DIM Lecture 5
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DIM Lecture 5

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...consideration of a digital marketing mix

...consideration of a digital marketing mix

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DIM Lecture 5 DIM Lecture 5 Presentation Transcript

  • 5
  • 1 situation analysis 3 objectives strategy 4 tactics 2 5 action 6 control
  • promotion
  • just remember...
  • different tactics will have a different significance …and speed at which they can be adapted product and price
  • content websites omni-channel story-telling
  • what to consider...
  • Content?
  • the key concept here is user experience or UX …the focus is heavily on the user, hence the development of personas
  • desirable… linked to brand findable… easy to find what you need Morph London Agency, 2013
  • m-commerce accounts for 15% of this …at £6.61 billion for 2013 eMarketer, 2013 (estimate)
  • …allows storage of, and access to, digital media …office 365 and Google docs
  • …language and design
  • …can it be turned into a file or software? then we need to consider content delivery systems
  • digital price… online only discounts… incentivising behaviour and traffic …comparison sites - aggregators
  • …showrooming L2, 2013, research identified that 82% of smartphone users engaged in this form of price-checking
  • digital people… …automated response
  • Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice Hall Smith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition). Elsevier Butterworth Heinemann Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page http://www.smartinsights.com/ http://www.e-consultancy.com/ http://www.google.com/analytics/features/ http://www.experian.co.uk/marketing-services/mosaic-digital- insights.html http://blog.kissmetrics.com/ http://www.forrester.com /http://www.ons.gov.uk/ons/