Digital Marketing Course and Management Guide

Understanding DIGITAL Marketing - Marketing strategies for engaging the digital generation.

Course Book from Damian Ryan and Calvin Jones, 2009, Kogan Page.

Following is a university or higher education course book for digital marketing including preface from the author Damian Ryan and table of contents including key features or components of digital marketing culture and practice.

Understanding Digital Marketing - Damian Ryan (Image copyright LinkedIn/Kogan Page)

Top down traditional marketing precludes synchronous feedback with horizontal and bottom-up communication as central to digital marketing strategy of systems via social media carrying WOM word of mouth of authentic messages that cannot be controlled by marketing ‘commissioners’.

First some quotes:

We look at the present through a rear-view mirror. We march backwards into the future. (Marshall McLuhan)

The press, the machine, the railway, the telegraph are premises whose thousand-year conclusion no one has yet dared to draw. (Friedrich Nietzsche)

Whoever, or whatever, wins the battle for people’s minds will rule, because mighty, rigid apparatuses will not be a match, in any reasonable timespan, for the minds mobilized around the power of flexible, alternative networks. (Manuel Castells, author of The Network Society)

Preface: Welcome to a brave new world

The world of digital media is changing at a phenomenal pace. Its constantly evolving technologies, and the way people are using them, are transforming not just how we access our information, but how we interact and communicate with one another on a global scale. It’s also changing the way we choose and buy our products and services.

People are embracing digital technology to communicate in ways that would have been inconceivable just a few short years ago. Digital technologies are no longer the preserve of tech-savvy early adopters, and today ordinary people are integrating them seamlessly into their everyday lives. From SMS updates on their favourite sports teams, to a free video call with relatives on the other side of the globe, to collaborative online gaming and much, much more: ordinary people – your customers – are starting to use digital media without giving it a second thought.

The global online population was around 1.3 billion at the end of 2007. Projections suggest that figure will hit 1.8 billion by 2010. In the developed world internet access is becoming practically ubiquitous, and the widespread availability of always-on broadband connections means that people are now going online daily to do everything from checking their bank statement, to shopping for their groceries, to playing games.

What makes this digital revolution so exciting is that it’s happening right now. We’re living through it, and we have a unique opportunity to jump in and be part of this historical transition.

In the pages that follow we’ll take you on a journey into the world of digital marketing. We’ll show you how it all started, how it got to where it is today, and where thought leaders in the industry believe it’s heading in the future. Most importantly of all we’ll show you – in a practical, no nonsense way – how you can harness the burgeoning power of digital media to drive your business to the crest of this digital marketing wave, and how to keep it there.

This digital marketing book will:

• help you and your business to choose online advertising and marketing channels that will get your ideas, products and services to a massive and ever-expanding market;
• give you that elusive competitive edge that will keep you ahead of the pack;
• future-proof your business by helping you to understand the origins of digital marketing and the trends that are shaping its future;
• give you a concept of the scale of the online marketplace, the unfolding opportunities and the digital service providers who will help your business to capitalise on them;
• provide practical, real-world examples of digital marketing successes – including leading brands that have become household names in a relatively short space of time;
• offer insight through interviews, analysis and contributions from digital marketing experts;
• ultimately, give you the tools you need to harness the power of the internet to take your business wherever you want it to go.

We set out to unravel the mysteries of digital marketing by taking you on a journey. As we travel into this digital world we’ll reveal how leading marketers in sectors as diverse as travel, retail, gambling and adult entertainment have stumbled on incredibly effective techniques to turn people on to doing business online, reaping literally millions as a result. We’ll show you how to apply their experience to transform your own digital enterprise.

Whether you are looking to start up your own home-based internet business, work for a large multinational or are anywhere in between, if you want to connect with your customers today and into the future, you’re going to need digital channels as part of your marketing mix. The internet has become the medium of choice for a generation of consumers: the first generation to have grown up taking instant access to digital information for granted.

This generation integrates digital media into every facet of its daily lives, in ways we could never have conceived of in even the recent past. Today this generation of digital natives is entering the workplace and is spending like never before. This is the mass market of tomorrow, and for business people and marketers the challenge is to become fluent in this new digital language so that we can talk effectively to our target audience.

Television froze a generation of consumers to the couch for years; now digital media are engaging consumers and customers in ways that the early architects of the technology could never have dreamed of.

When the Apple Mac came along it opened up the art of publishing, and as a result print media boomed. Today, the same thing is happening online, through the phenomenon of user-generated content (UGC) and social networking: ordinary people are becoming the directors, producers, editors and distributors of their own media-rich content – the content they, their friends and the world want to see. But that’s only the start.

Prime-time television audiences are falling, print media are coming under increasing pressure to address dropping circulation figures and – while the old school sits on the sidelines, bloated and slowly atrophying – digital media have transformed themselves into a finely tuned engine delivering more power, opportunity and control than any other form of media could dream of. In other words – it’s time to follow the smart money!

Over the last 15 years I’ve had the absolute pleasure and pain of working at the coalface of the burgeoning and insistent new media. I’ve met lots of smart people and spoken to literally hundreds of organisations with massively diverse and challenging agendas. The one common factor was a hunger for data and knowledge: anything that would give their particular brand that elusive competitive edge.

When putting this book together we wanted to make it as informative and practical as possible. Each chapter begins with a summary of its content, so you can easily browse through the chapters and select the one that addresses the topic you’re interested in. We’ve purposely left out the jargon – and where technical terms have been absolutely necessary we supply a clear definition in the text, backed up by a complete glossary at the back of the book that explains all of the terms we use in plain English. The result, we hope, is a book that is clear, informative and entertaining, even for the complete digital novice.

In your hands you hold what independent marketers around the world have been crying out for: a book that shows you how to use the internet successfully to sell your products or services. We begin with the origins of the medium and take you through the various disciplines of digital marketing campaigns. We travel around the world collecting facts, figures, comment and opinion from acknowledged experts, brands and organisations in different fields, getting them to spill the beans on how the net delivered the goods for them.

We’ll look in detail at areas like search marketing and affiliate marketing, we’ll delve into e-mail marketing and creative online executions and look at various digital marketing strategies, some moral, some less so.

In Amsterdam last year, I was granted a late-night audience with some of the best ‘Black Hat’ marketers in the world. These people, who will remain nameless, earn their living scuppering the efforts of competing brands in the digital marketplace. Black Hat marketing is real – and it can do real damage to your business. We explain what it is and, more importantly, give you some practical steps you can take to help protect your business against it.

It took television 22 years to reach 50 million households – it took the internet just five to achieve the same level of penetration. Things are progressing at an unbelievable rate, and we’re approaching a pivotal point in marketing history – a time when digital marketing will overtake traditional mass media as the medium of choice for reaching the consumer of tomorrow.

In the summer of 1993 I interviewed Jerry Reitman, head of direct marketing for Leo Burnett in Chicago, for my magazine goDirect. During our conversation Jerry pointed at the computer on his desk and said: ‘And that. . . that’s where it’s going.’ I wondered what he was talking about.

Fifteen years on and practically the entire population is online. Consumers have grown tired of mass media marketing and are turning instead to the internet. They want more engagement, more interaction. They’re starting to spend most of their leisure time in a digital world, and creative digital marketing is the way your business will reach them. Welcome to my world. . . Damian Ryan

Table of contents

1. Going digital – the evolution of marketing
   2. Strategic thinking
   3. Your window to the digital world
   4. The search for success
   5. Website intelligence and return on investment
   6. E-mail marketing
   7. Social media and online consumer engagement
   8. Online PR and reputation management
   9. Affiliate marketing and strategic partnerships
   10. Digital media creative
   11. A lot to look forward to.....

• The future’s bright: head towards the light
• Word of mouth: savvy consumers control the future
• Search: a constantly evolving marketing powerhouse
• Mobile: marketing on the move
• Tracking and measuring human behaviour In-game advertising
• Holistic marketing: blurring lines and integrating media
• Dynamic, unpredictable, exciting – and essential

For more articles about digital marketing lecturing and the teaching of the same, click through.

Internships in Digital Marketing for University Students

How does a university, or even high school student acquire digital marketing skills and related employment?

There is a now clear crossover between seemingly mutually exclusive disciplines language, communications, information systems, websites and marketing.  Following is a helpful article from Kim Le via Marketing.com.au:

'5 Tips for University Students to Help Kickstart Your Career in Digital Marketing

October 16, 2018 By Kim Le

Having been born a first-generation Australian with immigrant parents who value good education, I was always pushed to perform the best academically. Against their will for me to study Medicine or Law, I’m currently completing my double bachelor’s degree in Business and Information Technology, majoring in Marketing and Enterprise Systems Development at the University of Technology, Sydney…..

Digital Marketing Internships (Image copyright Pexels)

….As one of the countless number of students approaching their final years of tertiary studies, it was only natural for me to begin to contemplate about which career path I should take. It wasn’t until my 4th year at university that I discovered digital marketing was the perfect bridge between my two university degrees. The more I researched about the industry, the more intrigued I became. For those students who are looking to get started in digital marketing, these are the steps I took which I believe helped me get my first job in digital marketing, and I don’t doubt that it will help you too.

1. Start a Blog or Website

If you don’t already have a blog or website, start one! If you’re a beginner, blogs are super easy to make, they’re free, and anyone can do it. WordPress is a great platform to use for both blogs and websites and having one will allow you to practice and improve your design, SEO, social media, basic programming and marketing skills. Your employers will also look upon it favourably!

2. Don’t Just Rely on What You’ve Learnt at University

Marketing subjects at university teach very broad concepts and usually don’t delve deep enough into digital marketing…..In my degree, the elective subject Digital Marketing and Social Media is the only subject which concentrates on digital marketing concepts. Because the options for digital marketing subjects available were limited, I found it difficult to acquire an in-depth knowledge about digital concepts. It would be highly beneficial for students like myself who are interested in the digital world if universities could incorporate more core digital marketing subjects in their curriculum.

3. Search for Opportunities Yourself

The world of digital marketing is constantly growing and is extremely competitive. With a lot of entry or intern marketing positions nowadays looking for interns or graduates with ‘at least 2 years previous marketing experience required’, it’s a small wonder why many students like myself are finding it difficult to get our foot in the door in the digital marketing industry.

4. Grasp Every Opportunity

Push yourself out of your comfort zone and grasp every opportunity that comes your way. I received an email one day from UTS Careers services about Digital Cadets, a free one-day digital marketing event, hosted by Indago Digital. I didn’t have to think twice about applying because digital marketing events and opportunities don’t come by very often and I thought it would be a great opportunity to learn more about digital marketing from industry professionals.

5. My First Digital Marketing Job with Indago Digital

A few weeks after the event, I reached out to Indago Digital to provide feedback for the event as well as inquire about their current positions and internships. A staff member was quick to respond, and I had an interview scheduled for the following week. The first part of the interview process was with the Managing Director, Gary, to get to know more about me. I then proceeded onto the second step, which involved a skills test to examine if I was a good fit for the role. I was able to successfully pass the test and began my internship at Indago Digital not long after.'


One could also add that the ATDW Australian Tourism Data Warehouse Marketing e-kit is a very useful resource for those learning about digital marketing, especially sole or small business in tourism and hospitality, plus other services.

For more articles about digital marketing, SEO etc. click through.

Youth Issue - Ageing Electorates - Nativist Politics

With ageing societies living longer, back grounded by increasing mobility of youth and working age, are younger generations viewed as a threat and going to be disadvantaged by upper median age voting demographics, led on by Nativist and populist politicians?

'From Project Syndicate.

Is Pensioner Populism Here to Stay?

Oct 10, 2018 EDOARDO CAMPANELLA

It is often assumed that the rise of populism in Western democracies is primarily a response to economic insecurity and anger toward privileged elites. But the fact is that neither of those sentiments can be understood without also accounting for the political consequences of population ageing.

Ageing Voters and Populism versus Youth? (Image copyright Pexels)

MILAN – The right-wing populism that has emerged in many Western democracies in recent years could turn out to be much more than a blip on the political landscape. Beyond the Great Recession and the migration crisis, both of which created fertile ground for populist parties, the ageing of the West’s population will continue to alter political power dynamics in populists’ favour….

….Britons voted disproportionately in favour of leaving the European Union, and older Americans delivered the US presidency to Donald Trump. Neither the Law and Justice (PiS) party in Poland nor Fidesz in Hungary would be in power without the enthusiastic support of the elderly. And in Italy, the League has succeeded in large part by exploiting the discontent of Northern Italy’s seniors. Among today’s populists, only Marine Le Pen of France’s National Rally (formerly the National Front) – and possibly Jair Bolsonaro in Brazil – relies on younger voters……

…Most likely, a growing sense of insecurity is pushing the elderly into the populists’ arms. Leaving aside country-specific peculiarities, nationalist parties all promise to stem global forces that will affect older people disproportionately.

For example, immigration tends to instil more fear in older voters, because they are usually more attached to traditional values and self-contained communities….

….By backing right-wing populists, older voters hope to return to a time when domestic affairs were insulated from global forces and national borders were less porous. At the heart of today’s nationalist politics is a promise to preserve the status quo – or even to restore a mythical past.

Hence, nationalist politicians often resort to nostalgic rhetoric to mobilise their older supporters. For his part, Trump has pledged to bring back jobs in the American Rust Belt, once the centre of US manufacturing. Likewise, there could be no clearer symbol of resistance to change than his proposed wall on the US-Mexico border. And his crackdown on illegal immigration and ban on travellers from predominantly Muslim countries signals his commitment to a “pure” American nation.

Similarly, in continental Europe, right-wing populists want to return to a time before the adoption of the euro and the Schengen system of passport-free travel within most of the EU. And they often appeal directly to older voters by promising to lower the retirement age and expand pension benefits (both are flagship policies of the League).

In the United Kingdom, the “Leave” campaign promised vindication for those who have been left behind in the age of globalisation. Never mind that it also touted the idea of a free and independent “Global Britain.” The Brexiteers are not known for their consistency.

At any rate, to the extent that today’s populist wave is driven by demographics, it is not likely to crest anytime soon. In greying societies, the political clout of the elderly will steadily grow; and in rapidly changing economies, their ability to adapt will decline. As a result, older voters will demand more and more socioeconomic security, and irresponsible populists will be waiting in the wings to accommodate them…..'

For related blogs and articles about population growth (and decline), immigration and NOM net overseas migration click through.

Plagiarism, copying and collusion at university

Student copying, plagiarism and collusion challenge academic integrity and ethics, but why does it exist?

The following article from The Conversation outlines issues but does not address those related to cross cultural or social issues, pedagogy of top down content and encouraging teacher or lecturer centred rote learning and regurgitation of content with only lower to mid-level skills or outcomes according to Bloom’s taxonomy.

Why do students copy or plagiarise? (Image copyright Pexels)

'15% of students admit to buying essays. What can universities do about it?

October 18, 2018 3.55pm AEDT

New research on plagiarism at university has revealed students are surprisingly unconcerned about a practice known as “contract cheating”.

The term “contract cheating” was coined in 2006, and describes students paying for completed assessments. At that time, concerns over the outsourcing of assessments were in their infancy, but today, contract cheating is big business.

In 2017 alone, the UK’s Daily Telegraph reported more than 20,000 students had bought professionally written essays from the country’s two largest essay-writing services.

According to a 2018 study, as many as 31 million university students worldwide are paying third parties to complete their assessments. This staggering figure was drawn by reviewing 65 studies on contract cheating. Since 2014, as many as 15.7% of surveyed students admitted to outsourcing their assignments and essays.

The growth in contract cheating speaks volumes about the modern view of education as a commodity…..

…..One key problem for overhauling assessment design is the troubling proliferation of casual labour in universities. The development of assessments is rarely, if ever, accounted for in casual teaching rates.

Turnitin works to reduce students’ work into patterns and algorithms, weeding out supposed cheats and frauds. But a more considered response must take into account the complex reasons students turn to these services in the first place.

Understanding why students are willing to pay for assessments might also illuminate a problem at the heart of tertiary education – one that is related to our present repackaging of knowledge as a resource to be bought, rather than an ennobling pursuit that is worthy of all the energy, time, and attention teachers and students can devote to it.'


In the case of many international students it’s having them relearning how to learn, through eliciting content, building knowledge and developing higher level skills through student centred interaction and collaboration supported by personal responsibility, i.e. 'andragogy' for adult learners.

For more articles about andragogy for adult learning click through.

Kotler - Traditional vs. Digital Marketing

Digital vs. Traditional Marketing - Kotler

Digital marketing facilitates WOM word of mouth and horizontal communication within any target market with the customers being central in strategy and outcomes, complemented by more detailed ROI, and requiring more analysis of digital or e-consumer behaviour.  The digital marketing strategy should be viewed as the system or software development lifecycle is, along the customer journey, based upon user or customer input making the system live, dynamic and relevant.

Philip Kotler - Traditional to Digital Marketing (Image copyright Marketing Insider Group)

Following is a summary of Philip Kotler’s Marketing 4.0 from The Marketing Journal (Kotler, Kartajaya & Setiawan 2018)

'Marketing 4.0 is the sequel to our widely-recognized concept of Marketing 3.0, which calls for brands to touch the human spirit.

Digital technology is increasingly moving at the heart of most modern businesses today. As OECD states, digital economy is fast percolating a wide range of industries, from bank­ing, energy and transportation to media and health. No wonder thus how often we hear of the word ‘dis­ruption’ in the context of business.

Moving towards marketing 4.0 requires balancing our use of machines and devices with human contact to strengthen customer engagement.

From Traditional to Digital Marketing

As we move from traditional to digital, market­ing has undergone fundamental transformation in the way its various elements are incorporated. Let’s take a look at the four most critical shifts:

From ‘Segmentation and Targeting’ to ‘Customer Community Confirmation’

For brands to be able to penetrate these com­ munities and get their messages across effectively, they need to fit in naturally – acting as friends, showing care and genuine concern to address cus­tomers’ needs and wants. In essence, the process of segmentation, targeting and positioning is made more transparent.

From ‘Brand Positioning and Differentiation’ to ‘Brand Characters and Codes’

In this age of digital marketing, a brand needs to be dynamic and versatile in what messages it delivers and how. But what should remain consis­tent is the brand’s character and codes, regardless of the content of the messages that it delivers. The brand’s character – its raison d’être- is what defines its personality, it is what makes the brand stand true to its core, even if the outer imagery is flexible – think Google (with its ever-changing Doodles) or MTV – how they remain flexible with their varying designs, yet solid as brands.

From ‘Selling the 4P’s’to ‘Commercializing the 4C’s’

In view of greater connectivity in the digital economy, armed with increased customer partic­ipation, we reckon the emergence of a new set of marketing mix, the 4C’s – co-creation, currency, communal activation, and conversation.

Traditional customer service revolves around treating customers as kings, but in the collabora­tive customer care approach, they are viewed as equals. While customer service would focus solely on addressing their concerns while still attempting to stick to strict guidelines and standard operating procedures, collaborative care would put genuine effort into listening and responding to the cus­tomer, consistently following through, on terms agreed upon by both company and customer. In the connected world, this collaborative process is more relevant to customer care wherein customers are invited to participate in the process by using self-service facilities.

Integrating Traditional and Digital Marketing

Industry observers have been debating for a while whether traditional marketing is dead, in view of the rising influence of, and marketing spend in, digital marketing. What we believe however is that digital is not supposed to replace traditional marketing. Both are meant to co-exist and have their own roles to play across the customer journey.

Traditional marketing is still quite effective in building awareness and interest in brands, but digital marketing plays a more prominent role as customers go on to build closer relationships with brands. The goal of digital should be to drive action and advocacy, and in view of greater accountability, the focus should be on driving results, as opposed to traditional marketing where the focus should be on initiating customer interaction. In essence, Marketing 4.0 aims to help marketers identify and prepare for the shifting roles of traditional and dig­ital marketing in building customer engagement and advocacy.’

What does this all mean?

• Digital marketing should not be viewed simply as a technical channel for budget allocation, while it includes community, word of mouth or horizontal communication with social media channels.
• Underlying brand character remains the same but with constant customer participation and collaboration as per the 4C’s customer generated content, authenticity, horizontal communication via word of mouth, and reinforcement of the message.
• Digital should complement traditional marketing’s building awareness and interest with customer interaction, also analysis of customer engagement, decision and action to inform ROI well.
• Marketing strategy (development) should be viewed as a dynamic system, not unlike the systems or software development lifecycle (SDLC) for the duration of the customer journey.
• Any system must to be based upon the needs of all stakeholders including customers, personnel, and users by continuous feedback for analysis (of outcomes) to inform improvements (including ROI).

For more blog articles about digital marketing and consumer behaviour click through to blog Education, Training and Society.

 

References & Bibliography:

Kotler, P, Kartajaya, H & Setiawan, I 2016, Marketing 4.0: Moving from Traditional to Digital, Wiley, New Jersey.

Kotler, P, Kartajaya, H & Setiawan, I 2018, ‘Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human’, The Marketing Journal, viewed 6 August 2018, <http://www.marketingjournal.org/marketing-4-0-when-online-meets-offline-style-meets-substance-and-machine-to-machine-meets-human-to-human-philip-kotler-hermawan-kartajaya-iwan-setiawan/>