This unit focuses on the evolving practice of marketing into the digital age. It will cover the consumer journey and introduce you to some of the various digital marketing opportunities available for a company.
- The consumer journey online
- The digital consumer expectations
- Overview opportunities in digital marketing
Marketing is Dead
by Bill Lee
August 09, 2012
“Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they’re operating within a dead paradigm. But they are. The evidence is clear.
First, buyers are no longer paying much attention. Several studies have confirmed that in the “buyer’s decision journey,” traditional marketing communications just aren’t relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews…” Read More
Four ways to get more value from digital marketing
by David C. Edelman
“Companies that make the deep strategic, organizational, and operational shifts required to become effective digital marketers can become more agile, more productive, and accelerate revenue growth.
Since the dawn of the Internet, marketers have regarded it as a vast laboratory, launching experiment after experiment to crack the code that generates sales and customer loyalty. Not surprising, most have failed. Consumers adopted digital technology as they themselves saw fit, in the process fundamentally altering the way they make purchasing decisions.1Companies that understand this evolution are now carefully moving digital interactivity toward the center of their marketing strategies, rethinking their priorities and budgets, and substantially reshaping their processes and skills…” Read More
McKinsey Consumer Decision Journey
by Tim Spark
March 23, 2011
To Be a Dad Official Commercial
by Toyota Camry
January 26, 2015
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Online Marketing at Big Skinny
by Benjamin Edelman and Scott Duke Kominers
“Describes a wallet maker’s application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each technology, and asks which forms of online marketing the company should prioritize in the future. Discusses similarities and differences between online and off-line marketing, as well as issues of marketing campaign evaluation…” Purchase Now
- What should Kiril focus on next? What should be his lowest priority? Why?
- Evaluate Big Skinny’s sponsored search strategy. Are there any search keywords for which you would encourage Big Skinny to increase its bid? To lower its bid?
- How effectively is Big Skinny using social media to sell its wallets?
- Should Big Skinny expand its partnerships with online distributors?
Recommended Books for Purchase
- Baer, Jay. Youtility: Why Smart Marketing Is about Help Not Hype. Print.
- Berger, Jonah. Contagious: Why Things Catch on. Print.
- Holiday, Ryan. Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising. Print.
- Jarvis, Jeff. Public Parts: How Sharing in the Digital Age Improves the Way We Work and Live. New York, NY: Simon & Schuster, 2011. Print.
- Strauss, Judy, Raymond Frost. E Marketing. Upper Saddle River, NJ: Prentice Hall, 2001. Print.
- 1. Which of the following is an example of a consumer-driven touch point?
- Based on the reading, Four Ways to Make an Impact with Digital Marketing, and given these three shifts in marketing (consumer in charge, content is currency, the value of publicness) what do you see marketers doing today that works?