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1. DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edition Part 1 Digital marketing fundamentals Chapter 1 Introducing Traditional Marketing

2. Chapter 1 – Introducing Digital Marketing Main Topics: Marketing Definitions: What is Marketing Marketing Importance and trends Marketing Philosophy: Creating value What gets Marketed & What Marketers Do Marketing–Oriented Organization Marketing Process: Matching Process Marketing Environment (Macro & Micro) Marketing MIX Marketing services Marketing Audit & Marketing Environment Marketing Activities: Segmentation, Targeting & Positioning

3. Int r oduction Marketing is a process that matches the wants & and needs of customers with an organization's ability to meet them by providing appropriate goods & and services Does this through the exchange of value between the organization & customer Provides an important interface between the organization & and its customers Principally focuses on generating revenue

4. Marketing Trends Source : Smart Insights (2017) Three key trends that have triggered the increased of marketing are: Increasing Competition Increasing consumer choice & consumer power Technology & access to information

5. Marketing: A Philosophy According to Philip Kotler: In the 21 st century marketing must be understood not in the old sense of making a sale - ” telling & selling ” but in the new sense of creating value th r ou g h i nt e r acting & working with the customer. A marketing philosophy is achieved through a balanced, planned & integrated use of the marketing mix.

6. Definition of marketing Marketing is a “social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” Kotler Exchange of value is an important concept

7. What gets Marketed? Source : With permission – Chiefmartec.com Goods  Places Services  Properties Events  Organizations Experiences  Information People  Ideas

8. What do Marketers do? Basic activities that marketers engage in are: Segmenting the market Targeting the various segments Creating & communicating value

9. Characteristics of Marketing-Oriented Organization Customer Satisfaction is a central focus Products are defined by customer needs Marketing is integrated across the organization Marketing Intelligence is valued, captured & shared

10. Marketing as a matching process

11. Marketing as a matching process The Marketing Environment Economic Political Socio-cultural Technological Legal Natural environmental Suppliers & competitors

12. The Marketing Mix Source : Altimeter Consulting (2014 )

13. The Marketing Mix

14. MARKETING GOODS Goods Marketing relates to selling physical products. Durable goods are physical goods used over an extended time. Nondurable goods are consumable products made from materials other than metal, wood, and hard plastics.

15. MARKETING SERVICES Source : Smart Insights (2010) Services Marketing includes rented-goods services, owned-goods services, and nongoods services. Rented-Goods Services: leasing auto, hotel room, office space, wedding items Owned Goods Services: auto or computer repairs, lawn care & home care Non-goods Services: personal advice, tutor, legal, and accounting

16. Marketing Microenvironment Source : Chaffey and Smith (2017) Immediate forces of industries & markets in which the organization operates. Key components include: Organization itself Value chain partners & market intermediaries Customers Competitors Public (Stakeholders who are not directly involved)

17. Marketing Environment

18. The Marketing Planning Process Marketing Planning is simply a series of coordinated activities, that when carried out well, result in setting objectives & formulating strategies for achieving them that will help the organization achieve its corporate goals & fulfill its mission & purpose

19. Marketing Audits This requires analysis of three key environments: Macro environment (with a PEST analysis) Micro environment (with an industry analysis, like Porter’s Five Forces) The Organization or The SBU itself (with a SWOT analysis applied to each “P”) Source : Smart Insights (2015a)

20. What are the tools for a Marketing Audit? PEST analysis to analyze the Macro environment Porter’s Five Forces to analyze the industry SWOT analysis to analyze the organization (or SBU), and to make a strategic summary.

21. PORTER’S FIVE FORCES Is there anything that can replace us? (think of computer memory!) Who makes touch- screen glass?

22. Marketing Basic Activities The basic activities marketers engage in are:

23. Market Segmentation Represents an effort to identify and categorize groups of customers and countries according to common characteristics

24. 4 Ways of Segmenting Consumer Markets

25. Market Targeting The process of evaluating segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond

26. Positioning Locating a brand in consumers’ minds over and against competitors in terms of attributes and benefits that the brand does and does not offer Attribute or Benefit Quality and Price Use or User Competition

27. Consumer Behavior

28. Consumer Buying Decision Roles In any purchase or ‘buying or choosing’ decision there may be up to 5 different roles involved: Initiators Influencers Deciders Buyers Users