MCB Digital Food Marketing
Topic 1
26/10/2020
Introduction to the course
Modules:
• What is digital marketing, how does it differ from traditional marketing?
o Module 1: The digital age
• Consumers’ behaviour in the digital environment
o Module 2: The digital consumer
• Digital tools to communicate, reach, engage consumers in digital world
o Module 3: Digital marketing and communication tools
o Module 4: Social media & influencer marketing
• Building customer relations and personalisation
o Module 5: Digital customer management and personalisation
• Analysing digital marketing performance
o Module 6: Digital marketing analytics
27/10/2020
The Digital Age
Digital marketing: achieving marketing objectives through applying digital media data and technology
What is digital marketing?
Knowing marketing statics can help you understand current trends:
• Only 3% of Internet-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 yet about a brand before starting their search
• Branded content on social media is twice as likely to interest the 55 and 64 year old than
those who are 28 and younger
• Google is responsible for 94% of total organic traffic
• 50% of search queries are four words or longer
Digital marketing has become vital for a business and its brand awareness.
Digital content and marketing is so common now that consumers expect and rely on it as a way to
learn about brands.
What does a digital marketer do?
Main focus: brand awareness and lead generation through company’s digital channels
, • Both free and paid media
o E.g. social media, company’s website, search engine rankings, email, display
advertising, company’s blog.
→ Each channel will have different key performance indicators (KPIs) to measure their
performance.
Inbound vs. Outbound vs. Digital Marketing
Outbound marketing pushes content to the customer, who are passive recipients (e.g. direct mail,
radio ads, telemarketing)
Inbound marketing pulls the customer in. It creates and distributes relevant and valuable content that
the customers want. The customer is proactive in seeking out information for their needs.
Digital marketing is an umbrella term to describe any online marketing tactics, regardless of being
inbound or outbound.
• Outbound: ads on Youtube
• Inbound: blogs
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
4. From one-to-many to many-to-many communications
5. From lean-back to lean-forwards
6. Increase in communications intermediaries
7. Integration
8. Always-on and real-time
Advantages of digital Disadvantages of digital
Interactivity Reliability on technology
Intelligence Security
Individualisation Constant learning
Integration (omnichannel) Cost
Flexibility
Cost(-control)
Editing
Online retail
,The process that allows the customers to search, select and purchase the products, services and
information remotely over the Internet.
Online retail: from “bricks” to “clicks”
• Online sales is one of the fastest-growing market sectors in Europe, the US and Asia.
Worldwide, online retail sales will grow around 10-15 per cent per year over the next five
years.
• Drivers of growth: use of smartphones and tablet computers, greater merchandise selection
online and new business models.
• Early emphasis on items such as books and CDs, now also other product categories such as
fashion and food.
Omnichannel strategy
Customer communications and product distribution are supported by a combination of digital and
traditional channels at different points in the buying cycle.
The information and fulfilment matrix
This omnichannel environment presents new challenges and opportunities for both information and
product fulfilment
• Information delivery: they use both online and offline retail channels readily
o They can visit stores to obtain information
o They can seek information online
• Fulfilment (product delivery):
o Visit a store to pick up items
o Products are delivered
, Types of Media
Depending on who is communicating and who owns the medium, we have three different types
• 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.
• Earned media: brand-related consumer actions and conversations.
• Owned media: any asset owned by the company (digital or physical).
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 positions
• 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
Topic 1
26/10/2020
Introduction to the course
Modules:
• What is digital marketing, how does it differ from traditional marketing?
o Module 1: The digital age
• Consumers’ behaviour in the digital environment
o Module 2: The digital consumer
• Digital tools to communicate, reach, engage consumers in digital world
o Module 3: Digital marketing and communication tools
o Module 4: Social media & influencer marketing
• Building customer relations and personalisation
o Module 5: Digital customer management and personalisation
• Analysing digital marketing performance
o Module 6: Digital marketing analytics
27/10/2020
The Digital Age
Digital marketing: achieving marketing objectives through applying digital media data and technology
What is digital marketing?
Knowing marketing statics can help you understand current trends:
• Only 3% of Internet-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 yet about a brand before starting their search
• Branded content on social media is twice as likely to interest the 55 and 64 year old than
those who are 28 and younger
• Google is responsible for 94% of total organic traffic
• 50% of search queries are four words or longer
Digital marketing has become vital for a business and its brand awareness.
Digital content and marketing is so common now that consumers expect and rely on it as a way to
learn about brands.
What does a digital marketer do?
Main focus: brand awareness and lead generation through company’s digital channels
, • Both free and paid media
o E.g. social media, company’s website, search engine rankings, email, display
advertising, company’s blog.
→ Each channel will have different key performance indicators (KPIs) to measure their
performance.
Inbound vs. Outbound vs. Digital Marketing
Outbound marketing pushes content to the customer, who are passive recipients (e.g. direct mail,
radio ads, telemarketing)
Inbound marketing pulls the customer in. It creates and distributes relevant and valuable content that
the customers want. The customer is proactive in seeking out information for their needs.
Digital marketing is an umbrella term to describe any online marketing tactics, regardless of being
inbound or outbound.
• Outbound: ads on Youtube
• Inbound: blogs
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
4. From one-to-many to many-to-many communications
5. From lean-back to lean-forwards
6. Increase in communications intermediaries
7. Integration
8. Always-on and real-time
Advantages of digital Disadvantages of digital
Interactivity Reliability on technology
Intelligence Security
Individualisation Constant learning
Integration (omnichannel) Cost
Flexibility
Cost(-control)
Editing
Online retail
,The process that allows the customers to search, select and purchase the products, services and
information remotely over the Internet.
Online retail: from “bricks” to “clicks”
• Online sales is one of the fastest-growing market sectors in Europe, the US and Asia.
Worldwide, online retail sales will grow around 10-15 per cent per year over the next five
years.
• Drivers of growth: use of smartphones and tablet computers, greater merchandise selection
online and new business models.
• Early emphasis on items such as books and CDs, now also other product categories such as
fashion and food.
Omnichannel strategy
Customer communications and product distribution are supported by a combination of digital and
traditional channels at different points in the buying cycle.
The information and fulfilment matrix
This omnichannel environment presents new challenges and opportunities for both information and
product fulfilment
• Information delivery: they use both online and offline retail channels readily
o They can visit stores to obtain information
o They can seek information online
• Fulfilment (product delivery):
o Visit a store to pick up items
o Products are delivered
, Types of Media
Depending on who is communicating and who owns the medium, we have three different types
• 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.
• Earned media: brand-related consumer actions and conversations.
• Owned media: any asset owned by the company (digital or physical).
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 positions
• 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
