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    Chapter 8 Digital Marketing

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    cemongmehong
    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.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Chapter 8 Digital Marketing

    Uploaded by

    cemongmehong
    213 views48 pages
    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.

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    digital marketing scarlett whitening

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    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.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    213 views48 pages

    Chapter 8 Digital Marketing

    Uploaded by

    cemongmehong
    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.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 48

    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.

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