Digital Strategy - Lecture One
-
Upload
neil-kelley -
Category
Education
-
view
1.131 -
download
1
Transcript of Digital Strategy - Lecture One
![Page 1: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/1.jpg)
digital marketing #DM
1
landscape and digital disruption
the changing
![Page 2: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/2.jpg)
don’t think like a consumer… don’t think like a student
…think like an digital marketer
thinking…
![Page 3: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/3.jpg)
Reading and research based on concepts covered in lecture, and use of material and activities on MyBeckett
see Module Handbook for recommended texts and websites
Weekly lecture
How this module is taught…
![Page 4: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/4.jpg)
…resources
![Page 5: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/5.jpg)
How this module is assessed
one individually produced plan… worth 100% of the mark
Using an appropriate planning framework and meeting the needs of the chosen context…
- mark out of 100, then weighted at 80% - Submitted 8th January 2018
Production of three pieces of digital content… worth 20% of the mark
![Page 6: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/6.jpg)
![Page 7: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/7.jpg)
learning objectives...
students will be able to...
Critically understand the differing nature of web paradigms and their impact on marketing
Develop a strategic digital marketing plan (or elements therein) for an organisation.
Critically analyse the role of key digital platforms, media and content
Analyse the digital marketing environment to develop strategic and tactical recommendations in order to achieve corporate and marketing objectives
![Page 8: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/8.jpg)
…what is marketing?
Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas
Marketing is the management process which identifies, anticipates and supplies customer
requirements efficiently and profitably
Marketing is a social and managerial process by which individuals and organizations
obtain what they want and need through creating and exchanging value with others
Armstrong and Kotler, 2007
CIM, 2010
Dibb, et.al., 2012
![Page 9: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/9.jpg)
e-marketing involves the marketing side of e-commerce and features a company’s efforts to communicate about, promote and sell products and services over the internet
Kotler et.al., 2007
…what is e-marketing?
…what is digital marketing?
digital Marketing is the management and execution of marketing using electronic media (such as the web, e-mail, interactive TV and wireless media) in conjunction with digital data about customers’ characteristics and behaviours
Chaffey et.al., 2006
![Page 10: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/10.jpg)
digital marketing is marketing
…what is digital marketing?
Smart Insights Manifesto, 2013
![Page 11: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/11.jpg)
websitescontent
story-telling
omnichannel
programmatic
![Page 12: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/12.jpg)
1
2
3
4
5
6
situation
objectives
strategy
tactics
actioncontrol
![Page 13: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/13.jpg)
changing landscape...…the advent of Web 2.0 brought about a step-change in how suppliers and consumers behave.
…it was effectively a process of ‘creative destruction’ where company’s traditional marketing abilities and consumer insights were challenged by the new dawn of user generated content
Richardson, 2008
![Page 14: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/14.jpg)
changing landscape…
DigitalDayResearch.co.uk, 2017
![Page 15: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/15.jpg)
changing landscape…
ONS, 2017
![Page 16: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/16.jpg)
changing landscape…
gs.statcounter.com, 2017
![Page 17: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/17.jpg)
changing landscape…
ONS, 2017
![Page 18: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/18.jpg)
Value comes from seeing what customers need and delivering it.
Digital disruptors will do all of this at lower cost, with faster development times, and with greater impact on the customer experience than any-thing that came before.
McQuivey, 2013
…it is important to note that we’re not focused on physical disruption here
digital disruption...
![Page 19: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/19.jpg)
…growth hacking...
![Page 20: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/20.jpg)
“A GROWTH HACKER IS A PERSON WHOSE TRUE NORTH IS GROWTH.
EVERYTHING THEY DO IS SCUTINISED BY ITS POTENTIAL
IMPACT ON SCALABLE GROWTH.”
Sean Ellis, 2010
![Page 21: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/21.jpg)
access… in marketing terms this is place and process, all interactions
between all stakeholders
economics… in marketing terms this equates to value, how it is
assigned and earned
performance … delivering greater value through customer intimacy,
efficiency and product leadership
Gartner Research, 2013
the three dimensions of digital disruption...
![Page 22: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/22.jpg)
Tom Goodwin, Senior Vice-President of Strategy, Havas Media
![Page 23: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/23.jpg)
…the good...…the good...
![Page 24: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/24.jpg)
…the bad...
![Page 25: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/25.jpg)
…the ugly...
![Page 26: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/26.jpg)
…the ugly...
![Page 27: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/27.jpg)
…peer to peer interfaces
full stack companies are being disrupted, the ones that control all elements of a business
…disrupted by interface owners, offering interfaces to facilitate an exchange
…these are the fastest growing companies, the ‘growth hackers’… they understand the
digital consumer better and quicker
![Page 28: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/28.jpg)
![Page 29: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/29.jpg)
We look at the present through a rear-view mirror. We march backwards into the future…
Marshall McLuhan
![Page 30: Digital Strategy - Lecture One](https://reader033.fdocuments.us/reader033/viewer/2022052117/5a6508ed7f8b9af3398b5083/html5/thumbnails/30.jpg)
References and reading
Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education: London
Baines, Fill & Page (2010) Marketing. 2nd ed Oxford University Press: Oxford
Chaffey (2010) http://www.davechaffey.com/ [accessed 10-01-11]Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and Strategies. 5th European ed. Houghton Mifflin: AbingdonKotler, P., Armstrong, G., Wong, V. & Saunders, J. (2008) Principles of Marketing. 5th
European ed. FT Prentice Hall: HarlowMcQuivey, J., 2013, Digital Disruption, Las Vegas: Amazon Publishing
Qualman, E. (2011) Socialnomics: How Social Media Transforms the Way We Live and Do Business New Jersey: John Wiley and Sons
Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Pagehttp://blogs.gartner.com/mark_mcdonald/2012/07/16/the-dimensions-of-digital-disruption/http://solutions.forrester.com/disruptionhttp://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/dealing-with-digital-disruption/http://www.smartinsights.com/digital-marketing-strategy/sostac-model/