Question 1

According to Chaffey (2012), online company presence is defined as different forms of online media controlled by a
company including their website, blogs, e-mail list and social media presence.
List any two (2) companies with its online presence by providing evidence for each.
1. Bella Ammara
Official Website

Facebook

Instagram

2. Ash&Annas
Official Website

Facebook

Instagram

Question 2
Using slides or text book, sketch a complex mind-map for chapter 1 (max 2 pages). Scan or snap and upload in ilearn.

Digital
marketing
is
the
application of the Internet and
related digital technologies in
conjunction
with
traditional
communications
to
achieve
Digital
media
is
a
communications are facilitated
through content and interactive
services delivered by different
digital
technology
platforms
including the internet, web,
mobile phone, interactive TV,

Multichannel
marketing
is
a
customer
communications
and
product distribution are supported
by a combination of digital and
traditional channels at different
points in the buying cycle.

Customer journeys
are the sequence of
online and offline
touch
points
a
customer
takes
during
a
buying
process or border

Introducing Digital
Marketing

How do digital technologies

support marketing?
i
ii

Identifying
Anticipating

iii

Online company presence is a

different form of online media
controlled
by
a
company
including their website, blogs, email list and social media
presences. Also known as owned

Satisfying

Benefits of digital marketing

(5S)
-Speak
Sizzle

The growing range of digital marketing

platforms
Mobile marketing
Location based marketing
Mobile-based apps

Electronic
customer
relationship
management is a using digital
communications
technology
to
maximize
sales
to
existing
customers and encourage continued
usage of online service through
techniques
including
database,
personalized
web
message,
customer services, e-mail and social

- Serve

Applications
marketing
Alternatives
model
Consum
er
C2C
C2B
C2G

digital

Supplier
B2C
B2B
B2G

business

Governm
ent
G2C
B2B
G2G

Applying the 7s
*Strategy *Structure *System
*Staff
*Style
*Skills
*Superordinate goals

- Save

of

digital

*Advertising medium
*
Direct-response
medium
* Platform for sales
transaction
* Distribution channel
The challenges of managing strategy
* Unclear responsibilities for digital
*Setting objectives
*Lack of budget
*Budget
wasted
through
experiments/duplication
*Developing new propositions and campaigns
to compete