Digital Marketing,
E-Commerce and
Social Media
Chapter 10
• Marketing is now
interactive, data-driven,
Introduction
and customer-centered
to Digital
• Goal: Create, communicate,
Marketing
deliver, and capture value
online
• Increased networks &
Drivers of infrastructure
the • Smartphones & tablets
• 5.35 billion users globally
Internet (2024)
Boom • Smart devices & connected
consumers
Traditional vs Digital
You had to watch a video….
What is the difference?
• Post your answer:
Traditional vs Digital Marketing
Traditional: One-way, broad, expensive
Digital: Interactive, targeted, measurable
Focus: Personalisation & relationships
Digital Marketing
Tools
• SEO (Search Engine
Optimisation)
• Display Ads & PPC
• Content Marketing
• Email & Mobile
Marketing
• Affiliate Marketing
• Influencer Marketing
• Social media
E-Commerce
• Buying/selling online
• Shift still continues
• Example: Checkers
Sixty60 – fast
delivery innovation
Online shopping
activity
Using Chatgpt, find five reasons
for online shopping becoming a
trend.
Do you agree or disagree with
Chatgpt? Give reasons for your
answer.
Did you learn anything interesting
regarding online shopping?
Discuss with a friend.
Convenience – open 24/7
Why
Global market access
Consumers
Home delivery
Shop
Multiple payment options
Online
Mobile-friendly platforms
E-commerce
Benefits of E-Commerce
Targeted /
Lower operational
Personalised
costs
marketing
Increased sales
Greater profit margins opportunities - 24/7
access
Environmentally
Table 11.1 (p305)
friendly
Building an Online Store
Easy URL
Omnichannel availability
Flow of products
Keep it simple
Clear delivery & return policies
Payment options (PayFast, PayPal, etc.)
Loyalty programs & incentives
E-commerce tips
Google AdWords – SEO
Social Media
Online ads (banners, viral)
Mobile marketing
Email marketing
Social Commerce
• Social commerce is the combination of social
media with e-commerce.
• Elements of social media, such as higher
interactions and interactivity, are combined with
the aspects of e-commerce to promote buying
online.
• Social commerce relies largely on user-generated
content on websites to facilitate purchases.
• Influencers build trust
• Social commerce = shopping via social media
• A powerful tool that can be used to create and share
information and ideas across the globe.
• Business perspective - ability to communicate with
customers and potential customers, promote products
Social media and services, increase brand awareness, and build
customer loyalty in a relatively cost-effective manner.
• The inherent power of social media rests in the fact
that people are likely to believe the experiences and
opinions of those from within their social circle.
Building brand awareness
Social Sharing information –
media
advertising
marketing Encouraging conversations
objectives to drive growth
Promoting events,
networking, community
updates and information
What to post…
Relatable post
Behind the scenes content
Memes and funny content
Interactive content
Educational content and news
Content related to the brand’s values
Trending content
Metrics:
Engagement, traffic,
conversions
Tracking Adjust
strategies based on
Performance results
Optimize for
customer value