1. Part 1 Digital marketing fundamentals Chapter 1 Introducing digital marketing

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. 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 the digital media introduce compared to existing marketing communications models?

4. Online Opportunities
Table 1.1 Timeline of online services indicating innovation in business model or marketing communications approach

5. Figure 1.1 Google timeline
Source: Google Corporate Timeline:

6. Definitions - warning
Which definition is used isn’t so important, within a company definitions help:
Scope the digital marketing activities that need to be managed
Explain opportunities for new marketing approaches – digital transformation
Highlights some risks to be managed

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

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 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

9. Which platforms are involved?
What ways can you access the Web or Internet through a browser?
Dual-screening is important
For suggestions, see p 12-13

10. Figure 1.2 Qype UK (www.qype.co.uk)

11. Figure 1.3 The intersection of the three key online media types

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?

13. How do digital technologies support marketing
Identifying – the Internet can be used for marketing research to find out customers’ needs and wants (Chapters 7 and 10).
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 as explained in Chapters 2, 3 and 4.
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? These issues of customer relationship management are discussed further in Chapters 6 and 7.

14. Figure 1.4 YouTube video explaining the Tesco Homeplus Virtual Subway Store presence in South Korea.
Source:

15. Benefits of digital marketing – The 5Ss
Table 1.2 The 5 Ss of Internet marketing
Source: Chaffey and Smith, 2008

16. 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

17. Figure 1.5 North West Supplies Ltd site (www.northwestsupplies.co.uk)
Source: Opportunity Wales

18. Figure 1.6 Summary and examples of transaction alternatives between businesses, consumers and governmental organisations

19. 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?

20. Figure 1.7 The distinction between buy-side and sell-side e-commerce

21. 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!

22. 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 lifecycle (e.g. through marketing)

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
Tango, Guinness
Portal or media site
Yahoo! Silicon.com
Social network or media site
Note that these types overlap

24. Figure 1.8 A generic digital marketing strategy development process

25. Figure 1.9 RACE: Reach-Act (Interact)-Convert-Engage.
Source: Smart Insights (2010)

26. Table 1.4 Key marketing communications concepts

27. Figure 1.10 Six categories of e-communications tools or media channels
(Chaffey and Smith, 2008)

28. Figure 1. 11 Social Media Marketing Radar (Chaffey, SmartInsights
Figure Social Media Marketing Radar (Chaffey, SmartInsights.com, 2011)

29. Figure 1.12 Evolution of web technologies
Source: Adapted from Spivack (2007)

30. Differences of digital media
Split into groups
For each of 1.13 to 1.16 students summarise differences between traditional media and digital media and how they can be used to advantage by companies

31. Figure 1.13 Summary of communication models for (a) traditional media, (b) new media

32. 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)

33. Figure 1.15 Channels requiring integration as part of integrated e-marketing strategy

34. Figure 1.16 The role of mixed-mode buying in Internet marketing

35. Table 1.5 An interpretation of the differences between the old and digital media

36. Figure 1.17 Travel Republic (www.travelrepublic.co.uk)

37. 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

38. Content marketing activities
Define content engagement value
Create content media / assets
Content syndication (influencer outreach)
Content participation
Content access platform

39. Content marketing approaches
All available from: