Book details Author: Dave Chaffey Pages: pages Publisher: Pearson Language: English ISBN ISBN Description this book Digital Marketing textbook used in third year of compgarbullkunsbar.cfl Marketing: Strategy, Implementation and. [PDF] Download Digital Marketing Strategy Implementation and Practice Free Oline. Book Details Author: Dave Chaffey,Fiona Ellis-Chadwick Pages: Binding: Paperback Brand: ISBN: Description Digital Marketing textbook used in third year of university. Internet MarketingInternet MarketingStrategy, Implementation and .. niques and best practice to support all the digital marketing – compgarbullkunsbar.cf .edu/research/papers/compgarbullkunsbar.cf
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Note: Previous ed. published as Internet marketing: strategy, implementation and practice / by Dave Chaffey [et al.]; edited by Dave Chaffey. Harlow: Financial. Get this from a library! Digital marketing: strategy, implementation and practice.. [ Dave Chaffey; Fiona Ellis-Chadwick]. Digital marketing: strategy, implementation and by Dave Chaffey · Digital marketing: strategy, implementation and practice. by Dave Chaffey. Print book.
G Given the rapidly changing market characteristics and best practices of Internet mar- keting, web-based information sources are needed to update knowledge regularly. This text and the supporting companion web site contain extensive links to web sites to achieve this. The content of this book assumes some existing knowledge of marketing in the reader,perhaps developed through experience or by students studying introductory modules inmarketing fundamentals, marketing communications or buyer behaviour.
However, thetext outlines basic concepts of marketing, communications theory, buyer behaviour andthe marketing mix. Changes for the third edition of Internet MarketingThe acclaimed structure of the second edition has been retained since this provides a clearsequence to the stages of strategy development and implementation which are requiredto plan successfully for Internet marketing in existing and start-up companies.
The thirdedition is a significant update with many revisions, new subsections and nearly newfigures to better explain Internet marketing concepts.
The main changes are:G In-depth cases written specifically for this book, illustrating best practices and the challenges of online marketing from well-known global e-businesses such as Amazon and eBay to European and Asian examples such as Tesco. A full listing of cases is given in Table 1. G Chapter 10 provides more detailed insight into online consumers and their behaviour and examines how retailers are responding to the challenges created by raised cus- tomer expectations.
G Expanded discussion of B2B trading, trading partnerships and digital marketing strategies. Table 1 In-depth case studies in Internet Marketing, 3rd editionChapter Case study Themes 1 Introduction eBay thrives in the global marketplace Business and revenue model, proposition, 2 Micro-environment Zopa launches a new lending model competition, objectives and strategies, risk management 3 Macro-environment Boo hoo — learning from the largest European dot-com failure Assessing a consumer market, business 4 Internet marketing models, marketing communications strategy Tesco.
Strategy, measurement, online marketing communications, personalisation approach lastminute. Table 2 indicates how the book is related to established marketing topics. Part 1 Internet marketing fundamentals Chapters 1—3 Part 1 relates the use of the Internet to traditional marketing theories and concepts, and questions the validity of existing models given the differences between the Internet and other media.
G Chapter 1 An introduction to Internet marketing introduces using the Internet as part of customer-centric, multi-channel marketing; it also reviews the relationship between Internet marketing, e-marketing, e-commerce and e-business, and the benefits the Internet can bring to adopters, outlines differences from other media and briefly introduces the technology.
G Chapter 2 The Internet micro-environment reviews how the Internet changes the imme- diate environment of an organisation, including marketplace and channel structure. It describes the type of environmental analysis needed to support Internet strategy by examining how customers, competitors and intermediaries and the interplay between them can be evaluated.
G Chapter 3 The Internet macro-environment reviews the impact of social, technological, economic, political and legal environmental influences on Internet strategy and its implementation. Part 2 Internet strategy development Chapters 4—6 Part 2 describes the emerging models for developing strategy and provides examples of the approaches companies have used to integrate the Internet into their marketing strategy.
G Chapter 4 Internet marketing strategy considers how the Internet strategy can be aligned with business and marketing strategies and describes a generic strategic approach with phases of situation review, goal setting, strategy formulation and resource allocation and monitoring. G Chapter 5 The Internet and the marketing mix assesses how the different elements of the marketing mix can be varied in the online environment as part of strategy formulation.
Techniques for communicating with customers, building relationships andfacilitating electronic commerce are all reviewed in some detail. Knowledge of thesepractical techniques is essential for undergraduates on work placements involving a website and for marketing managers who are dealing with suppliers such as design agencies.
G Chapter 7 Delivering the online customer experience explains how an online presence is developed to support branding and customer service quality objectives. The stages, including analysis of customer needs, design of the site structure and layout, and cre- ating the site, are covered together with key techniques such as user-centred design, usability and accessibility design. G Chapter 8 Interactive marketing communications describes the novel characteristics of new media, and then goes on to review different online and offline promotion techniques necessary to build traffic to a web site and for other promotion objectives.
Among the techniques covered are banner advertising, affiliate networks, promotion in search engines and directories, co-branding and sponsorship, e-mail, loyalty techniques and PR. G Chapter 9 Maintaining and monitoring the online presence defines a process for successful updating of a site and online and offline methods for assessing the effectiveness of the site in delivering business and marketing benefits.
G Chapter 10 Business-to-consumer Internet marketing examines models of marketing to con- sumers, and provides case studies of how retail businesses are tackling such marketing. G Chapter 11 Business-to-business Internet marketing examines the different area of mar- keting to other businesses, and provides many examples of how companies are achieving this to support international marketing.
It also discusses the different stages of the buying decision such as supplier search, product evaluation and selection, pur- chase, post-purchase customer service, and evaluation and feedback. Who should use this book? StudentsThis book has been created primarily as the main student text for undergraduate and post-graduate students taking specialist marketing courses or modules which cover e-marketing,Internet and digital marketing, electronic commerce and e-business. The book is relevantto students who are:G undergraduates on business programmes which include modules on the use of the Internet and e-commerce.
This includes specialist degrees such as Internet marketing, electronic commerce, marketing, tourism and accounting or general business degrees such as business studies, business administration and business management;G undergraduate project students who select this topic for final-year projects or disserta- tions — this book is an excellent supporting text for these students;G undergraduates completing a work placement in a company using the Internet to pro- mote its products;G students at college aiming for vocational qualifications such as the HNC or HND in Business Management or Computer Studies;G postgraduate students taking specialist masters degrees in electronic commerce or Internet marketing, generic MBAs and courses leading to qualifications such as Certificate in Management or Diploma in Management Studies which involve mod- ules on electronic commerce and digital marketing.
What does the book offer to lecturers teaching these courses? The book is intended to be a comprehensive guide to all aspects of using the Internet and other digital media to support marketing. The book builds on existing marketing theories and concepts, and questions the validity of models in the light of the differ- ences between the Internet and other media.
The book references the emerging body of literature specific to Internet marketing. It can therefore be used across several modules.
Lecturers will find the book has a good range of case studies, activities and exercises to support their teaching. Web site references are given in the text and at the end of each chapter to provide important information sources for particular topics. Student learning features A range of features have been incorporated into this book to help the reader get the most out of it.
They have been designed to assist understanding, reinforce learning and help readers find information easily. The features are described in the order in which you will encounter them. It contains: G main topics: the main topics and their page numbers; G case studies: the main cases and their page numbers; G learning objectives: a list describing what readers can learn through reading the chapter and completing the exercises; G questions for marketers: explaining the relevance of the chapter for practitioners; G links to other chapters: a summary of related information in other chapters.
In each chapter G Definitions: when significant terms are first introduced the main text contains suc- cinct definitions in the margin for easy reference. G Web references: where appropriate, web addresses are given to enable readers to obtain further information. They are provided in the main text where they are directly rele- vant as well as at the end of the chapter. G Case studies: real-world examples of how companies are using the Internet for market- ing.
Questions at the end of the case study are intended to highlight the main learning points from the example.
They do not contain supplementary questions. Doing so allows you to highlight additional information such as your industry, location, phone number and email address as part of your Instagram bio.
Additionally, Instagram business profiles have access to analytics to help you see how followers are interacting with your account.
Of course, we recommend that you go beyond base-level metrics with the help of Sprout Social but more on that later. Specifically, your hashtags and bio. For example, most hashtags are either a brand name or slight variations on a brand name.
The purpose of having a hashtag is to encourage followers to tag your brand and enable you to do the same. Hashtags serve as a sort of call-to-action to encourage customer photos and stories. In turn, you and your followers can see who else used your tag and shared their snaps. For more ideas and inspiration, take a moment to review our comprehensive guide to hashtags for Instagram. Craft a compelling Instagram bio Despite being only characters, your Instagram bio is invaluable real estate.
It represents an opportunity to highlight what your brand is all about and encourage followers to take action. As part of your Instagram marketing strategy, make sure that your bio includes the following.
Again, you have tons of creative freedom on Instagram. For reference, you can check out dozens of examples on our guide to writing your Instagram bio. Sleek, minimalist and high-res is the way to go. For example, Casper includes only the first letter of their stylized brand font for a bold profile pic.
Meanwhile, BarkBox manages to include their entire name with clean, legible text. That is, creating content. Yet again the concept of creative freedom rears its head. With so many possibilities in terms of what you can post, where do you even start? Eye-popping imagery Stylish snapshots. Of course, not all of us have the privilege of working in an industry that allows us to take exotic photos. Thankfully, most modern smartphones have features baked into them to take compelling photos of just about anything.
People-centric photos It might sound cliche, but social media is, well, social. That means centering your content strategy around people. Specifically, highlighting the humans who support your business. For example, user-generated content and customer photos are staples of Instagram. Sharing such snapshots allows you to show off your satisfied customers and put your products in a real-world setting.
Going behind-the-scenes and celebrating your colleagues is a simple yet effective way to humanize your brand. Videos Video content is among the most popular and shared around social media, Instagram included. Many brands share bite-sized promos in lieu of big productions.
And yes, you can create video that sells with little more than a smartphone. Vine-style looping videos and timelapse videos are insanely popular and can be put together in a matter of seconds thanks to third-party apps. For example, the video below was created with LifeLapse.