Title in yellow - DEUkisi.deu.edu.tr/sumeyra.kurt/MRK 4233/PDF/9781292077635_pp01_rev.pdf ·...

9/28/2016

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016

Part 1

Digital marketing fundamentals

Chapter 1Introducing digital marketing

Learning objectives

• Explain the relevance of different types of digital

platforms and digital media to marketing

• Evaluate the advantages and challenges of

digital media

• Identify the key differences between customer

communications digital marketing and traditional

marketing.

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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 digital media introduce

compared to existing marketing communications

models?

Online opportunities

Table 1.1 Timeline of online services indicating innovation in business model or marketing communications approach

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Online opportunities (Continued)

Table 1.1 Timeline of online services indicating innovation in business model or marketing communications approach (Continued)

Figure 1.1 Google timelineSource: Google Corporate Timeline: www.google.com/about/corporate/company/timeline/

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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?

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 achievingprofitable acquisition and retention of customers (within a multi-channel buying processand customer life cycle)

• 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

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Which platforms are involved?

• What ways can you access the

Web or Internet through a browser?A. Desktop, laptop and notebook platforms

1. Desktop browser-based platform e.g. IE, Chrome, Safari

2. Desktop apps e.g. Apple App Store

3. Email platforms

4. Feed-based and API data Exchange platforms e.g. RSS feeds, Twitter,

Facebook

5. Video-marketing platforms e.g. Online TV channels

B. Mobile phone and tablet platforms

1. Mobile operating system and browser

2. Mobile-based apps e.g. Apple iOS, Google Android

C. Other hardware platforms

1. Gaming platforms e.g. PlayStation, Nintendo

2. Indoor and outdoor kiosk-type apps e.g. interactive kiosks, augmented

reality

3. Interactive signage e.g. Touchscreen, Bluetooth, QR codes

4. Wearables e.g. Apple Watch, Google Glass

Figure 1.4 YouTube video explaining the Tesco Homeplus Virtual Subway Store presence in South KoreaSource: www.youtube.com/watch?v=fGaVFRzTTP4

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Figure 1.2 The intersection of the three key online media types

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?

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How do digital technologies

support marketing

• Identifying – the Internet can be used for marketing research to find out customers’ needs and wants.

• 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.

• 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?

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

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Benefits of digital marketing – The 5Ss

Table 1.2 The 5Ss of Internet marketingSource: Chaffey and Smith (2012)

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

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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?

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

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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

– P&G

• Portal or media site

– Yahoo! Silicon.com

• Social network or media site

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.

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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 life cycle (e.g. through email

marketing).

Applying the 7 Ss

1. Strategy

2. Structure

3. Systems

4. Staff

5. Style

6. Skills

7. Superordinate goals

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Figure 1.9 A generic digital marketing strategy development process

Introduction to Digital Marketing

Communications

• Pay-per-click

• Search engine optimisation

• Affiliate marketing

• E-mail marketing

• Landing page

• Rich media

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Table 1.4 Key marketing communications concepts

Table 1.4 Key marketing communications concepts (Continued)

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Figure 1.10 RACE: Reach–Act (Interact)–Convert–EngageSource: Smart Insights (2010)

Figure 1.11 Six categories of e-communications tools or media channels Source: Chaffey and Smith (2012)

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Social Media Marketing

• Monitoring and facilitating customer-customer

interaction and participation throughout the web

to encourage positive engagement with a

company and its brands

Figure 1.11 Social Media Marketing Radar (Chaffey, SmartInsights.com, 2011)

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Benefits of digital media

• 6 Is of the e-marketing mix:

1. Interactivity (Figure 1.13)

2. Intelligence

3. Individualization (Figure 1.14)

4. Integration (Figures 1.15 &1.16)

5. Industry restructuring

6. Independence of location

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

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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)

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

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

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. E-mail opt-in, Like of brand on

Facebook.

• Content marketing

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Content marketing activities

• Define content engagement value

• Create content media/assets

• Content syndication (influencer outreach)

• Content participation

• Content access platform.

Key challenges of digital

communications

• Complexity

• Responding to competitors

• Responding to changes in technology

• Cost

• Attention

Title in yellow - DEUkisi.deu.edu.tr/sumeyra.kurt/MRK 4233/PDF/9781292077635_pp01_rev.pdf ·...

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