Digital Marketing Fundamentals

Slide 1.
Part 1
Digital marketing fundamentals
Chapter 1
Introducing digital marketing
Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
Slide 1.2
Learning objectives
• Explain the relevance of different types of digital

platforms and digital media to marketing
• Evaluate the advantages and challenges of
digital media
• Identify the key differences between customer
communications digital marketing and traditional
marketing.
Slide 1.3
Questions for marketers
• What are the options for digital marketing to

grow our business?
• What are the key benefits of digital marketing?
• What differences do digital media introduce
compared to existing marketing communications
models?
Slide 1.4
Figure 1.1 Google timeline

Source: Google Corporate Timeline: www.google.com/about/corporate/company/timeline/
Slide 1.5
Online opportunities
Timeline of online services indicating innovation in business model or

Table 1.1
marketing communications approach
Slide 1.6
Online opportunities (Continued)
Timeline of online services indicating innovation in business model or

Table 1.1
marketing communications approach (Continued)
Slide 1.7
What is it?
Introducing the scope of digital marketing
• ‘Achieving marketing objectives through

applying digital technologies’
– How?
• Marketing is the management process
responsible for identifying, anticipating and
satisfying customer requirements profitably.
Chartered Institute of Marketing
– How?
Slide 1.8
A more in-depth definition

• Customer-centric digital marketing involves:
• Applying…
• Digital technologies which form online channels…
(Web, e-mail, databases, mobile, iPTV)
• to…
• Contribute to marketing activities aimed at achieving
profitable acquisition and retention of customers
(within a multi-channel buying process
and customer life cycle)
• through…
• Improving customer knowledge (of their profiles,
behaviour, value and loyalty drivers), then delivering
integrated targeted communications and online services
that match their individual needs
Slide 1.9
Which platforms are involved?
• What ways can you access the

Web or Internet through a browser?
– Dual-screening is important
– For suggestions, see pp. 12–13
Slide 1.10
Figure 1.2 The intersection of the three key online media types
Slide 1.11
How do digital technologies

contribute to marketing?
• The definition of marketing by the Chartered Institute

of Marketing (http://www.cim.co.uk/) is:
• Marketing is the management process responsible
for identifying, anticipating and satisfying customer
requirements profitability.
• Give examples of how the Internet (web and e-mail)
achieves these?
Slide 1.12
How do digital technologies

support marketing
• Identifying – the Internet can be used for marketing

research to find out customers’ needs and wants.
• Anticipating – the Internet provides an additional channel
by which customers can access information and make
purchases – evaluating this demand is key to governing
resource allocation to e-marketing.
• Satisfying – a key success factor in e-marketing is
achieving customer satisfaction through the electronic
channel, which raises issues such as: is the site easy to
use, does it perform adequately, what is the standard of
associated customer service and how are physical
products dispatched?
Slide 1.13
YouTube video explaining the Tesco Homeplus Virtual Subway Store

Figure 1.4
presence in South Korea
Source: www.youtube.com/watch?v=fGaVFRzTTP4
Slide 1.14
Benefits of digital marketing – The 5Ss
Table 1.2 The 5Ss of Internet marketing

Source: Chaffey and Smith (2012)
Slide 1.15
Applications of digital marketing
• An advertising medium
• A direct-response medium
• A platform for sales transactions
• A lead-generation method
• A distribution channel
• A customer service mechanism
• A relationship-building medium.
Slide 1.16
Summary and examples of transaction alternatives between businesses,

Figure 1.6
consumers and governmental organisations
Slide 1.17
E-business and e-commerce
• You are attending an interview for a job in an

E-commerce department. You are asked to:
…
• Define e-commerce
• Explain the relationship between
e-commerce and e-business?
Slide 1.18
Figure 1.7 The distinction between buy-side and sell-side e-commerce
Slide 1.19
What are 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
• Lack of measurement
– i.e. No plan.
Slide 1.20
Why is a digital strategy needed?
• To set clear goals for digital channels

• To align with business strategy (avoid ad-hoc
approaches)
• Create a specific online value proposition (OVP)
• Specify communications tools to drive visitors
• Integrate digital and traditional channels
• Manage customer life cycle (e.g. through email
marketing).
Slide 1.21
Different overlapping forms of web presence

Give an example of each
• Transactional e-commerce site:

• Examples – Amazon, Dell
• Services-oriented/relationship building
– Accenture, British Gas
• Brand Building site
– Tango, Guinness
• Portal or media site
– Yahoo! Silicon.com
• Social network or media site
Slide 1.22
Figure 1.9 A generic digital marketing strategy development process
Slide 1.23
Table 1.4 Key marketing communications concepts
Slide 1.24
Table 1.4 Key marketing communications concepts (Continued)
Slide 1.25
Figure 1.10 RACE: Reach–Act (Interact)–Convert–Engage

Source: Smart Insights (2010)
Slide 1.26
Figure 1.11 Six categories of e-communications tools or media channels

Source: Chaffey and Smith (2012)
Slide 1.27
Differences of digital media
• Split into groups

• For each of 1.13 to 1.16 students summarise
differences between traditional media and digital
media and how they can be used to advantage
by companies.
Slide 1.28
Figure 1.12 Evolution of web technologies

Source: Adapted from Spivack (2007)
Slide 1.29
Summary of communication models for (a) traditional media,

Figure 1.13
(b) new media
Slide 1.30
Summary of degree of individualisation for: (a) traditional media

Figure 1.14
(same message); (b) new media (unique messages and more information
exchange between customers)
Slide 1.31
Figure 1.15 Channels requiring integration as part of integrated e-marketing

strategy
Slide 1.32
Figure 1.16 The role of mixed-mode buying in Internet marketing
Slide 1.33
Figure 1.17 Travel Republic (www.travelrepublic.co.uk)
Slide 1.34
Fundamental digital
marketing concepts
• Customer engagement:
– ‘Repeated interactions that strengthen the emotional,
psychological or physical investment a customer has
in a brand.’ cScape
– ‘The level of involvement, interaction, intimacy and
inﬂuence an individual has with a brand over time.’
Forrester
• Permission marketing:
– A value exchange in return for communications and
profiling, e.g. E-mail opt-in, Like of brand on
Facebook.
Slide 1.35
Content marketing activities
• Define content engagement value

• Create content media/assets
• Content syndication (influencer outreach)
• Content participation
• Content access platform.
Slide 1.36
Content marketing approaches
Figure 1.18 The Content Marketing Hub

Source: Smart Insights (2015a)

Digital Marketing Fundamentals

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Slide 1.

• Explain the relevance of different types of digital

Questions for marketers

• What are the options for digital marketing to

Figure 1.1 Google timeline

Timeline of online services indicating innovation in business model or

Online opportunities (Continued)

Timeline of online services indicating innovation in business model or

• ‘Achieving marketing objectives through

A more in-depth definition

Which platforms are involved?

• What ways can you access the

How do digital technologies

• The definition of marketing by the Chartered Institute

How do digital technologies

• Identifying – the Internet can be used for marketing

YouTube video explaining the Tesco Homeplus Virtual Subway Store

Benefits of digital marketing – The 5Ss

Table 1.2 The 5Ss of Internet marketing

Applications of digital marketing

Summary and examples of transaction alternatives between businesses,

E-business and e-commerce

• You are attending an interview for a job in an

Figure 1.7 The distinction between buy-side and sell-side e-commerce

What are the challenges

• Unclear responsibilities for digital

Why is a digital strategy needed?

• To set clear goals for digital channels

Different overlapping forms of web presence

• Transactional e-commerce site:

Figure 1.9 A generic digital marketing strategy development process

Table 1.4 Key marketing communications concepts

Table 1.4 Key marketing communications concepts (Continued)

Figure 1.10 RACE: Reach–Act (Interact)–Convert–Engage

Figure 1.11 Six categories of e-communications tools or media channels

Differences of digital media

• Split into groups

Figure 1.12 Evolution of web technologies

Summary of communication models for (a) traditional media,

Summary of degree of individualisation for: (a) traditional media

Figure 1.15 Channels requiring integration as part of integrated e-marketing

Figure 1.16 The role of mixed-mode buying in Internet marketing

Figure 1.17 Travel Republic (www.travelrepublic.co.uk)

Content marketing activities

• Define content engagement value

Content marketing approaches

Figure 1.18 The Content Marketing Hub

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