Summary Digital Marketing Applications DMA001B Notes
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Course
Digital Marketing Applications (DMA001B)
Institution
IMM Graduate School (IMM)
This document provides a detailed summary of the content covered in DMA001B for the entire syllabus. Information includes content from the lectures, textbook, and study guides.
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Introduction to digital marketing Study Unit 1 – Part 1: Digital marketing fundamentals
Glossary & Earned media: This is the media (or space) that is ‘earned’ by the
brand or organisation –the audience is reached through editorial
& Always-on lifecycle marketing: A planned approach to comments or sharing online. This can include PR activities, content
scheduling and optimising continuous marketing activities that support marketing activities, word-of-mouth and social media: websites and
customer acquisition and retention. These activities aim to maximise applications that enable users to create and share content or to
visibility and persuasion throughout the customer lifecycle for all the participate in social networking.
activities. & FAMGA: An acronym standing for Facebook™ (which owns
& Customer journeys and the customer lifecycle: The Instagram™ and WhatsApp™), Amazon™, Microsoft™ (which owns
sequence of online and offline touchpoints a customer or buyer LinkedIn™), Google™ (whose parent group Alphabet™ owns
persona takes during a buying process or broader customer YouTube™) and Apple™.
experience. Online this may include a range of digital platforms, & Internet of things (IoT): A system of devices, software, objects,
communications media, websites, pages and engagement devices. people or animals with unique identifiers that can transfer data over a
& Customer relationship management (CRM): Using digital network via machine-to- machine (M2M) interactions without human
communications technologies to maximise sales to existing customers interaction.
and encourage continued usage of online services through techniques & Multichannel (omnichannel) marketing: Customer
including a database, personalised web messaging, customer services, communications and product distribution are supported by a
chatbots, email and social media marketing. combination of digital and traditional channels at different points in the
& Digital analytics: Data analysis techniques used to assess and buying cycle or ‘path to purchase’. With the range of mobile and IoT
improve the contribution of digital marketing to a business, including touchpoints, some have expanded the term to omnichannel marketing.
reviewing traffic volume, referrals, clickstreams, online reach data, & Online company presence: Different forms of online media
customer satisfaction research, leads and sales. Formerly known as web controlled by a company including their website, blogs, email list and
analytics when it was limited to website data. social media presences. Today, commonly known as ‘owned media’.
& Digital marketing: The application of digital media, data and & Owned media: This is the media owned by the brand – this can
technology integrated with traditional communications to achieve include their websites, blogs, email database, social media presence and
marketing objectives. mobile apps. Offline this could include stores. An organisation should
& Digital media: Communications are facilitated through content and consider the owned media available to them and what investment is
interactive services delivered by different digital technology platforms needed as part of their digital marketing activities.
including the Internet, web, mobile phone, TV and digital signage. & Paid media: These are bought media where there is an investment
& E-commerce: Relates to all electronically mediated information to pay for visitors through search engines, online or display advertising
exchanges between an organisation and its external stakeholders. Can and affiliate marketing – as well as traditional media such as TV
refer to purchase transactions only. advertising or direct mail. We will discuss all these key paid-for
channels in later sessions.
Notes by Chrizel Breytenbach
, DMA001B
Introduction " Digital marketing, mobile and social media tools are the fastest growing
and most exciting branch of marketing today.
Some have learnt about these rich connections the hard way. An example is an
" As the world becomes increasingly connected, keeping up with the
American hunter and dentist, Walter James Palmer, whose social media post
trends is vital for marketers trying to reach new audiences. These
bragging about his recent kill “Cecil the Lion” resulted in a backlash from
audiences are far more discerning, fragmented and cynical than before.
consumers around the world.
" Technology and software are changing rapidly. It almost seems
impossible to keep up.
An article in Huffpost.com(opens in a new tab) stated, “Palmer – married with
" Products and services are constantly evolving and adapting to the
two children and thought to be in his 50s – became a target as the Facebook
page of his dental clinic was flooded with angry comments and threats. An online online marketplace.
petition demanding justice for Cecil had gathered more than 12,000 signatures.”
How do savvy internet marketers cope with all these
While social media has become a central part of many consumers’ lives, it changes?
is just one small part of digital marketing as a concept. They plan, organise and grow through interacting with customers online. They
" This example of the Minnesota dentist is proof of the power of the adapt and never stop learning.
" We need to remember that although the Internet provides various
Internet.
" Today, brands cannot afford to ignore online channels. opportunities, there are challenges too.
" They need to be asking how they can produce a digital strategy and " A major challenge, especially in Africa, is that most people access
plan that not only embraces the opportunities that the likes of the Internet using their smartphones due to accessibility and the high
cost of the Internet, which means we need to make sure our websites
Facebook, Twitter and Instagram can offer, but also how they can
innovate their businesses to drive consumer engagement and build are mobile-friendly.
relationships through digital platforms, and in so doing, drive business
& Digital marketing can be simply defined as: Achieving marketing
growth and objectives.
objectives through applying digital media, data and technology (Chaffey
& Ellis-Chadwick, 2022)
What is digital marketing? " All definitions of digital marketing have one thing in common:
It’s now more than 30 years since Sir Tim Berners Lee created the World marketing of products and services on the web, but also
Wide Web. Over 3 billion people worldwide now regularly use online managing different forms of online company presence, such
services to find products, entertainment, friends and romance. Consumer as company websites, mobile apps and social media company pages.
behaviour and how companies market to consumers and businesses have
changed dramatically.
We all know the Internet exists, but what is its value for
marketers?
We, as marketers, use the Internet to advertise our products, generate publicity,
give people the opportunity to buy online, communicate with customers and
provide customers with some level of support.
Notes by Chrizel Breytenbach
, DMA001B
Paid, Earned and Owned Media
Developing a sound digital strategy today involves understanding a
more complex, more competitive buying environment than ever before,
with customer journeys including touchpoints in many forms of an online
presence.
To help develop a strategy to reach and influence potential customers D Owned media: This is media owned by the brand. (PR
online, we refer to three main types of media that marketers need perspective). This is essentially the media that the organisation
to consider today: generates for itself and includes a company's website, blogs, mobile
apps, email list and social media pages (Facebook, Instagram, LinkedIn,
etc.).You will find that an organisation often uses a combination of
these types of media.
D Earned media: These platforms are where customers talk about a
particular brand, for example, consumers promoting Apple products
on Facebook. Earned media is often developed through different
types of partners (i.e., publishers, consumer advocates etc.). Word-of-
mouth that is stimulated through viral and social media marketing is
another form of earned media.
Example of FNB
o Paid media: This example shows a banner advert that appears on top of
the Gumtree home page. This is an example of paid media. In other
words, FNB has paid Google to show their advertisement at the top of
this page to relevant audiences.
D Paid media: These are bought media where marketers pay for
advertising to attract visitors. This does not necessarily mean just
offline media (like TV), but also paying for advertisements to be
shown on Google or display advertising. The example below shows a
paid advert in Google search.
Notes by Chrizel Breytenbach
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