TABLE OF CONTENTS - Strategy, 5e, 9780357720738, 2024; Chapter 1: T...

Instructor Manual: Zahay, Labrecque, Reavey & Roberts: Digital Marketing Foundations and Strategy, 5e, 9780357720738, 2024; Chapter 1: The Digital Marketing Landscape and Foundations

1 © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Instructor Manual Zahay, Labrecque, Reavey & Roberts: Digital Marketing Foundations and Strategy, 5e,

9780357720738, 2024; Chapter 1: The Digital Marketing Landscape and Foundations

TABLE OF CONTENTS

Purpose and Perspective of the Chapter ............................................................................... 2 List of Student Downloads ...................................................................................................... 3 Chapter Objectives .................................................................................................................. 3 Key Terms ................................................................................................................................ 3 What’s New in This Chapter .................................................................................................... 5 Chapter Outline ........................................................................................................................ 5 Discussion Questions ............................................................................................................11 Additional Activities and Assignments .................................................................................15 Additional Resources .............................................................................................................15 Internet Resources ................................................................................................................15

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Instructor Manual: Zahay, Labrecque, Reavey & Roberts: Digital Marketing Foundations and Strategy, 5e, 9780357720738, 2024; Chapter 1: The Digital Marketing Landscape and Foundations

2 © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

PURPOSE AND PERSPECTIVE OF THE CHAPTER

Chapter 1 combines Chapters 1 and 4 from the previous edition. The idea is to set the stage for the strategic emphasis of the book while still acknowledging the direct response and database marketing roots of digital marketing. Adopters may notice the title change of the book from Internet Marketing in a Digital Environment to Digital Marketing: Strategy and Foundations to reflect the emphasis on both strategy and “how to.” While this book has always distinguished itself by its strong emphasis on strategic marketing and the direct marketing foundations of the internet, these concepts are now boldly front and center in this chapter.The term “digital marketing” has become pervasive, so in this edition we used that term while keeping the emphasis on strategic thinking. We do respect in this text that digital marketing would not be the only term used to refer to these activities. New to this chapter is a comprehensive definition of digital marketing, which includes engagement and a focus on the customer.Combining the direct marketing foundations chapter and the introductory chapter allows for the introduction of the classic elements of direct marketing (planned contacts, variety of media, lead or order, database, measurable expandable) and the generic marketing objectives (Acquisition, Conversion, Retention, and Value Growth) early in the text. These principles form the basics of digital marketing elaborated upon later in the text. This is important because these basic direct marketing strategies are the foundational strategies of digital marketing. Combining Chapters 1 and

• meant that some of the more technical information about marketing databases were removed

from the book. This material was always a little hard for undergraduates to grasp in detail, but the importance of customer data has been retained in the text.The perspective of this chapter is also on the disruptive change caused by the digital environment and the corresponding digital transformation that businesses of all kinds must undergo. Steve Case’s Waves of Change concept has been replaced by the Four Waves of the Industrial Revolution, which still shows that we are moving to an Internet of Everything (or the Internet of Things), but also how virtual and augmented reality will affect the future.The topics of digital disruption and digital transformation are discussed. There is an updated version of the digital capabilities framework that powers digitation transformation that incorporates, among other new elements, the importance of the employee experience in digital transformation. Several disruptive technologies are discussed, including artificial intelligence (AI), virtual reality (VR), and augmented reality (AR).The section that profiles digital users also highlights major trends and is intended to put the strategy background into the context of the explosive growth of the web. Updated information is given on the characteristics of the global digital population and how they use the internet and mobile technology.The case study of Domino’s Pizza is new and illustrates the use of digital technology to transform an apparently simple business of pizza making and asks if Domino’s is really a pizza company or a 2 / 4

Instructor Manual: Zahay, Labrecque, Reavey & Roberts: Digital Marketing Foundations and Strategy, 5e, 9780357720738, 2024; Chapter 1: The Digital Marketing Landscape and Foundations

3 © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.technology one.

LIST OF STUDENT DOWNLOADS

Students should download the following items from the Student Companion Center to complete

the activities and assignments related to this chapter:

• Downloadable Student PowerPoints

CHAPTER OBJECTIVES

The following objectives are addressed in this chapter:

• Define digital marketing from a dynamic perspective.
• List the elements of direct marketing.
• List the elements of the internet that make it a direct response medium.
• List the generic marketing objectives that form the basis for digital marketing strategies.
• Define the critical strategy elements of direct marketing.
• Describe the implications of disruptive change on digital marketing.
• List the waves of change and relevant technologies.
• Compare the concepts of digital disruption and digital transformation.
• List major trends in the use of digital marketing.

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KEY TERMS

Artificial intelligence (AI): the ability of a computer to mimic human behaviors.Augmented reality (AR): an enhanced version of reality created by superimposing computer- generated images on top of the user’s view of the real world.Cloud computing: a network of remote servers hosted on the internet, not a local server or computer hard drive, to store data and programs and to process data.

Customer lifetime value (CLV): the monetary value of a customer over time.

Customer relationship management or marketing (CRM): the process of managing and tracking customer relationships across channels.Data: raw, unprocessed facts and numbers. Data mining analytic processes and specialized 3 / 4

Instructor Manual: Zahay, Labrecque, Reavey & Roberts: Digital Marketing Foundations and Strategy, 5e, 9780357720738, 2024; Chapter 1: The Digital Marketing Landscape and Foundations

4 © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.analytic tools are used to extract meaning from very large data sets.Digital disruption: change caused by digital technologies that disrupts ways of thinking and acting.Digital marketing: the use of any digital technology to facilitate the marketing process, with the end goal of customer interaction, engagement, and measurement.Digital transformation: the rapid change in business activities and operations caused by digital disruption.First-party data: data from a company’s own websites and customer data repositories.Information: data that have been processed into more useful forms using techniques that range from simple summary formats to complex statistical routines.

Interactive: choices based on user actions that allow for response.

Internet of Everything (IoE): the use of technology to bring together people, processes, data, and things to make networked connections more relevant and valuable than ever before— turning information into actions that create new capabilities, richer experiences, and unprecedented economic opportunity for businesses, individuals, and countries.Internet of Things (IoT): network of physical objects embedded with electronics that allow the objects to collect and transfer data.Mixed reality (MR): a combination of the real and virtual world to produce a new environment in which objects can interact and humans can interact with them.Radio-frequency identification (RFID): technology that allows the identification of tagged goods from a distance with no intervention by human operation.Software as a Service (SaaS): software available on a fee-for-use basis instead of on a license or purchase basis.Third-party data: data collected by companies that do not have a direct relationship to a particular firm’s customers.Unstructured data: data that have no predetermined models or organized in a predefined way.Unstructured data are often heavily text but not necessarily all text.Value proposition: a description of the customer value delivered to a specific target market.Virtual reality (VR): simulation of a three-dimensional image or environment with which the user can interact by using special equipment.[return to top]

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