Introduction to Digital Marketing

Define digital marketing
Using digital channels to promote or market products and services to consumers and businesses
The marketing mix (7Ps)
Product, price, promotion, place, processes, people, physical environment
2 main impacts of digital technology
Channel strategy and marketing communications
3 ways digital has changed the way we communication
Pace of change (expectations of user and industry), Connections (how we access data) and Human Interaction (making the technology human)
Name some digital channels
Search engine marketing, email marketing, social media marketing, digital display advertising
What does POEM stand for?
Paid media (PPC, digital display advertising)
Owned (own website, social media profiles)
Earned (word-of-mouth, user social media profiles, blog)
3 Digital Marketing Principles
Initiate – start with consumer and work backwards
Iterate – continually learn from engagement with customers and apply this on an on-going basis
Integrate – digital and traditional marketing channels
4 steps in the digital consumer trail
Search, click (on ad), register, buy
4 stages of the Quality Engagement Scale
Audience awareness (learn)
Audience engagement (engage)
Audience conversion (act)
Audience advocacy (tell)
4 steps in the Digital Marketing Methodology
1. Principles (3is)
2. Framework – Visual scheme, digital channels, strategic choices
3. Tools – email, social media, SEO etc.
4. Implementation – consumer goals, business goals, application
4 campaign planning implications
Structure – Starts small and gets bigger (iterative)
Budget – Start small and invest based on success
Calendar – organic, evolving, no end point
Personnel – specialist skills required
Characteristics of traditional marketing
Broadcast – one way communication push
Message driven – brand focused, features, benefits
Didactic – tells, instructs, explains, may not include CTA
Constrained – programming and print schedules, geographic boundaries
Calendar and budgets – limits, starts, end points
Power – retained by media owner and advertiser
Characteristics of digital marketing
Interactive – many to many communication
Consumer driven – adapted to consumer interests and preferences
Listening – follows the consumers needs
Unconstrained – no tight schedules, budgetary constraints or geographic limitations
Power – control and influence is with the consumer
Content driven – in tune with consumer interests

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