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DIGITALMARKETING STRATEGY, IMPLEMENTATIONANDPRACTICESeventhEdition Part1 Digitalmarketingfundamentals Chapter1 IntroducingDigitalMarketing
Chapter1–IntroducingDigitalMarketing • MainTopics: • Howdigitalmarketinghastransformedmarketing • Whataredigitalandmultichannelmarketing • Introductiontodigitalmarketingstrategy • Introductiontodigitalmarketingcommunications • CaseStudy: eBaythrivesintheglobalmarketplace.
Howdigitalmarketinghastransformed marketing • Digitalmarketingisabout: • Audiences • Digitaldevices • Digitalplatforms • Digitalmedia • Digitaldata • Digitaltechnology
Figure 1.1 Customer lifecycle marketing touchpointsummaryfor aretailer Source:SmartInsights(2017)
Whataredigitalandmultichannel marketing? Digitalmarketingcanbedefinedas: Achievingmarketingobjectivesthroughapplyingdigital mediadataandtechnology
Themarketingtechnologylandscape Source:With permission– Chiefmartec.com
Introductiontodigitalmarketingstrategy Keyconsiderations: Keyfeaturesofdigitalmarketingstrategy Applicationsof digitalmarketing Benefitsof digitalmarketing
Mini Case 1.2 Zalando exploits the power of digitalmediaanddistributiontogrowa multi- billionEuro businessinlessthan5years.
Figure 1.5 Summary and examples of transactionalternativesbetweenbusinesses, consumers andgovernmentalorganisations
Case study: eBay thrives in a global marketplace Keycontent: Mission Revenuemodel Proposition Competition Objectivesand strategy Case Question: Discuss how eBay has had to evolve its online brand proposition and communicate it to achieve continuedgrowth