Digital Marketing

1. Digital Marketing

2. Definitions • Digital marketing: Uses digital media to develop communications and exchanges with customers • Electronic media (E-marketing): Refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing

3. The Internet and Digital Communication Technologies • Allow marketers to • Forge interactive relationships with consumers • Reach new markets • Target markets more precisely • It is important to • Use multiple digital media in marketing strategies • Be aware of rapid changes in technology • Can be an essential part of gaining a competitive advantage

4. E-Marketing • The most important benefit is the ability to share information • Between marketers and consumers • Among employees • With suppliers

5. Question • E-marketing is increasingly common across all industries • Most marketers utilize e-marketing • What examples of digital marketing have you come across lately?

6. Characteristics • Digital marketing differs from traditional marketing in five key ways • Addressability • Interactivity • Accessibility • Connectivity • Control

7. Addressability • The ability of a marketer to identify customers before they make a purchase • Social network: Web-based meeting place that allows users to create a profile and connect with other users for many different purposes • Addressability facilitates relationship marketing by enabling customer engagement to create product innovation

8. Interactivity • Allows customers to express their needs and wants directly to the firm in response to marketing communications • Contrasts with the one-way communications of traditional marketing media • Many digital media allow for ongoing, real-time conversations between marketers and consumers

9. Accessibility • The ability to obtain digital information on competing products, prices, reviews, and details on firms • Mobile marketing allows marketers to offer promotions and incentives via customers’ mobile devices

10. Connectivity • The use of digital networks to provide linkages between information providers and users • Online social networking sites improve connectivity by providing large, diverse audiences

11. Control • Consumers’ ability to regulate the information they view and the rate and sequence of their exposure • The Internet is a pull medium because users control what information they view • More power is in the hands of consumers

12. Question • Sports Illustrated was once only a magazine–it now offers services and features on digital media • How do digital media help companies stay competitive?

13. Trends • Consumers increasingly tend to publish their thoughts, opinions, reviews, and product discussions on blogs or digital media • More interactive than traditional marketing media • Consumers trust other consumers over corporations • They rely on the recommendations of family, friends, and fellow consumers when making purchases

14. Social Networks • Most consumers have visited online social networking sites • There are many different sites, and the number is growing • Facebook • LinkedIn • Twitter

15. Facebook • The most popular social networking site • Appeals to a broad demographic • Encourages consumer interaction with companies and products • Good resource for marketers • Low-cost advertising • Reaches new markets

16. Twitter • A hybrid social networking and micro-blogging site • Companies announce sales, promotions, and product updates via tweets • Can help (re)build customer relationships

17. LinkedIn • A social network for professionals • A profile resembles a résumé • Facilitates professional networking, job searches, and recruiting • Companies use the site to familiarize people with their businesses

18. Blogs • Blogs (Web-logs): Web-based journals through which authors can editorialize and interact with other Internet users • 2/3 of Internet users have read blogs • Give consumers power over companies because they cannot control what bloggers write

19. Photo and Video Sharing • Photo sharing: Sites allow users to upload, edit, and share photos • Businesses use photo sharing to display images of products • Video sharing: Lets users upload videos to the Internet • Companies increasingly use consumer-generated content from amateur filmmakers rather than professional ad agencies

20. Changing Digital Media Behaviors of Consumers • Consumers • Want more and faster access to information • Are empowered to comparison shop for the best deals • Can connect with each other • Marketers must adapt to and use the new media to their advantage • Examine how consumers are using the Internet to create better marketing mixes

21. Different Types of Digital Technology Users • Creators: Create their own media outlets • Critics: Comment on blogs or post ratings and reviews • Collectors: Collect and organize content generated by creators and critics • Joiners: Anyone who becomes a user of social networking sites or other online communities to connect and network • Spectators: Read online information but do not produce any themselves • Inactives: Do not participate in online digital media; numbers are dwindling

23. Privacy • A significant privacy issue is the use of personal information that companies collect from website visitors • Concerns that this violates privacy rights • Some fear that hackers can gain information stored by companies

24. Online Fraud • Any attempt to conduct dishonest/fraudulent activities online • Cybercriminals increasingly use popular social networking sites to commit fraud • Gather private consumer information • Damage a company’s reputation • Consumers must be careful what information they disclose online

25. Assignment • Pick an athlete, sports team, celebrity, or musician • Type a one page paper talking about what type of social media they use to market themselves or a product • Also, talk about some ways they can improve using social media • Give specific examples of social media • Tweets • Facebook posts • Instagramphotos • Extra Credit – Research and discuss a social media disaster