OXFORD UNIVERSITY PRESS

Transcription

1 Digital Marketing Vandana Ahuja Area Chair, Marketing, and Assistant Professor Jaypee.Business School, NOIDA OXFORD UNIVERSITY PRESS

2 Contents Preface Features of the Book tu vm Chapter 1 E-marketing 3 The Virtual World 04 The Changing Marketing Landscape 04 Web and the New Corporation 08 The Internet and Business 13 -marketing Strengths and Applications 14 Zs-marketing Communication Modes 16 Online Marketing Domains 16 The Behavioural Internet 17 Behavioural Targeting 18 f-marketing and CRM 19 Zs-marketing and Online Advertising 21 Integrated Marketing Communication and the Internet 21 ZT-marketing and Consumer Segmentation 22 Zs-marketing and Sales and Trade Promotion 24 Digital Marketing Optimization 28 The Need for Digital Engagement 29 Generation Y Expectations and Influenae 31 The Implications of Digital Change 33 Implications for Organizations 34 Gase Study: Blackberry and the Behavioural Internet Theorry 36 Practitioner Perspective 38 Chapter 2 The Online Marketing Mix 42 Z?-products Creating Customer Value in an Online World 46 Marketing Segmentation 49 Consumer Segmentation 50 Consumer Traits 52 Consumers and Online Shopping Issues 53 Targeting 54 Positioning 55 je-price 55 The Online Value 55 Zs-promotion 56 Website Characteristics Affecting Online Purchase Decision 57 Digitization and Implications to Online Marketing Mix Decisions 57

3 CONTENTS Xi Case Study: Louis Vuitton 61 Practitioner Perspective 64 Chapter 3 The Online Consumer 67 The Digital Ecosystem 67 Online Consumer Behaviour 70 Cultural Implications of Key Web Characteristics 71 Dynamics of Online Consumer Visit 72 Models of Website Visits 73 The Web and Consumer Decision-making Process 76 Behavioural Targeting vs Contextual Targeting 76 Web 2.0 and Marketing 78 Research Illustration 80 Database Marketing 84 Gearing up for New Online Consumers 86 Practitioner Perspective 90 Chapter 4 Customer Relationship Management in a Web 2.0 World 94 What is Customer Relationship Management (CRM)? 94 Why Customer Relationship Management? 95 The Goals of Customer Relationship Management 97 Benefits of Electronic CRM Technology in Online Banking 102 Customer Relation Management ProcesSes 102 Role of Customer Relationship Management Technology 103 Customer Relationship Management and the Customer Lifecycle 104 Bonding for Customer Relationship 105 Electronic Customer Relationship Management 107 Customer Relationship Management The B2C Dimensions 110 Key Customer Relationship Management Applications 111 Business-to-consumer SAP Web Channel Experience Management 114 Next-generation CRM A Mobile App and a Community 116 The New Age -enterprise 116 The Collaborative Web and the Enterprise 118 The Collaborative Web and the is-enterprise 122 Case Study: Procter and Gamble 125 Practitioner Perspective 127 Chapter 5 Social Media Web Social Media

4 I CONTENTS The Social Media Model by McKinsey 137 Marketing with Networks 139 The Social World 142 Social Media Analytics 142 Social Media Tools 150 The Social Web 153 A Broad Look at the B2C and B2B Scenarios 154 Viral Marketing 155 Social Curation and Brands 155 Inbound Marketing and Co-creation 159 Social Media The Road Ahead 160 Case Study: Starbucks and Social Media Striking a Chord with the Indian Consumer Case Study: Building layalty the Jet Airuoays Way 163 Practitioner Perspective 165 Chapter 6 Online Branding Cyberbranding 170 Consumers The New Influential Constituency 170 The Digital Brand Ecosystem 173 Brand Experience 17 6 Using Consumer Brand Knowledge and Consumer Brand Emotion to Develop Consumer Engagement 184 Brand Customer Centricity 186 Brands and Emotions 187 Consumer Brand Emotion 188 Case Study: Narendra Modi Developing Brand Modi in the Online World 191 Practitioner Perspective 193 Chapter 7 Traffic Building The Diamond-Water Paradox 198 Internet Traffic Plan 200 Search Marketing Methods for Traffic Building 200 Internet Cookies and Traffic Building 202 Traffic Volume and Quality 202 Traffic-building Goals 203 Search Engine Marketing 203 Site Optimization 205 Keyword Advertising 205 Keyword Value 205 Keyword Portfolio Evaluation 205 Internet Marketing Metrics 208 Websites and Internet Marketing 208 Case Study: Domino's hdia Building Traffic through Content Propagation 216 Practitioner Perspective 219

5 Chapter 8 Web Business Models The Value of a Customer Contact 224 Customer-centric Web Business Models 224 Customer-centric Business Management 226 Web Chain of Events 227 Web Chain Analysis 228 Customer Value Analysis and the Internet 229 Web Benefits to Firms 231 Business Models 233 Revenue Benefits 237 Financial Services and the Internet 240 The Indian Web Market 243 Role of Internet in Impacting Consumer Price Sensitivity 244 Price Effects in Online Domain 245 Value UnCertainty 248 Purchase Importance 248 Practitioner Perspective 248 Chapter 9 F-commerce Online Distribution and Procurement 253 Traditional Distribution Management Issues 256 Fundamental Advantages Offered by the Internet 257 The Spiral of Prosperity Model 258 Online Marketplaces 260 ^-procurement 261 E-commerce Applications 262 Measuring f-commerce Success 264 Monitoring ^-commerce Brands and Social Media in the Indian Market 267 Case Study: Flipkart.com Shopping Ka Naya Address 269 Practitioner Perspective 271 Chapter 10 Engagement Marketing through Content Management Building Collaborative Customer Relationships 276 Consumer Engagement 276 Engagement Marketing 277 Social Plugins and their Contribution to Marketing 283 Online Shopping in the Era of Social Networking 284 Building Consumer Engagement through Content Management 285 Need for Greater Organizational Adaptability 290 Finding Top Loyalty Drivers 291 Integration and Alignment 292

6 XIV CONTENTS Case Study: Personal Care Brands and the Indian Consumer 293 Practitioner Perspective 295 Chapter 11 Online Campaign Management What is Campaign Management? 298 Campaign Management using Facebook 302 Campaign Management using Twitter 303 Twitter Marketing 304 Campaign Management using Corporate Blogs 305 Customer Relationship Management 307 Tagging and Folksonomies 307 Campaign Management 308 Sentiment Mining 309 Using Corporate Blog as a CRM 2.0 Tool 309 Customer Liking, Satisfaction, and Involvement 311 Evaluating Consumer Sentiment using Sentiwordnet Consumer Segmentation based on Consumer Sentiment Score 312 Measuring Campaign Effectiveness I 314 Measuring Campaign Effectiveness II Quantitative Tag Analysis 314 How Companies can use Blogs for Effective Campaign Management 315 Case Study: The MasterCard A World Reyond Cash' Campaign 317 Practitioner Perspective 318 Chapter 12 Consumer Segmentation, Targeting, and Positioning using Online Tools Knowledge Discovery and Data Mining 322 Different Methods for Consumer Segmentation 322 Geographica! Segmentation 326 Demographic Segmentation 326 Behavioural Segmentation 326 Psychographic Segmentation 326 Consumer Segmentation in the Virtual Space 326 Popularity of Brand Pages 327 Consumer Psychographic Profiles and Consumer Segmentation 328 Benefit Segmentation 328 Consumer Targeting 328 Online Targeting 329 Deterministic Targeting 329 N on-deter ministic Targeting 330 Predictive Targeting 330 Behavioural Targeting 331 Brand Positioning Online 332 Emerging Consumer Segments in India 335

7 Case Study: Volkswagen India Effective Positioning in the Virtual World 336 Practitioner Perspective 338 Chapter 13 Market Influenae Analytics in a Digital Ecosytem The Digital Ecosystem 341 Knowledge as a Value Proposition 343 Consumer-generated Media and Consumer Behaviour 345 Consumer-generated Media and Opinion Leaders 346 Peer Reviews, Word of Mouth, and the Dissatisfied Customer 346 Correlation between Consumer-generated Media and Sales 347 The Value of the Power of Influenae 347 Mining Consumer-generated Media 348 Case Study: The iphone 349 Practitioner Perspective 355 Chapter 14 Online Communities and Co-creation Co-creation Communities for Brands 362 Co-creation Communities Some Exhibits 368 Empirical Models to Leverage Product/Brand Online Communities 368 Consumer Trustworthiness Regression Model using Netnography (CTR) 371 A Consumer Co-creation Model using INV Based on Metealf Law (C-INV) Consumer Price Sensitivity Model using K-means Cluster Analysis 376 Consumer Price Sensitivity 377 Case Study: MTV India Co-creation using MTV Music Meter 379 Practitioner Perspective 381 Chapter 15 The World of Facebook Eight Different Versions of Facebook 386 Facebook The Origin 387 The Anatomy of Facebook 387 Netiquette The Facebook Etiquette for Brands 392 The Impact of a Facebook Fan 397 Brand Post Popularity 398 Consumer Visit Schedules and Click-through Rates 403 Top 10 Brands in India and their Facebook Presence 403 Case Study: Shoppers Stop Facebook and Apps for Marketing 404 Practitioner Perspective 406 Chapter 16 The Future of Marketing Gamification and Apps The Rise of Technology 411 Gamification and Game-based Marketing 412 Consumer Motivation for Playing Online Games 415

8 XVi CONTENTS Gamification and the Consumer Brand Affinity Spectrum 416 The Anatomy of Gamification 417 Use of Games as Marketing Tools 421 The World of Apps 421 Apps and the Indian Diaspora 424 Case Study: The 16th Indian Lok Sabha Elections The Era of Online Apps, Facebook, Google, and Twitter 428 Practitioner Perspective 432 Index 435 About the Author 439