tailieunhanh - Lecture Business (4/e): Chapter 13 - Ferrell, Hirt, Ferrell

Chapter 13 - Digital marketing and social networking. Define digital media and digital marketing and recognize their increasing value in strategic planning, demonstrate the role of digital marketing and social networking in today’s business environment, show how digital media affects the marketing mix, | Part 5 Marketing: Developing Relationships © 2015 McGraw-Hill Education. 1 CHAPTER 11 Customer-Driven Marketing CHAPTER 12 Dimensions of Marketing Strategy CHAPTER 13 Digital Marketing and Social Networking 13-2 2 Learning Objectives LO 13-1 Define digital media and digital marketing and recognize their increasing value in strategic planning. LO 13-2 Demonstrate the role of digital marketing and social networking in today’s business environment. LO 13-3 Show how digital media affects the marketing mix. LO 13-4 Define social networking and illustrate how businesses can use different types of social networking media. LO 13-5 Identify legal and ethical considerations in digital media. 13-3 3 Growth and Benefits of Digital Communication 13-4 4 Growth and Benefits of Digital Communication 13-5 5 Product & Promotion Considerations 13-6 Digital media connectivity creates opportunities to add services and benefits to products Some products only available digitally Businesses can offer more . | Part 5 Marketing: Developing Relationships © 2015 McGraw-Hill Education. 1 CHAPTER 11 Customer-Driven Marketing CHAPTER 12 Dimensions of Marketing Strategy CHAPTER 13 Digital Marketing and Social Networking 13-2 2 Learning Objectives LO 13-1 Define digital media and digital marketing and recognize their increasing value in strategic planning. LO 13-2 Demonstrate the role of digital marketing and social networking in today’s business environment. LO 13-3 Show how digital media affects the marketing mix. LO 13-4 Define social networking and illustrate how businesses can use different types of social networking media. LO 13-5 Identify legal and ethical considerations in digital media. 13-3 3 Growth and Benefits of Digital Communication 13-4 4 Growth and Benefits of Digital Communication 13-5 5 Product & Promotion Considerations 13-6 Digital media connectivity creates opportunities to add services and benefits to products Some products only available digitally Businesses can offer more items online than they could in a retail store Internet can make it easier to learn about and anticipate consumer needs Fierce competition makes quality product and service offerings more important than ever Promotion is one of the best applications for digital media: Increasing brand awareness Connecting with consumers Taking advantage of social networks or virtual worlds to form relationships and generate positive publicity about products Online promotion allows consumers to read customer-generated content before making purchasing decisions Consumer consumption patterns are changing and marketers must adapt their promotional efforts to meet them 6 Social Networking 13-7 Two factors sparked the increase in consumer generated information: Increased tendency for consumers to publish their thoughts, opinions, reviews, and product discussion via blogs or digital media Consumers’ tendencies to trust other consumers over corporations Consumers often rely on the recommendations of friends, .