What is different in

digital marketing?
The Digital Marketing mix ‘7D’

Specific, Measurable, Achievable, Relevant,(goals, values) and Time-Bound

(deadline)
 Multi-Channel Marketing
Depending on where target audiences can be reached, both digital and traditional channels are used
FEATURES
OF DM
What has made digital marketing
possible?
Answer
• Technical ability to store data in ever smaller units
• The invention of world wide web
• Constantly evolving digital user interfaces
• Unexpensive data transfer
Consumer activity on internet (B2C)

• This data shows trends in

consumer internet behaviour.

• Interesting for organizations

who aim to reach consumers in
digital environments.

• For a company, it also

underlines the importance of
being present in internet.
Business (B2B) activity on internet

• B2B buyers start their purchase by using

search engine
• Buyers do not wish to be contacted by the
seller during the search process
• Digital media permit extensive
presentation of company and its products
• B2B eCommerce increases by 10-20%
yearly
• Marketers spend more money on digital
media
 Digital allows personalization
• Personalization is for instance: customized contents, referring to topics that interest you, using you
name
• Is supported by the use of artificial intelligence (AI)
• 40% of consumers purchase more from retailers that provide a personalized shopping experience
across channels(Source: RetailNext).
Question
• What do we call the overall feeling and satisfaction we get when using a website or app?
 User Experience
Definition of UX:
UX refers to the overall experience a user has when interacting with a website, brand, product,
service or application. It includes the design, functionality, content, and usability of the
platform.

• Impact of Positive UX:

A positive experience can lead to increased engagement, loyalty, and brand advocacy.

• Impact of Poor UX:

A poor UX can lead to user frustration, lost sales, and damage to the brand's reputation.

• Personalization, design, functionality, content, and usability of the platform/service/product are

powerful tools for improving UX, as it helps users feel recognized and valued.
 User Experience
Goals of UX:

• Meet needs: Provide a product or service that meets the needs of the user
• Be simple: Make the product or service easy to use and understand
• Be accessible: Make the product or service accessible to people of all abilities
• Be credible: Make the product or service trustworthy
• Be enjoyable: Make the product or service enjoyable to use
 Scenario: User Experience
Scenario: A student tries to sign up for a university course online, but the registration form is
confusing and requires them to enter the same information multiple times.

• Answer: Bad UX. The form is inefficient and frustrating.

Scenario: A user opens a food delivery app and immediately sees personalized recommendations
based on their past orders and dietary preferences.

• Answer: Good UX. The app is anticipating the user’s needs and providing a relevant
experience.
 Importance of User
Experience
Customer Satisfaction and Loyalty

Increased Conversions and Sales

Brand Reputation and Trust

Reduced Support Costs

Competitive Advantage
Question
• What is the biggest concern for online users when using online?
Digital marketing regulation - GDPR
• GDPR is a legal framework for keeping everyone's personal data safe by requiring companies to
have safe processes for handling and storing personal information
• Organisations can only contact consumers if they have explicitly given consent
• The law allows users to request their personal data be deleted, edited, or transferred.
• Organizations must provide transparent information about how they handle users’ personal data
 Target
Audience
 Target Audience
• A target audience is a specific group of people that a product, service, or marketing message
is designed to reach.

• It’s about identifying who is most likely to be interested in what you’re offering.

• Key Characteristics of a Target Audience:

• Demographics
• Psychographics
• Behavior
 Quiz
Which of the following is an example of a demographic characteristic?

a) Hobbies
b) Values
c) Age
d) Lifestyle

Which of the following is an example of a psychographic characteristic?

a) Income
b) Location
c) Interests
d) Gender
 Trends &
Perspectives
 Trends and perspectives
• European prefer website whereas
African use apps

• The trend is towards mobile apps;

young generation prefers mobile

• Difference between fields of

service/product (for instance
educational services are entered
over websites, whereas many
games are used via mobile apps,
etc.)
 In-Class activities
Activity: Trends in web searches

Choose a search word you find interesting. Go to Google trends (you´ll find it easily by search) or
inLinks.com - Take 5-10 minutes for getting acquainted with the platform.
• Fill in your word (Note: It must have enough volume to exist in G.T.)
• Find trends on the search word and the larger topic
• their development across time

Which might be the reasons for this development and variations over time? Possible indications?
Marketing
Strategies
 Inbound - Outbound

Digital marketing enables “inbound

marketing” (whereas traditional marketing
represents “Outbound marketing”).

Outbound channels (right) are usually less

efficient

Two-way communication (inbound) permits

understanding customer, customizing
messages and creating engagement
 Inbound - Outbound
Push Marketing - Outbound Marketing
✓ “pushing” a message to a brand audience
✓ Emphasis on immediate sales and brand awareness

Characteristics:
• Interruptive: Often disrupts the audience's activities (e.g., TV commercials, cold calls).
• One-way communication: The message flows from the company to the consumer.
• Broad targeting: Aims to reach a large audience, which may include many uninterested
individuals.
• Often higher upfront costs

Examples?
 Inbound - Outbound
Pull Marketing – Inbound Marketing

✓ “pulling” people towards the brand

✓ Attracting customers by providing valuable and relevant content.
✓ Building relationships and establishing trust.

Characteristics:
• Permission-based: Relies on customers actively seeking information.
• Two-way communication: Encourages interaction and engagement.
• Targeted approach: Focuses on reaching specific buyer personas.
• Emphasis on long-term results.

Examples?
Quiz Time
PESO
Model
 PESO model

Earned media describes the attention you

receive from sources that you do not
control.

Note:
• Paid media is often directed to big masses to create awareness (any form of advertising a business pays for - sponsored posts on social media (e.g. an ad that keeps popping up on
your Facebook feed about a product or a service, website display ads (think of all the banners you will see on various websites, paid search ads (depends on the bidding strategy,
but most are PPC "paid-per-click"; if you type "best fertilizers for potatoes" and click on the first ad link that pops in your Google search, that's it)
• Owned media reaches people who already have had a contact with the business (website, blog, social media channels, email lists etc.)
• ‘Earned media’ is essentially based on fans who deliberately talk for a business and its products (reviews, social media shares etc.)
• Shared media refers to any content that your customers or followers share on social media (user-generated content, shares, comments, reposts)
Owned media, example
Paid media, example
Earned media, example
Shared media, example
 In-Class Activity
Choose a famous brand you want to inspect.

Analyze their media. Which of this media are owned? Paid? Earned or shared? Make an infographic
(visualize with images/links found in internet.
 Sources

Boomer, B. & Bitner, M.J. (1981) The 7Ps in marketing

Chaffey (2012): Digital Marketing - Strategy, Implementation and Practice
McCarthy, E. Jerome (1960), Basic Marketing: A Managerial Approach.
Homewood, IL: Richard D. Irwin, Inc. (1981)
THANK YOU