THE DIGITAL AGE 25/10/21 TOPIC 1
WHAT IS DIGITAL MARKETING?
Achieving marketing objectives through applying digital media data and technology.
Knowing marketing statistics can help you understand current trends.
Here are some:
- 3% of interest using adults say they have a lot of trust in the information they get from social media
- 90% of searchers haven’t made their mind up about a brand before starting their search
- Branded content on social media is twice as likely to interest the 55-64 old than those who are 28
or younger
- Google 94% of total organic traffic
- 50% of search queries (domande di ricerca) are four words or longer
Digital content and marketing is so common now that consumers expect and rely on it as a way to
learn about brands.
Main focus is brand awareness and lead generation through company’s digital channel
Both free and paid (social media, company’s website, search engine rankings, email, display,
advertisting, company’s blog).
Each channel different key performance indicators (KPIs) to measure their performance.
Gather data – analyze – devise initial strategy mix – develop the campaign – run the campaign – perform
SEo activities – actively work on content to promote brand – track the campaign – monitor results –
measure kpis – gather big data – analyse – report – revise
OUTBOUND MARKETING pushes content to the customers, who are passive recipients (e.g. direct mail,
radio ads, telemarketing). Mainly traditional media: television, radio, magazines, newspapers traditional
marketing. Digital marketing youtube adv
INBOUND MARKETING pulls the customer in creates and distribute relevant and valuable content that
the customers want. The consumer is proactive in seeking out information for their needs. (social media,
videos, podcasts). Social media, social media marketing, blogs, wikis, more. digital marketing (but can
use even outbound marketing).
DIGITAL MARKETING can be both.
Traditional vs. digital marketing
Key changes in the media characteristics between traditional and digital media:
1. From push to pull
2. Interactive dialogues
3. From one- to – many to one- to – some and one- to- one communication allows personalization
4. From one – to- many to many-to-many communications
5. From lean back to lean forward the customer wants to be in control (POWER SHIFT)
6. Increase in communications intermediaries
7. Integration
8. Always on and real-time
ADVANTAGES over traditional marketing:
- interactivity with customers
-intelligence get information about customer perceptions of products and services
- individualization
,- integration (omnichannel) from inbound and outbound digital communications
-flexibility you can easily make a change
-cost (-control) you can choose the target
- editing u can still modify what is going on
DISADVANTAGES of digital:
- reliability on technology
-security
-constant learning
-cost
Online sales are one of the fastest-growing market sectors in Europe, the US and Asia (China). Worldwide,
online retail sales will grow around 10-15 per cent per year over the next five years.
Drivers of wroth use of smartphones and tablet computers, greater merchandise selection online and
business models.
Also food and groceries online from 2006 and 2019 UK 30% of individuals purchase foods online
OMNICHANNEL STRATEGY customer communications and product distribution are supported by a
combination of digital and traditional channels at different points in the buying cycle (“path to purchase”,
customer journey)
Evolution -_> from Single channel, to multi channel (different prices, low integration), to cross channel
(customer can order a product online, and then pick it up in the physical store) and Omnichannel, you can
check online if the product is available in that store, you can reserve a product, digital and physical
experience is mixed.
Omnichannel strategy:
This omnichannel environment presents new challenges and opportunities for both information and
product fulfillment.
, Information delivery:
they use both online and offline retail channels readily:
- they can visit stores to obtain information
- they can seek information online
Fulfilment (product delivery)
- visit a store to pick up items
- products are delivered
THE INFORMATION AND FULFILMENT MATRIX:
TYPES OF DIGITAL MEDIA:
Depending on who is communicating and who owns medium
- OWNED MEDIA (Any asset owned by the company (digital or physical) Carry communication
messages from the organization on owned channels.
- PAID MEDIA paid placements that promote a product, website, piece of content or anything else
that an advertiser wants to pay to draw attention to. Es. Affiliate marketing.
- EARNED MEDIA brand related consumer actions and conversations. Message about the
company generated by others (experiences or opinions). The audience is reached through editorial,
comments and sharing online. Also called user generated media, user generated content. Es. “A
product review”.
DIGITAL MARKETING MIX:
Digital media and technology provide many new opportunities for the marketer:
- To vary the application of the marketing mix
- To develop new routes to delivering competitive advantage
, - To create new market products
- To build and service relationships in increasingly innovative ways
- To cut through the barriers of time and space and offer continuous and instantaneous access to
products and services.
The 7 P’s:
There are many alternatives for varying the PRODUCT in the online context (digital products):
- Affect the CORE PRODUCT
- Affect the ACTUAL PRODUCT – the features of the product
- Affect the EXTENDED PRODUCT additional services and benefits that are built around the core
and actual product.
The internet has led to increased PRICE TRANSPARENCY:
Particular aggregators: price comparison sites
Retailers should highlight other features of the product (quality of the retail experience, customer
service).
There is also downward pressure on price.
The internet introduces innovative pricing approaches, such as:
- Dynamic pricing: prices can be updated in real time (automatic discount to new customers)
- Auctions
- Shipping fees
WHAT IS DIGITAL MARKETING?
Achieving marketing objectives through applying digital media data and technology.
Knowing marketing statistics can help you understand current trends.
Here are some:
- 3% of interest using adults say they have a lot of trust in the information they get from social media
- 90% of searchers haven’t made their mind up about a brand before starting their search
- Branded content on social media is twice as likely to interest the 55-64 old than those who are 28
or younger
- Google 94% of total organic traffic
- 50% of search queries (domande di ricerca) are four words or longer
Digital content and marketing is so common now that consumers expect and rely on it as a way to
learn about brands.
Main focus is brand awareness and lead generation through company’s digital channel
Both free and paid (social media, company’s website, search engine rankings, email, display,
advertisting, company’s blog).
Each channel different key performance indicators (KPIs) to measure their performance.
Gather data – analyze – devise initial strategy mix – develop the campaign – run the campaign – perform
SEo activities – actively work on content to promote brand – track the campaign – monitor results –
measure kpis – gather big data – analyse – report – revise
OUTBOUND MARKETING pushes content to the customers, who are passive recipients (e.g. direct mail,
radio ads, telemarketing). Mainly traditional media: television, radio, magazines, newspapers traditional
marketing. Digital marketing youtube adv
INBOUND MARKETING pulls the customer in creates and distribute relevant and valuable content that
the customers want. The consumer is proactive in seeking out information for their needs. (social media,
videos, podcasts). Social media, social media marketing, blogs, wikis, more. digital marketing (but can
use even outbound marketing).
DIGITAL MARKETING can be both.
Traditional vs. digital marketing
Key changes in the media characteristics between traditional and digital media:
1. From push to pull
2. Interactive dialogues
3. From one- to – many to one- to – some and one- to- one communication allows personalization
4. From one – to- many to many-to-many communications
5. From lean back to lean forward the customer wants to be in control (POWER SHIFT)
6. Increase in communications intermediaries
7. Integration
8. Always on and real-time
ADVANTAGES over traditional marketing:
- interactivity with customers
-intelligence get information about customer perceptions of products and services
- individualization
,- integration (omnichannel) from inbound and outbound digital communications
-flexibility you can easily make a change
-cost (-control) you can choose the target
- editing u can still modify what is going on
DISADVANTAGES of digital:
- reliability on technology
-security
-constant learning
-cost
Online sales are one of the fastest-growing market sectors in Europe, the US and Asia (China). Worldwide,
online retail sales will grow around 10-15 per cent per year over the next five years.
Drivers of wroth use of smartphones and tablet computers, greater merchandise selection online and
business models.
Also food and groceries online from 2006 and 2019 UK 30% of individuals purchase foods online
OMNICHANNEL STRATEGY customer communications and product distribution are supported by a
combination of digital and traditional channels at different points in the buying cycle (“path to purchase”,
customer journey)
Evolution -_> from Single channel, to multi channel (different prices, low integration), to cross channel
(customer can order a product online, and then pick it up in the physical store) and Omnichannel, you can
check online if the product is available in that store, you can reserve a product, digital and physical
experience is mixed.
Omnichannel strategy:
This omnichannel environment presents new challenges and opportunities for both information and
product fulfillment.
, Information delivery:
they use both online and offline retail channels readily:
- they can visit stores to obtain information
- they can seek information online
Fulfilment (product delivery)
- visit a store to pick up items
- products are delivered
THE INFORMATION AND FULFILMENT MATRIX:
TYPES OF DIGITAL MEDIA:
Depending on who is communicating and who owns medium
- OWNED MEDIA (Any asset owned by the company (digital or physical) Carry communication
messages from the organization on owned channels.
- PAID MEDIA paid placements that promote a product, website, piece of content or anything else
that an advertiser wants to pay to draw attention to. Es. Affiliate marketing.
- EARNED MEDIA brand related consumer actions and conversations. Message about the
company generated by others (experiences or opinions). The audience is reached through editorial,
comments and sharing online. Also called user generated media, user generated content. Es. “A
product review”.
DIGITAL MARKETING MIX:
Digital media and technology provide many new opportunities for the marketer:
- To vary the application of the marketing mix
- To develop new routes to delivering competitive advantage
, - To create new market products
- To build and service relationships in increasingly innovative ways
- To cut through the barriers of time and space and offer continuous and instantaneous access to
products and services.
The 7 P’s:
There are many alternatives for varying the PRODUCT in the online context (digital products):
- Affect the CORE PRODUCT
- Affect the ACTUAL PRODUCT – the features of the product
- Affect the EXTENDED PRODUCT additional services and benefits that are built around the core
and actual product.
The internet has led to increased PRICE TRANSPARENCY:
Particular aggregators: price comparison sites
Retailers should highlight other features of the product (quality of the retail experience, customer
service).
There is also downward pressure on price.
The internet introduces innovative pricing approaches, such as:
- Dynamic pricing: prices can be updated in real time (automatic discount to new customers)
- Auctions
- Shipping fees
