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The Purpose, objectives, and system of digital marketing

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Lesson Goals

By the end of this practical session, students will be able to:

  • Explain the purpose of digital marketing;
  • Identify key objectives used by businesses;
  • Describe the digital marketing system and its components;
  • Apply knowledge through games, tasks, and case studies

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Warm-Up Activity (Icebreaker – 10 minutes)

Activity: “Your last online purchase”

  • What was the last product you bought online ?
  • Where did you see the advertisement?
  • What convinced you to buy it?

👉 Discuss how digital marketing influenced their decision.

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Interactive game

“Build a digital strategy” (group activity)

Instructions: Be divided students into small groups (3–5 people), given each group a fictional company:

1) online clothing store 2) local restaurant

3) mobile app startup 4) travel agency

Each group must create:

- purpose of their digital marketing;

- 3 main objectives;

- channels they will use;

- one campaign idea;

Time: 15 minutes�📢 Groups present their strategy (3 minutes each)

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Objective

KPI Options

Brand awareness

Website traffic

Sales growth

Conversion rate

Engagement

Likes, comments

Customer loyalty

Repeat purchases

Practical task

Task: Match the objective

Match each objective with the correct KPI:

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Case study 1: Nike — purpose-driven digital marketing

Background:�Nike’s digital marketing strategy focuses on inspiring and engaging customers through storytelling and community building rather than just promoting products.

Purpose:�To strengthen brand loyalty and position Nike as a lifestyle and performance brand.

Objectives:

1. Increase customer engagement across digital platforms. 2. Drive online sales through personalized experiences. 3. Build a global digital community of athletes

Digital Marketing System Used:

1. Social media campaigns (Instagram, YouTube, TikTok). 2. Nike Training Club and Nike Run Club apps. 3. Influencer and athlete partnerships. 4. Data-driven personalization

Results:�Nike achieved significant growth in direct-to-consumer online sales and built one of the most engaged digital brand communities worldwide.

Key Insight:�A clear brand purpose combined with an integrated digital ecosystem increases both engagement and revenue.

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Case study 2: Starbucks — customer-centric digital ecosystem

Background:�Starbucks transformed its marketing by integrating mobile technology with loyalty programs.

Purpose:�To enhance customer convenience and create a seamless omnichannel experience.

Objectives: increase customer retention; encourage repeat purchases; collect customer data for personalized marketing

Digital Marketing System Used:

1. Starbucks mobile app with ordering and payment. 2. Loyalty program integration. 3. Email and push notification campaigns. 4. Location-based promotions

Results:�The mobile app became one of the most successful loyalty platforms globally, contributing a large share of total sales.

Key Insight:�Digital marketing systems that integrate data, loyalty, and convenience significantly improve customer lifetime value.

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Case study 3: Airbnb — platform-based digital growth

Background:�Airbnb relies almost entirely on digital marketing to connect hosts and travelers globally.

Purpose:�To build trust and expand its global user base through digital channels.

Objectives: increase platform users (hosts and guests); improve brand credibility; drive bookings through targeted campaigns

Digital Marketing System Used:

1. SEO and content marketing (travel guides, storytelling). 2. User-generated content and reviews. 3. Performance advertising (Google, social media). 4. AI-based recommendation algorithms

Results:�Airbnb scaled rapidly worldwide and became a leading travel platform without traditional advertising reliance.

Key Insight:�A strong digital platform combined with content and trust mechanisms can drive exponential growth.

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