MKC1200 Lecture 11: MKC1200 Week 11 Marketing Management
26 May 2018
School
Department
Course
Professor
MKC1200 Week 11 Marketing
Management
Digital Marketing
●All of the activities involved in planning and implementing marketing in the
electronic environment
For Consumers
●Advantages
○No limitation by store opening hours or store location
○Interact deeply with the organisation without dealing with an actual person
○Easier access to and comparison of prices
●Disadvantages
○Inability to physically examine the product before making the purchase
decision
○Security and privacy issues
For Marketers
●Advantages
○Access to the entire global market and more consumers
○Facilitate interactivity
●Disadvantages
○Greater competition
○Low rates of access
○Payment issues
Methods of Digital Marketing
Websites
Social Media
Search Engine
Other Methods
●Brochure sites:
websites that are
online
advertisement
for the
organisation
●Portals: a
website that is
designed to act
as a gateway to
other related site
●The various
websites that
involve online
communities
where members
contribute to
and build the
community and
content, and
where users can
control their
own online
experience
●Search engine
optimization
(SEO): tailoring
features of a
website to try to
achieve the best
possible ranking
in search results
returned by a
search engine
●Search engine
marketing
(SEM): paid
●Paid online and
mobile
advertising
●Email, SMS and
MMS
●Apps
●E-commerce via
the internet,
mobile phone or
other
telecommunicati
on technology
through
customization
and interactivity
●Viral
marketing: the
use of social
networks to
spread a
marketing
message
advertising that
appears similar
to a search
result on a
search engine
page
Effect on Extended Marketing Mix
●Product
○Digitisation: delivering a product as information presenting information about
a product digitally
●Price
○Easier access to and comparison of prices
●Promotion
○New digital media channels
○Interaction: the ongoing exchange of information between marketer and
customer
●Place
○New distribution platforms and channels
●People
○Training in social media and digital customer relationship management
●Process
○Training in social media and digital customer relationship management
●Process
○Smoother and faster customer service processes
○Profiling: the process of getting to know about potential customers before
they make a purchase and to find out more about existing customers
●Physical evidence
○Designing engaging websites and m-sites
Ethical Issues
●Privacy and consumer protection
●Misleading or deceptive conduct
●Spam
●Intellectual property
Social Marketing
●Process that uses commercial marketing principles and techniques to influence target
audience behaviours that will benefit society, as well as individual
●
Marketing Mix for Social Marketing
●Behaviour change: the modification of behaviour targeted by a social marketing
intervention
○The bottom line for social marketers
Product
Price
Promotion
Place
●The bundle of
benefits
received by the
target audience
●May take
tangible or
intangible forms
●The cost or
sacrifice
exchanged for
the benefit
●The use of
dollar price is
rare
●Be relevant and
connected with
behaviour-induc
ing strategies
●Be coordinated
with and
integrated into
the marketing
mix
●Where and
when the target
audience enter
into an
exchange
Marketing Cycle
●Marketing is an ongoing and interrelated process of understanding, creating,
communicating and delivering offerings
Document Summary
All of the activities involved in planning and implementing marketing in the electronic environment. No limitation by store opening hours or store location. Interact deeply with the organisation without dealing with an actual person. Inability to physically examine the product before making the purchase decision. Access to the entire global market and more consumers. Brochure sites : websites that are online advertisement for the organisation. Portals : a website that is designed to act as a gateway to other related site. The various websites that involve online communities where members contribute to and build the community and content, and where users can control their own online experience. Search engine optimization (seo): tailoring features of a website to try to achieve the best possible ranking in search results returned by a search engine. E-commerce via the internet, mobile phone or other telecommunicati on technology advertising that appears similar to a search result on a search engine page.
