Digital Marketing

Medium Level

Unit 1: Digital Marketing


LOut1: Learn the concept of digital marketing​.

LOut2: Define what digital marketing is.

LOut3: Understand the basic digital marketing principles​.

LOut4: Identify at least 2 market research tools

LOut5: Distinguish market research tools in view of applying them in real life


LOut1: know the basic features and possibilities of Excel 

LOut2: understand and navigate Excel worksheet

LOut3: apply and use Formulas and Variety of Functions for various solutions 

LOut4: demonstrate skills to choose, combine and apply the variety of Excel templates

LOut5: present data in charts

LOut6: create presentation of solutions and share it with the clients


  • Digital marketing
  • Trade tools
  • Market research tools
  • Primary and secondary research
  • Sampling
  • Display Advertising​
  • Social Media​


Unit 1: Digital Marketing - Theory


Digital Marketing is described as the well-targeted, conversion-oriented, quantifiable and interactive marketing of products and services that enterprises use to reach the viewers and transform them into customers and retain them.

Digital Marketing

Traditional Marketing

Communication is bidirectional.

Communication is unidirectional

Medium of communication is social media, e-mail, chat, website

Medium of communication is phone calls, letters, email

Through digital tools a social mediacampaign could be developed fast 

Traditional campaign takes more time for designing, preparing,implementing

The content is available for the general public

The content is available for the specific targeted audience

Using analytics an enterprise could measure the effectiveness of its campaign

It is difficult to measure the effectiveness of the campaign in traditional marketing

Traditional marketing

  • Traditional marketing starts with the orientation of the enterprise around customer needs. Communication is unidirectional in traditional marketing, which means, an organization communicates about its services with its audiences.

Concept of Digital Marketing

Internet has changed the traditional pathway of marketing

Digital marketing has opened new opportunities for enterprises

Various channels of digital marketing

  • Email marketing
  • Pay per Click 
  • SEO 
  • Display Advertising 
  • Social Media 
  • Content Marketing

1.Internet has made the world more connected

2.Digital marketing combines advertising & marketing with technology 

3.Digital marketing is related with e-commerce, due to the rapid increase of Internet

4.Digital Marketing requires:

  • Creativity 
  • Out of the box ideas 
  • Constant planning 
  • Flexibility 
  • Following the trends 
  • Constant research & analysis

Key points on digital marketing

  • Great content keep customers updated with tourism industry, news​
  • Social media that share this content (Facebook, Instagram, Twitter, Linkedin)​
  • Appropriate hashtags increase traffic and engagement to your website ​
  • Search Engine Optimization (SEO to optimize the provided content​
  • Advertising to drive paid traffic to the enterprise’s website. ​
  • Pay per click advertising offers you a way to buy your way into the search results pages for chosen or key phrases. ​
  • E-mail marketing to follow up with the audience

Digital Marketing Strategies

  1. Always deliver value in content. The following factors determines value in content:​
  • Length. Minimum 800 words is acceptable.​
  • Reading level. Use word that matters.​
  • Keyword focused. A good content should be focused on the topic. ​
  • Unique content. The content you use should be unique​
  • Internal links. Don’t forget to use internal links to other content on your website for more information
  1. Be consistent and post regularly. An enterprise should use the time effectively and to update its content regularly​
  2. Social media is more important as you think. Build and disseminate your brand throughout the internet​
  3. Pimp your Vitals.Make sure these vital details are super easy to find.​
  • Know Your Customer.Know their interests.​
  • Know your competition.Who are your main competitors in the Hotel & Catering sector in digital marketing?​
  • Know your expectations. What do you want to get from digital marketing? Do you want to attract customers?​

Types of Data

  1. Algorithmic intelligence – the algorithmic patterns used by companies such as Google and Netflix to enhance drive revenue. In the case of Google, to understand what people want to read and in the case of Netflix, to assess what they want to watch.
  2. BI: Business intelligence – the process for analysing an organisation’s raw data, about profits and performance and offering this kind of information to help brands make better informed business decisions.
  3. CI: Customer intelligence – information from from customer data, that comes from internal and external sources
  4. SI: Software intelligence – software tools and techniques which are used for mining data.

Case Study

Amazon Dash is an excellent example. Amazon Dash is a Wi-Fi-connected service that reorders products with the press of a button. It consists of three components:

  1. A scanning device for inventory consumer goods in a house.
  2. The Amazon Dash Button, which can be placed anywhere in a house and used to order products of the consumer’s choosing.
  3. The Amazon Dash Replenishment Service, which offers the manufacturers the chance of adding a button or auto-detection capability to their devices.

Tools of Trade

Customer insight tools can help you find out more about your customers and their thoughts on your products and organizations. These are tools that help you with online reputation management (ORM). For example:

  • Google Alerts:
  • Hootsuite:
  • BrandsEye:

Data-gathering tools:

  • Google Analytics:
  • Quantum Leap Buzz:
  • Wolfram Alpha:

Data-visualisation tools:

  • ClickView:
  • Plotly:
  • Tableau:
  • Open Refine:

• Fusion Tables:

Case Study

Royal Canin used existing data in view of creating personalised email coupons and local offers tailored to individual subscribers.


  • Royal Canin’s customer database was not updated and most people still bought their products in stores.
  • Loyalty programmes for pets were usually seen as retailer initiatives

Royal Canin targeted dog and cat owners in the top six Russian cities, regardless of breed. They

created an algorithmic analysis of their CRM platform so that they could segment their audience and

send offers according to:

  • Type of pet
  • Size of pet
  • Upcoming ‘events’, such as a birthday or growth stage
  • Medical records and any other data they had from the pet owner.

In the context of the above, they were able to send personalised email coupons to owners with deadlines for redemption. The link in the coupon would send the owner to a page with a list of products chosen specifically for their pet.  The online orders also facilitated brand communication by connecting pet owners to special events and programmes in various cities.

Key Concepets of Market Reasearch

While the research field can be full of complex terminology, there are four key concepts to understand before conducting your own research:

  1. Research methodology
  2. Qualitative and quantitative data
  3. Primary and secondary research
  4. Sampling

Research Methodology

Research methodology is the process followed in order to conduct accurate and valuable research. The research process should involve certain steps:

Step 1. Establish the goals

Step 2. Determine your idea/sample

Step 3. Choose a data collection method

Step 4. Collect data

Step 5. Analyse what you have found

Step 6. Formulate conclusions


Research can be based on primary data or secondary data. Primary research is used when new data is gathered for a particular product or hypothesis. For instance, surveys, focus groups, research panels and research communities can all be used when conducting primary market research.

Secondary research uses existing, published data as a source of information. It can be more cost-effective than conducting primary research. Where to extract secondary data:

Companies with online properties have access to an abundance of web analytics data that are recorded digitally. This method will give you information only about your own customers.

Customer communications are also a source of data that can be used, particularly communications with the customer service department.

Social networks, blogs and other forms of social media can also be a o pool to use data

Google Scholar (

Google Book Search (

Google News Archive (

Online Research Methodologies

Which methodology should you choose?

  • Surveys: Ideal for collecting large amounts of quantitative data.They are quick and easy to set up and can run automatically.
  • Online focus groups: Ideal for engaging consumers and collecting qualitative data such as opinions, ideas and feelings about the brand.
  • Online monitoring: Perfect for collecting qualitative data on brand sentiment.



Surveys are questionnaires that contain a series of questions around a specific thematic areas. Their purpose is to have large volumes of quantitative data easily, but  they can also collect some qualitative data. Conducting surveys online offers the chance of data to be captured immediately and data analysis can be performed easily and quickly. By using email or the Internet for conducting surveys, geographical limitations for collecting data can be surpassed.

Designing surveys

A survey can include any number and type of questions and more complicated questions should appear only once users have agreed on them. Be careful that you should do not introduce bias when formulating questions by asking leading questions.


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This presentation was about the basic concepts of digital marketing. Moreover, we focus on the differences between digital and traditional marketing, as well as some types of data. In view of the reader to understand how digital marketing strategies can fail or succeed, we also present some key case studies to read.

Furthermore, we analyze the different key tools for market research with an emphasis on research methodology. Having in mind the above, the following units will focus on the “creation” part in which the student will get to know the technical aspects of digital marketing.

List of References

  • Lucy Alexander. What is Digital Marketing. Internet . Dec.04,2018, {10/02/2019}​
  • Kristen Herhold. How Businesses Use Digital Marketing in 2018. Internet: Jul.18,2017, {Feb.19/2019}​
  • Astrid Neumann. 11 Digital Marketing Tips to Differentiate your Hotel. Internet: . {Feb.13/2019}​
  • Damian Ryan. Understanding Digital Marketing. London. Kogan Page Ltd. 2014​
  • Ankit Soni. E-Guide: Introduction to Digital Marketing. Internet: Jun.09,2017, {Feb.18,2019}.​
  • Corporate Finance Institute. What is the AIDA Model in Marketing?. Internet: . {Feb.25/2019}​

Further Reading