1. Session 1 The Digital World
Digital Marketing
Session 1 The Digital World

2. Learning Outcomes
At the end of this session, students should be able to:
Summarise the benefits of digital marketing and the online vision
Appraise the scope, innovation and opportunities associated with digital marketing offered by new technologies
Discuss the integration of online and offline marketing concepts and applications
Describe how digital hardware can be effectively coordinated.
Syllabus references: 1.1 – 1.3 and 3.3
So what’s this session all about?
It provides an introduction to digital marketing – it’s benefits and how organisations can use it to effectively support it’s business operations
It considers the main differences between ‘traditional’ and digital media
It looks at the current developments in the world of digital
It considers digital hardware and devices and how organisations can use these to their benefit
Digital changes rapidly and especially with technology applications. The best resources available to support your learning for this session will be found online and provided by professional organisations or individuals. We’ve provided you with links to relevant articles as well as videos, webinars and podcasts, we would encourage you to further reading around these topics online and via the Digital Knowledge Bank.
We’d also recommend you read Chapter 1 in the Ryan & Jones recommended text and/or chapter 1 in the Chaffey & Smith recommended Text.

3. Marketing Defined
‘Marketing is the process by which companies create value for customers and build strong relationships in order to capture value from customers in return’
Kotler and Armstrong, 2008
This definition reminds us that whether it is traditional or digital marketing, the focus should always be on the customer and creating value for them.

4. Chaffey and Ellis-Chadwick, 2012
Digital Definitions
Digital Media: ‘Communications are facilitated through content and interactive services delivered by different digital technology platforms’
Digital Marketing: ‘The application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives’
Multichannel marketing: ‘Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle’
It’s important to understand the differences between some of the key terms used within digital marketing and this course.
We also talk about traditional or conventional media in this session, which refers to traditional forms of offline media, such as TV, Radio and outdoor advertising.
Chaffey and Ellis-Chadwick, 2012

5. Growth in Digital Media
In 2002 less than £200 million was spent on UK internet advertising – in 2013, digital advertising spend has crossed the £6 billion mark
In 2013 digital advertising increased by 15% on 2012 with mobile now accounting for 16% of all digital advertising spend compared to only 1.1% in 2009.
While, display advertising representing 30% share of digital ad spend in 2013.
Paid-for search marketing increased 14% from 2012 into 2013.
PWC and IAB conduct an annual Adspend report and these figures have been taken from the most recent report (covering all of 2013).
Read the research highlights here:
Here is an interesting infographic that charts the history of the internet:
IABUK.net, 2014

6. Comparison of Traditional and Digital Media
Traditional Media
Digital Media
One-to-many
One-to-one and many-to-many
Greater monologue
Greater dialogue
Mass marketing
Individualised marketing
General need
Personalised
Branding
Information
Segmentation
Communities
There is a large variety of media that can be used to convey messages to target audiences and these are usually categorised into six main classes:
Broadcast – TV, Radio
Print – Newspapers, Magazines
Outdoor – Billboards, Transit (buses, trains)
In-store – Point-of purchase, Packaging
Other media – Exhibitions, Cinema
Digital media – Search Marketing, Display etc.
This slide considers the key differences and capabilities between traditional media and digital media.
Conventional media promotes one message to many consumers, whereas digital media offers the opportunity for organisations to communicate on a one-to-one basis (for example, through social media). Furthermore, digital media enables dialogue between an organisation and it’s customers through it’s interactive nature.
Digital media enables personalisation of communications and content through the use of technology (for example, personalisation of search results or newsletters)
Traditionally, advertisers tend to emphasise the emotional rather than informational aspect, particularly with low-involvement products/services. While branding is becoming increasingly more important in the digital space; the focus is often more on information provision.
Fill, 2013

7. Benefits of Digital Media – Six I’s
Interactivity
Customer initiated contact. Dialogue not monologue.
Intelligence
Ability to collect low-cost marketing research.
Individualisation
Personalisation of communications.
Integration
Allows further scope for integrated marketing communications (IMC)
Industry restructuring
Disintermediation and reintermediation and the effects on communication with intermediaries.
Independence of location
Increasing reach of communications to global market.
Digital marketing communications differs significantly from conventional marketing communications because digital media enables new forms of interactions. The 6 I’s of the digital marketing mix is a useful way of understanding the differences between digital media and conventional media.
Notice the terms ‘disintermediation’ and ‘reintermediation’ on this slide. These can be defined as:
“Disintermediation is the removal of intermediaries such as distributors or brokers that formally linked a company to its customers” (Chaffey & Ellis-Chadwick, 2012). Digital technologies have provided businesses new opportunities to reach their customer directly. A good example of disintermediation is the increase in consumers who book their flights directly with the airline, rather than choosing to book with a travel agent.
“Reintermediation is the creation of new intermediaries between customers and suppliers providing services such as a supplier search and product evaluation” (Chaffey & Ellis-Chadwick, 2012). The internet has given rise to new intermediaries – for example, online travel agents (like Expedia) or comparison engines.
Chaffey & Ellis-Chadwick, 2012

8. Reasons for Increased Significance of Digital in the Media Mix
Extended reach
Flattening frequency distribution (if audience viewing TV ads are exposed to too many, it may decrease returns)
To reach different kinds of audiences
To provide unique advantages in stressing different benefits based on different characteristics of each medium
To add gross impressions if the other media is cost efficient
Reinforce message by using different creative stimuli
We can see from the previous statistics in this session that organisations are continuing to increase their spend in digital marketing. This slide suggests some of the reasons why digital media is an attractive proposition to reach customers and prospects.

9. The Benefits of Digital Marketing – The 5S’s
Area
Benefits to customers & businesses
Example
Sell
B2B and B2C sales tools. Customers can buy in new, convenient ways.
Amazon, Ebay,
Serve
Helping the customer in new ways.
Save
Creating cost reductions in sales or servicing.
Comparison sites such as Kelkoo or comparethemarket.
Speak
Communications tool – Seeking and sharing information in a new way.
Forums e.g. LinkedIn groups
Sizzle
Website magic, brand-building and entertainment.
YouTube, virals, games.
This slide focuses more on the benefits of digital marketing as a whole, rather than simply digital media.
The 5S framework was developed by Chaffey and Smith (2008, cited in Chaffey and Ellis-Chadwick, 2012) and can be used to assist in setting goals for digital marketing activity. It is also a useful framework for identifying the benefits of digital marketing too.
Adapted from Chaffey and Ellis-Chadwick, 2012

10. The Changing Marketing Environment
Fragmenting Media
Accountability
Role of marketing
Diversity and complexity of choice
Converging Technology and Media
Marketing
Development & use of technology
Corporate Social
Responsibility
An organisation’s marketing environment will influence its performance and it is critical that a business constantly monitors its changing environment and understands the likely impact of any changes.
Digital technologies have accelerated changes in the marketing environment and we have considered some of the key challenges now facing marketers on this slide.
Increased data and analytics
Multi-channel and omnichannel
Proliferation of digital media

11. Key Developments Impacting on Digital Marketing
Internet of Things
Automation
‘Big Data’
Crowdsourcing & Co-creation
Location-based Marketing
Augmented Reality
Mobile Payments
Data Mapping
This list is not exhaustive, but highlights some of the key developments in digital marketing that will be having an impact on businesses in the next 12 months.
We will now look at these in greater detail over the next few slides.

12. Click on the image to watch a video on crowdsourcing
“Crowdsourcing is the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.” (Jeff Howe, 2006)
Marketing is about satisfying customer needs and wants properly – but to do that organisations need to know what they want.
Key benefits include:
Problems are explored quickly and at a comparatively low cost
The organisation can tap into a wide range of outside talent;
By listening to the crowd, it gains first-hand insight into its customers' wishes and, in turn, the community feels a affinity with the brand.
Watch this video on Crowdsourcing first as it provides an excellent overview:
As the video suggests, Crowdsourcing is about using the power of the crowd to accomplish tasks that were once (or often are) performed by employees within organisations. Examples in the past have included organisations asking ‘the crowd’ to assist with building their communications campaigns or redesigning their logos.
Wikipedia is one of the best examples of rowdsourcing – using the crowd to build an online encyclopedia
You can read this article here: which gives some good examples of how businesses have been using crowdsourcing to good effect.
Perhaps the most famous example of when Crowdsourcing didn’t work was when Gap tried to use the crowd to develop a new logo. You can see the results from this article from 2010 from the Guardian:
This article from Wired thinks about the future of crowdsourcing:
Click on the image to watch a video on crowdsourcing

13. Co-creation
Co-creation is about involving a community outside a company in the ideation phase of the new product or service development.
With co-creation, the participants - which may include customers, suppliers or the general population - are made aware that they are contributing towards the development of ideas and concepts
Co-creation is a collaborative initiative that operates like crowdsourcing – but there is one crucial difference:  with co-creation, the call is not put to an open forum or platform but to a smaller group of individuals with specialised skills and talents.
Benefits:
Increased innovation capacity
Reduced innovation risk
Increased flow of quality ideas and concepts into your development pipeline
Accelerated time to market with new products and services
Co-creation is similar to Crowdsourcing, but with one important difference – there is no open call, instead co-creation is undertaken with a smaller group of individuals who have the required skills to assist in the project.
This article provides a great introduction to co-creation
While you can see examples of how organisations are using co-creation here:

14. Big Data
Big data is a term used to describe this exponential growth, availability and use of information
‘Big data’ is being generated by everything around us. Every digital process and social media exchange produces it.
The volume of data that organisations can gather continues to grow, with new data constantly streaming in social media, transactions and other different channels.
Decreasing storage costs make it easier to hold the data; but it is now important for organisations to understand which data is relevant and how to create value from it.
Google Chief Executive Eric Schmidt suggested that the world creates five exabytes of data every two days – which is roughly the same amount created between the dawn of civilisation and Big data is a term used to describe this exponential growth, availability and use of information.
Read this article from the BBC that introduces Big Data: and another one from Smart Insights too, which is useful:
This is a great video from Ogvily that provides a view of how big data can work in everyday lives with their ‘A Day in Big Data’
Meanwhile velocity (speed at which data is produced and needs to be processed) is driving an increased business to deal with huge amounts of data in near real time.

15. Big Data: It’s Value to Marketing
By combining big data with an integrated marketing strategy, it can make a substantial impact in these key areas:
Customer engagement. Big data can deliver insight into not just who an organisation’s customers are, but where they are, what they want, how they want to be contacted and when.
Customer retention and loyalty. Big data can help discover what influences customer loyalty and what keeps them coming back again and again.
Marketing optimisation/performance. With big data, organisations can determine the optimal marketing spend across multiple channels, as well as continuously optimise marketing programs through testing, measurement and analysis.
This slide considers how big data can benefit businesses and marketers.
You can also read these useful articles to supplement your reading on Big Data:
Five ways marketing directors can use big data:
Big Data – Marketers dream or nightmare?
2014: The Year Big Data Gets Real

16. The Internet of Things
The internet of things is the idea that any physical object can connect to the internet and communicate with other objects to relay information to people.
In the future, many everyday objects will be connected to the internet. This big network of objects will mean many tasks and information exchanges can be automated.
The Internet of Things works mainly through radio frequency identification technology known as RFID. RFID chips use radio waves to send information to RFID readers that can be connected to the internet. The Internet of Things also uses smartphones and sensors embedded in devices that allow machines to talk to each other.
You can watch a quick 30 second definition of The Internet of Things here:

17. The Internet of Things - Applications
Kitchen and home appliances such as refrigerators, washers and dryers, and coffee makers that can keep track of when the milk is out and let you know when the clothes are dry.
Lighting and heating products, including bulbs, thermostats, and air conditioners that maximize energy efficiency.
Safety and security monitoring devices such as baby and assisted living monitoring systems, smoke detectors, fire hydrants, cameras, sensor-equipped drawers and safes, and home alarm systems. 
Health and fitness products that measure exercise, steps, sleep, weight, blood pressure, and other statistics.
Waste management systems, such as recycle bins with RFID tags that allow sanitation staff to see when garbage has been put out. "Pay as you throw programs" are also likely to decrease waste and increase recycling efforts.
A good example of the Internet of things is British Gas’ ‘Hive’ mobile app, that enables customers to control their heating while they are out of the house through their mobile device.

18. NFC and Mobile Payments
Near Field Communication (NFC) is the short-range communication protocol used to power Oyster Card and other devices
At its core, all NFC is doing is identifying a consumer, and their bank account, to a computer.
The technology is simple. It's a short-range, low power wireless link evolved from radio-frequency identification (RFID) tech that can transfer small amounts of data between two devices held a few centimetres from each other.
Enables devices to interact with other devices, identify the user and their location, make payment. It could also assist with ticketing or replace loyalty card in the future.

19. Location-Based Marketing
Location-Based Marketing (LBM) delivers multi-media directly to the user of a mobile device dependent upon their location via GPS technology
This can be through pushing notifications to the consumer based on their location – for example, message being sent by a business after a user ‘checks-in’ using social networks
Or this can be through the consumer pulling information based on their location – for example, using search or specific app to find restaurant based on current locations
“Location-based marketing (LBM) allows marketers to connect with customers with an offer than meets their immediate goals or needs in a meaningful and engaging way, in a place that is relevant to them, and at a time when they are ready to buy.” Smartinsights.com

20. Location-Based Marketing
Location-based marketing relies on:
Smartphones that allow users to access rich internet features wherever they are
GPS (global positioning system) technology that enables services to pinpoint the locations of mobile devices and businesses.
You also may enable ‘push notifications’ from apps downloaded or share your location through social networks (Facebook Places, Four Square)
Potential uses and benefits:
Reach customers in-store and on the move
Can vary offers based on weather, sales, focus.
Customers can find you easily.
Social sharing opportunities.
Changing consumer behaviour is driving growth of LBM:
Increase in smartphone users
Mobile data rates are cheaper and generous – as well as increase availability of Wi-Fi in public areas.
Increase use of social networks to ‘check in’
Increase in using mobiles for local searches
Read a marketer’s guide to location-based strategies here:
This is an interesting infographic on the future of proxmity and micro-location marketing
Watch this video on iBeacons and the next generation of Location-based Marketing:

21. Augmented Reality
“Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data” (Mashable.com)
AR uses technology to redefine space, and it places a virtual layer over the world with geographic specificity ensuring a good fit – it essentially uses computer animation to bring objects to life.
AR can be used to further explore towns and cities, assist in selection of clothing, moving and decorating a house as well as organising
Augmented reality (AR) is technology that allows for a digitally enhanced view of the real world, connecting consumers with additional and more meaningful content. With the camera and sensors in a smartphone or tablet, AR adds layers of digital information – videos, photos, sounds – directly on top of items in the world around us, such as product packaging, posters, exploring cities or museums etc.
Blippar is a popular AR browser. Watch this video which shows Blippar in action and how organisations are using AR as part of integrated campaigns:
This article underlines why AR is an important development for marketers:

22. Digital Hardware Mobile or Handheld Devices Fixed Appliances
Mobile communications devices and phones
Telephones
Tablets
Desktop Computers
Laptops
TV and Radio
Wearables
Kiosks
There is a range of digital hardware that consumers now use to access the internet through and present new opportunities for businesses too.
Over the next few slides, we will look at some of the key devices in turn.

23. Kiosks
Self-service stands that are designed for taking payment, placing orders, providing information and education, and automating simple tasks
Can be used across multiple sectors – local authorities, retailing, travel, shopping centres etc.
In-store kiosks used for as an additional ‘touch point’ for consumers
Can trigger further customer dialogue and engagement
Ordering goods out of stock (John Lewis)
Providing information about the local area and services (local authority)
Providing promotional offers and updates (Boots Advantage Card)
Assist in service provision – ticket collection and printing (Airlines and cinemas)
Kiosks offer the opportunity for an additional digital customer touch point in store or as part of the buying experience. They are a part of a wider range of technologies that are being increasingly used by retailers to enhance the in-store experience.
Retail stores are facing an increasing challenge from consumers choosing to purchase goods and services online. The role of the retail store is certainly changing, with many using stores to see and try items, before then going away and purchasing online (a practice often called ‘showrooming’).
You can read how retailers are embracing technology to assist in the multi-channel environment in these two interesting articles: 28

24. Digital Radio
Digital radio services are available via a number of different platforms including:
DAB digital radio,
Digital television (Sky, Freeview, Virgin Media, Freesat)
Via the internet (fixed and mobile devices)
Digital radio offers opportunities to reach wider audiences and niche segments through radio advertising
Radio and online can be integrated well as part of a digital campaign due to the high number of uses listen to radio online.
Digital Listening hours increased 9% from 2013 to % of adults have listened via their mobile phone.
(RAJAR, 2014)
RAJAR stands for Radio Joint Audience Research and is the official body in charge of measuring radio audiences in the UK. It is jointly owned by the BBC and the RadioCentre on behalf of the commercial sector.
Radio is dominated by non-commercial stations (BBC), Digital radio provides additional stations and opportunities for businesses to advertise.
Radio and online can combine push and pull to reach out and engage consumers and fulfil brand interactions
Benefits of using radio and online media together:
Future growth: online and radio are the only media predicted to grow audiences in the future
Size of opportunity: Two-thirds of web users have surfed the internet and listened to the radio at the same time
Online and radio provide complementary rational and emotional benefits: online is perceived as a channel for assisting people in finding what they want, when they want, whereas radio is perceived as offering the ‘human touch’
Radio and online are a ‘social connectivity’ media: both provide connection with people’s social communities but on different levels

25. Digital TV
When it comes to web TV, the change is primarily being driven by two factors.
The mass adoption of broadband in UK homes.
The choice and control afforded by digital TV technology.
Key trends include:
Rise in tablets usage enabling an additional way to watch online TV and video content
Web-enabled TV and gaming platforms sets
Streaming TV and film services (Netflix, LoveFilm)
Watching TV on the move (Sky Go, BBC iPlayer, 4OD)
Advertising opportunities from web TV
Pre, mid and post roll adverts
Lower third adverts
‘AdSmart’ – available through SkyPlayer, supplies targeted advertising based on viewing habits.
Technology is changing the way people watch TV as well as the opportunities for businesses to reach audiences too. The development of multi-screening and the clickability of new Video on Demand advertising formats have enabled TV to become more of a real-time response medium.
You can read more about Video On Demand (VOD) here:
This video looks at TV and technology in more detail – it is quite long, but you can skip on to different sections.
This Video looks at the affect Netflix (and similar services) have had on TV:

26. The Mobile Phone: A Multifunctional Device
My Music
The mobile phone has now become the user’s central digital hub, controlling or playing a part in practically every part of the user’s digital life including:
Communication
Applications
Games
Media playback (music/video)
Shopping
Banking
Travel
Social networking
Productivity
My Money
My TV
My Friends
My Shopping
My Games
My s & Calls

27. Tablets
The concept of the tablet began in the early 1960s in the form of the RAND tablet (1964), Apple graphic tablets (1979), Microsoft Smart Display (2002) and the early iPad style Axiotron Modbook (2007)
Its big breakthrough to mass public consciousness was in 2010 by Apple in the form of the iPad
Although public reception to the first version was mixed, the iPad has gone on to be the fastest-ever selling Apple device
Tablets are different from mobile in that a large proportion of their use is in ‘sofa-browsing’
iPads are still mostly used at home rather than on the move
There is a lot or research available around the consumer use of tablet devices.
Here are some interesting articles that underline some of the key current trends around tablet devices:

28. Mobile Marketing Mobile Marketing can include:
Simple SMS marketing message
Wireless Bluetooth technology in specific locations
Branded mobile websites
Branded Apps
Communicating with the customer via a mobile device!
Mobile marketing is primarily about customer acquisition, retention and brand building.
Communications should be contextual: based on time, location, need and the individual as well as demographic.
Organisations need to consider their audience and what form of mobile marketing is applicable for them
Mobile internet usage over took fixed line or desktop internet usage at the start of 2014, which is driving many organisation’s focus more on to mobile marketing and developing a success mobile strategy.
The Mobile Marketing Association (2014) defines mobile marketing as: “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”
The term ‘Mobile marketing’ encompasses a wide range of activities including mobile optimised sites, mobile lead generation, mobile search and PPC, mobile advertising, SMS messages, building and marketing mobile apps, location-based services and QR codes.
Mobile marketing data and statistics are being constantly updated, you can access the most up to date and relevant data here:
Download a free guide to mobile marketing from Dave Chaffey here:
Mobile Marketing Magazine (UK Publication) provides interesting news and analysis about all things mobile and is worth regularly reading to see how organisation are successfully using mobile as part of their digital marketing efforts:

29. The Rise of ‘Dual’ or ‘Second Screening’
With the rapidly evolving nature of technology, many consumers now own multiple hardware devices including computers, phones, tablets, TVs etc.
Many are starting to partake in “second screening” or “dual screening”: the act of watching TV while on another device, which allows the audience to interact with what they’re consuming whether it’s a TV show, video game or movie.
According to MEF (2014,cited in The Drum, 2014)), over two thirds of mobile users admit to second screening and Twitter (2014) reports that over 40% of it’s evening Tweets are TV-related.
There are two key opportunities with the rise of second screening:
Enabling brand to engage with viewers in new ways including gamification, storytelling and branded content
Enabling gathering of feedback through social media of adverts, TV programmes.
Direct commerce and the ability to ‘buy what you see’ on screen
Brands can engage with TV users through creation of branded and interactive apps, dedicated # or other social media offerings.
Two key terms that you need to be aware of as part of any discussion around second screening are ‘media meshing’ and ‘media stacking’. Whilst media ‘meshing’ is the concurrent use of digital channels in relation to what you are watching on television, media ‘stacking’ is the use of digital channels for a different purpose in conjunction with TV viewing
Second screening can help remove some of the limitations that is found with traditional media, which we considered towards to start of this session – for example, making the experience more interactive, encouraging dialogue and also encouraging users who are passive to be more active.
Here are some further articles here that provide some interesting stats on second screening as well as the opportunities for brands too.

30. Wearable Tech
Wearable technology are accessories incorporating computer and advanced electronic technologies.
Wearable technology can have many purposes including schedule setting and tracking (for example, for health and fitness), accessing and sharing information quickly, interacting with other devices and multimedia entertainment
But it also raises some concerns, including whether it is desirable to have users constantly plugged in as well as privacy concerns over devices that continuously gather and log visual and other data.
Sales of mobile devices are still growing but are starting to level off. Older gadgets like PCs and laptops are on the decline; however, with 90 million wearable tech devices expected to be shipped in 2014 (CNN.com, 2014), they are expected to be the next ‘big thing’.
Most wearables are not meant to replace smartphones. Instead, they work as satellite devices that gather useful data or relay notifications from a primary mobile device. If they have screens, they can display simplified versions of mobile apps. Wearable offer marketers much more granular information about consumers which can then be used to make content or advertising more personalised to the wearer.
You can read more about wearables and how marketers may take advantage of them in these articles:

31. NASA tweets during the 2014 Oscars
Real-time marketing
Real-time marketing is the practice of brands engaging their audience via content, advertising, and product placement that is relevant to a specific current event or happening.
The content is most often in the form of a “meme” or graphic advertisement shared through social media channels.
Instead of creating a marketing plan in advance, real-time marketing creates a strategy focused on current trends and immediate feedback from customers - the goal is to connect consumers with the product or service that they need now, in the moment.
Some brands have had great success with their real time marketing efforts, with thousands of consumers sharing their content around key events such as the Oscars, Royal events, World Cup etc.
See some examples here:
NASA tweets during the 2014 Oscars

32. How Technology is Influencing Consumer Behaviour
Interconnectivity – consumers can connect with each other more readily (‘death of distance’)
Technology is levelling the information playing field – content can be created, published, accessed and consumed quickly and scope of news and information available is broader than ever
Relevance filtering is increasing – consumer are learning to filter out irrelevant information and have it aggregated or categorised
Niche aggregation is growing – growth of online specialist content and fragmentation of audiences
Micropublishing of personal content is blossoming – ability for user to publish own thoughts and content easily and for free
Rise of the ‘prosumer’ – consumer involvement in the creation and customisation of products and services purchased
On demand; any time, any place, anywhere 31
Ryan and Jones, 2012

33. Test Your Understanding
Select ONE of the key developments in digital marketing in this session and for an organisation of your choice, write a short briefing paper to your marketing manager that:
Provides a summary of the selected development in digital marketing.
Suggests how this development might impact on your chosen organisation’s digital marketing efforts in the future, including the identification of any potential opportunities.

34. Bibliography
Chaffey, D and Ellis-Chadwick, F (2012) “Digital Marketing: Strategy, Implementation and Practice”, Fifth Edition, Prentice Hall.
Fill, C (2013) ‘Marketing Communications’, Sixth Edition, Pearson.
Kotler, P and Armstrong, G (2008), “Principles of Marketing”, Twelfth edition, Pearson
Ryan, D and Jones, C (2012), “Understanding Digital Marketing: Marketing strategies for engaging the digital generation”, Second edition, KoganPage
The Drum (2014). Two-thirds of mobile users admit to second screening, with consumers more likely to engage the more screens they are using. [online] Available at: [Last Accessed 2 May 2014].
IAB UK (2014). Tablet ownership up 63% as UK digital ad spend hits £6.3bn. [online] Available at: . [Last Accessed 2 May 2014].