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• Half Title
• Title Page
• Copyright Page
• Brief contents
• Contents
• Preface
• About the authors
• Acknowledgements
• 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
• Glossary
• Index
• Publisher’s Acknowledgements
• Back Cover