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Digital Marketing
Week 2
Digital Marketing Introduced
What Is Marketing?
Marketing
Science or Art?
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What Is Marketing?
https://www.youtube.com/watch?v=X2leyjuolDM
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What Is Marketing?
Is marketing selling and advertising?
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What Is Marketing?
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What Is Marketing? (c…)
Marketing Defined
Marketing is the process by which companies
create value for customers and build strong
customer relationships to capture value from
customers in return
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Marketing Strategy and the
Marketing Mix
Figure. The
Marketing
Process
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Segmentation, Targeting, Positioning
Steps in Segmentation, Targeting and
Positioning
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Market Segmentation
Market segmentation is dividing a heterogeneous
market into smaller groups with distinct needs,
characteristics, or behavior that might require
seperate marketing strategies
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Market Segmentation (c…)
Segmenting the Market
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Market Targeting
Which customers will the company serve?
Market targeting (Targeting) is the process of
evaluating each market segment’s attractiveness
and selecting one or more segments to enter.
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Market Targeting
Selecting Target Market Segments
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Market Positioning
How will we serve the customers?
Product positioning is the way the product is defined
by consumers on important attributes—the place
the product occupies in consumers’ minds relative
to competing products
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Market Positioning (c…)
Positioned on;
Cadillac - Luxury
Nissan - Economy
Porsche Performance
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E-marketing
• E-Marketing
Use of Internet and related digital information and
communication technologies to achieve marketing
objectives
It includes both direct and indirect marketing
elements and uses a range of technologies to help
connect businesses to their customers.
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The Online Purchasing Decision
• Five stages in consumer decision process
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Awareness of need
Search for more information
Evaluation of alternatives
Actual purchase decision
Post-purchase contact with firm
The Consumer Decision Process and
Supporting Communications
The Online Purchasing Decision (cont.)
• Decision process similar for online and
offline behavior
• General online behavior model
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User characteristics
Product characteristics
Web site features: usability, security
Attitudes toward online purchasing
Perceptions about control over Web environment
• Clickstream behavior
A Model of Online Consumer Behavior
The Online Purchasing Decision (cont.)
• Two most important factors shaping decision to
purchase online:
– Utility:
• Better prices, convenience, speed
– Trust:
• Most important factors: Perception of credibility, ease
of use, perceived risk
• Sellers can develop trust by building strong reputations
for honesty, fairness, delivery (order fulfillment)
E-marketing (c…)
E- marketing management is the art and science of
choosing target markets and building profitable
relationships with them
• What customers will we serve?
• How can we best serve these customers?
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Segmentation, Targeting, Positioning
Steps in Segmentation, Targeting and
Positioning
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Market Targeting
Selecting Target Market Segments
Targeting
personally
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Online vs. Off-line Marketing (c…)
Offline:
• Ability to meet with customers face-to-face
• Customers can touch and feel to products – Easy
to market
• Great exposure (with some channels like TV)
• Mass marketing opportunity
Google’s first TV ad
https://www.youtube.com/watch?v=-usW1rIRTRg
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Online vs. Off-line Marketing (c…)
Online:
• Consumers have more control
• Customer input to the marketing
• Power shift from companies to individuals
• Wireless networking increases
• Consumers have information, entertainment and
communication when, where and how they want it
• Appliance convergence
• Semantic Web
• Data collection
Power shift
Figure. Power shift
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Appliance Convergence
• The receiving appliance is separate from the
media type.
– Computers can receive digital radio and TV.
– TV sets can receive the Web.
• New types of “smart” receiving appliances will
emerge.
– Smart refrigerator has many digital appliances in
one.
– Global positioning systems (GPS) allow in-car
communication and entertainment.
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Web x.0
Company perspective:
• Web 1.0 – I am talking, listen
Monolog
• Web 2.0 - Talk to me, I am listening
Communication
• Web 3.0 – I know you are special
Semantic Web and Social Media
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Semantic Web (Web 3.0)
Semantic Web – Web of Data
It is a system that enables machines to
"understand" and respond to complex human
requests based on their meaning.
Such an "understanding" requires that the
relevant information sources be semantically
structured.
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Semantic Web (c…)
• Example:
Word
father
girl
Mp3 player
Semantic elements
male, human, parent
female, human, young
music, device, technology
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Semantic Web (c…)
Aim
Semantic Web aims the machines to interpret data
on Web pages as humans do, and to understand
the wants of humans
The main purpose is enabling users to find, share,
and combine information more easily.
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Semantic Web (c…)
Aim (c…)
- Machines cannot accomplish tasks without human
leading, because web pages are designed to be read
by people, not machines.
- The semantic web is a vision of information that can
be readily interpreted by machines, so machines can
perform more of the tedious work involved in finding,
combining, and acting upon information on the web.
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Semantic Web (c…)
Example:
With one command only:
• Computer lists the stores, which are open till 8 PM
on Tuesdays, that sell flat screen HDTVs, have a
size of bigger than 40 inch screen.
• Computer sends the pictures of kids playing
snowball on the last year’s winter to your brother
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Semantic Web (c…)
• Marketers want to give customers information when
and where they want it.
• They use several different receiving appliances to
convey their messages.
• The Semantic Web is an extension of the current
Web making it easer to obtain information by:
– Providing information based on type
– Person, contact information, next available appointment,
restaurant menu’s.
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Characteristics of the Communication
Characteristics of the new media:
• Interactive
• Intelligent
• Individual – can be tailored
• Integrated
• Independent of time and location
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Interactivity
Figure. Summary of communication models (a) traditional media, (b) new media
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Degree of Individualization
Figure. Summary of degree of individualization for (a) taditional media (same
message) (b) electronic media (unique messages and more information
exchange between customers)
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Integrated Marketing
Figure. Channels requiring integration as part of integrated e-marketing strategy
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