digital marketing lecture 5
TRANSCRIPT
digital and interactive marketing #DM
5
digital marketing mix
SOSTAC planning framework planning framework…
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situation analysisobjectivesstrategy
tacticsaction
control
growth
position
competitive
corporate
marketing
digital
resourcesscheduling
Smith, 1990
7P’s
…the marketing mix
product
price
people
process
Physical evidence
promotion
place
…partners?
McCarthy, 1960
Booms & Bitner, 1981
Chaffey, 2006
…an alternative?
…the 4C’s
consumer wants or needs
Robert Lauterborn (1990) argued that we needed to have a new formula…
cost(s)
convenience
communication(s)
…where does a website fit in the P’s or C’s?
…what is an app?
just remember...
…the directions and focus given in the strategy
the mix is only a framework to aid in decision-making…
think about what you want to achieve in your objectives…
but be flexible and agile
…and, of course, your audience
hierarchy in the mix?
different tactics will have a different significance
place and physical evidence
product and price
promotion and process
people
…and speed at which they can be adapted
digital promotion…
PPC SEO
mobile social media
AR
websites
contentCRO
microsites
landing pages
CGM
banners
skyscrapers
interstitials
pop-ups
inbound links
viral
affiliatesstory-telling
A/B testing
NFC
social video
personalisation
omni-channel
social media
SMS
DRTV
what to consider...
Search
Social
Site
…the more traditional ‘push’ based communications
delivered via digital media?
…the key buzzword is… optimise
Content?…consider your content
…how you need to engage
…and the stage of the DMP
digital process…
…using an digital platform needs to be intuitive, efficient and quick
…the focus is heavily on the user, hence the development of personas
the key concept here is user experience or UX
…what makes a good UX?
useful… solves a problem
usable… easy to use
accessible… across platforms, devices and internet
desirable… linked to brand
findable… easy to find what you need
credible… can it be trusted?
Morph London Agency, 2013
…digital place
e-commerce
11.5% of all UK retail sales
eMarketer, 2013 (estimate)
…excluding travel and events
m-commerce accounts for 15% of this
…at £6.61 billion for 2013
…digital place
the cloud…
…changing the software market
…office 365 and Google docs
…allows storage of, and access to, digital media
…advanced collaboration and shared ownership
digital physical evidence…
…down/load speed
…language and design
…reviews, endorsements?
…packaging and delivery?
digital product...
…can it be turned into a file or software?
…then we have a digital product!
…changing from tangible to digital content
yes
…music, books, films, TV, games, newspapers, apps, maps, communities
then we need to consider content delivery systems
…bespoke design
digital product...
3D printing…
digital price…Paywalls… premium ‘content’ or ‘package’
“freemium”
…comparison sites - aggregators
early bird
online only discounts… incentivising behaviour and traffic
digital, mobile wallet
…showrooming
L2, 2013, research identified that 82% of smartphone users engaged in this form of price-checking
digital people…
…callback
…realtime chat
…avatars
…after-sales service
…and social media
…automated response
…avatars
…tactics for strategy
References and reading
Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice HallSmith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition). Elsevier Butterworth HeinemannRyan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Pagehttp://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/