The Absolute Essentials of Digital Marketing

Transcript:The Absolute Essentials of Digital Marketing:
The Absolute Essentials of Digital Marketing CHAPTER 1 THE DIGITAL MARKETING LANDSCAPE WHAT IS DIGITAL MARKETING? “Marketing using digital technology”. “Digital marketing is marketing”. DIGITAL ISN’T THE ONLY OPTION Digital is just one element of the marketing mix. As with all marketing mix decisions, some elements are right for some products – but all are never right for all products. As Michael Porter famously said; ‘The essence of strategy is choosing what not to do.’ NON-MARKETERS IN DIGITAL MARKETING The technical nature of some aspects of digital marketing has led to those roles being taken by workers from computer scientist backgrounds – so creating a situation where there are a lot of people working as digital marketers who do not know even the fundamentals of marketing. Marketers must accept that too many of their number have shown little enthusiasm to learning the very basics of digital technology. IN-HOUSE OR OUT-SOURCE? There are a number of specialised tasks for which it is not uncommon for work to be out-sourced to specialist agencies or personnel. These specialist skills are now more accessible to marketing staff Developments in software have resulted in that technical expertise being relatively easily gained by users who have not studied computer science. Agencies for online advertising, web design and search engine optimisation exist because there is a demand for them. FADS, TRENDS AND THE OCCASIONAL SUSTAINABLE MODEL Marketing on the Internet has always prompted new ideas, models and concepts – most sporting an acronym or label to show how trendy they are. Some have stood the test of time; others never got off the ground ... what people do online: Reviews and ratings Arguably the aspect of the Internet that has had the biggest impact on business. Nowhere is this more in evidence than the holiday accommodation industry. The validity and authenticity of some reviews is now commonly questioned. Public scepticism has been increased by reports of organizations doctoring reviews of their products or services. The fake review - industrialised by false review providers. Personalization The philosophy of marketing being personalized to him, her or it (an organization) rather than being broadcast to a wide audience. Digital personalization: websites, email, advertising and SEO. Viral marketing Based on the traditional practice of word-of-mouth marketing where individuals are encouraged to pass on promotional message to others, with successful execution resulting in the message going viral. Commonly misunderstanding and/or misinterpreted. For