chapter 1 digital marketing
TRANSCRIPT
Learning objectives
• Evaluate the 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.
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
Key Features of Digital 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
APPLICATIONS OF DIGITAL MARKETING
• Advertising medium• Direct-response medium• Platform for sales transaction• Lead generation method• Distribution channel• Customer service merchanism• Relationship building medium
How do digital technologies 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?
Summary and examples of transaction alternatives between businesses, consumers and governmental organisations
E-business and e-commerce
E-commerce=====
Both financial 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
Different forms of online presence
Portal or media siteYahoo! Silicon.com
Transactional e-commerce site:
Examples – Amazon, Dell
Brand Building siteTango, Guinness
Social network or media site
Note that these types overlap
Services-oriented/relationship building
Accenture, British Gas
Challenges in developing and 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
The key types of digital media channels
Search engine marketing
Online partnership
Opt-in e-mail marketing
Online PR
Display advertising
Social media marketing
Different types of social 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
Benefits of digital media
1. Interactivity
2. Intelligence
3. Individualization
4. Integration
5. Industry restructuring
6. Independence of location
Key challenges of digital communication
Complexity Responding to competitors Responding to changes in
technology Cost Attention
Key communications concept for digital marketing
Customer engagement Permission marketing Content marketing
SUMMARY
• Digital marketing refers 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.