Blurring the lines between Digital and Traditional Marketing

DIGITAL AND MARKETING

 Common Principles:
Digital Marketing V Marketing
• What do we think about digital marketing vs
traditional marketing?

• Digital Marketing has the same principles as

marketing itself

• Every marketing strategy should have a

digital marketing strategy
 Merging Traditional and Digital
• The days of ‘traditional’ marketing versus
‘digital’ marketing are disappearing.

• The aims of all marketing are …

• Build relationships
• Keep customers
• Gaining Trust
• Drive future sales/interest
The principle function of
marketing

One of the most basic functions of marketing is to

attain new customers and retain existing
customers while making a profit for the company
Digital Marketing is about….

Using the power Exchange of

of the Web to attention for
build connected value = the
relationships and ‘Attention
engagement Economy”
 The Power of Digital
1. Easier to segment an
audience and often more
precise e.g. location,
time, gender, recent
brand interactions…
2. Messages can be
personalised or tailored
more than in traditional
marketing
Lets look at some examples of this on Facebook
3. More measurable
(analytical tools,
monitoring of channels,
analysing feedback etc)
4. More possibilities of
collaboration with
others – customers,
interested groups, other
companies etc
 Digital as a Problem Solver
Some examples of using digital tools to help solve
problems or come up with solutions

• Crowdsourcing

• Crowdfunding

• Microtasking

Class activity, in groups research what each of these terms are.

 Crowdsourcing
Listening to an online community by asking for their ideas,
support, contribution or help to build better products etc
Example of Crowdsourcing – Amazon’s Mechical Turk
https://www.mturk.com/mturk/welcome
Example of Crowdsourcing – Dell’s IdeaStorm
http://www.ideastorm.com/
Example of Crowdsourcing – Innocentive
http://www.innocentive.com/
Best-known example of Crowdsourcing

Famous everyday example of Crowdsourcing

http://en.wikipedia.org/wiki/Main_Page
 Crowdfunding
• Usually involves asking people
to donate a small amount of
money to fund a specific project
e.g. www.kickstarter.com

• Kickstarter has raised over $200

million for 60,000+
projects/ideas
Example of Crowdfunding
https://www.kickstarter.com/
Example of Crowdfunding
https://www.kickstarter.com/
 Microtasking
• Dividing a big task into smaller
tasks to be shared among an
online community.

• Usually the tasks are done for

payment

• Best example is
www.brandseye.com
Example of using Microtasking for online monitoring
http://www.brandseye.com/