L1 Introduction to Digital Marketing 2014

Welcome to:MKW 3881- Electronic Marketing

Unit Coordinator & Presenter: Manir Zaman

How to contact me?

Room No: 6-5-27 Tel.: 03 – 5514 6293 Email Address: [email protected] Consultation time: Friday, 12.00- 2.00pm

2Introduction to Digital Marketing

Objectives of this session

To explain unit objectives, teaching and learning approach

To spell out details on assessment To discuss the nature and scope of

digital Marketing


Unit ObjectivesThe learning goals of this unit are to: illustrate insight into how traditional marketing structures and concepts,

techniques and activities translate into the electronic marketing medium demonstrate an integrated perspective of how electronic marketing

contributes to value creation for all stakeholders illustrate an ability to analyse the market and to create and develop

innovative electronic solutions to fulfil identifiable needs combine theory with the pragmatism required to effectively traverse the

divide between marketing and delivering an electronic solution to market needs.


Teaching and learning approach

There is a two hour lecture and one hour tutorial every week.

You are expected to: – Print weekly lecture outlines from the Berwick campus specific Moodle site

of the unit– attend all lectures and tutorials – read the relevant chapter(s), assigned article(s) and prepare answers to

questions/problems assigned for discussions in the tutorial sessions– Actively participate in tutorial activities

Third year level unit – critical thinking, questioning is imperative in classes and tutorials– writing standard must be of third year quality– the unit integrates prior learning and assumes your comprehensive

understanding of basic marketing concepts and theories


Resources and Requirements Prerequisites

– MKW 1120/MKF1120 Prescribed Texts: Digital Marketing: Strategy,

Implementation and Practice 4th ed. By Dave Chaffey & Fiona Ellis-Chadwick

Other Recommended texts: Refer to Unit Guide Q Manual: http://www.buseco.monash.edu.au/publications/qmanual/ Moodle Helpdesk: via my.monash portal


http://www.buseco.monash.edu.au/publications/qmanual/

Assessment tasks

Assessment:50% closed book examination (hurdle)10% essay (individual work) 30% business report (Group work) 10% tutorial attendance and engagement


Week 1: Introduction to Digital Marketing

Learning ObjectivesAfter completion of this module, you will be able to: evaluate the relevance of digital platforms and digital

media to marketing assess the advantages and challenges of digital media identify the key differences between customer

communications for digital marketing and traditional marketing.


Marketing Theory & Practice: Prior learning

Marketing: Creating superior customer value Understanding the marketing Value Exchange Consumer Behaviour & Buying decision process Market Segmentation, Targeting & Positioning Products and services Marketing Communication Pricing strategies Marketing channels and logistics Direct and online marketing Marketing strategies for competitive advantage


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 the digital media introduce

compared to existing marketing communications models?


What is digital marketing?

Is the process of achieving marketing objectives through applying digital technologies

Five components: – A process of managing different forms of online company presence– Building and maintaining customer relationships – e-CRM systems– Online – web, e-mail and wireless media– Multichannel marketing– Satisfaction of goals of both parties


Evolution of web technologies


What is Web 2 and web 3.0 ?

Web 3.0 – has not been widely applied to date. Next generation web incorporating high speed connectivity, complex cross community interactions and an intelligent or semantic web where automated applications can access data form different online services.

Web 2.0 widely applied – a platform, spanning all connected devices;

delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an “architecture of participation.”


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How do digital technologies support marketing?

Introduction to Digital Marketing

Identifying – the Internet can be used for marketing research to find out customers’ needs and wants (Chapters 7 and 10).

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 as explained in Chapters 2, 3 and 4.

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? These issues of customer relationship management are discussed further in Chapters 6 and 7.

Discussion: 7 minutes

What are some of the marketing implications of digital technologies

What fundamental changes has the internet brought to traditional marketing?


Different forms of online presence

1. Transactional e-commerce site

2. Services-oriented relationship building website

3. Brand building site

4. Portal or media site

5. Social network or community site


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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 lifecycle (e.g. through email

marketing)

A generic digital marketing strategy development process


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RACE: Reach-Act (Interact)-Convert-Engage


Key types of digital media channels


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Social Media Marketing Radar(Chaffey, SmartInsights.com, 2011)


Benefits of digital communications

Interactivity Intelligence Individualisation Integration Industry restructuring Independence of location


Communication models – traditional & new media


Degree of individualisation - traditional vs. new media


Channel integration as part of integrated e-marketing strategy


5 minutes discussion

– Internet’s unique properties

– Key elements of today’s digital landscape


– Traditional marketing methods are still highly relevant in the networked economy, though firms must now consider a host of new and innovative marketing methods available online (e.g., dynamic pricing, online community)

– In contrast to the one-way mass promotion that characterizes modern marketing, Digital marketing enables firms to engage the individual in personalized dialogues

– Individualization and Interactivity are two forces that make digital marketing different

Nature and scope of Internet Marketing — Summary


Before Next session

Read chapter 1 Important!! Make sure you print weekly lecture slides

from the Moodle site Attend tute Review your understanding of the concepts/theories

covered in the Marketing Theory and Practice unit


Next Lecture

The Digital Micro- Environment


L1 Introduction to Digital Marketing 2014

Documents

Transcript of L1 Introduction to Digital Marketing 2014