Оглавление
Annmarie Hanlon. Digital Marketing
Bulk Sales
Digital Marketing
Contents
List of Figures
List of Tables
About the Authors
Acknowledgements
Preface
Online Resources
For Lecturers
For Students
1 The Digital Marketing Landscape. Learning Outcomes
Professional Skills
1.1 Introduction
1.2 A New Era
Key Term Ubiquitous Computing
1.2.1 The Pace of Technology Substitution
Activity 1.1 Analyse Technology Change
1.2.2 Two-step Flow Theory of Communications
Key Term Diffusion of Innovations
Key Terms Opinion Formers and Opinion Leaders
Key Term Micro-Influencers
Smartphone Sixty Seconds® – Evaluate Your Influencers
Case Example 1.1 Eltoria Influencer Marketing
Case Questions
1.2.3 The Move from Traditional to Digital Marketing Tools
1.3 Digital Natives and Digital Immigrants
1.4 Digital Disruption
Discover More On the Past and Future History of the Internet
Activity 1.2 What's Your Digital Disrupter?
1.5 Internet of Things
Key Term Internet of Things (IOT)
Activity 1.3 Create Your Internet of Things
1.6 Big data
Key Term Big Data
Ethical Insights Web Scraping
1.7 Privacy and the Right to be Forgotten
Digital Tool Online Reputation Management
Key Term General Data Protection Regulation (GDPR)
1.8 Bitcoin and Blockchain
Discover More On Blockchain
Case Example 1.2 The Lost Bitcoins
Case Questions
1.8.1 Blockchain – the Distributed Ledger
Key Term Disintermediation
Further exercises
Summary
2 The Digital Consumer. Learning Outcomes
Professional Skills
2.1 Introduction
2.2 The evolution of the digital consumer
Discover More On Consumerism
Key Terms Hedonic and Utilitarian Consumption
Key Term Dematerialisation
2.2.1 Accepting new Technology
Activity 2.1 Application of the Technology Acceptance Model
2.3 Changing digital behaviour
2.3.1 Consumer Power
2.3.2 The Rise of the Prosumer
Case Example 2.1 Open Source and the Prosumer
2.3.3 Second Screening
Discover More On Second Screening
2.3.4 Showrooming and Webrooming
2.3.5 Liquid and Solid Consumption
Key Terms Liquid and Solid Consumption
Discover More On Liquid Consumption
2.4 Online customer journey
Activity 2.2 Construct a Simple Customer Journey
2.4.1 The Challenge of Terminology
Buyer Journey
Consumer Journey or Consumer Decision Journey
Customer or User Journey Mapping
Customer Service Encounters
Customer Experience (CX)
Online Customer Service Experience (OCSE)
Path to Purchase
Digital Tool Google Path to Purchase
Key Term Cookie
Service Blueprinting
Activity 2.3 Create a Service Blueprint
2.4.2 Best Practice for Customer Journeys
2.4.3 Valuing the Customer Journey
Key Term Dark Social
Case Example 2.2 Adidas Combats Dark Social
Combating Dark Social
2.5 We're all connected
Smartphone Sixty Seconds® – Degrees of Separation
2.6 We're all digital now
Further Exercises
Summary
3 The Digital Marketing Toolbox. Learning Outcomes
Professional Skills
3.1 Introduction
3.2 The evolution of digital marketing
3.3 Email
3.3.1 Advantages of Email Marketing
3.3.2 Disadvantages of Email Marketing
3.3.3 Email Types
Planned Emails
Triggered Emails
3.3.4 Why and how Email Works
Smartphone Sixty Seconds® – Opening Your Email
3.3.5 Planning an Email Campaign
Ethical Insights Spam
3.4 Websites
3.4.1 Website Purpose
3.4.2 An Understanding of the Target Audience
3.4.3 Regular Updates
3.4.4 Website Usability
Discover More On Website Usability
3.4.5 Hofacker's 5 Stages of Information Processing
3.5 Online PR
3.5.1 24/7 news
Key Term Citizen Journalists
Case Example 3.1 When Twitter became the Breaking News Channel with a Citizen Journalist
Case Questions
Key Terms Fake News and Alternative Facts
Smartphone Sixty Seconds® – Finding Fake News
3.5.2 The Purpose of Online PR
Key Term Sentiment Analysis
Case Example 3.2 United Airlines Flight 3411
10 April 2017
10 April 2017
11 April 2017
11 April 2017
11 April 2017
12 April 2017
13 April 2017
14 April 2017
27 April 2017
27 April 2017
Case Questions
3.5.3 Sharing News
3.6 Search engines
3.6.1 Search Marketing
How Search Engines Rank Content
3.6.2 Search Engine Optimisation (SEO)
On-page SEO
Digital Tool HTML Code Websites
Discover More On SEO
Off-page SEO
3.6.3 Pay Per Click (PPC) or Search Engine Marketing (SEM)
Cost per Thousand (CPM)
Cost Per Click (CPC); Also Pay Per Click (PPC)
Cost Per Action (CPA)
Cost Per View (CPV)
The Most Expensive Keywords
Google Ads
Video Adverts
3.6.4 Do Online ads work?
3.7 Blogs
3.7.1 The Cost of Blogs
3.7.2 Why Organisations Blog
Key Term News Feed Aggregators
3.7.3 What Makes Blogs Successful?
3.8 Social networks
3.8.1 The Main Social Media Platforms
3.8.2 Advantages and Disadvantages of Social Networks
Key Terms Cyber Bullying and Trolling
3.8.3 The Building Blocks of Social Media
Identity in Social Media
Conversations in Social Media
Sharing in Social Media
Key Term Meme
Presence in Social Media
Relationships in Social Media
Key Term Tie Strength
Reputation in Social Media
Groups in Social Media
Activity 3.1 Apply the Honeycomb Model
3.8.4 The Utility of Social Media for Business
Key Term Organic Posts
3.8.5 Is Social Media Free?
Activity 3.2 Explore the Cost of Social Media
3.9 Social media advertising
3.9.1 Why is Social Media Advertising Used?
The Move to Proactive Ads
Algorithm Change
The Growth of Online Adverts
3.9.2 Disadvantages of Social Media Advertising
3.9.3 Social Media Advertising Bidding Options
Cost Per Follow (CPF)
Key Term Snackable Content
Use of Data
Activity 3.3 Digital Marketing Toolbox Analysis
Further exercises
Summary
4 Content Marketing. Learning Outcomes
Professional Skills
4.1 Introduction
4.2 What is Content Marketing?
Key Term Content Marketing
4.2.1 What Content Does
Content Increases Brand Visibility
Content Helps Create Backlinks for Search Engine Optimisation (SEO)
Content Encourages Conversion Rate Optimisation (CRO)
Content Inspires Social Shares
Ethical Insights Content Farms
Content Optimises the Website for Long-tail Keywords
Digital Tool Buffer
Key Term Long-Tail Keywords
Content Generates New Customers and Retains Current Customers
4.3 History of content marketing. Discover More On Content Marketing Key Stats
Case Example 4.1 John Deere
Case Questions
4.4 Content Marketing Strategy
4.4.1 Content Purpose and Goals
4.4.2 Audience Personas
Why Bother with Personas?
How do you Create a Persona?
Discover More On Demographic Research Sources
Digital Tool Online Persona Builder
Activity 4.1 Construct a Digital Persona
4.4.3 Content Creation
Key Term Content Curation
Content Length
Content Structure
4.4.4 Content management process
Themes for the Year
Smartphone Sixty Seconds® – Free Keyword Research Tools
Content Calendar
Key Term Content Calendar
Content Guidelines
Content Creation and Editing
Publish or Schedule
Distribute and Promote
Content Review
4.4.5 Content measurement
4.5 Who Creates the Content?
4.5.1 Paid, owned, earned and shared media
Paid – Bought Media
Owned – Controlled Media
Shared – Borrowed Media
Earned – Won Media
User-generated or User-created Content
Key Term User-Generated Content
4.6 Content audit
4.6.1 Types of content audits
Full Content Inventory
Partial Content Inventory
Content Sample
4.7 Content Management
4.7.1 Content Assets
4.7.2 Content Management Systems
Content Gating and Paywalls
Key Terms Content Gating and Paywalls
Case Example 4.2 Tripadvisor® Content Gate
Case Questions
4.8 BEST Principles for Content Marketing
Activity 4.2 Evaluation of the ‘Best’ Principles for Content Marketing
4.9 Creating Successful Content
4.9.1 COPE – Create Once, Publish Everywhere
Key Terms Vividness and Interactivity
Activity 4.3 Application of the Vividness to Interactivity Scale
Further exercises
Summary
5 Online Communities. Learning Outcomes
Professional Skills
5.1 Introduction
5.2 Why do Communities Matter?
Key Term Strength of Weak Ties
Key Term Social Capital
5.3 The Development of Online Communities
Key Term Online Communities
5.3.1. Differences between traditional and online communities
Your Online Self
Discover More On Self-Presentation Theory
5.4 Why Online Communities Exist
5.4.1 A typology of online communities
Communities of Practice
Communities of Interest
Communities of Transaction
Communities of Relationship
Communities of Fantasy
Ethical Insights Dating Deception
Consumption Communities
Brand Communities
Social Networks
We are What We Post
Discover More On Self-Disclosure Theory
Activity 5.1 Your Privacy Paradox
5.5 The role of the organisation in online communities. 5.5.1 Benefits for organisations
1. Product Discussions
2. Tools to Influence Sales
3. Interaction between Customers and Non-paying Customers
4. Passive Engagement is an Effective Marketing Tool
5. Positive Brand Exposure is Achieved Via Followers
Activity 5.2 Identify Your Influential Communities
5.5.2 Where are online groups formed?
Key Term the Uninvited Brand
5.5.3 Factors to consider before establishing an online community
Activity 5.3 Planning an Online Community
Digital Tool Create a Facebook Fan or Brand Page
5.6 Managing Online Communities
Smartphone Sixty Seconds® – Online Community Manager Jobs
5.6.1 Rules of engagement
5.6.2 Building the community
Community Lifestages
Birth – Community Being Launched
Adolescence – Community Established and Starting to Grow
Early Maturity – Established Community
Late Maturity and Spawning
Digital Tool Disqus.com
5.6.3 Responding to community feedback
Case Example 5.1 Argos and Customer Complaints
Case Questions
Case Example 5.2 Marmite Double Deviation
Discover More On Crisis Communication
Further exercises
Summary
6 Mobile Marketing. Learning Outcomes
Professional Skills
6.1 Introduction
6.2 The mobile ecosystem
6.2.1 Impact on business. Mobile Commerce
Mobile Websites
Activity 6.1 Evaluation of the Mobile Marketing Association's Code of Conduct for Mobile Marketers
Increased Disruption
6.2.2 Benefits for users
Communication
Key Term Textese
Media Capture
Media Playing
Personal Database
Concierge Services
Location Services
Barcode Scanners
Ethical Insights Maps for Stalkers
Mobile Wallet
Discover More On Mobile Payments
6.2.3 Types of mobile devices
Phablets
Wearables
Implantables
Key Term Smombie
Marketing Application of Devices
6.3 Mobile advertising
6.3.1 Hierarchy of effects
The Elaboration Likelihood Model of Persuasion
6.3.2 Mobile advertising
Activity 6.2 Create a Mobile Advert
Platforms and Tools
Smartphone Sixty Seconds® – Best Mobile Ad Networks
Key Term Clickbots and Bots
Programmatic Advertising
Key Term Demand-Side Platform
Case Example 6.1 Car Companies in Difficulty with Programmatic
Case Questions
6.4 There's an app for that – mobile apps for business
6.4.1 Types of apps
Native App
Hybrid App
Web App
6.4.2 Finding and using apps
Digital Tool Google App Indexing
6.4.3 Understanding the app development process
The Purpose of the App
Target Audience
Wireframe
Digital Tool Wireframes
Design
Development
User Interface Design and Development
Testing
Deployment
Promotion
Updates
Measuring Results
Activity 6.3 Plan a Promotional Campaign for a New App
Case Example 6.2 Work Wallet™, The Health and Safety App for Business
Case Questions
6.5 Mobile search
6.6 Geo-marketing and beacons
6.6.1 iBeacons
Applications of iBeacons
6.7 QR codes
Discover More On QR Codes
6.8 SMS text messages
Further Exercises
Summary
7 Augmented, Virtual and Mixed Reality. Learning Outcomes
Professional Skills
7.1 Introduction
7.2 Computer-mediated communication theories
7.2.1. Cuelessness model
7.3 The different realities
Key Term Augmented Reality (AR)
Discover More On Commercial Research into Augmented Reality
Key Term Virtual Reality (VR)
Key Term Mixed Reality (MR)
Discover More On the History of Virtual Reality
Digital Tool Augmented Reality Live Patent Search
Activity 7.1 Application of the Technology Readiness Scale
7.3.1 Vividness and interactivity
Ethical Insights Cyber Addiction
Activity 7.2 Internet Addiction Test
7.4 Application of different realities
7.4.1 Space
Case Example 7.1 Field Trip to Mars
Case Questions
7.4.2 Medical
7.4.3 Retail
Typology of Experiential Values
Activity 7.3 Analysis of Experiential Value
7.4.4 Education
Case Example 7.2 Google Expeditions
Case Questions
7.4.5 Travel
7.4.6 Manufacturing
7.4.7 Games
Smartphone Sixty Seconds® – Counting the Games
Ethical Insights the Flow Construct
7.5 How reality works
7.5.1 Benefits of VR
7.6 The future of reality
Further Exercises
Summary
8 Audit Frameworks. Learning Outcomes
Professional Skills
8.1 Introduction
8.2 Why bother with digital marketing audits?
8.3 Digital marketing audit contents
8.3.1 Organisation review/micro-analysis
8.3.2 The 10Cs of marketing
1. Corporate Culture
Smartphone Sixty Seconds® – Searching for Trust
2. Convenience
3. Competition
Key Term Disruptive Marketing
Discover More On Disruptive Marketing
4. Communications
Digital Tool Google Alerts
5. Consistency
Activity 8.1 Examination of Brand Consistency Online
6. Creative Content
7. Customisation
8. Coordination
9. Control
8.3.3 The digital 7Cs for competitor evaluation
Activity 8.2 Construction of the Digital 7Cs for Competitor Evaluation
8.4 Customer insights
Key Term ask me anything #AMA
Digital Tool Net Promoter Score®
8.5 Competitor review
8.5.1 The evolution of Forrester's 5Is
Key Term Service Dominant Logic
Discover More On Service Dominant Logic
8.5.2 Application of Forrester's 5Is
Case Example 8.1 British Airways’ Use of Twitter
Case Questions
Activity 8.3 Evaluation of the 5Is
8.6 Macro-environment analysis
Case Example 8.2 Asos Digital Pestle
Case Questions
Further Exercises
Summary
9 Strategy and Objectives. Learning Outcomes
Professional Skills
9.1 Introduction
9.2 Strategy and tactics
Key Term Strategy
9.3 The origins of strategy
Discover More On Marketing as Art or Science
9.4 Traditional strategy models
Smartphone Sixty Seconds® – Searching for Strategy
9.4.1 Identifying strategic options with the TOWS matrix
SO ‘Maxi-Maxi’ Strategy
Case Example 9.1 Airbnb Maxi-Maxi Strategy
Case Questions
WO ‘Mini-Maxi’ Strategy
ST ‘Maxi-Mini’ Strategy
WT ‘Mini-Mini’ Strategy
Activity 9.1 Application of the Tows Matrix
9.5 Digital Strategy Models
Discover More On Liquid Consumption
Key Term Collaborative Consumption
Discover More On Collaborative Consumption
9.5.1 The social media strategy framework
Awareness
Consideration
Conversion
Evangelism
Digital Tool Google Trends
9.5.2 The acquisition, conversion, retention framework
Activity 9.2 Analysis of the Organisation's Acquisition, Conversion, Retention Strategy
Ethical Insights Blame the Agency
9.5.3 McKinsey's consumer decision journey
Case Example 9.2 Just Eat
Case Questions
Key Term Deliberate and Emergent Strategy
9.6 Objectives
9.6.1 Hierarchy of objectives
9.6.2 Digital marketing objectives in context
9.6.3 Creating digital marketing objectives
Reach, Engage, Activate, Nurture (REAN)
Activity 9.3 Evaluate Objectives Using the REAN Framework
Sell, Serve, Speak, Save, Sizzle – 5Ss
Smartphone Sixty Seconds® – Dentifying the Objectives
5S – Sell
5S – Serve
5S – Speak
5S – Save
5S – Sizzle
9.7 Marketing mix objectives
9.7.1 How have the 7Ps changed with digital marketing?
Further Exercises
Summary
10 Building the Digital Marketing Plan. Learning Outcomes
Professional Skills
10.1 Introduction
10.2 Why bother with planning?
10.3 Building the plan
10.3.1 Digital application of the 7Ps
Case Example 10.1 Digital Application of the 7Ps to Asos and Boohoo
Case Questions
10.3.2 One-page digital marketing plan
Activity 10.1 Create Your Outline Digital Marketing Plan
10.4 Resource planning – the 9Ms
Digital Tool Online Freelance Marketplaces
Ethical Insights Human Beings Not Algorithms
Activity 10.2 Assess the Resources for Your Plan
Smartphone Sixty Seconds® – Searching for the Downside
10.5 Budgeting
10.5.1. Specific budget settings
Budget Needed to Meet Objectives
Budget Available
Percentage of Turnover
Last Year's Budget
10.5.2 Digital marketing budgets
Key Term Cost Per Acquisition
10.6 Assembling the plan
10.6.1 Social media campaign planning
Discover More On Advertising and Promotion
Objective Setting
Targeting Strategy
Channel Selection
Creative Offer and Messaging
Key Term Advertising Appeals
Discover More On Consumer Behaviour
Smartphone Sixty Seconds® – Finding Appeals
Activity 10.3 Propose the Creative Offer and Messaging
Timing and Integration
Key Term Cognitive Dissonance
Media Planning and Selection
Budgeting
Pre-testing
Post-testing
10.7 Managing the workload
Further Exercises
Summary
11 Social Media Management. Learning Outcomes
Professional Skills
11.1 Introduction
11.2 Introduction to social media
11.2.1 Development of the main social media platforms
11.2.2 Definition of social media
11.3 Types of social media
11.3.1 Social presence theory
Discover More On Social Presence Theory
11.3.2 Media richness theory
11.4 Benefits of using social media
Key Term Produsage
Activity 11.1 Application of the 5cs
11.5 Social media adoption and implementation
Activity 11.2 Investigation of the Social Media Adoption Stage Model
11.6 Managing social media
11.6.1 Risk management programme
Key Term Ewom (Electronic Word of Mouth)
Case Example 11.1 #AMA Ask Me Anything Risk Evaluation
Case Questions
11.6.2 Governance structure with clear roles and responsibilities
Key Term Valence
Discover More On Valence
11.6.3 Policies and procedures regarding use and monitoring
Ethical Insights Sacked for Social Media
Smartphone Sixty Seconds® – Seeking Tribunals
Digital Tool Social Media Policy Maker
11.6.4 Employee training programme
11.6.5 Due diligence process for selecting and managing third-party service providers
11.7 Tools for managing social media
11.7.1 Social listening
11.7.2 Scheduling tools
Activity 11.3 Use a Social Media Scheduling Tool
11.7.3 Content management tools
Digital Tool Hashtag Finder
11.7.4 Management and reporting tools
Key Term Engagement
11.7.5 Customer service tools
Case Example 11.2 Midlands Air Ambulance Charity Social Media Strategy
Conduct a Social Media Audit
Create Social Media Marketing Strategy and Goals
Research Your Audience
Build Your Social Media Accounts
Create Content Calendar
Post, Listen and Engage
Track and Measure Results
Review and Improve
Case Questions
Further Exercises
Summary
12 Managing Resources. Learning Outcomes
Professional Skills
12.1 Introduction
12.2 What are resources?
Discover More On Resource-Based Theory
Case Example 12.1 Line Adapts Internal System as New Social Media Platform
Case Questions
12.3 Digital marketing human resources
12.3.1 New digital marketing roles
Digital Management and Admin Roles
Specialist Digital Roles
Smartphone Sixty Seconds® – Exploring Digital Job Roles
Marketing Team
Marketing Team and Communications Team
Marketing Team and Digital Team
Digital Marketing Team
Integrated Marketing Team
Activity 12.1 Are You a T-Shaped Web Marketer?
12.4 Roles and responsibilities in groups
12.4.1 The RASCI and the RACI models
RACI roles and Responsibilities
Why Bother Using the RACI or RASCi Matrix?
Ethical Insights Cyberdeviancy
Digital Tool Have I Been Pwned?
Activity 12.2 Evaluate Roles and Responsibilities with the Raci Matrix
12.5 Choosing the right resources
12.5.1 The SAF framework
Step 1 – Suitability, Acceptability, Feasibility Criteria
Step 2 – Information Sources and Analysis
Step 3 – Ranking/Comparison
Step 4 – Conclusion
Activity 12.3 Assess Your Options for Crowd-Based Power
Case Example 12.2 Crowdsourcing for Gold
Case Questions
Further Exercises
Summary
13 Digital Marketing Metrics, Analytics and Reporting. Learning Outcomes
Professional Skills
13.1 Introduction
13.2 Digital marketing metrics – what matters?
13.2.1 Plan–Do–Check–Act (PDCA)
Activity 13.1 Application of the PDCA Cycle
Key Term Metrics
Ethical Insights What you See Isn't What you Get
Metrics or KPIs or OKRs?
Digital Tool Google Okrs Spreadsheet and Scorecard
13.2.2 What metrics matter?
Key Term Vanity Metrics
13.2.3 How do we use the metrics?
Case Example 13.1 B2B Digital Marketing Metrics
Case Questions
Customer Lifetime Value
Key Term Customer Lifetime Value
Multi-touch Attribution Modelling
Key Term Multi-Touch Attribution Modelling
Discover More On Multi-Touch Attribution Modelling
13.3 Web analytics
Key Term Web Server Log Files
Key Term Page Tagging
Digital Tool Google Analytics Academy
Activity 13.2 Create Your Own Analytics Data
13.3.1 Benefits of web analytics
13.3.2 The downside of web analytics
Key Term Urchin Tracking Module (UTM) Parameters
13.4 Social media analytics
13.4.1 Facebook data
13.4.2 Twitter data
13.5 Email analytics
Discover More On Email Marketing Automation
13.6 Search engine marketing and PPC analytics
Case Example 13.2 Bidding on Competitors’ Trade Names
Case Questions
13.7 Content analytics
Smartphone Sixty Seconds® – Instant Engagement Metrics Score
13.8 Reporting the data
13.8.1 How and where dashboards are used. Key Term Marketing Dashboard
13.8.2 Evaluation of dashboards
13.8.3 Creating a digital dashboard
Factors to Consider When Creating a Dashboard
Building a Dashboard
Introduction of the Dashboard
Further Exercises
Summary
14 Integrating, Improving and Transforming Digital Marketing. Learning Outcomes
Professional Skills
14.1 Introduction
14.2 Integrating online and offline
Key Term Integrated Marketing Communications (IMC)
Case Example 14.1 Vanish ‘Tip Exchange’
Case Questions
14.3 The 7Cs of IMC and a conceptual framework
14.3.1 Consistency
14.3.2 Competitiveness
14.4 The 4Cs of cross-platform integration
Activity 14.1 Assessment of the 4Cs of Cross-Platform Integration
14.5 Improve digital marketing tactics
Key Term Heatmaps
Digital Tool Heatmaps
Key Term Usability Analysis
Discover More On Usability Analysis
Digital Tool Usability Tools
14.6 Improve digital capabilities
14.7 Digital transformation
Smartphone Sixty Seconds® – Seeking Disrupters
Case Example 14.2 Jetblue Becomes the Digital Hero
Case Questions
Discover More On Digital Transformation
14.8 Introducing digital into the business
14.8.1 The 9 Steps to Digital Transformation
Step 1 – Find the Advocate
Step 2 – Create an Online Customer Journey
Step 3 – Construct the Customer Experience
Step 4 – Map the Digital Toolbox
Activity 14.2 Construction of the Integrated Customer Journey
Step 5 – Review content assets
Step 6 – Identify Community Support
Step 7 – Identify the Strategic Options
Step 8 – Create a Strategy
Step 9 – Pause and Present the Strategy
Activity 14.3 Organise the 9 Steps to Digital Transformation
Ethical Insights Digital Transformation Via Robots
14.9 Beyond Digital Transformation
Further Exercises
Summary
References
Index
