![Digital Marketing Communications Management:An Introduction,[object Object],5A3150 DMCM,[object Object],David Edmundson-Bird,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-1-2048.jpg?cb=1669031976)
![A53150 DMCM: Introduction,[object Object],Introduction to the subject,[object Object],Outline the progression of the unit,[object Object],Introduction to the subject,[object Object],Define the scope of digital marketing communications,[object Object],Explore & Discuss the digital marketing & relationship stages,[object Object],Examine guidelines for success,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-2-2048.jpg?cb=1669031976)
![Introduction,[object Object],The Scope and Impact of DigiMarcomms,[object Object],A Seven-Stage Cycle of DigiMarcomms,[object Object],Four Key Relationship Stages,[object Object],Guidelines for Digital Marketing Success,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-3-2048.jpg?cb=1669031976)
![Where does Digital Marketing have an impact?,[object Object],Where do you allocate your marketing resources?,[object Object],Marketing in theReal World,[object Object],Marketing in the Digital World,[object Object],We use traditional real-world marketing to market our B&M business,[object Object],We use digital marketing to market our B&M business,[object Object],Traditional Bricks-and- Mortar Business,[object Object],It has an impact here,[object Object],Where does your revenue come from?,[object Object],We use digital marketing to market our Digital Business proposition,[object Object],We use traditional real-world marketing to market our Digital Business proposition,[object Object],The eBusinessproposition,[object Object],It has an impact here,[object Object],It has an impact here,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-4-2048.jpg?cb=1669031976)
![Propaganda & Misinformation about Digital Marketing,[object Object],Propaganda,[object Object],Response to Propaganda,[object Object],Response 1: Organisations must gauge the degree of interactivity to which their audience will most likely respond,[object Object],Misinformation 1: Customers behave in the digital world in the same way as they do in the real world,[object Object],Misinformation 2: You don’t need to segment customers in the digital world,[object Object],Response 2: Segmentation does matter; the digital world opens new ways to segment customers,[object Object],Response 3: Digital personalization does matter, but only if it enhances the user experience and drives the business results,[object Object],Misinformation 3: Digital personalization is a waste of resources and effort,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-5-2048.jpg?cb=1669031976)
![A Seven-Stage Cycle of Digital Marketing,[object Object],2 Creating the Digital Marketing Strategy,[object Object],3 Designing the Customer Experience,[object Object],1 Identifying the Digital Market Opportunity,[object Object],4 Creating the Customer Interface,[object Object],7 Evaluating the Digital Marketing Programme,[object Object],5 Designing the Digital Marketing Programme,[object Object],6 Leveraging Customer Information Through Technology,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-6-2048.jpg?cb=1669031976)
![How do you identify that Digital Marketing Opportunity?,[object Object],[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-7-2048.jpg?cb=1669031976)
![Make “Go / No-Go” Assessment,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-12-2048.jpg?cb=1669031976)
![The 4 Key Customer Relationship Stages,[object Object],Acquisition,[object Object],Conversion,[object Object],Retention,[object Object],Dissolution,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-13-2048.jpg?cb=1669031976)
![The 4 Key Customer Relationship Stages,[object Object],Acquisition,[object Object],Conversion,[object Object],Retention,[object Object],Dissolution,[object Object],and level of intensity of interaction with organisation,[object Object],Level of Intensity and Degree of Relationship,[object Object],Intensity,[object Object],Level of Intensity ofinteractionwithorganisation,[object Object],Acquisition,[object Object],Conversion,[object Object],Retention,[object Object],Dissolution,[object Object],Stages of Customer Relationships,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-14-2048.jpg?cb=1669031976)
![Digital Marketing Mix,[object Object],PRODUCT,[object Object],PRICING,[object Object],COMMUNICATION,[object Object],SOCIAL NETWORK,[object Object],CHANNEL,[object Object],BRANDING,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-15-2048.jpg?cb=1669031976)
![What has an impact on the Digital Marketing Mix?,[object Object],PRODUCT,[object Object],PRICING,[object Object],COMMUNICATION,[object Object],SOCIAL NETWORK,[object Object],CHANNEL,[object Object],BRANDING,[object Object],interactivity,[object Object],personalisation,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-16-2048.jpg?cb=1669031976)
![Digital Marketing Matrix,[object Object],customer relationship stages,[object Object],ACQUISITION,[object Object],CONVERSION,[object Object],RETENTION,[object Object],DISSOLUTION,[object Object],PRODUCT,[object Object],Branding can heighten (or lower) the leverage impact of the levers in each box,[object Object],PRICING,[object Object],Interactivity & Personalisation should influence the design of activity within each of the these boxes,[object Object],COMMUNICATION,[object Object],where the leverage is applied,[object Object],SOCIAL NETWORK,[object Object],CHANNEL,[object Object],BRANDING,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-17-2048.jpg?cb=1669031976)
![Is there a difference between old Marketing & Digital Marketing?,[object Object],Digital Marketing,[object Object],Digital marketing means we can deliver the promise of one-to-one marketing,[object Object],Everything becomes buyer rather than supplier driven,[object Object],pull-marketing not push),[object Object],pull levers (e.g. virtual communities),[object Object],Old Marketing,[object Object],Differences in the digital marketing world are overstated,[object Object],Segmentation is still at the core of marketing — “clusters” of consumers will emerge that share behaviour,[object Object],It is most efficient to aggregate consumers into segments to reduce costs,[object Object],Successful marketing programmes include mixing different marketing levers, both new and old: the “master-mixer” concept still remains,[object Object]](https://image.slidesharecdn.com/lecture02introductiontodmcm-100924045740-phpapp01/75/lecture-02-introduction-to-dmcm-18-2048.jpg?cb=1669031976)
Lecture 02 Introduction to DMCM
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Lecture 02 Introduction to DMCM
- 8. Identify Unmet and Underserved Need(s)
- 10. Declare Company’s Resource-Based Opportunity for Advantage
- 11. Assess Competitive, Technological, and Financial Opportunity Attractiveness