digital marketing strategy implementation and practice by dave chaffey fiona ellis chadwick

Giáo trình Digital Marketing của Dave Chaffey, giáo trình căn bản tiếng anh dùng cho hệ cao đẳng đại học. 1.7eDigitalmarketingstrategy_implementationandpracticebyDaveChaffey_FionaEllisChadwick Bản đầy đủ full tiếng anh chưa dịch.

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Brief contents

Preface

About the authors

Acknowledgements

Part 1 Digital marketing fundamentals

1 Introducing digital marketing

2 Online marketplace analysis: micro-environment

3 The digital macro-environment

Part 2 Digital marketing strategy development

4 Digital marketing strategy

5 Digital media and the marketing mix

6 Relationship marketing using digital platforms

Part 3 Digital marketing: implementation and practice

7 Delivering the digital customer experience

8 Campaign planning for digital media

9 Marketing communications using digital media channels

10 Evaluation and improvement of digital channel performance

Glossary

Index

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Digital marketing fundamentals

1 Introducing digital marketing

Learning objectives

Questions for marketers

Links to other chapters

Introduction – how has digital marketing transformed marketing?

How will this book help me?

Digital disruptors

Definitions – what are digital marketing and multichannel marketing?

Paid, owned and earned media

Introduction to digital marketing strategy

Key features of digital marketing strategy

Applications of digital marketing

Benefits of digital marketing

Alternative digital business models

What is the difference between e-commerce and digital business?

Different forms of functionality of digital presence

Digital marketing insight 1.1

Social commerce – how much do social networks influence purchase?Challenges in developing and managing digital marketing strategy

A strategic framework for developing a digital marketing strategy

Introduction to digital marketing communications

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Using digital media channels to support business objectivesThe key types of digital media channels

Different types of social media marketing tools

Benefits of digital media

Key challenges of digital communications

Key communications concepts for digital marketing

Case study 1 eBay thrives in the global marketplace

Introduction

Situation analysis for digital marketing

The digital marketing environment

Understanding how customers interact with digital markets

Resources for analysing the online marketplace

Customer analysis to understand the digital consumer

Demand analysis and conversion marketing

Implications for marketing planning: conversion models

Consumer choice and digital influence

M-shopping can be thoughtful, motivated and reluctant

Customer characteristics

Social media and emotions

Consumer personas

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How do your customers really feel?

Competitors

The shape and nature of online competitive markets

Competitor analysis and benchmarking

Suppliers

Digital marketing intermediaries

New channel structures

Digital business models for e-commerce

Digital revenue models

Case study 2 Boo hoo – learning from the largest European dot.com failure

How does the Internet work?

Infrastructure components of the Internet

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Text information and data – XML (eXtensible Markup Language)Javascript

Application programming interfaces (APIs)

Cyber security

The main website security risks

Approaches to developing secure systems

Mobile and SMS messaging and applications

Mobile apps

JustPark changes the rules of the parking game

Legal activities can be considered unethical

1 Data protection and privacy law

Understanding cookies

2 Disability and discrimination law

3 Brand and trademark protection

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How much is a domain worth?

4 Intellectual property rights

5 Online advertising law

Digital marketing strategy development

4 Digital marketing strategy

Introduction

Understanding the impact of digital disruptors

Digital marketing strategy as a channel marketing strategy

Retail digital channels and touchpoints

The scope of digital marketing strategy

DHL and Sainsbury’s Argos support multichannel

Importance of integrated digital marketing strategy and digital transformation

How to structure a digital marketing strategy

Situation analysis

Internal audit for digital marketing

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Assessing opportunities and threats

Setting goals and objectives for digital marketing

The online revenue contribution

Setting SMART objectives

Black Friday, boost sales

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)

How did cardboard boxes singing ‘give a little bit of my love’ connect

to the minds of millions of shoppers?

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

Decision 9: Organisational capabilities (7S framework) and governance tosupport digital transformation

Strategy implementation

Assessing different digital projects including marketing technology

The online lifecycle management grid

Case study 4 ASOS shifts the focus of high-street retailing

Summary

Exercises

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Questions for marketers

Links to other chapters

Introduction

What is the marketing mix?

Product

1 Options for varying the core product

2 Options for offering digital products

3 Options for changing the extended productDigital marketing insight 5.1

Digital players enter Hollywood?

4 Conducting research online

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

Up up and away – for a price

1 Increased price transparency

Discounting options for online services

2 Downward pressure on price

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Price elasticity of demand

3 Innovative pricing approaches

4 Alternative pricing structure or policies

Place

1 Place of purchase

Digital Town: localised search and collaborative trading

2 New channel structures

Introduction

The goals of marketing orchestration

Structure of this chapter

Using social media to improve customer loyalty and advocacy

What is social media marketing and why is it important?

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What are the main social media platforms?

Social media activities requiring management

The challenge of customer engagement

Benefits of using CRM to support customer engagement

Marketing applications of CRM

CRM technologies and data management

Using ‘Big Data’ and Artificial Intelligence to support data-driven

marketing

Artificial Intelligence for marketing

Customer lifecycle management strategy

Permission marketing

Personalisation and mass customisation

Using digital media 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

Differentiating customers by value and engagement

Lifetime value modelling

Product recommendations and propensity modelling

Case study 6 Dell gets closer to its customers through its social media

Digital marketing: implementation and practice

7 Delivering the digital customer experience

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Introduction

Creating effective digital experiences

Structure of this chapter

Planning website, app design and redesign projects

Who should be involved in a digital experience project?Digital marketing insight 7.1

Improving site effectiveness

Prototyping

Agile software development

Success factors for delivery

Initiation of a digital experience project

Domain name selection and registration

Uniform resource locators (URLs)

Selecting a hosting provider

Website performance optimisation

The availability of the website

Defining site or app requirements

Business requirements

Usability requirements

Web accessibility requirements

Personalisation requirements

Localisation and cultural customisation

Reviewing competitors’ websites

Designing the information architecture

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Mobile design requirements and techniques

Mobile app development and personalisation requirements

How IoT, VR and AR experiences will integrate with M2M interactionsVirtual reality and augmented reality

Site navigation schemes

Taking the mobile site vs app decision

Managing and testing content

Criteria for selecting a content management system

Testing the experience

Online retail merchandising

Site promotion or ‘traffic building’

The impact of service quality on e-loyalty

The relationship between service quality, customer satisfaction and loyalty

Case study 7 Refining the online customer experience at i-to-i.com

Questions for marketers

Links to other chapters

Introduction

The structure of this chapter

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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 communicationstools such as advertising

7 Increase in communications intermediaries

8 Integration

9 Timing of campaign communications have additional ‘always-on’ andreal-time marketing components

#OpenYourWorld shares individual's views

Step 1 Goal setting and tracking for interactive marketing

communications

Terminology for measuring digital campaigns

Examples of digital campaign measures

Campaign response mechanisms

Online response mechanism

Chatbots help you to cook

What’s in a hashtag – #!?

Step 2 Campaign insight

Customer insight for digital marketing campaigns

Step 3 Segmentation and targeting

Step 4 Offer, message development and creative

Content marketing

Step 5 Budgeting and selecting the digital media mix

1 Level of investment in digital media techniques in comparison to offlinepromotion

2 Selecting the right mix of digital media communications tools

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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

Different forms of campaign integration

Case study 8 Facebook – a Titan of the digital age

Introduction

How is this chapter structured?

How balanced is your referrer mix?

Search engine marketing

What is SEO?

Advantages and disadvantages of SEO

Best practice in planning and managing SEO

Is SEO a zoo of Pandas and Penguins?

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

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Online public relations and influencer relationship management

What is online public relations?

Advantages and disadvantages of online public relations

Best practice for online public relations and IRM

Online partnerships including affiliate marketing

Affiliate marketing

Advantages and disadvantages of affiliate marketing

Best practice in planning and managing affiliate marketing

Online sponsorship

Interactive display advertising

What is display advertising?

Advantages and disadvantages of display advertising

Best practice in planning and managing display ad campaigns

Opt-in 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 (houselist)

SEAT combines email with display advertising to increase awarenessAdvantages 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

Is social media ‘mostly a waste of time’ and an ‘infantile delusion’?

Offline promotion techniques

Advantages and disadvantages of using offline communications to supporte-commerce

Incidental and specific advertising of the online presence

Public relations

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Introduction

Performance management for digital channels

Stage 1: Creating a performance management system

Stage 2: Defining the performance metrics framework

Stage 3: Tools and techniques for collecting insight, running processes andsummarising results

Focus on measuring social media marketing

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?

Content management systems

Case study 9 Learning from Amazon’s culture of metrics

Summary

Exercises

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introduce in Chapter 1 (digital devices, digital platforms, digital media,

digital data and digital technology) can be used, alongside traditional

marketing techniques, to get closer to audiences than ever before

Consumers now have access to a much wider choice of entertainment,

products, services and prices from different suppliers and a more convenientway to select and purchase items Organisations have the opportunity toexpand into new markets, offer new services, interact with audiences in newways and compete on a more equal footing with larger businesses Marketersworking within these organisations have the opportunity to develop newskills and to use these new tools to improve the competitiveness of the

Many consumers now regularly use social networks such as Facebook,

Instagram, LinkedIn, Snapchat and Twitter as part of their daily lives, withthe majority of access via smartphones Engaging these consumers is anongoing challenge but, as we will see, companies like those above havetaken advantage of these opportunities to interact with customers and thishas helped them develop as worldwide brands

Management of digital marketing

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With the success stories of companies capturing market share following therapidly increasing adoption of the Internet by consumers and business

buyers, it is a prerequisite that all organisations must have an effective onlinepresence to prosper, or possibly even survive! What Michael Porter said in

2001 is still valid today:

The key question is not whether to deploy Internet technology –

companies have no choice if they want to stay competitive – but how todeploy it

What are the marketing communications techniques that businesses need tomaster to make effective use of digital marketing? The proliferation of newmedia channels, digital technologies and interaction options has given achallenge of understanding, prioritising and managing many new digitalcommunications techniques To help summarise these at a top level of thecustomer lifecycle or classic marketing funnel, Chaffey (2010) defined theRACE planning framework shown in Table P.1 RACE planning defines astructure of 5 × 5 = 25 key digital marketing techniques that need to be

harnessed in most organisations to fully exploit digital marketing to reach,interact with, convert and engage online audiences across the customer

lifecycle from generating awareness, conversion to sale (online and offline)and retention and growth of customers RACE also emphasises the need toplan to create a coordinated, integrated approach to digital marketing, which

is integrated with other communications activities

Table P.1 The RACE planning framework for managing key activities for

integrated digital marketing across the customer lifecycle

website,mobile andsocial mediavisits

Generateinteractionsand leads

Achieve salesonline oroffline

Encouragecustomerloyalty andadvocacy

1.1 Situation

review

2.1 Mediaeffectiveness

3.1Customer

4.1 Retargeting(Chapter 9)

5.1Customer

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(Chapters 2

and 3)

review(Chapters 8

and 10)

journeyeffectiveness(Chapter 7)

onboarding(Chapters

6 and 7)1.2 Set vision

3.2 Dataprofiling(Chapter 6)

4.2Personalisation(Chapter 7)

5.2Customerexperience(Chapter 7)

1.3 Strategy

(Chapters 4 –

8)

2.3 Earnedand Ownedmedia(Chapters 6

– 9)

3.3 Contentmarketing(Chapter 8)

4.3 Mobileexperiences(Chapter 7)

5.3Customerservice(Chapter 7)

3.4 Landingpages

(Chapter 9)

4.4Multichannelselling

(Chapter 4)

5.4 Emailmarketing(Chapters

6 and 9)1.5 Value

(Chapters 8

and 9)

3.5 Contentstrategy andcampaignplan(Chapter 8)

4.5 Conversionrate

optimisation(Chapters 7

and 10)

5.5 Socialmediamarketing(Chapters

6 and 9)

Smart Insights (2010) Introducing RACE: a practical framework to improve your digital marketing Blog post by Dave Chaffey, 15 July 2010, smartinsights.com/digital-marketing-strategy/race-a- practical-framework-to-improve-your-digital-marketing

The table shows the range of different marketing activities or operating

processes needed to support acquiring new customers through

communicating with them on third-party websites and social media,

attracting them to a company website, mobile app or social network andconverting interest into leads and sales and then using online media to

encourage further purchases and advocacy You can see that applying socialmedia and content marketing is a part of RACE that can be deployed to

support many activities, and therefore is one of the key management

challenges in digital marketing, so we consider approaches to managingsocial media marketing throughout the text, with a focus in Chapters 6, 8 and

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9 Applying digital platforms as part of multichannel marketing to integratecustomer journeys between traditional and ‘new’ media is also a major

challenge and a theme throughout this text Management processes related togovernance of digital marketing include planning how digital marketing can

be best resourced to contribute to the organisation and integrating with othermarketing activities The increased adoption of digital marketing also

implies a significant programme of change that needs to be managed Newobjectives need to be set, new communications strategies developed andstaff developed through new responsibilities and skills

Digital marketing – new skills required?

The aim of this text is to provide you with a comprehensive guide to theconcepts, techniques and best practice to support all the digital marketingprocesses shown in Table P.1 This text (the structure of which is shown inFigure P.1) is based on emerging academic models together with best

practice from leading adopters of digital media The practical knowledgedeveloped through reviewing these concepts and best practice is intended toenable graduates entering employment and marketing professionals to

exploit the opportunities of digital marketing while minimising the risks

Figure P.1 Structure of the text

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Specifically, this text addresses the following needs:

There is a need to know to what extent digital technology and mediachanges existing marketing models and whether new models and

strategies can be applied to exploit the medium effectively

Marketing practitioners need practical digital marketing skills to markettheir products effectively Knowledge of the new jargon – terms such as

‘marketing automation’, ‘click-through’, ‘cookie’, ‘uniques’ and ‘pageimpressions’ – and of effective methods of site design and promotionsuch as search engine marketing will be necessary, either for direct

‘hands-on’ development of a site or to enable communication withother staff or agencies that are implementing and maintaining the site.Given the rapidly changing market characteristics and best practices ofdigital marketing, web-based information sources are needed to updateknowledge regularly This text and the supporting companion websitecontain extensive links to websites to achieve this

The text assumes some existing knowledge of marketing in the reader,

perhaps developed through experience or by students studying introductorymodules in marketing fundamentals, marketing communications or buyerbehaviour However, basic concepts of marketing, communications theory,buyer behaviour and the marketing mix are outlined

Summary of changes for the seventh edition

The acclaimed structure of previous editions has been retained since thisprovides a clear sequence to the stages of strategy development and

implementation that are required to plan successfully for digital marketing inexisting and start-up companies

The main changes made for the seventh edition, based on feedback fromreviews and our close monitoring of the trends and latest developments are:

An Essential Digital Skills feature has been added near the start of

each chapter that recommends skills required by employers that arerelevant to the chapter and practical ideas to boost employability byshowcasing students’ interests and experiences

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Chapters 10 and 11 have been removed, and examples of B2C and

B2B marketing applications have now been integrated into the context

of relevant chapters

The ‘5Ds of managing digital marketing’ are introduced in Chapter 1

to help summarise which digital marketing activities businesses need tomanage to exploit the potential of digital marketing

The main innovations included in the chapters are as follows

Chapter 1 – Introducing digital marketing

The 5Ds of digital marketing are added at the start to introduce theelements of digital marketing and customer interactions that need to bemanaged

New Figure 1.1 is a customer lifecycle visual that gives examples ofdigital marketing touchpoints across different channels and platforms.The concept of digital disruption related to technologies such as theInternet of Things (IoT) and platforms is covered in this chapter

Chapter 2 – Online marketplace analysis:

Chapter 3 – The digital macro-environment

This chapter has been simplified and shortened

A new case study on social media and four new activities are now

included

Chapter 4 – Digital marketing strategy

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The concept and reasons for digital transformation programmes areexplained.

A new section, ‘Digital marketing insight 4.3’, has been added thatcovers consumer profiles and digital targeting options

The mnemonic VQVC has been introduced to test that businesses areusing the right type of goals and measures

The chapter has been simplified and shortened

Chapter 5 – Digital media and the marketing mix

New examples have been introduced and the Spotify case study hasbeen updated

This chapter has been simplified and updated

Chapter 6 – Relationship marketing using digital

platforms

In line with reviewers’ comments, this chapter now focuses less onCRM and more on encouraging audience engagement using interactions

on social media, mobile and marketing automations

There is an expanded section on strategy and practice for organic socialmedia for customer loyalty, PR and advocacy, with the section on socialmedia in Chapter 8 limited to paid social media Chapter 6 has the mainsection on social media in the text as often social media is most

effective for relationship marketing

The Big Data section has been extended and given more prominence toexplain and give examples of marketing applications of Artificial

Intelligence and Machine Learning

Chapter 7 – Delivering the digital customer

experience

There is more emphasis on service quality and e-loyalty frameworks.More coverage has been added on mobile design and the requirementsfor mobile apps

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Information is given on how to use content audits, to improve the

effectiveness of content marketing

There is more on globalisation and localisation

The options for personalisation are explained through a personalisationpyramid

Two new mini cases, for Metro Bank and Jack Wills, have been added.New technologies are covered, which include IoT and machine

interactions, AR and VR and connected devices

Chapter 8 – Campaign planning for digital media

The concept of media attribution for reviewing channel impact is

assessed

The techniques of integration are expanded upon

This chapter has been simplified and updated

Chapter 9 – Marketing communications using

digital media channels

The coverage of search engine marketing, influencer marketing andprogrammatic advertising is updated to reference latest best practicesand tools – particularly those related to smartphones, e.g AcceleratedMobile Pages

The dated section on Web 2.0 has been deleted and replaced by a

section on approaches to influencer relationship management (IRM).New social media content and activities include an example of

Facebook viral campaigns

Chapter 10 – Evaluation and improvement of digital channel performance

The concept of a marketing technology (martech) stack is explained andthe challenges of selecting martech are explored

Table P.2 In-depth case studies in Digital Marketing, 7th edition

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Assessing a consumer market,business models, marketingcommunications

3

Macro-environment

Social media – docelebrities call theshots?

Companion vision, branding,target market, communicating theproposition, challenges and

reasons for failure

Business models, proposition andonline product range, target

Peer-to-peer services, revenuemodels, proposition design,strategy, competition, risk factors

6 Relationship

marketing Dell gets closer toits customers

through its socialmedia strategy

Influence of website design onconversion, retention marketing,personalisation, e-CRM, RFManalysis

i-to-Strategy, proposition, site design,on-site search capabilities

8 Campaign

planning

Facebook – a titan

of the digital age

Ad revenue models, privacy

9 Digital

channel

performance

Learning fromAmazon’s culture

of metrics

Strategy, measurement, onlinemarketing communications,personalisation approach

The structure and content of this text

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The text is divided into three parts, each covering a different aspect of howorganisations use the Internet for marketing to help them achieve

competitive advantage Table P.3 shows how the text is related to establishedmarketing topics

Part 1 Digital marketing fundamentals (Chapters 1– 3)

Part 1 relates the use of the Internet to traditional marketing theories andconcepts, and questions the validity of existing models given the differencesbetween the Internet and other media

Chapter 1 Introducing Digital marketing considers using the Internet as

part of customer-centric, multichannel marketing; it also reviews therelationship between Internet marketing, digital marketing, e-commerceand e-business, and the benefits the Internet can bring to adopters, andoutlines differences from other media and briefly introduces the

technology

Chapter 2 Online marketplace analysis: micro-environment reviews

how digital media and technology changes the immediate environment

of an organisation, including the marketplace and channel structure Itdescribes the type of situation analysis needed to support digital

strategy by examining how customers, competitors and intermediaries,and the interplay between them, can be evaluated

Chapter 3 The digital macro-environment reviews the impact of social,

technological, economic, political and legal environmental influences

on digital strategy and its implementation The emphasis is on privacyand data protection regulations and managing technology innovation

Table P.3 Coverage of marketing topics in different chapters

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Part 2 Digital marketing strategy development (Chapters 4–6)

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Part 2 describes the emerging models for developing strategy and providesexamples of the approaches companies have used to integrate the Internetinto their marketing strategy.

Chapter 4 Digital marketing strategy considers how the digital strategy

can be aligned with business and marketing strategies and describes ageneric strategic approach with phases of situation review, goal setting,strategy formulation and resource allocation and monitoring

Chapter 5 Digital media and the marketing mix assesses how the

different elements of the marketing mix can be varied in the onlineenvironment as part of strategy formulation

Chapter 6 Relationship marketing using digital platforms details

strategies and tactics for using the Internet to build and sustain one’ relationships with customers

‘one-to-Part 3 Digital marketing: implementation and

practice (Chapters 7–10)

Part 3 of the text explains practical approaches to implementing a digitalmarketing strategy Techniques for communicating with customers, buildingrelationships and facilitating electronic commerce are all reviewed in somedetail Knowledge of these practical techniques is essential for

undergraduates on work placements involving a website, and for marketingmanagers who are dealing with suppliers such as design agencies

Chapter 7 Delivering the digital customer experience explains how an

online presence is developed to support branding and customer servicequality objectives The stages analysis of customer needs, design of thesite structure and layout and creating the site are covered, together withkey techniques such as user-centred design, usability and accessibilitydesign It also covers different service quality models used to assessexperience

Chapter 8 Campaign planning for digital media describes the novel

characteristics of digital media, and then considers different aspects ofmarketing communications that are important for developing a

successful online campaign

Chapter 9 Marketing communications using digital media channels

covers techniques such as banner advertising, affiliate networks,

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promotion in search engines, co-branding and sponsorship, email,

online PR, viral and word-of-mouth marketing with particular reference

to social networks

Chapter 10 Evaluation and improvement of digital channel

performance reviews methods for assessing and improving the

effectiveness of a site, and communications in delivering business andmarketing benefits The chapter briefly covers process and tools forupdating sites

Who should use this text?

Students

This text has been created primarily as the main student text for

undergraduate and postgraduate students taking specialist marketing courses

or modules that cover e-marketing, Internet and digital marketing, electroniccommerce and e-business The text is relevant to students who are:

undergraduates on business programmes that include modules on the

use of the Internet and e-commerce, including specialist degrees such asInternet marketing, electronic commerce, marketing, tourism and

accounting or general business degrees such as business studies,

business administration and business management;

undergraduate project students who select this topic for final-year

projects or dissertations – this text is an excellent supporting text forthese students;

undergraduates completing a work placement in a company using the

Internet to promote its products;

students at college aiming for vocational qualifications, such as an

HNC or HND in Business Management or Computer Studies;

postgraduate students taking specialist master’s degrees in electronic

commerce or Internet marketing, generic MBAs and courses leading toqualifications such as the Certificate in Management or Diploma inDigital Marketing or Management Studies that involve modules onelectronic commerce and digital marketing

Practitioners

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Previous editions have been widely used by digital marketing practitionersincluding:

marketing managers or specialists such as e-commerce managers or digital marketing managers responsible for defining digital marketing

strategy and implementing and maintaining the company website;

senior managers and directors wishing to understand the potential of

digital marketing for a company and who need practical guidelines onhow to exploit this potential;

technical project managers or webmasters who may understand the

technical details of building a site, but have a limited knowledge ofmarketing fundamentals and how to develop an Internet marketingstrategy

What does the text offer to lecturers teaching these courses?

The text is intended to be a comprehensive guide to all aspects of using theInternet and other digital media to support marketing The text builds onexisting marketing theories and concepts, and questions the validity of

models in the light of the differences between the Internet and other media.The text references the emerging body of literature specific to Internet

marketing It can therefore be used across several modules Lecturers willfind the text has a good range of case studies, activities and exercises tosupport their teaching Website links are given in the text and at the end ofeach chapter to provide important information sources for particular topics

Student learning features

A range of features has been incorporated into this text to help the reader getthe most out of it Each feature has been designed to assist understanding,reinforce learning and help readers find information easily, particularly whencompleting assignments and preparing for exams The features are described

in the order in which you will find them in each chapter

At the start of each chapter

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The ‘Chapter at a glance’ page provides easy navigation for each chapter Itcontains:

Main topics: the main topics and their page numbers.

Case studies: the main cases and their page numbers.

Learning objectives: a list describing what readers can learn through

reading the chapter and completing the exercises

Questions for marketers: explaining the relevance of the chapter for

practitioners

Links to other chapters: a summary of related information in other

chapters

In each chapter

Definitions: when significant terms are first introduced in the main

text, there are succinct definitions of these terms in the margin for easyreference

Web references: where appropriate, web addresses are given to enable

readers to obtain further information They are provided in the maintext where they are directly relevant as well as at the end of the chapter

Essential digital skills: practical ideas to boost employability by

showcasing students’ interests and experiences

Case studies: real-world examples of how companies are using the

Internet for marketing Questions at the end of each case study areintended to highlight the main learning points from the example

Mini case studies: short features that give a more detailed example, or

explanation, than is practical in the main text They do not containsupplementary questions

Activities: exercises that give readers the opportunity to practise and

apply the techniques described in the main text

Chapter summaries: intended as revision aids to summarise the main

learning points from the chapter

At the end of each chapter

Self-assessment exercises: short questions that will test understanding

of terms and concepts described in the chapter

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Essay questions: conventional essay questions.

Discussion questions: these require longer essay-style answers

discussing themes from the chapter They can be used either as topicsfor individual essays or as the basis for seminar discussion

Examination questions: typical short-answer questions of the type that

are encountered in exams These can also be used for revision

References: these are references to books, articles or papers referred to

within the chapter

Weblinks: these are significant sites that provide further information on

the concepts and topics of the chapter This list does not repeat all thewebsite references given within the chapter, such as, for example,

company sites For clarity, the website address prefix ‘http://’ is

generally omitted

At the end of the text

Glossary: comprehensive definitions of all key terms and phrases used

within the main text

Index: all key words and abbreviations referred to in the main text.

Support material

Free supplementary materials are available at Dave Chaffey’s website at

www.smartinsights.com/book-support to support all users of the text Thisregularly updated website contains advice, comment, support materials andhyperlinks to reference sites relevant to the text A companion website isalso available for students and lecturers from the publisher at

catalogue.pearsoned.co.uk/ There is: a password-protected area for lecturersonly to discuss issues arising from using the text; additional examination-type questions and answers; a multiple-choice question bank with answers;additional cases with suggestions for discussion; and a downloadable version

of the Lecturer’s Guide and OHP Masters

Lecturers can also download an Instructor's Manual and supporting

PowerPoint slides by going to www.pearsoned.co.uk/chaffey

References

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Smart Insights (2010) Introducing RACE: a practical framework to improveyour digital marketing Blog post by Dave Chaffey, 15 July 2010,

smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing

Porter, M (2001) ‘Strategy and the Internet’, Harvard Business Review

(March), 62–78

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About the authors

Dave Chaffey BSc, PhD, FCIM, FIDM

Dave is co-founder of Smart Insights (www.smartinsights.com), an onlinepublisher and consultancy providing advice and alerts on best practice andindustry developments for marketers, digital marketers and e-commercemanagers The advice is also created to help readers of Dave’s books Themost relevant information is highlighted at www.smartinsights.com/book- support

Dave also works as an independent digital marketing trainer and consultant

He has consulted on digital marketing and e-commerce strategy for

companies of a range of sizes from larger organisations such as 3M,

Barclaycard, HSBC, Mercedes-Benz, Nokia and The North Face to smallerorganisations such as Arco, Confused.com, Euroffice, Hornbill and i-to-i.Dave’s passion is educating students and marketers about latest and bestpractices in digital marketing, thus empowering businesses to improve theironline performance through getting the most value from their web analyticsand market insight In other words, making the most of online opportunitiesand avoiding waste

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He is proud to have been recognised by the Department of Trade and

Industry as one of the leading individuals who have provided input andinfluence on the development and growth of e-commerce and the Internet inthe UK over the last ten years Dave has also been recognised by the

Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwidewho have helped shape the future of marketing He is also proud to be anHonorary Fellow of the Chartered Institute of Marketing and Institute ofDirect and Digital Marketing

Dave has been a visiting lecturer on e-commerce courses at different

universities including Birmingham, Cranfield, Derby, Manchester

Metropolitan and Warwick Universities

In total, Dave is author of five best-selling business books including Digital

Business and Ecommerce Management, Digital Marketing: Strategy,

Implementation and Practice, eMarketing eXcellence (with P.R Smith) and Total Email Marketing Many of these books have been published in new

editions since 2000 and translations include Chinese, Dutch, German,

Italian and Serbian

When offline, Dave enjoys fell-running, indie guitar music and travellingwith his family

Fiona Ellis-Chadwick PhD, BSc, PGCE

Fiona Ellis-Chadwick has a successful professional business and academiccareer She had a successful commercial career in retail management before

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becoming an academic in 1998 and completing her PhD in 2000 Since thenshe has been working on projects aiming to advance research in the fields ofdigital marketing; online retail management and the digital high street She

is currently working with central, regional and local government authoritiesand leading technology and retail organisations on projects that aim to

ensure the future sustainability of UK high streets

Additionally, as part of her academic career, Fiona is a very active

researcher and innovator who frequently leads the development of provoking multi-media teaching materials, bringing together her knowledge

thought-of research and business Fiona’s work has been widely published in

national and international journals, including Journal of Business Research,

European Journal of Marketing, International Journal of Retail

Distribution and Management, Internet Research, Journal of Retailing and Consumer Services.

Fiona is passionate about business research and education and creatingvalue for society, having started her working career as a young entrepreneurbuilding a retail business She believes bringing management research tolife is very important, especially in her current role as Director of Impact atThe School of Business & Economics, Loughborough University

Academic profile: ellis-chadwick/

http://www.lboro.ac.uk/departments/sbe/staff/fiona-LinkedIn: https://www.linkedin.com/in/fiona-ellis-chadwick-6919136/

Tiêu đề	Digital Marketing Strategy Implementation and Practice
Tác giả	Dave Chaffey, Fiona Ellis Chadwick
Trường học	University of Surrey
Chuyên ngành	Digital Marketing
Thể loại	Textbook
Năm xuất bản	2023
Thành phố	Guildford

Định dạng
Số trang	1.039
Dung lượng	17,35 MB