ATM Semester 2 Lecture 8 By Sanemkhan Nurillaeva Digital Marketing
Agenda A bit of History What is Digital Marketing? Forms of web presence 3 key online media types Benefits of digital marketing- 5Ss
A Bit of History Timeline of online services indicating innovation in business model or marketing communications approach
Definition of Digital Marketing Short definition: “Achieving marketing objectives through applying digital technologies” Chartered Institute of Marketing
A more in-depth definition of DM Customer-centric digital marketing involves: Applying… Digital technologies which form online channels… (Web, e-mail, 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 lifecycle) 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
Example: Qype UK Qype UK (www.qype.co.uk)
Tesco Homeplus Virtual Subway Store YouTube video explaining the Tesco Homeplus Virtual Subway Store presence in South Korea. Source: http://www.youtube.com/watch?v=fGaVFRzTTP4
Forms of web presence British Gas Guinness Yahoo! Google, Silicon.com Different overlapping forms of web presence and example of each Transactional e-commerce site: Examples – Amazon, Dell Services-oriented/relationship building British Gas Brand Building site Guinness Portal or media site Yahoo! Google, Silicon.com Social network or media site Facebook, Twitter, Google+ Note that these types overlap
British Gas website
Guinness website
3 key online media types Paid Media Digital marketing channels and activities that company has to pay for E.g, mainly these are online paid ads Owned Media Digital marketing is organised on digital properties owned by a company E.g, company website, apps, company social network pages Earned Media Free of charge online media coverage, yet not always positive E.g, Inflencer social network groups reviews, publisher editorial, WOM
The intersection of the three key online media types
Facebook: Paid? Owned? Earned? Paid Media If company decides to use paid promotion of the company page, event or campaign Owned Media If company decides to use their own Facebook page to promote their products/services Earned Media If customers discussing a company on Potrebitel.uz
Benefits of digital marketing 5Ss Sell Serve Speak Save Sizzle Benefits of digital marketing
5Ss in example of ASOS online store
Benefits of digital marketing- 5Ss 1.Sell
1. Sell – grow sales
Benefits of digital marketing- 5Ss 2. Serve
2. Serve -add value
Benefits of digital marketing- 5Ss 3. Speak
3. Speak – get closer to customers
Benefits of digital marketing- 5Ss 4. Save
4. Save – save costs
Benefits of digital marketing- 5Ss 5. Sizzle
5. Sizzle - Extend the brand online
Reading Chaffey et al. (2013) Digital Marketing Strategy. Implementation and Practice. 5th Edition, Pearson Education Limited.