Links to other chapters 176 Introduction 178 Digital marketing strategy as a channel marketing strategy 178 The scope of digital marketing strategy 179 Digital marketing in practice. Evaluating Opportunities and Threats 195 Setting Goals and Objectives for Digital Marketing 196 The Online Income Contribution 200.
Digital marketing
What are the techniques businesses need to master to effectively use digital marketing. The growing adoption of digital marketing also means a significant change program that needs to be managed.
Introducing digital marketing
The purpose of this text is to provide you with a comprehensive guide to the concepts, techniques and best practices to support all the digital marketing processes shown in Figure P.1. The practical knowledge developed by reviewing these concepts and best practices is intended to enable graduates entering the employment and marketing professions to seize the opportunities of digital marketing while minimizing the risks.
Online marketplace analysis: micro-environment
The online macro-environment
Digital marketing strategy
The impact of digital media and technology on the marketing mix
Relationship marketing using digital platforms
Delivering the online customer experience
Campaign planning for digital media
Marketing communications using digital media channels
Evaluation and improvement of digital channel performance
Business-to-consumer digital marketing practice
Business-to-business digital marketing practice
The text is divided into three parts, each covering a different aspect of how organizations use the Internet for marketing to help them achieve competitive advantage.
Digital marketing fundamentals (Chapters 1–3)
It describes the type of situational analysis needed to support digital strategy by examining how customers, competitors and intermediaries and the interactions between them can be evaluated.
Digital marketing strategy development (Chapters 4–6)
Digital marketing: implementation and practice (Chapters 7–11)
STRATEGY
Students
Practitioners
What does the text offer to lecturers teaching these courses?
Lecturers will find that the text has a good range of case studies, activities and exercises to support their teaching. Web site links are provided in the text and at the end of each chapter to provide important sources of information on specific topics.
At the start of each chapter
A number of features have been incorporated into this text to help the reader get the most out of it. The functions are described in the order you find them in each chapter.
In each chapter
Each feature is designed to aid understanding, reinforce learning, and help readers find information easily, especially when completing assignments and preparing for exams.
At the end of each chapter
Where appropriate, brief commentary is provided on recommended further reading on the main topics of the chapters. Web Links: These are important Web sites that provide additional information on chapter concepts and topics.
At the end of the text
This list does not repeat all the website references mentioned in the chapter, for example company pages.
Support material
Dave Chaffey BSc, PhD, FCIM, MIDM
Fiona Ellis-Chadwick PhD, BSc, PGCE
All rights reserved; Screenshot 5.8 from www .google.co.uk Google and the Google logo are registered trademarks of Google Inc., used with permission; Screenshot 5.11 from www.spotify.com, Spotify AB, Spotify does not control the rights to the photograph of the women in the screenshot; Screenshot 6.1 from http://. Case Study 9.1 from www.buzzparadise.com/case-studies/pr-2-0-event-for-renault-le-web-2010/, Buzz Paradise;.
2 Online marketplace analysis: micro-environment 54
3 The online macro-environment 118
Chapter at a glance
Main topics
Case studies
Links to other chapters
Take control
Like many small to medium-sized enterprises (SMEs), Tatu Couture employed a web designer to create their website, but was unfamiliar with some of the standard tools that could help them find success. To help Tatu Couture access Google Webmaster Tools to access information about the health of their website.
Make the most of your contacts
Promote (for free when possible!)
Search engine optimisation
- Defining the online opportunity
- Selecting the strategic approach
- Delivering results online
In addition to different social networking sites like this one, social networks can also be integrated into other site types. Social media marketing is an important category of digital marketing that involves encouraging customer communication on a company's own website, or social presence such as Facebook or Twitter or in specialist publisher websites, blogs and forums.
Web 3.0
The main types of services that have evolved as part of Web 2.0 and still support website-social media interaction are: free-to-use, ad-hosted web services, or interactive applications for different media formats, such as Flickr for images ; YouTube for video; Bing or Google Maps; blogging services like Wordpress. Since the concept of Web 2.0 has been widely used, it is natural that commentators would try to develop it into the concept of Web 3.0, although the term has not been widely used to date.
Web 1.0
Increased incorporation of syndicated content and services from other sites or a network into a website (using tools such as Yahoo! Pipes and XML exchange between widgets). Increased use of streaming video from existing TV providers and user-generated content (as suggested by use of YouTube and IPTV services such as Joost).
PC Era
To highlight differences in marketing communications introduced by using the Internet as a channel and the need to integrate these communications with existing channels. A big reason for the growth of Travel Republic is that it has benefited from the 'pull' effect of web communication. Google AdWords also offers day-splitting, where ads can be displayed at different times of the day.
To conclude this chapter, read Case Study 1 for background information on the success factors that helped build one of the largest online brands. This shows how established pureplays have continued to grow with the global adoption of the Internet. This summary and many others in the text are based on the company's SEC filings.
Question
1 Digital marketing refers to the use of digital technology platforms, combined with traditional media, to achieve marketing objectives. Digital marketing involves the use of paid, owned and earned digital media channels and the use of other technologies, such as customer relationship management (e-CRM) databases. 2 A customer-centric approach to digital marketing considers the needs of a range of customers using techniques such as persona and customer scenarios (Chapter 2) to understand customer needs in a multi-channel buying process.
8 Digital marketing can support the full range of marketing functions and can help reduce costs, facilitate communication within and between organizations, and improve customer service. 3 A digital marketing manager should strive to control and adapt all the main methods by which consumers can visit a company's website. 4 Imagine explaining the difference between digital marketing and e-commerce to a marketing manager.
Leading portals and blogs covering digital marketing developments
Evaluate techniques for assessing the importance of different actors in the microenvironment: customers, intermediaries, suppliers and competitors as part of the development of a digital marketing strategy. How relevant is the behavior of the actors in the microenvironment for the future of our company. Another important part of the situation analysis involves an inward-looking, internal assessment of the effectiveness of existing digital marketing approaches.
Online market analysis helps define the nature of the competitive market or click ecosystem. Making sense of the amount of data available can be a huge challenge for any online marketer. Typically, companies use various tools to analyze the online market and customer behavior as they access different websites as part of their customer journey.
Customer characteristics
Also notable is the importance of website quality and especially its role in propensity to recommend – a Lexus customer can immediately recommend a website to a friend or colleague. Reprinted with permission from Macmillan Publishers Ltd: Interactive Marketing copyright 2005, published by Palgrave Macmillan. The new name of this journal is Journal of Direct Data and Digital Marketing Practice). Most newspapers – e.g. The Times, Guardian, The Telegraph - and magazine publishers and Emap (www.greatmagazines.co.uk) now offer online versions of their publications.
He chose Alibaba as the name as it was easy to spell and associated with 'Open Sesame', the command used by Ali Baba to open doors to hidden treasures in One Thousand and One Nights. The longer visitors stay on a site (its 'stickiness'), the more page views will accumulate, giving more opportunities for advertising revenue. Today it seems incredible that investors were confident enough to invest $130 million in the company and at. the peak, the company was valued at $390 million.
Questions
2005) Customer Satisfaction in a Retail Context: Investigating Delightful and Terrible Shopping Experiences, Journal of Business Research. Segmenting Internet shoppers based on their lifestyles related to Internet use: a cross-cultural validation, Journal of Business Research. A critical review of online consumer behavior: empirical research, Journal of Electronic Commerce in Organizations.
Doherty, N.F and Ellis-Chadwick, F.E (2010) Online retailing: past present and future, International Journal of Retail and Distribution Management. Online customer experience: a business-to-consumer online shopping context review, International Journal of Management Reviews. A continuing role for mediating players in the electronic marketplace, Journal of Computer Mediated Communication, 1(3).
Sources for Internet adoption statistics
Social forces: cultural diversity among digital communities, influencing the use of the Internet and the services businesses provide online. Therefore, digital marketers must be aware of the forces that are important in the context of their own trading environment so that they can aim to ensure the competitiveness of the business. The recent dramatic growth in the use of the Internet has occurred as a result of the development of the World Wide Web.
A network within an individual company that provides access to company information using familiar Internet tools such as e-mail and web browsers. Choose two of the top ten security risks listed above and find an example that has been reported in the news, e.g. Make a list of the threats that the security risk poses to the company in your cases, e.g.
It is not enough to send an email with a simple unsubscribe from the 'marketing team' or The cruise market is one of the fastest and most consistently growing sectors of the travel industry.
Social exclusion
A very important shift in demographic trends is that for the first time in the history of the world, more than 50 percent of the population lives in an urban environment. 6 Social forces include differences in Internet usage, while ethical issues include the need to protect consumer privacy and security of details. 1 Summarize the key elements of the macro environment that an e-commerce manager should review.
5 How do governments attempt to control the adoption of the Internet and to what extent does this impact on the democracy of information. Funds and publishes original research of academic quality that examines the impact of the Internet on society. Smart Insights Digital Marketing Statistics Sources ( www.smartinsights.com/digital-marketing-statistics ) A compilation of the top ten statistics sources and a custom search engine to search them.
New digital law developments
Dan Bosomworth Blog Post, 12 Jan 2014, w w w.smar tinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/. The Legal Implications of Online Business, Financial Times Executive Briefings. The Oxford Internet Institute's research and statistics are designed to provide detailed insights into the impact of the internet on UK society, including the 'uninternet'. Dark Patterns (http://darkpatterns.org/journey_map) Dark patterns are digital marketing approaches that are ethically questionable.
Country-specific privacy laws
