Digital Marketing Explained: Introducing the scope
Digital Marketing is the promoting of brands using the Internet, mobile and other interactive channels. Digital Marketing is the practice of promoting products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.
Customer-centric digital marketing involves:
Digital technologies which form online channels… (web, e-mail, databases, mobile, iPTV)
Contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle)
Improving customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs.
How do digital technologies support marketing
Identifying – the Internet can be used for marketing research to find out customers’ needs and wants.
Anticipating – the Internet provides an additional channel by which customers can access information and make purchases – evaluating this demand is key to governing resource allocation to e-marketing.
Satisfying – a key success factor in e-marketing is achieving customer satisfaction through the electronic channel, which raises issues such as: is the site easy to use, does it perform adequately, what is the standard of associated customer service and how are physical products dispatched?
Digital Marketing Explained: Planning for a digital strategy
- To set clear goals for digital channels
- To align with business strategy (avoid ad-hoc approaches)
- Create a specific online value proposition (OVP)
- Specify communications tools to drive visitors
- Integrate digital and traditional channels
- Manage customer lifecycle (e.g. through email marketing)
Fundamental digital marketing concepts
“Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand” cScape
“the level of involvement, interaction, intimacy, and inﬂuence an individual has with a brand over time” Forrester
A value exchange in return for communications and profiling, e.g. Email opt-in, Like of brand on Facebook. You Have No Choice. This is where your customers are going.