Digital Marketing
- Characteristics of digital marketing
- Digital Media and the Marketing Mix
- Product
- Distribution
- Pricing
- Kayak
Characteristics of digital marketing
| Characteristic | Definition | Example |
|---|---|---|
| Addressability | The ability of the marketer to identify customers before they make a purchase | Amazon installs cookies on a user’s computer to identify the owner when they return |
| Interactivity | The ability of the customers to express their needs and wants directly to the firm in response to its marketing communications | Texas Instruments intracts with its custmers on its facebook page by answering concerns and posting updates |
| Accessability | The ability for marketers to obtain digital information | Google can use web searches through search engines to learn about customer interests |
| Connectivity | The ability for consumers to be connected with marketers along with other consumers | Volition beauty’s website encourages customers to cubmit their makeup and skin care product ideas which can then be voted |
| Control | The customer’s ability to regulate the information tehy view as well as the rate and exposure to that information |
Digital Media and the Marketing Mix
Digital media differs from conventional marketing techniques in that
- Communications are faster, richer, and more interactive
- Companies that can target markets more effectively will do better
Product
- Anticipate the consumer’s needs
- Tailor goods and services to meet the needs of the customer
Distribution
- New distribution channel for making products availible at the right time, at the right place, and in the right quantities
- Omni-channel retailing
- Integrates the different methods of chopping availible to consumers.
Pricing
- Price is the most flexible element of the marketing mix
- Enhance a product’s value by providing service, information, and convenience
- Quickly communicate discounts and sales
- Compare prices of products on many websites
- To compete on price, digital marketing provides unlimited opportunities
Kayak
What part of the marketing mix does Kayak address particularily well?
- Good product
How does Kayak provide users with more control over what they view
- Lots of sliders and options to finetune the experience
Whay do you think kayak must also engage in non-price competition
- Website experience
- Rich information
Building a digital marketing campaign
Buyer persona (end user)
- Travellers who struggle with the pita that is travelling
-
Most ppl probably browse a ton of website
-
Get their name in airports, hotels, taxis, hotels, car rental places
- Celeb endorsements
- A little soc media, tv
- Name & logo placement
Buyer persona (Providers)
- Setting meetings
- Providing customers
- Offering free marketing