Summary Digital Marketing, Dave Chaffey 8th edition
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Course
Advanced marketing
Institution
Nyenrode Business Universiteit (Nyenrode)
Book
Digital Marketing
A complete summary of the digital marketing book by Dave Chaffey. It's 100 pages for 10 chapters, and it contains the core definitions and structures for the concepts discussed in the book
Advanced marketing (AM) - summary
Berekeningen:
Online revenue: Amount of visitors * conversion rate * average ticket value
Cost per acquisition = (100 / conversion rate %) * cost per click
CH1
Paid, owned, and earned media:
7Ds
RACE:
, - (Plan)
1. Reach: build awareness of a brand, its products and services on other sites and in
offline media and build traffic by driving visits to web and social media presences.
2. Act: engage an audience with the brand on its website or other online presence to
encourage them to interact with a company or other customers.
3. Convert
4. Engage: build customer relationships through time to achieve retention goals.
5S:
1. Sell: Includes direct online sales transactions and sales from offline channels
influenced online
2. Speak: Encourage interaction online using inbound marketing techniques such as
search and social media marketing, and understand audience needs
3. Serve: Provide content and offers to encourage interactions leading to sales
4. Save: Reduce offline media spend and customer service through using organic
inbound marketing techniques Reduce customer support costs by ‘web self-service’
where customers answer queries online
5. Sizzle: Improve the customer experience by offering new digital value propositions,
exclusive online offers and customer communities
Demand expansion:
1. Market expansion. This occurs when new segments of customers are reached who
did not previously buy in a category
2. Brand switching. This is done by winning customers from competitors.
3. Relationship deepening. This is selling more to existing customers.
Type of business:
- Transactional E-commerce.
- services-oriented relationship-building for lead-
- building and support
- Brand-building
- Publisher or intermediary site
- Social network or community
Framework for developing digital marketing strategy:
1. Opportunity:
a. Set digital marketing objectives
b. Evaluate digital marketing performance
c. Assess online marketplace; micro & macro environment
2. Strategy:
a. Define digital marketing strategy (Chapter 4). Select appropriate strategies to
achieve the objectives set at stage A1.
b. Define customer value proposition of online channel & relation to core
proposition
c. Define digital communications mix. Offline & online tools to encourage usage
of products
3. Action:
a. Implement digital marketing plan
, b. Implement customer experience. Build the website, mobile apps and create
the marketing communications that form the online interactions customers
make with a company.
c. Execute digital communications. Manage the continuous online marketing
communications such as search engine marketing, partnership, social media
marketing, sponsorships and affiliate arrangements, and campaign-based e-
marketing communication
d. Customer profiling ( Chapter 6 ), monitoring and improving online activities
and maintaining the online activities
Benefits of digital marketing:
- Interactivity:
- the customer initiates contact;
- • the customer is seeking information or an experience (pull);
- • it is a high-intensity medium – the marketer will have 100 per cent of the
individual’s
- attention when he or she is viewing a website;
- • a company can gather and store the response of the individual;
- • individual needs of the customer can be addressed and taken into account
in future dialogue
- Intelligence
- Digital media and technology can be used as a relatively low-cost method of
collecting marketing research, particularly about customer perceptions of
products and services, as described in Chapter 10, which reviews digital
analytics and market research.
, -
- Individualisation
- Another important feature of interactive marketing communications is that
they can be tailored to the individual (Figure 1.8(b)) at relatively low costs,
unlike in traditional media where the same message tends to be broadcast to
everyone. Amazon is the most widely known example, where the customer is
greeted by name on the website and receives recommendations on site and
in their emails, based on previous purchases. This ability to deliver sense-
and-respond communications is another key feature of digital marketing
- Integration
- Integrating marketing communications. First, there is outbound digital
communications from organization to customer. We need to ask how does the
internet complement other channels in communicating the proposition for the
company’s products. Second, inbound digital communications from customer
to organization: how can the internet complement other channels to deliver
customer service to these customers?
- Industry restructuring
- Disintermediation and reintermediation are key concepts of industry
restructuring.
- Independence of location:
- Electronic media also introduce the possibility of increasing the reach of
company communications to the global market.
- • Accountability. Digital media are potentially more accountable
through the use of measurement systems known collectively as web
analytics
- Testing. Potentially, testing becomes more straightforward at a lower
cost with the option to trial alternative creative executions, messaging
or offers.
- Flexibility. Campaigns can be more flexible, with the capability to
change copy or offers during a campaign
- Micro-targeting. Alternative messages can be delivered for different
audiences according to what they are searching for.
Categories of digital media:
Types of marketing:
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