Digital Marketing Fundamentals

Slide 1.
Part 1
Digital marketing fundamentals
Chapter 1
Introducing digital marketing
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.2
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.
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 the digital media introduce
compared to existing marketing communications
models?
Slide 1.4
Online Opportunities
Timeline of online services indicating innovation in business model or marketing

communications approach
Table 1.1
Slide 1.5
Figure 1.1
Google timeline
Source: Google Corporate Timeline: www.google.com/about/corporate/company/history.html
Slide 1.6
Definitions - warning
Which definition is used isnt 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
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, 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
Slide 1.9
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
Slide 1.10
Figure 1.2
Qype UK (www.qype.co.uk)
Slide 1.11
Figure 1.3
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 (http://www.cim.co.uk/) is:
Marketing is the management process responsible
for identifying, anticipating and satisfying customer
requirements profitability
Give examples of how the Internet (web and e-mail)
achieves these?
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 (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.
Slide 1.14
YouTube video explaining the Tesco Homeplus Virtual Subway Store presence in
South Korea.
Figure 1.4
Source: http://www.youtube.com/watch?v=fGaVFRzTTP4
Slide 1.15
Benefits of digital marketing The 5Ss
Table 1.2
The 5 Ss of Internet marketing
Source: Chaffey and Smith, 2008
Slide 1.16
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
Slide 1.17
Figure 1.5
North West Supplies Ltd site (www.northwestsupplies.co.uk)
Source: Opportunity Wales
Slide 1.18
Summary and examples of transaction alternatives between businesses, consumers

and governmental organisations
Figure 1.6
Slide 1.19
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?
Slide 1.20
Figure 1.7
The distinction between buy-side and sell-side e-commerce
Slide 1.21
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!
Slide 1.22
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 email
marketing)
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

Tango, Guinness
Portal or media site

Yahoo! Silicon.com
Social network or media site

Note that these types overlap
Slide 1.24
Figure 1.8
A generic digital marketing strategy development process
Slide 1.25
Figure 1.9
RACE: Reach-Act (Interact)-Convert-Engage.
Source: Smart Insights (2010)
Slide 1.26
Table 1.4
Key marketing communications concepts
Slide 1.27
Six categories of e-communications tools or media channels

(Chaffey and Smith, 2008)
Figure 1.10
Slide 1.28
Figure 1.11
Social Media Marketing Radar (Chaffey, SmartInsights.com, 2011)
Slide 1.29
Figure 1.12
Evolution of web technologies
Source: Adapted from Spivack (2007)
Slide 1.30
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
Slide 1.31
Figure 1.13
Summary of communication models for (a) traditional media, (b) new media
Slide 1.32
Summary of degree of individualisation for: (a) traditional media

(same message); (b) new media (unique messages and more information exchange between
customers)
Figure 1.14
Slide 1.33
Figure 1.15
Channels requiring integration as part of integrated e-marketing strategy

Slide 1.34
Figure 1.16
The role of mixed-mode buying in Internet marketing
Slide 1.35
Table 1.5
An interpretation of the differences between the old and digital media
Slide 1.36
Figure 1.17
Travel Republic (www.travelrepublic.co.uk)
Slide 1.37
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
inuence an individual has with a brand over time
Forrester
Permission marketing:
A value exchange in return for communications and
profiling, e.g. Email opt-in, Like of brand on Facebook
Slide 1.38
Content marketing activities
Define content engagement value

Create content media / assets
Content syndication (influencer outreach)
Content participation
Content access platform
Slide 1.39
Content marketing approaches
All available from: http://pinterest.com/smartinsights/our-infographics/

Digital Marketing Fundamentals

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Slide 1.

Questions for marketers

Timeline of online services indicating innovation in business model or marketing

Source: Google Corporate Timeline: www.google.com/about/corporate/company/history.html

Marketing is the management process

A more in-depth definition

Which platforms are involved?

The intersection of the three key online media types

How do digital technologies contribute to

The definition of marketing by the Chartered Institute

How do digital technologies

Identifying the Internet can be used for marketing

Benefits of digital marketing The 5Ss

The 5 Ss of Internet marketing

Source: Chaffey and Smith, 2008

Applications of digital marketing

North West Supplies Ltd site (www.northwestsupplies.co.uk)

Source: Opportunity Wales

Summary and examples of transaction alternatives between businesses, consumers

E-business and e-commerce

The distinction between buy-side and sell-side e-commerce

What are the challenges

Unclear responsibilities for digital

Why is a digital strategy needed?

Different overlapping forms of web presence

Brand Building site

Portal or media site

Social network or media site

A generic digital marketing strategy development process

RACE: Reach-Act (Interact)-Convert-Engage.

Source: Smart Insights (2010)

Key marketing communications concepts

Six categories of e-communications tools or media channels

Social Media Marketing Radar (Chaffey, SmartInsights.com, 2011)

Evolution of web technologies

Source: Adapted from Spivack (2007)

Differences of digital media

Summary of degree of individualisation for: (a) traditional media

Channels requiring integration as part of integrated e-marketing strategy

The role of mixed-mode buying in Internet marketing

An interpretation of the differences between the old and digital media

Travel Republic (www.travelrepublic.co.uk)

Content marketing activities

Define content engagement value

Content marketing approaches

All available from: http://pinterest.com/smartinsights/our-infographics/

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