Question 1

According to Chaffey (2012), online company presence is defined as different forms of online media controlled by a company including their website, blogs, e-mail list and social media presence.

List any two (2) companies with its online presence by providing evidence for each.

1. Bella Ammara

Official Website Facebook Instagram

2. Ash&Annas

Official Website Facebook Instagram

Question 2

Using slides or text book, sketch a complex mind-map for chapter 1 (max 2 pages). Scan or snap and upload in i-learn.

Applying the 7s

*Strategy *Structure *System *Staff *Style *Skills *Superordinate goals

The challenges of managing strategy

* Unclear responsibilities for digital*Setting objectives*Lack of budget*Budget wasted through experiments/duplication*Developing new propositions and campaigns to compete*Lack of measurement

Alternatives digital business model

Consumer Supplier GovernmentC2C B2C G2CC2B B2B B2BC2G B2G G2G

Applications of digital marketing

*Advertising medium* Direct-response medium* Platform for sales transaction* Distribution channel* Customer service mechanism* Relationship-building medium

Benefits of digital marketing (5S)

-Speak - Serve - Save - Sizzle

How do digital technologies support marketing?

i. Identifyingii. Anticipating

iii. Satisfying

The growing range of digital marketing platforms

Mobile marketing Location based marketing Mobile-based apps

Customer journeys are the sequence of online and offline touch points a customer takes during a buying process or border customer experience.

Multichannel marketing is a customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle.

Electronic customer relationship management is a using digital communications technology to maximize sales to existing customers and encourage continued usage of online service through techniques including database, personalized web message, customer services, e-mail and social media marketing.

Online company presence is a different form of online media controlled by a company including their website, blogs, e-mail list and social media presences. Also known as ‘owned media’.

Digital media is a communications are facilitated through content and interactive services delivered by different digital technology platforms including the internet, web, mobile phone, interactive TV, IPTV and digital signage.

Digital marketing is the application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives.

Introducing Digital Marketing