Understanding Digital Marketing – Student Course Book and Management Guide – Damian Ryan

Understanding DIGITAL Marketing – Marketing strategies for engaging the digital generation.

Course Book from Damian Ryan and Calvin Jones, 2009, Kogan Page.

Following is a university or higher education course book for digital marketing including preface from the author Damian Ryan and table of contents including key features or components of digital marketing culture and practice.

Marketing strategy and management of in the digital era requires new approaches and understanding in both teaching and management.

Understanding Digital Marketing – Damian Ryan (Image copyright LinkedIn/Kogan Page)

Top down traditional marketing precludes synchronous feedback with horizontal and bottom-up communication as central to digital marketing strategy of systems via social media carrying WOM word of mouth of authentic messages that cannot be controlled by marketing ‘commissioners’.

First some quotes:

We look at the present through a rear-view mirror. We march backwards into the future. (Marshall McLuhan)

The press, the machine, the railway, the telegraph are premises whose thousand-year conclusion no one has yet dared to draw. (Friedrich Nietzsche)

Whoever, or whatever, wins the battle for people’s minds will rule, because mighty, rigid apparatuses will not be a match, in any reasonable timespan, for the minds mobilized around the power of flexible, alternative networks. (Manuel Castells, author of The Network Society)

 

Preface: Welcome to a brave new world

The world of digital media is changing at a phenomenal pace. Its constantly evolving technologies, and the way people are using them, are transforming not just how we access our information, but how we interact and communicate with one another on a global scale. It’s also changing the way we choose and buy our products and services.

People are embracing digital technology to communicate in ways that would have been inconceivable just a few short years ago. Digital technologies are no longer the preserve of tech-savvy early adopters, and today ordinary people are integrating them seamlessly into their everyday lives. From SMS updates on their favourite sports teams, to a free video call with relatives on the other side of the globe, to collaborative online gaming and much, much more: ordinary people – your customers – are starting to use digital media without giving it a second thought.

The global online population was around 1.3 billion at the end of 2007. Projections suggest that figure will hit 1.8 billion by 2010. In the developed world internet access is becoming practically ubiquitous, and the widespread availability of always-on broadband connections means that people are now going online daily to do everything from checking their bank statement, to shopping for their groceries, to playing games.

What makes this digital revolution so exciting is that it’s happening right now. We’re living through it, and we have a unique opportunity to jump in and be part of this historical transition.

In the pages that follow we’ll take you on a journey into the world of digital marketing. We’ll show you how it all started, how it got to where it is today, and where thought leaders in the industry believe it’s heading in the future. Most importantly of all we’ll show you – in a practical, no nonsense way – how you can harness the burgeoning power of digital media to drive your business to the crest of this digital marketing wave, and how to keep it there.

This digital marketing book will:

  • help you and your business to choose online advertising and marketing channels that will get your ideas, products and services to a massive and ever-expanding market;
  • give you that elusive competitive edge that will keep you ahead of the pack;
  • future-proof your business by helping you to understand the origins of digital marketing and the trends that are shaping its future;
  • give you a concept of the scale of the online marketplace, the unfolding opportunities and the digital service providers who will help your business to capitalise on them;
  • provide practical, real-world examples of digital marketing successes – including leading brands that have become household names in a relatively short space of time;
  • offer insight through interviews, analysis and contributions from digital marketing experts;
  • ultimately, give you the tools you need to harness the power of the internet to take your business wherever you want it to go.

 

We set out to unravel the mysteries of digital marketing by taking you on a journey. As we travel into this digital world we’ll reveal how leading marketers in sectors as diverse as travel, retail, gambling and adult entertainment have stumbled on incredibly effective techniques to turn people on to doing business online, reaping literally millions as a result. We’ll show you how to apply their experience to transform your own digital enterprise.

Whether you are looking to start up your own home-based internet business, work for a large multinational or are anywhere in between, if you want to connect with your customers today and into the future, you’re going to need digital channels as part of your marketing mix. The internet has become the medium of choice for a generation of consumers: the first generation to have grown up taking instant access to digital information for granted. This generation integrates digital media into every facet of its daily lives, in ways we could never have conceived of in even the recent past. Today this generation of digital natives is entering the workplace and is spending like never before. This is the mass market of tomorrow, and for business people and marketers the challenge is to become fluent in this new digital language so that we can talk effectively to our target audience.

Television froze a generation of consumers to the couch for years; now digital media are engaging consumers and customers in ways that the early architects of the technology could never have dreamed of.

When the Apple Mac came along it opened up the art of publishing, and as a result print media boomed. Today, the same thing is happening online, through the phenomenon of user-generated content (UGC) and social networking: ordinary people are becoming the directors, producers, editors and distributors of their own media-rich content – the content they, their friends and the world want to see. But that’s only the start. Prime-time television audiences are falling, print media are coming under increasing pressure to address dropping circulation figures and – while the old school sits on the sidelines, bloated and slowly atrophying – digital media have transformed themselves into a finely tuned engine delivering more power, opportunity and control than any other form of media could dream of. In other words – it’s time to follow the smart money!

Over the last 15 years I’ve had the absolute pleasure and pain of working at the coalface of the burgeoning and insistent new media. I’ve met lots of smart people and spoken to literally hundreds of organisations with massively diverse and challenging agendas. The one common factor was a hunger for data and knowledge: anything that would give their particular brand that elusive competitive edge.

When putting this book together we wanted to make it as informative and practical as possible. Each chapter begins with a summary of its content, so you can easily browse through the chapters and select the one that addresses the topic you’re interested in. We’ve purposely left out the jargon – and where technical terms have been absolutely necessary we supply a clear definition in the text, backed up by a complete glossary at the back of the book that explains all of the terms we use in plain English. The result, we hope, is a book that is clear, informative and entertaining, even for the complete digital novice.

In your hands you hold what independent marketers around the world have been crying out for: a book that shows you how to use the internet successfully to sell your products or services. We begin with the origins of the medium and take you through the various disciplines of digital marketing campaigns. We travel around the world collecting facts, figures, comment and opinion from acknowledged experts, brands and organisations in different fields, getting them to spill the beans on how the net delivered the goods for them.

We’ll look in detail at areas like search marketing and affiliate marketing, we’ll delve into e-mail marketing and creative online executions and look at various digital marketing strategies, some moral, some less so.

In Amsterdam last year, I was granted a late-night audience with some of the best ‘Black Hat’ marketers in the world. These people, who will remain nameless, earn their living scuppering the efforts of competing brands in the digital marketplace. Black Hat marketing is real – and it can do real damage to your business. We explain what it is and, more importantly, give you some practical steps you can take to help protect your business against it.

It took television 22 years to reach 50 million households – it took the internet just five to achieve the same level of penetration. Things are progressing at an unbelievable rate, and we’re approaching a pivotal point in marketing history – a time when digital marketing will overtake traditional mass media as the medium of choice for reaching the consumer of tomorrow.

In the summer of 1993 I interviewed Jerry Reitman, head of direct marketing for Leo Burnett in Chicago, for my magazine goDirect. During our conversation Jerry pointed at the computer on his desk and said: ‘And that. . . that’s where it’s going.’ I wondered what he was talking about.

Fifteen years on and practically the entire population is online. Consumers have grown tired of mass media marketing and are turning instead to the internet. They want more engagement, more interaction. They’re starting to spend most of their leisure time in a digital world, and creative digital marketing is the way your business will reach them. Welcome to my world. . . Damian Ryan

Table of contents

  1. Going digital – the evolution of marketing
    2. Strategic thinking
    3. Your window to the digital world
    4. The search for success
    5. Website intelligence and return on investment
    6. E-mail marketing
    7. Social media and online consumer engagement
    8. Online PR and reputation management
    9. Affiliate marketing and strategic partnerships
    10. Digital media creative
    11. A lot to look forward to
  • The future’s bright: head towards the light
  • Word of mouth: savvy consumers control the future
  • Search: a constantly evolving marketing powerhouse
  • Mobile: marketing on the move
  • Tracking and measuring human behaviour In-game advertising
  • Holistic marketing: blurring lines and integrating media
  • Dynamic, unpredictable, exciting – and essential

 

For more articles about digital marketing lecturing and the teaching of the same, click through.

 

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EU GDPR – Digital Marketing – European Commission – General Data Protection Regulation

What impact will the EU General Data Protection Regulation (GDPR) have upon advertising, media, marketing and social media channels in both the EU and outside?

How important is involvement of IT/web teams, customers, legal, financial, communications and marketing?

EU EC GDPR 2018 description for business and marketing

European Commission GDPR General Data Protection Regulation (image copyright European Commission)

The European Commission GDPR

According to the European Commission:

Fundamental rights

The EU Charter of Fundamental Rights stipulates that EU citizens have the right to protection of their personal data.

Legislation

The new data protection package adopted in May 2016 aims at making Europe fit for the digital age. More than 90% of Europeans say they want the same data protection rights across the EU and regardless of where their data is processed. (European Commission, 2018)

Scope of the GDPR

From the technology consultancy Trunomi (2018):

‘The EU General Data Protection Regulation (GDPR) replaces the Data Protection Directive 95/46/EC and was designed to harmonize data privacy laws across Europe, to protect and empower all EU citizens data privacy and to reshape the way organizations across the region approach data privacy. The key articles of the GDPR, as well as information on its business impact, can be found throughout this site.

An overview of the main changes under GDPR and how they differ from the previous directive

  • IncreasedTerritorial Scope (extra-territorial applicability)
  • Penalties
  • Consent
  • Data Subject Rights
  • Breach Notification
  • Right to Access
  • Right to be Forgotten
  • Data Portability
  • Privacy by Design
  • Data Protection Officers’

 

Australian context for the GDPR

From the Office of the Australian Information Commissioner (OAIC 2018):

Key messages

The European Union General Data Protection Regulation (the GDPR) contains new data protection requirements that will apply from 25 May 2018.

Australian businesses of any size may need to comply if they have an establishment in the EU, if they offer goods and services in the EU, or if they monitor the behaviour of individuals in the EU.

The GDPR and the Australian Privacy Act 1988 share many common requirements, including to:

  • implement a privacy by design approach to compliance
  • be able to demonstrate compliance with privacy principles and obligations
  • adopt transparent information handling practices.

There are also some notable differences, including certain rights of individuals (such as the ‘right to be forgotten’) which do not have an equivalent right under the Privacy Act.

Australian businesses should determine whether they need to comply with the GDPR and if so, take steps now to ensure their personal data handling practices comply with the GDPR before commencement.

Issues of non-compliance

However, Hern in The Guardian (2018) when observing large personal data using companies states:

Privacy policies from companies including Facebook, Google and Amazon don’t fully meet the requirements of GDPR, according to the pan-European consumer group BEUC.

An analysis of policies from 14 of the largest internet companies shows they use unclear language, claim “potentially problematic” rights, and provide insufficient information for users to judge what they are agreeing to.

“A little over a month after the GDPR became applicable, many privacy policies may not meet the standard of the law,” said Monique Goyens, BEUC’s director general. “This is very concerning. It is key that enforcement authorities take a close look at this.”

Impact on Email marketing

Email marketing software company MailChimp (2017):

The scope of the GDPR is very broad. The GDPR will affect (1) all organizations established in the EU, and (2) all organizations involved in processing personal data of EU citizens. The latter is the GDPR’s introduction of the principle of “extraterritoriality”; meaning, the GDPR will apply to any organization processing personal data of EU citizens—regardless of where it is established, and regardless of where its processing activities take place. This means the GDPR could apply to any organization anywhere in the world, and all organizations should perform an analysis to determine whether or not they are processing the personal data of EU citizens. The GDPR also applies across all industries and sectors…… relevant to MailChimp…

 

…..Expansion of scope; definitions of personal and sensitive data; individual rights: EU citizens will have several important new rights under the GDPR, including the right to be forgotten, the right to object, the right to rectification, the right of access, and the right of portability and stricter processing requirements’

 

However, the most significant issue are the stricter consent requirements:

Stricter consent requirements

Consent is one of the fundamental aspects of the GDPR, and organizations must ensure that consent is obtained in accordance with the GDPR’s strict new requirements. You will need to obtain consent from your subscribers and contacts for every usage of their personal data, unless you can rely on a separate legal basis, such as those found in number 5 below. The surest route to compliance is to obtain explicit consent. Keep in mind that:

1 Consent must be specific to distinct purposes.
2 Silence, pre-ticked boxes or inactivity does not constitute consent; data subjects must
explicitly opt-in to the storage, use and management of their personal data.
3 Separate consent must be obtained for different processing activities, which means
you must be clear about how the data will be used when you obtain consent. (MailChimp 2017).

Consent would appear to be both central to compliance and rights of privacy yet problematic for much existing practice in ‘marketing’.

Best Practice Marketing

Meanwhile in Australia Hanson (2018) argues in ‘Mumbrella’ that it’s best practice for both business and customers:

For Australian businesses that want to better serve their customers, the GDPR signals the end of activities that marketers should have abandoned long ago. This means that it’s no longer good enough to buy a mailing list, nor is it appropriate to send cold-call emails or, heaven forbid, actually send spam.

Under the new rules, customers have to explicitly opt-in to getting your communications. In the old days, it was fine to pre-tick boxes on a web form allowing you to send a customer marketing emails. Now you can’t do that. Instead, customers have to give consent to you communicating with them, and that consent needs to be clear, in plain English, as well as informed, specific, unambiguous and revocable.

How to implement GDPR?

What does this mean for marketing in a digital environment or system? According to the Digital Marketing Institute (2018):

Step 1. Get your privacy policy page up to scratch

Step 2. Audit your current databases for opt-in consent

Step 3. Re-opt-in campaigns for current databases

Step 4. Create a process for opt-in consent

Step 5. Get the sales team on board

Step 6. Review third-parties who have access to your databases

Step 7. Have a streamlined process for information requests

Step 8. Prepare for a security breach.

 

In the short term the direct impact is neither selling nor buying of client email lists, but clear or voluntary consent or opting-in, through organic collection of prospective and existing clients’ details, how?

Using digital marketing techniques for organic inbound SEO search engine optimisation traffic as not just strategy but a living system to attract prospective clients over time. This will ensure compliance and allow prospective clients to opt-in voluntarily for newsletters, follow up etc. with the peace of mind their data will be private and not be shared.

However, organic inbound SEO requires cooperation and input across departments to share inter disciplinary expertise whether strategic management, IT, legal, finance, logistics, marketing, communications and importantly, customers or clients.

 

Reference List:

Digital Marketing Institute, 2018, ‘Trends & Insights: The Definitive GDPR Checklist for Marketers’, 5 April, viewed 7 July 2018, < https://digitalmarketinginstitute.com/en-au/blog/05-04-2018-the-definitive-gdpr-checklist-for-marketers >

European Commission, 2018, ‘Data protection in the EU’, viewed 7 July 2018, < https://ec.europa.eu/info/law/law-topic/data-protection/data-protection-eu_en >

Hanson, G 2018, GDPR is a great thing for Aussie marketers, Blog, 13 June, viewed 7 July 2018, < https://mumbrella.com.au/gdpr-is-a-great-thing-for-aussie-marketers-522988 >

Hern, A 2018, ‘Privacy policies of tech giants ‘still not GDPR-compliant’’, The Guardian, 5 July, viewed 7 July 2018, < https://www.theguardian.com/technology/2018/jul/05/privacy-policies-facebook-amazon-google-not-gdpr-compliant >

MailChimp, 2017, Getting ready for the GDPR, MailChimp Blog, 9 Oct 2017, viewed 7 July 2018, < https://blog.mailchimp.com/getting-ready-for-the-gdpr/ >

OAIC Office of the Australian Information Commissioner, 2018, ‘Privacy business resource 21: Australian businesses and the EU General Data Protection Regulation’  <  https://www.oaic.gov.au/agencies-and-organisations/business-resources/privacy-business-resource-21-australian-businesses-and-the-eu-general-data-protection-regulation > 7 July 2018.

Trunomi, 2018, ‘EU GDPR key changes’, viewed 7 July 2018, < https://www.eugdpr.org/key-changes.html >