Week 3 - Digital Marketing

In this weeks lecture we discussed the subject of digital marketing. This includes campaign tools, planning, implementing and monitoring digital marketing.

Chaffey et al (2009) defines digital marketing as "similar to 'electronic marketing', in the sense that both describe the management and execution of marketing using electronic media such as the web, e-mail, interactive TV, IPTV and wireless media in conjunction with digital data about customers' characteristics and behaviour."

Chaffey et al implies that there are 5S's that show digital marketing benefits. These are sell; grow sales, serve; add value, speak; become closer to customers, save; save costs and sizzle; extend the brand online.

How does Virgin utilize digital marketing?

Virgin uses digital marketing primarily through the use of the web, (http://www.virgin.com/), and through emails which is similar to the viral marketing dicussed last week. This is a useful modern approach as Virgin can receive feedback from customers as well as regulate who uses their website and other tools such as interactive TV, and so they monitor their digital marketing.

References

Chaffey et al, 2009, Internet Marketing: Strategy, Implementation and Practise, 4th Edition, Prentice Hall.