The text is divided into three parts, each covering a different aspect of how organisations use the Internet for marketing to help them achieve competitive advantage.
Part 1 Digital marketing fundamentals (Chapters 1–3)
Part 1 relates the use of the Internet to traditional marketing theories and concepts, and questions the validity of existing models given the differences between the Internet and other media.
- Chapter 1 Introducing digital marketing considers using the Internet as part of customer-centric, multichannel marketing; it also reviews the relationship between Internet marketing, digital marketing, e-commerce and e-business, and the benefits the Internet can bring to adopters, and outlines differences from other media and briefly introduces the technology.
- Chapter 2 Online marketplace analysis: micro-environment reviews how digital media and technology changes the immediate environment of an organisation, including the marketplace and channel structure. It describes the type of situation analysis needed to support digital strategy by examining how customers, competitors and intermediaries and the interplay between them can be evaluated.
- Chapter 3 The online macro-environment reviews the impact of social, technological, economic, political and legal environmental influences on digital strategy and its implementation. The emphasis is on privacy and data protection regulations and managing technology innovation.
Part 2 Digital marketing strategy development (Chapters 4–6)
Part 2 describes the emerging models for developing strategy and provides examples of the approaches companies have used to integrate the Internet into their marketing strategy.
- Chapter 4 Digital marketing strategy considers how the digital strategy can be aligned with business and marketing strategies and describes a generic strategic approach with phases of situation review, goal setting, strategy formulation and resource allocation and monitoring.
- Chapter 5 The impact of digital media and technology on the marketing mix assesses how the different elements of the marketing mix can be varied in the online environment as part of strategy formulation.
- Chapter 6 Relationship marketing using digital platforms details strategies and tactics for using the Internet to build and sustain ‘one-to-one’ relationships with customers.
Part 3 Digital marketing: implementation and practice (Chapters 7–11)
Part 3 of the text explains practical approaches to implementing a digital marketing strategy. Techniques for communicating with customers, building relationships and facilitating electronic commerce are all reviewed in some detail. Knowledge of these practical techniques is essential for undergraduates on work placements involving a website, and for marketing managers who are dealing with suppliers such as design agencies.
- Chapter 7 Delivering the online customer experience explains how an online presence is developed to support branding and customer service quality objectives. The stages, analysis of customer needs, design of the site structure and layout, and creating the site, are covered together with key techniques such as user-centred design, usability and accessibility design. It also covers different service quality models used to assess experience.
- Chapter 8 Campaign planning for digital media describes the novel characteristics of digital media, and then considers different aspects of marketing communications which are important for developing a successful online campaign.
- Chapter 9 Marketing communications using digital media channels. Among the techniques covered are banner advertising, affiliate networks, promotion in search engines, co-branding and sponsorship, email, online PR, viral and word-of-mouth marketing with particular reference to social networks.
- Chapter 10 Evaluation and improvement of digital channel performance reviews methods for assessing and improving the effectiveness of a site and communications in delivering business and marketing benefits. The chapter briefly covers process and tools for updating sites.
- Chapter 11 Business-to-consumer digital marketing practice examines models of marketing to consumers and provides case studies of how retail businesses are tackling such marketing.
- Chapter 12 Business-to-business digital marketing practice examines the different area of marketing to other businesses and provides many examples of how companies are achieving this to support international marketing.
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