Additional Information
Book Details
Abstract
'I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate practitioner programmes – where we actually buy the book for the students as we believe it is that important. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist.'David Edmundson-BirdPrincipal Lecturer in Digital MarketingManchester Metropolitan University
Now in its sixth edition, Digital Marketing: Strategy, Implementation and Practice provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.
Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.
Dave Chaffey is a digital marketing consultant and publisher of marketing advice site SmartInsights.com. He is a visiting lecturer on marketing courses at Birmingham, Cranfield and Warwick universities and the Institute of Direct Marketing.
Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Title Page | iii | ||
| Copyright Page | iv | ||
| Brief Contents | v | ||
| Contents | vii | ||
| Preface | xiii | ||
| About the authors | xxiv | ||
| Acknowledgements | xxv | ||
| Part 1 Digital marketing fundamentals | 2 | ||
| 1 Introducing digital marketing | 4 | ||
| Learning objectives / Questions for marketers / Links to other chapters | 4 | ||
| Introduction – how have digital technologies transformed marketing? | 6 | ||
| Digital marketing in practice | 9 | ||
| The Smart Insights interview: Nick Dutch, Head of Digital at Domino’s Pizza | 9 | ||
| Definitions – what are digital marketing and multichannel marketing? | 11 | ||
| Paid, owned and earned media | 11 | ||
| The growing range of digital marketing platforms | 12 | ||
| Introduction to digital marketing strategy | 16 | ||
| Key features of digital marketing strategy | 16 | ||
| Applications of digital marketing | 16 | ||
| Benefits of digital marketing | 17 | ||
| Alternative digital business models | 20 | ||
| What is the difference between e-commerce and e-business? | 22 | ||
| Different forms of online presence | 24 | ||
| Challenges in developing and managing digital marketing strategy | 25 | ||
| A strategic framework for developing a digital marketing strategy | 27 | ||
| Introduction to digital marketing communications | 29 | ||
| The relationship between digital and traditional communications | 30 | ||
| Using digital media channels to support business objectives | 31 | ||
| The key types of digital media channels | 32 | ||
| Different types of social media marketing tools | 34 | ||
| Benefits of digital media | 37 | ||
| Key challenges of digital communications | 43 | ||
| Key communications concepts for digital marketing | 43 | ||
| Case study 1 | 46 | ||
| eBay thrives in the global marketplace | 46 | ||
| Summary | 49 | ||
| Exercises | 49 | ||
| Self-assessment exercises | 49 | ||
| Essay and discussion questions | 50 | ||
| Examination questions | 50 | ||
| References | 50 | ||
| Weblinks | 52 | ||
| 2 Online marketplace analysis: micro-environment | 54 | ||
| Learning objectives / Questions for marketers / Links to other chapters | 54 | ||
| Introduction | 56 | ||
| Situation analysis for digital marketing | 56 | ||
| Digital marketing in practice | 57 | ||
| The Smart Insights interview: Michael Welch of Blackcircles.com | 57 | ||
| The digital marketing environment | 59 | ||
| Understanding customer journeys | 61 | ||
| Customer analysis | 68 | ||
| Demand analysis and implications for marketing planning | 69 | ||
| Implications for marketing planning: conversion models | 69 | ||
| Consumer choice and digital influence | 72 | ||
| Consumer transactions | 74 | ||
| Online consumer behaviour and implications for marketing | 76 | ||
| Customer characteristics | 76 | ||
| Consumer personas | 79 | ||
| The buying process | 79 | ||
| Competitors | 88 | ||
| The shape and nature of online competitive markets | 88 | ||
| Competitor analysis and benchmarking | 91 | ||
| Suppliers | 93 | ||
| Online marketing intermediaries | 94 | ||
| Portals | 96 | ||
| New channel structures | 96 | ||
| Business models for e-commerce | 99 | ||
| Revenue models | 103 | ||
| Case study 2 | 108 | ||
| Boo hoo – learning from the largest European dot-com failure | 108 | ||
| Summary | 111 | ||
| Exercises | 112 | ||
| Self-assessment exercises | 112 | ||
| Essay and discussion questions | 112 | ||
| Examination questions | 112 | ||
| References | 113 | ||
| Weblinks | 116 | ||
| 3 The online macro-environment | 118 | ||
| Learning objectives / Questions for marketers / Links to other chapters | 118 | ||
| Introduction | 120 | ||
| Digital marketing in practice | 121 | ||
| The Smart Insights interview: Fred Bassett of Blue Latitude | 121 | ||
| The rate of environment change | 123 | ||
| Technological forces | 123 | ||
| A short introduction to Internet technology | 123 | ||
| URL strategy | 125 | ||
| How does the Internet work? | 125 | ||
| Infrastructure components of the Internet | 126 | ||
| Web page standards | 126 | ||
| Text information – HTML (Hypertext Markup Language) | 127 | ||
| Text information and data – XML (eXtensible Markup Language) | 127 | ||
| Graphical images (GIF, JPEG and PNG files) | 128 | ||
| Animated graphical information (Flash and plug-ins) | 128 | ||
| Audio and video standards | 128 | ||
| The difference between the Internet, intranets and extranets | 129 | ||
| Web application frameworks and application servers | 129 | ||
| Digital security | 130 | ||
| Approaches to developing secure systems | 133 | ||
| Technology convergence | 135 | ||
| SMS messaging and applications | 135 | ||
| Mobile apps | 136 | ||
| QR codes | 137 | ||
| Wi-Fi | 137 | ||
| Bluetooth wireless applications | 138 | ||
| Emerging technologies | 138 | ||
| Assessing the marketing value of technology innovation | 139 | ||
| Economic forces | 142 | ||
| Market growth and employment | 142 | ||
| International market growth and emerging economies | 143 | ||
| Economic disruption | 143 | ||
| Political forces | 144 | ||
| Political control and democracy | 145 | ||
| Internet governance | 145 | ||
| Taxation | 145 | ||
| Tax jurisdiction | 146 | ||
| Legal forces | 147 | ||
| Legal activities can be considered unethical | 147 | ||
| 1 Data protection and privacy law | 148 | ||
| 2 Disability and discrimination law | 159 | ||
| 3 Brand and trademark protection | 159 | ||
| 4 Intellectual property rights | 161 | ||
| 5 Contract law | 162 | ||
| 6 Online advertising law | 163 | ||
| Social forces | 164 | ||
| Social exclusion | 164 | ||
| Cultural forces | 165 | ||
| Environmental and green issues related to Internet usage | 165 | ||
| Case study 3 | 167 | ||
| Zopa launches a new lending model | 167 | ||
| Summary | 169 | ||
| Exercises | 169 | ||
| Self-assessment exercises | 169 | ||
| Essay and discussion questions | 170 | ||
| Examination questions | 170 | ||
| References | 170 | ||
| Weblinks | 172 | ||
| Part 2 Digital marketing strategy development | 174 | ||
| 4 Digital marketing strategy | 176 | ||
| Learning objectives / Questions for marketers / 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 | 182 | ||
| The Smart Insights interview: Sajjad Bhojani of Dunelm | 182 | ||
| The need for an integrated digital marketing strategy | 184 | ||
| How to structure a digital marketing strategy | 186 | ||
| Situation analysis | 190 | ||
| Internal audit for digital marketing | 191 | ||
| Customer research | 192 | ||
| Resource analysis | 192 | ||
| Stage models of the digital marketing capability | 193 | ||
| Competitor analysis | 194 | ||
| Intermediary analysis | 194 | ||
| Assessing opportunities and threats | 195 | ||
| Setting goals and objectives for digital marketing | 196 | ||
| The online revenue contribution | 200 | ||
| Setting SMART objectives | 203 | ||
| Frameworks for objective setting | 205 | ||
| Strategy formulation for digital marketing | 208 | ||
| Decision 1: Market and product development strategies | 210 | ||
| Decision 2: Business and revenue models strategies | 213 | ||
| Decision 3: Target marketing strategy | 215 | ||
| Decision 4: Positioning and differentiation strategy (including the marketing mix) | 220 | ||
| Decision 5: Customer engagement and social media strategy | 223 | ||
| Decision 6: Multichannel distribution strategy | 225 | ||
| Decision 7: Multichannel communications strategy | 228 | ||
| Decision 8: Online communications mix and budget | 231 | ||
| Decision 9: Organisational capabilities (7S framework) and governance | 232 | ||
| Strategy implementation | 236 | ||
| Assessing different Internet projects | 236 | ||
| The online lifecycle management grid | 238 | ||
| Case study 4 | 239 | ||
| Tesco online development strategy supports global expansion | 239 | ||
| Summary | 242 | ||
| Exercises | 242 | ||
| Self-assessment exercises | 242 | ||
| Essay and discussion questions | 243 | ||
| Examination questions | 243 | ||
| References | 243 | ||
| Weblinks | 246 | ||
| 5 The impact of digital media and technology on the marketing mix | 248 | ||
| Learning objectives / Questions for marketers / Links to other chapters | 248 | ||
| Introduction | 250 | ||
| What is the marketing mix? | 250 | ||
| Digital marketing in practice | 252 | ||
| The Smart Insights interview: Roberto Hortal | 252 | ||
| Product | 255 | ||
| 1 Options for varying the core product | 256 | ||
| 2 Options for offering digital products | 257 | ||
| 3 Options for changing the extended product | 258 | ||
| 4 Conducting research online | 259 | ||
| 5 Velocity of new product development | 260 | ||
| 6 Velocity of new product diffusion | 260 | ||
| The long tail concept | 261 | ||
| Branding in a digital environment | 262 | ||
| Price | 267 | ||
| 1 Increased price transparency | 269 | ||
| 2 Downward pressure on price | 270 | ||
| 3 New pricing approaches (including auctions) | 274 | ||
| 4 Alternative pricing structure or policies | 276 | ||
| Place | 277 | ||
| 1 Place of purchase | 277 | ||
| 2 New channel structures | 280 | ||
| 3 Channel conflicts | 281 | ||
| 4 Virtual organisations | 282 | ||
| Promotion | 284 | ||
| People, process and physical evidence | 285 | ||
| People | 286 | ||
| Process | 288 | ||
| Physical evidence | 288 | ||
| Case study 5 | 290 | ||
| Spotify streaming develops new revenue models | 290 | ||
| Summary | 293 | ||
| Exercises | 293 | ||
| Self-assessment exercises | 293 | ||
| Essay and discussion questions | 293 | ||
| Examination questions | 293 | ||
| References | 294 | ||
| Weblinks | 297 | ||
| 6 Relationship marketing using digital platforms | 298 | ||
| Learning objectives / Questions for marketers / Links to other chapters | 298 | ||
| Introduction | 300 | ||
| From e-CRM to social CRM | 302 | ||
| Structure of this chapter | 303 | ||
| Digital marketing in practice | 304 | ||
| The Smart Insights interview: Guy Stephens of IBM | 304 | ||
| The challenge of customer engagement | 308 | ||
| Benefits of using e-CRM to support customer engagement | 308 | ||
| Marketing applications of e-CRM | 311 | ||
| CRM technologies and data | 311 | ||
| Customer lifecycle management | 311 | ||
| Permission marketing | 313 | ||
| ‘Right touching’ through developing online contact strategies | 319 | ||
| The ‘emotionally unsubscribed’ email list members | 320 | ||
| Personalisation and mass customisation | 322 | ||
| Using digital media to increase customer loyalty and value | 324 | ||
| Determining what customers value | 324 | ||
| The relationship between satisfaction and loyalty | 325 | ||
| Measuring the voice of the customer in digital media | 327 | ||
| Differentiating customers by value and engagement | 328 | ||
| Lifetime value modelling | 331 | ||
| Recency–frequency–monetary value (RFM) analysis | 335 | ||
| The ‘Big Data’ concept | 339 | ||
| Product recommendations and propensity modelling | 340 | ||
| Applying virtual communities and social networks for CRM | 340 | ||
| Marketing to consumers using independent social networks | 343 | ||
| Customer experience – the missing element required for customer loyalty | 343 | ||
| Case study 6 | 344 | ||
| Dell gets closer to its customers through its social media strategy | 344 | ||
| Summary | 347 | ||
| Exercises | 347 | ||
| Self-assessment exercises | 347 | ||
| Essay and discussion questions | 347 | ||
| Examination questions | 348 | ||
| References | 348 | ||
| Weblinks | 350 | ||
| Part 3 Digital marketing: implementation and practice | 352 | ||
| 7 Delivering the online customer experience | 354 | ||
| Learning objectives / Questions for marketers / Links to other chapters | 354 | ||
| Introduction | 356 | ||
| Creating effective digital experiences | 356 | ||
| Structure of the chapter | 359 | ||
| Digital marketing in practice | 360 | ||
| The Smart Insights interview: Ben Jesson and Karl Blanks of agency Conversion Rate Experts | 360 | ||
| Planning website design and redesign projects | 362 | ||
| Who should be involved in a website project? | 364 | ||
| Prototyping and agile software development | 366 | ||
| Initiation of the website project | 370 | ||
| Domain name selection and registration | 370 | ||
| Uniform resource locators (URLs) | 371 | ||
| Selecting a hosting provider | 372 | ||
| Website performance optimisation | 372 | ||
| The availability of the website | 373 | ||
| Defining site or app requirements | 374 | ||
| Business requirements | 374 | ||
| Usability requirements | 375 | ||
| Web accessibility requirements | 378 | ||
| Localisation | 379 | ||
| Reviewing competitors’ websites | 380 | ||
| Designing the information architecture | 381 | ||
| Card sorting | 382 | ||
| Blueprints | 383 | ||
| Wireframes | 383 | ||
| Landing pages | 386 | ||
| Designing the user experience | 388 | ||
| Evaluating designs | 389 | ||
| Elements of site design | 389 | ||
| Mobile design considerations and techniques | 391 | ||
| Site navigation schemes | 395 | ||
| Development and testing of content | 400 | ||
| Criteria for selecting a content management system | 400 | ||
| Testing the experience | 401 | ||
| Online retail merchandising | 402 | ||
| Site promotion or ‘traffic building’ | 404 | ||
| Service quality | 404 | ||
| Tangibles | 407 | ||
| Reliability | 407 | ||
| Assurance | 407 | ||
| Multichannel communications preferences | 407 | ||
| Empathy | 408 | ||
| The relationship between service quality, customer satisfaction and loyalty | 410 | ||
| Case study 7 | 410 | ||
| Refining the online customer experience at i-to-i.com | 410 | ||
| Summary | 412 | ||
| Exercises | 413 | ||
| Self-assessment exercises | 413 | ||
| Essay and discussion questions | 413 | ||
| Examination questions | 413 | ||
| References | 414 | ||
| Weblinks | 416 | ||
| 8 Campaign planning for digital media | 418 | ||
| Learning objectives / Questions for marketers / Links to other chapters | 418 | ||
| Introduction | 420 | ||
| The structure of this chapter | 421 | ||
| Digital marketing in practice | 422 | ||
| The Smart Insights interview: Mike O’Brien of the Jam Partnership | 422 | ||
| The characteristics of digital media | 424 | ||
| 1 From push to pull | 424 | ||
| 2 From monologue to dialogue to trialogue | 424 | ||
| 3 From one-to-many to one-to-some and one-to-one | 425 | ||
| 4 From one-to-many to many-to-many communications | 426 | ||
| 5 From ‘lean-back’ to ‘lean-forward’ | 427 | ||
| 6 The medium changes the nature of standard marketing communications tools such as advertising | 427 | ||
| 7 Increase in communications intermediaries | 428 | ||
| 8 Integration | 428 | ||
| 9 Timing of campaign communications have additional ‘always-on’ and real-time marketing components | 428 | ||
| Step 1. Goal setting and tracking for interactive marketing communications | 432 | ||
| Terminology for measuring digital campaigns | 432 | ||
| Examples of digital campaign measures | 436 | ||
| Campaign response mechanisms | 438 | ||
| Step 2. Campaign insight | 441 | ||
| Customer insight for digital marketing campaigns | 442 | ||
| Step 3. Segmentation and targeting | 443 | ||
| Step 4. Offer, message development and creative | 447 | ||
| Focus on content marketing | 449 | ||
| Step 5. Budgeting and selecting the digital media mix | 451 | ||
| 1 Level of investment in digital media techniques in comparison to offline promotion | 451 | ||
| 2 Selecting the right mix of digital media communications tools | 454 | ||
| 3 Level of investment in digital assets | 460 | ||
| Step 6. Integration into overall media schedule or plan | 463 | ||
| Planning integrated marketing communications | 463 | ||
| Key activities in media selection and planning | 464 | ||
| Case Study 8 | 468 | ||
| A short history of Facebook | 468 | ||
| Summary | 472 | ||
| Exercises | 472 | ||
| Self-assessment exercises | 472 | ||
| Essay and discussion questions | 472 | ||
| Examination questions | 473 | ||
| References | 473 | ||
| Weblinks | 475 | ||
| 9 Marketing communications using digital media channels | 476 | ||
| Learning objectives / Questions for marketers / Links to other chapters | 476 | ||
| Introduction | 478 | ||
| How is this chapter structured? | 478 | ||
| Digital marketing in practice | 480 | ||
| The Smart Insights interview: Kate Webb, online marketing manager at Vision Express | 480 | ||
| Search engine marketing | 484 | ||
| What is SEO? | 485 | ||
| Advantages and disadvantages of SEO | 488 | ||
| Best practice in planning and managing SEO | 489 | ||
| Paid search marketing | 495 | ||
| Advantages and disadvantages of paid search marketing | 498 | ||
| Best practice in planning and managing paid search marketing | 499 | ||
| Online public relations | 502 | ||
| What is online public relations (e-PR)? | 502 | ||
| Advantages and disadvantages of online public relations | 504 | ||
| Best practice in planning and managing online public relations | 506 | ||
| Online partnerships including affiliate marketing | 510 | ||
| Affiliate marketing | 510 | ||
| Advantages and disadvantages of affiliate marketing | 511 | ||
| Best practice in planning and managing affiliate marketing | 512 | ||
| Online sponsorship | 513 | ||
| Interactive display advertising | 515 | ||
| What is display advertising? | 515 | ||
| Advantages and disadvantages of display advertising | 516 | ||
| Best practice in planning and managing display ad campaigns | 519 | ||
| Opt-in email marketing and mobile text messaging | 522 | ||
| What is email marketing? | 522 | ||
| Opt-in email options for customer acquisition | 522 | ||
| Opt-in email options for prospect conversion and customer retention (house list) | 523 | ||
| Advantages and disadvantages of email marketing | 524 | ||
| Best practice in planning and managing email marketing | 525 | ||
| Mobile text messaging | 528 | ||
| Social media and viral marketing | 528 | ||
| Developing a social media communications strategy | 529 | ||
| Viral marketing | 529 | ||
| Advantages and disadvantages of social media and viral marketing | 532 | ||
| Best practice in planning and managing viral marketing | 534 | ||
| Offline promotion techniques | 535 | ||
| Advantages and disadvantages of using offline communications to support e-commerce | 536 | ||
| Incidental and specific advertising of the online presence | 537 | ||
| Public relations | 537 | ||
| Direct marketing | 538 | ||
| Other physical reminders | 538 | ||
| Word-of-mouth marketing | 538 | ||
| Case study 9 | 539 | ||
| Innovation at Google | 539 | ||
| Summary | 541 | ||
| Exercises | 543 | ||
| Self-assessment exercises | 543 | ||
| Essay and discussion questions | 543 | ||
| Examination questions | 543 | ||
| References | 544 | ||
| Weblinks | 546 | ||
| 10 Evaluation and improvement of digital channel performance | 548 | ||
| Learning objectives / Questions for marketers / Links to other chapters | 548 | ||
| Introduction | 550 | ||
| Digital marketing in practice | 551 | ||
| The Smart Insights interview: Avinash Kaushik, analytics evangelist at Google | 551 | ||
| Performance management for digital channels | 553 | ||
| Stage 1: Creating a performance management system | 553 | ||
| Stage 2: Defining the performance metrics framework | 555 | ||
| Stage 3: Tools and techniques for collecting metrics and summarising results | 560 | ||
| Customer experience and content management process | 573 | ||
| How often should content be updated? | 574 | ||
| Responsibilities for customer experience and site management | 575 | ||
| Who owns the process? | 576 | ||
| Who owns the content? | 577 | ||
| Who owns the format? | 579 | ||
| Who owns the technology? | 580 | ||
| Content management systems | 581 | ||
| Case study 10 | 582 | ||
| Learning from Amazon’s culture of metrics | 582 | ||
| Summary | 587 | ||
| Exercises | 588 | ||
| Self-assessment exercises | 588 | ||
| Essay and discussion questions | 588 | ||
| Examination questions | 588 | ||
| References | 589 | ||
| Weblinks | 590 | ||
| 11 Business-to-consumer digital marketing practice | 592 | ||
| Learning objectives / Questions for marketers / Links to other chapters | 592 | ||
| Introduction | 594 | ||
| Key themes and concepts | 596 | ||
| The consumer perspective: online consumer behaviour | 596 | ||
| Who are the online customers? | 596 | ||
| The retail perspective: online retailing | 606 | ||
| Development of online retailing | 607 | ||
| Online retail formats and strategic approaches | 609 | ||
| Implications for e-retail marketing strategy | 612 | ||
| Case study 11 | 614 | ||
| ASOS leads the way with social media and reinvents fashion retailing online | 614 | ||
| Summary | 617 | ||
| Exercises | 618 | ||
| Mapping your path to purchase | 618 | ||
| Self-assessment exercises | 618 | ||
| Essay and discussion questions | 618 | ||
| Examination questions | 619 | ||
| References | 619 | ||
| 12 Business-to-business digital-marketing practice | 622 | ||
| Learning objectives / Questions for marketers / Links to other chapters | 622 | ||
| Introduction | 624 | ||
| Key themes and concepts | 625 | ||
| Types of B2B organisational marketing and trading environments | 625 | ||
| Using digital marketing to support customer acquisition in B2B marketing | 627 | ||
| Lead-generation and conversion optimisation for B2B marketing | 629 | ||
| Customer retention in B2B marketing | 630 | ||
| Options for online inter-organisational trading | 633 | ||
| B2B e-marketplaces | 635 | ||
| Drivers of adoption of e-marketplaces | 636 | ||
| Case study 12.1 | 637 | ||
| Covisint – a typical history of a B2B marketplace? | 637 | ||
| How digital technologies can support B2B marketing | 639 | ||
| How organisations make efficiency gains | 640 | ||
| Analysing the factors which influence the degree of adoption of Internet technologies | 640 | ||
| Digital marketing strategies | 642 | ||
| Case study 12.2 | 645 | ||
| B2B adoption of the Internet: Inspirational Cosmetics | 645 | ||
| Summary | 646 | ||
| Exercises | 646 | ||
| Self-assessment exercises | 646 | ||
| Essay and discussion questions | 647 | ||
| Examination questions | 647 | ||
| References | 647 | ||
| Glossary | 649 | ||
| Index | 679 |