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Digital marketing summary
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Digital MarketingGlossary
Customer relationship
Internal marketing
E-commerce
Push pull marketing
Paid, owned and earned media
Marketing mix
Traditional marketing
Digital marketing
Big data
Diagnostic analytics
Descriptive analytics
Online market research
Marketing funnel
Buying online decisions
Channel switch
Digital lifestyles
8C model
,Week 1 Chapter 1 in book
What is marketing?
To know and understand the customer so well that the product or service fits
him and sells itself.
The process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return.
What is digital marketing?
A process in which organisations and existing or potential customers use the
internet to create value and products as well as interchange them, regardless
of the mode of access to the internet (via phone, watch, etc.)
Synonyms:
- Internal marketing
- Online marketing
- E-marketing
Online marketing vs. E-commerce
E- commerce:
- Selling products or services over the internet
- E-commerce is a digital marketing activity
Traditional marketing vs. Online marketing
- From push to pull
- From bulk to mass individualisation
- Interactive
- Traceable
- Customised production
Types of websites
, - Corporate sites
- E-commerce sites
- Communication sites
- Branding sites
- Services sites
- Portals
- Content sites
5S model - Cheffey (2015)
1. Sell
2. Speak
3. Serve
4. Save
5. Sizzle
Marketing mix
The mixture of marketing tactics that
helps the organisation in achieving its goal(s).
Marketing mix 4P to 4C:
, Digital marketing in relation to business processes
1. Market sensing
2. Product realisation
3. Customer acquisition
4. Order processing
5. Customer relationship management
The development of digital marketing
Three phases:
- Mass media
- Internet
- Social media
Different collective concepts of media
- Paid of bought media
- Types of media a marketer can buy to create brand awareness
(e.g. online advertising, radio, tv, print).
- Owned media
- Types of media that are available to marketers in which they
autonomously can decide on content (e.g. Website, app, e0mail
newsletters)
- Earned media
- Types of media that a brand ‘earns’ thanks to customers,
journalists, or bloggers or references.
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