School of Business – Digital and Social Marketing Lecture 1

Digital and Social Marketing

Lecture 1

Introduction to Digital and Social Marketing

Learning Outcomes

Learning outcomes:

To gain an understanding of the rise and usage of digital technologies, changing

consumer patterns and key trends.

Develop a critical understanding of the benefits of digital marketing and the online

vision.

Understand the relationship between online and offline marketing concepts by

presenting different approaches of organisations operating in different industries, and

demonstrate how these channels interlink and how consumers interact with them.

School of Business – Digital and Social Marketing Lecture 1

Tim Berners-Lee – Father of the modern internet

An Introduction to Digital – let's start at the beginning

School of Business – Digital and Social Marketing Lecture 1

An evolving marketing medium

School of Business – Digital and Social Marketing Lecture 1

With changing channel dynamics...

School of Business – Digital and Social Marketing Lecture 1

With increasing interaction between the physical and digital world

School of Business – Digital and Social Marketing Lecture 1

Customer expectations… of a student…

Typical undergraduate first year business student; started

University 6 weeks ago

Internationally-oriented, career driven and wants an industry

relevant education

Primary goal of attending university is to get a job

and will have student debt of £35k

Will partake in extra courses, get involved

and wants an experience as part of

his education

To enable him to start the real-time conversation while in Manchester, I asked

him about his technology choices and how he wanted his education delivered.

Student expectations, commitment, demands and education consumption has

dramatically changed

Student expectations, commitment, demands and education consumption has

dramatically changed

Consumers expect a seamless experience regardless of when and where they are

School of Business – Digital and Social Marketing Lecture 1

He would have gone online as he knows it's cheaper; probably using the DELL

website as he heard it's good value/quality.

Configured his computer online (from thousands of configurations) and

(grudgingly) bought the student version of Microsoft Office separately.

Paid using his parents credit card and waited 2 weeks for delivery. All this time

he never spoke to a single person.

‘Then’

He would research online and then go down to his nearest Apple store and get

his 15% student discount.

Expects to be seen straight away, talk to an ‘expert’, purchase laptop, synchronise

to his iPhone, iPad and iCloud.

Purchase Apple Care and call the service line a few times over the next few weeks. Overall, not the cheapest but Ed is paying

for the ‘experience’ and ‘product’.

‘Now’

Consumers expect a seamless experience regardless of when and where they are

School of Business – Digital and Social Marketing Lecture 1

And we haven’t even added social yet!School of Business – Digital and Social Marketing Lecture 1

It can be a complex jigsaw…

Let's start by defining it…

Where do you want to be on

the scale?

Where do you want to be on

the scale?

School of Business – Digital and Social Marketing Lecture 1

Relax, this course will give you the tools and techniques to tackle digital and social

• “Achieving marketing objectives through applying digital technologies.”◦ How?

• Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. (Chartered Institute of Marketing)◦ How?

School of Business – Digital and Social Marketing Lecture 1

What is it?Introducing the scope of digital marketing

Customer-centric digital marketing involves:

•Applying…

digital technologies which form online channels (Web, e-mail, databases, mobile, iPTV)

•to…

contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle)

•through… improving customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs.

School of Business – Digital and Social Marketing Lecture 1

A more in-depth definition

School of Business – Digital and Social Marketing Lecture 1

Let's understand the key elements of digital marketing

School of Business – Digital and Social Marketing Lecture 1

Let's understand the key elements of digital marketing

Source: http://www.whitespacedesign.com.au/wp-content/uploads/2013/05/Digital-Marketing.pdf

School of Business – Digital and Social Marketing Lecture 1

Let's understand the key elements of digital marketing

School of Business – Digital and Social Marketing Lecture 1

Let's understand the key elements of digital marketing

School of Business – Digital and Social Marketing Lecture 1

Let's understand the key elements of digital marketing

School of Business – Digital and Social Marketing Lecture 1

Let's understand the key elements of digital marketing

School of Business – Digital and Social Marketing Lecture 1

And what about social?

School of Business – Digital and Social Marketing Lecture 1

And what about social?

School of Business – Digital and Social Marketing Lecture 1

These continually cut across each other…

• Transactional e-commerce site

◦ e.g. Amazon, Dell

• Services-oriented/relationship building◦ e.g. Accenture, British Gas

• Brand Building site◦ e.g. Tango, Guinness

• Portal or media site◦ e.g. Yahoo! Silicon.com

• Social network or media site

Note that these types overlap.

School of Business – Digital and Social Marketing Lecture 1

There is continual overlap…

School of Business – Digital and Social Marketing Lecture 1

What are the benefits of digital marketing? The 5S’s

• To set clear goals for digital channels

• To align with business strategy (avoid ad-hoc approaches)

• To create a specific online value proposition (OVP)

• To specify communications tools to drive visitors

• To integrate digital and traditional channels

• To manage customer lifecycle (e.g. through email marketing)

School of Business – Digital and Social Marketing Lecture 1

Why is digital strategy needed?

Source: https://econsultancy.com/blog/66147-marketing-budgets-2015-digital-investment-continues-to-grow-infographic/

School of Business – Digital and Social Marketing Lecture 1

What are the latest trends in digital?

School of Business – Digital and Social Marketing Lecture 1

What are the latest trends in digital?

School of Business – Digital and Social Marketing Lecture 1

What are the latest trends in digital?

School of Business – Digital and Social Marketing Lecture 1

What are the latest trends in digital?

End of presentation

Note: This recording is for your personal use only and not for further distribution or wider review.

School of Business – Digital and Social Marketing Lecture 1