DIGITAL MARKETING LECTURER: MINH-DUONG NGUYEN
Emaill: [email protected]
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KPE335P
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HOUSEKEEPING: YOU ARE INDEPENDENT LEARNERS
Expectations
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WHAT IS MARKETING?
Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering,
and exchanging offerings that have value for
customers, clients, partners, and society at large
(AMA).
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WHAT ARE 4PS?
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WHAT IS ADVERTISING?
Advertising is the placement of announcements and
messages in time or space by business firms, nonprofit
organizations, government agencies, and individuals who
seek to inform and/or persuade members of a particular
target market or audience regarding their products,
services, organizations or ideas.
(https://www.ama.org/topics/advertising/)
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WHAT IS DIGITAL MARKETING
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DOCUMENTARY- THE STORY OF CONTENT:
RISE OF THE NEW MARKETING
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WHAT IS DIGITAL MARKETING?
Digital media: Communications are facilitated through content and
interactive services delivered by different digital technology
platforms including the Internet, web, mobile phone, TV and digital
signage.
Digital marketing: achieving marketing objectives through applying
digital media, data and technology.
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PAID, OWNED, AND EARNED MEDIA
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INTRODUCTION TO DIGITAL MARKETING
STRATEGY
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KEY FEATURES OF DIGITAL MARKETING STRATEGY
•be aligned with business and marketing strategy (for example, many companies use a rolling
three-year plan and vision), with more specific annual business priorities and initiatives;
•use clear objectives for business and brand development and the online contribution of leads and
sales for the Internet or other digital channels – these should be based on models of the number
using the channels;
•be consistent with the types of customers who use and can be effectively reached through the
channel;
•define a compelling, differential value proposition for the channel, which must be effectively
communicated to customers;
•specify the mix of online and offline communication tools used to attract visitors to the company
website, or interact with the brand through other digital media such as email or mobile;
•support the customer journey through the buying process as they select and purchase products using
the digital channel in combination with other channels;
•manage the online customer lifecycle through the stages of attracting visitors to the website,
converting them into customers and retention and growth. MINH-DUONG NGUYEN -
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APPLICATIONS OF DIGITAL MEDIA AND TECHNOLOGY
Advertising medium
Direct-response medium
Platform for sales transactions
Lead-generation method
Distribution channels
Customer service mechanism
Relationship-building medium
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BENEFITS OF DIGITAL MARKETING
▪Identifying: The Internet can be used for marketing research to find out
customers’ needs and wants (Chapters 7 and 10 ).
▪Anticipating: The Internet provides an additional channel by which
customers can access information and make purchases – evaluating this
demand is key to governing resource allocation to e-marketing (as explained
in Chapters 2 , 3 and 4 ).
▪Satisfying: A key success factor in e-marketing is achieving customer
satisfaction through the electronic channel, which raises issues such as is the
site easy to use, does it perform adequately, what is the standard of
associated customer service and how are physical products dispatched?
(These issues of customer relationship management are discussed further in
Chapters 6 and 7 ).
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BENEFITS OF DIGITAL MARKETING
▪Market penetration. The Internet can be used to sell more existing
products into existing markets.
▪Market development. Here the Internet is used to sell into new
geographical markets, taking advantage of the low cost of advertising
internationally without the necessity for a supporting sales infrastructure
in the customers’ countries.
▪Product development. New products or services are developed that can
be delivered by the Internet. These are typically digital products.
▪Diversification. In this sector, the Internet supports selling new products,
which are developed and sold into new markets.
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BENEFITS OF DIGITAL MARKETING
Market expansion. This occurs when new segments of
customers are reached who did not previously buy in a
category – they give the example of Estée Lauder™, which
hopes that the Clinique.com ™ site will attract customers who
avoid buying at a cosmetics counter because they find the
experience intimidating.
Brand switching. This is done by winning customers from
competitors.
Relationship deepening. This is selling more to existing
customers.
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THE 5SS OF DIGITAL MARKETING
- Sell – Growth sales
- Serve – Add value
- Speaker – Get closer to
customers
- Save – Save costs
- Sizzle – Extend the brand online
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CASE STUDY: ZALANDO
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DIFFERENT FORMS OF FUNCTIONALITY OF
DIGITAL PRESENCE
1. Transactional e-commerce
2. Services-orientated relationship-building for lead-building and support
3. Brand-building
4. Publisher or media site
5 Social network or community
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CHALLENGES IN DEVELOPING AND MANAGING
DIGITAL MARKETING STRATEGY
There are unclear responsibilities for the many different digital marketing activities
No specific objectives are set for digital marketing.
Insufficient budget is allocated for digital marketing because customer demand for online services is
underestimated, and competitors potentially gain market share through superior online activities.
Budget is wasted as different parts of an organisation experiment with using different techniques,
martech suppliers without achieving economies of scale.
New online value propositions for customers are not developed since the Internet is treated as ‘just
another channel to market’ without review of opportunities to offer improved, differentiated online
services.
Results from digital marketing are not measured or reviewed adequately, so actions cannot be taken
to improve effectiveness.
An experimental rather than planned approach is taken to using e-communications with poor
integration between online and offline marketing communications. MINH-DUONG NGUYEN -
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CHALLENGES IN DEVELOPING AND MANAGING
DIGITAL MARKETING STRATEGY
- Planning
- Organisational capabilities
- Integration of digital channels into marketing.
- ROI evaluation
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THE KEY TYPES OF
DIGITAL MEDIA
CHANNELS
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BENEFITS OF DIGITAL MEDIA
- Interactivity
- Intelligence
- individualization
- Integration
- Industry re-structuring
- Independence of location
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KEY CHALLENGES OF DIGITAL COMMUNICATIONS
•Complexity.
•Responding to competitors.
•Responding to changes in technology and marketing
platforms.
•Cost
•Attention.
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THE 6IS OF E-MARKETING MIX
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INTERACTIVITY AND INTELLIGENCE
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INDIVIDUALIZATION
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INTEGRATION
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INDUSTRY RESTRUCTURING
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INDEPENDENCE OF LOCATION
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KEY CHALLENGES OF DIGITAL COMMUNICATION
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KEY COMMUNICATION CONCEPTS FOR DIM
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THANK YOU
