Scribd
Upload
477 views48 pages

Chapter 8: Digital Marketing Insights

The document discusses various aspects of digital and alternative marketing. It defines digital marketing as combining e-commerce, internet marketing, and mobile marketing. It also covers topics like characteristics of successful e-commerce sites, mobile marketing types, digital strategies, and web advertising types. The key objectives are to understand digital marketing and how mobile marketing enhances digital programs.

Uploaded by

cemongmehong
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
477 views48 pages

Chapter 8: Digital Marketing Insights

The document discusses various aspects of digital and alternative marketing. It defines digital marketing as combining e-commerce, internet marketing, and mobile marketing. It also covers topics like characteristics of successful e-commerce sites, mobile marketing types, digital strategies, and web advertising types. The key objectives are to understand digital marketing and how mobile marketing enhances digital programs.

Uploaded by

cemongmehong
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
  • Digital Marketing: Discusses the integration of components such as e-commerce, internet marketing, and mobile marketing, highlighting their digital footprint.
  • E-Commerce: Analyzes the aspects of e-commerce, focusing on business-to-consumer (B2C) and business-to-business (B2B) transactions.
  • Attributes Affecting Retail Outlet Selection: Examines factors influencing retail outlet selection through the comparison of bricks-and-mortar and online retail images.
  • Mobile Marketing: Explores marketing strategies specifically tailored for mobile devices, highlighting trends and types of mobile marketing.
  • Digital Strategies: Explores strategies used in digital marketing such as content marketing, video tactics, and email marketing to enhance consumer engagement.
  • Web Advertising: Focuses on web advertising techniques like banner ads and offline advertising strategies.

Anny Nurbasari

Chapter 8
Digital and Alternative
Marketing
Chapter Objectives

 What is digital marketing?


 How has the transition of Web 4.0 affected the field of marketing
communication?
 How can e-commerce programs and incentives build a stronger
customer base and overcome consumer concerns at the same
time?
 How do mobile marketing systems enhance digital marketing
programs?
 What digital strategies do marketing professionals employ?
 What type of web advertising can companies use to reach
consumers?
 What is search engine optimization strategy?
Digital Marketing

 It combines all of the components of e-


commerce, internet marketing, and mobile
marketing.
 It includes anything with a digital footprint.
E-Commerce
Anny Nurbasari
E-Commerce

 If focuses on selling goods and services over


the internet.
 It involves both business selling to consumer
B2C and business selling to business B2B.
Characteristic of Successful E-
Commerce Site
 Consumer centric design
 Consistent customer experience
 Drill down search
 Channel integration
 Brand engagement
 Customer interaction
 Customization and personalization
 Online and offline marketing
 Search engine optimization
 Shopping cart abandonment strategies
Consumer centric design
Consistent customer experience
Drill down search
Channel integration
Brand engagement
Customer interaction
Customization and personalization
Online and offline marketing
Shopping cart abandonment strategies
Attributes Affecting Retail Outlet Selection
Outlet Image

Bricks-and-Mortar Image

17-19
Attributes Affecting Retail Outlet Selection
Outlet Image

Online Image

17-20
Mobile Marketing
Mobile Marketing

 It involves various forms of marketing on all


mobile cell phone devices, although the
movement is toward smartphone and
tablets.
Types of Mobile Marketing

 Display ads
 Search ads
 Video advertising
 Text message
 In-app advertising
 QR codes
 Geo-targeting
Digital Strategies
Digital Strategies

 Interactive marketing
 Content marketing
 Location based advertising
 Behavioral targeting
 Video tactics
 Blogs and newsletter
 Email marketing
Interactive marketing

Click icon to add picture

The development of marketing program that creates interplay between


consumers and business. The programs feature two way communication and
customer involvement including award prize, branding, build loyalty, collect
personal data, generate sales, offer incentive .
Content Marketing

It tries to cultivate an attitude


of giving, gain trust, identify
your one word brand, define
your ultimate vision, choose
the communication channel.

Content marketing includes


information and solution,
authentic, shareable content,
integrate content, update
consistently.
Location Based
Advertising
Geo targeting involves reaching customers where they
are located by contacting their mobile communication
devices.
Behavioral Targeting

It utilizes web data to identify


the potential customers based
on pages a person visits on the
internet, keywords searches or
content read, and past visitors
to a site.
Video Tactic

Advertising on video, posting Click icon to add picture


broadcast video ads, producing
informational video, product
review
Blog and Newsletter

Online musing that cover a


wide range of topics.
Web Advertising
Web Advertising

 Banner advertising-widget
 Offline advertising
Banner Advertising

Widget-mini application embedded in a banner ad. It provides individuals


personalized access to web information or functionality from any device
connected to the internet.
Search Engine
Optimization
The goal of search engine optimization is to increase the
chances a company’s brand will emerge when individuals
type in particular search words.

Chapter 8 Digital and Alternative Marketing Anny Nurbasari
Chapter Objectives What is digital marketing? How has the transition of Web 4.0 affected the field of marketing communicat
Digital Marketing It combines all of the components of e- commerce, internet marketing, and mobile marketing. It includes
E-Commerce Anny Nurbasari
E-Commerce If focuses on selling goods and services over the internet. It involves both business selling to consumer B2C
Characteristic of Successful E- Commerce Site Consumer centric design Consistent customer experience Drill down search Ch
Consumer centric design

You might also like