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C H A P T E R 1
Introducing digital marketing
One sentence overview
An introduction to digital marketing and the book structure.
Three parts:
1) Digital marketing fundamentals
2) Digital marketing strategy development
3) Digital marketing: implementation and practice.
This structure offers a logical sequence, which follows the stages in strategy development
Notes on using slides for the first chapter in lectures
The key topics covered in this chapter are:
• How digital marketing has transformed marketing
• What are digital and multichannel marketing
• Introduction to digital marketing strategy
• Introduction to digital marketing communications
Case Study: eBay thrives in the global market place
The purpose of the chapter is to provide a ‘big picture’ view of the digital marketing and related
topics.
By the end of the chapter, students should be able to:
• explain how digital marketing is transforming the marketing landscape
• show understanding of the customer lifecycle
• describe the different types of digital media channels available to digital marketers
• explain the digital marketing landscape
• identify different types of generic transaction alternatives between consumers, business and
organisations
• distinguish between the buy and sell side of e-commerce
• outline the framework for developing a digital strategy
Slides 1.1 to 1.20 provide a narrative for the chapter and contain the key graphics.
Chaffey and Ellis-Chadwick, Digital Marketing, 7e, Instructor’s Manual
6
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