Instructor Manual for Digital

Instructor Manual for Digital Marketing 9 th Edition By Dave Chaffey, Fiona Ellis- Chadwick, Majd Abed-Rabbo (All Chapters 1-10, 100% Original Verified, A+ Grade)

This is The Only Original and Complete Instructor Manual for 9 th Edition, All Other Files in the Market are Fake/Old/Wrong Edition. 1 / 4

4 © 2025 Pearson Education Limited. All Rights Reserved.Part 1

Digital marketing fundamentals 2 / 4

5 © 2025 Pearson Education Limited. All Rights Reserved.

CHAPTER 1

Introducing digital marketing One sentence overview What and Why? An introduction to the fundamental concepts of digital marketing and the book structure.The chapter is structured around the 7Ds of digital marketing (Figure 1.2, Slide 1.6) Notes on using slides for the first chapter in lectures – lesson plan Learning objectives and topics The three learning objectives relate to the 7Ds as shown in Slides 1.2 and 1.3. Objectives cover: • Business opportunities and challenges explored through digital goals and audiences • Digital communications options that can be delivered via devices, platforms and media • Using marketing data and marketing technology to improve media use and experience What is digital marketing and how important is it?Ask students how they define it without mentioning specific tools or channels. Their answers should mention the 7Ds – so can relate to that.Slide 1.5 gives the succinct book definition. Highlight the need for integration and how traditional media remain important.Slides 1.6 prompts discussion of how important digital marketing is today. The slide suggests different information sources to answer this question.Slide 1.7 (Figure 1.1) shows the range of digital media across paid, owned and earned which have different costs, so which are used varies by budget available. Which would be the best for startups on low budget? S26 (Figure 1.11) gives a channel-based alternative lecturers may want to introduce at this point.Slide 1.8 (Figure 1.2) is the 7Ds. What the digital marketer needs to understand to succeed.Slide 1.9 explains how links to statistics, recommended sites and latest trends for each chapter are available from www.davechaffey.com/book-support.Slide 1.10 Burger King Brazil uses a mobile app to give an example of how the 7Ds can be applied to one digital engagement campaign.

• / 4

Dave Chaffey, Fiona Ellis-Chadwick and Majd AbedRabbo, Digital Marketing, 9e, Instructor’s Manual 6 © 2025 Pearson Education Limited. All Rights Reserved.Digital marketing goals and strategy Slides 1.12 and 1.13 introduce the RACE marketing framework to define digital marketing activities.Figure 2.1 of the customer lifecycle shows an alternative point-of-view of this framework to discuss with students.Slide 1.14 presents the 5Ss in Table 1.1 as a simple way to present goals.Slide 1.15 shows how the primary goal varies for different types of business. Ask students to relate the 5S goals to each type of business.Slide 1.16 (Figure 1.4) shows that in larger organisations there are many barriers for adopting digital marketing and can be used to introduce the popularity of digital transformation.Slide 1.17 and 1.18 (Figure 1.5) describes a typical process-based structure for digital marketing planning that is expanded upon in Chapter 4.Digital marketing audiences and buyer behaviour Slide 1.20 (Figure 1.6) covers broad digital audience types and corresponding sites used to serve them. Students can be prompted about the most commonly used sites they use in each category. ComScore provides data on-site popularity in many countries.Slides 1.21 to 1.24 provide four alternative frameworks for considering the difference in interactions between traditional and digital media.The 7Ds and key concepts Slide 1.26 (Figure 1.11) is significant for summarising six core digital media channels. These are related to different paid, owned and earned media techniques for these channels.Ask students about digital platforms that can be used to achieve audience interactions with each of the six channels.Zalando, Mini Case Study 1.2 helps bring to life how a successful application of a digital marketing strategy can be used to drive the growth of a new business to the world business.This case also emphasises the importance of planning and the opportunities afforded by trading in global digital markets.

Key concepts covered are:

• Inbound marketing
• Permission marketing
• Content marketing (Figure 1.12 from book)
• Customer engagement
• / 4