3. DISCUSSION
QUESTIONS
¡ What is digital marketing?
¡ What is the difference between digital marketing and
digital marketing communication?
¡ How digital technology can add value to the marketing
process
4. The internet is a global network
of interconnected networks.
DEFINITION OF
INTERNET
5. THE HISTORY OF INTERNET
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
Web3.0 Lines between traditional and new media are blurring.
Appliances are converging and becoming “smart.” Wireless networking is increasing.
Cloud computing and less reliance on ownership but more emphasis on access.
6. To reach new markets and access inexpensive communication channels.
To supplement their bricks-and-mortar stores.
Many corporations are supporting Facebook pages and Yammer accounts for
employees to communicate across departments and divisions (to improve
company internal communication).
HOW DIGITAL TECHNOLOGY CAN ADD VALUE TO THE MARKETING PROCESS
7. DIGITAL MARKETING
Getting closer to
customers
Understanding
customer better
Adding value to
products
Widening distribution
channels
Boosting sales
Search marketing,
Online advertising
Affiliate marketing
10. Digital OUT OF HOME
Billboards Digital advertisements at
Train stations
Bus shelters
Airports
Shopping malls
Waiting rooms
11. Interactivity
Interactivity
Allows customers to express their needs and
wants directly to the firm in response to its
marketing activities.
Electronic word-of mouth (ewom)
Personal, informal exchanges of information
that customers share with one another
about products, brands and companies
12. Types of online presence
Transactional e-commerce site
Services-oriented relationship building
Brand-building site.
Portal or media site.
Social network or community site.
13. Online communications
between an organization and its customers
• E-bay
• Zoom
C2C
• Groupon
• Consumer feedback
C2B
• Media owned
• Market places
B2B
• Comparison
• Transactional
• Brand building
B2C
17. WRONG AUDIENCE UNCLEAR
MARKETING
MESSAGE
UNENGAGING
LOOK AND FEEL
PRICE
UNCOMPETITIVE
NO REAL-TIME
STOCK
INFORMATION
NO EMAIL
NOTIFICATION
It is also often evident through inefficient design of customer
experiences on site.
Sloppy digital marketing
18. Search marketing
• Individual Prospects
• Customers forming segments
• Defined customer lifecycle
Right Message
• Value Proposition (product, service or experience)
Right Tone
Right Time
Right Frequency and Interval
Right Media/Communications channels
Multi-channel Communications Strategy
19. Strategic vs tactical marketing
Product
Price
Place
Promotion
4 P Positioning Competition
Strategic marketing Tactical marketing
20. SOSTAC
It is a planning framework registered
trademark of PR Smith.
www.sostac.org
Situation analysis Where are we now?
Objectives Where do we want to be?
Strategy How do we get there?
Tactics
Which tactical tools do we use to
implement strategy?
Actions
Which action plans are required to
implement strategy?
Control
How do we manage the strategy
process?
22. Target market, segments and positioning
What type of market
Consumer
Business
Select the target market
Undifferentiated (mass market)
Differentiated (heterogenous)
Concentrated (specific)
Determine which segmentation variables to use
Positioning and repositioning
23. A value proposition isn’t a slogan, catchphrase or a general
statement about your business
A value proposition should answer the question: “Why
should anyone care?”
Benefit, clarity, conciseness, and differentiation should all
be included in your value proposition statement.
25. OBJECTIVES OF DIGITAL MARKETING
SALES
Grow sales (through wider
distribution, promotion and
sales).
SERVE
Add value (give customers
extra benefits online).
Interaction with different
content on site
SIZZLE
Extend the brand online.
Reinforce brand values in a
totally new medium.
Brand awareness, reach, brand
favourability and purchase
intent.
26. OBJECTIVES OF DIGITAL MARKETING
SPEAK
Get closer to customers (by tracking
them, asking them questions, creating a
dialogue, learning about them).
Email coverage.
Online survey
SAVE
Save costs (of service, promotions, sales
transactions and administration, print and
post) and so increase profits on
transactions.
27. Online opportunities for product and market innovation
Marketing development strategies
• New markets, segments
Penetration strategies
• Market share growth
• Loyalty improvement
Diversification
• Related or unrelated business.
• Upstream or downstream
Product development
• Digital products
• Changing payment methods
• Increasing product range
28. TACTICS: HOW EXACTLY DO GET THERE
MARKETING MIX CONTACT STRATEGY CAMPAIGNS
SCHEDULE
30. RACE PLANNING FRAMEWORK
Step 1 Plan.
Branded content
Step 2 Reach.
Search engines
Social networks
Publishers
Blogs
Step 3 Act.
Website
Blog
Community
Interactive tools
Step 4 Convert
E commerce
process, product
and promotion
Step 5 Engage
Customer advocacy
31. Customer acquisition to retention
digital marketing
Search marketing
Behavioural targeting or online advertising:
Multi-touches across different digital media channels for acquisition.
Customer lifecycle model and welcome strategy.
Reducing online attrition.
Delivering relevant recommendations for retention and growth.
Following up on customer product or promotion interest.
Getting the frequency right.
Getting the channel right
33. TRENDS: DEMOGRAPHICS ARE HARD TO PREDICT
Age is a social construction
Perceived age vs chronological age.
Parents are no longer the enemies.
Clothes lines for children and adolescence.
Multiculturality: black lives matters.
34. TRENDS: COMPANIES AIM FOR THE MICRO MOMENT
ZMOT (ZERO
MOMENT OF
TRUE)
I WANT TO KNOW:
NEWS AND INFO
I WANT TO GO:
LOCATION.
I WANT TO DO:
IDEAS.
I WANT TO BUY:
PURCHASE.
35. TRENDS: COMPANIES AIM FOR THE MICRO MOMENT
FOMO (Fear of missing out)
The hunt
Shazam
Snap fashion.
36. TRENDS: THERE IS A SENSE OF COMMUNITY
Online bargain sites
• Open tables
• Ubber
• Airbnb
Constant feedback
• Dunkin donuts
• Mercedes Benz
• Huggies
Online gaming
37. TRENDS: CONSUMERS ARE PART OF THE PROCESS
Employees empowerment .
Zoom
Instagram
Sharing economy. Owning and
leasing
Design for the customers (CX) Crowdsourcing.
39. Homework
1. Write a short post to introduce yourself to the rest of the group.
2. Watch the essential viewing video ‘Gary Kovacs: Track the Trackers’ and The social dilemma
documentary and please answer the following:
ü Were you aware of the degree your online behaviours are being tracked by marketers?
ü What are your views on online privacy?
