Digital Marketing Powerpoint Slides

Promotion

Communications Tool

Online implementation

Advertising Selling Sales promotion Public relations Sponsorship Direct mail Exhibitions Merchandising Packaging Word of mouth

Interactive display ads, pay-per-click search advertising, targeted ads in social networks Virtual sales staff, site merchandising, assisted selling (including livechat) and affiliate marketing Incentives such as coupons, rewards, online loyalty schemes Online PR and influencer outreach, blogs, e-newsletters, newsletters, social networks, links and viral campaigns Sponsoring an online event, site or service Opt-in email using e-newsletters and focused ‘solus’ emails Webinars, virtual exhibitions and white-paper distribution Promotional ad-serving on retail sites, personalised recommendations and email alerts Virtual tours, real packaging displayed online Social, viral, affiliate marketing, email a friend, links

People, Process & Physical evidence

• The People, Process and Physical evidence elements of the mix are closely related and often grouped as ‘the service elements’.
• They are significant since the level of perceived service will impact on a customer’s loyalty and the probability of their recommending the service.
• Some of the key issues in improving the delivery of service online to assess the combination of technology and human assistance that is used to deliver service:
• Substitution. Deploying technology instead of people (or the opposite)
• Complementarity. Deploying technology in combination with people
• Displacement. Outsourcing or ‘off-shoring’ technology or labour

People

• People variable: The element of the marketing mix that involves the delivery of service to customers during interactions with those customers.
• The People variable relates to how an organisation’s staff interact with customers and other stakeholders during sales and pre-and post-sales communications with them.
• Chaffey and Smith suggest that, online, the main consideration for the People element of the mix is the review of how staff involvement in the buying is changed, either through new roles such as replying to emails or online chat enquiries, or through their being replaced through automated online services.