Additional Information
Book Details
Abstract
Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing.
This streamlined seventh edition 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 from cutting edge companies
such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new ‘Essential Digital Skills’ boxes give students guidance on how to develop key skills they will need in the workplace.
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.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Front Cover | Front Cover | ||
| Title Page | iii | ||
| Copyright Page | iv | ||
| Brief contents | v | ||
| Contents | vii | ||
| Preface | xiii | ||
| About the authors | xxiv | ||
| Acknowledgements | xxvi | ||
| Part 1 Digital marketing | 2 | ||
| 1 Introducing digital marketing | 4 | ||
| Learning objectives | 4 | ||
| Questions for marketers | 5 | ||
| Links to other chapters | 5 | ||
| Introduction – how has digital marketing transformed marketing? | 5 | ||
| How will this book help me? | 7 | ||
| Digital disruptors | 7 | ||
| Definitions – what are digital marketing and multichannel marketing? | 9 | ||
| Paid, owned and earned media | 10 | ||
| Introduction to digital marketing strategy | 13 | ||
| Key features of digital marketing strategy | 13 | ||
| Applications of digital marketing | 13 | ||
| Benefits of digital marketing | 14 | ||
| Alternative digital business models | 17 | ||
| What is the difference between e-commerceand digital business? | 17 | ||
| Different forms of functionality of digital presence | 19 | ||
| Digital marketing insight 1.1 Social commerce – how much do social networksinfluence purchase? | 20 | ||
| Challenges in developing and managing digitalmarketing strategy | 21 | ||
| A strategic framework for developing a digitalmarketing strategy | 22 | ||
| Introduction to digital marketing communications | 26 | ||
| Using digital media channels to support businessobjectives | 26 | ||
| The key types of digital media channels | 27 | ||
| Different types of social media marketing tools | 29 | ||
| Benefits of digital media | 30 | ||
| Key challenges of digital communications | 35 | ||
| Key communications concepts for digital marketing | 35 | ||
| Case study 1 eBay thrives in the global marketplace | 38 | ||
| Summary | 41 | ||
| Exercises | 42 | ||
| Self-assessment exercises | 42 | ||
| Essay and discussion questions | 42 | ||
| Examination questions | 43 | ||
| References | 43 | ||
| Weblinks | 44 | ||
| 2 Online marketplace analysis: micro-environment | 46 | ||
| Learning objectives | 46 | ||
| Questions for marketers | 47 | ||
| Links to other chapters | 47 | ||
| Introduction | 47 | ||
| Situation analysis for digital marketing | 48 | ||
| The digital marketing environment | 49 | ||
| Understanding how customers interact with digital markets | 51 | ||
| Digital marketing insight 2.1 Resources for analysing the online marketplace | 54 | ||
| Customer analysis to understand the digital consumer | 56 | ||
| Demand analysis and conversion marketing | 57 | ||
| Implications for marketing planning: conversion models | 57 | ||
| Consumer choice and digital influence | 60 | ||
| Digital marketing insight 2.2 M-shopping can be thoughtful, motivated and reluctant | 61 | ||
| Customer characteristics | 63 | ||
| Social media and emotions | 65 | ||
| Consumer personas | 65 | ||
| Digital marketing insight 2.3 How do your customers really feel? | 66 | ||
| Competitors | 69 | ||
| Competitor analysis and benchmarking | 72 | ||
| Suppliers | 74 | ||
| Digital marketing intermediaries | 74 | ||
| New channel structures | 75 | ||
| Digital business models for e-commerce | 77 | ||
| Digital revenue models | 79 | ||
| Case study 2 Boo hoo – learning from the largest European dot.com failure | 83 | ||
| Summary | 86 | ||
| Exercises | 86 | ||
| Self-assessment exercises | 86 | ||
| Essay and discussion questions | 87 | ||
| Examination questions | 87 | ||
| References | 87 | ||
| Weblinks | 89 | ||
| 3 The digital macro-environment | 91 | ||
| Learning objectives | 91 | ||
| Questions for marketers | 92 | ||
| Links to other chapters | 92 | ||
| Introduction | 92 | ||
| The rate of environment change | 94 | ||
| Technological forces | 94 | ||
| A short introduction to Internet technology | 94 | ||
| URL strategy | 95 | ||
| How does the Internet work? | 96 | ||
| Infrastructure components of the Internet | 96 | ||
| Digital marketing insight 3.1 W3C | 97 | ||
| Text information – HTML (Hypertext Markup Language) | 98 | ||
| Text information and data – XML (eXtensible Markup Language) | 98 | ||
| Javascript | 98 | ||
| Application programming interfaces (APIs) | 99 | ||
| Cyber security | 99 | ||
| Digital marketing insight 3.2 The main website security risks | 100 | ||
| Approaches to developing secure systems | 101 | ||
| Mobile and SMS messaging and applications | 103 | ||
| Mobile apps | 103 | ||
| Digital marketing insight 3.3 JustPark changes the rules of the parking game | 105 | ||
| QR Codes | 105 | ||
| Wi-Fi | 105 | ||
| Bluetooth wireless applications | 106 | ||
| Emerging technologies | 106 | ||
| Assessing the marketing value of technology innovation | 106 | ||
| Economic forces | 110 | ||
| Market growth and employment | 110 | ||
| Economic disruption | 111 | ||
| Digital marketing insight 3.4 E2E economy | 111 | ||
| Political forces | 112 | ||
| Political control and democracy | 112 | ||
| Internet governance | 113 | ||
| Taxation | 114 | ||
| Tax jurisdiction | 115 | ||
| Legal forces | 115 | ||
| Legal activities can be considered unethical | 115 | ||
| 1 Data protection and privacy law | 115 | ||
| Digital marketing insight 3.5 Understanding cookies | 119 | ||
| 2 Disability and discrimination law | 122 | ||
| 3 Brand and trademark protection | 122 | ||
| Digital marketing insight 3.6 How much is a domain worth? | 123 | ||
| 4 Intellectual property rights | 124 | ||
| 5 Online advertising law | 125 | ||
| Social forces | 126 | ||
| Social exclusion | 126 | ||
| Case study 3 Social media – do celebrities call all the shots? | 128 | ||
| Summary | 130 | ||
| Exercises | 130 | ||
| Self-assessment exercises | 130 | ||
| Essay and discussion questions | 130 | ||
| Examination questions | 131 | ||
| References | 131 | ||
| Weblinks | 133 | ||
| Part 2 Digital marketing strategy | 134 | ||
| 4 Digital marketing strategy | 136 | ||
| Learning objectives | 136 | ||
| Questions for marketers | 137 | ||
| Links to other chapters | 137 | ||
| Introduction | 137 | ||
| Understanding the impact of digital disruptors | 138 | ||
| Digital marketing strategy as a channel marketing strategy | 139 | ||
| Digital marketing insight 4.1 Retail digital channels and touchpoints | 140 | ||
| The scope of digital marketing strategy | 142 | ||
| Digital marketing insight 4.2 DHL and Sainsbury’s Argos support multichannel | 142 | ||
| Importance of integrated digital marketing strategy and digital transformation | 144 | ||
| How to structure a digital marketing strategy | 146 | ||
| Situation analysis | 148 | ||
| Internal audit for digital marketing | 150 | ||
| Customer research | 150 | ||
| Resource analysis | 150 | ||
| Digital marketing insight 4.3 Consumer profiles | 151 | ||
| Competitor analysis | 153 | ||
| Intermediary analysis | 153 | ||
| Assessing opportunities and threats | 153 | ||
| Setting goals and objectives for digital marketing | 154 | ||
| The online revenue contribution | 156 | ||
| Setting SMART objectives | 156 | ||
| Digital marketing insight 4.4 Black Friday, boost sales | 157 | ||
| Frameworks for objective setting | 158 | ||
| Strategy formulation for digital marketing | 160 | ||
| Decision 1: Market and product development strategies | 162 | ||
| Decision 2: Business and revenue models strategies | 164 | ||
| Decision 3: Target marketing strategy | 166 | ||
| Decision 4: Positioning and differentiation strategy (includingthe marketing mix) | 169 | ||
| Digital marketing insight 4.5 How did cardboard boxes singing ‘give a little bit of my love’connect to the minds of millions of shoppers? | 170 | ||
| Decision 5: Customer engagement and social media strategy | 172 | ||
| Decision 6: Multichannel distribution strategy | 173 | ||
| Decision 7: Multichannel communications strategy | 175 | ||
| Decision 8: Online communications mix and budget | 177 | ||
| Decision 9: Organisational capabilities (7S framework) andgovernance to support digital transformation | 178 | ||
| Strategy implementation | 178 | ||
| Assessing different digital projects including marketing technologyA | 179 | ||
| The online lifecycle management grid | 180 | ||
| Case study 4 ASOS shifts the focus of high-street retailing | 182 | ||
| Summary | 185 | ||
| Exercises | 185 | ||
| Self-assessment exercises | 185 | ||
| Essay and discussion questions | 186 | ||
| Examination questions | 186 | ||
| References | 186 | ||
| Weblinks | 188 | ||
| 5 Digital media and the marketing mix | 189 | ||
| Learning objectives | 189 | ||
| Questions for marketers | 190 | ||
| Links to other chapters | 190 | ||
| Introduction | 190 | ||
| What is the marketing mix? | 190 | ||
| Product | 193 | ||
| 1 Options for varying the core product | 193 | ||
| 2 Options for offering digital products | 194 | ||
| 3 Options for changing the extended product | 195 | ||
| Digital marketing insight 5.1 Digital players enter Hollywood? | 195 | ||
| 4 Conducting research online | 196 | ||
| 5 Speed of new product development | 197 | ||
| 6 Speed of new product diffusion | 197 | ||
| The long tail concept | 198 | ||
| Branding in a digital environment | 199 | ||
| Success factors for brand sites | 201 | ||
| Brand identity | 202 | ||
| Brand names for online brands | 202 | ||
| Price | 203 | ||
| Digital marketing insight 5.2 Up up and away – for a price | 204 | ||
| 1 Increased price transparency | 204 | ||
| Digital marketing insight 5.3 Discounting options for online services | 205 | ||
| 2 Downward pressure on price | 206 | ||
| Digital marketing insight 5.4 Price elasticity of demand | 208 | ||
| 3 Innovative pricing approaches | 210 | ||
| 4 Alternative pricing structure or policies | 211 | ||
| Place | 212 | ||
| 1 Place of purchase | 213 | ||
| Digital marketing insight 5.5 Digital Town: localised search and collaborative trading | 216 | ||
| 2 New channel structures | 217 | ||
| 3 Channel conflicts | 217 | ||
| 4 Virtual organisations | 218 | ||
| Promotion | 219 | ||
| People, Process and Physical evidence | 221 | ||
| People | 222 | ||
| Process | 223 | ||
| Physical evidence | 225 | ||
| Case study 5 Spotify streaming develops new revenue models | 225 | ||
| Summary | 228 | ||
| Exercises | 228 | ||
| Self-assessment exercises | 228 | ||
| Essay and discussion questions | 228 | ||
| Examination questions | 228 | ||
| References | 229 | ||
| Weblinks | 232 | ||
| 6 Relationship marketing | 233 | ||
| Learning objectives | 233 | ||
| Questions for marketers | 234 | ||
| Links to other chapters | 234 | ||
| Introduction | 234 | ||
| Digital marketing insight 6.1 The goals of marketing orchestration | 235 | ||
| Structure of this chapter | 236 | ||
| Using social media to improve customer loyalty and advocacy | 237 | ||
| What is social media marketing and why is it important? | 238 | ||
| What are the main social media platforms? | 239 | ||
| Social media activities requiring management | 241 | ||
| The challenge of customer engagement | 243 | ||
| Benefits of using CRM to support customer engagement | 244 | ||
| Marketing applications of CRM | 247 | ||
| CRM technologies and data management | 247 | ||
| Using ‘Big Data’ and Artificial Intelligence to supportdata-driven marketing | 248 | ||
| Artificial Intelligence for marketing | 249 | ||
| Customer lifecycle management strategy | 253 | ||
| Permission marketing | 254 | ||
| Personalisation and mass customisation | 261 | ||
| Using digital media to increase customer loyalty and value | 262 | ||
| Determining what customers value | 263 | ||
| The relationship between satisfaction and loyalty | 263 | ||
| Measuring the voice of the customer in digital media | 264 | ||
| Differentiating customers by value and engagement | 265 | ||
| Lifetime value modelling | 267 | ||
| Product recommendations and propensity modelling | 274 | ||
| Case study 6 Dell gets closer to its customers through its social media strategy | 275 | ||
| Summary | 278 | ||
| Exercises | 278 | ||
| Self-assessment exercises | 278 | ||
| Essay and discussion questions | 278 | ||
| Examination questions | 279 | ||
| References | 279 | ||
| Weblinks | 281 | ||
| Part 3 Digital marketing: implementation and practice | 282 | ||
| 7 Delivering the digital customer experience | 284 | ||
| Learning objectives | 284 | ||
| Questions for marketers | 285 | ||
| Links to other chapters | 285 | ||
| Introduction | 285 | ||
| Creating effective digital experiences | 287 | ||
| Structure of this chapter | 290 | ||
| Planning website, app design and redesign projects | 290 | ||
| Who should be involved in a digital experience project? | 293 | ||
| Digital marketing insight 7.1 Improving site effectiveness | 293 | ||
| Prototyping | 295 | ||
| Agile software development | 295 | ||
| Digital marketing insight 7.2 Success factors for delivery | 297 | ||
| Initiation of a digital experience project | 298 | ||
| Domain name selection and registration | 298 | ||
| Uniform resource locators (URLs) | 299 | ||
| Selecting a hosting provider | 299 | ||
| Website performance optimisation | 300 | ||
| The availability of the website | 301 | ||
| Defining site or app requirements | 302 | ||
| Business requirements | 303 | ||
| Usability requirements | 304 | ||
| Web accessibility requirements | 306 | ||
| Personalisation requirements | 307 | ||
| Localisation and cultural customisation | 310 | ||
| Reviewing competitors’ websites | 313 | ||
| Designing the information architecture | 314 | ||
| Card sorting | 314 | ||
| Blueprints | 316 | ||
| Wireframes | 316 | ||
| Landing pages | 318 | ||
| Designing the user experience | 320 | ||
| Evaluating designs | 321 | ||
| Elements of site design | 321 | ||
| Mobile design requirements and techniques | 323 | ||
| Mobile app development and personalisation requirements | 327 | ||
| How IoT, VR and AR experiences will integrate with M2Minteractions | 328 | ||
| Virtual reality and augmented reality | 329 | ||
| Site navigation schemes | 329 | ||
| Digital marketing insight 7.3 Taking the mobile site vs app decision | 331 | ||
| Managing and testing content | 335 | ||
| Criteria for selecting a content management system | 335 | ||
| Testing the experience | 336 | ||
| Online retail merchandising | 337 | ||
| Site promotion or ‘traffic building’ | 338 | ||
| The impact of service quality on e-loyalty | 339 | ||
| Tangibles | 341 | ||
| Reliability and responsiveness | 341 | ||
| Assurance | 341 | ||
| Multichannel communications preferences | 342 | ||
| Empathy | 342 | ||
| The relationship between service quality, customer satisfactionand loyalty | 344 | ||
| Summary | 346 | ||
| Exercises | 347 | ||
| Self-assessment exercises | 347 | ||
| Essay and discussion questions | 347 | ||
| Examination questions | 347 | ||
| References | 347 | ||
| Weblinks | 350 | ||
| 8 Campaign planning for digital media | 352 | ||
| Learning objectives | 352 | ||
| Questions for marketers | 353 | ||
| Links to other chapters | 353 | ||
| Introduction | 353 | ||
| The structure of this chapter | 354 | ||
| The characteristics of digital media | 355 | ||
| 1 From push to pull | 355 | ||
| 2 Interactive dialogues | 356 | ||
| 3 From one-to-many to one-to-some and one-to-one | 356 | ||
| 4 From one-to-many to many-to-many communications | 356 | ||
| 5 From ‘lean-back’ to ‘lean-forward’ | 357 | ||
| 6 The medium changes the nature of standard marketing communications tools such as advertising | 357 | ||
| 7 Increase in communications intermediaries | 359 | ||
| 8 Integration | 359 | ||
| 9 Timing of campaign communications have additional‘always-on’ and real-time marketing components | 359 | ||
| Digital marketing insight 8.1 | 360 | ||
| Step 1. Goal setting and tracking for interactive marketing communications | 361 | ||
| Terminology for measuring digital campaigns | 361 | ||
| Examples of digital campaign measures | 364 | ||
| Campaign response mechanisms | 367 | ||
| Online response mechanism | 367 | ||
| Digital marketing insight 8.2 Chatbots help you to cook | 369 | ||
| Digital marketing insight 8.3 What’s in a hashtag – | 369 | ||
| Step 2. Campaign insight | 370 | ||
| Customer insight for digital marketing campaigns | 370 | ||
| Step 3. Segmentation and targeting | 371 | ||
| Step 4. Offer, message development and creative | 374 | ||
| Content marketing | 375 | ||
| Step 5. Budgeting and selecting the digital media mix | 377 | ||
| 1 Level of investment in digital media techniques in comparisonto offline promotion | 377 | ||
| 2 Selecting the right mix of digital media communications tools | 379 | ||
| Digital marketing insight 8.4 Campaign tracking in Google Analytics | 381 | ||
| 3 Level of investment in digital assets | 383 | ||
| Step 6. Integration into overall media schedule or plan | 385 | ||
| Key activities in media selection and planning | 386 | ||
| Digital marketing insight 8.5 Different forms of campaign integration | 386 | ||
| Case study 8 Facebook – a Titan of the digital age | 388 | ||
| Summary | 391 | ||
| Exercises | 392 | ||
| Self-assessment exercises | 392 | ||
| Essay and discussion questions | 392 | ||
| Examination questions | 392 | ||
| References | 392 | ||
| Weblinks | 394 | ||
| 9 Marketing communications using digital media channels | 396 | ||
| Learning objectives | 396 | ||
| Questions for marketers | 397 | ||
| Links to other chapters | 397 | ||
| Introduction | 397 | ||
| How is this chapter structured? | 397 | ||
| Digital marketing insight 9.1 How balanced is your referrer mix? | 399 | ||
| Search engine marketing | 400 | ||
| What is SEO? | 403 | ||
| Advantages and disadvantages of SEO | 406 | ||
| Best practice in planning and managing SEO | 406 | ||
| Digital marketing insight 9.2 Is SEO a zoo of Pandas and Penguins? | 408 | ||
| Digital marketing insight 9.3 Reviewing the links into a site | 413 | ||
| Paid search marketing | 414 | ||
| Advantages and disadvantages of paid search marketing | 415 | ||
| Best practice in planning and managing paid search marketing | 417 | ||
| Online public relations and influencer relationship management | 419 | ||
| What is online public relations? | 419 | ||
| Advantages and disadvantages of online public relations | 421 | ||
| Best practice for online public relations and IRM | 422 | ||
| Online partnerships including affiliate marketing | 427 | ||
| Affiliate marketing | 427 | ||
| Advantages and disadvantages of affiliate marketing | 429 | ||
| Best practice in planning and managing affiliate marketing | 430 | ||
| Online sponsorship | 431 | ||
| Interactive display advertising | 432 | ||
| What is display advertising? | 432 | ||
| Advantages and disadvantages of display advertising | 434 | ||
| Best practice in planning and managing display ad campaigns | 436 | ||
| Opt-in email marketing and mobile messaging | 439 | ||
| What is email marketing? | 439 | ||
| Opt-in email options for customer acquisition | 440 | ||
| Opt-in email options for prospect conversion and customerretention (house list) | 440 | ||
| Digital marketing insight 9.4 SEAT combines email with display advertising to increase awareness | 440 | ||
| Advantages and disadvantages of email marketing | 441 | ||
| Best practice in planning and managing email marketing | 442 | ||
| Mobile text messaging and mobile push notifications | 444 | ||
| Social media and viral marketing | 445 | ||
| Viral marketing | 446 | ||
| Advantages and disadvantages of social media and viralmarketing | 449 | ||
| Best practice in planning and managing viral marketing | 449 | ||
| Digital marketing insight 9.5 Is social media ‘mostly a waste of time’ and an ‘infantile delusion’? | 450 | ||
| Offline promotion techniques | 451 | ||
| Advantages and disadvantages of using offline communications to support e-commerce | 452 | ||
| Incidental and specific advertising of the online presence | 453 | ||
| Public relations | 454 | ||
| Direct marketing | 454 | ||
| Other physical reminders | 454 | ||
| Word-of-mouth marketing | 454 | ||
| Summary | 455 | ||
| Exercises | 456 | ||
| Self-assessment exercises | 456 | ||
| Essay and discussion questions | 457 | ||
| Examination questions | 457 | ||
| References | 457 | ||
| Weblinks | 459 | ||
| 10 Evaluation and improvement of digital channel performance | 461 | ||
| Learning objectives | 461 | ||
| Questions for marketers | 462 | ||
| Links to other chapters | 462 | ||
| Introduction | 462 | ||
| Performance management for digital channels | 464 | ||
| Stage 1: Creating a performance management system | 464 | ||
| Stage 2: Defining the performance metrics framework | 465 | ||
| Stage 3: Tools and techniques for collecting insight, runningprocesses and summarising results | 470 | ||
| Digital marketing insight 10.1 Focus on measuring social media marketing | 474 | ||
| Content management process | 483 | ||
| How often should content be updated? | 484 | ||
| Responsibilities for customer experience and site management | 485 | ||
| Who owns the process? | 486 | ||
| Who owns the content? | 487 | ||
| Who owns the format? | 489 | ||
| Who owns the technology? | 491 | ||
| Content management systems | 491 | ||
| Case study 9 Learning from Amazon’s culture of metrics | 492 | ||
| Summary | 498 | ||
| Exercises | 499 | ||
| Self-assessment exercises | 499 | ||
| Essay and discussion questions | 499 | ||
| Examination questions | 499 | ||
| References | 500 | ||
| Weblinks | 501 | ||
| Glossary | 503 | ||
| Index | 531 | ||
| Back Cover | Front Cover |