Robert Farrell

Roadmap

• Digital Marketing.

• Impacts.

• Digital Media Landscape.

• Who is using it well.

• Internet Marketing Strategy.

Robert Farrell

Technology is changing how Business & Customers behave

MarketingProcess by which companies create value

for customers and build strong customer relationships to capture value from

customers in return.

Kotler & Armstrong (2010)

Robert Farrell

Digital MarketingMarketing using electronic media such as the

web, e-mail, interactive TV, IPTV and wireless media in conjunction with digital data about

customers characteristics & behaviors.

Chaffey, Chadwick, Mayer, Johnson (2009)

Digital Marketing

Types of Web Presence:

• Transactional e-commerce site:• Amazon, Dell.

• Services-oriented/Relationship building:• Accenture, British Gas.

• Brand building site:• Guinness.

• Portal or Media site:• Compare the market.

• Social network or Media site:• Mashable, Inc, Entrepreneur, Facebook.

Robert Farrell

Digital Marketing

Robert Farrell

• More than your Website or Social Media.• Hybrid strategy (Bricks & Clicks).

• Communication:– Social Media & Blogs.

• Research:– Polls, Discussions, Likes, Views.

• Analysis:– G.Analytics, FB Insights, TwitSprout, Pinerly.

Robert Farrell

Impact 1

Robert Farrell

Impact 2

37% penetration.

27% clicked on advert.

mCommerce worth €800m.The Smart Future - Amarach, May 2011

We are mobile

Extended Marketing Mix

Robert Farrell

ProductPricePlace

PromotionPhysical Evidence

Processpeople

Participation

Social Media PlatformsCrowd sourcingTestimonialsFan submitted content

Impact 3

Impact 4

Company

Messages go Viral

Robert Farrell

Marketing is EvolvingImpact 5

Robert Farrell

Who is using it well?

Robert Farrell

10,287 mobile visits

Humor works wellRobert Farrell

Bodyform Budweiser

Dollar Shave Club

Integrated Marketing Communications

Robert Farrell

Websites:• Corporate & Student.• Online bookings, Blog, Videos & Information.

Social Media:• Facebook, Twitter, Flickr, LinkedIn.• Pictures, Articles, News, Jobs & Recommendations

Monitoring:• G.Analytics, FB Insights, Newsweaver, Internal Info, Bookings.

Advertising:• TV, Radio, Print, Billboard, Magazine.

Grassroots:• Campus visits, Member ambassadors.

What could go wrong?

Robert Farrell

Robert Farrell

Developing an Internet Marketing Strategy Chaffey

Define

Plan

Implement

Adjust

Developing an Internet Marketing Strategy

Managerial Decisions:

• What online business model will you use.

• Do you alter the marketing mix online.

• Which platforms will you use.

• Do you go In-house or Out-Source.

• Do you have the resources.

• Who is responsible.

• What training is required.

• What policies will you put in place.

Robert Farrell

Key Messages

• Lower entry barriers.

• Global players.

• Online & Mobile spending.

• Customers are talking.

Robert Farrell

Further Reading

Robert Farrell

HarvardMcKinseyEdelmanKantarCaratAmasAmarachSimply Zesty

Thank YouRobert Farrell