Digital Marketing Excellence, 5th edition

Cover......Page 1
Title......Page 6
Copyright......Page 7
Contents......Page 8
List of figures......Page 12
List of tables......Page 18
Preface to the fifth edition......Page 20
Acknowledgements......Page 30
Chapter 1 Introduction to digital marketing......Page 32
1.1 Introduction......Page 33
1.2 Situation – the connected world......Page 35
1.3 Situation – B2C, B2B, C2B and C2C......Page 40
1.4 Situation – digital marketing definitions......Page 44
1.5 Situation – sloppy digital marketing......Page 52
1.6 Objectives......Page 54
1.7 Objective – sell – using the Internet as a sales tool......Page 57
1.8 Objective – serve – using the Internet as a customer-service tool......Page 61
1.9 Objective – speak – using the Internet as a communications tool......Page 65
1.10 Objective – save – using the Internet for cost reduction......Page 70
1.11 Objective – sizzle – using the Internet as a brand-building tool......Page 72
1.12 Introduction to digital marketing strategy objectives......Page 73
1.13 Tactics, action and control......Page 75
Chapter 2 Remix......Page 81
2.1 Introduction to remix......Page 83
2.2 What is the marketing mix?......Page 85
2.3 Beyond the mix......Page 89
2.4 The mix is morphing......Page 90
2.5 Product......Page 95
2.6 Price......Page 102
2.7 Place......Page 106
2.8 Promotion......Page 112
2.9 People......Page 120
2.10 Physical evidence......Page 123
2.11 Process......Page 125
2.12 An extra ‘P’ – partnerships......Page 128
Chapter 3 Digital models......Page 134
3.1 Introduction to digital models......Page 135
3.2 Online revenue models......Page 137
3.3 Intermediary models......Page 141
3.4 Attribution models......Page 146
3.5 Communications models......Page 154
3.6 Customer information processing models......Page 159
3.7 Customer buying process models......Page 161
3.8 Loyalty models......Page 167
3.9 Social media models......Page 170
3.10 Social business models and the Ladder of Engagement......Page 174
Chapter 4 Digital customers......Page 190
4.1 Introduction to digital customers......Page 192
4.2 Motivations......Page 201
4.3 Expectations......Page 208
4.4 Fears and phobias......Page 213
4.5 Online information processing......Page 216
4.6 The online buying process......Page 223
4.7 Online relationships and loyalty......Page 228
4.8 Communities and social networks......Page 232
4.9 Customer profiles......Page 235
4.10 Researching the online customer......Page 239
4.11 The post-literate customer......Page 246
Chapter 5 Social media marketing......Page 254
5.1 What is social media marketing and why is it important?......Page 255
5.2 Benchmarking and setting goals for social media marketing......Page 263
5.3 Create strategy and plan to manage social media......Page 268
5.4 Social listening and online reputation management......Page 278
5.5 Develop the content marketing and engagement strategy for your brand......Page 284
5.6 Define social media communications strategy......Page 287
5.7 Define approaches for the core social media platforms......Page 305
5.8 Social media optimization (SMO)......Page 314
Chapter 6 Designing digital experiences......Page 324
6.1 Introduction to site design......Page 326
6.2 Integrated design......Page 339
6.3 Online value proposition......Page 344
6.4 Customer orientation......Page 349
6.5 Dynamic design and personalization......Page 352
6.6 Aesthetics......Page 355
6.7 Page design......Page 364
6.8 Content strategy and copywriting......Page 369
6.9 Navigation and structure......Page 372
6.10 Interaction......Page 376
6.11 Mobile site design......Page 380
Chapter 7 Traffic building......Page 392
7.1 Introduction to traffic building......Page 394
7.2 Search engine marketing: SEO......Page 399
7.3 Paid or Pay Per Click search marketing......Page 415
7.4 Banner advertising......Page 425
7.5 Native advertising......Page 439
7.6 Online PR......Page 440
7.7 Online partnerships......Page 448
7.8 Opt-in email......Page 456
7.9 Viral marketing......Page 459
7.10 Offline traffic building......Page 461
Chapter 8 Customer lifecycle communications and CRM......Page 472
8.1 Introduction to e-CRM......Page 474
8.2 Relationship to customer lifecycle marketing......Page 478
8.3 Database marketing and marketing automation......Page 490
8.4 Using marketing technology to support CRM......Page 500
8.5 Profiling......Page 506
8.6 Personalization......Page 511
8.7 Email marketing......Page 515
8.8 Control issues......Page 519
8.9 Cleaning the database......Page 521
8.10 Making it happen......Page 524
Chapter 9 Managing digital marketing......Page 533
9.1 Introduction......Page 535
9.2 Transformation to digital business......Page 536
9.3 Creating the social business through implementing social CRM......Page 541
9.4 The endless journey – reviewing digital marketing capabilities......Page 546
9.5 Budgeting for digital marketing......Page 547
9.6 Making the business case for digital marketing investment......Page 551
9.7 Selecting the right suppliers for digital marketing......Page 558
9.8 Change management for digital transformation......Page 561
9.9 Measuring and optimization digital marketing with digital analytics......Page 566
9.10 Automation......Page 571
9.11 Implementing new systems......Page 574
9.12 Managing data quality......Page 579
9.13 Digital business security......Page 580
Chapter 10 Digital marketing plan......Page 586
10.1 Introduction to digital marketing planning......Page 588
10.2 Situational analysis......Page 593
10.3 Objectives......Page 605
10.4 Strategy......Page 612
10.5 Tactics......Page 621
10.6 Actions......Page 628
10.7 Control......Page 632
10.8 The 3Ms resources: Men, Money and Minutes......Page 641
Appendix: Huawei smartphones – digital promotional plan for the Irish market......Page 646
Glossary......Page 658
Index......Page 680