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0:00
Hello and welcome
to this session
where we'll be introducing
digital marketing.
My name is Hanne
Knight and I teach
marketing at the University
of Plymouth in the UK.
Some of the content
is taking out of
my textbook Digital
Marketing in Practice.
How to design, implement and
measure effective campaigns.
0:20
In this session, we will
be briefly reviewing
traditional marketing
and its key role.
We will explore how the Internet
has evolved over time and
how the traditional
marketing mix
needs to be adjusted
for the digital world.
We will conclude this
session by looking
at key benefits of
digital marketing.
0:39
Marketing can be defined
in numerous ways.
The main goal of marketing
is to satisfy consumers.
Most definitions say
that in order to
satisfy consumers we need
to know what they want and need.
Ideally, marketing
manager should be able to
anticipate consumers' needs
to satisfy those needs.
The Chartered
Institute of Marketing
defines marketing as follows:
"Marketing is the
management process
responsible for identifying,
anticipating and
satisfying customer
requirements profitably".
1:10
Digital technologies
greatly influence
how the goals of marketing
can be achieved.
Digital marketing in
its simplest form
can be defined as achieving
marketing objectives through
the application of
digital technologies.
A more in depth definition
has been provided
by Dave Chaffey.
He describes digital
marketing as involving
the application of
digital technologies to
contribute to marketing
activities through
improving customer
knowledge and delivering
integrated, targeted
communications and
online services that match
their individual needs.
