Digital Marketing

Front Cover
Half Title
Title Page
Copyright Page
Brief contents
Contents
Preface
About the authors
Acknowledgements
Part 1 Digital marketing fundamentals
	1 Introducing digital marketing
		Learning objectives and topics
		Introduction: how has digital marketing transformed marketing?
			How will this text help me?
			What is digital marketing?
			Paid, owned and earned media
			Context - the 7Ds of digital marketing
		Digital marketing goals and strategy
			Goals of digital marketing
			Direct-to-consumer communications and e-commerce
			Key challenges of digital communications
		Digital marketing insight 1.1
			Social commerce - how much do social networks influence purchase?
		Introduction to digital marketing strategy
			Key features of digital marketing strategy
		Business and revenue models
			Different forms of functionality of digital presence
		Challenges in developing and managing digital marketing strategy
			A strategic framework for developing a digital marketing strategy
		Digital marketing audiences and buyer behaviour
			Benefits of digital media
		Digital devices and digital platforms
			Digital platforms
		Digital media
			Introduction to digital marketing communications
			Key communications concepts for digital marketing
		Digital data
		Digital marketing technology
		Case study 1 Boo hoo: learning from Boo.com – the largest European dot.com failure and the success of Boohoo.com
		Summary
		Exercises
			Self-assessment exercises
			Exam and discussion questions
		References
		Weblinks
	2 Online marketplace analysis: micro-environment
		Learning objectives and topics
		Introduction to online marketplace analysis
			Customer journeys and the online marketplace
		Situation analysis for digital marketing
		The digital marketing environment
		Digital marketing insight 2.1
			Resources for analysing the online marketplace
		Customers: understanding how they interact with digital markets
			Customer analysis to understand the digital consumer
			Demand analysis and conversion marketing
			Implications for marketing planning: conversion models
		Digital marketing insight 2.2
			From share of search to share of searches – evaluating search marketing effectiveness
		Customer choice and digital influence
		Customer characteristics
			Social media and emotions
			Personas
			The buying process
		Competitor analysis
			The shape and nature of online competitive markets
			Competitor analysis and benchmarking techniques
		Suppliers, publishers, intermediaries and influencers
			Publishers
			Intermediaries
		New channel structures
		Digital business models
		Digital revenue models
			Digital publisher and intermediary revenue models
			Forecasting revenue for an online business
		Case study 2 Creating the beauty that moves the world
		Summary
		Exercises
			Self-assessment exercises
			Exam and discussion questions
		References
		Weblinks
	3 The digital macro-environment
		Learning objectives and topics
		Introduction to macro-environment forces
			The rate of environment change
		Technological forces
			A short introduction to digital technology
			URL strategy
			Web standards
			Selecting a martech stack for a business
			Cybersecurity, blockchain and digital currencies
			Emerging technologies
			Assessing the marketing value of technology innovation
		Digital marketing insight 3.1
			The main website security risks
		Legal forces
			Legal activities can be considered unethical
			1 Data protection and privacy law
			2 Disability and discrimination law
			3 Brand and trademark protection
			4 Intellectual property rights
			5 Contract and distance-selling law
			6 Online advertising law
		Digital marketing insight 3.2
			Understanding cookies and the cookieless future
		Social forces
			Social exclusion
			Digital minimalism and digital addiction
		Digital marketing insight 3.3
			Digital minimalism and digital addiction
		Economic forces
			Market growth and employment
			Economic disruption and the COVID-19 pandemic
		Political forces
			Political action and control
			Internet governance
			Taxation
			Tax jurisdiction
		Case study 3 Social media and the changing face of celebrity influencers
		Summary
		Exercises
			Self-assessment exercises
			Exam and discussion questions
		References
		Weblinks
Part 2 Digital marketing strategy development
	4 Digital marketing strategy
		Learning objectives and topics
		Introduction
		What is a digital marketing strategy?
			Digital marketing strategy as a channel marketing strategy
			Which digital marketing activities should have focus?
		Why are a digital marketing strategy and digital transformation needed?
			Challenges of managing digital marketing
		Digital marketing insight 4.1
			Is a digital marketing strategy needed in the post-digital world?
		How to structure a digital marketing strategy
		Situation analysis
			Internal audits of digital marketing
			Customer research
		Digital marketing insight 4.2
			Consumer profiles: segmenting digital audiences
		Resource analysis
		Competitor analysis
			Intermediary analysis
			Assessing opportunities and threats
		Setting goals and objectives for digital marketing
			The online revenue contribution
			Setting SMART objectives
			Frameworks for objective setting
		Strategy formulation for digital marketing
			Decision 1: Market and product development strategies
			Decision 2: Business and revenue models strategies
			Decision 3: Target marketing strategy
			Decision 4: Positioning and differentiation strategy (including the marketing mix)
			Decision 5: Customer engagement and social media strategy
			Decision 6: Multichannel distribution strategy
			Decision 7: Multichannel communications strategy
			Decision 8: Online communications mix and budget
		Digital marketing insight 4.3
			Retail digital channels and mixed-mode buying
		Organisational issues of strategy implementation
		Assessing different digital initiatives including marketing technology
			The online lifecycle management grid
		Case study 4 ASOS shifts the focus of high-street retailing to enhance the customer experience
		Summary
		Exercises
			Self-assessment exercises
			Exam and discussion questions
		References
		Weblinks
	5 Digital branding and the marketing mix
		Learning objectives and topics
		Introduction
		What is the marketing mix?
		Digital branding
			Success factors for online branding: brand advocacy
			Success factors for online branding: brand identity
			Success factors for online branding: brand names for online brands
		Product in a digital marketing context
			1 Options for varying the core product (online)
			2 Options for offering digital products
			3 Options for changing the extended product
			4 Conducting research online
			5 Speed of new product development
			6 Speed of new product diffusion
		Digital marketing insight 5.1
			Zoom freemium products
		Price in a digital marketing context
			1 Increased price transparency
			2 Price uncertainty
			3 Innovative pricing approaches
			4 Alternative pricing structure or policies
		Digital marketing insight 5.2
			Beauty Pie has created a luxury brand at discount prices
		Place, channels and distribution in a digital marketing context
			1 Place of purchase
			2 New channel structures
			3 Channel conflicts
			4 Virtual organisations
		Promotion and social media in a digital marketing context
		People, process and physical evidence in a digital marketing context
			People
			Process
			Physical evidence
		Case study 5 Spotify streaming develops new revenue models
		Summary
		Exercises
			Self-assessment questions
			Exam and discussion questions
		References
		Weblinks
	6 Data-driven relationship marketing using digital platforms
		Learning objectives and topics
		Introduction
		Concepts of data-driven customer relationship marketing
			The challenge of customer engagement
			Benefits of using marketing automation to support customer engagement
		Digital marketing insight 6.1
			The goals of marketing orchestration
		Customer lifecycle management strategy
			Permission marketing
			Profiling leads with lead scoring and lead grading
			Defining contact strategies
		Data-driven marketing techniques
			Personalisation and mass customisation
		Applying artificial intelligence and Big Data to support data-driven marketing
			Artificial intelligence for marketing
		Using data analysis and targeting techniques to increase customer loyalty and value
			Determining what customers value
			The relationship between satisfaction and loyalty
			Measuring the voice of the customer in digital media
			Using measures to differentiate customers by value and engagement
			Lifetime value modelling
			Product recommendations and propensity modelling
		Using social media to improve customer loyalty and advocacy
			What is social media marketing and why is it important?
			What are the main social media platforms?
			Social media activities requiring management
		Case study 6 Buffer: from idea to paying business customers in seven weeks
		Summary
		Exercises
			Self-assessment exercises
			Exam and discussion questions
		References
		Weblinks
Part 3 Digital marketing: implementation and practice
	7 Delivering the digital customer experience
		Learning objectives and topics
		Introduction
			Structure of this chapter
			Creating effective digital experiences
		Planning website, app design and redesign projects
			Who should be involved in a digital experience project?
			Prototyping
			Agile software development
		Digital marketing insight 7.1
			Success factors for delivery
		Initiation of a digital experience project
			Domain name registration
			Selecting a hosting provider
			Website performance optimisation
			The availability of the website
		Defining site or app requirements
			Business requirements
			Usability requirements
			Digital accessibility requirements
			Personalisation
			Localisation and cultural customisation
			Reviewing competitors' websites
		Designing the information architecture
			Card sorting
			Blueprints
			Wireframes
			Landing pages
		Designing the user experience
			Elements of digital experience design
			Site navigation schemes
		Mobile design requirements and techniques
			A. Responsive web design (RWD)
			B. Adaptive design
			C. Accelerated Mobile Pages (AMP)
			D. Progressive web apps (PWAs)
			E. Native mobile apps
		The Internet of Things
		Virtual reality and augmented reality
			Content design and auditing
			Managing and testing content
		Online retail merchandising
		Evaluating the impact of service quality on e-loyalty
			Tangibles
			Reliability and responsiveness
			Assurance
			Empathy
			Multichannel customer service preferences
			The relationship between service quality, customer satisfaction and loyalty
		Case study 7 Refining the online customer experience at i-to-i.com
		Summary
		Exercises
			Self-assessment exercises
			Exam and discussion questions
		References
		Weblinks
	8 Campaign planning for digital media
		Learning objectives and topics
		Introduction
			The structure of this chapter
		The characteristics of digital media
			1 From push to pull
			2 Interactive dialogues
			3 From one-to-many to one-to-some and one-to-one
			4 From one-to-many to many-to-many communications
			5 From 'lean-back' to 'lean-forward'
			6 The medium changes the nature of standard marketing communications tools such as advertising
			7 Increase in communications intermediaries
			8 Integration
		9 Timing of campaign communications has additional 'always-on' and real-time marketing components
		Digital marketing insight 8.1
			#OpenYourWorld shares individual's views
		Step 1. Goal setting and tracking for interactive marketing communications
			Terminology for measuring digital media
			Examples of digital campaign measures
			Campaign response mechanisms
			Online response mechanism
		Digital marketing insight 8.2
			What's in a hashtag - #!?
		Step 2. Campaign insight
			Customer insight for digital marketing campaigns
		Step 3. Segmentation and targeting
		Step 4. Big idea, offer, message development and creative
			Which factors affect campaign effectiveness?
			Content marketing
		Step 5. Budgeting and selecting the digital media mix
			1 Level of investment in digital media techniques in comparison to offline promotion
			2 Selecting the right mix of digital media communications tools
			3 Level of investment in digital assets
		Digital marketing insight 8.3
			Campaign tracking in Google Analytics
		Step 6. Integration into overall media schedule or plan
			Key activities in media selection and planning
		Case study 8 Global Action Plan: campaigning for a better world
		Summary
		Exercises
			Self-assessment exercises
			Exam and discussion questions
		References
		Weblinks
	9 Marketing communications using digital media channels
		Learning objectives and topics
		Introduction
			How is this chapter structured?
		Digital marketing insight 9.1
			How balanced is your referrer mix?
		Search engine marketing
			What is SEO?
			Advantages and disadvantages of SEO
			Best practice in planning and managing SEO
			Paid search marketing
			Advantages and disadvantages of paid search marketing
			Best practice in planning and managing paid search marketing
		Digital marketing insight 9.2
			Is SEO a zoo of Pandas and Penguins?
		Digital marketing insight 9.3
			Reviewing the links into a site
		Digital public relations and influencer relationship management
			What is digital or online public relations?
			Advantages and disadvantages of online public relations
			Best practice for online public relations and IRM
		Digital partnerships including affiliate marketing
			Affiliate marketing
			Advantages and disadvantages of affiliate marketing
			Best practice in planning and managing affiliate marketing
			Online sponsorship
		Digital display advertising
			What is digital display advertising?
			Advantages and disadvantages of display advertising
			Best practice in planning and managing display ad campaigns
		Digital messaging including email marketing and mobile messaging
			What is email marketing?
			Opt-in email options for customer acquisition
			Opt-in email options for prospect conversion and customer retention (house list)
			Advantages and disadvantages of email marketing
			Best practice in planning and managing email marketing
			Mobile text messaging and mobile push notifications
		Digital marketing insight 9.4
			SEAT combines email with display advertising to increase awareness
		Social media and viral marketing
			Viral marketing
			Advantages and disadvantages of social media and viral marketing
			Best practice in planning and managing viral marketing
		Digital marketing insight 9.5
			Is social media 'mostly a waste of time' and an 'infantile delusion'?
		Offline promotion techniques
			Advantages and disadvantages of using offline communications to support e-commerce
			Incidental and specific advertising of the online presence
		Case study 9 Smart Insights: how content strategy fuels inbound marketing to grow an online B2B service
		Summary
		Exercises
			Self-assessment exercises
			Exam and discussion questions
		References
		Weblinks
	10 Evaluation and improvement of digital channel performance
		Learning objectives and topics
		Introduction
		Performance management for digital channels
			Creating a performance management process
			Defining the performance metrics framework
			Tools and techniques for collecting insight, running processes and summarising results
		Using Google Analytics to evaluate and improve
			How is Google Analytics data recorded?
			Applying Google Analytics reports and measures
		Digital marketing insight 10.1
			Focus on measuring social media marketing
		Marketing research using the internet and digital media
			Questionnaires and surveys
			Focus groups
			Mystery shoppers
		Content management process
			How often should content be updated?
		Responsibilities for customer experience and site management
			Who owns the process?
			Who owns the content?
			Who owns the format?
			Who owns the technology?
		Case study 10 Learning from Amazon's culture of metrics
		Summary
		Exercises
			Self-assessment exercises
			Exam and discussion questions
		References
		Weblinks
Glossary
Index
Publisher's Acknowledgements
Back Cover