Digital Marketing, Sixth Edition, Chaffey D., Ellis-Chadwick F., 2016

Digital Marketing, Sixth Edition, Chaffey D., Ellis-Chadwick F., 2016.
    
   The development of the Internet, World Wide Web and other digital technologies have transformed marketing. For consumers, they give a much wider choice of products, services and prices from different suppliers and a more convenient way to select and purchase items. There is also a choice of technology platforms from desktops and laptops to smartphone and tablet devices for consumers to use. For organisations, digital media and new technology platforms give the opportunity to expand into new markets, offer new services, apply new online communications techniques and compete on a more equal footing with larger businesses. For those working within these organisations it gives the opportunity to develop new skills and to use these new tools to improve the competitiveness of the company.




What is your process for making investment decisions in media?
The starting point is based on integrating with business priorities, which are based on a classic campaign marketing planning process – based on new product introductions for example – so online campaign activities are aligned with these.

At a top level, we make an investment-split decision for search marketing, affiliates and display based on previous performance trends comparing the previous year to different quarters and of course our current business targets and forecasts. We need to use the best mix of media to attract customers who are exhibiting different behaviours in their buying decision. So some customers will be in the process of getting pizza in tonight and are looking for the best deals right now. Affiliates are significant in driving that decision. But others may be considering eating in a few days; display can be important here and we do see a halo-effect of display ads prompting searches for Domino’s, so it’s important to balance performance and brand investments.

Contents.
Preface.
About the authors Acknowledgements.
Part 1 Digital marketing fundamentals.
1 Introducing digital marketing.
2 Online marketplace analysis: micro-environment.
3 The online macro-environment.
Part 2 Digital marketing strategy development.
4 Digital marketing strategy.
5 The impact of digital media and technology on the marketing mix.
6 Relationship marketing using digital platforms.
Part 3 Digital marketing: implementation and practice.
7 Delivering the online customer experience.
8 Campaign planning for digital media.
9 Marketing communications using digital media channels.
10 Evaluation and improvement of digital channel performance.
11 Business-to-consumer digital marketing practice.
12 Business-to-business digital marketing practice.
Glossary.
Index.

Купить .





Теги: учебник по маркетингу :: маркетинг :: Chaffey :: Ellis-Chadwick