Overview of Digital Marketing 1
Overview of Digital
The Digital Marketing 1Ecosystem
Marketing
1. Introduction to the Digital Environment
The Agenda 2. What is Digital Marketing
3. The roles of Digital Marketing
4. The Digital Marketing Landscape
➢ Customers
➢ Content
➢ Channels
➢ Data and Analytics
5. The Digital Marketer
Overview of Digital
The Digital Marketing 1Ecosystem
Marketing
Digital Marketing is about
Communications, not
Technology.
Overview of Digital Marketing 1
Part 1
Introduction to the Digital Environment
Overview of Digital Marketing 1
A digital environment is an integrated
communications environment where digital
devices communicate and manage the content
and activities within it.
Overview of Digital Marketing 1
1. Introduction to the Digital Environment
The Internet
• The Internet, sometimes called simply "the Net," is a worldwide system of computer networks - a network of
networks in which users at any one computer can, if they have permission, get information from any other
computer (and sometimes talk directly to users at other computers).
• The Internet is a huge communications facility which consists of a world-wide network of computer networks
deployed to communicate information. A “content provider” uploads his or her data, usually in the form of a
website, to a host server. First, the file is incorporated to an Internet-accessible server.
The World Wide Web
• The World Wide Web (www), commonly known as the Web, is an information system where documents and
other web resources are identified by Uniform Resource Locators
• (URLs, such as https://www.example.com) which may be interlinked by hypertext,
• are accessible over the Internet.
Overview of Digital Marketing 1
The 5 Ds of the Digital Environment
Overview of Digital Marketing 1
The 5 Ds of Digital Marketing
Digital Devices — Your audience experiences your brands as they interact with the websites
through digital devices including mobile phones, desktops, tablets, TVs and gaming devices.
Digital Platforms — Most interaction on digital devices is through browser or applications from
the major platforms like Google, Facebook, Instagram, YouTube, Twitter, and LinkedIn.
Digital Media — Different owned, paid and earned communications channels to reach and
engage with your audience.
Digital Data — Insights that businesses collect about their audience and their interaction with
businesses.
Digital Technology — Businesses use to create interactive experiences from websites and apps
to in-store kiosks and email campaigns. (IOT, Cloud Computing, Virtual Reality etc)
Overview of Digital Marketing 1
1. Introduction to the Digital Space
From Web 1.0 to Web 2.0
Web 1.0
• Earliest version of the internet which was static and read only.
• Used one to many form of communication (like Radio and TV)
• Web developers and designers create websites and content for users to passive recipients
• Used for presenting information and not for content generation.
Web 2.0
• The version of the websites used by most people today moved from static websites to user
generated content.
• Both developers and users can create content, allows users to create accounts and post content
therefore creating platforms like Social Media.
• Some tools for this collaborative ecosystem are podcasts, blogs, tags, social bookmarks, social
networks,
Overview of Digital Marketing 1
1. Introduction to the Digital Space
Digital Transformation
• Digital Transformation is the process of using digital technologies to create new —
or modify existing — business processes, culture, and customer experiences to
meet changing business and market requirements.
• This reimagining of business in the digital age is digital transformation.
• Transformation in Product, Process and People
• Digital Marketing therefore is a form of Digital Transformation.
Overview of Digital Marketing 1
Part 2
What is Digital Marketing?
Overview of Digital Marketing 1
What is Digital Marketing
Overview of Digital Marketing 1
What is Digital Marketing
• Digital marketing encompasses all marketing efforts that use an
electronic devices or the internet.
• Businesses leverage digital channels such as search engines, social
media, email, and other websites to connect with current and
prospective customers.
Overview of Digital Marketing 1
2. What is Digital Marketing
If marketing is creating, communicating and delivering value
then Digital Marketing is using digital channels to create,
communicate and deliver value.
Digital Marketing is about building a connection with your
customers using your digital channels and digital devices.
Digital marketing is about understanding people, how they use
the technology and how they can leverage the technology to
engage with others more effectively. - Ryan D, Jones C (2012).
Overview of Digital Marketing 1
The Differences between Traditional Marketing and Digital Marketing
The main difference between digital and traditional marketing is the medium
through which an audience encounters the marketing message.
Overview of Digital Marketing 1
Traditional Marketing vs Digital Marketing
Channels
Traditional Communication Channels Digital Communication Channels
Electronic (Television, Radio) • Social Media (Facebook, Twitter, LinkedIn)
• Social Media Messaging (WhatsApp, FB
Print (Newspapers, Flyers etc.)
Messenger, Sasai)
Outdoor(Billboards) • Websites and Mobil Apps
Face to face • Email
• Search Engines (Organic and Paid)
Direct Mail
• Display
Overview of Digital Marketing 1
Overview of Digital Marketing 1
Overview of Digital Marketing 1
Overview of Digital Marketing 1
Part 3
The Roles of Digital Marketing.
Overview of Digital Marketing 1
The Role of Digital Marketing in Your Business
Overview of Digital Marketing 1
The Role of Digital Marketing in Your Business
Greater Exposure
Digital Marketing gives a fair chance to all businesses that prefer online branding and
advertising.
Website Traffic
Digital Marketing allows you to see the exact number of people who viewed your
website’s page in real-time by using digital analytics software.
Content Performance and Lead Generation
With Digital Marketing, you can measure how many people exactly viewed the page
where it’s hosted, and you can also collect the contact details of people who download it
by using forms.
Overview of Digital Marketing 1
The Role of Digital Marketing in Your Business
Attribution Modeling
Attribution modeling is an effective strategy for Digital Marketing that allows you to trace all
your sales back to a customer’s first digital touchpoint with your business.
It helps you identify trends in which people research and buy your products which help you
make informed decisions about what parts of your marketing strategy deserve attention.
Overview of Digital Marketing 1
Part 4
An Overview of the Digital Marketing Landscape
Overview of Digital Marketing 1
4. The Digital Marketing Landscape
Customers
(Audience)
DATA &
ANALYTICS
Channels Content
Overview of Digital Marketing 1
4. The Digital Landscape
The Digital Marketing Landscape is composed of four key elements.
1. The Audience / Customers
In all marketing the purpose is to create and communicate value to the customers. It is important to understand
your audience before you can create the message you will send and using the channels you may want to use
for them.
2. The Content
Content is the what every digital marketer should consider as their product. Content is all the text (ebooks,
blogs etc), images, videos and audios that is created and published for the consumption of the audience. The
Content is the communication that the organisation feeds the audience with.
3. The Channels
The Channels are the ways in which the Audience / Customers will receive the Content. The channels are one
way which differentiate Digital Marketing from Traditional Marketing.
Overview of Digital Marketing 1
4. The Digital Landscape
The Digital Marketing ecosystem is composed of four key elements.
4. Data and Analytics
The last key part of Digital Marketing is the Data and Analytics. Digital Marketing allows for
the collection of the customer / audience data when the use different channels. This allows the
organisation to be able to follow up and understand the behavior of their audience and
customers.
This is also brings in a significant difference between Digital Marketing and Traditional
Marketing.
Overview of Digital Marketing 1
4. The Digital Marketing Landscape: Audience Studies
The First thing that you need in understanding your audience is to segment and target the customers who are
profitable to you. As is said one size fit all approach usually fits no one. The reason for segmenting your market is
simply to make sure that you create marketing campaigns which are specific to targeted audience.
To segment and target we develop Buyer Personas / Audience Avatars.
A buyer Personas / Audience Avatars is a representation of the of the targeted audience. The personas /
avatar should have the following attributes
• Name – Descriptive name (Tindo Gheto Youth, Pearl the Slay Queen, Rudo the Executive).
• Demographic information – Age, Sex, Financial state etc
• Geographic information – Country, Town, Rural /Urban, High / Low Density Suburb
• Behavioral Information – Online and Offline behaviour
• Psychographic Information – Their disposition, outgoing or not, conservative or liberal.
• Life goals / Inspirations
• Pain points / Challenges
Overview of Digital Marketing 1
4. The Digital Marketing Landscape: Audience Studies
Developing a Buyer Persona
Who?:
What?
Why?
How?
Overview of Digital Marketing 1
4. The Digital Marketing Landscape: Audience Studies
Buyer Personas / Audience Avatars
Overview of Digital Marketing 1
Audience Studies
The Customer Journey
A customer journey map is a visual representation of the process a
customer or prospect goes through to achieve a goal with your
company. With the help of a customer journey map, you can get a
sense of your customers' motivations — their needs and pain
points.
Overview of Digital Marketing 1
Audience Studies
The Customer Journey
Overview of Digital Marketing 1
Audience Studies
The Customer Journey
Overview of Digital Marketing 1
Audience Studies
Customer
Marketing Team
Overview of Digital Marketing 1
4. The Digital Marketing Landscape: Content
Content
Where is the first place you go for expert advice or an answer to a burning question?
Why do you choose that search engine?
Why do you trust the information you receive?
We are Consumers of content daily.
Content keeps us informed, answers our questions, entertains us, makes us smile, guides our decisions, and more.
From your perspective as a marketer or business owner, content helps you attract, engage, and delight prospects
and customers, bring new visitors to your site, and ultimately, generate revenue for your company.
Overview of Digital Marketing 1
4. The Digital Marketing Landscape: Content
Content
Content marketing is the strategic process of creating and amplifying
content for the purpose of
1) Enlightening the reader about something they didn’t know before,
2) Entertaining or interesting the reader enough that they’ll keep reading,
3) Inspiring the reader to go out and perform an action.
That’s the kind of value a reader looks for.
Overview of Digital Marketing 1
4. The Digital Marketing Landscape: Channels
Content
Characteristics Of Great Content.
• Speaks to a targeted audience
• Fits a specific place in the buying cycle
• Tells your story with customer-centric examples
• Uses meaningful images
• Can be used in interesting, varied media
• Employs a clear call-to-action
Overview of Digital Marketing 1
4. The Digital Marketing Landscape: Channels
Overview of Digital Marketing 1
4. The Digital Marketing Landscape: Data and Analytics
Digital analytics is the process of analyzing digital data from various sources like
websites, mobile applications, among others. It provides a clear vision to the
organization on how users or customers are behaving.
Types of Digital Analytics
• Social Media Analytics
• Web Analytics
• Customer Analytics
Overview of Digital Marketing 1
4. The Digital Marketing Landscape: Data and Analytics
The Value of Data and Analytics
Data Drives
1. Experience
2. Decision Making
3. Processes
Overview of Digital Marketing 1
4. The Digital Marketing Landscape: Data and Analytics
Overview of Digital Marketing 1
Part 5
The Digital Marketer.
Overview of Digital Marketing 1
The Roles of a Digital Marketer
I. Generalists
i. Digital Marketing Executive
ii. Digital Marketing Manager
II. Digital Channel Managers
i. Social Media Manager
ii. Search Engine Optimization (SEO) / Search Engine Marketing (SEM) Specialist
iii. Email Marketer
iv. Website Develper / Administrator
III. Content Development
i. Content Marketer / Copy writer
ii. Graphic designer
iii. Video editor
IV. Analytics
i. Conversion Rate Optimization (CRO) Specialist
ii. Data Scientist / Analyst
Overview of Digital Marketing 1
Digital Careers Family Tree
Overview of Digital Marketing 1
Challenging Facing a Digital Marketer
1. Proliferation of digital channels.
• Consumers use multiple digital channels and a variety of devices that use different protocols, specifications
and interfaces – and they interact with those devices in different ways and for different purposes.
2. Intensifying competition.
• Digital channels are relatively cheap, compared with traditional media, making them within reach of
practically every business of every size. As a result, it’s becoming a lot harder to capture consumers’
attention.
3. Exploding data volumes.
• Consumers leave behind a huge trail of data in digital channels. It’s extremely difficult to get a handle on all
that data, as well as find the right data within exploding data volumes that can help you make the right
decisions.
Overview of Digital Marketing 1
5. The Duties of a Digital Marketer.
Assignment Question:
Discuss the Duties of a Digital Marketer. [30]
Instructions
• At least three (3) pages and at most five (5) pages.
• Font size: 11
• Font type: Calibri, Arial, Tahoma or Times New Roman
• Spacing: One and a half (1.5)
• Submit the assignment in Word format.
Overview of Digital Marketing 1
Digital Marketing is about
Communications, not
Technology.
Overview of Digital Marketing 1
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