24108 Lecture Notes - Lecture 10: Search Engine Optimization, Search Engine Marketing, Viral Marketing
Document Summary
Appreciate ethical and legal issues relating to digital-marketing. Discuss the role of digital-marketing in an overall marketing strategy. Digital marketing: the activities involved in planning and implementing marketing in the digital environment, examples: Sale of products via digital commerce website. Email asking customer to participate in a survey for change to win a prize. Inability to physically examine the product before purchase. Risk of credit card fraud and lack of personal service. Consumers have concerns about security of making payments. Profiling: learning more about existing customers and about potential customer prior to purchase, organisation can gather information about customers through: Information is usually stored in a database or data warehouse. Interaction: the ongoing exchange of information between marketer and customer (or potential customer), example of interactivity include: Digitalisation: the ability to deliver a product as information or to present information about a product digitally, so(cid:373)e p(cid:396)odu(cid:272)ts (cid:272)a(cid:374) (cid:271)e (cid:272)o(cid:373)pletel(cid:455) digitalised (cid:894)(cid:373)usi(cid:272)(cid:895).
