Integrated Advertising, Promotion,

and Marketing Communications

Eighth Edition, Global Edition

Chapter 3
Digital Marketing

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 Chapter Objectives (1 of 2)
1. What is digital marketing?
2. How has the transition to Web 4.0 affected the field
of marketing communications?
3. How can e-commerce programs and incentives build
a stronger customer base and overcome customer
concerns at the same time?
4. How do mobile marketing systems enhance digital
marketing programs?

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 Chapter Objectives (2 of 2)
5. What digital strategies do marketing professionals
employ?
6. What types of web advertising can companies use to
reach consumers?
7. What is a search engine optimization strategy?
8. How can companies successfully conduct digital
marketing programs in international markets?

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 Chapter Overview
• E-commerce
• Mobile marketing
• Digital strategies

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 The internet has changed the ways individuals
communicate and how the world conducts
business.

The internet offers more than a method to

conduct business transactions: It serves as a
communication highway

Digital marketing combines all of the

components of e-commerce, internet marketing,
and mobile marketing.

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1. E-Commerce
1.1. Definition:
E-commerce focuses on selling goods and services
over the internet.
1.2. Types:
• Classification 1: click-only and bricks-and-clicks:
E-commerce consists of click-only operations that
sell exclusively online and bricks-and-clicks that
operate both retail and online stores
• Classification 2: B2C and B2B online commerce:
E-commerce is being conducted in both the
consumer sector and the B-to-B sector
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 1.3. Main Characteristics of Successful E-
Commerce Sites
This is a list of what it takes to create successful e-
commerce sites:
Search-optimized design

Customer-centric design

Consistent customer experience

Channel integration

Brand engagement

Shopping cart abandonment strategies

Offline marketing integration

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 Search-optimized design

The design of the e-commerce page influences

where the website appears on a search engine
results page (SERP).

A web search crawler normally first looks at the

title tag of a webpage when examining options

The title tag must accurately describe the content

of the page in terminology that a consumer might
use during a web search

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 Customer-centric design

Successful e-commerce are customer-centric.

Websites should respect these rules:
• Easily locate merchandise.
• Indexed using customer terms
• Drill-down search function
• Unique product descriptions
• Avoid thin and duplicate copy
• Pictures over words
• Optimal is 4-6 products per page
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 Consistent customer experience

E-commerce sites must offer a consistent customer

experience.
They have nearly a zero tolerance for poor website
performance. Poor experiences translate into
dissatisfaction and lost sales
The impact of load time is important

Channel integration
 Online and offline catalogs integrated
 Access from any digital platform
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 Brand engagement

Successful e-commerce provides opportunities for

brand engagement:

• Blogs, reviews, and feedback mechanisms allow

consumers to become involved with a brand.

• It allows customers to express their thoughts.

• Visitors to a site appreciate personalization and

customization of pages and information.

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 Shopping cart abandonment strategies

• A high percentage of shoppers place items in a

shopping basket, but never complete the
transaction.
• This is a list of strategies firms can use to
reduce the rate of shopping cart abandonment:
Show any additional costs
Make checkout simple
Make it easy to enter discount codes
Provide safe checkout procedures

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 Offline marketing integration

Offline advertising
needs to be integrated
with the e-commerce
sites:

What is seen in a TV or
print ad needs to be
seen on the website.

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 2. Mobile Marketing (1 of 2)
2.1. Ways people use smartphones:
– Communication
– Social networks
– Search for product information
– Method (means) of shopping

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 2.2. Ways Mobile Differs from Other Media

• Personal
• Geo-location
• Two-way communication
• Camera/video technology
• Voice recognition
• Phone sensors

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 3. Digital Marketing Strategies
Interactive marketing

Content and native marketing

Location-based advertising

Remarketing

Behavioral targeting

Blogs and newsletters

E-mail marketing

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 Interactive marketing

Characteristics:
• Creates a two-way communication and customer
involvement
• Internet is the ideal medium
• Can track activity
• Personalize messages
• Emphasizes two primary activities
• Targeting individuals
• Engaging consumers

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 Content and native marketing
The tendency of consumers to ignore traditional advertising
and digital advertising has led several companies to turn to
content marketing and native advertising.

Content Marketing
Native advertising
Blank Branded Content Sponsored Content
Location Brand’s website or Third-party site Third-party site
microsite
Goals Provide information Provide information Generate sales
Increase brand Increase brand Increase brand
awareness awareness awareness
Improve search results Increase social Increase social
engagement engagement
Tone Educational Educational Solve problem through
Solve a problem Authentic, expert tone brand purchase
Audience Brand’s customers and Sponsor’s audience Third-party’s audience
prospects

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 Location-based advertising

• Utilizes the GPS on mobile devices to send

targeted messages to individuals based on their
geographic location.
• Ways location-based advertising is done:
 Targeting by DMAs (Designated marketing areas), 30%
 Geo-fencing: targets individuals within a short distance of a
retail location
 Audience-data targeting: adds information about consumers to
the geographical location information
 Geo-aware advertising: uses real-time location information to
target individuals close to the retail outlet.
 City or zip code
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 Remarketing

• Remarketing re-engages individuals who have

visited a site but did not make purchases.
• Individuals who abandon shopping carts are
excellent to target this way.

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 Behavioral targeting

• Behavioral targeting utilizes web data to

identify potential customers.

• Difference between behavioral targeting

and remarketing:

Remarketing ads Behavioral targeting

Ads are sent to individuals Ads are sent to individuals
from a brand whose based on browsing
website was visited behavior rather than
visiting a specific website

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 • Behavioral targeting occurs in three
different ways. It can be based on:
 Pages a person visits on the internet

 Keyword searches or content read

 Past visitors to a site

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 Blogs and newsletters

Definition: Blogs are online musings

that cover a wide range of topics.
Types : Some permit visitors to post
Blogs

comments; others do not. Company

sponsored.
Usefulness: they can emulate word-of-mouth
communication + engage customers with a brand.
Newsletter

Companies send newsletters via email. The

newsletter engages the subscribers with the
s

websites
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 E-mail marketing

Email can be a vital part of a company’s digital

marketing strategy

• Handicap: Most people resent spam, and response rates are

extremely low, in addition to damaging the brand’s reputation

• Solution: Segmentation of email lists can greatly improve

open rates and click-through rates.
With a segmented list, marketers can set up automated
campaigns, called drip campaigns, that transmit emails with
specific content at specified times
Some targeting tactics should be used
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• Behavior targeting
 Browsing history: The email highlights products and
brands based on the previous website visits.
 Demographics
 Abandoned shopping carts: the e-mail can offer free
shipping, a discount if they complete the order; or a simple
reminder that they have items in their shopping basket Email
 Past-purchases Marketing
Tactics
• Event targeting: Marketers send event-targeting emails
to those who might attend a specific occasion.

• Weather targeting: the content of the email matches the

weather event based on the geo-location of the mobile
phone.

• Geo-targeting
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 several suggestions for
developing successful Email campaigns

• Be upfront, honest with subscribers

• Build list for quality, not quantity
• Give subscribers what they want
• Be familiar to your audience
• Keep e-mails neat and clean
• Be eye-catching
• Integrate social media
• Test, test and test
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 Copyright

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