Digital Marketing

Digital Marketing

 What is Digital Marketing?  Why does it matter?  What are the challenges?  How does it work? Case studies

Rabi Chatterjee Joe Maxant Philip Pribik Belinda Whittaker

(1)

“Business has only two basic functions – marketing and innovation”

– Peter F. Drucker (1909-2005)

“…You get paid for creating a customer, which is marketing. And you get paid for creating a new dimension of performance, which is innovation. Everything else is a cost center.”

(2)

Digital Marketing: The “4 P‟s”

 Product (including service) – digital content, bundling and unbundling  Price – flexible pricing; NYOP (Priceline), Online auctions (e-Bay)  Communications – Digital media  Distribution – online channels

(3)

Changing Focus of Marketing

 Relationships, not just transactions or exchanges  Customers as partners, joint problem-solving  Knowledge- and experience-based marketing  One-on-one marketing: Learning relationship  Focus on overall value chain  Leveraging technology

(4)

Digital Marketing: Get Ready to Ride!

“Not many years ago, people were referring to the online world as the Wild West….What had been wild has become a bustling world of new commerce and new ways for marketers to lasso their target audiences. And a strange thing has happened along the way. People don’t want to be talked to any more; they want to be talked with, they want to talk to each other and sometimes they just want to spout off about what’s on their minds. If you want to survive and thrive on this noisy digital prairie, you have to adapt and, hopefully, get in front of it all”

– John N. Frank, Marketing News 03.15.2010

(5)

(6)

BarackObama.com received

39.5MM

unique visitors in 2008 and

320MM

Page Views

(7)

Source: comScore Media Trend Report, January 2008 – December 2008

Tapping into the „word of mouth‟ of st century the 21

Barack Obama garnered

5.5MM+

friends and supporters across a variety of social networks

(8)...