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Thiagarajar School of Management: PGDM / Mba 17MM43 Digital and Social Media Marketing

This document provides an overview of a lecture on digital and social media marketing. It introduces the instructor and lists house rules for the session. The objectives of the lecture are to introduce digital and social media marketing, evaluate the relevance of digital platforms to marketing, and identify differences between digital and traditional marketing communications. The lecture will cover the evolution of marketing to digital and social media marketing and define digital marketing.

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ganesh gowtham
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68 views30 pages

Thiagarajar School of Management: PGDM / Mba 17MM43 Digital and Social Media Marketing

This document provides an overview of a lecture on digital and social media marketing. It introduces the instructor and lists house rules for the session. The objectives of the lecture are to introduce digital and social media marketing, evaluate the relevance of digital platforms to marketing, and identify differences between digital and traditional marketing communications. The lecture will cover the evolution of marketing to digital and social media marketing and define digital marketing.

Uploaded by

ganesh gowtham
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/ 30

THIAGARAJAR

School of Management
PGDM / MBA

17MM43
Digital and Social Media Marketing

Professor Khong Kok Wei


[email protected]

1
About the Instructor:

Professor Khong Kok Wei

E-mail: [email protected]

Background:

2
What are the house rules today?

• Interactive

• Teamwork

• Ask when in doubt

• Be punctual

• Agree to disagree

• Everyone speaks

• Stop me when I am too fast

• Iphones / Samsungs on silent mode

• Have fun☺

• Anything else you wish to add?

3
Programme Briefing, Objectives and Outline

• The primary objective of this lecture is:


➢ Introduction of digital and social media marketing
➢ 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

4
Module 1:
Introduction to digital and
social media marketing

Session 1:
• Course Overview
• Introduction to Marketing and its evolution to Digital and Social
Media Marketing

5
Course Overview

Evaluation
Descriptions Marks
parameter

Attendance Marks based on attendance 5

Case
Participation on Case Discussion 5
Discussion

Students will be assigned in groups and to carry out


Class presentations on a given company about their digital
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presentation marketing activity, which mostly exhibits research and market
expectations.

A Mid-term examination will be conducted, which later will be


Mid Term 30
converted to 30 marks

A End-term examination will be conducted, which later will be


End Term 40
converted to 40 marks

Total marks 100


What is digital marketing

• There are two ways to understand digital marketing

➢ By marketing paradigm / landscape

➢ By definition

7
How the world has changed

https://www.abiresearch.com/pages/what-is-internet-things/
How the business world has changed

9
How marketing has changed

Vivek (2016)
10
Digital marketing by definition

• Digital Marketing can be defined as…

Achieving marketing objectives through applying digital


technologies and media

Chaffey (2018)

• To understand the importance of digital marketing to


the future of marketing in any business, it’s helpful to
think about what audience interactions we need to
understand and manage
11
Digital marketing by definition

• Wikipedia’s definition is as such:

Digital marketing is the marketing of products or


services using digital technologies, mainly on the Internet,
but also including mobile phones, display advertising, and
any other digital medium

While Social Media Marketing is a subset of digital


marketing which excels at promotion using social
media platforms like Facebook, Instagram, twitter, and
much more.

12
Digital vs. Traditional Media

• Through Digital Marketing….


“Brands can now be direct sellers, content producers,
bloggers, tweeters and even friends without having to rely
on media to deliver those messages. Consumers can seek
out those brands, connect with them through social
networks, tweet about them, and instantaneously let all
their friends know what they think about them or what
they plan to buy.”

Building Brands Online: Interactive Branding: Best Practices in a Direct


Response-Driven Media, AdAge Insights, Oct. 2010

13
Explaining the definition

• Digital marketing in practice includes managing different


forms of online company presence and presences such as
company websites, mobile apps, and social media
company pages
• This to ensure the online communications are managed
essentially to acquire new customers and providing
services to existing customers hence developing the CRM
via marketing automation
• However digital marketing should not be done in isolation,
integration of these techniques with traditional media such
as print, TV and direct mail as part of multichannel
marketing communications is still necessary

14
The 5Ds of digital marketing

• The 5Ds define the opportunities for consumers to


interact with brands and for businesses to reach and
learn from their audiences in different ways:
➢ Digital devices – audiences experience
➢ Digital platforms –interactions on devices
➢ Digital media – communications channels
➢ Digital data – the insight businesses
➢ Digital technology –creating new interactive experiences

15
Other definitions

• E-marketing: Achieving marketing objectives through


use of electronic communications technology
• Electronic commerce (e-commerce): All financial
and informational electronically mediated exchanges
between an organisation and its external stakeholders
• Electronic business (e-business): All electronically
• mediated information exchanges, both within an
organisation and with external stakeholders, supporting
the range of business processes

16
The distinction between buy-side and sell-side e-
commerce

17
RACE planning framework maps the online
customer journey

Chaffey (2018)
18
What benefits does the
Internet provide for the
marketer?

The benefits of the internet to marketing


Types of online presence

19
20
Types of online presence

• Transactional e-commerce site


• Services-oriented relationship-building web site
• Brand-building site
• Portal or media site

• Can you name a few examples here?

21
How do digital marketing
communications differ from
traditional
marketing communications?

Digital vs. Traditional Media

22
Digital vs. Traditional Media

23
Difference between digital marketing
communications and traditional
marketing communications
• Digital marketing differs significantly from conventional
marketing communications because of the digital
medium used for communications
• A useful summary of the differences between these new
media and traditional media has been developed by
McDonald and Wilson(1999) – they describe as ‘6 Is of
the e-marketing mix’.
• The six Is are useful since they highlight factors that
apply to practical aspects of Internet marketing such as
personalization, direct response and marketing
research, but also strategic issues of industry
restructuring and integrated channel communications
24
The 6 Is
• Interactivity

Chaffey et al. (2000)


25
Intelligence
• Digital marketing can be used as a relatively low-cost
method of collecting marketing research, particularly
about customer perceptions of products and services

Individualisation
• Digital marketing communications can be tailored to the
address individuals at relatively low costs, unlike in
traditional media where the same message tends to be
broadcast to everyone

26
Integration
• The digital marketing provides further scope for
integrated marketing communications. Channels can be
integrated as part of integrated digital marketing
strategy

Chaffey et al. (2000)


27
Industry restructuring
• The industry is compelled to move into digital marketing
due to the Disintermediation and Reintermediation

Independence of location
• Technologies like location based services has enabled
the possibility of increasing the reach of company
communications to the mass markets. This gives
opportunities to sell into international and local based
markets

28
Summary of Session 1

Key Take Away Points


Key questions for related to this session are:

• How significant is the Internet as a marketing tool?


• How does digital marketing relate to e-marketing, e-
commerce and e-business?
• What are the key benefits of digital marketing?
• What differences does the Internet introduce in relation to
existing marketing communications models?

30

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