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? (you ideas!)
“… 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)
DIM is simply
Multi-channel experience
“achieving marketing objectives through applying digital technologies and media … in conjunction with traditional communications” (Chaffey and Ellis-Chadwick, 2016, p. 11)
Transmedia marketing
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 Information intensity
Electronic deliverability
Customisability
Real–time interface
Aggregation effects Search costs
Network effects
Standardisation benefits
Contracting risk
Missing competencies/ca pabilities
Why deploying/using/applying digital technologies is important? Consumer Perspective Accessibility
Information
Community effects
Customisability
Real–time interface Competitive value
Search costs
Choice
How have digital technologies transformed businesses and marketing lascape?
So WHAT? Meaning?
Forrester Research Group, 2015
DIGITAL BUSINESS CHANGE
TRANSFORMATION LEVERAGE OPPORTUNITIES STRATEGY
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, Neta-Porter, Asos) • Portal or media (e.g. Google, silicon.com) • Social networking CLEARLY NOW ALL of THESE are OVERLAPPED/INTEGRATED
Consumer Perspective • IoT • Wearable Technology • Complex Nature of Privacy • Changed Decision-making Process
Read more: http://www.brandrepublic.com/article/1381363/ar mour-doesnt-just-sell-sportswear-knowsconsumers-eat-sleep-feel
Read more: http://www.brandrepublic.com/article/13746 75/hive-preps-major-marketing-pushinternet-things
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.
Trends 2017
Source: http ://www.smartinsights.com/advice/digital-marketing-megatrends/
• 1. Customer behaviour trends • 2. Marketing Technology trends • 3. Trends in Marketing Techniques • 4. New platform marketing trends • 5. Marketing Management trends Source: https://www.marketingprofs.com/chirp/2017/31426/digital-marketing-in-2017-trends-and-predictions
Customer Behaviour trends • Mobile: – – – –
More than 50% of searches are on mobile 91% of Facebook usage (Daily Active users) is on mobile 80% of Facebook advertising revenue is on mobile 90% of mobile media time is spent in apps
• Messaging:
Case: the Hyatt hotel group + Zingle
From last-click model to people-based analysis
Marketing Technology trends • Machine Learning and AI • Customer data platforms + Predictive Analytics
Marketing Techniques trends • Mobile Marketing and cross-device optimisation: from responsive design to adaptive design – Using server-side adaptive techniques to detect screen widths to serve up an appropriate template for that device. – Using adaptive techniques to detected devices or screen widths and serving up smaller versions of images to optimise page load times on a responsive website.
• Content and inbound marketing
New Platform Marketing trends • • • • • • • • • •
General-Purpose Machine Intelligence Ad Blocking Customer Data Platforms Real-Time Marketing [that’s personalisation, not Real-time PR] Personification Programmatic TV Advertising Cross-Device Identification Virtual Personal Assistants Programmatic Direct Advertising VR + AR
Marketing Management trends
Why to study DIM –
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, or why create a separate budget for it? https ://www.marketingweek.com/2015/11/17/mark-ritson-digital-marketing-is-re dundant-so-why-create-a-separate-budget-for-it