1. Chapter 1: The Digital Marketing Landscape

2. Learning Objectives Comprehend key issues in the digital landscape
Apply communications theories to a digital environment
Analyse technology change
Evaluate blockchain potential
Create a plan to become an opinion leader
Annmarie Hanlon

3. Generational issues with digital natives and digital immigrants
The Digital Landscape
The Internet of Things
Big data
The sharing economy
Ubiquitous computing
Generational issues with digital natives and digital immigrants
Digital disruption
Privacy
Annmarie Hanlon

4. The Move from Traditional to Digital
Why the change?
Newspaper and magazine adverts
Online adverts; social media, PPC
Newspaper and magazine sales have declined and it’s easier to target people online
Door to door sales people
Door to door is expensive and we can now personalize offers to existing customers via
Company brochures
Websites
Printing brochures is expensive, so is creating websites, but they are agile and easier to change as needed
Traditional PR
Online PR, blogs
With the decline in newspaper and magazine sales the number of staff has declined too, online PR makes the process easier
Directories like the Yellow Pages
Search engine marketing
The default is to search online and voice search is growing, so directories have become smaller and are rarely used
Community groups
Social networks
We live in a more mobile world where people move to find work, so traditional community groups have declined, but social media networks increased
Annmarie Hanlon

5. Impact of Technology: Different Generations
Term
Birth years
Baby Boomers
Born mid-1946 to mid-1964
Generation X
Mid-1960s to the late 1970s / early 1980s
Digital Immigrants
Born before 1980
Digital Natives
Born after 1980
Net Generation
Born between 1982 and 1991
Millennials
Born in or after 1982
Google Generation
Born after 1993
Generation Y
Born between 1981 and 1999
Generation C
Born after 1990
Annmarie Hanlon

6. Analyse Technology Change: The Pace of Technology Substitution
Old technology ecosystems may find product extension opportunities whereas new technology ecosystems need to counter these challenges
See the framework in a later slide:
Creative destruction where there are few challenges to the new tech and few opportunities for the old tech resulting in fast substitution
Robust coexistence where the old tech fights back and brings out alternatives and a gradual substitution takes place
Annmarie Hanlon

7. Analyse Technology Change: The Pace of Technology Substitution
Illusion of resilience where the new tech moves in with few challenges
Robust resilience where old tech fights back and new tech challenges, bringing about a gradual substitution
Annmarie Hanlon

8. A Framework for Analysing the Pace of Technology Substitution
Source: Adner & Kapoor (2016, p. 66)
Annmarie Hanlon

9. The Internet of Things: Consumer-centric IoT Business Models
Source: Verhoef et al. (2017, p. 5)
Annmarie Hanlon

10. Two-step Flow of Communications: From Influencer to Individual
Source: Katz and Lazarsfeld (1955)
Annmarie Hanlon

11. Blockchain and Bitcoin
A blockchain is a distributed database so no one person or organization stores all the data, it’s securely shared over several systems, records all actions and is open for verification (Workie & Jain 2017)
Blockchain was initially aimed at securely recording all bitcoin transactions but its usefulness on a wider scale for ‘interorganizational cooperation’ was realized (Gupta 2017, p. 3)
Bitcoin is a virtual currency bought through online traders – and some ATMs!
Annmarie Hanlon

12. Traditional Currency and Bitcoins
Government sponsored currency
Decentralized and no one individual controls the currency
Monies can be taken out of banks in the form of cash
No cash exists, Bitcoins are a virtual currency
Monies protected in government schemes to certain limits
No protection or guarantees
Banking processes controlled by state registered banks with staff paid regular salaries
Miners process transactions with a performance-based reward system giving Bitcoins for efforts
Money processed through banking system
Transactions recorded in Blockchain ledger
Money supply controlled by government
More Bitcoins created by Bitcoin miners
Full proof of identity needed to open bank account
No details needed to register Bitcoin key for Bitcoin wallet; totally anonymous
Limits on amounts of money exchanged per transaction
No limits
Monies can be bought and sold via banks and registered third-parties
Bitcoins can be bought and sold via Bitcoin exchanges
ATMs deliver cash when recognized card entered
ATMS add Bitcoins to a wallet when QR code provided
Bank accounts accessed online, via apps or in person at banks.
Bitcoin wallets stored in the cloud or on hard drives and opened with your personal cryptographic private key
Annmarie Hanlon

13. Opportunities for Blockchain
Blockchain offers the potential to cluster groups of records in one place, such as:
Medical records
Education and training data
Property records
Annmarie Hanlon

14. The Downside of Blockchain
What this means
It uses a lot of energy
Some figures say it uses the same energy as a small European country as each element needs computing power
The database keeps growing
It’s getting slower unless you’re using super computers.
Mistakes are permanent
If you make a mistake, it’s there forever and can’t be changed. Once content is added, it can’t be corrected – whilst that’s an advantage, it’s also a disadvantage
It’s complicated
It will take a long time to be used routinely by many major companies
The data protection is questionable
What if someone did access and share your medical records….
Annmarie Hanlon

15. References
Adner, R. and Kapoor, R. (2016) ‘Right tech, wrong time: How to make sure your ecosystem is ready for the newest technologies’, Harvard Business Review, 94(11), pp. 60–67.
Gupta, V. (2017) ‘A brief history of Blockchain’, Harvard Business Review, February, pp. 2–5.
Hanlon, A. (2018) Digital Marketing: Strategic Planning & Integration. London: SAGE Publications.
Annmarie Hanlon

16. References
Verhoef, P. C., Stephen, A. T., Kannan, P. K., Luo, X., Abhishek, V., Andrews, M., Bart, Y., Datta, H., Fong, N., Hoffman, D. L., Hu, M. M., Novak, T., Rand, W. and Zhang, Y. (2017) ‘Consumer connectivity in a complex, technology-enabled, and mobile-oriented world with smart products’, Journal of Interactive Marketing, 40, pp. 1–8. doi: /j.intmar
Workie, H. and Jain, K. (2017) ‘Distributed ledger technology: Implications of blockchain for the securities industry 1’, Journal of Securities Operations & Custody, 9(4), pp. 1–22.
Annmarie Hanlon

17. Reading for Next Week
Chapter 2: Hanlon, A. (2018) Digital Marketing: Strategic Planning & Integration. London: SAGE Publications.
Annmarie Hanlon

18. Next Week
The digital consumer
Chapter 2
Annmarie Hanlon