人民大2026市场营销原理与实践英文版（第19版）课件ch-17-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter17DigitalMarketingCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives17.1 Definedigitalmarketinganddiscussitsrapidgrowthandbenefitstocustomersandcompanies.17.2 Discusstheconsumerandmarketresearchrequiredtodesignaneffectivedigitalmarketingcampaign.17.3 Discussthedifferentdigitalchannelsandmediaandexplainhowcompaniesemploythemtocreateanomni-channelmarketingstrategy17.4 Identifyanddiscussthepublicpolicyissuespresentedbydigitalmarketing.

COCA-COLA:MakingtheBrandaPartoftheCustomer’sStoryCoca-Cola’s“RealMagic”campaignprovidesaplatformforengagingcustomersacrossabroadrangeofmoderndigitalmedia.Thenew“Hug”logovisualidentityembracesandframesmomentsofmagicacrossCoca-Cola’smultiplecommunicationsplatforms.emka74/Shutterstock

TheDigitalMarketingProcessFigure17.1TheDigitalMarketingProcess

LearningObjective1Definedigitalmarketinganddiscussitsrapidgrowthandbenefitstocustomersandcompanies.

UnderstandingDigitalMarketing(1of4)DigitalmarketingTheuseoftechnology-intensiveplatformssuchastheinternet,mobilenetworksanddevices,andsocialmediatoengagedirectlywithcarefullytargetedindividualconsumers,consumercommunities,andbusinesses.

UnderstandingDigitalMarketing(2of4)TheNewDigitalMarketingModelDigitalmarketingservesasacompletebusinessmodel.Digitalanddirecttoconsumermarketingasabusinessmodel:OnlinetravelcompanyExpediaGrouphassuccessfullybuiltitsentireapproacharounddigitalmarketing.ItsTunitandthefamousRoamingGnomemakeiteasyforcustomersto“WanderWisely.”Travelocity

UnderstandingDigitalMarketing(3of4)BenefitsofDigitalMarketingtoBuyersandSellersConvenienceBuyersbenefitfromincreasedpricecompetitionBrandengagementandcommunityInteractiveandimmediateDigitalreal-timemarketing:Fast-f