Digital Marketing ATM Semester 2 Lecture 8 By

Digital Marketing ATM Semester 2 Lecture 8 By Sanemkhan Nurillaeva

Agenda • A bit of History • What is Digital Marketing? • Forms of web presence • 3 key online media types • Benefits of digital marketing- 5 Ss

A Bit of History Timeline of online services indicating innovation in business model or marketing communications approach

Definition of Digital Marketing • Short definition: “Achieving marketing objectives through applying digital technologies” Chartered Institute of Marketing

A more in-depth definition of DM Customer-centric digital marketing involves: Applying… Digital technologies which form online channels… (Web, e-mail, databases, mobile, i. PTV) 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

Example: Qype UK (www. qype. co. uk)

Tesco Homeplus Virtual Subway Store You. Tube video explaining the Tesco Homeplus Virtual Subway Store presence in South Korea. Source: http: //www. youtube. com/watch? v=f. Ga. VFRz. TTP 4

Forms of web presence Different overlapping forms of web presence and example of each • Transactional e-commerce site: • Examples – Amazon, Dell • Services-oriented/relationship building • British Gas • Brand Building site • Guinness • Portal or media site • Yahoo! Google, Silicon. com • Social network or media site • Facebook, Twitter, Google+ • Note that these types overlap

British Gas website

Guinness website

3 key online media types 1. Paid Media • Digital marketing channels and activities that company has to pay for • E. g, mainly these are online paid ads 2. Owned Media • Digital marketing is organised on digital properties owned by a company • E. g, company website, apps, company social network pages 3. Earned Media • Free of charge online media coverage, yet not always positive • E. g, Inflencer social network groups reviews, publisher editorial, WOM

3 key online media types The intersection of the three key online media types

Facebook: Paid? Owned? Earned? 1. Paid Media • If company decides to use paid promotion of the company page, event or campaign 2. Owned Media • If company decides to use their own Facebook page to promote their products/services 3. Earned Media • If customers discussing a company on Potrebitel. uz

Sell Sizzle Serve 5 Ss Save Speak Benefits of digital marketing

5 Ss in example of ASOS online store

Benefits of digital marketing- 5 Ss 1. Sell

1. Sell – grow sales

Benefits of digital marketing- 5 Ss 2. Serve

2. Serve -add value

Benefits of digital marketing- 5 Ss 3. Speak

3. Speak – get closer to customers

Benefits of digital marketing- 5 Ss 4. Save

4. Save – save costs

Benefits of digital marketing- 5 Ss 5. Sizzle

5. Sizzle - Extend the brand online

Reading • Chaffey et al. (2013) Digital Marketing Strategy. Implementation and Practice. 5 th Edition, Pearson Education Limited.