Digital Marketing 6th Edition Strategy Implementation and Practice

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Digital Marketing 6th Edition Strategy Implementation and Practice

PDF Free Download | Digital Marketing 6th Edition Strategy, Implementation, and Practice by Dave Chaffey by Fiona Ellis-Chadwick .

Authors of Digital Marketing Strategy Implementation and Practice

Dave is CEO of Smart Insights (www.smartinsights.com), an online publisher and analytics company providing advice and alerts on best practices and industry developments for digital marketers and e-commerce managers.

The advice is also created to help readers of Dave’s books. The most relevant information is highlighted at www.smartinsights.com/book-support.

Dave also works as an independent digital marketing trainer and consultant for Marketing Insights Limited.

He has consulted on digital marketing and e-commerce strategy for companies of a range of sizes from larger organizations like 3M, Barclaycard, HSBC, Mercedes-Benz, Nokia and The North Face to smaller organizations like Arco, Confused.com, Euroffice, Hornbill, and i-to-i.

Dave’s passion is educating students and marketers about the latest and best practices in digital marketing, so empowering businesses to improve their online performance by getting the most value from their web analytics and market insight. In other words, making the most of online opportunities and avoiding waste.

He is proud to have been recognized by the Department of Trade and Industry as one of the leading individuals who have provided input and influence on the development and growth of e-commerce and the Internet in the UK over the last ten years.

Dave has also been recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who has helped shape the future of marketing. He is also proud to be an Honorary Fellow of the IDM.

Dave is a visiting lecturer on e-commerce courses at different universities including Birmingham, Cranfield, Derby, Manchester Metropolitan, and Warwick Universities. He is also a tutor on the IDM Diploma in Digital Marketing, for which he is a senior examiner.

In total, Dave is author of five best-selling business books including Digital Business and Ecommerce Management, Digital Marketing: Strategy, Implementation and Practice, eMarketing eXcellence (with P.R. Smith), and Total Email Marketing.

Many of these books have been published in new editions since 2000 and translations include Chinese, Dutch, German, Italian and Serbian. When offline Dave enjoys fell-running, indie guitar music and traveling with his family

Fiona Ellis-Chadwick Ph.D., BSc, PGCE
Fiona-Ellis Chadwick (www.ellis-chadwick.com) is a Senior Lecturer at Loughborough University School of Business & Economics, where she is the Director of the Institute of Consultancy and Research Application and is an active researcher, lecturer, and author.

As part of her role, Fiona is a leading researcher in the field of online e-commerce in retailing and is an active member of the Town Centre Research Interest Group.

She is a leading thinker in the development of innovative blended-learning for undergraduate and postgraduate teaching in the subject areas of retailing and marketing, having built her expertise working with leading international publishers and universities, particularly The Open University over the past 20 years.

She had a successful commercial career before becoming an academic and completing her Ph.D. Having made a significant contribution in the area of online retailing she continues to focus her research and academic publications in the areas of strategic adoption of the Internet.

Her work on these topics has been published in Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, Internet Research, International Journal of Retail Distribution and Management, plus additional textbooks and practitioner journals.

She is also a member of the Independent Standards Board for The Retail Ombudsman. Fiona is passionate about how technology and education can help business development in the future.

Preface to Digital Marketing Strategy Implementation and Practice

Digital media and technology, an opportunity and threat
The development of the Internet, the World Wide Web, and other digital technologies have transformed marketing. For consumers, they give a much wider choice of products, services, and prices from different suppliers and a more convenient way to select and purchase items.

There is also a choice of technology platforms from desktops and laptops to smartphone and tablet devices for consumers to use.

For organizations, digital media and new technology platforms give the opportunity to expand into new markets, offer new services, apply new online communications techniques and compete on a more equal footing with larger businesses.

For those working within these organizations, it gives the opportunity to develop new skills and to use these new tools to improve the competitiveness of the company.

At the same time, the Internet and related digital technology platforms give rise to many threats to organizations.

For example, online companies such as ASOS.com (clothing), Amazon.com (books and retail), iTunes (music) and Expedia (travel) have captured a significant part of their market and struck fear into the existing players.

Many consumers now regularly use social networks like Facebook, Google+, LinkedIn, and Twitter as part of their daily lives.

Engaging these consumers is an ongoing challenge, but as we will see, companies like ASOS have taken advantage of these opportunities to interact with customers and this has helped them develop as a worldwide brand.

Management of digital marketing
With the success stories of companies capturing market share following the rapidly increasing adoption of the Internet by consumers and business, buyers have come a fast-growing realization that all organizations must have an effective online presence to prosper, or possibly even survive!

Michael Porter said in 2001: The key question is not whether to deploy Internet technology companies have no choice if they want to stay competitive but how to deploy it.

What are the techniques that businesses need to master to make effective use of digital marketing? Figure P.1 gives an indication of the range of marketing activities that now need to be managed effectively and which are covered in this text.

RACE describes the range of tactics needed to reach, interact with, convert and engage online audiences across the customer lifecycle from generating awareness, conversion to the sale (online and offline), and retention and growth of customers.

The figure shows the range of different marketing activities or operating processes needed to support acquiring new customers through communicating with them on third party websites and social media, attracting them to a company website, converting website visits into sales

And then using online media to encourage further sales. You can see that applying social media is a part of RACE and therefore is one of the key management challenges in digital marketing, so we consider approaches to managing social media marketing throughout the text.

Applying digital platforms as part of multichannel marketing to integrate customer journeys between traditional and ‘new’ media is also a major challenge and a theme throughout this text.

Management processes related to the governance of digital marketing include planning how digital marketing can be the best resourced to contribute to the organization and integrating with other marketing activities.

The increased adoption of digital marketing also implies a significant program of change that needs to be managed. New objectives need to be set, new communications strategies developed and staff developed through new responsibilities and skills.

Digital marketing new skills required?
The aim of this text is to provide you with a comprehensive guide to the concepts, techniques, and best practices to support all the digital marketing processes shown in Figure P.1.

This text is based on emerging academic models together with best practices from leading adopters of digital media.

The practical knowledge developed through reviewing these concepts and best practices is intended to enable graduates entering employment and marketing professionals to exploit the opportunities of digital marketing while minimizing the risks.

Specifically, this text addresses the following needs:

There is a need to know to what extent digital technology and media change existing marketing models and whether new models and strategies can be applied to exploit the medium effectively.

Marketing practitioners need practical digital marketing skills to market their products effectively. Knowledge of the new jargon terms such as ‘marketing automation’, ‘click-through’, ‘cookie’, ‘uniques’

And ‘page impressions’ and of effective methods of site design and promotion such as search engine marketing will be necessary, either for direct ‘hands-on’ development of a site or to enable communication with other staff or agencies that are implementing and maintaining the site.

Given the rapidly changing market characteristics and best practices of digital marketing, web-based information sources are needed to update knowledge regularly. This text and the supporting companion website contain extensive links to websites to achieve this.

The text assumes some existing knowledge of marketing in the reader, perhaps developed through experience or by students studying introductory modules in marketing fundamentals, marketing communications, or buyer behavior.

However, the basic concepts of marketing, communications theory, buyer behavior, and the marketing mix are outlined.

Contents of Digital Marketing


Part 1 Digital marketing fundamentals

  • Introducing digital marketing
  • Online marketplace analysis: micro-environment
  • The online macro-environment


Part 2 Digital marketing strategy development

  • Digital marketing strategy
  • The impact of digital media and technology on the marketing mix
  • Relationship marketing using digital platforms


Part 3 Digital marketing: implementation and practice

  • Delivering the online customer experience
  • Campaign planning for digital media
  • Marketing communications using digital media channels
  • Evaluation and improvement of digital channel performance
  • Business-to-consumer digital marketing practice
  • Business-to-business digital marketing practice

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