19/05/2022

Digital Marketing
Strategy
Lecture one – Introduction to
Digital Marketing
Dr. Eng. Majd AbedRabbo
Certified Omnichannel Advisor
Green Belt – Lean Six Sigma
Fellow of the UK Higher Education

Today’s Learning Objectives

01 Explain the relevance of different types of digital platforms

and digital media to marketing.

02 Evaluate the advantages and challenges of digital media

03 Identify the key differences between customer

communications digital marketing and traditional marketing
.

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Towards a Successful Marketing Strategy

“ To succeed in the future, organisations will need marketers, strategists

& agencies with up-to-date knowledge of how to apply digital media such
as the web, email, mobile and interactive TV.
“

The challenge for marketers is to assess which innovations are most relevant to their organisation
and to seek to gain advantage through introducing them to a company such that the digital
marketing techniques integrate effectively with marketing communications.

Evolvement of Digital Marketing

Digital
Marketing
E-
Marketing
Internet
Marketing
Web
Marketing

• Digital Marketing is: Achieving marketing objectives through applying digital technologies and media.
• It includes managing different forms of online presence (websites and social media) in conjunction
with online communications including search engine marketing, social media marketing, online ad,
email and partnership arrangements with other websites.
• Used to support the objectives of acquiring new customers and providing services to existing
customers that help develop the customer relationship.
MUST BE USED ALONGSIDE TRADITIONAL FORMS OF MARKETING INCLUDING TV,
NEWSPAPER, MAGAZINE

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Types of Digital Media

A sound digital strategy today involves understanding a more complex, more competitive buying
environment than ever before, with customer journeys involving many different forms of online presence.

Each type of media should be considered to reach and influence target customers

Types of Digital Media

Paid Owned Earned

Conversation
Bought Media Owned by the Brand between customer
and business.
Traditional marketing
Website
Affiliate Marketing Word of Mouth
Social Media platforms
Search ad Public Relations

Display ad
Brochures
Blogs, Communities
Mobile app

Investment to pay for

visitors, reach and Opportunities to promote
products/services Publicly generated media
conversions

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Digital Marketing Platforms (Hardware) – Desktop/Laptop

Not often considered a platform, A feed where customers get

but distinct desktop-based app information. Ads can be
and browser. Offers an integrated there (Twitter)
opportunity to communicate Email Feed-based
with potential clients
Platforms and API

Desktop Browser
Traditional web access through
the consumer’s browser of choice
Video
Desktop
Marketing
Apps
Platforms

Not very common (gadgets). IPTV

Users are increasingly using Streamed videos on different
apps on the play store and platforms
Apple store

Digital Marketing Platforms

(Hardware) - Mobile/Tablet
Location-based
marketing or proximity
-based marketing is
Mobile marketing to encourage consumer engagement when using mo
mobile marketing bile phone (particularly smartphones) or tablet devices.
based on the GPS
built into phones or
based on interaction Mobile Operating Mobile Based Apps
with other local System Apps are proprietary to the
digital devices. There are mobile browsers mobile operating system (IOS,
which are closely integrated Andorid)
with the operating system.
A big decision is whether to
deliver content and experience
through a browser and/or a
specific app which provides an
improved experience.

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Other Hardware Platforms

There are a host of other and growing platforms through which to communicate
with customers:

Gaming Platforms: There are increasing options to reach game

rs through ads or placements within games, for example in-
game ads

Kiosk: Interactive kiosks and augmented reality options to

communicate with consumers.

Wearables

Digital Marketing - Software Platforms

SaaS

Software as a Service (SaaS): Business applications and software services

are provided through Internet and web protocols with the application
managed on a separate server from where it is accessed through a web
browser on an end user’s computer with data stored within ‘The Cloud’.

SaaS is used to manage marketing more affordable for smaller businesses

and easier to manage for all since no installation is required.

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Other Digital Marketing Software

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Implementing Effective Marketing Strategies

Be aligned with business and marketing strategy with more specific annual
business priorities and initiatives.

Use clear objectives of business and brand development

online.

Be consistent with the type of customers that use and

can be reached using online channels.

Define a compelling, differential value propositions for the

channel, which must be communicated clearly to the
customers.

Specify the mix of online and offline communication tools to

attract customers to the company’s website/social media/etc.

Support the customer journey (particularly at purchase stage)

through a combination of digital and traditional channels. Also,
need to manage the online customer lifecycle (to monitor
retention and conversion rates).

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Why Should We Use Digital Marketing

1. Advertising medium: Display ads can be used to create awareness and demands for products or
service.
2. Direct-response medium: Targeted search advertising enables companies to drive visits to a site
when consumers shows intent to purchase, such as searching for a flight to a destination.
3. Platform for sales transactions.
4. Lead-generation method.
5. Distribution channel: Today, airlines sell more insurance services than previously
6. Customer service mechanism: Customers may ‘self-serve’ more cost effectively by reviewing
frequently asked questions.
7. Relationship-building medium: Interact with its customers to better understand their needs and
publicise relevant products and offers.

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Benefits of Digital Marketing (Chaffey and Smith, 2012)

Identifying
The internet can be used as market research tool to find out customers’
needs and wants.

Anticipating
The internet provides an additional channel by which customers can access
information and make purchases.

Satisfying
Facilitate customers’ ease of use and interaction with the brand
throughout the customer journey.

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Digital Marketing Strategies

v Marketing is the process responsible for identifying, anticipating and satisfying customer
requirements profitably.

v This definition emphasises the focus of marketing on the customer, while at the same time
implying a need to link to other business operations to achieve this profitability.

v Depending on companies’ objectives from the marketing plan, several strategies exist that
can be used to successfully fulfil such objectives:

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Marketing Strategies (Ansoff, 1957)

•Internet can be used to sell existing products into existing
Market markets.
Penetration

Market •Internet allows access to new geographical markets by

using the advantages of low cost advertising. Helps finding
Development and developing new markets for existing products.

Product •New product and services can be communicated and

evaluated through the internet.
Development
•Internet can be support selling new products which are
Diversification developed and sold into new markets.

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Marketing Strategies (Geyskens et al., 2002)

• Reaching new customers that never
Market Expansion bought this product/service using
own or 3rd party sites.

• Winning customers from

Brand Switching competition.

• Selling more to existing customers.

Relationship
Deepening

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Specific Digital Marketing Objectives

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Business Models

Very important to determine the business model before setting the marketing strategy as it guides the
implementation technique.

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Forms of Digital Presence

Transactional E-Commerce Sites
Main contribution is by selling products to customers. Also, provides information to customers (e.g: Nike)

Relationship Building Brand Building Sites

Website Provides an experience to support
Provides information to stimulate the brand. Products are not typically
purchase and build relationships. ready for online purchase.
Main purpose is to encourage
offline sales (e.g: shopping mall)

Portal or Media Sites

Social Network sites Provides information about
range of news regarding product
Enable exchange of information or services (Google).
between consumers (Facebook)

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Challenges Facing Digital Marketing

No specific objectives are set for digital marketing

Unclear responsibilities for the different marketing

Challenges

activities

Insufficient budget allocated for online marketing as

customers’ demand on online channel is underestimated.

Results are not measured or reviewed, hence appropriate

measures are not taken immediately.

Organisation capabilities.

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Digital Marketing Strategy

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RACE – Framework for Evaluating Online Marketing

v Smart Insights (2010) developed RACE to help marketers manage and improve the commercial
value that their organisations gain from digital marketing.

v RACE is an evolution of the REAN (Reach–Engage–Activate–Nurture) framework.

v It is intended to help create a simplified approach to reviewing the performance of online marketing
and taking actions to improve its effectiveness.

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RACE – Framework for Evaluating Online Marketing

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E-Communication Tools

Warning

Weinberg and Ekin (2011), social media is neither

a perfect substitute for traditional marketing, nor
is it a one-size-fits-all.

Marketers can effectively use social media by

taking their message directly to consumers and
focussing on traditional objectives.

They can operate as: social commerce, networks,

publishing, niche communities, etc.

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Traditional vs. Digital Marketing

v The digital medium has specific characteristics that differentiate it from traditional:

1. Customer initiates contact

2. Customer seeking information/experience (pull system)
3. Company can gather and store response to customers
4. Individual needs of the customer can be taken into account for future references.
5. Digital media collects information at low costs.
6. Multiway contact vs one-way contact with the customer at a given moment.

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Communication Strategy in Digital Marketing

1.Customer Engagement

• cScape (2008) describe customer engagement as: repeated interactions that strengthen the emotional,
psychological or physical investment a customer has in a brand.

• Haven (2007), customer engagement is: the level of involvement, interaction, intimacy, and influence an
individual has with a brand over time.

• Today, proactively managing consumer participation which occurs through social networks is essential.

• When a positive sentiment is expressed by a real person independent from a company this confers credibility on
the company. Equally, there are negative sentiments or comments made by consumers on the web that need to
be managed.

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Communication Strategy in Digital Marketing

2. Permission Marketing

• Permission marketing is about seeking the customer’s permission before engaging them in a
relationship and providing something in exchange.

• The classic exchange is based on information or entertainment – a B2B site can offer a free report
in exchange for a customer sharing their email address or ‘Liking’ a brand, while a B2C site can
offer a newsletter or access to their wall with valuable content and offers. (YOUTUBE/IG).

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Communication Strategy in Digital Marketing

3. Content Marketing

Refer to the combination of static content forming web pages, but also dynamic rich media content which encourages
interaction. Videos, podcasts, user-generated content and interactive product selectors should also be considered as
content which should be refined to engage issues.

Need to consider several elements when designing content:

• Content Engagement Value: Which types of content will engage the audience – is it simple product or services
information, a guide to buying product, or a game to engage your audience?
• Content Media: Plain or rich and interactive media.
• Content Syndication: Content can be syndicated in different ways including emails, feeds, etc.
• Content Participation: Static vs. Dynamic participation (are you allowing customers to interact with the
content?
• Content Access Platform: Which platforms that you will allow customers to access these contents?

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