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Module 1: The Digital Marketing Landscape

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Mapa Mental sobre Module 1: The Digital Marketing Landscape, creado por Laura Abbott el 17/05/2014.
Laura Abbott
Mapa Mental por Laura Abbott, actualizado hace más de 1 año
Laura Abbott
Creado por Laura Abbott hace más de 12 años
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Module 1: The Digital Marketing Landscape
  1. Organisational Ecommerce Maturity
    1. 1) Unplanned
      1. Sporadic
        1. No management buyin
        2. 2)Diffuse management
          1. Some management buyin
            1. Different activities and levels in different divisions
            2. 3) Centralised management.
              1. Managed through central team with specialist manager
                1. Not adapted for individual business and division needs.
                2. 4)Decentralised Operations
                  1. Central guidelines
                    1. Individual teams manage their own communications
                    2. 5) Integrated and optimised
                      1. No need for indepth central planning
                        1. Integrated at all management levels and divisions
                        2. Measures of Ecommerce development
                          1. Strategy and performance improvement processes
                            1. Location of ecommerce
                              1. Senior management buy in
                                1. Marketing integration
                                  1. Online marketing focus
                                2. Digital marketing defined
                                  1. Ecommerce is not just financial transactions
                                    1. Support
                                      1. Information
                                      2. Types of transaction
                                        1. Sale side
                                          1. Transactional
                                            1. Information on customers
                                            2. Buy side
                                              1. Information on product
                                                1. Support pre and post buying
                                              2. Emarketing is the use of technologies to get marketing outcomes
                                              3. Digital marketing myths
                                                1. Not just the company website
                                                  1. Not just direct response
                                                    1. SEO & PPC are vital
                                                      1. More than just online, integration with offline is important
                                                        1. Not just another channel
                                                        2. Types of online prescence
                                                          1. Transactional Ecommerce
                                                            1. Transaction types
                                                              1. B2B e.g. inforna
                                                                1. B2C e.g amaxon
                                                                  1. C2B e.g. Trip Advisor
                                                                    1. C2C e.g. Etsy
                                                                  2. Service orientated relationship building sites
                                                                    1. Brandbuilding
                                                                      1. Portal
                                                                        1. Access
                                                                          1. Horizontal or functional portals
                                                                            1. Vertical or market based
                                                                              1. Media portal
                                                                                1. Geographic portal
                                                                                  1. Marketplace
                                                                                    1. Search
                                                                                      1. Media type
                                                                                    2. Impact of digital marketing
                                                                                      1. Assessing the impact
                                                                                        1. Customer connectivity
                                                                                          1. Channel Usage
                                                                                            1. Online Results
                                                                                              1. Marketplace Impact
                                                                                              2. Reasons for adopting the infernet for marketing
                                                                                                1. Sell
                                                                                                  1. Serve
                                                                                                    1. Speak
                                                                                                      1. Sizzle
                                                                                                        1. Save
                                                                                                        2. Ansoff
                                                                                                          1. Market Penetration
                                                                                                            1. Better accessibility
                                                                                                              1. Better Support
                                                                                                                1. Learn more about customers
                                                                                                                2. Market Development
                                                                                                                  1. Better access to other geographies
                                                                                                                    1. Can easily segment and target new markets
                                                                                                                      1. Identify new markets to target through online research
                                                                                                                      2. New product development
                                                                                                                        1. Online specific products
                                                                                                                          1. Easily test things online and make quick changes
                                                                                                                          2. Diversification
                                                                                                                            1. Easy to research
                                                                                                                              1. Easy and relatively cheap to test.
                                                                                                                            2. Risks of digital marketing
                                                                                                                              1. Service quality risks
                                                                                                                                1. Channel Conflicts
                                                                                                                                  1. Implementation risks
                                                                                                                                    1. Organisational strategy
                                                                                                                                  2. Digital compared to traditional
                                                                                                                                    1. Terms
                                                                                                                                      1. Channel - Pathway which things are distributed
                                                                                                                                        1. Medium - Environment through which a message is conveyed.
                                                                                                                                          1. Discliplne - A particular area of knowledge.
                                                                                                                                            1. Tool - A device used to perform a task.
                                                                                                                                            2. Changes from traditional to digital
                                                                                                                                              1. Push to pull
                                                                                                                                                1. Monologue to dialogue
                                                                                                                                                  1. From one-many to one-some or one-one
                                                                                                                                                    1. Lean back to lean forward
                                                                                                                                                      1. tool changes
                                                                                                                                                        1. Increase in intermediariesI
                                                                                                                                                          1. Integration becomes more challenging.
                                                                                                                                                        2. Building CRM online
                                                                                                                                                          1. Elements of CRM
                                                                                                                                                            1. Customer selection
                                                                                                                                                              1. Customer acquisition
                                                                                                                                                                1. Customer retention
                                                                                                                                                                  1. Customer extension
                                                                                                                                                                  2. eCRM and CRM need to be integrated
                                                                                                                                                                    1. IDIC Method
                                                                                                                                                                      1. Identify
                                                                                                                                                                        1. Differentiate
                                                                                                                                                                          1. Interact
                                                                                                                                                                            1. Customise
                                                                                                                                                                            2. Opt-in options
                                                                                                                                                                              1. Content
                                                                                                                                                                                1. Frequency
                                                                                                                                                                                  1. Channel
                                                                                                                                                                                    1. Format
                                                                                                                                                                                    2. Chaffrey's Six Principles
                                                                                                                                                                                      1. Consider selective optin
                                                                                                                                                                                        1. Create a common customer profile
                                                                                                                                                                                          1. Opt-in incentives
                                                                                                                                                                                            1. Don't make opt-out too easy
                                                                                                                                                                                              1. Watch don't ask
                                                                                                                                                                                                1. Create an outbound content strategy
                                                                                                                                                                                              2. Digital Marketing Planning
                                                                                                                                                                                                1. Situational Analysis
                                                                                                                                                                                                  1. Objective Setting
                                                                                                                                                                                                    1. Strategy definition
                                                                                                                                                                                                      1. Implementation
                                                                                                                                                                                                      2. Goal Setting and Budgetting
                                                                                                                                                                                                        1. Keep it smart
                                                                                                                                                                                                          1. Smart
                                                                                                                                                                                                            1. Measurable
                                                                                                                                                                                                              1. Achievable
                                                                                                                                                                                                                1. Relevant
                                                                                                                                                                                                                  1. Timely
                                                                                                                                                                                                                  2. Examples of effectiveness
                                                                                                                                                                                                                    1. Online revenue contribution
                                                                                                                                                                                                                      1. Reach
                                                                                                                                                                                                                        1. Customer Satisfaction
                                                                                                                                                                                                                          1. Profitability
                                                                                                                                                                                                                          2. Effectiveness measures
                                                                                                                                                                                                                            1. Life-time value
                                                                                                                                                                                                                              1. Branding metrics
                                                                                                                                                                                                                                1. ROI
                                                                                                                                                                                                                                  1. CPA
                                                                                                                                                                                                                                    1. CPC
                                                                                                                                                                                                                                      1. Conversion Rate
                                                                                                                                                                                                                                        1. Visitors
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