exam notes DM.docx - Week 1 Transforming from Traditional to Digital Values o Digital culture(society o Digital mindset(individuals o Digital

exam notes DM.docx - Week 1 Transforming from Traditional...

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Week 1 Transforming from Traditional to Digital Values o Digital culture (society) o Digital mindset (individuals) o Digital transformation (organisations) o Core Values of the Digital Culture – 8 points A Digitally Challenged Enterprise o The four archetypes of the digital culture o Digitally Integrated Organisation (DIO) o MINDSET Week 2 Drivers of change o Internet Search Brand websites E-commerce o Social Social engagement Crowdsourcing o Mobile location-based marketing geo fencing geo targeting Augmented reality o Data Cloud computing Internet of things Week 3 FUNDAMENTALS OF THE NEW MARKETING NORMAL New marketing normal - 6 Ps o The 4 Ps + Participation, Principles o Value generators: 6 Ps, company, employee, partner, user, data Foundation of the New Marketing Normal o Market segmentation: from target consumers to consumer networks o Branding: from the strategic brand to the social brand o Product: from product features to customer experience o Sales process: from sales funnel to customer journey (digital involvement cycle) o Customer decision process: from consumer behaviour to influencer marketing The core components of the new marketing normal o Consumer networks o Social brand o Customer experience (CX) - 7 attributes that contribute to a positive CX: o Digital involvement cycle /customer journey o Influencer marketing
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MANAGING THE NEW MARKETING NORMAL 1. Managing media: from paid, earned & owned to converged media o PESO model 2. Managing relationships: from customer relationship management (CRM) to social CRM 6 ways that are changing – 8 was to achieve scrm 3. Managing data: from market research to broad data analysis 4. Managing lead generation: from outbound to inbound marketing, there are 3 techniques, content creation, seo, social media , transitioning to inbound marketing, 4 points Week 4 Integrated Digital Marketing Defined o Characteristics of idm o Slide 7 o Importance o IDM strategic model o Define and establish ect 5 steps to digital integration o Mindset o
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