Chapter 1 – Introducing Digital Marketing

Vocabulary flashcards summarising key terms, frameworks and examples from Chapter 1 of Digital Marketing Strategy, Implementation and Practice (8th Edition).

Digital Marketing

Achieving marketing objectives through the application of digital media, data and technology.

Paid Media

Any digital placement a brand pays for, such as search ads, display ads, affiliates and digital signage.

Owned Media

Digital properties fully controlled by a brand, including websites, blogs and mobile apps.

Earned Media

Exposure gained through others’ conversations—PR coverage, influencer mentions, social sharing and word-of-mouth.

7Ds of Digital Marketing

Framework covering Digital goals, Digital audiences, Digital devices, Digital platforms, Digital media, Digital data and Digital technology.

5S Goals

Digital objectives of Sell, Speak, Serve, Save and Sizzle that guide measurable benefit creation.

RACE Planning Model

Lifecycle framework of Plan, Reach, Act, Convert and Engage used to manage and optimise digital marketing.

SOSTAC® Framework

Strategic planning model of Situation, Objectives, Strategy, Tactics, Action and Control.

Digital Natives

Generations that grew up with digital technology, mainly Millennials (1981–1996) and Generation Z (1997 onwards).

Transactional E-commerce Site

Website whose primary goal is online sales, e.g., Shopee, Lazada.

Relationship-Building Service Site

Digital presence that attracts leads and supports customers, e.g., Grab or Air Asia apps.

Brand-Building Site

Platform focused on reinforcing brand values rather than direct sales, e.g., Petronas corporate site.

Publisher or Intermediary Site

Online media outlet or comparison portal that earns revenue via content or referrals, e.g., Awani or Kelkoo.

Social Network / Community

Platform enabling user-to-user interaction and content sharing, e.g., Mudah.com.

Inbound Marketing

Attracting proactive consumers through helpful content, search and social rather than interruptive ads.

Permission Marketing

Communications only sent after a user has opted in, often incentivised by value or offers.

Content Marketing

Strategic creation, distribution and repurposing of text, audio, image and video to meet business goals.

Customer Engagement

Ongoing interactions that deepen a customer’s emotional, psychological and behavioural investment in a brand.

Always-On Lifecycle Marketing

Continuous, integrated digital activities optimised across the customer journey, not just one-off campaigns.

Pull Interactivity

User-initiated engagement such as searching for reviews or browsing blogs.

Push Interactivity

Brand-initiated messages like email blasts, app notifications or display ads.

Digital Ethnography

Research approach that studies online consumer behaviour within real digital environments.

Digital Darwinism

The idea that organisations must adapt to fast-changing technology and consumer behaviour or risk failure.

Marketing Technology (MarTech)

Suite of platforms and tools that support planning, execution and measurement of marketing activities.

Marketing Backbone Platforms

Core systems such as CRM, marketing automation, CMS and e-commerce engines.

Marketing Middleware

APIs, tag managers and identity solutions that connect data across martech tools.

Paid / Owned / Earned Media Mix

Balanced use of purchased placements, brand-controlled assets and third-party endorsements to reach goals.

Augmented Reality (AR) Marketing

Overlaying digital elements onto the real world to create interactive brand experiences, as in Burger King’s "Burn That Ad" campaign.

Conversion Rate Optimisation (CRO)

Systematic improvement of website or app experiences to increase the percentage of visitors who act.

Retargeting

Serving ads to users who have previously interacted with a brand to encourage return and conversion.

Multichannel Selling

Co-ordinating online and offline sales channels for seamless customer purchase options.

Digital Audience Profiling

Collecting and analysing online data to define detailed customer segments and behaviours.

Earned Influencer Outreach

Engaging third-party creators to voluntarily mention or review a brand in their content.

Affiliate Marketing

Performance-based arrangement where partners earn commission for driving traffic or sales to a merchant.

Case Study – Boo.com vs. Boohoo.com

Illustrates how strategic assumptions, timing and execution led to dot-com failure for Boo.com but success for Boohoo.com through fast-fashion focus and lean operations.