dim lecture 4

4

1

2

3

4

5

6

situation analysis objectives

strategy

tactics

action control

• Regional • National • International

• Age • Gender • Family

• MOSAIC • ACORN

• Income • Occupation • Education

• Religion • Race • Class

• Lifestyle • Personality

• Benefits sought • Purchase occasion • Attitude

• Usage rate • User status • Loyalty

How many pages of results browsed…

What is searched for…

When do they search…

Shift towards longer strings

2 weeks = 1billion google searches in the UK

…90% visit the second page

…device used

…dwell time

…page views

online behaviour…

…sentiment

…which media are used?

lies, damn lies… and facebook

People don’t tell you things about themselves that may reflect poorly (or they imagine may reflect poorly) on them

media consumption...

perceived risk…

…can be formed through research

Information Search

platform

…finally

How would they feel?

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/