Digital Marketing

Höfundar: Dave Chaffey; Fiona Ellis-Chadwick (Útgáfa: 9)
Digital Marketing

Kaup valmöguleikar

Kynntu þér hvernig móta má árangursríka stefnu í stafrænu markaðsstarfi með þessari leiðandi kennslubók sem er sniðin að nemendum. Níunda útgáfa Digital Marketing eftir Dave Chaffey og Fionu Ellis-Chadwick er heildstæður leiðarvísir sem kennir þér að móta stefnu, aðferðir og kerfi í stafrænu markaðsstarfi við raunverulegar aðstæður. Bókin nær lengra en kenningarnar einar með hagnýtum dæmum í lifandi raundæmum og byggir upp þá stafrænu færni sem markaðsstarf krefst í dag.

Stafrænt markaðsstarf hefur gjörbreytt því hvernig fyrirtæki og stofnanir ná til markhópa sinna. Með stafrænum gögnum og greiningu geta fyrirtæki öðlast verðmæta innsýn í viðskiptavini sína og sniðið herferðir að þeim. Um leið þarf að gæta jafnvægis milli gagnadrifinna aðferða og sjónarmiða um friðhelgi og öryggi viðskiptavina. Bókin fer yfir öll helstu hugtök, aðferðir og bestu starfshætti í stafrænu markaðsstarfi.

Hún sameinar framsækin fræðileg líkön og hagnýta þekkingu og færni sem býr þig undir starfsferil á sviðinu. Þú lærir að nýta þau tækifæri sem stafrænt markaðsstarf býður upp á og lágmarka um leið mögulega áhættu. Í þessari uppfærðu útgáfu er nýr kafli um hegðun neytenda í stafrænu umhverfi, uppfærð raundæmi frá leiðandi fyrirtækjum og nýr þáttur þar sem fjallað er um mikilvægar fræðigreinar á sviðinu.

Nánar um bókina

Útgefandi
Pearson International Content
ISBN
9781292470054
Print ISBN
9781292738086
Format
ePub
Útgáfa
9
Höfundar
Dave Chaffey; Fiona Ellis-Chadwick
Tungumál
English
Útgefið
2025-05-30
Prent takmörkun á líftíma
100
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Cover
  • Half title
  • Mission statement
  • Title Page
  • Copyright
  • Preface
  • Digital media and technology, an opportunity and a threat
  • Management of digital marketing
  • Management of digital marketing
  • Digital marketing – new skills required?
  • Digital marketing – new skills required?
  • Are you a T-shaped marketer?
  • Are you a T-shaped marketer?
  • Summary of changes for the ninth edition
  • Summary of changes for the ninth edition
  • Chapter 1 – Introducing digital marketing
  • Chapter 2 – Online marketplace analysis
  • Chapter 3 – Digital customer behaviour
  • Chapter 4 – Digital marketing strategy
  • Chapter 5 – Digital branding and the marketing mix
  • Chapter 6 – Data-driven relationship marketing using digital platforms
  • Chapter 7 – Delivering the digital customer experience
  • Chapter 8 – Campaign planning for digital media
  • Chapter 9 – Marketing communications using digital media channels
  • Chapter 10 – Evaluation and improvement of digital channel performance
  • The structure and content of this text
  • The structure and content of this text
  • Part 1 Digital marketing fundamentals (Chapters 1–3)
  • Part 2 Digital marketing strategy development (Chapters 4–6)
  • Part 2 Digital marketing strategy development (Chapters 4–6)
  • Part 3 Digital marketing: implementation and practice (Chapters 7–10)
  • Part 3 Digital marketing: implementation and practice (Chapters 7–10)
  • Who should use this text?
  • Who should use this text?
  • Practitioners
  • What does the text offer to lecturers teaching these courses?
  • What does the text offer to lecturers teaching these courses?
  • Student learning features
  • At the start of each chapter
  • In each chapter
  • At the end of each chapter
  • At the end of the text
  • Support material
  • References
  • About the authors
  • About the authors
  • Fiona Ellis-Chadwick BSc, PhD, PGCE
  • Dr Majd AbedRabbo MSc, PhD, IEng, FHEA
  • Acknowledgements
  • Acknowledgements
  • Part 1: Digital marketing fundamentals
  • Digital marketing fundamentals
  • 1: Introducing digital marketing
  • Introducing digital marketing
  • 1.1 Introduction: How has digital marketing transformed marketing?
  • 1.1 Introduction: How has digital marketing transformed marketing?
  • How will this text help me?
  • What is digital marketing?
  • Paid, owned and earned media
  • Context – the 7Ds of digital marketing
  • 1.2 Digital marketing goals and strategy
  • 1.2 Digital marketing goals and strategy
  • Goals of digital marketing
  • Direct-to-consumer communications and e-commerce
  • Key challenges of digital communications and how AI can assist
  • 1.3 Introduction to digital marketing strategy
  • 1.3 Introduction to digital marketing strategy
  • Key features of digital marketing strategy
  • 1.4 Business and revenue models
  • 1.4 Business and revenue models
  • Different forms of functionality of digital presence
  • 1.5 Challenges in developing and managing digital marketing strategy
  • 1.5 Challenges in developing and managing digital marketing strategy
  • A strategic framework for developing a digital marketing strategy
  • 1.6 Digital marketing audiences and buyer behaviour
  • 1.6 Digital marketing audiences and buyer behaviour
  • Benefits of digital media
  • 1.7 Digital devices and digital platforms
  • 1.7 Digital devices and digital platforms
  • Digital platforms
  • 1.8 Digital media
  • 1.8 Digital media
  • Introduction to digital marketing communications
  • Key communications concepts for digital marketing
  • 1.9 Digital data
  • 1.9 Digital data
  • 1.10 Digital marketing technology
  • 1.10 Digital marketing technology
  • Case study 1.1
  • Summary
  • References
  • 2: Online marketplace analysis
  • Online marketplace analysis
  • 2.1 Introduction to online marketplace analysis
  • 2.1 Introduction to online marketplace analysis
  • Customer journeys and the online marketplace
  • 2.2 Situation analysis for digital marketing
  • 2.2 Situation analysis for digital marketing
  • 2.3 The digital marketing environment
  • 2.3 The digital marketing environment
  • The rate of environment change
  • 2.4 Customers: understanding how they interact with digital markets
  • 2.4 Customers: understanding how they interact with digital markets
  • Customer analysis to understand the digital consumer
  • Demand analysis and conversion marketing
  • Implications for marketing planning: conversion models
  • 2.5 Competitor analysis
  • 2.5 Competitor analysis
  • The shape and nature of online competitive markets
  • 2.6 Competitor analysis and benchmarking techniques
  • 2.6 Competitor analysis and benchmarking techniques
  • 2.7 Suppliers, publishers, intermediaries and influencers
  • 2.7 Suppliers, publishers, intermediaries and influencers
  • Publishers
  • Intermediaries
  • 2.8 New channel structures
  • 2.8 New channel structures
  • 2.9 Digital business models
  • 2.9 Digital business models
  • 2.10 Digital revenue models
  • 2.10 Digital revenue models
  • Digital publisher and intermediary revenue models
  • Forecasting revenue for an online business
  • 2.11 Introduction to macro-environment forces
  • 2.11 Introduction to macro-environment forces
  • 2.12 Technological forces
  • 2.12 Technological forces
  • Selecting a martech stack and managing technology innovation in a business
  • 2.13 Emerging technologies
  • 2.13 Emerging technologies
  • Cybersecurity, blockchain and digital currencies
  • Blockchain and cryptocurrencies
  • 2.14 Legal forces
  • 2.14 Legal forces
  • Legal activities can be considered unethical
  • 1 Data protection and privacy law
  • 2 Disability and discrimination law
  • 3 Brand and trademark protection
  • 4 Intellectual property rights
  • 5 Contract and distance-selling law
  • 6 Online advertising and influencer marketing law
  • 2.15 Social forces
  • 2.15 Social forces
  • Social exclusion
  • 2.16 Economic forces
  • 2.16 Economic forces
  • Market growth and employment
  • 2.17 Political forces
  • 2.17 Political forces
  • Internet governance
  • Taxation
  • Case study 2.1
  • Summary
  • References
  • 3: Digital customer behaviour
  • Digital customer behaviour
  • 3.1 Who is the digital customer?
  • 3.1 Who is the digital customer?
  • 3.2 Dimensions of online purchasing patterns and behaviours
  • 3.2 Dimensions of online purchasing patterns and behaviours
  • Fit – who buys?
  • Action – How do customers buy?
  • Level of involvement, attitudes and purchase intentions
  • Choice – What are the choice criteria which influence buying decision making?
  • Place and time – Where and when do they buy?
  • Customer experience: How do they feel?
  • 3.3 Social media and emotions
  • 3.3 Social media and emotions
  • 3.4 Digital influence on digital customer behaviour
  • 3.4 Digital influence on digital customer behaviour
  • 3.5 Culture and the digital consumer
  • 3.5 Culture and the digital consumer
  • Case study 3.1
  • Summary
  • References
  • Part 2: Digital marketing strategy development
  • Digital marketing strategy development
  • 4: Digital marketing strategy
  • Digital marketing strategy
  • 4.1 Introduction
  • 4.1 Introduction
  • 4.2 What is a digital marketing strategy?
  • 4.2 What is a digital marketing strategy?
  • Digital marketing strategy as a channel marketing strategy
  • Which digital marketing activities should have focus?
  • 4.3 Why are a digital marketing strategy and digital transformation needed?
  • 4.3 Why are a digital marketing strategy and digital transformation needed?
  • Challenges of managing digital marketing
  • 4.4 How to structure a digital marketing strategy
  • 4.4 How to structure a digital marketing strategy
  • 4.5 Situation analysis
  • 4.5 Situation analysis
  • Internal audits of digital marketing
  • Customer research
  • Resource analysis
  • 4.6 Competitor analysis
  • 4.6 Competitor analysis
  • Intermediary analysis
  • Assessing opportunities and threats
  • 4.7 Setting goals and objectives for digital marketing
  • 4.7 Setting goals and objectives for digital marketing
  • The online revenue contribution
  • Setting SMART objectives
  • Frameworks for objective setting
  • 4.8 Strategy formulation for digital marketing
  • 4.8 Strategy formulation for digital marketing
  • Decision 1: Market and product development strategies
  • Decision 2: Business and revenue models strategies
  • Decision 3: Target marketing strategy
  • Decision 4: Positioning and differentiation strategy (including the marketing mix)
  • Decision 5: Customer engagement and social media strategy
  • Decision 6: Multichannel distribution strategy
  • Decision 7: Multichannel communications strategy
  • Decision 8: Online communications mix and budget
  • 4.9 Organisational issues of strategy implementation
  • 4.9 Organisational issues of strategy implementation
  • 4.10 Assessing different digital initiatives including marketing technology
  • 4.10 Assessing different digital initiatives including marketing technology
  • The online lifecycle management grid
  • Case study 4.1
  • Summary
  • References
  • 5: Digital branding and the marketing mix
  • Digital branding and the marketing mix
  • 5.1 Introduction
  • 5.1 Introduction
  • 5.2 What is the marketing mix?
  • 5.2 What is the marketing mix?
  • 5.3 Digital branding
  • 5.3 Digital branding
  • Success factors for online branding: brand advocacy
  • Success factors for online branding: brand identity
  • Success factors for online branding: brand names for online brands
  • 5.4 Product in a digital marketing context
  • 5.4 Product in a digital marketing context
  • 1 Options for varying the core product (online)
  • 2 Options for offering digital products
  • 3 Options for changing the extended product
  • 4 Conducting research online
  • 5 Speed of new product development
  • 6 Speed of new product diffusion
  • 5.5 Price in a digital marketing context
  • 5.5 Price in a digital marketing context
  • 1 Increased price transparency
  • 2 Price uncertainty
  • 3 Innovative pricing approaches
  • 4 Alternative pricing structure or policies
  • 5.6 Place, channels and distribution in a digital marketing context
  • 5.6 Place, channels and distribution in a digital marketing context
  • 1 Place of purchase
  • 2 New channel structures
  • 3 Channel conflicts
  • 4 Virtual organisations
  • 5.7 Promotion and social media in a digital marketing context
  • 5.7 Promotion and social media in a digital marketing context
  • 5.8 People, process and physical evidence in a digital marketing context
  • 5.8 People, process and physical evidence in a digital marketing context
  • People
  • Process
  • Physical evidence
  • Case study 5.1
  • Summary
  • References
  • 6: Data-driven relationship marketing using digital platforms
  • Data-driven relationship marketing using digital platforms
  • 6.1 Introduction
  • 6.1 Introduction
  • 6.2 Concepts of data-driven customer relationship marketing
  • 6.2 Concepts of data-driven customer relationship marketing
  • The challenge of customer engagement
  • Benefits of using marketing automation to support customer engagement
  • 6.3 Customer lifecycle management strategy
  • 6.3 Customer lifecycle management strategy
  • Permission marketing
  • Profiling leads with lead scoring and lead grading
  • Defining contact strategies
  • 6.4 Data-driven marketing techniques
  • 6.4 Data-driven marketing techniques
  • Personalisation and mass customisation
  • 6.5 Applying artificial intelligence and Big Data to support data-driven marketing
  • 6.5 Applying artificial intelligence and Big Data to support data-driven marketing
  • Artificial intelligence for marketing
  • 6.6 Using data analysis and targeting techniques to increase customer loyalty and value
  • 6.6 Using data analysis and targeting techniques to increase customer loyalty and value
  • Determining what customers value
  • The relationship between satisfaction and loyalty
  • Measuring the voice of the customer in digital media
  • Using measures to differentiate customers by value and engagement
  • Lifetime value modelling
  • Product recommendations and propensity modelling
  • 6.7 Using social media to improve customer loyalty and advocacy
  • 6.7 Using social media to improve customer loyalty and advocacy
  • What is social media marketing and why is it important?
  • What are the main social media platforms?
  • Social media activities requiring management
  • Case study 6.1
  • Summary
  • References
  • Part 3: Digital marketing: implementation and practice
  • Digital marketing: implementation and practice
  • 7: Delivering the digital customer experience
  • Delivering the digital customer experience
  • 7.1 Introduction
  • 7.1 Introduction
  • Structure of this chapter
  • Creating effective digital experiences
  • 7.2 Frameworks defining effective digital experiences
  • 7.2 Frameworks defining effective digital experiences
  • Online service quality frameworks
  • Tangibles
  • Reliability and responsiveness
  • Assurance
  • Empathy
  • Multichannel customer service preferences
  • The relationship between service quality, customer satisfaction and loyalty
  • Conversion rate optimisation (CRO), merchandising and personalisation
  • Website personalisation
  • Online retail merchandising
  • 7.3 Planning website, app design and redesign projects
  • 7.3 Planning website, app design and redesign projects
  • Who should be involved in a digital experience project?
  • Prototyping
  • Agile software development
  • Growth hacking
  • Initiation of a digital experience project
  • Domain name registration
  • The availability of the website
  • 7.4 Defining site or app requirements
  • 7.4 Defining site or app requirements
  • Business requirements
  • Usability requirements
  • Digital accessibility requirements
  • Personalisation
  • Localisation and cultural customisation
  • Reviewing competitors’ websites
  • 7.5 Designing the information architecture
  • 7.5 Designing the information architecture
  • Card sorting
  • Blueprints
  • Wireframes
  • Landing pages
  • 7.6 Designing the user experience
  • 7.6 Designing the user experience
  • Elements of digital experience design
  • Site design and structure
  • Site navigation schemes
  • 7.7 Mobile design requirements and techniques
  • 7.7 Mobile design requirements and techniques
  • A. Responsive web design (RWD)
  • B. Adaptive design
  • C. Accelerated Mobile Pages (AMP)
  • D. Progressive Web Apps (PWAs)
  • E. Native mobile apps
  • 7.8 The Internet of Things
  • 7.8 The Internet of Things
  • 7.9 Virtual reality and augmented reality
  • 7.9 Virtual reality and augmented reality
  • Content design and auditing
  • Managing and testing content
  • Case study 7.1
  • Summary
  • References
  • 8: Campaign planning for digital media
  • Campaign planning for digital media
  • 8.1 Introduction
  • 8.1 Introduction
  • The structure of this chapter
  • 8.2 The characteristics of digital media
  • 8.2 The characteristics of digital media
  • 1 From push to pull
  • 2 Interactive dialogues
  • 3 From one-to-many to one-to-some and one-to-one
  • 4 From one-to-many to many-to-many communications
  • 5 From ‘lean-back’ to ‘lean-forward’
  • 6 The medium changes the nature of standard marketing communications tools such as advertising
  • 7 Increase in communications intermediaries
  • 8 Integration
  • 9 Timing of campaign communications has additional ‘always-on’ and real-time marketing components
  • 8.3 Step 1. Goal setting and tracking for interactive marketing communications
  • 8.3 Step 1. Goal setting and tracking for interactive marketing communications
  • Terminology for measuring digital media
  • Examples of digital campaign measures
  • Campaign response mechanisms
  • Online response mechanism
  • 8.4 Step 2. Campaign insight
  • 8.4 Step 2. Campaign insight
  • Customer insight for digital marketing campaigns
  • 8.5 Step 3. Segmentation and targeting
  • 8.5 Step 3. Segmentation and targeting
  • 8.6 Step 4. Big idea, offer, message development and creative
  • 8.6 Step 4. Big idea, offer, message development and creative
  • Which factors affect campaign effectiveness?
  • Content marketing
  • 8.7 Step 5. Budgeting and selecting the digital media mix
  • 8.7 Step 5. Budgeting and selecting the digital media mix
  • 1 Level of investment in digital media techniques in comparison to offline promotion
  • 2 Selecting the right mix of digital media communications tools
  • 3 Level of investment in digital assets
  • 8.8 Step 6. Integration into overall media schedule or plan
  • 8.8 Step 6. Integration into overall media schedule or plan
  • Key activities in media selection and planning
  • Case study 8.1
  • Summary
  • References
  • 9: Marketing communications using digital media channels
  • Marketing communications using digital media channels
  • 9.1 Introduction
  • 9.1 Introduction
  • How is this chapter structured?
  • 9.2 Search engine marketing
  • 9.2 Search engine marketing
  • What is SEO?
  • Advantages and disadvantages of SEO
  • Best practice in planning and managing SEO
  • Paid search marketing
  • Best practice in planning and managing paid search marketing
  • 9.3 Digital public relations and influencer relationship management
  • 9.3 Digital public relations and influencer relationship management
  • Advantages and disadvantages of online public relations
  • Best practice for online public relations and IRM
  • 9.4 Digital partnerships including affiliate marketing
  • 9.4 Digital partnerships including affiliate marketing
  • Affiliate marketing
  • Advantages and disadvantages of affiliate marketing
  • Best practice in planning and managing affiliate marketing
  • 9.5 Digital display advertising
  • 9.5 Digital display advertising
  • Advantages and disadvantages of display advertising
  • Best practice in planning and managing display ad campaigns
  • 9.6 Digital messaging including email marketing and mobile messaging
  • 9.6 Digital messaging including email marketing and mobile messaging
  • What is email marketing?
  • Opt-in email options for customer acquisition
  • Opt-in email options for prospect conversion and customer retention (house list)
  • Advantages and disadvantages of email marketing
  • Best practice in planning and managing email marketing
  • Mobile text messaging and mobile push notifications
  • 9.7 Social media and viral marketing
  • 9.7 Social media and viral marketing
  • Viral marketing
  • Advantages and disadvantages of social media and viral marketing
  • Best practice in planning and managing viral marketing
  • 9.8 Offline promotion techniques
  • 9.8 Offline promotion techniques
  • Advantages and disadvantages of using offline communications to support e-commerce
  • Incidental and specific advertising of the online presence
  • Case study 9.1
  • Summary
  • References
  • 10: Evaluation and improvement of digital channel performance
  • Evaluation and improvement of digital channel performance
  • 10.1 Introduction
  • 10.1 Introduction
  • 10.2 Performance management for digital channels
  • 10.2 Performance management for digital channels
  • Creating a performance management process
  • Defining the performance metrics framework
  • Tools and techniques for collecting insight, running processes and summarising results
  • 10.3 Using Google Analytics to evaluate and improve digital marketing
  • 10.3 Using Google Analytics to evaluate and improve digital marketing
  • How is Google Analytics data recorded?
  • Applying Google Analytics reports and measures
  • 10.4 Marketing research using the internet and digital media
  • 10.4 Marketing research using the internet and digital media
  • Questionnaires and surveys
  • Focus groups
  • Mystery shoppers
  • 10.5 Content management process
  • 10.5 Content management process
  • How often should content be updated?
  • 10.6 Responsibilities for customer experience and site management
  • 10.6 Responsibilities for customer experience and site management
  • Who owns the process?
  • Who owns the content?
  • Who owns the format?
  • Who owns the technology?
  • Case sudy 10.1
  • Summary
  • References
  • Footnotes
  • Glossary