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Digital Marketing

Sharma Guness
Introduction

 The aim of this unit is to introduce students to the major developments


taking place in digital marketing.
 It will enable students to develop an understanding of how organisations use
various digital tools and techniques to engage their customers and maintain a
competitive advantage.
 This unit is designed to provide students with the knowledge and tools to
work at part of a digital marketing team or go on to study more in this
specific area.
 Digital marketing is now a major component of all successful marketing
organisations. However, with the landscape continually evolving, it is
important for marketers to stay ahead of their competitors and deliver
cutting-edge digital marketing approaches and strategies.
Learning Outcomes

By the end of this unit a student will be able to:


1. LO1 Demonstrate an understanding of the opportunities, challenges and
impact of the digital environment.
2. LO2 Examine key digital tools, platforms and channels, comparing and
contrasting bricks and mortar and other physical channels
3. LO3 Determine how to organise digital marketing activities and build multi-
channel capabilities in an organisation.
 LO4 Evaluate methods of monitoring and measuring digital marketing
effectively.
LO1 Demonstrate an understanding of the opportunities,
challenges and impact of the digital environment

The digital environment:


 Define what we mean by digital marketing providing an overview of the digital
landscape.
 The differences between online and offline marketing concepts.
 Describe the key benefits of digital marketing.
Opportunities of digital marketing:
 The importance of customer insight and understanding in developing effective
digital marketing activities.
 Rise of online consumer power.
Challenges and impacts of digital marketing:
 The shift from brands and suppliers to customers and their experience of the
brand.
 The impact of negative publicity and meeting customer expectations in the digital
age.
 How to track and monitor the multitude of different devices used by customers.
LO2 Examine key digital tools, platforms and channels, comparing
and contrasting bricks and mortar and other physical channels
Digital tools, platforms and channels:
 The use of digital platforms and the internet for revenue generation.
 The role of digital marketing communications in relation to the 7Ps.
 Different types of digital tools and digital hardware to support and enhance
marketing.
 Consumer life-cycle stages of digital adoption.
 The growth of online transactions and e-commerce.
 The role of different automated and non-automated sales and support
activities
LO3 Determine how to organise digital marketing activities
and build multi-channel capabilities in an organisation

Digital marketing activities:


 The opportunities and challenges of a digital hardware landscape and the
development of multi-channel platforms and online interchanges.
 Digital marketing campaigns planning.
 The use of omni-channel marketing to ensure the consistency of the consumer
experience in every aspect.
LO4 Evaluate methods of monitoring and measuring
digital marketing effectively

Monitoring and measuring techniques:


 Measurement of digital campaigns using KPIs, measurable metrics and use of
analytics platforms.
 Procedures used for measuring digital campaigns.
 Performance measures using online metrics.
 Populations measures.
Assignment Explained: L’Oreal

 L’Oreal is amplifying its digital leadership further on all dimensions: e-commerce


leadership, marketing leadership, social leadership, and beauty tech leadership
in building new and important competitive advantages for the Group.

 E-commerce has passed the 2 billion euro mark, representing 8% of the Group’s
revenues. Growing at more than 30% year-on-year, it significantly contributed to
the Group’s growth benefiting from the rise in online shopping

 China, the US, Korea and the UK are leading the way in this new channel and
both L’Oreal’s luxury and active Cosmetics Divisions are now over 10% of their
revenues in ecommerce
 As L’Oreal’s consumers are increasingly and massively connecting with its brands
online, L’Oreal’s marketing is shifting towards a “digital-first” approach.
Assignment Explained: L’Oreal
 With more than 38% of its media invested into digital platforms, L’oreal’s
massive 1 billion audience on its websites and close to 250 million followers
on their social networks, the contents need to be adapted to the new creative
digital platforms.
 Today’s consumers crave for ultra-short, impactful, animated contents.

 L’Oreal’s Colorista by L’Oréal Paris, Fructis by Garnier, Minéral 89 by Vichy or


Vernis à Lèvres by Yves Saint Laurent campaigns were designed for digital
native platforms such as Facebook and Instagram and performed really well
with consumers, showing high engagement and shareability rates
 Fast paced, colorful and immersive, these campaigns are clearly paving the
way for a new marketing at the digital age.

 You have been appointed as the head of Digital Marketing at L’Oreal.


Your Tasks
 TASK 1 - You are responsible to develop a report on digital marketing at L’OREAL.
In this section you are required to provide an environmental analysis for L’Oreal
digital presence, focusing on the opportunities, challenges and the likely impact
the digital environment for the cosmetics industry

 TASK 2 – The next section of your report should provide a critical assessment of
L’Oreal’s business by comparing an contrasting it’s digital presence versus its
stores presence.

 TASK 3 – Additionally, you are required to provide a plan for organising digital
marketing activities to support L'Oreal's initiatives of building multi-channel
capabilities in:
(a) its luxury cosmetics division, and
(b) its active cosmetics division.

 Task 4 - Based on your plan for task 3, you are finally required to provide key
methods you will use to evaluate, monitor and measure the digital marketing
effectiveness of your recommended activities.

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