Introduction to Digital Marketing

Digital Marketing

Activities a company do to promote their product or services using internet or other social media.

Fundamental Possibilities

1. Segmentation of audiences
2. Enhanced measurability

A business on the internet can gain value from,

1. Time
2. Attention
3. Advocacy

Digital Audiences

Fragmented and highly specified niche communities.

Segmentation of Customers

The process of taking a single general audience and dividing it up according to specific grouping or characteristics.

Web Analytics

The discipline of tracking, analyzing and drawing insight from online data. Can also go a step further to helping a marketer understand the audience’s intent.

Marketing Strategy

Address a business/brand challenge or objective that has been revealed.

Strategic Tools

1. Porter’s 5 forces
2. 4P’s
3. SWOT analysis

Porter’s 5 Forces

1. Threat of new entrants
2. Threat of substitutes
3. Bargaining power of suppliers
4. Bargaining power of buyers
5. Competitive rivalry

Digital Marketing Strategy

When developing a digital marketing strategy you need to consider,

1. Context
2. Value exchange
3. Objectives
4. Tactics and evaluation
5. Ongoing optimization

Context

• Business context
• Brand dynamics
• Customer needs and wants
• Competition

Objectives

SMART objectives

• Specific
• Measurable
• Attainable
• Realistic
• Time-bounded