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Digital/Online Marketing period 3 year 2
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For exam digital marketingSeminar 1
Digital marketing and sales
1.1 E-business, E-commerce, and E-marketing
E-business is the optimization of a company’s business activities using digital technology.
E-commerce is the subset of e-business focused on transactions that include buying/selling,
digital value creation, and virtual marketplaces - in emerging markets is often hampered, or
hindered, by limited use and acceptance of credit cards.
E-marketing is the result of information technology applied to traditional marketing.
• Electronic marketing reaches far beyond the Web.
• The Web is the portion of the internet that supports a graphical user interface for
hypertext navigation with a browser.
• The Web is what most people think about when they think of the internet.
Stepping Stones to Web 3.0
● Higher bandwidth
● Faster connection speeds
● Artificial intelligence (AI)
● Seamless social networking
● Modular Web applications
1
,1.2 Digital marketing Models/Tools
Digital marketing models:
• provide useful frameworks for digital audits, planning and strategy
• deliver input to conduct audits, review online communications
• ensure the consistency of marketing message
Forrester’s 5I’s:
• classic digital customer communication model
• established in 2007 by Forrester inc.
• takes into account the level of involvement, interaction, intimacy, and influence an
individual has with a brand over time
Lauterborn’s 4Cs à updated version of 4P’s (marketing mix), solely focused on the
customer which is used for internal audits* and competitor comparison.
Internal auditor* is a trained professional tasked with providing independent and objective
evaluations of company financial and operational business activities.
• Consumer wants and needs - corresponding to Product
• Cost to satisfy - corresponding to Price
• Convenience to buy - corresponding to Place
• Communication - equivalent to Promotion
2
, 10 C’s of marketing à can be used in internal and external analysis; digital marketing audit
model; customer centered approach.
• Customer
• Corporate Culture
• Convenience
• Competition
• Communications
• Consistency
• Creative content
• Customisation
• Coordination
• Control
6 C’s of customer motivation à for developing your website or online community, used to
assess the benefits the website and online services offer online audiences, as well as those of
your competitors.
• Content
• Customisation
• Choice
• Cost reduction
• Convenience
• Community
Hofacker’s 5 stages of information processing à for building online communities,
planning web development, creating online adverts and/or developing online customer
communities.
1. Exposure
2. Attention
3. Comprehension and perception
4. Yielding and acceptance
5. Retention
RACE planning aims to help marketers to develop digital marketing plans focused on sales
growth. The 5 stages are:
1. Plan
2. Reach
3. Act
4. Convert
5. Engage
TAM (Technology Acceptance Model) à to test adoption of new technology based on
positive attitudes towards client benefits and user experience towards 2 measures:
• Perceived usefulness
• Perceived ease of use
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