Introduction to Digital Marketing

Introduction to Digital Marketing

In this lesson, you’re expected to:
– understand how digital marketing has evolved over time
– learn about the digital marketing trifecta
– discover the challenges of marketing in the digital era
Since 1991, when the first website went live ( and there was a rapid growth of the internet and web, marketing has changed profoundly.

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.

What is Digital Marketing?

Digital Marketing is the promotion of products or brands via one or more forms of electronic media. 

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.

Why Digital Marketing is Important

Digital media is so pervasive that consumers have access to information any time and any place they want it.

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.

Digital Marketing Goes Mainstream
– 98% of marketers affirm that offline and online marketing are merging.
– 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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Global Internet Penetration Rate (by region)
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Keys to Digital Marketing Success

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.

[Optional] What Is Digital Marketing and Why It Matters
Watch this 3-minute video to better understand the importance of digital marketing:

Link to the video:
If you’d like to watch this later, you can find the link in the Additional Material section.

Digital disruption
 We’re at a critical time for the digital economy. Digital is now integrated into every aspect of today’s companies.

As digital technologies continue to transform the economy, many leaders are struggling to set a digital strategy, shift organizational structures, and remove the barriers that are keeping them from maximizing the potential impact of new digital technologies.

[Optional] The Industries That Are Being Disrupted the Most by Digital
Read this article to find out more:

If you’d like to refer to this later, you can find the link in the Additional Material section.

Evolution of the Internet and Digital Media
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Difference between Multichannel & Omnichannel

Based on commonly used definitions; multichannel is considered the use of more than one channel for transaction or delivery. Often one channel is digital and the other physical (stores and an e-commerce website).

Omnichannel is defined as the use of all channels available for service, distribution and transaction within a unified experience.

[Optional] Multichannel vs. Omnichannel Marketing: Is There a Difference, and What Does It Mean to You?
The digital marketing trifecta
Earned, Owned & Paid Media
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1) Earned Media – Sharing

Traditionally, earned media has been known as publicity generated through PR invested in targeting influencers to increase awareness of a brand.

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

2) Owned Media – Web Properties

Owned media is content you’re in full control of – this allows you to leverage different channels. This could be your company website, blog, YouTube channel, or even your Facebook page.

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

3) Paid Media – Advertising

Paid media serves as a method for promoting content and driving exposure.

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.

[Optional] What is Earned, Owned & Paid Media? The Difference Explained
Growing range of digital marketing platforms
If you think of the options to reach and interact with audiences when they are online, we have traditionally used digital media channels like search, social media or display ads on media sites accessed via desktop or laptop-based hardware platforms.

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, Laptop and Notebook Platforms

– 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 Phone and Tablet Platforms

– Mobile browsers

– Mobile-based apps

Other Hardware Platforms

– 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

– Wearables

Software Platforms 

– 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.

[Optional] TESCO Homeplus Virtual Subway Store
Shop on the Go

Check out this link to see how Tesco “virtually” created a new market based on South Korean lifestyle:
Internet & SMEs

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.
Digital Marketing for Small Businesses

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.

Transaction Alternatives between Businesses, Consumers & Governmental Organizations
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[Optional] Impact of Technology on Retailing
Amazon recently launched a new store called Amazon Go that seems like it has the capability to revolutionize the retail in-store experience. Check out this video to find out more:

Link to the video:

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