Introduction to Digital (Interactive) Marketing [DIM] Overview of the DIM scope
Digital (Interactive) Marketing (Lecture 1.1) Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
Learning Outcomes • To explore how digital interactive marketing is different and/or similar to traditional marketing • To introduce key terms (DM, DIM strategy, DIM communications) • To map DIM platforms • To learn about and start interacting with Peerwise (related to exam as part of the unit’s final assessment)
What New Information Technologies (digital technologies) are we dealing TODAY as a business and/or as a consumer?
Programming Tools • Scripting languages • Source coding tools • Build tools Web 2.0
DIM Platforms / Digital Media Software Applications • • • • •
myBU Microsoft Office Safari/Firefox Java Adobe
Digital Media Tools •
Email marketing
•
Google Search (SEO)
•
Website (& its support)
•
Mobile Apps/widgets and games •
•
Internet TV
Hardware (PC, laptop, notebooks, mobile phones, tablets, gaming devices)
Why deploying/using/applying digital technologies is important?
Business Perspective Inform ation intensit y
Electroni c delivera bility
Customis ability
Real– time interf Netw ace
ork effect s Contra cting risk
Aggreg ation effects
Searc h costs Standardi sation benefits
Missing compete ncies/ca pabilities
Why deploying/using/applying digital technologies is important?
Consumer Perspective Accessi bility Customisabi lity
Competiti ve value
Real– time interf ace
Informatio n
Comm unity effects Search costs
Choic e
How have digital technologies transformed marketing?
Business Perspective – 3 Mediation Pathways
Source: Andal-Ancion et al., 2003. The digital transformation. MIT Sloan Management Review, (summer), p. 37.
Consumer Perspective • IoT • Wearable Technology • Complex Nature of Privacy • Changed Decision-making Process Source: Moran, G., Muzellec, L., & Nolan, E., 2014. Consumer Moments of Truth in the Digital Context: How" Search" and" E-Word of Mouth" Can Fuel Consumer Decision-Making. Journal of Advertising Research, 54 (2), p. 203.
Source: http ://www.smartinsights.com/managing-digital-marketing/marketing-innovation/state-of-digital-mar
Why to study DIM –
WEEK 30
Lecture Topic
Lecturers
Monday 2 Feb. 13:00-14:00 hrs 1.1. Introduction to Digital (Interactive) Marketing [DIM] Overview of the DIM scope Friday 6 Feb. 11:00-12:00 hrs 1.2. Briefing session for the coursework/assignment - "A Digital Marketing Communication Campaign for B&PSFP" – the client/company briefing
31
Monday 9 Feb. 13:00-14:00 hrs 2.1. Digital landscape: marketplace analysis and the marketing mix Friday 13 Feb. 11:00-12:00 hrs 2.2. Digital landscape: marketplace analysis and the marketing mix (cont. of 2.1.) and exploring digital culture (through consumer behaviour perspective)
32
33
35
Elvira Bolat
Monday 23 Feb. 13:00-14:00 hrs 4.1. Content Development and Management: Website and widgets (Apps)
Elvira Bolat
Elvira Bolat
Friday 6 Mar. 11:00-12:00 hrs 5.2. DIM campaign (cont. of 5.1.)
Elvira Bolat
Monday 9 Mar. 13:00-14:00 hrs 6.1. DIM Analytics: Website and widgets (Apps)
Elvira Bolat Elvira Bolat
Monday 16 Mar. 13:00-14:00 hrs 7.1. Business Engineering and Search Engine Optimisation
Guest Speaker: Michail Polatoglou (Redweb) Guest Speaker: Hayleigh Bosher (BU, copyright law)
Monday 23 Mar. 13:00-14:00 hrs 8.1. Digital marketing communication tools
Elvira Bolat
Friday 27 Mar. 11:00-12:00 hrs 8.2. Digital marketing communication tools (cont. of 8.1.)
Elvira Bolat
EASTER BREAK Monday 20 Apr. 13:00-14:00 hrs 9.1. Branding in the digital
Gelareh Roushan
Friday 24 Apr. 11:00-12:00 hrs 9.2. Digitization on the ‘go’ – mobile marketing 42
Elvira Bolat
Monday 2 Mar. 13:00-14:00 hrs 5.1. DIM campaign
38-40 41
Elvira Bolat
Elvira Bolat
Monday 16 Mar. 14:00-15:00 hrs 7.2. Legal aspects – cyber law, data protection etc
37
Elvira Bolat
Friday 20 Feb. 11:00-12:00 hrs 3.2. DIM Strategy: Focus on social CRM and implementation
Friday 13 Mar. 11:00-12:00 hrs 6.2. DIM Analytics: Social media 36
Elvira Bolat Guest speakers: Sarah Watson (B&PSFP) & John Burton (A/B/O)
Monday 16 Feb. 13:00-14:00 hrs 3.1. DIM Strategy: Setting
Friday 27 Feb. 11:00-12:00 hrs 4.2. Content Development and Management: Social media and networks 34
Elvira Bolat
Gelareh Roushan No Teaching
ASSESSMENT week – GROUP presentations
Basics • Terms – digital marketing = • Internet marketing = • e-marketing = web marketing Source: Chaffey and Smith, 2008.
Digital marketing – “achieving marketing objectives through applying digital technologies” (Chaffey and Ellis-Chadwick 2012, p. 10)
Owned media – online presence for the company Source: Tiago and Verissimo, 2014. Digital marketing and social media: Why bother? Business Horizons, 57, p. 705.
Basics (cont.) • Strategy is Crucial! in digital marketing Why? Today DIM – is an area of substantial investments for the company • Communication is #1 activity conducted and managed via digital technologies
Source: Tiago and Verissimo, 2014. Digital marketing and social media: Why bother? Business Horizons, 57, p. 706.
Basics (cont.) • Critical to DIM strategy are INTEGRATION & ALIGNMENT • Based on clear, SMART and linked objectives • SOSTAC model (consistency) • Value proposition mapping against an individual digital media (different forms of online presence) • Marketing mix specification • Digital customer lifecycle / journey(s)
Case Study
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 25.
Basics (cont.) • DIM communications - #1 activity • Requires strategic approach (1-year plan) - SOSTAC • INTEGRATION & ALIGNMENT are key – IMC • Based on clear, SMART and linked objectives
Diversity of communication tools – key challenge for DIM communication
Digital communication tools
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.
Social media zones and vehicles / channels
Source: Adopted from Tuten and Solomon, 2015. Social media marketing.
Digital Interactive Marketing Assessment • Coursework – 50% (ILOs 3 and 4) Group grade given by tutors BUT individual mark is assigned (moderation of the group grade by the SPA)
• Exam – 50% (ILOs 1 and 2)
Digital Interactive Marketing Assessment Exam • 50% (ILOs 1 and 2) • Exam date - 2nd June 2015 (2pm-4.30pm) • 2 sections (A & B) • Each section has 4 questions • You are required to respond to 2 questions from EACH section – 4 questions in TOTAL
EXAM – extra support PEERWISE • Peerwise - the online application How to Start! You need to create an account at the Peerwise site: http://peerwise.cs.auckland.ac.nz/at/?bournemouth_uk If you have not used PeerWise before, just click the "Registration" link and follow the prompts. You need to choose a user name and a password for your PeerWise account. If you have used PeerWise before, simply log in. Next, select "Join course" from the Home menu. To access the DIM (term 2, 2015) course, you will need to enter two pieces of information: ● ●
Course ID = 10398 Your BU student identifier e.g. i123433
Only users who are studying this unit in this year will be able to access the DIM course on Peerwise.
PEERWISE