Please enable JavaScript.
Coggle requires JavaScript to display documents.
Chapter 2: Digital Marketing - Coggle Diagram
Chapter 2: Digital Marketing
Digital & Social Media Landscape
Singapore Landscape
5.14 million Internet Users, 88% Penetration (Hootsuite, 2020)
4.60 million Active Social Media Users, 79% penetration (Hootsuite, 2020)
Number of Social Media Users increased by 72 thousand (1.6%) from April 2019 to January 2020 (Hootsuite, 2020)
Global Landscape
Number of Internet users is above 4.5 millions (Hootsuite, 2020)
Nearly 60% of world population is already online (Hootsuite, 2020)
Digital Marketing
Advantages
messages are personalised
because of
two-way communication
increase loyalty and retention
Advantages of Digital Channels
Always on, 24/7 ready
Low barrier to entry
due to
Lows costs
Targeted
refer to
being able to target specific groups of people
Personalised
helps to
increase effectiveness
Higher engagement
due to
2-way communication
Easy to go viral
which helps to
increase reach and engagement
Quick responses
Trackable and measurable
which is
biggest advantage for benchmarking
Real-time results
Disadvantage of Digital Channels
News Article 2: Advantages and Disadvantages of Digital Marketing
Dependability on Technology
may lead to
errors
such as
page buttons malfunctioning
may cause customers to move to another brand
landing pages not working
links not working
prevention
proofread contents
run multiple tests on websites
Time-consuming
caused by
Unorganised tactics and strategies
lead to
lack of resources and attention towards other areas of business
Security and privacy issues
caused by
cyber threats
including
phishing
identify theft
fraud
refer to
increase concern over privacy breach
leading to
secure network and network connections
using
1 more item...
High Competition
because
brands are competing globally when online
solutions
grab attention and create impact on the target audience
anticipate what customers are looking for
relevant to customers' needs
be quick to respond
is
aimed at achieving profitable acquisition and retaining customers
within
multichannel buying process
customer lifecycle
thus
customer-centric
refers to
communication is focused on customers
Digital Marketing Channels
Types of Channels
Search Engine Optimisation (SEO)
helps to
optimise the amount of results returned when searching
place its brand or product in the best positions in a natural way
improve the visibility of a website
so that
it appears more frequently in organic results
is able to
present users with the most relevant websites to keywords
that leads to
Online PR
helps to
maximising favourable mentions of your company brands, products or websites
on
includes
3rd Party Websites
example
social networks
blogs
podcasts
feeds likely to be visited by target audience
Display advertising
consists of
social media/ viral marketing
opt-in e-mail marketing
Affiliate marketing
is by
referring sites
to
receive commission from merchants
usually
% of product sale price
fixed amount per sale
Search Engine Marketing (SEM)
Trends
News Article 3: SEM Trends in 2020
Automation (Keshari, 2020)
Voice & Visual Searches (Keshari, 2020)
Shop by Search (Keshari, 2020)
Artificial Intelligence (Keshari, 2020)
helps
Interactive Content (Keshari, 2020)
helps to
encourage click-through to a website
when
when the user types a specific keyword phrase
Types of Media
Owned Media
has
most control
requires
Development & Maintenance costs
Paid Media
has
Average control
involves
Money spent on Advertisements
Earned/Shared Media
has
Least Control
requires
Lots of effort & resources needed
Omni-channel Marketing
creates
seamless and integrated shopping experience (Blankenship, 2019)
by
sending relevant messages to the customer (Blankenship, 2019)
example
example
Getting an SMS promotion
while
in the retail store
is
Blankenship, W. (2019).
News Article 1: Omnichannel marketing examples
Starbucks Rewards Program
channels
Mobile app
In-store
Online via their website
Email
Beachbody OnDemand Program
channels
Featured Content on the website
Mobile app
Multiple social media platforms
Email marketing
is a mix of
traditional marketing channels
includes