DIGITAL MARKETING

1. Chapter 1
Introducing digital marketing
NUR AQILAH BINTI ZAINUDIN
BM2403B

2. 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.

3. 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

4. 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

5. APPLICATIONS OF DIGITAL MARKETING
• Advertising medium
• Direct-response medium
• Platform for sales transaction
• Lead generation method
• Distribution channel
• Customer service merchanism
• Relationship building medium

6. North West Supplies Ltd site (www.northwestsupplies.co.uk)

7. 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?

8. Benefits of digital marketing – The 5Ss

9. Summary and examples of transaction alternatives between businesses,
consumers and governmental organisations

10. 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

11. The distinction between buy-side and sell-side e-commerce

12. Different forms of online presence
Portal or media site
Yahoo! Silicon.com
Transactional e-
commerce site:
Examples – Amazon,
Dell
Brand Building site
Tango, Guinness
Social network or
media site
Note that these types
overlap
Services-
oriented/relationship
building
Accenture, British
Gas

13. 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

14. Applying the 7Ss
Structure
Strategy
Systems
Superordinate goals
Staff
Style
Skills

15. A generic digital marketing strategy development process

16. Key Marketing Communication Concepts

17. Race : Reach-Act (interact)-convert-engage

18. The key types of digital media channels
Search engine
marketing
Online partnership
Opt-in e-mail marketing
Online PR
Display advertising
Social media marketing

19. Six categories of e-communications tools or media channel

20. 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

21. Evaluation of web technologies

22. Benefits of digital media
1. Interactivity
2. Intelligence
3. Individualization
4. Integration
5. Industry restructuring
6. Independence of location

23. 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

24. 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.