Introduction to Digital Marketing

W. Rofianto

E-Marketing LandscapeThe customer is CEO

E-commerce

Advertising online

Search engine marketing

Social media communities

Content marketing

Owned, paid, and earned media

Local and location-based marketing

Brand transparency

Mobile marketing

User-generated content

Metrics rule

E-business is the optimization of acompany’s business activities usingdigital technology

E-commerce is the subset of e-business focused on transactionsthat include buying/ selling online,digital value creation, virtualmarketplaces and storefronts, andnew distribution channelintermediaries.

E-marketing is the use of informationtechnology for the marketing activity,and the processes for creating,communicating, delivering, andexchanging offerings that have valuefor customers, clients, partners, andsociety at large.

Benefits

global reach

lower cost

24-hour marketing24h

1:1 one-to-one marketing shorter

lead times

trackable, measurable results

a level playing field

personalisation

better conversion rate

more interesting campaigns

E-marketing Benefits

E-Business Recovery

Gartner predicted that the e would drop, making electronic business just part of theway things are done. This means that e-business is just business, and e-marketing is justmarketing.

Marketing implications of internet technologies

Power Shift From Sellers To Buyers

• Consumers trust each other more than companies

• Market and media fragmentation

• Connections are critical

• Everyone is a content producer

• Information transparency

• Social commerce

Trends Affecting Consumer Attention

WEB 1.0 to Web 3.0