I’m studying three units this trimester with Deakin University:
- Direct and Digital Marketing
- Social Media and Mobile Strategies
- Integrated Marketing Communications
Direct and Digital Marketing is using this text.
I have purchased the eBook from Pearson online. I think this is a great option in terms of cost and longevity.
So far I have read through chapter 1.
Definitions have explained digital technologies as desktop, tablet and mobile technologies. Digital marketing covers online company presence including websites, social media company pages, social media marketing, email marketing, search engine marketing & online advertising. Digital marketing is succinctly ‘achieving marketing objectives through applying digital technologies’ (Chaffey & Ellis-Chadwick 2012).
Other definitions explain:
- multichannel marketing as using traditional media combined with digital media.
- some key related marketing terminology such as positioning, target marketing strategy and marketing strategy.
- eBusiness, eCommerce and social commerce.
Digital Marketing can advertise, act as a contact form, sell things, perform customer service and build relationships with customers. It can be used for brand building and social networking.
Strategy is the next focus of the chapter. Strategy in this context is a systematic approach to making decisions regarding digital presence. It is creating a website to perform a set task rather than just because you think you should It means thinking about what you want to achieve through the internet presence and what is the best way to get there.
The chapter outlines many ways of using digital technologies and many reasons why taking a structured approach is a good idea. Challenges such as complexity, ambiguity, costs, inadequate assessment and being too experimental rather than planned are given as reasons to take a strategic approach to digital marketing.
How would you approach developing your digital marketing? Would you be interested in a strategic (planned) approach?