Introduction to Digital Marketing
– understand how digital marketing has evolved over time
– learn about the digital marketing trifecta
– discover the challenges of marketing in the digital era
More than 3 billion people around the world regularly use the internet to find products, entertainment and communicate with friends/family. The sheer quantity of information available has changed the way people buy, and the way companies market their products.
So, in this fast-changing digital world, organizations need people with up-to-date skills to ensure great communication around their brand, products and services.
For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via television and radio channels.
In practice, digital marketing has many forms, such as company websites and social media pages.
Digital media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed to not only what your company says about your brand, but what the media, friends and peers are saying as well. And consumers are more likely to believe their peers than your company.
People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences.
– 1/3 of marketers say digital techniques are fully incorporated into their marketing operations.
– 10% of marketers say they are expanding marketing’s role to create new digitally led business models.
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See full-size image: http://bit.ly/2jG6YvN
So, what does it take to do digital marketing right? Here are three keys to digital marketing success:
1) Manage complex customer relationships across a variety of channels – both digital and traditional.
2) Respond to and initiate dynamic customer interactions.
3) Extract value from big data to make better decisions faster.
Link to the video: https://www.youtube.com/watch?v=_PWqIMQux-g
If you’d like to watch this later, you can find the link in the Additional Material section.
If you’d like to refer to this later, you can find the link in the Additional Material section.
Omnichannel is defined as the use of all channels available for service, distribution and transaction within a unified experience.
Now earned media also includes word-of-mouth that can be stimulated through viral and social media marketing, and conversations on social networks, blogs, and other communities.
It’s useful to think of earned media as the sharing of engaging content developed through different types of partners such as publishers, bloggers and other influences including customer advocates.
Examples: mentions, shares, reposts, reviews, recommendations
A company’s owned media offer opportunities to promote products, educate custoemrs and provide value to leads.
The more owned media you have, the higher chance you have of extending your digital presence.
Examples: website, blog, social media channels, mobile apps
By paying for visitors and conversions through search, display ads or affiliate marketing*, content is promoted in order to derive Earned Media and direct traffic to Owned Media.
Offline traditional media (like print/TV advertising and direct mail) remain important, accounting for the majority of paid media spend.
Examples: PPC, display ads, retargeting, paid influencers* etc.
The desktop access platform has been dominant for years and remains so for now, but the number of mobile smartphone and tablet visitor sessions now exceed desktop Internet sessions for many consumer businesses.
Combining with these hardware platforms, there are also different software platforms which marketers can use to reach and interact with their audience through content marketing or advertising, so let’s look at the range of options that are available.
– Desktop browser-based platform:traditional web access through the consumer’s browser of choice, whether Chrome, Firefox, Safari, IE or Opera.
– Desktop apps: increasingly users are accessing paid and free apps from their desktop via the Apple App Store or the Microsoft equivalent like Gadgets. This gives opportunities for brands to engage via these platforms.
– Email platforms: While email isn’t traditionally considered as a platform, it does offer an opportunity separate from browser and app-based options to communicate with prospects or clients, whether through editorial or advertising, and email is still widely used for marketing.
– Feed-based and API data exchange platforms: Many users still consume data through RSS feeds, and Twitter and Facebook updates can be considered a form of feed or stream where ads can be inserted.
– Video-marketing platforms: television channel websites
– Mobile browsers
– Mobile-based apps
– Gaming Platforms: Playstation, Nintendo or Xbox offer increasing options to reach gamers through ads or placement within games. For example, in-game ads.
– Indoor and outdoor kiosk-type apps
– Many platforms are now available as SaaS (Software-as-a-Service) platforms, which are browser-based with end user’s data stored in the cloud, offering a subscription-based pricing.
– These platforms are useful for managing modern marketing.
Check out this link to see how Tesco “virtually” created a new market based on South Korean lifestyle:
As well as assisting large corporate organizations develop their markets, perhaps the most exciting potential of the Internet is to help existing small and medium enterprises (SMEs) expand.
As a small business you may be asking yourself this question: “do traditional marketing campaigns still hold value in this new digital era?” The answer to this question is yes. Small businesses should look at how the two marketing strategies can be intertwined.
Digital marketing is based on short cycles, real-time execution and one-to-one messaging. Based on the results of digital marketing campaigns, your small business will be able to gain a more in-depth look at consumers’ activity, preference, location, buying behavior and interests.
Link to the video: https://www.youtube.com/watch?v=NrmMk1Myrxc