Digital Marketing

Chapter 1 : Fundamentals of Digital

Marketing
Dr. Nesrine ZOUAOUI REJEB
Nesrine.zouaouirejeb@gmail.com

2023 - 2024
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing

The marketing of a product or service using a digital device

Digital marketing is the component of marketing that

utilizes internet and online based digital technologies such
as computers, mobile phones and other digital media and
platforms to promote products and services

Digital marketing, also known as online marketing, refers

to advertising delivered through digital channels to
promote brands and connect potential customers using
the internet and other forms of digital communication
such as: Search engines. Websites. Social media. Email.
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing

Digital Media Mix

Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing
Chapter 1 – Fundamentals of Digital Marketing
I- What is digital marketing

Why digital marketing is trendy?

Exact Tracking of Efforts (Google analytics)

Cost-Effective

Customer Connection

Keep in Touch with clients.

Get ahead of Competitors

Digital Media Engagements

Boost revenue

Build Content that Connects with Users

Chapter 1 – Fundamentals of Digital Marketing
II- Digital marketing environment

Micro environment : Operating environment :

The players (stakeholders) and their interactions
which influence how an organisation responds in its
marketplace.

Macro environment : The remote environment :

Broad forces affecting all organisations in the
marketplace, including social, technological,
economic, political, legal and ecological influences.
Chapter 1 – Fundamentals of Digital Marketing
II- Digital marketing environment

Digital Marketing Environment

Chapter 1 – Fundamentals of Digital Marketing
II- Digital marketing environment
1- Micro-environment

Online Customers : A person who purchases products

and services via Internet.
Customer Journey : describe
‘touchpoints’ or different types of paid, owned and earned
media which influence consumers as they access different
types of website and content when selecting products and
services
Chapter 1 – Fundamentals of Digital Marketing
II- Digital marketing environment
1- Micro-environment

Online Customers : A person who purchases products

and services via Internet.
Consumer behaviour analysis It involves
research into the motivations, media consumption
preferences and selection processes used by consumers as
they use digital channels together with traditional
channels to purchase online products and use other online
services.

It can be considered from two perspectives:

- Demand analysis
- Digital consumer behaviour
Chapter 1 – Fundamentals of Digital Marketing
II- Digital marketing environment
1- Micro-environment

Competitors: Understand the structure

of competitive markets and way the
competitors behave.

The structure of competitive markets :

Five force’s model can be used to
understand the influence of Internet on
competitive markets
Chapter 1 – Fundamentals of Digital Marketing
II- Digital marketing environment
1- Micro-environment
Competitor analysis : Involves identifying the
companies which are competing for our business and
then reviewing what they are good at, what are their
strengths, where are their weaknesses; what are they
planning, where do they want to take the company
and how do they behave when other companies try to
take their market share.

Competitor benchmarking : A structured analysis

of the online services, capabilities and performance of
an organisation within the areas of customer
acquisition, conversion, retention and growth.
Chapter 1 – Fundamentals of Digital Marketing
II- Digital marketing environment
1- Micro-environment
Suppliers: Suppliers deliver the goods and services a
business needs to carry out its activities further down
the supply chain.

Online marketing intermediaries : can be contrasted with

destination sites (Google, Yahoo!, The Time, Guardian…)
which are typically merchant sites owned by manufacturers
or retailers that offer information and products (in reality
any type of site can be a destination site, but the term is
generally used to refer to merchant and brand sites).
Online intermediary sites : Websites that facilitate
exchanges between consumer and business suppliers
(Shopping comparison sites / search engine).
Online intermediaries are businesses which
support business and consumer audiences, so
they can serve both B2B and B2C information
exchanges
Chapter 1 – Fundamentals of Digital Marketing
II- Digital marketing environment
1- Micro-environment
Suppliers: Suppliers deliver the goods and services a
business needs to carry out its activities further down
the supply chain.
● Directories (such as Yahoo! directory, Open Directory,
Business.com);
● Search engines (Google, Yahoo! Search, Bing);
● Virtual resellers (own inventory and sells direct, e.g.
Amazon, eBay…);
● Financial intermediaries (offering digital cash and
payment services such as PayPal);
● Forums, fan clubs and user groups (referred to collectively
as ‘virtual communities’) or social networks such as
HabboHotel for youth audiences (www.habbo.com);
● Evaluators (sites which act as reviewers or comparison of
services) such as www.tripadvisor.com
Chapter 1 – Fundamentals of Digital Marketing
II- Digital marketing environment
2- Macro-environment

● Technological forces : Digital technology, the

Internet and web technology and their evolution.
The modern digital technology is disruptive in
nature. It forces the organization to relook at its
strategies more often.
● Economic forces : Classic economic factors such
as growth and unemployment, interest and
exchange rates can affect every aspect of business
activity and are equally pertinent to offline and
online businesses.
Chapter 1 – Fundamentals of Digital Marketing
II- Digital marketing environment
2- Macro-environment

● Political forces : The political environment is

shaped by the interplay of government agencies,
public opinion and consumer pressure groups and
industry-backed organisations
● Legal forces : Laws develop in order to provide a
framework of control and regulations that aim to
enable individuals and businesses to go about
their business in a legal and ethical manner.
● Social forces : Social forces are closely linked
with culture and have significant implications for
digital marketing (Social communities).
Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
1- Digital customer

Who is the DIGITAL CUSTOMER?

Mysterious creatures living on a technologycally superior planet?

They speak a different language

Communicate in a way we don’t understand
They are turning the world of marketing on its head
Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
1- Digital customer
Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
1- Digital customer

Today’s consumers are:

-Well informed
-More connected
-Fearing to miss out
-Collaborators (conversation)
-Influencers
-Vocal
-Less impulsive
Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
1- Digital customer

Some consumer behaviour have evolved within

a digital environment, including:
✓ Consumer power
✓ Rise of prosumer
✓ Second screening
✓ Showrooming and webrooming
✓ Liquid consumption
Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
1- Digital customer

Differences in customer acquisition for traditional and digital consumers

Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
2- Buyer Persona
A persona : A fictional profile that represents a
particular target audience. A thumbnail
summary of the characteristics, needs,
motivations and environment of typical
website users.

A persona is typically informed by research

that represents a particular target audience

Personas are a tool which can help in

understanding online customer characteristics
and behaviour.

Creating personas is a powerful technique for

developing customer-centred online strategies,
company presences and campaigns and forms
part of marketplace analysis
Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
2- Buyer Persona

Customer scenarios (online customer journeys) :

Alternative tasks or outcomes required by a customer.
Typically accomplished in a series of stages or different
tasks involving different information needs across
different sites and platforms.

A customer scenario is a set of tasks that a particular

customer wants or needs to do in order to accomplish
his or her desired outcome.

A customer scenarios (online customer journeys) can

be developed for different personas which describe
their overall online customer journeys.
Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
2- Buyer Persona

Some guidelines and ideas on what can be included when

developing a persona

1- Give each persona a name

2- Build personal attributes into personas
3- Remember that personas are only models of
characteristics and environment
4- Different scenarios can be developed for each
persona
Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
2- Buyer Persona

PERSONA ELEMENT WHAT THIS MEANS DATA SOURCE

Demographics Age, gender, income, education, ethnicity, Keynote, government data, sales data,
marital status, household (or business) size, in-house metrics and shopping
geographical location, occupation. statistics
Psychographics Personality and emotionally based behaviour Keynote, government data showing
linked to buying habits, purchase choices, hobbies and interests
attitudes, beliefs, lifestyle, hobbies, holidays,
values.
Webographics Internet usage, social media usage, websites Online data sources such as Statistica,
visited, browsers used, devices and systems Pew Internet, Google Analytics or
used, time of day and duration online, action offsite analytics, interviews and
on site (downloads, comments, likes) other observation sessions with existing and
media used. potential users, user testing sessions

Digital persona elements

Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
2- Buyer Persona
Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
2- Buyer’s journey

The online customer journey is the process

customers take from searching for an item to
concluding with a purchase. This occurs offline as
well as online and it is usually considered as a
linear process.

Stage 1 – Pre-purchase, where customers interact

with the brand. There is problem recognition,
search and consideration which could include a
login to LinkedIn to check out a sales associate or
the managing director or a look at the company
Facebook page to see what feedback is shared, or
perhaps online searches on review sites.
Chapter 1 – Fundamentals of Digital Marketing
III- Digital Consumer and the buyer’s journey
2- Buyer’s journey

Stage 2 – Purchase, which concerns all customer

interactions during the purchase: the online user
experience, ease of purchase, delivery choices and
confirmation of delivery if relevant

Stage 3 – Post-purchase, which comprises

behaviours such as usage and consumption –
you bought it but did you use it? Did you leave
a review? Sign up for the newsletter? Share
the purchase with friends?
Example of a customer journey map