An introduction to the module and some consideration of digital disruption...

1. digital marketing #DM
1
landscape and digital disruption
the changing

2. don’t think like a consumer… don’t think like a student
…think like an digital marketer
thinking…

3. Reading and research based on concepts covered in lecture, and use o
material and activities on MyBeckett
see Module Handbook for recommended texts and websites
Weekly lecture
How this module is taught…

4. …resources

5. How this module is assessed
one individually produced plan… worth 75% of the mark
Using an appropriate planning framework and meeting the needs of
the chosen context…
- mark out of 100, then weighted at 75%
- Submitted 11th January 2016

6. How this module is assessed
Production of three pieces of digital content and briefing paper… worth
25% of the mark
Using a free online tool such as appshed or ibuildapp…
- mark out of 100, then weighted at 25%
- Submitted 11th January 2016

8. learning objectives...
students will be able to...
critically understand the role of Web 2.0, particularly social media and consumer
generated media, within the marketing mix.
develop and evaluate a digital marketing plan for an organisation.
critically analyse the role of key digital platforms, tool and media.
analyse the digital marketing environment and develop strategic and tactical
recommendations in order to achieve marketing objectives.

9. …what is marketing?
Marketing consists of individual and organizational activities that facilitate and
expedite satisfying exchange relationships in a dynamic environment through the
creation, distribution, promotion and pricing of goods, services and ideas
Marketing is the management process which identifies, anticipates and supplies
customer requirements efficiently and profitably
Marketing is a social and managerial process by which individuals and
organizations obtain what they want and need through creating and exchanging
value with others
Armstrong and Kotler, 2007
CIM, 2010
Dibb, et.al., 2012

10. e-marketing involves the marketing side of e-commerce and features
a company’s efforts to communicate about, promote and sell
products and services over the internet
Kotler et.al., 2007
…what is e-marketing?
…what is digital marketing?
digital Marketing is the management and execution of marketing
using electronic media (such as the web, e-mail, interactive TV and
wireless media) in conjunction with digital data about customers’
characteristics and behaviours
Chaffey et.al., 2006

11. digital marketing is marketing
…what is digital marketing?
Smart Insights Manifesto, 2013

12. websites
content
story-telling
omni-channel

13. 1
2
3
4
5
6
situation
objectives
strategy
tactics
action
control

14. changing landscape...
…the advent of Web 2.0 brought about a step-change in how
suppliers and consumers behave.
…it was effectively a process of ‘creative destruction’ where
company’s traditional marketing abilities and consumer insights
were challenged by the new dawn of user generated content
Richardson, 2008

15. changing landscape…
ONS, 2015

16. changing landscape…
ONS, 2015

17. changing landscape…
ONS, 2015

18. Value comes from seeing what customers need and delivering it.
Digital disruptors will do all of this at lower cost, with faster
development times, and with greater impact on the customer
experience than any- thing that came before.
McQuivey, 2013
…it is important to note that we’re not focused on physical disruption here
digital disruption...

19. …growth hacking...

20. access… in marketing terms this is place and process, all
interactions between all stakeholders
economics… in marketing terms this equates to value, how it is
assigned and earned
performance… delivering greater value through customer
intimacy, efficiency and product leadership
Gartner Research, 2013
the three dimensions of digital disruption...

22. …the good...
…the goo

23. …the bad...

24. …the ugly...

25. …the ugly...

26. We look at the present through a rear-view mirror. We march
backwards into the future…
Marshall McLuhan

27. References and reading
Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson
Education: London
Baines, Fill & Page (2010) Marketing. 2nd ed Oxford University Press: Oxford
Chaffey (2010) http://www.davechaffey.com/ [accessed 10-01-11]
Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and
Strategies. 5th European ed. Houghton Mifflin: Abingdon
Kotler, P., Armstrong, G., Wong, V. & Saunders, J. (2008) Principles of Marketing.
5th European ed. FT Prentice Hall: Harlow
McQuivey, J., 2013, Digital Disruption, Las Vegas: Amazon Publishing
Qualman, E. (2011) Socialnomics: How Social Media Transforms the Way We
Live and Do Business New Jersey: John Wiley and Sons
Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing
Strategies for Engaging the Digital Generation London: Kogan Page
http://blogs.gartner.com/mark_mcdonald/2012/07/16/the-dimensions-of-
digital-disruption/
http://solutions.forrester.com/disruption
http://www.smartinsights.com/digital-marketing-strategy/online-business-
revenue-models/dealing-with-digital-disruption/
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/