Introducing Digital Marketing

Slide 1.
Lecture 1
Introducing digital marketing
Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
Slide 1.2
Learning objectives
• Explain the relevance of different types of digital

platforms and digital media to marketing
• Evaluate the advantages and challenges of
digital media
• Identify the key differences between customer
communications digital marketing and traditional
marketing.
Slide 1.3
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 digital media introduce
compared to existing marketing communications
models?
Slide 1.4
Figure 1.1 Google timeline

Source: Google Corporate Timeline: www.google.com/about/corporate/company/timeline/
Slide 1.5
Online opportunities
Timeline of online services indicating innovation in business model or marketing

Table 1.1
communications approach
Slide 1.6
Online opportunities (Continued)
Timeline of online services indicating innovation in business model or marketing

Table 1.1
communications approach (Continued)
Slide 1.7
What is it?
Introducing the scope of digital marketing
• ‘Achieving marketing objectives through

applying digital technologies’
– How?
• Marketing is the management process
responsible for identifying, anticipating and
satisfying customer requirements profitably.
Chartered Institute of Marketing
– How?
Slide 1.8
A more in-depth definition

• Customer-centric digital marketing involves:
• Applying…
• Digital technologies which form online channels…
(Web, e-mail, databases, mobile, iPTV)
• to…
• Contribute to marketing activities aimed at achieving
profitable acquisition and retention of customers
(within a multi-channel buying process
and customer life cycle)
• through…
• Improving customer knowledge (of their profiles,
behaviour, value and loyalty drivers), then delivering
integrated targeted communications and online services
that match their individual needs
Slide 1.9
Figure 1.2 The intersection of the three key online media types
Slide 1.10
How do digital technologies

contribute to marketing?
• The definition of marketing by the Chartered Institute

of Marketing (http://www.cim.co.uk/) is:
• Marketing is the management process responsible
for identifying, anticipating and satisfying customer
requirements profitability.
• Give examples of how the Internet (web and e-mail)
achieves these?
Slide 1.11
How do digital technologies

support marketing
• Identifying – the Internet can be used for marketing

research to find out customers’ needs and wants.
• 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.
• 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?
Slide 1.12
Benefits of digital marketing – The 5Ss
Table 1.2 The 5Ss of Internet marketing

Source: Chaffey and Smith (2012)
Slide 1.13
Applications of digital marketing
• An advertising medium
• A direct-response medium
• A platform for sales transactions
• A lead-generation method
• A distribution channel
• A customer service mechanism
• A relationship-building medium.
Slide 1.14
Summary and examples of transaction alternatives between businesses,

Figure 1.6
consumers and governmental organisations
Slide 1.15
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 life cycle (e.g. through email
marketing).
Slide 1.16
Different overlapping forms of web presence

Give an example of each
• Transactional e-commerce site:

• Examples – Amazon, Dell
• Services-oriented/relationship building
– Accenture, British Gas
• Brand Building site
– Tango, Guinness
• Portal or media site
– Yahoo! Silicon.com
• Social network or media site
Slide 1.17
Figure 1.10 RACE: Reach–Act (Interact)–Convert–Engage

Source: Smart Insights (2010)
Slide 1.18
Figure 1.12 Evolution of web technologies

Source: Adapted from Spivack (2007)

Introducing Digital Marketing

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Slide 1.

• Explain the relevance of different types of digital

Questions for marketers

• What are the options for digital marketing to

Figure 1.1 Google timeline

Timeline of online services indicating innovation in business model or marketing

Online opportunities (Continued)

Timeline of online services indicating innovation in business model or marketing

• ‘Achieving marketing objectives through

A more in-depth definition

How do digital technologies

• The definition of marketing by the Chartered Institute

How do digital technologies

• Identifying – the Internet can be used for marketing

Benefits of digital marketing – The 5Ss

Table 1.2 The 5Ss of Internet marketing

Applications of digital marketing

Summary and examples of transaction alternatives between businesses,

Why is a digital strategy needed?

• To set clear goals for digital channels

Different overlapping forms of web presence

• Transactional e-commerce site:

Figure 1.10 RACE: Reach–Act (Interact)–Convert–Engage

Figure 1.12 Evolution of web technologies

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