2. ATM Semester 2
Lecture 8
By Sanemkhan Nurillaeva
Digital Marketing

3. Agenda A bit of History What is Digital Marketing?
Forms of web presence
3 key online media types
Benefits of digital marketing- 5Ss

4. A Bit of History
Timeline of online services indicating innovation in business model or marketing communications approach

5. Definition of Digital Marketing
Short definition:
“Achieving marketing objectives through applying digital technologies”
Chartered Institute of Marketing

6. A more in-depth definition of DM
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

7. Example: Qype UK
Qype UK (

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

9. 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

10. British Gas website

11. Guinness website

12. 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

13. The intersection of the three key online media types

14. 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

15. Benefits of digital marketing
5Ss
Sell
Serve
Speak
Save
Sizzle
Benefits of digital marketing

16. 5Ss in example of ASOS online store

17. Benefits of digital marketing- 5Ss
1.Sell

18. 1. Sell – grow sales

19. Benefits of digital marketing- 5Ss
2. Serve

20. 2. Serve -add value

21. Benefits of digital marketing- 5Ss
3. Speak

22. 3. Speak – get closer to customers

23. Benefits of digital marketing- 5Ss
4. Save

24. 4. Save – save costs

25. Benefits of digital marketing- 5Ss
5. Sizzle

26. 5. Sizzle - Extend the brand online

28. Reading
Chaffey et al. (2013) Digital Marketing Strategy. Implementation and Practice. 5th Edition, Pearson Education Limited.