Digital Marketing Basics

What is digital marketing

Achieving marketing objectives through applying digital media, data and technology.

How do Kannan & Li (2017) define digital marketing

An adaptive, technology-enabled process where firms collaborate with customers and partners to jointly create, communicate and deliver value.

How does Chaffey & Ellis-Chadwick (2025) define digital marketing

Achieving marketing objectives through applying digital media, data and technology.

How is digital marketing in 2026 different from simply using digital channels

It is increasingly AI-enabled, data-driven, platform-mediated and interactive across the customer journey.

What are the key characteristics of modern digital marketing

AI-enabled, data-driven, platform-mediated and interactive.

What is digital transformation of marketing

A shift towards more individualised communication and greater information exchange between customers and firms.

How does communication differ between traditional and new media

Traditional media uses the same message; new media allows unique messages and greater information exchange.

What is a major characteristic of the 2026 digital landscape

Consumer journeys are increasingly fragmented across devices and platforms.

What are consumers using alongside search and social media

AI.

How has online shopping changed

It now spans search, social media, creators, marketplaces and retailer platforms.

What is an AI-mediated customer journey

Consumer → AI assistant → recommendation/comparison → brand/platform → purchase.

What is the traditional digital customer journey

Consumer → search → website → evaluate → purchase.

How does an AI-mediated journey differ from the traditional digital journey

AI can act as an intermediary by providing recommendations, comparisons and shopping assistance.

How can AI transform content generation

AI can generate marketing content.

How can AI transform audience analysis

AI can analyse audiences and identify patterns.

How can AI transform personalisation

AI can create more personalised marketing and customer experiences.

How can AI transform campaign optimisation

AI can analyse campaign performance and help optimise campaigns.

How can AI transform customer service

Through AI-assisted and conversational customer interactions.

What is AI-assisted search

Using AI to help consumers search for and evaluate information.

What are AI recommendations

AI-generated suggestions based on consumer information, preferences or behaviour.

What are AI agents

AI systems that can perform tasks and potentially mediate purchasing decisions.

What could agent-mediated purchasing mean

An AI agent could potentially assist or make purchasing decisions on behalf of consumers.

What are the main AI applications on the marketer side

Content generation, audience analysis, personalisation, campaign optimisation, customer service, predictive analytics and media buying.

What are the main AI applications on the consumer side

AI-assisted search, product comparison, recommendations, shopping assistance, conversational interaction and AI agents.

What are paid, owned and earned media collectively called

POE media.

What is paid media

Media exposure that a firm pays for, such as advertising or paid influencer activity.

What is owned media

Digital media controlled by an organisation, such as its website or social media profile.

What is earned media

Exposure generated by others, such as organic shares, publicity or coverage.

What does POE stand for

Paid, Owned and Earned media.

A company pays an influencer to make a video. What type of media is this

Paid media.

A paid influencer video goes viral organically. What media types are involved

Paid media and earned media.

A company writes a blog on its website. What type of media is this

Owned media.

Other people organically share the company's blog. What type of media is this

Earned media.

A football club pays to promote an anti-racism post. What type of media is this

Paid media, with earned media if people organically share it.

What is the RACE framework

A framework for planning and managing digital marketing across the customer journey.

What does RACE stand for

Reach, Act, Convert, Engage.

What is the purpose of RACE

To structure digital marketing activities across different stages of the customer journey.

What does Reach involve

Building awareness and reaching relevant audiences.

What does Act involve

Encouraging interactions and engagement before conversion.

What does Convert involve

Encouraging customers to take the desired conversion action.

What does Engage involve

Building relationships and encouraging loyalty and ongoing interaction.

What are the 5S goals of digital marketing

Sell, Speak, Serve, Save and Sizzle.

What does SELL mean in the 5S framework

Grow sales through online transactions and offline sales influenced by digital channels.

What is an example of SELL

Increasing online revenue, average order value or app-generated sales.

What does SPEAK mean in the 5S framework

Get closer to customers through interaction and understanding their needs.

What is an example of SPEAK

Increasing social engagement, online communities or user-generated content.

What does SERVE mean in the 5S framework

Add value through useful content and offers that encourage interaction.

What is an example of SERVE

Increasing content engagement, newsletter subscribers or customer satisfaction.

What does SAVE mean in the 5S framework

Save costs through digital efficiency, inbound marketing and self-service.

What is an example of SAVE

Reducing customer acquisition or customer service costs through digital tools.

What does SIZZLE mean in the 5S framework

Extend the brand through digital value propositions, exclusive offers and communities.

What is an example of SIZZLE

Increasing brand awareness, sharing, earned media or purchase intention.

What is omnichannel marketing

Integrating customer touchpoints and channels so customers can move between them seamlessly throughout their journey.

Who are associated with the definition of omnichannel marketing used in the lecture

Ailawadi and Farris (2017).

What is multichannel marketing

A brand operates across multiple channels, which may operate independently.

What is the key difference between multichannel and omnichannel marketing

Multichannel channels may be separate; omnichannel channels are integrated and coordinated.

What does multichannel marketing focus on

Optimising individual channels.

What does omnichannel marketing focus on

Optimising the overall customer journey.

What question does multichannel marketing ask

Which channel performs best

What question does omnichannel marketing ask

How do channels work together as a whole for the customer

What is an example of an omnichannel customer journey

Buy online and collect in store; research online and buy in store; buy online and return in store.

What does a seamless omnichannel experience provide

Consistent information, activities and customer support across channels.

What is search engine marketing (SEM)

Gaining visibility in search-engine results using both SEO and paid search.

What is SEO

Search engine optimisation to improve organic visibility in search results.

What is SEA/PPC

Paid search advertising involving sponsored search ads and keyword bidding.

What is social media marketing

Using social platforms to build visibility, engagement and relationships through organic and paid activity.

What types of content are used in social media marketing

Posts, short-form video, Stories, Reels, paid ads, UGC, shares, likes and comments.

What is user-generated content (UGC)

Content created by users rather than by the brand.

What is display advertising

Visual advertising on websites, apps and other digital properties.

What are common display advertising formats

Banners, responsive ads, video, native advertising and retargeting.

What is digital PR

Building and managing brand reputation and earned online visibility through digital media and third parties.

What channels can digital PR use

Journalists, creators, influencers, podcasts, blogs, digital events and partnerships.

What is affiliate marketing

A commission-based arrangement where an advertiser pays when a qualifying sale occurs.

How does affiliate marketing work

Affiliates use trackable links and receive commission when referred users complete qualifying transactions.

What is digital messaging

Direct communication with identified customers through email, SMS, apps and other permission-based channels.

What are examples of digital messaging

Email newsletters, promotional emails, transactional emails, SMS, app notifications and personalised offers.

What is inbound marketing

Proactively seeking out information and attracting customers rather than simply broadcasting advertising.

What is permission marketing

Marketing activities that consumers have agreed to receive, usually through opt-in.

What is content marketing

Using text, rich media, audio and video to engage customers and prospects across digital touchpoints.

What is customer engagement

Interactions with customers throughout the lifecycle prompted by online and offline communications.

What is always-on lifecycle marketing

An integrated approach designed to maximise visibility and conversion throughout the customer lifecycle.

What is a digital platform

A system that connects different groups of users and enables interactions between them.

What is the key function of a digital platform

To facilitate interactions between different stakeholders or sides.

What is the network effect

The value of a platform can increase as participation grows.

What is a same-side network effect

More users on one side increase value for other users on the same side.

What is a cross-side network effect

Growth on one side increases value for participants on another side.

Why do network effects matter for platforms

More participation can increase the value and attractiveness of the platform.

What is network centrality

The platform acts as an intermediary or hub coordinating interactions between participants.

What is matchmaking

Helping users find relevant products, services or participants according to criteria such as price, location and preferences.

What is resource utilisation

Using platforms to make underused resources or capacity available to other users.

What is modularity/complementors

External participants create complementary products or services within a platform ecosystem.

Why is Airbnb an example of network effects

More hosts provide greater choice for guests, while more guests create opportunities for hosts.

What happens if Airbnb loses many hosts

Guests have less choice, reducing platform value and potentially reducing opportunities for remaining hosts.

What is responsible digital marketing

Creating customer and business value without compromising privacy, fairness, transparency or inclusion.

What is the responsible principle

Taking a balanced approach to the needs of the firm, stakeholders, society and planet.

What is the respectful principle

Embracing diversity, equity and inclusion and empowering disadvantaged or marginalised communities.

What is the resilient principle

Ensuring the longevity and sustainability of digital solutions despite disruptions.

What are the three principles of responsible digital marketing

Responsible, Respectful and Resilient.

What does privacy mean in responsible digital marketing

Customer data should be collected, processed and used responsibly.

What does fairness mean in responsible digital marketing

Targeting, personalisation and AI should not systematically disadvantage consumers.