Digital Marketing. Excellence. Flanning, Optimizing and. Integrating Online Marketing. Fifth Edition. Dave Chaffey and PR Smith

Transcription

1 Digital Marketing Excellence Flanning, Optimizing and Integrating Online Marketing Fifth Edition Dave Chaffey and PR Smith Ö Routledge Taylor & Francis Croup LONDON AND NEW YORK

2 Contents List of figures List of tables Preface to the fifth edition Acknowledgements xi xvii xix xxix Chapter 1 Introduction to digital marketing Introduction Situation - the connected world Situation - B2C, B2B, C2B and C2C Situation - digital marketing definitions Situation - sloppy digital marketing Objectives Objective - seil - using the Internet as a sales tool Objective - serve - using the Internet as a customer-service tool Objective - speak - using the Internet as a communications tool Objective - save - using the Internet for cost reduction Objective - sizzle - using the Internet as a brand-building tool Introduction to digital marketing strategy objectives Tactics, action and control 44 Chapter 2 Remix Introduction to remix What is the marketing mix? Beyond the mix The mix is morphing Product Price Place Promotion People 89

3 viii CONTENTS 2.10 Physical evidence Process An extra 'P' - partnerships 97 Chapter 3 Digital models Introduction to digital models Online revenue models Intermediary models Attribution models Communications models Customer Information processing models Customer buying process models Loyalty models Social media models Social business models and the Ladder of Engagement 143 Chapter 4 Digital customers Introduction to digital customers Motivations Expectations Fears and phobias Online Information processing The online buying process Online relationships and loyalty Communities and social networks Customer profiles Researching the online customer The post-literate customer 215 Chapter 5 Social media marketing What is social media marketing and why is it important? Benchmarking and setting goals for social media marketing Create strategy and plan to manage social media Social listening and online reputation management Develop the content marketing and engagement strategy for your brand Dehne social media communications strategy Dehne approaches for the core social media platforms Social media optimization (SMO) 283 Chapter 6 Designing digital experiences Introduction to site design Integrated design 308

4 CONTENTS ix 6.3 Online value proposition Customer orientation Dynamic design and personalization Aesthetics Page design Content strategy and copywriting Navigation and structure Interaction Mobile site design 349 Chapter 7 Traffic building Introduction to traffic building Search angine marketing: SEO Paid or Pay Per Click search marketing Banner advertising Native advertising Online PR Online partnerships Opt-in Viral marketing Offline traffic building 430 Chapter 8 Customer Iifecycle communications and CRM Introduction to e-crm Relationship to customer Iifecycle marketing Database marketing and marketing automation Using marketing technology to Support CRM Profiling Personalization marketing Control issues Cleaning the database Making it happen 493 Chapter 9 Managing digital marketing Introduction Transformation to digital business Creating the social business through implementing social CRM The endless journey - reviewing digital marketing capabilities Budgeting for digital marketing Making the business case for digital marketing Investment Selecting the right suppliers for digital marketing 527

5 x CONTENTS 9.8 Change management for digital transformation Measuring and optimization digital marketing with digital analytics Automation Implementing new systems Managing data quality Digital business security 549 Chapter 10 Digital marketing plan Introduction to digital marketing planning Situational analysis Objectives Strategy Tactics Actions Control The 3Ms resources: Men, Money and Minutes 610 Appendix: Huawei smartphones - digital promotional plan for the Irish market 615 Glossary 627 Index 649