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Digital Marketing Lecture One

An introduction to the module and some consideration of digital disruption...

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Digital Marketing Lecture One

  1. 1. digital marketing #DM 1 landscape and digital disruption the changing
  2. 2. don’t think like a consumer… don’t think like a student …think like an digital marketer thinking…
  3. 3. Reading and research based on concepts covered in lecture, and use o material and activities on MyBeckett see Module Handbook for recommended texts and websites Weekly lecture How this module is taught…
  4. 4. …resources
  5. 5. How this module is assessed one individually produced plan… worth 75% of the mark Using an appropriate planning framework and meeting the needs of the chosen context… - mark out of 100, then weighted at 75% - Submitted 11th January 2016
  6. 6. How this module is assessed Production of three pieces of digital content and briefing paper… worth 25% of the mark Using a free online tool such as appshed or ibuildapp… - mark out of 100, then weighted at 25% - Submitted 11th January 2016
  7. 7. learning objectives... students will be able to... critically understand the role of Web 2.0, particularly social media and consumer generated media, within the marketing mix. develop and evaluate a digital marketing plan for an organisation. critically analyse the role of key digital platforms, tool and media. analyse the digital marketing environment and develop strategic and tactical recommendations in order to achieve marketing objectives.
  8. 8. …what is marketing? Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas Marketing is the management process which identifies, anticipates and supplies customer requirements efficiently and profitably Marketing is a social and managerial process by which individuals and organizations obtain what they want and need through creating and exchanging value with others Armstrong and Kotler, 2007 CIM, 2010 Dibb, et.al., 2012
  9. 9. e-marketing involves the marketing side of e-commerce and features a company’s efforts to communicate about, promote and sell products and services over the internet Kotler et.al., 2007 …what is e-marketing? …what is digital marketing? digital Marketing is the management and execution of marketing using electronic media (such as the web, e-mail, interactive TV and wireless media) in conjunction with digital data about customers’ characteristics and behaviours Chaffey et.al., 2006
  10. 10. digital marketing is marketing …what is digital marketing? Smart Insights Manifesto, 2013
  11. 11. websites content story-telling omni-channel
  12. 12. 1 2 3 4 5 6 situation objectives strategy tactics action control
  13. 13. changing landscape... …the advent of Web 2.0 brought about a step-change in how suppliers and consumers behave. …it was effectively a process of ‘creative destruction’ where company’s traditional marketing abilities and consumer insights were challenged by the new dawn of user generated content Richardson, 2008
  14. 14. changing landscape… ONS, 2015
  15. 15. changing landscape… ONS, 2015
  16. 16. changing landscape… ONS, 2015
  17. 17. Value comes from seeing what customers need and delivering it. Digital disruptors will do all of this at lower cost, with faster development times, and with greater impact on the customer experience than any- thing that came before. McQuivey, 2013 …it is important to note that we’re not focused on physical disruption here digital disruption...
  18. 18. …growth hacking...
  19. 19. access… in marketing terms this is place and process, all interactions between all stakeholders economics… in marketing terms this equates to value, how it is assigned and earned performance… delivering greater value through customer intimacy, efficiency and product leadership Gartner Research, 2013 the three dimensions of digital disruption...
  20. 20. …the good... …the goo
  21. 21. …the bad...
  22. 22. …the ugly...
  23. 23. …the ugly...
  24. 24. We look at the present through a rear-view mirror. We march backwards into the future… Marshall McLuhan
  25. 25. References and reading Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education: London Baines, Fill & Page (2010) Marketing. 2nd ed Oxford University Press: Oxford Chaffey (2010) http://www.davechaffey.com/ [accessed 10-01-11] Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and Strategies. 5th European ed. Houghton Mifflin: Abingdon Kotler, P., Armstrong, G., Wong, V. & Saunders, J. (2008) Principles of Marketing. 5th European ed. FT Prentice Hall: Harlow McQuivey, J., 2013, Digital Disruption, Las Vegas: Amazon Publishing Qualman, E. (2011) Socialnomics: How Social Media Transforms the Way We Live and Do Business New Jersey: John Wiley and Sons Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page http://blogs.gartner.com/mark_mcdonald/2012/07/16/the-dimensions-of- digital-disruption/ http://solutions.forrester.com/disruption http://www.smartinsights.com/digital-marketing-strategy/online-business- revenue-models/dealing-with-digital-disruption/ http://www.smartinsights.com/digital-marketing-strategy/sostac-model/