dim lecture 5
DESCRIPTION
...consideration of a digital marketing mixTRANSCRIPT
![Page 1: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/1.jpg)
5
![Page 2: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/2.jpg)
1
2
3
4
5
6
situation analysis objectives
strategy
tactics action
control
![Page 3: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/3.jpg)
promotion
![Page 4: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/4.jpg)
![Page 5: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/5.jpg)
![Page 6: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/6.jpg)
![Page 7: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/7.jpg)
just remember...
![Page 8: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/8.jpg)
different tactics will have a different significance
product and price
…and speed at which they can be adapted
![Page 9: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/9.jpg)
websites
content
story-telling
omni-channel
![Page 10: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/10.jpg)
what to consider...
![Page 11: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/11.jpg)
Content?
![Page 12: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/12.jpg)
…the focus is heavily on the user, hence the development of personas
the key concept here is user experience or UX
![Page 13: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/13.jpg)
![Page 14: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/14.jpg)
![Page 15: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/15.jpg)
desirable… linked to brand
findable… easy to find what you need
Morph London Agency, 2013
![Page 16: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/16.jpg)
eMarketer, 2013 (estimate)
m-commerce accounts for 15% of this
…at £6.61 billion for 2013
![Page 17: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/17.jpg)
![Page 18: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/18.jpg)
…office 365 and Google docs
…allows storage of, and access to, digital media
![Page 19: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/19.jpg)
…language and design
![Page 20: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/20.jpg)
…can it be turned into a file or software?
then we need to consider content delivery systems
![Page 21: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/21.jpg)
![Page 22: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/22.jpg)
![Page 23: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/23.jpg)
![Page 24: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/24.jpg)
digital price…
…comparison sites - aggregators
online only discounts… incentivising behaviour and traffic
![Page 25: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/25.jpg)
…showrooming
L2, 2013, research identified that 82% of smartphone users engaged in this form of price-checking
![Page 26: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/26.jpg)
digital people…
…automated response
![Page 27: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/27.jpg)
![Page 28: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/28.jpg)
![Page 29: DIM Lecture 5](https://reader034.vdocuments.us/reader034/viewer/2022042607/55515733b4c905e1708b4a30/html5/thumbnails/29.jpg)
Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice Hall
Smith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition). Elsevier Butterworth Heinemann Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page http://www.smartinsights.com/
http://www.e-consultancy.com/
http://www.google.com/analytics/features/
http://www.experian.co.uk/marketing-services/mosaic-digital-
insights.html
http://blog.kissmetrics.com/
http://www.forrester.com
/http://www.ons.gov.uk/ons/