Slide 1

DIGITAL
MARKETING

Slide 2
INTRODUCTION
The Digital Economy
Digital Economy pertains to a wide range of economic
activities which use digitized knowledge and information as
key production factors. Internet, cloud technology, big data,
and other emerging new technologies are being used to
digitally capture, store, analyze, distribute and transform
social interactions(Laudon and Traver, 2019).

WHAT IS DIGITAL MARKETING?

• involves the use of the Internet,

Digital marketing
mobile devices, social media, search engines and
other platforms to connect with consumers.

• optimization of search engine

This involves the
advertising, email advertisements wherein they are
promoting tweets and anything that integrates and
promotes customer feedback or a two-way relationship
5D’S OF MANAGING DIGITAL
between company and consumer
MARKETING (CHAFFEY, 2019)

• Digital Devices
• Digital Platform
• Digital media
Slide 7 Digital Devices pertains the use of
• Digital Data
• Digital Technology
equipment such as laptop, mobile
devices, desktop, tv and virtual
Please watch the video: Please watch the video:
https://www.youtube.com/watch?v=YiDESSl4HTc
 assistants to make it more effective
efficient.
Digital Platform- social media/any
platforms that could be used to
interact with your customers
efficiently (facebook, twitter, amazon,
intagram, google and etc.
Digital Media-various communication
platforms available to reach and
engage audiences( ads, electronic
mail, messaging, search engines and
social networks.
Digital Data- data or information that
is gathered by businesses from their
customers.
Digital Technology they are using
marketing technologies to create
engaging interactions from websites
and mobile devices to in-store kiosks
and e-mail promotions

Remember that digital disruptors are

also caused by events that changed
our views. This also pertains to any
DIGITAL DISRUPTOR individual that has effects on the shift
According to Chaffey (2019), a digital disruptor also pertains in fundamental expectations and
to the innovation of digital media, data and marketing behaviors in the society, economy,
technology which changes the competition in the
marketplace. business, technology or process
expressed through, digital capabilities,
Please watch the video: platforms and properties.
https://www.youtube.com/watch?v=ixTXC59qqOA
 
Example is the covid-19 situation( the
booming industry of online shopping,
online delivery). The pandemic
changed the marketplace since people
are not allowed to go out of their
MAIN TYPES OF MEDIA CHANNELS respective homes business
(CHAFFEY 2019) establishments and marketers tried to
find ways to cater the needs and
• Paid Media
demands of the customers by utilizing
• Owned Media
• Earned media
different digital platforms
Slide 9 Paid Media- As stated by Chaffey
(2019), this pertains to purchased
media wherein advertisers are
 investing in search options , display ad
networks or affiliate marketing to pay
for visits, reach or conversions. Other
companies also use mainstream
media, print and TV ads and direct
mail are to advertise products.
(example: Boosting post or page in
facebook, sponsorships, paid search
results, paid ads.)

Owned Media- Company or individual

owned media. (example: company
website, blogs/vlogs, social media
profiles)

Earned Media- Publicity generated by

the P.R department or by
clients/customers who became the
company’s brand channel (Viral
Content, word of mouth, reviews)

KEY Slide 10 DECISIONS IN DIGITAL MARKETING

STRATEGIC Positioning is the manipulation of
customer perception towards the
• Positioning
company or a brand. How do
• Target Marketing strategy
consumers perceive your
• Online Value Proposition brand/company? What is perception
between you and your competitors?
Are you the best brand? Are you the
first brand/company that comes on
their mind when it comes to a specific
product or service offering?

Target marketing strategy selecting

KEY FEATURES OF DIGITAL MARKETING
STRATEGY (CHAFFEY 2019)
- It should be aligned with business strategy
- State clear objectives for business and brand development
- You should be consistent with different types of customers
- Assist customer journey
- Manage consumer life cycle online
various customer segments in
relevance to your product offering.
Who is your target market? Is your
product/service offering suited to the
needs and wants of your customers?
Online Value Proposition- This is the
additional value that customers will

Slide 12
APPLICATIONS OF DIGITAL
MARKETING (CHAFFEY 2019)
• Advertising medium
• Direct Response medium
• Platform for sales transaction
• Lead generation method
• Distribution channel
• Customer service mechanism
• Relationship building medium
BENEFITS OF DIGITAL
MARKETING (CHAFFEY 2019)
• Identifying
• Anticipating
• Slide 13
Satisfying
get when they purchase your product
online. Because buying products
online is different from buying
products at a physical storE
Advertising medium- media channels
used by marketers to advertise
products and services. Examples are:
ads seen on social networks, print
media, billboards, to generate brand
awareness.
Direct Response medium-Pertains to
targeted search ads that enables
marketers to increase site visits of
users and encourage shopping.
Examples are: (Direct Mail, Direct
response tv)
Platform for sales transaction-
electronic platforms used by
marketers to make consumer
purchase efficient.(Examples: Amazon,
shoppee, lazada, groupon, foodpanda)
Lead generation method- This is a
useful tool to attract and transform
users and strangers into someone who
is interested in buying the products
and services of the company.
Example: HubSpot,OptinMonster
Distribution channel- This pertains to
ways on how the products and
services reach its customer.
Customer service mechanism- This
pertains to a method used by a
company to communicate to
customers, address complaints and
answer their queries.
Relationship building medium- This
refers to a method wherein companies
interact with their customers in order
to know and have an in depth
understanding of their needs and
wants.
Identifying- marketers should gather
data about their customers in order
for them to understand the needs and
 wants of the customers
Anticipating- the internet serves as a
platform for consumers to look for
goods and information online.
Satisfying- we are using internet to
add value to the our customers
purchase and satisfy their needs and
wants

Slide 14 Market Penetration- Internet is a

powerful tool to sell products online
(Chaffey 2019). This is strategy used to
increase market share and penetrate
the market.
Market Development-It is a strategic
move undertaken by a company to
expand the current market instead of
finding a new one.The goal is to
explore the market and offer products
to new customer segments.
Product Development-This is a
strategic decision that allows company
to create, design, innovate and sell
new products or services to the
market. This also pertains to the
development and creation of digital
goods that could be offered to the
market
Diversification-The internet provides
assistance to companies who sell
different types of goods and services
online.

5S OF DIGITAL MARKETING
(CHAFFEY
Slide 15 2019) Sell- Increase the sales of the
• Sell
company (direct online sales, sales
• Serve generated through offline channels)
• Speak Serve- Adds value to consumer
• Save experience (attained by giving
• Sizzle
consumer benefits online or informing

Slide 16 DONE BETWEEN BUSINESSES AND
TRANSACTIONS
CONSUMERS ( CHAFFEY 2019)
• Business to Business
• Business to Consumers
• Direct Sellers
• Community Based
• Fee based
• Consumer to Consumer
• Consumer to business
them about the newest product
development)
Speak- Communicate and build a good
relationship with your customers
(Using digital platforms to reach out to
your customers. (forums, marketing
surveys, online customer service))
Save- Reduce cost and save money
( companies can reduce their cost by
optimizing the use of the internet,
online communications and also web
self service)
Sizzle- Extending brand awareness
online ( attained by giving new offers
and experiences using online
platforms)
Business to Business- This is known as
B2B, example, a manufacturer
transacting to a wholesaler or a
wholesaler to a retailer. Normally,
business to business transactions are
seen in the supply chain wherein
supplier transacts with the
manufacturer, manufacturer with
distributor, distributor to wholesaler.
Business to Consumers- This is a
practice by which businesses
eliminates the use of a middleman
and is directly selling their goods to
the consumers.
Consumer to Consumers- This is
model that allows customers to
transact and trade with fellow
customers.
Consumer to Business-This happens
when a customer makes his/her own
product and sells it to the company.