Certainly, the concept of Emerging Media, Internet, and Digital Marketing has transformed the

landscape of modern business and communication. It's critical for businesses to understand and
utilize the power of digital marketing in order to stay competitive and relevant in the contemporary
marketplace.

The article "Digital marketing and social media: Why bother?" and the "10 Principles of Modern
Marketing" shed light on some key aspects of this dynamic field. Let's delve into these concepts in
detail.

Emerging Media, Internet, and Digital Marketing

Emerging Media refers to the constantly evolving forms of communication that are developed as a
result of technological advancements. This includes social media platforms, blogs, podcasts, mobile
apps, and more. The Internet has significantly facilitated the accessibility and reach of these
emerging media forms, allowing businesses to communicate directly with their target audience in a
more personalized and dynamic manner.

Digital Marketing encompasses all marketing efforts that utilize digital channels to promote products
and services. This includes utilizing various online platforms such as search engines, websites, social
media, email, and mobile apps. By employing digital marketing strategies, businesses can reach a
broader audience, engage with customers in real-time, and track their marketing efforts more
effectively.

Framework for Digital Marketing:

Market Research and Analysis: Understand the target audience, their preferences, and behaviors to
tailor marketing strategies accordingly.

Content Strategy: Create valuable and relevant content that resonates with the audience,
emphasizing the use of various media formats like videos, articles, infographics, and more.

Search Engine Optimization (SEO): Optimize content and websites to improve visibility in search
engine results and drive organic traffic.

Social Media Marketing: Utilize various social media platforms to connect and engage with the
target audience, fostering relationships and building brand loyalty.

Email Marketing: Implement targeted email campaigns to nurture leads, promote products, and
deliver personalized content to subscribers.

Pay-Per-Click (PPC) Advertising: Run targeted ads on search engines and social media platforms to
drive immediate traffic and conversions.

Data Analysis and Performance Tracking: Monitor and analyze the performance of digital marketing
campaigns to make data-driven decisions and optimize strategies for better results.

Mobile Marketing: Optimize marketing efforts for mobile users, considering the increasing usage of
mobile devices for online activities.

Conversion Rate Optimization (CRO): Improve the efficiency of digital marketing campaigns by
enhancing the conversion rate of website visitors into customers.
Customer Relationship Management (CRM): Implement strategies to build and maintain strong
customer relationships, fostering loyalty and encouraging repeat business.

These principles enable businesses to develop a comprehensive digital marketing strategy that
leverages emerging media and the power of the internet to effectively reach and engage with their
target audience.

The article "Digital marketing and social media: Why bother?" likely delves into the importance of
digital marketing and social media in the contemporary business landscape, highlighting how these
platforms are essential for building brand awareness, engaging with customers, and driving sales in
the digital age.

Meanwhile, the "10 Principles of Modern Marketing" probably elaborates on the core principles and
strategies that businesses should adopt to effectively navigate the complex digital marketing
landscape, ensuring a strong online presence and successful customer engagement.

Concept of Emerging Media, Internet and Digital Marketing

Framework

Articles:

Digital marketing and social media: Why bother? (HBP)

10 Principles of Modern Marketing Explain it in a detailed manner

Certainly, the concept of Emerging Media, Internet, and Digital Marketing has transformed the
landscape of modern business and communication. It's critical for businesses to understand and
utilize the power of digital marketing in order to stay competitive and relevant in the contemporary
marketplace.

The article "Digital marketing and social media: Why bother?" and the "10 Principles of Modern
Marketing" shed light on some key aspects of this dynamic field. Let's delve into these concepts in
detail.

Emerging Media, Internet, and Digital Marketing

Emerging Media refers to the constantly evolving forms of communication that are developed as a
result of technological advancements. This includes social media platforms, blogs, podcasts, mobile
apps, and more. The Internet has significantly facilitated the accessibility and reach of these
emerging media forms, allowing businesses to communicate directly with their target audience in a
more personalized and dynamic manner.

Digital Marketing encompasses all marketing efforts that utilize digital channels to promote products
and services. This includes utilizing various online platforms such as search engines, websites, social
media, email, and mobile apps. By employing digital marketing strategies, businesses can reach a
broader audience, engage with customers in real-time, and track their marketing efforts more
effectively.
Framework for Digital Marketing:
Market Research and Analysis: Understand the target audience, their preferences, and behaviors to
tailor marketing strategies accordingly.

Content Strategy: Create valuable and relevant content that resonates with the audience,
emphasizing the use of various media formats like videos, articles, infographics, and more.

Search Engine Optimization (SEO): Optimize content and websites to improve visibility in search
engine results and drive organic traffic.

Social Media Marketing: Utilize various social media platforms to connect and engage with the
target audience, fostering relationships and building brand loyalty.

Email Marketing: Implement targeted email campaigns to nurture leads, promote products, and
deliver personalized content to subscribers.

Pay-Per-Click (PPC) Advertising: Run targeted ads on search engines and social media platforms to
drive immediate traffic and conversions.

Data Analysis and Performance Tracking: Monitor and analyze the performance of digital marketing
campaigns to make data-driven decisions and optimize strategies for better results.

Mobile Marketing: Optimize marketing efforts for mobile users, considering the increasing usage of
mobile devices for online activities.

Conversion Rate Optimization (CRO): Improve the efficiency of digital marketing campaigns by
enhancing the conversion rate of website visitors into customers.

Customer Relationship Management (CRM): Implement strategies to build and maintain strong
customer relationships, fostering loyalty and encouraging repeat business.

These principles enable businesses to develop a comprehensive digital marketing strategy that
leverages emerging media and the power of the internet to effectively reach and engage with their
target audience.

The article "Digital marketing and social media: Why bother?" likely delves into the importance of
digital marketing and social media in the contemporary business landscape, highlighting how these
platforms are essential for building brand awareness, engaging with customers, and driving sales in
the digital age.

Meanwhile, the "10 Principles of Modern Marketing" probably elaborates on the core principles and
strategies that businesses should adopt to effectively navigate the complex digital marketing
landscape, ensuring a strong online presence and successful customer engagement.
Please explain me about Emerging Business Models: From Brick and Mortar to Clicks

Case: Dollar Shave Club (HBP)

Case: Chai Point(HBP)

Certainly, the concept of emerging business models from traditional brick-and-mortar setups to
online-based operations, commonly referred to as "clicks," has been significantly reshaping the
modern business landscape. Two prominent case studies, Dollar Shave Club and Chai Point,
exemplify this transition vividly.

1. Dollar Shave Club:

Dollar Shave Club is a prime example of a successful direct-to-consumer (DTC) subscription-based

business model. This company revolutionized the shaving industry by offering high-quality razors and
grooming products directly to consumers through an online subscription service. By bypassing
traditional retail channels, Dollar Shave Club was able to provide affordable and convenient shaving
solutions to its customers.

The key aspects of Dollar Shave Club's business model include:

Subscription-based Model: Dollar Shave Club offered subscription plans for various grooming
products, providing customers with regular deliveries based on their chosen plan.

Online Marketing and Branding: The company leveraged humorous and engaging marketing
campaigns, primarily through online platforms, to create brand awareness and attract a dedicated
customer base.

Disruptive Pricing Strategy: By offering quality products at competitive prices, Dollar Shave Club
disrupted the traditional razor market dominated by established brands, making grooming products
more accessible to a broader audience.

Customer-Centric Approach: Dollar Shave Club prioritized customer satisfaction by offering a

seamless and personalized shopping experience, allowing customers to customize their subscription
plans according to their specific grooming needs.

2. Chai Point:

Chai Point is a successful Indian-based tea retail chain that transitioned from a brick-and-mortar
business to an omnichannel model, incorporating both physical stores and an online platform. This
shift enabled Chai Point to cater to a broader customer base and adapt to the evolving preferences of
modern consumers.

The key features of Chai Point's business model include:

Omnichannel Presence: Chai Point strategically integrated its physical stores with an online platform,
offering customers the convenience of ordering their favorite beverages online for both delivery and
pickup.

Technology Integration: Chai Point leveraged technology to streamline operations, optimize

inventory management, and enhance customer engagement through its mobile app and website.
Customized Offerings: The company provided a diverse range of tea and snack options, catering to
various customer preferences and dietary requirements, thereby creating a personalized experience
for its customers.

Focus on Quality and Consistency: Chai Point emphasized the quality of its products and maintained
consistency across all its outlets and delivery services, ensuring a standardized customer experience.

Sustainable and Environment-Friendly Practices: Chai Point prioritized sustainability by

implementing eco-friendly practices, such as promoting the use of reusable cups and reducing plastic
waste, aligning its business model with environmentally conscious consumer trends.

Both Dollar Shave Club and Chai Point exemplify how businesses have successfully adapted to the
changing market dynamics by embracing emerging business models that combine online and offline
strategies to meet the evolving demands of consumers in the digital age.

Explain in detail about Digitization of Value Chain and E-Value Chain

Case: Thriving in an Increasingly Digital Ecosystem (HBP)

Case: Accor: Strengthening the Brand with Digital Marketing (HBP)

The concept of the digitization of the value chain and the E-value chain revolves around the
integration of digital technologies and processes within the various stages of a company's value
chain, leading to increased efficiency, improved customer experience, and enhanced
competitiveness. Two notable cases, "Thriving in an Increasingly Digital Ecosystem" and "Accor:
Strengthening the Brand with Digital Marketing," provide insights into the effective implementation
of digital strategies within the value chain.

1. Thriving in an Increasingly Digital Ecosystem:

This case likely focuses on how businesses can leverage digital technologies to transform their value
chains and adapt to the rapidly evolving digital ecosystem. Key components of this strategy may
include:

Digitized Operations: Implementing digital tools and technologies across the entire value chain to
streamline operations, enhance productivity, and reduce operational costs.

Data-Driven Decision-Making: Utilizing data analytics and insights to make informed strategic
decisions, optimize processes, and anticipate market trends, thereby gaining a competitive edge in
the digital marketplace.

Customer-Centric Approach: Tailoring products and services to meet the evolving needs and
preferences of digital-savvy consumers, thereby improving customer satisfaction and loyalty.

Ecosystem Collaboration: Forming strategic partnerships and collaborations within the digital
ecosystem to leverage complementary strengths, expand market reach, and create new business
opportunities.

Agile Business Model: Embracing an agile approach to adapt swiftly to changing market dynamics
and technological advancements, ensuring continuous innovation and relevance in the digital
landscape.
2. Accor: Strengthening the Brand with Digital Marketing:

This case likely highlights how Accor, a prominent hospitality company, utilized digital marketing
strategies to strengthen its brand presence and enhance customer engagement. Key aspects of
Accor's approach may include:

Personalized Customer Experiences: Leveraging digital marketing tools to create personalized

marketing campaigns, tailored offers, and targeted promotions to cater to the specific preferences of
diverse customer segments.

Omni-channel Marketing: Implementing an integrated approach across various digital channels,

including social media, email marketing, and online advertising, to ensure consistent brand
messaging and reach a wider audience.

Data-Driven Marketing Strategies: Harnessing customer data and insights to develop effective
marketing strategies, refine customer targeting, and optimize marketing ROI.

Brand Reputation Management: Monitoring and managing the brand's online reputation through
active engagement on social media platforms, prompt customer service, and strategic brand
positioning.

Innovative Digital Initiatives: Embracing innovative digital initiatives such as mobile apps, loyalty
programs, and interactive online platforms to enhance customer experience, foster brand loyalty,
and drive customer retention.

Both cases exemplify how businesses can strategically incorporate digital technologies and marketing
strategies within their value chains, leading to improved operational efficiency, enhanced customer
engagement, and strengthened brand positioning in the increasingly competitive digital landscape.

Session 7 & 8: Understanding Online Consumers, Digital Marketing Assessment and

Planning

Case: Majid Al Futtaim in 2019: Driving Digital Transformation in a Physical World(HBP)

Case: Assessing and Improving Digital Ability: Procter & Gamble (HBP) please explain in detail

Certainly, sessions 7 and 8 typically revolve around understanding online consumers, conducting
digital marketing assessments, and creating effective digital marketing plans. The case studies of
"Majid Al Futtaim in 2019: Driving Digital Transformation in a Physical World" and "Assessing and
Improving Digital Ability: Procter & Gamble" shed light on these crucial aspects.

1. Majid Al Futtaim in 2019: Driving Digital Transformation in a Physical World:

This case study likely delves into how Majid Al Futtaim, a leading shopping mall, communities, retail,
and leisure pioneer in the Middle East, embarked on a digital transformation journey to adapt to the
changing consumer behaviour in the physical retail environment. Key points may include:

Digital Customer Experience Enhancement: Implementing digital technologies and tools to enhance
the overall customer experience in physical retail spaces, integrating online and offline touchpoints
to create a seamless and personalized customer journey.
Data-Driven Insights and Analytics: Leveraging data analytics to gain valuable insights into consumer
behaviour, preferences, and shopping patterns, enabling the company to make informed decisions
and tailor its offerings to meet customer expectations.

Omnichannel Retail Strategy: Integrating online and offline retail channels to provide customers with
a cohesive shopping experience, allowing them to seamlessly transition between physical stores and
online platforms.

Innovative Technology Adoption: Embracing innovative technologies such as artificial intelligence,

augmented reality, and virtual reality to engage customers, drive foot traffic, and enhance the overall
shopping experience.

Ecosystem Collaboration and Partnerships: Collaborating with various stakeholders, including

technology partners and retailers, to create a robust digital ecosystem that fosters innovation,
growth, and sustained customer engagement.

2. Assessing and Improving Digital Ability: Procter & Gamble:

This case study likely focuses on Procter & Gamble's efforts to assess and enhance its digital
capabilities to stay competitive in the rapidly evolving consumer goods industry. Key aspects of the
case may include:

Digital Capability Assessment: Conducting a comprehensive evaluation of the company's existing

digital capabilities, identifying strengths, weaknesses, opportunities, and threats to formulate a
robust digital strategy.

Digital Talent Development: Investing in the training and development of employees to cultivate a
digitally skilled workforce capable of leveraging emerging technologies and driving innovation within
the organization.

Strategic Digital Partnerships: Collaborating with technology partners and digital agencies to leverage
external expertise, foster digital innovation, and stay at the forefront of industry trends and
technological advancements.

Agile Digital Marketing Planning: Adopting an agile approach to digital marketing planning, allowing
the company to adapt swiftly to changing market dynamics, consumer preferences, and emerging
digital platforms.

Data-Driven Decision-Making: Incorporating data-driven insights and analytics into the decision-
making process, enabling Procter & Gamble to make informed strategic choices, optimize marketing
campaigns, and enhance customer engagement.

Both case studies exemplify the importance of understanding online consumer behavior, conducting
thorough digital assessments, and strategically planning digital transformations to stay competitive in
the contemporary business landscape.
Session 9 & 10 : Digital Marketing Communication: Inbound and Content Marketing

Case: HubSpot: Inbound Marketing and Web 2.0 (HBP)

Article: Content Marketing: What It Is and How to Do It Well(HBP) please explain in detail

Sessions 9 and 10 typically revolve around digital marketing communication, focusing on inbound
and content marketing strategies. The case study "HubSpot: Inbound Marketing and Web 2.0" and
the article "Content Marketing: What It Is and How to Do It Well" shed light on these critical aspects
of digital marketing.

1. HubSpot: Inbound Marketing and Web 2.0:

The case study likely delves into how HubSpot, a leading provider of inbound marketing and sales
software, effectively utilizes inbound marketing strategies and leverages the capabilities of Web 2.0
technologies. Key elements may include:

Inbound Marketing Strategy: Implementing a comprehensive inbound marketing strategy focused on

creating valuable content, engaging with prospects, and nurturing leads through various stages of
the buyer's journey.

Content Creation and Distribution: Developing high-quality and relevant content, including blogs,
videos, and infographics, to attract and engage target audiences across different digital channels.

Search Engine Optimization (SEO): Incorporating SEO best practices to improve the visibility of
HubSpot's content and drive organic traffic to the company's website, ensuring a strong online
presence and increased brand visibility.

Social Media Engagement: Utilizing various social media platforms to foster meaningful interactions
with prospects and customers, build brand awareness, and establish a strong community of
followers.

Data-Driven Marketing Approach: Leveraging data analytics and insights to understand customer
behaviour, measure the effectiveness of marketing campaigns, and continuously optimize marketing
strategies for improved results.

2. Content Marketing: What It Is and How to Do It Well:

The article likely provides an in-depth understanding of content marketing and outlines effective
strategies for creating and implementing successful content marketing campaigns. Key points may
include:

Strategic Content Development: Creating valuable, informative, and engaging content that resonates
with the target audience, addresses their pain points, and provides solutions to their specific needs.

Content Distribution Channels: Identifying and utilizing various digital platforms, such as websites,
blogs, social media, and email, to distribute content effectively and reach a wider audience.

Storytelling and Brand Narrative: Incorporating storytelling elements into content marketing to build
a strong brand narrative, evoke emotional connections, and establish long-lasting relationships with
customers.
Consistency and Quality: Maintaining consistency in content creation and upholding high-quality
standards to ensure that each piece of content reflects the brand's values, voice, and identity.

Measuring Content Performance: Implementing key performance indicators (KPIs) and analytics to
evaluate the performance of content marketing efforts, track audience engagement, and refine
content strategies based on data-driven insights.

Both the case study of HubSpot and the article on content marketing emphasize the significance of
implementing effective inbound marketing strategies and creating valuable and engaging content to
attract, engage, and retain customers in the digital landscape.

Session 11 & 12 : Evaluating Email Marketing and Outbound Marketing

Case: How Vineyard Vines Uses Analytics to Win Over Customers (HBP)

Article: 3 Strategies to Earn Consumer Trust in Email Marketing (HBP)

Article: How to Get People to Subscribe to Your Newsletter(HBP) please explain me in detail

Sessions 11 and 12 typically involve the evaluation of email marketing and outbound marketing
strategies. The case study "How Vineyard Vines Uses Analytics to Win Over Customers" and the
articles "3 Strategies to Earn Consumer Trust in Email Marketing" and "How to Get People to
Subscribe to Your Newsletter" shed light on these critical aspects of digital marketing.

1. How Vineyard Vines Uses Analytics to Win Over Customers:

This case study likely delves into how Vineyard Vines, a popular American clothing and accessory
retailer, effectively utilizes analytics to drive successful marketing campaigns and enhance customer
engagement. Key elements may include:

Data-Driven Email Marketing: Utilizing customer data and analytics to personalize email marketing
campaigns, deliver targeted promotions, and provide tailored product recommendations based on
customer preferences and behavior.

Segmentation and Targeting: Segmenting the customer base into specific groups based on
demographic, geographic, or behavioral factors to create personalized and relevant marketing
messages that resonate with each customer segment.

A/B Testing and Optimization: Conducting A/B tests to assess the performance of different email
marketing strategies, such as subject lines, content formats, and call-to-action buttons, and using the
insights gained to optimize future email campaigns for improved results.

Automation and Personalization: Implementing automated email marketing workflows to deliver

timely and personalized messages to customers at different stages of the buyer's journey, thereby
nurturing leads and fostering long-term customer relationships.
2. 3 Strategies to Earn Consumer Trust in Email Marketing:

This article likely outlines effective strategies to build consumer trust and credibility in email
marketing campaigns. Key strategies may include:

Transparency and Consent: Being transparent about the purpose of email communications, obtaining
explicit consent from subscribers, and allowing them to manage their preferences and opt-out easily.

Content Relevance and Value: Delivering valuable and relevant content that meets the needs and
interests of subscribers, providing informative insights, educational resources, and exclusive offers to
establish credibility and foster trust.

Consistent Brand Voice: Maintaining a consistent brand voice and identity across all email
communications, ensuring that the content aligns with the brand's values, tone, and messaging to
build a strong and recognizable brand image.

3. How to Get People to Subscribe to Your Newsletter:

This article likely provides insights into effective strategies for increasing newsletter subscriptions.
Key strategies may include:

Compelling Value Proposition: Clearly communicating the benefits of subscribing to the newsletter,
such as access to exclusive content, special offers, industry insights, or educational resources, to
entice potential subscribers to sign up.

User-Friendly Subscription Process: Simplifying the subscription process by utilizing clear and visible
call-to-action buttons, minimizing the number of required fields, and ensuring that the subscription
form is easily accessible across various digital touchpoints.

Incentives and Promotions: Offering incentives, such as discounts, free resources, or entry into
exclusive giveaways, to encourage users to subscribe to the newsletter and provide their contact
information.

The case study of Vineyard Vines and the articles on email marketing underscore the importance of
utilizing analytics, building consumer trust, and employing effective strategies to encourage
newsletter subscriptions and enhance outbound marketing efforts.

explain ASCOR matrix with example

It seems there might be some confusion regarding the ASCOR matrix. The ASCOR framework, as
mentioned earlier, is primarily used for strategic analysis and assessment. However, if you are
referring to the ASCOR matrix, it could be a variant or an extension of the framework designed to
provide a structured approach for strategic planning and decision-making. The ASCOR matrix
essentially categorizes various elements of the business under specific headings for a more organized
and systematic analysis. While this matrix is not as commonly known as other strategic tools, it can
be adapted for specific business analyses.
Let's consider a simplified example of how the ASCOR matrix might be applied in a business context:

ASCOR Matrix Analysis for a Retail Company:

Assets (A):

Physical assets: Retail stores, warehouses, and distribution centers.

Intangible assets: Brand reputation, patents, and trademarks.

Skills (S):

Expertise in inventory management and logistics.

Customer service skills and product knowledge of the sales team.

Capabilities (C):

Efficient supply chain management leading to timely restocking and inventory control.

Ability to offer personalized customer experiences through tailored product recommendations and
excellent service.

Organization (O):

Flat organizational structure allowing quick decision-making and flexibility in operations.

Strong company culture emphasizing customer satisfaction and employee development.

Resources (R):

Sufficient financial resources for expansion and technology upgrades.

Well-established partnerships with reliable suppliers and distributors.

In this example, the ASCOR matrix helps the retail company to systematically analyze its strengths
and capabilities in each category, allowing the management to identify areas of improvement and
strategic focus. The matrix enables a comprehensive assessment of the company's internal factors,
aiding in the formulation of effective strategies and plans to leverage its strengths and address any
weaknesses or threats in the competitive landscape.

ASCOR matrix in hotel industries

In the context of the hotel industry, the ASCOR matrix can be utilized to comprehensively assess the
various components that contribute to a hotel's competitive advantage and overall performance.
Let's consider an example of how the ASCOR matrix can be applied to a hotel business:

Assets (A):

Tangible assets: Physical property, facilities, amenities, and location.

Intangible assets: Brand reputation, customer loyalty, and intellectual property such as unique
service offerings or signature experiences.

Skills (S):
Hospitality and customer service skills of the staff.

Culinary expertise and diverse dining experiences offered.

Technical skills for managing hotel operations and utilizing technology for guest services.

Capabilities (C):

Effective management of guest experiences and customer relations to ensure satisfaction and loyalty.

Efficient facilities management ensuring a well-maintained and comfortable environment for guests.

Diverse event planning and hosting capabilities for conferences, weddings, and other special
occasions.

Organization (O):

Streamlined organizational structure with clearly defined roles and responsibilities for efficient
operations and guest services.

Strong service-oriented culture emphasizing personalized guest experiences and high-quality

standards throughout the hotel.

Resources (R):

Sufficient financial resources for property maintenance, renovations, and continuous improvements.

Well-trained and skilled staff members capable of delivering exceptional services.

Established partnerships with local suppliers for sourcing quality products and services.

By using the ASCOR matrix in the hotel industry, businesses can evaluate their strengths and
weaknesses in various key areas, enabling them to formulate strategies that leverage their assets,
skills, capabilities, organizational structure, and available resources. This analysis can lead to the
development of effective plans to enhance customer experiences, improve operational efficiency,
and maintain a competitive edge in the hospitality market.