Chapter 1 – Intro to Digital Marketing

 What is Marketing?
Marketing is the activity creating, communicating, delivering, and exchanging offerings that have value
for customers.
 What is Digital Marketing?
Achieving marketing objectives through applying digital media data and technology.
 How did digital marketing transform classic marketing?
1. To understand the importance of digital marketing to the future of marketing in general,
it’s helpful to think about what audience interactions we need to understand and
manage.
2. Digital marketing today is about many more types of audience interaction than simply
websites.
3. It involves harnessing the ‘5Ds of managing digital marketing interactions.
4. Marketers need these 5Ds to assess consumer adoption and how our business can
manage them to support marketing goals.

Digital Digital Digital Digital data Digital

devices platforms media technology
- -Facebook -Ads -Insights -Set of
Smartphones -Instagram -Emails collected strategies,
-Laptops -Youtube -Search online about software and
-Tablets -Twitter Engines customers’ tools used to
-Smart TV -Social interactions achieve mkt
Networks goals

 Digital Marketing strategy

- Digital marketing strategies are always aligned with the traditional business strategy and
focus on the same positioning, targeting and segmentation.
- It helps business define a compelling and differential ONLINE VALUE PROPOSITION: how
the online experience of a brand is delivered through content, visual design, interactivity,
sharing, rich media and how the online presence integrates with the offline presence.
- Manage the online customer lifecycle through the stages of attracting visitors to website,
converting them into customers and retention and growth.
- BENEFITS: Interactivity, Intelligence, Individualization, Integration, Independence of
location, Industry restructuring
Search Online PR Online Display Ads Opt-in Social
Engine Mkt partnerships Emails Media Mkt
-SEO -Community -Affiliates -Site -House list -Social
-PPC Engagement -Co-branding specific Emails Presence
(PayPerClick) -Brand -Sponsorship media -Enewsletter -Viral
Protection buying ads campaigns
-Behavioral
 Targets

Chapter 2 – Micro-Environment Analysis

 Competitors
Competition Analysis Methods

Identify Assess Evaluate Compare Analyse SEO Compare Compare

Competitors Keywords Backlinks Mkt Effectiveness Share of Website
Position Voice traffic

Types of competitors

Offline Startups Paid Ads Organically

Ranked

 Porter 5 Forces
- Threats of New Entries
- Bargaining Power of suppliers
- Bargaining Power of customers
- Threat of substitute products
- Intensity of competition

 Suppliers
- Digital Mkt Intermediaries (Firms and agency that help businesses sell and promote )
- Online Intermediaries Sites (online stores or platforms that facilitates exchange between
customers and businesses)
- Destination sites (Information websites owned by the business)

 New Channel structure

- Channel Structure (Distribution channel)
- Disintermediation (Removal of intermediaries)
- Reintermediation (Implementation of better intermediaries)

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Chapter 3 – Macro-Environment Analysis

 Environmental forces
- Environmental scanning and analysis of the macro-environment are necessary in order that
a company can respond to environmental changes and act on the forces that shape the
trading environment.
 Technological forces
- They are arguably the most likely and most important for digital marketers to watch and
assess. Rapid variation in technology requires constant monitoring of adoption of the
technology by customers and competitors and appropriate responses.
- Innovators (2.5%)
- Opinion Leaders (13.5%)
- Early Majority (34%)
- Late Majority (34%)
- Laggards (16%)
 Economic forces
- They are considered in this chapter include classic economic factors, i.e. employment,
interest rates and market growth and emerging markets for digital marketers.
 Political forces
- It involves the role of governments in promoting e-commerce, but also in trying to restrict it,
which raises the question of democracy and the Internet.( Internet governance, taxation.. )
 Legal forces
- It is to be considered by e-commerce managers include privacy and data protection,
distance-selling rules, taxation and brand reputation protection, including domain name
registration and copyright.
 Social forces
- It includes variation in usage of the Internet, while ethical issues include the need to
safeguard consumer privacy and security of details. ( demo , culture )