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Printable Handouts
Navigable Slide Index
- Introduction
- Definition
- What is digital marketing
- Digital marketing is a game changer
- Do you like social media?
- Addiction
- Not networking, but not-working
- Facebook stalking
- Widespread global access
- New technology adaptation time
- Social media
- Social media marketing
- The horizontal revolution
- Inbound marketing
- Always on
- Consumer controlled landscape
- The philosophy of participation
- Social media zones
- Concluding points
This material is restricted to subscribers.
Topics Covered
- What is digital marketing
- How people use social media
- Social media marketing
- The horizontal revolution
- Inbound marketing
- The consumer controlled landscape
- Social media zones
Talk Citation
Ashman, R. (2015, March 31). Introduction to digital marketing and social media [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/MVON8218.Export Citation (RIS)
Publication History
Transcript
Please wait while the transcript is being prepared...
0:00
So, this is an Introduction to Digital
Marketing and Social Media.
My name is Dr. Rachel Ashman.
I'm a lecturer in marketing at
the University of Liverpool.
And hopefully this talk will
give you some insights into
this exciting and innovative topic.
0:18
So, the Digital Marketing
Institute defines the term
as the use of digital technologies
to create an integrated, targeted,
and measurable
communications which help
to acquire and retain
customers while building
deeper relationships with them.
I agree and support this
definition as being the most
comprehensive in my interpretation.
This definition includes the terms
digital, targeted, measurable,
and relationship, all terms
that are necessary to define
digital marketing.
It must be digital
because of the technology.
It is targeted because of the value
in the technology allows it to be.
It must establish relationships
because marketing using
different digital
technology generally
requires input from
potential consumers.
And it must be measurable,
because measurability
is inherent in the use
of digital technology
and inherent in the
use of marketing.
And this is particularly
pertinent to a UK market,
as in Britain we
spend more time online
than any other European
country and really love
to be in the digital
marketing environment.
1:25
So what is digital marketing?
You can see here there's
a model taken from a book
by Dave Chaffey, which just
outlines the different types of
online and offline communications.
So with online communications, we
can see number one we have search
marketing, which encompasses
things like search engine
optimization, paid
search, pay-per-click,
and paid for inclusion fees.
These all deal
with traffic building
and gaining an audience
in the online market,
so how people get to you.
Number two is online PR.
This deals with publisher outreach,
community participation, media
alerting, and brand protection.
With online PR, you're trying
to develop relationships
with your consumers
and trying to make sure
that because in the
digital environment
everything is text based and
written down and is evident
by it staying in the environment so
other people can read it that you
really need to be careful
in the way that you manage
relationships with your
customers so that you
build up a good digital reputation.
Number three is online partnership.
This has to do with
affiliate marketing,
sponsorship, co-branding, link
building, and widget marketing.
This is where you start to
capitalize on other people's
audiences so that you
can build your own one up
to be greater than it perhaps was if
you just relied
on your own network online.
So by link building and
co-branding with other people,
you can assimilate the brand values
with other businesses that have
the same ones as you or the
ones that you wish to desire
and gain more popularity
in the online environment.
Number four is interactive ads.
So this has to do with
site-specific media buys,
ad networks, contra
deals, sponsorship,
and behavioral targeting.
Interactive ads is something that's
starting to come out more and more
in the digital environment
as consumers demand
a more participative
relationship with the companies
that they interact with.
So we see that having clicks and
having interactivity during ads
is a really good way
to get engagement
and to manage the
customer experience.
Number five is opt-in email.
This has to do with
house list emails,
cold rented lists, co-branded, and
ads in third-party e-newsletters.
Opt-in email is one of the older
forms of digital marketing.
It can be quite difficult to
get click-throughs on emails,
particularly because companies
force consumers to opt into them.
And so this is a way to get a direct
message to consumers that might be
ignored or seen as
noise by your customers
if you spam them too
much in the long term.
And then six, social
media marketing.
This has to do with
audience participation,
managing a social presence, viral
campaigns, and customer feedback.
Social media marketing is all to do
with being there for your consumers
and gaining an audience and a
relationship with your consumers
in a way that makes it beneficial
for your customers to follow you
through enhancing their
lives using things
like content and storytelling.
So we see here in purple that the
offline communications are also
detailed, which are the
more traditional marketing
media which we would see
outside of the internet.