Introduction to Digital (Interactive) Marketing [DIM] Overview of the DIM scope
Digital (Interactive) Marketing (Lecture 1.1) Dr 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
Revisiting your knowledge:
What is Marketing and is it important?
“… is one business function (1) that must be used appropriately by the entrepreneur to launch and develop the new venture successfully (Hisrich 1992) Hisrich 1992) (2) that is important to new business creation and growth (Hills and LaForge 1992)” Marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (American Marketing Association 2012)
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.
Applications of DIM
Businesses’ digital presence: purposes • Services-oriented / relationship building (e.g. British Gas, Eon) • Brand-building (e.g. Coca-Cola, Heineken) • Transactional e-commerce (e.g. Amazon, Net-a-Porter, Asos) • Portal or media (e.g. Google, silicon.com) • Social networking CLEARLY NOW ALL of THESE are OVERLAPPED/INTEGRATED
Read more: http://www.brandrepublic.com/article/1381363/ar mour-doesnt-just-sell-sportswear-knowsconsumers-eat-sleep-feel
Consumer Perspective
Read more: http://www.brandrepublic.com/article/1374 675/hive-preps-major-marketing-pushinternet-things
• 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.
Why to study DIM –
Source: http://www.smartinsights.com/digital-marketing-strategy/will-digital-marketing-change-2016/
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.
Food for Thoughts!
Ritson, M., 2015. ‘Digital marketing’ is redundants, o why create a separate budget for it?
https ://www.marketingweek.com/2015/11/17/mark-ritson-digital-marketing-is-redundant-so-why /
Case study!