Digital Marketing Fundamentals From Strategy to ROI

1 Digital Marketing
1.1 Definition of Digital Marketing
1.2 How Digital Marketing plays a role in customer interaction
1.3 Development of Digital Marketing
1.4 Digital Marketing and customer value
1.5 The Digital Marketing communications funnel
1.6 Digital Marketing and the customer cycle
1.7 The outline of this book
Questions and assignments
Case: Digital Marketing at Marriott

2 Digital transformation, strategy and business models
2.1 The implications of digital developments for marketing
2.2 Relevant digital-related developments
2.3 Digital Marketing and the Marketing Strategy
2.4 Digital Marketing and business model innovation
Questions and assignments
Case: IKEA’s Digital Transformation

3 Online customer behaviour
3.1 Internet usage and online consumer activities
3.2 Online shopping
3.3 Use of digital media in the customer cycle
Questions and assignments
Case: The online behaviour of Treehugger’s youngest target group

4 Understanding the customer
4.1 Gaining a better understanding of the customer
4.2 Understanding the customer through data analysis
4.3 Using data science to better understand the customer
4.4 Using market research to better understand the customer
4.5 Bringing customer insights together into customer personas
Questions and assignments
Case: E-sey Rider? Harley-Davidson LiveWire

5 Strengthening the brand
5.1 The brand as the foundation for effective interaction in the customer cycle
5.2 Basic decisions for Digital Marketing communications
5.3 Role of social media in digital brand communications
5.4 Content marketing
Questions and assignments
Case: Digital brand communications at Patagonia

6 Digital Marketing in the inspiration phase
6.1 Reaching and engaging customers in the inspiration phase
6.2 The role of social media channels in the buy cycle
6.3 Programmatic and display advertising
Questions and assignments
Case: Tiffany inspires once-in-a-lifetime jewellery purchases

7 Digital Marketing in the research phase
7.1 Presence in the research phase
7.2 Search Engine Marketing
7.3 Link-building
7.4 Affiliate marketing
Questions and assignments
Case: Raleigh Optimises Findability

8 Digital Marketing in the evaluation and selection phases
8.1 The Digital Marketing funnel
8.2 Email marketing and marketing automation
8.3 Marketing automation for increased efficiency
8.4 Selecting digital sales channels
8.5 Online sales via ecommerce sites and apps
8.6 Driving online sales
8.7 Online price setting
Questions and assignments
Case: The smart online sales strategies of ASOS

9 Facilitating online purchases
9.1 Choice of distribution channels
9.2 Payments
9.3 Order processing
9.4 Online customer service
Questions and assignments
Case: The growth plans of La Roche-Posay have consequences for distribution and service

10 Setting up digital/automated services
10.1 The role of the digital marketer in the product realisation process
10.2 Improving the digital customer journey through co-creation with the customer
10.3 Tools for setting up digital services
10.4 Product improvement of digital services
Questions and assignments
Case: FrieslandCampina Professional optimises the customer journey for pizza chefs

11 Digital Marketing throughout the use cycle
11.1 Online customer relationship management
11.2 Recording and analysing customer data
11.3 From customer insights to customisation
11.4 Increasing profit per customer
11.5 Increasing customer value by encouraging customer loyalty
11.6 Increasing customer value through customer engagement
Questions and assignments
Case: Fashion brand Diane von Furstenberg makes customers feel special

12 Designing effective websites and apps
12.1 Effectiveness of websites and apps
12.2 Understanding the behaviour of visitors
12.3 Setting up an effective website
12.4 Developing an effective app
Questions and assignments
Case: An International Marketing Award for the Anne Frank Foundation

13 Digital analytics, testing and experimentation
13.1 Data-driven marketing: definition and starting points
13.2 Setting performance indicators
13.3 Translating the customer cycle into performance indicators
13.4 Analysing Digital Marketing performance
13.5 Communicating insights from data
13.6 Experimenting to optimise marketing performance
Questions and assignments
Case: Digital Analytics in practice at Van der Valk Hotels

14 Digital Marketing planning and organisation
14.1 Organising Digital Marketing activities
14.2 Digital Marketing planning
14.3 Project management
14.4 Security measures against cybercrime
14.5 Legal aspects of Digital Marketing
Questions and assignments
Case: Online supermarket Ocado delivers for its customers

Biography

Marjolein Visser RM has been fascinated by digitalisation since the first internet course in the Netherlands in 1994. As a managing partner at MarketWise, she assists organisations in developing innovative business models and optimising their marketing returns. Through TourWise, she operates international travel websites. In addition, Marjolein conducts incompany training and is involved in master’s and undergraduate programs. She has held interim marketing and executive roles at various organisations, including De Hypothekers Associatie, Achmea, Youri Group, Delta Lloyd, AEGON, SNS Bank, Randstad, and non-profit organisations. Marjolein has authored seven books and numerous articles on marketing.

Mike Berry FCIM, F IDM started his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas), Wunderman (Y&R – WPP), Senior VP at Bozell/FCB (IPG) and Head of Digital for EMEA at Jack Morton (IPG). Today he’s a Digital Marketing consultant, trainer and academic (Professor of Practice at Hult International Business School, Module Leader at Imperial College London and King’s College London and Visiting Faculty at Cambridge Judge Business School and Grenoble Ecole de Management in Paris). He is the author/co-author of 5 books including The Best Of Global Digital Marketing Storybook 1 and 2 (with Hando Sinisalu). Mike is a Fellow of the Chartered Institute of Marketing, CIM (and Course Director, CIM Academy). He is passionate about online data privacy and its implications for marketers and individuals.

Marketing without digital is an anachronism and yet many organisations still leave digital to the junior members of the team. This book is essential reading for all practitioners, both young and old, to understand how digital should now be the red thread in all marketing strategies.

Ronan Gruenbaum, Global Director of Undergraduate Learning & Development, Hult International Business School

Today, more than ever, it is essential that marketers have a solid grounding in Digital Strategy and techniques. Employers are increasingly demanding these skills. This book provides exactly that and I recommend it.

Christian Jensen-Broby, Vice President, Market Operations and Asset Management Europe, Middle East, Asia Pacific, Marriott Vacations Worldwide

Digital technologies have changed the way we market to and engage with our audiences. We need to understand these technologies and add value to the customer journey. I recommend this book for anyone looking to develop their digital marketing knowledge and skills.

Marialena Zinopoulou, CEO, The Digital Marketing Association (DMA), Module Leader at Imperial College Business School, London