Learning for everyone Principles of Digital Marketing and

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Learning for everyone… Principles of Digital Marketing and Research Business Administration Level 3 Unit

Learning for everyone… Principles of Digital Marketing and Research Business Administration Level 3 Unit 73 Learning Outcome 1

Learning for everyone… Aims and Objectives The aim of this presentation is to deliver

Learning for everyone… Aims and Objectives The aim of this presentation is to deliver underpinning knowledge for the defined learning outcome. ‘Understand the role and requirements of digital marketing’ The objective is to enhance learning and subject knowledge to allow formal assessment of the detailed assessment criteria within the detailed learning outcomes: Unit 73 L/O 1 assessment criteria 1. 1 to 1. 7 inclusive

Learning for everyone… Digital marketing within the overall marketing strategy Digital marketing: There are

Learning for everyone… Digital marketing within the overall marketing strategy Digital marketing: There are many varied types of digital marketing. Many small companies simply rely on their company websites in the hope that this will bring in new business. Businesses can supplement this through: Online advertising Email marketing such as mailchimp to forward flyers/information Mobile phone marketing through the use of Apps Social media – Facebook, Twitter, Linkedin, Instagram, Youtube

Learning for everyone… Digital marketing within the overall marketing strategy Role of digital marketing:

Learning for everyone… Digital marketing within the overall marketing strategy Role of digital marketing: The role of digital marketing could be to lead a marketing strategy To support a more detailed marketing strategy through supplementary use of digital marketing Digital Marketing is so important and gives you so many benefits because via electronic channels and by posting positive comments, feedbacks about your company/product you can attract new customers and build long-lasting relationship. But, be careful! - unhappy customers can harm your business very seriously through posting negative

Learning for everyone… strengths and weaknesses of digital marketing Marketing applications: This is about

Learning for everyone… strengths and weaknesses of digital marketing Marketing applications: This is about awareness campaigns, specific product/service campaigns, rebranding/re-positioning public relations or selling new products/services. Strengths: Ø Immediacy- Information is received instantly and is current. Ø Potentially improved opportunities for interaction with existing/new customers. Ø Easily measured responses to allow follow up by company Ø Better for reaching a younger demographic audience

Learning for everyone… strengths and weaknesses of digital marketing Weaknesses: Ø May not reach

Learning for everyone… strengths and weaknesses of digital marketing Weaknesses: Ø May not reach the targeted audience or person, who is accessing information and are they the right person Ø May not be appropriate for the business or product Ø Possible technology costs involved in development and running Ø Information overload, some customers may simply delete every unwanted email Ø Alienation of some customers who feel it inappropriate

Learning for everyone… The importance of targeted digital marketing Targeted digital media: This can

Learning for everyone… The importance of targeted digital marketing Targeted digital media: This can be defined as ‘The process of identifying customers and promoting products and services via digital mediums that are likely to reach those potential customers’ The importance of targeted digital marketing is to reach out to ‘specific’ audiences. You can create ‘interest’ in your services and products by informing those that may listen, those that may require your products/services and those that will potentially buy your products/services

Learning for everyone… The importance of targeted digital marketing Effects: If targeted correctly digital

Learning for everyone… The importance of targeted digital marketing Effects: If targeted correctly digital marketing drives traffic to your product/services or website It allows a response that can allow companies to makes sales If targeted incorrectly digital marketing can produce negative results Implications: Ensure your company is using the correct media to reach the targeted market Carry out detailed research to correctly identify a target market.

Learning for everyone… Targeting customers and potential customers Data list sources: Internal sources –

Learning for everyone… Targeting customers and potential customers Data list sources: Internal sources – These are developed from own resources and usually based on customer records/enquiries or responses to promotions. They are also formulated fro the use of “primary market” research External sources – These are data lists purchased from marketing organisations, from market research organisations or from list brokers. They allow contact with potential customers, through the use of permission marketing in the development of customer lists. These can prove expensive and sometimes ineffective.

Learning for everyone… Legal requirements and implications Current legislation: Ø Misleading Marketing Regulations 2008

Learning for everyone… Legal requirements and implications Current legislation: Ø Misleading Marketing Regulations 2008 Ø Data Protection Act 1998 Ø Copyright, Patents and Designs Act 1988 Ø Advertising codes of practice, relating to privacy and consumer protection, the Implications: Ensure that you are complying with legal requirements. You have an awareness of constraints. Ensure you are checking material before it goes live, monitoring during campaign, ensuring secure systems for managing customer data content of digital marketing material.

Learning for everyone… Design requirements of data capture & reporting Data capture and reporting

Learning for everyone… Design requirements of data capture & reporting Data capture and reporting systems: These should be specific to digital marketing and consider factors such as age, gender, ethnicity, address, online behaviour and trends. They should also contain ways of recording possible incentives Design requirements: High levels of accuracy built in to the system They should be very reliable and cost effective to the company They must always be fit for purpose and comply with legislation And they must meet management information

Learning for everyone… The importance of evaluating the impact Evaluation of impact: Without evaluation

Learning for everyone… The importance of evaluating the impact Evaluation of impact: Without evaluation of any digital marketing exercise, you will not know if pre-set aims and objectives been met. Did it achieve what was planned, were there any unforeseen benefits or problems that arose? Importance of evaluating impact: To assess how effective the current strategy is. To enable the strategy to be adapted if necessary To recap on effectiveness of systems and methods used.