Download Digital Marketing

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Digital marketing: Uses digital media to
develop communications and exchanges
with customers
Electronic media (E-marketing): Refers to
the strategic process of distributing,
promoting, pricing products, and
discovering the desires of customers using
digital media and digital marketing
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Allow marketers to
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It is important to
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Can be an essential part of gaining a
competitive advantage
 Forge interactive relationships with
consumers
 Reach new markets
 Target markets more precisely
 Use multiple digital media in marketing
strategies
 Be aware of rapid changes in technology
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The most important benefit is the ability to
share information
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Between marketers and consumers
Among employees
With suppliers
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E-marketing is increasingly common
across all industries
 Most marketers utilize e-marketing
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What examples of digital marketing have
you come across lately?
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Digital marketing differs from traditional
marketing in five key ways
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Addressability
Interactivity
Accessibility
Connectivity
Control
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The ability of a marketer to identify
customers before they make a purchase
 Social network: Web-based meeting place
that allows users to create a profile and
connect with other users for many different
purposes
 Addressability facilitates relationship
marketing by enabling customer
engagement to create product innovation
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Allows customers to express their needs
and wants directly to the firm in
response to marketing communications
 Contrasts with the one-way
communications of traditional marketing
media
 Many digital media allow for ongoing, realtime conversations between marketers and
consumers
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The ability to obtain digital information on
competing products, prices, reviews, and
details on firms
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Mobile marketing allows marketers to offer
promotions and incentives via customers’ mobile
devices
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The use of digital networks to provide
linkages between information providers and
users
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Online social networking sites improve
connectivity by providing large, diverse audiences
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Consumers’ ability to regulate the
information they view and the rate and
sequence of their exposure
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The Internet is a pull medium because users
control what information they view
More power is in the hands of consumers
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Sports Illustrated was once only a magazine–it now
offers services and features on digital media
How do digital media help companies stay
competitive?
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Consumers increasingly tend to publish
their thoughts, opinions, reviews, and
product discussions on blogs or digital
media
 More interactive than traditional marketing
media
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Consumers trust other consumers over
corporations
 They rely on the recommendations of
family, friends, and fellow consumers when
making purchases
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Most consumers have visited online social
networking sites
There are many different sites, and the
number is growing
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Facebook
LinkedIn
Twitter
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The most popular social networking site
Appeals to a broad demographic
Encourages consumer interaction with
companies and products
Good resource for marketers
Low-cost advertising
Reaches new markets
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A hybrid social networking and microblogging site
Companies announce sales, promotions,
and product updates via tweets
Can help (re)build customer relationships
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A social network for professionals
A profile resembles a résumé
Facilitates professional networking, job
searches, and recruiting
Companies use the site to familiarize
people with their businesses
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Blogs (Web-logs): Web-based journals
through which authors can editorialize
and interact with other Internet users
 2/3 of Internet users have read blogs
 Give consumers power over companies
because they cannot control what bloggers
write
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Photo sharing: Sites allow users to
upload, edit, and share photos
 Businesses use photo sharing to display
images of products
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Video sharing: Lets users upload videos
to the Internet
 Companies increasingly use consumergenerated content from amateur filmmakers
rather than professional ad agencies
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Consumers
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Want more and faster access to information
Are empowered to comparison shop for the best
deals
Can connect with each other
Marketers must adapt to and use the new
media to their advantage
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Examine how consumers are using the Internet to
create better marketing mixes
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Creators: Create their own media outlets
Critics: Comment on blogs or post ratings and
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Collectors: Collect and organize content
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reviews
generated by creators and critics
Joiners: Anyone who becomes a user of social
networking sites or other online communities
to connect and network
Spectators: Read online information but do not
produce any themselves
Inactives: Do not participate in online digital
media; numbers are dwindling
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A significant privacy issue is the use of
personal information that companies
collect from website visitors
 Concerns that this violates privacy rights
 Some fear that hackers can gain information
stored by companies
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Any attempt to conduct
dishonest/fraudulent activities online
Cybercriminals increasingly use popular
social networking sites to commit fraud
 Gather private consumer information
 Damage a company’s reputation
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Consumers must be careful what
information they disclose online
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Pick an athlete, sports team, celebrity, or
musician
Type a one page paper talking about what type of
social media they use to market themselves or a
product
Also, talk about some ways they can improve
using social media
Give specific examples of social media
◦ Tweets
◦ Facebook posts
◦ Instagram photos
Extra Credit – Research and discuss a social
media disaster