Digital marketing: strategy, implementation and practice

Digital Marketing Strategy, Implementation and practice Part 3 Digital marketing implementation and practice In Part 3, particular issues regarding the execution of digital marketing strategy are described, including development of a website and ensuring a quality customer experience (Chapter 7), marketing communications to promote a site (Chapters 8 and 9) and the maintenance and evaluation as online presence (Chapter 10) In Chapters 11 and 12, specific examples are given of how business to con.

Part Digital marketing: implementation and practice In Part 3, particular issues regarding the execution of digital marketing strategy are described, including development of a website and ensuring a quality customer experience (Chapter 7), marketing communications to promote a site (Chapters and 9) and the maintenance and evaluation as online presence (Chapter 10) In Chapters 11 and 12, specific examples are given of how business-to-consumer and business-to-business companies are using the Internet 7 Delivering the online customer experience  354 ●● ●● ●● ●● ●● ●● ●● ●● Planning website design and redesign projects Initiation of a website project Defining site or app requirements Designing the user experience Development and testing of content Online retail merchandising Site promotion or ‘traffic building’ Service quality 8 Campaign planning for digital media  418 ●● ●● ●● ●● ●● ●● ●● The characteristics of digital media Step Goal setting and tracking for interactive marketing communications Step Campaign insight Step Segmentation and targeting Step Offer, message development and creative Step Budgeting and selecting the digital media mix Step Integration into overall media schedule or plan 9 Marketing communications using digital media channels 476 ●● ●● ●● ●● ●● ●● ●● Search engine marketing Online public relations Online partnerships including affiliate marketing Interactive display advertising Opt-in email marketing and mobile text messaging Social media and viral marketing Offline promotion techniques 10 Evaluation and improvement of digital channel performance 548 ●● ●● ●● Performance management for digital channels Customer experience and content management process Responsibilities for customer experience and site management 11 Business-to-consumer digital marketing practice  592 ●● ●● ●● The consumer perspective: online consumer behaviour The retail perspective: online retailing Implications for e-retail marketing strategy 12 Business-to-business digital marketing practice  622 ●● ●● ●● ●● ●● Types of B2B organisational marketing and trading environments Using digital marketing to support customer acquisition in B2B marketing Options for online inter-organisational trading How digital technologies can support B2B marketing Digital marketing strategies Chapter Delivering the online customer experience Chapter at a glance Main topics ●● ●● ●● ●● ●● ●● ●● ●● Planning website design and redesign projects  362 Initiation of the website project  370 Defining site or app requirements  374 Designing the user experience  388 Development and testing of content  400 Online retail merchandising  402 Site promotion or ‘traffic building’  404 Service quality  404 Case studies Digital marketing in practice The Smart Insights interview with Ben Jesson and Karl Blanks of agency Conversion Rate Experts on conversion rate optimisation  360 Case study 7: Refining the online customer experience at i-to-i.com  410 Learning objectives After reading this chapter, the reader should be able to: ●● Describe the different stages needed to create an effective website, mobile app or social media presence ●● Define the requirements that contribute to an effective digital experience delivered as a website, mobile app or online presence ●● Identify the similarities and differences in creating a website and other forms of online presence Questions for marketers Key questions for marketing managers related to this chapter are: ●● ●● ●● ●● Which activities are involved in creating or redeveloping a new desktop or mobile site? What are the key factors of online service quality and site design that will help our goals of customer acquisition and retention? Which techniques can I use to determine visitors’ requirements and whether they are met? How should I integrate the different forms of online presence? Scan code to find the latest updates for topics in this chapter Links to other chapters Related chapters are: ●● Chapters and 5, which describe the development of the strategy and tactics that inform online experiences ●● Chapters and 9, which describe approaches to promoting websites ●● Chapter 10, which describes the analysis of digital customer experience and their maintenance 356 Part Digital marketing: implementation and practice Introduction Digital customer experience A brand’s total digital experience includes a brand’s presence on different platforms including desktop website, mobile site and apps, ads on gaming platforms and digital instore The quality of digital experience is based on the combination of rational and emotional factors of using a company’s online services that influences customers’ perceptions of a brand online Managing the digital customer experience for a brand used to be relatively straightforward; businesses simply had a website and an email newsletter alongside offline channels to sale Today, the picture is far more complex, with the combination of touchpoints where marketers seek to influence consumers stretching across paid, earned and owned media on different devices Consider the customer-facing touchpoints of a brand’s online experience These can include a desktop or mobile optimised site, mobile apps and company pages on social media Company pages on social media today have a strong visual, interactive emphasis including Facebook or Google+ (text updates, video and image posts plus apps), Twitter (text updates can include images; video and Twitter cards enable interaction), LinkedIn (company pages and groups), YouTube (branded video channels), Instagram and Pinterest (image emphasis) Most companies seek to maintain a presence across all seven of these networks, although LinkedIn may be limited to careers Even within offline channels, digital devices are being used to supplement the digital experience, as shown in Mini case study 7.1 on NFC in-store integration For example, Debenhams, a leading UK retail adopter of mobile, shared this retrospective of their mobile development over the last two years or so Speaking at the 2014 Mobile Marketing conference, Debenhams’ mobile marketing manager, Sarah Bailie, explained: Integrating online in store should be top priority for all multichannel retailers looking to create an experiential and destination shopping experience Debenhams’ most valuable customers engage with the brand via multiple channels Creating effective digital experiences Conversion rate optimisation (CRO) Improving the commercial returns from a transactional site through increasing conversion to key goals such as sales, quotes, bookings or leads CRO combines customer and competitor research with evaluation of customer behaviour using web analytics and AB and multivariate testing (see Chapter 10 for details) Given the popularity of digital devices for finding out about brands and services, improving the capability to create and maintain these effective online brand presences is a key part of digital marketing In the introduction we have described the range of different types of digital devices that offer digital interactions between a brand and its audience For most businesses, the majority of interactions still occur on desktop and mobile websites, so this is where we focus in this chapter Although social media have grown in importance, they are relatively unimportant in prompting website visits ‘Effective’ means that the presence must deliver relevance and a satisfactory digital customer experience for its audience At the same time, ‘effective’ means the presence must support and add value to the brand to deliver results for the company Conversion rate optimisation (CRO) is increasingly being used by companies to improve the commercial contribution of online presence to a business, as the Smart Insights interview introducing this chapter shows In this chapter, we will explore different practical actions that companies can take to create and maintain satisfactory online experiences An indication of the need to produce a customer-centric online presence is given by Alison Lancaster, at the time the head of marketing and catalogues at John Lewis Direct and then marketing director at Charles Tyrwhitt (www.ctshirts.co.uk), who said: A good site should always begin with the user Understand who the customer is, how they use the channel to shop, and understand how the marketplace works in that category This includes understanding who your competitors are and how they operate online You need continuous research, feedback and usability testing to continue to monitor and evolve the customer experience online Customers want convenience and ease of ordering They want a site that is quick to download, well-structured and easy to navigate You can see that creating effective online experiences is a challenge since there are many practical issues to consider, which we present in Figure 7.2 This is based on a diagram Chapter Delivering the online customer experience Mini case study 7.1 357 CloudTags integrates in-store digital experiences CloudTags is working with a number of retailers to create an innovative, omni-channel experience using ­mobile devices and NFC technology The retailers, among them Harvey Nichols and MADE (an online furniture retailer), have been putting tablet computers in stores for consumers to pick up and use The customer simply enters their email address, which creates a customer profile, and by interacting with physical products via tapping on NFC icons in store they get rich, in-depth product content such as images, videos and recommendations There is also a separate tool that allows users to send details of the products to the inbox If assisted by staff, the store is able to track and attribute activity online (should the user go home and purchase) so the original salesperson is included in the credit for the sale Results Harvey Nichols found that 90 per cent of shoppers engaged in-store were not previously known to them; 16 per cent of all shoppers engaged with the experience and 18 per cent took further action after receiving an email MADE also used the technology at its Notting Hill showroom (Figure 7.1): 21 per cent of consumers opted to have their in-store collections sent to their inbox; 41 per cent went on to browse products online; and over the course of the trial the average order value increased 15 per cent This example shows how, today, consumers are happy to interact with a company using technology Ease of purchase, good customer experience and strong engagement are moving beyond attractive extras and are becoming standard expectations Figure 7.1 Cloudtags tablets used to assist in-store digital experience by de Chernatony (2001), who suggested that delivering the online experience promised by a brand requires delivering rational values, emotional values and promised experience (based on rational and emotional values) The factors that influence the online customer experience can be presented in a pyramid form of success factors, as is shown in F ­ igure 7.2 (the different success factors reflect current best practice and differ from those of de 358 Part Digital marketing: implementation and practice Chernatony) The diagram also highlights the importance of delivering service ­quality online, as has been indicated by Trocchia and Janda (2003) More recently, Christodoulides et al (2006) have tested the importance of a range of indicators of online brand equity for online retail and service companies This analysis was performed across these five dimensions of brand equity, assessed by asking the questions below – they provide an excellent framework which can be applied to assess and benchmark the quality of brand experience for different types of website: Emotional connection Q1: I feel related to the type of people who are [X]’s customers Q2: I feel as though [X] actually cares about me Q3: I feel as though [X] really understands me Online experience Q4: [X]’s website provides easy-to-follow search paths Q5: I never feel lost when navigating through [X]’s website Q6: I was able to obtain the information I wanted without any delay Responsive service nature Q7: [X] is willing and ready to respond to customer needs Q8: [X]’s website gives visitors the opportunity to ‘talk back’ to [X] Product Interactivity Service Price/ promotions Customer journey fit Fulfilment Range Flow and data entry Support Design Visual Design Trust Emotional values Style Tone Figure 7.2 Reassurance Promised experience Credibility Rational values Ease of use Relevance Performance Usability Content and search Speed Accessibility and standards Customisation Availability The online customer experience pyramid – success factors Source: Reprinted by permission of Macmillan Publishers Ltd.: Journal of Brand Management, based on a diagram in de Chernatony, L (2001) ‘Succeeding with brands on the internet’, 8(3), pp.186–95, © 2001, published by Palgrave Macmillan Chapter Delivering the online customer experience 359 Trust Q9: I trust [X] to keep my personal information safe Q10: I feel safe in my transactions with [X] Fulfilment Q11: I got what I ordered from [X]’s website Q12: The product was delivered in the time promised by [X] Customer Experience Management (CXM) A holistic approach to managing customer experience and customer engagement across digital and non-digital touchpoints including web, mobile and social digital platforms, in-store and by call-centres Web merchandising The aims of web merchandising are to maximise the sales potential of an online store for each visitor This means connecting the right products with the right offer to the right visitor, and remembering that the online store is part of a broader experience including online and offline advertising, in-store visits, customer service and delivery Customer journey A description of modern multichannel buyer behaviour as consumers use different media to select suppliers, make purchases and gain customer support WEBQUAL is a similar framework for e-commerce sites covering 14 dimensions across four broad areas of ease of use, ease of information gathering, ease of transactions and entertainment value (Loiacono et al., 2000, 2007) We detail these and cite alternative frameworks such as SITEQUAL at the end of the chapter Consider how these elements of effective online brand experience might differ today? Differences could include support for interactions with other customers including rating of content or products, support for different digital devices and integration with other online and offline channels More recent research into assessing company digital capabilities in the context of Customer Experience Management (CXM) is limited Klaus (2014) notes that ‘there remains a need for both theoretical and conceptual development, and empirical research to determine which digital CX strategies and practices have the most positive influence on organisational performance’ He identifies three levels of company approach to CXM, Preservers, Transformers and Vanguards He categorises Vanguards as having a ‘clear strategic model of CX management impacting all areas of the organisation, and developing commensurate business processes and practices to ensure its effective implementation While Transformers merely acknowledge the broad-based challenges of CX management, Vanguards integrate functions and customer touchpoints to ensure consistency of the desired customer experiences across their own business’ Figure 7.2 incorporates many of the factors that are relevant for a transactional e-retail site such as price and promotions which together form web merchandising (see the end of the chapter), but you can see that many of the rational and emotional values are important to any website You may not be familiar with some of the terms, such as ‘usability’ and ‘accessibility’ (which are delivered through an effective website design), but these will all be explained later in this chapter In Figure 7.2 these factors are all associated with using the website, but the online customer experience extends beyond this, so effective designs are based on integrating with the entire customer journey for different audiences and different scenarios to achieve the best result So design of online presence also needs to look at the bigger picture: ●● ●● ●● ●● ●● ease of locating the site through search engines (Chapter 8); services provided by partners online on other websites; quality of outbound communications such as e-newsletters; quality of processing inbound email communications from customers; integration with offline communications and touchpoints like store and phone as part of multichannel marketing Alternative frameworks, such as WEBQUAL and E-SERVQUAL, for assessing website effectiveness are covered in the section on service quality Structure of the chapter We start the chapter by considering the requirements for a presence that delivers appropriate rational and emotional values We then look at the processes and stages involved in managing a project to improve the customer experience Our coverage on website design is integrated with consideration of researching online buyer behaviour since an appropriate experience can only be delivered if it is consistent with customer behaviour, 360 Part Digital marketing: implementation and practice needs and wants We then go on to review delivery of service quality online This includes aspects such as speed and availability of the site itself which support the rational values, and also fulfilment and support which are a core part of the promised experience Digital marketing in practice The Smart Insights interview Ben Jesson and Karl Blanks of agency Conversion Rate Experts on conversion rate optimisation Overview and main concepts covered Ben Jesson and Karl Blanks of agency Conversion Rate Experts discuss how to optimise business and generate revenue with their ideas on Conversion Rate Optimisation The interview Q We’re seeing a lot more companies working now on CRO What is it and why is its use increasing? Ben Jesson: Yes, it should be Landing page optimisation focuses on one page We coined the term Conversion Rate Optimisation (CRO) in 2007 to describe the process of optimising the business itself It’s really commercial optimisation A proper job of CRO includes the review of the entire process from the initial lead-generation ad, all the way through to the post-sale follow-up The real goal is to identify which parts of the sales funnel will yield the greatest wins with the least work That means it’s necessary to bring a lot of disciplines to the party, including understanding traffic sources, visitor psychology and the company’s position in the marketplace, including its core strengths and weaknesses On top of that there’s usability testing, copywriting and web design factors to look at All these elements go into creating hypotheses for testing We’re maniacal about testing, because we’ve seen too many businesses merely throw a series of ‘best practices’ against the wall to see if anything sticks Best practices should not be the answer to optimising a website, but merely one starting point for formulating a test strategy Once we determine what truly works for a particular website, then we examine how our findings might be used in other media channels For instance, a better series of benefit statements might be transferable to direct mail or email autoresponder campaigns – subject to testing in those media, of course Q How you help companies build a business case for returns from CRO? Karl Blanks: It’s easy We explain that CRO allows companies to generate more revenue without spending more on advertising It’s about getting a higher return from the existing ad spend Unlike certain industries like public relations, the entire foundation of CRO is based on data, measurement and testing You don’t need to present arguments when the data can the talking for you Once you measure the value of visitors, conversions and sales, then it’s simple arithmetic to show how, say, a 10 per cent boost in conversions would help the bottom line Here’s another powerful side-benefit: when you optimise your funnel and bring in more revenues, you then have earned a luxury You get to decide whether to pocket those profits or plough them back into even more advertising, thus distancing yourself even further from your competitors It’s a nice problem to have Chapter Delivering the online customer experience 361 Q Which approaches you use to decide which part of a site needs most urgent attention? Ben Jesson: FORTUNE magazine called what we ‘a combination of multi-­variate statistical analysis and good old-fashioned detective work’ and that pretty well ­describes our approach It’s often very useful to map out your entire sales/conversion funnel and make sure it’s being comprehensively measured in whatever web analytics package you prefer Then you should look for the biggest drop-offs from one step to the next We like to say that we look for the ‘blocked arteries’ (that is, pages – or page elements – that get loads of visitors but are underperforming) How you know if something is ­underperforming? Clues come from a range of feedback mechanisms: the analytics data, usability tests, surveys, customer support feedback … and, of course, gut feel Of course, we have the advantage of having been engaged by companies on several continents and in many industries, so we have a good knowledgebase of what’s good and what’s bad Q What can limit conversion? Give some examples of the most common ‘conversion rate killers’ you see Karl Blanks: These are some of the most common mistakes we see: ●● ●● ●● Killer #1: not split testing Many people think they’re done if they take action to make changes to their site In reality they’re only ‘done’ when tests show that the changes in fact improved conversions Installing a ‘best practice’ magic button that another site swears by might actually lower conversions Despite the popularity of video, Google once discovered through tests that video reduced conversions on one of its pages You simply must test to find out Not long ago, multivariate testing software cost more than £5000 per month Now you can use Google Website Optimiser and other software packages for free, so there’s really no excuse We created a tool, called Which Multivariate, which helps you to select the best software for multivariate testing Killer #2 is ‘meek tweaking’ – in other words, making changes that are never likely to have a significant effect Killer #3 is asking for the sale on the first visit It’s often a good idea to test the creation of a multi-step conversion funnel, in which you provide great value before you ask for the order Comparison charts, forums, special reports, and email marketing are examples of elements that allow you to provide good information, ask for names, cultivate a relationship and thereby improve the chances of a sale Q Could you share some tools that readers could use on their sites? Karl Blanks: Excellent design is a prerequisite for conversion, but the biggest breakthroughs tend to be the new tools and techniques for gathering insights into the visitor’s mindset For determining how visitors interact with a site we often use both Clicktale and CrazyEgg KISSInsights and Ethnio are both good for asking your visitors to give you immediate feedback on your site GazeHawk enables you to conduct an eye-tracking study on your site for a tiny fraction of the traditional cost Many of your readers will already know about how wireframing is important in order to get agreement on functional aspects before you take the time to make a site look good We like Balsamiq for that purpose 688 Index eXtensible Markup Language (XML) 127–8, 678 extension, customers 309, 312–13, 330, 332, 655 external context 442 external link building 488, 660 external linking 494–5 extranets 129, 660 Extreme Programming 367 Facebook 8, 10, 11, 20, 25, 34, 37, 161, 199, 213, 304–5, 342, 346, 423, 468–71, 488 advertising 322, 343, 424, 528 API (Application Programming Interface) 12, 224, 509, 516 Cisco 630 growth 369–70 hashtags 441 Insights 225 ‘Likes’ 314, 317, 342, 421, 563 ‘People Like You’ 168–9 Princess Cruises 318 sharing 421, 509 status updates 225, 342 Facebook commerce (F-commerce) 660 faceted navigation 402, 660 factor costs 632, 640 fair processing of personal data 150 fake clicks 501 fan clubs 95 Faucheux, Scott 310 Fawcett, S 555 fee levels negotiated 104 feed-based platforms 13 feedback 427 app refinement 137 Charles Tyrwhitt 328 consumers 84 customers 199, 259, 286, 309, 327, 382, 403 loops 341, 342, 644 product development 198, 255, 344 tools 570 feeds 33, 660 Fernie, J 225, 226, 634 few, law of the 260 figleaves.com 403–4 file transfer protocol (FTP) 660 filename.html 130 Fill, C 442 filtering, collaborative 323, 653 financial dimension 640 financial intermediaries 95 financial measures 93 financial performance 380 financial resources 192 Financial Services Authority (FSA) 145 findability 371, 372, 381, 382, 397, 402, 660 Findlay, Graeme 420 Finn, A 610 firewalls 135, 660 firm structure 612 First Direct 259, 445 first mover advantage 213, 226, 659 first-party cookies 149, 156, 157, 660 fixation times 447 fixed price sales 102 Fjermestad, J 252, 277 Flash 123, 128, 137 flexibility 43, 401, 452 Flickr 36 Flores, L 265, 460 flow 382, 392, 395, 396, 399, 413, 660 focus groups 259, 283, 558, 570, 571, 572–3, 588, 660 Fogg, B 375, 389, 390 Fogg’s Behaviour Model 375 folksonomies 660 Ford 637, 638 formalisation 233, 234 format ownership 579–80 forms 660 Forrester 86, 88, 308, 324, 529, 531 forums 95 forward auctions 274, 661 forward path analysis 567, 661 Fotonatura 438 Foursquare 137 Fox, S 143 fragmentation, media 308, 319, 664 frames 661 Frazier, G 281 frequency 317, 320, 335, 337, 338, 444, 445, 452, 456, 465, 467 effective 520, 659 Friedlein, A 207 Friedman, L 556 FSA (Financial Services Authority) 145 FTP (file transfer protocol) 660 fulfilment 406, 635 functional fit to task 406 Furey, T 556 Furner, Paul 41–2 G2B (government-to-business) 21 G2C (government-to-consumer 21 G2G (government-to-government) 21 Galbraith, R 404 gamification 309–10 gaming platforms 13 Garcia, A 76 Gartner 122, 140 Gatorade 505 Gattiker, U.E 632 Gemeinschaft 340 general profiles, customers 443 generic strategic approach 187–8 generic top-level domains (gTLD) 124, 658, 661 George, J 76 Gesellschaft 340 Geyskens, I 18 Ghosh, S 97, 256, 259 GIF (Graphics Interchange Format) 128, 149, 661 Gilly, M 77, 602, 605 Gladwell, Malcolm 260–1, 534 global economy growth 131 global positioning system (GPS) 313 Global Sources 636 global top-level domains (gTLD) 124, 658, 661 globalisation 143, 661 GM 637 Go Green, Go Online 166 goals branding 438 conversion 436 display advertising 516 interaction 436 longer-term brand engagement 438 multichannel marketing 438 setting 196–207, 432–41 campaigns 441–3 frameworks for objective setting 205–7 online revenue contribution 200–2 SMART objectives 203–5 strategies to achieve 209, 239 third-party site reach 438 tracking, campaigns 432–41, 457 traffic building 436 see also objectives Godin, Seth 44, 313, 314, 317, 425, 534 gold customers 332 Google 6, 30, 43, 44, 60, 61, 63, 71, 103, 213, 260, 263, 264, 290, 362, 372, 421, 470, 484–5, 487, 490, 494, 498, 508, 539–40, 626 AdBots-Google 497 ad manager 515 algorithm 487, 490–1, 494, 495 apps 13, 136, 395 ASOS 615–16 Kaushik, Avinash 551–3 Knowledge Graph 491, 663 pay-per-click ads 455 Product Listing Ads (PLAs) 496, 661 quality score 497 Google Adsense 103, 104, 258, 495, 532 Google AdWords 20, 21, 42, 43, 71, 82, 103, 149, 157, 183, 345, 411, 421, 435, 457, 478, 480, 495–7, 517, 521, 615, 626 Enhanced campaigns 501 Google Alerts 161, 496, Google Analytics 10, 20, 43, 67, 126, 157, 203, 204, 377, 401, 438, 457, 479, 480, 551–2, 567, 568, 569 Google Base™ 37 Google Checkout 283 Index Google Chrome 13, 123, 124, 391 Google Display Network (GDN) 498, 517 Google gadgets 509 Google Keyword Tool 491, 492, 627 Google Maps 36 Google Merchant 20, 496 Google My Business 193 Google Music Key 292 Google Orkut 94 Google Product Search 20, 279, 511 Google Reader 33 ‘Google sandbox effect’ 363, 489 Google Shopping 279, 496 Google tools 66 Google Trends data 64, 66 Google Webmaster 20, 401 Google Webmaster Tools 490, 495 Google Website Optimiser 254, 361, 552 Google+ 21, 24, 35, 44, 65, 137, 180, 193, 224, 317, 340, 342, 343, 356, 441, 470, 563, 630 gophers 661 Gorell, C 143–4 governance Internet 131, 145, 662 organisational capabilities 232–6 government markets 626 government-to-business (G2B) 21 government-to-consumer (G2C) 21 government-to-government (G2G) 21 GPRS 661 GPS (global positioning system) 313 Graham, J 536 graphic design 661 graphical images 128 Graphics Interchange Format (GIF) 128, 661 green issues, Internet usage 165–7 greenhouse gas emissions 165 Grehan, Mike 502 Grewal, D 640, 641 Gronhaug, K 602 Grossnickle, J 572 growth hacking 369–70, 661 market share 210–1 Grube, Rüdiger 637–8 GSM 661 gTLD (global (or generic) top-level domains) 124–5, 160, 661 Guardian 258 Gunawan, G 205 hackers 661 Hagel, J 341, 610 Halligan, B 37, 424 halo effect see media multiplier: or halo effect Halvorson, K 398 Hamilton, Karen 461 hard launch 661 Harridge-March, S 252 Harrington, R 644 Hasan, H 205 Haven, B 44 Havlena, W 536 help 449 helper applications 128 herding 87 Hernandez, M 263 hierarchy of response models 80 high-speed communication links 126, 137 highly localised websites 380 Hise, R 602 hits, 560–1, 569, 661 Hitwise 508, 535 Hofacker, C, 399, 400 Hoffman, Bob 533 Hoffman, D.L 22, 76, 395, 426, 427, 456, 520, 596 Hoffman, Reid 68 Holdsworth, Lynn 379 Holzwarth, M 287 home pages 439, 661 HomeGrocer.com 586 Honda UK 343 Hootsuite 225 horizontal e-marketplaces 636 horizontal portals 63 Hortal, Roberto 252–5 hosting providers 372–3 hostnames 125 hosts 126 Hotmail 526, 527 house lists 153, 479, 523–5, 661 HSBC 165–6 Hsieh, Tony 300–2 HTML (Hypertext Markup Language) 127, 661 HTTP (Hypertext Transfer Protocol) 125, 127, 134, 661 human resources 192, 193 Humby, C 240 Hunt, T 240 hurdle rate 335, 336, 661 Hussein, I 443 hygiene factors see entry barriers hype cycles 140, 661 hyperlinks 126, 399, 440, 486, 487, 488, 493, 495, 662 Hypertext Markup Language (HTML) 127, 661 Hypertext Transfer Protocol (HTTP) 125, 127, 134, 661 I-mode 662 I-to-i.com 410–12 IAB (Internet Advertising Bureau) 67, 465, 515, 516 ICANN (Internet Corporation for Assigned Names and Numbers) 124–5, 144 689 ICO (Information Commissioner’s Office) 150 ideas, forming 448 Ideastorm 214, 327, 344, 346, 570 ideavirus 534 identification 313 identity brands 266, 652 online customers 602 theft 132, 148, 662 iDTV (interactive digital TV) 662 IKEA 423–4 IMC (integrated marketing communications) 463–4, 662 iMediaConnection 518 IMRG (Internet Media in Retail Group) 67 in-sector benchmarking 92 inbound customer contact strategies 662 inbound e-mail marketing 522, 662 inbound Internet-based communications 39, 662 inbound marketing 37, 309, 424, 504, 662 incentives 314, 316, 319, 521, 522, 526, 538 incidental offline advertising 537, 662 independence of location 41 independent e-marketplaces 635 independent social networks 343 index inclusion 489–90, 662 indexing 485–7 indirect responses 517 individual performance, e-procurement 634 individual profiles, customers 443 individualisation 38–9, 313 indoor kiosk-type platforms 13 industrial markets 626 industry restructuring 41 inelastic demand 269, 272 inflated expectations 140–1 influence customer engagement 308 social media marketing KPIs 562 influencer marketing 530 influencer outreach 478, 494, 502–3, 506, 510, 531 influencers 488, 502, 503, 505, 506, 508, 532, 533, 534 influentials hypothesis 534 infomediaries 662 information acquisition 56, 73, 86 architecture 362, 381–2, 662 breadth, increased 309 brokerage 101 collected online 149 customers see customers depth, increased 309 leakage 132 management, customer profiles 302 offline communications 537 690 Index information (continued) organisation schemes 381, 390– 1, 662 privacy, consumer beliefs 601, 602 processing, websites 400 quality 406, 490 seekers directed 88, 658 undirected 675 Information Commissioner’s Office (ICO) 150 informing, electronic 633 infrastructure components, Internet 126 ING Direct 91 initiatives, strategy 180–1 innovation 6, 7–8, 537 Google 539–40 marketing value of 139–42 social CRM 303 innovativeness 406 innovators 139, 143 inputs 581 data, validation 132 websites 401 insertion orders 662 inside-out 366 InsideSales 407 insight campaigns 441–3 customers 68, 441–3, 655 Inspirational Cosmetics 645–6 institutionalising capabilities 233 intangible benefits 198, 199 integrated marketing communications (IMC) 463–4, 662 integrated strategy 184–6, 221, 232 integration 27, 38–40, 184–6, 211, 307, 313, 560 campaigns into overall media schedules or plans 428, 440, 463–71 communications 501 customer information 184, 302 digital channels 25 e-mail marketing 525, 526 with intermediaries 212 options for 465 personal data 37 social channels 224, social sign on 317 with suppliers 212 technology 228 vertical 283 web analytics tools 568 integrity 313, 672 intellectual property rights (IPR) 147, 161, 662 intelligence 38 artificial 37 competitive (CI) 190, 654 inter-organisational trading online 633–9 interaction 37, 324 brand 518 customer engagement 308 customer lifecycle management 313 goals 436 offline communications 537 rates (IR) 519–20, 662 social communication models 86–7 social networks 65, 304, 528 interactive advertisements 33, 38 Interactive Advertising Bureau (IAB) 67 interactive banner advertisements 662 interactive communications, goal setting and tracking for 432–41 interactive digital TV (iDTV) 662 interactive display advertising 479, 515–22 interactive signage platforms 13 interactivity 37–8, 424–5, 452, 662 intermediaries 64–5, 662 analysis 194 downstream integration with intermediaries 211, 212 financial 95 marketing 94–6, 664 micro-environment 67 online sites 94–5, 180, 556–7 reintermediation 97–8 revenue models 103–6 search 63–4 internal audits 191–2 internal capabilities 92 internal context 442 internal link architecture 488, 662 internal structures 233–6 international market growth 142, 143 International Telecoms Union 67 Internet contribution 662 definition 123, 662 disengagement 164, 165 EDI 90, 662 governance 131, 145, 662 infrastructure components 126 marketing 663 marketing research based on 570–3 marketing strategy 663 pureplay see clicks-only (Internet pureplay) security 130–3 share of search 64, 672 technology 121, 123–38 usage, environmental and green issues 165–7 see also websites and entries beginning with digital; online Internet Advertising Bureau (IAB) 67, 515 Internet Corporation for Assigned Names and Numbers (ICANN) 124–5, 144, 160 Internet Media in Retail Group (IMRG) 67 Internet Protocol Television (IPTV) 13, 36, 663 Internet Relay Chat (IRC) 663 Internet service providers (ISP) 126, 145, 663 Internet Shopping Is Safe (ISIS) principles 408 InterNIC 371 interruption marketing 44, 313, 663 interstitial ads 520, 663 intimacy, customer engagement 308 intranets 129, 663 intuitive operations 406 inventories, lower requirements 166 investment 428, 439 digital marketing campaigns 451–62 return on (ROI) 435, 671 involvement customer engagement 308 empowered 531 IPA 443, 454, 465 iPhone 8, 136, 255 IPR (intellectual property rights) 147, 161, 662 IPTV (Internet Protocol Television) 13, 36, 663 IR (interaction rates) 519–20, 662 IRC (Internet Relay Chat) 663 ISIS (Internet Shopping Is Safe) principles 408 ISP (Internet service providers) 126, 145, 663 iTunes 13, 277, 292 Iyengar, R 23 Jackson, Steve 31 Janda, S 358, 404 Java 663 JavaScript rollovers 397 Jenkins, F 537 Jenkinson, A 30 Jesson, Ben 360–1 Joachimsthaler, E 266 Jobber, D 216, 221, 262, 263, 284, 597, 624 Johnson, E 269 Johnson, M 636 Joint Photographic Experts Group (JPEG) 134, 663 journalists 506, 508 JPEG (Joint Photographic Experts Group) 134, 663 jurisdiction, tax 146 JustGiving 532 Kalaignanam, K 625, 630, 640 Kaplan, R.S 205 Karibian, Anthony 626 Karibian, George 220, 626 Kaushik, Avinash 551–2 Keen, C 76 Index Keiningham, T 328 key performance indicators (KPI) 192, 198, 205, 209, 233, 238, 554, 564, 663 keyphrase (keyword phrase) 483, 484, 491–2, 494, 498, 499, 500, 663 keys see digital certificates keywords meta-tags 493 Kim, E 221 Kim, K-J 641, 642 Kindle 91 kiosk-type platforms 13 Kirby, Justin 534 Kirby, K 328 Klein, L 193, 260, 269 knowledge customers, increases 89 online sales 632 online service 632 sharing, B2B marketing 632 social 35 Koch, Olaf 638 Kolesar, M 404 Kotler, P 79, 451, 463, 554, 555 Kozmo.com 586 KPI see key performance indicators Kumar, N 227, 281, 282 Kumar, V 328, 331, 334, 532 labelling 371, 381, 382, 383, 400 Ladha, Hash 616 laggards 139 lagging performance indicators 206–7, 663 Lancaster, Alison 356 landing pages 30, 31, 360, 386–8, 404, 411, 497, 499, 501, 526, 663 last-click method of digital media channel attribution 456, 458, 663 Lastminute.com 256, 280 late majority 139 latency 335, 660 Lautenborn, R 251 law 147–64 Law of the Common Name 266 law of the few 260 Law of the Proper Name 266 lawful processing of personal data 150 leads 663 conversion efficiency 436, 437 generation 68, 81 business-to-business 629–30 method 17 offers 314, 663 qualified 670 Leadforensic 631 leading performance indicators 206, 663 Leahy, Terry 240 lean-forward media 427 Lee, G 456, 458 Lee, S 641, 642 legal forces 121, 147–64 legibility 389 lending 167–9 levels of pricing 271, 272, 669 Levine, R 34, 528 Lewis, M 276 Lewis, Martin 65 Lexus 85 lifecycles customers see customers groups 218 management grid 238–9 stages, targeting 444, 445 lifetime value (LTV) 331–4, 435, 663 limited purposes, personal data processing 150–1 link anchor text 486, 494, 663 link building 488, 491, 495, 664 link management 401, 581 Link Share 512 LinkedIn 11, 13, 24, 25, 35, 44, 65, 68, 303, 317, 340, 342, 369 links 487–9, 494–7, 513 list brokers 664 list owners 664 lists, e-mail see e-mail live chat 405, 412 live split testing see AB testing live websites 664 Living.com 586 localisation 280, 379–80, 664 location independence of 41 of trading 103–4 location-based marketing 13, 137 location-based services 135, 136, 138 Location Optimised Commerce on the Internet (LOCI) 146 lock-in, soft 89, 90, 674 log files 560, 664 analysers 560, 664 analysis 568, 569, 571 Logitech 578–9 Logophilia WordSpy 257 Loiacono, E 359, 405 Lonely Planet 258 long tail concept 261–2, 664 look to book 434 Loomis, C.P 340 Louviere, J 610 loyalists, brand 534 loyalty customers see customers programmes 309 techniques 664 variables 606 LTV (lifetime value) 330, 331–6, 435–6, 663 Lunce, S 641 Lynx 461–2 691 Ma, Jack 94–5 Macafee 142 macro-environment 59–60, 120–68, 664 cultural forces 165–7 economic forces 121, 142–4 environmental changes 123 legal forces 121, 147–64 political forces 121, 144–6 social forces 121, 164–5 technological forces 121, 123–42 macro-level effectiveness metrics 555 Macromedia Flash and Shockwave products 128 MAD 517 magazine publishers 94 Magretta, J 283 mailbot see autoresponders mainstream new media sites or portals 63, 65 maintenance process 664 websites 573–87 majority clicks 226 Makienko, I 403 Malhotra, N 572 malicious file execution 132 malls e-malls 101 virtual 676 Malmsten, Ernst 108–10 Malone, M.S 282 Malone, T.W 97 malware 130, 147, 149, 664 management affiliate marketing best practice 512–13 customer communications 311 customer information 184, 199 customer lifecycles 311–46 customer service 302, 304–9, 311 of digital marketing xiii–xv digital rights 104 display advertising best practice 519–22 e-mail marketing best practice 525–8 information refinement 233 online public relations best practice 506–9 paid search marketing (pay-per-click) best practice 499–501 performance see performance search engine optimisation (SEO) best practice 489–95 of strategy 25–7 systems, content 400–1 viral marketing best practice 534–5 websites see websites manufacturers 262, 281–2 many-to-many communications 426–7 mapping environment 122 market 98 sitemapping tools 673 692 Index maps, site 381, 383, 673 Marcus, J 583–6 market alliance model 283 market and product development strategies 210–11 market audience, sales trends compared to 206 market development 17, 211–12 market dimension 641 market expansion 18 market growth 57, 142–3 market mapping 98 market-oriented pricing 274 market penetration 17, 210–11 market place structure changes 228 market research, B2B marketing 632 market share growth 210–11 marketing, definition 17 marketing intermediaries 94–6, 664 marketing-led site design 383–4, 661 marketing mix 37, 250–292, 664 marketing outcomes 557–8, 588 marketing planning 187, 216, 664 marketing research, Internet-based 570–3, 662 marketing resources, capabilities 233 marketing value of innovations 139–42 marketplaces analysis 56–110, 121–2, 232 performance 380 portals 96 positioning 101, 102, 380 third-party 101 virtual representation 278 markets, online competitive 88–91 see also entries beginning with market MarketSite™ 664 marketsites 664 marketspaces 63, 111, 664 electronic 635, 643, 659 Marks and Spencer 159 Marsden, P 260, 530 Marshak, R 79 Marshall, P 283 mashups 506, 508, 664 mass customisation 256, 313, 322–3, 425, 664 mass marketing 664 Maxymiser 565 McAfee 408 McCarthy, Jerome 250 McDonald, M 37, 98, 187, 237, 272, 276 McDonald’s 137 McKinsey 26 McLuhan, Marshall 340 measurement e-mail marketing 479, 522–8, 530, 542 performance see performance social media marketing 562–3 media advertising 16 attribution, web analytics tools 568 brokers 664 buyers 664 buying 664 consumption, customers 442 content 45, 398 cost measures 434 definition 27 digital see digital media digital channels see digital media: channels direct-response 16 earned 11–12, 342, 356 fragmentation 308, 664 mix 451–62, 465–6 multiplier or halo effect 517, 661, 665 owned 11–12, 342, 356 owners 665 paid 11–12, 356 planning 420–71, 665 portals 24, 65, 96 range of 463, 464 relationship building 17 rich see rich media selection, key activities 464–7 sites 12, 16, 22, 24, 29, 56, 60, 63, 64, 65, 665 website content 398 media-neutral planning (MNP) 464, 665 Mela, C.F 639 menu options, websites 396–7 merchandising online retail 402–4 promotional mix 284 web 359, 677 merchants, virtual see virtual merchants meta search engines 665 meta-tags 160, 489, 493, 665 meta-data 127–8, 487, 493, 665 metrics for Internet marketing 665 performance see performance Meyer, D 263 MGC (most-growable customers) 313, 330 micro-environment 59, 67, 68, 665 see also marketplaces: analysis micro-level efficiency metrics 555 micro-targeting 43 micropayments 665 microsites 438, 439, 461–2, 515, 526, 665 Microsoft 127–8, 495, 497, 532 Microsoft Internet Information Server (IIS) 665 Microstrategy 444 misers 334 mixed-mode buying 40, 438, 665 MNP (media-neutral planning) 464, 665 mobile apps 136–7, 395, 665 mobile-based apps 13, 665 mobile commerce 665 mobile marketing 13, 665 mobile phones 135–7, mobile apps 144–5 platforms 13 QR codes 137 texting (SMS messaging) 135–6, 528 web addresses 124 Mobile shopping (M-shopping) 73 mobile text messaging 135–6, 528 monetary value 335 monetise 104 monitoring 29, 401, 581 monologue 424–5 Morrisons 208, 240 Morville, P 381, 383, 388 most-growable customers (MGC) 313, 330 most-valuable customers (MVC) 330 Mougayer, W 146 M-shopping 73 multichannel behaviour 219 multichannel buying models 84 multichannel communications 228–32 service quality preferences 407–8 multichannel conversion models 71–2 multichannel customer experience 303, 307, 324–5, 343–6 multichannel distribution 225–8 multichannel evaluation 559–60 multichannel marketing 11–12, 16, 665 goals 438 Internet role 38–40 strategy 179, 665 multichannel prioritisation 223, 665 Multilingual 380 multivariate testing 552, 564–6, 571 MVC (most-valuable customers) 330 MySpace mystery shoppers 571, 573 mySupermarket 270, 278 MyTravel 568 names brands 264, 266–7 domain see domain names Napster 290, 292 National Express Group 565–6 natural or organic listings 484, 502, 666 navigation 395–9, 401, 402, 580, 581, 673 navigational search 484, 666 needs, customers 251, 253, 255 Neely, Andy 553, 554 Nees Reisen 160 negotiated deals 102, 111 Negroponte, Nicholas 340 Neighbourhoods 47 Nellemann, Christian 626 nested ad content 515, 666 net generations 131 net promoter score (NPS) 206, 327–8, 346, 530, 531, 666 Index New Media Age 420 new pricing approaches 268, 274–6 new products see products Newholm, T 602 news 24, 33, 35, 65 newspaper publishers 94 niche affiliates 65 niche communities 35 niche media sites 63 Nicholls, A 612, 642, 643 Nicholson, David 168 Niederberger, Matthew 378 Nielsen 63, 66, 136 Nielsen BuzzMetrics 161 Nielsen, J 375, 377, 389, 397, 400, 483 Nitish, S 380 NMA 461 noise 427 Nominet 371 non-financial measures 93 non-repudiability 672 Norton, D.P 205 notification, data protection 150, 666 Novak, T.P 22, 395, 426, 427, 456, 520 Novo, J 335, 336 NPD (new product development) see products: new NPS see net promoter score objective and task method of budgeting 451 objectives 18, 28, 180, 188, 198 5Ss 189 acquisition 205, 209, 219 annual marketing communications 432 business, support 31–2 campaign-specific communications 432 channel-specific 178 communications 239, 432, 436 conversion 204, 209 costs 205 digital marketing 196–207 growth 205, 209 penetration 205 retention 204, 205, 209 setting, frameworks for 205–7 SMART 198, 203–5 see also goals O’Brien, Mike 422–4 Ocado 270 Ofcom 145 offers 274, 666 campaigns, message development and creatives 447–50 lead generation 314, 663 sales generation 314, 671 offline advertising incidental 537, 662 specific 537, 674 offline promotion 535–40, 669 offline responses 440 offline sales impact strategy 238, 239 offline site promotion 436, 666 offline web metrics 666 O’Keefe, R.M 641 O’Malley, L 314 Omar, A 146 Omidyar, Pierre 46 omni-channel retailing 611–12 on-pack 135 on-page optimisation 478, , 487, 489, 492–4, 667 on-site search effectiveness 567–8 One in a Million Limited 159–60 one-to-many communications 425–7 one-to-one communications 425–7 one-to-one marketing 300, 666 online advocacy 324, 327 online branding 250, 666 online company presence 11, 666 online completeness 406 online customer journeys 61–6, 79 online detractors 327 online exchanges 636 online focus groups 558, 560, 570, 571, 572–3, 632 online influencer outreach 478, 494, 502–3, 506, 531, 666 Online Influencer Relations Program 346 online intermediary sites 94, 667 online inter-organisational trading 633–6 online lifecycle management grid 238–9 online market ecosystem 60 online marketplaces 46, 121–2 online ordering systems 157 online partnerships 33, 479, 510–15, 628 online presence 24–5, 537, 541 online product registrations 631 online promotion 669 contribution 201, 667 online public relations (e-PR) 478, 502–9, 667 online questionnaires 558, 570, 571 online reputation management 503, 667 online response mechanisms 439–40 online retail merchandising 402–4 online revenue contribution 667 online sales efficiency strategy 239 knowledge 632 online service knowledge 632 providers (OSP) 667 quality gap 406, 667 online shopping experiences 602–6 online site promotion 436, 667 online social networks 65, 94, 667 online sponsorship 479, 513–4 online surveys 632 693 online tactical marketing segmentation 210, 666 online targeted reach strategy 239 online technical support 631–2 online value propositions (OVP) 16, 222, 239, 667 online voice of customer 327, 667 online web metrics 667 OPA Europe 517 open-bid arrangements 274 open rates, e-mail marketing 526 operating environment see micro-environment operating system gadgets 509 operational categories, e-retailing 610 operational dimension 640 operational effectiveness 640, 642 operational strategies, e-retailing 610–11 Opinion Labs 327 opportunities 16–17, 28 assessments 195–6 see also SWOT analysis opt-in 153, 154–5, 159, 314, 667 cookies 158 e-mail 667 marketing see opt-in e-mail marketing house list 523, 661 incentives 319 selective 317 social networks 314, 317 opt-in e-mail marketing 33, 479, 522–4, 542 B2B marketing 628 customers 522–4 prospect conversion options 523–4 opt-out 153, 155–6, 158, 159, 314, 319, 409, 667 opt-out e-mail 667 optimisation campaigns, pay-per-click marketing 501 cross-media studies (XMOS) 517, 655, 678 on-page 487, 489, 492–4, 667 pay-per-click 500–1 search engines see search engines orchestration 465 ORCI 538 orders average order value (AOV) 651 conversion rates 434 O’Reilly, Tim 36 organisational capabilities 232–6 organisational governance 232–6 organisational marketing environments, business-to-business 625–6 organisational structures 101, 232, 233–4 organisational trading environments, business-to-business 625–7 694 Index organisations channel preferences 229 virtual 282–3 OSP (online service providers) 667 Out-Law 162 out-of-sector benchmarking 92 outbound contact strategy 319, outbound e-mail 667 outbound e-mail marketing 30, 522, 667 outbound Internet-based communications 38, 667 outcome data 571 outcomes, channels 558, 653 outdoor kiosk-type platforms 13 output data, validation 131–2 outside-in 377 outsourcing 282–3, 286, 294, 365–6, 667 overlays 520, 667 overts 667 OVP see online value propositions owned media 11–12, 342, 356 ownership conflicts 184 content 585 technology 580 websites 365, 379 packaging 166, 253, 284 Padilla-Meléndez, A 645 page impressions 560–1, 569, 668 Page, L 494 page requests 126, 668 page templates 363, 367, 384–7, 398, 401 page views see page impressions PageRank 486–7, 494, 668 pages per visit (PPV) 561 paid media 11–12, 668 paid search marketing (pay-per-click (PPC)) see search engines paid search networks 283 panel activity 571 Parasuraman, A 404 Parry, K 538 Parsons A 233 participant print 443 participation community 30, 33, 36, 430 content 45, 398 customers 22, 33, 44 orchestration led by 465 questionnaires 572 website content 398 partner networks 12 partnerships channels 180 electronic 283 online see online partnerships strategic 228, 252 pass-along 452 path analysis 566–8, 661, 671 paths 125, 132 pay-for-performance communications 427, 668 pay-per-click (PPC) 29–30, 427, 434, 445, 452, 668 ad networks 149, 157 marketing 161, 668 paid search marketing see search engines pay-per-performance 104 pay-per-view 258 payments mechanisms 279–80 results-based 515, 671 secure electronic transaction (SET) 134–5, 672 systems 668 PayPal 8, 46, 103, 279, 283 PDSA 336 peak of inflated expectations 140–1 penetration markets 17, 210–11 objectives 205 people customers defining support queries 286–7 e-mails receipt and acknowledgement 287 routeing 287 follow-up 288 responses 287–8 social media marketing 536 variable in marketing mix 250, 286–8, 664 Peppard, J 259 Peppers, D 313, 330 perceived usefulness, consumer beliefs 602 percentage of sales methods of budgeting 451 perceptions customers, of Internet and different media 431–2 service delivery 404 website information 408 Perea, T 596, 602 Pereira, A 379 Perfect Commerce 634 perfectly elastic demand 272 perfectly inelastic demand 272 performance channels, evaluation and improvement 550–87 competitors 443 customer acquisition driver 375 customer conversion driver 375 customer retention driver 375 digital marketing 28 digital strategy development 9–10 drivers 198, 206, 231, 238, 668 e-procurement 634 gaps 558, 570, 605, 612–13 Google Analytics 20 improvement process 25 lagging indicators 206–7, 663 leading indicators 206–7, 663 management digital channels 553–73 grid 238 systems 553–5, 569, 570, 668 marketplace 380 measurement definition 554 systems 554, 570, 668 metrics 205, 668 collection tools and techniques 560–73 framework definition 555–60 prices, excellence 220 products, excellence 220 relationships, excellence 231 site management 575–82 transactions, excellence 221 websites 580, 668 optimisation 372–3 see also key performance indicators Performics 484 permanent beta see agile software development permission-based content 629 permission marketing 30, 44, 155, 265, 309, 313–19, 343, 668 Permissive Marketing 153 persistent cookies 156, 157, 668 personal data see data personal response 440 personalisation 38, 139, 141, 209, 220, 236–7, 302, 313, 317, 322–3, 425, 668 customer lifecycles 322 e-mail marketing 425, 525, 537 media selection 430, 452 offline communications 537 one-to-many communications 425 products 256 technology 309 personality, websites 390 personas 79–80, 122, 192, 368, 481, 668 persuasion marketing 375, 668 PEST 120 PESTLE 120 Peters, L 425, 427 Petersen, Eric 433 Pets.com 582, 586 phishing 132, 668 phone personalisation 395 response (home page design) 377 service delivery 405, 407 website design 377 see also mobile phones phone-me 668 photo sharing sites 508 Index physical evidence variable in marketing mix 250, 252, 288, 668 physical reminders 538 Pian, Y 642 Pickton, A 463, 464 Pieterse, Jurie 518 Pincott, G 466 Pinsent Mason 162 Pirie, Kane 41 pixels 668 Pixmania 275 PKI (public key infrastructure) 134 place channel conflicts 281–2 new channel structures 280 of purchase 277–80 variable in marketing mix 277–83, 669 virtual organisations 282–3 planning affiliate marketing best practice 512–13 channel 464 communications-mix 464 demand analysis 69 display advertising best practice 519–22 e-mail marketing best practice 525–8 e-marketing 232, 285 environmental scanning 60 implementation 29 integrated marketing communications 464, 463–4 key media activities 464–7 marketing 187, 664 media 463–7, 665 media-neutral (MNP) 464, 665 online public relations 506–9 organisational capabilities 232 paid search marketing (pay-per-click) best practice 499–501 search engine optimisation best practice 489–99 target marketing 215–19 viral marketing best practice 534–5 website design and build 362–70 plans see planning plateau of productivity 140, 141 platforms 11–15 collaboration 101 content access 45 destination sites and 65 platinum customers 332–3 Plaxo 21 plug-ins 128, 401, 669 PNG (Portable Network Graphics) 128 podcasts 33, 44, 508, 669 poisoning, data 132 political control 145 political forces 121, 144–6 Portable Network Graphics (PNG) 128 portals 24, 65, 94, 96, 669 Porter, Michael xiii, 56, 89, 92, 178, 186, 196, 208, 221, 612, 642 portfolio analysis 236–7, 669 ports 125 positioning 16, 669 marketplace 101, 380 strategy 216, 220–3 target marketing 215 value chain 101 POST 529 post-purchase evaluation, consumers 84 power customers, increases 89 of context 261 Power, Rene 627 PPC see pay-per-click PPV (pages per visit) 561 PR see public relations pre-development tasks, websites 362 precision 273 predictive modelling 122 preferences channels 219, 229 communications, e-mail marketing 525 customers see customers multichannel communications, service quality 407–8 tone and style 219 premium pricing 274 prescriptive strategy 189, 669 Pricerunner 270 prices alternative pricing structure or policies 276 auctions 274 comparison sites 56, 64, 65, 69, 89, 94, 101, 103 competition-based pricing 274 cost-plus pricing 273 definitions differential pricing 657 price dispersion 669 price elasticity of demand 669 price transparency 669 price variable 669 pricing levels 271, 669 pricing models 669 differential pricing 269, 657 dispersion 273, 669 downward pressure on 270–4 dynamic pricing 268, 275, 658 elasticity of demand 269, 271–2, 274, 669 levels of pricing 271, 669 market-oriented pricing 274 new pricing approaches 274–6 performance, excellence 220 premium pricing 274 pricing models 251, 267, 669 skimming the market 274 695 target-profit pricing 274 testing 275 transparency 269–70, 669 variable in marketing mix 267–76, 669 primary digital divide 165 primary messages 447–9 primary personas 80, 665 Princess Cruises 318 printed materials 166 printing 398 privacy 406, 408, 669 commercial organisations providing protection services 135 cookies 156–8 data 149–53, 155 electronic communications 153–4, 158–9, 669 Electronic Frontier Foundation 148 Facebook 471 independent third parties 135 laws controlling 147, 148–59 Secure Electronic Transaction (SET) 134–5 Secure Sockets Layer protocol (SSL) 134 service quality 409 social location-based marketing 137 statements 149, 158, 159, 408, 669 viral marketing 155, 676 web analytics tools 569 Privacy and Electronic Communications (EC Directive) Regulations 153–4 process, e-procurement 633–5, 637–9, 659 process models, strategy 187–9, 674 process variable in marketing mix 288, 669 processing, straight-through 405 productivity, plateau of 140–1 products bestselling 402 branding 250, 262–7 core 255–7, 262, 655 development 17, 210–1, 212 digital, options for offering 257–8 experience 448, 449 extended 251, 258–9, 660 long tail concept 261–2, 664 new development 259, 260, 632 diffusion 260–1 online registrations 631 performance, excellence 220 personalisation 256 recommendations 302, 323, 330, 340, 370, 388 registrations 631 related 388, 340 research online 256, 259–60 substitute 88, 89, 90 support 84 variable in marketing mix 255–67, 669 visualisation systems 401, 403 696 Index profiles capturing 314, 316 consumers 597–602 customers see customers data 311 demographic characteristics 218 information 148, 149 profitability channels 206, 559, 653 sales 207 projects different, assessing 236–7 initiation 370–4, 662 managers, websites 365, 367 website 362–74 promotion channels 556–7, 653 mix 451, 463 offline 535–8, 669 offline site 436, 666 online see online promotion online site 436, 667 tools 463 variable in marketing mix 284–5, 669 websites 363, 370, 404 propensity modelling 336, 340, 669 Proper Name, Law of the 266 propositions, differential channel 178 prospect conversion, opt-in e-mail marketing options 523–4 prosumers 669 protection brands see brands data see data protocols 125, 127, 134 prototypes 366–7, 369, 669 Prouse, Robin 336 proximity marketing 137, 138, 669 Prussakov, E 513, 514 psychographic segmentation 444–5, 669 psychographic variables 76 public key 669–70 encryption 133–4, 670 infrastructure (PKI) 134, 670 public relations (PR) 29, 30, 33, 101, 109, 529, 531, 537–8, 670 online see online public relations promotional mix 284 publication workflow 401, 581 publisher sites 64 publishers 65, 94, 101, 102 online 96, 103 publishing, social 35 Pulizzi, J 399 pull media 37, 38, 424, 670 purchases consumers 83 decisions, suppliers assisting 83 facilitation of 83 histories, customers 217, 218, 220 place of 277–80 see also buyers; buying pureplay retailers see clicks-only (Internet pureplay) Purinton, E 389 push media 37, 38, 424, 425, 430, 670 push technology 670 QR (Quick Response) codes 137, 670 qualified lead 670 qualitative assessments 92 quality costs 640 e-mails lists 302 information 406 measures 203, 433 media selection factor 451–2 scores 497–8, 670 service see service of use, divide stemming from 165 quantitative analysis 92 Quelch, J 193, 260, 269 query requests 486 questionnaires 309, 374, 413, 558, 560, 570, 571, 572 Quick Response (QR) codes 137, 670 quick wins 233 RACE 31–2 radio 138 rampant experimentation 196 ranking 484–9, 491–8 rapid diffusion 141 Raskin, O 572 ratings, customers 403 Rayport, J 285, 286, 635 reach 93, 277, 452, 504, 670 brands, enhancing 517 offline communications 536 online public relations 504 social media marketing KPIs 562 targeted strategy 238, 239 reactivation 312 real-time bidding (RTB) 516, 670 really simple syndication (RSS) feeds 33, 508, 660, 670 RealNames 670 REAN 31 recency 335 recency frequency monetary value (RFM) analysis 335, 337, 338 reciprocal links 670 referral programmes 530 referral value, customers (CRV) 334 referrals 312 referrer or referring sites 421, 670 referrers 421, 557, 670 registration domain names see domain names individuals 670 products 631 Reichheld, F 300, 327 reintermediation 41, 97–8, 280, 670 related businesses, diversification into 211, 212 related products 340 relationship marketing 300–43, 670 customer engagement challenge 308–11 customer lifecycle management 311–43 relationships building 448 media 17 buyer–seller 630–2 with companies, targeting 444 customers, management see customer relationship management deepening 19 excellence 221 marketing see relationship marketing relative advantage 406 re-launch, websites 673 relevance e-mail marketing 526 personal data 151 reliability e-mail response 407 service quality 405, 406, 409 website 406, 407 remote environment see macro-environment Renault 503, 506 renderability 670 e-mail marketing 525, 527 repeat-customer base 330 repeat sales metrics 206 repeat visits 192, 670 reporting consistency 184 reporting refinement 233 representation 101, 670 repurposing 670 reputation brands see brands damage 148, 153, 161 management 161 brands 161 online 503, 667 social media marketing KPIs 562 requests for information (RFI) 633 requests for price (RFP) 633 research, customers 192 resellers 281–2, 626 re-selling 312 residence countries 146 resizing 398 resources 671 analysis 192–3, 671 e-mail marketing 525 financial 192 human 193 issues, performance management 554 technology infrastructure 192–3 Index responses capabilities, competitors 93 decay, e-mail marketing 525 direct 525 e-mail marketing 526–7, 528 going viral 531 histories, customers 218 indirect 517 mechanisms 438–41, 537 offline 440, 467, 537 soliciting 517 times 406, 409 responsiveness 405 restructuring, industry 41 results-based payment 515, 671 results delivery 29 results serving 486 retail channels 610, 671 retail format 671 retail merchandising 402–4 retention 231 customers see customers efficiency 70 encouraging 517 objectives 204, 205, 209 of personal data 159 rate metrics 330 Rettie, R 395, 396, 522, 528 return on advertising spend (ROAS) 435, 671 return on investment (ROI) 435, 671 return paths 671 revenue advertising 64, 103, 104 affiliate 103 per click (RPC) 103, 106 contribution 200–2 generation 180 models 64, 101, 102, 103–7, 213, 380, 671 electronic commerce 99–102 strategy 213–5 sales 200 stream 100 transaction fees 103 per transaction of repeat customers 330 reverse auctions 274, 278, 633, 635, 671 reverse path analysis 566, 567, 568, 671 review sites 511 reviews content 573–4, 576, 577, 580 customers 390, 398, 403, 404, 406 expert 377, 660 rewards 136, 137, 511 RFI (requests for information) 633 RFM (recency frequency monetary value analysis) 335, 337, 338 RFP (requests for price) 633 rich internet applications (RIA) 45, 398, 671 rich media 30, 31, 33, 44, 45, 123, 128, 265, 274, 671 richness 278 Ries, A 265, 266 Ries, L 265, 266 Rigby, D 410 ‘right touching’ through developing online contact strategies 319–20 rights data subjects 150–3 management, digital 104 risk, consumer beliefs 602 risk–reward analysis 237 rivalry between competitors 89, 91 ROAS (return on advertising spend) 435, 671 Robertson, J 383 Robertson, Nick 614–15 Robinson, H 516, 521 robots 372, 400, 485, 488–90, 671 Rogers, E 139 Rogers, M 313, 330 Rohm, A 180 ROI (return on investment) 435, 671 ROPO 72 Rosen, D 389 Rosenfeld, L 381, 383, 388 Rossiter, J.R 241 Round, M 564, 584–5 Roxio 290 RPC (revenue per click) 103, 106 RS Components 211, 221, 316 RSS (really simple syndication) feeds 33, 508, 660, 670 RTB (real-time bidding) 516, 670 Rued-Sabater, E 130 run-of-site 515, 671 Ryan, J 514 Rylander, A 259 Safe Harbor Scheme 153 Sain, B 30 Sainsbury’s 208, 226, 240, 607 sales activation 448 e-retailing strategies 606, 612–13 efficiency, online strategy 239 force automation (SFA) 311 generation offers 314, 671 impact, offline strategy 239 influence, attributing to digital media channels 456 offline impact strategy 239 online see online sales process management 311 profitability 207 promotions 135, 671 promotional mix 284 repeat, metrics 206 representatives 311, 344 697 revenue 200 social CRM 303 transactions, platforms 17 trends compared to market audience trends 206 volumes 206, 207, 210, 238 samplings 135 Samson, A 328 Santander 420 Sarah Matthews 168 Sarkar, M 95, 96, 101 satisfaction channels 558, 653 customers see customers surveys 550, 570 satisficing behaviour 269, 671 save (5 Ss) 198, 205 Scan Alert 408 scanning, environmental 60, 660 scenario-based analysis 671 scenario of use 671 scenarios, customers 79–80, 192, 656 Schefter, P 300 schematics see wireframes Schramm, W 427–8 SciVisum 373–4 scoring 486 value event see value event scoring scripts 671 scrum 367, 671 sealed-bid arrangements 274 search engines 63, 64, 82, 84, 95, 103, 671 listing 478, 484–5, 493, 495–9, 502, 672 marketing (SEM) 32–3, 64, 82, 478, 484–5, 491, 495, 499, 627, 672 meta 665 optimisation (SEO) 20, 30, 377, 380, 382, 401, 478, 484, 504, 672 advantages 488 best practice in planning and managing 489–95 disadvantages 488–9 online public relations 504 paid search marketing (pay-per-click (PPC)) 485, 495–8, 668 advantages 498 best practice in planning and managing 499–501 disadvantages 498–9 pay-per-click marketing 484–5, 506, 542 optimisation 500 ranking 672 ranking factors 487–8 results pages (SERPs) 484–5, 511, 672 robot crawling 400 submission 489, 672 visibility 581 698 Index searches customer behaviour 309, 517–18, 520 engines see search engines on-site effectiveness 567–8 phrases 64 portals 96 share of 64, 672 social media 33–4 terms in body copy 492–3 Sears Social 317 SEAT 523 second level domains (SLD) 125 secondary digital divide 165 secret key encryption see symmetric encryption Secure Electronic Transactions (SET) 134–5, 672 Secure Sockets Layer (SSL) 134, 672 security access control 581 consumer beliefs 601–2 Internet 130–5 methods 667 personal data 149–53 verified buyers’ scheme 636 websites 131–3, 408 Sedley, Richard 308 seeding 533–4, 535, 672 segmentation 672 attitudinal 444–5 campaigns 443–4 customers 63, 79, 312, 656 demographic 444 psychographic 444–5, 669 target marketing 215–18, 229 visitors 557 selection customers 312, 332, 656 media 451–2, 464–7 selective opt-in 317 self-identification 217 self-service technologies 631 sell (5 Ss) 189, 198, 205 sell-side e-commerce 22, 672 selling promotional mix 284 re-selling 312 see also cross-selling; up-selling SEM (search engine marketing) see search engines semantic web 36, 37 semi-localised websites 379 senior management commitment 232 myopia 554 sense and respond communications 38, 302, 309, 311, 319, 672 sensitive personal data 150, 159 SEO (search engine optimisation) see search engines sequences, e-mail 629 SERPs (search engine results pages) 484–5, 511, 672 serve (5 Ss) 198, 205 server-based log file analysis 560, 569 service customers see customers online see online service online quality 302, 312 gap 406, 667 promise 406, 408–9 quality 58, 404–10, 672 services-oriented relationship-building websites 24 serving 672 see also ad serving; web servers SERVQUAL 404, 406, 408, 409 session conversion rates 404, 433 session cookies 156, 158, 672 session management, websites 132 SET (Secure Electronic Transactions) 134–5, 672 Seybold, P 79 SFA (sales force automation) 311 SGML (Standard Generalised Markup Language) 127 Shah, D, 37, 424 share buttons 509 share of search 64, 672 share of voice 672 shareable social objects 535 shipping fees 276 Shiu, E 76 Shop Direct 603–4 shopping, mobile 73 short codes 136, 672 Short Message Service (SMS) 135–6, 672 SIC (Standard Industry Codes) 625 Sidh, Inder 144 Siikavirta, H 165 silver customers 332 Simon, Herbert 269 simple page feedback tools 570 simplicity 389, 396–7 Singh, N 379 single customer view 317, 672 site auditors see websites: auditors sitemapping tools 673 site navigation schemes 395–9 sites see websites situation analysis 56–7, 121–2, 188, 190–1, 194, 673 Sivakumar, K 395 sizzle (5 Ss) 189, 199, 205 skills xv skimming the market 274 Sky 535 SLD (second level domains) 125 SLEPT 120 slide sharing sites 508 slope of enlightenment 140–1 Slyke, C.V 76 Smart, A 633, 634 Smart Insights 20, 23, 24, 25, 31, 32, 45, 129, 158, 314, 315, 317, 321, 342, 534, 627 SMART objectives 198, 203–4, 436, 673 smartcards 673 smartphones 8, 12, 15, 61, 73, 124, 136, 182, 304, 362, 372, 386, 390, 392–3, 395, 396, 468, 598 Smile 91, 212–13 Smith, D 395 Smith, P.R 17–18, 32, 33, 80, 188, 189, 192, 198, 252, 258, 284, 286, 387, 408, 420, 494 SMO (social media optimisation) 225, 673 SMS marketing 528 SMS (Short Message Service) 135–6, 672 sneezers 534 SNS (social networking sites) 34 social blogging 36 social bookmarking 35, 508, 673 social channels 224 social commerce 22, 23, 35, 47, 673 social CRM 302–3, 305–6, 324, 673 social customer service 35 social exclusion 164–5, 673 social forces 121, 164–5 social graphs 488, 673 social interaction communication models 86–8 social isolation 164 social knowledge 35, 33 social location-based marketing 137, 673 social media governance 504, 673 listening 504, 673 marketing 9, 11–12, 29, 31, 33–7, 41, 479, 482, 528–9, 673 B2B marketing 628 communications strategy 529 measuring 562–3 tools 34–7 optimisation (SMO) 225, 673 strategy 233–5 social network-related viral marketing 531–2 social networking sites (SNS) 21, 25, 33 social networks 25, 33, 56, 64, 65, 68, 86, 87, 508–9, 674 communities creating through 342–3 for CRM 340–4 cross-sell support 302 independent 343 monitoring brand conversations in 161 online 94, 667 opt-in 314, 317 up-sell support 302 virtual communities 101, 340–2, 676 social news 33, 35 Index social niche communities 35 social objects, shareable 535 social presence 302, 427 social publishing 35 social sharing widgets 509 social streaming 35 soft closes 274 soft launch 362, 674 soft lock-in 89, 90, 674 software, agile see agile software development Sorge, Joe 137 SOSTAC® 188, 189, 529 Sothebys.com 586 source countries 146 Source, P 596 sourcing, electronic 633 spam 153, 154, 158, 489, 490–1, 523, 524, 527, 674 Sparrow, A 162 speak (5 Ss) 189, 198, 205 specific offline advertising 537, 674 spiders 485–6, 674 splash pages 674 sponsors, websites 364–5 sponsorship 674 fixed run-of-site 105 promotional mix 284 site section or content types 103 Spotify 290–2 sprints 367 Srinivasan, S 606 SSL (Secure Sockets Layer) 134, 672 stage models 24, 674 stakeholders, websites 365 Standard Generalised Markup Language (SGML) 127 Standard Industry Codes (SIC) 625 standardised websites 379 standards, websites 580 star alliance model 283 Starbucks 137 Starkis, J 451 start-ups 90, 99, 100, 106, 107 static (fixed) web pages 126, 674 statistics, websites 673 STEP 674 Stephens, Guy 304–7 Sterne, J 575 stickiness 260, 558, 561, 581, 674 stimulation 451 Stone, R 602 storyboarding 387, 674 straight-through processing 405 strategic agility 123, 674 strategic analysis 674 strategic data 568, 570 strategic dimension 642 strategic market segmentation 216, 674 strategic positioning 674 strategic windows 189, 674 strategists, content 578–9 strategy 178–90, 197 approach selection 29 business models 213–15 business-to-business 642–3 challenges in developing and managing 25–7 channel marketing 178–9 customer engagement 223–5 decisions 210–36 differentiation 220–3 e-retailing 612–13 emergent 189, 660 formulation 208–39, 674 framework for developing 27–9 generic approach 187–8 goal setting 196–207 implementation 236–9 initiatives 181 integrated 184–6 market development 211–12 multichannel communications 228–30 multichannel distribution 225–8 online communications mix and budgets 231–2 organisational capabilities and governance 232–6 positioning 216, 220–2 prescriptive 189, 669 process models 187–8, 674 product development 210–12 revenue models 213–5 scope 179–80 situation analysis 188, 190–6 social media 223–5 social media marketing 528–9 target marketing 16, 215–18, 675 uniform (universal) resource locators 123, 124, 675 see also marketing mix, relationship marketing streamed video 35 streaming media 674 streaming media servers 124, 674 streaming, social 32, 33 strengths 193 see also SWOT analysis structures 193 authoring 581 internal 233–6 organisational 101, 233–4 websites 389–90 style guides 674 style preferences 219 subdomains 125 subjects, data see data submission, search engines 489, 672 subscriptions 212, 257, 258 access to content or services 90, 104, 290–2 699 substitute products and services 89, 90 substitution 285–6 success barriers to 91 factors 198, 207, 209, 231 brand sites 265–6 critical (CSF) 198, 209, 231 e-mail marketing 526–7 online customer experience 357–9 Sullivan, U 98 Sultan, F 180 Sun Microsystems 128 super-affiliates 65 superstitials 520, 674 suppliers 96 bargaining powers 89–90 intermediaries 59, 67, 89 marketing intermediaries 94–6 micro-environment 59 oriented e-marketplaces 635 upstream integration with 211, 212 support forums 259 products 84 services, web analytics tools 554, 569 social CRM 302–3 surfers 71, 675 surveys 86, 92, 259 UX Lab 603–4 online 632 Sviokla, J 635 Swaminathan, V 76 switching brands 19, 62 switching supplier 90, 91 SWOT analysis 188, 193, 195–6, 197 symmetric encryption 133–4, 675 synchronous communications 427 synchronous recording 571 syndication 36, 279, 401, 579, 581, 675 content 45, 398 RSS (Really Simple Syndication) 33 technology 317 system architecture and configuration 132 system information leakage 132 Szymanski, D 602 tablet platforms 13 tag-based measurement systems 568 tagging 424, 456, 458, 460, 675 tailored communications 406 TalkTalk 145 tangible benefits 198, 199 tangibles, service quality 405, 407 Taobao 94–5 Tapp, A 464 target audiences 224 target marketing strategy 16, 215–20, 675 target-profit pricing 284 targeted reach strategy 274 700 Index targeting advertisements 675 behavioural 445, 452 behavioural ad 520–1, 651 campaigns 443–4 cost-effective 308 display advertising 519–20 e-mail marketing 525, 526 interactive ad 520–1 lifecycle stages 444, 445 micro 43 offline communications 537 online advertising 517, 518 pay-per-click marketing 498–9, 500 relationships with companies 444 value 444, 445 taxation 145–6 Taylor, Geoff 145 Taylor, S 404 TCP/IP (Transfer Control Protocol/ Internet Protocol) 675 technical support 631 technological forces 121, 123–42 technology Bluetooth wireless applications 138 changes, responding to 43 convergence 135, 675 customer relationship management 311 databases 311 emerging 138 infrastructure 187, 192, 218, 227, 232, 236 integration 228 Internet 123–38 marketing value of innovations 139–42 mobile apps 136–7 ownership 580 QR (Quick Response) codes 137 self-service 631 social media marketing 479 syndication 317 triggers 140 WiFi (wireless fidelity) 137 telemarketing using the Internet 675 television 138 telnet 675 temporary cookies see session cookies tendering, electronic 633 tensions between teams 184 Teo, T 642 Tesco 15, 65, 157, 208, 213, 215, 222, 225, 226, 239–41, 263, 270, 309, 513, 607 test website 675 testing 43, 675 AB see AB testing content 362, 400–1, 675 creative 501 e-mail marketing 525 multivariate see multivariate testing prices 275 website content 388, 401 websites 388–9 text ads 103 text information and data 127–8 texting 135–6 theft data 131–2 identity 148 third-parties cookies 149, 675 e-newsletters 523 sites, reach goals 438 see also trusted third parties Thomas Cook Netherlands 378 Thomas, J 98 Thomson 382 Thomson Financial 644 Threadless 425 threats assessments 195–6 see also SWOT analysis Tibbits, H 205 time, media selection factor 452 timeliness, customer expectations 603 timing, e-mail marketing 526 Timmers, P 100, 101, 102 tipping points 260–1, 675 Tjan, A 237, 644 TLD (top-level domains) 124–5, 658, 661 Toffler, Alvin 265 tone preferences 229 Tonnies, Ferdinand 352 top-level domains (TLD) 124–5, 658, 661 touch marketing funnel 220 touch strategy 319 touchpoints, customers 179, 230, 308, 316, 317, 324, 611 tracking 59, 479–81, 508, 511 ClickTracks 553 cookies 168–9, 510, 513, 518 cross-channel 98 e-commerce 204 eye 361, 377 Facebook 471 metrics 238 online activity 66, 218, 225, 289, 357, 457–60, 516, 520 orders 585 real-time experience (RET) 85–6 tags 456,–60, 508 viral marketing 535 website 401, content 399, 581 Trade Doubler 512 trademarks 675 meta-tags 160 pay-per-click advertising 161 protection law 125, 147, 159, 161 traditional communications digital and, relationship between 30–1 traffic building 420, 436, 675 traffic volumes 104, 433 transactional e-commerce sites 24, 65, 675 transactions Alibaba.com 94–5 business-to-business 74 commercial arrangements for 111 consumers 74 data 311, 341 excellence 221 fee revenue 103 log files 126, 675 per repeat customer 330 purchase 279 regular/emergency 255 security risks 130 Transfer Control Protocol/Internet Protocol (TCP/IP) 675 transfer of personal data abroad 153 transparency, prices 269, 669 Transversal 407 Travel Republic 41–2 trialogue 424–5, 675 triggers, technology 218, 240–1 TripAdvisor 96 Trocchia, P 358, 404 trough of disillusionment 141 trust 77, 78, 87, 406 consumer beliefs 602 models 84–6 segmentation based on 88 TRUSTe 101, 135, 144, 408 trusted feeds 496, 675 trusted third parties (TTP) 134, 675 certificates 133, 134 Trustpilot 58 Tweetburner 225 Twitter 11, 13, 14, 15, 33, 34, 304, 305, 307, 317, 342, 346, 356, 481, 482, 488, 528, 563 Tyler, M 639 Tynan, C 314 über-bloggers 511 UGC (user-generated content) 33, 84 Ultralase 376–7 unawareness, consumers 81–2 unclear responsibilities 554 undirected information-seekers 675 uniform (universal) resource locators (URL) 123, 124, 370, 371 components 125, 371 parameters 125, 371 strategy 125, 446, 676 see also domain names unique selling points (USP) 57, 199 unique visitors 66, 110, 192, 203, 238, 421, 433–4, 560–1, 566, 675 Index uniqueness 260 unit elastic demand 272 unitary elastic demand 272 United Nations 164 units, number and size 104 universal resource locators see uniform (universal) resource locators universal search 484, 675 unrelated businesses, diversification into 211, 212 unsubscribing 153, 155, 159, 676 up-selling 302, 312, 336, 340, 676 uploads 676 upstream integration with suppliers 212 Upton, N 407–8 URL see uniform (universal) resource locators usability 676 requirements 375–7 testing 356, 360, 361, 377, 382, 676 websites 377, 416–17 usenet newsgroups 676 user-centred design 374, 388, 676 user-generated content (UGC) 33, 84 USP (unique selling points) 57, 199 validation 676 of input and output data 131–3 value customers see customers lifetime see lifetime value targeting 444, 445 value alliance model 283 value chains 97, 100, 101, 180, 676 value event scoring 437, 676 value measures 435 value networks 676 value propositions 99, 101, 676 customers 16 online see online value propositions websites 676 values, domain names 160 van Duyne, D 340 Varadarajan, R.P 639 Varian, H 63 Varianini, V 192, 454 Varley, R 142 Vaturi, D 192, 454 vehicles definition 31 miles 166 Venkatraman, N 100 VeriSign 134, 135 versioning 401, 581 vertical e-marketplaces 636 vertical media sites 65 vertical portals 676 video marketing 13, 36 video sharing sites 508 video standards 128 video, streamed 35 view-through 520, 676 Vijayasarathy, L 639 viral agents 479, 532, 534, 542 viral amplification 509 viral communications 138 viral marketing 33, 82, 84, 155, 260, 528–35, 676 viral referrals 676 Virgin Wines 222 virtual communities 95, 101, 340–3, 676 virtual malls 676 virtual marketplace representation 278 virtual merchants 97, 610, 676 virtual organisations 282–3, 676 virtual private networks 676 virtual resellers 95 The Virtual Revolution 148 virtual worlds 37 virtualisation 282, 283, 676 virtuous circles 341 vision 197, 232 Vision Express 480–2 visit conversion rates 433–4, 676 VisitBritain 96 visitors conversion rates 433–4, 676 engagement 104 segmentation 566, 568 sessions 433–4, 677 unique see unique visitors visits per (unique) visitor (VPV) 561 visual appeal 406, 407, 409 visual design 390–1 visualisation 401, 568, 581 systems, products 403 web analytics tools 553, 560 Vodafone 72, 161 volume measures 433 volumes, sales 206, 207, 210 voucher code sites 511 VPV (visits per (unique) visitor) 561–2 W3C see World Wide Web Consortium WAIS (Wide Area Information Service) 677 Waite, Chris 41 walled gardens 423, 677 wants, customers 251, 253, 262 WAP see Web Application Protocol wastage affiliate marketing 510 offline communications 536 paid search marketing 498 waste, less 166 Waterman, R.H 26 Waterstones 586 Watson, A 612, 642, 643 Watts, D 91, 534 weaknesses 179, 193, 195 see also SWOT analysis Weathers, D 403 Web 2.0 concept 36, 502, 506–7, 677 701 Web 3.0 concept 36, 677 web addresses 123–4, 371, 439, 677 see also domain names web analytics 31, 43, 126, 148, 157, 260, 566–8, 677 tool selection 568–9 Web Analytics Association 554 Web Application Protocol (WAP) 677 web applications 36 frameworks 129–30, 677 servers 130, 677 web-based ERP 633 web browsers 123, 124, 126, 129, 677 Web Certain 380 web classification see card sorting web-facilitated viral marketing 529–35 web functionality 367 web merchandising 402–4, 677 web page standards 126 web radio 677 web response model 440, 677 web servers 123–6, 132, 677 web widgets 509 Webb, Kate 480–3 WebInsights™ 557 webmasters 365, 677 WEBQUAL 405–6, 605 Website Accessibility Initiative 379 websites accessibility 379, 386, 677 addresses see domain names; web addresses announcements 673 auditors 520, 673, 677 authentication 132 availability 373–4, 673 blueprints 383, 384, 387 business requirements 374–5 card sorting 382–3 of competitors, reviewing 380–1 content see content conversion efficiency 436, 437 customer development use for 302 design and build adaptive web design 391 content 381–2, 386–8, 398–401 defining site or app requirements 374–88 elements of design 389–91 evaluating designs 389 page design 397–8 planning 362–6 project initiation 370–4, 662 user experience 388–93 visual design 390–1 design page templates 398, 673 design templates 579–80, 675 development 400–2, 657 stages 674 digital marketing effectiveness audits 191–2 702 Index websites (continued) feedback tools 570–1 format ownership 579–80 information architecture design 381–2 landing pages 386–8 localisation 379–80 maintenance 573–5 management process 581–2 responsibilities 575–81 maps 383, 413, 673 measurement 677 menu options 396–7 navigation 381, 383, 387, 390 schemes 395–7, 673 online retail merchandising 409–13 paths see clickstreams performance optimisation 372–3 personality 390 pre-development tasks 362 promotion 363, 366, 402, 404 re-launch 673 security risks 131–3 service quality 404–6 sessions 192 standards 575 statistics 673 structure 389–90 styles 390 technology ownership 580 testing 401 usability 375, 377 user intent-satisfaction surveys 570 value propositions 676 visitor activity data 560–2, 673 visits 192, 673 wireframes 383–7, 678 see also Internet and entries beginning with digital; online WebTrends 514 WeBuyAnyCar 222 Weinberg, T 35 Welch, Michael 57–9 Wertime, K 443 WHSmith 321 Whatis.com 397 Whiteman, N 514 wholesalers 281 Wi-Fi (wireless fidelity) 137–8, 678 Wide Area Information Service (WAIS) 677 widgets 401, 509, 677 WIFM factor 526 Wigand, R 97, 282 Wilson, H 37, 98, 237, 559, 560 Wineshopper.com 586 wireframes 367, 375, 383–7, 678 wireless fidelity (Wi-Fi) 137–8, 678 Wisner, J 555 Wodtke, C 80, 383 Wolfinbarger, M 77, 602, 605 Wolin, L.D 76 WOM see word-of-mouth WOMMA (Word-of-Mouth Marketing Association) 530–1 Wood, S 387 Wood, Z 240 word-of-mouth (WOM) digitally augmented 534 marketing 530–1, 678 promotional mix 284 Word-of-Mouth Marketing Association (WOMMA) 530–1 working patterns 143 World Wide Web 123, 678 World Wide Web Consortium (W3C) 127, 128, 379 WorldWide Retail Exchange (WWRE) 636 Wroblewski, Luke 391, 396 Wurster, T.S 277 WWRE (WorldWide Retail Exchange) 636 Wynne, Will 200 Xing, X 267, 272 XML (eXtensible Markup Language) 127–8, 678 XMOS see cross-media optimisation studies Yadav, M.S 639 Yahoo! 63, 82, 94, 95, 101, 102, 110, 487, 495, 497, 508, 527 yielding, website information 400 YouTube 8, 15, 21, 36, 44, 304–7, 342, 343, 356, 365, 478, 484, 498, 508, 531, 533, 540 Zappos 300–2 Zed Media 455–6 Zeithaml, V 404, 406 Zettelmeyer, F 639 Zipf, George Kingsley 261 Zopa 167–9 Zuckerberg, Mark 468–71 ... the analysis of digital customer experience and their maintenance 356 Part Digital marketing: implementation and practice Introduction Digital customer experience A brand’s total digital experience... experience and customer engagement across digital and non -digital touchpoints including web, mobile and social digital platforms, in-store and by call-centres Web merchandising The aims of web merchandising... personas and scenariobased design (as introduced in Chapter 2) 378 Part Digital marketing: implementation and practice Mini case study 7.3 Thomas Cook Netherlands use 4Q to review and improve