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Introduction to Digital Marketing

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truonghuynhgialinh75
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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INTRODUCTION

DIGITAL
MARKETING
Introduction to Digital Marketing

Melanie Fernandes, Ph.D.


Fall 2024
Learning Objectives
Prerequisite for student: Basics in marketing is recommended.

Able to:

• Recognize special characters of the digital market and consumer behaviour in them
• Define the elements of the digital marketing mix (7D)
• Compare advantages of traditional vs. digital marketing
• Apply the principle of multichannel marketing
• Demonstrate conduct of field related terminology
Content
• The Marketing Mix
• What is different in digital marketing?
• Features of the digital market
• What can be achieved on user level?
• Why strategy is needed?
What is Marketing?
Marketing
Definition: “The process of exploring, creating, and delivering value to meet the needs of a target
market.”

“Marketing is about doing research to learn what people want; creating products that people want;
pricing them competitively, making it easy for people to buy through distribution and informing
them about the products through promotion”.

Accordingly, marketing

• Must define a target audience, a message and channels to reach the target audience
• Utilizes several channels to reach the target groups (= multichannel marketing)
• Is expected to create sales opportunities and lead to cash flow
• Fulfills strategic goals of the organization
What is Digital
Marketing?
Digital marketing is also referred to

Digital Marketing
as ”online marketing”, ”internet
marketing” or ”web marketing”.

Digital marketing refers to all marketing efforts that occur on the internet. Businesses deploy
digital channels such as search engines, social media, email, and other websites to connect
with current and prospective customers. This also includes communication through text or
multimedia messages.
(Hubspot)

Digital marketing, e-marketing or Internet marketing, is the heart of the digital


business, which brings the company closer to the customer, allowing them to get to
know them better and add value to the product, expanding distribution channels
and increasing sales through the execution of marketing campaigns.
Offline - Online
• Consumers spend increasing time with digital devices online, and marketers try to reach us where
we (consumers) are.
• Currently, most purchase processes start on the Internet (both B2C and B2B)
• Efficient promotion combines traditional and digital (“multichannel marketing”)
• Marketing budgets are directed increasingly on online media

Print (newspapers, magazines) Display banners


Radio Video
TV SEO
OOH (=out of home = outdoor) SEM
Cinema Social media
Events Blogs
Fairs E-mail
Influencer marketing
Differences online vs. offline
Often broad target group
Target group can be very specific
Effect difficult to
Effect more measurable
measure
Fast improvement cycle
Slow improvement cycle
Comparison basis Traditional marketing Digital marketing

Channels/platforms Printed ads & media Internet & social media

Nature Static Dynamic

Reach Local Global

Communication Mostly one-way Mostly two-way

Receiver engagement Low Relatively high

Flexibility of ads Cannot be changed Can be changed online

Targeting Standardized Customized

Tracking of reactions Not possible Possible

Results Slow Quick (immediate)


Advantages/Benefits of DM?
Advantages/Benefits of DM
• Persons who have a need (target groups) can be met at exactly
right time = Targeted Advertising
• Available 24/7
• Information can be customized and adjusted to customer types
and their specific needs (personalization)
• Interaction + Engagement with target groups is possible →
Improved Customer Experience (How does DM enhances CE?)
• Information about leads (potential customers) can easily be
collected
• The effects of marketing communication via the internet on sales
are easily measurable, flexible and adaptable.
• Cost-effective
In-Class Activity
The share of digital marketing
and advertising is growing
steadily.

• Which products/services
are searched online? /
Which types of businesses
do most of their marketing
digitally?

• Which use it less, or none?


What do think are the
reasons?
Marketing Mix
Marketing Mix
•The “Marketing Mix” refers to elements that help an
organization to stand out from competition.

• Product (features and layers of the product)


•Price (related to quality and competitors)
•Promotion (actions of advertising and promotion)
•Place (how the product/service is made accessible for buyers)

The rise of the service industry in the 1980s brought up three


new elements in the marketing mix (Booms & Bitner, 1981)

•People (staff and people involved in customer processes)


•Processes (how the product or service is delivered)
•Physical Evidence (how it looks and feels like in the premises)

•It is impossible to be good in everything, organizations have


to choose their strategic strengths
Marketing Mix
•It is impossible to be good in
everything, organizations have to
choose their strategic strengths

•”Promotion” (=marketing) is one of


virtual elements of marketing, and
the main topic of this module
Marketing Mix
Product
• Refers to the “thing” you offer
that your target audience wants.
• Can be a physical, tangible item,
or an intangible item/service.
• Over 30,000 new products are
launched every year, only 5% of
which succeed - Harvard Business
School professor (Clayton
Christensen)
Marketing Mix
Price
• Price is what the consumer is willing to pay for your
product
• Prices that are too high push users to search
elsewhere; prices that are too low cut into your profit
margins

Understanding your target audience and the


relationship between perceived benefits, price, and
value can help simplify the process.
• If perceived benefits increase or price decreases,
the perceived value should generally go up. But if
perceived benefits decrease or the price
increases, the perceived value goes down.
Marketing Mix
Place
• Place refers to where and how you provide your
customers access to your products.
• Traditionally, place referred to strictly brick-and-
mortar locations. But the internet has added some
complexities to this principle of the digital marketing
mix, opening the door for many more distribution
channels to meet consumers where they are.

Examples:
• Websites
• Emails
• Social channels such as Facebook, Instagram, or
Pinterest
Marketing Mix
Promotion
• Defined as “the marketing communications used to
make the offer known to potential customers and
persuade them to investigate it further.”

Strategy for getting people to notice a product or service.


Here are some major online distribution channels:

• Search Engines (e.g. Google and Bing)


• Display Ads (Banner Ads or Interactive Ads)
• Social Media (posts and Ads)
• Digital word-of-mouth
⚬ Forums (e.g. Reddit)
⚬ Influencers (e.g. bloggers)
Marketing Mix
People
⚬ Refers to anyone who represents a product and comes in contact with the consumer.
⚬ Aside from the customer service team or sales force, people can include:
￭ Employees, business partners, or anyone that consumers associate with a brand.

Process
⚬ Defined as the core tasks and operations required to deliver the product or service to
a customer.
￭ Can refer to anything from logistics and shipment and delivery to wait times and
check-out processes
Marketing Mix
Physical Evidence

Physical evidence in service experience includes facilities, interior designs, livery, and souvenirs.
⚬ In an online setting, these elements lack physical presence but can be digitalized →
physical environment experienced by the customer. This could mean the design
and layout of a shop or website.
￭ Online brand awareness across multiple channels exemplifies online evidence,
demonstrated through followers, likes, and social engagement metrics.
￭ Website is a key piece of physical evidence; an up-to-date and user-friendly site
enhances brand trustworthiness.
￭ Personal touches, like thank you notes and confirmation emails, keep your brand
memorable for customers. Social media presence is crucial for building brand
awareness and credibility across multiple platforms.
How to apply the “7P
Marketing mix” in practice
The marketing mix must be determined according to the special treats of the
product/service, the competition, and the habits and expectations of the buyers:

• Analyze how your Product meets the needs of your customers, and modify it accordingly
• Understand the places where your target audience shops
• Define a price that makes sense for the target audience, and contributes to your good result
• Develop marketing concepts that will appeal to your customer base and communicate how
your product serves them (=Promotion)
• Create difference by optimizing the process delivering your product/service
• Make sure that your people reinforce the brand image you strive to
• Increasingly, physical evidence is used for creating better customer experience

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