DS Lecture 1 1819

#digital strategy
1
landscape and digital disruption
the changing

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

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

How this module is assessed
one individually produced plan… worth 100% of the mark
Using an appropriate planning framework and meeting the needs of the
chosen context…
Mark out of 100, then weighted at 80%
Submitted 8th January 2019
Production of three pieces of digital content… worth 20% of the mark -
Submitted 8th January 2019

learning objectives...
students will be able to...
Critically understand the differing nature of web paradigms and their impact on
marketing
Develop a strategic digital marketing plan (or elements therein) for an organisation.
Critically analyse the role of key digital platforms, media and content
Analyse the digital marketing environment to develop strategic and tactical
recommendations in order to achieve corporate and marketing objectives

…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

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

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

websites
content
story-telling
omnichannel
programmatic

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

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

changing landscape…
DigitalDayResearch.co.uk, 2018

ONS, 2018

gs.statcounter.com, 2017

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...

“A GROWTH HACKER IS A PERSON
WHOSE TRUE NORTH IS GROWTH.
EVERYTHING THEY DO IS
SCUTINISED BY ITS POTENTIAL
IMPACT ON SCALABLE GROWTH.”
Sean Ellis, 2010

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...

Tom Goodwin, Senior Vice-President of Strategy, Havas Media

…peer to peer interfaces
full stack companies are being disrupted, the ones that control all elements of a business
…disrupted by interface owners, offering interfaces to facilitate an exchange
…these are the fastest growing companies, the ‘growth hackers’… they understand the
digital consumer better and quicker

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

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
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/

DS Lecture 1 1819

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DS Lecture 1 1819