Digital Integrated Marketing

Communication
Session 01
 Agenda

• Subversion Chicken and beyond

• Internet is not the end of channel

Subversion Chicken
and Beyond
 Part 1
Digital marketing fundamentals

Chapter 1
Introducing digital marketing

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 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.

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 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?

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 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?

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 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.

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 What are the challenges
of managing strategy?

• Unclear responsibilities for digital

• Setting objectives
• Lack of budget
• Budget wasted through experiments/duplication
• Developing new propositions and campaigns to
compete
• Lack of measurement
– i.e. No plan.

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 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).

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
Figure 1.9 A generic digital marketing strategy development process

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
Figure 1.2 The intersection of the three key online media types

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
Figure 1.11 Six categories of e-communications tools or media channels
Source: Chaffey and Smith (2012)

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
Figure 1.10 RACE: Reach–Act (Interact)–Convert–Engage
Source: Smart Insights (2010)

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Kevin Kelly
Wired Founder
 E-business and e-commerce

• You are attending an interview for a job in an

E-commerce department. You are asked to:…
• Define e-commerce
• Explain the relationship between
e-commerce and e-business?

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Online opportunities

Timeline of online services indicating innovation in business model or

Table 1.1
marketing communications approach
Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Online opportunities (Continued)

Timeline of online services indicating innovation in business model or

Table 1.1
marketing communications approach (Continued)
Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
Figure 1.12 Evolution of web technologies
Source: Adapted from Spivack (2007)

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Summary of communication models for (a) traditional media,
Figure 1.13
(b) new media
Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Summary of degree of individualisation for: (a) traditional media
Figure 1.14
(same message); (b) new media (unique messages and more information
exchange between customers)
Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
Figure 1.15 Channels requiring integration as part of integrated e-marketing
strategy
Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
Figure 1.16 The role of mixed-mode buying in Internet marketing

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Summary and examples of transaction alternatives between businesses,
Figure 1.6
consumers and governmental organisations
Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Class Project:
Mix Media Identification
 Differences of digital media

• Split into groups

• For each groups students summarize differences
between traditional media and digital media and
how they can be used to advantage by
companies. In this case for companies in food
and beverages industry.

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 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

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016