Professional Documents
Culture Documents
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.
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.3
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.4
Online Opportunities
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.5
Figure 1.1
Google timeline
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
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
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.7
What is it?
Introducing the scope of digital marketing
Achieving marketing objectives through
applying digital technologies
How?
How?
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.8
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
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.9
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.10
Figure 1.2
Qype UK (www.qype.co.uk)
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.11
Figure 1.3
Slide 1.12
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.13
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.14
Source: http://www.youtube.com/watch?v=fGaVFRzTTP4
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.15
Table 1.2
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.16
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
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.17
Figure 1.5
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.18
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.19
Define e-commerce
Explain the relationship between
e-commerce and e-business?
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.20
Figure 1.7
Slide 1.21
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
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Slide 1.24
Figure 1.8
Slide 1.25
Figure 1.9
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.26
Table 1.4
Slide 1.27
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.28
Figure 1.11
Slide 1.29
Figure 1.12
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.30
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.31
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.32
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.33
Figure 1.15
strategy
Slide 1.34
Figure 1.16
Slide 1.35
Table 1.5
Slide 1.36
Figure 1.17
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
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.38
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.39
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.40
Positioning
Permission
Partnership
Performance
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.41
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.46
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.47
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.48
People
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.49
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.50
Structure
Structure isnt just about the org chart: its one networked
organization collaborating to achieve an aligned strategy.
Marketers must embrace a more fluid and integrated
organization capable of delivering a total consumer
experience around their brands positioning. The
organization must be networked across functions, teams
and partners. The structure that supports such strategic
success requires marketing leaders to break down silos,
orchestrate a team of specialists, build communities of
excellence, refine decision-making flows, and clearly
establish business KPIs. Practical initiatives one can
implement in organization are:
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.51
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.52
PROCESS
In addition to having the right structure and
people in place to support the companys
strategy, marketers must define how the actual
work happens in the organization. Well-defined
processes lead to predictability, stability and
higher quality while reducing inefficiencies. The
key is to prioritize the most critical processes to
define those that differentiate your company
from competitors and allow your company to
excel.
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 1.53
Tools
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013