Digital Marketing Fundamentals

Introducing Digital Marketing

Introduction

Digital marketing has transformed traditional marketing by:

  • Changing how marketing objectives are achieved.
  • Altering digital media, data, and technology application.

Key aspects covered include:

  • Digital marketing goals and strategy.
  • Options for achieving communication goals using digital media and platforms.
  • Digital marketing audiences, buyer behavior, devices, and platforms.
  • Using marketing data and technology to improve audience experiences and support business goals.

What is Digital Marketing?

Digital marketing is defined as achieving marketing objectives through applying digital media, data, and technology.

Paid, Owned, and Earned Media

  • Paid Media: Includes advertising, paid search, display ads, affiliate marketing, and digital signage. It involves paid placements and atomization of content into ads.
  • Owned Media: Consists of digital properties like websites, blogs, and mobile apps.
  • Earned Media: Includes partner networks, publisher editorial, influencer outreach, social presence, and word of mouth. It also involves the atomization of conversations through shared APIs and social widgets.

The 7Ds

Digital marketing plans should consider the 7Ds:

*Note: The transcript does not specify what the 7 D's are.

Digital Marketing Goals and Strategy

Frameworks are useful to plan, manage, and optimize digital marketing efforts due to its complexity.

The 5S Goals

The 5S goals of digital marketing, along with how the benefit is delivered and examples of typical objectives, include:

  • Sell: Grow sales through direct online sales transactions and sales from offline channels influenced online.
    • Objective: Achieve 10% of sales online; increase online sales in a product category by 20% in one year.
  • Speak: Get closer to customers by encouraging interaction online using inbound marketing techniques such as search and social media marketing, and understand audience needs.
    • Objective: Increase website visits or social media page followers by 10% within one year; increase subscribers to the newsletter by 10% within a quarter.
  • Serve: Add value by providing content and offers to encourage interactions leading to sales.
  • Save: Save costs by reducing offline media spend and customer service through using organic inbound marketing techniques and web self-service.
    • Objective: Reduce the cost of customer acquisition by 10%; reduce the cost-to-serve per customer by 10%.
  • Sizzle: Extend the brand online by improving the customer experience by offering new digital value propositions, exclusive online offers, and customer communities.
    • Objective: Improve brand metrics such as brand awareness, brand familiarity, favorability, and purchase intent.

Emphasis of Digital Marketing in Different Types of Business

  • Transactional E-commerce: Focuses on online transactions.
  • Services-oriented: Relationship-building for lead generation and support.
  • Brand-building: Enhancing brand image and awareness.
  • Publisher or intermediary site: Providing content or connecting buyers and sellers.
  • Social network or community: Building and engaging with online communities.

Digital Transformation

Large, complex organizations may require digital transformation, focusing on:

  • The new customer journey and the hero's journey, where customers inspire change agents.
  • Disruptive technology, data, and consumer behavior (including behavioral economics).
  • Expanding market opportunities through new digital touchpoints.
  • Adapting to new technology (Digital Darwinism).
  • Fostering a culture of innovation, internal collaboration, real-time response, and education.

Challenges include:

  • Broken experiences and lack of a common vision.
  • Data paralysis and lack of actionable insight.
  • No dedicated resources, leading to competitive disadvantage.

The evolution should focus on digital customer experience (DCX). Note: DCX is actually DCXXX

Strategy and Transformation

A process is needed to define strategy and transformation:

  • Strategy development, including the SOSTAC® framework.

Digital Marketing Audiences and Buyer Behavior

Different types of digital marketing audiences and their relationships:

  • Business-to-Consumer (B2C): Transactional (Amazon), relationship-building (BP), brand-building (Unilever™), media-owned (News Corp), comparison intermediary (Kelkoo™, Pricerunner™).
  • Business-to-Business (B2B): Transactional (Euroffice), relationship-building (BP), media-owned (Emap business productions), B2B marketplaces (EC21), social networks (LinkedIn).
  • Government-to-Consumer (G2C): National government transactional (tax - HM Revenue & Customs), national government information, local government information, local government services.
  • Government-to-Business (G2B): Government services and transactions (tax), legal regulations.
  • Consumer-to-Consumer (C2C): eBay, peer-to-peer (Skype), blogs and communities, product recommendations, social networks (Facebook, Instagram, LinkedIn).
  • Consumer-to-Business (C2B): Priceline, consumer feedback, communities, or campaigns.
  • Consumer-to-Government (C2G): Feedback to government through pressure groups or individual sites.
  • Business-to-Government (B2G): Feedback to government businesses and non-governmental organizations.
  • Government-to-Government (G2G): Inter-government services, exchange of information.

Benefits Supporting the 5Ss

*Note: The actual benefits are not listed in the transcript.

Six Categories of Digital Media

Digital media channels are categorized as:

  1. Search Marketing: Paid (Pay-Per-Click - PPC), Owned (Organic Search - SEO)
  2. Social Media Marketing: Paid social, Owned (Organic social), Earned mentions
  3. Digital Advertising: Programmatic display, native advertising
  4. Digital PR: Online advertorial, guest blogging, backlinks
  5. Digital Partnerships: Affiliate marketing, co-branding, sponsorship, influencer outreach, co-marketing
  6. Digital Messaging: Publisher email/push, in-house email/push, partner emails

Key Marketing Concepts

  • Inbound Marketing: Attracting customers through relevant and helpful content and adding value at every stage of the customer's buying journey.
  • Permission Marketing: Marketing where customers have given their explicit consent to receive marketing communications.
  • Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
  • Customer Engagement: Building relationships with customers through ongoing interactions.
  • Always-on Lifecycle Marketing Communications: Continuous and automated communications throughout the customer lifecycle.

Martech Options

A summary of the martech options:

  • Marketing Experiences: Customer experience, digital media channels, voice of customer, personalization, chat, sales enablement, testing and optimization.
  • Marketing Operations: Digital analytics, attribution and dashboards, asset management, audience and market data.
  • Marketing Middleware: APIs, data management, tag management, identity.
  • Marketing Backbone Platforms: CRM, marketing automation, content management, e-commerce.
  • Infrastructure: Databases, big data, cloud, mobile and web development.