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
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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