Digital Marketing

Affiliate marketing is basically a process where a brand or supplier, for example a book retailer, attract customers by rewarding the third-party (or affiliate) for marketing their goods and services, and driving traffic to their website.

In a nutshell affiliate marketing as the basic process.

Learning Outcome: By the end of this lesson, you will be able to explain what augmented reality marketing is, describe why it creates a different kind of consumer experience from traditional digital marketing, and apply the concept to a realistic retail scenario. What Is Augmented Reality Marketing? Augmented reality (AR) overlays digital information – an…

The Customer Life Cycle (CLC) has obvious similarities with the Product Life Cycle (PLC). However, CLC focuses upon the creation of and delivery of lifetime value to the customer i.e. looks at the products of services that customers NEED throughout their lives.

Learning Outcome: By the end of this lesson, you will be able to explain how big data has changed customer relationship management, describe the process from raw customer data to a personalised action, and apply the concept to a realistic business scenario. How Has Big Data Changed CRM? Customer relationship management (CRM) has always been…

Digital advertising, also known as online advertising or Internet advertising, is essentially using the online opportunity to communicate marketing messages to consumers or visitors.

Therefore digital marketing by its very nature is one aspect of an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. As such an aspect, digital marketing has its own approaches and tools that contribute…

There are many ways to use the Internet as a new medium for Advertising. This lesson considers Pay-Per-Click (or Cost-Per-Click) Advertising, Affiliate Marketing, and touches upon the range of traditional Offline Promotions Strategies that will help to promote a website using more offline media.

This lesson looks at ways of increasing the popularity of your website by looking at the internal optimization of the website itself. It considers many important ways of building your traffic, including Search Engine Optimization (SEO) approaches.

Digital marketing communications are essentially the digital marketing equivalent of the traditional marketing communications mix.

Learning Outcome: By the end of this lesson, you will be able to explain what a digital competitor analysis involves, describe the difference between the visible and hidden layers of competitive intelligence gathering, and apply the framework to plan an audit of a competitor set. How Is a Digital Competitor Analysis Different? A traditional competitor…

As you plan for digital marketing and during the plan’s implementation, one needs to pay careful attention to the activities of competitors.

The starting point for any digital marketing planning is the internal audit. We are seeking to answer the question, where are we now (internal perspective)? This is a consideration of internal resources and the effectiveness of our eBusiness based upon a number of factors.

The digital marketingMix is essentially the same as the marketing mix. It is simply the adaptation of price, place, product and promotion to the digital marketingcontext. Of course one could also include physical evidence, people and process when marketing planning for an online service. Below are a series of lessons that consider how markets can…

The digital marketing space of new or original Internet companies that have emerged as the Internet has developed, as well as those pre-existing companies that now employ digital marketing approaches as part of their overall marketing plan. For some companies the Internet is an additional channel that enhances or replaces their traditional channel(s). For others…

International pricing and competition give consumers access to the lowest price for any generic good. For example, British consumers benefit when buying products from the United States since there are almost two Dollars to the Pound. Conversely this makes British goods more expensive to the American consumer. So it’s cheap to buy spectacles from a…

We’ve already considered product as part of the marketing mix. Two previous tools for product decision-making have been introduced – Product Life Cycle (PLC) and the Three Levels of a Product. Both of these tools are equally applicable to the context of digital marketing, and can be easily applied to include digital marketing and product.

The situation analysis for digital marketing bridges the internal audit and competitor research. It answers the question where are we now in terms of our digital marketing (internal v external perspective)? The analysis literally considers your digital marketing situation by considering the fit between internal and external factors. There are similarities with traditional concepts and…

The salesperson can prospect using popular search engines such as Google, Bing or Yahoo. Such searches can generate postcode data (ZIP codes) which can then give an indication of property prices, the level and nature of wealth in an area, people’s professions and levels of education, and much more. Then of course there will be…

Digital Public Relations (DPR) is the use of digital and social technologies to manage the awareness and understanding, reputation and brand of a company or organisation, through the purposeful influence of exposure via digital media.

Digital sales promotion encompasses a huge range of creative promotional ideas and approaches. In fact there are too many to list here;

Display advertising is where an advertiser places an advert on somebody else’s website, in the search engine results or via a third-party advertising system such as Google AdWords.

Learning outcome: By the end of this lesson, you will be able to explain what email marketing is, identify the reasons it remains an effective and cost-efficient channel, and apply core principles for planning and improving an email campaign. What Is Email Marketing? Email marketing is a form of direct digital communication in which a…

Learning Outcome: By the end of this lesson, you will be able to plan, test, send and measure an email marketing campaign, and use the results to improve the next one. How Do You Actually Run an Email Marketing Campaign? Understanding email marketing as a channel is one thing; running an individual campaign well is…

Learning Outcome: By the end of this lesson, you will be able to explain what Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) mean, how they differ from traditional SEO, and what practical content changes they call for. What Are GEO and AEO? Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) are the…

Learning outcome: By the end of this lesson, you will be able to define interactive video marketing, describe the main levels of interactivity a video can offer, and explain why interactivity tends to increase viewer engagement compared with passive video. What Is Interactive Video Marketing? Interactive video marketing turns a video from something a viewer…

Learning Outcome: By the end of this lesson, you will be able to explain how marketers use generative AI tools like ChatGPT specifically for content creation and ideation, describe the practices that keep AI-drafted marketing content on-brand and accurate, and identify the risk of content sounding the same across brands that lean on the same…

Learning Outcome: By the end of this lesson, you will be able to explain what Industry 4.0 means, describe how it connects manufacturing data to marketing decisions, and identify what changes for marketers as production becomes more connected. What Is Industry 4.0? Industry 4.0 refers to what’s often called the fourth industrial revolution: manufacturing built…

Learning Outcome: By the end of this lesson, you will be able to explain what the Internet of Things means for marketing, identify the main ways connected products change a business’s relationship with its customers, and recognise the trust issues that come with it. What Is the Internet of Things, in a Marketing Context? The…

Learning Outcome: By the end of this lesson, you will be able to define marketing automation, explain the main tasks it is used for, and identify the most common reasons implementations fail to deliver the benefits expected of them. What Is Marketing Automation? Marketing automation is software that triggers personalised marketing activity automatically, based on…

Learning Outcome: By the end of this lesson, you will be able to define metaverse marketing, describe the main tactics brands use inside persistent virtual worlds, and explain the measurement and brand-safety challenges that set it apart from ordinary digital marketing. What Is Metaverse Marketing? Metaverse marketing is the practice of promoting a brand’s products,…

Learning Outcome: By the end of this lesson, you will be able to explain what distinguishes mobile marketing from other digital marketing, describe the key factors that drive consumer acceptance of it, and apply the framework to a realistic campaign scenario. What Makes Mobile Marketing a Distinct Discipline? Shankar and Balasubramanian (2009), in a foundational…

Learning Outcome: By the end of this lesson, you will be able to explain what a neural network is, describe the three-layer structure marketers use to build one, and apply the idea to a realistic customer-prediction problem. What Is Neural Network Marketing? A neural network is a computing technique loosely modelled on how neurons in…

The concept of permission marketing is very simple; your visitors or customers agree to opt-in, or sign-up to participate in your organisation’s marketing conversation.

Persona: An Innovative and Practical Marketing Tool Learning Outcome: By the end of this lesson, you will be able to define a buyer persona, describe the process a business follows to build one, and explain why personas remain a standard marketing tool even as the data behind them has grown more sophisticated. What Is a…

Persona-Based Marketing Learning Outcome: By the end of this lesson, you will be able to explain what persona-based marketing is, describe how a business uses its buyer personas to shape channel, content and messaging decisions, and evaluate why this approach outperforms a single, one-size-fits-all campaign. What Is Persona-Based Marketing? Once a business has built its…

Learning Outcome: By the end of this lesson, you will be able to explain what a retail media network is, identify who benefits from it and how, and describe the main strategic trade-offs retailers and brands face when using one. What Is Retail Media? Retail media is advertising sold by a retailer, on its own…

Search Engine Optimization (SEO) is commonly seen as the golden key to huge amounts of website traffic. Marketers need to be aware that SEO is a structured process that on many occasions will improve the amount of traffic that you get your site, but that there is no magic formula to success.

Search marketing can include many aspects of digital marketing and traditional marketing, although it is generally seen to encompass paid placements, Pay-Per-Click (PPC) and Search Engine Optimization (SEO). Since SEO is covered in another lesson, we’ll focus upon paid search and pay-per-click,

There are seven design elements – 7Cs – that should be considered when creating a website intended for commerce and sales. Customers shop online for several reasons; the most important are the convenience, cost, large selection and the allure of control over their purchases. Customers can easily shop around from anywhere they have an Internet…

Learning Outcome: By the end of this lesson, you will be able to define virtual commerce (v-commerce), distinguish it from both ordinary e-commerce and metaverse marketing, and describe the main opportunities and challenges brands face when selling inside virtual environments. What Is Virtual Commerce? Virtual commerce, or v-commerce, is the buying and selling of goods…

Learning outcomeBy the end of this lesson you will be able to explain the content marketing matrix, describe its two axes and four quadrants, and choose content types that actually match a specific marketing goal rather than creating content for its own sake. What Is the Content Marketing Matrix? Marketers produce a huge range of…