Digital marketing Uses digital media to develop communications and exchanges with customers Electronic media Emarketing Refers to the strategic process of distributing promoting pricing products and discovering the desires of customers using digital media and digital marketing ID: 201741
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Digital MarketingSlide2
Digital marketing
: Uses digital media to develop communications and exchanges with customers
Electronic media (E-marketing): Refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing
DefinitionsSlide3
Allow marketers to
Forge interactive relationships with consumers
Reach new marketsTarget markets more preciselyIt is important to
Use multiple digital media in marketing strategies
Be aware of rapid changes in technologyCan be an essential part of gaining a competitive advantage
The Internet and Digital Communication TechnologiesSlide4
The most important benefit is the ability to share information
Between marketers and consumers
Among employeesWith suppliersE-MarketingSlide5
E-marketing is increasingly common across all industries
Most marketers utilize e-marketing
What examples of digital marketing have you come across lately?QuestionSlide6
Digital marketing differs from traditional marketing in five key ways
Addressability
InteractivityAccessibilityConnectivityControl
CharacteristicsSlide7
The ability of a marketer to identify customers before they make a purchase
Social network
: Web-based meeting place that allows users to create a profile and connect with other users for many different purposesAddressability facilitates relationship marketing by enabling customer engagement to create product innovationAddressabilitySlide8
Allows customers to express their needs and wants directly to the firm in response to marketing communications
Contrasts with the one-way communications of traditional marketing media
Many digital media allow for ongoing, real-time conversations between marketers and consumersInteractivitySlide9
The ability to obtain digital information on competing products, prices, reviews, and details on firms
Mobile marketing allows marketers to offer promotions and incentives via customers’ mobile devices
AccessibilitySlide10
The use of digital networks to provide linkages between information providers and users
Online social networking sites improve connectivity by providing large, diverse audiences
ConnectivitySlide11
Consumers’ ability to regulate the information they view and the rate and sequence of their exposure
The Internet is a
pull medium because users control what information they viewMore power is in the hands of consumersControlSlide12
Sports Illustrated
was once only a magazine–it now offers services and features on digital media
How do digital media help companies stay competitive?QuestionSlide13
Consumers increasingly tend to publish their thoughts, opinions, reviews, and product discussions on blogs or digital media
More interactive than traditional marketing media
Consumers trust other consumers over corporationsThey rely on the recommendations of family, friends, and fellow consumers when making purchases
TrendsSlide14
Most consumers have visited online social networking sites
There are many different sites, and the number is growing
FacebookLinkedInTwitter
Social NetworksSlide15
The most popular social networking site
Appeals to a broad demographic
Encourages consumer interaction with companies and productsGood resource for marketersLow-cost advertising
Reaches new markets
FacebookSlide16
A hybrid social networking and micro-blogging site
Companies announce sales, promotions, and product updates via tweets
Can help (re)build customer relationshipsTwitterSlide17
A social network for professionals
A profile resembles a
résuméFacilitates professional networking, job searches, and recruitingCompanies use the site to familiarize people with their businesses
LinkedInSlide18
Blogs
(Web-logs)
: Web-based journals through which authors can editorialize and interact with other Internet users2/3 of Internet users have read blogsGive consumers power over companies because they cannot control what bloggers writeBlogsSlide19
Photo sharing
: Sites allow users to upload, edit, and share photos
Businesses use photo sharing to display images of productsVideo sharing: Lets users upload videos to the InternetCompanies increasingly use consumer-generated content from amateur filmmakers rather than professional ad agencies
Photo and Video SharingSlide20
Consumers
Want more and faster access to information
Are empowered to comparison shop for the best dealsCan connect with each otherMarketers must adapt to and use the new media to their advantage
Examine how consumers are using the Internet to create better marketing mixes
Changing Digital Media Behaviors of ConsumersSlide21
Creators
: Create their own media outlets
Critics: Comment on blogs or post ratings and reviews
Collectors
: Collect and organize content generated by creators and criticsJoiners
: Anyone who becomes a user of social networking sites or other online communities to connect and network
Spectators
: Read online information but do not produce any themselves
Inactives
: Do not participate in online digital media; numbers are dwindling
Different Types of Digital Technology UsersSlide22Slide23
A significant privacy issue is the use of personal information that companies collect from website visitors
Concerns that this violates privacy rights
Some fear that hackers can gain information stored by companiesPrivacySlide24
Any attempt to conduct dishonest/fraudulent activities online
Cybercriminals increasingly use popular social networking sites to commit fraud
Gather private consumer informationDamage a company’s reputationConsumers must be careful what information they disclose online
Online FraudSlide25
Pick an athlete, sports team, celebrity, or musician
Type a one page paper talking about what type of social media they use to market themselves or a product
Also, talk about some ways they can improve using social mediaGive specific examples of social mediaTweetsFacebook postsInstagram photosExtra Credit – Research and discuss a social media disasterAssignment