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 Digital marketing: Uses digital media to develop communications and exchanges with customers  Electronic media (E-marketing): Refers to the strategic.

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Presentation on theme: " Digital marketing: Uses digital media to develop communications and exchanges with customers  Electronic media (E-marketing): Refers to the strategic."— Presentation transcript:


2  Digital marketing: Uses digital media to develop communications and exchanges with customers  Electronic media (E-marketing): Refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing

3  Allow marketers to  Forge interactive relationships with consumers  Reach new markets  Target markets more precisely  It is important to  Use multiple digital media in marketing strategies  Be aware of rapid changes in technology  Can be an essential part of gaining a competitive advantage

4  The most important benefit is the ability to share information  Between marketers and consumers  Among employees  With suppliers

5  E-marketing is increasingly common across all industries  Most marketers utilize e-marketing  What examples of digital marketing have you come across lately?

6  Digital marketing differs from traditional marketing in five key ways 1.Addressability 2.Interactivity 3.Accessibility 4.Connectivity 5.Control

7  The ability of a marketer to identify customers before they make a purchase  Social network: Web-based meeting place that allows users to create a profile and connect with other users for many different purposes  Addressability facilitates relationship marketing by enabling customer engagement to create product innovation

8  Allows customers to express their needs and wants directly to the firm in response to marketing communications  Contrasts with the one-way communications of traditional marketing media  Many digital media allow for ongoing, real- time conversations between marketers and consumers

9  The ability to obtain digital information on competing products, prices, reviews, and details on firms  Mobile marketing allows marketers to offer promotions and incentives via customers’ mobile devices

10  The use of digital networks to provide linkages between information providers and users  Online social networking sites improve connectivity by providing large, diverse audiences

11  Consumers’ ability to regulate the information they view and the rate and sequence of their exposure  The Internet is a pull medium because users control what information they view  More power is in the hands of consumers

12  Sports Illustrated was once only a magazine–it now offers services and features on digital media  How do digital media help companies stay competitive?

13  Consumers increasingly tend to publish their thoughts, opinions, reviews, and product discussions on blogs or digital media  More interactive than traditional marketing media  Consumers trust other consumers over corporations  They rely on the recommendations of family, friends, and fellow consumers when making purchases

14  Most consumers have visited online social networking sites  There are many different sites, and the number is growing  Facebook  LinkedIn  Twitter

15  The most popular social networking site  Appeals to a broad demographic  Encourages consumer interaction with companies and products  Good resource for marketers  Low-cost advertising  Reaches new markets

16  A hybrid social networking and micro- blogging site  Companies announce sales, promotions, and product updates via tweets  Can help (re)build customer relationships

17  A social network for professionals  A profile resembles a résumé  Facilitates professional networking, job searches, and recruiting  Companies use the site to familiarize people with their businesses

18  Blogs (Web-logs): Web-based journals through which authors can editorialize and interact with other Internet users  2/3 of Internet users have read blogs  Give consumers power over companies because they cannot control what bloggers write

19  Photo sharing: Sites allow users to upload, edit, and share photos  Businesses use photo sharing to display images of products  Video sharing: Lets users upload videos to the Internet  Companies increasingly use consumer- generated content from amateur filmmakers rather than professional ad agencies

20  Consumers  Want more and faster access to information  Are empowered to comparison shop for the best deals  Can connect with each other  Marketers must adapt to and use the new media to their advantage  Examine how consumers are using the Internet to create better marketing mixes

21  Creators: Create their own media outlets  Critics: Comment on blogs or post ratings and reviews  Collectors: Collect and organize content generated by creators and critics  Joiners: Anyone who becomes a user of social networking sites or other online communities to connect and network  Spectators: Read online information but do not produce any themselves  Inactives: Do not participate in online digital media; numbers are dwindling


23  A significant privacy issue is the use of personal information that companies collect from website visitors  Concerns that this violates privacy rights  Some fear that hackers can gain information stored by companies

24  Any attempt to conduct dishonest/fraudulent activities online  Cybercriminals increasingly use popular social networking sites to commit fraud  Gather private consumer information  Damage a company’s reputation  Consumers must be careful what information they disclose online

25  Pick an athlete, sports team, celebrity, or musician  Type a one page paper talking about what type of social media they use to market themselves or a product  Also, talk about some ways they can improve using social media  Give specific examples of social media ◦ Tweets ◦ Facebook posts ◦ Instagram photos  Extra Credit – Research and discuss a social media disaster

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