Unit 3

Digital Marketing Strategy

Dr. Joanna Pritchard

Learning objectives

1. Explain the relevance of different types of digital

platforms and digital media to marketing
2. Evaluate the advantages and challenges of digital media
3. Identify the key differences between customer
communications digital marketing and traditional
marketing.

Ch 4 and 13 Marketing Management Kotler et al

Chaffey and Smith 2013
Questions for marketers

• What are the options for digital marketing to grow

our business?
• What are the key benefits of digital marketing?
• What differences do digital media introduce compared to
existing marketing communications models?
Range of technologies used in marketing

Pg 108
Marketing Management
Kotler et al
Digital Branding – what is it?

• Digital branding is the creation and management of brands and the totality of the
consumer digital experience through all forms of digital technologies, biometrics,
virtual and augmented reality, artificial intelligence, robotics and any other form
of digital technology or platform.

• Digital marketing delivers a 24/7 dynamic brand experience across different

technologies.

• A compelling digital experience requires that brands and technology are

integrated by design, creating connections with people in a branded way.
How do you do it?
• Creating a digital brand strategy means far more than just having a website.

• Social, mobile, and apps can all add depth and dimension to a brand.

• At the same time digital also exposes brand behaviour to scrutiny , requiring 100%
clarity, transparency and commitment to values.

• Customers can berate brands and complain openly on social media – crisis
communications management is essential.
Understanding the digital experience
Brand-builders need to care about consumers’ technological and online experiences because all of them – good,
bad or indifferent – influence consumer perceptions of a company’s brand. Technology-based initiatives can
build on the following brand promises:
• The promise of convenience: making a purchase experience more convenient than the real world. Tesco
online shopping and home delivery offers convenience and support to many customers, some of whom
cannot go to the shops, whether through illness or old age, and to others who just like the convenience of
home shopping.
• The promise of achievement: to assist consumers in achieving their goals. Online booking and seat selection
on airlines allows the brand to co-create experiences with the customer that align with their goal of less
queueing and more comfort in travel.
• The promise of fun and adventure: creating a brand experience for the consumer that brings excitement
and fun. The LEGO site allows customers to design and build Lego online and then order the bricks to
recreate it offline.
• The promise of self-expression and recognition: provided by personalisation services such as Pinterest,
where consumers can build their own website and express their own views through blogs. Nike’s website
encourages customers to design their own running shoes, which is fun, enjoyable and engages the
customer.
• The promise of belonging: this is provided by online communities and explains why social networking sites
such as Facebook, Snapchat and WhatsApp are so popular. Brand communities online can be very powerful
and are ignored at the company’s peril.
Pg 412 Marketing Management Kotler et al
 The intersection of the three key online media
types
• Paid media includes
company-generated advertising,
publicity, and other promotional
efforts
• Earned media is all the PR and
word-of- mouth benefits a firm
receives without having directly paid
for anything
• Owned media includes online
marketing communications

Pg 593 Marketing Management Kotler et al

How does a digital strategy help?

• Identifying – the Internet can be used for marketing research to

find out customers’ needs and wants.
• Anticipating – the Internet provides an additional channel by
which customers can access information and make purchases –
evaluating this demand is key to governing resource allocation
to e-marketing.
• Satisfying – a key success factor in e-marketing is achieving
customer satisfaction through the electronic channel, which
raises issues such as: is the site easy to use, does it perform
adequately, what is the standard of associated customer service
and how are physical products dispatched?
Interactive and online marketing
communications
These days a marketing campaign is rarely seen as complete without an online component.

Digital advertising is essential because:

1. It is easy to track online advertising performance

2. Companies can easily create customised advertising campaigns for specific audience groups
3. It is easier to make changes to online campaigns than to traditional advertising campaigns
Moving from product-driven marketing marketing 1.0, much of
marketing is still in the 2.0 born out of the growth of the internet,
with marketing managers using many technologies such as
data-driven personalisation and a focus on customer-centric
marketing but not yet at the marketing 3.0 era, which is driven by
human connectedness and how consumers feel.

Marketing 3.0 is the world of viral marketing, driven by key

influencers and social media. Marketing 3.0 focuses on the
customer as a human being in its entirety, with material, emotional
and spiritual needs. It is expected that those companies that adopt
marketing 3.0 will have an edge because they will be able to
combine a quality product/service with a mission imbued with
positive values.

These eras also align with the growth of the internet from Web 1.0
to Web 2.0 and now Web 3.0, which is known as the semantic
executing web, which will improve the ability of the web to
understand communication in context and should have the following
abilities: tailor-made and personalised searches, evolution of 3D
web and deductive reasoning.
The 5Ss of Internet Marketing
Source: Chaffey and Smith (2012)

Chaffey and Smith 2013

Chaffey and Smith 2013
Social Media
TED videos
Social media creates a dialogue with consumers to watch

Three main social media platforms

1. Online communities and forums
2. Blogs
3. Social platforms like Facebook, Linkedin,
Instagram, Tik Tok and YouTube

Chapter 5 Chaffey and Smith 2013

Email Marketing
Email is most widely used as a prospect conversion and customer • Conversion email – someone visits a web site and expresses
retention tool, using an opt in house list of prospects and customers interest in a product or service by registering and providing their
who have given permission to a company to contact them. email address although they do not buy.
‘direct mail on steroids’. . . • Automated follow-up emails can be sent out to persuade the
1. Relatively low cost of fulfilment. The physical costs of email are recipient to trial the service. For example, betting company
substantially less than those of direct mail. William Hill found that automated follow-up emails converted
2. Direct response medium encourages immediate action. Email twice as many registrants to place their first bet compared to
marketing encourages clickthrough to a web site where the registrants who did not receive an email.
offer can be redeemed immediately; this increases the • Regular e-newsletter type – consider options of different
likelihood of an immediate, impulsive response. frequency such as weekly, monthly or quarterly with different
3. Faster campaign deployment. Lead times for producing content for different audiences and segments.
creative and the whole campaign lifecycle tend to be shorter • House-list campaign – these are periodic emails to support
than for traditional media. different objectives such as encouraging trial of a service or
4. Ease of personalization. It is easier and cheaper to personalize newly launched product, repeat purchases or reactivation of
email than for physical media or a web site. customers who no longer use a service. Although a newsletter is
5. Options for testing. It is relatively easy and cost-effective to test a good place to start, a problem with newsletters is that among
different email creative and messaging. the different features, your main message may be diluted, so you
6. Integration. Through combining email marketing with other need a stand-alone email or ‘e-blast’ to have maximum impact.
direct media which can be personalized such as direct mail, • Event-triggered email sequence – these tend to be less regular
mobile messaging or web personalization, campaign response and are sent out as part of an automated touch strategy to assist
can be increased as the message is reinforced by different with customer development.
media.
Opt-in email is a powerful online communications tool. It enables a targeted message to be pushed out to a customer to inform and remind, and they are certain to
view at least the subject line within their email inbox, even if it is only to delete it. But there is a problem: in the minds of many Internet users, email is evil. It is
SPAM, unsolicited email sent by unscrupulous traders. Some say SPAM stands for ‘Sending Persistent Annoying Email’, but it actually originates from the Monty
Python comedy sketch. Remember that SPAM is now outlawed in many countries.

Chapter 8 Chaffey and Smith 2013

Tools

• IAB https://www.iab.com/

• Google Ads https://ads.google.com/

• Facebook Ads https://business.facebook.com/

• Mailchimp, Listrak, Mail Merge etc.

Examples…
Let’s take a look at some brands doing
some great things in digital marketing… • Made.com
• Nike
• Aldi • Glossier
• Guinness • KFC
• Peloton • National Geographic
• ASOS • Dove
• Boohoo • Fenty Beauty
• PlayStation • Red Bull
• The Royal Academy • Lego
• Greggs • PaddyPower

https://econsultancy.com/30-brands-with-excellent-social-media-strategies/