1. Principles of Digital Marketing
Tutor: Jean Maund

2. What is Digital Marketing?

3. Websites
Social Media
Marketing
Video marketing
Mobile phone marketing
QR Codes
PPC (pay per click)

4. Uses of digital marketing devices
Company website
Information about the business
Communicate with customers
Promote products & services
Sell directly to customers
systems
To communicate with customers
Promote the business
E.g. newsletters

5. Mobile phones Social Media Publicise offers
Allow customers to enter promotions instantly
Social Media
Generate brand loyalty
Produce repeat business
Launch new products

6. Strengths & Weaknesses of Digital Marketing
Perceived to be more modern
May not reach target audience
Potentially greater reach
May not be appropriate for the business or product
Trackable
Possible technology costs
Can be cheaper
Opportunities for interaction
Immediacy
Better for reaching a younger demographic

7. Targeting
Get your message to the right people i.e. Those most likely to buy
Get it right – drive traffic – get sales
Get it wrong – cost (time & money), negative responses, opportunities for competitors.

8. Outline of Traditional Marketing Process
CURRENT LISTS
OFFER
Sales
£££
BOUGHT LISTS
TRADITIONAL
Follow - up

9. Outline of Typical Digital Marketing Process
CURRENT LISTS
Data Capture
Leads
Sales
£££
BOUGHT LISTS
TRADITIONAL
Follow - up
SEO
SOCIAL MEDIA
JOINT VENTURES

10. Sources of data lists Customer records Enquiries Permission marketing
Bought in lists

11. Permission marketing

12. Introduction to the legalities
Consider:
Privacy
Data protection
Copyright

13. Audit

14. Customer Relationship Management (CRM)
Potential uses:
Maintaining and building relationships with customers
Encouraging repeat custom
Gathering market information (surveys, feedback)

15. Data Cleansing To ensure data is useable To comply with data
Rectifying input errors
Removing inaccurate information
Customer details up to date
To comply with data
protection legislation

16. Digital Response Systems
Embedded links
Website registration systems – members areas
SMS short codes e.g. Text Football to for latest football news.
QR codes

17. Tracking Systems Cookies Website login systems Advantages
Disadvantages
Website login systems

18. Assignment

19. Examples http://www.youtube.com/watch?v=ZUG9qYTJMsI