Lecture 1 1 introduction to dim dim scope

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

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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)

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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

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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