University of Information Technology Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Chapter 1
Introducing digital marketing
University of Information Technology Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Learning objectives
1. Overview of digital marketing
2. Evaluate the advantages and challenges of
digital media
3. Identify the key differences between customer
communications for digital marketing and
traditional marketing
4. Examples of digital marketing types
University of Information Technology Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Questions for marketers
1. What are the options for digital marketing to
grow our business?
2. What are the key benefits and challenges of
digital marketing?
3. What differences do the digital media introduce
compared to existing marketing communications
models?
University of Information Technology Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
1. Overview of digital marketing
University of Information Technology Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Digital transformation in 2030
Source: YouTube (Link: https://www.youtube.com/watch?v=APhSAIeqLkQ).