DS Lecture 1 1819
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Digital disruption is changing the marketing landscape. Traditional marketing abilities and consumer insights are being challenged by new forms of user generated content and digital platforms. Three dimensions of digital disruption are access, economics, and performance. Full stack companies are being disrupted by interface owners who facilitate exchanges between peers. Growth hackers understand the digital consumer and can scale growth quickly.
DS Lecture 1 1819
- 1. #digital strategy 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…
- 3. 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…
- 4. …resources
- 5. 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
- 7. 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
- 9. …what is marketing? Marketing consists of 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 Marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably Marketing is a social and managerial process by which individuals and organizations obtain what they want and need through creating and exchanging value with others Armstrong and Kotler, 2007 CIM, 2010 Dibb, et.al., 2012
- 10. 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
- 11. digital marketing is marketing …what is digital marketing? Smart Insights Manifesto, 2013
- 14. 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
- 19. 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...
- 21. “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
- 22. 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...
- 23. Tom Goodwin, Senior Vice-President of Strategy, Havas Media
- 25. …the bad...
- 26. …the ugly...
- 27. …the ugly...
- 28. …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
- 30. We look at the present through a rear-view mirror. We march backwards into the future… Marshall McLuhan
- 31. 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/