代写LM Digital and Innovative Marketing (07 37304) Introduction to Digital Marketing 代做Python程序

LM Digital and Innovative Marketing

(07 37304)

Introduction to Digital Marketing

W/C 1, Lecture 1

Learning objectives

This lecture is intended to serve as an introduction to the subject. With further study, including wider reading, students should be able to:

• Evaluate the relevance of digital platforms and digital media to marketing.

• Explain how the business opportunities and challenges of digital marketing can be managed using a strategic approach.

• Review the options to achieve communications goals using different digital media and platforms.

What is Digital Marketing?

Digital marketing can be simply defined as:

“Achieving marketing objectives through applying digital media, data and technology”

(Chaffey and Ellis-Chadwick, 2022)

Now if we see the definition of marketing, it can be defined as:

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”

(Chartered Institute of Marketing, 2017)

A more in-depth definition

Customer-centric digital marketing involves:

Applying…

• different forms of online/digital channels and technologies… (e.g., Web, e-mail, databases, AI, mobile, social media platforms, content marketing, web analytics, SEO etc.)

to…

• contribute to marketing activities (e.g., promotion of products, services or brands) aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle)

through…

• understanding customers (using insights of customer behavior, preferences, and feedback), to shape and personalize marketing campaigns and strategies, which attempts to create a seamless, personalized customer experience that drives engagement, and loyalty.