DIGITAL AND SOCIAL MEDIA STRATEGIES
Lecture 1
The Digital Transformation (CE Ch.1)
The evolution of digital businesses
Digital marketing platforms
• Desktop, notebook, and laptop platforms
- Desktop browser based: e.g., google chrome
- Desktop apps: e.g., google shopping
- Email platforms: e.g., Gmail
- Feed-based and API data exchange platforms: e.g., RSS
- Video-marketing platforms: e.g., Vimeo
• Mobile phone and tablet platforms
- Mobile operating system and browser: e.g., android
- Mobile-based apps: e.g., Appstore
• Other hardware platforms
- Gaming platforms: e.g., PlayStation
- Indoor and outdoor kiosk-type apps: e.g., Virtual Artist
- Interactive signage: e.g., Uniqlo Magic Mirror
• Major social networks, such as LinkedIn, can also be called platforms (or
sometimes known as ecosystems)!
Identifying the different types of Media Channels
, DIGITAL AND SOCIAL MEDIA STRATEGIES
Categorizing Media Channels into three main types
Definition of DSMS
Identifying, anticipating, and satisfying customer requirements profitably through
applying digital technologies and media.
- Identifying; apply digital marketing tools for marketing research to uncover
customers’ needs and wants
- Anticipating; Utilize digital marketing platforms as an additional channel by
which customers can access information and make purchases which can,
in turn, assist the firm in better allocation of digital resources
- Satisfying; Achieving customer satisfaction through digital marketing tools
- Efficiently (profitably); Increasing customer’s lifetime value (CLV) using
digital marketing tools
Outlining the Types of Online Presence
- Transactional e-commerce sites: e.g., Amazon.com
- Services-oriented relationship building or lead-generation websites: e.g.,
PWC
- Brand-building sites: e.g., Heineken
- Portal or media sites: e.g., TripAdvisor
- Social network or community sites: e.g., LinkedIn
Understanding the benefits of DSMS
• Grow sales
- Through wider distribution, promotion, and sales
• Add value
- Give customers extra benefits online
• Get closer to customers
- By tracking them, asking questions, creating dialogues, learning about
them
• Save costs to increase profits
- Of service, promotion, sales transaction, and administration, print and posit
• Extend the brand online
- Reinforce brand values in using a digital platform
, DIGITAL AND SOCIAL MEDIA STRATEGIES
Identifying the Challenges of DSMS
• Coordination complexity within the firm
- Unclear responsibilities, e.g., Department that tracks website is not in
charge of conversion yet objective of tracking is to increase sales
• Monitoring competitors’ actions
- Strategies that are easily implemented can be easily copied too
• Adapting to constant changes in digital marketing platforms and technological
developments
• High costs
- In competitive categories, costs can be high, e.g., <€10 per click
• Budget Wastage
- “Banner blindness”
- Low engagement with audience in social networks
Examples of DSMS
, DIGITAL AND SOCIAL MEDIA STRATEGIES
Lecture 2
The Online Marketing Mix (CE Ch. 5)
Introduction to the Classic Marketing Mix
• What is the marketing mix?
- Well-established conceptual framework that helps marketers to plan their
approach to each market
• Why is it important?
- Provides a checklist of decisions which marketers must make
- Allows marketers to integrate, or mix, these decisions together and allocate
their resources accordingly
- Serves as a framework for comparing against competitor’s offerings
The 7Ps of the Classic Marketing Mix
Varying the Classic Marketing Mix with Digitalization
1.Product
• Refers to the characteristics of a product, service, or brand
• Most affected by digital transformation: Information Goods (e.g., now: books,
movies, games, music, etc.; future: advisory services and maybe even
education)
- Why? →Available online and offline; Marginal cost is zero
• How to vary the product in the online context?
- Core Product
o Main Product purchased by the consumer to fulfil their needs
- Extended (or Augmented) Product
Lecture 1
The Digital Transformation (CE Ch.1)
The evolution of digital businesses
Digital marketing platforms
• Desktop, notebook, and laptop platforms
- Desktop browser based: e.g., google chrome
- Desktop apps: e.g., google shopping
- Email platforms: e.g., Gmail
- Feed-based and API data exchange platforms: e.g., RSS
- Video-marketing platforms: e.g., Vimeo
• Mobile phone and tablet platforms
- Mobile operating system and browser: e.g., android
- Mobile-based apps: e.g., Appstore
• Other hardware platforms
- Gaming platforms: e.g., PlayStation
- Indoor and outdoor kiosk-type apps: e.g., Virtual Artist
- Interactive signage: e.g., Uniqlo Magic Mirror
• Major social networks, such as LinkedIn, can also be called platforms (or
sometimes known as ecosystems)!
Identifying the different types of Media Channels
, DIGITAL AND SOCIAL MEDIA STRATEGIES
Categorizing Media Channels into three main types
Definition of DSMS
Identifying, anticipating, and satisfying customer requirements profitably through
applying digital technologies and media.
- Identifying; apply digital marketing tools for marketing research to uncover
customers’ needs and wants
- Anticipating; Utilize digital marketing platforms as an additional channel by
which customers can access information and make purchases which can,
in turn, assist the firm in better allocation of digital resources
- Satisfying; Achieving customer satisfaction through digital marketing tools
- Efficiently (profitably); Increasing customer’s lifetime value (CLV) using
digital marketing tools
Outlining the Types of Online Presence
- Transactional e-commerce sites: e.g., Amazon.com
- Services-oriented relationship building or lead-generation websites: e.g.,
PWC
- Brand-building sites: e.g., Heineken
- Portal or media sites: e.g., TripAdvisor
- Social network or community sites: e.g., LinkedIn
Understanding the benefits of DSMS
• Grow sales
- Through wider distribution, promotion, and sales
• Add value
- Give customers extra benefits online
• Get closer to customers
- By tracking them, asking questions, creating dialogues, learning about
them
• Save costs to increase profits
- Of service, promotion, sales transaction, and administration, print and posit
• Extend the brand online
- Reinforce brand values in using a digital platform
, DIGITAL AND SOCIAL MEDIA STRATEGIES
Identifying the Challenges of DSMS
• Coordination complexity within the firm
- Unclear responsibilities, e.g., Department that tracks website is not in
charge of conversion yet objective of tracking is to increase sales
• Monitoring competitors’ actions
- Strategies that are easily implemented can be easily copied too
• Adapting to constant changes in digital marketing platforms and technological
developments
• High costs
- In competitive categories, costs can be high, e.g., <€10 per click
• Budget Wastage
- “Banner blindness”
- Low engagement with audience in social networks
Examples of DSMS
, DIGITAL AND SOCIAL MEDIA STRATEGIES
Lecture 2
The Online Marketing Mix (CE Ch. 5)
Introduction to the Classic Marketing Mix
• What is the marketing mix?
- Well-established conceptual framework that helps marketers to plan their
approach to each market
• Why is it important?
- Provides a checklist of decisions which marketers must make
- Allows marketers to integrate, or mix, these decisions together and allocate
their resources accordingly
- Serves as a framework for comparing against competitor’s offerings
The 7Ps of the Classic Marketing Mix
Varying the Classic Marketing Mix with Digitalization
1.Product
• Refers to the characteristics of a product, service, or brand
• Most affected by digital transformation: Information Goods (e.g., now: books,
movies, games, music, etc.; future: advisory services and maybe even
education)
- Why? →Available online and offline; Marginal cost is zero
• How to vary the product in the online context?
- Core Product
o Main Product purchased by the consumer to fulfil their needs
- Extended (or Augmented) Product
