Principles of Digital Marketing

Tutor: Jean Maund

What is Digital Marketing?

• Websites• Social Media• Email Marketing• Video marketing• Mobile phone marketing• QR Codes• PPC (pay per click)

Uses of digital marketing devices

• Company website – Information about the business– Communicate with customers– Promote products & services– Sell directly to customers

• Email systems– To communicate with customers– Promote the business– E.g. Email newsletters

• Mobile phones– Publicise offers– Allow customers to enter promotions instantly

• Social Media– Generate brand loyalty– Produce repeat business– Launch new products

Strengths & Weaknesses of Digital Marketing

Strengths Weaknesses

Perceived to be more modern May not reach target audience

Potentially greater reach May not be appropriate for the business or product

Trackable Possible technology costs

Can be cheaper

Opportunities for interaction

Immediacy

Better for reaching a younger demographic

Targeting

• Get your message to the right people i.e. Those most likely to buy

• Get it right – drive traffic – get sales

• Get it wrong – cost (time & money), negative responses, opportunities for competitors.

Outline of TraditionalMarketing Process

Sales£££

Follow - up

OFF

ER

CURRENT LISTS

BOUGHT LISTSTRADITIONAL

Outline of Typical Digital Marketing Process

Sales£££

Follow - up

Leads

Dat

a Ca

ptur

e

CURRENT LISTS

BOUGHT LISTSTRADITIONAL

SEO

SOCIAL MEDIA

JOINT VENTURES

Sources of data lists

• Customer records• Enquiries• Permission marketing• Bought in lists

Permission marketing

Introduction to the legalities

Consider:• Privacy• Data protection• Copyright

Audit

Customer Relationship Management(CRM)

• Potential uses:– Maintaining and building relationships with

customers– Encouraging repeat custom– Gathering market information (surveys, feedback)

Data Cleansing

• To ensure data is useable– Rectifying input errors– Removing inaccurate information– Customer details up to date

• To comply with data protection legislation

Digital Response Systems

• Embedded links • Website registration systems – members areas• SMS short codes e.g. Text Football to 72404 for

latest football news.• QR codes

http://www.qrstuff.com/

Tracking Systems

• Cookies– Advantages – Disadvantages

• Website login systems– Advantages– Disadvantages

Assignment

Examples

• http://www.youtube.com/watch?v=ZUG9qYTJMsI

• http://pastysanta.greggs.co.uk/