Chapter 1
Introducing Digital
Marketing
5Ds of Digital Marketing
Digital marketing involves the following “5Ds” of managing digital
marketing interactions:
Digital devices: Our audiences interact with business using a combination
of smart phones, tablets, desktop computers, gaming devices…
Digital platforms: Most of interactions on these devices are through a
browser or apps from the major platforms e.g. Twitter, Instagram…
Digital media: Different communication channels for reaching and engaging
audiences are available including advertising, email and messaging…
Digital data: The insight businesses collect about their audience profiles and
their interactions with businesses now needs to be protected by law in most
counties.
Digital technology: The marketing technology that businesses use to create
interactions from websites and mobile apps to in-store kiosks and email
campaigns.
Digital Media
Digital media: Different communication channels for reaching and engaging
audiences are available including advertising, email and messaging.
Communications are facilitated through content and interactive services
delivered by different digital technology platforms including the Internet,
web, mobile phone, TV and digital signage (electronic signage).
Benefits of digital media
1/ Interactivity :
• the customer initiates contact;
• the customer is seeking information or an experience (pull);
• the marketer will have 100 per cent of the individual’s attention when
he or she is viewing a website;
• a company can gather and store the response of the individual;
• individual needs of the customer can be addressed and taken into
account in future dialogues.
2/ Intelligence :
Digital media and technology can be used as a relatively low-cost method
of collecting marketing research, particularly about customer
perceptions of products and services.
3/ Individualization :
Interactive marketing communications can be tailored to the individual
at relatively low costs, unlike in traditional media.
4/ Integration :
The Internet can be used as an integrated communications tool as part of
supporting a multichannel customer journey are the following:
• The Internet can be used as a direct-response tool, enabling customers to
respond to offers and promotions publicized in other media.
• The website can have a direct response or callback facility built into it. *
E.g. A customer service representative will contact a customer by phone
when the customer fills in the website their name, phone number and a
suitable time to ring.
• The Internet can be used to support the buying decision, even if the
purchase does not occur via the website, through assisted selling via live
chat or phone. E.g. Include a web-specific phone number in website that
encourages customers to ring a representative in the call centre for support.
5/ Independence of location
With Electronic media it is possible to reach the global market. This gives
opportunities to sell into international markets
The Internet makes it possible to sell to a country without a local sales or
customer service force.
Digital marketing
Digital marketing can be defined as:
Achieving marketing objectives through applying digital media
data and technology.
The application of digital media, data and technology integrated
with traditional communications to achieve marketing objectives.
Applications of digital marketing
Digital media and technologies can be used as follows:
• Advertising medium. Display ads on publisher sites or social networks
can be used to create awareness of brands and demands for products or
services.
• Direct-response medium. Targeted search advertising enables
companies to drive visits to a site when consumers shows intent to
purchase, such as searching for a flight to a destination.
• Platform for sales transactions. Online flight booking is now the most
common method for booking flights, both for consumers and business
travellers.
• Lead-generation method. For booking business flights, tools can be
provided that help identify and follow up corporate flight purchases.
• Distribution channel, such as for distributing digital
products. Today, airlines sell more insurance services
than previously.
• Customer service mechanism. For example,
customers may ‘self-serve’ more cost-effectively by
reviewing frequently asked questions.
• Relationship-building medium. A company can
interact with its customers to better understand their
needs and publicise relevant products and offers. For
example, easyJetTM uses its email newsletter and
tailored alerts about special deals to encourage repeat
flight bookings.
Benefits of digital marketing
• Identifying. The Internet can be used for marketing
research to find out customers’ needs and wants.
• Anticipating. The Internet provides an additional channel
by which customers can access information and make
purchases.
• Satisfying. A key success factor in e-marketing is achieving
customer satisfaction through the electronic channel,
which raises issues, such as is the site easy to use, does it
perform adequately.
Benefits of digital marketing
The benefits of digital marketing and how the 5Ss of
digital marketing can be applied:
1) Sell– Grow sales : Includes direct online sales and sales
from offline channels influenced online
2) Serve– Add value : Achieved through giving customers
extra benefits online
3) Speak– Get closer to customers: Creating a two-way
dialogue through web interactions
4) Save– Save costs : Achieved through online email,
reduce staff, print and postage costs.
5) Sizzle– Extend the brand online: Achieved through
providing new propositions, new offers and new
experiences online
