2. Your team have started Coolies Interactive, an agency offering digital strategy
consultancy for corporate clients. Some of the services that it offers include
helping companies to implement social media strategies, such as a Facebook
campaign, and improve their corporate website design.
Recently, a corporate client approached Coolies Interactive and asked for
recommendations on how it can leverage on the latest Internet trends and relevant
digital strategies. The client’s objectives are to:
(1) engage its customers online; and
(2) evaluate and improve the client’s corporate website.
You are to suggest a suitable digital strategy to the corporate client to meet its
Problem Statement
3. Digital marketing refers to various and different promotional techniques deployed to
reach customers via digital technologies.
2 forms of Digital Marketing:
❖ In pull digital marketing, the consumer actively seeks the marketing
content, often via web searches or opening an email, text message or web
feed.
❖ In push digital marketing the marketer sends a message without the
consent of the recipients, such as display advertising on websites and
news blogs.
Digital Marketing
4. ★ Reduced Cost
○ Potentially replace costly advertising channels such as TV,Radio
★ Simple to measure
○ See real time, fast to adapt
★ Real time results
○ See the numbers of visitors to your site
★ Far greater exposure
○ Optimised the key word search content in your website/ Further reach of
target audience
★ Viral
○ Social media share buttons enables messages to be shared incredibly quick
★ Greater engagement
○ Provide feedbacks/Communications
Benefits of Digital Marketing
5. Online vs Offline
Brick and Mortar Hybrid/Click and mortar Click-only
Physical location where customers
come and purchase your product or
service
Take a successful online business
offline or vice versa
Online content based websites
Develops a sense of trust or
authority with customers
Allows you to solidify your brand Ease of entry
Convenience/Product demonstration Second chances Relatively inexpensive
Walk ins New customers Customers, easier to get visitors
Rental cost/ Commercial space Convenience Options/Product lines
Sheng shiong only has store
locations
Macdonald/Zara/Cotton On Qoo10,Ebay
6. Website Design Methodology
The 7Cs
Commerce - Commerce is defined as organisations doing business with one another.
Communication - How do customers/users communicate with the company? (or vice versa)
Community - A platform that customers/users can interact (discussion forum etc.)
Customisation - Can users customise the site? (e.g. Facebook background, profile
pictures)
Connection - Are there any connection to external links? (e.g. Facebook ads, Adfly etc.)
Context - The website’s layout and design (How will it attract visitors?)
Content - Texts, Pictures, Sounds and Videos that are used by websites
(Useful for promotions, attracting visitors etc.)
7. Ecommerce (e-commerce) or electronic commerce, a subset of e business, is the
purchasing, selling, and exchanging of goods and services over computer networks
(such as the Internet) through which transactions or terms of sale are performed
electronically.
E-Commerce
Business-to-Consumer (B2C) Selling goods and services online to final customer
B2B (Business-to-Business) Companies doing business with each other such as manufacturers selling
to distributors and wholesalers selling to retailers.
C2B (Consumer-to-Business) A consumer posts his project with a set budget online and within hours
companies review the consumer's requirements and bid on the project.
The consumer reviews the bids and selects the company that will
complete the project
C2C (Consumer-to-Consumer) Auction, Free classifieds, Forums where individuals can buy and sell
thanks to online payment
8. Business to Consumer - (B2C)
❖ Selling food to students staff and public
❖ Click-and-mortar - Online and physical
Problem Solution - Online Marketing Domain
12. Context
• Easy Navigation
Content
• gif banner
Community
• No community :(
Customisation
• No custom :(
Communication
• No communication
Connection
• No connection
Commerce
• Suppose to have but cannot work
Problem Solution - Website Design
Methodology
13. Digital Marketing Tactics
• Improve on search engine optimisation
• Email marketing - send newsletter to student
• Microblogging - Create a twitter to update customer on daily special etc.
Problem Solution - Recommendation
14. Website Design Methodology
Community - Have social networking features for people to be updated (E.g.
hungrygowhere)
Connection - Possible to explore more connections such as links to websites
such as food blogging websites
Customization - Members can customise updates they want to receive (food
promotions) when they sign up
Problem Solution - Recommendation
15. ❏ Companies need to understand the importance of using digital
marketing tactics to complement traditional marketing in its
overall marketing plan.
❏ Companies need to be quick to adapt quickly in response to
the shifts in Internet strategies to engage customers.
❏ Knowing the online and offline business channels to reach to
customers
❏ Using company’s internet marketing plan to attractively
represent and promote the company globally, 7Cs
Conclusion
