Digital Marketing

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(Internet + SEO, PPC,
Social, and Mobile)

Objective
To use electronic media, digital data (customers profiles
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), and/or traditional media to
achieve marketing objectives
To promote + communicate products using digital distribution & social channels to
reach consumers TIMELY, RELEVANT-LY, PERSONALLY & INTERACTIVELY
Internet, SMS, display and banner ads, digital outdoor signage, e-mail, RSS, blogs

Approach
A more ROI-based form of marketing
Customer-centrism: considering the needs via using techniques like persona and
customer scenarios to understand needs in a multi-channel buying process

Terms
eBusiness Sell-side ecommerce = B2C | buy-side ecommerce = B2B | C2B
Extranet = access is restricted to third parties
Intranet = facilitate internal company communications
Macro-environment = Political, Economical, Social, Tech, Envi, Legal (PESTEL)
Micro-environment = business itself including its departments

SWOT
S: (1) way to advertise/PR (2) reduce costs via labor in order fulfillment (3) facilitate
communications (4) better customer service (5) new channel/market
W: time (urgency), labor, design, SEO, programming, hosting, promotion management,
tracking, maintenance
O: participation as a new trend
T: uncontrolled medium which is time intensive; too much clutter + identity theft
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Social Media Marketing
To provide targeted and personalized communication & engagement between
companies & consumers about relationships
To upon its brand personality and content marketing
Benefit: more effective word of mouth tool; usually free unless boosted
How: 77% of people interact with brands on Facebook by looking at posts

Search Engine Optimization
To optimize content to improve Search Engine Results Page (SERPS)
How: keyword research, link building, site structure, analytics

Search Engine Marketing

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http://www.books.mec.biz/tmp/books/5G7BGE3Z6KNWFOHBFCWN.pdf
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http://www.elcomcms.com/Resources/Elcom-Blog/Posts/An-introduction-to-Digital-Marketing/blog.aspx
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http://www.carmichaelcentre.ie/sites/default/files/Introduction%20to%20Digital%20Marketing_0.pdf
Incorporates SEO and also includes paid online ad models (e.g. PPC)
More commonly referred to as the paid model of digital marketing

Content Marketing
To attract and engage a targeted audience via relevant and call-to-action means
To win customer loyalty

CRM
To organize and monitor marketing workflows, provide insights
Can handle orders, online payments, stocks, conversions for ROI performance

Internet: micro-environment
The use of (1) Porters five forces (2) Value chain (3) Value network models
o Porters
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= threat of new entrants, buyer power, supplier power, rivalry, threat of
substitute products
Disintermediation = bypassing orgs channel partners
Reintermediation = new intermediaries formed to bring buy & sell side in a marketplace
Commercial arrangements = online barters, brokered deals, auctions, fixed-priced sales,
pure spot markets, negotiated deals
Customer analysis = assess demand + customers profiles + multi-channel behavior
Business model = summary of (1) generating revenue (2) identifying its offering, value-
added service, and revenue source (3) targeting customers
o New revenue models:
Affiliate referrals (use third parties to drive sales* to affiliate customers)
Banner advertising
CPC
CPM

Internet: macro-environment
Political = role of governments in promoting or restricting e-commerce
Economic = regional differences + different economic conditions shape eBudgets
Social = variation in usage of Internet by acting within current law via:
o Ethical issues consumer privacy? Security of details?
o Privacy issues collection of info? Cookies? Direct e-mail?
Tech = constant monitoring of adoption of new techs AND your responses toward them
Envi = to respond to envi changes and act on legal/ethical constraints on its activities
Legal = taxation, domain name registration, copyright, data protection

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http://www.strategy4u.com/assessment_tools/porters_five_forces/porters_five_forces_lg.gif