Digital Marketing 8th Edition by Dave Chaffey,Fiona Ellis Chadwick 9781292400990 1292400994

Part 1 Digital marketing fundamentals

1 Introducing digital marketing

Learning objectives and topics

Introduction: how has digital marketing transformed marketing?

How will this text help me?

What is digital marketing?

Paid, owned and earned media

Context – the 7Ds of digital marketing

Digital marketing goals and strategy

Goals of digital marketing

Direct-to-consumer communications and e-commerce

Key challenges of digital communications

Digital marketing insight 1.1

Social commerce – how much do social networks influence purchase?

Introduction to digital marketing strategy

Key features of digital marketing strategy

Business and revenue models

Different forms of functionality of digital presence

Challenges in developing and managing digital marketing strategy

A strategic framework for developing a digital marketing strategy

Digital marketing audiences and buyer behaviour

Benefits of digital media

Digital devices and digital platforms

Digital platforms

Digital media

Introduction to digital marketing communications

Key communications concepts for digital marketing

Digital data

Digital marketing technology

Case study 1 Boo hoo: learning from Boo.com – the largest European dot.com failure and the success

Summary

Exercises

Self-assessment exercises

Exam and discussion questions

References

Weblinks

2 Online marketplace analysis: micro-environment

Learning objectives and topics

Introduction to online marketplace analysis

Customer journeys and the online marketplace

Situation analysis for digital marketing

The digital marketing environment

Digital marketing insight 2.1

Resources for analysing the online marketplace

Customers: understanding how they interact with digital markets

Customer analysis to understand the digital consumer

Demand analysis and conversion marketing

Implications for marketing planning: conversion models

Digital marketing insight 2.2

From share of search to share of searches – evaluating search marketing effectiveness

Customer choice and digital influence

Customer characteristics

Social media and emotions

Personas

The buying process

Competitor analysis

The shape and nature of online competitive markets

Competitor analysis and benchmarking techniques

Suppliers, publishers, intermediaries and influencers

Publishers

Intermediaries

New channel structures

Digital business models

Digital revenue models

Digital publisher and intermediary revenue models

Forecasting revenue for an online business

Case study 2 Creating the beauty that moves the world

Summary

Exercises

Self-assessment exercises

Exam and discussion questions

References

Weblinks

3 The digital macro-environment

Learning objectives and topics

Introduction to macro-environment forces

The rate of environment change

Technological forces

A short introduction to digital technology

URL strategy

Web standards

Selecting a martech stack for a business

Cybersecurity, blockchain and digital currencies

Emerging technologies

Assessing the marketing value of technology innovation

Digital marketing insight 3.1

The main website security risks

Legal forces

Legal activities can be considered unethical

1 Data protection and privacy law

2 Disability and discrimination law

3 Brand and trademark protection

4 Intellectual property rights

5 Contract and distance-selling law

6 Online advertising law

Digital marketing insight 3.2

Understanding cookies and the cookieless future

Social forces

Social exclusion

Digital minimalism and digital addiction

Digital marketing insight 3.3

Digital minimalism and digital addiction

Economic forces

Market growth and employment

Economic disruption and the COVID-19 pandemic

Political forces

Political action and control

Internet governance

Taxation

Tax jurisdiction

Case study 3 Social media and the changing face of celebrity influencers

Summary

Exercises

Self-assessment exercises

Exam and discussion questions

References

Weblinks

Part 2 Digital marketing strategy development

4 Digital marketing strategy

Learning objectives and topics

Introduction

What is a digital marketing strategy?

Digital marketing strategy as a channel marketing strategy

Which digital marketing activities should have focus?

Why are a digital marketing strategy and digital transformation needed?

Challenges of managing digital marketing

Digital marketing insight 4.1

Is a digital marketing strategy needed in the post-digital world?

How to structure a digital marketing strategy

Situation analysis

Internal audits of digital marketing

Customer research

Digital marketing insight 4.2

Consumer profiles: segmenting digital audiences

Resource analysis

Competitor analysis

Intermediary analysis

Assessing opportunities and threats

Setting goals and objectives for digital marketing

The online revenue contribution

Setting SMART objectives

Frameworks for objective setting

Strategy formulation for digital marketing

Decision 1: Market and product development strategies

Decision 2: Business and revenue models strategies

Decision 3: Target marketing strategy

Decision 4: Positioning and differentiation strategy (including the marketing mix)

Decision 5: Customer engagement and social media strategy

Decision 6: Multichannel distribution strategy

Decision 7: Multichannel communications strategy

Decision 8: Online communications mix and budget

Digital marketing insight 4.3

Retail digital channels and mixed-mode buying

Organisational issues of strategy implementation

Assessing different digital initiatives including marketing technology

The online lifecycle management grid

Case study 4 ASOS shifts the focus of high-street retailing to enhance the customer experience

Summary

Exercises

Self-assessment exercises

Exam and discussion questions

References

Weblinks

5 Digital branding and the marketing mix

Learning objectives and topics

Introduction

What is the marketing mix?

Digital branding

Success factors for online branding: brand advocacy

Success factors for online branding: brand identity

Success factors for online branding: brand names for online brands

Product in a digital marketing context

1 Options for varying the core product (online)

2 Options for offering digital products

3 Options for changing the extended product

4 Conducting research online

5 Speed of new product development

6 Speed of new product diffusion

Digital marketing insight 5.1

Zoom freemium products

Price in a digital marketing context

1 Increased price transparency

2 Price uncertainty

3 Innovative pricing approaches

4 Alternative pricing structure or policies

Digital marketing insight 5.2

Beauty Pie has created a luxury brand at discount prices

Place, channels and distribution in a digital marketing context

1 Place of purchase

2 New channel structures

3 Channel conflicts

4 Virtual organisations

Promotion and social media in a digital marketing context

People, process and physical evidence in a digital marketing context

People

Process

Physical evidence

Case study 5 Spotify streaming develops new revenue models

Summary

Exercises

Self-assessment questions

Exam and discussion questions

References

Weblinks

6 Data-driven relationship marketing using digital platforms

Learning objectives and topics

Introduction

Concepts of data-driven customer relationship marketing

The challenge of customer engagement

Benefits of using marketing automation to support customer engagement

Digital marketing insight 6.1

The goals of marketing orchestration

Customer lifecycle management strategy

Permission marketing

Profiling leads with lead scoring and lead grading

Defining contact strategies

Data-driven marketing techniques

Personalisation and mass customisation

Applying artificial intelligence and Big Data to support data-driven marketing

Artificial intelligence for marketing

Using data analysis and targeting techniques to increase customer loyalty and value

Determining what customers value

The relationship between satisfaction and loyalty

Measuring the voice of the customer in digital media

Using measures to differentiate customers by value and engagement

Lifetime value modelling

Product recommendations and propensity modelling

Using social media to improve customer loyalty and advocacy

What is social media marketing and why is it important?

What are the main social media platforms?

Social media activities requiring management

Case study 6 Buffer: from idea to paying business customers in seven weeks

Summary

Exercises

Self-assessment exercises

Exam and discussion questions

References

Weblinks

Part 3 Digital marketing: implementation and practice

7 Delivering the digital customer experience

Learning objectives and topics

Introduction

Structure of this chapter

Creating effective digital experiences

Planning website, app design and redesign projects

Who should be involved in a digital experience project?

Prototyping

Agile software development

Digital marketing insight 7.1

Success factors for delivery

Initiation of a digital experience project

Domain name registration

Selecting a hosting provider

Website performance optimisation

The availability of the website

Defining site or app requirements

Business requirements

Usability requirements

Digital accessibility requirements

Personalisation

Localisation and cultural customisation

Reviewing competitors’ websites

Designing the information architecture

Card sorting

Blueprints

Wireframes

Landing pages

Designing the user experience

Elements of digital experience design

Site navigation schemes

Mobile design requirements and techniques

A. Responsive web design (RWD)

B. Adaptive design

C. Accelerated Mobile Pages (AMP)

D. Progressive web apps (PWAs)

E. Native mobile apps

The Internet of Things

Virtual reality and augmented reality

Content design and auditing

Managing and testing content

Online retail merchandising

Evaluating the impact of service quality on e-loyalty

Tangibles

Reliability and responsiveness

Assurance

Empathy

Multichannel customer service preferences

The relationship between service quality, customer satisfaction and loyalty

Case study 7 Refining the online customer experience at i-to-i.com

Summary

Exercises

Self-assessment exercises

Exam and discussion questions

References

Weblinks

8 Campaign planning for digital media

Learning objectives and topics

Introduction

The structure of this chapter

The characteristics of digital media

1 From push to pull

2 Interactive dialogues

3 From one-to-many to one-to-some and one-to-one

4 From one-to-many to many-to-many communications

5 From ‘lean-back’ to ‘lean-forward’

6 The medium changes the nature of standard marketing communications tools such as advertising

7 Increase in communications intermediaries

8 Integration

9 Timing of campaign communications has additional ‘always-on’ and real-time marketing components

Digital marketing insight 8.1

#OpenYourWorld shares individual’s views

Step 1. Goal setting and tracking for interactive marketing communications

Terminology for measuring digital media

Examples of digital campaign measures

Campaign response mechanisms

Online response mechanism

Digital marketing insight 8.2

What’s in a hashtag – #!?

Step 2. Campaign insight

Customer insight for digital marketing campaigns

Step 3. Segmentation and targeting

Step 4. Big idea, offer, message development and creative

Which factors affect campaign effectiveness?

Content marketing

Step 5. Budgeting and selecting the digital media mix

1 Level of investment in digital media techniques in comparison to offline promotion

2 Selecting the right mix of digital media communications tools

3 Level of investment in digital assets

Digital marketing insight 8.3

Campaign tracking in Google Analytics

Step 6. Integration into overall media schedule or plan

Key activities in media selection and planning

Case study 8 Global Action Plan: campaigning for a better world

Summary

Exercises

Self-assessment exercises

Exam and discussion questions

References

Weblinks

9 Marketing communications using digital media channels

Learning objectives and topics

Introduction

How is this chapter structured?

Digital marketing insight 9.1

How balanced is your referrer mix?

Search engine marketing

What is SEO?

Advantages and disadvantages of SEO

Best practice in planning and managing SEO

Paid search marketing

Advantages and disadvantages of paid search marketing

Best practice in planning and managing paid search marketing

Digital marketing insight 9.2

Is SEO a zoo of Pandas and Penguins?

Digital marketing insight 9.3

Reviewing the links into a site

Digital public relations and influencer relationship management

What is digital or online public relations?

Advantages and disadvantages of online public relations

Best practice for online public relations and IRM

Digital partnerships including affiliate marketing

Affiliate marketing

Advantages and disadvantages of affiliate marketing

Best practice in planning and managing affiliate marketing

Online sponsorship

Digital display advertising

What is digital display advertising?

Advantages and disadvantages of display advertising

Best practice in planning and managing display ad campaigns

Digital messaging including email marketing and mobile messaging

What is email marketing?

Opt-in email options for customer acquisition

Opt-in email options for prospect conversion and customer retention (house list)

Advantages and disadvantages of email marketing

Best practice in planning and managing email marketing

Mobile text messaging and mobile push notifications

Digital marketing insight 9.4

SEAT combines email with display advertising to increase awareness

Social media and viral marketing

Viral marketing

Advantages and disadvantages of social media and viral marketing

Best practice in planning and managing viral marketing

Digital marketing insight 9.5

Is social media ‘mostly a waste of time’ and an ‘infantile delusion’?

Offline promotion techniques

Advantages and disadvantages of using offline communications to support e-commerce

Incidental and specific advertising of the online presence

Case study 9 Smart Insights: how content strategy fuels inbound marketing to grow an online B2B serv

Summary

Exercises

Self-assessment exercises

Exam and discussion questions

References

Weblinks

10 Evaluation and improvement of digital channel performance

Learning objectives and topics

Introduction

Performance management for digital channels

Creating a performance management process

Defining the performance metrics framework

Tools and techniques for collecting insight, running processes and summarising results

Digital marketing insight 10.1

Focus on measuring social media marketing

Marketing research using the internet and digital media

Questionnaires and surveys

Focus groups

Mystery shoppers

Content management process

How often should content be updated?

Responsibilities for customer experience and site management

Who owns the process?

Who owns the content?

Who owns the format?

Who owns the technology?

Case study 10 Learning from Amazon’s culture of metrics

Summary

Exercises

Self-assessment exercises

Exam and discussion questions

References

Weblinks