Introducing
Digital Marketing
Unit 34 – Level 5
Lecturer:
TOPIC
OUTLINE
01 Definition of digital marketing
02 Introduction to digital marketing strategy
03 Introduction to digital marketing communications
Introduction to digital
“ marketing
Digital Marketing
Definition of Digital Marketing
The use of the Internet and other digital media and technology to support “modern marketing” has given
rise to a bewildering range of labels and jargon created by both academics and professionals.
It has been called: digital marketing, Internet marketing, e-marketing, web marketing.
Digital marketing can be simply defined as:
Achieving marketing objectives through applying digital technologies and media.
Digital marketing = The application of the Internet and related digital technologies in conjunction with
traditional communications to achieve marketing objectives.
Digital Marketing
Digital Marketing is about:
• 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 Marketing
Digital Marketing is about:
• Digital media: Different communication channels for reaching and engaging audiences are
available including advertising, email and messaging…
• Online company presence: Different forms of online media
controlled by a company including their website, blogs, email
list and social media presences.
• Multichannel marketing: Customer communications
and product distribution are supported by a
combination of digital and traditional channels at
different points in the buying cycle.
Digital Marketing
Digital Marketing is about:
• 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
• E-CRM: Using digital communications technologies to
maximise sales to existing customers and encourage
continued usage of online services through techniques
including database, personalised web messages,
customer services, email and social media marketing.
Digital Marketing
Digital Marketing is about:
• Customer journeys: The sequence of online and offline touchpoints a customer takes during a
buying process or broader customer experience. Online this may include a range of digital platforms,
communications media, websites, pages and engagement devices.
Figure 1.1 Customer lifecycle
marketing touchpoint
summary for a retailer
Source: Smart Insights (2017)
Digital Marketing
Paid, owned and earned media
To develop a digital strategy today involves understanding a more complex, more competitive buying
environment than ever before, with customer journeys involving many different forms of online
presence.
To help develop a strategy to reach and influence potential customers online, it’s commonplace to refer
to three main types of media channels marketers need to consider today:
1. Paid media.
2. Owned media
3. Earned media
Digital Marketing
Paid, owned and earned media
1. Paid media.
These are bought media where there is investment to pay for:
• Visitors
• Reach
• conversions through search
• display ad networks
• affiliate marketing.
Offline, traditional paid media like:
• Print
• TV advertising
Discussion:
Discuss about the reason why company
should use paid media.
Digital Marketing
Paid, owned and earned media
2. Owned media.
This is media owned by the brand. Online this includes a company’s own:
• Websites
• Blogs
• Mobile apps
• Social presence on Facebook, LinkedIn or Twitter
Offline owned media may include:
• Brochures
• Retail stores.
Discussion:
Discuss about the reason why company
should develop owned media.
Digital Marketing
Paid, owned and earned media
3. Earned media.
The audience is reached through:
• Online comments, reviewing
• Online sharing
• Conversations in social networks
Offline earned media may include:
• word-of-mouth
Discussion:
Discuss about the reason why company should
pay attention into earned media.
Digital Marketing
Paid, owned and earned media
There is overlap between the three
different types of media. It is important to
note this since achieving this overlap
requires integration of campaigns,
resources and infrastructure.
Figure 1.2 The intersection of the three key online media types
Introduction to digital“ marketing strategy
Digital Marketing
Key features of digital marketing strategy
An effective digital marketing strategy should:
• be aligned with business and marketing strategy
• use clear objectives for business and brand development and the online contribution of leads and
sales for the Internet or other digital channels
• be consistent with the types of customers who use and can be effectively reached through the channel.
• define a compelling, differential value proposition for the channel.
• specify the mix of online and offline communication tools used to attract visitors
• support the customer journey through the buying process as they select and purchase products using
the digital channel in combination with other channels.
• manage the online customer lifecycle through the stages of attracting visitors to the website,
converting them into customers and retention and growth.
Digital Marketing
Application of digital marketing
Digital media and technologies can be used as follows:
1. Advertising medium. Display ads on publisher sites or social networks can be used to create
awareness of brands and demands for products or services.
2. Direct-response medium.
Direct response is a type of marketing designed
to elicit an instant response by encouraging
prospects to take a specific action. Direct
response advertisements must trigger immediate
action from prospects, since the goal is to
generate leads quickly. In contrast to traditional
marketing, which aims to raise brand awareness
and promote brand image long term, direct
response shows ROI immediately.
Digital Marketing
Application of digital marketing
Digital media and technologies can be used as follows:
3. Platform for sales transactions
Source: Traveloka (2020) Source: Grab (2019)
Digital Marketing
Application of digital marketing
Digital media and technologies can be used as follows:
4. Lead-generation method.
The process of generating consumer
interest for a product or service with
the goal of turning that interest into a
sale. In online marketing this
typically involves collecting a visitor's
contact information (called a “lead”)
via a web form.
Example: Zalo Lead Form Advertisment
Source: Sine Media (2021)
Digital Marketing
Application of digital marketing
Digital media and technologies can be used as follows:
5. Distribution channel, such as for distributing digital products.
Example: airlines sell more insurance services than previously.
Source: Vietjetair
Digital Marketing
Application of digital marketing
Digital media and technologies can be used as follows:
6. Customer service mechanism.
For example, customers may ‘self-serve’ more cost- effectively by reviewing frequently asked questions.
7. Relationship-building medium - A company can interact with its customers to better understand their
needs and publicise relevant products and offers.
Digital Marketing
Benefits of digital marketing
Chaffey and Smith (2012) note that digital marketing can be used to support these aims as follows:
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 – evaluating this demand is key to governing resource allocation to e-marketing
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, what is the
standard of associated customer service and how are physical products dispatched?
Digital Marketing
Benefits of digital marketing
The 5Ss of Internet marketing: a basic framework for setting and reviewing different types of goals for
digital strategy development based on the 5Ss of Chaffey and Smith (2012)
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
Digital Marketing
Mini case:
Tatu Couture expands the reach of its brand online
Digital Marketing
Alternative digital business models
Summary and examples of
transaction alternatives
between:
• Businesses
• Consumers
• Governmental
organisations
Digital Marketing
Different forms of functionality of
digital presence
Chaffey (2015) identifies different types of digital presence and each has different objectives and
functionality that are appropriate for different markets or industry sectors:
1- Transactional e-commerce
This enables purchase of products or services online and is typical in the retail, travel and financial
services sector. The main business contribution of the site is through sale of these products.
The sites also support the business by providing customer service and information for consumers who
prefer to purchase products offline.
Examples: an end-product manufacturer such as Kia™ with an online ‘Build your Kia’ configurator
(www.kia.com/uk)
Digital Marketing
Different forms of functionality of
digital presence
Chaffey (2015) identifies different types of digital presence and each has different objectives and
functionality that are appropriate for different markets or industry sectors:
2- Services-orientated relationship-building website
This provides information to stimulate purchase and build relationships.
Information is provided through the website and e-newsletters to:
inform purchase decisions
encouraging offline sales via generating enquiries or leads from potential customers
add value to existing customers by providing them with detailed information to help support them
Examples: B2B management consultants such as PricewaterhouseCoopers (www.pwcglobal.com)
Digital Marketing
Different forms of functionality of
digital presence
Chaffey (2015) identifies different types of digital presence and each has different objectives and
functionality that are appropriate for different markets or industry sectors:
3- Brand-building site
Provides an experience to support the brand by developing an
online experience of the brand.
Example: Explore beer products of Guinness (www.guinness.com).
Digital Marketing
Different forms of functionality of
digital presence
Chaffey (2015) identifies different types of digital presence and each has different objectives and
functionality that are appropriate for different markets or industry sectors:
4- Publisher or media
This provides news, entertainment or information or news about a range of topics and typically has an
advertising or affiliate revenue model
Examples: Visit VnExpress - The most viewed Vietnamese newspaper which under the Ministry of Science
and Technology (https://vnexpress.net/)
Digital Marketing
Different forms of functionality of
digital presence
Chaffey (2015) identifies different types of digital presence and each has different objectives and
functionality that are appropriate for different markets or industry sectors:
5 -Social network or community
These sites or parts of sites focus on enabling community interactions between different consumers
(C2C model).
Well-known examples include Facebook, Instagram, LinkedIn, Snapchat and Twitter. In addition to distinct
social network sites such as these, social networks can also be integrated into other site types.
Typical interactions include posting comments and replies to comments, sending messages, rating content
and tagging content in particular categories.
Digital Marketing
Challenges in developing and
managing digital marketing strategy
Research by Smart Insights (2014) investigated the challenges of managing digital mar- keting. It was
found that many businesses do face challenges in these areas:
● Planning.
50% of businesses surveyed do not have a defined digital plan or strategy although they are active in
digital marketing
44% also don’t have a defined marketing plan in the business against which to align strategy
● Organisational capabilities
43% of businesses have a well-defined performance improvement process
37% of businesses don’t think it’s relevant for them.
Digital Marketing
Challenges in developing and
managing digital marketing strategy
Research by Smart Insights (2014) investigated the challenges of managing digital mar- keting. It was
found that many businesses do face challenges in these areas:
● Integration of digital channels into marketing.
26% were happy with their level of integration of digital marketing and traditional communications.
The main barriers to integration are:
1. Lack of integrated strategy and plans (28 per cent)
2. Teams structured in silos (21 per cent);
3. Lack of skills in integrated communications (17 per cent).
● ROI evaluation.
39% see opportunities from digital marketing, but find ROI measurement challenging – a key area for
managers to address.
