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.
Table of Contents
Chapter 1 – Introduction to digital marketing
1.2 Situation – the connected world
1.3 Situation – B2C, B2B, C2B and C2C
1.4 Situation – Digital marketing definitions
1.5 Situation – sloppy digital marketing
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 Digital marketing strategy
1.13 Tactics, action and control
Chapter 2 – Remix
2.1 Introduction to remix
2.2 What is the marketing mix?
2.3 Beyond the mix
2.4 The mix is morphing
2.10 Physical evidence
2.12 An extra ‘P’– partnerships
Chapter 3 – Digital models
3.1 Introduction to digital models
3.2 Online revenue models
3.3 Intermediary models
3.4 Attribution models
3.5 Communications models
3.6 Costumer 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
Chapter 4 – Digital customers
4.1 Introduction to digital customers
4.4 Fears and Phobias
4.5 Online information processing
4.6 The online buying process
4.7 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
Chapter 5 – 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)
Chapter 6 – Designing Digital Experiences
6.1 Introduction to site design
6.2 Integrated design
6.3 Online value proposition
6.4 Customer orientation
6.5 Dynamic design and personalization
6.7 Page design
6.8 Content strategy and copywriting
6.9 Navigation and structure
6.11 Mobile site design
Chapter 7 – Traffic building
7.1 Introduction to traffic building
7.2 Search engine marketing: SEO
7.3 Search engine marketing Advertising: PPC
7.4 Display advertising
7.5 Native advertising
7.6 Online PR
7.7 Online partnerships
7.8 Opt-in email
7.9 Viral Marketing
7.10 Offline traffic building
Chapter 8 – Customer lifecycle communications and CRM
8.1 Introduction to CRM
8.2 Relationship to customer lifecycle marketing
8.3 Database marketing and marketing automation
8.4 Using Martech to support CRM
8.7 Email marketing
8.8 Control issues
8.9 Cleaning the database
8.10 Making it happen
Chapter 9 – Managing digital marketing
9.2 Transformation to digital 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 digital media and technology investment
9.7 Selecting the right suppliers for digital marketing
9.8 Change management for digital transformation
9.9 Measuring and optimization digital marketing with digital analytics
9.11 Implementing new systems
9.12 Managing data quality
9.13 E Digital business security
Chapter 10 – Digital Marketing Plan
10.1 Introduction to digital marketing planning
10.2 Situational analysis
10.8 The 3M resources: ‘men’, money and minutes
Dave Chaffey is a leading internet marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave is an examiner on the CIM e-Marketing Award and course director for CIM e-marketing workshops since 1997. Dave Chaffey is CEO of SmartInsights.com, an online publisher and consultancy providing advice on digital marketing strategy to members in over 100 countries worldwide.
PR Smith is an international speaker, marketing consultant and author of a range of books including digital marketing planning and integrated marketing communications. PR created SOSTAC® Planning framework, voted in the Top 3 business models worldwide by CIM and recently adopted by many companies including LinkedIn and KPMG. Paul just launched the SOSTAC® Certified Planners online portal www.sostac.org. He also founded www.GreatSportsmanship.org, an NFP programme which combines short stories and social media to inspire a new generation of global citizens.
Digital Marketing Excellence is a practical textbook for all marketing executives, managers and students who plan and implement digital campaigns. The book is engaging, practical, easy to follow and comprehensive and is highly recommended by the IDM.
Tracey Poulson, Director of Learning, Institute of Direct and Digital Marketing, UK.
Digital marketing has transformed the marketing arena. It offers opportunities for better target profiling and informed strategic decisions. Chaffey & Smith have supported that evolution from the start. Their book, Digital Marketing Excellence 5e, covers elements of how to turn data into information and information into insight - and insight is the fuel that drives digital marketing success.
Marialena Zinopoulou, CEO - The Digital Marketing Association - Analytics Lecturer - IoT Researcher, UK.
Our School of Marketing places an emphasis on analytics in our digital marketing education. In Digital Marketing Excellence, the leading edge examples demonstrate data driven decision making in practice. The SOSTAC® framework is an element that our students take from the classroom to the workplace and use as a systematic and comprehensive approach to digital marketing planning.
Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland.