Part 1. Chapter 1 Introducing digital marketing

Transcription

1 Slide 1.1 Part 1 Digital marketing fundamentals Chapter 1 Introducing digital marketing Slide 1.2 Learning objectives Explain the relevance of different types of digital platforms and digital media to marketing Evaluate the advantages and challenges of digital media Identify the key differences between customer communications digital marketing and traditional marketing. 1

2 Slide 1.3 Questions for marketers What are the options for digital marketing to grow our business? What are the key benefits of digital marketing? What differences do digital media introduce compared to existing marketing communications models? Slide 1.4 Online opportunities Table 1.1 Timeline of online services indicating innovation in business model or marketing communications approach 2

3 Slide 1.5 Online opportunities (Continued) Table 1.1 Timeline of online services indicating innovation in business model or marketing communications approach (Continued) Slide 1.6 Figure 1.1 Google timeline Source: Google Corporate Timeline: 3

4 Slide 1.7 What is it? Introducing the scope of digital marketing Achieving marketing objectives through applying digital technologies How? Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Chartered Institute of Marketing How? Slide 1.8 A more in-depth definition Customer-centric digital marketing involves: Applying Digital technologies which form online channels (Web, , databases, mobile, iptv) to Contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer life cycle) through Improving customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs 4

5 Slide 1.9 Which platforms are involved? What ways can you access the Web or Internet through a browser? A. Desktop, laptop and notebook platforms 1. Desktop browser-based platform e.g. IE, Chrome, Safari 2. Desktop apps e.g. Apple App Store 3. platforms 4. Feed-based and API data Exchange platforms e.g. RSS feeds, Twitter, Facebook 5. Video-marketing platforms e.g. Online TV channels B. Mobile phone and tablet platforms 1. Mobile operating system and browser 2. Mobile-based apps e.g. Apple ios, Google Android C. Other hardware platforms 1. Gaming platforms e.g. PlayStation, Nintendo 2. Indoor and outdoor kiosk-type apps e.g. interactive kiosks, augmented reality 3. Interactive signage e.g. Touchscreen, Bluetooth, QR codes 4. Wearables e.g. Apple Watch, Google Glass Slide 1.10 Figure 1.4 YouTube video explaining the Tesco Homeplus Virtual Subway Store presence in South Korea Source: 5

6 Slide 1.11 Figure 1.2 The intersection of the three key online media types Slide 1.12 How do digital technologies contribute to marketing? The definition of marketing by the Chartered Institute of Marketing ( is: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability. Give examples of how the Internet (web and ) achieves these? 6

7 Slide 1.13 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? Slide 1.14 Applications of digital marketing An advertising medium A direct-response medium A platform for sales transactions A lead-generation method A distribution channel A customer service mechanism A relationship-building medium 7

8 Slide 1.15 Slide

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10 Slide 1.19 Benefits of digital marketing The 5Ss Table 1.2 The 5Ss of Internet marketing Source: Chaffey and Smith (2012) Slide 1.20 Figure 1.6 Summary and examples of transaction alternatives between businesses, consumers and governmental organisations 10

11 Slide 1.21 E-business and e-commerce You are attending an interview for a job in an E-commerce department. You are asked to: Define e-commerce Explain the relationship between e-commerce and e-business? Slide 1.22 Figure 1.7 The distinction between buy-side and sell-side e-commerce 11

12 Slide 1.23 Different overlapping forms of web presence Give an example of each Transactional e-commerce site: Examples Amazon, Dell Services-oriented/relationship building Accenture, British Gas Brand Building site P&G Portal or media site Yahoo! Silicon.com Social network or media site Slide 1.24 What are the challenges of managing strategy? Unclear responsibilities for digital Setting objectives Lack of budget Budget wasted through experiments/duplication Developing new propositions and campaigns to compete Lack of measurement i.e. No plan. 12

13 Slide 1.25 Why is a digital strategy needed? To set clear goals for digital channels To align with business strategy (avoid ad-hoc approaches) Create a specific online value proposition (OVP) Specify communications tools to drive visitors Integrate digital and traditional channels Manage customer life cycle (e.g. through marketing). Slide 1.26 Applying the 7 Ss 1. Strategy 2. Structure 3. Systems 4. Staff 5. Style 6. Skills 7. Superordinate goals 13

14 Slide 1.27 Figure 1.9 A generic digital marketing strategy development process Slide 1.28 Introduction to Digital Marketing Communications Pay-per-click Search engine optimisation Affiliate marketing marketing Landing page Rich media 14

15 Slide 1.29 Table 1.4 Key marketing communications concepts Slide 1.30 Table 1.4 Key marketing communications concepts (Continued) 15

16 Slide 1.31 Figure 1.10 Source: Smart Insights (2010) RACE: Reach Act (Interact) Convert Engage Slide 1.32 Figure 1.11 Source: Chaffey and Smith (2012) Six categories of e-communications tools or media channels 16

17 Slide 1.33 Social Media Marketing Monitoring and facilitating customer-customer interaction and participation throughout the web to encourage positive engagement with a company and its brands Slide 1.34 Figure 1.11 Social Media Marketing Radar (Chaffey, SmartInsights.com, 2011) 17

18 Slide 1.35 Benefits of digital media 6 Is of the e-marketing mix: 1. Interactivity (Figure 1.13) 2. Intelligence 3. Individualization (Figure 1.14) 4. Integration (Figures 1.15 &1.16) 5. Industry restructuring 6. Independence of location Slide 1.36 Figure 1.13 Summary of communication models for (a) traditional media, (b) new media 18

19 Slide 1.37 Figure 1.14 Summary of degree of individualisation for: (a) traditional media (same message); (b) new media (unique messages and more information exchange between customers) Slide 1.38 Figure 1.15 Channels requiring integration as part of integrated e-marketing strategy 19

20 Slide 1.39 Figure 1.16 The role of mixed-mode buying in Internet marketing Slide 1.40 Fundamental digital marketing concepts Customer engagement: Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand. cscape The level of involvement, interaction, intimacy and influence an individual has with a brand over time. Forrester Permission marketing: A value exchange in return for communications and profiling, e.g. opt-in, Like of brand on Facebook. Content marketing 20

21 Slide 1.41 Content marketing activities Define content engagement value Create content media/assets Content syndication (influencer outreach) Content participation Content access platform. Slide 1.42 Complexity Key challenges of digital communications Responding to competitors Responding to changes in technology Cost Attention 21