Information Systems: Week 9
- Created by: EvemChas
- Created on: 23-01-23 19:07
Digital Marketing: Part 1
The Digital Landscape (WEF)
- Internet things
- Big data
- Sharing economy
- Ubiquitous computing
Introducing the Scope of Digital Marketing
- 'Achieving marketing objectives through applying digital technologies.'
How do Digital Technologies support Marketing
- Identifying: Internet used marketing research find out customers' needs + wants.
- Anticipating: Internet provides additional channel which customers access info + make purchases - evaluating demand key governing resource allocation e-marketing.
Digital Marketing: Part 2
Move from Traditional to Digital Marketing
1. Newspaper + Magazine adverts, now replaced by online adverts, social media + PR.
- Newspaper + magazine sales declined + easier target people online.
2. Door-door sales people, now replaced by Email.
- Door-door expensive + can now personalise offers existing customers via email.
3. Company brochures, now replaced by Websites.
- Printing brochures expensive, so creating websites, are agile + easier change needed.
4. Traditonal PR, now replaced by Online Pr + Blogs.
- With decline newspaper + magazine sales, number staff declined too, Online PR makes process easier.
Digital Marketing: Part 3
5. Directories like the Yellow Pages, now replaced by Search engine marketing.
- Default search online + voice search growing, directories become smaller + rarely used.
6. Community groups, now replaced by Social networks.
- Live more mobile world, where people move find work, traditional community groups declined, Social media networks increased.
The Connected World
Digital marketing platforms:
- Desktops, laptops + notebooks
- Mobile phones + tablets
Digital Marketing Definitions
- E-commerce: Selling online + ability transact online.
- Digital business: Involves automation all business processes in value chain.
Digital Marketing: Part 4
What is a Business Model?
'A representation of a firm's underlying core logic and strategic choices for creating and capturing value within a value network.'
Digital Models - B2C, B2B, C2B + C2C
Types of online presence:
- Transactional e-commerce site.
- Services-oriented relationship building/Lead-generation website.
- Brand-building site.
B2C Examples:
- Transactional: Amazon
- Relationship-building: BP
- Brand-building: Unilever
- Media owner: News Corp
- Comparison Intermediary: Kalkoo, Pricerunner
Digital Marketing: Part 5
B2B Examples:
- Transactional: Euroffice
- Relationship-building: BP
- Media-owned: Emap business publications
- B2B marketplaces: EC21
C2B Examples:
- Group and Priceline
- Consumer-feedback, communities/campaigns
C2C Examples:
- eBay
- Peer-to-peer (Skype)
- Social networks + blogs
- Product recommendations
Digital Marketing: Part 6
Online Revenue Models
Revenue from...
- Subscription access content.
- Pay Per View access documents.
- CPM display advertising site.
- CPC advertising site.
- Sponsership site sections content types.
Digital Customer Buying Process Models
- Problem identifcation
- Information search
- Evaluation
Digital Marketing: Part 7
Usability centric perspective on purchase behaviour in E-channels
- Usable websites cause users remain site extended period time.
- Importance usability testing.
- Collaboration between researchers + practitioners.
Online PR
All forms online publishing, which involve:
- Building linsk websites.
- Delivering info about company/brands.
- Shareable content social media.
- Publisher outreach.
Affiliate Marketing
- C.f. referral marketing.
- Extends market reach.
- Allows long tail specialisation.
Digital Marketing: Part 8
Display Ads
- Auction display space
- User profile
Email Marketing
- Outbound: Transactional + Marketing emails
- Inbound: Customer queries + Complaints
- Key Issues: Permission, Bulk email tools + Email list mgt.
Viral Marketing
- Buzz marketing
- Word of mouth (WOM)
- eWOM
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