Chapter 1 Notes

Strategy and Context

1.4,1.5,1.6,1.7

What is Digital Marketing

Digital marketing: drives the creation of demand using the power of the internet and satisfies
the demand in new and innovative ways
 Keep and grow a customer base and stimulate sales in the future
o Digital communication tools help build long term relationships with customers
 Digital: participatory layer of all media that allows users to self-select their own
experiences, allows marketers to bridge media, gain feedback, iterate their message and
collect relationships
o Exploring content and ideas for users and connecting with them and
understanding
o Create consumer demand by using the power of interconnected interactive web
 Powerful because it:
o allows consumers to be segmented precisely on certain variables
o digital sphere is completely measurable, how your efforts are performing
Understanding Marketing Strategy
Brand: a name, term, design, symbol, or any other feature that identifies one seller good or
service as distinct from those of other sellers (trademark)
 Brand is value, what are the challenges your brand faces. It is measured by brand equity,
how aware are people of the brand?

 Purpose of marketing strategy is to determine what the business is about and address the
business or brand challenge
o Effective strategy involves making a series of well-informed decisions about how the
brand, product, or service should be promoted
o What factors affect the business?
 The Environment
 Overall context or outside world in which the business functions
(PEST)
 The business
 Brand analysis, what does the brand stand for, competitive advantage
 The customers
 Understand customers through market research, data driven
  User centric thinking
 Consumer journey is important to focus on, it is not linear
 The competitors
 Who else is marketing to your competitors, how you challenge or learn
from them.
o Substitute products you need to know about
 Competitors are those who are capturing your customers attention
o Time, focus, and attention are important
The Building blocks of Marketing Strategy
 Porter Five Forces Analysis
o Determine the competitive intensity and attractiveness of a market
 The Four P’s
o Product: what company sells, internet allows for a wide variety of products and
hyper personalization. Ex) uber and air bnb
o Price: easy for customers to compare prices across a number of retailers, allows
for personal and flexible pricing strategies. Big emphases on value
o Placement: Brands can reach global regions, the key is to reach and engage
customers on the channels they are using
o Promotion: more direct and measurable, interacting with consumers is important
too
 SWOT analysis
o Should tie into your marketing objectives and better understand your business
Crafting a Digital Marketing Strategy
 Context: determine the context of your industry, your brand, how it is relevant and your
competitors
o Important to be adaptable and always innovating and changing your strategy and
vehicle to do so.
 Value Exchange: what unique value your organization can add to the brand promise that
are unique, look at your audience what do they need
 Objectives:
o Objectives: What is our goal, objectives need to be SMART
o Tactics: specific tools or approaches you will use to meet your objectives
o Key Performance indicators: metrics that are used to indicate if your tactics are
working well
o Targets: Specific values that are set for your KPI’s to reach within a specific time
period
 Tactics and evaluation
Seo: Key role in acquisition, allows to reach
Optimization of a website to rank higher in a potential customers, big role in retention as
search engine well
Search advertising: Keyword based, reach the customer who is
Advertiser pays only when someone clicks on actively seeking that product
their ad
Online Advertising: Raise brand awareness online, more
Ads in emails, social networks, and mobile interactive and less disruptive
devise
Affiliate marketing Promote e commerce websites,
System of reward, referral fee
Video Marketing: Excellent for capturing and retaining
Creating video content, vid advertising or customer attention. Tangible value, boost a
content marketing brand image
Social media: Useful for brand building, brands to interact
Text, visual, audio, shared online with their customers instead of broadcasting
to them
Email marketing: Building relationships with customers through
Delivers commercial and content based value content and promotional messages
marketing and messages to an audience, cost
effective and highly targetable and
measurable