Digital marketing: strategy, implementation and practice
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Harlow [u.a.]
Pearson
2012
|
| Ausgabe: | 5. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025193239&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Früher u.d.T.: Chaffey, Dave: Internet marketing |
| Umfang: | XXIX, 698 S. Ill., graph. Darst. |
| ISBN: | 9780273746102 |
Internformat
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Datensatz im Suchindex
| _version_ | 1819377296791830528 |
|---|---|
| adam_text | Titel: Digital marketing
Autor: Chaffey, Dave
Jahr: 2012
Contents
Preface xiii Summary 48
Guided tour xxiv Exercises 48
About the authors xxvi Self-assessment exercises 48
Acknowledgements xxvii Essay and discussion questions 49
Examination questions 49
References 49
Part 1 Digital marketing Further reading 49
fundamentals 3 weMnks 51
1 Introducing digital marketing 4 2 Online marketplace analysis:
micro-environment 52
Learning objectives I Questions for marketers I
Links to other chapters 5 Learning objectives I Questions for marketers I
Introduction - how have digital technologies Links to other chapters 53
transformed marketing? 6 Introduction 54
Digital marketing in practice 6 Digitial marketing in practice 54
The Smart Insights interview: Richard Dennys, The Smart Insights interview: Michael Welch of
Marketing Director of Qype UK 8 Blackcircles.com 54
Definitions - what are digital marketing and The digital marketing environment 56
multichannel marketing? 10 Environmental scanning and online marketplace
Owned, earned and paid media 11 analysis 57
The growing range of digital marketing platforms 12 Customer analysis 63
Introduction to digital marketing strategy 14 Demand analysis and implications for marketing planning 64
Key features of digital marketing strategy 14 Implications for marketing planning: conversion models 65
Applications of digital marketing 14 Evaluating demand levels 68
Benefits of digital marketing 15 Access to digital platforms 68
Alternative digital business models 18 Consumer choice and digital influence 70
What is the difference between e-commerce Consumer transactions 73
and e-business? 20 Business access and digital influence 74
Different forms of online presence 21 Online consumer behaviour and implications for
Challenges in developing and managing digital marketing marketing 76
strategy 23 Other approaches for reviewing customer characteristics 80
A strategic framework for developing digital marketing Competitors 91
strategy 24 The shape and nature of online competitive markets 91
Introduction to digital marketing communications 26 Competitor analysis and benchmarking 94
The relationship between digital and traditional Suppliers 96
communications 27 Online marketing intermediaries 96
Using digital media channels to support business Portals 99
objectives 28 New channel structures 100
The key types of digital media channels 29 Location of trading 103
Different types of social media marketing tools 31 Commercial arrangement for transactions 104
Benefits of digital media 35 Business models for e-commerce 105
Key challenges of digital communications 43 Revenue models 108
Key communications concepts for digital marketing 43 Case study 2 111
Case study 1 45 Boo hoo - learning from the largest European
eBay thrives in the global marketplace 45 dot-com failure 111
Part 2 Digital strategy
development 187
Summary 114 2 Disability and discrimination law 171
Exercises 115 3 Brand and trademark protection 171
Self-assessment exercises 115 4 Intellectual property rights 173
Essay and discussion questions 115 5 Contract law 173
Examination questions 115 6 Online advertising law 174
References 116 Social forces 175
Further reading 119 Social exclusion 175
Weblinks 119 Cultural forces 176
Environmental and green issues related to Internet
3 The Internet macro-environment 122 usage 176
Learning objectives I Questions for marketers I Case study 3 178
Links to other chapters 123 Zopa launches a new lending model 178
Introduction 124 Summary 180
Digital marketing in practice Self-assessment exercises 181
The Smart Insights interview: Fred Bassett of Essay and discussion questions 181
Blue Latitude 125 Examination questions 181
The rate of environment change 126 References 181
Technological forces 129 Weblinks 183
A short introduction to Internet technology 129
URL strategy 130
How does the Internet work? 132
Infrastructure components of the Internet 132
Web page standards 133
Text information -HMTL (Hypertext Markup Language) 133 4 Digital marketing Strategy 188
Text information and data - XML (extensible Markup Learning objectives I Questions for marketers I
Language) 133 Links to other chapters 189
Graphical images (GIF, JPEG and PNG files) 134 Introduction 190
Animated graphical information (Flash and plugins) 134 Digital marketing strategy as a channel marketing
Audio and video standards 134 strategy 190
From the Internet to intranets and extranets and beyond 135 The scope of digital marketing strategy 191
Web application frameworks and application servers 135 Digital marketing in practice
Digital security 137 The Smart Insights interview: Lisa Woods, Marketing
Approaches to developing secure systems 139 Manager, HSBC International 193
Technology convergence 142 An integrated digital marketing strategy 196
SMS messaging 142 A generic strategic approach 198
Mobile apps 144 Situation analysis 202
QR codes 146 Internal audit or analysis 203
Wi-Fi 146 Customer research 204
Bluetooth wireless applications 146 Resource analysis 204
Emerging technologies 147 Stage models of the digital marketing capability 205
Assessing the marketing value of technology innovation 147 Competitor analysis 208
Economic forces 151 Intermediary analysis 208
Market growth and employment 151 Assessing opportunities and threats 208
International market growth and emerging economies 153 Strategic goal setting 209
Economic disruption 153 The online revenue contribution 212
Political forces 155 Setting SMART objectives 214
Political control and democracy 157 Frameworks for objective setting 215
Internet governance 157 Strategy formulation 218
Taxation 158 Decision 1: Market and product development strategies 220
Tax jurisdiction 15g Decision 2: Business and revenue models strategies 223
Legal forces 159 Decision 3: Target marketing strategy 225
Legal activities can be considered unethical 160 Decision 4: Positioning and differentiation strategy
1 Data protection and privacy law 160 (including the marketing mix) 230
Decision 5: Customer engagement and social The new Napster changes the music
media strategy 234 marketing mix 301
Decision 6: Multichannel distribution strategy 235 Summary 304
Decision 7: Multichannel communications strategy 238 Exercises 304
Decision 8: Online communications mix and budget 241 Self-assessment exercises 304
Decision 9: Organisational capabilities (7 S framework) Essay and discussion questions 304
and governance 242 Examination questions 305
Strategy implementation 246 References 305
Assessing different Internet projects 246 Further reading 307
The online lifecycle management grid 247 Weblinks 308
Case study 4
Tesco online development strategy supports global 6 Relationship marketing using digital
expansion 249 platforms 310
Summary 251 Learning objectives I Questions for marketers I
Exercises 252 Links to other chapters 310
Self-assessment exercises 252 introduction 312
Essay and discussion questions 252 From e-CRM to social CRM 314
Examination questions 252 Structure of this chapter 315
References 252 Digital marketing in practice
Weblinks 254 jhe Smart Insights interview: Guy Stephens
ofFoviance 315
5 The Internet and the marketing mix 256 The cha|lenge of customer engagement 319
Learning objectives I Questions for marketers I Benefits of using e-CRM to support customer
Links to other chapters 257 engagement 320
Introduction 258 Marketing applications of e-CRM 322
Digital marketing in practice CRM technologies and data 323
The Smart Insights interview: Robert Hortal 260 Customer lifecycle management 323
Product 264 Permission marketing 325
1 Options for varying the core product 264 Right touching through developing online contact
2 Options for offering digital products 266 strategies 331
3 Options for changing the extended product 267 The emotionally unsubscribed e-mail list members 333
4 Conducting research online 268 Personalisation and mass customisation 334
5 Velocity of new product development 269 Using digital media to increase customer loyalty
6 Velocity of new product diffusion 269 and value 335
The long tail concept 271 Determining what customers value 335
Branding in a digital environment 272 The relationship between satisfaction and loyalty 336
The importance of brand online 276 Measuring the voice of the customer in digital media 338
Price 278 Differentiating customers by value and engagement 340
1 Increased price transparency 278 Lifetime value modelling 342
2 Downward pressure on price 280 Recency frequency monetary value (RFM) analysis 348
3 New pricing approaches (including auctions) 285 Product recommendations and propensity modelling 350
4 Alternative pricing structure or policies 287 Applying virtual communities and social networks
Place 288 for CRM 352
1 Place of purchase 288 Marketing to consumers using independent social
2 New channel structures 291 networks 356
3 Channel conflicts 292 Customer experience - the missing element required
4 Virtual organisations 293 for customer loyalty 356
Promotion 295 Case study 6
People, process and physical evidence 296 Dell gets closer to its customers through its social
People 297 media strategy 356
Process 300 Summary 359
Physical evidence 301 Exercises 360
Case study 5 301 Self-assessment exercises 360
Part 3 Digital marketing:
Essay and discussion questions 360 Empathy 417
Examination questions 360 The relationship between service quality,
References 361 customer satisfaction and loyalty 418
Further reading 362 Case study 7 419
Weblinks 362 Refining the online customer experience at i-to-i.com 419
Summary 421
Exercises 422
Self-assessment exercises 422
implementation and praCtiCe 365 Essay and discussion questions 422
Examination questions 422
7 Delivering the online customer References 422
experience 368 Further reading 424
Learning objectives I Questions for marketers I Weblinks 424
Links to other chapters 368
introduction 370 8 Campaign planning for digital media 426
Structure of the chapter 372 Learning objectives I Questions for marketers I
Digital marketing in practice Links to other chapters 426
The Smart Insights interview: Ben Jesson and Introduction 428
Karl Blanks of agency Conversion Rate Experts 372 The structure of this chapter 429
Planning website design and build 374 Digital marketing in practice
Who should be involved in a website project? 376 The Smart Insights interview: Mike O Brien of the
Prototyping and agile software development 378 Jam Partnership 429
Initiation of the website project 380 The characteristics of digital media 432
Domain name registration 380 1 From push to pull 432
Selecting a hosting provider 381 2 From monologue to dialogue to trialogue 433
Website performance optimisation 381 3 From one-to-many to one-to-some and one-to-one 434
The availability of the website 381 4 From one-to-many to many-to-many communications 435
Defining site or app requirements 383 5 From lean-back to lean-forward 435
Business requirements 383 6 The medium changes the nature of standard marketing
Usability requirements 386 communications tools such as advertising 435
Web accessibility requirements 388 7 Increase in communications intermediaries 436
Localisation 389 8 Integration 436
Reviewing competitors websites 390 Step 1. Goal setting and tracking for interactive
Designing the information architecture 391 marketing communications 439
Card sorting 392 Terminology for measuring digital campaigns 439
Blueprints 393 Examples of digital campaign measures 443
Wireframes 393 Campaign response mechanisms 445
Landing pages 397 Step 2. Campaign insight 447
Designing the user experience 398 Customer insight for digital marketing campaigns 448
Evaluating designs 399 step 3. Segmentation and targeting 449
Elements of site design 399 step 4. Offer, message development and creative 452
Site organisation 402 step 5. Budgeting and selecting the digital media mix 454
Site navigation scheme 403 1 Level of investment in digital media techniques in
Development and testing of content 408 comparison to offline promotion 455
Criteria for selecting a content management system 408 2 Selecting the right mix of digital media communications
Testing the experience 40g tools 459
Online retail merchandising 40g 3 Level of investment in digital assets 465
Promote site 413 step 6 integration into overall media schedule or plan466
race quality 413 Planning integrated marketing communications 467
Tangibles 415 Key activities in media selection and planning 468
Case study 8
Reliability 415
Assurance 416 A short history of Facebook 472
Multichannel communications preferences 416 Summary 477
Exercises 478 Best practice in planning and managing viral marketing 540
Self-assessment exercises 478 Offline promotion techniques 540
Essay and discussion questions 478 Advantages and disadvantages of using offline
Examination questions 478 communications to support e-commerce 542
References 479 Incidental and specific advertising of the online presence 542
Further reading 480 Public relations 543
Weblinks 481 Direct marketing 543
Other physical reminders 543
9 Marketing Communications Word-of-mouth marketing 544
using digital media channels 482 case study 9
Learning objectives I Questions for marketers I Innovation at Google 544
Links to other chapters 483 Summary 546
Introduction 484 Exercises 548
How is this chapter structured? 484 Self-assessment exercises 548
Digital marketing in practice Essay and discussion questions 548
The Smart Insights interview: Katie Webb, Examination questions 548
Online Marketing Manager at Vision express 486 References 549
Search engine marketing 490 Further reading 551
WhatisSEO? 492 Weblinks 552
Advantages and disadvantages of SEO 494
Best practice in planning and managing SEO 495 10 Evaluation and improvement Of
Paid search marketing 500 digital Channel performance 554
Advantages and disadvantages of paid search marketing 501 Learning objectives I Questions for marketers I
Best practice in planning and managing paid search Links to other chapters 554
marketing 503 Introduction 556
Online public relations 505 Digital marketing in practice
What is online public relations (e-PR)? 505 The Smart Insights interview: Avinash Kaushik,
Advantages and disadvantages of online public relations 507 Google 557
Best practice in planning and managing online public Performance management for digital channels 559
relations 509 Stage 1: Creating a performance management system 560
Online partnerships including affiliate marketing 515 Stage 2: Defining the performance metrics framework 561
Affiliate marketing 515 Stage 3: Tools and techniques for collecting metrics and
Advantages and disadvantages of affiliate marketing 517 summarising results 565
Best practice in planning and managing affiliate marketing517 Site management process 578
Online sponsorship 519 How often should content be updated? 579
Interactive display advertising 520 Responsibilities in website maintenance 580
What is display advertising? 520 Who owns the process? 580
Advantages and disadvantages of display advertising 521 Who owns the content? 582
Best practice in planning and managing display ad Who owns the format? 584
campaigns 524 Who owns the technology? 585
Opt-in e-mail marketing and mobile text messaging 527 Content management systems 585
What is e-mail marketing? 527 Case study 10
Opt-in e-mail options for customer acquisition 527 Learning from Amazon s culture of metrics 586
Opt-in e-mail options for prospect conversion and Summary 593
customer retention (house list) 529 Exercises 593
Advantages and disadvantages of e-mail marketing 529 Self-assessment exercises 593
Best practice in planning and managing e-mail marketing 531 Essay and discussion questions 594
Mobile text messaging 535 Examination questions 594
Social media and viral marketing 535 References 594
Developing a social media communications strategy 535 Further reading 595
Viral marketing 536 Weblinks 596
Advantages and disadvantages of social media and viral
marketing 539
11 BusineSS-tO-COnSUmer digital Key themes and concepts 625
marketinq practice 598 Types of B2B organisational marketing and trading
Learning objectives I Questions for marketers I
Links to other chapters 598
Introduction 600
Key themes and concepts 602
The consumer perspective: online consumer
behaviour 602
Who are the online customers? 602
The retail perspective: e-retailing 608
Development of e-retailing 609
E-retail formats and operational strategies 609
Implications for e-retail marketing strategy 612
Case study 11
ASOS reinvents fashion retail 614
Summary 617
Exercises 618
Self-assessment exercises 619
Essay and discussion questions 619
Examination questions 619
References 619
Further reading 620
Weblinks 620
12 Business-to-business digital
marketing practice 622
Learning objectives I Questions for marketers I
Links to other chapters 622
environments 625
Using digital marketing to support customer acquisition
in B2B marketing 627
Lead-generation and conversion optimisation for B2B
marketing 628
Customer retention in B2B marketing 630
Options for online inter-organisational trading 632
B2B e-marketplaces 634
Reasons for limited adoption of e-marketplaces 636
Case study 12.1
Covisint - typical history of a B2B marketplace? 636
How digital technologies can support B2B marketing 638
How organisations make efficiency gains 638
Analysing the factors which influence the degree
of adoption of Internet technologies 638
Digital marketing strategies 640
Case study 12.2
B2B adoption of the Internet: Inspirational Cosmetics 643
Summary 645
Exercises 645
Self-assessment exercises 645
Essay and discussion questions 645
Examination question 645
References 645
Further reading 647
Glossary 648
Introduction 624 Index 675
|
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| spellingShingle | Chaffey, Dave 1963- Ellis-Chadwick, Fiona Digital marketing strategy, implementation and practice Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4123623-3 |
| title | Digital marketing strategy, implementation and practice |
| title_auth | Digital marketing strategy, implementation and practice |
| title_exact_search | Digital marketing strategy, implementation and practice |
| title_full | Digital marketing strategy, implementation and practice Dave Chaffey ; Fiona Ellis-Chadwick |
| title_fullStr | Digital marketing strategy, implementation and practice Dave Chaffey ; Fiona Ellis-Chadwick |
| title_full_unstemmed | Digital marketing strategy, implementation and practice Dave Chaffey ; Fiona Ellis-Chadwick |
| title_short | Digital marketing |
| title_sort | digital marketing strategy implementation and practice |
| title_sub | strategy, implementation and practice |
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