Digital Marketing Excellence Planning, Optimizing

Transcript:Digital Marketing Excellence Planning, Optimizing:
Digital Marketing Excellence Planning, Optimizing and Integrating Online Marketing Fifth Edition Dave Chaffey & PR Smith 1 2 Contents Chapter 1 – Introduction to digital marketing Chapter 2 – Remix Chapter 3 – Digital models Chapter 4 – Digital customers Chapter 5 – Social media marketing Chapter 6 – Designing digital experiences Chapter 7 – Traffic building Chapter 8 – Customer lifecycle communications and CRM Chapter 9 – Managing digital marketing Chapter 10 – Digital marketing plan 3 1 Chapter Introduction to digital marketing This chapter introduces what we see as the fantastic potential of integrated digital marketing for engaging audiences and its risks. It introduces the difference between e-commerce, digital business and digital marketing; the alternative digital communications channels; the dangers of sloppy digital marketing; how to present a business case for increasing your online activities, and the benefits of doing so – Sell, Serve, Speak, Save and Sizzle. 4 1.1 Introduction 5 1.2 Situation – the connected world Electronic marketspace MARKETPLACE Digital marketing platforms Desktops, laptops and notebooks Mobile phones and tablets Other hardware 6 1.2 Situation – the connected world Digital activity from consumers Need for analysing and meeting demand for online services 7 1.3 Situation – B2C, B2B, C2B and C2C Figure 1.3 Options for online communications between an organization and its customers Types of online presence Transactional e-commerce site Services-oriented relationship building or lead-generation web site Brand-building site Portal of media site Social network or community site Chaffey & Ellis (2015) 8 1.4 Situation – digital marketing definitions E-commerce Selling online and the ability to transact online + Digital business Involves the automation of all the business processes in the value chain Dynamic dialogue = Digital marketing Customer driven discipline Customers & Suppliers 9 1.4 Situation – digital marketing definitions Figure 1.5 Eight key digital marketing activities to manage in all organizations Integrated digital marketing activities Activities that require planning, management and optimization for online marketing to be competitive and maximize ROI. 10 1.4 Situation – digital marketing definitions Right touching = every customer interaction to a communication should be followed up by a series of relevant communications delivered via the right combination of channels to elicit a response or further dialogue Checklist for right touching Search marketing Behavioural targeting or online advertising Multi-touches across different digital media channels for acquisition Customer lifecycle model and welcome strategy Increasing online attrition Delivering relevant recommendations for retention