2. CLASSROOM ETHICS
• Participation
• Breaks (15 minutes)
• Punctuality and Attendance
• Mobile phones
• Lecture format – Lecture on Topics,
Classroom Activity,
• Resources – (Books, eBooks, articles,
newpaper articles)
3. LEARNING OUTCOMES (LO)
By the end of the module, students should be able to:
LO1 Analyse the marketing environmental factors that might affect an organisation’s
digital marketing strategy.
LO2 Describe how digital marketing strategy relates to marketing strategy
development.
LO3 Apply the elements of the marketing mix on the Internet.
LO4 Explain how Electronic Customer Relationship Management (E-CRM) can be
used to support customer engagement.
LO5 Identify and discuss the factors for designing an effective website, mobile site
or social media presence.
LO6 Discuss the advantages and disadvantages of various digital media channels.
LO7 Explain how to measure and improve the effectiveness of digital marketing.
4. SYLLABUS OUTLINE
1) Introduction to digital marketing.
2) The digital marketing environment.
3) Digital marketing strategy.
4) Elements of the online marketing mix.
5) Electronic Customer Relationship Management (E-CRM) and social
CRM.
6) Website design and user experience.
7) Digital marketing campaign planning.
8) Digital channel media: Search Engine Optimisation (SEO), e-mail
marketing, affiliate marketing, viral marketing and other social
media.
9) Evaluation and improvement of digital marketing effectiveness.
5. LEARNING OUTCOME 1
Analyse the marketing environmental factors that
migh affect an organisation’s digital marketing
strategy.
7. WHAT IS DIGITAL MARKETING?
Digital marketing is the use of the Internet, mobile devices, social media,
search engines, and other channels to reach consumers.
It differs to traditional marketing in that involves various channels and
methods to enable an organisation to analyse what is and is not working
in real time.
Some marketing experts consider digital marketing to be an entirely new
endeavour that requires a new way of approaching customers and new
ways of understanding how customers behave compared to traditional
marketing.
8. WHY IS DIGITAL MARKETING
IMPORTANT?
People want brands they can trust.
The ease of access to information has placed everyone
under a microscope and has not only exposed consumers
to what your company says, but also to what the media
and other consumers have to say.
9. WHY IS DIGITAL MARKETING
IMPORTANT? (CON’T)
• Increasing fragmentation of media
• Increased demand for personalised content
• Increased demand for immediacy in communications
• 71% check device every 30 minutes, 27% check devices
every 5 minutes.
10. ORIGINS OF DIGITAL MARKETING
The term digital marketing was first used in the 1990s.
The coming of the Internet and the development of the Web 1.0
platform, allowed users to find the information they wanted, but it could
not be shared.
The rather static platform then revolutionised in 1993, when the first
clickable banner ad was introduced.
This was the first step to a new digital age.
11. ORIGINS OF DIGITAL MARKETING
1994 saw the launch “Jerry’s Guide to the
World Wide Web” or better known as
Yahoo.
The search engine received close to 1
million hits within its first year.
This amazing feat prompted wholesale
changes within the digital marketing
space.
12. ORIGINS OF DIGITAL MARKETING
• 1998 saw the birth of Google, followed
soon after by Blogger in 1999.
• During this time frame that social
networking sites – MySpace and then The
Facebook – began to be emerge
• The social networking boom presented
excellent opportunities for businesses to
communicate directly with customers and
implement web marketing strategies.
13. ORIGINS OF DIGITAL MARKETING
Google then started to expand and improve their
Internet search engine algorithms, and it wasn’t
long after that Google figured out how to analyse
content to target users with ads that are relevant
to their interests.
Google also added options like AdWords,
Analytics and AdSense to improve marketing
potential.
14. THE USE OF ‘COOKIES’.
The cookie was first developed in an
attempt to analyse user’s browsing habits,
but it has since evolved into a useful part
of the e-commerce sector and allows for
the collection of user literal user data.
This was a huge impact on the digital
marketing world.
15. THE USE OF ‘COOKIES’.
By 2004 Web 1.0 became Web 2.0 and saw the introduction of numerous
social platforms like WordPress, LinkedIn, Digg, Skype, Flickr and Gmail.
The years following saw the introduction of YouTube and the mobile
marketing revolution which boomed by 2010.
16. DIGITAL MARKETING CHANNELS
Before you start planning an effective digital marketing
strategy, it is important to perform various tests to
determine which channels will work best for your
business.
• Email Marketing
• Search Engine Marketing (SEM)
• Pay-Per-Click Advertising (PPC)
• Search Engine Optimisation (SEO)
• Display Advertising
• Social Media Marketing (SMM)
• Content Marketing
17. EMAIL MARKETING
• Email marketing remains to be
one of the most effective
digital marketing channels that
guarantee ROI.
• The benefits of email
marketing include: low costing,
audience segmenting,
immediate, contain calls to
action, customisable, and easy
to share and track.
18. SEARCH ENGINE MARKETING (SEM)
• Search Engine Marketing (SEM) refers to the process of gaining
website traffic by purchasing ads on search engines.
• The strategy that encompasses both PPC and SEO is one of the most
effective ways to grow your business in an increasingly competitive
marketplace.
• Search Engine Marketing’s greatest strength is that it offers
advertisers the opportunity to put their ads in front of customers
who are ready to purchase at that very moment in time.
19. PAY-PER-CLICK ADVERTISING (PPC)
• The effectiveness of PPC advertising is measured by the allocated budget and
how well keywords for how well keywords for targeting potential customers.
20. SEARCH ENGINE OPTIMISATION (SEO)
• SEO is all about getting your website to rank higher
than your competitors.
• SEO involves activities including keyword research, on-
page and off-page optimisation, and organic link
building.
22. DISPLAY ADVERTISING
• Display advertising uses third-party websites
to advertise.
• These ads include banners, interactive ads,
videos, and overlays that are linked to a
landing page or website
23. SOCIAL MEDIA MARKETING (SMM)
• Social media provides great dividends for companies who make
use appropriate content for applicable platforms.
• Not only does it connect you to your customers, but it also
encourages users to share opinions, participate in discussions and
engage with others in real time.
25. CONTENT MARKETING
• It will forever be constant in an ever-changing market.
• Captivating content which includes: text, graphic and
videos, will continuously generate inbound traffic from
highly targeted audiences.
• Content is the engine of the web.
26. EXAMPLE OF CONTENT MARKETING
USE IMAGES TO DRIVE DEEPER ENGAGEMENT
Visual content platforms like Pinterest, Snapchat, and Instagram are
more popular with consumers than ever – providing plenty of
opportunities for brands to tell compelling stories and forge
meaningful connections based on their mutual areas of interest.
Case in point:
American Express includes an image or video in the majority of its
Facebook posts, and has found other engaging ways to leverage
visual content marketing using Facebook’s Timeline – such as posting
messages (with accompanying photos) on company milestones from
as far back as 1890 (the year Amex was founded).
28. CLASS ACTIVITY
1. Use the internet to
research on the digital
marketing channels.
Provide 1 example for
each digital marketing
channel mentioned above.
2. Based on facts, which is
the most effective channel.
State your reasons.
30
MINS
ACTIVITY DURATION
• SPLIT
YOURSELVES
INTO GROUPS
• PRESENT YOUR
DISCUSSION
ON THE
WHITEBOARD
30. READING LIST
Essentially Reading
Chaffey, D. and Ellis-Chadwick, F., 2010. Digital marketing: implementation and
practice.
Additional Reading
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Tomczak, T., Schögel, M. and Schmidt, I., 2004. Marketing the e-Business-Lisa Harris
and Charles Dennis; Routledge, London and New York, 2002, ISBN 0-425-35600-3.
Journal of Retailing and Consumer Services, 5(11), pp.331-332.
Morris, N., 2009. Understanding digital marketing: marketing strategies for engaging
the digital generation.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
