Digital Marketing: Strategy, Implementation and practice

Cover......Page 1
Title Page......Page 4
Copyright Page......Page 5
Brief Contents......Page 6
Contents......Page 8
Preface......Page 14
About the authors......Page 25
Acknowledgements......Page 26
Part 1 Digital marketing fundamentals......Page 29
  Learning objectives / Questions for marketers / Links to other chapters......Page 31
  Introduction – how have digital technologies transformed marketing?......Page 33
   The Smart Insights interview: Nick Dutch, Head of Digital at Domino’s Pizza......Page 36
  Paid, owned and earned media......Page 38
  The growing range of digital marketing platforms......Page 39
  Applications of digital marketing......Page 43
  Benefits of digital marketing......Page 44
  Alternative digital business models......Page 47
  What is the difference between e-commerce and e-business?......Page 49
  Different forms of online presence......Page 51
  Challenges in developing and managing digital marketing strategy......Page 52
  A strategic framework for developing a digital marketing strategy......Page 54
  Introduction to digital marketing communications......Page 56
  The relationship between digital and traditional communications......Page 57
  Using digital media channels to support business objectives......Page 58
  The key types of digital media channels......Page 59
  Different types of social media marketing tools......Page 61
  Benefits of digital media......Page 64
  Key communications concepts for digital marketing......Page 70
   eBay thrives in the global marketplace......Page 73
   Self-assessment exercises......Page 76
  References......Page 77
  Weblinks......Page 79
  Learning objectives / Questions for marketers / Links to other chapters......Page 81
  Situation analysis for digital marketing......Page 83
   The Smart Insights interview: Michael Welch of Blackcircles.com......Page 84
  The digital marketing environment......Page 86
  Understanding customer journeys......Page 88
  Customer analysis......Page 95
  Implications for marketing planning: conversion models......Page 96
  Consumer choice and digital influence......Page 99
  Consumer transactions......Page 101
  Customer characteristics......Page 103
  The buying process......Page 106
  The shape and nature of online competitive markets......Page 115
  Competitor analysis and benchmarking......Page 118
  Suppliers......Page 120
  Online marketing intermediaries......Page 121
  New channel structures......Page 123
  Business models for e-commerce......Page 126
  Revenue models......Page 130
   Boo hoo – learning from the largest European dot-com failure......Page 135
  Summary......Page 138
   Examination questions......Page 139
  References......Page 140
  Weblinks......Page 143
  Learning objectives / Questions for marketers / Links to other chapters......Page 145
  Introduction......Page 147
   The Smart Insights interview: Fred Bassett of Blue Latitude......Page 148
  A short introduction to Internet technology......Page 150
  How does the Internet work?......Page 152
  Web page standards......Page 153
  Text information and data – XML (eXtensible Markup Language)......Page 154
  Audio and video standards......Page 155
  Web application frameworks and application servers......Page 156
  Digital security......Page 157
  Approaches to developing secure systems......Page 160
  SMS messaging and applications......Page 162
  Mobile apps......Page 163
  Wi-Fi......Page 164
  Emerging technologies......Page 165
  Assessing the marketing value of technology innovation......Page 166
  Market growth and employment......Page 169
  Economic disruption......Page 170
  Political forces......Page 171
  Taxation......Page 172
  Tax jurisdiction......Page 173
  Legal activities can be considered unethical......Page 174
   1 Data protection and privacy law......Page 175
   3 Brand and trademark protection......Page 186
   4 Intellectual property rights......Page 188
   5 Contract law......Page 189
   6 Online advertising law......Page 190
  Social exclusion......Page 191
  Environmental and green issues related to Internet usage......Page 192
   Zopa launches a new lending model......Page 194
   Self-assessment exercises......Page 196
  References......Page 197
  Weblinks......Page 199
Part 2 Digital marketing strategy development......Page 201
  Learning objectives / Questions for marketers / Links to other chapters......Page 203
  Digital marketing strategy as a channel marketing strategy......Page 205
  The scope of digital marketing strategy......Page 206
   The Smart Insights interview: Sajjad Bhojani of Dunelm......Page 209
  The need for an integrated digital marketing strategy......Page 211
  How to structure a digital marketing strategy......Page 213
  Situation analysis......Page 217
  Internal audit for digital marketing......Page 218
  Resource analysis......Page 219
  Stage models of the digital marketing capability......Page 220
  Intermediary analysis......Page 221
  Assessing opportunities and threats......Page 222
  Setting goals and objectives for digital marketing......Page 223
  The online revenue contribution......Page 227
  Setting SMART objectives......Page 230
  Frameworks for objective setting......Page 232
  Strategy formulation for digital marketing......Page 235
  Decision 1: Market and product development strategies......Page 237
  Decision 2: Business and revenue models strategies......Page 240
  Decision 3: Target marketing strategy......Page 242
  Decision 4: Positioning and differentiation strategy (including the marketing mix)......Page 247
  Decision 5: Customer engagement and social media strategy......Page 250
  Decision 6: Multichannel distribution strategy......Page 252
  Decision 7: Multichannel communications strategy......Page 255
  Decision 8: Online communications mix and budget......Page 258
  Decision 9: Organisational capabilities (7S framework) and governance......Page 259
  Assessing different Internet projects......Page 263
  The online lifecycle management grid......Page 265
   Tesco online development strategy supports global expansion......Page 266
   Self-assessment exercises......Page 269
  References......Page 270
  Weblinks......Page 273
  Learning objectives / Questions for marketers / Links to other chapters......Page 275
  What is the marketing mix?......Page 277
   The Smart Insights interview: Roberto Hortal......Page 279
  Product......Page 282
  1 Options for varying the core product......Page 283
  2 Options for offering digital products......Page 284
  3 Options for changing the extended product......Page 285
  4 Conducting research online......Page 286
  6 Velocity of new product diffusion......Page 287
  The long tail concept......Page 288
  Branding in a digital environment......Page 289
  Price......Page 294
  1 Increased price transparency......Page 296
  2 Downward pressure on price......Page 297
  3 New pricing approaches (including auctions)......Page 301
  4 Alternative pricing structure or policies......Page 303
  1 Place of purchase......Page 304
  2 New channel structures......Page 307
  3 Channel conflicts......Page 308
  4 Virtual organisations......Page 309
  Promotion......Page 311
  People, process and physical evidence......Page 312
  People......Page 313
  Physical evidence......Page 315
   Spotify streaming develops new revenue models......Page 317
   Examination questions......Page 320
  References......Page 321
  Weblinks......Page 324
  Learning objectives / Questions for marketers / Links to other chapters......Page 325
  Introduction......Page 327
  From e-CRM to social CRM......Page 329
  Structure of this chapter......Page 330
   The Smart Insights interview: Guy Stephens of IBM......Page 331
  Benefits of using e-CRM to support customer engagement......Page 335
  Customer lifecycle management......Page 338
  Permission marketing......Page 340
  ‘Right touching’ through developing online contact strategies......Page 346
  The ‘emotionally unsubscribed’ email list members......Page 347
  Personalisation and mass customisation......Page 349
  Determining what customers value......Page 351
  The relationship between satisfaction and loyalty......Page 352
  Measuring the voice of the customer in digital media......Page 354
  Differentiating customers by value and engagement......Page 355
  Lifetime value modelling......Page 358
  Recency–frequency–monetary value (RFM) analysis......Page 362
  The ‘Big Data’ concept......Page 366
  Applying virtual communities and social networks for CRM......Page 367
  Customer experience – the missing element required for customer loyalty......Page 370
   Dell gets closer to its customers through its social media strategy......Page 371
   Essay and discussion questions......Page 374
  References......Page 375
  Weblinks......Page 377
Part 3 Digital marketing: implementation and practice......Page 379
  Learning objectives / Questions for marketers / Links to other chapters......Page 381
  Creating effective digital experiences......Page 383
  Structure of the chapter......Page 386
   The Smart Insights interview: Ben Jesson and Karl Blanks of agency Conversion Rate Experts......Page 387
  Planning website design and redesign projects......Page 389
  Who should be involved in a website project?......Page 391
  Prototyping and agile software development......Page 393
  Domain name selection and registration......Page 397
  Uniform resource locators (URLs)......Page 398
  Website performance optimisation......Page 399
  The availability of the website......Page 400
  Business requirements......Page 401
  Usability requirements......Page 402
  Web accessibility requirements......Page 405
  Localisation......Page 406
  Reviewing competitors’ websites......Page 407
  Designing the information architecture......Page 408
  Card sorting......Page 409
  Wireframes......Page 410
  Landing pages......Page 413
  Designing the user experience......Page 415
  Elements of site design......Page 416
  Mobile design considerations and techniques......Page 418
  Site navigation schemes......Page 422
  Criteria for selecting a content management system......Page 427
  Testing the experience......Page 428
  Online retail merchandising......Page 429
  Service quality......Page 431
  Multichannel communications preferences......Page 434
  Empathy......Page 435
   Refining the online customer experience at i-to-i.com......Page 437
  Summary......Page 439
   Examination questions......Page 440
  References......Page 441
  Weblinks......Page 443
  Learning objectives / Questions for marketers / Links to other chapters......Page 445
  Introduction......Page 447
  The structure of this chapter......Page 448
   The Smart Insights interview: Mike O’Brien of the Jam Partnership......Page 449
  2 From monologue to dialogue to trialogue......Page 451
  3 From one-to-many to one-to-some and one-to-one......Page 452
  4 From one-to-many to many-to-many communications......Page 453
  6 The medium changes the nature of standard marketing communications tools such as advertising......Page 454
  9 Timing of campaign communications have additional ‘always-on’ and real-time marketing components......Page 455
  Terminology for measuring digital campaigns......Page 459
  Examples of digital campaign measures......Page 463
  Campaign response mechanisms......Page 465
  Step 2. Campaign insight......Page 468
  Customer insight for digital marketing campaigns......Page 469
  Step 3. Segmentation and targeting......Page 470
  Step 4. Offer, message development and creative......Page 474
  Focus on content marketing......Page 476
  1 Level of investment in digital media techniques in comparison to offline promotion......Page 478
  2 Selecting the right mix of digital media communications tools......Page 481
  3 Level of investment in digital assets......Page 487
  Planning integrated marketing communications......Page 490
  Key activities in media selection and planning......Page 491
   A short history of Facebook......Page 495
   Essay and discussion questions......Page 499
  References......Page 500
  Weblinks......Page 502
  Learning objectives / Questions for marketers / Links to other chapters......Page 503
  How is this chapter structured?......Page 505
   The Smart Insights interview: Kate Webb, online marketing manager at Vision Express......Page 507
  Search engine marketing......Page 511
  What is SEO?......Page 512
  Advantages and disadvantages of SEO......Page 515
  Best practice in planning and managing SEO......Page 516
  Paid search marketing......Page 522
  Advantages and disadvantages of paid search marketing......Page 525
  Best practice in planning and managing paid search marketing......Page 526
  What is online public relations (e-PR)?......Page 529
  Advantages and disadvantages of online public relations......Page 531
  Best practice in planning and managing online public relations......Page 533
  Affiliate marketing......Page 537
  Advantages and disadvantages of affiliate marketing......Page 538
  Best practice in planning and managing affiliate marketing......Page 539
  Online sponsorship......Page 540
  What is display advertising?......Page 542
  Advantages and disadvantages of display advertising......Page 543
  Best practice in planning and managing display ad campaigns......Page 546
  Opt-in email options for customer acquisition......Page 549
  Opt-in email options for prospect conversion and customer retention (house list)......Page 550
  Advantages and disadvantages of email marketing......Page 551
  Best practice in planning and managing email marketing......Page 552
  Social media and viral marketing......Page 555
  Viral marketing......Page 556
  Advantages and disadvantages of social media and viral marketing......Page 559
  Best practice in planning and managing viral marketing......Page 561
  Offline promotion techniques......Page 562
  Advantages and disadvantages of using offline communications to support e-commerce......Page 563
  Public relations......Page 564
  Word-of-mouth marketing......Page 565
   Innovation at Google......Page 566
  Summary......Page 568
   Examination questions......Page 570
  References......Page 571
  Weblinks......Page 573
  Learning objectives / Questions for marketers / Links to other chapters......Page 575
  Introduction......Page 577
   The Smart Insights interview: Avinash Kaushik, analytics evangelist at Google......Page 578
  Stage 1: Creating a performance management system......Page 580
  Stage 2: Defining the performance metrics framework......Page 582
  Stage 3: Tools and techniques for collecting metrics and summarising results......Page 587
  Customer experience and content management process......Page 600
  How often should content be updated?......Page 601
  Responsibilities for customer experience and site management......Page 602
  Who owns the process?......Page 603
  Who owns the content?......Page 604
  Who owns the format?......Page 606
  Who owns the technology?......Page 607
  Content management systems......Page 608
   Learning from Amazon’s culture of metrics......Page 609
  Summary......Page 614
   Examination questions......Page 615
  References......Page 616
  Weblinks......Page 617
  Learning objectives / Questions for marketers / Links to other chapters......Page 619
  Introduction......Page 621
  Who are the online customers?......Page 623
  The retail perspective: online retailing......Page 633
  Development of online retailing......Page 634
  Online retail formats and strategic approaches......Page 636
  Implications for e-retail marketing strategy......Page 639
   ASOS leads the way with social media and reinvents fashion retailing online......Page 641
  Summary......Page 644
   Essay and discussion questions......Page 645
  References......Page 646
  Learning objectives / Questions for marketers / Links to other chapters......Page 649
  Introduction......Page 651
  Types of B2B organisational marketing and trading environments......Page 652
  Using digital marketing to support customer acquisition in B2B marketing......Page 654
  Lead-generation and conversion optimisation for B2B marketing......Page 656
  Customer retention in B2B marketing......Page 657
  Options for online inter-organisational trading......Page 660
  B2B e-marketplaces......Page 662
  Drivers of adoption of e-marketplaces......Page 663
   Covisint – a typical history of a B2B marketplace?......Page 664
  How digital technologies can support B2B marketing......Page 666
  Analysing the factors which influence the degree of adoption of Internet technologies......Page 667
  Digital marketing strategies......Page 669
   B2B adoption of the Internet: Inspirational Cosmetics......Page 672
   Self-assessment exercises......Page 673
  References......Page 674
Glossary......Page 676
Index......Page 706