Lecture 1: the digital age

Question 1

definition digital marketing

Answer 1

achieving marketing objectives trough applying digital media data and technology
- combi of digital economy and marketing function (circles)

Question 2

tasks digital marketeer

Answer 2

• focus on brand awareness and lead generation trough company’s digital channels
• gather/analyze data/develop/run campaign and analyze
• done for both free and paid media

Question 3

outbound vs. inbound marketing

Answer 3

inbound
- pushes content to consumer, who are passive recipients
- without asking for it
- tv, radio, newspaper (traditional)

outbound
- pulls consumer in, creates and distributes relevant and valuable content that consumers want
- consumer proactive seeking info they need
- social media, podcasts

Question 4

digital vs. traditional marketing

Answer 4

• push to pull
• interactive dialogues
• 1 to many –> 1 to 1
• 1 to many –> many to many
• lean back –> lean forward (consumer has control)
• increasing communication intermediates
• integration
• always-on and realtime

Question 5

+ and - digital media

Answer 5

positive
- interactivity
- intelligence
- individualisation
- integration
- flexibility
- cost-control
- editing

negative
- reliable on technology
- security
- constant learning
- costs

Question 6

definition online retail

Answer 6

process that allows the customer to search, select and purchase products/services and info remotely over internet
- even food categories are now available
- specific models (smartphones also)

Question 7

info and fulfillment matrix

Answer 7

info delivery and fulfilment

1. traditional retail (like Ikea): offline and pick up
2. buy online, pick up in store: online and pick up
3. inventory only: delivery and offline
4. pure play (amazon): online and delivery

Question 8

types of media

Answer 8

1. owned media: any asset owned by the company
2. paid media: paid placements that promotes it and want you to pay attention
3. earned media: brand-related consumer actions

Question 9

why use the 7 p’s

Answer 9

• to vary the application of the marketing mix
• develop new routes to deliver competitive advantage
• create new market position
• build relationship with consumer
• cut trough barriers of time and space

Question 10

7 p’s

Answer 10

1. product
   - core product: click rates, subscription
   - actual product: features, design
   - extended product: additional services and benefits (feedback, reviews)
2. price
   - increased price transparency (results in downward pressure and more dynamic prices)
3. place
   - accros gegraphical boundaries
4. promotion
   - different channels, different stages, more intergrated
5. people
   - service quality and interaction
6. physical evidence
   - (online) building
7. process
   - methods/procedures to achieve marketing functions

Question 11

key issues online service (people, physical evidence and process)

Answer 11

• substitution (technology instead of people: FAQ)
• complementary: technology in combination with people (chatbot with facilitator_
• displacement: outsourcing technology (remote calling in drive trough)

Question 12

7 parts of digital eco system

Answer 12

1. SEO
2. Online PR
3. Offline partnerships
4. display ads
5. opt-in email
6. social media marketing
7. offline communication: ads, selling, pr, sponsors, letters, exhibitions, search, package, WOM