Scribd
Upload
4 views

Chap 1 Introduction to Digital Marketing

The document provides an introduction to digital marketing, highlighting its transformation through digital technologies and media. It discusses the importance of various digital platforms, the integration of traditional marketing methods, and the benefits of digital marketing strategies. Key concepts include the types of media channels, applications of digital marketing, and the RACE framework for managing online marketing effectiveness.

Uploaded by

Mae L
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
4 views

Chap 1 Introduction to Digital Marketing

The document provides an introduction to digital marketing, highlighting its transformation through digital technologies and media. It discusses the importance of various digital platforms, the integration of traditional marketing methods, and the benefits of digital marketing strategies. Key concepts include the types of media channels, applications of digital marketing, and the RACE framework for managing online marketing effectiveness.

Uploaded by

Mae L
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 27

Chapter 1

Introduction to
Digital
Marketing
BUS1314 Marketing Services in the
Digital Era

January 2023
Learning objectives:

01.
Explain the relevance of different types of digital
platforms and digital media to marketing

02. 03.
Evaluate the advantages of digital Identify the key differences between
media customer communications digital
marketing and traditional marketing.
2
Introduction

• Digital technologies has transformed


marketing
• Application of digital media such as
web, email, mobile and interactive TV
• Business applies online
communications tools to effectively
market products and services using the
Internet and other digital media.

3
The Smart Insights:
Digital strategy
development at
Domino’s Pizza
Refer e-Book Chaffey & Ellis-
Chadwick pg 9 - 10
“
D igital marketing can be simply defined as:

Achieving marketing objectives through applying digital


technologies and media.

It has been called digital marketing, Internet marketing, e-


marketing and web marketing.
Digital Marketing

§ Includes managing different forms of online company presence such as website,


blogs, email list and social media. There are also known as owned media
§ To support the objectives of acquiring new customers
§ To provide services to existing customers that help develop customer relationship
through e-CRM
§ Use of online channels to provides pre-sales to sales to post-sales
§ Successful digital marketing still integrate traditional media such as print, TV and
direct mail as part of multichannel marketing communications.

6
“
M ultichannel marketing :

Customer communications and product distribution are


supported by a combination of digital and traditional
channels at different points in the buying cycle.
Types of Media Channels:
Paid, owned and earned media
PAID MEDIA OWNED MEDIA EARNED MEDIA
§ Includes direct payment § Owned by the § Audience is reached
for visitors, reach or brand/business through editorial,
conversions through comments and sharing
§ Includes own websites,
search, display ad online
blogs, email list, mobile
networks or affiliate
apps or social media § WOM
marketing such as
Google Ads § Offline include brochures § Includes conversations
or retail stores between consumers and
§ Offline, traditional media
businesses occurring
like print and TV
both online and offline.
advertising and direct
mail remain important
8
9
The growing range of digital marketing
platforms

Desktop, laptop and Mobile phone and


notebook platforms tablet platforms

Software platforms for Other hardware


managing modern platforms
marketing

10
11
Applications of digital marketing
Example: low-cost airline
Areas Applications Purpose
Advertising Display ads on website or social networks To create awareness of brands and
medium demands for products and services
Direct-response Search advertising such as searching for a To drive visits to a site when consumers
medium flight to a destination shows intent to purchase
Platform for sales Online flight booking As distribution channel
transactions
Lead-generation Record for the flight search history Identify and follow up flight purchases
method
Distribution Distributing of digital products such as -
channel insurance
Customer service Frequency Asked Question such as AirAsia Cost effective
mechanism Virtual Allstar (AVA)
Relationship- Email newsletter and tailored alerts about Interact with customers to understand
building medium special deals needs and publicise relevant products
12 and offers
“
C hartered Institute of Marketing (CIM):

MARKETING is the management process responsible


for identifying, anticipating and satisfying customer
requirements profitably.
Use of digital marketing to support marketing
aims based on CIM definition of marketing

Identifying Anticipating Satisfying


§ Use of digital § Channel for customers to § Use of electronic channel
technologies such as access information and to achieve customer
social media to conduct make purchases satisfaction
marketing research to
§ Convenience, etc
study customers’ needs
and wants

14
Uses of digital marketing to achieve FOUR
strategic directions

Market Penetration Market Development


Sell more existing products into existing Sell into new geographical markets;
markets; reach more consumers in the borderless; low cost advertising
existing markets internationally

Product Development Diversification


New products and services – digital Supports selling new
products are developed such as e- products which are
payment developed and sold into
new markets
15
Benefits of Digital
Marketing (5Ss)

SELL SERVE
Grow sales Add value

SPEAK SAVE SIZZLE


Get closer to Save costs Extend the brand
customers online

16
19
Are you influenced by social networks in
purchasing something? Any examples?

20
Use of digital media channels to support
business objectives

RACE (Reach-Act-Convert-Engage)
§ RACE is a practical framework to help marketers manage and improve the
commercial value that organisations fain from digital marketing
§ It is intended to help create a simplified approach to reviewing the performance of
online marketing and taking actions to improve its effectiveness.

21
22
Benefits of digital media

1. Interactivity
2. Intelligence
3. Individualisation
4. Integration
5. Industry restructuring
6. Independence of location

23
Example
1.Interactivity: The clothing shop could employ interactive displays or virtual try-on technology in-
store or on their website. Customers can virtually try on clothes, mix and match outfits, and receive
personalized recommendations based on their preferences.
2.Intelligence: Utilizing data analytics, the shop can gather insights on customer buying patterns,
preferences, and popular items. This data could inform inventory management, pricing strategies,
and marketing campaigns to better cater to customer demands.
3.Individualization: Implementing a loyalty program that offers personalized discounts or rewards
based on a customer's purchase history and preferences. Additionally, offering customized tailoring
or alterations for clothing items purchased can enhance the individualized experience.
4.Integration: Integrating their online and offline sales channels to create an omnichannel
experience. Customers can seamlessly shop online, make returns or exchanges in-store, and receive
consistent service across all touchpoints.
5.Industry Restructuring: Embracing e-commerce and employing direct-to-consumer strategies,
disrupting the traditional retail model by reaching customers directly, bypassing intermediaries, and
potentially lowering costs.
6.Independence of Location: Offering online shopping with worldwide shipping options enables
customers from different locations to access and purchase from the store, breaking geographical
24
barriers and expanding the shop's market reach.
Thank you
TUTORIAL
You have a limited budget. Would you prioritize investing
in influencer marketing or other advertising for a new
product launch?

In a future where virtual reality becomes the dominant


platform, would you choose to develop VR marketing
campaigns or stick to traditional digital marketing
methods?

Post here: https://padlet.com/wendysyn89/digital-


marketing-in-social-media-r25kp5jaykuwq3ht

27
Activity

In group chat

28

You might also like