This document discusses digital marketing and its impacts. It defines digital marketing and outlines some common types of digital presences like e-commerce, services, and social media sites. It also discusses how digital marketing includes more than just websites and social media, and how companies can use a hybrid strategy of digital and traditional marketing. Key impacts of digital marketing include its influence on customer behavior, the rise of mobile usage, and how marketing is evolving to include more participation. The document also provides examples of companies that are using digital marketing well and outlines considerations for developing an integrated digital marketing strategy.

1. Robert Farrell

2. Roadmap
• Digital Marketing.
• Impacts.
• Digital Media Landscape.
• Who is using it well.
• Internet Marketing Strategy.
Technology is changing how Business &
Robert Farrell Customers behave

3. Marketing
Process by which companies create value
for customers and build strong customer
relationships to capture value from
customers in return.
Kotler & Armstrong (2010)
Digital Marketing
Marketing using electronic media such as the
web, e-mail, interactive TV, IPTV and wireless
media in conjunction with digital data about
customers characteristics & behaviors.
Robert Farrell Chaffey, Chadwick, Mayer, Johnson (2009)

4. Digital Marketing
Types of Web Presence:
• Transactional e-commerce site:
• Amazon, Dell.
• Services-oriented/Relationship building:
• Accenture, British Gas.
• Brand building site:
• Guinness.
• Portal or Media site:
• Compare the market.
• Social network or Media site:
• Mashable, Inc, Entrepreneur, Facebook.
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5. Digital Marketing
• More than your Website or Social Media.
• Hybrid strategy (Bricks & Clicks).
• Communication:
– Social Media & Blogs.
• Research:
– Polls, Discussions, Likes, Views.
• Analysis:
– G.Analytics, FB Insights, TwitSprout, Pinerly.
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6. Robert Farrell

7. Impact 1

8. Impact 2
We are mobile
37% penetration.
27% clicked on advert.
mCommerce worth €800m.
The Smart Future - Amarach, May 2011
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9. Impact 3
Extended Marketing Mix
Product
Price
Place
Promotion Participation
Physical Evidence
Process
people
Social Media Platforms
Crowd sourcing
Testimonials
Fan submitted content
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10. Messages go Viral
Impact 4
Company

11. Impact 5
Marketing is Evolving
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13. Who is using it well? 10,287 mobile visits
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14. Dollar Shave Club
Bodyform Budweiser
Humor works well
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15. Integrated Marketing Communications
Websites:
• Corporate & Student.
• Online bookings, Blog, Videos & Information.
Social Media:
• Facebook, Twitter, Flickr, LinkedIn.
• Pictures, Articles, News, Jobs & Recommendations
Monitoring:
• G.Analytics, FB Insights, Newsweaver, Internal Info, Bookings.
Advertising:
• TV, Radio, Print, Billboard, Magazine.
Grassroots:
• Campus visits, Member ambassadors.
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16. What could go wrong?
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17. Developing an Internet Marketing
Strategy Chaffey
Define
Plan
Implement
Adjust
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18. Developing an Internet Marketing
Strategy
Managerial Decisions:
• What online business model will you use.
• Do you alter the marketing mix online.
• Which platforms will you use.
• Do you go In-house or Out-Source.
• Do you have the resources.
• Who is responsible.
• What training is required.
• What policies will you put in place.
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19. Key Messages
• Lower entry barriers.
• Global players.
• Online & Mobile spending.
• Customers are talking.
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20. Further Reading
Harvard
McKinsey
Edelman
Kantar
Carat
Amas
Amarach
Simply Zesty
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21. Robert Farrell
Thank You