Digital Marketing
Námskeið VIÐ625G Stafræn markaðssetning V-738 Advanced and digital marketing 108.6.0.STAM Stafræn markaðsetning. - Höfundar: Dave Chaffey, Fiona Ellis-Chadwick
4.890 kr.
Námskeið
- VIÐ625G Stafræn markaðssetning
- V-738 Advanced and digital marketing
- 108.6.0.STAM Stafræn markaðsetning.
Ensk lýsing:
'I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate practitioner programmes – where we actually buy the book for the students as we believe it is that important.
No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist. ' David Edmundson-Bird Principal Lecturer in Digital Marketing Manchester Metropolitan University Now in its sixth edition, Digital Marketing: Strategy, Implementation and Practice provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.
Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world. Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.
Dave Chaffey is a digital marketing consultant and publisher of marketing advice site SmartInsights. com. He is a visiting lecturer on marketing courses at Birmingham, Cranfield and Warwick universities and the Institute of Direct Marketing. Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author.
Lýsing:
Discover more about effective Digital Marketing strategies and practices, and expand your knowledge of the field, learning from the success stories of some of the biggest brands. Digital Marketing, 8th edition is a market-leading text, providing you with the most comprehensive guide to the strategies, techniques, and online trends that have transformed the way companies communicate with their consumer audiences today.
The text, known for its clear structure and accessible content, offers you valuable insight into the main principles and aspects of Digital Marketing. The eighth edition has been comprehensively updated to help you learn more about the success factors of a digital marketing strategy, using key techniques in the area, including search, social media and content marketing, conversion optimisation, and marketing automation.
It also introduces increased data-driven marketing techniques with many new examples covering digital analytics, artificial intelligence, and machine learning. This latest edition also links marketing theory with practical business experience to help you understand digital marketing in the real world through case studies from market-leading and cutting-edge companies such as ASOS, Spotify, and L'Oreal.
Annað
- Höfundar: Dave Chaffey, Fiona Ellis-Chadwick
- Útgáfa:8
- Útgáfudagur: 2022-03-21
- Hægt að prenta út 2 bls.
- Hægt að afrita 2 bls.
- Format:ePub
- ISBN 13: 9781292401003
- Print ISBN: 9781292400969
- ISBN 10: 1292401001
Efnisyfirlit
- Cover Page
- Title Page
- Copyright Page
- 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 of Boohoo.com
- 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
- Digital marketing insight 2.2 From share of search to share of searches – evaluating search marketing effectiveness
- Customer analysis to understand the digital consumer
- Demand analysis and conversion marketing
- Implications for marketing planning: conversion models
- 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
- Digital marketing insight 3.1 The main website security risks
- Emerging technologies
- Assessing the marketing value of technology innovation
- Legal forces
- Legal activities can be considered unethical
- 1 Data protection and privacy law
- Digital marketing insight 3.2 Understanding cookies and the cookieless future
- 2 Disability and discrimination law
- 3 Brand and trademark protection
- 4 Intellectual property rights
- 5 Contract and distance-selling law
- 6 Online advertising law
- 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
- 1 Introducing digital marketing
- 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?
- Digital marketing insight 4.1 Is a digital marketing strategy needed in the post-digital world?
- Challenges of managing digital marketing
- 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
- Digital marketing insight 4.3 Retail digital channels and mixed-mode buying
- Decision 7: Multichannel communications strategy
- Decision 8: Online communications mix and budget
- 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
- Digital marketing insight 5.1 Zoom freemium products
- 4 Conducting research online
- 5 Speed of new product development
- 6 Speed of new product diffusion
- Price in a digital marketing context
- Digital marketing insight 5.2 Beauty Pie has created a luxury brand at discount prices
- 1 Increased price transparency
- 2 Price uncertainty
- 3 Innovative pricing approaches
- 4 Alternative pricing structure or policies
- 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
- Digital marketing insight 6.1 The goals of marketing orchestration
- The challenge of customer engagement
- Benefits of using marketing automation to support customer engagement
- 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
- 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
- Digital marketing insight 7.1 Success factors for delivery
- Agile software development
- 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
- Digital marketing insight 8.3 Campaign tracking in Google Analytics
- 3 Level of investment in digital assets
- 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
- Digital marketing insight 9.2 Is SEO a zoo of Pandas and Penguins?
- Digital marketing insight 9.3 Reviewing the links into a site
- Paid search marketing
- Advantages and disadvantages of paid search marketing
- Best practice in planning and managing paid search marketing
- 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)
- Digital marketing insight 9.4 SEAT combines email with display advertising to increase awareness
- Advantages and disadvantages of email marketing
- Best practice in planning and managing email marketing
- Mobile text messaging and mobile push notifications
- 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 service
- 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
- Using Google Analytics to evaluate and improve digital marketing
- How is Google Analytics data recorded?
- Applying Google Analytics reports and measures
- 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
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