Slide Digital Marketing Strategy, Implementation and Practice 7th

DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE

Seventh Edition
Part 1
Digital marketing fundamentals
Chapter 1
Introducing Digital Marketing
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Chapter 1 – Introducing Digital Marketing
Main Topics:
• How digital marketing has transformed marketing

• What are digital and multichannel marketing
• Introduction to digital marketing strategy
• Introduction to digital marketing communications
Case Study: eBay thrives in the global market place.
How digital marketing has transformed
marketing
Digital marketing is about:
• Audiences
• Digital devices
• Digital platforms
• Digital media
• Digital data
• Digital technology
Figure 1.1 Customer lifecycle marketing
touchpoint summary for a retailer
Source: Smart Insights (2017)
What are digital and multichannel
marketing?
Digital marketing can be defined as:
Achieving marketing objectives through applying digital

media data and technology
Paid, owned and earned media
The marketing technology landscape
Source: With permission – Chiefmartec.com
Introduction to digital marketing strategy
Key considerations:
Key features of digital marketing strategy
Applications of digital marketing
Benefits of digital marketing
Mini Case 1.2 Zalando exploits the power of
digital media and distribution to grow a multi-
billion Euro business in less than 5 years.
Figure 1.5 Summary and examples of
transaction alternatives between businesses,
consumers and governmental organisations
Figure 1.6 The distinction between
buy-side and sell side of e-commerce
Strategic framework for developing a
digital strategy
Source: Altimeter Consulting (2014)
Summary of organisations challenges in
digital marketing
Strategy
Structure
Systems
Staff
Style
Skills
Superordinate goals
Figure 1.8 A generic digital marketing
strategy development process
Introduction to digital marketing
communications
Figure 1.10 Six categories of digital
communications tools or media channels
Source: Chaffey and Smith (2017)
Figure 1.11 Summary of communication models
for (a) traditional media, (b) new media
Figure 1.13 Channels requiring integration as
part of integrated digital marketing strategy
Key communication concepts for digital
marketing
Permission marketing
Content marketing
Customer engagement
Source: Smart Insights (2015a)
Case study: eBay thrives in a global
marketplace
Key content:
Mission
Revenue model
Proposition
Competition
Objectives and strategy
Case Question: Discuss how eBay has had to evolve its

online brand proposition and communicate it to achieve
continued growth
DIGITAL MARKETING
Seventh Edition
Part 1
Chapter 2
Online marketplace analysis:
micro-environment
Chapter 2 - Online marketplace analysis:
micro-environment
Main Topics:
• Situation analysis for digital marketing
• Digital marketing environment
• Understanding customer in digital markets
• Consumer. Choice and digital influence
• Customer characteristics
• Competitors
• Suppliers
• New channel structures
• Digital business models for e-commerce
Situation analysis for digital marketing
Understanding customer in digital markets
Customer segments
Search intermediaries
Intermediaries, influencers and media or publisher sites
Destination sites and platforms
Figure 2.2 An example of a customer
journey map
Figure 2.3 An online marketplace map
Figure 2.4 Model Showing conversion
between the digital channel and traditional
channels during the buying process
Consumer choice and digital influence
Customer characteristics:
– Demographic variables
– Psychographic and behavioural variables
Social media and emotions
Consumer Personas
The buying process
Figure 2.9 Framework for understanding
online customer experiences
Source: Rose and Hair (2011)
Figure 2.10 A summary of how digital media can
impact on the buying process in a new purchase
Competitors
The shape and nature of online competitive markets

Competitor analysis and benchmarking
Suppliers
Digital marketing intermediaries

Online intermediary sites
New channel structures
Digital business model for e-commerce
Source: SmartInsights.com with permission.
Figure 2.15 Alternative perspectives on
business models
Case study; Boo hoo – learning for the
largest dot com failure
Questions
1) Discuss which strategic market assumptions and decisions led to
Boo.com’s inevitable failure?
2) Compare and contrast the marketing strategy of Boo.com with
successful online travel and leisure retailer lastminute.com. Suggest
what made the difference between success and failure
3) Use the framework of the marketing mix to appraise the marketing
strategy and tactics of Boo.com
4) In many ways the vision of Boo’s founders was ‘ideas before their
time’. Give examples of e-retail techniques adopted by boo.com that
are now common place.
DIGITAL MARKETING
Seventh Edition
Part 1
Chapter 3
The digital macro-environment
Chapter 3 The Digital macro-environment
Main topics:
• The rate of environmental change
• Technological forces
• Economic forces
• Political forces
• Legal Forces
• Social Forces
Case Study:
Social media – Do celebrities call all the
shots?
The rate of environmental change
In the digital world, changes in market forces are

increasingly rapid. Firms should respond to these changes,
emerging opportunities and threats by developing strategic
agility.
Technological forces
In the digital world, changes in market forces are
increasingly rapid. Firms should respond to these changes,
emerging opportunities and threats by developing strategic
agility.
Key factors to consider:
• Internet technology
• Cyber security
• How to develop secure systems
• Mobile and SMS messaging and applications
• Mobile Apps
• Wi-Fi and Bluetooth wireless applications
• Emerging technologies
Emerging Technologies
Assessing the marketing value of technology innovation
Commercial application of the diffusion
of innovation curve
Source: Gartner Group
Figure 3.6 Alternative responses to
changes in technology
Economic Forces
Economic growths
Market growth and employment
• Interest and exchange rates
• Globalization
Economic disruption
Political forces
Political control and democracy

Internet governance
Taxation
Tax Jurisdiction
Legal forces
Data protection and privacy law

Anti-spam legislation
Disability and discrimination law
Brand and trademark protection
Intellectual property rights
Online advertising law
Social forces
Demographics
Culture
Social exclusion
Case study 3 Social media – do
celebrities call all the shots?
Questions:
1. Use the dimensions of the SMMF to analyse the following:
a. Kylie Jenner’s cosmetics
b. Shannon Coulter’s grabyourwallet
2. Suggest how the SMMF helps to:
a. Interpret what is happening in the financial services industry in relation
to its use of social media;
b. Provide strategic solutions for the use of social media that might help
to protect banks and building societies from the GAFAMs
3. Discuss the extent to which it is possible to strategically manage social
media using case evidence 1 to 4.
DIGITAL MARKETING
Seventh Edition
Part 2
Digital marketing strategy
development
Chapter 4
Chapter 4 Digital Marketing Strategy
Main topics
• Digital marketing strategy and channel strategy
management
• Importance of integrated digital marketing strategy
• How to structure a digital marketing strategy
• Competitor analysis
• Setting goals and objectives
• Strategy formulation
• Strategy implementation
• Assessing different digital projects
Digital marketing strategy and channel
strategy management
Figure 4.2 Typical shopper behaviour
before a town-centre shopping trip
Source: Hart et al. (2017)
Figure 4.3 Digital access during
town-centre visit
Source: Hart et al. (2017)
Importance of integrated digital
marketing strategy
Table 4.2 Digital Marketing Planning
failures and solutions
Potential failure or problem Potential solution
Underestimated customer demand for online Research demand, set objectives, allocate
services sufficient resources
Intense competition from existing and new Analyse the market, especially the intensity
market entrants who may spark digital of rivalry, anticipate competitive
disruption in sector through new business responses, plan a clear market entry
or revenue models strategy or potential changes to business
and revenue models
Duplication of resources Improve internal communications to avoid

different parts of the marketing
organisation purchasing different tools or
different agencies for performing similar
online marketing tasks
Insufficient resources and capabilities Ensure budget and specific specialist digital
skills are available to support the strategic
initiatives including ‘always-on’ activities to
continuously engage audiences using
search, social and email marketing
Table 4.2 Digital Marketing Planning
failures and solutions (Continued)
Potential failure or problem Potential solution
Relevant customer data not collected or Research to ensure best possible knowledge of
utilised target customers; integrate customer
data into existing systems
Lack of control Measure and analyse regularly to take

corrective action to ensure achievement of
objectives
Lack of senior management support Ensure support for a long-term digital

transformation plan as this will be needed to
drive major strategic initiatives
How to structure a digital marketing strategy
Source: Chaffey and Smith (2012)
Situation Analysis
Source: Smart Insights (http://bit.ly/smartbenchmarking)
Consumer Profiles
Competitor analysis
• Intermediary analysis
• Assessing opportunities and threats
Setting goals and objectives:
• The online revenue contribution
• Setting SMART objectives
• Framework for objective setting
Strategy formulation and implementation
Key decisions in strategy development:
1. Market and product strategies
2. Business and revenue model strategies
3. Target marketing strategy
4. Positioning and differentiation
5. Customer engagement and social media strategy
Key decisions in strategy development:
6. Multichannel distribution strategy

7. Multichannel communication strategy
8. Online communication mix and budget
9. Organisational capabilities and governance to support
digital transformation
Figure 4.15 Customer lifecycle segmentation
Differential advantage
Figure 4.17 Influences on customers of
multichannel decision making
Source: adapted from Dholakia et al. (2010)
Figure 4.18 Matrix for evaluating digital
marketing business investment alternatives
Figure 4.19 Influences on customers of
multichannel decision making
Source: adapted from Dholakia et al. (2010)
Figure 4.20 Channel coverage map showing the
company’s preferred strategy for communications
with different customer segments with different value
Assessing different digital projects
The online lifecycle management grid

Generic digital marketing strategies to achieve objectives in the
grid include:
• Online value proposition strategy

• Online targeted reach strategy
• Offline targeted reach strategy
• Online sales efficiency strategy
• Offline sales impact strategy
Case study 4 – ASOS shifts the focus of
high street retailing
Questions:
1. Apply the SOSTAC model to ASOS and highlight why it has
become such a successful online fashion brand
2. Describe how ASOS uses elements of the marketing mix as part
of its digital strategy
3. Discuss how ASOS has used digital to develop its differentiated
market position
DIGITAL MARKETING
Seventh Edition
Part 2
development
Chapter 5
Digital media and the
marketing mix
Chapter 5 Digital media and the
marketing mix
Main topics:
• Product
• Price
• Place
• Promotion
• People, process and physical evidence
Case study: Spotify streaming

develops new revenue models
What is the marketing mix?
Product
Implications for digital technology for the product element
of the mix
1. Options for varying the core product

2. Options for offering digital products
3. Options for changing the extended product
4. Conducting online research
5. Speed of new product development
6. Speed of new product diffusion
The long tail concept
Branding in a digital environment
• Success factors for brand sites

• Brand identity
• Brand names for online brands
Price
1. Increased price transparency
2. Downward pressure on price
3. Innovative pricing approaches
4. Alternative pricing structure or policies
Price elasticity of demand
Price elasticity of demand for a relatively
inelastic product
Figure 5.6 Alternative pricing mechanisms
Place
1. Place of purchase
2. New channel structures
3. Channel conflicts
4. Virtual organisations
Promotion
Communications Tool Online implementation

Advertising Interactive display ads, pay-per-click search advertising, targeted ads in social
networks
Selling Virtual sales staff, site merchandising, assisted selling (including livechat) and affiliate
marketing
Sales promotion Incentives such as coupons, rewards, online loyalty schemes
Public relations Online PR and influencer outreach, blogs, e-newsletters, newsletters, social
networks, links and viral campaigns
Sponsorship Sponsoring an online event, site or service
Direct mail Opt-in email using e-newsletters and focused ‘solus’ emails
Exhibitions Webinars, virtual exhibitions and white-paper distribution
Merchandising Promotional ad-serving on retail sites, personalised recommendations and email

alerts
Packaging Virtual tours, real packaging displayed online
Word of mouth Social, viral, affiliate marketing, email a friend, links
People Process and Physical evidence
People:
1. Customer define support query

2. Receipt of email and acknowledgement
3. Routing of emails
4. Compose response
5. Follow-up
Process:
• Customer preferred channel

• Company -preferred channel
• Delivering customer services and assisted sales through
Livechat
Physical evidence refers to:
A customer’s experience of the company through the web

site and other digital media.
Case study: Spotify streaming develops
new revenue models
Question:
Assess how Spotify compete with traditional and online
music providers by reviewing the approaches it uses for
different elements of the marketing mix
Source: https://www.recode.net/2018/2/28/17064460/spotify-ipo-charts-music-streaming-daniel-ek
DIGITAL MARKETING
Seventh Edition
Part 2
development
Chapter 6
Relationship marketing using
digital platforms
Chapter 6 Relationship marketing using
digital platforms
Main topics
• Using social media to improve customer
loyalty and advocacy
• The challenge of customer engagement
• Customer lifecycle management strategy
The goals of marketing orchestration
Using social media to improve customer
loyalty and advocacy
Source: Altimeter (2010)
What are the main social media platforms?
Social media activities requiring management:
Activity 1 Define listening and reputation strategy

Activity 2 Transform the brand through social media
Activity 3 Acquire new customers using social media
Activity 4 Increase sales to existing customers
Activity 5 Enhance customer service through social media
The challenge of customer engagement
• Involvement
• Interaction
• Intimacy
• Influence
Benefits of using CRM to support
customer engagement:
• Targeting more cost-effectively
• Permission marketing
• Mass customisation of the marketing messages
• Increased breadth and depth of information
• Deeper customer understanding
• Lower cost
• Delivering loyalty programmes
• Gamification
Marketing applications of CRM:
• Sales force automation

• Customer service management
• Managing the sales process
• Customer communication management
• Analysis
CRM technologies and data management
Three main types of customer data held in a CRM system:
• Personal profile
• Transaction data
• Communication interaction data
Artificial intelligence for marketing
Customer lifecycle management strategy
Permission marketing
Figure 6.9 Example of a pop-up on
Smartinsights.com
Figure 6.10 Matrix of customer touchpoints for
collecting and updating email contact and other
profile information
Figure 6.11. Options for lifecycle email
marketing messages for a retailer
Source: Kath Pay, Holistic Email Marketing (2016) What is lifecycle marketing?,
https://www.holisticemailmarketing.com/blog/what-is-lifecycle-marketing/ (accessed 30 July 2018).
Personalisation and mass customisation
To derive maximum benefits from the use
of personal information consider giving
individuals more control
Summary of elements of CRM strategy:
• Permission marketing
• Personalisation and mass customisation
• Using digital media to increase customer loyalty
• Determining what customers value
• The relationship between satisfaction and loyalty
• Measuring the voice of the digital customers
• Differentiating customers by value and engagement
• Lifetime value modelling
• Product recommendations and propensity modelling
Figure 6.13 Factors affecting customer
satisfaction and loyalty
Figure 6.14 Activity segmentation of a
site requiring registration
Figure 6.15 Different representations of
LTV calculation
Figure 6.16 An example of an LTV
segmentation plan
Figure 6.17 RFM analysis
Case Study 6 Dell Gets closer to its
Customers through its Social Media Strategy
This case explores Dell’s business

strategy and how it has positioned
the brand through marketing
communications especially online.
The case applies the RACE

framework and demonstrates how
this relates to the design of online
campaigns and promotional offers
Source: Philip Sowels/Future Publishing/Shutterstock
DIGITAL MARKETING
Seventh Edition
Part 3
Digital marketing:
implementation and practice
Chapter 7
Delivering the digital customer
experience
Chapter 7 Delivering the digital customer
experience
Main topics:
• Planning web sites
• Initiating digital experience project
• Defining site or app requirements
• Designing the user experience
• Managing and testing the concept
• Online retail merchandising
• Site promotion and traffic building
• The impact of service quality on e-loyalty
Delivering the digital customer experience
Planning web sites, app design and
redesign projects
Main development tasks:
• Pre-development
• Discovery, analysis, design
• Content creation, coding development and testing
• Publishing or launching the site or improvement
• Pre-launch promotion or communications
• Ongoing promotion
• Ongoing development
Figure 7.3 Summary of the process of
website development
Figure 7.4 Interactive approach to
improving site effectiveness
Source: Sullivan (2011)
Who should be involved in a digital
experience project?
• Site sponsor
• Site owner
• Project manager
• Site designer
• Content developer
• Webmaster
• Digital experience analyst
• Stakeholder
Figure 7.5 Example of a website ‘Design
and Build’ project timeline
Initiation of a digital project
• Domain name selection and registration
• Uniform resource locators
• Selecting a hosting provider
• Web site performance optimisation
Figure 7.7 Web Page performance test
service results ( www.webpagetest.org )
Defining site or app requirements
The discovery or analysis phase involves using marketing research

techniques to find out the needs of the business and audience.
Key considerations:
• Business requirements
• Usability requirements
• Web accessibility requirements
• Personalisation requirements
• Localisation and cultural customisation
• Reviewing competitor web sites
• Designing the information architecture
• Blueprints, wire frames and landing pages
Figure 7.10 Personalisation pyramid web site
Source: Monetate, with permission.
Figure 7.11 The continuum of translation types
Source: Chaffey (2017)
Figure 7.12 Site structure diagram (blueprint)
showing layout and relationships between pages
Figure 7.13 Example wireframe for a
children’s toy site
Designing the user experience
Key topics:
• Evaluating
designs
• Elements of
site design
• Mobile design
requirements
and
techniques
Managing and testing content
• Criteria for selecting a content management system

• Testing the experience
Online retail merchandising
Common approaches:
• Expanding navigation through synonyms

• Applying faceted navigation
• Featuring the best-selling products
• Use of bundling
• Use of customer ratings
The impact of service quality on e-loyalty
• Tangibles
• Reliability and responsiveness
• Assurance
• Multichannel communication preferences
• Empathy
Figure 7.16 Variation between product
complexity, customer value and type of
online experiences used to deliver service
Table 7.5 Online elements of service quality
Tangibles Reliability Responsiveness Assurance and

empathy
Ease of use Availability Download speed Contact with call
centre
Content quality Reliability Email response Personalisation
Price Email replies Call-back Privacy
Fulfilment Security
Case study 7 Refining the online
customer experiences at i-to-i.com
Questions
1. Select one country that i-to-i operates in closest to the
area where you live. Define a persona based on their
age and product needs and then identify the main
customer journeys and content requirements for this
persona. Which routes through the site would this user
follow?
2. Review the range of engagement techniques on the
i-to-i web site to engage the audience to generate leads
3. Identify key area for improvement of i-to-i based on
your use of the site.
DIGITAL MARKETING
Seventh Edition
Part 3
Digital marketing:
Chapter 8
Campaign planning for digital
media
Chapter 8 Campaign planning for
digital media
Main topics
• The characteristics of digital
media
• Goal setting
• Campaign insight
• Segmentation and targeting
• Offer, message development
and creative
• Budgeting
• Integrations
Case study: Facebook – a Titan of the digital age
The characteristics of digital media
• From push to pull
• Interactive dialogues
• From one-to many to one-to -some and one-to-one
• From one-to many to many-to-many communications
• From lean back to lean forward
• Medium changes, advertising standards
• Increase in communications
• Integration
• Timing of campaign
Figure 8.1 The differences between one-to-many and one-to-
one communication using the Internet [organisation (O)
communicating a message (M) to customers (C)]
Figure 8.2 The communication model of
Schramm (1955) applied to the internet
Step1: Goal setting
Terminology for measuring digital campaigns
Figure 8.4 An example of the effectiveness
measures for an online ad campaign
Figure 8.5 Conversion marketing approach to
objective setting for web communications
Campaign response mechanism
Online response mechanism
Step 2 Campaign insight
Customer insight for digital marketing campaigns
• Site audience
• Online buying behaviour
• Customer media
consumption
• Customer search behaviour
• Competitor campaign activity
• Competitor performance
Step 3 Segmentation and targeting
Targeting variable Examples of online targeting attributes

1 Relationship with company New contacts (prospects who haven’t purchased), ‘nursery’ (new
customers), existing customers, lapsed customers
2 Demographic segmentation B2C: age, gender, social group, geographic location

B2B: company size, industry served, individual members of decision-
making unit
3 Psychographic of attitudinal segmentation Attitudes to risk and value when buying, e.g. early adopter, brand
loyal or price conscious
4 Value Assessment of current or historical value and future value

5 Lifecycle stage Position in lifecycle, related to value and behaviour, i.e. time since
initial registration, number of products purchased, categories
purchased in
6 Behaviour Search term entered into search engine; interaction with content in
websites or emails; responsiveness to different types of offers
(promotion or product type); responsiveness to campaigns in different
channels (channel preference); purchase history in product categories
including recency, frequency and monetary value (Chapter 6)
Step 4 Offer message development
and creative
Content marketing
Source : SmartInsights.com (with permission)
Activity
Review a company’s use of different types of content
support marketing
Source: SmartInsights.com (with permission)
Set 5 Budgeting and selecting the digital
media mix
Level of investment
Selecting the right mix of digital media
Level of investment in digital assets
Figure 8.10 Options for the online vs offline
communications mix: (a) online>offline, (b)
similar online and offline, (c) offline>online
Figure 8.11 Recommendations of the mix of
investment in digital media for direct and brand
response campaigns
Source: Zenith Media (www.zenithmedia.com)

Figure 8.12 Examples of different referrers
contributing to a sale for a car rental company
Figure 8.13 Example of different referrers
contributing to a social media campaign
Figure 8.14 Examples of the referring mix
for an airline
Source: Lee (2010)
Levels of investments in digital assets
Source : www.smartinsights.com/conversion-model-spreadsheets
Step 6 Integration into overall media
schedule or plan
Key activities:
• Branding and messaging
• Varying the offer
• Frequency and interval of communications
• Sequencing of communications
• Optimising timing
Figure 8.17 Integration of different
communication tools through time
Case study Facebook – a Titan of the
digital age
Questions:
1. As an investor in a social network such as Facebook, which
financial and customer-related metrics would you use to
assess and benchmark the current business success and
future growth?
2. Complete a situation analysis for Facebook focusing in an
assessment of the main business risks that could damage the
future growth potential of the social network
3. Imaging you are Facebook’s marketing director. Suggest a
marketing strategy for the next 18 months based on your
answers to question 2.
DIGITAL MARKETING
Seventh Edition
Part 3
Digital marketing:
Chapter 9
Marketing communications
using digital media channels
Chapter 9 Marketing Communications
using digital media channels
Main topics
• Search engine marketing
• Online public relations and
influencer relationship
management
• Online partnerships including
affiliate marketing
• Interactive display advertising
• Opt-in email marketing and
mobile messaging
• Social media and viral marketing
• Offline promotion techniques
Case study: Facebook – a Titan of the digital age
Search Engine marketing (SEM)
Two main types:

1. Search engine
optimisation
2. Paid search
(pay-per-click)
marketing (PPC)
Source: Reprinted by permission of Google, Inc. Google™ search engine is a trademark of

Google, Inc.
Figure 9.3 Popularity of different Google Search
features for a selection of 10,000 keywords
Source: MozCast (http://mozcast.com/features)
What is SEO?
Improving positions in the natural listings.
Processes include:
1. Crawling
2. Indexing
3. Ranking or scoring
4. Query request and results serving
Figure 9.4 Click-through rates depending
on position in the natural search results
Source: Advanced Web Ranking (2018)
Figure 9.5 Stages involved in producing
search engine listing for the natural listing
Advantages and disadvantages of SEO
Advantages Disadvantages
• Traffic driver • Lack of predictability

• Highly targeted • Time for results to be
• Potentially low cost implemented
• Dynamic • Complexity and
dynamic nature
• Ongoing investment
• Poor for developing
awareness in
comparison with other
media channels
Best practice in SEO:
• Search engine submission

• Index inclusion
• Key-phrase analysis
• On-page optimisation
• External linking
• SEO for mobile devices
Paid search marketing
Examples Google Ads and Microsoft Bing
• Advertiser is not paying for • Competitive and expensive

the ads to be displayed • Inappropriate
• PPC advertising is highly • Requires specialist
targeted knowledge
• Good accountability • Time-consuming
• Predictability • Irrelevant
• Technically simpler than SEO
• Remarketing
• Prospecting with the
customer match
• Branding
Figure 9.7 Google Ads campaign structures:
(a) clothing retailer; (b) restaurant chain
Online influences and influencers
relationship management
What is online public relations?
Public relations are about reputations. The main online

activity are media relations or managing outreach with
different online influences or key opinion leaders.
Advantages and disadvantages of online
public relations
• Reach cost • Limited control unlike online
• Credibility advertising
• SEO • May generate negative as
well as positive comments
Online partnerships including affiliate
marketing
Affiliate marketing is known as pay-per-performance
marketing.
Digital marketers have options
for this type of marketing:
• Aggregators
• review sites
• Reward sites
• Voucher code sites
• Uber bloggers
• Everyone else
Figure 9.9 The affiliate marketing model (note that the
tracking software and fee payment may be managed
through an independent affiliate network manager)
Best practice in managing affiliate marketing
• Affiliate networks
• Commission
• Cookie expiry period
• Create links
Interactive Display Advertising
An advertiser pays for the placement of an advert on a
third-party site.
Source: IAB (https://www.adweek.com/digital/iab-unveils-own-ad-tech-org-chart-147533/)
Advantages and disadvantages of
display advertising
• Reach to drive awareness • Relatively low click-throughs

• Direct response • Relatively high costs
• Retargeting • Brand reputation
• Advertising now available for
smaller advertisers
• Indirect response
• Media multiplier or halo effect
• Brand interactions
• Targeting
• Cost dynamic updates
Figure 9.11 Behavioural ad targeting process
Opt-in email marketing and mobile messaging
What is email marketing?
Opt-in email marketing:

Cold-email campaign
Co-branded email
Third party e-newsheet
Inbound email marketing
Advantages and disadvantages of email
marketing
• Relatively low cost • Deliverability

• Direct-response mechanism • Renderability
• Faster deployments • Email response decay
• Ease of personalisation • Communication preferences
• Options for testing • Resource intensive
• Integration
Social media and viral marketing
Viral marketing is closely related to social media and is a
marketing approach which involves harnessing the network
effect of the Internet; can be effective in reaching large
number of people rapidly
Online promotion techniques
Source: The Hitwise UK Media Impact Report, September 2006
DIGITAL MARKETING
Seventh Edition
Part 3
Digital marketing:
Chapter 10
Evaluation and improvement
of digital channel performance
Chapter 10 Evaluation and improvement
of digital channel performance
Main topics
• Performance management for
digital channel
• Content management process
• Responsibilities for customer
experience and site
management
Case study 9. Learning for Amazon’s culture of metrics
Performance measurement for digital channels
3 stage process:
Stage 1 Creating a performance measurement system
Stage 2 Defining the performance metrics framework
Stage 3 Tools and techniques for collecting insights,
running processes and results
Figure 10.2 A summary of the
performance measurement process
Figure 10.3 The five diagnostic categories
for digital marketing measurement
Figure 10.4 potential reasons for causing
attrition on an e-commerce site
Figure 10.5 Multichannel performance
scorecard example for a retailer
Source: Wilson (2008)
Figure 10.6 Thirty categories of martech and insight
tools structured across the customer lifecycle
Figure 10.7 Examples of different
measures of visitor volume to a website
Figure 10.8 A framework for different measures used
to evaluate and manage social media marketing
Source: Altimeter (2010) with permission (Creative Commons)
Figure 10.10 Results of multivariate testing for
National Express
Source: Oracle Marketing Cloud Customer Success Story, https://www.oracle.com/marketingcloud/customers/success-stories/nationalexpress.

html (accessed May 2018)
Figure 10.11 Different types of data within a performance
management system for Internet marketing
Content management process
A process of continuous improvement in online marketing,
which involves:
• Write
• Review
• Correct
• Publish
• Test
• Publish
Responsibilities for customer experience
and site management
Questions to ask are:
Who owns the process? Who owns the format?
Who owns the content? Who owns the technology?
Case study 9: Learning from Amazon’s
culture of metrics
Questions:
1. Evaluate how well Amazon communicates its core proposition and

promotional offers
2. Characterise Amazon’s approach to marketing communications
3. Explain what distinguishes Amazon in its use of technology for
competitive advantage
4. How does the Amazon ‘culture of metrics’ differ from that in other
organisations?

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Slide Digital Marketing Strategy, Implementation and Practice 7th

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DIGITAL MARKETING

STRATEGY, IMPLEMENTATION AND PRACTICE

• How digital marketing has transformed marketing

Case Study: eBay thrives in the global market place.

Source: Smart Insights (2017)

Digital marketing can be defined as:

Achieving marketing objectives through applying digital

Source: With permission – Chiefmartec.com

Source: Altimeter Consulting (2014)

Source: Smart Insights (2010)

Source: Chaffey and Smith (2017)

Source: Smart Insights (2015a)

Objectives and strategy

Case Question: Discuss how eBay has had to evolve its

Source: Rose and Hair (2011)

The shape and nature of online competitive markets

Digital marketing intermediaries

Source: SmartInsights.com with permission.

In the digital world, changes in market forces are

Source: Gartner Group

Political control and democracy

Data protection and privacy law

Source: Hart et al. (2017)

Source: Hart et al. (2017)

Duplication of resources Improve internal communications to avoid

Lack of control Measure and analyse regularly to take

Lack of senior management support Ensure support for a long-term digital

Source: Chaffey and Smith (2012)

Source: Smart Insights (http://bit.ly/smartbenchmarking)

6. Multichannel distribution strategy

Source: adapted from Dholakia et al. (2010)

Source: adapted from Dholakia et al. (2010)

The online lifecycle management grid

• Online value proposition strategy

Case study: Spotify streaming

1. Options for varying the core product

• Success factors for brand sites

Communications Tool Online implementation

Sales promotion Incentives such as coupons, rewards, online loyalty schemes

Sponsorship Sponsoring an online event, site or service

Exhibitions Webinars, virtual exhibitions and white-paper distribution

Merchandising Promotional ad-serving on retail sites, personalised recommendations and email

Packaging Virtual tours, real packaging displayed online

Word of mouth Social, viral, affiliate marketing, email a friend, links

1. Customer define support query

• Customer preferred channel

A customer’s experience of the company through the web

Source: Altimeter (2010)

Source: Smart Insights (2015)

Activity 1 Define listening and reputation strategy

• Sales force automation

Three main types of customer data held in a CRM system:

This case explores Dell’s business

The case applies the RACE

Source: Philip Sowels/Future Publishing/Shutterstock

Source: Sullivan (2011)

The discovery or analysis phase involves using marketing research

Source: Monetate, with permission.

Source: Chaffey (2017)

• Criteria for selecting a content management system

• Expanding navigation through synonyms

Tangibles Reliability Responsiveness Assurance and

Price Email replies Call-back Privacy

Online response mechanism