Digital
Marketing
Lectorial 1:
Introduction
to the module
Session objectives
By the end of The overall aims of this module
this lectorial,
you should
have a better How teaching and learning will be delivered (and what is
understanding expected of you as a student)
of…
How your learning will be assessed
Where you can access help and support
Agenda:
Aims of the module/delivery
Assessment
Reading
Understanding the online audience
NOTE: This lectorial will be recorded
MyAttendance:
(see Teams chat)
A bit about me….
• Digital Marketing Module Leader
• Lecturer in Marketing and Events
at UWE since 2020
• Background in newspaper
journalism and digital marketing
agencies
Room: 5x225 • I work part-time at UWE and also
Email: run my own digital content
[Link]@[Link] business
1. Module Aims/Delivery
Introduction to a variety of online media and digital tools and
how these can be used to communicate marketing messages
Develop understanding of the academic theories/principles
that underpin effective digital marketing
Each week, you will be expected to
attend….
• One lectorial
• One tutorial (both lasting one hour)
NOTE: You will also be expected to read widely in your own time, and you
may be asked to complete preparatory tasks for your tutorials.
Lectorials
Your lectorials will introduce you to a range of digital marketing
concepts, exploring how organisations use digital marketing tools
and how consumers engage with digital marketing.
Some of these concepts will be explored further in your tutorials.
Tutorials
Tutorials will have more of a
practical focus. These will involve
discussion, debate and an
opportunity to use/apply some of
the digital marketing tools
introduced in the lectorials.
Help and support
• Tutorials
• Blackboard resources
• Assessment drop–in sessions
2. Assessment
The different sections of your
assessment task
1. Analysis and Objectives (15%)
The different sections of your
assessment task
1. Analysis and Objectives (15%)
2. Target audience (10%)
The different sections of your
assessment task
1. Analysis and Objectives (15%)
2. Target audience (10%)
3. Channel selection (25%)
The different sections of your
assessment task
1. Analysis and Objectives (15%)
2. Target audience (10%)
3. Channel selection (25%)
4. Creative ideas (25%)
The different sections of your
assessment task
1. Analysis and Objectives (15%)
2. Target audience (10%)
3. Channel selection (25%)
4. Creative ideas (25%)
5. Measurement and ethics (15%)
The different sections of your
assessment task
1. Analysis and Objectives (15%)
2. Target audience (10%)
3. Channel selection (25%)
4. Creative ideas (25%)
5. Measurement and ethics (15%)
6. Presentation, writing and structure (10%)
3. Reading
• Finding your reading list for this module
Other useful resources
LinkedIn Learning
[Link]
[Link]
Google Career Certificates
Blackboard
UWE library!
4. Understanding the online audience
• Segmentation
• Media selection
• Consumer data
Segmentation
Traditional ways to segment an
audience:
Profile – age, gender, income, job role/
seniority
Geographic – country/location
Behavioural – e.g. spending habits, how
much time spent consuming different media
Psychographic – personality, hobbies,
interests, beliefs, benefits sought from
product/service
Traditional approach to
segmentation (e.g. DAMP
method) places great
emphasis on the size of
the potential segment
(market) to be targeted.
Therefore, focus is on
products with mass
appeal.
Digital marketing has opened up new opportunities
to serve niche markets more cost effectively.
Anderson (2006)
Segmentation/targeting in a digital age
Profile – can overlay data about multiple profile characteristics, and
target individuals based on some of these characteristics, e.g. by job role
on LinkedIn
Geographic – can target ads based on precise, current location
Behavioural – ads can be selectively shown only at most popular times
of day (e.g. Friday nights for Deliveroo/Uber Eats)
Psychographic – e.g. targeting users based on evidence of prior
engagement with specific topics, e.g. food, sport, health.
Technology has shifted the balance of power
between consumers and brands
• Interconnected
• Level playing field
• Filtering for relevance
• Ability to create ‘niches’
• Micropublishing (e.g. TikTok)
• On-demand content (podcasts, Netflix)
• Rise of the ‘prosumer’ – professional consumer
OR producer/consumer (user-generated content
and two-way interaction)
Ryan (2014)
Toffler (1980)
Media selection
Uses and gratification theory:
1. Our choice of specific media
is active, rather than passive
2. We choose media knowingly
to satisfy specific
motivations, e.g.
• Diversion (easing
tension/conflict)
• Problem solving (information
search)
• Affirming values
• Providing familiarity Katz, Blumer and
Gurevitch (1974)
Media selection
Matching choice of media platforms to user
needs/wants. Why do people use social
media?
Relevance for assignment –
[Link] interaction – 88% don’t just focus on how
a. Family and friends many people use a specific
b. Make new contacts
platform. Think about what
2. Information seeking – 80% they use it for!
a. Sales, deals, products
b. Information on people (birthdays, parties etc)
3. Pass the time –76%
Other reasons include information-sharing, gathering
Whiting and Williams
knowledge about others etc
(2013)
Consumer data
• Much more of it (Big Data)
• Easier to store (bigger, better servers)
• Easier to manage and manipulate (targeting)
Consumer data
• Multiple digital touchpoints (search terms used,
referring URL, new or returning customer, open
rates, clickthrough rates etc). Compare the data
trail we leave when buying a used car or
booking a holiday online today vs pre-
internet
• Apps/devices may also collect data (e.g. wearable
tech) and send data between themselves (IoT)
Today we’ve covered…
• Online segmentation
• Media selection
• Consumer data
Next week’s lectorial…
• Linking traditional and ‘new’ theory
• Anderson, C. (2006) The long tail. New York: Hyperion.
• Benvie, D. (2013) Quantified Self. In: Brown, R., Waddington, S.,
Eds (2013) Share this too: more social media solutions for PR
professionals. Chichester: John Wiley & Sons
• Blumler, J.G. & Katz, E. (1974) The uses of mass
communications: current perspectives on gratifications
research. London: Sage
• Dahl, S. (2015) Social Media Marketing: Theories and
Applications. London: Sage
• Ryan, D. (2014) Understanding Digital Marketing. 3rd ed.
London: Kogan Page
• Toffler, A. (1980) The Third Wave. Boulder, CO: William Morrow
• Whiting ,A. and Williams, D. (2013) Why people use social
media: a uses and gratifications approach, Qualitative Market
Research: An International Journal, 16(4), pp.362 –369