DIM Lecture 1.1: Introduction to DIM

Introduction to Digital (Interactive) Marketing [DIM] Overview of the DIM scope Digital (Interactive) Marketing (Lecture 1.1) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu

https://dimbsbu.wordpress.com

The Institute of Direct and Digital Marketing is “the UK’s only government-approved Institute for the professional development of direct and digital marketers, offering a broad range of practitioner-taught training courses” and qualifications as well as acting as “a membership organisation, providing status, knowledge and networking opportunities to today’s” marketers (IDM 2017). Further information about the Institute of Direct and Digital Marketing can be found at http://theidm.com

https:// www.theidm.com/employability-schemes/for-students/qualifications-for-university-students/the-idm-certificate-in-digital

Learning Outcomes • To explore how digital interactive marketing is different and/or similar to traditional marketing • To introduce key terms (DM, DIM strategy, DIM communications) • To map DIM platforms

Revisiting your knowledge:

What is Marketing and is it important? (you ideas!)

“… is one business function (1) that must be used appropriately by the entrepreneur to launch and develop the new venture successfully (Hisrich 1992)

(2) that is important to new business creation and growth (Hills and LaForge 1992)” Marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

(American Marketing Association 2012)

DIM is simply

Multi-channel experience

“achieving marketing objectives through applying digital technologies and media … in conjunction with traditional communications” (Chaffey and Ellis-Chadwick, 2016, p. 11)

Transmedia marketing

What New Information Technologies (digital technologies) are we dealing TODAY as a business and/or as a consumer?

Programming Tools • Scripting languages • Source coding tools • Build tools Web 2.0

DIM Platforms / Digital Media Software Applications • • • • •

myBU Microsoft Office Safari/Firefox Java Adobe

Digital Media Tools •

•

Email marketing • Google Search (SEO) • Website (& its support) • Mobile Apps/widgets and games • Internet TV Hardware (PC, laptop, notebooks, mobile phones, tablets, gaming devices)

Why deploying/using/applying digital technologies is important?

Business Perspective

Why deploying/using/applying digital technologies is important?

Consumer Perspective

How have digital technologies transformed businesses and marketing landscape?

So WHAT? Meaning?

Forrester Research Group, 2015

DIGITAL BUSINESS CHANGE

TRANSFORMATION LEVERAGE OPPORTUNITIES STRATEGY

Business Perspective – 3 Mediation Pathways

Source: Andal-Ancion et al., 2003. The digital transformation. MIT Sloan Management Review, (summer), p. 37.

Applications of DIM

Businesses’ digital presence: purposes • Websites (any business):

– Services-oriented / relationship building (e.g.

British Gas, Eon) – Brand-building (e.g. Coca-Cola, Heineken) – Transactional e-commerce (e.g. Amazon, Net-aPorter, Asos)

• Portal or media (e.g. Google, Silicon.com) • Social networking CLEARLY NOW ALL of THESE are OVERLAPPED/INTEGRATED

Consumer Perspective

Read more: http://www.brandrepublic.com/article/1381363/ar mour-doesnt-just-sell-sportswear-knowsconsumers-eat-sleep-feel

• IoT • Wearable Technology • Complex Nature of Privacy - GRPR • Changed Decision-making Process - AI

Read more: http://www.brandrepublic.com/article/13746 75/hive-preps-major-marketing-pushinternet-things

Source: Moran, G., Muzellec, L., & Nolan, E., 2014. Consumer Moments of Truth in the Digital Context: How" Search" and" E-Word of Mouth" Can Fuel Consumer Decision-Making. Journal of Advertising Research, 54 (2), p. 203.

Source: https://www.smartinsights.com/tag/digital-marketing-trends-2018/

“Storytelling is the future of Content Marketing strategy in 2018�

1. "The power of wow": using awe-inspiring images

By Carolanne Mangles

Nadine Heggie, VP of Brand Partnership, on NatGeo's key to success: "Staying true to your brand, being timely with content, using the power of wow and wonder, and embracing new technologies to tell stories".

2. An engaging first sentence or hook

Integrating marketing and personalisation into customer lifecycle

Integrating social messaging apps into communications Ofcom Communications Market research: “More than half of the total mobile audience used Facebook Messenger (61%) and half used WhatsApp (50%). The Snapchat mobile app had a reach of 28%, with 10.1 million unique visitors.�

In practice:

Integrating video (+AR/VR) into the customer journey

Integrating Digital Marketing tools

Why to study DIM –

Basics • Terms – digital marketing = Internet marketing = e-marketing = web marketing Source: Chaffey and Smith, 2008.

Digital marketing – “achieving marketing objectives through applying digital technologies”

(Chaffey and Ellis-Chadwick 2012, p. 10)

Owned media – online presence for the company Source: Tiago and Verissimo, 2014. Digital marketing and social media: Why bother? Business Horizons, 57, p. 705.

Basics (cont.)

• Strategy is Crucial! in digital marketing Why? Today DIM – is an area of substantial investments for the company • Communication is #1 activity conducted and managed via digital technologies

Source: Tiago and Verissimo, 2014. Digital marketing and social media: Why bother? Business Horizons, 57, p. 706.

Basics (cont.)

• Critical to DIM strategy are INTEGRATION & ALIGNMENT • Based on clear, SMART and linked objectives • SOSTAC model (consistency) • Value proposition mapping against an individual digital media (different forms of online presence) • Marketing mix specification • Digital customer lifecycle / journey(s)

Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 25.

Basics (cont.)

• DIM communications - #1 activity • Requires strategic approach (1-year plan) - SOSTAC • INTEGRATION & ALIGNMENT are key – IMC • Based on clear, SMART and linked objectives

Diversity of communication tools – key challenge for DIM communication Digital communication tools

Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.

Social media zones and vehicles / channels

Source: Adopted from Tuten and Solomon, 2015. Social media marketing.

Food for Thoughts!

Ritson, M., 2015. ‘Digital marketing’ is redundants, or why create a separate budget for it? https ://www.marketingweek.com/2015/11/17/mark-ritson-digital-marketing-is-re dundant-so-why-create-a-separate-budget-for-it