Week 1
Digital Marketing: Key Concepts, Benefits and Internet changes everything: Level of involvement, experience, frequency
Definitions Achieving marketing objectives through applying digital technologies Marketing: the management process
responsible for identifying, anticipating and satisfying customer requirements profitably.
Describe the scope of Digital Marketing. Applying digital technologies forming online channels (Web, e-mail, databases, mobile)
To contribute to marketing activities aimed at achieving profitable acquisition and retention of customers
(within a multi-channel buying process and customer lifecycle)
Through Improving customer knowledge (of their profiles, behaviour, value and loyalty drivers), delivering
integrated targeted communications and online services matching their individual needs
What are the benefits of Digital Marketing? 1. Sell - Grow sales
2. Serve - Add value
3. Speak - Get closer to customers
4. Save - Save costs
5. Sizzle - Extend the brand online
How is Digital Marketing different from Traditional 1. Lower cost
Marketing? 2. Targeted (even personalized)
3. Real-time (results, monitoring and adjustments)
4. Product information
5. Less intrusive (push vs. pull)
6. Interaction (many-to-many)
7. Measurability
What are the 3 main improvement opportunities in 1. Talent Gap - Fill the gap between the supply and demand of analytically trained people in
Digital Era (Article 1.1)? marketing
2. Organization - To redesign organizations so that they are (more) accountable and have clearer
incentives and decision-making processes that account for the three key trends in digital business
3. Metrics - Create actionable digital metrics
What are the 3 main challenges affecting companies in 1. The ability to generate and leverage deep customer insights
Digital Era (Article 1.1)?
2. Managing brand health and reputation in a marketing environment where s ocial media plays an
important role
3. Assessing the effectiveness of digital marketing (metrics)
1
Digital Marketing: Key Concepts, Benefits and Internet changes everything: Level of involvement, experience, frequency
Definitions Achieving marketing objectives through applying digital technologies Marketing: the management process
responsible for identifying, anticipating and satisfying customer requirements profitably.
Describe the scope of Digital Marketing. Applying digital technologies forming online channels (Web, e-mail, databases, mobile)
To contribute to marketing activities aimed at achieving profitable acquisition and retention of customers
(within a multi-channel buying process and customer lifecycle)
Through Improving customer knowledge (of their profiles, behaviour, value and loyalty drivers), delivering
integrated targeted communications and online services matching their individual needs
What are the benefits of Digital Marketing? 1. Sell - Grow sales
2. Serve - Add value
3. Speak - Get closer to customers
4. Save - Save costs
5. Sizzle - Extend the brand online
How is Digital Marketing different from Traditional 1. Lower cost
Marketing? 2. Targeted (even personalized)
3. Real-time (results, monitoring and adjustments)
4. Product information
5. Less intrusive (push vs. pull)
6. Interaction (many-to-many)
7. Measurability
What are the 3 main improvement opportunities in 1. Talent Gap - Fill the gap between the supply and demand of analytically trained people in
Digital Era (Article 1.1)? marketing
2. Organization - To redesign organizations so that they are (more) accountable and have clearer
incentives and decision-making processes that account for the three key trends in digital business
3. Metrics - Create actionable digital metrics
What are the 3 main challenges affecting companies in 1. The ability to generate and leverage deep customer insights
Digital Era (Article 1.1)?
2. Managing brand health and reputation in a marketing environment where s ocial media plays an
important role
3. Assessing the effectiveness of digital marketing (metrics)
1
