دانلود کتاب Digital Marketing

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Front Cover 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 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 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 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 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 Glossary Index Publisher's Acknowledgements Back Cover