Lecture notes
Module Introduction
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- The Robert Gordon University (RGU)
Module Introduction Lecture
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24.01.22 Introduction to Digital MarketingWhat is Digital Marketing
The use of new media or digital technology to achieve marketing goals.
Types of Media
Owned – Media that you create and have control over
Paid – Paying to drive traffic, conversion, and lead creation to owned media properties
Earned – Free publicity generated by consumers, PR, and influencers who speak about your
brand or product
Owned Media
Website
Mobile site
Blogs
Shared content
Paid Media
Social media adverts
Paid search
Display ads
Paid influencer’s
Earned Media
Shares
Reviews
Mentions
Reposts
Traditional Marketing Channels
, Direct marketing – Promoting and selling directly to the end buyer from the manufacturer
with no other media owner involves i.e. Print, Broadcast, Referral
Reach – The total number of people exposed to your media I.e. Frequency, Engagement,
Relationship, Method
Characteristics of Traditional and Digital Marketing
Mass or Individual Media
One-to-one or One-to-many
Passive or Active Audience
Outbound or Inbound
Relationship between Traditional and Digital Media
Visit our website
Tweet us!
Downloads the App
As seem on TV
Watch our interview
Find in store
Like us on Facebook
Principles – 3i Methodology
Initiate – Start with the customer work towards your digital strategy
Iterate – Continually apply your learning from customer engagement
Integrate – Integrate digital channels and traditional market activities
Digital Channels – Email and Automation Marketing
Marketing emails and automation solve for conversion and loyalty. This channel helps
reaching out to the customer at the right time, directly and leading them to a conversion
destination, such as a landing page.
The main communication need and buyer’s journey stage that is targeted is raising interest,
and converting and retaining customers by providing additional value to the brand and
product.
Summary – Principles of Digital Marketing
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