Dave Chaffey - Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing
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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 field and helping you create effective and up-to-date customer-centric digital marketing plans.
A practical guide to creating and executing 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 plans. It also includes new sections on data analytics, clearly demonstrating 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.
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Introduction to digital marketing
We have a vision to be the first fashion company that is fully digital end-to-end. The experience is that the customer will have total access to Burberry across any device, anywhere, but they will get exactly the same feeling of the brand, feeling of the culture, regardless of where, when and how they are accessing it.
To any CEO who is sceptical today about social enterprise, you have to be totally connected with everyone who touches your brand. If you dont do that, I dont know what your business model is in five years.
Angela Ahrendts, when Burberry CEO, currently VP Retail and Online at Apple
This chapter introduces what we see as the fantastic potential of integrated digital marketing for engaging audiences and its risks. It introduces the difference between e-commerce, digital business and digital marketing; the alternative digital communications channels; the dangers of sloppy digital marketing; how to present a business case for increasing your online activities, and the benefits of doing so Sell, Serve, Speak, Save and Sizzle.
By the end of this chapter, you will be able to:
- Understand the opportunities and risks of integrated digital marketing
- Outline an approach to developing a digital marketing plan
- Explain the key digital marketing activities needed for competitive success.
| CHAPTER TOPIC | LEARNING OBJECTIVE | |
| 1.1 | Introduction | Outline the benefits and risks of digital marketing |
| 1.2 | The connected world | Outline the characteristics of the new multichannel marketplace |
| 1.3 | B2C, B2B, C2B and C2C | Identify different forms of collaboration between marketplace members |
| 1.4 | Digital marketing definitions | Describe the difference between e-commerce, e-business and digital marketing |
| 1.5 | Sloppy digital marketing | Avoid basic digital marketing mistakes |
| 1.6 | Objectives | Outline the five basic digital marketing objectives |
| 1.7 | Objective Sell | Define objectives for selling to the customer online |
| 1.8 | Objective Serve | Define objectives for serving the customer online |
| 1.9 | Objective Speak | Define objectives for speaking to the customer online |
| 1.10 | Objective Save | Define objectives for saving online |
| 1.11 | Objective Sizzle | Define objectives for enhancing the brand online |
| 1.12 | Introduction to Digital marketing strategy | Outline approaches to achieving digital marketing objectives |
| 1.13 | Tactics, action and control | Outline digital marketing tactics, actions and control |
This chapter introduces you to the world of integrated digital marketing , its background and its benefits. It introduces the key concepts you need to succeed in digital marketing, plus examples of good and bad digital marketing. Chances are your organization is already actively engaged in digital marketing, so in this chapter, and throughout the book, we give you a planning framework and checklists to evaluate and improve your current digital marketing practices and plan new initiatives.
The chapter is structured using a simple aide-mmoire , called SOSTAC. SOSTAC is a planning system used by thousands of professionals to produce all kinds of plans (marketing plans, corporate plans, advertising plans and digital marketing plans). In later chapters and, in particular, , we provide a step-by-step guide to creating a digital marketing plan. In this chapter, well use SOSTAC to provide a structure for an initial review.
SOSTAC planning framework. SOSTAC is a registered trade mark of PR Smith
Source: www.sostac.org
SOSTAC stands for Situation analysis, Objectives, Strategy, Tactics, Actions and Control ( below. For creating a digital marketing plan, the planning stages are as follows:
- Situation analysis means where are we now? (In the context of this chapter, this includes definition of digital strategy terms, growth in users and change in the marketplace, as well as examples of good and bad digital marketing.)
- Objectives means Where do we want to be? What do we want to achieve through online channels and how they combine with physical channels, what are the benefits? We describe the 5Ss as the main objectives of, reasons for, or benefits of being online, which you should exploit.
- Strategy means How do we get there? Strategy summarizes how to fulfil the objectives. What online value propositions (OVPs) should we create, and what positioning should drive the overall marketing mix and the promotional mix, right down to the different contact strategies for different segments, and which digital media channels should be selected? Getting your digital strategy right is crucial. As Kenichi Ohmae says (1999), Theres no point rowing harder if youre rowing in the wrong direction.
- Tactics reviews the tactical tools and the details of the marketing mix which is covered in .
- Actions refers to action plans and project management skills essential skills which we wont go into in this chapter.
- Control looks at how you know if your e-efforts are working, and what improvements can be made again, we wont delve in too deeply in this chapter.
The SOSTAC planning framework is used to structure this chapter. SOSTAC is:
- Situation analysis where are we now?
- Objectives where do we want to be?
- Strategy how do we get there?
- Tactics which tactical tools do we use to implement strategy?
- Actions which action plans are required to implement strategy?
- Control how do we manage the strategy process?
Lets consider the current situation of digital marketing where the marketplace migrates into the electronic marketspace . How significant is this change? Fixed and mobile access to the Internet is continuing to grow rapidly and seamlessly across borders and into an online world already inhabited by over three billion customers. Given its scale and the benefits it offers to these customers and businesses, it is a big part of the future of all businesses. It also gives excellent opportunities to enter and grow a business by entering new markets as the Zalando case study shows.
Despite the vast number of people (and businesses) buying online, dont you think its a little weird when you consider that billions and even trillions of dollars, pounds and euros pass seamlessly through wires interconnecting lots of devices all around the world? Google has built a billion-dollar business simply by charging for mouse clicks, some costing up to US$50!
Mobile devices are now the most common way of accessing the Internet, superseding desktop computers or laptops. What are the up-and-coming ways of accessing the Internet? Interactive digital TV, mobile phones and mobile apps , planes, trains and automobiles all access the Internet. Cars can also be connected so that they can alert roadside repair companies to your location before you actually break down. Just about anything can be wired up, courtesy of the powerful combination of computer chips and cordless or wireless technology, including higher speed data transfer protocols such as 4G and Bluetooth for data transfer between mobile phones and other handheld devices. Digital marketers need to constantly evaluate the tremendous range of platforms as they evolve.
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