Information Systems: Week 9

The Digital Landscape (WEF)

• Internet things
• Big data
• Sharing economy
• Ubiquitous computing

Introducing the Scope of Digital Marketing

• 'Achieving marketing objectives through applying digital technologies.'

How do Digital Technologies support Marketing

• Identifying: Internet used marketing research find out customers' needs + wants.
• Anticipating: Internet provides additional channel which customers access info + make purchases - evaluating demand key governing resource allocation e-marketing.

Move from Traditional to Digital Marketing

1. Newspaper + Magazine adverts, now replaced by online adverts, social media + PR.

• Newspaper + magazine sales declined + easier target people online.

2. Door-door sales people, now replaced by Email.

• Door-door expensive + can now personalise offers existing customers via email.

3. Company brochures, now replaced by Websites.

• Printing brochures expensive, so creating websites, are agile + easier change needed.

4. Traditonal PR, now replaced by Online Pr + Blogs.

• With decline newspaper + magazine sales, number staff declined too, Online PR makes process easier.

5. Directories like the Yellow Pages, now replaced by Search engine marketing.

• Default search online + voice search growing, directories become smaller + rarely used.

6. Community groups, now replaced by Social networks.

• Live more mobile world, where people move find work, traditional community groups declined, Social media networks increased.

The Connected World

Digital marketing platforms:

• Desktops, laptops + notebooks
• Mobile phones + tablets

Digital Marketing Definitions

• E-commerce: Selling online + ability transact online.
• Digital business: Involves automation all business processes in value chain.

What is a Business Model?

'A representation of a firm's underlying core logic and strategic choices for creating and capturing value within a value network.'

Digital Models - B2C, B2B, C2B + C2C

Types of online presence:

• Transactional e-commerce site.
• Services-oriented relationship building/Lead-generation website.
• Brand-building site.

B2C Examples:

• Transactional: Amazon
• Relationship-building: BP
• Brand-building: Unilever
• Media owner: News Corp
• Comparison Intermediary: Kalkoo, Pricerunner

B2B Examples:

• Transactional: Euroffice
• Relationship-building: BP
• Media-owned: Emap business publications
• B2B marketplaces: EC21

C2B Examples:

• Group and Priceline
• Consumer-feedback, communities/campaigns

C2C Examples:

• eBay
• Peer-to-peer (Skype)
• Social networks + blogs
• Product recommendations

Online Revenue Models

Revenue from...

• Subscription access content.
• Pay Per View access documents.
• CPM display advertising site.
• CPC advertising site.
• Sponsership site sections content types.

Digital Customer Buying Process Models

• Problem identifcation
• Information search
• Evaluation

Usability centric perspective on purchase behaviour in E-channels

• Usable websites cause users remain site extended period time.
• Importance usability testing.
• Collaboration between researchers + practitioners.

Online PR

All forms online publishing, which involve:

• Building linsk websites.
• Delivering info about company/brands.
• Shareable content social media.
• Publisher outreach.

Affiliate Marketing

• C.f. referral marketing.
• Extends market reach.
• Allows long tail specialisation.

Display Ads

• Auction display space
• User profile

Email Marketing

• Outbound: Transactional + Marketing emails
• Inbound: Customer queries + Complaints
• Key Issues: Permission, Bulk email tools + Email list mgt.

Viral Marketing

• Buzz marketing
• Word of mouth (WOM)
• eWOM