Emarketing+Excellence kho tài liệu marketing

Emarketing Excellence Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans A practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools This new edition seamlessly integrates social media technology like Facebook check-in, social networking, tablets and mobile applications into the mix, demonstrating how these new ways to reach customers can be integrated into your marketing plans It also includes brand new sections on online marketing legislation and QR codes, plus an expanded section on email marketing, the most commonly used e-marketing tool Offering a highly structured and accessible guide to a critical and far-reaching subject, Emarketing Excellence (fourth edition) provides a vital reference point for all students of business or marketing, and marketers and e-marketers involved in marketing strategy and implementation, who want a thorough yet practical grounding in e-marketing Dave Chaffey is CEO of Smart Insights (www.smartinsights.com), an online publisher and analytics company providing advice and alerts on best practice and industry developments for digital marketers and e-commerce managers He also works as an independent Internet marketing trainer and consultant for Marketing Insights Limited, and has consulted on digital marketing and e-commerce strategy for a range of companies Dave is a visiting lecturer on e-commerce courses at various universities including Birmingham, Cranfield, Derby, Manchester Metropolitan and Warwick He is also a tutor on the IDM Diploma in Digital Marketing course, for which he is Senior Examiner PR Smith (www.prsmith.org) is a best-selling marketing author, international speaker and adviser His five other books are renowned for their ‘edutainment’ style His SOSTAC® Planning System is used by organizations around the world (and in the top three business models of all time – as voted by members of the Chartered Institute of Marketing) Paul advises and trains organizations that embrace change and creativity in Asia, Africa and Europe He is also the author and founder of the Great Sportsmanship Programme (www.greatsportsmanship.org), which uses social media to mobilize communities into sportsmanship Emarketing Excellence Planning and optimizing your digital marketing Fourth edition Dave Chaffey and PR Smith 1st edition published 2001 2nd 2005 3rd 2008 by Butterworth Heinemann/ Elsevier This edition published 2013 by Routledge Park Square, Milton Park, Abingdon, Oxon OX14 4RN Simultaneously published in the USA and Canada by Routledge 711 Third Avenue, New York, NY 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2013 Dave Chaffey and PR Smith The right of Dave Chaffey and PR Smith to be identified as the 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 utilized 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 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 Chaffey, Dave, 1963– Emarketing excellence: planning and optimizing your digital marketing / Dave Chaffey and PR Smith – 4th ed p cm Includes bibliographical references and index Internet marketing I Smith, P R (Paul Russell), 1957– II Title HF5415.1265.S615 2012 2012018941 658.8’72–dc23 ISBN: 978-0-415-53335-5 (hbk) ISBN: 978-0-415-53337-9 (pbk) ISBN: 978-0-203-08281-2 (ebk) Typeset in Iowan Old Style by Keystroke, Station Road, Codsall, Wolverhampton Contents List of figures ix List of tables xiii Preface Acknowledgements xv xxiii Chapter Introduction to e-marketing 1.1 Introduction 1.2 Situation – the connected world 1.3 Situation – B2C, B2B, C2B and C2C 1.4 Situation – e-definitions 1.5 Situation – sloppy e-marketing 1.6 Objectives 1.7 Objective – sell – using the Internet as a sales tool 1.8 Objective – serve – using the Internet as a customer-service tool 1.9 Objective – speak – using the Internet as a communications tool 1.10 Objective – save – using the Internet for cost reduction 1.11 Objective – sizzle – using the Internet as a brand-building tool 1.12 Introduction to e-strategy objectives 1.13 Tactics, action and control 14 20 22 25 29 33 38 40 41 43 Chapter 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 49 51 52 57 58 63 70 75 80 86 vi CONTENTS 2.10 Physical evidence 2.11 Process 2.12 An extra ‘P’– partnerships 90 92 95 Chapter E-models 3.1 Introduction to e-models 3.2 Online revenue models 3.3 Intermediary models 3.4 Attribution models 3.5 Communications models 3.6 Customer information processing models 3.7 Customer buying models 3.8 Loyalty models 3.9 Social media models 3.10 Social business models and the Ladder of Engagement 101 103 104 107 112 120 124 127 131 133 137 Chapter E-customers 4.1 Introduction to e-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 155 157 165 170 174 177 182 187 191 194 197 204 Chapter Social media marketing 5.1 What is social media marketing and why is it important? 5.2 Benchmarking and setting goals for social media marketing 5.3 Create strategy and plan to manage social media 5.4 Social listening and online reputation management 5.5 Develop the content marketing and engagement strategy for your brand 5.6 Define social media communications strategy 5.7 Define approaches for the core social media platforms 5.8 Social media optimization (SMO) 212 214 220 225 235 241 244 262 271 Chapter Site design 6.1 Introduction to site design 6.2 Integrated design 6.3 Online value proposition 281 283 295 299 CONTENTS 6.4 6.5 6.6 6.7 6.8 6.9 6.10 6.11 Customer orientation Dynamic design and personalization Aesthetics Page design Content strategy and copywriting Navigation and structure Interaction Mobile site design 304 307 311 320 325 328 333 337 Chapter Traffic building 7.1 Introduction to traffic building 7.2 Search engine marketing 7.3 Online PR 7.4 Online partnerships 7.5 Interactive advertising 7.6 Opt-in email 7.7 Viral marketing 7.8 Offline traffic building 346 348 352 377 385 392 400 403 405 Chapter e-CRM 8.1 Introduction to e-CRM 8.2 Introduction to relationship marketing 8.3 Database marketing 8.4 e-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 414 416 422 433 440 445 450 454 459 461 464 Chapter Managing digital marketing 9.1 Introduction 9.2 Transformation to e-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 e-marketing investment 9.7 Selecting the right suppliers for digital marketing 9.8 Change management for digital transformation 9.9 Measuring and optimizing digital marketing with digital analytics 9.10 Automation 9.11 Implementing new systems 473 475 476 480 487 488 494 503 506 512 518 521 vii viii CONTENTS 9.12 Managing data quality 9.13 E-business security 525 527 Chapter 10 E-planning 10.1 Introduction to e-marketing planning 10.2 Situation analysis 10.3 Objectives 10.4 Strategy 10.5 Tactics 10.6 Actions 10.7 Control 10.8 The 3Ms resources: ‘men’, money and minutes 534 536 540 547 551 559 564 566 576 Glossary 584 Index 603 Figures 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 2.13 2.14a 2.14b 2.15 3.1 3.2 SOSTAC® planning framework Tesco home shopping service in South Korea Options for online communications between an organization and its customers Product categories at Alibaba Vets Now Park Bench Facebook brand page Euroffice Office Supplies serving B2C and B2B markets E-marketing sloppiness causes high attrition rates Ultralase ROPO matrix showing main cross-channel customer behaviours Online opportunities for product and market innovation Categories of media: paid, owned and earned Inbound marketing infographic Using the PRACE framework The 7Ps of the classic marketing mix Revoo consumer product rating site www.Bizrate.co.uk online shopping comparison site Apple apps Virtual Zippo® Lighter app Gibson’s free app helps guitarists The Gibson app’s metronome Product information and news via the Gibson app Unilever’s Domestos Flushtracker app Helping customers to make decisions New York’s Central Park QR codes allow visitors to enhance their experience MoneySupermarket.com EC21 global B2B marketplace www.pricewatch.com www.pricewatch.com allows search and compare using different criteria Alternative representation locations for online purchases Map showing flow of different audiences via search engines to intermediaries and destination sites Example showing the sites receiving traffic from UK Internet searches for fixed-rate mortgages 10 10 13 17 21 25 26 28 34 36 44 52 55 56 60 61 62 62 63 63 65 65 72 73 76 77 79 108 109 ... describing best practice in digital marketing For example, we have added content marketing, digital body language, inbound marketing, marketing automation, remarketing, ‘earned, owned and paid... integrated into your marketing plans It also includes brand new sections on online marketing legislation and QR codes, plus an expanded section on email marketing, the most commonly used e -marketing tool... it strongly to marketing communications plans The reality is that any e -marketing plan needs to be part of a marketing communications plan and it also should be part of a broader marketing plan