Digital Strategy Lecture 1 1920
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Digital marketing is evolving rapidly due to technological disruption. Traditional marketing approaches are being challenged by new forms of user generated content and more direct peer-to-peer interfaces. Companies must understand the digital consumer and facilitate satisfying exchange relationships through platforms like social media, mobile, and online content in order to maintain relevance and drive growth in this shifting landscape. Growth will increasingly come from interface owners that offer new ways of connecting stakeholders rather than traditional full-stack companies that control entire business models.
Digital Strategy Lecture 1 1920
- 1. digital strategy #S 1 landscape and digital disruption the changing
- 2. don’t think like a consumer… don’t think like a student …think like a digital marketer thinking…
- 5. …what is marketing? …individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas …the management process responsible for identifying, anticipating and satisfying customer requirements profitably …engaging customers and managing profitable customer relationships. Kotler, 2018 CIM, 2019 Dibb, et.al., 2019
- 6. e-marketing involves the marketing side of e-commerce and features a company’s efforts to communicate about, promote and sell products and services over the internet Kotler et.al., 2007 …what is e-marketing? …what is digital marketing? digital Marketing is the management and execution of marketing using electronic media (such as the web, e-mail, interactive TV and wireless media) in conjunction with digital data about customers’ characteristics and behaviours Chaffey et.al., 2006
- 7. digital marketing is marketing …what is digital marketing? Smart Insights Manifesto, 2013
- 8. digital marketing… PPC SEO mobile social media AR websites contentCRO microsites email landing pages lead generation traffic CTR CGM banners skyscrapers interstitials pop-upscloud group buying inbound links viral responsive design optimisation affiliates story-tellingpersonas big data A/B testing sentiment ecommerce hub and spoke CRM analytics NFC 3D printing social video personalisation omnichannel AI programmatic machine learning native lead generation
- 10. Reading and research based on concepts covered in lecture, and use of material and activities on MyBeckett see Module Handbook for recommended texts and websites Weekly lecture How this module is taught…
- 11. …resources
- 12. How this module is assessed one individually produced plan… worth 100% of the mark Using an appropriate planning framework and meeting the needs of the chosen context… Mark out of 100, then weighted at 80% Submitted 8th January 2019 Production of three pieces of digital content… worth 20% of the mark - Submitted 8th January 2019
- 13. learning objectives... students will be able to... Critically understand the differing nature of web paradigms and their impact on marketing Develop a strategic digital marketing plan (or elements therein) for an organisation. Critically analyse the role of key digital platforms, media and content Analyse the digital marketing environment to develop strategic and tactical recommendations in order to achieve corporate and marketing objectives
- 15. changing landscape... …the advent of Web 2.0 brought about a step-change in how suppliers and consumers behave. …it was effectively a process of ‘creative destruction’ where company’s traditional marketing abilities and consumer insights were challenged by the new dawn of user generated content Richardson, 2008
- 16. trendone, 2019
- 22. Value comes from seeing what customers need and delivering it. Digital disruptors will do all of this at lower cost, with faster development times, and with greater impact on the customer experience than any- thing that came before. McQuivey, 2013 …it is important to note that we’re not focused on physical disruption here digital disruption...
- 24. “A GROWTH HACKER IS A PERSON WHOSE TRUE NORTH IS GROWTH. EVERYTHING THEY DO IS SCUTINISED BY ITS POTENTIAL IMPACT ON SCALABLE GROWTH.” Sean Ellis, 2010
- 25. access… in marketing terms this is place and process, all interactions between all stakeholders economics… in marketing terms this equates to value, how it is assigned and earned performance … delivering greater value through customer intimacy, efficiency and product leadership Gartner Research, 2013 the three dimensions of digital disruption...
- 26. Tom Goodwin, Senior Vice-President of Strategy, Havas Media
- 27. …the good...
- 28. …the bad...
- 29. …the ugly...
- 30. …the ugly...
- 31. …peer to peer interfaces full stack companies are being disrupted, the ones that control all elements of a business …disrupted by interface owners, offering interfaces to facilitate an exchange …these are the fastest growing companies, the ‘growth hackers’… they understand the digital consumer better and quicker
- 33. References and reading Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education: London Baines, Fill & Page (2010) Marketing. 2nd ed Oxford University Press: Oxford Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and Strategies. 5th European ed. Houghton Mifflin: Abingdon Kotler, P., Armstrong, G., Wong, V. & Saunders, J. (2008) Principles of Marketing. 5th European ed. FT Prentice Hall: Harlow McQuivey, J., 2013, Digital Disruption, Las Vegas: Amazon Publishing Qualman, E. (2011) Socialnomics: How Social Media Transforms the Way We Live and Do Business New Jersey: John Wiley and Sons Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page http://blogs.gartner.com/mark_mcdonald/2012/07/16/the-dimensions-of-digital- disruption/ http://solutions.forrester.com/disruption http://www.smartinsights.com/digital-marketing-strategy/online-business-revenue- models/dealing-with-digital-disruption/ http://www.smartinsights.com/digital-marketing-strategy/sostac-model/