Module 2: Digital Marketing

Framework
Unit Structure

Digital Disruption
Digital Consumer Behaviour
Digital Platforms
Digital Data & Governance
Learning Objectives
LO1: Digital Marketing Framework

LO2: RACE Framework

LO3: 5S of Digital Marketing

Digital Marketing Demystified

Marketing still involves the same

principles, it’s just that
everything migrated Online!

✓ Product
✓ Place
✓ Price
✓ Promotion
✓ People
✓ Process
✓ Physical Environment
A new Digital
Marketing
Ecosystem
has evolved
The rise of the Internet gave birth
to new business models..

With NO Taxis With NO With NO contents

Properties

HOW ABOUT YOUR WEBSITE?

Consumers are experiencing Brand
before they reach the self!

Everyone who walks in here.. Shops here first!

Leading to …
“The Zero Moment of Truth”
Digital Marketing and Social
Media Infrastructure
CUSTOMER JOURNEY

LOYALTY OR
EXPLORATION CONSIDERATION PURCHASE
ADVOCATE

Reach Act Convert Engage

PAGE 11
Digital Marketing Framework

Reach Act Convert Engage

Situation Analysis: How well are we using digital media now?

Objective Setting: Which goals and KPIs should we use?

Strategy: How can we achieve our goals?

Segmentation and Brand Positioning and Engagement and content Integrated multichannel
Targeting value proposition strategy communications

Governance: How do we manage digital marketing?

Investment and Multichannel
Digital Transformation Digital Agility
Prioritisation Resourcing

Tactics: Which digital marketing activities do we optimise?

Funnel Digital Marketing
 Digital Marketing Framework

Tactics: Which digital marketing activities do we optimise?

ACT &
REACH CONVERT ENGAGE

Customer
journey Customer
SEO
Experience
Content
Marketing Service &
PPC
Support
Marketing
Affiliate & Automation
Contact
co-marketing Strategy
Merchandising
Online
Conversion rate Big Data
advertising
optimisation
Online Social Social CRM
advertising commerce
 RACE Framework

Building
Awareness

Reach
Act
Unique
Visitors

Convert
Revenue per
visit

Engage
 RACE Framework

Engage
with
audience
Reach
Act
Bounce
rate
Convert Lead
conversion &
pages per visit

Engage
 RACE Framework

Achieve
conversion
(fans, leads
or sales)
Reach
Act
Conversion
rate

Convert
Sales, revenue
and margins

Engage
 RACE Framework

Build
relationship

Reach
Act
% active
hurdle
rates

Convert
Fan engagement &
repeat conversion

Engage
 Digital Marketing Funnel

Insights into the (e.g. content that increase

recognition & recall)
Awareness
FUNNEL
TOP OF

(TOFU)

Content that spark and keep consumer’s interest

(e.g. downloadable e-books, games,
Acquisition sweepstake)

Increase the number of sign up/lead

engagement (e.g. optimizing the landing page,
MIDDLE OF

Activation
FUNNEL
(MOFU)

changing the colour of the call to action)

Conversion Convert leads into customers (e.g. testimonial)

BOTTOM OF FUNNEL

Continuous satisfaction and anticipate consumer

Retention needs (e.g. reward for loyalty, customer
(BOFU)

feedback)
Referral
Encourage customers to spread WOM (e.g.
affiliate program, review)
 Digital Marketing Funnel (Tools)

SEO/Social Media/PPC
FUNNEL
TOP OF

(TOFU)

Facebook ads, Adwords

Click-through
Landing Page Optimization Bounces
MIDDLE OF
FUNNEL
(MOFU)

Content Marketing Readers

Website Optimization Leads
Email Marketing Prospects
BOTTOM OF FUNNEL

Conversion Sales
(BOFU)

Customer Experience Loyalty

Social Media Optimization Customer Advocates
Class Activity – 20 minutes

Examine the RACE Model for your assigned brand.

5Ss of Internet Marketing

SELL
SERVE
SPEAK
SAVE
SIZZLE
 5Ss of Internet Marketing

Benefits of e- How benefit is Examples of

marketing delivered typical objectives
• SELL – grow • Direct online • Achieve 10% of
sale sales and sales online in
offline through market
wider
distribution
channel
 5Ss of Internet Marketing

How benefit is Examples of typical

Benefits of e-marketing
delivered objectives
• SERVE – Add value • Give customers extra • Increase interaction
benefits online or with different content
inform them of new on site
product • Increase dwell-time
development. duration on the site
• Develop dialogue and by 10%
feedback • Increase number of
customers actively
using online services
 5Ss of Internet Marketing

Benefits of e- How benefit is Examples of

marketing delivered typical objectives
• SPEAK – Get • Two-way • Grow email
closer to dialogue through coverage to 50%
customers web interactions of current
(forums, surveys, customer
monitor social database
net works) • Survey 1000
customers online
each month
 5Ss of Internet Marketing

Benefits of e- How benefit is Examples of typical

marketing delivered objectives
• SAVE – Save costs • Web self-service, • Generate 10%
Bots, online query more sales for
content same
communications
budget
• Reduce costs of
direct marketing
by 15% through
email
 5Ss of Internet Marketing

Benefits of e- How benefit is Examples of

marketing delivered typical objectives
• SIZZLE – Extend • Provide new • Improve brand
the brand propositions, metrics (brand
online new offers, awareness,
new reach, brand
experiences favourability
online and purchase
intent)
Class Activity – 20 minutes
Kannan, P. K. (2017). Digital marketing: A framework, review and

research agenda. International Journal of Research in Marketing, 34(1),

22-45.

What are the key touch points in the marketing process and strategies?

Describe how consumers do research online. What are the key drivers?

What is the role of social media in digital marketing?

What motive people to contribute on social media?

How is search engine priced and ranked?

Class Activity – 25 minutes

Examine the following display ads and

discuss the characteristics of the target
market. Use demographic,
psychographic, etc.

https://www.kenh14.vn/

https://www.tinhte.vn/
Class Activity – 25 minutes

Suggest how Kenh 14 and Tinh te

can improve the engagement by
using the 5s.

Provide a solution for each of the

5s.
WIX – Create Your Webpage
Module 2 Recap

Digital Marketing Framework

RACE Framework
5S of Digital Marketing
Next Session:
Digital Consumer Behaviour