Digital Marketing Proyin Labuan Bajo Rev.pptx

This is the basic of digital marketing

1. Dasar-Dasar Digital Marketing Proyek Inisiatif : Pengembangan Destinasi Super Prioritas Labuan Bajo Flores melalui Kemitraan Closed Loop Komoditas Pangan Organik dengan Binus University 2024

2. Subject Matter Experts Artha Sejati Ananda, Ph.D. Dr. Janita Sembiring Meliala Miranda Hotmadia Tanjung, Ph.D Dr. Sekar Wulan Prasetyaningtyas

3. Questions for marketers What are the options for digital marketing to grow our business? What are the key benefits of digital marketing? What differences do digital media introduce compared to existing marketing communications models?

4. What is it? Introducing the scope of digital marketing ‘Achieving marketing objectives through applying digital technologies’ Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Chartered Institute of Marketing

5. Strategic marketing decisions Customer Company Competitor Targeting Positioning Differentiation El- Ansary (2006)

6. Marketing Mix Components Kotler and Keller, 2016, Fig. 1.5 McCarthy’s 4 Ps

7. Figure 1.2 The intersection of the three key online media types

8. Applications of digital marketing An advertising medium A direct-response medium A platform for sales transactions A lead-generation method A distribution channel A customer service mechanism A relationship-building medium.

9. Why is a digital strategy needed? To set clear goals for digital channels To align with business strategy (avoid ad-hoc approaches) Create a specific online value proposition (OVP) Specify communications tools to drive visitors Integrate digital and traditional channels Manage customer life cycle (e.g. through email marketing).

10. Figure 1.15 Channels requiring integration as part of integrated e-marketing strategy

11. Principles in digital marketing Customer engagement : ‘Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand.’ ( cScape ) ‘The level of involvement, interaction, intimacy and influence an individual has with a brand over time.’ ( Forrester ) Permission marketing : A value exchange in return for communications and profiling, e.g. E-mail opt-in, Like of brand on Facebook.

12. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2014 Pearson Education, Inc.   Publishing as Prentice Hall 1- 12

13. References El‐Ansary, A. I. (2006). Marketing strategy: taxonomy and frameworks.  European business review ,  18 (4), 266-293. Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: Strategy, implementation and practice (6th ed.). Harlow: Pearson.