digital marketing #DM

1

landscape and digital disruption

the changing

don’t think like a consumer… don’t think like a student

…think like an digital marketer

thinking…

Reading and research based on concepts covered in lecture, and use of material and activities on MyBeckett

see Module Handbook for recommended texts and websites

Weekly lecture

How this module is taught…

…resources

How this module is assessed

one individually produced plan… worth 100% of the mark

Using an appropriate planning framework and meeting the needs of the chosen context…

- mark out of 100, then weighted at 80% - Submitted 8th January 2018

Production of three pieces of digital content… worth 20% of the mark

learning objectives...

students will be able to...

Critically understand the differing nature of web paradigms and their impact on marketing

Develop a strategic digital marketing plan (or elements therein) for an organisation.

Critically analyse the role of key digital platforms, media and content

Analyse the digital marketing environment to develop strategic and tactical recommendations in order to achieve corporate and marketing objectives

…what is marketing?

Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas

Marketing is the management process which identifies, anticipates and supplies customer

requirements efficiently and profitably

Marketing is a social and managerial process by which individuals and organizations

obtain what they want and need through creating and exchanging value with others

Armstrong and Kotler, 2007

CIM, 2010

Dibb, et.al., 2012

e-marketing involves the marketing side of e-commerce and features a company’s efforts to communicate about, promote and sell products and services over the internet

Kotler et.al., 2007

…what is e-marketing?

…what is digital marketing?

digital Marketing is the management and execution of marketing using electronic media (such as the web, e-mail, interactive TV and wireless media) in conjunction with digital data about customers’ characteristics and behaviours

Chaffey et.al., 2006

digital marketing is marketing

…what is digital marketing?

Smart Insights Manifesto, 2013

websitescontent

story-telling

omnichannel

programmatic

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situation

objectives

strategy

tactics

actioncontrol

changing landscape...…the advent of Web 2.0 brought about a step-change in how suppliers and consumers behave.

…it was effectively a process of ‘creative destruction’ where company’s traditional marketing abilities and consumer insights were challenged by the new dawn of user generated content

Richardson, 2008

changing landscape…

DigitalDayResearch.co.uk, 2017

changing landscape…

ONS, 2017

changing landscape…

gs.statcounter.com, 2017

changing landscape…

ONS, 2017

Value comes from seeing what customers need and delivering it.

Digital disruptors will do all of this at lower cost, with faster development times, and with greater impact on the customer experience than any-thing that came before.

McQuivey, 2013

…it is important to note that we’re not focused on physical disruption here

digital disruption...

…growth hacking...

“A GROWTH HACKER IS A PERSON WHOSE TRUE NORTH IS GROWTH.

EVERYTHING THEY DO IS SCUTINISED BY ITS POTENTIAL

IMPACT ON SCALABLE GROWTH.”

Sean Ellis, 2010

access… in marketing terms this is place and process, all interactions

between all stakeholders

economics… in marketing terms this equates to value, how it is

assigned and earned

performance … delivering greater value through customer intimacy,

efficiency and product leadership

Gartner Research, 2013

the three dimensions of digital disruption...

Tom Goodwin, Senior Vice-President of Strategy, Havas Media

…the good...…the good...

…the bad...

…the ugly...

…the ugly...

…peer to peer interfaces

full stack companies are being disrupted, the ones that control all elements of a business

…disrupted by interface owners, offering interfaces to facilitate an exchange

…these are the fastest growing companies, the ‘growth hackers’… they understand the

digital consumer better and quicker

We look at the present through a rear-view mirror. We march backwards into the future…

Marshall McLuhan

References and reading

Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education: London

Baines, Fill & Page (2010) Marketing. 2nd ed Oxford University Press: Oxford

Chaffey (2010) http://www.davechaffey.com/ [accessed 10-01-11]Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and Strategies. 5th European ed. Houghton Mifflin: AbingdonKotler, P., Armstrong, G., Wong, V. & Saunders, J. (2008) Principles of Marketing. 5th

European ed. FT Prentice Hall: HarlowMcQuivey, J., 2013, Digital Disruption, Las Vegas: Amazon Publishing

Qualman, E. (2011) Socialnomics: How Social Media Transforms the Way We Live and Do Business New Jersey: John Wiley and Sons

Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Pagehttp://blogs.gartner.com/mark_mcdonald/2012/07/16/the-dimensions-of-digital-disruption/http://solutions.forrester.com/disruptionhttp://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/dealing-with-digital-disruption/http://www.smartinsights.com/digital-marketing-strategy/sostac-model/