Intro to Digital Marketing Essentials - MKT1029

AM

  • traditional marketing

    • cant effectively target certain demographics, mass audience

  • digital marketing

    • enables individualisation to consumer, active as an audience as your on ‘discovery mode’ so you can deliver your message more effectivley

  • 3 i’s Principles

    • intiate

      • work backwards towards your objective and thinking about customer wants

      • outside in approach

        • think about what your customers want, look outside, what they use platforms etc

    • iterate

      • applying your learnings from customer engagements and adapting to improve performance

    • integrate

      • providing customers with seamless experience throughout platforms, sell your strategy to get approval and integrate your findings

PM

brief

  • luxury fashion brand

  • shoes, bags etc

  • looking at people between 18-25, unisex

  • website isnt so strong, socials isnt strong

  • 1,000-3,000

  • spend 15000 sourcing

  • target of 10% sales increase

  • email marketing, has an email list, mailg


  • pop up in big cities, focusing on diff new innovative bold)

  • influencer marketing, macro influencing (amelia, influencers from 18-25, influencers starting up in there careers, isabella lorna)

  • digital and printed assets, billboard and socials

  • tiktok ads, video advertising

  • magazines, new york fashion week etc

  • aspirational pinterest app, ads

  • collabs, with blank street, matcha for 18-25

  • targeted social media, cost effective and use meta ads


framwork vs technique

  • a technique is a specific method or approach marketers use to achieve a marketing objective

    • examples: sea, paid search or ppc, email marketing, content marketing, influencer marketing, affiliate marketing, retargeting, social media marketing. tools used to build what is on the blueprint

  • framework: how we organise our thinking

    • sostac

      • situatonal analysis

      • objectives

      • strategy

      • tactics

      • actions

      • control

    • user generated content

    • prace

    • ladder of engagement