Lecture Notes MCB52806 Digital Food Marketing (MCB52806)

Lecture Notes
Digital Food Marketing
MCB52806
2022

,Table of contents
Lecture 1 Introduction............................................................................................................................. 1
Lecture 1 The Digital Age Part 1 .............................................................................................................. 4
Lecture 1 The Digital Age Part 2 .............................................................................................................. 9
Lecture 2 The Digital Consumer Part 1 .................................................................................................. 12
Lecture 2 The Digital consumer Part 2 .................................................................................................. 18
Lecture 3 Digital Marketing and Communication Part 1 ....................................................................... 21
Lecture 3 Digital Marketing and Communication Tools Part 2 ............................................................. 25
Lecture 3 Digital Marketing and Communication Tools Part 3 ............................................................. 28
Lecture 4 Digital Personalisation and Recommendations Part 1 .......................................................... 31
Lecture 4 Digital Personalisation and Recommendations Part 2 .......................................................... 35
Lecture 5 Social Media & Influencer Marketing Part 1 ......................................................................... 41
Lecture 5 Social Media & Influencer Marketing Part 2 ......................................................................... 45
Lecture 5 Social Media & Influencer Marketing Part 3 ......................................................................... 48
Lecture 6 Digital Marketing Analytics Part 1 ......................................................................................... 52
Lecture 6 Digital Marketing Analytics Part 2 ......................................................................................... 59

,Lecture 1 Introduction
Six modules:
1. The digital age
2. The digital consumer
3. Digital marketing and communication tools
4. Digital personalisation and recommendation
5. Social media & influencer marketing
6. Digital marketing analytics

, Lecture 1 The Digital Age Part 1
• Introduction to Digital Marketing
- What is digital marketing?
- What does a digital marketer do?
- Inbound vs. Outbound vs. Digital Marketing
- Traditional vs. Digital Marketing
• Online Retail
• Omnichannel Strategy
• The information and fulfilment matrix
Digital marketing can be defined as: Achieving marketing objectives through applying digital media
data and technology.

What is digital marketing?




Digital marketing has become vital for a business and its brand awareness.
! Think about the last time you used the internet to find out about a brand. Did you expect them to
have a website or social media channel?
Digital content and marketing is so common now that consumers expect and rely on it as a way to
learn about brands.

What does a digital marketer do?
Main focus is: brand awareness and lead generation (i.e. consumer interest) through company’s
digital channels.
• Both free and paid
- E.g. social media, company's website, search engine rankings, email, display advertising,
company's blog.
Each channel will have different key performance indicators (KPIs) to measure their performance.

Inbound vs. Outbound vs. Digital Marketing
Outbound marketing pushes content to the customers, who are passive recipients (e.g. direct mail,
radio ads, telemarketing)
Inbound marketing pulls the customer in creates and distributes relevant and valuable content that
the customers want. The consumer is proactive in seeking out information for their needs. (e.g.,
social media, videos, podcasts)
Digital marketing is an umbrella term to describe any online marketing tactics, regardless of being
inbound or outbound.
- Outbound: ads on Youtube