B515 lecture 1 edited_mr

School of Business – Digital and Social Marketing Lecture 1
Digital and Social Marketing
Lecture 1
Introduction to Digital and Social Marketing

Learning Outcomes
Learning outcomes:
To gain an understanding of the rise and usage of digital technologies, changing
consumer patterns and key trends.
 Develop a critical understanding of the benefits of digital marketing and the online
vision.
Understand the relationship between online and offline marketing concepts by
presenting different approaches of organisations operating in different industries, and
demonstrate how these channels interlink and how consumers interact with them.

Tim Berners-Lee – Father of the modern
internet
An Introduction to Digital – let's start at the
beginning

An evolving marketing medium

With changing channel dynamics...

With increasing interaction between the physical
and digital world

Customer expectations… of a
student…
Typical undergraduate
first year business
student; started
University 6 weeks ago
Internationally-
oriented, career driven
and wants an industry
relevant education
Primary goal of attending
university is to get a job
and will have student
debt of £35k
Will partake in extra
courses, get involved
and wants an
experience as part of
his education
To enable him to start the real-time
conversation while in Manchester, I asked
him about his technology choices and how he
wanted his education delivered.
Student expectations, commitment,
demands and education consumption has
dramatically changed
Student expectations, commitment,
demands and education consumption has
dramatically changed
Consumers expect a seamless experience
regardless of when and where they are

He would have gone online as he knows
it's cheaper; probably using the DELL
website as he heard it's good
value/quality.
Configured his computer online (from
thousands of configurations) and
(grudgingly) bought the student version
of Microsoft Office separately.
Paid using his parents credit card and
waited 2 weeks for delivery. All this time
he never spoke to a single person.
‘Then’
He would research online and then go
down to his nearest Apple store and get
his 15% student discount.
Expects to be seen straight away, talk to
an ‘expert’, purchase laptop, synchronise
to his iPhone, iPad and iCloud.
Purchase Apple Care and call the service
line a few times over the next few weeks.
Overall, not the cheapest but Ed is paying
for the ‘experience’ and ‘product’.
‘Now’
Consumers expect a seamless experience
regardless of when and where they are

And we haven’t even added social yet!
It can be a complex jigsaw…

Let's start by defining it…
Where do you
want to be on
the scale?
Where do you
want to be on
the scale?
Relax, this course will give you the tools and
techniques to tackle digital and social

• “Achieving marketing objectives through
applying digital technologies.”
◦ How?
• Marketing is the management process
responsible for identifying, anticipating and
satisfying customer requirements profitably.
(Chartered Institute of Marketing)
◦ How?
What is it?
Introducing the scope of digital marketing

Customer-centric digital marketing involves:
•Applying…
digital technologies which form online channels
(Web, e-mail, databases, mobile, iPTV)
•to…
contribute to marketing activities aimed at achieving
profitable acquisition and retention of customers
(within a multi-channel buying process and customer lifecycle)
•through…
improving customer knowledge (of their profiles, behaviour,
value and loyalty drivers), then delivering integrated targeted
communications and online services that match their individual
needs.
A more in-depth definition

Let's understand the key elements of digital marketing

Source: http://www.whitespacedesign.com.au/wp-content/uploads/2013/05/Digital-Marketing.pdf
Let's understand the key elements of digital marketing

And what about social?

These continually cut across each other…

• Transactional e-commerce site
◦ e.g. Amazon, Dell
• Services-oriented/relationship building
◦ e.g. Accenture, British Gas
• Brand Building site
◦ e.g. Tango, Guinness
• Portal or media site
◦ e.g. Yahoo! Silicon.com
• Social network or media site
Note that these types overlap.
There is continual overlap…

What are the benefits of digital marketing? The
5S’s

• To set clear goals for digital channels
• To align with business strategy (avoid ad-hoc
approaches)
• To create a specific online value proposition
(OVP)
• To specify communications tools to drive
visitors
• To integrate digital and traditional channels
• To manage customer lifecycle (e.g. through
email marketing)
Why is digital strategy needed?

Source: https://econsultancy.com/blog/66147-marketing-budgets-2015-digital-investment-continues-to-grow-
infographic/
What are the latest trends in digital?

What are the latest trends in digital?

End of presentation
Note: This recording is for your personal use only
and not for further distribution or wider review.

B515 lecture 1 edited_mr

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