Digital - Marketing - Excellence

The definitive digital marketing resource for new and veteran digital marketers managing the constantly changing landscape of digital marketing, from strategy to implementation A ‘must-have’ for every teacher and marketer’s library Gene De Libero, New York University School of Continuing and Professional Studies, USA Digital Marketing Excellence is a practical textbook for all marketing executives, managers and students who plan and implement digital campaigns The book is engaging, practical, easy to follow and comprehensive, and is highly recommended by the IDM Tracey Poulson, Director of Learning, Institute of Direct and Digital Marketing, UK Chaffey and Smith have supported the digital marketing revolution from the start Their book, Digital Marketing Excellence, Fifth Edition, covers elements of how to turn data into information and information into insight – and insight is the fuel that drives digital marketing success Marialena Zinopoulou, CEO, The Digital Marketing Association, UK In Digital Marketing Excellence, the leading edge examples demonstrate data-driven decision making in practice The SOSTAC® framework is an element that our students take from the classroom to the workplace and use as a systematic and comprehensive approach to digital marketing planning Dr Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland CHAFFEY (Digital Marketing 5e) 9781138191686 colour.indd 27/02/2017 08:54 Digital Marketing Excellence Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting sector and helping you create effective and up-to-date customer-centric digital marketing plans A practical guide to creating and executing integrated digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing Written by two highly experienced digital marketing consultants, the book shows you how to: • Draw up an outline digital marketing plan • Evaluate and apply digital marketing principles and models • Integrate online and offline communications • Implement customer-driven digital marketing • Reduce costly trial and error • Measure and enhance your digital marketing • Learn best practices for reaching and engaging your audiences using the key digital marketing platforms like Apple, Facebook, Google and Twitter This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing strategy It also includes new sections on data analytics, clearly explaining how marketers can leverage data to their advantage Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation CHAFFEY (Digital Marketing 5e) 9781138191686 colour.indd 27/02/2017 08:54 Dave Chaffey is a leading digital marketing consultant, trainer and author Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave is an examiner on the CIM e-Marketing Award and course director for CIM e-marketing workshops since 1997 Dave Chaffey is CEO of SmartInsights.com, an online publisher and consultancy providing advice on digital marketing strategy to members in over 100 countries worldwide PR Smith is an international speaker, marketing consultant and author of a range of books including digital marketing planning and integrated marketing communications Paul created SOSTAC® Planning framework, voted in the Top business models worldwide by CIM and recently adopted by many companies including LinkedIn and KPMG Paul just launched the SOSTAC® Certified Planners online portal www.sostac.org He also founded www.GreatSportsmanship.org, an NFP programme which combines short stories and social media to inspire a new generation of global citizens CHAFFEY (Digital Marketing 5e) 9781138191686 colour.indd 27/02/2017 08:54 Digital Marketing Excellence Planning, Optimizing and Integrating Online Marketing Fifth Edition Dave Chaffey and PR Smith CHAFFEY (Digital Marketing 5e) 9781138191686 colour.indd 27/02/2017 08:54 Fifth edition published 2017 by Routledge Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 711 Third Avenue, New York, NY 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2017 Dave Chaffey and PR Smith The right of Dave Chaffey and PR Smith to be identified as authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988 All rights reserved No part of this book may be reprinted or reproduced or utilised in any form or by any ­electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe First edition published by Butterworth Heinemann/ Elsevier 2001 Fourth edition published by Routledge 2013 British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data Names: Chaffey, Dave, 1963- author | Smith, P R (Paul Russell), 1957- author | Smith, P R (Paul Russell), 1957- eMarketing excellence Title: Digital marketing excellence : planning and optimizing your online marketing / Dave Chaffey and Paul R Smith Other titles: Emarketing excellence Description: Edition | New York : Routledge, 2017 | Revised edition of the authors’ Emarketing excellence, c2013 | Includes bibliographical references and index Identifiers: LCCN 2016041418 (print) | LCCN 2016055724 (ebook) | ISBN 9781138191686 (hardback : alk paper) | ISBN 9781138191709 (pbk : alk paper) | ISBN 9781315640341 (ebk) | ISBN 9781315640341 (eBook) Subjects: LCSH: Internet marketing Classification: LCC HF5415.1265 S615 2017 (print) | LCC HF5415.1265 (ebook) | DDC 658.8/72 dc23 LC record available at https://lccn.loc.gov/2016041418 ISBN: 978-1-138-19168-6 (hbk) ISBN: 978-1-138-19170-9 (pbk) ISBN: 978-1-315-64034-1 (ebk) Typeset in Bembo by Servis Filmsetting Ltd, Stockport, Cheshire Visit the companion website: www.routledge.com/cw/chaffey CHAFFEY (Digital Marketing 5e) 9781138191686 colour.indd 27/02/2017 11:38 Contents List of figures xi List of tables xvii Preface to the fifth edition xix Acknowledgements xxix Chapter 1  Introduction to digital marketing1 1.1 Introduction 1.2 Situation – the connected world 1.3 Situation – B2C, B2B, C2B and C2C 1.4 Situation – digital marketing definitions 13 1.5 Situation – sloppy digital marketing 21 1.6 Objectives 23 1.7 Objective – sell – using the Internet as a sales tool 26 1.8 Objective – serve – using the Internet as a customer-service tool 30 1.9 Objective – speak – using the Internet as a communications tool 34 1.10 Objective – save – using the Internet for cost reduction 39 1.11 Objective – sizzle – using the Internet as a brand-building tool 41 1.12 Introduction to digital marketing strategy objectives 42 1.13 Tactics, action and control 44 Chapter 2  Remix 2.1 Introduction to remix 2.2 What is the marketing mix? 2.3 Beyond the mix 2.4 The mix is morphing 2.5 Product 2.6 Price 2.7 Place 2.8 Promotion 2.9 People CHAFFEY (Digital Marketing 5e) 9781138191686 colour.indd 50 52 54 58 59 64 71 75 81 89 27/02/2017 08:54 viii Contents 2.10 Physical evidence 2.11 Process 2.12 An extra ‘P’ – partnerships 92 94 97 Chapter 3  Digital models103 3.1 Introduction to digital models 104 3.2 Online revenue models 106 3.3 Intermediary models 110 3.4 Attribution models 115 3.5 Communications models 123 3.6 Customer information processing models 128 130 3.7 Customer buying process models 3.8 Loyalty models 136 3.9 Social media models 139 3.10 Social business models and the Ladder of Engagement 143 Chapter 4  Digital customers 4.1 Introduction to digital customers 4.2 Motivations 4.3 Expectations 4.4 Fears and phobias 4.5 Online information processing 4.6 The online buying process 4.7 Online relationships and loyalty 4.8 Communities and social networks 4.9 Customer profiles 4.10 Researching the online customer 4.11 The post-literate customer 159 161 170 177 182 185 192 197 201 204 208 215 Chapter 5  Social media marketing223 5.1 What is social media marketing and why is it important? 224 5.2 Benchmarking and setting goals for social media marketing 232 5.3 Create strategy and plan to manage social media 237 5.4 Social listening and online reputation management 247 5.5 Develop the content marketing and engagement strategy for your brand 253 5.6 Define social media communications strategy 256 5.7 Define approaches for the core social media platforms 274 5.8 Social media optimization (SMO) 283 Chapter 6  Designing digital experiences 6.1 Introduction to site design 6.2 Integrated design CHAFFEY (Digital Marketing 5e) 9781138191686 colour.indd 293 295 308 27/02/2017 08:54 Contents 6.3 Online value proposition 6.4 Customer orientation 6.5 Dynamic design and personalization 6.6 Aesthetics 6.7 Page design 6.8 Content strategy and copywriting 6.9 Navigation and structure 6.10 Interaction 6.11 Mobile site design 313 318 321 324 333 338 341 345 349 Chapter 7  Traffic building 7.1 Introduction to traffic building 7.2 Search engine marketing: SEO 7.3 Paid or Pay Per Click search marketing 7.4 Banner advertising 7.5 Native advertising 7.6 Online PR 7.7 Online partnerships 7.8 Opt-in email 7.9 Viral marketing 7.10 Offline traffic building 361 363 368 384 394 408 409 417 425 428 430 Chapter 8  Customer lifecycle communications and CRM 8.1 Introduction to e-CRM 8.2 Relationship to customer lifecycle marketing 8.3 Database marketing and marketing automation 8.4 Using marketing technology to support CRM 8.5 Profiling 8.6 Personalization 8.7 Email marketing 8.8 Control issues 8.9 Cleaning the database 8.10 Making it happen 441 443 447 459 469 475 480 484 488 490 493 Chapter 9  Managing digital marketing 9.1 Introduction 9.2 Transformation to digital business 9.3 Creating the social business through implementing social CRM 9.4 The endless journey – reviewing digital marketing capabilities 9.5 Budgeting for digital marketing 9.6 Making the business case for digital marketing investment 9.7 Selecting the right suppliers for digital marketing 502 504 505 510 515 516 520 527 CHAFFEY (Digital Marketing 5e) 9781138191686 colour.indd ix 27/02/2017 08:54 ... 97 8-1 -1 3 8-1 917 0-9 (pbk) ISBN: 97 8-1 -3 1 5-6 403 4-1 (ebk) Typeset in Bembo by Servis Filmsetting Ltd, Stockport, Cheshire Visit the companion website: www.routledge.com/cw/chaffey CHAFFEY (Digital Marketing. .. 196 3- author | Smith, P R (Paul Russell), 195 7- author | Smith, P R (Paul Russell), 195 7- eMarketing excellence Title: Digital marketing excellence : planning and optimizing your online marketing. .. to digital marketing planning Dr Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland CHAFFEY (Digital Marketing 5e) 9781138191686 colour.indd 27/02/2017 08:54 Digital Marketing Excellence