digital marketing chapter 2

Digital Marketing Strategy

A high-level plan that sets digital marketing goals, identifies a digital target market and marketing mix, and outlines how to build competitive advantage online.

Digital Marketing Tactics

Specific online activities used to carry out a strategy and achieve its goals.

Components of a Digital Marketing Strategy

Digital target market, digital marketing mix, digital marketing goals, resources/actions needed, and ways to sustain digital competitive advantage.

Strategic Digital Marketing Planning Process

A procedure marketers follow to plan and document the direction of digital marketing activities.

Stage 1 of the Planning Process

Provides an overview of the organization's mission, vision, and overall marketing efforts.

Stage 2 of the Planning Process

Conducts a situation analysis and determines digital objectives, strategies, and tactics.

Stage 3 of the Planning Process

Identifies analytics, resources, budget, and the implementation plan for digital marketing activities.

Website Marketing

Using an organization's website to provide information, engage consumers, and support marketing goals.

SEO (Search Engine Optimization)

Improving a website so it appears higher in search engine results.

SEM (Search Engine Marketing)

Using paid search advertising to increase visibility in search engine results.

Email Marketing

Sending promotional or informational messages directly to consumers through email.

Social and Community Marketing

Using social media platforms and online communities to engage with consumers and promote a brand.

Mobile Marketing

Reaching consumers through mobile devices such as smartphones and tablets.

Smart-Environment Marketing

Using connected technologies or smart devices to interact with consumers.

Add Strategy

Ensuring digital marketing provides additional value for consumers through useful tools, information, or services.

Allure Strategy

Attracting consumer attention with engaging content, appealing design, and interesting messages.

Product in Digital Marketing

Offerings must provide value to consumers and may be enhanced through digital features or experiences.

Pricing in Digital Marketing

Pricing must be clear since consumers can easily compare prices online.

Common Digital Pricing Strategies

Subscription, flat-fee, bundle, and freemium pricing models.

Place in Digital Marketing

Focuses on digital channels used to deliver products or services to consumers.

Promotion in Digital Marketing

Communicating with consumers using digital platforms such as social media, content, and online advertising.

Integrated Marketing Communication (IMC)

Ensuring all marketing messages across channels are consistent and coordinated.

Digital Marketing Plan

A document outlining strategies, tactics, objectives, and resources for digital marketing activities.

Digital Marketing Situation Analysis

Examines internal and external factors affecting digital marketing, often using SWOT.

Digital STP

Segmenting markets, choosing target audiences, and positioning the brand in the digital environment.

Digital Value Proposition

A clear explanation of why consumers should choose a company's digital offering.

Digital Marketing Analytics

Metrics used to measure and evaluate the success of digital marketing activities.

Examples of Digital Marketing Analytics

Open rate, click-through rate, bounce rate, social media engagement, and mobile app ratings.

Implementation Control Plan and Budget

Explains how strategies will be executed, including timelines, responsibilities, resources, and costs.