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This is a summary of the book Digital Marketing Fundamentals, or a complete copy of chapter 1 from the book. Good luck and don't procrastinate.
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DIGIMA - Digital marketing fundamentalsChapter 1, Digital Marketing:
1.1 Definition of Digital Marketing
What is marketing? Marketing is creating value for customers as companies
and building strong relationships all in order to capture that same value from
customers. To know and understand the customer so well that the
product/service fits him and sells itself.
Product and services are traded for money, which isn't always the case.
Ex. Political parties that trade ideological representation of interests for votes
or brands that trade interesting/valuable content for the user’s time and
attention.
DigiMa → sub-process of marketing and so we define it as, a process in which
organisations or existing potential customers use the internet to create value
and products as well as exchange them. It is not of importance which device is
used for marketing principles but to the applied technological methods.
Ecommerce: selling products or services over the internet.
Ebusiness: is a way of doing business with the assistance of digital
technologies. It's a way wider concept than ecommerce and Digital Marketing
itself. Not only the interaction with markets, but establishing all of the
processes that enable an organisation to make their products or provide their
services.
Figure 1.1 E-Business encircles digital processes throughout the
entire organisation and is more inclusive than Digital Marketing.
1.2 Digital Marketing versus traditional marketing
Digital Marketing → increasingly important.
Marketing objectives can be met with less effort. Check the
following positions.
o Thanks to the internet, the customer’s demands for information
are more easily and simply met.
o The internet allows for the provision of tailor-made information.
o The internet offers the possibility of gathering large quantities of data
about potential customers.
o The effects of marketing communications on the internet can (in most cases)
be easily measured.
o A high level of interactivity with customers is possible.
Digital marketing can be more efficient than traditional marketing. For
example:
o It is possible to share large quantities of information with potential
customers at low cost.
, o The marketing budget can be more purposefully assigned due to the fact
that the effects of marketing communications are (in general) more easily
measurable.
One-to-one marketing: The internet sped up the process from mass marketing
to individual marketing.
Individual marketing: The aim is now to fully adjust products and marketing or
marketing efforts to the individual customer. The data of the customers are
saved which makes the communication more “personalised”.
Individual proposition: When the profile/account of a customer is recognised,
they receive a ‘personal offer’, an individual proposition.
Individualised production: Individualised production is made easier because
of the internet. Digitised services, which means users can seek advice or
information at any time. Individualised distribution of ordered goods or
services is relatively cheap and often highly effective via the internet.
The following seven websites are categorised as followed:
Corporate sites: are aimed at supporting interaction between the organisation
and the various stakeholders (customers, employees, press and shareholders).
Ecommerce sites: online stores or selling sites where products can be viewed
and ordered. Ecommerce sites can also be acquisition sites of a company or
sector, where the purpose is seeking/accepting offers/bids/tenders, ie. buying,
not selling. Ex. eBay, Amazon.com or SHEIN.
Communication sites: inform their visitors more about the products or services
of the supplier. Besides product descriptions these sites also include
functional elements. In some cases this type of website has the specific
purpose of reaching out to potential customers. This is called lead generation
sites. Ex. Yelp.
Branding sites: aim to improve brand knowledge and brand perception. These
sites are usually very interactive and contain ‘fun’ recreational elements.
Service sites: they not only provide information but are also involved in the
production process of the organisation. Ex. online newspapers.
Portals: present an overview of websites for specific target groups or for
particular subjects. Ex. Yahoo! or msn.
Content sites: provide their visitors with information. This could be news, but
also other kinds of information that would be interesting for a specific target
group or in a specific situation. Ex. tripadvisor.
Apps can also take on before mentioned roles within the Digital Marketing
strategy.
Five objectives for Digital Marketing communications activity, 5s model:
o Sell; increasing sales by accessing new markets or by developing new (online)
products.
o Speak; initiatives for better communications with (potential) customers.
o Serve; improving customer service.
o Save; cost reduction through the use of digital media.
o Sizzle; initiatives to support the brand.
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