代写How digital technology is transforming our culture?
How digital technology is transforming our culture?
The evolution of marcomms
1.Conventional marcomms
•Advertising predominant
•To 1980
2.Direct Marketing era
•1980 – 2000 DM predominant
•The DM database
3.Web 1.0
•The informational web
4.Web 2.0
•The social web
•Networking/ community
•User Generated Content (UGC)
•Many to many communication, by all to all
Digital media characteristics
§Billions of daily conversations
§Shift from mass communication to interactive communication
§Openness
§24/7 environment
§Multi-devices
§Multi-channels
Based on: Charlesworth (2014); Tapp (2013)
Key benefits of digital communications
§Digital Dialogue (collecting intelligence)
§Global reach
§Earned advertising
§Word of mouse (credibility)
§Highly Targeted (actions, devices, searches, location, language)
§Extremely measurable (real time)
§Active (responsive, appeals to active customers)
Chaffey & Ellis-Chadwick, 2012
代写How digital technology is transforming our culture?
Key challenges of digital communications
§24/7 environment
§No control over the message
§Golden hour replaced with 15min
§Information overload
§De-humanization
§Negative WO
Traditional vs Digital Communications
§One way broadcast
§Message driven
§Powered by advertiser
The evolution of marketing communications
Typology of Online Communication
Evolution of Marketing Dynamics
Traditional View of Marketing 4P’s
Learning from the response
and acting on what has been learnt
Creating/ building on a
relationship
What is digital marketing?
•The marketing of products or services using digital channels to reach consumers.
•Applying digital technologies to achieve marketing objectives (Revuelta, 2013).
•Chaffey et al (2003, p. 10) defined DM as ‘the management and execution of marketing using electronic media... in conjunction with digital data about customers‟ characteristics and behaviour’.
•Digital marketing is an umbrella term which refers to various techniques which are implemented to reach customers through digital technologies.
Digital marketing umbrella
Digital Marketing – Media Channel
Paid – company pays to leverage the channel (google ad words, Facebook sponsored posts, digital banners)
Owned- incudes channels company own and can control (email, websites, company blog, mobile apps, brand pages
Earned – world of organic press- customer is a channel (social media, mentions on other blogs, written articles, communities and consumer activism)
Digital Marketing – Media Channel
(WOM) Network Coproduction Model
Sense – Respond - Adjust
Create cycle:
§Monitor customer actions or behaviours, then...
§React with appropriate messages, offers to encourage desired behaviours
§Monitor response to these
§Continue with additional comms and monitoring
Based on Chaffey et al 2009 p.362
2015 trends in digital marketing communication
