17. Promotion - Digital Marketing
Type Lecture
Completed
Prac
1. Understanding Digital Marketing
2.Preparing for a digital Marketing Campaign
3.Employing digital channels in an Omni-channel Strategy
3.1 Online Marketing Types
3.2 Social Media Marketing
1. Understanding Digital Marketing
Steps that help preparing digital marketing campaigns
Digital Marketing
= Using tech-intensive platforms such as internet, mobile networks & devices & social
media to engage directly with individual C, businesses,…
⇒ The platforms can be used to provide information, build engagement, persuade C, Induce purchase,…
17. Promotion - Digital Marketing 1
, ⇒ It can be integrated into the company’s overall marketing strategy in 2 ways
1. As a supplementary or complementary sales or communication channel
→ an extra way of doing sales, one of the promotion mix tools
2. As a complete business model
→ for companies who sell purely digital products
→ for DTC brand who sell purely via digital channels & ship directly to C
Benefits of Digital Marketing
Buyers Sellers
Convenience Tool to build C relationships
→ anywhere, anytime acces
Low-cost, efficient, fast alternative to reach
increased price competition markets
→ leads to lower prices
Flexible
Brand engagement & community → dynamically adjust info, prices, offer
→ interactive
Opportunities for real-time marketing
→ linking brands to important moments & trending
events
2.Preparing for a digital Marketing Campaign
Digital Consumer Personas
⇒ First step in any marketing or communications campaign is choosing & getting to know the C
Consumer personas
= Detailed representations of prototypical C
⇒ personas r also used in ‘traditional’ marketing
C use Multiple Distribution & Marketing Channels
⇒ Marketeers should understand omni-channel behavior
Omni-channel navigation behavior:
→ consumers use multiple marketing channels, both digital and nondigital, across stages of the consumer buying
decision process
A/B testing
⇒ Marketers can quickly & easily manipulate treatments across C groups with readily measurable results
⇒ Digital marketing is very friendly to experimentation
e.g. Netflix constantly uses A/B testing to assess the effectiveness of diff online presentation formats
⇒ A/B testing is usually used on web pages, within apps, in social media posts, search advertising,…
17. Promotion - Digital Marketing 2
Type Lecture
Completed
Prac
1. Understanding Digital Marketing
2.Preparing for a digital Marketing Campaign
3.Employing digital channels in an Omni-channel Strategy
3.1 Online Marketing Types
3.2 Social Media Marketing
1. Understanding Digital Marketing
Steps that help preparing digital marketing campaigns
Digital Marketing
= Using tech-intensive platforms such as internet, mobile networks & devices & social
media to engage directly with individual C, businesses,…
⇒ The platforms can be used to provide information, build engagement, persuade C, Induce purchase,…
17. Promotion - Digital Marketing 1
, ⇒ It can be integrated into the company’s overall marketing strategy in 2 ways
1. As a supplementary or complementary sales or communication channel
→ an extra way of doing sales, one of the promotion mix tools
2. As a complete business model
→ for companies who sell purely digital products
→ for DTC brand who sell purely via digital channels & ship directly to C
Benefits of Digital Marketing
Buyers Sellers
Convenience Tool to build C relationships
→ anywhere, anytime acces
Low-cost, efficient, fast alternative to reach
increased price competition markets
→ leads to lower prices
Flexible
Brand engagement & community → dynamically adjust info, prices, offer
→ interactive
Opportunities for real-time marketing
→ linking brands to important moments & trending
events
2.Preparing for a digital Marketing Campaign
Digital Consumer Personas
⇒ First step in any marketing or communications campaign is choosing & getting to know the C
Consumer personas
= Detailed representations of prototypical C
⇒ personas r also used in ‘traditional’ marketing
C use Multiple Distribution & Marketing Channels
⇒ Marketeers should understand omni-channel behavior
Omni-channel navigation behavior:
→ consumers use multiple marketing channels, both digital and nondigital, across stages of the consumer buying
decision process
A/B testing
⇒ Marketers can quickly & easily manipulate treatments across C groups with readily measurable results
⇒ Digital marketing is very friendly to experimentation
e.g. Netflix constantly uses A/B testing to assess the effectiveness of diff online presentation formats
⇒ A/B testing is usually used on web pages, within apps, in social media posts, search advertising,…
17. Promotion - Digital Marketing 2
