Introduction to Digital (Interactive) Marketing [DIM] Overview of the DIM scope
Digital (Interactive) Marketing (Lecture 1.1) Elvira Bolat 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
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
Lecture Topic
Lecturers
30
1. Introduction to Digital (Interactive) Marketing [DIM] Overview of the DIM scope
Elvira Bolat
31
2. Digital landscape
Elvira Bolat
32
3. DIM Strategy
Elvira Bolat
33
4. Content Development and Management
Elvira Bolat
34
5. DIM campaign
Elvira Bolat
35
6. DIM Analytics
Elvira Bolat
36
7.1. Business Engineering and Search Engine Optimisation
Guest Speaker (TBC)
7.2. Legal aspects – cyber law, data protection etc
Guest Speaker (TBC)
8. Digital marketing communication tools
Elvira Bolat
37
38-40 41
EASTER BREAK 9.1. Branding in the digital
Gelareh Roushan
9.2. Digitization on the ‘go’ – mobile marketing
Gelareh Roushan
42
10. The Engaged Consumer
Dawn Birch
43
11. Revision in preparation to individual assignment submission
Elvira Bolat
44
Independent Study ASSESSMENT week – Individual Coursework
45 Independent Study
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.