Title slate information:
• Programme: MSc Marketing
• Module title: Digital and social media marketing
• ASE information: Dr Olivier Sibai
• Topic number and title: Topic 1: Introduction to digital and social media
marketing
Introduction to digital and
social media marketing
1
What is digital marketing?
• Digital marketing: achieving marketing objectives through the use of
digital technology, whether it be media, data, software or devices.
Chaffey, D. and F. Ellis-Chadwick Digital marketing: strategy, implementation and practice.
(Harlow: Pearson Education, 2019) 7th edition.
2
Digital marketing = e-marketing?
Personal computer based
Mobile phone and tablet
Other hardware platforms
Email
Mobile OS
Gaming platforms
Desktop browser-based apps
Mobile browser
Indoor and outdoor kiosk-type apps
Desktop apps
Mobile apps
Interactive signage (QR codes)
Connected objects:
• smart watches
• VR devices
• Kinect
• smart fridges
3
E-commerce < E-marketing < E-business
Digital transactions
Marcomms
Digital value chain
Buy-side (suppliers)
Marketing strategy
Procurement
Sell-side (consumers)
Marketing mix
Production
Branding
Logistics (in/out) bound
CB
HR (pay, decision, knowledge)
Relationship
Marketing
Marketing research
Finance and accounting (invoicing, debt collection)
E-commerce
4
5