Fundamentals Of Digital Marketing

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Cover About Pearson Title Copyright Dedication Case Studies Contents Preface Acknowledgments About the Author UNIT I BASICS OF DIGITAL MARKETING Chapter 1 Introduction to Digital Marketing Evolution of Digital Marketing From Traditional to Modern Marketing 4 Rise of the Internet: The Dotcom Era 6 Post Dotcom: Creation of Internet Business Models 8 Growth of ‘E’ Concepts: from E-Business to Advanced E-Commerce 10 Digital—The Next Wave of Marketing 15 Digital Marketing: An Introduction Emergence of Digital Marketing as a Tool 19 Media Consumption Drivers for New Marketing Environment 20 Digital Marketing Channels: Types and Business Models 21 Digital Marketing Applications and Benefits 27 Internet Marketing: Underlying Technology and Frameworks Internet Basics—Internet/Intranet/Extranet/Portals 29 Understanding Web and Wireless Technologies 29 Reshaping Interactions: Individuals/Businesses/Non-Profit 31 Opportunities and Challenges to Internet Marketing 34 Digital Marketing Framework Delivering Enhanced Customer Value 36 Market Opportunity Analysis and Digital Services Development 38 ASCOR Digital Marketing Framework 39 Application of Digital Marketing 42 Critical Success Factors for Digital Marketing 46 Chapter Summary Review Questions Digital Application Exercises Chapter 2 Digital Marketing Models Creation Factors Impacting Digital Marketplace From Brick and Mortar to Bricks and Clicks 52 Growth of Interactive Platforms 54 The New Network Economy 57 From Marketspaces to Marketplaces 58 Changing Sales and Customer Service Patterns 60 Value Chain Digitization Understanding Value Chain Functions 63 Key Value Chain Process: A Basic Understanding 64 Value Chain Elaboration: A Case of Journal Publishing 65 Emergence of Digitized Value Chain 67 Digital Marketing Business Models Understanding Digital Value Elements 69 Digital Value-Led Marketing Approach 72 Digital Marketing Models Creation 73 Application of Digital Marketing Models 76 Chapter Summary Review Questions Digital Application Exercises Chapter 3 The Consumer for Digital Marketing Consumer Behavior on the Internet Evolution of Consumer Behavior Models Impact of Digital Technology on Consumer Behavior 87 Attributes of Online Buying Behavior 90 Influence of the Web Experience 92 Marketing Intelligence from User’s Online Data 93 Managing Consumer Demand Understanding Consumer Demands 96 Demand-Led Product Development Process 98 Brand Building on the Web Web-Tracking Audits and Forecasting Integrated Marketing Communications (IMC) Basics of Integrated Marketing Communications (IMC) Channels for Integrated Marketing Communications Four Pillars of the IMC Construct Impact of Digital Channels on IMC Chapter Summary Review Questions Digital Application Exercises UNIT II DIGITAL MARKETING STRATEGY DEVELOPMENT Chapter 4 Digital Marketing Assessment Phase Elements of the Assessment Phase Marketing Strategy and its Digital Shifts The Assessment Phase Elements Macro-Micro Environment Analysis Marketing Situation Analysis Digital Marketing Internal Assessment Analyzing Present Offerings Mix Marketing Mix Analysis Internal Resource Mapping Core Competencies Analysis Digital Marketing Objectives Planning Digital Presence Analysis Digital Presence Analysis Matrix Digital Marketing Objectives Development Digital Marketing Objectives Review Chapter Summary Review Questions Digital Application Exercises Chapter 5 Digital Marketing Strategy Definition Digital Marketing Strategy Groundwork Understanding Digital Business Strategy Emerging Digital Business Structures Digital Core Competency Alignment Customer Development Strategy (STP 2.0 Framework) Defining the Digital Marketing Mix Offering Mix for Digital Digital Pricing Models Channels of Purchase—Reaching the E-Consumer Managing Promotional Channels Developing the Extended Ps- People, Process, Programs, and Performance Digital Marketing Strategy Roadmap Developing Digital Marketing Strategy Roadmap The 6S Digital Marketing Implementation Strategy PLC Concept—Marketing across the Product Life Cycle Chapter Summary Review Questions Digital Application Exercises UNIT III DIGITAL MARKETING PLANNING AND SETUP Chapter 6 Digital Marketing Communications and Channel Mix Digital Marketing Planning Development The Media Planning Shift to Digital Understanding Digital Media Planning Terminology Digital Media Planning Stages Investment Analysis and Planning for Marketing RoI Designing the Communication Mix Marketing Communications: from Mass Market to Mass Customized Steps to Creating Marketing Communications Strategy Developing Communications Messaging Communication Mix across Digital Channels Introduction to Digital Marketing Channels Intent-Based Marketing (Search Marketing) Brand-Based Marketing (Display Marketing) Community-Based Marketing (Social Media Marketing) Partner, Direct, Content, and Platform-Based Marketing Channels Chapter Summary Review Questions Digital Application Exercises Chapter 7 Digital Marketing Operations Set-up Understanding Digital Marketing Conversion Basics of Lead Generation and Conversion Marketing Lead Nurturing and Lead Scoring Concepts Setting up for Conversion: from Web-Page to Landing Page Lead Management across Channels—Owned, Earned, and Paid Basics of Web Development and Management Pre-Planning for Web Development Website Development Stages Developing Site Diagrams and Wireframes Website Content Development and Management User Experience, Usability, and Service Quality Elements Understanding Elements of User Experience Implementation of Interaction Design Understanding Web Usability and Evaluation Measuring Service Quality Elements Chapter Summary Review Questions Digital Application Exercises UNIT IV DIGITAL MARKETING EXECUTION Chapter 8 Digital Marketing Campaign Management Basic Elements of Digital Campaigns Basic Elements of Digital Campaign Management Campaign Planning and Budgeting Campaign Set-up and Launch Campaign Monitoring to Reconciliation Implementing Intent-Based Campaigns (Search Execution) Search Campaign Planning Basics SEM Campaign Set-up and Execution SEO Basics and Management Implementing Brand-Based Campaigns (Display Execution) Display Campaign Management Basics Emerging Data-Driven Display Models (Programmatic and RTB) Rich Media Ad Campaign Management Campaign Execution for Emerging Marketing Models Content Marketing (Cornerstone of Emerging Marketing Models) Community-Based Campaigns (Social Media Execution) Campaigns for Partner, Communication, and Platform-Based Marketing Campaign Analytics and Marketing RoI Basics of Web Analytics Understanding KPIs Web Analytics 2.0: Developing a Marketing Analytics Framework Marketing Implementation RoI Digital Marketing Refinement Phase Chapter Summary Review Questions Digital Application Exercises Chapter 9 Digital Marketing Execution Elements Managing Digital Marketing Revenue Digital Revenue Generation Models Customer Loyalty Management in the Digital Era Rise of Relationship Marketing: Turning Loyalists to Advocates Driving Advocates through Customer Experience Managing Service Delivery and Payment Understanding Electronic Payment Systems Emerging Digital Payments Solutions Managing Digital e-Services (Setting up Digital Services Unit) Selling through Cybermediaries Managing Digital Implementation Challenges Understanding E-commerce Implementation Challenges Internal Challenges: Business and Infrastructure External Challenges: Legal and Compliance Consumer-Specific Security, Privacy, Ethical, and Social Challenges Chapter Summary Review Questions Digital Application Exercises UNIT V DIGITAL BUSINESS - PRESENT AND FUTURE Chapter 10 Digital Marketing-Landscape and Emerging Areas Digital Marketing—Global Landscape Digital Marketing Overview—Global Spend Digital Marketing Overview—Advertising Spend Conceptualizing Digital Marketing Landscape Digital Marketing Technology/Tools Landscape Digital Marketing—The Indian View India Digital Spend Overview India Digital Advertising Spend Key Digital Advertising Trends in India India Digital Marketing/Advertising Tools Landscape Digital Marketing—Emerging Trends and Concepts Big Data and IoT—Data Technologies Impacting Marketing B2B and SMB—Segments-Based Digital Marketing SoLoMo—the Next level of Hyperlocal Marketing Chapter Summary Review Questions Digital Application Exercises Chapter 11 A Career in Digital Marketing Emerging Opportunities for Digital Marketing Professionals The Changing Role of CMOs in Organizations Building a Career in Digital Marketing Top Digital Marketing Areas as Career Tracks Approaching a Career in Digital Marketing Chapter Summary Bibliography 1 Bibliography 2 Index