes : Blogs, Social Networking, photo, video
and bookmark sharing)

18. E-Marketing: Web 3.0
The newst technologies allow marketer fo focus
on user: Engagement, participant and Co-
creation
Online gaming represented over $1 billion in
renevue and 15 million player in 2006

19. Customer Engagement Connects Company Content with Consumer
Characteristic

20. Wireless Networking and Mobile Computing
• Cell phones, PDAs and laptop connect to the internet via
wireless modem worldwide
o Starbucks
o Hotels and airports
o Queen mary II Luxury lines
o Train stations
• Customers will have information, entertainment and
communications when, where and how they want it.

21. Appliance Convergence
The receiving appliance is separate from the media type.
• Computers can receive digital radio and TV.
• TV sets can receive the Web.
New types of “smart” receiving appliances will emerge.
• Internet refrigerator is many digital appliances in one.
• Global positioning systems (GPS) allow in-car
communication and entertainment.

22. E-Marketing: Web 4.0
Not exactly a new version, but an alternate version of what
we already have.
“Adaptation to it’s mobile surrounding”
Web 4.0 connects all devices in real and virtual world in
real time

23. The Future: Web 5.0 “THE NEXT WEB”
“SYMBIOTIC WEB”
Open, Linked and Intelligent web
Emotional web

25. Concept & Models Of Digital
Marketing

27. The Most Popular Digital Marketing Models

28. The Most Popular Digital Marketing Models
Brand positioning map

29. The Most Popular Digital Marketing Models

30. THE IMPACT OF DIGITAL MARKETING
Expanding Reach and Access
Global Audience: Access to a worldwide market without significant cost increases.
• No Geographical Limits: Overcomes traditional barriers of distance and location.
Enhanced Data Collection & Personalization
Detailed Consumer Insights: Utilizes analytics for a deep understanding of consumer
behaviors.
• Personalization: Tailors marketing messages based on individual preferences,
boosting engagement and conversions.

31. THE IMPACT OF DIGITAL MARKETING
Building Stronger Brand Connections
Direct Communication: Platforms like social media allow real-time interactions
with customers.
• Enhanced Engagement: Interactive content (polls, live streams) enhances
customer involvement and loyalty.
Cost-Effectiveness and Efficiency
Lower Costs per Lead: More affordable than traditional marketing, allowing for
efficient budget use.
• Higher ROI: Digital strategies often yield a better return on investment, crucial for
small businesses.

32. THE IMPACT OF DIGITAL MARKETING
Agility and Real-Time Adjustments
Immediate Feedback: Quick access to data like visitor statistics and conversion rates.
• Agile Adjustments: Ability to swiftly adapt strategies based on current market
responses.
Challenges in Digital Marketing
Increased Competition: Digital space is crowded, requiring unique strategies to stand
out.
Privacy Concerns: Must manage consumer data responsibly to maintain trust.
• Continuous Innovation: Need to stay current with trends and technology to remain
relevant.

33. CHALLENGES AND OPPORTUNITIES OF DIGITAL MARKETING
CHALLENGES
• Understanding Customer
• Effective Re-Targeting
Solution
• Automation and AI
• Live Streaming
• Online Earing
OPPORTUNITIES
• Online Reputation
Management
• Local SEO/ Local Listings
• Social Media Engagement
• Understanding The
Audience Needs

34. 3 DIFFERENT MEDIA TYPES FOR DIGITAL MARKETING PLAN:

36. Assignment 1
● Mahasiswa membuat paper individu dengan mengeksplorasi referensi
utama, pendukung referensi lain terkait bahan kajian (materi
pembelajaran)
● Mahasiswa memilih 1 (satu) bisnis digital yang beroperasi di wilayah Asia
● Mahasiswa menggunakan bisnis digital yang dipilih sebagai contoh dalam
paper
● Tugas dikumpulkan dalam bentuk paper (word)
● Sistematika tugas dapat dilihat pada rubrik tugas
Tugas didiskusikan pada TM2 dan pengumpulan final sebelum TM 3

37. THANK YOU &
ENJOY YOUR
LEARNING