Summary: Chapter 1

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• 1 1 Digital Marketing

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• What topics are covered in the first chapter of Marjolein Visser's book on Digital Marketing?

  The first chapter includes:
  

  1. Definition of Digital Marketing
  2. Comparison with traditional marketing
  3. Digital Marketing and the marketing mix
  4. Its relation to business processes
  5. Development of Digital Marketing
  6. Basic models for Digital Marketing communication

• What will readers be able to do after reading the first chapter?

  After reading this chapter, you will be able to:
  

  1. Explain Digital Marketing
  2. Identify traditional vs Digital Marketing differences
  3. Name ‘the seven types of websites’
  4. Relate the Four Ps and Four Cs
  5. Describe five core Digital Marketing processes
  6. Illustrate the Digital Marketing funnel with the RAIA model

• How is marketing defined according to Kotler and Armstrong (2019)?

  Marketing is a process that involves:
  

  • Creating value for customers
  • Building strong customer relationships
  • Capturing value from customers in return

• What does Peter Drucker (1973) say is the aim of marketing?

  The purpose of marketing is to:
  

  • Know and understand the customer thoroughly
  • Ensure the product or service fits the customer
  • Facilitate sales with minimal effort

• How does Kotler describe Digital Marketing?

  Digital Marketing is characterized as:
  

  • A sub-process of marketing
  • A way to create value and products
  • An exchange method using the internet

• What is the difference between Digital Marketing and ecommerce?

  Key distinctions include:
  

  • Ecommerce involves selling products or services online
  • Digital Marketing encompasses communication with customers
  • Not all Digital Marketing involves ecommerce transactions

• How is ebusiness defined in relation to Digital Marketing?

  Ebusiness is seen as:
  

  • A broader approach than Digital Marketing
  • Involving all processes of a business
  • Not limited to market interactions, covers internal structures

• What does ebusiness encompass in comparison to Digital Marketing?

  Ebusiness includes digital processes throughout the entire organisation. It is broader than Digital Marketing as it encompasses all functions and processes, not just marketing.

• How does Digital Marketing compare in efficiency to traditional marketing?

  Digital Marketing can be more efficient due to:
  

  1. Sharing large quantities of information at low cost
  2. More purposeful assignment of the marketing budget
  3. Easier measurement of marketing effects

• What shift has the internet caused in marketing approaches?

  The internet has accelerated the move from:
  

  1. Mass marketing to
  2. Individual One-to-one marketing

  The goal is to tailor marketing efforts to the individual customer.