Summary of Simon Kingsnorth's Digital Marketing Strategy

By IRB Media

Please note: This is a companion version & not the original book.

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#1 Digital marketing is the process of marketing a product or service through the use of digital media. It is a part of almost every business decision from product development and pricing to public relations and even recruitment.

#2 The focus of this book is on digital marketing, and the word marketing is as important as the word digital. It is crucial that digital marketing is an integral part of all marketing activities.

#3 The modern internet age began with the launch of Google in 1998. Web 2. 0 was a term coined in 1999 by Darcy DiNucci, but not popularized until Tim O’Reilly in 2004. With Web 2. 0, there was no overhaul of technology, but more a shift in the way websites are created.

#4 The key considerations when marketing your product or service digitally are whether it can or will sell online, and whether there are opportunities to make it more appropriate for the online or mobile audiences.

• Language: English
• Publisher: IRB Media
• Release date: Mar 23, 2022
• ISBN: 9781669367130

IRB Media

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Insights on Simon Kingsnorth's Digital Marketing Strategy

Contents

Insights from Chapter 1

Insights from Chapter 2

Insights from Chapter 3

Insights from Chapter 4

Insights from Chapter 5

Insights from Chapter 6

Insights from Chapter 7

Insights from Chapter 8

Insights from Chapter 9

Insights from Chapter 10

Insights from Chapter 11

Insights from Chapter 12

Insights from Chapter 13

Insights from Chapter 14

Insights from Chapter 15

Insights from Chapter 16

Insights from Chapter 1

#1

Digital marketing is the process of marketing a product or service through the use of digital media. It is a part of almost every business decision from product development and pricing to public relations and even recruitment.

#2

The focus of this book is on digital marketing, and the word marketing is as important as the word digital. It is crucial that digital marketing is an integral part of all marketing activities.

#3

The modern internet age began with the launch of Google in 1998. Web 2. 0 was a term coined in 1999 by Darcy DiNucci, but not popularized until Tim O’Reilly in 2004. With Web 2. 0, there was no overhaul of technology, but more a shift in the way websites are created.

#4

The key considerations when marketing your product or service digitally are whether it can or will sell online, and whether there are opportunities to make it more appropriate for the online or mobile audiences.

#5

The concept of fast price comparison and cashback and voucher sites has changed consumer behaviors. Businesses can take advantage of this through affiliate marketing programmes.

#6

affiliate marketing has been around for a long time, but it has a poor reputation because of the lack of clarity around measurement and genuine sales. The industry has improved greatly over the last 10 years, but there is still a need to maintain this channel.

#7

All of these apply to digital marketing. You may not have a physical shop, but your online shop must be easy to find and navigate. If people cannot find what they are looking for, they will go elsewhere.

#8

Above-the-line and below-the-line marketing are terms used to differentiate between broadcast and targeted marketing techniques. Above-the-line marketing refers to mass market advertising that is used to push specific promotional messages out to large audiences.

#9

Promotion has moved beyond simple advertising and into dialogue. Smart marketing is not just shouting about your product, but taking customers on a journey. That journey does not end at purchase.

#10

The digital space requires a different approach than the traditional one. It is difficult to communicate product promotions in digital space, which creates a need for impact messaging. And, more importantly, a test-and-learn philosophy.

#11

The five forces are: horizontal competition, vertical competition, the threat of substitute products or services, the threat of established rivals, and the threat of new entrants. They are used to analyze the level of competition within an industry.

#12

The first threat is the existence of another similar product in another industry. If a new product is launched that charges via a pod in the home and has specific benefits for home use, it may attract customers who have always been landline users.

#13

The threat of a new entrant to a market is fairly obvious. A new entrant can be direct competition and therefore threaten the success of an established business. Some of the factors that can determine the threat of a new entrant are: barriers to entry, economies of scale, brand equity, and industry profitability.

#14

There are many regulatory bodies and licensing processes in the financial services industry, which can be challenging for new businesses to navigate. In contrast, photography has very low entry barriers.

#15

The digital marketing industry is constantly changing, and new entrants are common in most markets. disruption is commonplace in the 21st century. Factors such as location, economies of scale, brand equity, and technology are less relevant for entering many industries now.

#16

The features and behaviors of your competitors directly affect your ability to gain competitive advantage. In markets where competitive rivalry is high, we move towards a situation where everyone competes at an even level with no price makers only price takers.

#17

The digital age can be a slow and expensive process for established businesses. This can create a change in the competitive landscape as younger businesses are more agile.

#18

The bargaining power