Navigating the Digital Marketing Landscape
Understanding digital marketing essentials, including its definition, role in the marketing mix, challenges with non-marketers, outsourcing decisions, trends, sustainable models, and the impact of internet behavior on marketing strategies.
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The Absolute Essentials of Digital Marketing The Absolute Essentials of Digital Marketing CHAPTER 1 CHAPTER 1 THE DIGITAL MARKETING LANDSCAPE
WHAT IS DIGITAL MARKETING? WHAT IS DIGITAL MARKETING? Marketing using digital technology . Digital marketing is marketing .
DIGITAL ISNT THE ONLY OPTION DIGITAL ISN T THE ONLY OPTION Digital is just one element of the marketing mix. As with all marketing mix decisions, some elements are right for some products right for all products. but all are never As strategy is choosing what not to do. Michael Porter famously said; The essence of
NON NON- -MARKETERS IN DIGITAL MARKETING MARKETERS IN DIGITAL MARKETING The marketing workers creating a situation where there are a lot of people working as digital marketers who do not know even the fundamentals of marketing. technical nature led computer of those scientist some aspects roles backgrounds of digital taken has to being by so from Marketers must accept that too many of their number have shown little enthusiasm basics of digital technology. to learning the very
IN IN- -HOUSE OR OUT HOUSE OR OUT- -SOURCE? SOURCE? There are a number of specialised tasks for which it is not uncommon for work specialist agencies or personnel. to be out-sourced to These specialist skills are now more accessible to marketing staff Developments technical by users who have not studied computer science. in software being have relatively resulted in that expertise easily gained Agencies search engine optimisation exist because there is a demand for them. for online advertising, web design and
FADS, TRENDS AND THE OCCASIONAL SUSTAINABLE MODEL FADS, TRENDS AND THE OCCASIONAL SUSTAINABLE MODEL Marketing ideas, acronym or label to show how trendy they are. on the Internet and concepts has always most prompted sporting new an models Some have stood the test of time; others never got off the ground ... what people do online: Email users 90.9 Search users 85.4 Digital video viewers 82.8 Digital audio listeners 72.1 Social network users 72 Digital gamers 58.3 Smartphone messaging app users 49.7 Podcast listeners 26.9 0 20 40 60 80 100
Reviews and ratings Reviews and ratings Arguably the aspect of the Internet that has had the biggest impact on business. Nowhere is this more in evidence than the holiday accommodation industry. The validity and authenticity of some reviews is now commonly questioned. Public scepticism has been increased by reports of organizations doctoring reviews of their products or services. The providers. fake review - industrialised by false review
Personalization Personalization The him, her or it (an organization) rather than being broadcast to a wide audience. philosophy of marketing being personalized to Digital advertising and SEO. personalization: websites, email,
Viral marketing Viral marketing Based on the traditional practice of word-of-mouth marketing where individuals are encouraged to pass on promotional message to execution resulting in the message going viral. others, with successful Commonly misunderstanding and/or misinterpreted. For it to be marketing it has to be a planned with the customer being encouraged message. to pass on the
Content marketing Content marketing Another that has seen a re-birth in the digital age. contemporary marketing tactic and strategy The specific development of content to be published online - not necessarily website. on the organization's Objectives might include increased web traffic and brand awareness as well as link building for search engine optimization.
Influencers Influencers Traditionally, advocate (influencer) tells friends/colleagues about products organically; that is as part payment. top of the loyalty ladder model where the of conversation, not for Similarly, using celebrities to endorse products has always been commonplace. Definition: One who exerts influence: a person who inspires or guides the actions of others gives focus to someone who has influence by way of personality or altruism. A person products people to buy them. digital marketing is and services definition by their on would sellers social be to something show encouraging like; describe other a who paid and media, In legal terms, that encouragement is a sponsored post, and so is deemed to be an advertisement and so must legally be identified as such. Continued ...
Influencers Influencers Traditional influencers continue to exist, particularly from the fields of sports or entertainment, with many using their authority in altruistic are more mercenary, using their fame to gain further notoriety and income as digital influencers. ways, but others However, such is the nature of 21stcentury celebrity status that some influencers being influencers and amounts of money to endorse a product. have become command famous significant for these Although effective in some industries clothes and cosmetics, for example in others it is questionable. the use of digital influencers can be Furthermore, engagement purchases. calculating does ROI can be translate difficult not necessarily into
Affiliate marketing Affiliate marketing A long standing offline business model in its own right, the online version differs somewhat. A commission multiple multiple websites, hence affiliate marketing. form of performance-based paid only affiliate marketing sale can where a is if a is completed function programmes on Affiliate affiliated product and can provide a cost effective and highly measurable way to acquire customers and grow sales. networks website(s) can reach effectively new markets selling with the
Direct to consumer (DTC) Direct to consumer (DTC) The concept of the chain of distribution means that products are rarely sold manufacturer to the end user. directly from the Selling middleman to take their slice of any income, and so there is more profit to be made. direct to consumers means there is no The digital DTC concept is applied to manufacturers whose sales are online only. To significant success. date, however, the concept has seen little
Mobile applications Mobile applications Because consumers can now access the web and share information on the go, mobile aspects of digital marketing - the always connected customer expects that all achievable from a mobile device. is inherent to all tasks can be easily Various sources suggest that around 50 per cent of global Internet access is on mobile devices.
Virtual and augmented reality Virtual and augmented reality Virtual reality (VR) offers a digital recreation of a real life setting; augmented reality (AR) delivers virtual elements as an overlay to the real world. Both technologies have numerous applications in the likes of entertainment, medicine their marketing applications predominantly to do with novelty. and are training limited but
Big data Big data The internal interpretation there is no distinction as to when data transforms into big that data. collection and of data from the and organization about everything and external to its data, this refers to of Key issues: The data itself is not so important as its analysis and ability to use that analysis in decision making. Algorithms produce data on what has happened but not why they happened. Is the data being used to the detriment of the individuals that data is about?
Artificial intelligence (AI) Artificial intelligence (AI) AI is when a machine mimics cognitive functions that humans associate with other learning and problem solving. human minds, such as Such is the hype for AI that many things described as AI are in reality (only) automatic processes through something that marketers will use unknowingly as an integral part of a tool or application. algorithms machine that run is learning Examples of use in digital marketing include: Voice recognition Programmatic advertising Personalization of marketing messages Dynamic pricing Product recommendations
PRIVACY AND TRUST PRIVACY AND TRUST Data about individuals is a commodity that can be sold by those who collect and analyse it to third parties who are then free to use it as they wish. For exchange value is build around the data it possess on its customers. many businesses, their brand and stock For privacy organizations personal data and the benefits gained from allowing those organizations to use it. individuals, paradox the is balancing trade-off act between dubbed the a giving At footprint that Internet users leave as they wander around the web. the core of people s privacy is the digital
DIGITAL MARKETING OBJECTIVES DIGITAL MARKETING OBJECTIVES Without venture organization cannot (1) determine whether the online activity has been successful, return on investment (ROI)of online operations. specific succeeding objectives diminishes the likelihood significantly of as any the or (2) assess the
Strategic digital objectives Strategic digital objectives three potential marketing endeavours: There digital with: are key objectives which to closely any align 1. Brand development where any online presence compliments and enhances the branding efforts of the organization. 2. Revenue/income generation where the online presence acts as a commerce or acquisition channel in order to increase revenue into the organization by direct sales or lead generation. 3. Customer care / service / support where the web is used to enhance the service and support offered to customers. For objectives, it is necessary to identify the primary objective, expressed as a percentage. clarity in identifying strategic online
Operational digital objectives Operational digital objectives These are effectively sub-sections of strategic objectives that are applied to individual campaigns or initiatives that can be measured by metrics such as key performance indicators using short-term models of measurement such as the SMART mnemonic. (KPIs) and assessed Footnote: strategic and operational objectives, they must be part of the organization s business objectives. although digital might have its own overall marketing and
