ENG Digital Marketing Lec 7-8 (1).pdf …………

Digital marketing lecture

1. 1
IŞIK UNIVERSITY
DIGITAL MARKETING
Dr. Anıl Şerifsoy
[email protected]
Dr. Anıl Şerifsoy
BUS538 Digital Marketing

2. Theevolutionof Marketing Mix

3. Marketing
Mix

4. Product
Options for diversifying the core product:
- Offering different variations of the core product
- Introducing complementary products or accessories
- Developing customized versions for specific customer segments
Options for suggesting a digital product:
- Creating digital versions or add-ons for existing products
- Developing software applications or online platforms related to the core product
- Offering digital services or subscriptions alongside the core product
Options for modifying the extended product:
- Improving the quality or features of the extended product
- Expanding distribution channels or availability of the extended product
- Enhancing customer support or after-sales services for the extended product
New product development speed
New product adoption speed

5. Price
Increased price transparency
Downward price pressure
New pricing approaches
Alternative pricing structures

6. Price Elasticity
Price Elasticity of Demand: The measurement of
customer behavior that shows changes in demand for a
product or service in response to changes in price. It
evaluates how much a change in price will affect demand
for a product.
Aggregators: Price comparison websites or comparison
search engines.

7. Pricing
Options
Cost-Plus Pricing
Target Cost Pricing
Competitive-Based Pricing
Market-Based Pricing

8. Promotion
Promotion: An element of the marketing mix
that involves communicating with interest
groups and customers to provide information
about a product or organization.
Advertising:
Interactive video
ads, PPC
Sales: Virtual
Sales Team, chat
Sales Promotion:
Coupons,
rewards, loyalty
programs
Public Relations:
Blogs, social
networks, viral
campaigns
Sponsorship:
Sponsorship of
online events
Direct Mail:
Creating email
lists using e-
newsletters,
automation
Packaging: Online
publication of
actual packaging
Word of Mouth
(WOM): Social
media, viral,
friend-to-friend
email

9. Online implementationCommunications Tool
Interactive display ads, pay-per-click search advertising, targeted ads in social networks
Virtual sales staff, site merchandising, assisted selling (including livechat) and affiliate
marketing
Incentives such as coupons, rewards, online loyalty schemes
Online PR and influencer outreach, blogs, e-newsletters, newsletters, social networks, links
and viral campaigns
Sponsoring an online event, site or service
Opt-in email using e-newsletters and focused ‘solus’ emails
Webinars, virtual exhibitions and white-paper distribution
Promotional ad-serving on retail sites, personalised recommendations and email alerts
Virtual tours, real packaging displayed online
Social, viral, affiliate marketing, email a friend, links
Advertising
Selling
Sales promotion
Public relations
Sponsorship
Direct mail
Exhibitions
Merchandising
Packaging
Word of mouth

10. People
The element of the marketing
mix that involves the provision of
service to the customer during
interactions with customers:
Online Chat
Automated Service
Customer Service

11. Process
The element encompassing all
methods and procedures used by
businesses to perform all
marketing functions:
New product development
Promotion
Sales
Customer service

12. Physical
Evidence
The concrete expression of a product and how it is purchased and used:
Logo
Catalogs and printed materials
Reporting
Bringing the tangible components together with the consumer to create a
better customer experience:
Classrooms in educational institutions
Student lists and demographics in educational institutions
Success rates
In the online realm, it is expressed through the customer's experience via
the website:
Ease of use
Performance

13. StarbucksExample
Product: Expertly roasted and richly brewed coffee.
Specialties: Teas, coffees, cakes, cookies, muffins.
Price: Utilizing a premium pricing policy to ensure its products are perceived as higher quality.
Promotion: Prioritizing advertising and social media due to the active population's reliance on these platforms.
Effective Use of Social Media: Analyzing how customers interact with products, evaluating feedback, and
implementing new revenue-generating methods to increase profitability and foster lasting customer
relationships. Starbucks is a pioneer in utilizing social media and digital marketing effectively.
Harnessing the Power of Mobile Applications: Starbucks' mobile app forms the foundation of its business
strategy, serving both branding and user convenience purposes while also contributing to revenue growth.
Place: Operating in over 70 countries with more than 25,000 stores worldwide, including drive-through
locations.
Consistent Branding: Regardless of location, Starbucks ensures a consistent environment whenever you see its
logo.
People: Employees are trained to interact with customers and address any issues, with even new hires
instructed to acknowledge ongoing training.
Feedback Evaluation: Starbucks has created a platform, MyStarbucksIdea.com, where customers can leave
feedback and ideas. All submissions are summarized, rated, and categorized, demonstrating Starbucks'
commitment to valuing customer input.
Process: Ensuring efficient service by greeting customers, taking orders promptly, and ensuring swift delivery.
Physical Environment or Evidence: Starbucks' store designs, logo, and coffee cups contribute to its physical
presence and brand identity.

15. Chapter 9 Marketing Communications using
digital media channels
Main topics
Search engine marketing
Online public relations and influencer relationship management
Online partnerships including affiliate marketing
Interactive display advertising
Opt-in email marketing and mobile messaging
Social media and viral marketing
Offline promotion techniques

16. Search Engine
marketing (SEM)
Two main types:
Search engine optimisation
Paid search (pay-per-click) marketing
(PPC)

17. Advantages and disadvantages of SEO
Advantages

Traffic driver
Highly targeted
Potentially low cost
Dynamic
Disadvantages
Lack of predictability
Time for results to be
implemented
Complexity and dynamic
nature
Ongoing investment
Poor for developing
awareness in comparison
with other media
channels

18. Best practice in SEO:
SEARCH ENGINE
SUBMISSION
INDEX
INCLUSION
KEY-PHRASE
ANALYSIS
ON-PAGE
OPTIMISATION
EXTERNAL
LINKING
SEO FOR MOBILE
DEVICES

19. Paid search marketing
Examples Google Ads and Microsoft Bing
Advantages
Advertiser is not paying for
the ads to be displayed
PPC advertising is highly
targeted
Good accountability
Predictability
Technically simpler than SEO
Remarketing
Prospecting with the
customer match
Branding
Disadvantages
Competitive and expensive
Inappropriate
Requires specialist knowledge
Time-consuming
Irrelevant

20. Online influences and
influencers relationship
management
What is online public relations?
Public relations are about reputations.
The main online activity are media
relations or managing outreach with
different online influences or key opinion
leaders.

21. Advantages and disadvantages of online public
relations
Advantages
Reach cost
Credibility
SEO
Disadvantages
Limited control unlike online
advertising
May generate negative as well
as positive comments

22. Online partnerships including affiliate marketing
Affiliate marketing is known as pay-per-performance
marketing.
Digital marketers have options for
this type of marketing:
Aggregators
review sites
Reward sites
Voucher code sites
Uber bloggers
Everyone else

23. Figure 9.9 The affiliate marketing model (note that the tracking
software and fee payment may be managed through an
independent affiliate network manager)

24. An advertiser pays for the placement of an advert on a third-party site.
Advantages and disadvantages of display
advertising
Advantages
Reach to drive awareness
Direct response
Retargeting
Advertising now available for
smaller advertisers
Indirect response
Media multiplier or halo effect
Brand interactions
Targeting
Cost dynamic updates
Disadvantages
Relatively low click-throughs
Relatively high costs
Brand reputation

25. Opt-in email marketing
and mobile messaging
What is email marketing?
Opt-in email marketing:
Cold-email campaign
Co-branded email
Third party e-newsheet
Inbound email marketing
Advantages Disadvantages
Deliverability
Renderability
Email response decay
Communication preferences
Resource intensive
Relatively low cost
Direct-response mechanism
Faster deployments
Ease of personalisation
Options for testing
Integration

26. Social media and viral marketing
Viral marketing is closely related to social media and
is a marketing approach which involves harnessing
the network effect of the Internet; can be effective in
reaching large number of people rapidly

28. SocialSelling: Definition
This is not just a passing trend or a synonym for social media
Social selling refers to Developing leveraging and nurturing
Relationship in digital environment
It involves sharing relevant content Interacting directly to the potential
buyers and customers Focus on personal branding and social listening
Engaging with a client’s social media post(s)
Using social media to study a lead before your pitch meeting
Endorsing or reviewing a client on LinkedIn
Following vital accounts on Twitter
Using LinkedIn’s advanced search to search for potential clients
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29. SocialSelling
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30. SocialSelling
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31. Resilience, adaptation and digitalization are
the key themes for the new normal
The importance of using the right channels to
become more successful
Creating digital solutions that enable sales
professionals and revenue teams to be more
successful.
Sales organizations must be able to sell to
customers everywhere the customer expects
to engage, interact and transact with suppliers
Diversifying digital selling tools and channels
bring success
When a prospect is ready to buy, they turn
to social media. And you need to be there!
Long term business relationship
Conclusion
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32. Dr. Anıl Şerifsoy