Chapter 1 - Lecture notes 1 PDF

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Chapter 1: Born Digital We are born digital and there is a need to transform our traditional values to digital values ® There is a need to understand our customers from a psychological and social POV ® Digital transformation is a continuous process that reveals new possibilities daily

What is Digital Marketing? ® Application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives ® Both traditional and digital marketing support each other, and they co-exist at the same time ® It is where the 4Ps are delivered through digital form 1. Three Types of Media Channels Media Paid Media

Definition §

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Owned § Media §

Earned Media

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Examples

Brand pays to leverage the channel Marketers pay for visitors, reach or conversions Through search, display and network

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Brand controls the channels You can do whatever you want on these

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Advertising Display Ads (side of the websites) Paid Search (Google) Sponsorships (Bloggers)

The Role Shift from foundational element to a catalyst that feeds owned media and creates earned media

Benefits § § § §

On Demand Immediacy Scale Control

Challenges §

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§ Customers become the § channel Shared contents § developed by the company's partners Generated from conversations and sharing by people in social networks

Website Mobile site Blog Social Media

Word of Mouth Buzz Becoming "viral" - got to create something interesting so that people will share

Cognitive (Process): clicking a website Affective (Emotions) : Blogs and Facebook

Build longer term relationships with potential and existing customers

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§ Listen and respond earned media § is often the § result of well executed and wellcoordinated owned and paid media initiatives

Control Cost efficiency Longevity Versatility Niche audiences

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§ Most credible Key role in § most sales Transparent § and sustainable §

Clutters the user experience (Sometimes too much of something is no good) Declining response rates Poor credibility No guarantee of results Company communication is not always trusted Takes time to scale (narrowcasting vs broadcasting)

No control (belongs to others) Can be negative Unpredictable scale Hard to measure its effectiveness

Chapter 1: Born Digital 2. Digital Marketing Platforms Marketing Platforms Computer Based

Examples -

Desktop Laptop Notebook

Mobile Based

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Mobile Phone Tablet

Hardware Based

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Kiosk type Interactive signage Wearables Gaming

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Do you agree that mobile devices forge on the go consumerism? ® Growth of the AI technology might boost on the go consumerism

3. Digital Marketing Applications Digital Marketing Applications Advertising Medium

Definition

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Display advertisements - ads that pop up at the side of websites; leads to exposure of the brand \ Classified advertisements (jobs)

Platforms for sale

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Use two sided sales platforms E.g. booking.com, zuji.com

Direct response medium

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Drive visits to a website using targeted search advertising

Lead Generation

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Identify potential customers using online partners (e.g. Google) This way you can keep track of customers

Customer service

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Provide interactive communication channels (CRM)

Customer Relationship

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Use database management to build profitable customer relationships

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4. Three Key Concepts of Digital Marketing

Chapter 1: Born Digital a. Customer Engagement ® Build regular contacts with customers to build emotional (uncontrolled feelings) and physical connections (face to face and voice to voice) b. Permission Marketing ® Seeking customers permission to be engaged (e.g. don’t call/register) ® The party who is control are the customers ® Emphasizes the customer's control over the relationship, including when to ask for more and when to order it to stop For what types of consumers is permission marketing effective? § People who have emotional connection with the brand (asset specific investments) § More exposure; higher chance they will get familiar with the brand § Those who want to build their knowledge Why do we use permission marketing? § Allows us to do narrow targeting; you will know that you are talking to your specific target group c. Content Marketing ® Text, rich media, audio and video content ® Means that content needs to be of quality in order to serve our target audience Is quality content part of a digital marketing strategy? § Social Media Strategy: Needs to be quality to stand out (relevant and engaging) § SEO: Key words that allow your brand to be the top page

What is Digital culture ® The core values of the digital culture shape the digital mindset which should be adopted by individuals and organizations if they want to prosper in this digital age 1. Characteristics ® Transcends geographical proximity and it does not have physical boundaries ® Nonhierarchical and democratic and is unconstrained by traditional consideration of class, race and ethnicity. ® Spirit of equality permeates all values; they tear down boundaries, encourages openness, connection and unity 2. Core Values of the Digital Culture...