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.
Brief contents Preface About the authors Acknowledgements Part Digital marketing fundamentals Introducing digital marketing Online marketplace analysis: micro-environment The digital macro-environment Part Digital marketing strategy development Digital marketing strategy Digital media and the marketing mix Relationship marketing using digital platforms Part Digital marketing: implementation and practice Delivering the digital customer experience Campaign planning for digital media Marketing communications using digital media channels 10 Evaluation and improvement of digital channel performance Glossary Index Contents Preface About the authors Acknowledgements Part Digital marketing fundamentals 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 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 Using digital media channels to support business objectives The 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 eBay thrives in the global marketplace Summary Exercises Self-assessment exercises Essay and discussion questions Examination questions References Weblinks Online marketplace analysis: micro-environment Learning objectives Questions for marketers Links to other chapters Introduction Situation analysis for digital marketing The digital marketing environment Understanding how customers interact with digital markets Digital marketing insight 2.1 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 Digital marketing insight 2.2 M-shopping can be thoughtful, motivated and reluctant Customer characteristics Social media and emotions Consumer personas Digital marketing insight 2.3 How 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 Boo hoo – learning from the largest European dot.com failure Summary Exercises Self-assessment exercises Essay and discussion questions Examination questions References Weblinks The digital macro-environment Learning objectives Questions for marketers Links to other chapters Introduction The rate of environment change Technological forces A short introduction to Internet technology URL strategy How does the Internet work? Infrastructure components of the Internet Web standards Digital marketing insight 3.1 W3C Text information – HTML (Hypertext Markup Language) Text information and data – XML (eXtensible Markup Language) Javascript Application programming interfaces (APIs) Cyber security Digital marketing insight 3.2 The main website security risks Approaches to developing secure systems Mobile and SMS messaging and applications Mobile apps Digital marketing insight 3.3 JustPark changes the rules of the parking game QR Codes Wi-Fi Bluetooth wireless applications Emerging technologies Assessing the marketing value of technology innovation Economic forces Market growth and employment Economic disruption Digital marketing insight 3.4 E2E economy Political forces Political control and democracy Internet governance Taxation Tax jurisdiction Legal forces Legal activities can be considered unethical Data protection and privacy law Digital marketing insight 3.5 Understanding cookies Disability and discrimination law Brand and trademark protection Digital marketing insight 3.6 How much is a domain worth? Intellectual property rights Online advertising law Social forces Social exclusion Case study Social media – celebrities call all the shots? Summary Exercises Self-assessment exercises Essay and discussion questions Examination questions References Weblinks Part Digital marketing strategy development Digital marketing strategy Learning objectives Questions for marketers Links to other chapters Introduction Understanding the impact of digital disruptors Digital marketing strategy as a channel marketing strategy Digital marketing insight 4.1 Retail digital channels and touchpoints The scope of digital marketing strategy Digital marketing insight 4.2 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 Customer research Resource analysis Digital marketing insight 4.3 Consumer profiles Competitor analysis Intermediary analysis Assessing opportunities and threats Setting goals and objectives for digital marketing The online revenue contribution Setting SMART objectives Digital marketing insight 4.4 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) Digital marketing insight 4.5 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 to support digital transformation Strategy implementation Assessing different digital projects including marketing technology The online lifecycle management grid Case study ASOS shifts the focus of high-street retailing Summary Exercises Self-assessment exercises Essay and discussion questions Examination questions References Weblinks Digital media and the marketing mix Learning objectives Questions for marketers Links to other chapters Introduction What is the marketing mix? Product Options for varying the core product Options for offering digital products Options for changing the extended product Digital marketing insight 5.1 Digital players enter Hollywood? Conducting research online Speed of new product development 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 Digital marketing insight 5.2 Up up and away – for a price Increased price transparency Digital marketing insight 5.3 Discounting options for online services Downward pressure on price Digital marketing insight 5.4 renderability, 2nd repeat visits representation repurposing resource analysis, 2nd, 3rd response mechanisms campaign online Responsive Web Design (RWD), 2nd results-based payment, 2nd retail channel retail format retail merchandising, online retention see customer retention return on advertising spend (ROAS) return on investment (ROI), 2nd lifetime value-based ROI measures revenue models, 2nd, 3rd, 4th, 5th digital publisher and intermediary revenue models Facebook forecasting revenue for an online business reverse auctions, 2nd reverse path analysis, 2nd RFM see recency–frequency–monetary value (RFM) analysis Rich Internet applications (RIA) rich media, 2nd, 3rd Ries, A., 2nd Ries, L., 2nd Rigby, D Ritson, M Robertson, N Robinson, H., 2nd robots, 2nd Rogers, E Rogers, M ROI see return on investment (ROI) Rose, S Rosen, D Rosenfeld, L., 2nd, 3rd Round, M., 2nd Rueda-Sabater, E run-of-site, 2nd Russell, C Ryan, J Ryanair, 2nd S Sainsbury’s Argos sales force automation (SFA) sales generation offers, 2nd sales promotions Salmon, T San-Martine, S Sarkar, M satisficing behaviour, 2nd Sawhney, M Say, P scannability, 2nd scenario-based analysis, 2nd Schefter, P schematics see wireframes Schramm, W., 2ndf Schranz, T scripts scrum, 2nd search engine search engine listing search engine marketing (SEM), 2nd, 3rd paid search (pay-per-click) marketing (PPC) search engine optimisation (SEO) see search engine optimisation (SEO) search engine ranking factors search engine optimisation (SEO), 2nd, 3rd, 4th advantages alternative image text best practice in planning/managing defining, 2nd disadvantages document meta-data external linking index inclusion keyphrase analysis, 2nd mobile devices occurrence of search term in body copy on-page optimisation search engine submission search engine ranking search engine results pages (SERPs), 2nd, 3rd, 4th search engine submission, 2nd secure HTTP Secure Sockets Layer Protocol (SSL), 2nd security methods cyber security secure systems, approaches to developing website security risks seeding segmentation audience campaign planning for digital media, 2nd click-through customer segments, 2nd demographic online tactical marketing psychographic segmenting influencers strategic market visitor sell-side e-commerce, 2nd SEM see search engine marketing (SEM) sense-and-respond communications, 2nd, 3rd SEO see search engine optimisation (SEO) service quality assurance customer satisfaction and loyalty empathy impact on e-loyalty multichannel communications preferences reliability tangibles serving SERVQUAL/E-SERVQUAL, 2nd, 3rd, 4th, 5th session see visitor session session cookies, 2nd share of search, 2nd share of voice shipping fees short code, 2nd Short Message Service (SMS), 2nd significant laws affecting t Singh, N single customer view, 2nd site announcements site auditors site availability site design site design page template(s), 2nd, 3rd site maps, 2nd site measurement see website measurement site navigation schemes, 2nd site re-launch site requirements, defining site sponsors, 2nd site statistics site ‘stickiness,’ site visit sitemapping tools site-visitor activity data, 2nd situation analysis, 2nd, 3rd consumer profiles customer research internal audit for digital marketing resource analysis, 2nd skimmability, 2nd Skunkworks, 2nd small and medium enterprises (SMEs), 2nd smart content curation Smart Insights, 2nd, 3rd, 4th, 5th, 6th, 7th RACE (Reach–Act (Interact)–Convert–Engage) framework, 2ndf, 3rd, 4th SMART metrics, 2nd, 3rd, 4th Smith, P.R., 2nd, 3rd, 4th, 5th, 6th, 7th, 8th, 9th, 10th social bookmarking, 2nd social commerce, 2nd, 3rd social CRM, 2nd, 3rd social exclusion, 2nd social forces, 2nd social graph, 2nd social location-based marketing, 2nd social media acquiring new customers through activities requiring management benefits capabilities celebrity engagement and customer engagement digital macro-environment and emotions financial compliance improving customer loyalty and advocacy individualisation, 2ndf integration, 2ndf, 3rdf intelligence f, 2nd interactivity listening and reputation strategy local and personal main platforms political campaign planning for digital media and political change transforming brands through and viral marketing see also social media amplification; social media governance; social media listening; social media marketing; social media optimisation (SMO); social media strategy social media amplification, 2nd social media governance, 2nd social media listening, 2nd social media marketing digital marketing communications digital marketing strategy enhancing customer service through organic Radar f relationship marketing uses Social Media Marketing Framework (SMMF) social media optimisation (SMO), 2nd social media strategy and customer engagement Dell (case study) social networks, 2nd, 3rd, 4th, 5th, 6th, 7th monitoring brand conversations in see also Facebook; LinkedIn; Twitter social presence social publishing social search social selling, 2nd social sign-on social streaming soft launch, 2nd soft lock-in software agents see agents software as a service (SaaS) Solis, B SOSTAC* Planning framework Southwell, J spam/spamming, 2nd, 3rd, 4th specific offline advertising, 2nd spiders, 2nd splash page sponsorship, 2nd Spotify advertising competition context marketing revenue model and value proposition stage models, 2nd stages in website development static (fixed) web page, 2nd Stephens, G Stern, M.J., 2nd Sterne, J stickiness, 2nd, 3rd, 4th Stokes, K storyboarding, 2nd strategic agility, 2nd, 3rd, 4th, 5th strategic analysis strategic market segmentation, 2nd strategic positioning strategy formulation, 2nd t, 3rd strategy process model, 2nd streaming media/streaming media servers, 2nd style guide subject access request substitution Sullivan, C super-affiliates, 2nd superstitials suppliers, 2nd surfer surveys, 2nd SWOT analysis symmetric encryption, 2nd syndication, 2nd T tagging, 2nd, 3rd target marketing strategy, 2nd, 3rd targeting (through banner advertisers) taxation, 2nd technological forces Application Programming Interfaces (APIs), 2nd, 3rd, 4th ‘bleeding edge,’ cyber security emerging technologies eXtensible Markup Language (XML) Hypertext Markup Language (HTML) Javascript marketing value of technology innovation, assessing mobile and SMS messaging secure systems, approaches to developing text information URL strategy web standards website security see also Internet; macro-environment, digital technology convergence telemarketing template see site design page template test website testing, 2nd texting, 2nd third-party cookies, 2nd Thomson travel company, 2nd Thomson Travel Group™ Thurner, R tipping points, 2nd Tjan, A Todri-Adamopoulos, V top-level domain (TLD), 2nd, 3rd trademarks/trademark protection, 2nd traffic building traffic volumes, 2nd, 3rd, 4th transaction data transaction fee revenue transaction log files, 2nd transactional e-commerce sites, 2nd Transfer Control Protocol/Internet Protocol (TCP/IP) Travel Republic (online pureplay startup) trialogue trusted feed trusted third parties (TTPs), 2nd Twitter, 2nd, 3rd, 4th 2G Tynski, K U undirected information seeker uniform (universal) resource locator (URL) unique visitors, 2nd, 3rd, 4th universal search, 2nd unsolicited commercial mail (UCE) unsubscribe upload up-selling, 2nd upstream integration Upton, N Urban Airship, 2ndf URL (uniform (universal) resource locator), 2nd, 3rd, 4th strategy, 2nd, 3rd usability/user testing, 2nd user journey see customer scenarios user session user-centred design, 2nd, 3rd user-generated content (UGC), 2nd V validation, 2nd value chain value event scoring value measures value network value proposition, 2nd Van Duyne, D Varian, H Varianini, V Vaturi, D Veloutsou, C Venkatraman, N VeriSign, 2nd versioning video marketing view see page impression view-through, 2nd, 3rd viral marketing, 2nd, 3rd, 4th advantages best practice in planning/managing, 2nd defining disadvantages social network-related viral referral Virgin Wines™ virtual community virtual organisations, 2nd virtual reality (VR), 2nd virtualisation, 2nd visit conversion rate visitor conversion rate, 2nd visitor engagement visitor segmentation visitor sessions, 2nd visits per visitor (VPV) Vivint Smart Home voice search and conversational user interfaces voucher code sites VQVC (volume, quality, value and cost) mnemonic, 2nd, 3rd, 4th W walled garden Walmsley, A Waterman, R.H Weathers, D Web 2.0 concept web accessibility, 2nd web addresses web analytics Web Application Protocol (WAP) web browsers, 2nd web merchandising, 2nd web or digital analytics, 2nd, 3rd, 4th, 5th, 6th web response model, 2nd web self-service, 2nd web servers, 2nd webmasters, 2nd WEBQUAL, 2nd, 3rd website auditors, 2nd website content website measurement WebTrends Weinberg, B Whiteman, N widget Wi-Fi (wireless fidelity), 2nd Wigand, R Wilson, H., 2nd wireframes, 2nd, 3rd Wodtke, C., 2nd word-of-mouth marketing, 2nd, 3rd, 4th ‘WordSmith’ (AI writing program) WordStream™ World Wide Web, 2nd, 3rd World Wide Web Consortium (W3C), 2nd Worldpay™ Wray, R Wroblewski, L Wurster, T.S X XML (eXtensible Markup Language), 2nd XMOS (cross-media optimisation studies), 2nd Z Zalando, 2nd Zipf, G.K Zuckerberg, Mark, 2nd Pearson Education Limited KAO Two KAO Park Harlow CM17 9NA United Kingdom Tel: +44 (0)1279 623623 Web: www.pearson.com/uk _ First published 2000 (print) Second edition published 2003 (print) Third edition published 2006 (print) Fourth edition published 2009 (print) Fifth edition published 2012 (print and electronic) Sixth edition published 2016 (print and electronic) Seventh edition published 2019 (print and electronic) © Pearson Education Limited 2000, 2003, 2006, 2009 (print) © Pearson Education Limited 2012, 2016, 2019 (print and electronic) The rights of Dave Chaffey and Fiona Ellis-Chadwick to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988 The print publication is protected by copyright Prior to any prohibited reproduction, storage in a retrieval system, distribution or transmission in any form or by any means, electronic, mechanical, recording or otherwise, permission should be obtained from the publisher or, where applicable, a licence permitting restricted copying in the United Kingdom should be obtained from the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS The ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was purchased, or as strictly permitted by applicable copyright law Any unauthorised distribution or use of this text may be a direct infringement of the authors’ and the publisher’s rights and those responsible may be liable in law accordingly All trademarks used herein are the property of their respective owners The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this text by such owners Pearson Education is not responsible for the content of third-party internet sites ISBN: 978-1-292-24157-9 (print) 978-1-292-24158-6 (PDF) 978-1-292-24162-3 (ePub) British Library Cataloguing-in-Publication Data A catalogue record for the print edition is available from the British Library Library of Congress Cataloging-in-Publication Data Names: Chaffey, Dave, 1963- author | Ellis-Chadwick, Fiona, author Title: Digital marketing / Dave Chaffey, Fiona Ellis-Chadwick Other titles: Internet marketing Description: Seventh edition | Harlow, England ; New York : Pearson, [2019] | Earlier editions published as: Internet marketing : strategy, implementation, and practice Identifiers: LCCN 2018036531| ISBN 9781292241579 | ISBN 9781292241586 (pdf) | ISBN 9781292241623 (epub) Subjects: LCSH: Internet marketing Classification: LCC HF5415.1265 I57 2019 | DDC 658.8/72 dc23 LC record available at https://urldefense.proofpoint.com/v2/url?u=https3A lccn.loc.gov_2018036531&d=DwIFAg&c=0YLnzTkWOdJlub_y7qAx8Q&r=DHV3lB6NYyi5 k52Oyd75rqJsjAntDLt1 vXNeqFI9Y&m=Am4_NktDsuM3NeMdqGwx5w7uBiqqZeUqVcHaEoV ST08&s=G-58NGhl6-GPW_Z5UYfGvB0Kpg3Xx8peZxipfPTezco&e= 10 Cover image © vasabii / iStock / Getty Images Plus Print edition typeset in 10/12 pts and Sabon MT Pro by Pearson CSC Print edition printed in Slovakia by Neografia NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION ... Understanding the impact of digital disruptors Digital marketing strategy as a channel marketing strategy Digital marketing insight 4.1 Retail digital channels and touchpoints The scope of digital marketing. .. Digital marketing strategy Digital media and the marketing mix Relationship marketing using digital platforms Part Digital marketing: implementation and practice Delivering the digital customer... 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