DIGITAL

MARKETING

DR. BEN
MUGERWA
FCIM
© 2012 by McGraw-Hill Education.  This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.  This document may not be copied, scanned, duplicated,
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 What is digital marketing?

The Digital Marketing Institute defines the

term as "the use of digital technologies to
create an integrated, targeted and
measurable communications which help
to acquire and retain customers while
building deeper relationships with them."

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Key dimensions of the digital age

The Internet Websites

Mobile and satellite technology E-commerce
Remote computing Social media
Social networks Information repositories
Data and information Technology Applications Communications
Multimedia content

Globalization of markets Shoppers

and competition
Marketing Audiences Information searchers
Multichannel operation
Businesses
365/24/7 trading
Communities
Remote/mobile working

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Stages in digital marketing planning

The digital marketing context

Digital marketing audit and SWOT

Digital marketing objectives

Digital marketing strategy

Digital marketing mix

Implementation

Evaluation and performance control

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Marketing audit and SWOT analysis
Useful information.

• Customer connectivity.

• Customer channel usage.

• Results generated online.

• Marketplace impact.

5
 Marketing objectives and strategy
Key element.

Creating competitive advantage.

• lower prices.
• lower costs.
• improved service quality.
• greater product variety.
• product customization.

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 Digital marketing mix
Key features.

• Product: individual, customized, digital.

• Price: dynamic, transparent, flexible.

• Promotion: instantaneous, permission-based, interactive.

• Place: new channels, global, virtual.

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 The 5 I’s of Digital Marketing
• Identification – customer specifics

• Individualism – tailored for lifetime purchases

• Interaction – dialogue to learn about customers’ needs

• Integration – of knowledge of customers throughout the company

• Integrity – develop trust through non-intrusive marketing such as

permission marketing

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 Reshaping the marketing mix
Product Price
Digital Dynamic

Customised Transparent

Individual Flexible

Digital
marketing
Permission-
based New Channels

Interactive Global
Instantaneous Virtual
Promotion Place

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 Coca-Cola

Advertising on the social network pages of Facebook

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 Digital marketing media

• The Internet.

• Wireless communications.

• Interactive television.

• Wireless.

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Potential benefits and limitations of
digital technologies to consumers

Benefits Limitations
Convenience Delivery times
Access to Information Information Overload
Enhanced Functionality Access to Technology
New Products and Services Security
Lower Prices Cost Implications

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Potential benefits and limitations of
digital technologies to organisations
Benefits Limitations
Investment Reduction Operational costs
Reduced order costs Set-up costs
Improved Distribution Short-termism
Opportunity for reduced selling costs High-cost content
Relationship building Connective to transactional relationships
Customised promotions Over-specialisation
New market opportunities Technological deserts
Marketing research opportunities Authenticity

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Ethical issues in digital marketing

• Digital divide

• Social exclusion

• Intrusions on privacy

• Marketing to children

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 Core Reading

Core reading to
support this topic
can be found in
Chapter 18
of your
recommended text

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