Table of Contents

Preface

Acknowledgements

Chapter 1 – Introduction to digital marketing

1.1 Introduction

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

1.6 Objectives

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

2.5 Product

2.6 Price

2.7 Place

2.8 Promotion

2.9 People

2.10 Physical evidence

2.11 Process

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

4.2 Motivations

4.3 Expectations

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

6.6 Aesthetics

6.7 Page design

6.8 Content strategy and copywriting

6.9 Navigation and structure

6.10 Interaction

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

8.5 Profiling

8.6 Personalization

8.7 Email marketing

8.8 Control issues

8.9 Cleaning the database

8.10 Making it happen

Chapter 9 – Managing digital marketing

9.1 Introduction

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

9.10 Automation

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

10.3 Objectives

10.4 Strategy

10.5 Tactics

10.6 Actions

10.7 Control

10.8 The 3M resources: ‘men’, money and minutes

Glossary

Index

About the Author

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.

Reviews

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.