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Dip Digital Marketing Digitalplanning V1
Dip Digital Marketing Digitalplanning V1
Dip Digital Marketing Digitalplanning V1
Dip Digital Marketing Digitalplanning V1
Dip Digital Marketing Digitalplanning V1
Dip Digital Marketing Digitalplanning V1
Dip Digital Marketing Digitalplanning V1
Dip Digital Marketing Digitalplanning V1
Dip Digital Marketing Digitalplanning V1
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Dip Digital Marketing Digitalplanning V1

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  • Assignment and research to cover 1.5 hours plus break Day 2. 13.45pm-15.00pm – Assignment/case study review. 15.00pm-15.10pm - break 15.10pm-16.00pm – Research Period. Must include 1 exercises and case studies/examples
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    • 1. Diploma in Digital Marketing John Chacksfield
    • 2. Digital Marketing Planning John Chacksfield
    • 3. Housekeeping <ul><li>9.30 until 4pm. </li></ul><ul><li>Welcome to use laptops. </li></ul><ul><li>Informal relaxed environment. </li></ul><ul><li>Ask questions, share experiences. </li></ul><ul><li>Reference Books </li></ul><ul><ul><li>Gay, Charlesworth & Esen </li></ul></ul><ul><ul><li>Online marketing a customer led approach. </li></ul></ul>
    • 4. A Bit about Me <ul><li>Director of Digital Marketing company. </li></ul><ul><li>Digital Marketer </li></ul><ul><li>Business Link Business Advisor </li></ul><ul><li>Design Associate </li></ul><ul><li>Digital Marketing Lecturer </li></ul>
    • 5. A bit about you <ul><li>Your job </li></ul><ul><li>Your experience with marketing </li></ul><ul><li>Your experience of digital marketing. </li></ul>
    • 6. Assessment <ul><li>By assignment </li></ul><ul><li>Task One: is worth 80% of the marks. </li></ul><ul><li>Brief description of existing core digital marketing activities for chosen organisation – </li></ul><ul><ul><li>maximum two sides of A4 </li></ul></ul><ul><ul><li>• Maximum word count for the digital marketing plan: 3,000 words (excluding tables and </li></ul></ul><ul><ul><li>schedules) </li></ul></ul><ul><ul><li>• Appendices: </li></ul></ul><ul><ul><li>Audit findings – maximum of five sides of A4 </li></ul></ul><ul><ul><li>Tables and schedules – maximum of five sides of A4 </li></ul></ul>
    • 7. Assessment <ul><li>Task Two: is worth 20% of the marks. </li></ul><ul><ul><li>Maximum word count for the evaluation report: 1,000 words (excluding appendices) </li></ul></ul>
    • 8. Assessment <ul><li>Assignment Dates. </li></ul><ul><li>1 Draft to me. </li></ul><ul><li>CIM registration. </li></ul><ul><li>Look at assignment tomorrow. </li></ul>
    • 9. CPA and CIM/CAM <ul><li>What happens next? </li></ul><ul><ul><li>Work to be submitted to the July exam board will need to be with Cambridge Professional Academy by 14th May 2010.  </li></ul></ul><ul><ul><li>Work to be submitted to the December board will need to be with us by the 19th November. </li></ul></ul><ul><ul><li>Please remember to register to submit your assignment with the CIM by 2nd April - post, or 9th April- online for the July board or by 1st October - post or 8th October online for the December board. </li></ul></ul>
    • 10. Online & Traditional Marketing Concepts & Applications <ul><li>Media planning has become increasingly difficult in recent years. </li></ul><ul><li>There has been an explosion in the ways that stakeholders are contacted both digitally and through conventional media such as print, TV and radio. </li></ul><ul><li>Convergence of media creates new problems and opportunities for brands. </li></ul><ul><li>How can integration take place and evolve, lessening the channel conflict and dissonance in communications? </li></ul>
    • 11. Online & Traditional Marketing Concepts & Applications <ul><li>More customers spending an increasing part of their lives in the virtual world – using automated tools to find products that best suit their needs. </li></ul><ul><ul><li>We need to respond to customers needs in this wired up world. </li></ul></ul>
    • 12. Online & Traditional Marketing Concepts & Applications Time Deliverables Planned Milestones Actual Milestones
    • 13. Online & Traditional Marketing Concepts & Applications <ul><li>If these were companies which one would you rather work for? </li></ul>
    • 14. Online & Traditional Marketing Concepts & Applications <ul><li>If these were airlines which one would you rather fly with? </li></ul>
    • 15. Online & Traditional Marketing Concepts & Applications
    • 16. Online & Traditional Marketing Concepts & Applications
    • 17. Online & Traditional Marketing Concepts & Applications <ul><li>How do we build this into the online proposition? </li></ul>
    • 18. Online & Traditional Marketing Concepts & Applications <ul><li>How do we buy now? </li></ul><ul><li>The prosumer </li></ul><ul><li>360 </li></ul>
    • 19. Online & Traditional Marketing Concepts & Applications
    • 20. Online & Traditional Marketing Concepts & Applications <ul><li>How Important is WOM? </li></ul>
    • 21. Online & Traditional Marketing Concepts & Applications <ul><li>What is marketing? </li></ul><ul><li>Identifying, anticipating and satisfying customer needs profitably. </li></ul><ul><ul><li>How about selection of customers? </li></ul></ul><ul><ul><li>New? </li></ul></ul><ul><ul><li>Existing? </li></ul></ul>
    • 22. Online & Traditional Marketing Concepts & Applications <ul><li>Measuring </li></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Real time </li></ul></ul><ul><ul><ul><li>Customized </li></ul></ul></ul><ul><ul><ul><li>Added value </li></ul></ul></ul>
    • 23. Online & Traditional Marketing Concepts & Applications 1.customer 1.customer 9.coordination 8.customisation 7.creative 6.consistency 3.convenience 2.culture 5. communications 4. competition 10.control Page 12 – Chapter 1
    • 24. Online & Traditional Marketing Concepts & Applications <ul><li>Creative Campaigns </li></ul><ul><ul><li>Embedded video. </li></ul></ul><ul><ul><li>Viral </li></ul></ul><ul><ul><li>advergaming </li></ul></ul>
    • 25. Online Business Models <ul><li>Revenue Generation </li></ul><ul><ul><li>What are the revenue opportunities? </li></ul></ul><ul><ul><ul><li>Online sales </li></ul></ul></ul><ul><ul><ul><li>Affiliate marketing </li></ul></ul></ul><ul><ul><ul><li>Subscriptions </li></ul></ul></ul><ul><ul><ul><li>Advertising & PPC </li></ul></ul></ul><ul><ul><ul><li>Lead generation </li></ul></ul></ul>
    • 26. Online Business Models <ul><li>eDriven change </li></ul><ul><ul><li>Old ways = M------W/S------R------C </li></ul></ul><ul><ul><li>Old ways = M------R------C </li></ul></ul><ul><ul><li>New ways = M------------C </li></ul></ul><ul><ul><li>Disintermediation </li></ul></ul><ul><ul><ul><li>Can you think of examples? </li></ul></ul></ul><ul><ul><li>Re-intermediation </li></ul></ul><ul><ul><ul><li>Portals </li></ul></ul></ul><ul><ul><ul><li>Fremium </li></ul></ul></ul><ul><ul><ul><li>Infomediaries </li></ul></ul></ul><ul><ul><ul><li>Aggregators </li></ul></ul></ul><ul><ul><ul><li>www.ratedpeople.com </li></ul></ul></ul>
    • 27. Online Business Models <ul><li>Revenue Generation </li></ul><ul><ul><li>What is the main revenue contribution? </li></ul></ul><ul><ul><ul><li>Itunes? </li></ul></ul></ul><ul><ul><ul><li>Joost? </li></ul></ul></ul><ul><ul><ul><li>Facebook? </li></ul></ul></ul><ul><ul><ul><li>Spotify? </li></ul></ul></ul>
    • 28. Online Business Models <ul><li>E-Adoption stages </li></ul><ul><ul><li>0 = no web site or presence. </li></ul></ul><ul><ul><li>1 = web presence is minimal. </li></ul></ul><ul><ul><li>2 = basic information online about company and products. </li></ul></ul><ul><ul><li>3 = stage 2 plus some interaction. </li></ul></ul><ul><ul><li>4 = site can handle sales transactions. </li></ul></ul><ul><ul><li>5 = integrated site. </li></ul></ul>
    • 29. Online Business Models <ul><li>E-Adoption </li></ul><ul><ul><li>Doesn’t have to be linear </li></ul></ul>
    • 30. Online Business Models
    • 31. Online Business Models <ul><li>Website fit for purpose? </li></ul><ul><li>OVP </li></ul><ul><ul><li>What is the proposition? </li></ul></ul><ul><ul><li>What do we want customers to do? </li></ul></ul><ul><ul><li>Build competitive advantage. </li></ul></ul>
    • 32. Online Business Models <ul><li>5 S’s </li></ul><ul><ul><li>How does he website serve these? </li></ul></ul><ul><ul><li>90:10 – 90% of site for customer service? </li></ul></ul><ul><ul><ul><li>Is this relevant for your business? </li></ul></ul></ul><ul><ul><ul><li>Do you drive customers online for service? </li></ul></ul></ul><ul><ul><ul><li>How do you add value in the online proposition? </li></ul></ul></ul>
    • 33. Online Business Models <ul><li>Key concepts </li></ul><ul><ul><li>Usability </li></ul></ul><ul><ul><ul><li>Usability testing. </li></ul></ul></ul><ul><ul><ul><li>Scenarios </li></ul></ul></ul><ul><ul><li>Accessibility </li></ul></ul><ul><ul><ul><li>DDA </li></ul></ul></ul><ul><ul><ul><li>Browsers </li></ul></ul></ul><ul><ul><ul><li>Platforms </li></ul></ul></ul>
    • 34. Online Business Models <ul><li>Legislation, Codes of Practice, Regulations </li></ul><ul><ul><li>Data protection act. </li></ul></ul><ul><ul><li>Distance Selling Regulations. </li></ul></ul><ul><ul><li>Electronic Commerce Regulations. </li></ul></ul><ul><ul><li>Sales of Goods act. </li></ul></ul><ul><ul><li>Trade descriptions act. </li></ul></ul><ul><ul><li>DDA. </li></ul></ul><ul><ul><li>Chapter 13 </li></ul></ul>
    • 35. Online Business Models <ul><li>Customer orientation </li></ul>Decision maker, influencer, buyer. Investors Location Location Distributors Sales staff for different markets Market type Suppliers Different departments Size of prospect New or existing New or existing New or existing Third parties Staff Customers vary by
    • 36. Online Business Models <ul><li>Jakob Nielsen </li></ul><ul><ul><li>www.useit.com </li></ul></ul>
    • 37. Online Business Models <ul><li>Copywriting </li></ul><ul><ul><li>Often overlooked. </li></ul></ul><ul><ul><li>CRABS </li></ul></ul><ul><ul><ul><li>Chunky, relevant, accurate and brief. </li></ul></ul></ul><ul><ul><li>Simple and clear. </li></ul></ul><ul><ul><li>Honesty. </li></ul></ul><ul><ul><li>Call to action. </li></ul></ul>
    • 38. Online Business Models <ul><li>4 levels of Familiarity </li></ul><ul><ul><li>Of the net. </li></ul></ul><ul><ul><li>Of the organisation. </li></ul></ul><ul><ul><li>Of your services. </li></ul></ul><ul><ul><li>Of your web site. </li></ul></ul>
    • 39. Online Business Models <ul><li>Constraints </li></ul><ul><ul><li>Download time. </li></ul></ul><ul><ul><li>Screen resolution. </li></ul></ul><ul><ul><li>Browsers </li></ul></ul><ul><ul><li>Plug ins </li></ul></ul><ul><ul><li>Accessibility </li></ul></ul><ul><ul><li>Technology convergence </li></ul></ul>
    • 40. Online Business Models <ul><li>Navigation </li></ul><ul><ul><li>Global </li></ul></ul><ul><ul><ul><li>Site wide. </li></ul></ul></ul><ul><ul><li>Local </li></ul></ul><ul><ul><ul><li>Detailed. </li></ul></ul></ul><ul><ul><li>Contextual. </li></ul></ul><ul><ul><ul><li>Specific to groupings. </li></ul></ul></ul><ul><ul><li>Breadcrumbs </li></ul></ul><ul><ul><ul><li>Where you are </li></ul></ul></ul>
    • 41. Online Business Models <ul><li>Communicating the brand </li></ul><ul><ul><li>Extending the brand online. </li></ul></ul><ul><ul><li>How </li></ul></ul><ul><ul><li>Digital products? </li></ul></ul><ul><ul><li>What do we mean by brand? </li></ul></ul><ul><ul><ul><li>Our expectations of the product, service, experience? </li></ul></ul></ul>
    • 42. Online Business Models <ul><li>Write down 5 words that spring to mind for both brands. </li></ul><ul><li>Now check their websites </li></ul><ul><ul><li>Does perception meet reality? </li></ul></ul>
    • 43. Exercise <ul><li>Exercise </li></ul><ul><ul><li>Pick one company </li></ul></ul><ul><ul><ul><li>Online fashion retailer. </li></ul></ul></ul><ul><ul><ul><li>New health drink producer. </li></ul></ul></ul><ul><ul><ul><li>Meat only restaurant. </li></ul></ul></ul><ul><ul><ul><li>Offline lifestyle magazine </li></ul></ul></ul><ul><ul><li>Identify typical target markets </li></ul></ul><ul><ul><ul><li>What part will WOM and social play in campaigns? </li></ul></ul></ul><ul><ul><ul><li>What elements online why? </li></ul></ul></ul><ul><ul><ul><li>What elements offline why? </li></ul></ul></ul><ul><ul><ul><li>How could revenue be generated online? </li></ul></ul></ul><ul><ul><ul><li>Research online for sample if time permitting. </li></ul></ul></ul><ul><ul><ul><li>Feedback to group </li></ul></ul></ul>
    • 44. LUNCH
    • 45. Environmental Factors Impacting on Online Activity & Plans <ul><li>Digital Media Evolution </li></ul>
    • 46. Environmental Factors Impacting on Online Activity & Plans <ul><li>Characteristics of Digital Media </li></ul><ul><ul><li>From push to pull. </li></ul></ul><ul><ul><li>Monologue to dialogue trialogue. </li></ul></ul><ul><ul><li>From one to many to one to some and one to one. </li></ul></ul>
    • 47. Environmental Factors Impacting on Online Activity & Plans <ul><li>Software e-Tools </li></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><li>eMail </li></ul></ul><ul><ul><li>SMS </li></ul></ul><ul><ul><li>MMS </li></ul></ul><ul><ul><li>Viral </li></ul></ul><ul><ul><li>Affiliate </li></ul></ul><ul><ul><li>Links/referrals/shopping portals </li></ul></ul><ul><ul><li>Domains </li></ul></ul><ul><ul><li>Epr </li></ul></ul>
    • 48. Environmental Factors Impacting on Online Activity & Plans <ul><li>Mobile </li></ul><ul><ul><li>devices </li></ul></ul><ul><ul><ul><li>Mobile Phones </li></ul></ul></ul><ul><ul><ul><li>Laptops </li></ul></ul></ul><ul><ul><ul><li>PDA </li></ul></ul></ul><ul><ul><ul><li>Pager </li></ul></ul></ul><ul><ul><ul><li>Memory sticks </li></ul></ul></ul><ul><ul><ul><li>Portable media players </li></ul></ul></ul><ul><ul><ul><li>Hand held scanners </li></ul></ul></ul><ul><ul><ul><li>Games machines? </li></ul></ul></ul><ul><ul><ul><li>Mobile book readers </li></ul></ul></ul>
    • 49. Environmental Factors Impacting on Online Activity & Plans <ul><li>Mobile </li></ul><ul><ul><li>SMS/MMS – advantages. </li></ul></ul><ul><ul><ul><li>Not fixed location. </li></ul></ul></ul><ul><ul><ul><li>Location based services. </li></ul></ul></ul><ul><ul><ul><li>Instant access. </li></ul></ul></ul><ul><ul><ul><li>Privacy. </li></ul></ul></ul><ul><ul><ul><li>Personalisation. </li></ul></ul></ul><ul><ul><ul><li>Security </li></ul></ul></ul><ul><ul><li>Check www.text.it </li></ul></ul>
    • 50. Environmental Factors Impacting on Online Activity & Plans <ul><li>SMS Applications </li></ul><ul><ul><li>Database building. </li></ul></ul><ul><ul><li>Location based order. </li></ul></ul><ul><ul><li>Sampling. </li></ul></ul><ul><ul><li>Sales promotions (e-coupons) </li></ul></ul><ul><ul><li>Reward for brand engagement. </li></ul></ul><ul><ul><li>Short Codes </li></ul></ul><ul><ul><li>Offering paid for content. </li></ul></ul>
    • 51. Environmental Factors Impacting on Online Activity & Plans
    • 52. Environmental Factors Impacting on Online Activity & Plans <ul><li>Bluetooth </li></ul><ul><ul><li>Proximity marketing. </li></ul></ul><ul><ul><ul><li>Viral. </li></ul></ul></ul><ul><ul><ul><li>Community activities. </li></ul></ul></ul><ul><ul><ul><li>Location based service. </li></ul></ul></ul>
    • 53. Environmental Factors Impacting on Online Activity & Plans Use of QR code for promotion of film 28 days later Source : http://www.giagia.co.uk/?cat=63, created by http://www.giagia.co.uk/?page_id=2 blog
    • 54. Environmental Factors Impacting on Online Activity & Plans Using a proximity device, such as a Hypertag, to download music tracks
    • 55. Environmental Factors Impacting on Online Activity & Plans <ul><li>Permission Marketing </li></ul><ul><ul><li>Permission marketing is a term coined by Seth Godin ( http:// sethgodin.typepad.com / , http:// www.sethgodin.com ) </li></ul></ul><ul><ul><li>It is best characterized with just three or four words. </li></ul></ul><ul><ul><ul><li>“ permission marketing is…..anticipated, relevant and personal (and timely). </li></ul></ul></ul>
    • 56. Environmental Factors Impacting on Online Activity & Plans <ul><li>Permission Marketing </li></ul><ul><ul><li>Seth Godin notes that research used to show we were bombarded with 500 marketing messages a day, with the advent of the web and digital TV this had now increased to over 3,000 a day. This leads to dilution of the effectiveness of the messages – how can the communications of any one company stand out? </li></ul></ul><ul><ul><li>Customers are losing patience and expect rewards for their attention, time and information. Godin refers to this traditional approach as “interruption marketing </li></ul></ul>
    • 57. Environmental Factors Impacting on Online Activity & Plans <ul><li>Behavioural Ad Targeting </li></ul><ul><li>Behavioural Ad Targeting </li></ul>
    • 58. Environmental Factors Impacting on Online Activity & Plans Percentage who consider the different information sources as important when researching or considering a product or service Source : Brand New World (2004)
    • 59. Environmental Factors Impacting on Online Activity & Plans Search engine results pages in Google illustrating the natural and paid listings Source : Reprinted by permission of Google, Inc. Google™ search engine is a trademark of Google, Inc.
    • 60. Environmental Factors Impacting on Online Activity & Plans Stages involved in producing a search engine listing for the Natural listings
    • 61. Environmental Factors Impacting on Online Activity & Plans
    • 62. Environmental Factors Impacting on Online Activity & Plans <ul><li>You pay for results </li></ul><ul><ul><li>You control costs. </li></ul></ul><ul><ul><li>You control landing page. </li></ul></ul><ul><ul><li>You tweak. </li></ul></ul><ul><ul><li>You control countries. </li></ul></ul><ul><ul><li>Click through rates. </li></ul></ul><ul><ul><li>Cost per click. </li></ul></ul><ul><ul><li>Cost per xxxxx (purchase, email, download) </li></ul></ul>
    • 63. Environmental Factors Impacting on Online Activity & Plans <ul><li>Very Useful Tools </li></ul><ul><ul><li>http://www.google.com/sktool/ </li></ul></ul><ul><ul><li>https:// adwords.google.co.uk/select/KeywordToolExternal </li></ul></ul><ul><ul><li>http:// www.google.com /insights/search/# </li></ul></ul><ul><ul><li>http:// www.youtube.com/user/GoogleWebmasterHelp </li></ul></ul>
    • 64. Environmental Factors Impacting on Online Activity & Plans <ul><li>eMail </li></ul><ul><ul><li>Plan for </li></ul></ul><ul><ul><ul><li>Outbound email marketing. </li></ul></ul></ul><ul><ul><ul><ul><li>Used as form of direct marketing to encourage trial, purchases as part of CRM dialogue. </li></ul></ul></ul></ul><ul><ul><ul><li>Inbound email marketing. </li></ul></ul></ul><ul><ul><ul><ul><li>Emails from customers, such as service enquiries. </li></ul></ul></ul></ul>
    • 65. Environmental Factors Impacting on Online Activity & Plans <ul><li>Outbound </li></ul><ul><ul><li>Acquisition and retention. </li></ul></ul><ul><ul><ul><li>Customer retention (4.5) </li></ul></ul></ul><ul><ul><ul><li>Sales promotion (4.4) </li></ul></ul></ul><ul><ul><ul><li>Gathering customer data (3.0) </li></ul></ul></ul><ul><ul><ul><li>Lead generation (3.0) </li></ul></ul></ul><ul><ul><ul><li>Brand awareness (2.7) </li></ul></ul></ul><ul><ul><ul><li>Customer acquisition (2.1) </li></ul></ul></ul>Chittenden & Rettie (2003) –
    • 66. Environmental Factors Impacting on Online Activity & Plans <ul><li>Advantages </li></ul><ul><ul><li>Low cost. </li></ul></ul><ul><ul><li>Direct response, immediate action. </li></ul></ul><ul><ul><li>Faster campaign deployment. </li></ul></ul><ul><ul><li>Ease of personalisation. </li></ul></ul><ul><ul><li>Options for testing. </li></ul></ul><ul><ul><li>Integration. </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Deliverability </li></ul></ul><ul><ul><li>Renderability </li></ul></ul><ul><ul><li>Response de-cay </li></ul></ul><ul><ul><li>Comms preference. </li></ul></ul><ul><ul><li>Resource intensive. </li></ul></ul>
    • 67. Environmental Factors Impacting on Online Activity & Plans <ul><li>Viral </li></ul><ul><ul><li>“ buzz” marketing </li></ul></ul><ul><ul><li>Harness the network effect of the internet, </li></ul></ul><ul><ul><li>WOM marketing. </li></ul></ul>
    • 68. Environmental Factors Impacting on Online Activity & Plans <ul><li>WOMMA relevancy </li></ul><ul><ul><li>Buzz marketing </li></ul></ul><ul><ul><ul><li>Use high profile endorsement. </li></ul></ul></ul><ul><ul><li>Viral marketing </li></ul></ul><ul><ul><ul><li>Entertaining or information pass along. </li></ul></ul></ul><ul><ul><li>Community marketing </li></ul></ul><ul><ul><ul><li>User groups, fan clubs, forums. </li></ul></ul></ul><ul><ul><li>Influencer marketing </li></ul></ul><ul><ul><ul><li>Identify key communities and opinion leaders. </li></ul></ul></ul><ul><ul><li>Conversion creation </li></ul></ul><ul><ul><ul><li>Designed to start WOM activity. </li></ul></ul></ul><ul><ul><li>Brand blogging </li></ul></ul><ul><ul><ul><li>Sharing info that the blog community may share. </li></ul></ul></ul><ul><ul><li>Referral programmes. </li></ul></ul><ul><ul><ul><li>Tools to refer to friends. </li></ul></ul></ul>
    • 69. Environmental Factors Impacting on Online Activity & Plans <ul><li>Viral </li></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><ul><li>Low cost. </li></ul></ul></ul><ul><ul><ul><li>Influencer from trusted source. </li></ul></ul></ul><ul><ul><ul><li>Customer referrals </li></ul></ul></ul><ul><ul><li>Disadvantages </li></ul></ul><ul><ul><ul><li>High risk. </li></ul></ul></ul><ul><ul><ul><li>Negative connotations </li></ul></ul></ul><ul><ul><ul><li>Online reputation. </li></ul></ul></ul>
    • 70. Environmental Factors Impacting on Online Activity & Plans <ul><li>Links </li></ul><ul><ul><li>Structured activity to include good quality links to your site from relevant sites with a good page rank. </li></ul></ul><ul><ul><li>Use Yahoo site explorer. </li></ul></ul><ul><ul><ul><li>https://siteexplorer.search.yahoo.com </li></ul></ul></ul><ul><ul><li>Use Google Alert </li></ul></ul><ul><ul><ul><li>www.googlealert.com </li></ul></ul></ul>
    • 71. Environmental Factors Impacting on Online Activity & Plans <ul><li>Web 2.0 </li></ul><ul><ul><li>Collection of services that facilitate user generated content and communities and social networking. </li></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Epr </li></ul></ul></ul><ul><ul><ul><li>Podcasting </li></ul></ul></ul><ul><ul><ul><li>RSS </li></ul></ul></ul><ul><ul><ul><li>Widgets </li></ul></ul></ul><ul><ul><ul><li>Mashups </li></ul></ul></ul><ul><ul><ul><li>Tagging </li></ul></ul></ul><ul><ul><ul><li>Digg </li></ul></ul></ul>
    • 72. Environmental Factors Impacting on Online Activity & Plans Tagging example from econsultancy.com
    • 73. Environmental Factors Impacting on Online Activity & Plans Mashup from Dave Chaffey site.
    • 74. Environmental Factors Impacting on Online Activity & Plans <ul><li>Affiliate </li></ul>Figure 9.9 The affiliate marketing model (note that the tracking software and fee payment may be managed through an independent affiliate network manager)
    • 75. Environmental Factors Impacting on Online Activity & Plans <ul><li>Affiliate </li></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><ul><li>SERPS visibility. </li></ul></ul></ul><ul><ul><ul><li>Reach different audience. </li></ul></ul></ul><ul><ul><ul><li>Responsiveness. </li></ul></ul></ul><ul><ul><ul><li>Target generic SEO terms. </li></ul></ul></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><ul><ul><li>Diversity risk. </li></ul></ul></ul><ul><ul><ul><li>Pay per performance </li></ul></ul></ul><ul><ul><li>Disadvantages </li></ul></ul><ul><ul><ul><li>Brand name exploitation. </li></ul></ul></ul><ul><ul><ul><li>May damage brand recognition. </li></ul></ul></ul><ul><ul><ul><li>Management fees </li></ul></ul></ul><ul><ul><ul><li>Management time. </li></ul></ul></ul>
    • 76. Environmental Factors Impacting on Online Activity & Plans <ul><li>ePR </li></ul><ul><ul><li>Management of the awareness, understanding and reputation of an organisation or brand. Primarily achieved through influencing exposure in the media. </li></ul></ul>
    • 77. Environmental Factors Impacting on Online Activity & Plans <ul><li>ePR </li></ul><ul><li>Advantages </li></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Credibility </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Brand enhancement </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>No controlled. </li></ul></ul><ul><ul><li>High risk. </li></ul></ul><ul><ul><li>May solicit negative comments. </li></ul></ul>
    • 78. Environmental Factors Impacting on Online Activity & Plans <ul><li>Display Advertising </li></ul>
    • 79. Environmental Factors Impacting on Online Activity & Plans <ul><li>Purchasing Ad Placements </li></ul><ul><ul><li>Run of site. </li></ul></ul><ul><ul><li>Section of site. </li></ul></ul><ul><ul><li>Keywords on a search engine. </li></ul></ul><ul><ul><ul><li>Cost per thousand (CPM) </li></ul></ul></ul><ul><ul><ul><li>Range £10-£30. </li></ul></ul></ul><ul><ul><li>http://news.bbc.co.uk/1/hi/technology/8211209.stm </li></ul></ul>
    • 80. Environmental Factors Impacting on Online Activity & Plans
    • 81. Environmental Factors Impacting on Online Activity & Plans <ul><li>Display Advertising </li></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><ul><li>Delivering content </li></ul></ul></ul><ul><ul><ul><li>Enabling transaction </li></ul></ul></ul><ul><ul><ul><li>Shaping attitudes </li></ul></ul></ul><ul><ul><ul><li>Soliciting Response </li></ul></ul></ul><ul><ul><ul><li>Encourage retention. </li></ul></ul></ul><ul><ul><ul><li>Enhance brand awareness. </li></ul></ul></ul><ul><ul><ul><li>Targeting </li></ul></ul></ul><ul><ul><ul><li>Cost </li></ul></ul></ul><ul><ul><ul><li>Dynamic </li></ul></ul></ul><ul><ul><li>Disadvantages </li></ul></ul><ul><ul><ul><li>Low click through rates. </li></ul></ul></ul><ul><ul><ul><li>Relative high cost/low efficiency. </li></ul></ul></ul><ul><ul><ul><li>Brand repuation. </li></ul></ul></ul>
    • 82. Environmental Factors Impacting on Online Activity & Plans <ul><li>Microsites </li></ul><ul><ul><li>Drive, encourage, elicit response. </li></ul></ul>
    • 83. Environmental Factors Impacting on Online Activity & Plans <ul><li>Types </li></ul><ul><ul><li>Banner. </li></ul></ul><ul><ul><li>Skyscrapers. </li></ul></ul><ul><ul><li>Interstitials. </li></ul></ul><ul><ul><li>Overlays. </li></ul></ul><ul><ul><li>Pop ups. </li></ul></ul>
    • 84. Environmental Factors Impacting on Online Activity & Plans <ul><li>Domain Names </li></ul><ul><ul><li>Memorable, brief, 3-63 letters, numbers, -, no blanks </li></ul></ul><ul><ul><li>Examples: amazon, egg, smile, fatbrain </li></ul></ul><ul><ul><li>com, .co.uk, both? (others?) </li></ul></ul><ul><ul><li>Can be used to measure success? </li></ul></ul><ul><ul><li>Examples </li></ul></ul><ul><ul><ul><li>www.next.com </li></ul></ul></ul><ul><ul><ul><li>www.next.co.uk </li></ul></ul></ul><ul><ul><ul><ul><li>Whats the difference?> </li></ul></ul></ul></ul>
    • 85. Environmental Factors Impacting on Online Activity & Plans
    • 86. Environmental Factors Impacting on Online Activity & Plans
    • 87. Environmental Factors Impacting on Online Activity & Plans <ul><li>Who uses them? </li></ul><ul><ul><li>Tomorrows customer……. </li></ul></ul><ul><ul><li>Second Life has 10m registered users </li></ul></ul><ul><ul><ul><li>0:50 split between male and female users. </li></ul></ul></ul><ul><ul><ul><li>The peak age range for Second Life is the 24-35 group, but they employ a separate space for users under 18 </li></ul></ul></ul>
    • 88. Environmental Factors Impacting on Online Activity & Plans <ul><li>Digital Billboards </li></ul><ul><ul><li>Tube </li></ul></ul><ul><ul><li>In store </li></ul></ul><ul><ul><li>Footfall </li></ul></ul>
    • 89. Environmental Factors Impacting on Online Activity & Plans <ul><li>Digital Newspapers </li></ul><ul><ul><li>Review http://www.pcworld.com/article/185832/skiffs_innovative_bigscreen_ereader_to_debut_at_ces.html </li></ul></ul>
    • 90. Environmental Factors Impacting on Online Activity & Plans <ul><li>TV Campaigns with mobile links </li></ul>
    • 91. Environmental Factors Impacting on Online Activity & Plans
    • 92. Environmental Factors Impacting on Online Activity & Plans <ul><li>Digital TV </li></ul><ul><ul><li>TV, the Next Big Internet Application? </li></ul></ul><ul><ul><li>TV traditional “lean back”. Internet “lean forward” – red button for brochure, sms for call </li></ul></ul><ul><ul><li>The other way of using the Internet to watch TV. Driven by broadband </li></ul></ul>Source : emarketer 7 th march 08
    • 93. Environmental Factors Impacting on Online Activity & Plans <ul><li>Digital Radio </li></ul><ul><ul><li>Sell – via web radio click through or sms or email on DAB. </li></ul></ul><ul><ul><li>Sizzle – brand building and part of campaign. </li></ul></ul><ul><ul><li>Speak – dialogue, phone ins, email, sms. </li></ul></ul><ul><ul><li>Serve –Buy music direct, find out information – will be voice activated. </li></ul></ul>
    • 94. Housekeeping <ul><li>9.30 until 4pm. </li></ul><ul><li>Welcome to use laptops. </li></ul><ul><li>Informal relaxed environment. </li></ul><ul><li>Ask questions, share experiences. </li></ul><ul><li>Reference Books </li></ul><ul><ul><li>Gay, Charlesworth & Esen </li></ul></ul><ul><ul><li>Online marketing a customer led approach. </li></ul></ul>
    • 95. Re-Cap <ul><li>Customer selection is key </li></ul><ul><li>Build customer centric solutions </li></ul><ul><li>Web site built for customers. </li></ul><ul><li>5 S’s model </li></ul><ul><li>Different business models online </li></ul><ul><li>Range of technology tactics for campaigns </li></ul><ul><li>Brand extension and experience online </li></ul><ul><li>3 way conversations </li></ul>
    • 96. Environmental Factors Impacting on Online Activity & Plans w ww.culture.gov.uk/images/publications/ digitalbritain -finalreport-jun09.pdf )
    • 97. Environmental Factors Impacting on Online Activity & Plans
    • 98. Environmental Factors Impacting on Online Activity & Plans
    • 99. Environmental Factors Impacting on Online Activity & Plans <ul><li>Technology Convergence </li></ul><ul><ul><li>Merging technologies into fewer devices. </li></ul></ul><ul><ul><ul><li>Multi function devices to share and access information. </li></ul></ul></ul><ul><ul><ul><li>Games system access the web. </li></ul></ul></ul><ul><ul><ul><li>Fridges that re-order food. </li></ul></ul></ul><ul><ul><ul><li>Washing machines that download new programmes. </li></ul></ul></ul><ul><ul><ul><li>Cars that have GPRS and entertainment centres </li></ul></ul></ul><ul><ul><ul><li>New brands </li></ul></ul></ul><ul><ul><ul><li>Google and HTC = Nexus One. </li></ul></ul></ul><ul><ul><ul><li>www.dlna.org </li></ul></ul></ul>
    • 100. Environmental Factors Impacting on Online Activity & Plans <ul><li>Post PC customer </li></ul><ul><ul><li>May accept payment to view ads. </li></ul></ul><ul><ul><li>Normal advertising filtered out by PVR </li></ul></ul><ul><ul><li>Day to day purchases sourced by shopping bot. </li></ul></ul><ul><ul><li>Home technology is integrated to offer you new brands. </li></ul></ul><ul><ul><li>Entertainment is virtual </li></ul></ul><ul><ul><li>Technology is used to free up time </li></ul></ul>
    • 101. Environmental Factors Impacting on Online Activity & Plans <ul><li>Benefits of digital marketing </li></ul><ul><ul><li>Speed </li></ul></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>24/7 </li></ul></ul><ul><ul><li>Customisation </li></ul></ul><ul><ul><li>Interactivity </li></ul></ul><ul><ul><li>measurability </li></ul></ul>
    • 102. Environmental Factors Impacting on Online Activity & Plans Chapter 1 – page 20
    • 103. Environmental Factors Impacting on Online Activity & Plans <ul><li>Micro </li></ul><ul><ul><li>Suppliers </li></ul></ul><ul><ul><li>Stakeholders </li></ul></ul><ul><ul><li>Distributors </li></ul></ul><ul><ul><li>Competitors </li></ul></ul>
    • 104. Environmental Factors Impacting on Online Activity & Plans <ul><li>Environmental </li></ul><ul><ul><li>Social pressure </li></ul></ul><ul><ul><li>Legal influences </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>New discoveries </li></ul></ul><ul><ul><li>Rates of obsolescence </li></ul></ul><ul><ul><li>Speed of tech. transfer </li></ul></ul><ul><li>Economic </li></ul><ul><ul><li>Business cycles </li></ul></ul><ul><ul><li>GNP trends </li></ul></ul><ul><ul><li>Money supply </li></ul></ul><ul><ul><li>Inflation </li></ul></ul><ul><ul><li>Unemployment </li></ul></ul><ul><li>Sociocultural </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Income distribution </li></ul></ul><ul><ul><li>Lifestyle changes </li></ul></ul><ul><ul><li>Consumerism </li></ul></ul><ul><ul><li>Levels of education </li></ul></ul><ul><li>Political </li></ul><ul><ul><li>Legislation </li></ul></ul><ul><ul><li>Taxation </li></ul></ul><ul><ul><li>Foreign trade regs. </li></ul></ul><ul><ul><li>Employment law </li></ul></ul><ul><ul><li>Government stability </li></ul></ul>
    • 105. Environmental Factors Impacting on Online Activity & Plans <ul><li>Competitor Review </li></ul><ul><ul><li>Traditional competitors moving online </li></ul></ul><ul><ul><li>New online competitors </li></ul></ul><ul><ul><li>Competition from newly formed alliances </li></ul></ul><ul><ul><li>Competition from introducing or eliminating channels of distribution. </li></ul></ul><ul><ul><li>Revitalised traditional businesses. </li></ul></ul>Chapter 1
    • 106. Environmental Factors Impacting on Online Activity & Plans <ul><li>Customer Selection </li></ul><ul><ul><li>Insight </li></ul></ul><ul><ul><li>Segmentation </li></ul></ul><ul><ul><li>Analysis </li></ul></ul><ul><ul><li>Characteristics </li></ul></ul><ul><ul><li>Behavioural patterns </li></ul></ul><ul><ul><ul><li>Recency, frequency, monetary value </li></ul></ul></ul><ul><ul><ul><li>Permission marketing </li></ul></ul></ul><ul><ul><ul><li>LTV </li></ul></ul></ul>Chapter 5
    • 107. Environmental Factors Impacting on Online Activity & Plans <ul><li>Customer Behaviour </li></ul><ul><ul><li>What internet attributes have the biggest impact ? </li></ul></ul><ul><ul><ul><li>Time? </li></ul></ul></ul><ul><ul><ul><li>Convenience? </li></ul></ul></ul><ul><ul><ul><li>Cost? </li></ul></ul></ul>
    • 108. Environmental Factors Impacting on Online Activity & Plans Marketing stimuli 8 P’s PESTE Buyers black box Buyer characteristics Buyer decision process Product/brand Dealer/web site Timing Frequency amount Other stimuli response Fig 5.1, page 165
    • 109. Environmental Factors Impacting on Online Activity & Plans Fig 5.2, page 167 Problem recognition Information search Evaluation / alternatives Purchase decision Post purchase behaviour
    • 110. Environmental Factors Impacting on Online Activity & Plans
    • 111. Environmental Factors Impacting on Online Activity & Plans <ul><li>Building Loyalty </li></ul><ul><ul><li>How? </li></ul></ul>
    • 112. Exercise <ul><li>Exercise </li></ul><ul><ul><li>Pick one company </li></ul></ul><ul><ul><ul><li>Online fashion retailer. </li></ul></ul></ul><ul><ul><ul><li>New health drink producer. </li></ul></ul></ul><ul><ul><ul><li>Meat only restaurant. </li></ul></ul></ul><ul><ul><ul><li>Offline lifestyle magazine </li></ul></ul></ul><ul><ul><li>Identify typical micro and macro factors </li></ul></ul><ul><ul><ul><li>Produce a PESTE analysis </li></ul></ul></ul><ul><ul><ul><li>Produce a competitor review and recommendations </li></ul></ul></ul><ul><ul><ul><li>Select 3 appropriate online marketing tactics for traffic generation. </li></ul></ul></ul><ul><ul><ul><li>Research online for sample if time permitting. </li></ul></ul></ul><ul><ul><ul><li>Feedback to group </li></ul></ul></ul>
    • 113. Digital Marketing Mix Marketing Mix Product Digital value Experience brand Price Transparency Pricing models Place Representation Distribution models Promotion Online vs offline integration People Resources Contact strat Physical Online evidence integration Process Optimise through Web transaction Partnerships
    • 114. Digital Marketing Mix
    • 115. Digital Marketing Mix <ul><li>Product </li></ul><ul><ul><li>Re-think your product before the online competition does it for you. </li></ul></ul><ul><ul><li>Going online </li></ul></ul><ul><ul><ul><li>What benefits do you deliver to customers? </li></ul></ul></ul><ul><ul><ul><li>What other benefits might they like? </li></ul></ul></ul><ul><ul><ul><li>Can they be delivered online? </li></ul></ul></ul><ul><ul><ul><li>How do you add digital value? </li></ul></ul></ul>Chapter 9
    • 116. Digital Marketing Mix <ul><li>Product </li></ul><ul><ul><li>Digitizing products </li></ul></ul><ul><ul><ul><li>www.parkers.co.uk - You can buy parkers data in micro segments, time limited on mobile devices. </li></ul></ul></ul><ul><ul><ul><li>www.firstdirect.com – No branches all remote services, high level of customer satisfaction. </li></ul></ul></ul>
    • 117. Digital Marketing Mix <ul><li>Price Strategies </li></ul><ul><ul><li>Skimming </li></ul></ul><ul><ul><ul><li>Innovative products, short term, premium price point. (e.g. technology companies) </li></ul></ul></ul><ul><ul><li>Promotional </li></ul></ul><ul><ul><ul><li>To drive consumer sales, price matching, price guarantee. (e.g. supermarkets online) </li></ul></ul></ul><ul><ul><li>Penetration </li></ul></ul><ul><ul><ul><li>Low entry price. (e.g. new product launches) </li></ul></ul></ul><ul><ul><li>Dynamic </li></ul></ul><ul><ul><ul><li>Based on customer attributes, location, volume, frequency etc. (e.g. airlines) </li></ul></ul></ul>Chapter 10
    • 118. Digital Marketing Mix <ul><li>Pricing options </li></ul><ul><ul><li>Subscription, pay per view, bundling, ad supported content. </li></ul></ul>
    • 119. Digital Marketing Mix <ul><li>Promotion </li></ul>Viral, affiliate, email a friend, links. Word of mouth Real packaging is displayed online Packaging Shopping malls, etailing Merchandising Virtual Exhibitions Opt in an web response Direct Mail Online events, sites or services. Sponsorship Online editorial, eZines, newsletters, discussion groups, virals, social networks PR Incentives, rewards, loyalty schemes Sales promotion Virtual sales staff, affiliate, links Selling Interactive ads, ppc Advertising Online Execution Promotional Mix
    • 120. Digital Marketing Mix <ul><li>Promotion </li></ul><ul><ul><li>Six key issues. </li></ul></ul><ul><ul><ul><li>Mix. </li></ul></ul></ul><ul><ul><ul><ul><li>Previous table suitable for target market. </li></ul></ul></ul></ul><ul><ul><ul><li>Integration. </li></ul></ul></ul><ul><ul><ul><ul><li>Mixed mode and Ecrm </li></ul></ul></ul></ul><ul><ul><ul><li>Creativity. </li></ul></ul></ul><ul><ul><ul><ul><li>Only limit-imagination </li></ul></ul></ul></ul><ul><ul><ul><li>Interaction. </li></ul></ul></ul><ul><ul><ul><ul><li>Customer Experience </li></ul></ul></ul></ul><ul><ul><ul><li>Globalization. </li></ul></ul></ul><ul><ul><ul><ul><li>The global audience. </li></ul></ul></ul></ul><ul><ul><ul><li>Resourcing. </li></ul></ul></ul><ul><ul><ul><ul><li>Money, manpower, etc. </li></ul></ul></ul></ul>Chapter 11
    • 121. Digital Marketing Mix <ul><li>Place </li></ul><ul><ul><li>Route to market. </li></ul></ul><ul><ul><li>Dis intermediation </li></ul></ul><ul><ul><li>Re intermediation </li></ul></ul><ul><ul><li>Affiliate </li></ul></ul><ul><ul><li>Direct </li></ul></ul><ul><ul><li>Multi channel confluence. </li></ul></ul>Chapter 12
    • 122. Digital Marketing Mix <ul><li>People </li></ul><ul><ul><li>Delivering online service </li></ul></ul><ul><ul><ul><li>Autoresponders </li></ul></ul></ul><ul><ul><ul><li>eMail notification. </li></ul></ul></ul><ul><ul><ul><li>Call back facility. </li></ul></ul></ul><ul><ul><ul><li>FAQ. </li></ul></ul></ul><ul><ul><ul><li>On site search engines. </li></ul></ul></ul><ul><ul><ul><li>Real time live chat. </li></ul></ul></ul><ul><ul><ul><li>Co-browsing. </li></ul></ul></ul><ul><ul><ul><li>Virtual assistants </li></ul></ul></ul><ul><ul><ul><li>Mix-automation and real. </li></ul></ul></ul>
    • 123. Digital Marketing Mix <ul><li>Physical </li></ul><ul><ul><li>Guarantees. </li></ul></ul><ul><ul><li>Refund policy. </li></ul></ul><ul><ul><li>Privacy Policy. </li></ul></ul><ul><ul><li>Security Icons. </li></ul></ul><ul><ul><li>Trading address. </li></ul></ul><ul><ul><li>Phone numbers. </li></ul></ul><ul><ul><li>Trade body memberships </li></ul></ul><ul><ul><li>Awards </li></ul></ul><ul><ul><li>Customer lists </li></ul></ul><ul><ul><li>Customer Endorsements </li></ul></ul><ul><ul><li>Independent review </li></ul></ul><ul><ul><li>News /PR </li></ul></ul>
    • 124. Digital Marketing Mix <ul><li>Process </li></ul><ul><ul><li>Can create competitive advantage. </li></ul></ul><ul><ul><li>Can kills sales and damage brand. </li></ul></ul><ul><ul><ul><li>Seamless end to end customer information. </li></ul></ul></ul><ul><ul><ul><li>Stock availability. </li></ul></ul></ul><ul><ul><ul><li>Prices </li></ul></ul></ul><ul><ul><ul><li>Descriptions </li></ul></ul></ul><ul><ul><ul><li>Dispatch </li></ul></ul></ul><ul><ul><ul><li>Enquiry handlers. </li></ul></ul></ul><ul><ul><ul><li>Delivery update </li></ul></ul></ul><ul><ul><ul><li>Order confirmation. </li></ul></ul></ul>
    • 125. Digital Marketing Mix <ul><li>Partnerships </li></ul><ul><ul><li>Partnerships </li></ul></ul><ul><ul><ul><li>Cd wow and lovefilm </li></ul></ul></ul><ul><ul><ul><li>Affiliations? </li></ul></ul></ul><ul><ul><ul><li>Co-existing complimentary brands. </li></ul></ul></ul><ul><ul><ul><li>Even payment system </li></ul></ul></ul><ul><ul><ul><ul><li>Worldpay – could play important part in customer care. </li></ul></ul></ul></ul>
    • 126. Digital Marketing Mix <ul><li>Setting Objectives </li></ul><ul><ul><li>SMART </li></ul></ul><ul><ul><li>Congruent with Business </li></ul></ul><ul><ul><li>Types of Objective </li></ul></ul><ul><ul><ul><li>Awareness, attitude change, take action, DRIP. </li></ul></ul></ul><ul><ul><ul><li>5 s. </li></ul></ul></ul>
    • 127. Digital Marketing Mix <ul><li>Grehans promotional Model </li></ul><ul><ul><li>Page 106 </li></ul></ul><ul><ul><li>Worth exploring </li></ul></ul><ul><ul><li>Another p’s model for control online promotion. </li></ul></ul><ul><ul><ul><li>Positioning </li></ul></ul></ul><ul><ul><ul><li>Permission </li></ul></ul></ul><ul><ul><ul><li>Partnerships </li></ul></ul></ul><ul><ul><ul><li>performance </li></ul></ul></ul>
    • 128. LUNCH
    • 129. Exercise <ul><li>Exercise </li></ul><ul><ul><li>Pick one company </li></ul></ul><ul><ul><ul><li>Online fashion retailer. </li></ul></ul></ul><ul><ul><ul><li>New health drink producer. </li></ul></ul></ul><ul><ul><ul><li>Meat only restaurant. </li></ul></ul></ul><ul><ul><ul><li>Offline lifestyle magazine </li></ul></ul></ul><ul><ul><li>Identify marketing mix for appropriate customer base. </li></ul></ul><ul><ul><ul><li>Develop the 8 p model </li></ul></ul></ul><ul><ul><ul><li>Feedback to group </li></ul></ul></ul>
    • 130. Develop a Digital Marketing Plan <ul><li>Using SOSTAC </li></ul><ul><ul><li>Situation Analysis </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><li>Actions </li></ul></ul><ul><ul><li>Control </li></ul></ul>
    • 131. Develop a Digital Marketing Plan <ul><li>Background to company – online! </li></ul><ul><ul><li>Macro/micro </li></ul></ul><ul><ul><li>ecustomers </li></ul></ul><ul><ul><li>ecompetitors </li></ul></ul><ul><li>Estrategy </li></ul><ul><ul><li>Objectives (SMART) </li></ul></ul><ul><ul><li>options </li></ul></ul><ul><li>Integration </li></ul><ul><ul><li>Back end office </li></ul></ul><ul><ul><li>Communications </li></ul></ul><ul><li>Emarketing re-mix </li></ul><ul><ul><li>7 p’s-how the affect your situation </li></ul></ul>
    • 132. Develop a Digital Marketing Plan <ul><li>Etools </li></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><li>Techniques </li></ul></ul><ul><li>Controls and resources </li></ul><ul><ul><li>Kpi </li></ul></ul><ul><ul><li>Budgets </li></ul></ul><ul><ul><li>Timescales </li></ul></ul><ul><ul><li>Project plans </li></ul></ul><ul><ul><li>Implementation </li></ul></ul><ul><ul><li>Web analytics </li></ul></ul><ul><ul><li>Stats/benchmark </li></ul></ul><ul><li>Report format </li></ul><ul><ul><li>References </li></ul></ul><ul><ul><li>Presentation </li></ul></ul><ul><ul><li>Appendices </li></ul></ul>
    • 133. Develop a Digital Marketing Plan <ul><li>Ansoff Matrix – online opportunities </li></ul>Market Development Product Innovation Low High Low High Market Development (medium risk) Diversification (highest risk) Market Penetration (Lowest risk) Product Development (Medium risk) New Geographic markets New customer segments New markets and New products No development of Markets or products New digital information Services, e.g. consulting on product design
    • 134. Develop a Digital Marketing Plan <ul><li>Organisations can not stand still! </li></ul><ul><ul><li>On-going product development necessary for corporate survival </li></ul></ul><ul><ul><li>Online world allows for new versions of products, product variations, new products/services (Smith and Chaffey) </li></ul></ul><ul><li>Methods to find out how to develop: </li></ul><ul><ul><li>Online surveys and feedback </li></ul></ul><ul><ul><li>Newsgroups / discussion lists </li></ul></ul>
    • 135. Develop a Digital Marketing Plan <ul><li>eBusiness risk </li></ul><ul><ul><li>Credit card fraud </li></ul></ul><ul><ul><li>Identity theft </li></ul></ul><ul><ul><li>DDOS </li></ul></ul><ul><ul><li>Cyber graffiti </li></ul></ul><ul><ul><li>Alien computer control </li></ul></ul><ul><ul><li>Chat room undesirables </li></ul></ul><ul><ul><li>IPR theft </li></ul></ul><ul><ul><li>Data compromise </li></ul></ul>
    • 136. Develop a Digital Marketing Plan <ul><li>Differentiators </li></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><ul><li>Delivery </li></ul></ul><ul><ul><li>Channel </li></ul></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><li>OVP – what is Yours? </li></ul>
    • 137. Develop a Digital Marketing Plan <ul><li>E-marketing has to integrate with offline </li></ul><ul><li>Don’t ignore sound business case </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Targets </li></ul></ul><ul><ul><li>Tactical Tools </li></ul></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Dynamic dialogue </li></ul></ul><ul><ul><li>Integration </li></ul></ul>
    • 138. Develop a Digital Marketing Plan <ul><li>“ Marketing is so basic that it can not be considered as a separate function on a par with others such as manufacturing or personnel. It is a central dimension of the entire business. It is the whole business seen from the point of view of its final result, that is from the customers ’ point of view.” Kotler </li></ul>
    • 139. Develop a Digital Marketing Plan <ul><li>Where you are going </li></ul><ul><ul><li>And where you want to be. </li></ul></ul><ul><ul><li>Don’t forget the 5 S’s. </li></ul></ul><ul><ul><li>Objectives have to be SMART </li></ul></ul><ul><ul><ul><li>Specific, Measurable, Achievable, realistic and time bound. </li></ul></ul></ul><ul><ul><ul><li>E.g. To generate an extra 100k worth of online sales by December 2010 </li></ul></ul></ul>
    • 140. Develop a Digital Marketing Plan <ul><li>Cost reduction </li></ul><ul><li>Growing business </li></ul><ul><li>Adding value </li></ul><ul><li>Getting closer to customers </li></ul><ul><ul><li>Consider </li></ul></ul><ul><ul><ul><li>Accelerated change </li></ul></ul></ul><ul><ul><ul><li>Radical business change </li></ul></ul></ul><ul><ul><ul><li>Radical technology change </li></ul></ul></ul><ul><ul><ul><li>Global marketplace </li></ul></ul></ul>
    • 141. Develop a Digital Marketing Plan <ul><li>Defining strategy </li></ul>Corporate objectives and strategy Marketing Strategy Internet Marketing Strategy Competitor strategy Market Structure and demand Emerging opportunities and threats
    • 142. Develop a Digital Marketing Plan <ul><li>Defining Strategy </li></ul><ul><li>Guidelines </li></ul><ul><ul><li>Short and long term </li></ul></ul><ul><ul><li>Congruent across company, at all levels over time </li></ul></ul><ul><ul><li>Quantitative, give specific numbers </li></ul></ul><ul><ul><li>Realistic, not wish list </li></ul></ul><ul><ul><li>Hierarchical </li></ul></ul><ul><li>Aims are more general (not quantified) </li></ul>
    • 143. Develop a Digital Marketing Plan Adapted from drummond, ensor & ashford (2003) Advertising Market growth Example Structured, internal, repetitive. Unstructured, external, speculative Information & Problem Daily marketing activity Defining marketing and competitive positioning Key tasks Narrow Broad Focus Short term Long term Time frame Tactical Marketing Strategic Marketing
    • 144. Develop a Digital Marketing Plan <ul><li>Develop customer persona’s </li></ul>
    • 145. Develop a Digital Marketing Plan <ul><li>A/B testing </li></ul><ul><ul><li>Data trumps intuition! </li></ul></ul><ul><ul><li>Testing on different types of heading, image, button, copywriting. </li></ul></ul>
    • 146. Develop a Digital Marketing Plan <ul><li>Usability Testing </li></ul><ul><ul><li>An approach to website design to enable the completion of user tasks. </li></ul></ul><ul><ul><li>Review Jakob Neilson www.useit.com </li></ul></ul><ul><ul><ul><li>Levels of knowledge </li></ul></ul></ul><ul><ul><ul><ul><li>Of your products </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Of the internet </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Of the website </li></ul></ul></ul></ul>
    • 147. Develop a Digital Marketing Plan <ul><li>Legal issues </li></ul><ul><ul><li>Data protection act. </li></ul></ul><ul><ul><li>Distance Selling Regs </li></ul></ul><ul><ul><li>Disability Discrimination act </li></ul></ul><ul><ul><li>Information security policies </li></ul></ul><ul><ul><li>Licence/IPR issues? </li></ul></ul><ul><ul><li>International Boundaries? </li></ul></ul>
    • 148. Develop a Digital Marketing Plan <ul><li>Project management </li></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Timescales </li></ul></ul><ul><ul><li>Budgets </li></ul></ul><ul><ul><li>Deliverables </li></ul></ul><ul><ul><li>Milestones </li></ul></ul><ul><ul><li>Gannt Charts </li></ul></ul>
    • 149. Develop a Digital Marketing Plan <ul><li>Risk and control </li></ul><ul><ul><li>Brainstorm list of things that could go wrong. </li></ul></ul><ul><ul><li>Assess impact and liklihood. </li></ul></ul><ul><ul><li>Contingency planning </li></ul></ul><ul><ul><li>Revising and refining </li></ul></ul>
    • 150. Develop a Digital Marketing Plan <ul><li>Applying Publication to Digital </li></ul><ul><ul><li>Reports and dashboards </li></ul></ul><ul><ul><li>KPI’s </li></ul></ul><ul><ul><li>Dissemination. </li></ul></ul><ul><ul><li>Analytics – log sofware </li></ul></ul>
    • 151. Exercise <ul><li>Exercise </li></ul><ul><ul><li>Pick one company </li></ul></ul><ul><ul><ul><li>Online fashion retailer. </li></ul></ul></ul><ul><ul><ul><li>New health drink producer. </li></ul></ul></ul><ul><ul><ul><li>Meat only restaurant. </li></ul></ul></ul><ul><ul><ul><li>Offline lifestyle magazine </li></ul></ul></ul><ul><ul><li>Develop objectives and framework for digital marketing plan. </li></ul></ul><ul><ul><ul><li>Select 3 primary objectives </li></ul></ul></ul><ul><ul><ul><li>Develop framework </li></ul></ul></ul><ul><ul><ul><li>Develop campaign idea for 1 campaign </li></ul></ul></ul><ul><ul><ul><li>Research online for sample if time permitting. </li></ul></ul></ul><ul><ul><ul><li>Feedback to group </li></ul></ul></ul>
    • 152. Assignment & Research <ul><li>What will be covered; </li></ul><ul><ul><li>Task 1 </li></ul></ul><ul><ul><li>Task 2 </li></ul></ul><ul><ul><li>Marking Criteria </li></ul></ul><ul><ul><li>Research </li></ul></ul>
    • 153. Useful Resources (not exhaustive)! <ul><ul><li>www.econsultancy.com </li></ul></ul><ul><ul><li>www.emarketer.com </li></ul></ul><ul><ul><li>www.clickz.com </li></ul></ul><ul><ul><li>www.marketingsherpa.com </li></ul></ul><ul><ul><li>www.hitwise.com </li></ul></ul><ul><ul><li>www.statmarket.com </li></ul></ul><ul><ul><li>www.itu.int </li></ul></ul><ul><ul><li>www.etcnewmedia.com </li></ul></ul><ul><ul><li>www.futureistics.eu </li></ul></ul><ul><ul><li>www.statistics.gov.uk </li></ul></ul><ul><ul><li>www.davechaffey.com </li></ul></ul><ul><ul><li>www.alexa.com </li></ul></ul><ul><ul><li>www.facebook.com/group.php?gid=290266780700 </li></ul></ul>

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