Digital Marketing

Objectives
• How digital technologies changed marketing (forever)

• What is digital marketing

• Why you need a digital strategy

Estetista
Cinica -
Veralab
starting from story-telling
(promotions) than product

because it was free, she

was not involved in any costs
problem involved: take care about the reputation! --> word of mouths
Definition (possible)

Digital marketing can be simply defined as:

Achieving marketing objectives through applying digital media, data
and technology. (Chaffey, Ellis-Chadwick, 2022)

Technology is a means not an end in itself.

We do not live only on digital media, traditional media are important
too!
 a. the blurring of the distinction between
reality and virtuality;

b. the blurring of the distinction between

human, machine and nature;

c. the reversal from information scarcity

to information abundance; and
elements of the world in with we operate

d. the shift from the primacy of stand-

alone things, properties, and binary
relations, to the primacy of
interactions, processes and networks.
• https://link.springer.com/book/10.1007/978-3-319-04093-6
 Marketing is about how
to get people’s attention
also for the largety of competitors
Digital Media
 the payment
to be present
in your own
media

about reputation, the

visibility a company get

Chaffey, Ellis-Chadwick, 2022

 2
1

Which is
which?
1 --> owned
2 --> earned
3 --> paid

3
Six categories of digital media

you can program the visibility

of banner, by differentiated
from all the people based on
their research

use of algorytm
you are at the top of the reserach form of citation, of one sites from another

with google
 RACE Framework

potential customers taking care, after the sale

loyalty

expose people to your message

faster way is adv

Chaffey, Ellis-Chadwick, 2022

 The Funnel

speaking about product without paying them

Source: Sprout Social: https://sproutsocial.com/glossary/marketing-funnel/

 limited offers

low availability of
resources/products

people are risk averse, and have limited

time to spend for taking a new decision

Source: think with google

Marketing vs Digital Marketing
Bowling vs Flipper
Digital Marketing
Key concepts
Digital Technologies allowed to develop
new marketing strategies
1. Inbound marketing
The consumer is proactive in seeking out information for her needs, and
interactions with brands are attracted through content, search and social
media marketing.
2. Permission marketing
Customers agree (opt-in) to be involved in an organisation’s marketing
activities, usually as a result of an incentive.
Digital Technologies allowed to develop
different marketing strategies (Continued)
3. Content marketing
The management of text, rich media, audio and video content aimed at engaging
customers and prospects to meet business goals published through print and
digital media including web and mobile platforms which is repurposed and
syndicated to different forms of web presence such as publisher sites, blogs,
social media and comparison sites.
4. Customer engagement
Repeated interactions through the customer lifecycle prompted by online and
offline communications aimed at strengthening the long-term emotional,
psychological and physical investment a customer has with a brand.
Digital Technologies allowed to develop
different marketing strategies (Continued)
5. Always-on lifecycle marketing communications
In the pre-digital era, marketing activities were planned in campaign ‘bursts’
around new product launches and promotions. To be effective, digital marketing
needs a change in mind- set so that businesses invest sufficient time and budget
into defining and optimizing what are known as always-on lifecycle marketing
activities, which can be used in an integrated way to maximise visibility and
conversion through the customer lifecycle.
Ask yourself!
• Split in group of 4 people
• Go to: answerthepublic.com
• Search for different keywords
• Analyze results
• You have 5 minutes!
• Class discussion
Additional readings
• We are social Report (https://wearesocial.com/wp-
content/uploads/2023/03/Digital-2023-Global-Overview-
Report.pdf)