THIAGARAJAR
School of Management
PGDM / MBA
17MM43
Digital and Social Media Marketing
Professor Khong Kok Wei
[email protected] 1
About the Instructor:
Professor Khong Kok Wei
E-mail: [email protected]
Background:
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What are the house rules today?
• Interactive
• Teamwork
• Ask when in doubt
• Be punctual
• Agree to disagree
• Everyone speaks
• Stop me when I am too fast
• Iphones / Samsungs on silent mode
• Have fun☺
• Anything else you wish to add?
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Programme Briefing, Objectives and Outline
• The primary objective of this lecture is:
➢ Introduction of digital and social media marketing
➢ Evaluate the relevance of digital platforms and digital
media to marketing
➢ Evaluate the advantages and challenges of digital media
➢ Identify the key differences between customer
communications for digital marketing and traditional
marketing
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Module 1:
Introduction to digital and
social media marketing
Session 1:
• Course Overview
• Introduction to Marketing and its evolution to Digital and Social
Media Marketing
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Course Overview
Evaluation
Descriptions Marks
parameter
Attendance Marks based on attendance 5
Case
Participation on Case Discussion 5
Discussion
Students will be assigned in groups and to carry out
Class presentations on a given company about their digital
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presentation marketing activity, which mostly exhibits research and market
expectations.
A Mid-term examination will be conducted, which later will be
Mid Term 30
converted to 30 marks
A End-term examination will be conducted, which later will be
End Term 40
converted to 40 marks
Total marks 100
What is digital marketing
• There are two ways to understand digital marketing
➢ By marketing paradigm / landscape
➢ By definition
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How the world has changed
https://www.abiresearch.com/pages/what-is-internet-things/
How the business world has changed
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How marketing has changed
Vivek (2016)
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Digital marketing by definition
• Digital Marketing can be defined as…
Achieving marketing objectives through applying digital
technologies and media
Chaffey (2018)
• To understand the importance of digital marketing to
the future of marketing in any business, it’s helpful to
think about what audience interactions we need to
understand and manage
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Digital marketing by definition
• Wikipedia’s definition is as such:
Digital marketing is the marketing of products or
services using digital technologies, mainly on the Internet,
but also including mobile phones, display advertising, and
any other digital medium
While Social Media Marketing is a subset of digital
marketing which excels at promotion using social
media platforms like Facebook, Instagram, twitter, and
much more.
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Digital vs. Traditional Media
• Through Digital Marketing….
“Brands can now be direct sellers, content producers,
bloggers, tweeters and even friends without having to rely
on media to deliver those messages. Consumers can seek
out those brands, connect with them through social
networks, tweet about them, and instantaneously let all
their friends know what they think about them or what
they plan to buy.”
Building Brands Online: Interactive Branding: Best Practices in a Direct
Response-Driven Media, AdAge Insights, Oct. 2010
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Explaining the definition
• Digital marketing in practice includes managing different
forms of online company presence and presences such as
company websites, mobile apps, and social media
company pages
• This to ensure the online communications are managed
essentially to acquire new customers and providing
services to existing customers hence developing the CRM
via marketing automation
• However digital marketing should not be done in isolation,
integration of these techniques with traditional media such
as print, TV and direct mail as part of multichannel
marketing communications is still necessary
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The 5Ds of digital marketing
• The 5Ds define the opportunities for consumers to
interact with brands and for businesses to reach and
learn from their audiences in different ways:
➢ Digital devices – audiences experience
➢ Digital platforms –interactions on devices
➢ Digital media – communications channels
➢ Digital data – the insight businesses
➢ Digital technology –creating new interactive experiences
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Other definitions
• E-marketing: Achieving marketing objectives through
use of electronic communications technology
• Electronic commerce (e-commerce): All financial
and informational electronically mediated exchanges
between an organisation and its external stakeholders
• Electronic business (e-business): All electronically
• mediated information exchanges, both within an
organisation and with external stakeholders, supporting
the range of business processes
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The distinction between buy-side and sell-side e-
commerce
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RACE planning framework maps the online
customer journey
Chaffey (2018)
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What benefits does the
Internet provide for the
marketer?
The benefits of the internet to marketing
Types of online presence
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Types of online presence
• Transactional e-commerce site
• Services-oriented relationship-building web site
• Brand-building site
• Portal or media site
• Can you name a few examples here?
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How do digital marketing
communications differ from
traditional
marketing communications?
Digital vs. Traditional Media
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Digital vs. Traditional Media
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Difference between digital marketing
communications and traditional
marketing communications
• Digital marketing differs significantly from conventional
marketing communications because of the digital
medium used for communications
• A useful summary of the differences between these new
media and traditional media has been developed by
McDonald and Wilson(1999) – they describe as ‘6 Is of
the e-marketing mix’.
• The six Is are useful since they highlight factors that
apply to practical aspects of Internet marketing such as
personalization, direct response and marketing
research, but also strategic issues of industry
restructuring and integrated channel communications
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The 6 Is
• Interactivity
Chaffey et al. (2000)
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Intelligence
• Digital marketing can be used as a relatively low-cost
method of collecting marketing research, particularly
about customer perceptions of products and services
Individualisation
• Digital marketing communications can be tailored to the
address individuals at relatively low costs, unlike in
traditional media where the same message tends to be
broadcast to everyone
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Integration
• The digital marketing provides further scope for
integrated marketing communications. Channels can be
integrated as part of integrated digital marketing
strategy
Chaffey et al. (2000)
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Industry restructuring
• The industry is compelled to move into digital marketing
due to the Disintermediation and Reintermediation
Independence of location
• Technologies like location based services has enabled
the possibility of increasing the reach of company
communications to the mass markets. This gives
opportunities to sell into international and local based
markets
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Summary of Session 1
Key Take Away Points
Key questions for related to this session are:
• How significant is the Internet as a marketing tool?
• How does digital marketing relate to e-marketing, e-
commerce and e-business?
• What are the key benefits of digital marketing?
• What differences does the Internet introduce in relation to
existing marketing communications models?
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